Marketing Principles: Equal Opportunities Legislation for Orgs

This report discusses various elements of the marketing process and identifies the benefits and costs of marketing orientation for Aston Martin. It reflects micro and macro environmental factors that affect marketing decisions and explains the segmentation criteria used for products in different markets. The report explains the targeting strategy for car sales service and explains the positioning for the car sales services. The study identifies how products are developed to sustain competitive advantage and the distribution services that are provided for customer convenience. The report helps to identify the promotional strategy of the organization and additional elements to extend the marketing mix. It also plans the marketing mix for Vodafone UK and provides the difference between international marketing and domestic marketing.

discuss the practical implications of equal opportunities legislation for an organisation
discuss the practical implications of equal opportunities legislation for an organisation
discuss the practical implications of equal opportunities legislation for an organisation
MARKETING PRINCIPLE

LIST OF TABLE
Table 1 Marketing Mix....................................................................................................................7
Table 2 Difference between and B2B and B2C...............................................................................8
Table 3 Difference between international market and domestic market.........................................8

LIST OF FIGURE
Figure 1 References.......................................................................................................................10
Figure 2 References.......................................................................................................................11
Figure 3 References.......................................................................................................................11

INTRODUCTION
Aston Martin provides different kind of cars in UK it is the most renowned organization
of UK. It provides varieties of cars to the customers thus clients are able to choose the car of
their choice. The study explains various elements of marketing process and identifies the benefits
and costs of marketing orientation for Aston Martin. It reflects micro and macro environmental
factors that affect marketing decisions and explain the segmentation criteria that are used for
products in different markets. Report explains the targeting strategy for car sales service and
explains the positioning for the car sales services. The study identifies the products are
developed to sustain competitive advantage and distribution services that is being provided to the
customer convenience. The report helps to identify the promotional strategy of the organization
and additional elements to extend the marketing mix. It plans the marketing mix for Vodafone
UK and also provides the difference between international marketing and domestic marketing.
TASK 1
1.1 Different elements of marketing process
Marking is the process under which any organization can sell the products directly to the
customer. It helps the Aston Martin to sell the goods to the customer make the buyer aware about
the services to the clients. The main role of marketing is to identify the demand of cars in the
market and assure the availability of the products in the market. There are wide ranges of
marketing elements that facilitates in achieving the management goals and also assists
management to create the valuable image in eyes of targeted customers. The major elements of
marketing process in Aston Martin are planning, strategy, tactic and market research that help the
management to identify the demand of services in the market of UK. These elements are the
basic pillar of the organization by which management can easily achieve the success. With the
help of this management can take the appropriate decision and meet the goals effectively. This
element plays vital role in setting the mission and vision of the organization. The elements also
focus on various other terms like business risk, future demand, and finance planning and
distribution channel (Lusch and Vargo, 2014). This all predictions help the management to reach
the expectation of customer.
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1.2 Benefits and cost of marketing orientation for Aston Martin
Marketing orientation is defined as an organizational model that help the business to
deliver the product and services that are designed for the customer to meet their demand. The
marketing program helps the organization to set the basic criteria for the marketing in the
organization thus they are able to sell the product to the consumer. It also emphasize on the
product effectiveness and product functionalities in the Aston Martin. It is considerable to
evaluate the marketing goals and develop the useful marketing tactics to achieve the desired
activities. The marketing orientation approach is used by Aston Martin consists different
elements of marketing like price, place, promotion and product. For instance, Aston Martin has
recognized current market trends and brought the innovative methods in the procedure in order to
raise the sales. The approach had supported the organization in achieving the customer demand
thus they are able to achieve the organizational goals. In relation to this cost of marketing
orientation in Aston Martin is mainly related with creating public relation, advertisement
campaign, sales promotion etc (Boso.et.al.2013).
TASK 2
2.1 Macro and micro environmental factors that affects marketing decisions
Aston Martin is affected by various factors either internal or external. Business
environment contains two kind of factors micro and macro that affects the decision making
process of the organization.
Macro environmental factors
 Government interference: This factor affects the organization from outside boundaries of
the organization. This kind of factors affects the growth of organization and also affects
the decision criteria of management regarding marketing of the product. Government
may interfere in the decision making process in various ways like new rules and policies,
legal boundaries etc.
 Technological factors: This is another macro environmental factors that affects the
growth of organization like launching of new technology, technology up gradation etc.
 Economical factors: This factor refers to economic consequences which affect the
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businesses. The factors are growth rate, employment cost, poor economic conditions, and
interest rates. These may also vary from one country to another.
 Environmental factors: Environmental factors consist soil, water, climate and natural
vegetation. Environmental factor change everything that modifications affect to the
