Marketing Essentials (NSAB922B2FO): Wilko's Marketing Analysis Report

This report provides a comprehensive analysis of Wilko's marketing strategies, examining the roles and responsibilities of the marketing function within the organization. It explores how marketing relates to the organizational context, emphasizing the importance of interrelationships with other departments like HR, finance, and production. The report includes a comparison of Wilko's marketing mix with a key competitor, Tesco, evaluating elements like product, price, place, promotion, and physical evidence. Furthermore, it delves into the preparation and evaluation of Wilko's marketing plan, covering aspects such as market analysis, product promotion, and brand management. The analysis highlights the significance of marketing in achieving profitability, brand value, and competitive advantage, while also considering the impact of marketing on society and the economy.

Marketing Essential
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Table of Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Explaining roles and responsibilities of marketing function-......................................................3
Determining how role and responsibilities of marketing relate to the organizational context-...4
Importance of interrelationship of marketing with various department-.....................................5
Comparing the marketing mix of organization with another competitors-.................................6
Evaluate the marketing plan-.......................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing essential is the very important for each and every company to gain huge profit and
revenue. The company can utilize it so that they can gain attract wide range of consumer to the
company. Marketing essential plays a major role in placing the product and services effectively
into the marketplace.
Wilko is the high-street chain that sold household and housewares goods. They had their
headquarter in Workshop, England, United Kingdom. Stores are earning revenue of about 1501
million. The stores are situated at more than 413 locations. The above report includes the various
role and responsibilities of marketing function. Study carried forwards with the role &
responsibilities to the organizational context. Significance of the interrelationship of marketing
with other departments within the organization. Report ends with the comparison among 7Ps of
Wilko and its rivalry present in the marketplace. Preparation of marketing plan.
MAIN BODY
Explaining roles and responsibilities of marketing function-
Marketing-
Marketing is study and the management of exchanging relationship. It is activity which is
utilize by companies to promote their goods and services effectively into the market. This also
includes the advertising, selling, delivering goods to the consumers.
Marketing function-
It is the role which helps company to identify and sourcing potentially successful goods
into the marketplace and then further promoting it by differentiating it from another similar
product. It includes the product development, preparing market plan, conducting market research
along with promotion advertising, sales distribution, consumer service and public relations etc.,
There are many functions of marketing which helps company to place their products effectively
into the marketplace effectively (Zimmerman and Blythe, 2017). Roles and responsibilities of
marketing function are described below-
Marketing strategy-
The marketing strategy is introducing innovative idea into the marketing of products and
services across marketplace. This is helpful for them implementing various strategies through
which they can promote their product and services within the market. Through which they can
attract wide range of customer towards the company. Marketing strategies are necessarily
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developed that helps company to compete with its rivals in market place effectively and place
their product in such a way that they can sustain in market for long terms. This all can be done
after the overall market analysis so that they can analyse the overall market situation and then
further place their product with the help of several marketing strategies which is helps them to
gain huge loyalty base for their consumers. Through this they can gain huge consumer loyalty
base and creates a brand value among the market and its competitors.
Market analysis-
Market analysis is essential for company to conduct. It helps them to analyse whether the
company can sustain in market or not. This is also helpful for companies to optimize the current
market trend among the market and further through this they can optimize how they will requires
to place the product and services into the marketplace. The role and responsibility of marten
function is to have an overall study of the market so that they can analyse market in depth for
further placement of product into the marketplace.
Product promotion-
It is the essential role and responsibility of marketing function is to promote goods and
service into the market in such a way that wide range of consumer can be attracted towards
company (Kimura, 2017). It is major function of marketing on which overall success, profit and
sale of the company is fully depended. The various strategies are implemented by the manger to
promote and advertise their product effectively into the market. There are many sources of
advertising and marketing which are utilized by company to advertise their product. The
marketing manager of Wilko can use this digital marketing to market their product and services
effectively into the market in such a way that wide range of consumer can be attracted to the
stores. Thus significantly sale of company could be enhanced greatly.
