Unit 2 Marketing Essentials: Marketing Strategy and Internal Relations

This report provides a comprehensive overview of marketing essentials, starting with an introduction to marketing as a management mechanism focused on meeting consumer needs. It details the marketing process, emphasizing analysis, planning, implementation, and control, and explains the roles ...Read More

Unit Number and Title Unit 2 – Marketing Essentials
Credit Value 15 Unit Level 4
Project Title Marketing Concepts and Internal Relations (Part 1)
Marketing Strategy and Application (Part 2)
Statement of Authenticity:
I certify that the work submitted for this unit is my own and the research sources are fully
acknowledged.
Learner Name: Date:
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Table of Content
Assessment Part 1
1.0 Introduction p2
2.0 An overview of the different marketing processes p2
3.0 An Explanation of the role and responsibilities of a marketing
manager in the context of the organization p3
4.0 An analysis of how marketing influences and interrelates with
other functional departments of the organization p4
5.0 An analysis of the value and importance of the marketing role
in the context of the organization p4
6.0 Conclusions p5
References p6
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1.0 Introduction
Marketing is a management mechanism designed to define, predict and meet
consumer requirements. Marketing creates, communicates and delivers value to
consumers and builds good customer relationships to capture value from customers
in return. (Cristina D., 2012). For example, marketing also increases the orientation
of all organizations as a mechanism that includes all functions and the critical issue
that occurs is the position of the marketing function (Moorman C.,1990) Marketing
purpose leads to the understanding of firm financial success, customer relationship
performance and new product performance beyond that clarified by the company's
market orientation.(Moorman C.,1990) To achieve maximum profit for an
organization it is essential to fulfil the needs and requirements of the company even
through marketing processes, responsibilities of the marketing manager and the
marketing mix of the company and future predictions. This report will include various
elements on the marketing mix for both companies discussed and the detailed
marketing plan for both of them.(Kotler and Armstrong, 2018)
2.0 An overview of the different marketing processes
At the base of the marketing processes there are the greatest strategies of Analysis,
Planning, Implementation and Control which help any company to create and follow
their ideas and plans(Kotler and Armstrong, 2018). The marketing process is a
technique of analysing consumer opportunities, choosing target audiences,
designing the Marketing Mix and coordinating marketing activities.(Kotler and
Armstrong, 2018) Here are the four marketing steps involved in reaching the right
audience on the market. The marketing processes will start with analysing the
market and present possibilities, the selection of the desired market I which you want
to place the company, the development of the marketing mix for the company and
the management of the marketing efforts and strategies. (Dibb et al., 2019) Firstly,
when analysing the market, you have to look both at the micro and macro
environment for the company and to conduct effective and detailed research that
would give useful information about the customers, competitors, the future and
present trends and the profit of the company. The company will then analyse the
potential usefulness of the information and splits it into geographical or age groups
segments. These segments will be then used to make future predictions of the
company’s growth and profit.( Lamb, 2012)
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3.0 An Explanation of the role and responsibilities of a
marketing manager in the context of the organization
A marketing manager handles the marketing of a business or product. They have
many responsibilities to deal with in regarding the business for numerous services
and products, budget restraints and deadlines for specific projects.
For anticipated and unplanned images of your employer are marketing managers
responsible. Print or video ads, public speaker commitments, approval, and printed
literature can be included in planned photos. Unplanned situations or images of the
company may happen if an employee of the company misspeaks in public and
needs immediate damage control or if an external force attacks the company, such
as when someone sends a tampon to the products of the company following its
departure from production or when the products are not noticed until well after they
have circulated.(Moorman C.,1990)
They would also determine the marketability of the specific product and the impact
and profit that it would create from the current market in which it was launched.They
measure for a new service the degree of public interest. They also develop pricing
and product placement in consultation with other departments in order to make it
company and customer friendly.( Lamb, 2012) They are searching for new
opportunities that could need the goods or services of the company. Marketing
managers conduct complex product analysis with a detailed understanding of the
strengths and disadvantages of the product before launching the product to the non-
traditional markets.(Dibb et al., 2019)
However, even the if the job of a marketing manager is very complex, they do,
however, work within other teams and other interconnected departments.Their job is
thoroughly determine the best and most creative ways to advertise the company’s
products or services. They may be required to present these ideas to the company
and to the final client in order to gain approval for implementation.( Lamb, 2012)
The marketing manager has to analyse the aftereffects of statistical surveying and
choose and control the amount and quality of production, estimate sales and value
fixation.He also has to determine the channels of circulation for merchandise and
services and prepare advertisement with a valid and controlled credit strategy of the
firm and furthermore the expense of showcasing activities. Marketing managers are
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also in charge for after-deal administrations and eliminate the issues of shoppers.
