HND Business: Marketing Essentials - Analysis, Strategy & Planning

This report provides a comprehensive analysis of marketing essentials, focusing on Global Cognition Hub (GCH), a UK-based company specializing in fire and overheat sensors and sockets. It examines current market trends influencing the business idea, the role of marketing within the organization, and the interconnection of marketing functions with other departments. The report evaluates the marketing planning process, the importance of marketing strategy, and formulates SMARTER marketing objectives for GCH. It designs an extended marketing mix for GCH, comparing it with competitor Jacobs Engineering Inc., and develops an STP strategy for target market evaluation. Furthermore, the report designs a marketing implementation plan for an advertising campaign, constructs a promotional budget using the objective task method, and evaluates control and monitoring techniques for assessing the effectiveness of the marketing plan.

MARKETING ESSENTIAL.

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
1. Overviewing business idea and analysis of current trends influencing idea...........................3
2. Explaining role of marketing in organization..........................................................................4
3. Critically evaluation functions of marketing interconnects with other departments...............5
SECTION 2......................................................................................................................................6
1. Evaluating Marketing Planning Process and Importance of Marketing Strategy....................6
2. SMARTER Marketing Objectives For Global Cognition Hub................................................7
3. Designing Extended Marketing Mix of GCH and Comparison With Jacobs..........................7
SECTION 3......................................................................................................................................9
1. Evaluation of target market with STP strategy........................................................................9
2. Designing marketing implementation plan for advertising campaign...................................11
3. Designing promotional budget with objective task method..................................................12
4. Evaluation of control and techniques at disposal for monitoring the effectiveness of
marketing plan...........................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is basically defined as the various projects or tasks initiated by companies for
promotion of their products in the market. It focuses on knowing more about customers wants,
demands and trends and profit maximization of firm. The analysis focus on Global Cognition
Hub which aims at providing customers with fire and overheat sensors and sockets, the company
based in U.K. The report shows about role of marketing and analysis of current trends
influencing, also role of marketing in an organization and evaluation of marketing functions with
marketing departments interrelation with other departments. Report also delivers about
marketing planning process and importance of marketing strategy along with marketing
objectives and extended marketing mix while comparison to competitors. Further analysis
showcase production of STP strategy and designing a marketing plan for advertising campaign.
Lastly, report shows about designing of promotional budget and discussing various control and
evaluation techniques required for monitoring effectiveness of plan.
SECTION 1
1. Overviewing business idea and analysis of current trends influencing idea
The new business idea GCH may suggest about produce various overheat sensor or detect
sockets that individual person use in homes, offices and factories for purpose of minimization of
risk related to fire (Biletska and et.al., 2020). As with the production of new switches and sockets
company aims to provide more security and feasibility by these sockets being able to tripped or
cut off electricity at some particular point of area whenever they detect fire. Various new market
trends influencing idea:
Utilization of electronic devices for varied reasons: With every day changing of new
technologies in electronic devices may influence in business idea in both positive and negative
way. As different buyers tends to spend different money for product, as well as with reach of
new technologies firms may tend to easily observe and analyse about new requirements or needs
in the current market trend. With the help of appropriate funding sources firm may take action to
implement idea into practical manner. It may influence that varied terms as before starting or
execution of any idea company needs to develop or gather some capital for implementation.
Apart from that finance also plays an impactful role (Eneizan, Abdulrahman and Alabboodi,
2018). As well as brand require to promote that too which cause several campaigns resulting in
financial influence.

