Assessment of Marketing Communication Practices for Sales Improvement

This report, focusing on Management Studies and Research Methods, evaluates marketing communication practices to identify business opportunities for improving sales and revenue. The study uses WhitePot Ltd, a small and medium-sized enterprise (SME), as a case study to explore how effective marketing communication strategies can enhance customer interaction, attract potential customers, and drive business growth. The report includes an introduction outlining the importance of marketing communication, a literature review examining relevant concepts, and a project management plan. The research aims to understand marketing communication practices, identify effective methods for communicating with a fragmented target audience, and evaluate different marketing approaches to improve sales and profitability. The research methodology includes a literature review and project management plan, with an emphasis on how marketing practices can be adapted to identify and capitalize on opportunities for growth within the business environment. The report emphasizes the importance of marketing communication practices to enhance the performance of the company.

Management Studies
and Research Methods

Table of Contents
Topic: “To evaluate marketing communication practices for identifying business opportunities
for improvement in sales and revenue” ..........................................................................................1
INTRODUCTION ..........................................................................................................................1
Marketing communication practices are necessary for organisation to convey their massages
about their product or services to its customers which facilities better interaction among them
thus, lead to better productivity and sales. WhitePot Ltd is a SME which wants to expand its
business operations thus, use of marketing communication practices are made to identify
practical opportunities exists in its businesses environment. Use of effective method of
communication provides better interaction with customers and also provide a manageable and
sustainable way to attract potential customers. For proper growth and expansion it is
necessary for WhitePot Ltd to gain better competitive strength to remain successful in the
market..........................................................................................................................................2
Literature review .......................................................................................................................2
Project management plan ...........................................................................................................5
Project management tools...........................................................................................................6
RESEERARCH METHODOLOGY...........................................................................................7
CONCLUSION ...............................................................................................................................9

Topic: “To evaluate marketing communication practices for identifying business
opportunities for improvement in sales and revenue”
INTRODUCTION
Management studies and research method provide a systematic way of inquiry that helps
in solving business problems and enhance the knowledge of management to make effective
decisions. This research is based on marketing communication practices which provide an
effective way to an organisation for promotion and interacting with its customers and target
audience (Molina‐Azorín and López‐Gamero, 2016). The ultimate aim of marketing
communication is to attract a large a number of customers for a product or service which
facilitates improvement in sale quantum and profitability. For conducting this research the
selected organisation is WhitePot Ltd, which is a family owned SME of Northern Ireland,UK.
This SME was established in 1975 and in starting it deals in retail carpet tiles and soon it also
started providing wall and floor tiles its customers. This research includes a project title, aim and
objectives. Beside this, a preliminary literature review a project plan is also there. Use of
appropriate research methodology is also made to meet the objectives.
Aim
The main aim of this research is, “ To evaluate marketing communication practices for
identifying business opportunities which enhance processes of an organisation for improvement
in sales and revenue”
Objective
These are the ultimate results which an organisation wants to achieve within a time frame
and with optimum use of available resources. The main objectives of this research on WhitePot
Ltd are:
 To understand the concept of marketing communication practices.
 To identify the methods for effective communication with fragmented target audience in
new market in a manageable and sustainable way.
 To evaluate the different approaches of marketing practices to identifying practical
opportunities to enhance performance of WhitePot Ltd for improving its sales and
profitability.
Question tag
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 What is meant by concept of marketing communication practices ?
 What are the possible methods for effectively communicating with fragmented target
audience in new market in a manageable and sustainable way ? What are the different approaches of marketing practices to identifying practical
opportunities to enhance performance of WhitePot Ltd for improving its sales and
profitability ?
Rationale
Marketing communication practices are necessary for organisation to convey their
massages about their product or services to its customers which facilities better interaction
among them thus, lead to better productivity and sales (Fleming and Banerjee, 2016). WhitePot
Ltd is a SME which wants to expand its business operations thus, use of marketing
communication practices are made to identify practical opportunities exists in its businesses
environment. Use of effective method of communication provides better interaction with
customers and also provide a manageable and sustainable way to attract potential customers. For
proper growth and expansion it is necessary for WhitePot Ltd to gain better competitive strength
to remain successful in the market.
