Marketing Essentials (Unit 2) Report: Marketing Mix and Strategies

This report, titled 'Marketing Essentials (Unit 2),' delves into the core concepts of marketing, examining the key roles and responsibilities within the marketing function. It explores the internal and external environments influencing marketing strategies, including SWOT and PESTEL analyses. The report further explains how marketing roles relate to the wider organizational context, outlining essential marketing functions such as research, production, and finance. A significant portion of the report is dedicated to comparing how different organizations, specifically Coca-Cola and Samsung, apply the marketing mix (product, price, place, promotion, people, process, and physical evidence) to achieve their business objectives. The report provides a detailed comparison of the marketing strategies employed by these two companies, highlighting their approaches to product offerings, promotions, and distribution channels, ultimately showcasing how they tailor the marketing mix to their specific goals and target markets. The report is a comprehensive analysis of marketing principles and practical applications.

Unit Title and Number: Marketing Essentials (Unit 2)
Table of Contents :
Introduction
P1 Explain the key roles and responsibilities of the marketing
function...3
P2 Explain how roles and responsibilities of marketing relate to
the wider organisational context.
P3 Compare the ways in which different organisations apply the
marketing mix to the achieve business objectives
Conclusion
Introduction:
Marketing is defined as a set of activities through which companies research
consumer demand, undertake specific actions to adapt the organization's activities to
the requirements and changes in the market. The perception of marketing as a
leading management function takes place at a certain stage and under certain
conditions. Each company is able to sell their products if they are well made, but ,
sales are not the most important element of marketing. The sales are only part of the
structure of marketing activity. Sales will be easy if companies are well aware of
market demand and changes and they are able to create the product desired by the
buyers such as: refine their existing products or create new ones that respond to
changes in consumer demand, companies have delivered the product at a time and

place where it is desired and they have taken action to create an interest and
preference for their products.
P1 Explain the key roles and responsibilities of the
marketing function
The marketing functions are vital part of any company. The key roles are internal
environment, micro and macro environment.
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The internal environment of the organization is a combination of resources and
integrated systems and management mechanisms. The management of an
organization is aimed at maintaining an appropriate balance between resources and
the integrated systems and mechanisms within it, on the one hand, but also to
ensure that resources, systems and mechanisms interact.
The concepts of strategic planning, choice of an appropriate strategy, analysis of the
organization's internal environment is SWOT Analysis.
SWOT Analysis It analyzes sufficiently accurately and objectively the strengths and
weaknesses of the organization as well as the revealing threats and opportunities
the organization may have in mind in making operational and strategic decisions for
its development
(swot analysis, 2017)
(Gancheva, 2019)
The organization's external environment is compatible with such factors and
organizations outside the organization that are in place and can influence the
potential activity and performance of the organization.
The marketing mix is other important part for successful marketing. This is
combination of product ,price ,promotion ,place ,process, people and physical
environment. For best results those 7 p elements they all need to be exchanged in a
way that is consistent with the distribution of marketing communications.
Product -Good product is the important of any marketing policy. Product can be
every service, idea or item that create and develop the right product to satisfy the
needs of the people. For the product is important also quality, design, benefits,
marking, packaging, service, warranty, advertising.
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Price-This is the value established by the seller and the buyer. Represents what the
company does offers as a price line, discounts, payment, crediting. Every company
has price strategy to save themselves from the competitors.
Place- exist many distribution strategy including intensive distribution where every
company trying to reach maximum number of merchant points and warehouses to
maximize market coverage and large sales volumes .
Exclusive distribution and franchising prefer to give the rights to sell their products
only to one trader.
Selective distribution this strategy is good for pre-selected goods when the buyer
compare the prices.
Promotion-can boost brand recognition and sales. Includes all actions that are
worthy of the company and product and persuading target users to buy customer
products To promote your product you have to impress your consumers with special
offers like Buy one and get one free ,with advertise on the TV ,Radio or other social
media. Also other type of promotion can be Word of mouth :this is recommendation
from the satisfied consumers .