Marketing and Society-
The main role of the marketing department is to identify the needs of the people or
customer s to provide specific information to the people in order to maintain the high
profitability of the company. This is important for the business organization to maintain their
operations legal and ethical to avoid issues with in the society.
Marketing and Competitors
This is role of the marketing department in order to keep track on the marketing operation
of the othe organization to design the marketing campaign for the business organization.
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Through this process marketing department can help the organization to stay competitive in the
market place. Marketing is major factor for the performance of the organization in the target
market and competitive performance of company on different level. Marketing department is
responsible for the effective sales and profit in the market place.
Marketing and Political Department
There is huge connection between the performance of the marketing depertment in the
market place and political situation with in the country. On the national and international
platform this is important for the organization and their marketing deprtment. This is essential
for the marketing department to consider all the rules that are made by the organization to keep
actions and promotions legal and ethical.
Marketing and Shareholder
The profit of the shareholder is depended on the performance and profitability of the
organization in the market place. If the organization is performing effectively in the market
place. The performance of the company in the sales and profit is highly dependent of the
performance of marketing department in the organization. This is how better performance of the
marketing department in the market place can improve the profitability of the company tin the
target market.
Marketing and Economic Department
There is deep relationship between the marketing department and economic situation in
the country. This important for the organization to use specific strategies in order to keep the
performance of the organization economic in the target marke. For this purpose this is important
for the company to maintain maximum performance of company as per the market situation. The
actions that are performed by the marketing department help the company to grow and gain
higher profit in the market place that can lead to contribute in the GDP of the country and make
the economy of country safe and stable form all global perspectives.
Determining how role and responsibilities of marketing relate to the organizational context-
Brand management:
In right now, just those organizations are getting by in a competitive marketplace that
has great brand value or which deal with appropriate brand image. For making product and
service successful it is significant for its marketing manager to implement those techniques
through which they can enhance their brand image in the competitive marketplace.
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Product development:
Based on market research, the marketing manager needs to improve their production
process with the goal that they can deliver high quality product and services through cost-
effective methods. Particularly the marketing manager is liable for optimizing the market trend
and actualizing them in current production work so Wilko can give great product and services to
the consumers at lower costs (Rancati, Gordini and Capatina, 2016). Additionally, marketing
director helps the organization in achieving competitive advantage over market rivalry.
Internal communication:
The most important job of the marketing manager is to build good relationship among all
business segments so they can interact and help one another, likewise they can help the
organization to gain high growth in business.
Thus, these are the main functions which should be performed by the marketing manager
of company to expand the business growth and development (Greasley, 2019).
Importance of Interrelationship of Marketing with Various Department-
The connection with the Human Resource Department
The HR department and the marketing department are interrelated with each other both
can’t function without anyone. The HR department of the Wilko renders great opportunities to
marketing department with skilled and talented marketing manager through which company can
effectively place their product and services into the market without any disruption. Whereas the
marketing lets the HR department to achieve their overall goal and objective effectively by
achieving the great objective of the company.
The connection with the Finance Department:
The marketing and finance deportment are also interlinked with each other. Each one of
them is associated with each among for marketing the product and services into the market they
will requires the specific budget for undertaking various marketing activities. Thus without any
specific budgeting the marketing department can’t function properly (Wilson, McCabe and
Smith, 2018). Whereas the finance department of company sets the budget for company with the
guidance of marketing department that how much of the amount will be required for promoting
and advertising the product into the marketplace.
The connection with the Production department:
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The production department consistently gathers data about the need of the consumers and
also reviews the individuals about the quality, the costs, and the significantly of the product and
hence the reports the data back to the production department so as to deliver what people with
minimum costs. Through the studies, the marketing department additionally spots the things that
individuals don't care for about the goods which helps the production department improve the
product quality, the marketing department likewise chooses where to sell and to whom the Wilko
should sell the product.
