Business Essentials: Marketing Analysis and Planning Report

This report delves into the core concepts of marketing, examining the role and responsibilities of a marketing functional unit within an organization, with a specific focus on the British multinational company, Top Shop. It analyzes how marketing interrelates with other organizational functions and co...Read More

BUSINESS ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................................3
LO1 Role and responsibility of marketing functional unit in an organization..............................................3
LO2 Element of marketing mix ...................................................................................................................4
LO3 Develop and evaluate marketing plan: ................................................................................................5
CONCLUSION...............................................................................................................................................6
REFERANCES: ..............................................................................................................................................7

INTRODUCTION
Marketing essential is a business process of developing relationship between customer and
customer satisfaction. The essential focus customers need demand and requirement. Marketing is
a opportunity make a planning for cover or market services. Top shop a British multinational
company that will provide their customer luxury service and home base product their company
sell their services for profit making. Report will analyze role of marketing and how it will
interrelate organization function. It will also show marketing element that will help company to
achieve organization goal and objective. Marketing mix element 7ps describe organization
planning and process. Marketing plan based on production employee development and
motivation or achieve company objective and goal. “The marketing process responsible for
identify anticipating and satisfying customer requirement profitability”.
According to PHILIP KOTLER “ Marketing is the social process by which individual
group obtain what they need and want through creating and exchanging product and valuer with
other.
LO 1 Role and responsibility of marketing functional unit in an organization.
The marketing departments play important role for promoting and developing business. The
marketing departments also help company for achieve firm vision and mission. Role of
marketing department:
It also helps define and manage company brand, image, reputation and company
productivity. It will conduct company management for develop marketing strategy. it will
improve company products and services that will help attract customer for Top shop Product
marketing and promotional material describe product services and interact customer experience.
When marketing department create responsibility for monitoring and managing Top shop
promotional activity. That activity influence customer to use company product and services.
Marketing function will be describe product services is good so the company Top shop increase
profitability so the company develop new strategy for improving selling activity(Andrews and
Taylor, 2017.). The company Top shop manage company standardization and company grading
that will provide company working process is good so the consumer have start using their
services.
The marketing function describes company product advertisement and sales promotion
for improving sales and market strategy(Moore, 2014.). The lower pricing include product
planning process and service for improving publicity of company and product. Marketing
information help company to tack risk for making new planning for market and customer
attraction. Top shop provide exchange facility for their customer to use their services that will be
help company to improve customer support and using company facility.

Marketing function will be interrelate with providing customer services and improve
company productivity or profitability. Product price place and promotion know the company
elements that element helps and provides guidance for making promotion strategy for complete
company targets and goals. Set of activities and product services according to customer need
demand and requirement. Top shop establish product life according to product growth and
maturity. Marketing activity create planning executing pricing promotion and distribution of
ideas goods for customer satisfaction and achieve organizational objective.
LO2 Element of marketing mix
Element of marketing mix define concept and idea for making strategy for brand
population. Marketing element represent to promote a product of brand.
Element of marketing mix
Product: Product will be describe goods will be manufacture by company Top shop for
the providing customers services and facility. Product will be define tangible and intangible
services. Tangible services and product include that services we will touch and use in direct
manner. Intangible services is that we will not touch and feel (Huang and Sarigöllü, 2014). The
intangible service is patents and copy writes. An intangible item will be use for physical nature
as product as a product services. In marketing product can be offer to a market need and
condition of product capability.
Pricing: Pricing will define money which pay by customer for using company services
and product. The price of a service that will be help customer for using services. It also defines
marketing plan that will be define Top shop strategy for customer attraction. Pricing always help
company to make a profit and benefit. Marketing mix element pricing will describe marketing
penetration and market skimming pricing or natural pricing that will be use according to
customer preference and customer importance.
Place: Place will be refer Top shop location of the company services that will use for the
providing customer. Place is the activities of attracting customer for using the best location
coverage and providing transportation services. The place describe product placement or
distribution that strategy use by Top shop marketing department. The distribution strategy attract
company employee for improve company productivity. That productivity improvement motive
employee for their work. The best place will be attract employee and customer for using and
providing services without any issue.
Promotion: Promotion will help company to improve company brand, productivity and
company services. Top shop want promotion their company and their services which will they
provide customer satisfaction that services are making good communication relation between
employee and customer. The company makes a promotion and advertisement for increase sales
organization, sales promotion, maintain public relation and provide knowledge for company new

services that services increase product buyers and users. The promotion help bust company
profile(Davcik . and Sharma, 2016).
Packaging: It will be define company product design and packaging for attract customer
using their services. Packaging also refer product promotion and advertisement. Top shop
change product packaging and their services design for improving customer facility.
Positioning: Positioning defines Top shop develop product promotion and establish their
product services in customer mind. Positioning in the market of a company will be improve
company position in the market.
People: It will be define terms of people in a business that are responsibility for using
elements of sales and marketing strategy or activity in the business and marketing mix.
LO3 Develop and evaluate marketing plan:
Marketing plan is a activity of making marketing strategy for developing product promotion
attract customer and cover market. Marketing planning is generated new idea and develop that idea for
improve product services and customer facility. Marketing planning process define company goal, current
situation, market strategy and allocating marketing resource and monitoring(Marketing mix.2016),
Marketing planning process
Goal setting: In the marketing planning process goal setting help Top shop for establish
company vision and mission and establish company objective for achieving goal and make profit.
Analyzing current situation:Top shop want analyze company current situation for making new
strategy(Pike, 2015. ). For the current situation analyzing company make marketing audit, sort analyze
and research on marketing assumption.
Create the marketing strategy: Marketing strategy of Top shop that will decide marketing
objective through the company strategy planning. The company makes long and short term marketing
strategy for achieving company goal for the company Top shop development. The marketing strategy
give expected result according to company plan strategy also create alternative plan for making profit and
product development.
Allocating marketing resources and monitoring: Marketing resources define marketing budget
that will make by the company for making profit and increase uses of their products and services.
Company also make a budget for product promotion advertisement and attract customer. The company
makes a strategy for cover all market attention for new product and services. Mark & Spencer uses that
plan in detail for the analyzing product development, product testing and review of market performance.
CONCLUSION
Form the above study it has been summaries different type of role marketing and function of marketing
environment we also analyze interrelationship between marketing and its functional unit of an

organization. In the study evaluate organization element and marketing mix help to achieve organization
objective. Marketing plan evaluate and develop product and marketing strategy in the organization.

REFERANCES:
Books and journal
Pike, 2015. Destination marketing: essentials. Routledge.
Moore, 2014. Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream
Customers (Collins Business Essentials).
Huang and Sarigöllü, 2014. How brand awareness relates to market outcome, brand equity, and
the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New
York, NY.
Armstrong, Adam and Kotler, P., 2014. Principles of marketing. Pearson Australia.
Andrews and Taylor, 2017. Keeping Adult Education in the Mix: Using the Marketing Mix to
Foster Viable and Sustainable Graduate Programs for Adult Learners. International Journal of
Technology and Educational Marketing (IJTEM), 7(1), pp.26-37.
Davcik . and Sharma, 2016. Marketing resources, performance, and competitive advantage: A
review and future research directions. Journal of Business Research, 69(12), pp.5547-5552.
Online:
Marketing mix.2016,. marketing mix., < https://onlinelibrary.wiley.com/doi/abs/10.1046/j.1365-
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