Marketing Report: Strategic Planning, B2B vs B2C, and Department Roles

This report provides a comprehensive overview of marketing essentials, beginning with strategic planning and its importance in establishing a direction for small businesses, including vision, mission, and action plans. It then differentiates between B2B and B2C marketing, highlighting the emotional aspects and marketing message approaches in B2C. The report outlines the marketing process, including analysis, strategic planning, and the marketing mix (4Ps). The core of the report focuses on the roles and responsibilities of the marketing function within an organization, such as market research, product design, brand management, and promotion, emphasizing their interrelation with finance, production, HR, and sales departments. The report concludes by summarizing the significance of interrelationships between marketing and other functional areas, emphasizing how it facilitates effective data sharing and the fulfillment of customer needs, and highlighting the importance of strategic planning for business growth.

Marketing essentials

Strategic planning
 It is a process of establishing as well as documenting a direction regarding small business.
It provides a place to record the vision, mission as well as values for the long term and also
focuses on the action plan that an individual use to reach them.

Difference between B2B to B2C
 B2B,there is a no personal emotions involved within purchasing decision. It focuses on
how the products as well as services can save the time, resource and money.
 While B2C is focusing on the products it is done when an individual marketing to a
costumer.
 Here the decision is more emotional as well as consumers are most likely to be interested
within a lengthy marketing messages as well as want to gives the right to the point.

Marketing process
 Analysis- It is the first stage where company analyse market and identify customer needs.
this is done by analysing the environment and markets where customer needs are not
fulfilled.
 Strategic planning – It is second stage where strategic planning is done for selected target
market. the plan is developed that what objectives are to be achieved.
 Marketing mix – In this marketing mix is applied which consists of 4 P’s in order to
develop a marketing mix strategy. this enables in specifying each P of target market to
accomplish business objectives.

P1 Roles and responsibilities of marketing function
 In an organisation marketing department play significant role in its growth and
development and achieving aims and objectives. it enables in marketing and promoting of
products and services in the market and create awareness among people. with change in
marketing trends and emergence of new trends.
 So, it has highly impacted on role of marketing department as well. Now, they have to
perform many other functions as well which led to attaining of goals and objectives. So,
there are various functions performed that are stated below :-

CONT..
 Market research – here, marketing department function is to conduct research in order to
gather data and info about market trend, customer needs, competitors, products and
services, etc. this is done to gain insight about current market situation and developing new
products accordingly. It allows in understanding social life of people, economy of market
and etc. However, huge amount of data is collected and analysed so that new marketing
strategies and products are developed.

CONT..
 Product designing – this is another function of marketing where they develop a
completely new product by analysing the data and info gathered from market. here, several
elements are designed related to product such as its packaging, labelling, etc. alongside,
product feature, quality and other specifications are also designed by marketing unit. In
this service quality is also determined by marketing function.

CONT..
 Managing brand- The main role of marketing manager is to define and manage brand in
effective and efficient mode. Thus, marketing manager has core responsibilities to provide
quality food products to customers. This will be helpful in terms to enhance the brand
image of the enterprise.
 Promotion – in this marketing department promote its product and services in the market
through different sources. They identify suitable sources and develop strategy that how
target customer can be reached and attracted. In addition to it, products are promoted
through various channels such as advertising, TV, social media, etc. Alongside, promotion
campaign are organised to attract people.

CONT..
 Identify customer needs- here, marketing function identify customer needs and
requirements so that accordingly product is developed to fulfil their needs. For this data
and info is gathered from market and by taking customer feedback. Apart from it, by
analysing competitor products and trends in marketing needs are determined. Moreover,
change in social trends and lifestyle is also find out to identify customer needs.

P2 How it related to wider organisational context
 Marketing department is interrelated to other unit in business. Through this they share data and
info to accomplish goals and objectives. alongside, each and every business division is related to
one another. They all work and perform operations to attain common goals. so, the
interrelationship between marketing in organisation context is defined :
 Marketing and finance –
 They both are inter linked with one another as marketing share data with them. so, by analysing
data finance unit allocate budget to marketing. apart from it, for any new product development
funds are required, thus this info is shared with marketing. alongside, strategies and plans are
developed for marketing of products and services on basis of capital provided by finance. for
instance- in order to publish ad on newspaper, budget is provided by finance unit.

CONT..
 Marketing and production
 Marketing is interrelated to production as new products are developed by production department
on basis of info provided by marketing one. in addition to it, marketing also share info about
demand and supply of product in market so accordingly production unit manufacture or produces
goods. Besides that, any change in feature or attribute of product is shared between them.
 Marketing and HR-
 HR and marketing are interrelated to one another in organisation. it is because marketing specify
number of staff required by them and in promoting products. thus, HR recruit and hire staff
accordingly. Other than this, HR also give training to staff as per their roles and responsibilities
defined by marketing division. In this w ay they both work together to accomplish overall goals
and objectives.

CONT..
 Marketing and HR
 Marketing unit is also closely related to HR department. this is because the HR identify employee
requirement and hire them on right place. likewise, in marketing as well staff is required to perform
various tasks. Thus, HR recruit staff on basis of requirement specified by marketing department
 Marketing and sales-
 The marketing and sales unit are different from one another. By working with marketing, sales
department is able to get info from them. then, accordingly to it, selling, distribution, etc. of product or
service is done in marketing. furthermore, on basis of market situation sales are done.

CONT..
 Significance of interrelationship
 There is an effective relationship between marketing and other functional areas. It plays
vital role in communicating data with one another and performing various business
functions to achieve goals. With help of this data and info is shared.
 The production unit is able to produce products as per demand and supply of market. So,
through it, customers needs are fulfilled. Moreover, for promoting of products and
conducting market research funds are acquired from finance unit.

CONCLUSION
 From PPT it is summarized that marketing plays vital role in business. they perform
various roles such as conducting research, promotion, etc. Moreover, it is highly related to
other departments such as HR, sales, finance, etc.

REFERENCES
Books and journals
 Babin, B.J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
 Bhatt, R.K. and Gupta, D., 2018. Essentials of Marketing Management in LIS. Library
Philosophy & Practice.
 Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp.23-52.

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