Analysis of Marketing Mix for Whitehouse Farm Shop, UK

This report provides a comprehensive analysis of the marketing mix for Whitehouse Farm, a family-run dairy farm in the UK. It examines the elements of the marketing mix – product, price, place, and promotion – and their impact on the organization's revenue. The report includes a SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats. It then proposes improvements to the marketing mix, including product diversification, competitive pricing strategies, expansion of physical stores and online presence, and enhanced promotional activities. Furthermore, the report explores the factors that Whitehouse Farm should consider for successful brand extension, emphasizing the importance of unique products, competitive pricing, accessible placement, and effective promotion. Finally, it highlights the key factors that contribute to a successful brand, such as consistent environment, technology adoption, fulfilling customer needs, environmental responsibility, affordability, and adherence to legal regulations. The report concludes with a summary of the role of marketing in enhancing brand image and driving organizational value.

INTRODUCTION TO
MARKETING

Table of Contents
1.0 INTRODUCTION ....................................................................................................................1
1.1 Overview of company......................................................................................................1
2.0 Elements of Marketing Mix and its impact on organization revenue..............................1
3.0 Improvement in components of Marketing Mix..............................................................2
4.0 Consideration of various factors for brand extension within mix elements.....................3
5.0 Various factors that makes an organization brand successful..........................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
.........................................................................................................................................................7

1.0 INTRODUCTION
Marketing refers to various set of tasks and activities which an organization process to
promote, communicate, deliver its product or service that brings value to its consumers (WHAT
IS MARKETING?. 2019). There are number of practices are involve such as product
identification, analysing demand of customers, setting price and choosing best distribution
channel for delivering final product. This written report provides information regarding
marketing mix of following organization and provides strategies how can business owner extend
its brand name within market. Further, this report explains STEEPLE and SWOT to understand
organization capabilities in macro environment.
1.1 Overview of company
Whitehouse farm shop is a small family-run business in streets of UK and operating its
business in form of dairy farm from past 50 years. Firm deals is variety of dairy products such as
cheese, milk, flavoured ice creams, home made cakes and many more (Sheth and Sisodia,
2015).
2.0 Elements of Marketing Mix and its impact on organization revenue.
Marketing mix is the blend of different elements that can be monitored by an
organization in order to stimulate consumers choice to buy their products and services. These
components are essential for company cause it makes product brand stronger and helps in
achieving competitive position within market. Whitehouse Farm required to implement these
properly so that their impact will be favourable in attainment of objectives (Wedel and Kannan,
2016).
2.1 Product: product refers to any tangible good or services that an organization offers to
its target customers in order to satisfy their demands and earn profits. Currently,
Whitehouse Farm is small company which serves small dairy product portfolio to its
customers such as cheeses, milk, cakes and pastries, short meat and egg products. The
impact of this element is negative on profits of firm because of other rivals which are
providing more variety of products like vegetables and fruits as compare to
Whitehouse.
2.2 Price: this element of marketing refers value or cost that required to be pay by
consumer in exchange of product or services. Whitehouse Farm is using low pricing
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strategy in which firm is charging less amount of rate including small percentage of
profit margin over its entire cost of production. All these products are sold out from
single farm shop. The impact of this component is adverse on total revenue of firm
because it earning less profits and sometimes gain loss due to which level of
profitability is low.
2.3 Place: this element refers to location or area decision where organisation delivers and
sell out its product to target market. Presently, all products are being placed and
deliver from particular outlet of Whitehouse Farm. This impact moderately over total
profits because they are running single shop due to which sometimes it happens that
they are unable to meet out every demand of its customers which in turn leads to
decrease in level of customer satisfaction (Wedel and Kannan, 2016).
2.4 Promotion: this element particularly refers to those activities through which an
organisation promote and communicate regarding its product to large audience. This
includes advertising, sales promotion, public relations, publicity etc. In present
scenario, Whitehouse is making use of chalkboards and posters for its promotional
activities beyond the farm to attract and communicate with its customers. This
strategy is outdated in terms of promoting its products because only few people got
aware who consider boards and posters also these can be ignored by individuals that
affect negatively on revenue of company (Sheth and Sisodia, 2015).