Utilization of digital marketing technologies: This simply means current trend of
digital or social media influencing in positive ways by promotion. For example after production
process brand requires to spend both time and money on digital marketing which aims in
increasing the reach of firm and gaining customers attraction. Enterprise may tend to use various
social marketing campaigns like generating ads on sites for making people to know more about
product.
2. Explaining role of marketing in organization.
The marketing team plays an important role in the firm as, their main work consist of
promotion of products and services being manufactured by brand (Cobb-Walgren, Pilling and
Barksdale Jr, 2017). It's one of the main job by department for advertise or reach towards with
vendors, shareholders, consumers and all the other departments within firm. The major function
includes:
Promotion for products: As the main job of management team includes defining and
managing about brand and conducting various marketing campaign for promoting products. As,
it identifies about create the materials which may describe and promote brand's core products and
services. They require to be kept up-to date with new market trends and campaigns for
effectively promoting new ideas.
Driving growth and profitability: Another function department plays in improving and
increasing the profits of firm by increasing sales. When the management team may tends to focus
on increase sales with targeting the right audience pitching them with appropriate resourceful
end product resulting improved profits also aids in growth for organization (Schmidt, 2017). For
example when 'GCH' produce new ideas and marketing team promote and target right consumers
for particular product resulting in high sales and profit achievement.
Distributing: With this represents in how to deliver finished goods in the hands of
consumers. The distribution of products further involves contracting with vendors and dealers as
well as helping and guiding resellers. Section may requires looking about products manufactured
by company being properly stored in suitable warehouses and made towards customer with
proper transportation.
Researching: Under this marketing team concerns with proper R&D of actual and all
potential buyers for product. Determining about consumer's wants and requirements in regarding
towards end products and why and when buyers buy goods or their keen interest in that product

(Vasilievich, Sergeevna and Evgenievna, 2017). More about more potential market to focus in
for expanding and new techniques with technologies may considered for improving growth and
sales.
3. Critically evaluation functions of marketing interconnects with other departments
All the functions of chose department in the context of GCH play vital role in term of
generating revenue and increasing sales, while it may affect negatively when the market research
information might not be utilized in appropriate manner. Marketing functions plays an impactful
role with interconnecting other departments of organization with:
Manufacturing relation with marketing: With marketing department functions link-up
manufacturing unit by providing them information about what they require producing. As, with
proper source and information regarding about what customer wants and requires, production
section may able to produce goods according to the market and customer preferences.
Human Resource interconnection with marketing: The function may tends to
interconnect with providing knowledge to HR section in selection of new employees, training
and development, to promote and build of brand as well as delivering brand message to workers
(Kanwal, Samalia and Singh, 2017). Apart from this also aids in less employee retention and
turnover with increasing working efficiency.
Operations and marketing: Department requires working closely with operations for
implementing various new techniques in various areas of warehousing, packaging and
distribution. With marketing department linking up all the activities and providing resourceful
information to section for improving and enhancing working capabilities.
Finance & marketing: With the proper usage of marketing function company may able
to gather all the important requirements about financing and capital usage (Schmidt, 2017). For
example department may able to get to know about how much investment required or what may
be the cost for producing extra unit and where the cost incurred on promotion.
Research and Development relation with marketing: Interrelation between R&D and
marketing functions aims at sourcing information about being up-to-date. With all new trends
and also to get to know about customers requirement for particular product and their taste and
preferences.

SECTION 2
1. Evaluating Marketing Planning Process and Importance of Marketing Strategy
In order to succeed in the market every firm needs a marketing plan. Without a
systematic layout of a plan they can not sustain in the market for long, and will to inefficient
effort (Tomczak, Reinecke, and Kuss, 2018). Marketing planning process lays out systematic
steps that can help a firm to achieve its goals. The steps of marketing planning process are
discussed below:
 Developing Action Plan: To achieve a goal, the organization must set a goal. In the first
step the firm set a goal, vision and mission that will lead the organization and form an
overall objective. This will help to create the product or service the firm is willing to
offer to consumers.
 Monitor Current Position: In order to go any further the company must know its
current position in the market with both internal and external factors. They can analyse
their market position through SWOT analysis and PESTLE analysis. They can also do
marketing audit and monitoring.
 Developing Marketing Strategy: In this step marketing strategies are made. Through
marketing mix they can draw their strategy and design objectives for marketing. The
alternative strategies is also observed and firm can gain competitive advantages.
 Executing, Employing and Evaluating: Lastly, the budget is made, recruitment of best
fitting human resources is done and the strategic plan is executed. It is operational level
activity where actual plan is implemented and evaluated.
The marketing planning process helps in coordinating managerial activities and clarify
objectives. It is helpful controlling function which increase efficiency and minimizes future
uncertainties.
For Success of Start-Up Business; Importance of Marketing Strategies-
 A new start-up is always unknown to the potential customers and reaching them is
the first step to any organization's success. To reach the audience the company has
to identify them and marketing strategy helps in identifying them (Morgan, and
et.al, 2019).
 Moreover, it also helps them to identify channels and the demand in the market.

