Marketing Plan for Greenergy International Ltd.: A 7P Analysis

Desklib provides past papers and solved assignments. This report analyzes Greenergy's marketing plan using the 7Ps.

IOANA - UNIT 2 MARKETING ESSENTIALS {MERIT}

Table of Contents
Introduction...................................................................................................................... 2
LO1: Explanation of the roles of marketing and its interrelation with other functional units
of an organisation.............................................................................................................2
P1: Key Roles and responsibilities of marketing Functions..........................................2
M1: Analysis of Roles and responsibilities of marketing in case of Greenergy.............3
P2: Explanation of roles and responsibilities of marketing to wider organizational
contexts........................................................................................................................ 4
M2: Significance of interrelationships between marketing and other functional units of
the organisation............................................................................................................ 6
D1: Evaluation of the key elements of marketing functions and its interrelation with
other functional units of the organisation......................................................................6
LO2: Achievement of overall business objectives with the use of 7Ps elements of
marketing mix...................................................................................................................8
P3: Application of Marketing Mix (7Ps) to achieve Business Objectives......................8
M3: Tactics used by Organizations to achieve business objectives...........................13
D2: Analysis of marketing procedures based on the plans developed.......................14
LO3: Development and Evaluation of a basic marketing Plan.......................................15
P4: Development of a basic Marketing Plan for Greenergy........................................15
M4: Evaluation of the Marketing Plan.........................................................................18
Conclusion..................................................................................................................... 19
Reference list................................................................................................................. 20
1

Introduction
Business organisations try to develop their marketing processes in such a way so that
they are able to increase their productivity and popularity in the market. In this study the
example of Greenergy International Ltd., a fuel distribution company based in UK has
been taken and the study tries to develop marketing plan for the company so that they
are able to operate in the market. A marketing Plan based on 7Ps of marketing Mix has
been produced so that marketing processes of the company can be developed. The
marketing Mix based marketing plan has been evaluated and analysed as per 7Ps of
marketing and marketing procedures have been given proper attention. The problem
statement of the study is to develop marketing plan for Greenergy and use it to develop
the marketing processes of the organisation.
LO1: Explanation of the roles of marketing and its interrelation with
other functional units of an organisation
P1: Key Roles and responsibilities of marketing Functions
Selling of Products
The main role and responsibility of the marketing department of Greenergy International
Ltd. is selling the fuels to increased numbers of customers of the country. The members
of the marketing team try to develop their marketing processes so that the value of the
fuels is increased among the customers and they are motivated to buy the products.
Sales figures can also be increased with the help of various promotions and
advertisements so that people are able to know about the advantages of the product
that is being sold. The Marketing Manager needs to devise proper ways so that they are
able to increase the sales figures of Greenergy International Ltd.
Attracting increased numbers of customers
All members of the marketing teams need to be focused on increasing customer
attraction policies so that increased number of people is able to know about the
products that are sold. The company sells products that are used by several people of
2

the country and have several competitors in the market as fuel is a regular necessity for
various purposes. In order to attract increased amount of customers, Marketing Team of
Greenergy International Ltd. need to focus on the demands of customers and develop
their products accordingly. It is seen that people of UK who use products of Greenergy
International Ltd. as their car fuels mainly seek more mileage. The performance of the
fuels needs to be increased in order to attract increased number of customers.
Proper communication skills to make customers understand details about the
product
Customers mainly choose products about which they are able to understand easily in all
details. The customers also need to understand the complete details about products so
that they are able to use it for various purposes. As a result, communication skills of the
marketing staffs need to be perfect and attractive. As per the view of Hill (2017),
professional marketing experts are able to convince people about their products with
their spoken power and talking styles. This needs to be kept in mind by the staffs so that
they are able to increase their communication skills as per the cultural background of
the market. The spoken power and clarity of marketing staffs needs to be proper so that
customers easily generate an attraction towards the product by their styles of
explanation.
Development of organisational revenue with proper sales figures
Another key role and responsibility of marketing department of Greenergy International
Ltd. is development of organisational revenue by increasing the sales figures of the
organisation. According to Juodagalvienė et al. (2017), it can be commented that the
customer demands needs to be focused on properly by staffs of marketing team and
taken into notice so that the products are developed accordingly. This affects the sales
figures in a positive manner and organisational revenue also increases. Development of
organisational revenue is important as it enables the development of organisational
work processes and enables organisational growth. Marketing Team of the
Organisations need to responsibly develop sales figures of the organisation.
3

