Marketing Concepts, Tactics, and Business Objectives Analysis Report

This report delves into key marketing concepts and their application in achieving business objectives. It begins with an introduction to marketing, emphasizing its role in promoting products and services to attract and retain customers. The core of the report compares the marketing mix (7Ps) with the marketing planning process, using Cadbury and Nestle as examples. It analyzes product, price, place, and people strategies, highlighting how these elements are used to attain business goals. The report then examines various tactics companies employ to achieve their objectives, including the use of STP (Segmentation, Targeting, Positioning) approach and strategic vision. The conclusion summarizes the importance of marketing in business success and underscores the need for effective collaboration between marketing and other departments. References to academic sources are included to support the analysis.

MARKETING CONCEPTS AND
INTERNAL RELATIONS

TABLE OF CONTENT
 Introduction
 Comparison between the use of marketing mix to marketing
planning process to attain business goals
 Different tactics applied by company to depict to way that is used
to attain business objectives
 Conclusion
 References

INTRODUCTION
 Marketing is a business function which is related to promotion and
advertisement of products and services. Here, main aim of
marketing is to aware as well as attract new customers with an aim
to increase sales and profit margin of business. Marketing is a
wider business function that comprises several activities from
creates awareness to retaining existing customers with company
for longer run

COMPARISON BETWEEN THE USE OF MARKETING MIX TO
MARKETING PLANNING PROCESS TO ATTAIN BUSINESS GOALS
Basic Cadbury Nestle
Product It is sated that Cadbury
offers wide range of
products such as
chocolates, beverages,
biscuits and more. But it is
renowned for chocolates
such as Dairy milk,
Bourneville and more.
Here, Nestle is dealing in
different segments such as
daily products, chocolates,
beverages and so on. It
also provide one of the
well known ready to cook
food that is Maggie.

CONT…
Price In this, organization make
sure to provide products
within reasonable price
range that can be easily
afford by all income group
of people. Pricing strategy
of Cadbury is moreover
based on competition
prevailing in market.
It undertakes varied
pricing strategy by
providing different
products in different price
range. By this way, they
are able to retain all
income group of people
whether they fall under
lower and premium
income group.

CONT…
Place It is analyzed that Cadbury
has efficient distribution
management so it is able
to meet with requirements
of different audience in
timely manner. Products
of company are easily
accessible at nearby places
such as super marketers,
local shops, retail stores
and more.
They tend to follow
typical FMCG distribution
system such as
manufacturer to retailer
then customers. But by
maintaining large network
of distributors and
suppliers they are able to
meet with requirements of
customers in an efficient
manner.

CONT..
People Cadbury is a well known
brand which hire
competent individuals
from elite institutes after
proper screening. They
also arrange necessary
training session so that
employees get necessary
skills and competency to
deal with customers in an
effective manner.
Nestle make sure to recruit
potential candidates who
will contribute towards
growth and success of
business. Further, they
also motivate employees
through appropriate
monetary and non
monetary techniques to
improve their overall level
of satisfaction.

CONT..
Physical equipment Cadbury maintains an
attractive ambiance and
interior within outlets so
that customer get better
experience and visit
outlets frequently.
It is stated that ambiance
as well as interior of
outlets of Nestle is eye
catching so that people
like to often visit there. In
addition, their staff
members are also
competent enough to deal
with customers in an
efficient manner.

DIFFERENT TACTICS APPLIED BY COMPANY TO DEPICT THE WAY
THAT IS USED TO ATTAIN BUSINESS OBJECTIVES
 To attain predefined business objectives, it is imperative to formulate strategic
vision that will provide direction to all the individuals working within
company. They need to adopt STP approach with an aim to define target market
to centralized efforts of managers. In addition, it is also helpful to position
products and services among target audience in an appropriate way. Further,
they are also required to prepare appropriate promotion as well as pricing
strategies to get higher competitive edge at market place.

CONCLUSION
 It is summarized that marketing is process by which products and services are
promoted at wide level with an aim to aware new customers and retain existing
ones with company for longer run. There are a lot of roles and responsibilities
are fulfilled by marketing department to attain predefine goals. It is concluded
that all other departments such as IT, human resource and finance maintain
effective association with marketing department for betterment of business.
Discussion has been carried out in relation of comparison between marketing
mix (7 P’ s) of different companies. Further, a detailed marketing plan is helpful
in accomplishing desired marketing goals in stipulated period of time.

REFRENCES
 Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects
on patients’ tendency to the hospital using analytic hierarchy
process. International Journal of Healthcare Management, 10(1), pp.34-41.
 Al Badi, K., 2019. Implementation of marketing concept and organizational
culture in SMEs in Al Buraimi–Oman. Benchmarking: An International
Journal.
 Avila-Robinson, A. and Wakabayashi, N., 2018. Changes in the structures and
directions of destination management and marketing research: A bibliometric
mapping study, 2005–2016. Journal of Destination Marketing &
Management, 10, pp.101-111.