Marketing Processes and Planning: A Report on Marshfield Bakery

This report provides a detailed analysis of marketing processes and planning, focusing on Marshfield Bakery, a UK-based company specializing in dairy and bakery products. It begins by explaining the key roles and responsibilities of the marketing function, including production, product, selling, marketing, and societal marketing concepts, along with current trends like personalization and future trends such as digitalization and transparency. The report also explores how the marketing function relates to the wider organizational context, including its interactions with sales, HR, finance, and IT departments. Furthermore, it compares the marketing mix strategies of Marshfield Bakery with those of John Monaghan Limited, highlighting differences in product strategy, pricing, promotion, people, process, and physical evidence. The assignment culminates in the development of a comprehensive marketing plan and a media plan for Marshfield Bakery, outlining key elements, recommendations, and rationale for selected media activities within budgetary requirements and marketing campaign objectives.

Unit 2 Marketing processes
and planning

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1. Explanation of Key Roles and Responsibilities of Marketing function................................1
P2. Explain how the marketing function relates to the wider organisational context..................3
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................4
P4 Develop a marketing plan that includes key lements of marketing planning for an
organisation to achieve marketing objectives..............................................................................7
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.......9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is one of the most important concept which is used for business management
helping organization to promote goods and services within market. Marketing means promoting
of product and influencing people for buying products through advertisement, promotional
activities and selling techniques of essential part of marketing. It is an important perspective
leading towards growth of industry having important roles to play in order to increase value
within market. The selected corporations for this report is Marshfield Bakery that has been
established in the year 1984 and has been operating in London, United Kingdom. The business
corporation is known for selling of various dairy and bakery products all over UK. The report
cover about marketing and its functions with marketing mix. In the end marketing plan and
media plan is prepared.
TASK 1
P1. Explanation of Key Roles and Responsibilities of Marketing function
Marketing means the process which is used for fostering awareness created over products
that has been offered within an organization (da Gama, 2019). Also, the focus of marketing is
over attracting customers which leads towards goals and objectives achieved more effectively.
Through positive marketing approach Marshfield Bakery are able to form organizational
structure which lead over developing brand image within particulate market.
There are some marketing concepts and they are discussed below: Production Concept: The concept means availability of products which is done at
affordable price by analysing customer's wants. With production concept used for
developing products at low cost which leads over making production process smooth and
effective in nature making economic stability created within Marshfield Bakery. Product Concept: The product concept is mainly based upon providing quality product to
its customers by enhancing product on timely basis. By using product concept, managers
of Marshfield Bakery are able to improve its product quality which leads towards making
customer satisfaction formed. Selling Concept: The major focus is developed upon circulation of product by focusing
upon selling techniques related to particular product. If this concept is not undertaken by
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Marshfield Bakery, then direct impact is created over sales done by a company. Thus,
Marshfield Bakery is required to develop positive approach over the concept. Marketing Concept: The marketing concept relates upon providing customer value
helping an organization stay ahead of its competitors. It acts as key for Marshfield
Bakery to achieve goals and objectives of establishing itself within market.
 Societal Marketing Concept: The societal marketing concept is based over forming
benefit in relation to understand about customer and its behaviour. Through such
perspective Marshfield Bakery is able to target customers from every type. This concept
makes Marshfield Bakery to perform programmers important for solving social issues.
Current and future trends in marketing
Current trends: These are those trends which has been helping in developing market on large
scale (Goryacheva and et. al., 2020). The most important current trend existing within market is
personalization which has been discussed regarding Marshfield Bakery as follows:
 Personalization has helped Marshfield Bakery over collecting data about is sales which
has helped in targeting audiences all over market. Personalization made Marshfield
Bakery for deliver brand messages targeted to its customers. Conversational marketing is an important trend which has been used by Marshfield
Bakery in order to solve queries of client on immediate basis with the help of chatbots.
