Marketing Principles: Case Studies and Strategic Marketing Report

This report provides a comprehensive overview of marketing principles, focusing on the marketing process, environmental factors, and buyer behavior. It examines the elements of the marketing process, including situation analysis, marketing strategy, marketing mix decisions, and implementation and control. The report also explores the benefits and costs of a marketing orientation, as well as micro and macro environmental factors that affect marketing decisions. Furthermore, it delves into segmentation criteria, targeting strategies, and how buyer behavior influences marketing activities in different buying situations. The report also covers product development, distribution, pricing, and promotional activities. The analysis includes case studies of Bentley Motors Ltd and HSBC, illustrating the application of marketing principles in real-world business scenarios. Finally, the report discusses the additional elements of the extended marketing mix and concludes with a summary of the key findings.

Marketing principles

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explain the various elements of the marketing process...................................................3
1.2 The benefits and costs of a marketing orientation............................................................4
TASK 2............................................................................................................................................5
2.1 Micro and macro environmental factors which affects marketing decisions...................5
2.2 Segmentation criteria to be used for products in different markets..................................6
2.3 Targeting strategy for the products and services..............................................................7
2.4 How buyer behaviour affects marketing activities in different buying situations............8
2.5 Propose new positioning for a selected product...............................................................8
TASK 3............................................................................................................................................9
3.1 How products are developed to sustain competitive advantage.......................................9
3.2 How distribution is arranged to provide customer convenience....................................10
3.3 How prices are set to reflect an organisation’s objectives and market conditions.........11
3.4 How promotional activity is integrated to achieve marketing objectives......................11
3.5 Analysing the additional elements of the extended marketing mix...............................12
TASK 4..........................................................................................................................................12
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Business organizations are perform their operations in the challenging or dynamic world.
For this, they are using organizational structure in order to divide the work and responsibility of
the each staff members. There are some of the functional areas such as finance, marketing, sales,
human resource and so on. Marketing is an important department of an entity which help them in
enhancing their sales and profitability (Jobber and Ellis-Chadwick, 2012). It is the responsibility
of the marketing manager to make some strategies so that they will be able to attract number of
customer towards their services. The present is based on the case studies which explains the
importance of marketing in the organization. The first case is based on Bentley which perform
their operations in car manufacturing and seconds is based on HSBC bank. These companies are
focusing on their marketing activities so that their overall performance can be improved. In this
context, report explains the different elements of the marketing process and their benefits. Along
with this, it explains that how micro and macro factors can affect the performance of an
enterprise. Promotional marketing activities are used by the companies so that their overall
growth can be improved. Further, marketing mix elements are explained in detail.
TASK 1
1.1 Explain the various elements of the marketing process
Marketing is the functional area of an organization as through this they can enhance their
brand image (Sheth and Sisodia, 2015). Bentley Motors Ltd uses marketing process in order to
establish their relationship with the customers. The process is based on some of the steps which
are essential in order to achieve the objectives. Some of the these elements are as follows:
Situation analysis: In the first step of the marketing process, the firm analyse their own
position in the market. They identify opportunities in order to achieve the competitiveness than
any other rival firm. Bentley motors Ltd also examine the needs and demands of the people so
that their overall satisfaction level can be increased in an efficient manner. Here, the manager
can pestle and swot analysis in order to identify their strategic position.
Marketing strategy: Here, manager has to formulate some of the marketing strategies in
order to increase their sales and generate more revenues (Kotler and Armstrong, 2010). Some of
these approaches are like segmentation, targeting, positioning and value proposition.

Marketing mix decisions: Marketing mix is an effective tool that is used by the manager
in order to gain the attention of customers towards their services. There are some of the elements
such as price, product, promotion and place (Frederiksen, Solomon and Brehony, 2013).
Through this, the care company will be able to attract many people and that will lead towards the
success.
Implementation and control: Here, in the last step plan has been developed and product
is launched in the market. So, company identify post purchase behaviour of their customers so
that their changing needs can be identified in an efficient manner.
(Source: Marketing process, 2017)
1.2 The benefits and costs of a marketing orientation
Marketing orientation is an approach that is used by an enterprise in order to fulfil the
needs and demands of their different service users. In this kind of approach, company reacts as
per the requirements of people so that their overall satisfaction level can be increased. There are
some of the benefits of the marketing approach and these are as follows:
Illustration 1: Marketing process, 2017