business environment. Some factors are visible, while others cannot be seen.
Environmental factor may affect living things either directly or indirectly.
 Legal factors: This factor includes legal rules and policies which are to be followed by
the company. Legal factors such as country tax code, export and import restrictions,
individual income tax and corporate income tax all of the legal factors are closely
associated with business concern.
Micro environmental factors
This kind of factors influence the organization within the boundaries of the organization thus it
can be said that internal or micro level factors.
 Customer: It is the most important factor that affects the decision making process of the
organization in various ways like taste and preference, income level etc. Customer is the
base of all the business (Marandu, 2015).
 Shareholder: Shareholder is the base organization whereas they invest their money in the
organization for better earning. So management has to take decision for the benefit of
stakeholders.
 Suppliers: They are suppliers of the firm and they provide the resources which are
required by the firm.
 Public: companies must focus on a create goodwill among public, because public help to
get a favorable response for a company and non favorable response is affect to
company.
 Workers and their union: In a organisation workers get more importance . They all are
pillars of the company, so industrial relation is more important to improve the company
performance and retain the workers in an organisation.
2.2 Product segmentation criteria in the different market of Aston Martin
Market segmentation is the technique under which organization classify the customers in
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the market on basis of income, geographical factors etc. Management conducts the research for
the customer’s perception over the product and service of Aston Martin. The segmentation
process is mainly focused to classify the market and reach that market which is suitable for
growth of organization. Aston Martin’s market segmentation is totally based on the identifying
the demand of the customers at different levels in the market and try to design services in form
demand. It is important for the organization to identify the market trends in form that easily meet
the organizational goals. The basic criteria for the market segmentation are to identify the
popularity of product in the market. The criteria for market are segmentation is income of
customers, age, gender, taste and preferences etc (Wedel and Kamakura, 2012). Segmentation
process is totally depends on the taste and preferences of the customers that depends on the
classification of the market.
2.3 Targeting strategy of Aston Martin
Targeting strategy is the technique under which an employee can easily identify the
customers for the organization. It helps the organization to identify the perception of the
customers towards the organization. It has been evaluated that organization provides variety of
high class cars to the customers thus it is important for the management to identify the
customers. Demographic factors are best way to target the customers in the organization. To
target or attract the customers management has to develop innovativeproducts. To target the
customers in the organization management has to develop the policy that records of the
customers can be collected and management can easily identify the view of customers towards
the business. Targeting is the best policy by which employees can easily recognize the customers
and make the formal contact with them. The feedback of the employees towards the products and
services provided by the organization helps the management to target the customers. To target
the new customers in the organization management has to keep certain criteria like gender,
income level, age etc (Chen.et.al.2014). This kind of factors help marketing department to
identify the best suitable client for the organization.
2.4 Buyer behaviour affects the marketing activities in various buying situations
Buying behaviour of any of customer affects the decisions process of whole organization.
The buying behaviour of customer affects the design of the product and motivates the
organization to create the product according to the desire of clients. Spending power of customer
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also affects the marketing decision in the organization. If customer is not able to spend on the
luxury cars so Aston Martin has top design economic cars for the clients. Buyer behaviour
depends on the price and quality of the product so management has to identify the income level
of the customer that designs the marketing strategy of car. The buying behaviour of the clients is
affected with various factors like political, social, economical and cultural factors thus
management has to set policy by considering this all factors in the mind. In relation to this
management has to focus on the marketing activities and then identify the customers. There are
various situations that affect the marketing activities like price, quality, location, comfort level,
and after sales services provided by the Aston Martin (Wind.et.al.2014).
2.5 New positioning strategy for Aston Martin
To increase the brand image of the organization management has to design the
positioning strategy. It is the most essential aspect that helps the business to create positive
position in the market. Positioning strategy is been used to develop the position in the market and
set the benchmark of quality for the organization. With respect to the positioning strategy of
Aston Martin it has to develop the new strategy that includes various aspects like perception of
customers, demand of cars, quality of cars etc. To create the good position in the market
organization has design variety of products that can be offered by organization. Innovation is
another factor that helps the management to create good brand image in the market. This strategy
helps the organization to achieve the organizational goals in more effective
manner(Ryu.et.al.2016). Quality of the product is the most effective factor that creates good
brand image in the eyes of customers.
TASK 3
3.1Product are developed to sustain competitive advantage
Standard Chartered is the bank that provides quality service to the people of UK.
Competitive advantage can be achieved by contributing the latest ideas to design new product for
the customers. Standard Chartered develops new and innovative products for the clients thus they
are able to attract new customers in the organization. It is the bank that is located in different
parts of the world so it is the liability of the organization to deliver quality services to the clients
and maintain good relation with the customers. Continuous development in the services helps the
