HEMS Ltd Case Study: Analyzing & Assembling Marketing Models

This case study investigates the marketing models employed by HEMS Ltd, a UK-based specialist in tooling repair for heavy machinery, to identify and address issues hindering their business growth. The research aims to assemble a suitable marketing model for the company by first identifying ...Read More

Running head: DISSERTATION
Different Marketing models: A Case Study of HEMS
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
In the modern world, marketing is everywhere and is undertaken by every small, medium and
large business enterprises to reach out to their potential customers. The aim of the research is to
identify the different marketing models used by HEMS Ltd and assembling a marketing model
suitable for the company. The issue that has been identified in HEMS Ltd. is in terms of their
marketing it prime product. The company has been unable to develop and conduct marketing
effectively that is hampering their overall business in terms of customers and revenue generation.
HEMS Ltd. has failed to conduct proper and appropriate market research while promoting their
prime product that has resulted in undertaking inappropriate promotional measures. Lack of
effective marketing and marketing strategies is resulting in minimized revenue earning and profit
of the company. This research is justified because identifying the marketing issue and developing
appropriate marketing by HEMS Ltd. will provide an opportunity for the company to make the
products available to various locations thereby, maximizing sales volume, generating revenue
and success in the long-term. Also, this research is significant, as the company will understand
the significant of marketing in gaining competitive advantage thereby, sustaining in the business
environment effectively and efficiently.
the researcher highlights the concept of marketing along with its role, approach, challenges,
opportunities along with the major difference between selling and marketing. the various models
of marketing that are present in the literatures along with justifying the most appropriate
marketing model of HEMS Ltd so that the current marketing issue can be mitigated in terms of
marketing their prime product. The application of positivism philosophy, deductive approach,
descriptive design and survey and interview research strategy along with non-probability
sampling techniques has been used. , 8 survey participants were selected out of which 4 were

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employees along with one owner, directing manager, marketer and an administrator. Primary
data collection process is followed by the use of only qualitative data analysis technique that is
implemented by the researcher for completing the work successfully.
It can be concluded that marketing is one of the key and significant feature that enables the
business organizations to be successful and sustain in the competitive market. From the
information provided in the literature review, it can be seen marketing is a set of activities that is
conducted by the business organizations in order to fulfill the demands and needs of the
customers. The potential gap that has been identified for HEMS Ltd is lack of appropriate
marketing and inaccurate use of marketing tools. As a result, the company has been failing in
keeping up with the pace of the business market and fulfills the needs and demands of the
customers by delivery what they need. HEMS Ltd is one of the known specialist company in the
UK that offers complete professional service in terms of supplying tooling repair for heavy
machinery and highway equipment. Thus, lack of appropriate marketing and inaccurate use and
execution the marketing tool has hampered the level of customers’ satisfaction. Taking into
account the nature of the industry, the customers of HEMS Ltd are not able to see the product
until and unless it is delivered to them. However, customer complaints have been received in
terms of the design and packaging of the product that is being delivered by the company. Based
on the issues that have been identified in the marketing and marketing models of HEMS Ltd, the
suitable recommendations are researching the target audience, emphasizing on the goals that can
be measured, analyzing and strengthening the presence, making required adjustments, being
consistent and persistent, open to innovation and emphasizing on the minute details.

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Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview...........................................................................................................................9
1.1 Problem statement...............................................................................................................10
1.2 Research aim........................................................................................................................11
1.3 Research objectives.............................................................................................................11
1.4 Research questions...............................................................................................................12
1.5 Research rationale................................................................................................................12
1.6 Structure of the dissertation.................................................................................................13
1.7 Summary..............................................................................................................................14
Chapter 2: Literature review......................................................................................................16
2.0 Overview..............................................................................................................................16
2.1 Conceptual framework.........................................................................................................17
2.2 Concept of marketing..........................................................................................................17
2.3 Models of marketing............................................................................................................19
2.3.1 7 Ps of marketing..........................................................................................................19
2.3.2 AIDA model of marketing............................................................................................23
2.3.3 4 Cs marketing model...................................................................................................25
2.3.4 Keller’s brand equity model.........................................................................................27

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2.3.5 STP model....................................................................................................................29
2.3.6 Pricing model................................................................................................................31
2.4 Difference between selling and marketing..........................................................................34
2.5 Factors affecting marketing.................................................................................................37
2.5.1 Micro-environment.......................................................................................................38
2.5.2 Macro-environment......................................................................................................41
2.6 Role of marketing................................................................................................................46
2.7 Approaches of marketing.....................................................................................................47
2.8 Functions performed in marketing.......................................................................................48
2.9 Challenges faced in marketing.............................................................................................49
2.10 Summary............................................................................................................................51
Chapter 3: Research methodology.................................................................................................52
3.0 Overview..............................................................................................................................52
3.1 Research outline...................................................................................................................52
3.2 Research philosophy............................................................................................................52
3.2.1 Giving an explanation for adopting positivism philosophy..........................................53
3.3 Research approach...............................................................................................................54
3.3.1 Giving an explanation for adopting deductive approach..............................................54
3.4 Research design...................................................................................................................55
3.4.1 Giving an explanation for adopting descriptive design................................................55

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3.5 Research strategy.................................................................................................................56
3.5.1 Giving an explanation for adopting interview research strategy..................................56
3.6 Sampling technique and sample size...................................................................................57
3.6.1 Giving an explanation for adopting non-probability sampling technique....................57
3.7 Data collection process........................................................................................................58
3.7.1 Giving an explanation for adopting primary data collection process...........................58
3.8 Data analysis technique.......................................................................................................59
3.8.1 Giving an explanation for adopting qualitative data analysis technique......................59
3.9 Accessibility issues..............................................................................................................60
3.10 Ethical considerations........................................................................................................60
3.11 Summary............................................................................................................................61
Chapter 4: Data analysis............................................................................................................62
4.0 Overview..............................................................................................................................62
4.1 Interview transcripts............................................................................................................62
4.1.1 Interview transcript of the owner..................................................................................62
4.1.2 Interview transcript of the directing manager...............................................................64
4.1.3 Interview transcript of the marketer.............................................................................66
4.1.4 Interview transcript of the administrator......................................................................67
4.1.5 Interview transcript of the first employee.....................................................................69
4.1.6 Interview transcript for the second employee...............................................................71

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4.1.7 Interview transcript for the third employee..................................................................72
4.1.8 Interview transcript for the fourth employee................................................................74
4.2 Summary..............................................................................................................................75
Chapter 5: Data interpretation.......................................................................................................77
5.0 Overview..............................................................................................................................77
5.1 Data interpretation...............................................................................................................77
5.2 Summary..............................................................................................................................81
Chapter 6: Conclusion and recommendation.............................................................................82
6.0 Conclusion...........................................................................................................................82
6.1 Linking with objectives.......................................................................................................85
6.2 Recommendations................................................................................................................87
6.3 Future scope of the study.....................................................................................................89
References......................................................................................................................................90
Appendix 1...................................................................................................................................103
Interview questionnaire...........................................................................................................103

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List of Figures
Figure 1: Conceptual framework...................................................................................................17
Figure 2: 7 P’s of marketing..........................................................................................................20
Figure 3: AIDA model of marketing.............................................................................................23
Figure 4: 4 C’s of marketing model...............................................................................................25
Figure 5: Keller’s brand equity model...........................................................................................27
Figure 6: STP model of marketing................................................................................................29
Figure 7: Pricing models of marketing..........................................................................................31
Figure 8: Challenges faced in marketing.......................................................................................50

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Chapter 1: Introduction
1.0 Overview
In the modern world, marketing is everywhere and is undertaken by every small, medium and
large business enterprises to reach out to their potential customers. According to De Mooij
(2013), marketing is an art and activity that includes range of strategies that aim towards
fulfilling the need of the customers along with making profit and generating revenue for the
respective company. For example, the morning teas, the dress, the vehicle we drive are due to the
marketing done by the business organizations keeping in mind the needs and demands of the
target market. Thus, marketing deals with the target customers that aim towards delivering
customer satisfaction that comprises of two goals such as attracting new customers by promising
superior value and retaining them by satisfying them respectively. As mentioned by Lovelock
and Patterson (2015), the activities or strategies undertaken by the business organizations can be
either spontaneous or planned. The range of marketing activities includes production,
distribution, storage and assembling.
As opined by Malhotra and Peterson (2014), the traditional concept of marketing
highlights only selling of goods to the customers whereas the modern concept of marketing takes
into account the needs and demands of the customers thereby, delivering the best to them in
terms of quality, quantity and cost. With increase in the competition in the business environment,
the marketing strategies has been developed and modified accordingly by them. This has given
rise to different and distinctive marketing models that helps the business organizations in various
sectors to implement them for better business conduction.

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HEMS Ltd is a specialized business organization in the UK that supplies the latest
equipment for maintaining and servicing of the heavy machinery that are basically used for
sectors such as construction, mining, agriculture, oil and gas and marine. The company offers
complete professional service in terms of supplying tooling repair for heavy machinery to the
majority of the OEM’s worldwide such as Catepillar, New Holland, Perkins, Iveco, Isuzu,
Volvo, Hitachi, Case, Terex, Komatsu and Liebherr. In addition to, HEMS Ltd. specializes in
unique products particularly designed that are also upgraded continuously for maintaining the
highway equipment ("Heavy Equipment Maintenance Solutions Ltd", 2018). However, the
current marketing strategy used by HEMS Ltd. for marketing their prime product is failing to
give them the best results in terms of attracting customers and fulfilling the needs. As a result,
the company is losing its position in the market due to which the overall profit and revenue is
hampered and sustaining in the competitive market is thereby, becoming challenging.
1.1 Problem statement
The issue that has been identified in HEMS Ltd. is in terms of their marketing it prime
product. The company has been unable to develop and conduct marketing effectively that is
hampering their overall business in terms of customers and revenue generation. HEMS Ltd. has
failed to conduct proper and appropriate market research while promoting their prime product
that has resulted in undertaking inappropriate promotional measures. Lack of effective marketing
and marketing strategies is resulting in minimized revenue earning and profit of the company
(Czinkota & Ronkainen 2013). Also the HEMS Ltd. is failing to ensure and achieve long-term
goal such as creating, maintaining and retaining the existing customers. It has been seen that the
exposure and sales of the prime product of HEMS Ltd. is limited due to lack of effective

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marketing. As a result, the company is unable to satisfy the customers as well as failing to keep
up with the pace and increasing demand of the market.
Considering the business sector of HEMS Ltd. offering tools for repairing heavy
machinery and maintenance services is absolutely crucial. The company has been failing to
highlight this major offering while marketing their prime product due to which they are failing to
attract new customers as well as giving an opportunity for the existing customers to have a
second thought (Boone & Kurtz 2013). Due to issue in the marketing of the company, HEMS
Ltd. is failing to create a good image and good will for the company in front of the customers
and exiting competitors. As a result, the survival of HEMS Ltd. is threatened and the company is
losing its competitive advantage that is affecting their sales, profit, revenue and image. Hence,
the identified problem in the marketing of HEMS Ltd. needs to be mitigated by assembling a
marketing model appropriate for the issue.
1.2 Research aim
The aim of the research is to identify the different marketing models used by HEMS Ltd
and assembling a marketing model suitable for the company.
1.3 Research objectives
The objectives of the research highlights:
 To identify the current situation in HEMS Ltd in regards to marketing of its prime
product
 To identify models of marketing that are described in literature
 To assemble a marketing model that is appropriate for HEMS Ltd

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 To provide suitable recommendations for implementing the appropriate method or model
of the marketing in HEMS Ltd
1.4 Research questions
The questions of the research highlights
 What is the current situation in HEMS Ltd in regards to marketing of its prime product?
 What are the models of marketing that are described in literature?
 What is the most appropriate marketing model for HEMS Ltd?
 What are the suitable recommendations for implementing the appropriate method or
model of the marketing in HEMS Ltd?
1.5 Research rationale
In accordance with the issue that has been identified for HEMS Ltd. the conduction of the
research will help in identifying the loophole in the current marketing strategy used by the
company for marketing its prime product (Shaw 2016). As discussed in the overview of the
chapter, marketing is the set of activities and strategies that allows the business organizations to
attract new customers and retain the old ones. As one of the known specialist company in the UK
for offering complete professional service in terms of supplying tooling repair for heavy
machinery and highway equipment, identifying the problem in the existing marketing technique
and developing a new one will help HEMS Ltd. to keep up with the changing tastes and
preferences of the target customers (Lusch & Vargo 2014).
In addition to, this research is justified because identifying the marketing issue and
developing appropriate marketing by HEMS Ltd. will provide an opportunity for the company to
make the products available to various locations thereby, maximizing sales volume, generating

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revenue and success in the long-term. Also, this research is significant, as the company will
understand the significant of marketing in gaining competitive advantage thereby, sustaining in
the business environment effectively and efficiently. Thus, HEMS Ltd. will be able to provide
better services in terms of supplying tooling repair for heavy machinery of highway machinery
and equipment, as the issue in their marketing will be identified along with suitable
recommendations for mitigating the issue (Strauss & Frost 2016).
1.6 Structure of the dissertation
The overall layout of the dissertation is categorized into five chapters. The five chapters
include introduction, literature review, research methodology, data analysis, conclusion and
recommendation.
Chapter 1: Introduction
The introductory chapter lays the overall foundation of the research by providing a brief
background on the research topic along with the problem that has been identified for a particular
organization and based on which the entire work will be commenced. In accordance with the
background information that has been provided, the research aim and objectives are developed
thereby, justifying the significance of the research.
Chapter 2: Literature review
This chapter is followed by introduction chapter that recognizes the independent and the
dependent variable along with highlighting and discussing the concepts followed by critically
analyzing the factors affecting the variables. In addition to, this chapter also refers to relevant
theories and concepts that helps in developing better understanding.