(Dibb et al., 2019)
4.0 An analysis of how marketing influences and
interrelates with other functional departments of the
organization
There are many functional departments that work together in order to achieve the
main goal of the company and marketing is sustaining the success of all of them.
The marketing function can be identified or described as the role of a business
organization which helps to identify and source potentially successful products for
the market and then helps to promote them. (Dibb et al., 2019)These roles are
popular in business organizations and include marketing analysis, product planning,
production process, advertising, distribution, finance, customer care, etc. Marketing
roles include the different duties of the business entity, which are responsible for the
growth of the company. Marketing roles consist of strategy management, marketing
analysis, sales support system, product creation, finance team, delivery networks,
human resource department, etc. (Moorman C.,1990) These marketing functions
have various tasks to help the development of the company organisation. The main
tasks and duties of the marketing functions are market analysis, financing, product
creation, communication, delivery, planning, promotion, sales, etc. Marketing roles
have a key role to play in the organisation of business. There is a strong connection
between marketing functions and other operational functions within an organisation.
5.0 An analysis of the value and importance of the
marketing role in the context of the organization
Currently, big, small, multinational and local, creative and conventional, public and
private, everybody is aiming for the same market, therefore marketing plays a major
role in the distribution of commodities and products.(Moorman C.,1990) Marketing
concept is concentrating on needsor wants of objective market and competitors
worse than delivery value, therefore marketing plays a very important part in creating
a customer base and a brand name for your specific company.(Mahea T., 2014)
Competition is a very important factor for marketing as more and more services offer
diverse benefits and promotions. It has escalated more than ever, and the situation
has not changed as substantial improvements are being made in the use of
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technology and online applications and promotions. Corporations that aim to capture
the audience with their product and service services have intruded into social media
opportunities. In reality, most have been very successful, and consumers are more
aware than they were a few years ago.(Mahea T., 2014)
Marketing plays a key role in building partnerships between consumers and the
market organizations. Instead of circumstances where the goods hit the market
without any advertising, it gives us hope to try a new product on the market.In any
company, the marketing role is important, whether it is a profit or a non-profit centre.
Marketing forms the organisation's picture of how people link goods or services to
organisations and trust people in their products or services.(Mahea T., 2014)
6.0 Conclusions
In conclusion, effective marketing methods are essential for the growth of the
company, also effective relationships between all departments immensely contribute
to the success and profit of the company.(Moorman C.,1990) The importance of
marketing to a company can still be seen. It is responsible for building the image of
any company, coping with negative news, marketing new ones. Businesses should
always evaluate the desires of their clients and then develop their products
according to them, and the choice tofulfil those given requirements is stronger than
the competition, and it is reducingcustomer dissatisfaction is essential for any
company. The other benefits would be that the whole efficiency of the company
would be increased as the departments would work together and that there would be
less conflicts within the company and that would give the departments more ease
when they work with each other, producing indubitably better results. Better
communication skills can be very beneficial in this situation as they would solve the
matter faster and by building relationships between the different company
departments, it can reduce the employee dissatisfaction and reduce the number of
staff that leaves the workplace in less than a year.
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References
 Cristina D. et all (2012), Marketing planning and digital customer loyalty data
in small
business(online),https://www.emerald.com/insight/content/doi/10.1108/02634
501211251034/full/html [Accessed on 13/03/2021]
 Customer Insight Group(2017) “What Is Customer Retention?”(online),
https://www.customerinsightgroup.com [Accessed on 13/03/2021]
 Moorman C.(1990) The role of marketing (online)
https://doi.org/10.1177/00222429990634s117 [Accessed 12/03/2021]
 Mahea T. (2014) The Role of Marketing in Organizations(online)
https://www.linkedin.com/pulse/20140915080650-84228363-the-role-of-
marketing-in-organizations-by-timothy-mahea [Accessed 13/03/2021]
 Lamb, C.W., Hair, J.F. and McDaniel, C.D. (2012). Essentials of marketing.
