Detailed Marketing Mix Analysis Report for Hard Graft Tools Business

This report provides a comprehensive analysis of the marketing mix for Hard Graft Tools, a company manufacturing power tools. It examines the significance of product features and benefits, the application of the marketing mix across the product life cycle, and the roles of direct and indirect distribution channels. The report also delves into intensive, selective, and exclusive distribution strategies, the creation of customer lifetime value through the customer life cycle, and the advantages of direct marketing. Furthermore, it evaluates the role of the product and place in the marketing mix. The report also emphasizes the importance of recruiting and training customer-facing and non-customer-facing staff, and evaluates the use of Customer Relationship Management (CRM) in businesses, highlighting the role of people in the organization's marketing mix and the significance of a competent workforce in achieving organizational goals. The analysis covers various marketing mix elements and their strategic implications for the company.

The Marketing Mix

INTRODUCTION
Marketing mix is an important foundation model of business that consisted the marketing
tools and techniques that helps to business in pursue marketing goals and objectives. In
marketing mix broadly the four marketing decisions consist that are product, price, place and
promotion. This report is based on the medium-sized company hard graft tools that manufactures
power tools and aimed to sell their products in retailer sector by eliminate the role of retailers.
This report is based on the significance of the each and every marketing mix tool in the business
decision making and role of services and various kinds of distribution channels. It also includes
importance of pricing and measurement of promotion. Further significance of selecting and
retaining one of competitive workforce and training. At last the role of marketing processes with
physical evidence.
TASK 1
(AC 1.1) An analysis of how the features and benefits of a product or service can be used in the
marketing mix.
In marketing mix the features and benefits of the product or services should be used to
deliver the right kind of knowledge about product should be displayed in it that helps in taking
decision making. In context of Hard graft tools which aimed to move in the retail and online
sector for that they have to showcase features and benefits of product. While affixed the pricing
organisation deliver important information regarding products and benefits associated with it so
that consumers easily ready to pay it (Abuznaid, 2012. ). Further while promote products and
services organisation have to deliver information about the products and how it is very much
competent from product of competitor. So in context of Hard Graft tools they showcase their
products features and benefits to reach at large no. of consumer base to remain always
competitive in marketplace.
(AC 1.2) A description of the use of the marketing mix at each stage of the Product Life Cycle.
In product life cycle majorly are five stages that are Development, introduction, growth,
maturity and decline stage and at every stage use of marketing mix is very much important.
Introduction stage: In introduction stage with help of marketing mix PLC entails about various
kinds of strategies to establish in market and build demand of product and services. As

consumers less aware about products so it helps to bring awareness in context of Hard graft tools
they use PLC to go with a systematic path.
Growth stage: In that stage consumers get aware about the product and gradually sales increases
and role of marketing mix is to create branding to differ from products to others in marketplace.
Maturity stage: In that Tier product comes into competition and marketing mix helps in that
stage to build loyalty of consumers by using special promotional tools and give incentives to
consumers that attract towards competitors brand.
Decline stage: In that stage marketing efforts get decline and if the consumers get success to
build loyalty of consumers then company can retain consumers during that stage (Christopher,
Payne and Ballantyne, 2013). In context of Hard guild tools at every stage of product use
marketing mix that helps to remain always competitive in the marketplace.
(AC 3.1) An analysis of the role of direct and indirect distribution channels.
Direct distribution channel which is a chain of businesses or various intermediaries by
which goods and services passes to reach at ultimate consumers. The major role of direct
distribution channel that it is one of cost effective and takes less time to reach at ultimate
consumer base to build effective image in front of consumers (Chikweche and Fletcher, 2012. ).
It is one of oldest form of selling products and used by majorly manufacturers that selling
perishable goods, expensive goods. In context of Hard Graft tools they use that channel by
eliminating the intermediaries to reduce the cost and time. On other hand in indirect distribution
channel in which manufacturer involves middleman to sell their products to ultimate consumers.
It should be one level, two level and three level channel. Indirect distribution channel helps to
enhance consumer base without facing challenge to get the consumers through door. It helps to
focus more on products, consumers needs and wants and increasing range of target market.
(AC 3.2) An analysis of the use of intensive distribution, selective distribution and exclusive
distribution in the market.
Intensive distribution is an marketing strategy that focus on placing products and services
in kinds of retail stores without using segmentation for frequently replenished products. The
main goal of that distribution to reach at large no. of consumer base by supplying products at
each and every sphere. The main advantage that includes revenue, goods, awareness and impulse
buying.