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Chapter 3: Research methodology
This is third chapter in which the various methodological tools are discussed that are used
while commencing with the research. This chapter defines and describes the characteristics of the
methodological tools followed by a detailed justification for selecting specific method for this
particular research. In addition to, this chapter sheds light on the research ethics that are also
essential and needs to be followed for completing the research work.
Chapter 4: Data analysis
Followed by the third chapter, comes the fourth and the data analysis chapter in which
relevant data and information are gathered by following the methods discussed in the previous
chapter.
Chapter 5: This chapter interprets the data from the data that has been gathered by implementing
suitable data collected method.
Chapter 6: Conclusion and recommendation
The last chapter of the research consists of the conclusion of the entire work by
identifying the gap and highlighting the reasons for the identified gap. In accordance with the
conclusion, the findings are linked with the objectives followed by suitable recommendations for
mitigating the issues.
1.7 Summary
Thus, in this chapter, it can be summarized that marketing is essential for the business
organizations, as this helps in market research, taking appropriate selling measures and providing
efficient after sales service. The chapter highlights the issue identified in HEMS Ltd. in terms of

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marketing their prime product thereby, justifying the significance of this study. Also, the chapter
highlights the research aim and objectives based on the information that has been provided that
helps in carrying on with the research in the alter chapters. Also, the chapter provides a brief
layout and content of the overall dissertation.

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Chapter 2: Literature review
2.0 Overview
Following the previous chapter, this chapter helps in recognizing the independent and the
dependent variable that act as the pillar of the literature review. In this chapter, the researcher
highlights the concept of marketing along with its role, approach, challenges, opportunities along
with the major difference between selling and marketing. In addition to, this chapter discusses
the various models of marketing that are present in the literatures along with justifying the most
appropriate marketing model of HEMS Ltd so that the current marketing issue can be mitigated
in terms of marketing their prime product.

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Marketing
Micro-environment
Customers
Marketing intermediaries
Suppliers
Macro-environment
Demographic
Economic
Political and legal
Physical
Social and cultural
Technological
Marketing models
7 Ps of marketing
AIDA model of marketing
4 Cs marketing model
Keller’s brand equity model
STP model
Pricing model
2.1 Conceptual framework
Figure 1: Conceptual framework
(Source: Created by Author)
2.2 Concept of marketing
It has been seen that powerful brand are develop meaningful images in the mind
of the customers by taking the help of brand image and reputation thereby, improving
differentiation. Large varieties of goods are used by the individuals around the world that are
delivered to the intended customers after being manufactured. As a result, the business

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organizations have to ensure that the goods, products and services are sold to the intended people
so that it helps in fulfilling their needs and requirement. Thus, the business organizations have to
undertake a range of activities for communicating the product so that it reaches the right person.
This where marketing came into play, as this provided an opportunity by which the business
organizations could communicate with the target customers by establishing a relationship or
connection between the organization and the customers.
Considering the fierce and intense market competition, marketing is the most important
activity or approach that the business organizations can undertake to gain competitive advantage.
As commented by Lovelock and Patterson (2015), marketing is defined as the different types of
activities that take place in a market that are either spontaneous or planned. However, as argued
by Malhotra and Peterson (2014), marketing is defined as the societal process that allows
individuals or the groups to consume according to their needs by creating, offering and
exchanging freely services and products of value with other entities or individuals. On the other
hand, the conception of marketing underlines undertaking all the necessary activities for placing
tangible goods to the customers. The activities in terms of marketing include involving a charge
in exchange of the goods (Hartley & Claycomb, 2013).
As opined by De Mooij (2013), marketing is defined as the functions undertaken by the
organizations such as manufacturing, communicating and delivering value to the target
customers along with managing relationship with the customers so that both the business
organizations and the stakeholders are benefited. However, the traditional and the modern
concept of marketing display some significant differences. According to Babin and Zikmund
(2015), the traditional concept of marketing only highlighted selling of services and goods that
has been produced by the business organizations and the activities associated with it. Thus,

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traditional concept of marketing emphasized only on the product that needed to be sold.
However, on the contrary, the modern concept of marketing highlighted taking into account the
needs and demands of the target customers followed by manufacturing products accordingly and
delivering the products and services to the customers thereby, satisfying the requirements
effectively (Boone & Kurtz, 2013). However, in spite of the existing difference in the concepts
of traditional and modern marketing, the ultimate goal highlights the aim of the business
organizations to deliver the product to the customers and generate profit. Considering the
marketing concept, the problem identified for HEMS Ltd is that they are unable to determine the
needs and demands of the customers while manufacturing the product. As a result, the company
is unable to relate to the product the company is selling.
2.3 Models of marketing
Keeping in the mind the utmost significance of marketing in today’s business world,
various models of marketing has been developed. Below is the list of marketing models that are
crucial for the business organizations to follow and execute appropriately.
2.3.1 7 Ps of marketing
Initially, 4 P’s of marketing was developed that included product, place, price and
promotion. However, later on, 7 P’s of marketing was developed from the 4 P’s of marketing
that included additional three features people, process and physical evidence (Armstrong et al.,
2014).

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Figure 2: 7 P’s of marketing
(Source: Naert & Leeflang, 2013)
Product: The first P highlights all the features and benefits of the product that the business
organization intend to sell to the target customers. Thus business organizations need to consider
and highlight the key properties and advantages of the products that help in making the product
distinguished from others in the market (Khan, 2014).
For example, HEMS Ltd has to describe the product by highlighting its benefits that no
other companies in the market can offer. HEMS Ltd offers re-building equipment for repairing
the damaged undercarriage parts that are vulnerable to damages thereby, increasing their life
span. As a result, this saves money for the customers who can just repair the damaged parts
whenever needed instead of replacing the entire undercarriage parts that is costly and time-
consuming.

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Place: Place refers to the location where the business organizations intend to show, sell and
distribute their products and services to the target customers. For instance, the business
organizations need to select a place that is easily accessible to the customers (Clark et al., 2016).
Keeping in mind the current market situation, the use of virtual platform plays a crucial
role in reaching out the customers. But the kind of products, the company offers, it is difficult to
deliver them. However, HEMS Ltd can still use the online platform for registering the
requirement of the customers by using their official website. As a result, the customers can reach
out for the company without visiting the store physically and share their requirement.
Price: This indicates the pricing strategy that the business organizations need to follow by
considering its impact on the customers. It is crucial to determine an appropriate pricing strategy,
as the business organizations need to know the paying capacity of the target customers before
setting the selling price of the product (Fine, 2017).
HEMS Ltd can use economy pricing strategy, as this will help attracting and engaging the
most price conscious customers. The use of this pricing strategy will help HEMS Ltd to spend
minimal for production and marketing. As a result, HEMS Ltd can keep the price of the products
and the services lower yet maximize sales, as the intended customers will purchase the products
and the services without frills or second thoughts.
Promotion: This highlights the activities undertaken by the business organizations to make the
customers aware of the particular product and services the company has to offer thereby, creating
a unique image in the eye of the customers and facilitating sales maximization and revenue
generation. This includes direct as well as virtual marketing depending on the target customers
(Pike & Page, 2014).

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HEMS Ltd can use both personal selling or telemarketing and online marketing as well.
For example, HEMS Ltd can provide the option of booking appointments on the online page and
schedule time for fixing issues rather than coming and waiting for long hours in the queue. The
company can use this idea, as a promotional tactics and spread it to the target customers by
online marketing and telemarketing.
People: People in the marketing mix refer to the employees the business organization
incorporates and includes for communicating with the customers for selling of the products and
the services. Thus, the people selected needs to be empathetic and excel in customer service
(Evans et al., 2014).
Having highly experienced people for serving the customers with sufficient knowledge in
terms of customer handling and the industry is mandatory for HEMS Ltd for ensuing effective
marketing. This will help the company in engaging the customers by providing them excellent
service, ensuring effective communication and delivering the best.
Process: Process refer to the methods and systems that are involved in delivering the product and
the service to the target customers by maintaining the product and service standard continuously
as well as providing improved efficiency by saving money and time (Cho & Tansuhaj, 2013).
Considering the feature, HEMS Ltd has to provide examples to the customers that they
have been successful in delivering consistent and persistent service to the customers over the
years and assure of doing so in the coming years without failure.
Physical evidence: Physical evidence refers to what the customer views while interacting with
the product or the service in terms of the layout, interior, packaging and branding (Garoufallou et
al., 2013).

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Keeping in mind the kind of business environment of HEMS Ltd, the customers do not
see the product until and unless it is being delivered and until and unless the service is being
completed. Thus, the HEMS Ltd need to be flawless in the packaging, branding and the interior
design so that the customers have no scope of complaining. HEMS Ltd need to visualize the
product the way they have promoted and deliver the same in terms of design, packaging and
branding to the customers without compromising.
Thus, successful planning and execution of 7 P’s of marketing can help HEMS Ltd. to
mitigate the problem faced while marketing its prime product.
2.3.2 AIDA model of marketing
The acronym AIDA stands for awareness, interest, desire and action and is used by the
business organizations while marketing their products to the target customers.
Figure 3: AIDA model of marketing
(Source: Rawal, 2013)
` The AIDA model is an advertising marketing model that helps in identifying the different
stages an individual undergoes during buying a particular product or service.

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Awareness: The first of the model signifies the most crucial step of marketing, that is, ways of
attracting the target customers and grabbing their attention by making them aware of the
presence of the product and the service. According to this step, it is important to spark attention
within the customers by placing advertisements, webinars, podcasts and articles (Hassan,
Nadzim & Shiratuddin, 2015).
Interest: This is the hardest part of marketing and the product and service that is marketed by the
business organization needs to be inherently interesting for generating interest within the
customers. In order to do so, the business organizations can break up the information thereby,
making it easy to read with distinctive captions. While generating interest, it is important to
emphasize on the features that is relevant to the target market thereby, communicating the
significant message to the customers (Lee & Hoffman, 2015).
Desire: This is is related to the previous step in which the business organizations stimulates the
target customers an action to buy or purchase. Apart from growing an interest within the
customers, it is important for the business organizations to make the customers realize the
significance of purchasing the particular product and service. The business organizations can
achieve this by communicating the target customers the value of the product and service and
making them realize why they need it in their life (Wijaya, 2015).
Action: Action is triggered by desire in which the target customer takes the action of buying and
purchasing the particular product from the particular business organization (Hadiyati, 2016).

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2.3.3 4 Cs marketing model
4 C’s of marketing highlights customer, cost, communication and convenience. The
significance of 4 C’s of marketing is displayed as an internet marketer. 4 C’s of marketing model
was developed, as the developer thought that modern marketing needs to identify real issues.
Figure 4: 4 C’s of marketing model
(Source: Londhe, 2014)
Customer: This point of the model highlights the wants and needs of the customers. Thus, it has
been said that the business organizations needs to emphasize on the needs and demands of the
customers before manufacturing a product and launching. Prioritizing the customers will help in
efficient marketing, as the companies will be able to quench the thirst of the target customers by
providing them what they need (Kaura, Durga Prasad & Sharma, 2015). For example, the
declination of Nokia was prevalent because the company failed to consider the needs and wants
of the customers but kept on manufacturing several products that failed to satisfy the customers.