Comparing the Marketing Mix of Organization with Another Competitors-
Wilko TESCO
Product The company is rendering wide range of
grocery and household products to their
consumer at their stores. They don’t
have so much of choices for their
consumers. They offer goods and
products to the customer at United
Kingdom (Folinas and Fotiadis, 2017).
TESCO provides all household, food
items, grocery items to their
consumer. They provide wide range
of choices to their consumer at their
stores. So they can have huge option
with customer at one place all over
the world.
Price The pricing of the products are high
which can’t afford by their entire
consumer. They pricing is the major
factor which affects the company’s
overall growth if they puts high pricing
then the number of consumer to the
stores declines.
The price of product at the stores are
minimum as compare to Wilko but
TESCO also do not offer minimum
pricing to their consumer somehow
tat’s why there are many rivals
present in market who are competing
with company greatly and offering
products at discounted prices.
Place The Wilko had its store at over more
than 412 stores across world. The
company performs its business at
several locations and expanding
themselves at global level also.
TESCO has been operating its
business activities across the world
and had more than 1423 stores
across the world. Company is
running greatly and performing well
in the marketplace.
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Promotion To promote their stores they use various
promotional strategies so that they can
effectively place their product and
services in the marketplace. They use
newspaper, TV, magazines etc., for
promoting their product and services
into the market so that wide range of
consumer can be attracted to the stores
and eventually sale of the company will
also raised (Malhotra, N.K., 2018).
TESCO utilize various sou8rces of
promotion and advertising which is
being used by them for advertising
their stores greatly into the market
and gain interest of wide range of
customers. They uses various social
media channels, Billboards, TV and
newspapers for advertise their stores
effectively into the market so that
their sale can be increased greatly.
Physical
Evidence
Company had been physically available
at various places across the United
kingdom which indicates that they need
to expand themselves across the world.
The company is trying hard to expand
themselves across the world and by
implementing this they can greatly place
their stores into the globe.
TESCO has established its physical
evidence across the market
worldwide. It is successfully running
their business across the world by
opening 1423 stores around globe
(Hanlon, 2019). This state that they
are successfully running their
business operation into the
marketplace and is performing well.
Process The process which had been undertaken
by company is simple. They doesn’t
involve so much of processing into the
market as they collects products from
suppliers and then placing these
products and services into the stores
which is ready for consumer to purchase
and then they can take that product
easily.
The TESCO involves various
technologies not their process which
state that they are more advanced.
They let their consumer to easily
purchase the product from the stores
without any disruption. They also
have simple process into their stores
which let them to attract wide range
of consumer to the stores. The more
and more consumer wants to
purchase goods from store due to its
technological advancements into
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their purchasing process.
People People in the organization are
contributing to the growth and
development across the operational and
functional activities. They are greatly
working for the growth and
development of company as whole
(Critchley, 2018).
The key people in TESCO are
working towards the overall growth
of company. They are working to
render satisfactory services and
products to the consumers. They are
employing a wide range of workers
at their stores which indicates that
they are working greatly.
Evaluate the marketing plan-
Marketing Plan:
Mission- the mission statement of the Wilkinson's vision is to make shopping with them a
wonderful experience. It's a statement which shows their spirit, enthusiasm and team work.
'Extraordinary everyday shopping in the heart of the community'.
Aim- The main aim of the organization is to improve the performance of the organization trough
better marketing actions.
Objective-
 To enhance sale by 30% till 2021.
 To expand the business at global level and opening 4 more new stores up to 2022.
SWOT Analysis-
It is the strategic tool which is utilized by company to identify the strength, weakness,
opportunities and threat which are being faced by companies among the marketplace. These are
described below-
Strength- Company is high street chain of supermarket. They are having an stores across United
Kingdom for across 412 locations. They are employing more than 1000 employees into their
stores. Wilko always aims to render quality product and services to their consumer through
which they had build huge consumer base for their consumer.
