Marketing Essentials: Marketing Role, 7Ps & Marketing Plan Development

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly in relation to other functional units. It delves into key marketing functions such as market research, price determination, buying abilities, promotion, storage, process, risk bearing, product development, grading, market details, finance, selling, and post-sales service. The report further examines how the marketing department interrelates with production, research and development, sales, finance, and human resource management. It also compares the marketing mix (7Ps) of Toyota and Honda, analyzing their product strategies, pricing, distribution, promotion, people, processes, and physical evidence to achieve overall business objectives. Finally, it touches upon the development and evaluation of a basic marketing plan, highlighting the importance of understanding customer needs and market trends.

Marketing Essentials
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Table of Contents
Introduction:.......................................................................................................................4
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation.......................................................................................................................5
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives ...............................................................................11
LO3 Develop and evaluate a basic marketing plan.........................................................17
Conclusion.......................................................................................................................21
Reference List..................................................................................................................22
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Introduction:
Marketing can be termed as the technique of promoting and advertising any product
based on various advertising and promotional techniques. Marketing has evolved a lot
with the passage of time. The most essential role played by the marketing department is
to keep the image of the company’s face and maintain a sharp co-ordination with all
those elements that help in business.
The report that has been created tends to understand the roles and functioning of the
marketing within the framework of an exact marketing environment. The report has
been formulated by the applicant for the post of marketing manager focusing on the
various responsibilities and functions of marketing. Toyota being one of the giants
amongst the automobile brands does a detail discussion on the same.
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LO1 Explain the role of marketing and how it interrelates with other functional
units of an organisation.
P1.The key roles and responsibilities of the marketing function (P1, M1)
Marketing plays a crucial role in any form of business with the help of varied forms of
promotional and advertising policies. The sole responsibility of the marketing
department is to promote the business as well as mission of the organization (Wirtz et
al., 2014). The marketing division of Toyota tries to reach out investors, varied
prospects investors and suppliers. The basic functions of marketing are research,
price, storage, process, buying of materials development of product, supply and
management, advertisement, standardisation and, finance, market information,
selling, risk factors and post sales service.
Toyota has followed some of the basic roles and duties of the marketing department.
Some of the key functions are as follows:
Market Research: The market research function is all about collecting information that
concerned with the targeted customers (Ekpo et al., 2015). The following things that are
related are few ideas like who are the potential customers and why will they want to get
the products from the organisation. To get an answer to all this valid questions, it is
mandatory to get some observation of the general market and get an idea of the
competitors and the trends of the market.
Price determination: It is quite challenging to understand the correct price of the
products. It is the technique of getting the exact amount to be charged against each
product or services. Prices must be not too high or not too low as per the products. The
price must be as per the market so that Toyota can make a commendable amount of
profit. There should some basic thoughts in the customers mind, how much the
customers are paying, and the amount that has been invested by the organisation for
the production and not to forget what is the price at which the competitors are selling in
the market.
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Buying abilities: Buying can be defined as a function that helps in acquiring quality
items for the production. It is necessary to make sure that high quality production
materials are supplied for the production of a good product. The function is carried out
by the supply and purchase department. There has to be some detailed specification of
the materials that needs to be used.
Promotion: This is the endeavour to follow and give information to the customers
regarding the varied ranges of products and services. Toyota does numerous
promotional activities like personal selling, sales promotion, direct form of selling and
maintaining public relations. Toyota designs various communication strategies to give a
reminder to the customers regarding their products.
Storage: It is important to hold and store the product in a protective manner. With the
help of the marketing function, Toyota is able to identify the demand of its models and
their motor parts.As a result it maintains well-furnished showrooms and outlets where
vehicles that have a high demand in the global market are being kept for future sales.
The parts and equipments of the vehicles are also been stored in technically advanced
ways. It is important to mention that the storage has very short role to play in the
automobile industry.
Process: Process here involves the developing an item or a product out of raw
materials for the benefit of the customers. For organisations like Toyota, raw material
organisations take each part of the materials that can be turned into car parts and does
the delivery to Toyota, which in turn is installed in the bodies of the car to get a
complete car. With the help of the market research function, the organisation is able to
decide which raw materials canbe used to get the desired product.
Distribution:Toyota ensures the flexible movement of the cars and other motor parts
from the production point to the desired market. This enables the manufacturers to
make the products easily available for the customers. The marketing department
ensures that the movement of the cars and their parts are done in a systematic way.
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Risk Bearing: The marketing process can be characterized by factors like risks related
to damage, loss and price alterations. Marketing division bears the risk bearing
responsibilities also (Armstrong et al., 2015).
Development of product and management: The process involves the identification of
the wants and desires of the customers, which becomes a factor during the designing of
the product in order to modify the product quality.
Grading and standardisation:
The function of marketing helps the company in identifying the quality and standards
demanded by the consumers with respect to specific product. In order to maintain the
brand name, it is important to make the product pass through quality test that help the
brand maintain its uniqueness. Toyota has a specialized quality department equipped to
carry out this Process. Market details: It is important to know about the targeted market
as a whole through various mediums.
Finance: This is the process of raising the fund in order to start the business. It also
refers to the different modes of payment by the customers. The marketing function
helps in identifying the various modes of payment currently used in the markets.