Future trends: These trends are one of the most important part of an organization which
makes growth of organization possible on large scale. The future trend within marketing is
diagonalization that has been explained with Marshfield Bakery as follows:
 Digitalization is helpful in developing strong structure helping in enhancing delivery in
future. Digitalization is important from future perspective in a way that it makes usage of
social media platforms possible for Marshfield Bakery to promote its products at global
level in future. Transparency is another future trend which has allowed Marshfield Bakery to increase
direct interaction with customers that makes future sustainability with long term approach
developed within an organization.
The roles and responsibilities of marketing function in Marshfield Bakery are discussed
below:
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 Research: Research has important role to play in relation to success of particular
organization (Elmograbi, 2021). This is an important process which leads over data
collection used by organization to develop various aspects of business on large scale. In
relation to Marshfield Bakery, research is an important perspective helping upon
analysing trends, checking customers with preferences and innovation helping in
performing better in terms of its competitors present in market. Brand Management: Brand Management is based over techniques that has been used for
improving perceived upon value over product line helping in developing brand as whole.
The roles and responsibility of marketing functions in relation to Marshfield Bakery is
helping in creating effective management by improving brand image on timely basis
making loyalty of consumer maintained towards organization. This concept has made
Marshfield Bakery attain better brand image within market and increase profit ration for
Marshfield Bakery.
 Product Development: Product development is based upon creating new product that
improves product by bringing change over goods and services. This provides services
which makes product reach to customers in market. These services provide customer
value for an organization. In relation to Marshfield Bakery, feedback from customers and
analysis over market by improving services to customer. Product development provides
new values to customer making satisfaction created over needs accordingly as per its
preferences.
P2. Explain how the marketing function relates to the wider organisational context.
Marketing functions are one of the most important function which is based over
developing approach of organization towards goals and objectives set by an organization. The
functions is focus upon customers that provides services and makes feedback taken over filling
of loop holes. The relationship of marketing function in context to Marshfield bakery has been
explained as follows: Marketing and Sales: Better marketing plan of an organization is based over sales which
makes marketing focus developed upon making customer aware about products offered
which makes persuasion of sales present within market. Selling of interaction through
buyers and persons selling of goods and services. Marketing is provided leading towards
converting within sales. The way a business entity market its product is based upon
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influencing about sales as customers makes promotional technique used by an
organization like advertisement, building public relations etc. In Marshfield Bakery, main
focus is over providing customers and fulfilling demand and need over planning for
going on holiday and makes plan for improving sales by providing customer as per wants
and preferences. In Marshfield bakery, both marketing and sales department work hand in
hand for achievement of good customer-base which makes organizations stability
increased with profit ratio of an organization. Marketing and HR: HR department plays an important role within the recruitment
process of organization. If marketing department has some vacancy, then they have to
contact to HR department and they fill the position keeping in mind the key points
required (Graham, Nilsen and Payne, 2019). The application is posted by the marketing
department. Marshfield Bakery recruits the suitable candidates for the position and train
them, so as they prove to be asset for the organisation and working the way marketing
department expect them to work and achieve the goals. Both the departments are
important for Marshfield Bakery and if they work in coordinated manner the goal of the
company becomes easily achievable.
 Marketing and Finance: Finance department focus is focused over making short term
and long term financial needs of an organization. It is mainly based upon arraigning
organizational needs. In context of Marshfield Bakery, marketing department requires
money in order to promote product, boosting sales, enhancing reach at same time finance
department and analysis of cash flow which makes financial condition improved with
positive approach.
 Marketing and IT: Information and technology uses new term of IT department which
is based over computer software, information system. Under marketing, information and
technology is used for collecting information over marking of product. Marshfield
Bakery should use latest softwares which leads upon collecting reliable information and
protect sensitive information of organization.
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TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
The set of tools that has been used by an organisation to achieve marketing objective. It is
important to use marketing mix which is related to 7P's of marketing helping in discussing about
key issues which affects marketing strategies of an organization. Different organisations use
elements of marketing-mix in different ways. Comparison of marketing mix of Marshfield
Bakery and John Monaghan Limited are as follows:
ELEMENTS OF
MARKETING MIX
Marshfield Bakery Miel Bakery
Product
The product strategy used by
Marshfield Bakery is
diversification. The strategy
has helped organization in in
order to increase its
profitability and how well the
assets has been used for
increasing sales of new
product (Gupta and et. al.,
2020). Products of Marshfield
Limited are bread, pastries,
etc.