People-the employees are very important, because they are the people who
deliver the service and companies need from high educated people, who can be
trained well to deliver good service to the clients.
Process-The systems and processes of the organization affect the execution of the
service. Have to be sure with the less cost you can deliver well your production .
Physical evidence-It is the physical evidence of a business’ presence and
establishment. A concept of this is branding. For example this can be Coca Cola the
leader for selling fizzy drinks or Mc Donald’s one of the most popular fast food
restaurants (The-Marketing-Mix-Debunked., 2019).
Macro environment using a method PESTEL.
Political, economic, social, technological, environment and legal.
Political-Marketing decisions are highly dependent on changes in the political
environment. The political environment includes: legal regulation by laws, regulating
and controlling the business of government and other bodies; changes in the country
and the world. The political environment and political changes generally have a
bearing on the conditions for normal business operations. Political stability and
predictability are prerequisites for a more successful business (Jurevicius, 2013)
Economic-The economic environment includes the general economic conditions in
the country over a period of time that affect the company's ability to serve its
customers. Economic marketing depends from few factors- consumer incomes,
unemployment, inflation and etc
Social-in this element is for population growth - population number, birth rate,
average life expectancy, because its gives an idea of the total number of potential
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users and is important for companies whose products are consumed only by women
or only by men.
Technological- factor determining the life of the people is the technology and
therefore one of the determining conditions for the effective development of
marketing and its successful adaptation to the needs and preferences of the client is
the use of the contemporary achievements of the scientific and technological
progress. People like technological innovations of new products (Jurevicius, 2013)
Environment- The ways in which nature affects the behavior of manufacturers and
the demand for the company's products are land, water, climate, availability and
access to raw materials, energy and energy sources, ecological status of the
environment and etc.
Legal- each country has own rules and regulations. Current laws affect all
marketing decisions and actions in companies: on product, prices, distribution and
communications. Current laws affect all marketing decisions and actions in
companies: on product, prices, distribution and communications (Jurevicius, 2013)
P2 Explain how roles and responsibilities of marketing
relate to the wider organisational context.
Each company must clarify what product it can and must produce, where it is in the
common market, its potential customers, what will be its market behavior, how to
improve quality and lower the price of its product. By developing the company's
marketing concept can summarize the answers to these frequently occurring
questions. A very common cause of company failure is the inability of its
management to correctly formulate a marketing concept for the company and follow
it closely.
Marketing function this is all actions like planning, analysis, organization, and
marketing controls that need to be carried out in their interrelation and dependence
in order for successful marketing.
The elements are:
1)Market function- research on consumer assessment and behaviour, research
and analysis of competitors and their products, analysis, organization and sales
control.
2) Competitors' analysis is an important uncontrollable factor in the marketing
environment, forming (together with consumers) the product structure and size of
production.
3)Production function where should research, organization and maintenance of the
positive and negative aspects of the company's behavior, products and competitor’s
prices and the pricing mechanism, technology and technology of production;
conditions and trends in product lines and assortment.
Production focuses on production program, production conditions, production
capacities, productivity, reliability of supply
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4)Research and development activity and investment for development, productivity,
improvement of production research methods, software development, research and
development of know-how, patents and licenses.
5)Finance capital and capital structure, hidden reserves, turnover and capital,
liquidity and turnover of capital
6)Human resources people, employability, participation in the production process,
remuneration policy, social security.
7)Level of planning, decision making methods, control, quality of management staff
8)Innovations- introducing market innovations such as opportunities for entering new
markets, absorbing new channels for innovation (Wood, functions-marketing-
business, 2019)
9)Sales and sales function where should research and sales forecasts by segments,
channels, prices, transport costs, preparation and contracting, transaction
analysis ,research and organization of logistics / physical movement and processing
of goods, resources, etc.