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organization to gain the competitive advantage and maintain good position in the market.
Various factors are considered by the Standard Chartered before launching the new policy in the
market like perception of the customers, demographic factors etc. New products help the
management to attract the new clients towards bank and create positive image of the organization
in the market. The management should identify the demand of customers and try to deliver the
product on time (Porter and Heppelmann, 2014). The major factor in achieving the competitive
advantage is to satisfy the demand of customers.
3.2 Convenient distribution method for the customers
Suitable distribution method for the clients is the most important factor to keep the
employees satisfied. Standard Chartered has developed new product for the customers thus they
are able to retain them in the organization. The product must be delivered easily to the clients
and it is responsibility of employees that collect the feedback of the distribution services to the
clients. Now a day’s all the banks sell their services online thus employees can get desired
services easily and maintain the brand image. On online selling of the services employees can
ask the queries to the customers and try to improve them as soon as possible. Various offers are
provided by the organization to the clients like free processing charges, free insurance, no
charges on the money transfer etc. This kind of distribution method makes the banking easy and
safe thus half load of the organizations lower down (Reisman, 2014). Organization provides
representative to the valuable clients in case of any manual problem in the bank they can easily
ask him to solve that problem.
3.3 Prices set by the Standard chartered that reflect the objective and market conditions
Standard Chartered keep in mind various points before implementing the price of any
product and policy like market conditions, competitor’s price, quality of product, environmental
factors etc. Before launching the new product organization has to do deep analysis of the market
by which they are able to set the price of product. The major factor in setting the price is
purchasing power of customer in the market another factor competitor’s price. In order to gain
the competitive advantage management has to set the price that affects the customer base of
competitor in the market. There are various factors that facilitate organization to set the price like
strong customer base, quality of product, trust of customers over Standard Chartered etc.
Organization has classified the price of the policy in two factors expenses and profit margin. The
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price of product will set by calculating different aspects like labour cost, raw material expenses,
employee salary, delivery charges, technological cost etc (Paliwoda and Thomas, 2013).
3.4 Promotional activities done by the Standard Chartered to achieve the marketing objectives
Promotion is the core part for all the organization it help the business to create the strong
customer base. Standard Chartered used to do various promotional campaigns like sponsoring
various sports tournament, free education to the children, hoarding at the public places,
development of public parks etc. Promotion helps the organization to increase the sale of
services and also help the business to demand of customers in the organization. For effective
promotion business use social media, local advertising outlets and for global promotion
management is using international sports tournament. It is the best way to keep the business
updated and create good customer base for the organization. Digital marketing is the best way to
keep the business promoted in the market. Standard Chartered provides app facility to deliver
and promote the services to the clients. The promotional activities help the business to maximize
the sales and achieve the organizational goals. It create good brand image of the organization in
the market and improve the quality of services (Shank and Lyberger, 2014). Management can
use the television, news paper, national and international magazines to promote the services of
Standard Chartered.
3.5 Marketing Mix for Standard Chartered
Marketing mix is the action that is used by the Standard Chartered to promote the
services in the market. It is also known as the increased marketing mix that facilitates the
management to maintain the quality of the product. Standard Chartered considers 3P’s to achieve
the organizational goals this is as follows:
 People: This factor includes customers in the market that need to identify the
management to promote the services. For better services organization must give training
to the employees and try to satisfy the demand of consumers.
 Process: It is the way under which products must be delivered to the customers in order to
serve quality services to the clients. For instance organization provides sufficient efforts
to serve quality services to the clients by providing representative to for the employees.
 Physical evidence: This P helps the business to provide the valuable product the
customers and try to give the product for which they are paying for. Standard Chartered
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hire the candidates who are skilled and good in communication (Hamzah and Sutanto,
2016).
TASK 4
4.1 Marketing mix of the two different segments of Vodafone
Marketing mix help the organization to evaluate the present position of the organization
in the market. This mix helps the business to identify the brand value of business in the present
market. Following are the points that help the business to plan the marketing mix for two
dissimilar segments:
Table 1 Marketing Mix
Marketing Mix Geographic Demographic
Product In geographic factor organization
will design the services of high
range and quality in order to
maintain the global image of
Vodafone. Vodafone considered
VAS services in products. As
mentioned earlier around 30
different services are provided by
vodafone.
In demographic factor organization
design the services according to the
income standard of the customer.
Major products of vodafone are ,
fixed line and mobile telephonic,
internet services or digital television.
Promotion Under geographic factor
management use to advertise the
product through internet. internet.
The VAS services of Vodafone were
promoted using zoo zoo ads.
Vodafone set out to reach and
engage target audience of UK
business to promote the launch of
their new business plan services.
The advertisement of the product
and services is done through local
media. Vodafone uses various
promotion techniques such as,
television, the print media, poster,
internet, holdings.
Place In geographic factor organization is
more focused to the selected
In demographic factor management
is focused too according to place and
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