Marketing Essentials Report: Analysis of Organic & Natural Business

This report delves into the core concepts of marketing within the contemporary business environment, emphasizing customer relationship building and need satisfaction, using Organic & Natural, a UK-based organic vegetable business, as a case study. The report examines the fundamental roles and responsibilities of marketing, its interrelation with other functional units within an organization, and the elements of the marketing mix (product, price, place, promotion, people, physical evidence, process). The report also formulates a comprehensive marketing plan, incorporating market research, target market selection, and the development of effective marketing strategies to maximize sales and profits. The analysis provides insights into how Organic & Natural can leverage marketing to enhance its market share and achieve its business objectives, considering current market trends, consumer preferences, and competitive strategies. The report also provides a comparative analysis of the marketing mix of Organic & Natural with Tesco, highlighting different promotional strategies and their impact on sales and brand goodwill.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1. Concept of marketing & key roles and responsibilities........................................................1
P 2 Roles & responsibilities of marketing which interrelates with other departments................2
TASK 2............................................................................................................................................3
P3. Marketing mix .....................................................................................................................3
TASK 3............................................................................................................................................6
P 4. Marketing Plan......................................................................................................................6
CONCLUSION................................................................................................................................8

INTRODUCTION
Marketing is a crucial concept in contemporary business environment which focuses on
creating relationships with customers and ultimately satisfying their needs. It is helpful for the
organisation to aware more number of consumers about company’s offerings so that higher
profits can be generated. To better understand this concept Organic & Natural has been chosen
which deals in organic vegetables and established in UK. This report will focus on role of
marketing and its interrelation with other functional units and elements of marketing mix. Apart
from this, there will be a formulation of a marketing plan.
TASK 1
P 1. Concept of marketing & key roles and responsibilities
Marketing is an activity that is associated with buying & selling of products and services.
The main aim of it is to aware the consumers so that higher sales of the products could be
availed. To get success and growth it is necessary to identify recent and future trends so that a
business person can identify demand, food habits, preferences and likes of persons as a result it
can produce the products according to the needs of customers. With the help of effective
marketing strategy and plan Organic & Natural can maximize its sales as well as profits. The
roles & responsibilities of marketing manager are describing below:
Market Research: The current market demand of products can be identifying through
conducting a market research. It is primary responsibility of the marketing manager of Organic
& Natural to provide information regarding taste, likes and food habits of consumers as a result
organisation can produce vegetables as per current demand. The role of marketing manager is to
provide appropriate information to the corporation so that better strategies can be formed for the
growth of company.
Standardisation: It is necessary to produce the products as per the specific standard
which set by Organic & Natural so that quality products can be produce. In this business,
credentials of an individual play a crucial role and assists in getting certifications from the
authorities. The role of manager is to provide instructions to the workers that they have to
produce only organic vegetables without using harmful pesticides so that needs of consumers can
be satisfy (Möller, 2013).
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Product distribution: The role of manager is to ensure that products of company are
available to maximum number of consumers. As Organic & Natural provides organic vegetables
so it is essential for it increase distribution channel so that products of organisation should
available to maximum consumers which involves: households, hotels, restaurant etc.
Marketing process is helpful to analyse needs of people so that products can be produce
as per the desire of consumer. It is beneficial to identify need of target market, scope and
managing the market efforts. So that effective strategies can be implemented which provide
support in business plan. There are mainly four elements are involving in marketing process such
as:
Identifying and analysing marketing opportunities: The first step of marketing
process is to identify available opportunities in the market (Pike, 2012). As Organic & Natural
has focuses on organic vegetables and there are huge opportunities are available in the market of
UK where organisation can sell its organic products. As a result, high market share can be grab
and objectives can be accomplished. It has been estimated that 25% of the market will be using
organic produce due to rising awareness and current trend.
Selecting the target market: To maximize the sales it is important to select the
appropriate market which is beneficial to develop effective marketing process. It is helpful for
the Organic & Natural to find consumers in the existing market as the stall in farmer’s market
and delivery to hotel did not work for an enterprise. Corporation can select target market which
is based on following things: preference, recent market trend, food habits and taste of individuals
who lives in specific area. It is beneficial for the organisation to maximize its sales.
Developing marketing mix: The next process is to prepare an effective marketing plan
which is a set of controllable marketing variables that organisation blends to produce and fulfil
demands of consumers in target market. It basically focuses on following things such as: product,
price, place, promotion. These four tools are helpful for Organic & Natural to accomplish
predefined objectives by providing organic products to fulfil the needs of consumers.
