Marketing Essentials Report: Analysis of SEEA's Strategies and Tactics

This report delves into the core concepts of marketing essentials, employing the case study of SEEA, a swimwear company. It begins by outlining the roles and responsibilities of marketing functions within SEEA, examining their planning, research, and strategic oversight. The report then analyzes the significance of interrelationships between marketing and other functional units like HR, operations, and finance. It further evaluates key elements of marketing functions, such as advertising, research, pricing, and strategy, alongside their interconnections. The study compares marketing mix strategies of SEEA with a competitor, Seafolly, and assesses the promotional tactics used by SEEA. Finally, it presents and evaluates a basic marketing plan for SEEA, covering company overview, situational analysis, objectives, and marketing analysis including SWOT and PESTLE analysis, providing a comprehensive understanding of marketing strategies and their practical application.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a) Presenting how Roles and responsibilities of marketing functions related to SEEA.............1
b) Analysing the Roles and responsibilities of marketing in the context of marketing
environment.................................................................................................................................2
c) Significance of interrelationship between marketing and other functional units....................2
d) Evaluating the key element of marketing functions and their interrelation with other
functional units............................................................................................................................3
LO 2.................................................................................................................................................3
1. Comparing the ways in which different organization using marketing mix...........................3
2. Evaluating different tactics used by SEEA.............................................................................5
LO 3.................................................................................................................................................5
1. Presenting basic marketing plan..............................................................................................5
2. Producing detailed coherent marketing plan...........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process through which the organization can easily promote their
products and services into a market. The report main aim is to understand the meaning of
marketing essentials. It is based upon the case study of SEEA which provides best womenswim
suites to their customers at reasonable rates. Report describe the roles and responsibilities of the
marketing functions and analyses the significance of interrelationship between the marketing and
other functional units. Further study compare the ways of different organization by applying
marketing mix and also evaluate different tactics applied by SEEA. Moreover, report also
produce and evaluate the basic and coherent marketing plan.
LO 1
a) Presenting how Roles and responsibilities of marketing functions related to SEEA
There are many roles and responsibilities of marketing function and some of them are as
follows:
Planning: It is the most important role which marketing function plays in SEEA in which
the marketing manager makes planning in order to promote their products into market. It has
been analysed that a good planning will helps to raise the sales and production of the firm.
Beside this, the marketing manager of the also makes strategies and also develop a new channel
of distribution in order to reach a wider range of geographical market.
Researching: The market research is the key marketing function and it is also related to
the marketing department of SEEA. In this, research helps a firm in order to identifies the market
opportunities and also gain a better understanding of customers needs. Through market research,
the manager easily understand the competitor's strength and weaknesses and then can take action
accordingly (Pike, 2015).
Strategically oversees promotional activities: The marketing functions also involves
monitoring some promotional activities such that advertising and distribution for sales and
customers service etc. in this, the manager of SEEA also keep monitoring different promotional
activities and also determine the needs of the customers are fulfilled by SEEA. Overall,
marketing functions involves marketing information system which includes the product analysis,
planning and its implementation.
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b) Analysing the Roles and responsibilities of marketing in the context of marketing environment
Marketing environment is the combination of external as well as internal factor which
affect the firm's overall ability to establish the relationship and then serve their customers as
well. The role of marketing in the context of marketing environment is such that for a firm, the
customers are the target group and it is the responsibility of the marketing manager of SEEA tio
develop those strategies which help to keep attracting their customers (Babin and Zikmund
2015). This is so, because they shifts to others brand for purchasing and at time, by offering them
discount prices products helps to hold them back towards a firm.
On the other side, competitors is another micro environment factor. Rival firms are the
players in the same market who targets similar customers and in order to cope up this situation,
manager of SEEA should also develop strategy that helps to gain high competitive advantages in
a market. Such that by using cost leadership price strategy, the firm can also offer variety of
products to the customers and also sustain its brand image in market as well.
c) Significance of interrelationship between marketing and other functional units
In SEEA, there are other functional units that is also interrelated with marketing and this
is mentioned as below:
Marketing with HR department: HR main function is to recruit the best candidates for
the firm and implement new strategy for the smooth functioning. In the similar way, the
marketing department will need to wok closely with the HRM in order to make sure that the
employees of SEERA have skills and staffing levels such as produce ideas of research and
development and also meet the production targets (Marketing and its relationship with other
business activities, 2018). Therefore, HR department will also have to balance its duty to
marketing with other department.
