Marketing Fundamentals Analysis and Evaluation Report for Superdry PLC

This report provides a comprehensive marketing analysis of Superdry PLC, examining the company's marketing processes, including situation analysis, strategy development, and the implementation of the marketing mix. The report delves into the role of marketing in creating customer value, discussing how Superdry PLC leverages market research, product development, and distribution channels to enhance customer satisfaction and build customer loyalty. Furthermore, the analysis explores the impact of stakeholder engagement on marketing activities, differentiating between internal and external stakeholders and their influence on marketing decisions. The report also reflects on the tactical communication tools used to generate awareness and interest in a project, completing the marketing fundamentals assessment.

SUPERDRY PLC
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Table of Contents
TASK 1A.........................................................................................................................................3
Processes and stages of marketing including the role of the marketing mix..........................3
Role of marketing in creating value for customers................................................................4
Stakeholder engagement and their impact on the marketing activities..................................6
TASK 1B.........................................................................................................................................7
Reflection of the tactical communication tools used to generate awareness and interest in your
project.....................................................................................................................................7
REFERENCES..............................................................................................................................10
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TASK 1A
Processes and stages of marketing including the role of the marketing mix
Marketing is the process of the business which looks at promoting and selling the product or
service of the company in market in a way that it help customer in satisfying the need of the
customer in the market. Marketing is the function in the organization which go through different
stages and process based function of the organization.
Marketing process in the organization used to start with the situation Analysis in the
organization; it is the stage in the organization in which the Superdry PLC used to see the
situation of external market. Generally organization looks to consider the customer need of the
company in the market. This step in the organization used to help the company in understanding
the different type of the product which Superdry PLC has to bring in the market to attract the eye
of the customer in the market. In this generally organization used to conduct different situational
and environmental analysis. Marketing department of the company generally used to conduct
variety of the survey in the organization also used to take the help of the observation in the
organization to understand the need and preference of different consumer in the market. This
generally used to help the company in understanding the different changes which has to be
brought by the company to interest the consumer in the market. Marketing strategy is another
step in the process of marketing, in this step organization used to make different marketing
strategy in the Superdry PLC in which different option are identified by the organization.
Generally organization in the market used to take the opinion of different employee in the
market, also used to see the different marketing strategies which are adopted by the competitor
in the organization. After that organization used to select best strategy out of all available option
for the organization. Marketing strategy used to help the company in understanding the target
customer and different way through which target customer can be attracted in the market. Also it
help the company in scheduling the different task in the organization in a way that organization
used to get the best out of all the employee in better way in the organization (Blut, Teller and
Floh, 2018).
After that the most important phase of marketing is being performed, that is taking
different decision on the Marketing Mix of the company and developing marketing mix of the
company. Marketing mix in the Superdry PLC used to play a very crucial role in taking forward
the variety of the marketing function of the company in the market. Marketing mix in the
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organization used to help the company in creating the good guideline in the organization to
perform variety of different sort of activity in the Superdry PLC. Marketing Mix in the
organization used to help the company in getting better idea about the different activity which
has to be done in the organization. As element of Marketing mix that is Product, used to help the
company in understanding the structure of product, price, used to help in understanding the best
price at which product can be offered in the market. Place help in understanding the market and
distribution channel through which product will be offered in the market. Promotion, promotion
help Superdry PLC in understanding the different platform through which promotion will take
place in the market. People, it is the aspect which used to play the role of understanding the need
of the Human manpower in the market. Packaging, help the business in understanding the
different way through which product can be packaged in the organization and Physical evidence
is the aspect of the marketing mix which used to explain the different thing through which
consumer can differentiate the product of own company with another one (Išoraitė, 2016).
Implementation and control is the last step of marketing process, it is the stage in which all the
marketing strategy will be implemented and different marketing efforts and monitored to adjust
the marketing mix according to different marketing change in the market. This step in the
process used to transfer the planned strategy of the company in the different offering of
company at market place.