Mason, Ohio: South-Western Cengage Learning.[Accessed 13/03/2021]
 Kotler, P. and Armstrong, G. (2018). Principles of marketing. 17th ed.
Hoboken: Pearson Higher Education.
 Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (2019). Marketing concepts
and strategies. 8th ed. Andover, Hampshire, United Kingdom: Cengage
Learning, Emea.
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Table of Content
Assessment Part 2
Section A: Briefing Paper p-p7
Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps
marketing mix p8
How the marketing mix is applied to achieve business objectives,
relating to the two chosen organisations p9
Section B: Marketing Plan p10
Marketing goals and objectives based on marketing mix
analysis/situation analysis p10
7Ps marketing plan p11
Tactical action plan p12
Measures for monitoring and evaluating progress p12
References p14
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Section A: Briefing Paper
Comparing how two different organisations within the
same competitive market apply the various elements of the
7Ps marketing mix
In this section I will analyse two different companies in the same industry on the 7Ps
of marketing mix. The companies that I chose are Gucci and Debenhams. Gucci is a
very expensive high-end luxury brand established in 1921 with operating
departments all around the world and with a strong marketing mix. Debenhams is
founded in 1778 and it is a British multinational high and medium quality retailer with
operating department stores in the United Kingdom and Denmark.
Marketing mix can be resolved as the operational part for setting up an advertising
plan. It is valuable for the association to ensure that they circulate the item or
administration adequately to clients. There are around seven components that are
engaged with the promoting blend. Beneath given are the showcasing blend for
Gucci:
Product: There are an alternate sort of item range that is given by referred to firm. In
this unique situation, it incorporates watches, makeup, attire, and so on . Every one
of the items conveyed by them have a special plan and is useful to draw in client’s
interest. Further, it incorporates aroma assortment like Gucci Boom, Gucci Flora,
Gucci Bloom, Gucci Guilty, Gucci MontBlanc.
The product which offered by Debenhams are men’s clothing, women’s clothing,
footwear, home commodities, beauty care, furniture, gifts & toys and electrical
appliances etc.
Price: All the items are sumptuous things thus that utilize premium estimating which
falls under fashionable first-class zone. What the quality given by this firm is too high
that the expense cannot measure up. The cost for every one of the items is high as
the interest is high. (Jean-Noël Kapferer and Bastien, 2012)
Debenhams has been offering long term discounts for clearance sales of its stock,
however such discounts have a negative impact on organisation’s bottom line and
cause of investors’ pressure, it has decided to cut down on deep discount offers and
duration.
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Place: For Debenhams they only have shops in two countries: England and
Denmark, however they are planning to extend to other countries. Gucci is extended
with 520 company-owned stores in December 2016. (Bhasin H, 2018) Organizations
items are sold with the assistance of marked stores and through worldwide
establishments.
Progress: There are various kinds of limited time procedures utilized. In this specific
circumstance, they utilize TV, radio, papers, web, and so on Among all these, they
chiefly utilize print media, and that is with the assistance of magazines. Also, Gucci
has brand ambassadors as popular as Kendal Jenner and they use social media
with ease.
The people that buy the products are the essence of any organisation. The clients
are the people who presents the organisation and items to clients. The board
comprehends their significance and ensures that they play out their jobs and duties
adequately and effectively. Therefore, the most advertising is done from client to
client and thy value the most the quality of the product and an effective customer
service department.(Kotler, P. and Armstrong, G., 2018).
Debenhams has more than 27000 workers internationally, the organisation gives
attention to worker engagement and its HR team works behind the project to
understand what engages its manpower more and sees which are areas where firm
is doing well and they need to development.
Cycle: This is the manner by which item arrives at clients. Referred to firm ensure
that clients are furnished with after deals administrations. This is done to ensure that
they build up a solid relationship with their clients It is the assistance system that is
utilized by the association to ensure that satisfactory administrations are given.