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Cost: Cost is a major factor that determines whether the target customers are willing to buy the
product or not. The cost of the product or service is the amount the business organization set in
order to get it from the target customers. Cost is dependent on the type of market and the target
customers. Setting higher price range for the products or service thereby, limits the sales in spite
of effective marketing. Thus, having a reasonable price is another method of effective marketing
conducted by the business organizations (Killian & McManus, 2015).
Convenience: This point signifies the convenience provided by the business organization to the
target customers for purchasing or buying the product. The concept of buying 9 to 5 has gone
and in today’s world, the customers want to buy according to their convenience in terms of place
and time (Chari et al., 2014). For instance, the facilities provided by the business organization for
online shopping such as 24/7 shopping facilities, free delivery, free exchange and location.
Convenient shopping maximizes sales, as the customers can purchase the products regardless of
any limitations.
Communication: Marketing signifies communicating the product by highlighting the
distinguished features, properties and benefits to the target customers rather than promoting
them. Marketing communication helps the business organizations to give the target customers
meaningful content about the product and service and keeping them engaged thereby, building
positive rapport and relationship between the companies and their target customers (Peltier,
Schibrowsky & Nill, 2013).
In accordance with the information present in the above section, it can be said that HEMS
Ltd. is lacking in understanding the perspective and needs of the customers. As a result, the
company is unable to set appropriate pricing strategy, distribution network and communicate the

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product or the service to the customers. Additionally, the customers are unable to relate to the
products and services offered by HEMS Ltd, as it lacks their intended desire thereby, making
marketing communication an issue. For example, this model can be used by HEMS Ltd., as this
facilitates the use of online platform for marketing and shopping for the customers.
2.3.4 Keller’s brand equity model
Keller’s brand equity model is another significant marketing model that signifies the
power of a strong brand by building reputation in the mind of the target customers. As a result,
this marketing model helps in providing far better chance of growth for the business
organizations in the long run (Buil, De Chernatony & Martinez, 2013).
Figure 5: Keller’s brand equity model
(Source: Cho, Fiore & Russell, 2015)
Identity: The first step of the model highlights figuring out the brand followed by
communicating the brand to the target customers. According to this step, it is important for the
target customers to be aware of the brand by ensuring that they are provided with right

28DISSERTATION
information by the business organizations. Marketing is possible when the target customers are
aware of the brand and its products (Keller & Brexendorf, 2017).
Meaning: After indentifying with the brand, it is essential for the brands to carve a meaning
among the target customers thereby, building brand loyalty. The brands can build meaning
around different causes such as commitment towards particular social issues and dedicated
customer service. Thus, the meaning of the brand provides justified reason for the target
customers to be proud of the purchase thereby, giving them valid reason to come back in the
future (Keller, 2013).
Response: This point highlights the response after the purchase from a particular brand. The
brands has to deliver their promises to the customers by taking into account the significant way
the customers responds to the products of the brands (Farjam & Hongyi, 2015). Thus, failure in
delivering the best and fulfilling the customers’ expectation is most damaging for a brand that is
hard to discover.
Relationships: This is the most crucial step of marketing, as building relationships is extremely
difficult but if achieved the brands are rewarded tremendously, as the customers tend to be
extremely loyal (Bianchi, Pike & Lings, 2014).
According to the information presented in the above-mentioned section, it can be said
that HEMS Ltd has been facing issues in terms of communicating the brand to the target
customers. This has become an issue for the company, as the customers are unable to link their
needs and demands with the features and benefits that are offered by HEMS Ltd in their products
and services. As a result, the company is failing is carving a meaning in the mind and eye of the

29DISSERTATION
target audience due to which they are not receiving adequate responses and establishing
successful marketing relationships.
2.3.5 STP model
It is not important for the business organizations to sell their products to every single
person, as a single product fails to appeal all the individuals in the market. Thus, it is important
for the business organizations to sell their product only to the target market by discovering the
individuals willing to buy the product followed by marketing the product to that group
particularly (Pyo, 2015).
Figure 6: STP model of marketing
(Source: Phillips, 2016)
The acronym STP stands for segmentation, targeting and positioning that allows the
business organizations to determine the people willing to buy their product followed by
marketing the products to them directly.

30DISSERTATION
Segmentation: The concept of segmentation highlights dividing the overall market of potential
customers into segments or groups based on characteristics such as location, demographics,
behavioral and psychographic. Segmenting the market according to characteristics provides an
opportunity for the business organization to market their products by considering the need of the
particular segment (Weinstein, 2013).
Targeting: After attracting the segments, it is important narrow down the segments to incur
maximum profit. The target is the particular market that the company intends to sell their
products and services with particular segment of customers. Thus, targeting in marketing refers
to the group of the customers that prefers to buy the product and service from a specific business
organization (Khan, 2013).
Positioning: The final step indicates placing or positioning of the product or service in front of
the selected market segments effectively by keeping in mind the perception of target customers.
In this case, it is important for the business organizations to select the appropriate marketing
channels that will be used (Diamantopoulos et al., 2014). Within the competitive framework,
positioning marketing involves defining POD’s, category membership and POP’s.
From the data and information presented in the aforementioned section, it can be
highlighted that HEMS Ltd is unable to create the profile of their target audiences due to which
they are unable to develop and execute the segmentation, targeting and pricing model
successfully. Inappropriate implementation and execution of the STP model is restricting HEMS
Ltd to segment the market incorrectly followed by targeting the wrong target audience. As a
result, faults have been encountered in terms of incorrect positioning of products and services
thereby, resulting in customer dissatisfaction. However, HEMS Ltd. can use STP model of

31DISSERTATION
marketing, as this will help the company to segment, target and position their product thereby,
bringing into notice the products the company has to offer for the target market.
2.3.6 Pricing model
The greatest challenges encountered by the business organizations while marketing their
products and services is pricing of the products appropriately. The pricing model of marketing is
absolutely crucial as this is related directly to the amount of money the business organization is
supposed to bring to the company.
Figure 7: Pricing models of marketing
(Source: Barberis et al., 2015)
While marketing the products, the business organizations need to consider and emphasize
on the prices, as displaying extremely high price while marketing indicates that the target
customers are forced to look for the available alternatives (Kan, Robotti & Shanken, 2013).
Cost-based pricing: According to this pricing model, the cost of production is used as the basis
of the model in order to set the ultimate price that the customers can view while they buy the
product. Therefore, having a reasonable price set for the product is an effective way of marketing
the product to the target customers (Aazam & Huh, 2015).

32DISSERTATION
Market pricing: This pricing model emphasizes on the current condition of the market before
setting the final price for the product and service. Determining the market pricing is relatively
easy due to the extensive use of internet. For instance, internet search highlights the current
pricing strategy followed by the competitors thereby, taking appropriate actions while marketing
the product (Dempsey, 2013).
Portfolio pricing: The conception of this pricing model highlights the idea of increasing the
price of the product or service, if demand is noticed. For example, the the business organization
is the only one providing a particular service pr product, marketing the product with higher
pricing attracts customers by signifying better quality (Cont & Kokholm, 2013).
Freemium pricing: This pricing model of marketing is applicable only for specific segment of
the market. In this case, the business organizations offer services and products free of cost. This
is a marketing strategy or plan that the business organizations undertake with the hope that once
the customers are satisfied they will pay for more advanced properties (Hamari, Hanner &
Koivisto, 2017).
Economy pricing: This pricing model is used by several business organizations in business
sector such as food suppliers and discount retailers. As mentioned by Gilmore et al. (2013), the
concept of economy pricing is used by the business organizations for attracting the most price
conscious customers. The implementation of this pricing model provides an opportunity for the
business organizations to use minimized cost in terms of production and marketing. As a result,
the company is has the opportunity of setting minimal price for their products. However, the big
companies have the provision of enjoying the benefits of this pricing model whereas for the
small enterprises, this pricing model can be dangerous. This is because the smaller enterprises

33DISSERTATION
lack adequate sales volume compared to the large companies. As a result, generating profit might
become an issue.
Premium pricing: In the case of premium pricing, the price set by the business organizations for
their products and services are comparatively higher than that of its potential competitors in the
market. The premium pricing model is the most effective during the early stages of the life cycle
of the product. This model is ideal for smaller business enterprises that sell distinctive and
unique goods. This is because the customers have to buy product with unique characteristics
even if they have to pay higher price. Thus, in addition to establish increased product quality, the
business organizations need to put in sufficient effort in marketing activities to add value to the
premium pricing model (Pantelous & Passalidou, 2013).
Bundle pricing: The concept of bundle pricing allows the smaller business enterprises to sell
multiple or bundle of items at comparatively lower price. In this case, the company charges less
if the products are bought in bundle rather than purchasing the items individually. The bundle
pricing model helps in maximizing the value perception in the eye of the target audience other
than moving out unsold items that is taking place in the premises. Offering items in bundle in
such lower price makes the customers think that the business organization is giving them
products for free. For example, business organizations dealing with complementary products are
the most benefitted ones from this pricing strategy (Jiang et al., 2015).
Penetration pricing: The idea of this pricing model aim towards attracting the target audiences
by offering lower prices on the goods and the services. This pricing model is used by the
business organizations for drawing attention for the target customers away from the competitors.
As a result of low price for the products, the business organizations implementing this pricing

34DISSERTATION
model tends to incur loss at the initial stage. However, with time, the increased awareness of the
product results in profits and enables the smaller business organizations to stand out in the
competitive market. However, in the later stage, once the company establishes itself, they tend to
remove this pricing model and set higher price for the product in order to reflect and refer their
successful position in the concerned market (Spann, Fischer & Tellis, 2014).
Price skimming: This idea of this pricing model provides an opportunity for the business
organizations to increase the sales of their new products. In this pricing model the business
organizations set higher price for the products when it is being introduced in the market.
However, the initially higher price is then decreased by the business organizations when the
products of the competitors become visible in the market. As a result, the business organizations
are able to increase profit at the initial phase before attracting price sensitive customers by
dropping prices later. This pricing model can help the smaller business enterprises to cope of
with the development costs that have already been made along with creating an impact of higher
quality of the product during the initial phase (Hu, Chen & Hu, 2016).
According to the information presented in the above-section, it can be said that HEMS
Ltd. is facing issues in applying the suitable pricing model due to which the marketing and
marketing model of the company is hampered.
2.4 Difference between selling and marketing
Though the terms “marketing” and “selling” are related, there lies are huge difference in
their functions. As known, marketing focuses in generating profits by satisfying the target
customers whereas selling focuses solely selling of the manufactured products (Baker, 2016). It
can be said that selling is a part of the wide and large process of marketing wherein the focus is

35DISSERTATION
on promoting the products initially that results in maximization of sales. Thus, marketing is a
long-term process that aims towards winning over the target customers by establishing customer
loyalty and customer satisfaction. On the other hand, selling is an integral part and activity of
marketing that aim towards transferring of goods and services to the customers. According to
Grunig and Grunig (2013), one of the major differences between selling and marketing is that
selling emphasizes on the products solely whereas marketing emphasizes on the needs of the
customers.
The above-mentioned difference between selling and marketing highlights that selling
begins with sellers and is preoccupied all the time with the seller’s need whereas marketing
begins with the buyers and emphasizes on the needs of the buyer continuously (Liu-Thompkins
& Tam, 2013). On the other hand, the already existing products ad activities of the business
organizations initiate selling whereas in the case of marketing, all activities are decided by
considering the needs of the customers. Selling considers business as a process that produces
goods whereas marketing considers business as a process that satisfies the needs of the
customers. As a result, it can be said that selling focuses on profit generation by sales
maximizations whereas marketing marketing focuses on profit generation by increasing the level
of customer satisfaction (Macintosh & Krush, 2014). In the case of selling, the seller is the solely
decides the product that is to be offered whereas in the case of marketing, the product to be
offered is decided by the buyer. After considering the need of the buyer, the seller manufactures
the product that matches and fulfils the needs of the customers. Thus, marketing views customers
as the very purpose of operating and running a business.
As commented by Liu-Thompkins and Tam (2013), the concept of selling focuses on
saleable surpluses within the business organizations by seeking to transform the information of

36DISSERTATION
the products into cash. This provides an opportunity for the business organizations to get rid of
the stocks. However, as argued by Baker (2016), marketing on the other hand focuses on
recognizing an opportunity in the market. As a result, marketing intends to transform the needs
and demands of the customers into desired products with the aim of fulfilling it. Thus, it can be
said that marketing truly and primarily value customer satisfaction by converting customer’s
desire into products and services whereas selling focuses on the exchange of aspect without
caring or the value satisfaction inherent in the process of exchanging the products. The
conception of selling underlies the idea that the seller will be one determining the product that
will be offered but the conception of marketing underlies the idea that the buyer is the one that
decides the product that that should be offered (Grunig and Grunig, 2013). Thus, the seller has to
develop and manufacture the product that offers and fulfills the needs and demands of the buyer
thereby, satisfying them.
On the other hand, in the case of selling, the product precedes the efforts of marketing
due to which the efforts become the consequence of the product in hand. However, for marketing
the product is the consequence of the marketing effort. As a result, the marketing effort point out
to the products the target customers would want to purchase, as it fulfills their needs and
demands (Dempsey, 2013). The difference between marketing and selling is also highlighted in
terms of designing and packaging. According to the concept of selling, packaging is considered
merely as a tool to protect the product or just a container to fit the product. However, on the
contrary, according to the concept of marketing, packaging and designing us considered from the
point of view of the customers. In marketing, packaging is designed in such as way that it offers
maximum satisfaction and convenience to the intended customers (Pike & Page, 2014). The
difference between marketing and selling is also evident in terms of pricing strategy as well as

37DISSERTATION
functions such as distribution, storage and transportation. In selling, the cost determines the price
whereas in marketing the target audience determines the price and the price then determines the
costs. The functions such as distribution, storage and transportation are considered as extended
features of the production line in selling. However, on the other hand, functions such as
distribution, storage and transportation are considered as significant service that needs to be
offered to the target customers in a disciplined and willing manner for marketing (Weinstein,
2013). Selling lacks adequate coordination among the various marketing functions whereas
marketing is considered as an integrated approach and covers the essential marketing functions
such as product, pricing, promotion and distribution. In selling, the different departments of
business operate as separate compartments whereas in marketing all the departments in the
business work in close association with the only aim of ensuring customer satisfaction by
fulfilling their needs and demands.
According to the discussion above, it can be said that identifying and understanding the
needs and demands of the target customers is the very basic concept of marketing and is the first
step the business organizations need to conduct correctly, as the later steps are based on this
decision. Thus, if HEMS Ltd is unable to identify the needs and demands of their target
customers, their overall marketing and marketing models will give unsatisfactory outcomes for
the company as well as the customers.
2.5 Factors affecting marketing
After emphasizing on the concept of marketing and discussing the various models of
marketing along with their effectiveness, it is important to shed light on the factors that has an
impact on marketing. Both marco and micro environment of the business affects marketing
significantly.