M1: Analysis of Roles and responsibilities of marketing in case of Greenergy
Marketing Team of Greenergy International Ltd. mainly try to develop their
organisational processes in such a way so that they are able to increase the
performance of the organisation. In this respect, it is seen that the organisation is mainly
oriented towards increasing their effectiveness of products so that customer satisfaction
can be increased. This helps in increasing their stakeholder values and the organisation
is easily able to develop their performance with feedbacks received from people. In the
view of Mumford et al. (2017), the marketing team try to explain the customers about
the ways in which companies are using natural wastes to develop fuels so that
environmental pollution is reduced. It is also seen that the management of business
organisations also try to increase their stakeholder value by providing them with
occasional discounts on the products based on the market and thus increase their
popularity and sales.
P2: Explanation of roles and responsibilities of marketing to wider organizational
contexts
Roles performed by Marketing Department of Organisations also leave an impact on the
other functioning of other departments of the organisation. As per the view of Kerzner
and Kerzner (2017), since marketing department is responsible for the sales of
products, all departments are affected by the roles performed by the marketing
department.
Effect on production unit:
Marketing Department have direct effect on the Production Department of the
organisation. The Production department have to stay in constant touch with the
marketing department and consult about the markets and manufacture the products
accordingly. At Greenergy International Ltd., it is seen that natural wastes are used to
manufacture the biofuels that can be used by the customers. The competitive analysis
of the company is done by the marketing team and the demands of the products are
calculated by the marketing team. As per the influence of Hanssens and Pauwels
(2016), ity can be said that, the production is done accordingly so that the company
does not face loss. For example, it is seen that, Greenergy International Ltd. produces
4

less amount of fuel when competitive organisations offer discounts to the customers.
This prevents the company from facing loss. On the other hand, it is seen that during
discounts provided by Greenergy International Ltd., the company production increases
as the people ask for increased amounts of fuel at reduced prices. All these status are
checked by the marketing team and proper communication is done with production
department.
Effect on quality check unit
Customer feedbacks are received and analysed by the Marketing Department of
Greenergy International Ltd. These feedbacks are checked properly by the marketing
staffs and they record the demands of the customers from their products. Further, these
demands are sent to the Quality Check Department of Greenergy International Ltd. so
that they are able to find out if products already have those features present. Greenergy
International Ltd. aims to reduce Environmental pollution caused by fuels and thus they
generate bio-friendly fuels. French and Russell-Bennett (2015) commented that, the
amount of harm that these fuels can cause is checked by the Quality Check team on a
regular basis. Before the products are sent for sale, the quality of the fuels is checked
so that no harm or pollution is caused. The percentage of all the ingredients is
measured accurately and after that it is sent for sales.
Effect on Research and Development Department
Demands of the customers related to new types of products are also known by the
marketing teams from the suggestion that are achieved from the customers. As a result,
it is seen that marketing team of Greenergy International Ltd. have to organise meetings
with the research and development team of the organisation so that they are able to
develop advanced products as per the demands of the customers. Kosinova et al.
(2016) stated that, proper focus is kept on the development of the fuels so that they
pollute the environment less after burning. Apart from this, it is also seen that the
products that are developed are advanced enough and are able to provide increased
amount of performance from the previous products. Storage processes of the products
are also improved by the research and development team so that accidents caused by
the product can be prevented.
5

M2: Significance of interrelationships between marketing and other functional
units of the organisation
Interrelationship between Marketing Department and other functional departments of
Greenergy International Ltd. are significant as they are able to:
● Increase the overall performance of the organisation as per the demands of the
customers and increase their overall effect on organisational sales.
● Increases satisfaction of customers as the products are developed as per their
demands.
● Develops inter organisational harmony as flow of communication stays proper and
all the departments in the organisation remain interconnected.
● Members of the organisation are able to develop ideas about demands of customers
and produce new ranges of products for sales.
D1: Evaluation of the key elements of marketing functions and its interrelation
with other functional units of the organisation
Key elements of marketing Interrelation with other functional units
Market Informations Information about the market where the
organisation is selling their products is
important for all departments of the
organisation. As per the view of Ratten
(2016), the departments develop their
performance as per the demands of the
customers of the markets. Further, sales
figures and production is also done as per
the markets.
Sales Sales of products affect the accounts
department, production department and
research department apart from the
marketing department in case of
6