Role of marketing in creating value for customers
Customer Value generally defines as the unit of the benefit which customer used to get in
return of customer used to pay the payment of the product. Marketing in the nation used to play
a very crucial role in maintaining the good amount of customer value in the Superdry PLC (Wu
and Li, 2018). As one of the biggest part of the marketing is the market research in the
organization, market research is generally conducted to understand the different preference of
the customer in the market. On the basis of the same different activity of the business are
planned in a way that it used to help the organization in maximising the optimum level of the
satisfaction in the market. This eventually used to help the company in maintaining good sort of
customer value in the market. Another main aspect of the marketing is product development in
the Superdry PLC. Organizations generally look to develop product in the organization which is
more customer friendly in the Superdry PLC. As all the product which are generally develop in
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the organization aare developed by looking at the information of market research, this certainly
help the company in maintaining good sort of consumer interest in the market as they are able to
fullfill the need of different consumer very efficiently. This eventually used to help the company
in increasing the customer value for the consumer in the market. Another aspect of the
marketing used to select the target base and provide the product of the company to all the
consumer in the market with the help of different distribution channel of the company in the
market (Ismail and et.al., 2018). This eventually used to help the company in providing the
different product of the company at comfort to different consumer in the market, this eventually
used to help the company in increasing the level of consumer satisfaction in the nation. This
eventually used to help the company in maintaining and building good customer value in the
nation (Kingsnorth, 2019).
Marketing is the function of the organization which generally used to rooms around the
different need of the customer in the market, as in the marketing function all the marketing
individual of the company generally used to understand the different need of the customer and
select the customer base of the company and used to direct the different strategy in a way that it
used to help the company in satisfying the need of different consumer in a way that it used to
help the company in maximising the customer satisfaction in the Superdry PLC. This helps the
company in increasing and maintaining a good sort of customer value in the organization. Sales
is another important aspect of marketing in the organization, all the Superdry PLC used to
showcase the product of the company in a manner that the consumer used to understand the need
of the product in better way in the market. This eventually used to help the company in
maintaining good customer value in the market. Another important aspect of the Marketing is to
retain the customer base of the company by regularly in being touch with the different employee
in the organization. For the same result marketing department of the company in the market used
to take the regular feedback of the consumer in the market and used to develop the different
product accordingly in the organization (Zhang and Wang, 2019). On the basis of the same in
the organization used to develop the product which can attract the eye of the customer in the
market. This eventually used to create good value for the customer in the market as all the
consumer used to feel that organization used to care about them in the market before making any
of the decision in an organization. As all the customer in the market always looks for the respect
from the company this help company in building good value for themselves in the market.
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Stakeholder engagement and their impact on the marketing activities
Stakeholders are the one who used to has interest in the operation of the business.
Stakeholders are the one who has some or other sort of the interest in the organization operation.
Stakeholder generally used to diverts the operation of the organization in a way that they used to
get some sort of the benefit out of the operation of the business. As a result all stakeholders used
to create the variety of the impact on the marketing function of the organization. Looking at the
external stakeholder (Patrutiu-Baltes, 2016). This are the stakeholder who used to have good sort
of the influence power in the marketing function of the business but used to get the less amount
of the return out of the same. They are the government, customer and supplier in the Superdry
PLC. Government and customer in the market used to provide the variety of the information
about the market happening and the different changes which has been brought in the recent time
in the market. On the basis of the same organization used to plan the different activity in a way
that marketing function of the organization used to give the best result in the market. Also it has
been find out that external stakeholder in the Superdry PLC used to help the individual in
providing the different information about the legal activity in the organization this used to create
the positive impact on the marketing activity of the company. At the same time same time
change in the need of the external stakeholder in the organization used to create negative impact
on the marketing activity of the organization as Superdry PLC has to changes the different
activity of the business in the market. At the same time internal stakeholder in the organization
are the one in the organization who used to have good amount of influencing and interest level
in the operation of the organization. Employees are one of the internal stakeholders who used to
have good amount of influence on the operation of the business in the long run. As it has been
identified that employee are the one in the Superdry PLC who used to be in contact with the
employee in the market. As a result they are the one who used to have good sort of knowledge
about the customer preference in the market. On the basis of the same only organization used to
plan variety of marketing activity of the business in a way that it used to help the company in
getting good sort of the result from the market. At the same time senior management in the
Superdry PLC always used to adopt the less risky option in the organization, as it has been find
out that they look to maximize the profit (Kubota, 2019). This eventually used to result in
loosing of variety of the opportunity for the business in the market. Owner are the another
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stakeholder in the organization who generally used to provide good sort of the information to the
marketing department of the company about the goal which they are looking to achieve in the
coming year. As a result all the marketing department of the company used to plan the different
activity in the organization in a way that it used to help the company in achieving the
organizational goal that efficiently in the nation. This used to bring the advise amount of the
impact on the marketing function of the company in the market. So it can be said that there are
many different type of impact which are brought by Stakeholder on the marketing function of
the organization in the long run.