38DISSERTATION
2.5.1 Micro-environment
The micro-environment of the business that affects marketing are the customers, market
intermediaries and the suppliers that are discussed below.
Customers
Customers are the most significant factor that determines marketing. This is because
marketing is initiated and conducted by considering the perception of the buyers or the
customers. As commented by Cant and Wild (2013), customers act as the pillar of marketing, as
under marketing all the activities are directed from the perspective of the customers and their
needs. Thus, the marketing activities are undertaken in order to satisfy the needs of the
customers. Also, the financial capacity of the target customers determines the cost and prices the
business organizations spend on their marketing activities. The customers are the very purpose of
the business organizations, as the marketing techniques and approaches undertaken by the
business organizations need to consider the capacity of the target customers. For instance, if the
target customers have average income, the business organizations need to spend accordingly in
marketing their product. This is because spending huge financial resources for marketing
products with average income target customers’ results in minimal profit or incurs loss.
However, as argued by Zeriti et al. (2014), though the customers are the pillars of
marketing, it is difficult to satisfy all the customers by implementing a single marketing
technique or strategy. Thus, it is difficult for the business organizations to satisfy and attract all
the target customers with a single marketing strategy or technique.
In accordance with the information presented above, it can be said that HEMS Ltd are are
either failing to consider the customers as their pillars or in spite of considering them as the

39DISSERTATION
pillar, the company is lacking sufficient knowledge and resources for identifying and
understanding the needs and demands of the customers. A a result, the application and execution
of marketing strategies and models are at fault.
Market intermediaries
Marketing intermediaries are important for the business organizations in order to ensure
profit maximization thereby, creating immense work in customer support and logistics.
According to Hove and Tarisai (2013), the business organizations use marketing intermediaries
in order to influence customer demand and sales by ensuring that the product of the company has
a successful end result. The four different types of marketing intermediaries are agents and
brokers, merchant wholesalers, distributors and retailers. As opined by Eagle et al. (2013), agents
and brokers have similar functions in terms of business, as both agents and brokers do not take
the ownership of the products that re being sold but promotes them on the behalf of the business
organization. Merchant wholesalers purchase products in bulk from the manufacturers and resale
them to the retailers. As a result, the business organizations have to pay certain amount to the
merchant wholesalers for which their original marketing campaigns are compromised. The
distributors are also termed as the functional distributors, as they ensure sales between the
retailers and the manufacturers instead of buying it from the producers. In the case of retailers,
the customer purchases the product from anyone other than the original manufacturer (Mbugua
et al., 2013). The four types of marketing intermediaries affect marketing, as the business
organizations have to market their products not only for the customers but also for the marketing
intermediaries for selecting the appropriate channel in order to reach to the target customers.

40DISSERTATION
From the above section, it can be said that HEMS Ltd is unable to recognize the market
intermediaries successfully due to which the products and the services offered by the company
are not reaching out the correct target audiences.
Suppliers
Suppliers are important pillars that affect marketing, as they supply the manufactured
product to the target customers via other channels for making sales successfully. This is because
the business organization that has manufactured the product has to rely on the supplier in spite of
developing and executing marketing strategies effectively. For instance, while marketing the
product the business organization had promised best quality with certain packaging and
designing. As the business organization has to rely on the supplier their marketing might not
work in accordance with the supplier. The suppliers might fail to deliver the best in terms of
quality, packaging and designing to the target customers thereby, falsifying the promise that was
made while marketing the product (Kamunge, Njeru & Tirimba, 2014). As a result, the
marketing campaigns done by the business organizations tend to be at the defaulters end that
fails to meet the needs and demands of the customers thereby, dissatisfying them. This is because
the supplier is external to the business organizations and is difficult to control.
From the above section, it can be said that HEMS Ltd is unable to interact and select the
appropriate suppliers, as their basics are at fault. That is, identifying the needs and demands of
the customers.

41DISSERTATION
2.5.2 Macro-environment
The macro-environment of the business that affects marketing are demographics,
economic, politics and law, technology, society, culture and physical factors that are discussed
below.
Demographic factors
Demographics are often misunderstood by the business organizations, as only age and
gender are considered as the demographic factors. However, demographic factors are considered
as the measurable change in the characteristics of a population over time (Fall Diallo et al.,
2013). For instance, the increase and decrease of a specific ethnic group or sex ratio or attributes
or a variety of traits are considered as the demographic factors. The demographic factors affect
the marketing strategy of a business organization, as different gender, ethnic group and age has
different priorities. The target group selected by the business organizations comprises of
different age group, gender and ethnicity with somewhat similar needs and demands that is
considered by the company before manufacturing the product. Thus, it is important for the
business organizations to highlight and brief the needs and demands of the target customers
while marketing the products.
According to Joshi and Rahman (2015), considering the demographic factors allows the
business organizations to develop a deeper knowledge about the perception, needs and demands
of the potential buyers and manufacture the product that fulfils their needs. For instance, the
business organization that intends to sell high end RV’s has to know the number of people that
are approaching retirement age and the people that have sufficient resources for buying the
product in the present and in the future. This provides an opportunity for the business

42DISSERTATION
organizations to ensure customer satisfaction and brand loyalty thereby, maximizing the sales of
the company. Thus, the business organizations consider the demographic factors as the basis of
developing the product that is offered to the customers for maximizing sales.
Thus, it can be said demographic factors are absolutely crucial in order to create the
profile of the customers and HEMS Ltd is unable to categorize the target audiences by
considering the demographic factors. As a result, identifying the customer needs is becoming an
issue for applying specific marketing models.
Economic factors
All business organizations regardless of its size are affected by the external and dynamic
economic factor that is existing in the market. The different economic factors that affect
marketing includes rate of interest, recession, inflation and deflation and demand and supply.
While marketing the product, it is essential for the business organizations to take into account the
aforementioned factors thereby, ensuring profit maximizations and revenue generation. Other
economic factors that are crucial in marketing are cost of the labor, government policy,
management and taxes (Castano, Mendez & Galindo, 2015). The rate of inflation is one of the
factors that affect marketing because the purchasing power of the customers is affected thereby,
representing the rate at which the price level of the services and the products rise. As a result,
higher the rate of inflation, lower the purchasing power of the customers thereby, decreasing in
profit and revenue generation. On the other hand, recession is another factor that hampers the
marketing of the business organizations. For instance, 2009 recession the rate of unemployment
increased by 10% and an estimated 6 million people lost their job, the banks stopped lending
money that decreased the purchasing power of the customers to the minimal. The customers

43DISSERTATION
were unable to purchase products due to financial downfall thereby, having a negative impact on
the marketing done by the business organizations (Chen & Chen, 2014).
Thus, it can be said that failure in determining the economic condition of the home
country is restricting HEMS Ltd. in applying the appropriate pricing strategy that is crucial in
successful development and execution of marketing models.
Political and legal factors
It is mandatory for the business organizations to abide by the legal and the political
guidelines and frameworks of a particular country before developing their marketing strategies.
As commented by Gilpin (2016), taxation affects the marketing of the business organizations.
Decreased taxation results in the increase of the disposable income thereby, maximizing the
capacity of the individuals for purchase by increasing their purchasing power. As a result, the
legal policy of minimized taxation is beneficial for the business organizations, as marketing
helps in attracting customers with greater purchasing power. However, as argued by Kolb
(2013), the employment law of the country also affects the marketing conducted by the business
organizations. For instance, while marketing, the business organizations have to hire individuals
that will communicate the product to the target customers on their behalf. In doing so, the
business organizations have to abide by the employment law in terms of hiring and firing the
individuals. While marketing, the business organizations gave to keep into account whether the
employees have stable or instable job and determine the compensation schemes in accordance
with the political and legal framework of the specific country. Therefore, this provides an
opportunity for the business organizations to set certain amount for employment before while
developing the marketing plan and exceeding their capacity results in loss for the business

44DISSERTATION
organizations. As commented by Zoogah, Peng and Woldu (2015), the business organizations
need to determine the political stability of the country they have selected for marketing their
products, as this crucial for the long-term investment of the selected product. However, as argued
by Branch (2014), determining the political stability also enables the business organizations to
predict the duration they can spend in marketing the selected product in the country.
Physical factors
The physical factors include the renewable as well as the non-renewable resources of a
specific country such as forests, agriculture and marine world. The business organizations need
to consider the physical environment while marketing their product because this is uncontrollable
(Chavan & Ahmad, 2013). For instance, it is a loss for the business organization if they select a
country that has been affected by natural disaster recently for marketing their product. This is
because the people in the place will be busy overcoming the natural disaster rather than focusing
on purchasing new product.
Social and cultural factors
The social factors that affect marketing include religion, culture, tradition, ethnicity, race
and the way of living life. It is important for the business organizations to consider the cultural
influences of the society that has been selected for marketing a particular product. As mentioned
by Leung, Bai and Stahura (2015), the customers decide to purchase or buy a product based on
the cultural influences. It is important for the business organizations to consider the social and
cultural influences such in terms of the culture and tradition of the respective country the
marketing is conducted. For instance, while McDonald’s market their products in India, they
need to consider the culture of India in terms of consumption of meat. McDonald’s need to

45DISSERTATION
consider that beef consumption is against the culture of the Indian society and that they need to
use chicken instead. This will help McDonald’s to attract customers more efficiently, as the
target customers will feel that the company has respected their tradition and culture thereby,
increasing the sales. However, as argued by Ellahi and Bokhari (2013), considering the cultural
factors also signifies taking into account the life style of the target customers in order to ensure
effective marketing. For example, if the target customers prefer healthy lifestyle, McDonald’s
need to emphasize on healthy food items while marketing rather than marketing calorific food
items.
Technological factors
Technological advancement has gripped the business world due to various advantages it
provides both for the customers and the business organizations. Similar types of business
organizations in the same business environment have led to intense and fierce business
environment that can be handled by the use of technology. According to Hoppman et al. (2013),
the virtual platform provided to the business organizations due to technology helps in reaching
out customers regardless of location and time while marketing. For instance, the use of various
social media platform provides an opportunity for the business organizations to share detailed
information about the product in terms of their property and benefits while marketing the
product. The business organizations can provide offers and discounts while marketing their
product over social media that can attract customers. The use of technology has enabled the
customers to visit their favorite brands online without any restrictions.
However, as argued by Sila (2013), the use of technology has provided an opportunity for
the business organizations for collect big data. While marketing, data is extremely useful, as this

46DISSERTATION
allows the marketers to know their customers better in terms of their needs and demands. Reports
suggest that around 44% of the marketers use insights from big data in order to improve their
responsiveness. As a result, the marketers are able to know their customers even better than
before. Therefore, the marketing strategy can be developed more accurately or even customized
marketing plans can be developed for targeting the customers.
2.6 Role of marketing
Marketing has distinctive and important roles for the business organizations and needs to
be operated and executed appropriately considering the tough and fierce business environment.
As commented by McDaniel and Gates (2013), improved marketing results in decreasing the
cost of distribution thereby, reducing the overall price and adds to the national income. As
mentioned in the above points, the concept of marketing emphasizes on the needs and demands
of the customers. Thus, one of the major roles of marketing is to provide an opportunity for the
business organizations to keep pace and cope up with the changing taste, preferences and fashion
of the business environment. As marketing intends to satisfy the needs of the customers,
effective marketing permits the business organizations to ensure brand loyalty by building brand
image successfully.
However, as argued by Bai and Chang (2015), apart from reducing the distribution cost,
marketing helps the business organizations to create an additional demand for the products and
services. It has been seen that satisfied customers helps the business organizations bring in new
customers by facilitating word of mouth promotional activities. As a result, the business
organizations are able to provide better quality to the customers by marketing their products
effectively as well as developing and upgrading the products continuously.