Managing the marketing efforts: The marketing manager of Organic & Natural focuses
to provide organic vegetables to the consumers so that needs of persons can be satisfied and
organisation can generate more revenue. It is duty of marketing manager to identify the
appropriate sources through which customers are imitated and manage the same (Macarthy,
2018).
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P 2 Roles & responsibilities of marketing which interrelates with other departments
Marketing is an important part of an organisation which collaboratively work with other
departments so that business objectives are fulfilled. Manager is responsible to develop plan and
strategy for marketing which should specific and capable to sustain in competitive environment.
Every organisation whether it is new or existing needs a marketing plan which can help in
increasing profit and sales. Marketing manager can follow a sequence of marketing plan, which
is first of all identification of customer's need then supplying them products and after waiting for
feedback from customers. Roles and responsibilities are describe below:
Marketing with production department: Marketing research includes the monitoring
of the marketing environment. It is beneficial for marketing department to understand desires of
consumers so that target market can be captured and business can generate more profits
(Laczniak and Murphy, 2012). As per the findings of the marketing department production
department is communicated and goods are produced which are of value to the customers.
Marketing with finance department – Marketing functions requires appropriate funds
without which advertisement activities cannot be carried out. As finance department can provide
funds to the marketing division of Organic & Natural so that marketing manager can use this
fund in context to promotional activities as a result maximum number of consumer can attract
towards the organisation.
Marketing with sales department: The sales department of company is responsible to
maximize the sales and assuring that products reach to the prospective buyers (Huotari and
Hamari, 2012). Sales division can identify particular segment in which their product's sale can
maximize. Marketing department of Organic & Natural should identify an area in which their
vegetable's demand is high. Due to this effort sales of vegetables can increase. As a result,
marking division can target the consumer effectively which support the organization to capture
more market share.
So marketing department interlinks with different departments of company and all
divisions support each other so that predetermined objectives of organisation can be
accomplished.
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TASK 2
P3. Marketing mix
Marketing mix is an instrument which is used to provide business ways to market their
products so that the sales of the organisation can be increased. This is a source through which
managers ensures business growth and profitability. The 7 P's are part of this tool, detailed
analysis of product, price, place, promotion, people, physical evidence and process guarantees
firm success. Company can use marketing mix so that marketing plan can be implemented as per
the requirement as a result corporation can achieve its objectives and goals.
(Source: 7Ps of marketing mix, 2018).
Basis Organic delivery company Tesco
Product Organic delivery company
provides various products to
customers. It sales organic
fruit and vages, dairy products,
food cupboards, drinks etc.
One best thing is that it also
In the year 2008, Tesco made
partnership with Adam
Wakeley to deliver organic
food to its customers. It offers
wide range of organic foods.
Apples, banana, carrots, salads
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provide online delivery of their
products. Objective of
company is to increase in area
of selling and company is
achieving goals by this
element of marketing mix
because in this element
company is providing all those
products which are required by
people.
few grocery items like olive
oil, fresh meats, and milk
(Finch and O’Reilly, 2013).
Company's objective to earn
profit by satisfying demand of
customers because customers
demands organic vegetables.
They are achieving their
objectives by providing
various organic products and
getting profit.
Price Pricing is an important
element of marketing mix.
Company is setting the price of
products according to strategy
of pricing for market
penetration. They offers
products at lower price
because their objective is to
increase business area so that
they offers many discount in
online selling.
Tesco being a big name in the
market provide organic
products at much lower price.
Due to its economical pricing
strategy customers find it more
suitable to purchase food from
store. Company's long term
partnerships with various
suppliers and producers has let
to increase in the sales of its
organic products. In addition
due to their strategy their
customers are increasing and
demand of customers is
satisfying so this is helping
company in objective
achieving.
Place Place refers to the area where
company offers their products.
Tesco is the largest
multinational grocery retailer.
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Place is important because it
impact the selling of products.
This company is selling its
products in the area of Feltham
, this is area in which their
product's demand is high. In
addition company is offering
products online too. This is
helping in achieving objectives
because they are covering
large area of selling.
Tesco carries nearly 3400
stores nationwide through
which it offers it organic
produce. The company have
recently began delivering
products online which have
positively impacted its market
share. This is increasing
company' products availability
in many areas and because of
this company's products is
demand is increasing and
company is getting good profit
which is the objective.
Promotion Promotion is the way of
marekting of products and
services. Company uses
various methods of promotion
like they compare their price
with competitors in the
advertisement which shows
that their prices are low. This
makes a positive impact on
company's selling as well as
increase in business area
which is the objective.
TESCO follows a unique
promotional strategy through
Organic Unboxed initiative
launched by the company
provided customers free
ingredients box along with
recipe card that contains
information on how to cook
organic meal. It is taking
further initiatives to increase
sales (Davis, 2017). It helps to
increase in goodwill of
products which increase profit
level of company that is the
company's objective.
