Marketing Management Report: Mars Corporation Strategies and Analysis

This report provides a comprehensive analysis of Mars Corporation's marketing management, focusing on practical applications, techniques, and methods. It begins with an introduction to marketing management, defining key concepts and philosophies, including consumer, competitor, and inter-functional orientations. The report then delves into the strengths of Mars' holistic marketing approach, emphasizing its ability to attract new business and address consumer needs. Part 2 examines the dynamics and trends within the confectionery industry, including an evaluation of Mars' internal and macro environments using PESTLE analysis to assess political, economic, social, technological, legal, and environmental factors. The report highlights challenges such as sourcing and economic influences. The analysis provides insights into the company's strategies and their effectiveness in the context of the competitive landscape and consumer behavior. The report concludes with a summary of key findings and recommendations for enhancing Mars' marketing performance.

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
1. 1 Definition of marketing .......................................................................................................1
1.2 Marketing philosophies and concept ....................................................................................2
1.3 Strength of Organisation Approach to Marketing.................................................................4
Part 2................................................................................................................................................4
2.1 Confectionary Industry-Dynamics and Trends.....................................................................4
Part 3................................................................................................................................................9
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................13

Illustration Index
Illustration 1: Pestle analysis ..........................................................................................................9
Illustration 2: 7 p's marketing mix.................................................................................................14

INTRODUCTION
Focussing on the practical applications of market-orientation, techniques and methods
within enterprises and organization, along with managing marketing-resources of firm is termed
as the marketing-management (Bakerand Parkinson, 2016). The discipline of organization is
used as a tool for focussing on these various aspects. For increasing the customer base, changing
the opinions of customers about the firm's products and enhancing the perceived value of
company as well, effective marketing management plays an important role.
The report is in context with Mars which is a global manufacturer of confectionery, pet
foods and various other types of food products. It is an American based organization famous for
its products such as Mars bars, Milky Way, M&M's, Skittles, Snickers and Twix. They produce
some non-confectionery snacks as well. It is considered as the top Large FMCG Company
among UK's best workplaces. It is ranked as the 13th best workplace among the Great Place to
Work in UK. The report throws light upon the ways in which effective marketing management
can lead to enhancement of the cited organization.
Part 1
1. 1 Definition of marketing
Marketing is an organizational function along with this they are having a philosophy of
business and a set of different processes so that they can create, communicate and deliver the
value to consumers. Along with this it helps in providing proper satisfaction to consumers. It is a
managing proves which are responsible for identify and anticipate the requirements of consumers
and fulfill them so that they improve their profitability. Marketing management is the art as well
as science of choosing the target market and keeping and growing consumers by creating,
delivering along with the communicating to the superior consumer value. There are three
different concepts of marketing which can be used by MARS. Marketing is a consumer oriented
process (Hollensen, 2015). Along with this they have to do proper marketing activities and these
activities should be proper co-ordination so that MARS can improve the sales and attain
objective leads to profit maximisation. Marketing orientation is a business model which focuses
on delivering products and services and these merchandise are designed according to consumer
needs, desires and requirements so that they can make the production efficiently and effectively.