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A different role of marketing is highlighted by Wirtz, Tuzovic and Kuppelwieser (2014)
that states that marketing might act as the key for growth of the less developed nations by using
the existing resources completely by facilitating the inclusion of other continents and countries.
Thus, efforts need to be put on identifying the marketing system for both less developed and
developing countries.
2.7 Approaches of marketing
After analyzing the impeccable contribution of marketing for the business organizations,
this section emphasizes on the various approaches towards marketing. According to Dunaway
(2013), the conception of commodity approach of marketing highlights the idea on emphasizing
on a particular commodity such as automobiles, wheat, rice, fabrics and tea. Thus, in commodity
approach marketing, activities are conducted by including the sources, supply conditions, the
nature and extend of the demand along with the distribution channels and the functions.
However, on the other hand, the concept of functional approach of marketing emphasizes on
various kinds of functions that were identified for their repetitive occurrences thereby, performed
necessarily for consummating the market transactions (Christopher, Payne & Ballantyne, 2013).
In the case of managerial approach, marketing emphasizes on studying the process of
making decisions that is involved while executing the marketing functions within a business
organization successfully (Killian & McManus, 2015). On the other hand, the societal approach
of marketing ensures that the entire society needs the consumption needs other than ensuring that
the business needs meet the ultimate needs of the target customers. Also, the institutional
approach of marketing focuses on the various agencies and middlemen that help the business
organizations in effective marketing (Cherrier & Gurrieri, 2014).

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2.8 Functions performed in marketing
Several small activities that are conducted by the business organizations to fulfill the
needs of the customers are termed as marketing. This section highlights the various activities that
are performed in marketing in order to fulfill the needs of the customers. As commented by
Lamberton and Stephen (2016), conducting a marketing research is the most significant activity
of marketing, as this allows the business organizations to gather an idea of the recent needs and
demands of the customers. Thus, marketing research helps in collecting, recording and analyzing
facts and figures thereby, arriving at rational decisions in terms of products followed by
developing suitable marketing strategies. However, as argued by Ko, Hwang and Kim (2013), as
marketing much before the actual production, in accordance with the information collected from
the target market, the business organizations start to decide the actual product. Thus, marketing
is initiated by planning and designing the product for the target customers along with modifying
and improving an existing product in the market. Followed by the aforementioned activities is
the function of buying and assembling the product that is relevant to business organizations that
are associated with trading activities (Rosenbloom, 2013). Other functions of marketing that
ensures the manufactured products reaches to the target customers successfully includes
packaging, grading, branding, product pricing, promotional activities, distribution channels,
selling, storage and transportation to selective places so that the product is available and
accessible easily for the target customers.
As mentioned by Rosenbloom (2013), packaging is another significant aspect of
marketing, as it deals with the level of customer satisfaction. In marketing packaging is not just a
container to for protecting the product and dispatching it to the target customers, it is a emotion
and a strategy that is used by the business organizations for satisfying the customers. For

49DISSERTATION
instance, a nicely decorated and packed product is highly appreciated by the customers rather
than a simple packaging of the product. However, as argued by Lamberton and Stephen (2016),
the customers are not only satisfied with the packaging of the product but also due to the
standard and quality of the product. It is important for the business organization to maintain the
quality and standard of the product, as the customers pay the amount set by the enterprise with
the expectation to receive best quality product. Thus, compromising in the quality and standard
of the product in marketing is not advisable. In addition to, marketing activities also includes
pricing and promotion that are significant features while developing and executing marketing
model. Failure to do so affects the psychology and level of satisfaction within the customers due
to which a bad impression is created and losses of customers happen.
From the information provided in the above section, it can be said that HEMS Ltd is
failing in conducting the aforementioned marketing activities in terms of understanding customer
demands, inappropriate designing and packaging and setting appropriate pricing strategies
thereby, giving rise to potential issues in executing marketing models successfully.
2.9 Challenges faced in marketing
This section discusses about the different challenges encountered by the business
organizations while marketing.

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Figure 8: Challenges faced in marketing
(Source: Singal, Garg & Bhadal, 2013)
According to the aforementioned figure, it can be seem that generating traffic and leads is
a challenge because the markets seem to struggle in producing sufficient demand for their
content. With the increased competition in the business environment, mitigating this issue is
crucial for attracting more customers. Following the first one, the next major challenge faced
while marketing is providing return on investment of the marketing activities because measuring
the ROI on marketing activities is challenging due to the unpredictable nature of the external
business environment. Apart from these two, the other marketing challenges are minor but needs
to be mitigated in order to gain competitive advantage and sustain in the intense and highly-
competitive business environment (Leeflang et al., 2014).

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2.10 Summary
Thus, in this chapter, it can be summarized that marketing is absolutely crucial for the
business organizations, as this provides an opportunity for the business organizations to reach out
to their potential customers. In addition to, marketing helps in communicating the properties and
qualities of the products and services has to offer to the target customers in order to attract new
customers as well as retain the existing ones by engaging them continuously. This section
highlights the prime issue encountered by HEMS Ltd. in terms of marketing their prime product
and proposing better marketing model for the company.

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Chapter 3: Research methodology
3.0 Overview
This chapter after the literature review sheds light on the different kinds of
methodological tools that can be implemented for carrying on with the research. In the light of
the definition of each of the research methodologies, the researcher in this chapter rationalizes
the election of particular methodology for carrying on with the research. In context to the
research topic, different marketing models the researcher supports and justifies each of the
selection of the particular methodology. In addition to, the researcher sheds light on the
accessibility issues that has been encountered due to selected research methodologies followed
by the research ethics that are crucial to follow for completing the work successfully.
3.1 Research outline
In accordance with the research topic, identifying different marketing models for HEMS
Ltd the researcher has selected the application of positivism philosophy, deductive approach,
descriptive design and survey and interview research strategy. Keeping into account the research
strategy selected by the researcher, non-probability sampling techniques has been used. Thus, by
using the aforementioned sampling technique, 8 survey participants were selected out of which 4
were employees along with one owner, directing manager, marketer and an administrator.
Primary data collection process is followed by the use of only qualitative data analysis technique
that is implemented by the researcher for completing the work successfully.
3.2 Research philosophy
Research philosophy is a belief that highlights the way in which data needs to be
collected, analyzed and used about a particular phenomenon. In order to do so, three types of

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research philosophies, that is, positivism, pragmatism and interpretivism are used. As the
research philosophy deals with the source, nature and development of the knowledge, selection
of appropriate research philosophy lays the foundation of the overall work. According to
Neuman (2013), positivism philosophy sticks to the view that only the factual knowledge are
worth the trust and is influenced by the quantifiable observations thereby, leading to statistical
analysis. The pragmatism philosophy displays the dual traits of both positivism and
interpretivsim philosophy due to which it is complex in nature. However, the purpose of
interpretivism philosophy is to interpret the elements of the research thereby, considering the
interest of the humans into a study (Mackey & Gass, 2015).
3.2.1 Giving an explanation for adopting positivism philosophy
For this research, positivism philosophy has been implemented by the researcher. The
implementation of positivism philosophy is rationalized because the implementation enabled the
researcher to adhere to the factual knowledge in terms of marketing models (Taylor, Bogdan &
DeVault, 2015). In accordance with the concept of positivism philosophy, the implementation of
this philosophy has enabled the researcher to explain the different marketing models as well as
predict the best one for HEMS Ltd for marketing their prime product in the market. In addition
to, the use of positivism philosophy has allowed the researcher to restrict the use of common
sense thereby, creating biasness but facilitate the use of science for judging the logic behind each
of the marketing models and suggesting the best for HEMS Ltd logically (Lewis, 2015). Howver,
lack of proper understanding of interpreting the statistical and factual data was a limitation that
questioned the reliability of the findings.

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3.3 Research approach
The research approach is defined as the procedure and plan that comprises of the steps of
broader assumptions towards detailed method of collecting data, analysis and data interpretation.
Based on the definition, research approach is divided into three types, namely inductive and
deductive (Vaioleti, 2016). Inductive approach does not include the development of hypothesis.
The inductive approach initiates with the observations based on the research aim, objectives and
questions. Thus, by considering the patterns of the observations, inductive approach results in
developing relevant theories. However, the implementation of inductive approach shifts the
focus of the researcher from achieving aim and objectives towards developing of theories
(Silverman, 2016). However, on the other hand, the idea of deductive approach is based on the
existing theories. The idea of deductive approach enables the researcher to formulate hypothesis
based on the previously existing theories thereby, making suitable observations and testing of the
hypothesis followed by acceptance or rejection of the hypothesis (Flick, 2015).
3.3.1 Giving an explanation for adopting deductive approach
Deductive approach has been used for this research that is justified. The implementation
of deductive approach is rationalized because this enabled the researcher to refer to previously
existing concepts of marketing models followed by formulating the hypothesis stating that
marketing models have an impact on marketing of the prime product of HEMS Ltd
(Panneerselvan, 2014). The use of deductive approach enabled the researcher to test the
formulated hypothesis in terms of marketing models and its impact on successful marketing for
HEMS Ltd followed by making suitable observation thereby, either confirming or rejecting it
with valid grounds, data and information (Smith, 2015). Unless inductive approach, the
implementation of deductive approach does not shift the focus of the researcher and makes sure

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that the research aim and objectives are achieved successfully. Implementation of deductive
approach was criticized, as the researcher referred to previously existing pieces of literatures for
supporting own findings thereby, questioning the use of latest data and information.
3.4 Research design
The implementation of appropriate research design enables the researcher to incorporate
different components of the study in a logical and coherent manner. This ensures referring to the
research problem effectively by considering the collected and analyzed data. Considering the
aforementioned definition, explanatory, exploratory and descriptive are the three types of
research designs. The idea of exploratory design sheds light on the characteristics of the research
design of exploring the potential issues in the current research. Thus, exploring the current issues
in the research allows defining and elaborating the problem statement followed by justifying the
selecting of the research topic (Bauer, 2014). However, on the contrary, the idea of explanatory
design sheds light on the characteristics of explaining the reasons of the potential issues that has
been explored in the current research. As a result, the researcher is able to analyze critically the
different reasons of the identified issue (Ledford & Gast, 2018). The descriptive research design
highlights the combined traits of both exploratory and explanatory designs thereby, facilitating
exploring the issues followed by explaining the reasons of the issues.
3.4.1 Giving an explanation for adopting descriptive design
Descriptive has been used for this research by the researcher. The implementation of
descriptive design is rationalized because this helped the researcher to explore as well as explain
the reasons of the identified issues for HEMS Ltd. The researcher has been able to find the
potential issues in the current marketing model of HEMS Ltd due to which the company is facing
problems in marketing their prime product followed by explaining the potential reasons of the

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identified problems in the current marketing model. In addition to, the implementation of
descriptive design has also enabled the researcher to analyze critically the reasons that has led to
the development of the issues in the current marketing model used by HEMS Ltd (Gale et al.,
2013). The use of descriptive design was criticized because using a design with dual
characteristics resulted in complexity of the research that might be difficult for all the readers to
interpret.
3.5 Research strategy
Interview, survey, case study and action research are the four types of research strategies
that can be implemented for gathering data and information. The idea of the case study research
strategy enables the researcher to refer to previously existing secondary resources that has
similar information and data. As a result, the researcher is able to support own findings and
arguments by referring to similar literatures (Reynolds et al., 2014). The idea of action research
strategy sheds light on the ability of the strategy to propose the future occurrences of the specific
phenomenon in the research. On the other hand, the interview research strategy allows the
researcher to communicate personally with the associated individuals and develop an idea
regarding the research topic. Survey is another most widely used research strategy in which the
researcher selects a particular population for gathering the data (Humphries, 2017).
3.5.1 Giving an explanation for adopting interview research strategy
For this research, only interview research strategy has been used. The adoption of only
interview research strategy has been justified because this enabled the researcher to gain an
overall idea as well as an in-depth knowledge and understanding the potential issues in the
current marketing model of HEMS Ltd. The use of interview research strategy enabled the
researcher gather an overview about the current marketing scenario and marketing models of