TASK 1B
Reflection of the tactical communication tools used to generate awareness and interest in your
project.
In initial stage of the project I was very nervous about carrying out the project as I was
not having the idea about way to generate different awareness and interest in the project. To
overcome the same issue I have used two type of communication tool to increase the level of the
interest in the market. Shannon Weaver Communication tool was the tool which was used by the
team to manage the good amount of the communication which has helped me in developing
good amount of interest in the market. In this model sender as the first component used to pass
on the different message, Sender are the leader in the institute, they generally used to pass on the
clear message to me this eventually used to help me in increasing the amount of the interest
toward the topic. I was too clear about the different activity which has to be performed by me in
the project this has helped me in increasing the interest toward the same in the organization.
Encoder is the next step in which the machine into the organization used to converts the idea
into the signals. After that message used to send to the receiver (de Vries, 2019), Email and
Skype are two technology who used to convert the information. After those different channels of
the communication are being used in the organization to bring the clarity this has helped me in
improving the level of interest in the project. Noise is the another stage of model it is the stage in
which we used to interpret the different message, this used to help me in building god
relationship with other in the organization, this has eventually helped me in building good
relationship with other. This has eventually helped me in building good interest toward the
project. Decoder is the process in which organization used to decode the message in the way in
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which organization find it easy to understand. Another step was Receiver, Receiver was me who
used to get different information from the market and after that I used to pass on different
feedback to the sender. Another communication tool which was used in the project was Blog
Post, in which leader in the organization used to make the different blog in more presentable
way and used to promote them in online portal of the company. This has helped me in gaining
more knowledge about the project, this has eventually helped me in understanding the different
project very easily as this was presented in better way in the organization. Another thing which
has improved my interest toward the project was that with the help of the Blog in the
organization I was able to understand different task which has to be done in the organization as
it was clearly mentioned in the Blog the different guideline. This has helped me in improving the
level of interest toward the project of the company (Gillespie and Schiffman, 2018).
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REFERENCES
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Išoraitė, M., 2016. Marketing mix theoretical aspects.International journal of research
granthaalayah. 4(6). pp.25-37.
Wu, Y. L. and Li, E. Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Ismail, M and et.al., 2018. Application of Entrepreneurial Marketing to the Marketing Mix: Why
it Matters to SMEs in Malaysia?. International Journal of Academic Research in
Business and Social Sciences, 8(12).
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Zhang, J. and Wang, R., 2019. Research on the Marketing Strategy of New Energy Vehicles in
SL Company. American Journal of Industrial and Business Management. 9(2). pp.306-
314.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V. 9(2). p.61.
Gillespie, D. J. and Schiffman, R., 2018. A critique of the Shannon-Weaver theory of
communication and its implications for nursing. Research and theory for nursing
practice. 32(2). pp.216-225.
Kubota, M., 2019. What is “Communication”?―Beyond the Shannon & Weaver’s
Model―. International Journal. 13(1). pp.54-65.
de Vries, G., 2019. Public communication as a tool to implement environmental policies. Social
Issues and Policy Review.
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