1.2 Marketing philosophies and concept
There are three components of marketing orientation which is used by MARS and mainly
focuses on long term profit.
 Consumer orientation – Consumer orientation establishes as well as monitors the
standards of satisfaction of consumers and strives to meet the needs and expectations of
end users which are related to product or service which are sold by business.
 Competitor Orientation – When a business is having high competition, it helps in finding
strengths and weaknesses which are related to its competitors. A performance evaluation
includes the production efficiency, pricing as well as delivery times. Moreover, it helps in
providing proper satisfaction to consumer doing innovation and creativity. Further, it
helps in employee retention as well as market share.
 Inter functional coordination – It is a study in which communication as well as sharing
the information or data along with this they have to utilise the proper resources so that
they can collaborate the different departments or the functional areas. Along with this it
helps in maintaining the relationship among employees in MARS.
Marketing is necessary in MARS which helps in making assumptions so that they can adds
the value to the business entity, consumers as well as society (Kotler and et.al., 2015). Along
with this the profitability of MARS is dependent on the value it helps in exceeding the costs
which involved in creating a product.
Philosophy Concept Focus of marketing Aim
Holistic philosophy
of Marketing
This concept has to
recognize the scope,
complexities as well
as inter dependencies
of the marketing
activities.
This concept focuses
on the relationship as
well as performance
of the employees and
also the internal
marketing.
This concept helps in
maintaining the
consumer
relationship as well
as co-creation of
value so that they can
earn and utilise
maximum
profitability for the
long term period.
Marketing
Philosophy which
includes the different
marketing concept
In this employees
have to do market
research so that they
can identify the
needs and wants of
In the whole
company they have
to put more efforts so
that they can achieve
the consumer
They can earn
maximum profit by
providing the proper
consumer
satisfaction.

consumers. They
have to achieve
organizational goals
so that they can earn
profits from their
competitors.
satisfaction and attain
an objective of profit
maximization.
Selling philosophy In this concept,
MARS have to
produce existing
products which are
already present in the
market. Along with
this they have to
create sales
transactions.
They have to do
proper promotions as
well as selling
energetically.
In this concept,
profitability of
MARS improved via
sales volume.
Production
philosophy
It helps in assuming
consumer demand for
the product
availability as well as
affordability.
It assists in
improving the
production of the
products and the
distribution of
merchandise
effectively and
efficiently.
This concept helps in
improving and
increasing the
profitability through
efficiency.
Product philosophy It helps in doing
proper research and
they have to do the
proper assumption
for consumer demand
for product quality,
performance as well
as features.
In this improvements
as well as
development of
merchandise is
necessary (Medlik,
2016).
By providing proper
and best quality
MARS can attain
maximum
profitability.
Along with this employees of MARS have to do proper marketing mix in which they are
having 7P’s which helps in selling the products in a proper manner and by that they can attain
goals and objectives. Marketers of the company decide the different features which help in
improving the existing products or services. Along with this they have to set the price according
to the income level of consumers and those places where they can sell their products and offers
the services. Further, they have to make proper budget so that they can do proper spending on
advertising, sales, the Internet or mobile marketing.

1.3 Strength of Organisation Approach to Marketing
MARS is using Holistic approach is based on development, design, and implementation
of marketing processes along with the business activities that recognize their breadth and inter
dependencies. According to Layton, (2015), it was depicted that holistic marketing helps in
attaining goals and using appropriate resources in the different departments. This concept helps
in attracting new business as it helps in generating and leading to a strong position so that they
can attain goals.
As per the views of Hollensen, (2015), it was reflected that by using this concept they have to
focus on the problems which are facing by the consumer and they have to resolve that so that
they can attain the goals and objectives and by that they can earn maximum profitability as well
as productivity. It helps in identification of needs and wants of the consumers so that they can
make a product according to the needs and they have to use appropriate resources. A holistic
approach includes the marketing, sales as well as business development so that MARS can attain
targets. When MARS aligns common goals and vision in different aspects so that they can
improve and enhance productivity and proficiency.
Part 2
2.1 Confectionary Industry-Dynamics and Trends
The actors and forces outside the era of marketing which affects the marketing-
management's ability for developing and managing successful relationships with the targeted
customers are included within the marketing-environment of an organization (Bojanic and Reid,
2016). So Mars confectionery includes the following:
 Internal environment includes top management which affects the marketing plans.
 Micro Environment includes all the forces that are in close relation to the firm and have
an impact over its ability to serve the customers.