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HEMS Ltd followed by gathering an in-depth understanding of the issues followed by finding
ways to mitigate them. Additionally, the use of only interview research strategy has enabled the
researcher to consider the different and distinctive viewpoints of the opinions of the interviewees
thereby, justifying their opinions (Dang & Pheng, 2015). The use of interview research strategy
was questioned as it was a lengthy process that killed fair amount of time for the researcher
while gathering data. As the respondents were allowed to speak their opinion, both the researcher
and the respondents lost control over time.
3.6 Sampling technique and sample size
The size of the sample is always a positive integer and is majorly denoted by “n”. The
different types of sampling techniques are simple random sampling technique, non-probability
sampling technique, cluster sampling, stratified sampling and systematic sampling. Out of the
aforementioned sampling techniques, random probability sampling technique and non-
probability sampling technique technique is frequently used (Novikov & Novikov, 2013). The
idea of non-probability sampling technique sheds light on the ability of the researcher to select
the respondents for the research by judging their suitability. On the other hand, the idea of
random probability sampling technique enables the researcher to select a large population in
particular for gathering data.
3.6.1 Giving an explanation for adopting non-probability sampling technique
For this research, non-probability sampling technique has been used. The implementation
non-probability sampling technique is justified because this enabled the researcher to gather an
overall data as well as an in-depth data regarding the marketing models used in HEMS Ltd. The
use of non-probability sampling technique resulted in the selection of the interview population
that includes four employees, the owner, the directing manager, marketer and the administrator

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of HEMS Ltd, that is, 8 employees in total. The researcher has selected the 8 interviewees by
analyzing and judging their suitability in terms of gathering authentic and relevant data. The
researcher has selected the participants very cleverly, as all the interviewees were related to the
marketing operations of HEMS ltd very closely and were fully aware of the past and present
marketing scenario of the company (Riedl, Davis & Hevner, 2014). The use of non-probability
sampling technique was criticized because judging the suitability of each of respondents in the
very first time was not reliable.
3.7 Data collection process
The data collection technique is crucial, as this enables the researcher to collect relevant
data and information regarding the topic thereby, fulfilling the research aim and objectives.
Primary and secondary are the only two types of data collection process that are used while
carrying on with a research. According to Walliman (2017), secondary data collection process
highlights gathering of relevant data and information from different secondary resources. The
different secondary resources include relevant books, journals, articles and other internet
facilities. However, secondary data collection process lacks recent information regarding the
research topic but can be used for developing the foundation of the study. On the other hand, the
primary data collection process sheds light on collecting data from the original source directly. In
addition to, the idea highlights the data collection where the researcher selects either the entire
population or the individuals.
3.7.1 Giving an explanation for adopting primary data collection process
Primary data collection process has been implemented for this research. The adoption of
primary data collection process is justified because this has enabled collection of data from the
original source directly. The researcher has been able to know the potential issues in the current

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marketing models of HEMS Ltd. from the employees those are the original source of the data.
This is because the employees have a deeper knowledge of the issues in the marketing models
and how it is hampering HEMS Ltd. in marketing their prime product in the market (McCusker
& Gunaydin, 2015)
3.8 Data analysis technique
Followed the data collection process, appropriate data analysis process needs to be
adopted for interpreting the data successfully. The adoption of data analysis technique is highly
influenced by the credentials that are mentioned in the above section. Qualitative and
quantitative data analysis techniques are the two types of techniques for analyzing the data by
following the aforementioned credentials. The idea of quantitative data analysis technique sheds
light on considering the numbers for supporting or defending the findings. The numbers in the
quantitative analysis signifies the positive and negative impact of the factors on each other
(Mukhopadhyay & Gupta, 2014). On the other hand, qualitative analysis sheds light on
maintaining the quality of the data by interpreting the verbatim and discussing it with relevant
secondary resources thereby, ensuring quality (Isaacs, 2014).
3.8.1 Giving an explanation for adopting qualitative data analysis technique
For this research, only qualitative data analysis techniques have been used. The use of
only qualitative data analysis technique is justified because the technique have enabled the
researcher to analyze the data collected by interviewing the 8 people of HEMS Ltd. followed by
interpreting the interview transcripts by maintaining the quality of the response (Daudt, Van
Mossel & Scott, 2013).

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3.9 Accessibility issues
While carrying on with the research, the researcher encountered some issues in terms of
accessing the data. The use of only interview research strategy by the researcher resulted in
narrowing down the source of collecting the data. The discussion was individual centric, as the
data from only the interview research strategy was considered and discussed. In addition to,
interview was extremely time consuming and required additional effort for conducting it. This is
because the researcher had to record the entire interview for each of the participants and interpret
the verbatim without making an error.
3.10 Ethical considerations
Following the research ethics is absolutely crucial while carrying on with the research
and completing it successfully. Data confidentiality is one of the most significant research ethics
that needs to be followed by any researcher for completing the work successfully. According to
Alvesson & Skoldberg (2017), the data collected and the identity of the participants needs to be
kept confidential and disclosing it against the consent is against the research ethics. In the case of
this research, the data collected is stored in the hard drive, protected with password thereby,
making it accessible by the researcher only and was kept in a locked cabinet. Additionally, for
this research, data confidentiality was maintained by the researcher by identifying the
interviewees by a code and not by their name.
Another significant research ethics is consent. The researcher has to make sure that the
individuals participate in the data collection process willingly and not forcibly. One of the best
ways of ensuring willing participation is by signing the consent forms by them. It is also against
the research ethics to use the data collected for the research for commercial purposes. The
researcher is bound to use the collected data only for academic purposes. For this research, the

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researcher ensured this by making a point that the data is deleted after completion of the MSc
(Connelly, 2014). Data manipulation is also against the ethical considerations of the research.
The researcher is supposed to present the actual findings without any manipulation and support
own findings and arguments with relevant data and information. It is also important for the
researcher to collect data from authentic resources thereby, ensuring data validity and reliability
(Ritchie et al., 2013).
3.11 Summary
Thus, in this chapter, it can be summarized that the selection of the specific research
methodologies for this research has been justified in accordance with the research topic. The use
of the aforementioned research methodologies helped the researcher to collect relevant and
authentic data an information thereby, aligning own findings with the referred secondary
resources. The use of the aforementioned research methodologies allowed the researcher to
identify different marketing models thereby, developing and suggesting the best marketing
model for HEMS Ltd for marketing their prime product in the market. Additionally, abiding by
significant research ethics enabled the researcher to complete the work successfully.

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Chapter 4: Data analysis
4.0 Overview
This section highlights the interview transcript of the eight samples that has been selected
by the researcher. The eight interviewees selected for the interview are 4 employees, the owner,
the directing manager, the marketer and the administrator. The researcher has decided to conduct
a face-to-face interview with the selected interviewees of HEMS Ltd. The interview questions
have been developed by emphasizing on the current issue faced by the company in terms of
marketing followed by proposing suitable recommendations of for mitigating the issues and
improving the current marketing model that is being used by the company.
4.1 Interview transcripts
4.1.1 Interview transcript of the owner
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“As the owner of the company, I am more into deciding the mission and vision of the
company rater than focusing on the marketing aspect of the company. However, the marketing
issue came to my notice that the company is failing to achieve the mission and vision of the
company and that made me extremely unsatisfied. Running a successful business means I need
to have a faithful and satisfied customer base that the company is lacking recently. As a result, I
can say that I am not satisfied with the current marketing of my company.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?

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“I think the major issue that HEMS Ltd. is facing for marketing its product is unable to
please all the customers. I think the reason is more basic as the marketing team is failing to
segment, target and position the customers and the products appropriately. For example, the
company is selling a product to the target customers that do not even need the product. This is
eventually making all the marketing effort useless that the company is conducting.”
Q3) Do you think the HEMS Ltd is marketing or selling its products and are the customers
satisfied?
“Good question. This question is related to the previous question. The marketing team
needs to understand the vast difference between marketing and selling. Marketing of the product
means considering the expectation of the customers and manufacture product with those
requirements and communicate it to the target customers by conducting a series of activities.
However, I feel the marketing team is more focused in selling the product and earning profit. So,
the team needs to emphasize on ensuring that the marketing activities are executed and
implemented to perfection.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
“According to me, I think the marketing team needs to understand the meaning of
marketing and selling. I think this step should be conducted by the marketing team after
successfully segmenting and targeting the customers. This will allow the marketing team to have
better understanding of the customer needs and demands followed by manufacturing product
accordingly.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?

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“Keeping in mind the recent reports that has been provided to me, I think segmentation,
targeting and positioning followed 7 P’s of marketing will be the best for mitigating current
marketing issue encountered by the company. Once the marketing team has segmented and
targeted the customers effectively, implementing and executing 7 P’s of marketing will mitigate
the marketing issue, as this marketing model consists of wide range of activities that help in
communicating the product to the target customers.”
4.1.2 Interview transcript of the directing manager
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“It would be incorrect if I say I am not satisfied with the current marketing model that is
being used by the company. I am unsatisfied the way the current marketing model is being
implemented and executed by the company. The company is emphasizing more on selling the
product that has been manufactured rather than selling it to the right customers, that is, the
customers that need them. For me, it is becoming difficult for me to point out the issues at each
step that is hampering the overall performance of the company.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
“I think the marketing team is falling behind is determining, understanding and including
the needs of the customers in the terms. So, as the customers see that the products do not have
what they want, they are not purchasing the product. As a result, high end marketing strategies
are also failing in attracting the customers. Recently, once or twice I have also received
complaints from the customers that they are not getting what has been advertised. I am yet tto
investigate this issue.”

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Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“I am aware of the capabilities of the marketing team the company have but I think there
are some loopholes that are not coming into notice. I think the marketing team is failing to
conduct the segmentation, targeting and positioning model appropriately. Recently, I had a talk
about this issue with our owner and he also supported my idea. As the first step is at fault itself,
the rest of marketing strategies are not executed and implemented suitably.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
“According to me, the company needs to correct them at the very first step they conduct
while marketing the product. For this it is important for the company o determine the philosophy
of the selected or the target market. In addition to, the marketing can be improved, if the
company considers the marketing as an investment rather than considering it as an expense. This
should be followed by determining the goals appropriately by spending quality time with the
responsible team.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
“See I think the company need to focus on each and every step of marketing activities
instead of emphasizing on any particular marketing model as a whole. I think executing each and
every step appropriately can lead to the successful execution of any marketing model the
company intends to follow. So, according to me, it is wise for the company to select the
marketing activities based on the current situation of the market rather than using the same
marketing model for years.”

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4.1.3 Interview transcript of the marketer
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“I am working in the marketing team of this company for some years now; I must say
that I am not completely satisfied with the marketing used by the company recently. I have
worked with highly experienced yet new talents in the marketing team simultaneously those
were open to innovation and changes. However, the marketing team recently is lacking certain
skills that are hampering the overall marketing model that is being used by the company.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
“As a marketer, the main problem that HEMS Ltd. is facing in terms of marketing is to
understand the philosophy of the target market. When I am sitting with the entire marketing
team, I can see problems within the team in terms of having a deep understanding about the
market based on which they need to conduct the marketing activities. It is right to say that as the
company is failing to meet the expectations of the customers, the overall marketing schedule and
activities are going in vain.”
Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“If I go by the current marketing scenario of the company and consider the issues, the
company is selling its product rather than marketing the products. For me, if a product fails to
consider the requirement of the customers, it means selling of a product because if the product
has qualities that the customers need, then only it can be marketed. It is important for the current

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marketing team to understand the basic difference between marketing and selling in order to
conduct marketing effectively.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
“Recently, I had a meeting with the directing manager and we both agreed to the fact that
it is important to understand the demand and philosophy of the target market in the present. This
is because the only constant thing about the customer demands and needs is change. So,
understanding the current market demand will provide a deeper insight of the needs of the
customers thereby, setting marketing goals and objectives accordingly and working towards
achieving the marketing goals.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
“The condition of the market is never the same. So, it is not wise for any business
organization to follow any particular business model. Today’s business market is highly
competitive and to sustain in the competitive market, it is important for the company to modify
the steps marketing models or the marketing models accordingly. However, it must be ensured
that each and every step of the marketing model is strategized and executed successfully. For
instance, 7 P’s of marketing has wide range of activities that takes care of all the important
marketing strategies. The company can follow it but need to execute all the steps correctly and
with proper planning in order to ensure successful marketing of its product.”
4.1.4 Interview transcript of the administrator
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?

