Pearson BTEC Marketing Essentials Report on Arpico's Strategy
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AI Summary
This report, prepared for a marketing executive role application, analyzes marketing concepts, trends, and their practical application within Richard Pieris & Company (Arpico). It begins with an introduction to marketing, covering current and future trends like social media stories and personalization. The report then delves into Arpico's marketing processes, including situational analysis (SWOT and PESTLE), mission, objectives, and marketing strategy (segmentation, targeting, positioning, and marketing mix). It examines the roles and responsibilities of a marketing manager within the organization and analyzes the interrelationships between marketing and other functional departments. The report also evaluates the value and importance of the marketing role, using KPIs and providing conclusions on the significance of effective interrelationships between departments. The document includes various figures, tables, and a comprehensive list of references to support its findings, and includes an acknowledgement and executive summary.
Please note that grade decisions are provisional. They are only confirmed once internal and external
moderation has taken place and grades decisions have been agreed at the assessment board.
t
Assessor’s Feedback
Grade: Assessor Signature: Date:
Resubmission Feedback
Grade: Assessor Signature: Date
Internal Verifier’s Comments
Signature of the IV Date
Student Agreement:
I understand the feedback given to me and agree to carry out the
Student
Signature
Course Tittle Pearson BTEC Level 5 Higher National Diploma in Business
Unit Number and Title: Unit 02 : Marketing Essential (ME)
Assignment Title Marketing Concepts and Internal Relations
Name of the Learner Sureshkumar Prediksha
Ref. No. of the Learner 1018426 Pearson Regd. No. ND62494
Assignment Number 1 Batch No & Semester HND BM 43
Issue Date 2nd of November, 2020 Submission Date 13TH December,
2020
Re-submission Date Date Received 1st
submission
Unit Assessor: Ms. Jayani
Hewavitharana Academic Year 2020
ASSIGNMENT
moderation has taken place and grades decisions have been agreed at the assessment board.
t
Assessor’s Feedback
Grade: Assessor Signature: Date:
Resubmission Feedback
Grade: Assessor Signature: Date
Internal Verifier’s Comments
Signature of the IV Date
Student Agreement:
I understand the feedback given to me and agree to carry out the
Student
Signature
Course Tittle Pearson BTEC Level 5 Higher National Diploma in Business
Unit Number and Title: Unit 02 : Marketing Essential (ME)
Assignment Title Marketing Concepts and Internal Relations
Name of the Learner Sureshkumar Prediksha
Ref. No. of the Learner 1018426 Pearson Regd. No. ND62494
Assignment Number 1 Batch No & Semester HND BM 43
Issue Date 2nd of November, 2020 Submission Date 13TH December,
2020
Re-submission Date Date Received 1st
submission
Unit Assessor: Ms. Jayani
Hewavitharana Academic Year 2020
ASSIGNMENT
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actions in future works as required and indicated. Date
Plagiarism Policy
The submission of work that borrows ideas, words, diagrams, or anything else from another source
(or sources), without appropriate acknowledgement, constitutes plagiarism. Plagiarism is not
limited to unattributed cutting-and-pasting; it includes the reproduction, without acknowledgement,
of someone else's work, taken from a published (or unpublished) article, a book, a website, a
friend’s (or anybody else’s) assignment, or any other source. When an assignment or report uses
information from other sources, the student must carefully acknowledge exactly what, where and
how s/he has used them. If someone else’s words are used, they must be within quotation marks
and a reference must follow the quotation. Failing to do so leads to academic misconduct.
Academic misconduct is defined as any type of cheating in an assessment for the purposes of
achieving personal gain. When it is determined that academic misconduct has taken place, a range
of penalties may be prescribed which includes expulsion from the programme.
Student Declaration
I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.
Student signature: prediksha Date: 13/12/2020
Unit Learning Outcomes:
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation
2 | P a g e
actions in future works as required and indicated. Date
Plagiarism Policy
The submission of work that borrows ideas, words, diagrams, or anything else from another source
(or sources), without appropriate acknowledgement, constitutes plagiarism. Plagiarism is not
limited to unattributed cutting-and-pasting; it includes the reproduction, without acknowledgement,
of someone else's work, taken from a published (or unpublished) article, a book, a website, a
friend’s (or anybody else’s) assignment, or any other source. When an assignment or report uses
information from other sources, the student must carefully acknowledge exactly what, where and
how s/he has used them. If someone else’s words are used, they must be within quotation marks
and a reference must follow the quotation. Failing to do so leads to academic misconduct.