 Macro environment includes all the major societal factors affecting the performance of
organization.
Evaluating Internal environment of Mars
The top management of Mars is much diversified and always tries to do their best to role
model their leadership, work, and relationships with others (Chernev, 2014). All the associates
are given equal opportunities. For implementing each and every strategy, they effectively engage
with other staff members. Building strong relationships with the associate is the key to deliver
quality products on a long term basis. Therefore, such positive environment motivates the
organization because to achieve success in the confectionery sector.
Evaluating the macro environment of Mars
The evaluation of macro environment of Mars can be carried out effectively with the help
of PESTLE analysis (Dekker, Inderfurth and Wassenhove, 2013). The various political,
economic, social, technological, legal and environmental factors which affect the performance of
Mars have been analysed below:
 Political factors: Mars Inc. has been criticized because of sourcing its chocolate from the
western country of Africa that is the Ivory Coast. The reason is that, in Ivory Coast cocoa
trade is used for funding of conflict that accounts about £60 million annually. It serves as
the provider of nearly 40% of the world cocoa. The allegations claim that the profits
which are earned from cocoa business are directly invested in the government funds
(Foxall, 2014). These funds are utilized by their government to fund their ambivalence
with the rebels. In response to this, the rebels directly extort money from industry to try
transporting of cocoa through its region. Pressure is being applied over Mars for
identifying the involvement of cocoa from Ivory Coast. This is in order to strive for
becoming free from the conflict cocoa.
The trend of sustainability and fair trade followed by Mars has been criticized
because of application of tactics which are putting cocoa farmers on verge of slavery
(Fry, White and Tjondronegoro, 2014). They are forced to turn a major part of their land
for farming of cocoa rather than arable- farming. Henceforth, entire community is reliant
over the cocoa market. This leads to manipulation of prices of cocoa by the global

conglomerates. As a result, the producer is deprived of the raw-materials fair
pricing.
The manufacturing of Mars products in UK has a certain influence of legislative
requirements of nation that is hosting or other parties such as European Union.
Therefore, Mars has to meet the legislation standards in terms of food and safety for
selling their products to the consumers. Also, it has to face legislation in relation to
advertising.
 Economic factors: The infestation of cocoa plantations by Asian moth in Papua Guinea
led to very high prices of Mars bar.
The recent growth in the chocolate market that too of high quality have made a trend that
the chocolates should have a better quality in order to achieve brand recognition. This
growth did not have a positive impact over Mars Inc. Mars believes in delivering quality
products to its consumers at an affordable price (Kotler, Ancarani and Costabile, 2014).
Henceforth, this inexpensive and generic nature of Mars is a point which will
definitely affect its economy.
The developing economies of India and China are seen as an untapped market for
the consumers. For marketing in these economies, Mars needs to imply a unique strategy.
The reason for this is that, these countries are not considered as the great consumers for
chocolate. Also, in many geographic areas of both nations concerns about refrigerating
and melting of chocolate will be there. So marketing in these countries will definitely
affect the economy.
 Social factors: The decision of introducing animal rennet in its chocolate bar resulted in
backlash. Therefore, persons having a social conscience in terms of treatment of animals
highly criticized this decision of Mars. As a result of this, Master foods took a U turn
over the business decision.
The consumers have become socially aware about practices followed by the cited firm to
produce cocoa. For using the “child slave labour”, they were highly criticized as well.
Depriving of consumers of choice is seen because production is not carried under the
banner of ethical or fair trade (Mahmood, Zubair and Salam, 2015). The market in the
fair trade usually demands creation of higher quality and premium priced

