Marketing Essentials Report: Marketing Function, Plan and Mix Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the case of Nokia. It begins by outlining the role and responsibilities of the marketing function, including market research, product development, and plan development, and its function within the wider organizational context, detailing its interactions with sales, manufacturing, HR, procurement, and finance departments. The report then compares the marketing mix implementation of Nokia with Samsung, examining product, price, promotion, and place strategies. The report concludes with a marketing plan analysis for a new product, considering cultural, market size, and competitive factors, supported by a STEPP analysis of technological, social, ecological, political, and economic environments, as well as a SWOT analysis to evaluate the company's strengths, weaknesses, opportunities and threats. The report aims to provide insights into marketing strategies and their practical application.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO1..................................................................................................................................................1
P1 Explain the role and responsibility of marketing function.....................................................1
P2 Explain the function of marketing in wider organization context.........................................2
LO 2.................................................................................................................................................3
P3 Compare the way in which different organization implement marketing mix......................3
LO 3.................................................................................................................................................5
P4 Marketing Plan.......................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the study and management of exchange relationships. Marketing is the business
process of creating relationships with and satisfying customers. Nokia is the finish multinational
telecommunication information company headquartered in Espoo. This report highlights the role
and responsibility of marketing function. Further this report highlights the function of the
marketing in wider organization context. Further this report highlights the way company uses
marketing mix and in the end report highlights the marketing plan.
MAIN BODY
LO1
P1 Explain the role and responsibility of marketing function
Market research: It is the main responsibility of the marketing function in an organization in
which organization used to gather the information from the market about the targeted customer,
competitor, market trends and competing product.
Product Development: Product development is the main responsibility of the marketing
function in an organization as marketing function used to have a idea about the need and wants
of the customer in the market as marketing function includes the function of market research. On
the basis of the information gather from the market organization used to develop the product
which can satisfy the need of the customer. Generally marketing function includes seeing the
performance of the existing product and determining the gap by comparing the same with the
competitor product and developing the product to full fill the gap (GROUCUTT and HOPKINS,
2015).
Plan and Policy development: Marketing activity helps the organization in planing process as
different plan and policy which are made in the organization are made on the basis of the
information gathered from market with the help of the market research. Plan generally includes
the raw material procurement, product development, customer to be targeted, distribution
channel and promotion of the product.
Finance: One of the most important roles of the marketing in an organization is to find the
finance for an organization by the help of the different investment, loans, or owner personal
capital to finance the creation and advertising of your goods or services.
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Price: Setting the price for the product is the another main function of the marketing in an
organization as price used to play a very crucial role in attracting customer toward organization,
marketing function helps an organization in setting the price which can be accepted by all the
customer in the market (JOBBER and CHADWICK, 2012).
Distribution Channel and Promotion: Marketing function of an organization helps the
organization in deciding the best distribution channel which can help the business in getting the
more customer. As marketing function includes the market research marketing department is
having the idea about which group of the customer should be targeted by the company to sell the
product of organization. Marketing function also helps the business in promoting the awareness
of the product in front of the customer with the help of different promotional platform such as
local platform newspaper, radio, pamphlets and social media platform. Generally marketing
department used to take the help of the different tag line and message.
P2 Explain the function of marketing in wider organization context
Marketing function used to support many department in the organization to carry out their
operation in the organization. Some of the function of marketing in wider organization context is
as follows:
Sales Department: Marketing function of an organization helps the sales department in setting
up the price of the product and providing the information about the group of the customer which
need to be targeted by the sales department to sell the product of the company (KOTLER and
ARMSTRONG, 2015). In exchange of that sales department used to help the marketing function
in deciding the tag line and the promotional platform as the sale department used to have better
idea of it as sales department used to have a direct interaction with the customer in the market.
Manufacturing Department: Manufacturing department is the department which used to have a
good amount of the support from the marketing function as product develop by the
manufacturing department is developed on the basis of the information which is gathered by the
market about the customer needs and wants. In return manufacturing department used to provide
the product to the marketing department on basis of which marketing department used to make
different policy and plan to promote the product of the organization in the market.
Human Resource Department: Marketing function used to help the HR department of an
organization in knowing the skill set which is required in the market and on the basis of that HR
department of the organization used to change their policy and recruit the personal according to
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that only (MCDONALD and WILSON, 2011). In exchange of that HR department of an
organization used to provide the employee which can carry out the marketing function very
efficiently with the help of the new skill possess by the employee.
Procurement Department: Marketing function of an organization helps the procurement
department in deciding what are the raw material which need to be procure by the company to
carry out the operation of the business. In exchange of that procurement department helps
marketing department in providing the information about the cost incurred by the company, on
basis of that marketing used to decide price at which product need to be offered in the market.
Finance Department: Marketing function helps the finance department in deciding the budget
which need to be allocated to the different department to carry out the activity of an organization.
In return of that Finance department used to provide the finance to the marketing department
with the help of that marketing department used to perform the activity in an organization
(BRASSINGTON and PETTITT, 2012).
LO 2
P3 Compare the way in which different organization implement marketing mix
Basis Nokia Samsung
Product Nokia used to provide wide variety
of the smart phones in their product
line and also accessories of the
phone. Nokia used to manufacture
the product by own to develop the
high quality of the product for the
company.
Samsung is providing products like
Apparel, Automotive Chemical,
Consumer Electronics, TVs, tablets,
smartwatches, virtual reality
headsets, home theatre and audio,
desktop computers, laptops,
monitors, printers, memory devices,
home appliances and
security/monitoring system. Samsung
is well known for producing good
quality of the product (American
Marketing Association, 2019). All the
product of the organization is
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manufactured in own factory and also
takes the help of the outsourcing firm
of Samsung.