Marketing with operation department: Marketing department also needs to work
closely with operation management to ensure that proper research is planned to satisfy the
current needs and the products produced by SEERA are of good quality and design. Apart from
this, marketing department also set deadlines to operational department so that products are
easily produces with defined time.
Marketing with Finance Department: This department have a brief to make sure that
the business operates within financial abilities. It also assigned budget to different department
and as marketing may be wish to overspend if the profitable marketing opportunities also
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emerges over the year. Thus, the marketing department concentrate on sales volume and to build
its market share while on the other side, finance department focus in covering cost.
d) Evaluating the key element of marketing functions and their interrelation with other functional
units
Marketing functions have different elements such as:
Advertising: It is the promotional activity which is major function of marketing and it is
also interrelate with marketing department of the SEEA. Such that when the company produces
new product, marketing and sales department uses different promotional activity in order to
promote it into a market.
Research: This is a function in which research has been done to determine the customers
needs (Malhotra, 2015). This marketing function is also related to research and development
department of SEEA such that when the department identify the needs of their customers, it tells
to production department in order to produces those products which helps to satisfy the demands.
Pricing: This is another major marketing unction in which, prices are defined for each
the products, in which the quality also measures. This function is also related to operational
department of SEEA, such that it is the duty of operational department to ensure that the
products quality and pricing is appropriate so that it will easily help to attract the customers in
easy manner.
Strategy: This marketing function is also interrelate with Human Resource department of
SEEA such that, if HR of the firm develop new strategy in order to develop new products which
helps to draw attention of large customers towards them. And then it tells the strategy to
marketing department for further action and make it popular in a market (Purvis, 2015).
LO 2
1. Comparing the ways in which different organization using marketing mix
Marketing mix is the combination of all factors which is also controlled by the firm and
influence the consumers to purchase the offered products. It comprises 7 P's which are as
mentioned below:
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Particulars SEEA Seafolly
Product The quoted firm deals with clothing
swimwear with unique prints, bikinis,
one pieces for women and rash guards
for men.
Seafolly offers swim suits, over
swim cover-ups and kids rashies.
Such that the firm recognized from
its swim wear and women's
beachwear fashion brand (Baker
and Saren, 2016).
Place The firm operates its unit in United
Kingdom and United Nations.
The company operates its unit in
Australia, United states and United
Kingdom.
Price The company's uses competitive pricing
strategy in order to attract its customers
and also offer different discounts to its
products to hold on their customers.
Firm uses seasonal pricing strategy
and also uses variety of offers,
discounts at its existing products.
Promotion SEEA uses both modern as well as
traditional promotional activities such as
advertisement, Internet and website.
Seafolly uses only modern method
of promotion such as social media,
website.
People The entire staff members who have Company's staff members, director
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Illustration 1: Marketing Mix
(Source: Marketing Mix 7 P's, 2018)

enough knowledge and looks after the
customers with lot of attention (Lane,
2015).
and customers are the people of
Seafoly.
Physical
Evidence
It focus on customer service extensively
such that its brochures, hoarding,
website and are the physical evidence.
Its website, online store and
building are considered as a
physical evidence.
Process Its process is as simple as a retail
business such that customers have to pic
a products and can go for a trial and then
go to cash counter for payment.
Its process is completely based on
online such that after picking a
dress, they have to pay online by
using digital technology.
2. Evaluating different tactics used by SEEA
 In order to promote the product into a market, SEEA uses both modern as well as
traditional promotional strategy such as social media, brochures.
 Seasonally, the firm also offer different discount packages to their customers in order to
attract them. This strategy also helps a keep maximizing the sales and production level of
the firm, which further helps to raise its financial performance.
 As SEEA is well known for its best quality offered products and on the other side, it also
offers the products at reasonable rates as compared to its rivals (Maravilhas, 2019).
 SEEA keep innovating its new products in a market so that it will easily holding its old
customers towards them.
 Firms also increases its offered products sales by using advance technologies into the
working area. Such that the operational strategy of lowering the cost in order to produce
greater profit by installing some latest computer equipment which further helps to
minimize some extra errors.
