Marketing Plan: Roles, Responsibilities, and Strategic Analysis Report

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, specifically using the example of Wilkinson. It explores the marketing function's relationship with other departments, such as production, finance, and HR, highlighting the significance of their interdependencies. The report delves into the application of various market mix strategies and tactics employed by organizations to achieve their business objectives, including pricing, promotion, and distribution. Furthermore, it examines the marketing environment, considering factors like competition, economic conditions, and technological advancements. The report culminates in the production and evaluation of a basic marketing plan, demonstrating the practical application of the concepts discussed. The report emphasizes the importance of marketing in achieving customer satisfaction and organizational growth.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibility of marketing function.....................................................................1
P2 Roles and responsibility of marketing relating to the wider organisational context..............3
M1 Roles and responsibilities of marketing in context of marketing environment....................4
M2 Significance of interrelationship between marketing and other functional units.................5
D1 Key elements of the marketing function and their interrelation with other functional unit..5
TASK2.............................................................................................................................................6
P3 Ways in which different organisation apply various market mix..........................................6
M3 Different tactics applied by organisation to achieve business objectives.............................8
D2 Strategic marketing plan that uses Marketing mix in order to achieve its business
objectives.....................................................................................................................................8
TASK 3............................................................................................................................................9
P4 Produce and evaluate basic marketing plan for an organisation............................................9

M4 Produce a detailed coherent evidence based market plan for an organisation...................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is understood as a set of activities that involves Production, communication,
delivering and exchange offers that provide values to all its stake holders that includes customer
as well as investors. There are several definitions of marketing. It can also be termed as a range
of activities that a company applies and leads to reaching of product in the hands of customers.
Marketing has become one of most essential function so as to achieve customer satisfaction and
hence leading to product success and profit growth of company (Dibb, and Simkin, 2013).
Wilkinson is British high street chain and are in a business of selling home-ware and household
goods such as textiles, DIY, cleaning products, stationary, confectionery, pet products, kitchen
and bathroom goods. It was founded in the year 1930 by James Kemsey Wilkinson in Leicester.
It has approx 400 stores throughout UK. This report aim to showcase overall goals of business.
Role of marketing in overall development of organisation and its relationship with other
departments in the organisation is discussed.
P1 Roles and responsibility of marketing function.
Marketing is not just selling and advertising rather it is just the part of marketing.
Marketing has to be seen as as a function that has more wider scope in working of an
organisation. CIM defines marketing as the management process responsible for identifying,
anticipating and satisfying consumers requirements profitably. It re-evaluates the role of
marketing and updates its definition that involves themes of consumer focused activities,
innovation and satisfying stakeholders and shareholders from community and business. Whereas
AMA sets the definition of marketing as the activity, set of institutions, and process of creating,
communicating, delivering and exchanging offerings that have value for consumers, partners,
clients and society at large. On the other hand Dr. Philips Kotler defines marketing as the science
and art of exploring, creating and delivering value to satisfy needs of the target market at a profit.
Marketing determines unfulfilled desires and needs. It describes, measures and quantifies the size
of the identified market and the profit potential. It also pinpoints which part of the firm is capable
of serving best and it designs and promotes the appropriate services and products. Marketing can
be done effectively by using various market mix. It is broader and tactical functions that includes
auditing, analysing, product development, packaging, pricing, distribution, consumer service
analysis (Farese, Kimbrell, and Woloszyk, 2001). Marketing is not just the responsibility of
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manager rather it is a role of companies each and every department to implement marketing
functions. Wilkinson deals with a wide range of products that are directly related to daily life
style of people. Role of marketing function becomes important in this context.
Some roles and responsibility of marketing function are as follows:
 Marketing information management: This refers to the management of information
that are collected b surveying or taking feedback from the customers. Other marketing
informations include competitors information, environmental factors effecting the
business of the firm. These informations needs to be stored so that it can utilized in
making future plans (Papasolomou and Melanthiou, 2012). In the world full of
knowledge what company needs is an efficient knowledge. By the use of technology
Wilkinson have created a system to evaluate and analyse these products. These
informations can be given to the companies decision makers as per their need.
 Distribution: It refers to a process of delivering products and services to the consumers
so that its availability gets ensured. Better the distribution system better the selling
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source 1: Career and employability services,2017

process. Wilkinson use various distribution channels like stores so as to distribute its
products. There are three approaches to distribution:
 Mass distribution: This strategy in which product has to be delivered to mass audience.
It is an intensive strategy of marketing.
 Selective Distribution: In this strategy very selective stores are provided with the
responsibility of delivering a certain special kinds of products.
 Exclusive Distribution: According to this approach company decides to sells its certain
premium products through very limited outlets.
 Product or service management: In this management designing, developing,
maintaining, improving of products or services that a company delivers (Chisholm-Burns,
2012). Management includes all those essential measures that is being implemented to
manage products and services of the firm. It is process of changing companies catalogue
that is offered to customers. It involves many procedures of marketing and sales.