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“I am not satisfied with the current marketing model used by the company. This is
because I find the marketing the current marketing model is unable to fulfill the needs and
demands of the target customers. As a result, the company is failing in making profit and
generating revenue accordingly. In this competitive business market, lack of effective marketing
model is resulting in loss of business for HEMS Ltd.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
“I think the main issue that the company is facing in terms of marketing its product is
communication and understanding the need of the current market. While developing the
marketing plan, goals and objectives fail to fulfill the customer needs due to which the customers
are unable to relate to the product that is being marketed. Also, the company is even facing
issues in communicating the brand and the product with the customers, as they are unable to
establish a relationship between them.”
Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“Taking into account the present marketing scenario of the company, I think they are
marketing its product but inappropriately. Selling products do not work in today’s environment.
Lack of effective planning and execution of the marketing strategies is resulting in faults in terms
of marketing by the company. For example, the company is using appropriate advertising and
promotional plans but as the products do not have what the customers need, the sales of the
products are limited.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?

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“For me, it is important for the entire marketing team work together in order to make this
thing happen. Each team members need to identify their own strengths and use them accordingly
while developing marketing strategies. I think if the issues within the marketing team are
identified, the rest of the things will fall into place. The company will be able to understand the
philosophy of the market followed by relating the product to the target customers.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
“There is nothing known as one successful marketing model. The marketing model needs
to be selected by the company by considering its mission and vision. Furthermore, I think it is
essential for the company to modify the steps of the marketing models by keeping in mind the
current market situation and the customer needs. However, I think 7 P’s of marketing and
Keller’s brand equity model can be used as the basis for developing and planning the marketing
activities and strategies.”
4.1.5 Interview transcript of the first employee
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“It is too early for me to say anything regarding the current marketing model the
company is using because I am very new to the system. However, considering my little work
experience that I have in the company, I am satisfied with the marketing role I play and I know I
am doing it correctly and I am satisfied. But as I mentioned, I am yet to understand the entire
marketing operations before commenting whether I am satisfied or not with the company’s
marketing models.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?

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“As of now, I have not come across any severe issues the company is facing while
marketing its products. However, I think the company is failing to deliver what they have
promised to the customers. I have come across complaints from the customers that the products
do not match the design and features that has been advertised by the company. I think for a
business to be successful it is important to deliver the best to the target customers.”
Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“I think the company is marketing its product because the products are manufactured by
considering the needs and demands of the target customers. I think the problem lies in executing
the marketing plan successfully. The company is failing to communicate their product to the
target customers rightfully due to which their overall customer satisfaction is hampered. As the
customers are unable to relate them with the product, the customers are showing higher level of
dissatisfaction.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
“From the issue that I have identified in the current marketing and the reason of customer
dissatisfaction, I think the company needs to emphasize on relating the product to the customer.
Therefore, I would suggest improved and effective communication with the target customers in
terms of the properties and benefits of the products can improve the marketing at HEMS Ltd.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
“According to my existing knowledge, I think HEMS Ltd. needs to understand the
current market scenario and modify the steps of the marketing model accordingly. For instance,

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the steps in the marketing model for HEMS Ltd. have to be different than that of a fast-food
chain in spite of following and executing the same marketing model. Still, I feel that 7 P’s of
marketing model can be said as the most suitable one, as the model covers all the steps that are
necessary for developing and executing marketing strategies successfully.”
4.1.6 Interview transcript for the second employee
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“Yes, I am satisfied with the current marketing model that is used by the company.
However, I need to mention that there is no particular marketing model that is being by the
company. 7 P’s of marketing is used by the company that helps in communicating well to the
target customers in terms of the features and benefits of the product. But there is always scope of
improvement and the company needs to keep working accordingly.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
“I do not find any major issues that the company is facing other than delivering the best
to the customers. Keeping in mind the business environment HEMS Ltd. is operating, the
customers can only see and test the product once it is delivered. I have come across complaints
that state that the products were not similar to the ones that has been promoted or advertised.”
Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“I think the company is doing a great job in marketing its products, as comparing the
reports highlights sales increment comparatively. If the sales have increased that means the

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company has been successful in marketing their products to a large extent and I think the
company needs to continue to work in the same way in order to sustain in the competitive market
and retain its position in the market.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
“I feel it is important to find ways to upgrade oneself or else it become stagnant. As of
now, I do not find any major steps that can be used for improving the current marketing other
than delivering the customers what has been promised. Thus, the company needs to emphasize
on the designing and packaging of the products by considering the way it has been advertised
while the product was promoted.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
“I think 7 P’s of marketing is the most appropriate marketing technique for the company.
The seven distinctive steps will provide an opportunity for the company to describe the product,
set price, use suitable promotional techniques, the place where the product will be accessible and
the people the company will assign for communicating the product to the target customers.”
4.1.7 Interview transcript for the third employee
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“I have mixed view in terms of the current marketing technique used by the company. I
am satisfied with the marketing model of the company because it has been successful in
increasing the sales compared to the previous years. However, I am unsatisfied because the
company is not successful in establishing a loyal and satisfied customer base. The increase in the

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sales is because the product manufactured by the company is demanded in the market currently.
But once, similar products are available in the market, the company will highlight sales
declination.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
“The main issue according to me that the company is facing is that the customers are
unable to relate to the product due to which the company is failing to establish a loyal customer
base successfully. Considering the complex business environment that is rising with each passing
day, it is absolutely crucial for the company to have a loyal and satisfied customer base, so that
the company can count on the return on the investment.”
Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“I think the company is more emphasized on selling the products that have been
manufactured that has resulted in increased profit for the company. However, as mentioned by
me previously, the company lacks a satisfied and loyal customer base that highlights lack of
appropriate marketing. This is also a reason why the customers are failing to relate to the
products that is manufactured by the company, as according to them it lacks what it needs.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd?
“Understanding the philosophy of the market is absolutely crucial for the company in
order to enhance the current marketing. This will provide an opportunity for the company to
develop the marketing goals and objectives accordingly. Additionally, the company needs to
implement both strategy and tactics for achieving the marketing goals. For example, car without

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a steering is of no use; similarly, tactics or strategy is the route that needs to be taken for
achieving the goal.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
“According to me, there is nothing called as appropriate marketing model. I think the
company has to follow one model for sure but modify the steps of the model in accordance with
the market demand and customer requirement. However, 7 P’s of marketing is one the most
effective marketing models that HEMS Ltd. can use for communicating the product to the target
customers.”
4.1.8 Interview transcript for the fourth employee
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain
why and if no explain why?
“I must say that I am not completely satisfied with the marketing used by the company
recently. I have worked with highly experienced yet new talents in the marketing team
simultaneously those were open to innovation and changes. However, the marketing team
recently is lacking certain skills that are hampering the overall marketing model that is being
used by the company.”
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
“I think the main issue that the company is facing in terms of marketing its product is
communication and understanding the need of the current market. While developing the
marketing plan, goals and objectives fail to fulfill the customer needs due to which the customers
are unable to relate to the product that is being marketed.”

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Q3) Do you think the HEMS Ltd. is marketing or selling its products and are the customers
satisfied?
“The company is selling its product rather than marketing the products. For me, if a
product fails to consider the requirement of the customers, it means selling of a product because
if the product has qualities that the customers need, then only it can be marketed. It is important
for the current marketing team to understand the basic difference between marketing and selling
in order to conduct marketing effectively.”
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
“The company needs to correct them at the very first step they conduct while marketing
the product. For this it is important for the company o determine the philosophy of the selected
or the target market. In addition to, the marketing can be improved, if the company considers the
marketing as an investment rather than considering it as an expense.”
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?
I think the company need to focus on each and every step of marketing activities instead
of emphasizing on any particular marketing model as a whole. I think executing each and every
step appropriately can lead to the successful execution of any marketing model the company
intends to follow.
4.2 Summary
Thus, in the section, it can be summarized that the interviewees are not completely
satisfied with the current marketing model that is used by the company. The viewpoints and
perspectives shared by the interviewees highlight that the company is failing to consider the

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requirement of the customers and manufacture the product that consists the features desired by
the customers. Also, the marketing conducted by the company is failing to satisfy the customers
once they receive the product. However, keeping into account the interviewees opinions and
perspectives, it can be said that each of the interviewees support distinctive marketing models
that will help in mitigating the issues faced by HEMS Ltd. for marketing its product.

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Chapter 5: Data interpretation
5.0 Overview
This section discusses and interprets in detail the findings from the interview by the 8
individuals of HEMS Ltd. that has been selected for understanding the issue in the company in
terms of marketing. The 8 individuals selected for the interview were 4 employees, the owner,
the directing manager, the marketer and the administrator. The data provided by the interviewees
helped in addressing the issue due to which marketing is unsuccessfully conducted in the
company followed by opinions for improving them. The reason for distinctive views and
opinions of the interviewees were explained.
5.1 Data interpretation
After interviewing the owner, it was highlighted that the company is facing issues in
terms of marketing and the marketing model that is being used currently. As a result, the
company is failing to achieve organizational mission and mission in terms of delivering the best
to the customers, ensuring customer satisfaction and generating revenue. The owner predicts the
company is being unsuccessful in implementing and the executing the STP model of marketing
successfully that is the main reason of the issues that has been highlighted. Additionally, the
owner mentioned clearly that the marketing role needs to be more efficient in terms of
developing the marketing strategies and analysis before communicating with the potential
customers. According to the owner, it is important for the marketing executives of the company
have a clear and distinguished idea between marketing and selling in order to mitigate the
marketing issues the company is facing currently (Lovelock and Patterson 2015). However, the

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appropriate use of 7 P’s of marketing is proposed by the owner for coming out of the ongoing
marketing issue.
The directing manager has somewhat similar viewpoint to that of the owner but with
slight differences. The reason of un-satisfaction for the directing manager is the way the
marketing model is being implemented or executed rather than the marketing model. According
to the directing manager, the company is focusing more on generating revenue instead of
creating a loyal and satisfied customer base through its products. The directing manager feels the
overall issues in the marketing is encountered, as the marketing team failing to distinguish
between marketing and selling. They are more engaged in selling its product because it has been
manufactured instead of delivering the products to the customers that needs it (Liu-Thompkins &
Tam, 2013). The directing manager has also come across complaints in terms of customer
dissatisfaction due to inaccurate delivery of the products. As the company is unable to
understand the customer needs, they are unable to develop products with desired qualities
thereby, facing marketing issues. From the directing manager, each steps need to be executed
properly rather than emphasizing on a single marketing model.
As the marketer has been working in HEMS Ltd. for few years, higher level of
satisfaction has been highlighted by the marketer. The marketer is unhappy and unsatisfied with
the current marketing team, as they display lower level of innovation and openness while
working. The marketer has highlighted the primary issue for marketing in the company is lack of
sufficient understanding in terms of the market philosophy and requirement (Grunig and Grunig,
2013). As a result, the consecutive steps are being at fault. Thus, lack of understanding of the
customers is the main reason that is affecting the marketing of the company. Thus, keeping into
account present marketing situation, the marketer says the company is selling its product instead

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of marketing the products, as it is failing to consider the customer requirements and include the
desired features while manufacturing the product. Both the directing manager and the marketer
agree that if the market research is commenced successfully, the issues the company is facing
will be mitigated. However, 7 P’s of marketing has also been proposed by the marketer to
mitigate the marketing issues provided each and every step are well planned and well executed
(Armstrong et al., 2014).
The administrator has showed higher level of dissatisfaction in accordance with the
current marketing scenario of the company, as the company is failing to understand the
philosophy, demand and needs of the market that company intends to sell their product.
However, the administrator supports that the company is marketing its products but has failed to
identify the existing and potential loopholes that is giving rise to the issues. The administrator
suggests recognizing and rectifying existing issues within the current marketing team such as
within the employees. The strengths of the employees of the marketing team need to be
identified followed by allocating the tasks accordingly. Supposedly, the employee with best
analytics skills should be allocated task accordingly. The administrator says that each marketing
model can give successful results, if they are developed and executed properly along with
supporting 7 P’s of marketing model to be most appropriate one.
Apart from the individuals from the management, four employees were also interviewed
to understand and consider their perspectives and opinions in terms of the current scenario of
marketing for HEMS Ltd.
The first employee hesitated to comment and share its view in terms of the current
marketing scenario of the company, as the employee became a part of the company recently and

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has less experience. The employee is satisfied with the current role it offers to the company and
defers to share any view and comment without having a deep understanding of the current
overall marketing operations of the company. The employee is so involved with individual
duties, roles and responsibilities that the employee has failed to notice any such marketing issues
other than customer complaints in terms of not delivering what is being promised. The employee
has supported that the company is marketing its product successfully but issue is in terms of
appropriate marketing communication. Failure in establishing a relationship between the
products and the customers, lack of customer satisfaction is noticed. Thus, ensuring effective
communication can help in mitigating the current marketing issues along with successful
development and execution of 7 P’s of marketing (Armstrong et al., 2014).
The opinion and viewpoint shared by the second employee highlights that the company
uses 7 P’s of marketing model for communicating its products to the target customers but also
agrees to the point that it can always be improved. However, complaint has been received in
terms of customer satisfaction, as the products delivered to the customers fail to match up the
way it has been presented. For this employee, marketing and selling make any difference hardly
as far as the company is making profit. However, generating profit by satisfying the customers
will provide better opportunities in the future for generating profit and making loyal customer
base. The employee also supports 7 P’s of marketing for the company in order to identify the
issue and mitigate the issue in terms of customer satisfaction. However, it is important to keep up
with the ever changing demand of the market in order to survive in the competitive business
market (Armstrong et al., 2014).
The third employee highlights mixed view in terms of the current marketing strategies
and marketing model that is being used by HEMS Ltd. The employee is satisfied with the current