Literature review
Literature review is made to clarify the areas of research and provide a background for
doing any research. It provide a list of all sources like books, website link, journals, etc. that are
used for writing literature about the research topic and objective (Brennen, 2017). Literature
review helps in clarifying the research data and also ensure use of checked, accurate and
authentic data.
Concept of marketing communication practices
According to Richard Varey, 2019. Marketing communication involve enhancing
awareness, better understanding, positive associations, shred beliefs and meaning,
predispositions and attitudes in favour of a product or service of an organisation. Marketing
communication provides promotion tools to target a customers through making use of both
information and persuasions. As per the view point of Molina‐Azorín, Marketing
communication practises act as a stimulus that trigger design making process and also helps
management in making informed decisions. As per the views of Richard Varey, the main
purpose of marketing communication practices is to maximize customers delivered value
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through increasing the total customer value or lowering customer cost (Goldfarb and King,
2016). Marketing communication also plays an important role in increasing ability and capability
of organisation to innovate and successfully deliver value added offerings to its customers.
As per the view of John Abbott, 2019. Marketing communications practices are the
techniques that are used by an organisation to convey promotional messages and relevant
information about their product and services. Different types of persuasive communications are
designed by experts of marketing communication to reach or attract the target audience.
According to John Abbott the best marketing communication practices include development of
right concept, selection of right channel, creation of right content and focuses on most suitable
target audience (Aguinis, Edwards and Bradley, 2017). According to his view point, main
objective of marketing communication practices is to increase the awareness and change the
perception of customers in favour a product of organisations. It also develop purchase intent in
customers to motivate them for buying a product which enhance sales of organisation and also
yield better profits.
As per the opinion of Hitesh Bhasin, 2019. Marketing communication refer to the
strategies, methodologies and tactics adopted or used by a company to convey the messages in a
unique and creative manner to their existing and prospective customers about their products and
services (Gomes Barnes and Mahmood, 2016). The various channels included in marketing
communication are Google promotions, print advertisements, social media marketing, etc.
marketing communication plays a important role in development of a strategic vision to garb
various marketing opportunities and provide a platform to come up with new and more
innovative method of promoting offering through communicating about the attributes of product
and services.
To identify the methods for effective communication with fragmented target audience in new
market in a manageable and sustainable way
There are various method which can be adopted by an organisation for effectively
communicating with fragmented target audience in a new market (Senyo, Addae and Boateng,
2018). According to Priya C, effective communication provides a process for exchanging ideas,
thoughts, information and knowledge to meet the purpose or intension of individuals or firm. It
provide a better way for presentation of views so that a message or information can be
understood by receiver. Thus, use of effective communication method provides manageable and
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sustainable way to communicate with a fragmented target audience which is divided into several
parts on the basis of their choice, characteristic, etc. this communication facilitates better
interaction and relation among customers and organisation and also create awareness in
customers about the features of product and intent them for buying. In a small medium enterprise
such as WhitePot Ltd there is a need for maintaining effective communication to facilitate its
business function in more appropriate manner. This will help in expanding and beginning for
hiring more workers, managing communication and allocation of time for meetings has become
important part to run an enterprise.
As per the opinion of Mike kappel, 2017. Effective communication is key to a small
business which facilitates smooth and successful business operations. Communication allow to
attract and retain customers for a longer period of time (Choi, Cheng and Zhao, 2016). The
different methods of communication include verbal, written and print communication method
through making use of different communication channels like social media, Facebook, emails,
newspapers, magazines, etc. use of an effective communication method in WhitePot Ltd also
makes different from their competitors and provide better potions in market. Communication
develop a close link and relation among organisation and customers which facilitates increase in
quantum of sales and also provide a sustainble growth to organisation.
According to Brandon Leibowitz, 2019. Effective communication helps in gaining
loyalty of customers while a ineffective communication can lead to dissatisfaction, frustration
and decrease in sales (Aithal, 2017). According to Brandon Leibowitz, WhitePot Ltd must pay
attention on their first impression and should not make use of Scripted language for promotion of
its product. An organisation should make use of informative and relevant content to proper
engage the customers and a fresh content should be provide at a steady pace on social network,
blog and website to mange and attract more target customers. There are various methods of
communication which can be used by WhitePot Ltd for coordinating with its customers and
workers in more effective manner. This organisation can use non verbal communication, oral
communication or written communication to communicate with customers. The best suitable
communication for this organisation is visual communication, that is, in the form of
advertisement of television. This will help in formulating effective communication with
customers as this mode is more effective to help customers in understanding more about the
products and services it is providing.
