Marketing Role, Structure, and Operations at Bulb Energy Ltd

This report provides a comprehensive analysis of marketing principles, focusing on the case of Bulb Energy Ltd. It begins with an executive summary and introduction, defining marketing and explaining the marketing process. Section 1 delves into the marketing role, defining marketing, explaining the marketing process, and applying the PESTEL framework to analyze the external environment affecting Bulb Energy Ltd. Section 2 examines the marketing structure and operations of the marketing department, emphasizing its importance and functions, and its relationship with other departments like HR and finance. The report concludes with recommendations based on the analysis, supported by references to relevant literature and online resources. The report highlights the importance of market research, competitive analysis, and the integration of marketing with other business functions to achieve organizational goals. It emphasizes the need for adaptability and strategic planning within the dynamic energy market.

Marketing essential

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................4
INTRODUCTION...........................................................................................................................5
Section 1: Marketing role ................................................................................................................5
Definition of marketing:..............................................................................................................5
Explanation of concept of marketing process.............................................................................5
PESTEL framework....................................................................................................................6
Section 2: Marketing structure.........................................................................................................7
Structure and operations of marketing department.....................................................................7
Importance of marketing functions to other departments:..........................................................8
CONCLUSION & RECOMMENDATIONS..................................................................................9
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
Marketing is the through study and management regarding exchange relationships, which
is a business process to create a strong relationship to satisfy consumers wants and needs. For an
organisation marketing process plays very crucial role in order to identify both internal and
external factors which directly influence their business activities. To fulfil objectives marketing
department has follow a structure and operations to fulfil goals and objectives. Marketing
department has a close relationship with other department to comply with changes and functions
smoothly.

INTRODUCTION
Marketing is the chain of activities to getting people interested in organisational products
and services. Marketing happens with the help of market research, analysis and by understanding
consumer's taste and preferences. This report is based on the Bulb energy Ltd. Is a privately
financed energy supply company operated in UK market. This assignment based on the role and
of marketing in achieving organisational goals. Further it elaborates relevance of marketing to
other business functions to deliver results.
Section 1: Marketing role
Definition of marketing:
By Philip Kotler
Marketing is the chain of various activities or actions in order to build value for their consumers
and strong relationships to attain from customers value in return. In context of Bulb energy Ltd.
As they are the one of small energy start up which competing against Big six energy suppliers so
to remain always competitive by focusing on renewable energy marketing plays very crucial role
to aware people.
Explanation of concept of marketing process
Marketing process includes the ways or methods by which value should be created for the
consumers to satisfy their requirements in order to achieve competitive advantage. It is a endless
chain of actions or activities in between the consumers and efforts put by organisation to satisfy
consumers present and emerging needs (Stern and Porr, 2017. ). In context of Bulb energy Ltd.
They are new and not much experience of marketplace in order to reach at large no. of
consumers they have to opt market research which is the core work or duty of marketing
department. In that series they analyse or evaluate opportunities available in marketplace after
that select potential market which proved beneficial. In respective organisation they have to
compete against Big six energy supplies for that relevant marketing activities are very much
important. In that series they operate in buying and selling electricity and gases to supply
domestic properties (Rowley, 2016.). To evaluate the market opportunities marketing manager
need to evaluate the marketing mix after examine products, price, place, promotions and other
factors too. The concept of marketing process rely on acknowledge crucial aspects such as
market in which they opt to operate, price in which organisation offered their product to

consumers and promotional strategies many more. The last aspect of marketing is to organise
each and every effort in structured format.
PESTEL framework
Respective framework provides the valuable insights while organisation faces operating
challenges that are appears to face. In context of Bulb energy Ltd. As they are new in market so
it is very much important for them to analyse the external environment in order to remain always
competitive in marketplace.
Political factors:
In context of Bulb energy Ltd. They operate in market of UK that may impact on their
profitability or chances of survival. In UK high level of taxation demotivate the companies such
as respective organisation to maximise their profitability. The low minimum wage exist in
market of UK which means higher level of profit which increase chances of survival for them.
Dynamics occurs in the political factors directly influence on the marketing activities as they
have to invest more money or time to find out solutions of respective threats and opportunities to
reap ( Purvis, 2015. ). Such as high level of taxation is a concerning factor so it is responsibility
of marketing department to find out solution for lessen down its effect.
Economic factors:
Economic factor in context of Bulb energy Ltd. Rate of GDP growth directly influence or
affect the rate of growth expected by them in near future. So in respect the role of marketing
department is to predict and research regarding GDP rate in near future and related factors. As in
market of UK high level of unemployment exist in market would mean that higher supply of jobs
demand, which mean people ready to work in lower rate that increase profitability of
organisation.
Social factors:
In social factors consist of changing taste and preferences of consumers, in today's world
people more aware and conscious in regards to environment and power. So the organisation
focus on bulb that saves electricity and environment (Puddle, 2015.). In that regards it affect on
marketing activities to put one of best efforts in acknowledging self interest of potential
candidates to remain always competitive.
Technological factors:

Technological advancement is very much potential in today's business environment, in
context of Bulb energy Ltd. They relatively focus on the emerging areas such as digitalisation
distributed energy which is totally vary from traditional and capital intensive hardware (Pike,
2015). The major role of marketing activities is to evaluate technological advancement and then
formulate data and statistics related to cost, time and resources to implement it.
Legal factors:
In legal factors consist of the changes in laws and regulations to operate in business
environment in smooth manner. In context of UK market health and safety laws are created in
regards after witnessing horrible condition at work place. So major activities of marketing
department is to conduct study on other industries and then framed regulations accordingly to
protect self interest of employees.
Environmental factors:
In market of UK current weather conditions significantly impact or affect on capabilities
of Bulb energy Ltd. In both managing transportation of resources and finished products, would
affect date of delivery significantly. In context of marketing activities is to manage and
coordinate activities proactively.
Section 2: Marketing structure
Structure and operations of marketing department
Structure
Within the marketing department, kinds of roles and responsibilities existed which
supports or assist to promote products and services of an organisation. The organisational
structure based majorly on the needs of an organisation in context of Bulb energy Ltd they
follow the flat marketing department structure in which various hierarchical tier exists to share
the knowledge and information to one another in a structured format (Perreault, 2018. ). In
respective structure organisation develop their marketing concepts and figures to accomplish
specified roles and responsibilities in order to accomplish organisational goals and objectives in
proper manner. So it is very much obligatory for an organisation to follow a structured format to
share the roles and responsibilities for achieving organisational goals in proper manner.

Marketing operations:
Marketing operations is wider in context which collectively describes about functions of
marketing organisation such as people, processes and technology that helps to operate effectively
in business environment (Malhotra, 2015). In context of Bulb energy Ltd. Major operational
activities of marketing department is to content generation and management, demand creation
and performance management. These all activities are very much potential for an organisation to
coordinate and transform potential knowledge to others.
Importance of marketing functions to other departments:
Marketing functions are very much important for organisation as well as other
departments. Here are the some marketing functions and their importance in regards of other
departments:
Marketing with Human resource:
Marketing department helps to HR department in selecting and retaining one of most
talented personnel. Visions of research reports, organisational logo and product positioning
reports are not only limited to products and services but proved useful to fulfil needs of
promotion specifically to attract and retain top talent. In context of Bulb energy Ltd. They work
in collaborative manner to work in self interest of one another.
Marketing with finance:
Marketing and finance are the most important two pillar which helps in gain growth and
profits. In an organisation without using he advertising and publicity the profitability and sales
Illustration 1: The seven types of marketing organisation structure, 2019

will not improve and without sales no profits arise. In that respect it can be said that finance and
marketing department rely on each other (Larson and Draper, 2015). For successful marketing
there are needed a strong base of finance by which organisation can set goals for marketing such
as sales targets, compensation and planning and seeing. Hence, in context of Bulb energy Ltd.
They integrate or merge the self interest of organisation in order to achieve organisational goals
and objectives.
CONCLUSION & RECOMMENDATIONS
From the above report it has been concluded that Marketing is one of the essential part of
an organisation to reach at large no. of consumers after accessing their needs and wants of
consumers. To acknowledge about consumers taste and preferences marketing department
conduct proper research by using marketing concept. In an organisation both internal and
external factors affect on their activities so it is needed to evaluate each and every factor
properly. Marketing structure and operations plays crucial role in achieving organisational goals
and also crucial in context of other departments. It has been recommended that organisation have
to conduct marketing activities after find out major areas of improvement and relate it with
organisational goals so that each and everyone can put one of their best efforts.

REFERENCES
Books and journals:
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice. 37(5). pp.259-261.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management, pp.1-19.
Rowley, J., 2016. Information marketing. Routledge.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.
Online:
The seven types of marketing organisation structure, 2019. [Online]. Available through.
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