chocolates. The affluence towards the western lifestyle has led towards chronic
obesity and also health problems. So pressure has been increasing the nutritional
value of their products by decreasing the high fat and high- sugar content. After facing
criticism for advertisements that aimed at children, they decided to move away from
specially targeting at children. Furthermore, any sort of reduction in cocoa production
will ultimately have a major impact over 26 million people who are reliable over
chocolate industry. This may also include approximately 6 million farmers getting
affected. Technological factors: In order to improve the production yields and enhancing the
production levels with reference to future, investment over the research and development
department is being done by Mars. They are aiming of developing cocoa trees which will
be disease resistant for prevention of any sort of catastrophes. This will in order ensure
that the suppliers deliver Mars with good quality cocoa. Legal factors: There are many lobbyists who carry campaigns for restricting
advertisements of chocolates or for reducing the sugar & fat content in them. They may
also demand for having a health warning on the chocolate labels. All this might involve
the role of legislation. As a result of this, chocolate may be vilified and become a socially
unacceptable element. Overall this will definitely the sales of Mars. Henceforth, Mars
needs to follow the food safety and trading standards legislations in order to legally
satisfy others and stay in market.
 Environmental factors: Production of chocolates involves generation of waste. However,
the waste generated is fed to piglets. And the animal waste that is generated is used as a
fertilizer. The gases formed as result of fermenting the waste of animal is used for
production of electricity. These innovative measures have reduced the costs of business.
However, a huge amount of wastes is generated by the plant s of Mars which offsets such
innovative measures (Meffert, 2013). Attempts are being made by Mars for reduction in
the amount of plastic that is used in the packaging.


Evaluating Micro environment of Mars
For effectively evaluating the performance of an organization, evaluating the micro-
environment will be very much effective. Employees: The efficient performance of employees ensures that the organization is able
to deliver quality services and products to the consumers. Mars utilizes its resources fully
so that no wastes are generated. Also, the culture is highly diversified and as a result
effective leadership from associates ensures that the employees work beyond their limits
to deliver quality products. All of them work as a family. Suppliers: Mars now incorporates new responsible sourcing criteria in each level of the
process. The supplier location is analysed systematically. In addition to this further
analysis of risks that are involved with inclusion of sourcing metrics responsibility in the
scorecards of commodity. A supplier code of conduct is carried out by Mars to analyse
the responsible sourcing suppliers. With this they have to satisfy the legal requirements of
the organization. Management: Associates of Mars work consistently for enhancing the performance of
organization as a whole. They work mutually. Effective training and learning
programmes are organized for the employees and other staff as well. Financiers: The annual revenue of Mars is nearly about USD 33 billion. So financiers
play a major role. For carrying out various activities such as reduction of waste methods,
Illustration 1: Pestle analysis

investment over the research & development department is needed. So it has to be made
sure that the financing is done effectively (Orriols-Puig, Casillas and Lee, 2013).
Moreover, adoption of advanced technology based machineries that will be used in
production, also involves high costing. UK has a very high no. of chocolate consuming
customers. So, production has to be carried out at a fast pace. So proper financing will
ensure that the services are carried out effectively. The cited firm needs to attract the
financiers and investors with their innovative methods so that they can deliver quality
chocolates which will also be having high nutritional element.
 Customers: These are the key players who determine the success of an organization. So
focus should be paid over them. The customer will only be satisfied if quality of the
service or product is high. The requirements and wants of customers have to satisfy by
the quality that the cited firm is delivering (Peters, Vanharanta and Johnston, 2013). The
customer is treated like a boss at Mars. Many firms claim to deliver quality products but
only few of them are able to match with the commitment made by them. However, Mars
satisfies its consumers by raisin g its standards in terms of quality. Also, it maintains a
proper balance between the benefits of the company and pricing done to attract
customers. The prices are obtained by giving the highest priority to customers but they
ensure that the firm is benefited from it.
Part 3
The brand recognition of Mars is so high that many career opportunities can be found out.
Furthermore, the quality of the products served by Mars is very much enhanced that is the centre
of attraction for consumers all over the world (Sheth and Sisodia, 2015). The way in which
customers are treated is given the highest priority. This arises the opportunity of achievement of
high brand equity. Also, the five principles that are followed by it allow them to work as an
efficient team. These include quality, responsibility, mutuality, efficiency and freedom. By
following these 5 key principles the employees and associates are able to deliver affluent
services to the customers. As a result, the sales are affected and the opportunity of enhancing in
the market is increased. Furthermore, the culture of the cited firm is diversified and effective
leadership skills ensure that employees are able to perform their duties effectively. This aids in
providing more employment opportunities to people. Opportunities are also provided in terms of