Academic misconduct is defined as any type of cheating in an assessment for the purposes of
achieving personal gain. When it is determined that academic misconduct has taken place, a range
of penalties may be prescribed which includes expulsion from the programme.
Student Declaration
I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.
Student signature: prediksha Date: 13/12/2020
Unit Learning Outcomes:
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation
MARKETING ESSENTIALS
3 | P a g e
Submission Format
The submission is in the form of an individual written report. This should be written in a concise,
formal business style. You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using the Harvard
referencing system. Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding
the total word limit.
Assignment Brief and Guidance:
Scenario and activity:
You are applying for the role of marketing executive in an organization of your choice – your own
place of work if appropriate, and as part of the interview process you are required to discuss the
concept of marketing as well as its role within the organization. Further to this, you will have to explore
how marketing interrelates with other functions within the business.
Prepare a report covering below mentioned to submit to the senior management of the company.
1. Introduction to the concept of marketing, including current and future trends.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organization. An analysis of how marketing influences and interrelates with other functional
departments of the organization.
4. Analyze the value and importance of the marketing role in the context of the organization.
5. Conclusions that summaries the significance of having effective interrelationships between
different functional departments.
3 | P a g e
Submission Format
The submission is in the form of an individual written report. This should be written in a concise,
formal business style. You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using the Harvard
referencing system. Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding
the total word limit.
Assignment Brief and Guidance:
Scenario and activity:
You are applying for the role of marketing executive in an organization of your choice – your own
place of work if appropriate, and as part of the interview process you are required to discuss the
concept of marketing as well as its role within the organization. Further to this, you will have to explore
how marketing interrelates with other functions within the business.
Prepare a report covering below mentioned to submit to the senior management of the company.
1. Introduction to the concept of marketing, including current and future trends.
2. An overview of the different marketing processes.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organization. An analysis of how marketing influences and interrelates with other functional
departments of the organization.
4. Analyze the value and importance of the marketing role in the context of the organization.
5. Conclusions that summaries the significance of having effective interrelationships between
different functional departments.
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Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates with
other functional units of an organization
D1 Critically analyse and
evaluate the key elements
of the marketing function
and how they interrelate
with other functional units
of an organisation
P1 Explain the key roles and
responsibilities of the
marketing function.
P2 Explain how roles and
responsibilities of marketing
relate to the wider
organizational context
M1 Analyse the roles and
responsibilities of marketing in the
context of the marketing
environment
M2 Analyse the significance of
interrelationships between
marketing and other functional
units of an organisation.
4 | P a g e
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates with
other functional units of an organization
D1 Critically analyse and
evaluate the key elements
of the marketing function
and how they interrelate
with other functional units
of an organisation
P1 Explain the key roles and
responsibilities of the
marketing function.
P2 Explain how roles and
responsibilities of marketing
relate to the wider
organizational context
M1 Analyse the roles and
responsibilities of marketing in the
context of the marketing
environment
M2 Analyse the significance of
interrelationships between
marketing and other functional
units of an organisation.
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MARKETING ESSENTIALS
5 | P a g e
Formative Feedback
Grading
Criteria Comment
P1
P2
M1
M2
D1
5 | P a g e
Formative Feedback
Grading
Criteria Comment
P1
P2
M1
M2
D1
MARKETING ESSENTIALS
6 | P a g e
Report Format
Final Assignment must include the followings
Assignment cover and the assignment given
Acknowledgement
Table of contents
List of table and list of figures
Abbreviations
General introduction to the whole report
Each and every task in appropriate format
List of references
Appendices if any
CD Attachment
General formatting of the report
Margin – right, top and bottom -1”, left 1.5”
Font – Arial
Font size – Body 11, Heading 12 (for heading first letter capital excluding preposition and
conjunctions, bolded)
Line spacing – 1.5
Paragraph – Single line
Footer - page no. at the right
Header – Unit name at right hand side.
Important Notes
Use credible sources of references. Research articles on relevant topics are highly
recommended and appreciated.
Any sources of references without the author and the published date are not
recommended.
Use Harvard Referencing. Improper referencing will be considered academic misconduct
and will be penalized.