 Customers centric: This is a customer centric process that is more focused on the needs
and demands of their customers.
 Customer needs: The brand loyalty among all the customers can be increased by offering
them more valuable or quality products (Goeldner and Ritchie, 2012).
 Competitive advantage: Bentley Motors Ltd perform can sustain their competitive
advantage in the market as compare to other rival firm.
 The overall sales and profitability of an enterprise can be increased due to this they will
be achieve success in the market.
 On the basis of the marketing strategies, the communication gap is get reduced between
the end users and company. The brand awareness and recognition can be increased
among all the people as they will be able to know about the benefits and features of the
services.
There are some of the costs that are associated with the marketing orientation approach
and these are:
 When marketing manager conduct a research then due to this their overall cost is get
increased and this is not possible for any small enterprise to spend a lot on such
strategies.
 The overall price of the product is get enhanced as customers are getting their services as
per their needs (Donovan, 2011).
 Sometimes, it become difficult for the firm to manufacture products as per the different
needs of the different customers.
TASK 2
2.1 Micro and macro environmental factors which affects marketing decisions
When an enterprise run their business into the environment than there are some factors
which may influence their performance. Internal and external factors are their which affect the
internal and external growth.
Micro factors: These factors can affect the operations and success of an enterprise. These
are controllable so through this companies will be able to manage their overall operations in an
efficient manner. Some of these factors are like:

 Customers: These are the heart of an organization as through this they will be able to
achieve success in the market. In order to ensure smooth functioning at the workplace,
they have to offer quality products to their consumers so that their overall performance
can be increased. Suppliers: These are the one who provide raw materials to the organization so that
finished goods can be manufactured in an efficient manner (Brennan and Binney, 2010). Competitors: These are the rival firm of business organizations. ASDA have to identify
the strategies and approaches that are used by their competitors so that their overall
satisfaction level can be achieved.
 Employees: Workers are the one who perform their work or activities so that
organizational goals can be achieved. Employees should have some skills and knowledge
so that their overall satisfaction level can be achieved.
Macro factors: These are the external factors which are uncontrollable for the
organization. So, they have to manage their operations as per these factors in order to enhance
the performance in the market than competitors. These factors are: Political and legal: These are related to the political stability, trade barriers and so on.
When companies are offering their services in different countries than they have to
follow rules and regulations that are made by the government. Economic: These factors are related to the interest rate, inflation, employment and so on. Social: These are related to the needs, demand, interest of the customers (Reijonen,
2010). The firm have to conduct a research in the market so that their satisfaction level
can be increased. Technological: These are related to the technological advancements and innovations in
the products so that their satisfaction level can be increased.
 Environmental: The organization has to follow some of the laws and acts so that
environment can be protected from harmful factors.
2.2 Segmentation criteria to be used for products in different markets
Segmentation is a marketing approach that is used by an enterprise in order to divide the
market. On the basis of this, an organization can fulfil the different needs and demands of the
people. Segmentation can be performed on the basis of four approaches such as:

Geographical: In this type of segmentation, an organization divide the market on the
basis of the area, population size, location and so on. Through this, ASDA can fulfil the demands
of the people as per their requirement and values.
Demographic: In this type of method, an enterprise can divide the market on the basis of
the age, sex, gender, race, income and so on (Mishra and Sharma, 2010). For this, an enterprise
can make some appropriate strategies so that they can offer quality products and services to their
customers. In this, company can offer healthy products to their targeted audience.
Psychographic: Market is segmented on the basis of the feelings, beliefs, attitude and
social status of the people. Company can offer products to the particular targeted audience as per
their expectations. Through this, the growth of the firm can be improved.
Customers behaviour: In this, market is going to divide on the basis of the buying
behaviour, status of the customer so that they will be able to perform their operations in a
successful manner.
2.3 Targeting strategy for the products and services
Targeting strategies are used by the companies in order to attract number of customers
towards their services. This is the part of the segmentation in which company target people as
per their needs and demands. In this, promotional strategies can be used by an organization so
that brand awareness can be increased among all the consumers. Some of these strategies are:
Undifferentiated: In this type of targeting strategy, an organisation use the one marketing
mix approach for the entire market (Li and Wang, 2010). Through this, the retail will be able to
reach the number of customers towards their services or products. The marketing manager offer
some goods on the basis of the common needs and demands.
Concentrated: In this type of approach, the business organisation offer their services to
one segment so that their desires can be fulfilled. On marketing mix is formulate for one market.
In this, they offer differentiated or quality products to their customers. Through this, brand
loyalty can be increased.
Differentiated: When organisation adopt this targeting approach than they have to make
the different marketing mix for each segment. Through this, the needs of different segments can
be fulfilled through different strategies.