Price Nokia generally uses the Economy
pricing policy as the primary pricing
policy to launch the product of the
company in the market. This helps
the organization in touching the
wider market area as marketing and
advertising costs are very low
Samsung generally uses the
combination of more than one pricing
policy to launch the product.
Generally the pricing policy are
decided on basis of the market area
and place.
Promotion Nokia generally used to take the
helps of the local media to promote
the product of the company in the
market. Local media helps the
organization in touching more rural
people as in India quantity of rural
people is high and Nokia has a
major area coverage in India
(Chartered Institute of Marketing,
2017).
Samsung generally uses the
combination of more than one
promotion platform as Samsung used
to promote the product by the help of
both local and social media platform.
Place Nokia smartphones are sold all over
the world across all global market.
Nokia used to have their operation
in more than 100 countries in the
global market.
Samsung used to sold their product in
the global market. Samsung used to
sold their product in more than 150
countries and known as a 6 biggest
global brand.
Physical
Evidence
Nokia headquartered is based in
Espoo, Finland. Nokia has their logo
Samsung headquartered is based in
the Seoul, South Korea. Samsung has
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registered with their which helps the
customer in identifying the brand.
more than 250 factories all across the
globe and also has the registered logo
in their name (KOTLER and
ARMSTRONG, 2015).
People Samsung has more than 320,000
employee all across the globe
working for them. Samsung is well
known for offering good salary
package to their employee.
Nokia has more than 103,000
employee all over the globe working
for them. Nokia is well known for
offering the good working culture for
the employee to work in the
organization.
Process Nokia used to develop all their
product in own factory and then
used to shipped the product to the
different location for the purpose of
the sell (MCDONALD and
WILSON, 2011).
Samsung product are generally
developed at the different place and
then used to assemble at one place
and after that the product used to
shipped for the purpose of selling.
LO 3
P4 Marketing Plan
Analysis of new Product
 Their is a good trend among the youth for the wireless earphones
 As Nokia is having the good goodwill in the market can use the same in promotion of the
product
 Product need to be high quality as there is a very competitive market
Culture and Traditions
 Generally customer in the market looks at a quality of the product as compare to the
price.
 Customer generally loves to buy more stylish product in today's era.
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 As company used to dealt in the global market they need to be ready to supply large
number of the product
Size of the market
 Their is a good open market for the Nokia to enter in the emerging stage itself
 Their are big competitor in the market but not able to establish their name in the market
 Low prices are more important than excellent quality
STEPP Analysis
Technological Environment
 Has good opportunity to use the new technology to develop the product which was not
used by the company in past.
 Can innovate the product on the basis of modern approach
 Will help the company in improving the production of the company
Social Environment
 India has second biggest population in world
 Their is a good name of the Nokia in the local market as they preferred the product of
Nokia
 As India is the developing country they prefer more quality product
Ecological Environment
 As the pollution level of the country is in negative side will affect the company
 As number of resources is high will help the company in manufacturing
 Nokia takes care of environment-friendly recycling
Political Environment
 Political condition of the India is very complex as economy of the country is at
downward side
 Government of India supports the MNC to work in the country
 Nokia company operates in several countries using merger, so it has enough experience
Economical Environment
 Economy of India is growing but not at rapid rate
 Has good human resource available in the country
 Government handles the cries very efficiently
Swot
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 STRENGTH WEAKNESSES
 Good goodwill in the market
 Quality of the product
 Continues development
 Developed supply chain
 Profit margin
 Complicated operation system
OPPORTUNITY THREAT
 Technology
 Trend in the market
 Competitors
 Government laws and Policy
Marketing Mix
 Product
 Price
 Place
 Promotion
Product: Product of the company will be manufactures in own factory with the standard quality
and also product will be launched in the different colours so that the variety of the product can be
increased.
Price: Company will be using price screaming method as a primary pricing method to introduce
the product in the market. So that company can attract customer on basis of the price.
Place: Nokia will be selling the product of the company with the help of both direct and indirect
channel. Product will be sold with the help of perfectly supply chain and also with the help of the
local shops.
Promotion: Nokia will be taking the help of the cinema, television, slogan and different social
media platform.
Budget
Requirement Cost (Dollar)
Rent 10000
Convenience 5000
Raw Material 15000
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Wages 10000
Promotion 20000
Total 70000
Monitoring and Controlling
Monitoring: Nokia will be setting the benchmark or the standard which need to be achieved by
the organization and on the basis of that Nokia will be comparing the original work done in the
organization.
Controlling: Nokia will be hiring the best quality of the talent from the market to control the
progress of the new product in the market.
CONCLUSION
After going through above report it has been summarized that marketing used to play many
important function in an organization and also support different organizational department.
Further this report highlights the way marketing mix used by different organization. In the end
report highlights the marketing plan for the Nokia.
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REFERENCES
Books and Journal
HND Global for the e-study guide for Business https://qualifications.
pearson.com/en/qualifications/ btec-higher-nationals/hn-global. Various books in
Kensington College of Business Library.
BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson.
GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London:
Palgrave.Macmillan.
JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed.
Maidenhead: McGraw-Hill.
KOTLER, P. and ARMSTRONG, G. (2015) Principles of Marketing. London: Prentice Hall.
MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to
Use em. 7th Ed. Chichester: John Riley and Sons.
Journals Journal of Marketing Harvard Business Review
Online
Websites American Marketing Association www.ama.org
Chartered Institute of Marketing (UK) www.cim.co.uk https://nationalcareersservice.direct.
gov.uk/job-profiles/marketing-manager
https://www.marketingdonut.co.uk/marketing-strategy/your-marketing-plan/marketing:plan-
template.
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