 Marketing strategy helps the company to give tough competition to their
competitive companies and also helps them to stay focus on the organization's
goal.
 Start-up businesses needs to create a customer base that is loyal to them and will
help them to retain in the market (Battistella, De Toni, and Pessot, 2017). Market
strategy guides them to layout such plans to retain the customers.
2. SMARTER Marketing Objectives For Global Cognition Hub
“SMARTER” criteria is a method for setting objectives in a company. The objectives for
Global Cognition Hub is given below:
 Specific: To sell 300 Units in the first quarter of the business initiation year.
 Measurable: Generate profit of 20% from the yearly revenue.
 Attainable: Rise in sales of products by 500 units per quarter till third quarter.
 Relevant: To be a leader among the local business competitors in one year.
 Time-Bound: Expansion of business and increase the profit to 50% in 5 years.
 Evaluated: To be set after the time period for previous objective is over. The results will
be evaluated and needed steps will be taken.
 Rewarded: After the over of tine frame decided for the goals, evaluation will assess the
success or failure in achievement of the goals (Kozlovskyi, and et.al, 2018). In case of
successful reach to the objectives reward for the employees will be expected in forms of
promotion, bonus and recognition of accomplishment.
3. Designing Extended Marketing Mix of GCH and Comparison With Jacobs
The marketing mix are the tactics company use to sell and promote their brand. The
extended marketing mix of Global Cognition Hub (GCH) is designed below in comparison with
the competitive firm Jacobs Engineering Inc.
7Ps Global Cognition Hub Jacobs
Product The product global cognition hug is
planning to provide to its customer
are fire and overheat sensor detecting
sockets that can be used in homes,
The Jacobs Engineering Group
Inc. provides, professional,
technical and construction
services. They also provide

7Ps Global Cognition Hub Jacobs
offices and even in factories to
minimize the risk of fire.
scientific and speciality
consulting for global clients.
Price As the Start-up is rather new in the
market the company is aiming to
provide its prices with the strategy of
low price range to the clients and
consumers.
The company has been in the
market for quite long and has
created brand name for it, so they
adopt competitive price strategy
for pricing their products/services.
Promotions Promotions are essential for new
companies, so they can create brand
recognition (Aras, and et.al, 2017).
GCH will opt for online promotions
to final consumers and for clients like
other companies they'll opt for
collaboration and email promotions.
Jacobs is a well-known company
in the industry and promotions for
new potential customers is done
even through words of other
clients. Additionally, their current
focus is on re-branding of
company.
Place The physical and online distribution
channels of the products initially will
be only available in local market of
United Kingdom. It will be expanded
according ton success of the business
strategies.
Jacobs operates in more than 50
countries all over the world and
aims to expand more of its
physical distribution channels to
generate profit in the future.
People The new start-up have staff of very
few numbers. CEO, employees and
workers all together makes of even
less than 50 members in the staff,
who will be responsible for all the
activities carried out by the firm.
Jacobs has thousands of
employees and staffs that are
responsible for the businesses'
success and the number of
members in staff seems to be
rising as the expansion takes
place.
Process The products are sustainably focused The firm has offline as well as

7Ps Global Cognition Hub Jacobs
from its manufacture to installation
and the whole process of delivering
the product to the customers.
online delivery process. They
receive the orders via computer
system and on the basis of those
orders the relevant products are
delivered.
Physical Evidence The web page, logo, packaging, bills
to everything that is tangible and
seen by the consumers are physical
evidence. The branding and
packaging of their product is their
physical evidence.
Jacobs are more service based and
their physical evidence mostly
would be their logo, web page,
digital media and other products
that they offer.
SECTION 3
1. Evaluation of target market with STP strategy.
The STP model is referred as one of the main concept under marketing under which
majorly focus on Segmentation, Targeting and Positioning. It aids marketers in attracting the
target audience and not only attracting but also getting right customer interested in product
(Salehi and et.al., 2019). Apart from this analysis also aims to identification of least and most
profitable customers, thus helping in improving marketing activities for firm.
Market Segmentation: This refers to division of large market into various sub parts or
segments and getting knowledge or identifying about various customers on the basis of
demography, geography, lifestyle, values and more. Organization may target customers by using
segmentation tactics such as Demographic, Psychographic, and Geography. It may use and select
the target audience on the basis of demographic needs and choosing area for selling products and
increasing profitability. Furthermore, it may tend to also target individual, which may divide on
the basis of city, region, country, climate etc. and aims to provide their products to potential
buyers which requires more of safety features. With this market segmentation firm aims to focus
on segments in according to psychological traits and selling products.