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To evaluate the different approaches of marketing practices to identifying practical opportunities
to enhance performance of WhitePot Ltd for improving its sales and profitability.
Use of different marketing practices are made by an organisation to identify business
opportunities that exist in a market which can enhance their performance and also improve their
sales and probability. As per the view point of Leigh Richards, 2019. Marketing is a process that
includes pricing, distribution and promotion of a product or service. A balanced mixture of all
theses elements assure a successful marketing. The different approaches of marketing includes
proper market searches to meet and understand the needs of customers (Senaratne and
Ruwanpura, 2016). Marketing approach also involves picking of a right price and use of
effective promotion for creating awareness in customers and to attract them for making purchase.
Marketing practices like market research provide a deep analysis of current marketing situation
and also make WhitePot Ltd aware about the different opportunities and threat that exits a
business environment so that efforts can be made by them to garb the opportunities to enhance
their performance.
As per the view point of Gabrielle Pickard,2019. Marketing is essential for a small business and
it provide an effective tool to compete with others. The most important marketing practises
includes setting of a practical goals and defining target market for which the entire marketing is
made. It is also necessary to establish a clear Brand identity through making use of right name,
logo, colours and image , so that potential customers can easily identify your organisation.
According to Anastasia, 2019. marketing refer to a set action of includes buying, selling
and promoting products, services or brands through making use of advertising and conducting
regular market research. Marketing approaches aim at providing full understanding about what a
customer want and how that product or service can be provided to them in most cost effective
way to earn better profits (Gylfe and et. al., 2016). Regular market research provide information
about the needs and desire of customers so that best marketing strategy can be formed by a firm
to grab the existing marketing opportunities which will enhance its growth and sales revenue.
Project management plan
it is basically a written document that provides detail information about various phase or
steps of a project or activity. Various phase of a research or project includes its initiating,
planning, executing, monitoring, checking, controlling and at last closing of a project (Bell,
Bryman and Harley, 2018). The main aim of developing a project management plan is that it
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provide a direction and guidance to coordinate the efforts of all team member which ensures
timely completion of work and also maintain quality and efficiency. Various components of
project management plan for effectively conducting this research are provided below:
Cost- it is the sum total of all expenses that are made for conducting a particular research
so that its objective can be made. For estimating amount of cost proper analysis and evaluation
of needs and requirements of research are made by researcher. The distribution of cost for this
research is provided with the help of following table:
Total Forecasted Budget
Particulars Amount
Promotional expenditure £150
Technological costs £200
Other Expenditure £120
Total Cost £470
Time- this represent the time duration which is required for completing a research. For
success of a research it is necessary that it should meet all its objective on time. As per the
estimation of researcher a time period of 10 moths is required to conduct this research.
Quality- it depends on the authenticity and relevance of data. To maintain quality of this
research work use of best possible research methods are made so that the genuineness and
reliability of data and research can be made.
Risk- it represent the chances and possibility of issues and problems that can be faced
while conducting a research (Shaw and Hoeber, 2016). The possible risk and issues associated
with research work are related to some time management issues and lack of resources which can
create hinder for this research work.
Communication- easy and uninterrupted flow of information as necessary to meet the
objectives of any research. To maintain effective communication while conducting this research
use of both formal and informal channels of communications are made. A proper work
environment is also created so that possibility of chaos and conflicts can be eliminated.
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Scope- this research is helpful in developing many professional and personal skill in
researcher like effective communication skills, time management skills, etc. which ensure better
future opportunity for researcher.
Resource- This component of project management plan provides information about
assets and resources used for confuting research. For this research use of both technical and non
technical assets are made which includes human resources, financial resource, statistical tool and
other techniques for collection of authentic data.
Project management tools
use of project management tools are made for effectively conducting a research and to
ensure completion of work within given time frames. Use of following project management tools
are made for this research:
Gantt chart: it is a tool used for properly scheduling a research for timely completion of project.
