Marketing Principle Report

This report discusses the importance of reducing transportation costs in the marketing sector by focusing on lower fossil fuel consumption. It outlines problem identification, delineation, information gathering, idea generation, and evaluation. The report also includes an executive summary, current situation analysis, objectives, target market, and marketing strategies aimed at achieving cost reduction. The strategies encompass positioning, product, pricing, placement, and promotion, along with implementation, budgeting, and evaluation methods to ensure effective marketing practices.

Running head: MARKETING PRINCIPLE 1
Marketing Principle
Student’s name
University affiliation

MARKETING PRINCIPLE 2
Marketing Principle
Problem: Reducing cost in the transportation industry such as shipping by lower
consumption of fossil fuel.
• 2.1(i) Problem identification
In marketing, creative problem solving greatly assists in the identification of the
problem from the definition stage to the implementation of solutions. Problem identification is
the most imperative step in the CPS because in many of the cases, what people feel is the
problem is not the problem (Draze, Crawford, & Crawford, 1986). In this case, the main problem
is the reduction of cost in the transportation industry such as shipping by lower consumption of
fossil fuel.
• 2.1(ii) Problem delineation
Problem delineation refers to the description of the problem at hand. In this, one needs to
describe the causes of the problem, its impacts and the measures that have been taken towards
attaining the solution to the problem. It assists in gaining a deeper understanding of the problem
after it has been identified and thus assists individuals to know the best approach that they should
consider taking so that they can solve the problem at hand (Filho, 2017).
• 2.1(iii) Information gathering
This entails carrying out a detailed research so that one can be in a position to obtain
relevant information regarding the issue. To solve a problem, one needs to obtain information
how other people have been in a position to solve that problem before, the tools required, and the
duration of time required to solve the problem and also the cost. Obtaining the background

MARKETING PRINCIPLE 3
information greatly assists one in the implementation of the new technology that is available to
them and their unique experience and knowledge to assist in the identification of a solution that
is faster, better and cheaper (Treffinger, Isaksen, & Dorval, 2006).
• 2.1(iv) Idea generation
This step is usually associated with creativity and brainstorming in problem-solving. To
solve the problem of reducing the transportation costs, there is a need to write all ideas that come
into the mind of an individual irrespective of how ludicrous or stupid the idea is towards solving
the problem. If working alone, one should raise many ideas that are sufficient enough. When
many people are involved in the generation of ideas, none of the individuals should be allowed to
criticize others ideas to avoid discouraging all the people in the group from sharing creative ideas
(Jie, 2005).
• 2.1(v) Idea evaluation
After generating ideas, they should be combined for evaluation. In this, one needs to
go through the ideas and combine the ones that are related to form big ideas. Using the criteria
devised for use, one should choose the ideas that broadly meet the criteria. After selecting these
ideas, one should consider going through them and determine how well they are likely to meet
the criterion while giving them ratings. If the ideas fall short of the criterion, one should think of
the ways of improving them. After evaluation, all the ideas will have a score, and the ideas with
the highest scores are the ones considered to have met the criteria even though they are not likely
to be the best ideas according to an individual, they have higher chances of solving the problem
at hand or assisting in the achievement of the desired goal.

MARKETING PRINCIPLE 4
• 2.2(i) Profile of sustainable offering
To make the offering sustainable, there is a need to look deep into the transportation costs
and come up with ways of cutting the costs down. The teams in the transportation sector should
work together so that they can come up with methods of transportation that consumes fewer
fossil fuels. They need to engage in a rigorous discussion and carefully look into the whole
picture before they can give suggestions on the ways that can be implemented to reduce the
costs.
• 2.2(ii) Environmental analysis
Environmental analysis to a strategic tool and also the process that is employed in the
identification of all the external as well as internal factors affecting the performance of an
organization (Kleiböhmer, 2001). In this, there is a need to assess the available opportunities or
threat that the organization may be having or prone to respectively. Environmental analysis
should be carried out in the process of solving the problem of reducing the transportation costs so
that the evaluations can be employed in the process of decision making (Reeve, 2002). This
strategy greatly aids in ensuring the strategies in the firm’s environment are aligned in such a
way that they will assist in the reduction of the transportation costs.
• 2.2(iii) Market and customer analysis
Market analysis refers to the identification of the competitors that are operating in a
certain market. On the other hand, customer analysis refers to the identification of the target
customers which is aimed at conveying the customer’s needs and show how the products and
services meet the needs of the customers (Schnaars, 1998). Market analysis, in this case, aims at
looking at the other cheaper and viable options that can be used instead of fossil fuel. Customer

MARKETING PRINCIPLE 5
analysis will be employed to determine the number of vehicles that use the expensive fossil fuel
and their willingness to adopt an alternative option.
• 3.0 Executive summary
The transportation sector is a very important part of any country. Transport facilitates the
movement of goods and people from one location to another. However, the costs of transport are
very high, and this poses an impact of the goods transported in the country in that it tends to
increase the prices of the goods transported to cater for the cost incurred. Reduction of the
transportation costs is thus very important in that it allows for effective movement of goods and
services. Lowering the use of some products such as fossil fuel can reduce the costs of
transportation in that fewer costs will be incurred in the shipping process.
• 3.1 Current Situation
In the modern society, there has been an increasing rise in the transportation costs due to
factors such as an increasing demand for goods and services among others. This has contributed
to the incurring of higher transportation costs. Due to the impacts and costs incurred in the
transportation, there has arisen the need for reducing the costs of transportation which can be
achieved through reducing the consumption of some products which demands regular
transportation such as fossil fuels in shipping mode of transport.
• 3.2 Objectives
The objective of this research is to reduce the costs that are incurred in the
transportation industry. These entail ensuring that low amounts of fossil fuels are used in the
process of goods and services transportation.