Wilkinson marketing strategy revolves mostly around this management.
 Pricing: Today's competitive world demands to be a better attractor than your
competitors. And in attracting customers role of pricing is important. Pricing is done
checking market conditions.
 Promotion: It has become one of the essential component of marketing and has the
highest impact on product success. Promotional strategies helps increasing pre sales. It
helps in creating awareness in the customers about the companies products.
 Selling: First transaction between buyer and seller where some money can be a exchange
value for the product or services availed by the customer.
 Financial: It is the lifeline of commercial industries. It is essential for various stages like
production, research, marketing and distribution (Muller, M., 2011). It is activity to
provide funds for various activities within the organisation.
P2 Roles and responsibility of marketing relating to the wider organisational context.
Marketing can be seen as a business philosophy in which business existence of any
company depends on customer needs. It underpins business activities and can be seen as a
strategic principle. Corporate strategies includes this essential ingredients. Marketing is done by
taking consensus of all other departments that are functional in an organisation. Its role and
responsibility are as follows:
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 Production and operational management: Production department is helped by
marketing department in order to manufacture products that are according to the
consumer and market demands (Jones, and Rowley, 2011). It helps in competing with
competitors products. Wilkinson marketing department gives its suggests what kind of
product needs innovation and advancement.
 Finance department: Finance department is a circulatory system of an organisation. It
ensures that activities in various department in within financial reach. Marketing
department works hand in hand with finance department in deciding which department
needs what amount of money in the current processes they are undertaking.
 Human resource Department: Role of this department is to hire staffs according to the
various department needs. Training, recruiting and selection are some of the basic
activities of an HR department (Mihart, 2012). It works with marketing department to
ensure that correct and most suitable employees are placed at areas of requirements in
various organisational activities.
 Research and Development: Without research no company can develop. Innovation
cannot be done without research and development (Wirtz, 2012). Wilkinson's marketing
department works with its research and development department so as to ensure that
products are being developed according to the consumer demands.
 Customer service: It has a role in dealing with the companies clients and handles issues
related to customers at various stores. This can be done by face to face interaction, phone
or email. Marketing department works with customer service department so as to ensure
that there is no lack of communication like not having knowledge of marketing strategy
or new product to the customer care service department so that queries can be solved
effectively.
 Administration: This department ensures the proper working of an organisation and has
to take decisions that are important for companies future. Marketing department plays an
important role in shaping the decisions of the organisation and assists the administration
department in doing so.
 Information and communication Technology: Use of ICT has been increased in
functionality of an organisation in a last few decades. It is important for the Wilkinson
marketing team to use proper technology. It ensures proper flow of informations through
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various levels of organisation (Nguyen, and Simkin, 2012). It can be used to reach to
more number of customers via email and other marketing strategies. New marketing
plans can be promoted using efficient Marketing principles.
 Sales: This department has an important role in increasing the profitability of the
company as it is involved in selling of products and services. This department has direct
interactions with customers. Marketing department works with sales department so as to
take feedback from the customers on their needs and quality of the product that are
produced by Wilkinson company (Yi and Gong, 2013). These feedback are processed by
marketing department and future products are developed according to these feedbacks.
M1 Roles and responsibilities of marketing in context of marketing environment.
Marketing is a process of planning, executing of plans; pricing, promotion and
distribution of goods; and creating plans that satisfies target group requirements and
organisational objectives. Marketing environment consists of internal and external factors and
the role of marketing is essential in determining and changing these environment. Some of the
roles are as follows:
 Competition: Marketing team has to make plans that are according to the competition
faced by Wilkinson company and tackling these competition is an important for
companies sustainability development. For ex. In Britain from last two years there are
large number of shops who have transformed themselves into super markets, this created
competitions in the local market.
 Economical : Wilkinson is operating its stores in the market which is highly stable.
Marketing team needs to make strategies according to shaping economy of UK (Desai,
2013). For ex. Brexit will change economy shape and hence will have major impact on
the operations of every big or small firms in England.
 Technological development: It is a role of marketing function to implement technology
that are used in companies environment by other competitors (Hsu, 2011). Use of
innovative technologies can help company in achieving edge over others. For example
online market have increased the business reach of firms using mediums like interactive
websites could help company in earning larger profits.
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 Political: Due to drastic political changes that are going throughout the Europe it has
became essential role for marketing team of this cited company to make strategies
accordingly. For example In Brexit plan, UK negotiations with EU officials about easing
free trade rules becomes necessary and marketing team of Wilkinson needs to be
prepared for worst cases.
M2 Significance of interrelationship between marketing and other functional units.
Interrelationship of marketing with other functional units is of great importance and its
significance can be understood by various points.
 Finance: Marketing plans are to be made according financial information about old and
new products of the company. Marketing helps these departments in their financial
investment decisions. Finance department works with marketing and production units in
making products at lower costs as per the demand of market so as to increase the profit
margin of company.