SWOT analysis of Whitehouse farm
Strengths
 Specialise in offer quality products.
 Deals in variety of products.
 Well known brand in terms of quality.
Weakness
 Offer limited products.
 Lack of physical outlets.
Opportunities
 Changes in needs and wants of
customers in terms of quality.
 Increase use of social media users.
Threats
 Competition from local players.
 Lack of digital media presence.
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3.0 Improvement in components of Marketing Mix.
Whitehouse Farm is currently operating its business at small level which is not much
profitable for company success. Company required to do some modification and changes in its
existing marketing mix plan so that it can effectively achieve its mission objectives and goals.
There are various separate strategies that can be used by firm for purpose of brand extension and
its long term growth.
3.1 Product: Whitehouse Farm can adopt product diversification strategy for its brand
extension in which company required to add more diversified products in its current
portfolio like organic vegetables and fruits, fresh juices, along with cakes company
can offer variety of breads also. This strategy can easily use by firm in order to satisfy
the different demands of customers which in turn enhance the revenue and customer
base (Séraphin and Gowreesunkar, 2017). Another reason behind effectiveness of this
strategy is that by offer variety of products Whitehouse farm can attract large number
of customers through which can sustain in market for long run. Further this will
provide competitive advantage to company.
3.2 Price: Whitehouse Farm can choose competitive pricing strategy for its different
range of product as compare to its competitors. This helps firm to earn high profit
margin and attract new customers as they get options to choose product at identical
prices. This strategy can implemented by company as it can able to sustain in market
for longer period of time and helps firm to grow steadily. Through this strategy
business owner can smoothly regulate the moves of its rivals (Séraphin and
Gowreesunkar, 2017). Feature of this strategy is that in this company set prices of its
products lower than its competitors through this Whitehouse farm can market share of
its competitors and can generate a large number of revenue. Further, with adoption of
this strategy company can retain its customers for long time period.
3.3 Place: Whitehouse Farm can go for expansion strategy where firm is required to
open physical stores in different location from outside the farm. Moreover, company
can build online websites through which it can easily reach out to more customers.
Also company can create huge supply and distribution channel network so that it
enable them to deliver its products through out state and country. Firm can formulate
and implement this particular strategy cause it helps them to effectively channelise
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and position their products. Further this strategy, helps the company connect with
more buyers and able to identify their different needs and taste so that they can
produce likely products (Roberts, Kayande and Stremersch, 2019). Promotion of
products through online platforms or connect customers with help social media sites
is one of the best strategy that a company could adopt in today’s time. With effective
adaptation of this strategy Whitehouse farm can communicate with large number of
customers and by make them about the features of its products and services company
can achieve its set sales and profit objective.
3.4 Promotion: Whitehouse Farm can opt online social marketing, audio and visual
advertisements through TV, radio broadcast or newspaper. Company required to
create attractive tag lines, packaging so that it can be recognizable by customers at
first instance. This helps organization to cover wide range of area and these strategy
can not be ignored by people frequently. This strategy can be implemented by firm as
its helps in generating brand awareness, display proper information regarding product
features, increase firm sales volume. Further, it generate more profits for Whitehouse
Farm which in turn expand the productivity and profitability (Roberts, Kayande and
Stremersch, 2019). Overall promotion through help of online social media platforms
is best and effective for Whitehouse Farm as with this company can reach thousand of
customers which is very essential in order to sustain in market for long run.
4.0 Consideration of various factors for brand extension within mix elements.
There are various factors that need to be consider by Whitehouse Farm in order to extend
its brand and achieve competitive advantage. These factors are related with product, price, place
and promotion. In case of product, company required to manufacture unique and innovative
product that must not provided by other rivals also it must grab attention of its customer. In case
of price, company must focus on setting exclusive price that consumer are able to pay. In case of
place, firm require to position its products and open its store in those area which are
approachable by customers. In case of promotion, company require to choose those promotional
activities which are helpful in attracting large customer base.