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People The people working for this
organisation work hard to
match the benchmarks which
are established in the industry.
the efficiency of employees
will be helpful in fulfilling
business objectives.
Tesco has created name for
itself in the market due to
efficiency in the working of
employees. Employees are
known to be friendly and hard
working towards customers. It
works as a key point for
company becasue customers
feel free to demand for
products. This helps both to the
customers and to the company.
Physical Evidence Physical evidence of
company's services can't be
seen but can be feel. Company
provides various services
according to customer's
demand like veg and fruit
boxes, shop for veg, shop for
fruit etc. It help customers to
select the product easily which
they want to buy. This works
for company in a way which
directed towards goals.
Tesco's customers are satisfied
with in terms of good quality
food, quick delivery,
transparency in services which
the company provides. This
systematic way of company's
work helps in achieving goals
and objectives.
Process The process of producing and
delivering goods and services
is associated with this factor.
Organisation created a system
of production of organic
vegetables which increase in
purity of vegetables. This
Tesco does not produce
organic foods on its own. It is
large retailer that buys food
from small suppliers and
producers. This process helps
company in keeping price low
and this enales higher selling
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increase faith of customers in
company and also brings flow
in selling.
as well as result in satisfaction
of customer's demand which is
company's objective.
TASK 3
P 4. Marketing Plan
The marketing plan is a business document which outline marketing strategy for new
products and services (Beck and Reichert, 2012). It is essential to implement within stipulated
time frame and consist of marketing details which involves action plan, cost and target segment.
The manager of organisation is responsible to make effective marketing plan so that demands of
consumers can be satisfy and company can capture more market share. Generally, manager of
marketing department is responsible to prepare an appropriate plan which support to meet the
objectives of company. As a result, sales will be maximized and profits will increase.
Organic & Natural want to produce new product and it is necessary for it to make an
effective marketing plan as a result organisation can achieve its targets. As corporation is
comping up with a new product which is organic mango. It focuses to target mainly health
conscious persons. The product has initially sold in UK (Davis, 2017).
Vision & Mission: “To deliver genuine organic foods and products to consumers.”
Objectives: “To capture 3% of the UK organic market with the launch of packed fruit
juices by December 2019”.
Marketing mix for organic mango
Product: The company will be launching a line-up of fresh organic juices for its existing
base of customers. this product carries higher scope of expansion of business
Price: For this latest line-up, the business will be employing competitive pricing strategy
so that higher market share can be captured. The company will be charging £19.74 for their 1
litre bottle of fresh juice.
Place: The product of organisation has initially sold in UK and after that company can
expand its business through online measures. The organisation will be using its website and its
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retail store initially then can enter into partnership with wholesale distributor catering the same
segment.
Promotion: To promote its products Organics & Natural will be employing cost effective
sources of advertisement such as leaflets, sidewalks and advertisement on the social media
platforms.
Marketing programme: It is a coordinated & well designed set of activities to achieve
marketing goals. To get success organisation can use various promotional methods such as:
hoardings, online marketing, R&D etc. Corporation can promote its products through social
media tools that includes: Facebook, Twitter, Instagram etc.
Marketing budget: For an effective marketing plan it is necessary for an organisation to
make appropriate budget. Organic & Natural has budget of 20000 GBP.
Particulars Amount
R&D 7000
Promotions 6500
Online marketing 6500
Total 20000
Segmentation: It is described as divide the marketplace into divisions or segments so
that company can target specific area so that profits can be maximized. The major segmentation
which is to be carried out is to identify people grocery and household buyers ranging from
middle segment.
Targeting: As company will be targeting people who prefer healthier and organic meals
and are ready to pay a little premium price for the produce.
Positioning: It means create an image in the mind of consumers that this product of
company is having superior quality and can fulfil the desires of consumers. Organics make
image that organic products are beneficial for the health of persons and have very good taste so
that maximum number of persons can attract towards the organisation. It is helpful for the
company to maximize its sales (Baker, 2016).
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CONCLUSION
As from the above report, it has been analysed that in the growth of an organisation
marketing plays an essential role because it is helpful to aware more number of consumers as a
result sale can be maximized. There are various roles and responsibilities which are performed
by the manager so that predetermined objectives can be accomplish as per the requirement of
business. With the help of marketing mix corporation can achieve its targets which is beneficial
for the firm to survive in dynamic environment. Effective marketing plan is helpful for the
organisation to satisfy the needs of consumers by providing quality products so that higher
market share can be capture by the organisation.
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