 Production: Marketing assist this department in managing the supply chain i.e. what
quantity and type of products needs to be produced. This helps in managing production
constraints of the firm. It works in collaboration with other departments like marketing
and research & development so as to maintain the supply chain and produce products on
required time.
 Research and development: Marketing helps company in doing its research and
development work as the development of new product must be based on the market
research and consumer demands. Marketing department assists research unit in providing
them the mood of market according to which new innovations needs to be made in the
existing products or new inventions are being developed.
 Sales: Marketing department helps this organisational unit in cultivating relationship with
clients. Marketing helps to makes sales more profitable. Sales department uses the plans
of marketing so as to attract customers.
D1 Key elements of the marketing function and their interrelation with other functional unit.
Marketing functions are very important for the organisational growth. Key elements of
marketing includes market mix that are used by any organisation. According to Ogunmokun, and
Tang, (2012) product development is an important part and it effects all the functionality of all
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department and their decision making. Sales unit have to make strategies accordingly . On the
other hand Batt, (2013) states that promotion and its pricing attracts the customer towards any
product. Pricing effects the research department in developing product accordingly. Proper use of
elements of marketing can help in attracting target market like students and helps in products pre
sale. Marketing mix helps companies in deciding its financial investments in various units of
operations.
TASK2
P3 Ways in which different organisation apply various market mix.
Marketing mix refers to the technique of marketing that helps an enterprise in increasing
its product sales. It is package of several factors that can be manipulated by an organisation to
sell its products from raw material stage to final stage. Here the marketing mix of two companies
are being illustrated to show the effectiveness of these marketing mix and organisations apply:
Product:
Wilkinson Amara
This company has products ranges from
textiles, DIY, kitchen and bathroom goods, pet
products, stationary, confectionery health and
beauty line and many other products.
Wilkinsons products generally include luxury
items that have higher costs.
This company has large variety of products
that includes Furnitures, lightings, bedroom,
kitchen and bathroom accessories. This
company is also in the business of luxury
products. Its product range also includes
jewellery and gift products.
Place:
Wilkinson Amara
It sells its products through approx 500 stores
all over the UK. It has a luxuries environment
where it sells it various products under the
same roof.
This company has its limited number of stores
in UK and mainly focuses on shifting towards
selling its products through its online stores
(MURALIDHARAN, and RAVAL, 2017). It
has made its various stores especially for
specific product sales like it has a fashion store
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for fashion related items.
Promotion:
Wilkinson Amara
It generally promotes its products using online
mediums and other conventional mediums like
local newspapers and advertising in local TV
channels.
It promote its products using online mediums.
Local holdings and newspapers are used as
conventional methods of promotion. Its
promotional strategy includes distributing
leaflets.
Price:
Wilkinson Amara
It sets its pricing according to the market
environment. Generally its products are luxury
items so its pricing in on higher side. It uses
concept of giving off on certain items so as to
attract the customers. Amara sets its pricing
according to the society section like students
which it is aiming to target.
This companies products pricing is on both
higher as well as lower side. Its pricing of
luxury items is on higher side while that off
fashion products are on lower sides. Its brand
image plays an essential role for setting up of
its product pricing.
People:
Wilkinson Amara
It has a very good management group that
makes plans according to the future needs of
the company. Staffs working in various stores
are highly skilled. Communication of
employee has its own standards.
This company has a very less amount of
employees as compared to Wilkinson but they
are highly qualified. Communication skills is
excellent throughout the organisation.
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Process:
Wilkinson Amara
As the company provides wide range of
products so it uses various processes to sell its
products. Management are destined to achieve
plans that leads towards customer satisfaction.
Feedbacks from customers are taken to
improve the service.
This company provides best of customer
service while selling off its various products
through its stores (Brooks, and Simkin, 2012).
Amara has dedicated employee in terms of area
of business it is operating.
Physical evidence:
Wilkinson Amara
This company provides products that are
realistic and luxurious and it does not fake its
products. Whatever is promised is delivered.
It provides products that are real and tangible.
Amara also provide products as per its
commitment.
M3 Different tactics applied by organisation to achieve business objectives.
Tactics are what organisation does so as to achieve its goals and objectives made for the
short term. These are in the response of strength and weakness, opportunities and threats that a
company faces. Different tactics are as follows:
 Thorough Research of market: For any organisation to achieve success it is important
to do a well organised market research. Thorough research includes process like
interacting with customers and getting their feedbacks, documenting that data and then
analysing the informations obtained by using various tools or software for businesses.
Modern technological means makes this process effective and efficient.
 Target setting: Company must target its customer in order to achieve its business
objectives (Gamble, et al., 2011). These target settings helps company in making
products that are particular and are of high quality. Target setting includes processes like
making a market segment, Understanding their future needs and demands and then
developing products accordingly.
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