5.0 Various factors that makes an organization brand successful.
Organization can make a good brand by clearing its focus about what its has to achieve in
future, has complete knowledge related to its target customers and competitors. It has a ability to
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convey message that a company wants to communicate with its audience. There are numerous
factors which helps in building effective brand image and provides value to its customers.
 A good brand is one that maintain continuous and consistent environment in firm. In
context Whitehouse Farm, political factors of country are stable which creates an
opportunity for company as they can play safe and sustain flexibility in organization so
that it can easily adapt external changes and can modify its policies accordingly (Nieves
and Diaz-Meneses, 2016).
 An effective brand is one which efficiently make use of updated technology in its
business operations. In case of Whitehouse Farm, company make use of digitalization as
it promoting its products through social media via internet. It bring immense opportunity
for company to interact and communicate with wide range of customers. This will create
strong and loyal customer base for organization while in turn increase in company's
profits (Armstrong and et. al., 2018).
 A powerful brand refers the one which fulfil different need and demands of consumers on
proper time. In context of Whitehouse Farm, firm provides variety of diversified products
which in turn satisfy various different requirements of its customers. Also, it helps the
organization to be pioneer in market and fetch the opportunity of emerging demands on
basis of which firm can innovate and modify its product range.
 An effective brand in one which do not impact adversely on climate. In case of
Whitehouse Farm, it produce organic and fresh food items made up of natural ingredient
without any chemical preservatives. This brings opportunity for firm to serve natural and
pure products to those customers who are health conscious. This will enlarge and attarct
those people who prefer natural organic products. Ultimately, company can gain
powerful customer base and enhance its revenue (Fill and Turnbull, 2016).
 A good brand is one which economically affordable by all. In context of Whitehouse
Farm, firm sell its products at affordable prices after considering its competitors pricing
strategy. It creates strong customer base as they get quality and natural food items at
reasonable prices.
 An effective brand is one which consider all legal laws and regulation to formulate its
strategies and implement its policies. In case of Whitehouse Farm, company follows
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entire laws related to food production which helps them to strategize what type of
material can be used to manufacture the product (Armstrong and et. al., 2018).
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CONCLUSION
From above research it can be concluded that marketing function plays a significant role
within organization. It help out a company to reach out and communicate about its product
features to targeted customers. It aid the firm to enhance its brand image and overall value of
company. Marketing is a helpful tool in promoting new product and services which are to be
introduced by the company. There are number of strategies used by an entity for purpose to
extension of value of their brand such as pricing strategies, promotional tools. It is useful
function for research and development that suggest new innovations and modification in product
portfolio. Further, it helps in acquiring new markets in product and market development.
Moreover, it provides effective ways to engage and attract new people and boost up the sales of
company which in turn enhance the profitability of organization.
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REFERENCES
Books and Journals
Armstrong, G.M and et. al., 2018. Marketing: an introduction. Pearson UK.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Nieves, J. and Diaz-Meneses, G., 2016. Antecedents and outcomes of marketing innovation.
International Journal of Contemporary Hospitality Management.
Roberts, J.H., Kayande, U. and Stremersch, S., 2019. From academic research to marketing
practice: Exploring the marketing science value chain. In How to Get Published in the
Best Marketing Journals. Edward Elgar Publishing.
Séraphin, H. and Gowreesunkar, V.G., 2017. Introduction: what marketing strategy for
destinations with a negative image?. Worldwide Hospitality and Tourism Themes.
Sheth, J.N. and Sisodia, R.S., 2015. Introduction: Does Marketing Need Reform?. In Does
Marketing Need Reform?: Fresh Perspectives on the Future (pp. 11-20). Routledge.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing. 80(6). pp.97-121.
Online
WHAT IS MARKETING?. 2019. [Online]Available
through<https://marketinginsidergroup.com/strategy/what-is-marketing/>./
(Armstrong and et. al., 2018) (Fill and Turnbull, 2016) (Nieves and Diaz-Meneses, 2016)
(Roberts, Kayande and Stremersch, 2019) (Séraphin and Gowreesunkar, 2017) (Wedel and
Kannan, 2016) (Sheth and Sisodia, 2015)
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