Marketing Essentials Report: Parcelforce's Marketing Mix Analysis

This report provides an in-depth analysis of marketing essentials within the context of Parcelforce Worldwide. It begins with an introduction to marketing and its core roles and responsibilities, followed by an examination of the interrelationships between marketing and other functional units within the organization, such as HR and finance. The report delves into the specific marketing functions, including distribution, pricing, and marketing analysis, and how they integrate with other departments. It also explores the various tactics employed by Parcelforce to achieve its business objectives, such as increasing brand awareness and sales, along with the application of the marketing mix (product, price, place, promotion, process, physical evidence, and people) to meet customer demands and increase profitability. The report concludes by summarizing the key findings and emphasizing the importance of marketing in driving organizational productivity and growth.

Running head: MARKETING ESSENTIALS
MARKETING ESSENTIALS
Name of the Student
Name of the University
Author Note

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Executive Summary
The main aim of this report was to understand the interrelationships between marketing and
other functional units of the Parcelforce worldwide Organization. Apart from this the report
also dealt with using of different tactics by organization to achieve their overall objectives.
Furthermore, with the implication of marketing mix strategy, Parcelforce tends to meet the
demands and requirements of the customers and accordingly can increase their profit.

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Table of Contents
Introduction....................................................................................................................3
Roles and responsibilities of Marketing.........................................................................3
Interrelationship between marketing and other functional units....................................3
Marketing function and other functional units of the organization................................4
Different tactics applied by organization for achieving business objectives.................4
Marketing plan...............................................................................................................4
Application of marketing mix to achieve business objectives.......................................5
Conclusion......................................................................................................................7
References......................................................................................................................8

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Introduction
The term marketing refers to certain values and norms that are required for
developing values for customers and clients. As business in the present day are competing to
become a leader in market sphere, therefore marketing plans plays a major role by developing
effective marketing strategies (Vargo, Lusch and Akaka 2014). The paper elucidates on the
role of marketing, the interconnection between marketing and other functional units and the
application of marketing mix to achieve business objectives.
Roles and responsibilities of Marketing
In business context, marketing has been identified as the management method that is
responsible for providing satisfaction to customer along with identifying the requirements of
the clients.
In case of Parcelforce Worldwide Organization, the role of marketing helps to
determine customers need and also tries to target its potential customers. With the help of
marketing, the industry has expanded its business through online marketing and with
campaigns that targets their potential and existing customers (Khazabi 2017).
Interrelationship between marketing and other functional units
In Parcelforce worldwide, there are various functional departments that are
responsible for carrying out different activities within the organization. The functional
departments of the organization consist of HR department, communication, finance,
administrative department and more. One of the major marketing functions of the Parcelforce
organization is pricing, therefore interrelationship of the functional units with the marketing
functions will provide better and smooth functioning of the organization (Mizutani, Uranishi

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and Nakamura 2014). For instance, as the Parcelforce aims in providing cost effective
services to its customers, therefore, interconnection with finance department with marketing
function will help them to remain profitable in the market.
Marketing function and other functional units of the organization
In case of Parcelforce, the major key marketing function includes distribution, pricing
and marketing analysis. The functions of marketing are interlinked with other departments of
Parcelforce in order to have accurate information for formulating better marketing strategies
(Vargo, Lusch and Akaka 2014). For instance, in case of setting better pricing strategy, it
requires the help of the finance department of the Parcelforce organization.
Different tactics applied by organization for achieving business objectives
The main objective of the Parcelforce Worldwide Organization tends to provide better
products to its customers at affordable cost, and to provide a healthy workplace to the
employees. From time to time the organization measures the performance level of employees
and accordingly provides incentives and rewards (Hillebrand, Driessen and Koll 2015). Other
tactics to target new customers, Pracelforce started to invest in advertising channels such as
local radio to target more customers from worldwide.
Marketing plan
Marketing plan helps the Parcelforce Organization to work on their products and
services in order to meet the requirements and demands of the customers.
Marketing objectives of Parcelforce Worldwide:

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 The main objective is to increase brand awareness among the existing and new
customers.
 Increase in sales, by decreasing the price of the services, thus increasing
company’s productivity.
In order to evaluate an appropriate marketing plan, the Parcelforce Worldwide can
apply the cost-profitability analysis so that with the implication of cost allocation strategy, the
organization can perform well (Barrett and Weinstein 2015). This is mainly done through
income, cost and profit across different attributes for business organization. By applying this
marketing plan, the Parcelforce Worldwide can analyze the cost from the sales and
accordingly can generate the amount of profit.
Application of marketing mix to achieve business objectives
PRODUCT Being one of the largest organizations, its
main product and service is the International
Datapost Service, that aims to deliver parcels
at high and low speed and accordingly
customers can select their products.
PRICE In order to target customers, the organization
negotiates prices with their customers
regarding volumes, weight and more (Feng,
Morgan and Rego 2015).
PLACE Located internationally, focus on delivering
parcels worldwide, also linked with post

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offices to give more focus in C2C customers.
PROMOTION Parcelforce uses online advertisement
channel, promotional campaigns to target
customers. Major promotional strategy is the
use of direct mail to attract their existing
customers regarding new services.
PROCESS To higher their revenues, Parcelforce focus
more on the process of pricing strategy. So
that customers from all sections can avail
their services.
PHYSICAL EVIDENCE The organization is located in central market
in every country that can be accessible from
all locations. Prior to that it has major
equipments that tend to deliver parcels at
high speed.
PEOPLE People consider the most important factor, as
the productivity depends on customers and
employees. It uses various programs to gain
the loyalty of its targeted people.

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Conclusion
From the above report it can be concluded that marketing plays an important role in
increasing the organization’s productivity. The Parcelforce worldwide implies marketing mix
to develop better marketing strategies to increase their growth and to fulfil the demands of the
customers.