MARKETING PRINCIPLE 6
• 3.3 Target market
The target customers, in this case, are the people who operate in the transport industry.
This is because they are the only people who can assists in the reduction of the transportation
costs by ensuring effective planning and eliminating the unnecessary traveling schedules.
• 3.4 Marketing Strategies
Marketing strategies assist individuals in sparking their creative energy and setting their
resources regarding time and money to develop and also maintain a marketing campaign that is
in line or reverberates with the audience intended (McIntyre, Ivanaj, & Ivanaj, 2013). The
marketing strategies that I will employ to ensure the reduction of the transportation costs include
the following;
• 3.4(1) Positioning
In this, I will ensure that the advertisements aimed at creating awareness to the people in
the transport industry are strategically placed in that they are made in times of the day when the
target individuals are in the vehicles either transporting the goods or ferrying customers to their
desired locations (Paley, 2005).
• 3.4(2) Product strategy
In this, I will look into the education of the people in the transport sector on the need to
cut down their transportation costs and also the positive impacts that are associated with it. This
will greatly act as a driving force on to why people should adopt transportation using cheaper
alternatives and also reduce the unnecessary trips.

MARKETING PRINCIPLE 7
• 3.4(3) Pricing strategy
Pricing strategy refers to the setting of the prices for the products. In this, I will encourage
the use of low-cost transport alternatives regarding fuel. In this, I will thus look towards the
subsidization of the prices of the prices of these products so that they can be attractive to the
people.
• 3.4(4) Placement strategy
This depicts the delivery of the products and services to the desired customers. In an attempt
to reduce the transportation costs, I will look for a way of regulating the shipping of products
• 3.4(5) Promotion strategy
This entails the methods and activities that can be used in the promotion of the
business and products and this case in the reduction of the costs of transportation. This can be
achieved by public relations, advertising and direct marketing (Dibb, Simkin, & Bradley, 1996).
• 3.5 Marketing implementation
To ensure effective implementation, I will make sure that I set the right expectations, build
the team and ensure there are adequate resources, communicate the plan to all the individuals
involved, build out tasks and timeline, set up a dashboard for tracking success, monitor and
check in regularly, be willing to adapt to the change and lastly ensure that the results are
communicated, and success achieved celebrated (Esakki, 2017).

MARKETING PRINCIPLE 8
• 3.6 Budget
Adequate resources should be put up to assist in overseeing the marketing and the
implementation of the plan effectively. The resources will be channeled to the training forums,
marketing efforts and also in the implementation stage to ensure effectiveness.
• 3.7 Evaluation & control
Evaluation as a marketing step usually focuses on the analyzing both the quantitative and
qualitative metrics that are associated with the implementation and the strategy. These two are
considered to be the final phases of strategic management. Evaluation will be carried out to
check on the effectiveness of the strategies in the achievement of the organizational objectives.
On the other hand, control will assist in ensuring that a corrective action is taken when the need
arises (McLoughlin, & Aaker, 2010).

MARKETING PRINCIPLE 9
References
Dibb, S., Simkin, L. & Bradley, J. (1996). The marketing planning workbook : effective
marketing for marketing managers. London: International Thomson Business Press.
Draze, D., Crawford, D. & Crawford, P. (1986). Primarily problem solving. San Luis Obispo,
CA: Dandy Lion Publications.
Esakki, T. (2017). Green marketing and environmental responsibility in modern corporations.
Hershey, PA: IGI Global.
Filho, W. (2017). Sustainable development research at universities in the United Kingdom :
approaches, methods and projects. Cham, Switzerland: Springer.
Jie. (2005). Market research handbook ; measurement, approach and practice. Lincoln, NE:
iUniverse, Inc.
Kleiböhmer, W. (2001). Environmental analysis. New York: Elsevier.
McIntyre, J., Ivanaj, S. & Ivanaj, V. (2013). Strategies for sustainable technologies and
innovations. Cheltenham Northampton, Massachusetts: Edward Elgar.
McLoughlin, D. & Aaker, D. (2010). Strategic market management : global perspectives.
Hoboken, N.J: Wiley.
Paley, N. (2005). The manager's guide to competitive marketing strategies. London: Thorogood.
Reeve, R. (2002). Introduction to environmental analysis. New York: Wiley.
Schnaars, S. (1998). Marketing strategy : customers and competition. New York: Free Press.

MARKETING PRINCIPLE
10
Treffinger, D., Isaksen, S. & Dorval, K. (2006). Creative problem solving : an introduction.
Waco, Tex: Prufrock Press.