6 | P a g e
Report Format
Final Assignment must include the followings
Assignment cover and the assignment given
Acknowledgement
Table of contents
List of table and list of figures
Abbreviations
General introduction to the whole report
Each and every task in appropriate format
List of references
Appendices if any
CD Attachment
General formatting of the report
Margin – right, top and bottom -1”, left 1.5”
Font – Arial
Font size – Body 11, Heading 12 (for heading first letter capital excluding preposition and
conjunctions, bolded)
Line spacing – 1.5
Paragraph – Single line
Footer - page no. at the right
Header – Unit name at right hand side.
Important Notes
Use credible sources of references. Research articles on relevant topics are highly
recommended and appreciated.
Any sources of references without the author and the published date are not
recommended.
Use Harvard Referencing. Improper referencing will be considered academic misconduct
and will be penalized.
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7 | P a g e
Name: S. prediksha
Batch: HND B-43
Index No: 1018426
Lecturer: MRS. Jayani
7 | P a g e
Name: S. prediksha
Batch: HND B-43
Index No: 1018426
Lecturer: MRS. Jayani
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Acknowledgment
I would like to express my deepest appreciation to all those who helped me to complete this report
And my special thanks to Mrs. Jayani, the lecturer of “Marketing Essentials” of BCAS Campus for
making the subject more interesting and giving a great support to finish the “ME” report
successfully.
Also I thank Arpico general manager Mr. Dilshan who gave relevant information’s to complete the
question 2& 3. Further, thanks to my colleagues who have been sharing knowledge and helping
each other to clear the doubts.
8 | P a g e
Acknowledgment
I would like to express my deepest appreciation to all those who helped me to complete this report
And my special thanks to Mrs. Jayani, the lecturer of “Marketing Essentials” of BCAS Campus for
making the subject more interesting and giving a great support to finish the “ME” report
successfully.
Also I thank Arpico general manager Mr. Dilshan who gave relevant information’s to complete the
question 2& 3. Further, thanks to my colleagues who have been sharing knowledge and helping
each other to clear the doubts.
MARKETING ESSENTIALS
9 | P a g e
Executive Summary
This report is providing an introduction to the Arpico with relating to their concept of marketing and
their current and future trends. Also this report provides an overview of the different marketing
processes at Arpico. The author has included the Arpico’s Marketing Manager’s roles and
responsibilities and an analysis of how marketing influences and interrelates with other functional
departments. Author has also included how much marketing role is important in an organization.
Lastly, Author has provided information regarding the significance of having effective
interrelationships between different functional departments.
9 | P a g e
Executive Summary
This report is providing an introduction to the Arpico with relating to their concept of marketing and
their current and future trends. Also this report provides an overview of the different marketing
processes at Arpico. The author has included the Arpico’s Marketing Manager’s roles and
responsibilities and an analysis of how marketing influences and interrelates with other functional
departments. Author has also included how much marketing role is important in an organization.
Lastly, Author has provided information regarding the significance of having effective
interrelationships between different functional departments.
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.
Trusted by 1+ million students worldwide
MARKETING ESSENTIALS
10 | P a g e
Table of Contents
Table of Contents
1.0 Introduction to Arpico (Richard Pieris and Company)………………..….……………………12-13
2.0 Introduction to Marketing……………………………………………………………………..………13
2.1 Current trends of Marketing…………………………………………………………...………13-15
2.2 Future trends of Marketing…………………………………………………………………….15-16
3.0 Marketing Process of Arpico……………………………………………………………..………….16
3.1 Situational Analysis ..................................................................................................................... 16
3.1.1 SWOT Analysis…………………………………………………………………….……...16-17
3.1.2 PESTLE Analysis………………………………………………………………………...……18
3.1.2.1 Political Environment…………………………………………………………………..18
3.1.2.2 Economic Environment………………………………………………………………..18
3.1.2.3 Social Environment…………………………………………………………………….18
3.1.2.4 Technological Environment………………………………………………………...…19
3.1.2.5 Legal Environment………………………………………………….………………….19
3.1.2.6 Environmental…………………………………………….…………………………….19
3.2 Mission of Arpico………………………………………………………………..…………………19
3.3 Objectives…………………………………………………………………..………………………20
3.4 Marketing Strategy…………………………………………………………………………………21
3.4.1 Segmentation, targeting and positioning of Arpico………………….………….……..21-24
3.4.2 Marketing Mix of Arpico………………………………………………….……………….24-27
3.5 Evaluation…………………………………………………………………………………………..27
3.5.1 KPIs of Arpico………………………………………………………………………………….28
4.0 Roles and responsibilities of the Marketing Manager at Arpico……………...………………28-29
4.1 The interrelationships between Marketing and other organizational functions at