Market Targeting: The second part of model as this determines about after
segmentation of target audience into different groups, companies may tend to target segments
which are most attractive. As firms aims at selecting the best segment for target also evaluating
commercial potential for each and every segment (Yurievna, Anatolyevna and Zivkovic, 2017).
The GCH firm may tend to use 'indifference strategy' for targeting the customers who may
willing to use products for minimizing the risk of fire. With the use of this company may also
able to target numerous potential audience like various homes, offices, factories and large
buildings. As well as targeting and analysing about customers interest in regards towards
products.
Positioning: The last part of model which means to ensure that brand occupies the
correct spot in the mind of target customers. Under these goods and services may be
differentiated from one another and giving consumers reason to select. With the use of effective
marketing enterprise may able to promote their goods as well as using social and online media
for even promotion and selling of product through website and results in higher sales revenue
with creating brand value and position in market (Lee and Jan, 2019). Also, with this increasing
profitability and gaining more competitive advantage over others.
Perceptual map: A map used by various marketeers for getting to know more about
target customer's view about given brand and ranking companies according to their preferences.
Illustration : Perceptual Map
(Source: What is a Perceptual Map? 2021)

Perceptual map with competitive positioning defines about the customers ranking of
various companies according to their preferences under the scale. As with the use of this map
marketing team may get to know about various competitive firms positioning in market and more
about own enterprise position in comparison to others (Gabi and et.al., 2018). Customer puts
industries under 4 major scale of High Quality, High Price, Low Quality and Low Price in
according to their preference.
2. Designing marketing implementation plan for advertising campaign.
Executive summary-
GCH company works on producing sensor sockets for homes, offices and factories.
Aim- The main aim is to minimize the risk of fire and protecting lives.
Marketing objectives-
 To increase profitability by 50%
 Improving efficiency with 70%
 To achieve target within 5 months.
 Increase in net revenue with 60%
Situational analysis-
By referring to PESTLE analysis, it can be analyzed that external sources Political,
Social, Environmental, Technological, Legal and Economic factors affect in positive way by
providing advantages in according to the situational requirements on the other hand does also put
a negative impact by not providing accurate information and resources (Al-Hassan and et.al.,
2018). Also about Competitive analysis of firm with other companies.
Allocation of resources-
The enterprise may allocate financial resources with taking loans from banks and
investors. For human resource industry aims by recruiting employees and providing them with
training and for physical resource's organization aims to provide with proper warehouse for
effective inventory control.
Strategies-
In order to gain competitive advantages, organization may utilize social media marketing
strategy, which may enable marketer to generate new product awareness worldwide and attract
customers.

3. Designing promotional budget with objective task method.
Budget
Resources Cost
Human Resource 150000
Investments 250000
Technological advancements 300000
Digital and Traditional Marketing 9000
Total 709000
With the proper usage of resources and their cost firm may able to determine about
budget and also may able to setting objectives, identification of tasks and estimation of all the
costs.
4. Evaluation of control and techniques at disposal for monitoring the effectiveness of marketing
plan
Monitoring and controlling-
For maintaining and monitoring of various aspect company uses various techniques like
KPI tools Revenue per client and observation and surveys. KPI tool used for tracking and
controlling revenue per client firm may earn in a particular period. As well as making various
available for clients for improving rate. And for controlling technique company may tend to use
training and development of employees.
CONCLUSION
The marketing mix is an important aspect in providing firm with developing new
products, increasing employment, aiding in promotion of products and gaining competitive
advantages. The report showcase about the main role marketing in regard to GCH overview and
current trends influencing company's idea, with explaining more about role of marketing in
organization. Along with evaluation function of marketing interconnecting with other
departments. Further, delivers about evaluation of marketing planning process and importance of
marketing strategy with creation of marketing objectives for business. As well as designing
extended marketing mix and comparison with competitor. Lastly, the analysis delivers about

covering marketing planning, evaluation of target market with STP strategy and preparing
perceptual map, also about designing marketing implementation plan for advertising campaign.
After that designing of promotional budget, using objective task method and evaluate the control
and evaluation technique in order to monitor company's market plan.

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Online
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