Weaknesses- Company is facing many legal issues while performing their business activities
and operation throughout the United Kingdom by which the overall goodwill of company has
declined significantly (Honea, 2017). Company had also faced several financial debts also due
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to such legal issues which is let the company to lack behind and performing their business
activities well. They also don’t uses much amount of technologies into their stores which
somehow bounds them to satisfy their consumer greatly.
Opportunities- There are many opportunities for an company some of the major opportunities
that can be taken over by company is they can further expand their business into global market
and place themselves into the market effectively. They can also uses various tools for
promotional and advertising through thus helps them to gain interest of wide range of consumers.
Threat-The Company is facing an major threat from its rivals into the market which state that
they had to compete with them effectively. Some of the major threats are ASDA, TESCO,
Sainsbury etc., These companies are playing very greatly into the marketplace so Wilko had to
compete with these major companies who had already build and great goodwill in marketplace
(Holbrook, 2018). They can also have threat from new entrants which are performing in market
with huge discounts to their customers so the sale of store will significantly decline and thus
overall profit and revenue of company will be affected greatly.
PESTLE Analysis-
It is the strategic tool which can be utilized by company for analyzing the macro-
environmental factor which affects the business activities greatly. These factors are described
below-
Political Factors- The decision taken by government to exit into the EU has made the drastic
changes into the overall United Kingdom. It indicates the downfall into the market which had
affected the country and people living in it also. Thus the businesses into the UK also had
effected due to that and thus the Wilko’s is also affected. The various regulations and laws have
been implemented by government due to that had affected the company’s stores to great extent
and thus generally it had got up with the downfall in the company’s profit. The several other
government policies implemented by government had also impacted the business of company as
whole to great extent.
Economic Factors- The economic factor had affected the company to great extent. As per the
situation of Brexit there is downfall in market which had affected the all of business into the
United Kingdom. As the currency had decline significantly that had affected the purchasing
power of consumer had declined (Kuntonbutr, 2019). Thus the sale of Wilko stores has also been
declined as the individual are not going to purchase that much of items from the stores due to the
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situation of recession into the marketplace. So this had an adverse effect on overall profit and
revenue of company.
Social Factors- There are many social factor which can affects the company. The taste and
performance of consumer can change time to time this must be kept in mind by company while
rendering goods and services to them. If satisfactory services are rendered to the customer they
are motivated to get with the company for long term. Wilko must take care of their consumer’s
needs and demands so that they can render satisfactory service and products to the customers. It
is very essential factor that must be kept in mind by company while rendering services to their
consumer greatly.
Technological Factors- Many advanced technologies can be used by the company into their
stores so that they can render great services to their consumer. They can let their consumer to pay
their bills by the mobile application of their stores or various online payment mode which save
time of the consumer and they also no need to take money with them while going for shopping.
RFID technology can also e used by them into their store which reduces the workforce into the
stores and reduces the work traffic into the store operation. They can also further introduce an
application through which consumers can easily buy the items and also scan that item through
their mobile phones. This let the consumer to enjoy the shopping with the store and have a great
experience of shopping with the store. Somehow it indicates that company can gain huge
revenue if they are implanting further advance technologies into their stores.
Legal Factors- There are many legal factors which must be kept in mind by the consumers. The
many legal issues are being faced by company which had impacted the overall growth and
development of company. The brand image of stores has also effected due to this and thus the
sale of stores had declined significantly (Akbar and et.al., 2017). The company had to amend its
business practices with the several legal laws and regulation in it so that they can have smooth
flow of business operation. Company can amend several changes into their agenda which
through legal laws an regulations. This amended will help them to operate their business
activities effectively with law and regulation with effective implementation into business
operation and function to great extent.
Environmental Factors- Nowadays government is forcing the companies to follow the
sustainable environmental practices into their business. By following this practices into the
business companies can contribute their part into the overall environment significantly. Thus
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