Arpico…………………………………………………………………………………………………...29-30
5.0 Analysis of the values and importance of the marketing role at Arpico……………………..31-32
6.0 Conclusions that emphasizes the significance of interrelationships between marketing and
other functional units at Arpico……………………………………………………………………….32-33
6.0 Conclusion…………………………………………………………………………………………….33
7.0 References…………………………………………………………………………………………34-37
10 | P a g e
Table of Contents
Table of Contents
1.0 Introduction to Arpico (Richard Pieris and Company)………………..….……………………12-13
2.0 Introduction to Marketing……………………………………………………………………..………13
2.1 Current trends of Marketing…………………………………………………………...………13-15
2.2 Future trends of Marketing…………………………………………………………………….15-16
3.0 Marketing Process of Arpico……………………………………………………………..………….16
3.1 Situational Analysis ..................................................................................................................... 16
3.1.1 SWOT Analysis…………………………………………………………………….……...16-17
3.1.2 PESTLE Analysis………………………………………………………………………...……18
3.1.2.1 Political Environment…………………………………………………………………..18
3.1.2.2 Economic Environment………………………………………………………………..18
3.1.2.3 Social Environment…………………………………………………………………….18
3.1.2.4 Technological Environment………………………………………………………...…19
3.1.2.5 Legal Environment………………………………………………….………………….19
3.1.2.6 Environmental…………………………………………….…………………………….19
3.2 Mission of Arpico………………………………………………………………..…………………19
3.3 Objectives…………………………………………………………………..………………………20
3.4 Marketing Strategy…………………………………………………………………………………21
3.4.1 Segmentation, targeting and positioning of Arpico………………….………….……..21-24
3.4.2 Marketing Mix of Arpico………………………………………………….……………….24-27
3.5 Evaluation…………………………………………………………………………………………..27
3.5.1 KPIs of Arpico………………………………………………………………………………….28
4.0 Roles and responsibilities of the Marketing Manager at Arpico……………...………………28-29
4.1 The interrelationships between Marketing and other organizational functions at
Arpico…………………………………………………………………………………………………...29-30
5.0 Analysis of the values and importance of the marketing role at Arpico……………………..31-32
6.0 Conclusions that emphasizes the significance of interrelationships between marketing and
other functional units at Arpico……………………………………………………………………….32-33
6.0 Conclusion…………………………………………………………………………………………….33
7.0 References…………………………………………………………………………………………34-37
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List of Figures
Fig 1.0: Arpico Supercentre………………………………………………………………………………12
Fig 1.1: NCE Exports Awards……………………………………………………………………...…….13
Fig 2.1: Content Survey Jan-Feb of 2020………………………………………………………………14
Fig 3.4.1: Segmentation diagram………………………………………………………………………..21
Fig 3.4.1.1: Arpico branches in Sri Lanka……………………………………………………………...22
Fig 3.4.1.2: Positioning Map………………………………………………………………………….….24
Fig 3.4.2: Arpico products…………………………………………………………………………….….25
Fig 3.4.3: Arpico products discounts …………………………………………………………………...25
Fig 3.4.4: Arpico products discounts ……………………………………………………………….…..25
Fig 3.4.5: Arpico Wattala branch…………………………………………………………………...……26
Fig 3.4.6: Arpico products were advertised in websites………………………………………………26
List of Tables
Table 3.1.1: SWOT Analysis of Arpico…………………………………………………………………17
Table 3.3.1: SMART Framework of Arpico……………………………………………………………20
Table 4.2: Advantages and disadvantages of interrelationships between marketing and other
functional of Arpico…………………………………………………………………………………….30-31
Table 5.0: Advantages of Marketing Role……………………………………………………………..32
List of Abbreviations
HRM- human resource management
KPIs- key performance indicators
CIPD- Chartered institute personal & development
11 | P a g e
List of Figures
Fig 1.0: Arpico Supercentre………………………………………………………………………………12
Fig 1.1: NCE Exports Awards……………………………………………………………………...…….13
Fig 2.1: Content Survey Jan-Feb of 2020………………………………………………………………14
Fig 3.4.1: Segmentation diagram………………………………………………………………………..21
Fig 3.4.1.1: Arpico branches in Sri Lanka……………………………………………………………...22
Fig 3.4.1.2: Positioning Map………………………………………………………………………….….24
Fig 3.4.2: Arpico products…………………………………………………………………………….….25
Fig 3.4.3: Arpico products discounts …………………………………………………………………...25
Fig 3.4.4: Arpico products discounts ……………………………………………………………….…..25
Fig 3.4.5: Arpico Wattala branch…………………………………………………………………...……26
Fig 3.4.6: Arpico products were advertised in websites………………………………………………26
List of Tables
Table 3.1.1: SWOT Analysis of Arpico…………………………………………………………………17
Table 3.3.1: SMART Framework of Arpico……………………………………………………………20
Table 4.2: Advantages and disadvantages of interrelationships between marketing and other
functional of Arpico…………………………………………………………………………………….30-31
Table 5.0: Advantages of Marketing Role……………………………………………………………..32
List of Abbreviations
HRM- human resource management
KPIs- key performance indicators
CIPD- Chartered institute personal & development
MARKETING ESSENTIALS
12 | P a g e
1.0 Introduction to Arpico (Richard Pieris & Company)
Richard Pieris & Company, or Arpico, is a Sri Lankan
holding company. It is one of the leading blue-chip
conglomerates in Sri Lanka with many successful stories
to its credit. Their headquarters is situated in
Maharagama, Sri Lanka. A diverse melting pot of talent,
comprising a workforce of over 35,000, Richard Pieris &
Company claims myriad subsidiaries island-wide.