ASDA can use concentrated strategies in order to offer only healthy products to the
health conscious people. Further, they will be able to achieve success in the market than any
other rival firm.
2.4 How buyer behaviour affects marketing activities in different buying situations
Marketing activities are highly depends upon the buying behaviour of the customers. In
some situations they are highly involved into the purchasing decisions and in some cases they are
not involved (Nicholson and Oliphant, 2014). For this, ASDA has to identify the different buying
pattern of different people. There are four types of purchasing behaviour and these are: Complex buying behaviour: Here, in this type of behaviour customers are highly
involved into purchasing the products. For example, there are some service users who are
health conscious so they will buy those services which will not affect their health. In
some situations, a particular customer asked experts so that their issue can be resolved in
an efficient manner. Variety seeking behaviour: There are variety of options are available in the market so
customers are not involved at high level (Wymer, 2011). So, an enterprise has to offer
quality products and services to their end users in order to make their distinct image in
the market than any other rival firm. Habitual buying behaviour: In this type of buying behaviour, people are involved at low
level as they have some other options in the market. This is related to the daily used
products so that customers will be able to fulfil their needs and demands in an efficient
manner.
 Dissonance behaviour: Customers are highly involved into buying the products and
services as there are no variety of options are available in the market.
2.5 Propose new positioning for a selected product
Positioning is a strategy that is used by an enterprise in order to attract number of people
towards the services. ASDA can use this tool so that communication gap can be reduced between
the consumers and enterprise (Lefebvre, 2012). Through this, the brand awareness and brand
recognition can be increased in the market as compare to other competitors. The retail industry
can use positioning for their end users and competitors.
The business organisation can position their products through email, newspapers, social
networking sites, campaigns, media and so on. Through this, users will be able to know about the

features and benefits of the particular products. Along with this, they can communicate with their
end users in an efficient manner. On the other hand, an enterprise use positioning strategy for
their competitors so that ASDA will be able to identify the strategies that are followed by their
rival firm (Dollatabady, Amiri and Bidmeshk, 2012). Furthermore, position can help the
enterprise in enhancing their brand image and overall sales in the country.
While delivering the message to number of people they can include some signs, phrase,
pictures, logo so that their overall performance can be increased. ASDA can also put some
advertisements, photos, blogs on their website so that customers get attracted to the services of
the enterprise. On the basis of these, they will be able to perform well in the market so that their
performance and growth can be increased.
TASK 3
3.1 How products are developed to sustain competitive advantage
Companies can achieve competitive advantage in the market by performing well or by
adopting some of the strategies. Products should be developed by an enterprise in an effective
manner so that all customers will be able to fulfil their needs and demands. For this, ASDA has
to follow some of the stages in order to manufacture the goods (Lefebvre, 2011). Some of these
steps are as follows:
Idea generation: This is the first step of product development as in this ideas are
generated by the company that what kinds of services should be offered in the market. Company
can take ideas from their employees so that an effective decisions can be made.
Screening the data: Here, after idea generation the marketing manager of HSBC can
conduct a survey in the market so that they will be able to identify the need and demands of their
customers (Wang, 2011). This is beneficial for an enterprise as through this they can gain the
attention of many people.
Development: At this stage, after screening products are developed in an efficient manner
so that they will be able to enhance their growth in the market. For this, all the operations should
be managed or administered so that they can gain the attention of the people.
Testing: Here, after development of product now the manager has to perform testing so
that they will be able to offer quality and innovative services to their service users (Burchell,