It provide a graphical presentation for a project and clearly define the start and finish dates of
different activates so that work can be completed by fixed time period (Runfola, and et. al.,
2017). Use of Gantt chart is made for this research to properly communicate the project plans
and status which ensure proper coordination between efforts of all employees and team member
thus, lead to timely completion of work.
Work breakdown structure (WBS): use of this project management tool is made to
properly divide a complex task or project into manageable group so that aims of research can be
achieved on time. Use of Workbreak down structures is made for this research as it provide
better clarity and transparency in a complex project and also avoid chances of ambiguities and
duplication. It also facilitated better communication and properly define role and responsibility
of all team member.
RESEERARCH METHODOLOGY
Research Philosophy- It indicates to the set and aggregation of principles that posture from
which the research is conducted. It can be the group of rule and laws which can be used by the
person who are doing research regarding the topic of research project so that the information and
data which is collected and gathered by the individual, is effective and good in the nature and
quality. There two kind of research philosophy like interpretivism and positivism. In which
interpretivisim used by the research in the project because it is preoccupied with collecting rich
insights in to the subjective meanings than furnishing law like miscellaneous (Crowley‐Henry
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O'Connor and Al Ariss, 2018). The study which is done by using it is affiliates with to societal
phenomena in their natural atmospheres. It paradigm on organising investigation between
population rather then the target, espouse and empathic attitude so as to interpret their social
world and the significant they afford to it from their perception.
Research Approach- It refers to those conceptualization which are used by the investigator to
analyse and determine the information. There are two type of research approach, inductive and
deductive. Inductive approach starts with the broad concept of the topic. For example, in this
research project the investigator doing investigation regrading market communication practices.
According to this approach, the researcher analyse the information from the broad concept like
practices of marketing communication then monitor the main and small things about its the what
is marketing communication or marketing.
Where as deductive approach is opposite from it. It start with the low level then analyses
and briefing the information at broad level. For instance, as per the research topic, the individual
firstly get information about concept of marketing then marketing communication and then
determine the concept and information about practices of marketing communication ad their
impacts or others. In this project deductive approach is used by the researcher to analyse the
information.
Research Strategy- It mention to the researcher methods like qualitative and quantitative. With
the help of them the researcher collect and search information which are required and needed to
complete the research project. Qualitative research method originated in the social and
behavioural sciences (Mellahi and Harris, 2016). It concentrates on acquiring information by
open ended and colloquial abstraction. The outcome which are get by using this method are
synchronous and abstract thought in nature which can be raddled rather easy from the content
that is find. In this method , the information is collected and gathered by interviews,
observations, focus groups and others.
In research project, quantitative research method is utilized to identify the issues by way
of making numerical information that can be changed in to useful statistics. It is utilised to set
knowledge, sentiment, demeanour and other characterized components. In it, the investigator use
online survey, questionnaire, face to face interviews, telephonic interviews, websites interceptors
and others so that they can get effective and huge information to attain the project objectives in
efficacious manner. In this research project, the researcher use quantitative method because it
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provide statistical and visual communication to the person so it is easy to understand the
information and data which is collected.
Types of data collection- It refers to the ways and methods which are used by the individual to
collect and gather information so that the data is collected in effective manner as per the
requirement of the research. It play an essential role in the statistical analysis. For the completion
of the research project, the investigator can use two methods of data collection like primary and
secondary. According to the name, primary method of information gathering, in this method the
information is collected very first time. In this method the information is gathered by the person
directly from first hand sources like survey, observations, questionnaires and experiments etc.
Secondary method indicates to the information which is collected by those sources in
which data is already collected by someone else. For gathering data, the person can use different
sources like newspaper, magazines, online sites, government websites, articles, journals, books,
blogs and others. In this research project the researcher used primary source of data collection, in
which the individual select questionnaire to gather information because with the help of it they
collect pure and first hand information which is beneficial to the research to meet its research
objectives.
CONCLUSION
From this research it can be concluded that management studies and research methods are
used by an organisation to evaluate present opportunity in the market so that performance of
organisation can be enhanced. Aims and objective are set for a research to evaluate its
performance and success. Marketing communication practices provide a better link up and
relation between customers and organisation which enhance their growth rate and success phase.
Effective communication attract larger number of customers for an organisation which enhance
their revenue. Research methodology provides best method like qualitative and quantitative
research method to collect authentic and reliable data.
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