Greenergy International Ltd. It is seen
that the company is able to develop their
sales by paying attention to the areas that
they need to improve to develop their
sales figures.
Finance Finances required for operations are
planned by the marketing departments
however affect various other departments
of the organisation like Accounts
Department. In the opinion of Feng et al.
(2015), the amounts that are required are
given by accounts manager with proper
notice from the leaders of the
organisation and thus they have to be
involved.
Storage The amount of products that needs to be
kept in the inventory is decided by the
marketing department. This is because
the people of the marketing department
have ideas about the sales and they are
able to predict the sales amount. Thus,
the inventory management department is
also affected due to the roles of the
marketing department.
Competition Competition leaves an effect on the
accounts department and production
department apart from the marketing
department of the organisation. In order
to gain competitive advantage, costs of
7

the products have to be reduced and
stakeholder values have to be increased.
The company needs to develop products
as per the demands of customers.
Table 1: Interrelation between key elements of marketing and organisational
functions
(Source: Created by Learner)
LO2: Achievement of overall business objectives with the use of 7Ps
elements of marketing mix
P3: Application of Marketing Mix (7Ps) to achieve Business Objectives
The concept of marketing mix can be adhered as to having the creation of proper
marketing strategies and sustaining ways for implementing them with effective tactics.
In light of Greenergy International Ltd., a comparative marketing mix of 7P can be
considered to have analysis of their marketing situations and to devise respective
strategies with highlights to its competitors such as UK petroleum industry Associations
Ltd. analysis;
Elements Greenergy International Ltd.
Analysis
UK Petroleum Industry
Association Ltd
analysis
Price ● Competitive pricing strategy ● Fuel prices at a
rate of £0.0070
● Competitive
pricing strategies
8

Products ● Petrol fuels
● Diesel fuels
● Aviation fuels
● Bi fuels
● 250,000 tone/300 million
litre per year
● Petrol fuels
● Diesel fuels
● Aviation fuels
● Bi fuels
● Petroleum
products
Place ● Fuel submission across
northern America, USA,
southern American regions
and the middle eastern
countries
● Middle eastern
countries are
served
● American
continent is also
served
Promotion ● Booth set up for
demonstration of their fuel
quality
● Use of direct marketing
strategy and personal
selling
● Fuel prices
discounts
● Loyalty programs
‘
● Use of mobile
applications
9

Physical evidence ● In store supplies from
industry
● Sufficient offering of
discounts are available for
the customers especially
targeting automobile
companies
● Refineries all
across UK
● Petrol pumps and
store booths
● Availability of
supply chain
stores for sale
People ● 60,100 employee strengths
● Hierarchical structure
● 88,100
employees
● Hierarchical
structure
Process ● Consideration of
processing and refining
operations along with
having use of fractional
process
● Consideration of
processing and
refining
operations along
with having use
of fractional
process
Table 2: 7P of Greenergy International Ltd. vs. UK Petroleum Industry Association
Ltd analysis
(Source: created by researcher)
Price
From the above table, it can be seen that both the companies are with competitive
advantage pricing strategy with reference to furls at an affordable rate. However, the
competitive pricing strategy for UKPIA stays more favourable to hold up the fuel market
along with sustains the competitive advantage. A fuel dispatch rate on an average of
10

£0.0070 per litre against £0.0080 is with more customers in demands (Greenergy,
2019).
In light of this, Greenergy International Ltd. is with negative console against which their
competitive pricing strategy though being profitable for their company however depleting
their growth rate. In light of this, the preference goes to UKPIA rather than Greenergy
International Ltd... Highlighting this context, cutting of mass expenses along with having
elimination of external supply chain costs can leverage competitive advantage to
Greenergy International Ltd... There can also be taken the consideration of using
market research through which an insight can be achieved regarding current fuel
costing and them a pricing strategy can be entailed for growth and competitive
advantage (Ratten, 2016).
Products
Through comparison, it can be seen that, both the companies are with sale of petroleum
products, petrol fuels, diesel fuels, bio fuels and aviation fuels. However, in this case,
UKPIA succeeds over Greenergy International Ltd. through having competitive
advantage in terms of having petroleum fuels. UKPIA thus has extra addition of
products such as tar, plastic and paraffin wax which are majorly used by construction
industries. Here an extra profit can be considered for UKPIA through having competitive
advantage increment.
On this contrary, Greenergy International Ltd. not being with products of petroleum
stays at risk against marketing sustainability. In terms of such, it can be said that
Greenergy International Ltd. is with requirement of producing more petroleum products
such as road construction products such as tar and mortar (Taghian et al. 2015).
Additionally to have competitive advantage, there can be devised the production of
plastics which can be used by retail and marketing fields thus sustaining more
productions and more profits.
Place
In terms of place, there has been analysed that both the refineries are with distributions
across the world and, majorly over the United Kingdom, northern American and Middle
Eastern countries. However in terms of brand strength and higher revenue generation,
UKPIA has more demands in middle eastern regions rather than Greenergy
11