Rettie and Patel, 2013). On the basis of this, they can perform testing of the quality of their
products.
Analysis: The marketing manager of HSBC bank can take the reviews of their consumers
about their current services so that they will be able to know about their satisfaction level. On the
basis of these, they can make an appropriate decisions and adopt the changes in order to increase
the sales.
Implementation: At last, the manager implement their services or launch the products in
the market so that consumers scan consume the services in order to fulfil their demand and need.
Furthermore, by adopting the product life cycle approach overall performance of the bank can be
improved in an efficient manner.
3.2 How distribution is arranged to provide customer convenience
HSBC has to use an appropriate distribution channel so that they can reach to the number
of customer. For this, organisations have to establish a proper channel through which customers
will be able to enjoy the services (Rusinko, 2010). There are some of the intermediaries who play
their role in the distribution of the products. There are three types of channels that are used by
HSBC and these are as follows:
 In the first channel, company directly offer their products and services to the customers.
Through this, end users will be able to get the services at relevant or lows prices. Along
with this, they will be get the original products from the firm. In this, customers can
purchase services from the companies website.
 In the second channel, customers are going to purchase the products and services from
the financial institutes. Here, these institutes are play the role of the intermediaries. But,
customers are getting products at higher price than the other channel.
 In the third channel, there are many intermediaries who play their role in between the
bank and customers (Lefebvre, 2011). In this type of channel, customers have to pay
more than other type of channels.
On the basis of these channels, the bank will be able to enhance their performance and
along with this their overall sales is get increased in an efficient manner. Furthermore, all people
will be able to enjoy the services in an efficient manner.

3.3 How prices are set to reflect an organisation’s objectives and market conditions
The marketing manager of HSBC can use some of the pricing strategies in order to attract
number of people. Organisation establish their objectives or goals so that they can set a particular
direction for their workers. By adopting some of the strategies, they can fulfil the needs and
demands of the different people. Some of the pricing strategies are like:
Pricing skimming: In the skimming strategy, bank sets the high price for the particular
services or products (Hollenbeck, Mason and Song, 2011). At the time of introductory stage they
will be able to gain the attention of the people and revenues can be generated in an efficient
manner. Prices can also decreased due to the law of demand and supply.
Pricing penetration: In this strategy, company sets the prices low at the time of
launching of the products. Through this, the bank will be able to gain the attention of the people
so that sales can be enhanced in the market. Prices should be set as compare to the competitors
so that competitiveness can be achieved in an efficient manner. The brand awareness can also be
increased among all the people.
Economic pricing: There are some organisations who follow this approach in order to
increase their profits and sales. In this, company provide low quality services at low price so that
sales can be increased.
Premium pricing: In this strategy, company offer quality services to their customers at
high price (Marketing Process and the Steps involved in Marketing Process, 2017). Through this,
they will be able to attract the people who are looking for the uniqueness in the products.
HSBC can use pricing penetration and premium strategy in order to increase their sales in
the market.
3.4 How promotional activity is integrated to achieve marketing objectives
Promotional is an important element of the marketing mix as through this company will
be able to attract number of customers towards their services. Through this tool, communication
gap can be reduced between the service users and an enterprise. Brand awareness, brand
recognition of the bank can be increased in the market.
There are some of the promotional tool and techniques that can be used by the firm are
like social networking sites, newspapers, magazines, radio, campaigns (Target Marketing: Four
Generic Target Marketing Strategies, 2016). On the basis of this, all customer will be able to

know about the features and benefits of the products and services. Through this, can enhance
their brand image in the market as compare to other competitors.
Through personal selling, public relations the marketing functional area will be able to
achieve their goals in an efficient manner. Marketing is an important department of the
organisation as through this the overall sales and profitability can be increased (Eight Simple
Steps For New Product Development, 2016). Some of the marketing objectives are like to
increase to brand image, to sustain the competitive advantage, to fulfil the needs and demands of
the customers and so on.
On the basis of these promotional tools, HSBC can perform well in the market by
showing them special offers and benefits of the services. Through this, all people will be able to
know about their benefits and effective deals. By using the personal selling as a marketing
technique, firm will be able to increase their overall sales and profitability in the market.
3.5 Analysing the additional elements of the extended marketing mix
Marketing mix is a tool that is used by an enterprise in order to achieve success in the
market. There are some elements such as price, place, promotion, place as through this a
marketing plan can be implemented in an efficient manner (Wang, 2011). There are some of the
extended elements of marketing mix and these are:
People: Employees and managers are the one who play their role in order to enhance the
brand image of the company. They perform their operations in an efficient manner so that overall
objectives can be accomplished.
Physical evidence: It is related to the services and products that are offered by HSBC to
their customers (Hollenbeck, Mason and Song, 2011). It is a type of services which shows that in
what manner they are getting services.
Process: The organisation should choose an appropriate distribution channel in order to
deliver the products and services to their services. Through this, the overall satisfaction among
all the people can be increased.
TASK 4
Covered in PPT