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LO 3
1. Presenting basic marketing plan
Marketing plan is a process that outlines the advertising and marketing efforts for the
coming years. It also comprises different activities which are involves in order to complete the
marketing objectives.
Executive summary: Marketing plan helps to determine the activities which are
performed by the company. It generally consists company's overview and situational analysis
which helps to determine its target group and positioning. Further this marketing plan also
describes marketing analysis which involves SWOT and PESTLE analysis. Then it describes its
budget for further years and ways of monitoring and evaluating.
Company overview: SEEA is one of the best swimwear produce company that basically
design products for the women. It offers its product at low and reasonable rates and also maintain
its quality standard. The company also identify the needs of their customers and then applied it
into its working area. It also uses different pricing strategy in order to attract their large mass of
groups.
Objectives:
 To increases the sales up to 20% in next two years.
 To reach at global level by offering innovative products.
Situational Analysis: It refers to the collection of different methods by the firm which is
used to determine the organization's abilities by analysing its internal and external factors. It
comprises three key elements such as:
 Segmentation: For SEEA, it segmented its business on the basis of age group such that
men, women and the kinds who takes up a swimming as a serious sports (Rohm, Stefl
and Saint Clair, 2019).
 Target: Its target person is young men, women and the kids who belongs to urban upper
or middle class family.
Positioning: For SEEA, its positioning is swimwear for a true sportsmen and by offering with
good quality of products, the company can be position itself in top market.
Marketing Analysis: It is the study of market and different micro and macro factors
which affect the business in negative way. For this, SWOT analysis helps to determine its
internal factor which are as mentioned below:
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Strength Weaknesses
 Company uses biomechanics while
designing of swimwear that helps to
raise its brand in market.
 It has a popular name and also has good
advertising and visibility.
 Did not establish its unit in other
countries because of lack of advance
technology.
Opportunities Threats
 Having a good quality of swimwear, it
can move is Asian countries.
 It can also diversify into further
products to become a complete lifestyle
brand (Campbell, Martin and Fabos,
2018).
 Ignorance of importance of advance
technology.
 Faces tough competition from its rival
firm.
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Illustration 2: SWOT Analysis
(Source: SWOT Analysis, 2017)

To determine its external factor, PESTLE analysis helps and it is as mentioned below:
Political Factor Economic Factors
 Sudden change in government laws
affect the company in negative way
such that increases in tax rate also raise
the products price.
 Inflate rate and recession affect the
system of SEEA in negative way
because people did not spend extra on
purchasing swim products at high
prices.
Social Factors Technological Factor
 Sudden change in trend also shift the
mind of the customers and it negatively
affect the performance of the company.
 SEEA has to adapt new technology into
the working area as it helps to reduce
the cost of their offered products.
Legal Factors Environmental Factors
 Company has to comply with company
laws, employment law for its smooth
functioning.
 Firm also have to follow sustainability
law and produces those products which
did not pollute the environment
(Hugos, 2018).
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Illustration 3: PESTLE Analysis
(Source: PESTLE Analysis, 2018)

Budget:
Particulars Amount (£)
Material for clothes 256
Advertisement and promotional
expenses
150
Miscellaneous expenses 360
Total 766
Monitoring and evaluating: When the products offered, its quite necessary to keep
monitoring and also evaluating the products and the strategy which is applied by the firm such
that close monitoring helps to prevent from some miss-happening. Manager of SEEA should also
keep evaluating the performance of the employees so that it will help to achieve the defined
objectives and maximizes the profitability level of the firm.
2. Producing detailed coherent marketing plan
Coherent plan includes marketing mix in which 7 P's helps to makes the basic plan more
effective and this is as mentioned below:
Product: SEEA offered the best women swimwear products to their customers with
unique prints as well as one pieces with the best quality standard. Company also offers rush
guards for men with best quality.
Place: It operates its unit in small part such as United Kingdom and United Nations.
Price: The price of its products is quite reasonable and also follows competitive pricing
strategy such that it changes its product prices by analysing its rivals pricing strategy.
Promotion: Company now uses modern method of promotional tool which involves
social media, websites and Internet in order to attract large mass of group or promote their
products into a market. Beside this, it also offers online products in order to save the time of their
customers (Pike, 2015).
People: The company have staff members, its customers, owner which are considered as
a people for it.
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