Debenhams only involves with the suppliers who meet the minimum standards,
however the providers are involved to exceed the low standards. The organisation
does not permits subcontracting because it states production of goods is an
unknown unapproved factory location. The firm has vowed to create its mobile app
more attractive to customers.
Actual proof: This is the showcase that makes use by the items given by Burberry.
Further, it incorporates the area of a help industry. This is done as it has a ton of
effect for the experience of clients. (Jean-Noël Kapferer and Bastien, 2012)
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Debenhams is present in about 27 nations covering three continents. The firm has
more than 20 exclusive designer contracts. The organisation is the leading retail
chain in UK and has long history of existence that is an evidence of its development.
How the marketing mix is applied to achieve business
objectives, relating to the two chosen organisations
Underneath given are advertising blend of Gucci:
Item: Provide clients with extravagance items for the two ladies and men. In this
specific circumstance, it incorporates footwear, home items, eyewear, cowhide great,
apparel, and so on Besides, it incorporates beautifying agents, gems, and satchels
for ladies.
Value: They utilize premium estimating system, and they have an extravagance line
of items. This is on the grounds that they have high brand esteem and according to
the quality they accuse their clients of an exorbitant cost.
Spot: There are numerous nations around the planet wherein they have set up their
business. In this specific situation, it incorporates nations like UK, Austria, India,
Australia, Asia, USA, UAE, Europe, Canada, and so forth
Advancement: They have their site where all the data about their items and
administrations included. Further, they utilize celebrities that wear their pieces of
clothing on top magazines like Vogue, High Life, High Royalty. The high promotion of
the brand can actively be represented through the enrolment of many other brand
ambassadors from Hollywood or other international celebrities.
Cycle: The interaction from buying of items and till making it utilize profoundly
compelling. Further, the firm additionally gives their clients after deals
administrations, and this is useful to build up the solid relationship with clients.
Individuals: They are the person who presents the administrations and items to
clients. They furnish their clients with legitimate preparing so they will actually want
to utilize their maximum capacity through clients can be offered satisfactory types of
assistance. (Jean-Noël Kapferer and Bastien, 2012)
.Section B: Marketing Plan
Marketing goals and objectives based on marketing mix
analysis/situation analysis
MarketingGoals of Gucci:
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Fashion originators utilize imaginative thoughts and making extraordinary and
creative plans to make the clothing as the styles are fluctuated now and again
(individuals like to admire date and stylish)
Staying modern and in vogue so purchasers who worth looking new will keep on
purchasing their items.
Gain as many likes as possible and followers on social media platforms like
Instagram, Facebook, or luxury clothing magazines, because these would show a
high customer engagement, especially in the young generations.
The Marketing Strategies of Gucci:
Gucci uses particular focusing on system because of an exceptionally restricted
portion of clients.
Positioning of items as an image of value and zenith of Italian craftsmanship
withstylish chic clothing and embellishments slogan "quality is recollected long after
the cost is neglected"
Value-based situating techniques to situate itself as a lavish brand. They utilize solid
brand affiliation and positive disputable buzz like their "The GSPOT" promotion for
example.( Telegraph, 2015)
7Ps marketing strategy
The marketing blend is a gathering of interrelated factors which includes 7P's to fulfil
the objective shoppers over the peers of business association. The sound
showcasing plan of Gucci is utilizing 7P's of advertising blend is as per the following:
Item: The result of the organization should have quality, client support, accessibility
and marking properties. Gucci needs to satisfy the necessities and prerequisites of
their buyers with item and administrations of the organization.
Promotion: The successful correspondence with the customers utilizing showcasing
interchanges, individual selling, direct promoting and publicizing is called
advancement.
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Price: The estimating is the most significant piece of promoting blend, GUCCI needs
to utilize an evaluating technique which can counter its rivals and offer some
incentive added component to the customer.
Place: The accessibility of the item is significant for the development of the
organization. The store area should be congenial for the objective shoppers and
conveyance part should be acceptable on account of online business stages.
People: The people of the organization like administration, workers, client agents
and so on
Process: The cycles of the association should have client centred business tasks.
The principal objective of the organization is to give a client centred exertion to
dominate in the business.