Other marketing function which is very important is advertising where should
organise , planning and control of advertising ,organise and control the design of
advertising and economic function analysis and control of revenue and expenses for
marketing activity (Wood, functions-marketing-business, 2019)
P3 Compare the ways in which different organisations
apply the marketing mix to the achieve business
objectives
Every company has their own marketing mix. It is main element of the business
strategy, including a set of actions the company uses to promote its brand / product
on the market.
Let’s compare Coca-Cola Company and Samsung Group
Coca-Cola Company –Samsung Group Marketing mix
7 P Marketing mix COCA COLA COMPANY SAMSUNG GROUP
PRODUCTS Coca Cola offer more than
3500 drinks and 500
brands all over the world
(80 drinks across 20
different brand only in UK)
sparkling and still drinks,
waters, herbal teas, juice
drinks and sports drinks -
some of which are
caffeine-free.
Samsung Group is one of
the world's leading
electronics
manufacturers .It offers
mobile phones, Smart
TV ,refrigerators etc. all
kind of electric devices
(about samsung,
2019)
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Popular products of
company are Coca Cola
original, Fanta, Diet Coke,
Sprite, Coca Cola Zero,
Smart water, Schweppes,
Fuze tea, Oasis juice and
etc.
Coca-Cola is a most
famous company, a
leader in soft drinks
industry
(packages/brands, 2018)
PROMOTIONS There are many
companies that spend
huge amount in
promotions and
advertisement of its
products and services. In
the advertise they showing
that in the summer time
the only what you need is
just bottle of cold coca
cola to make yourself cool
, but we all know the
famous ad with the family
polar white bears who,
even in cold winter days
(day and night), drink
Coca-Cola.
This is precisely what the
company's rewarding
strategy is - to show that
their product can be drunk
by people of all ages,
around the globe and at
any time of the day.
Company takes support of
social media in order to
promote its goods and
services. Furthermore,
many outdoor campaign
are organised by business
to make people aware with
its products and services
(www.coca-
colacompany.com,2019)
Samsung uses multiple
forms of promotions.
Every day we can see
they ad (especially for
their Mobile phones). They
gives many offers and
discounts to
its trade partners to
motivate them to sell
Samsung above
competition. Samsung
group gives also warranty
to their products. For
Home appliance is 5
years,
for oven microwave is
3,and for washing
machines is 11 years
(www.samsung.com,2019)
PLACE Coca Cola company has
global presence it
conducts its operation
across the world. It uses
direct and indirect both
distribution channels in
order to deliver products to
the consumers.
Present through various
channels in the market. It
works on the channel
marketing concept
wherein there are three
segments.
Sales and service dealers
-This sales channel is
associated with corporate
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sales, Modern retail-158
stores under Samsung’s
direct management in
Korea (Samsung
Sustainability Report
(2016) Samsung
Electronics).
Distributors-
regional, territory and
country distributors and
Online sales-Customers
can choose and order
Samsung products from
their official website.
PRICE Coca-Cola implements
competitive pricing
strategies, this aids
business in setting price of
its goods as per
competitor’s prices. This
helps in gaining
competitive advantage
and sustaining in market
for longer duration.
Presence in different
product categories,
Samsung uses various
pricing strategies.
Samsung usually puts
expensive price tags to its
latest smart phone and
other products with
advanced and innovative
features and capabilities.
Samsung applies
competitive pricing for its
home appliances products
and cameras so as to beat
the competitor claiming for
a share in these markets.
PEOPLE Their employees are
honest and intelligent.
Well motivated and
rewarded.
Hard working people who
are not tired from
innovation. Very positive
and always ready to help
PROCESS Not taking long process to
mix and blending, filling,
labelling,
coding,
inspecting,
packing and deliver the
product
They got different range of
products but the process
is difficult. They have to
make few tests before the
product going out for
selling. Durability , Visual,
Charge/discharge test and
etc
Psychical Evidence These beverages satisfy
the buyers' needs for a
tasty carbonated drink,
they are defined by them
as qualitative. Coca Cola
products are easily in
defied by looks because
They sell quality products
with long warranty. They
know consumers’ needs
and work hard for that.
