Analysis of Holistic Marketing at Bayer Group: Coursework Report

This report provides a comprehensive analysis of the Bayer Group's marketing strategies, specifically focusing on holistic marketing principles. It begins by evaluating whether the Bayer Group aligns with Kotler and Keller's framework of holistic marketing, examining relationship, integrated, internal, and performance marketing components. The report then identifies and discusses significant factors in the global environment that impact the Bayer Group, including economic, legal, and technological aspects. Furthermore, it delves into strategic marketing at the product level, using Acceleron as a case study, and explores segmentation, targeting, positioning, and the marketing mix. The report concludes with recommendations for the Bayer Group to navigate the evolving global business environment, emphasizing financial planning, legal compliance, and technological advancements. The report is based on secondary sources and aims to provide a detailed overview of the company's marketing approach.

Marketing Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Holistic marketing.......................................................................................................................3
Factors in the global environment...............................................................................................4
Strategic marketing at product level...........................................................................................4
Recommendations.......................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing management is the discipline which focuses on the application of the
marketing techniques and tools within an organization for the purpose of marketing the firms
products and services. This report provides an insight about the holistic marketing concept based
on the Bayer Group. It also includes the environmental factors affecting the organization.
MAIN BODY
Holistic marketing
The holistic marketing has four main components which are analysed below.
Relationship marketing
It focuses on maintaining the long term relationship with the customers. The Bayer Group
aims at targeting the marketing activities on its existing clients in order to create emotional and
everlasting relationship (Soliman, 2016). The organization also focusses on establishing a cordial
relationship with its internal management team at all level.
Integrated marketing
Under this, the seamless experience is created for the customers so that they can easily
interact with the brand. Bayer Group has implemented direct communication so that everyone
works as a unified force.
Internal marketing
Internal marketing treats the staff as the internal customers who are in line with the
organizations mission and vision and are worth the same as the external customers (Herciu and
Ogrean, 2017). It involves implementing the processes which help in making them understand
their role in the entire marketing process.
Performance marketing
The performance marketing involves the marketing concepts which includes a broader
concern with respect to the society. It requires the business to follow certain ethics while
performing business operations. It also accounts for socially responsible behaviour which
encourages positive influence over the stakeholders. The Bayer Group has taken various steps in
meeting its social responsibility along with meeting the other relevant aspects like legal,
environmental, community etc.
Thus, based on above analysis, it can be said that the Bayer Group has met with all the
components which imply that its is a holistic marketing organization.

Factors in the global environment
Economic factors: This factor will have a huge impact over the pharmaceutical
companies as over the next 5 years there are chances of changes in the interest rates which will
affect the funding of the businesses. Thus, Bayer Group needs to focus on it financial resource's
availability.
Legal factors: It refers to the changes in the laws, rules and regulations, tax rates etc.
There are chances that in the next 5 years there might be change in the tax rate and other
statutory and regulatory requirements which will have a direct impact over the production of the
medicines (Mutoko and Kapunda, 2017). This might lead to increase in the cost of medical
products resulting into increase in price. Thus, Bayer Group needs to be sure that it is complying
with the relevant laws and regulations.
Technological factors: It refers to the technological advancement in the industry. Every
day the new technology come up and in the next 5 years it will lead to a massive change. The
companies are required adopt the latest technology which will help it in meeting the changing
demand of the medical products. For meeting the increase in demand of the products, it is
important for organization to implement the latest technology in the organization. Thus, it will
have a huge impact on Bayer Group.
Strategic marketing at product level
Acceleron is the one of the product of Bayer group which is used for the purpose of crop
protection. In order to promote it product in the national market it can use various strategic
marketing models. A detailed description is given below.
Segmentation, targeting and positioning
The Bayer group through segmentation can identify the market segment for which the
product is meant. This target segment will be farmers who are engaged in crop production. This
will help in putting focus in that segment (Camilleri, 2018). Targeting means to target the group
based on income and other aspects. Positioning refers to positioning the product in the mind of
customers through marketing strategies.
Marketing mix
It is the set of tactics which focusses on promoting the product based on product, price,
place and promotion mix. It will help in ensuring that product is available at the right place and
time with respect to the customer needs (Išoraitė, 2016). Along with this it aims at promotion

activities that can be implemented by the organization like in case of Acceleron, it can use
pamphlets, television advertising and print media for promoting its product.
All the above stated strategic marketing theories will helps the organization in effectively
promoting its product Acceleron which will help in promoting the products in the national
market.
Recommendations
Following are key strategies which can be used by the Bayer Group for meeting up with
the changing global business environment. Thus, all these strategies will help it in strengthening
its capabilities and enhancing the value proposition.
 In order to overcome the impact of economic factors, it is suggested that the organization
should estimate the fund requirement for the next 5 years based on which it should
acquire the fund for the long term which are available at the reasonable cost at present.
This will help in avoiding procuring funds at higher cost in future date.
 For meeting the legal impact, the Bayer Group should hire a legal team having
knowledge and expertise in the pharmaceutical field which will help it in complying with
the legal requirements on time. This will also help in mitigating government intervention
as well.
 In case of technological factors, the Bayer Group is required to adopt and upgrade it
existing technology and production system in order to meet the changing requirements
and increase in demand while managing the quality level.
CONCLUSION
It can be concluded that the Bayer Group is has meet the all the essential criteria for
being termed as 'holistic marketing organization'. The main environmental factors that the Group
is required to take into account are the economic, legal and technological factors. Also, the
application of various marketing tools, theories and model such as marketing mix, segmentation,
targeting and positioning are been analysed in respect to the product. At last, recommendations
are provided for taking advantage of the global environmental factors over the business.

REFERENCES
Books and Journals
Camilleri, M. A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Herciu, M. and Ogrean, C., 2017. Integrating Holistic Marketing into the Stakeholder
Management Approach. In The Palgrave Handbook of Managing Continuous Business
Transformation (pp. 513-532). Palgrave Macmillan, London.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Mutoko, W. R. and Kapunda, S. M., 2017. Factors influencing small, medium and micro-sized
enterprises' borrowing from banks: The case of the Botswana manufacturing
sector. Acta Commercii. 17(1). pp.1-9.
Soliman, H. S., 2016. An Analytical Study of the Relationship between the Holistic Marketing
and Overall Organizational Performance. International Journal of Business and Social
Science. 7(7). pp.42-56.