Selective distribution which is effective distribution strategy that used by high end brands
that willing to set some outlets at specific locations. That strategy of distribution used for those
consumers that are brand conscious and wants to purchase specific products and services.
Exclusive distribution is an kind of agreement in between the supplier and retailer with
exclusive rights within a specific geographical area to carry out product of suppliers to get
optimum outputs. So all kinds of distribution channels are very much important for an
organisation to reach products at consumer end.
An analysis of how a business can create lifetime value to the customer by using the Customer
Life Cycle (AC1 M1)
The customer life cycle is very much important for an organisation to provide goods and
services as per the choice of consumer taste and preferences in positive manner. In context of
Hard graft tools they believe in creating the lifetime value so that they remain competitive and
sustainable for the long time in the market. With the help of customer life cycle they able to
identify or evaluate the changing needs and wants of consumers and accountability of an
organisation to accord with the changes in consumers mind in positive manner. It helps to gain
competitive advantage by providing the accurate reasoning to the audience about how the
product distinctive from the competitors to gain competitive advantage. It rates the performance
that about consumers choice and preferences. Further it calculate the lifetime value that
consumer achieve from the particular product and services.
An explanation of the advantages of using a direct marketing channel. (AC3 M1)
Direct marketing channel proved useful for an organisation in collecting the valuable data
and information about the buying patterns of consumers with it helps to distinguish from the
competitors as it provides cost effectiveness and competency in the marketplace (Christopher,
Payne and Ballantyne, 2013). In context of Hard Graft tools by using the direct marketing
channel can save the cost and time which is one of valuable resources for an organisation to
remain always competitive and sustainable in the marketplace. So it able to satisfy in best
manner the consumers needs and wants in proper manner. It helps to respond in quick manner
about product performance and customer feedback and reach at the larger consumer base by
communicating them well.

An evaluation of the role of product in that organisation’s marketing mix (AC1D1)
Product is very much important element in the marketing mix as it elaborates about the
elements to build one of effective product and that are very much essential to sell a product into
marketplace. The main product of Hard Graft tools is that they manufacture the tools that are one
of important and valuable resources for the organisation as well as individual that helps to gain
competitive advantage in positive manner. Product plays a crucial role in developing the
marketing strategy for the overall planning and their implementation that includes the place,
price and promotions. So product are very much important to build a distinguish image in market
to gain competitive advantage.
An evaluation of the role of place in that organisation’s marketing mix. (AC3 D1)
Place in the marketing mix is very much important as it helps to reach at large no. of
consumers after evaluating their emerging needs and wants in positive manner. Place create a
distinctive element that helps to create a competitive advantage in order to put goods in a
systematic manner. In today's scenario the social media also work as an place to sell products
and services that are one of effective and easy approachable method. In context of Hard graft
tools they by using the online mode to distribute products and services to the ultimate consumer
base for gaining competitive advantage. In order to they located in the main locations so that
consumers can easily purchase their products and services.
TASK 2
Covered In PPT.
TASK 3
(AC 6.1) An analysis of the importance of recruiting the right people to become customer facing
staff in businesses.
Recruiting one of competent and right personnel for the organisation is very much
important for an organisation to get competitive advantage. In context of Hard Graft tools they
firstly find out the major skills and talent that are very much potential for their organisation and
then evaluate no. of employees required at that time in firm. With the help of selecting the right
kind of candidate helps to give one of best efforts that are require to gain brand loyalty. A
competent staff should be able to understand requirement of consumers and easily give one of

their best efforts by enhance their level of efficiency and successfully meet organisational goals
and objectives. When right candidate should be selected in organisation then organisation too
give appropriate work and remuneration that enhance their motivation level that eliminating
turnover rate that saves cost.
(AC 6.2) An analysis of the importance to businesses of training customer-facing and non-
customer-facing staff.
Every organisation wants that their teams get the great consumer experiences and they
regarded their consumers as first priority so that they get their attention. The staff members who
get the training should be better capable to provide one of best services to consumers (Menegaki,
2012). They have better experience to handle consumer grievances and leads towards higher
sales. In context of Hard Guilt Tools they provide training and development to their employees
so that they able to give one of best services to consumers. On other hand the non customer
facing staff that work on the back office and not directly contact with consumers but plays very
important role. The basic roles come under respective category are recruiters, product manager,
financial analysts, IT and environment/ culture manager. These all are very much important for
organisation to operate and give best experience to consumers indirectly if they not give their
best then training consumer facing not able to give their best.
Include an evaluation of the use of Customer Relationship Management in businesses. (AC6 M1)
CRM is very much important in today's business environment as consumers have
multiple choices to bought products and services. So by offering best services an organisation
can build them loyal consumers. In context of Hard graft tools they with helps of customer
relationship manager easily evaluate the needs and wants of consumers and also able to give
after sale services that are helpful in giving delighted experiences to them. The main task of
CRM is to improve the relationship of existing consumers, find out new and perspective
consumers and win back the former consumers. It helps to improve consumer retention.
Include an evaluation of the role of people in that organisation’s marketing mix. (AC6 D1)
People in the organisation are very much valuable assets and they contribute towards
achieving organisational goals and objectives (Menegaki, 2012). They helps to give competitive
advantage by delivering their utmost value with help of skills and capabilities. In context of Hard
graft tools for them people are very much valuable for them and they to keep them motivated