Physical Environment: The client experience should be acceptable, for example, on
conveying the merchandise to buyers, organization's delegates should carry on
expertly .(Lamb, 2012).
Internal analysis of Gucci (SWOT analysis)
Strengths- Gucci is a fashion brand that is selling at premium prices needs a very
strong brand equity. Gucci’ brand ranks 38th in the entire globe in 2015 according
Forbes. It has about 500 stores crosswise several nations.
Weaknesses- One of the key weakness is that in fashion industry there is
constant change needed which affect the respective firm. A main point where Gucci
faces flask is in its promotion. It permanently utilises sexual innuendos and shows
the female in bad form cause of which it has repeatedly faced criticism over the
years.
Opportunities- One of the key benefit for Gucci is that fashion never ends.
FTrend keeps changing and someone who is at the begin of the line, will not
accomplishing sustainability that hard.
Threats- One of the major threat which affects the business of Gucci is high
compettion in fashion industry. There are number of competitors like Burberry, Next
plc, Zara and others.
External analysis of Gucci (PEST Analysis)
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Political- Gucci operates its business globally so the political influence such
regime change and the political movement regarding execution of certain laws could
have a very bas impact. Thus, the brand has to keep an eye on the political
environment of nation.
Economical-Less buying power due to pandemic is the key factor which
affects the economy of the firm. The pandemic of COVID 19 has locked people to
their houses and shut down businesses which affect the economic condition of
Gucci.
Social-The brand has always offered the effective quality goods such as fur
coats, leather bags and other items to its consumers. As a result, the venture has
made a strong database of loyal consumer over the years.
Technological- The good thing about this particular brand is already active
on diver socal media platforms and the brand has got number of followers. The
organisation should develop its online outlets like other firm to maximise the
conversion rate.
Marketing Budget
Tactical action plan
The tactical action plan would be represented through a Gantt Chart as it would
allow al the marketing and other functional departments in Gucci to work together
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punctually and efficiently. One of the main tasks in this Gantt Chart is the presence
of the Social Media Platforms and how they need to be continuously improved and
renewed with many other brand ambassadors suitable for the younger generations
as Gucci would never stand to have their clothes unfashionable.
Measures for monitoring and evaluating progress
The progress will be analysed carefully through social media impact, responses of
loyal customers, fashion critics and profit margins. Gucci is focused on proceeding
with the selection and checking of arrangements zeroed in on the monetary
sustainability of the inventory network and empowering the sharing of cycles
prompting the assurance of fitting expenses, concurred based on straightforward
strategies that offset business necessities with consistence with rules, and business
manageability. Gucci likewise requires all providers and sub-project workers to
conform to the organization's Sustainability Principles and to consent to
unannounced visits and reviews. Gucci will give the same level of professionalism
which is guaranteeing reasonable and straightforward correspondence with
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itsclients, which incorporates being continually mindful to their requirements and
future desired products
References
 Lamb, C.W., Hair, J.F. and McDaniel, C.D. (2012). Essentials of marketing.
Mason, Ohio: South-Western Cengage Learning.[Accessed 13/03/2021]
 Kotler, P. and Armstrong, G. (2018). Principles of marketing. 17th ed.
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Hoboken: Pearson Higher Education.[Accessed 13/03/2021]
 Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (2019). Marketing concepts
and strategies. 8th ed. Andover, Hampshire, United Kingdom: Cengage
Learning, Emea.[Accessed 13/03/2021]
 Bhasin H(2018 )Marketing Strategy of Gucci – Gucci Marketing Strategy
(online) https://www.marketing91.com/marketing-strategy-gucci/ [Accessed
13/03/2021]
 Jean-Noël Kapferer and Bastien, V. (2012). The luxury strategy : Break the
rules of marketing to build luxury brands. London ; Philadelphia: Kogan Page.
 Telegraph (2015) Controversial Fashion Moments, (online)
https://www.telegraph.co.uk/fashion/people/controversial-fashion-moments/
gucci-g-spot-advert/ [Accessed 12/03/2021]
 Debenhams Marketing Strategy & Mix (4Ps). 2021. [Online]. Available
Through: < https://www.mbaskool.com/marketing-mix/services/17268-
debenhams.html>.
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