Samsung adding new
technology, colour, and
quality in order to impress
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interesting design of the
bottle and red label (not on
all products) which
attracting the attention of
consumers.
Coca cola flavour in the
soft drink is only provided
by Coca Cola
the customers in the
market. Samsung is able
to make customer
feels reliable and
confidence towards its
business
TASK 4
Reflection
While conducting this study I have learnt many things, this group work has improved
my knowledge about marketing and its importance to business. I have learnt about various
frameworks of marketing that aid business in promoting the brand significantly. This is
helpful tool that supports organization in attracting new buyers and retaining them in firm for
longer duration. Group working has improved my working capabilities and I have developed
team building skills within me. I got to know if a person is working in a team or group then it
is essential to make good interaction with each other. If person fails to do the same then it
may affect business objective and team goal cannot be achieved. I contributed well in a
team and helped all team members. I lead my group members and made them understand
about models of marketing and how it is helpful for organization. I always tried to encourage
them and developing relationship with them so that all group members perform their task
significantly.
Earlier to this study my communication skill was not so good, but while working on
this project I realized that it is essential to have good communication otherwise individual
cannot perform their task properly. My communication skill has been improved to great
extent. I was not a good leader but while working on this project I got opportunity to lead few
people. I took it as a challenge and have worked hard to perform well. I guided my group
members well and have developed strong relationship with them. My leading capabilities
have been improved to some extent. Furthermore, I have good interest in operating new
software and using latest techniques. But I realized that it takes too much efforts to operates
and learn about new tools. I have to read a lot and have to take guidance from seniors. My
technical skills have been improved and now I am able to operate such software
successfully. I have learnt that the motivation is the essential element that makes people
able to work in group successfully. If the leaders do not encourage members then it may
create negative environment that encourages conflict situation at workplace. My searching
skills have been developed, now I am able to search on the content properly without any
trouble. But still I realized that I need to work on my written communication skill and problem
solving skills. This has assisted me in gaining idea of how to communicate with the group
members. It has supported the growth of the firm.
Conclusion
One of the main lessons we can learn from Samsung's and Coca Cola experience is
that the successful business model is formed as an interaction between local
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traditions and international influences. In other words, one business is above all
national before it becomes global.
Both companies performs effective and ongoing control over the implementation of
the intended marketing goals. The companies concentrates its control over: net
profit, market share, annual plan, profitability, marketing costs. By performing control,
the company compares the results obtained with the plan and thus monitors its
activities.
In conclusion, we can say that each company needs to find its successful model of
governance. Every successful companies, such as Samsung Group and Coca Cola
Company has achieved a high level of competitiveness and a strong position on the
global market for its independent planning and resource allocation and good
management.
Bibliography
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https://www.samsung.com/uk/aboutsamsung
aboutsamsung/sustainability/report-and-policy. (2016). Retrieved 02 24, 2019, from
samsung.com: https://www.samsung.com/uk/aboutsamsung/sustainability/report-
and-policy/
coca-colacompany.com. (2018). Retrieved 02 25, 2019, from https://www.coca-
colacompany.com
coca-colacompany.com/packages/brands. (2018). Retrieved 02 26, 2019, from coca-
colacompany.com/packages/brands:
https://www.coca-colacompany.com/packages/brands
Gancheva, R. (2019). Patent No. n.a. London.
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https://www.strategicmanagementinsight.com/tools/pest-pestel-analysis.html
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Wood, H. T. (n.d.). functions-marketing-business. Retrieved march 06, 2019, from
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Wood, H. T. (2019, 01 05). functions-marketing-business. Retrieved 03 06, 2019,
from smallbusiness.chron.com: https://smallbusiness.chron.com/functions-
marketing-business-32399.html
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Feedback on this coursework will be given to students on 1st April 2016
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