provides fair remuneration and training and development so that they can give their best in
organisational as well as individual development. To communicate on daily basis with sharing
potential knowledge and information with the clients helps to build a healthy relationship with
them. So organisation by providing rewards and appreciation with positive work culture can
retain employees in the organisation for long time.
TASK 4
(AC 5.1) An explanation of the role of marketing processes which take place with the customer
present.
Marketing process consist of the analysing opportunities in market, selection of target
market, development of marketing mix and managing efforts all are important part of marketing
which is very much important for an organisation to reach at their desirable goals and objectives
to remain always competitive in marketplace (Mintz and Currim, 2013.). All helps to find out
major opportunities that exist into marketplace by finding out gaps to perform and build products
and services as per the consumer needs and demand. In context of Hard Guilt tools they properly
evaluate each and every attribute to remain always competitive in marketplace.
(AC 5.2) An explanation of the role of marketing processes which take place before, during and
after the customer interface.
Marketing process plays very much important role in every stage of consumer interface
that should be understand by the following attributes that are as follows:
Attract:
In that process the people are strangers for organisation and they put efforts to turn them
into visitors by social publishing. In that process future consumer come into contact which is
before the service duration process.
Convert:
with the help of promotional tools and techniques organisation put efforts to give proper
knowledge and information to turn consumers into potential buyers. This come under during the
consumer interface stage. In which consumer should be influenced.
Close:
In that stage consumer should be lead to buy products and services to get potential
outcomes in positive manner.

Delight:
This is last stage in which after the sales organisation give delighted after sales services
to build loyalty in front of consumers. In context of Hard Guilt tools they by using the whole
process to give one of best experience to consumers.
(AC 5.3) An analysis of how the role of process in the marketing mix leads to customer focus.
The processes in the marketing mix are the steps that are essential to deliver the product
and services to the ultimate consumers. In context of Hard Guilt tools in which they follow a
systematic path to reach their ultimate consumers in positive manner. The major steps are
function, activities, processes and tasks (Shaw, 2016). With the help of process product reach at
ultimate consumers after analysing their hidden needs and wants in positive manner. With the
help of process maps employees make sure about that the nature of work is repeatable and
successful.
(AC 7.1) An analysis of the role of physical evidence in the marketing mix .
Physical environment is very much important for an organisation while change in
strategy as Hard Graft tools aimed to eliminate the role of retailer (Mintz and Currim, 2013).
As services are majorly intangible in nature and physical cues enables to consumers to evaluate
about product before purchasing it. In physical evidence consist of physical environment,
ambience, spatial layout, corporate branding and many more attributes that are directly
associated with identity and helps to consumers in buying decisions. The main goal of corporate
to choose right element by attracting the desired consumer profile. Physical evidence work as an
creating the face of product as consumer hears name of company or product offered by them
then image comes in mind of an individual. So in context of Hard Graft tools aimed to go online
and minimize the role of retailers in their business for that physical evidence plays major role by
designing best website to attract the consumers.
An evaluation of the role of process in that organisation’s marketing mix (AC5 D1)
Process is one of the important element in the service marketing mix that helps to achieve
the outcome. It helps to deliver the ultimate value by all elements of marketing mix. With the
help of process the feedback should be taken and altered in positive manner. In Hard graft tools
they use systematic process both in online and offline stores and then consumers pick their
products and pay to customer assistant. So processes plays very major role to deliver ultimate

goods and services to remain always competitive in the marketplace. It enables to retained the
consumers and other products and services should be extended and marketed by it. With the help
of process the needs and wants of consumers should be tailored on basis of different individuals,
while experiencing services at the exact time (Mintz and Currim, 2013.).. So it is very much
beneficial for an organisation to deliver right kind of products and services to the ultimate
consumers in effectively and saving the time and resources.
An evaluation of the role of physical evidence in that organisation’s marketing mix. (AC7 D1)
The marketing mix that are build after segmentation, targeting and positioning of factors.
The main objective of it is to object the right element that helps to attract the desired consumer
profile. In service sector it is very much crucial to attract the right segment and target to achieve
right segment that is only possible by physical evidence. The attractive logo of an organisation
proved beneficial for organisation as well as consumers to enlarge business opportunities in
positive manner. In it various factors are used that are ambience, layout and branding plays
major role to build a image in front of consumers to represent in distinctive manner to remain
always competitive in the marketplace.
CONCLUSION
From the above report it has been concluded that marketing mix is very much important
for an organisation to coordinate and direct each and every important attributes that contributes
towards organisational growth. In marketing mix pricing, promotions and physical evidence all
are crucial factors that enables to give best consumer experiences to consumers. So it is very
much essential to plan and coordinate in very careful manner so that desirable goals and
objectives should be achieve.

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Online:
Why hiring the right employees is key to customer happiness, 2019 [Online]. Available through.
<https://cloudcherry.com/blog/hiring-the-right-employees/>.