University of Roehampton: Marketing Operations Analysis and Report

This report analyzes marketing operations, focusing on objectives, target markets, and marketing strategies. It identifies objectives such as influencing customer buying behavior, improving market scope, and increasing product knowledge. The target markets include millennials and baby boomers, with tailored marketing strategies for each group. The marketing mix covers product (voice-controlled earbuds), pricing (penetration pricing), promotion (traditional and digital media), and distribution (multi-channel). The report further explores operational, tactical, and strategic business decisions, emphasizing internal performance audits, market surveys, and corporate governance for long-term success. The report provides a comprehensive overview of marketing operations and decision-making processes within a business context.

Running head: MARKETING OPERATIONS
MARKETING OPERATIONS
Name of the student
Name of the university
Author note

1MARKETING OPERATIONS
Task 4
Marketing Objectives
The marketing objectives of the organization are based on the efficient functioning of the
different systems in accordance to the changing needs of the customers. In this relation, the
development of the marketing objectives supports an organization in identifying the pathway
towards success. Therefore, the section would enumerate the marketing objectives of the
organization while operating in the different markets.
 To influence the buying behaviour of the experience based customers through the
proposition of improved quality
 To improve the market scope of the organization through the pricing considerations for
targeting the price sensitive customers
 To increase the product knowledge among the customers with persuasion based
promotional campaigns
Target Markets
The marketing activities of the organization are reliant on the assessment of the needs and
preferences of the target customers while noting the income or different other criterion. The
primary target market for the concerned organization will be the millennial population in the
regions, whose age will be ranging from 18- 40 years. However, the organization would be the
price sensitive baby boomers falling under the age group of 30- 55 years of age. Jackson and
Ahuja (2016) stated that an organization selects the target market while linking the preferences
with the quality and price of the propositions. Therefore, the target market of the organization

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will be millennial population as the particular customers are more driven towards the experience
that they might receive from the use of the propositions.
Marketing strategies for each target market
The marketing strategy that might be considered by the concerned organization for the
millennial customers will be based on improvements in the propositions to propose value along
with experience. In this relation, the concerned venture would take the initiative of making
promotions while making the millennial population aware of the different modifications in the
propositions. Therefore, the marketing strategy for the millennial will be based on improving the
experience of the propositions to improve the scope of sales. On the other hand, the concerned
organization would take the initiative of inducing different price related considerations for the
price sensitive baby boomers. The reduction of the prices would allow the organization in
significantly developing the organizational marketing prospects while drawing the attention of
the potential customers.
Marketing Mix
Product The organization, being a technology
development business, would be
manufacturing ear buds that would control the
voice as per the listening capability of the
audience. The voice modulation feature
through imposition of partial AI would allow
the organization in gaining a competitive edge
over the competitors, specifically Nura.
Price The concerned venture would take the

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initiative of introducing the proposition
through penetration pricing strategy. As per
the strategy, the organization would take the
initiative of introducing a price for the
propositions, lower than that of the
propositions that are made by the competitors
in the market.
Promotion The concerned venture would consider both
traditional and digital medias while promoting
their propositions to the target customers. The
organization would make use of events,
television advertisements and hoardings to
draw the attention of the potential customers
towards their offerings. On the other hand, the
use of social and digital media marketing
through Facebook and Instagram would
permit the organization in widening the scope
of customer awareness, engagement and sales.
Distribution The concerned organization will be
facilitating multi- channelled distribution
through the presence of their brick and mortar
stores and online website. The utilization of
the multi- channelled platforms would allow

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the organization in improving the scope of
sales through increased availability of the
propositions in the markets.
Task 5
Operational business decision
The operational business decision is one through which an organization induce
continuous improvements in the business’ daily activities. The different modifications in the
organizational operations are reliant on the efficient functioning of the different systems to
correlate to the business based needs. In this relation, the concerned venture would take the
initiative of conducting internal performance audits with the purpose of retaining the quality of
the propositions. The improved quality of the propositions would allow the venture in retaining
the loyalty of the customers while addressing the risks in the manufacturing process. Blut, Teller
and Floh (2018) stated that the operational business decisions are based on the risks and the
manner in which the organizational operations might be corrected in accordance to the
sustenance based needs of the customer. Therefore, in this relation, the conduction of internal
audits would allow the organization in improving the performance of the daily operations in
adherence to the collective goals of the business.
Tactical business decision
The tactical business decisions are related to the assessment of the organizational
performance for a longer time frame while increasing the viability of the business to make a
market growth. Stead and Hastings (2018) opined that the tactical decisions that are initiated by
the organizations are subjected to the market growth related strategies. In this relation, the

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concerned venture would take the initiative of conducting market surveys in every six months
while identifying the needs and preferences of the customers. The delineation of the needs and
preferences of the customers on a six month basis would enable the venture in adhering to the
altering market changes while improving and positioning their propositions in the market. The
major objective of the tactical decision is based on the maximization of sales revenue. Therefore,
the concerned venture would initiate the business operations based on the understanding of the
different modifications in the organizational operations in accordance to the demand of the
customers.
Strategic business decision
Strategic decisions in a business context is based on the long term planning of a venture
for maintaining their sustenance in the competitive markets. In this context, Datta, Ailawadi and
Van Heerde (2017) reflected that the long term strategic planning of the organizations improves
their performance while increasing the brand value among the customers. Therefore, the
concerned venture would take the initiative of improving its corporate governance over the years
for stimulating the sustenance related operations. The corporate governance and leadership
development would allow the organization in improving the organizational position.

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References
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: a
meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.