Selling process: This is the process of selling the customers through various outlets
and multichannel platforms. Selling determines the needs of the customers and forming
customer relationship. It helps in evaluating the effectiveness of various selling
procedures thereby helps in enhancing customer relationship.
Post sales service: It is very important to keep a track of the post sales service. Toyota
gives an exquisite post sales service to maintain their perfect marketing strategy.
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P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context. (M2)
Marketing department has varied and different roles to play. Marketing depends upon
two key factors namely external and internal factor (Piercy, 2014). The internal factors
that influence the marketing departments are:
Production: Marketing helps in estimating the amount and type of products and
services to be produced. Marketing strategy can be resourceful to match with the
operational limitation of the organization. The marketing department of Toyota works
hand in hand with the operation team. There should be enough research to satisfy the
wants and needs of the customers. The products are manufactured according to the
quality and design demands of the consumers. It is quite relevant that the marketing
division will set target lines that assist in stretching the abilities of the production
division. Marketers have an urge of getting the products in the market quickly to take the
competitive advantage whereas the production team will doubly ensure that the
products are not defective or in need of any repair (Hanssens and Pauwels., 2016).
Development and Research: Marketing can help the R&D department with the
creative ideas of designing unique products and services. Marketing departments help
in giving inputs to the researchers about the range of products and services that are
going by the market trend ( Hempelmann and Engelen ., 2015).
Sales team: Marketing has an innate relationship with the sales team. The marketing
team of Toyota develops an extensive relationship with the sales team to take the
business to a different level.
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Finance: A proper marketing plan must include the finance related information for new
as well as old products. It is crucial for the organization to incorporate the marketing
team in all types of investment decisions. The marketing team of Toyota normally gives
inputs on matters like sales forecast (Shalender and Singh., 2015). The marketing team
can provide financial inputs to the management.
Human Resource Management (HRM): The marketing department works in close
relation with the human resource department. It ensures that adequate skills and
employee hierarchy is maintained in order to:
Research and hence develop unique product ideas
Achieve production related targets
Arrange a competent and efficient sales team
Human Resource Department has various training and recruitment necessities all
across the organization. The HRM team has to maintain their obligation to marketing
and to other departments also.
Figure : Marketing Functions
(Source: Armstrong et al., 2015)
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D1. Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units of an organization
As discussed on the above section, one can assess the key elements that are involved
in the marketing function and can relate to the functional units of the organization. The
marketing functions help in setting and communicating the product and service values.
The function also assists in developing, maintaining and attaining products that satisfy
the demands of the customers and identifying the exact quality of the products. The
marketing team of Toyota works in accordance with the budget and financial structure of
the organization. Toyota has upgraded their system of employee recruitment by
maintaining the employee hierarchy. The marketing team of the organization also keeps
a positive track about the production process of the organization.
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LO2 Compare ways in which organisations use elements of the marketing mix (7Ps)
to achieve overall business objectives (M3)
In order to gain a detailed understanding on the marketing approach of Toyota, the
framework of marketing mix is considered. For analysing the effectiveness of the
marketing tactics used by the company the marketing mix of Honda, arch rival of Toyota
is taken in consideration. The marketing mix of both the companies are compared and
presented below:
Figure 1: Marketing Mix Framework
(Source: Kotabe and Helsen, 2014)
Table 1: Marketing Mix of Toyota and Honda
Marketing Mix Elements Toyota Honda
Products  Fast evolving
products that caters
to the need of the
 Two products
segments which are
automotive and
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customers
 Innovative Car
designs
 Corolla, Avensis,
Lexus and Lang
Cruiser and others
motorcycle.
 Focuses on
introducing eco-
friendly cars
 Amaze, Civic Tourer,
Jazz Hybrid and
several others
Price  Offers both luxurious
and affordable cars
 Market based pricing
 Consumer friendly
pricing
 All encompassing
market segment
 Offer cars to both
opulent and
economic class
 Competitive pricing
Place  Several market
segments
 Has a global
presence
 Online shops, mail
order and others
 Huge retail chain
 Dealers
 Showrooms
Promotion  Marketing focuses
on establishing the
“green image” of the
brand
 Use of local media,
such as print and
digital media.
 Promotion with the
help of marketing
professionals at
showrooms
 TV advertisements
 Motorsports events
 Tournaments
 Sponsorship
 Road shows
People  Creative and
enthusiastic
workforce
 Efficient workforce
 Hierarchical
management
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 Competent
Managing Director,
proficient front line
staff
 Coherent
management
structure
Process  Pioneer of lean
production model
 Elimination of
wastage and cost of
production
 Increased market
share
 Efficient production
process
 Optimal use of
resources
Physical Evidence  Stable dealership
 Several service
centres
 Enormous car
showrooms
 Effective packaging
 Brochures and
correspondence
 Dealership
 Showrooms
(Source: Created by Author)
Products
Toyota has only one product segment and it produces car. However, the brand focuses
on designing and introducing cars that has all the latest technologies and equipments
that make it popular among the customers. The designing of the car is also quite
innovative which grab the attention of the customers. Toyota focuses on catering to all
the needs, tastes and preference of all the customers thus the cars are developed in
such a way that it serves this objective (Kotabe and Helsen, 2014).
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