(Richard Pieris & Company, 2019).
(Fig 1.0: Arpico Supercentre, Source: Arpico, 2019) Boasting of an eventful and a celebrated
history of 83 years, the flagship company has not only explored the conventional channels of
rubber, tea, tires, plastic and distribution, thereby emerging a local market leader, but also
expanded into many contemporary ambitious schemes including financial services, furniture,
construction and logistics (Richard Pieris & Company, 2019).
The Richard Pieris Group also carries out a wide range of diverse activities across all provinces in
Sri Lanka; their objective is to contribute to the goodwill of the country. They also provide
employment for more than 27,300 people in the country, to create a positive vibe and to attract
the youths and maturity will concurrently benefit both the company and employees.
Arpico also provides CSR activities they are doing; community tree planting programmes,
supporting health care, child development centre does improve the company brand and image.
These programmes also boosts the employees morale and to lead to a greater productivity in the
workforce (Richard Pieris & Company PLC, 2018/2019).
The current CEO of Arpico is Dr. Sena Yaddehige, they also won various awards such as; NCE
Exports Awards 2017, Presidential Export Award Sri Lanka 1994, Annual Report Awards (Arpico,
2017) and also the CMO Asia Award 2016 for excellence in branding and marketing in retail
amidst stiff competition from top global brands over 40 countries (Daily FT, 2016).
12 | P a g e
1.0 Introduction to Arpico (Richard Pieris & Company)
Richard Pieris & Company, or Arpico, is a Sri Lankan
holding company. It is one of the leading blue-chip
conglomerates in Sri Lanka with many successful stories
to its credit. Their headquarters is situated in
Maharagama, Sri Lanka. A diverse melting pot of talent,
comprising a workforce of over 35,000, Richard Pieris &
Company claims myriad subsidiaries island-wide.
(Richard Pieris & Company, 2019).
(Fig 1.0: Arpico Supercentre, Source: Arpico, 2019) Boasting of an eventful and a celebrated
history of 83 years, the flagship company has not only explored the conventional channels of
rubber, tea, tires, plastic and distribution, thereby emerging a local market leader, but also
expanded into many contemporary ambitious schemes including financial services, furniture,
construction and logistics (Richard Pieris & Company, 2019).
The Richard Pieris Group also carries out a wide range of diverse activities across all provinces in
Sri Lanka; their objective is to contribute to the goodwill of the country. They also provide
employment for more than 27,300 people in the country, to create a positive vibe and to attract
the youths and maturity will concurrently benefit both the company and employees.
Arpico also provides CSR activities they are doing; community tree planting programmes,
supporting health care, child development centre does improve the company brand and image.
These programmes also boosts the employees morale and to lead to a greater productivity in the
workforce (Richard Pieris & Company PLC, 2018/2019).
The current CEO of Arpico is Dr. Sena Yaddehige, they also won various awards such as; NCE
Exports Awards 2017, Presidential Export Award Sri Lanka 1994, Annual Report Awards (Arpico,
2017) and also the CMO Asia Award 2016 for excellence in branding and marketing in retail
amidst stiff competition from top global brands over 40 countries (Daily FT, 2016).
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