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marketing model because it has been successful in generating profit and revenue in the past
years. The reason of dissatisfaction is lack of loyal and satisfied customer base for the company.
According to the employee, this might impose a drastic and severe impact in the future if the
demand of the product that is being manufactured and sold by the company declines suddenly.
The customers are unsatisfied because they are unable to relate to the product the company is
manufacturing which supports the issue raised by the owner, directing manager, marketer and the
administrator that the company is failing to understand the philosophy of the targeted market.
However, successful development and execution of 7 P’s of marketing at each step is
recommended for mitigating the marketing issues (Clark et al., 2016).
The fourth employee has suggested lack of innovation and openness to change as the
major marketing issue the company is facing. Lack of critical evaluation among the individuals
of the marketing team is resulting in the failure of the modifying the existing marketing model
and fulfilling the demands and needs of the customers. Additionally, effective communication is
necessary between the company and its target customers in order to make the customers aware of
the features and the benefits the product has to offer. 7 P’s of marketing is suggested by the
employee that can be used for mitigating the communication issue in terms of marketing
followed execution of each and every step successfully.
5.2 Summary
Thus, in this chapter, it can be concluded that HEMS Ltd. needs to improve their current
marketing strategy by addressing the issues. From the data, it has been interpreted that in ability
to determine the philosophy of the market has resulted in targeting the incorrect section of people
as customers that do not require the product. Additionally, problem in terms of developing a
successful satisfied and loyal customer base has also been identified within the company. Thus,

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the suitable conclusion has been deduced by considering the data analysis and data interpretation
followed by suitable recommendations.
Chapter 6: Conclusion and recommendation
6.0 Conclusion
Thus, in this study, it can be concluded that marketing is one of the key and significant
feature that enables the business organizations to be successful and sustain in the competitive
market. From the information provided in the literature review, it can be seen marketing is a set
of activities that is conducted by the business organizations in order to fulfill the demands and
needs of the customers. Rise of similar types of business organizations has given rise to tough
business environment. Thus, it is important for each of the business organizations to expand
business by attracting new customers as well as retaining the existing ones (Rosenbloom, 2013).
Several small activities give rise to the successful marketing campaign that starts from
understanding the demand of the market and the customers and ends by delivering the product or
the service to the target customers. However, with years a shift in the concept of marketing has
been encountered by the business organizations. The shift in the concept of marketing has been
highlighted from manufacturing product with the intention to sell and incur profit to consider the
needs and demands of the customers and include them while manufacturing the product, so that
the customers are at ease (Bai and Chang 2015). The change in the concept has helped the
business organizations to expand business beyond national premises and reach out to customers
at every niche of the world.
The potential gap that has been identified for HEMS Ltd is lack of appropriate marketing
and inaccurate use of marketing tools. As a result, the company has been failing in keeping up

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with the pace of the business market and fulfills the needs and demands of the customers by
delivery what they need. HEMS Ltd is one of the known specialist company in the UK that
offers complete professional service in terms of supplying tooling repair for heavy machinery
and highway equipment. Thus, lack of appropriate marketing and inaccurate use and execution
the marketing tool has hampered the level of customers’ satisfaction. Taking into account the
nature of the industry, the customers of HEMS Ltd are not able to see the product until and
unless it is delivered to them (Wirtz, Tuzovic and Kuppelwieser 2014). However, customer
complaints have been received in terms of the design and packaging of the product that is being
delivered by the company.
Additionally, understanding the philosophy of the target market is an issue for the
marketing team of HEMS Ltd. According to the definition of marketing that is stated in the
literature review, considering the customer need and demands before manufacturing a product is
known as marketing. This is where HEMS Ltd was lacking and failing severely and the
marketing team have been unable to understand the philosophy and need of the target market. As
a result, the products manufactured by the company are lacking the features, qualities and
benefits desired by the target market and the target customers (Cherrier & Gurrieri, 2014).
Keeping in mind, the present business scenario of HEMS Ltd and the information gathered in the
literature review, it can be said that the company is selling the product rather than marketing the
product.
The data analysis and interpretation also highlights similar issues in terms of marketing
and marketing model that is being by the company. The interview data highlights that company
is facing issues in identifying the requirement and demand of the market. As a result, the
company is failing in manufacturing products that includes the features and benefits desired by

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the customers. Due to this, the customers are unable to relate to the products the company is
manufacturing and selling. Inefficient relationship and communication between the products and
the intended customers is resulting in loss of business as well as hampering the level of customer
satisfaction. Ensuring customer satisfaction is absolutely crucial for the business organization in
this competitive market. Having a satisfied customer base provides the company with the
opportunity to count on the return on investment in the long run (Ko, Hwang and Kim 2013). As
a result, the business organizations can count on the customers in future under any
circumstances.
Considering the above issues and gaps that has been identified, it can be said that it is
important for HEMS Ltd to improve their marketing techniques and the marketing models that
have been used. Improving the marketing strategies and the marketing model will allow HEMS
Ltd to keep up with the pace of the business market and acknowledge the changing tastes of the
target business sector and customers. Other than manufacturing and launching new products,
being aware of the needs and demands of the customers provides an opportunity for the business
organizations improve the existing products by making certain modifications (Baker 2016).
Similarly, being aware of the target market will provide an opportunity for HEMS Ltd to
improve the existing products and services the company has to offer by making certain
modifications.
In addition to, improving the marketing strategies and the marketing model will help the
HEMS Ltd to provide better products and services to the customers thereby making their life
easier. Also, appropriate marketing will help HEMS Ltd make their product available for their
customers throughout the year. Keeping in mind, the tough business environment due to
increased number of similar types of organization, having a flawless marketing strategy and

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implementation and execution of the marketing model and plan is essential for surviving in the
competitive market (Dunaway 2013). As a result, HEMS Ltd will have the chance of maximizing
their sales and generating revenue thereby, ensuring success in the long run.
Also, appropriate marketing models and marketing techniques will help HEMS Ltd
ensure customer satisfaction that has been identified as a major issue for the company. Thus,
ascertaining the needs and demands of the customers followed by manufacturing and delivering
them to the target customers smoothly are only possible by effective and flawless marketing (Bai
and Chang 2015). In addition to, HEMS Ltd will also be able to provide improved quality
products to the customers, creating good will about the company that will help in sustaining in
the competitive market along with generating maximized sales volumes.
6.1 Linking with objectives
Objective 1: To identify the current situation in HEMS Ltd in regards to marketing of its
prime product
Literature review section 2.2 and 2.4 highlights the current situation of HEMS Ltd by
shedding light as well as discussing the different definition of marketing. According to the
information provided in the literature section, it can be said marketing highlights developing and
manufacturing products by considering the demands and needs of the target customers and
undertake a series of steps or activities for delivering it to the target customers at the end
flawlessly. In the data analysis section, interview question 1 also highlights the current marketing
situation the company is undergoing by determining whether the interviewees are satisfied with
the marketing strategies and the marketing model that is being used. The information from the

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data analysis highlights that the current marketing is at fault for HEMS Ltd and needs to be
mitigated for surviving in the competitive market.
Objective 2: To identify models of marketing those are described in literature
Literature review section 2.3 mentions and discusses the different kinds of marketing
models that can be used by the business organization in order to conduct marketing effectively
and efficiently. Each of the marketing models comprised of distinctive features that justified their
significance while developing marketing strategies. The characteristics of the marketing models
highlighted it is important to know the demands and needs of the customers prior developing and
modifying the existing the product. This allows the business organizations to communicate the
product to the customers and the customers are also able to relate to the products. The interview
questions 2 and 3 highlights the issues in terms of marketing by considering the features that
make a model successful.
Objective 3: To assemble a marketing model that is appropriate for HEMS Ltd
Literature review section 2.3 and 2.5 highlights the potential models that can be used by
the business organizations for developing marketing strategies successfully. However, the
information provided in the literature review section mentions clearly that it is important for the
business organizations to modify the marketing models in accordance with the current market
situation and the target customers. Following the marketing models exactly can lead to the
development of ineffective marketing strategies. Also, the interview question 5 was developed
with the aim of developing the best marketing model. The data gathered from the interviewees
also suggests that any model can be used as effective marketing model if each and every step of
the model is developed and executed successfully. However, all the interviewees have suggested

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the use of 7 P’s of marketing, as it tends to cover all the significant activities that make
marketing successfully.
Objective 4: To provide suitable recommendations for implementing the appropriate
method or model of the marketing in HEMS Ltd
Literature review section 2.8 highlights the activities that are necessary for developing
effective and efficient marketing. The information provided in the section highlights the step that
needs to be performed correctly in order to ensure the development of successful marketing
strategies by the business organizations. In addition to, the interview question 4 sheds light on
the potential actions that can be undertaken by HEMS Ltd for mitigating the current issue the
company is undergoing in terms of marketing and marketing models. The below section
mentions in detail some of the techniques that can be used by HEMS Ltd for mitigating the
identified marketing issues thereby, improving sales and customer satisfaction.
6.2 Recommendations
Based on the issues that have been identified in the marketing and marketing models of
HEMS Ltd, the suitable recommendations are furnished below:
Researching the target audience
It is important for HEM Ltd to gather adequate knowledge about the target audience, as
knowing the needs and demands of the target customers will help the company consider it in
their product while manufacturing or modifying the product before delivering it to the target
audience. However, HEMS Ltd. faced issue in terms of researching the target audience, as they
lacked skilled and qualified work force to conduct market analysis.

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Emphasizing on the goals that can be measured
It is important for HEMS Ltd to set SMART objectives n which the goal that is being set
by the company is measurable. This determines the practicality of the goal thereby, ensuring
success of the marketing plan. The implementation of this recommendation was not successful to
a certain extent because the respective individuals lacked desired knowledge and skills to do so.
Analyzing and strengthening the presence
Considering the fierce and tough business market, it is essential for HEMS Ltd to analyze
their own strengths and use those strengths for achieving the marketing goal thereby,
strengthening their position in the market. Though 7 P’s of marketing was implemented by
HEMS Ltd, it failed to strengthen their position because all the 7 P’s of marketing were not
addressed properly.
Making required adjustments
HEMS Ltd has to be open and flexible to any kind of changes based on the current
situation of the market. This will allow the company to make necessary adjustments at the end
time without costing much. Lack of flexibility in terms of responding to changes made it difficult
for HEMS Ltd to implement this recommendation.
Being consistent and persistent
Keeping in mind the issue of customer satisfaction, it is important for the company to
ensure consistency and being persistent in the competitive market. This will help in conducting
business in the long run successfully in spite of the fierce and tough business environment.

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Implementation of this recommendation was seen as the company emphasized more on the
competitors rather than on the customers.
Open to innovation
Being open to innovation will help HEMS Ltd to keep their target customers engaged
continuously thereby, enforcing them to look towards the organizations continuously for
surprising them. The challenge faced by the company in implementing this recommendation is
lack of adequate talent in the existing work force.
Emphasizing on the minute details
It is important for HEMS Ltd to emphasize and consider each and every minute details
for each of the steps that are involved while developing the marketing strategies and executing
the marketing models. Lack of proper planning while developing each steps of the marketing
model is the cause HEMS Ltd failed to consider the minute details that resulted in higher error
thereby, making it a barrier for implementing the recommendation.
6.3 Future scope of the study
This study is restricted to a single industry that is the manufacturing industry of highway
products. Hence, future study can be conducted by considering the other business environment
and determine the impact of having the best and effective marketing models. In addition to, this
study discusses in details the significant marketing models that can be used by the business
organizations along with stating a clear idea of the concept of marketing and the facts that
distinguishes marketing from selling. Hence, the study can be used as a significant and valuable
secondary resource for future researchers that are conducting research in the same field.

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Appendix 1
Interview questionnaire
Q1) Are you satisfied with the current marketing model used by HEMS Ltd.? If yes explain why
and if no explain why?
Q2) What are the issues that HEMS Ltd. is facing in terms of marketing is product?
Q3) Do you think the HEMS Ltd is marketing or selling its products and are the customers
satisfied?
Q4) What do you think are the steps that can improve the marketing of HEMS Ltd.?
Q5) Which one according to you will be an appropriate marketing model for HEMS Ltd.?