In comparison with Marshfield
Bakery, Miel Bakery
has been using customer-
based services which makes
focus to be developed upon
providing services over
existing customers. Products
offered by the company are
Seasonal Specials, Breads,
Drinks, Viennoiserie and many
more.
Price
Marshfield Bakery uses
competitive pricing as its
pricing strategy. This has lead
upon making competitors
show brand image and
Marshfield Bakery is able to
provide better feature in
relation to bakery products.
Miel Bakery has been using
differentiation pricing over
setting of price. They are
charging different price as per
services offered and value for
money.
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Place
Marshfield Bakery has been
offering services over two
platforms. In this, first outlets
makes customer directly come
and get services and second is
through website for increasing
online sales which makes
organisation gets globally
connectivity.
Miel Bakery majorly provides
services through its websites
and mobile apps where
customers are able to interact
with company and attain desire
products or enquire about it.
Promotion
For promotion, Marshfield
Bakery uses traditional
methods for promotion like
advertisement on newspaper,
television and magazines.
Along with traditional methods
now Marshfield Bakery has
started to use social media
marketing for millennials.
For promotion of its holiday
packages and distinct features
Miel Bakery uses social media
platforms like Facebook, you
tube, Instagram, Twitter etc.
They also use radio and
television as a way of
promotion.
People
There are various departments
in an organization and has
different personnel Marshfield
Bakery has strong relationship
with departments like sales,
customer service, retail
management etc.
Timely appraisal and training
has been making Miel Bakery
employees work with
effectiveness of an
organization.
Different organizations
possess methods for
implementing them within
Marshfield Bakery helping in
Miel Bakery has provided
single and simplified platforms
making organization develop
its products. These platforms
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Process
managing of online services
establishing for keeping track
and safety over products
(Jovanov and Disoska, 2022).
allow customers to have easy
access over products and
services of the organization.
Physical Evidences
Marshfield Bakery uses
different packaging for its
products. They upload high
quality videos on their website
so the customers can develop a
perception on the service
offered by them.
Miel Bakery gives the facility
of customisation which means
customers can choose
accommodations as per their
requirements.
TASK 3
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
Marketing plan has been telling about advertising and marketing plan of an organisation
which allows business to stand within market. In this marketing strategies for future purpose is
prepared. The organization is now working upon its Mobile application that is “Marshfield
Baked” upon which customers are able to book order and performing pre ordering of products.
Also, the app makes customer engagement possible in more effective way. Thus, strategic
management plan has been discussed as follows:
Executive Summary:
This marketing plan has been providing information over Mobile Application of
Marshfield Bakery named as “Marshfield Baked”. This makes customer personalized booking
according to preferences over products (Kırcova and Enginkaya, 2019). The app has been
allowing new features promoted like booking for parties and weddings. The app is able to solve
problem related to making engagement of checking over application.
Strategic Objectives:
The objectives associated with Marshfield Bakery Fly are mentioned below:
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 It increases over customer-base by 5% over three months over product launch.
 Marshfield Bakery which is planning over increasing profitability rate over 7% in six
months for launching of Marshfield Bakery within market. Company planning over enhancing with customer retention rate by 17% after products
completed within 1st year for launching.
Offerings:
The organization has offering wide range of tours packages over website and physical
stores. Marshfield Bakery planning upon providing customer with new opinion for personalizing
selection as per preferences and past order history.
Target Market:
Target market is based over group of customers which makes goods and services to be
sold. This is important for Marshfield Bakery for developing audiences by identifying target
customers. Further, STP model has been discussed regarding Marshfield Bakery:
Segmentation: Segmentation is an important process which is based over homogeneous
groups dividing population as per segments such as: Geographical: In geographical basis the population is divided as per geography which
for an organization like Marshfield Bakery. Demographical: herein, the population is divided in segments according to the
demographical characteristics like income, gender, age. In relationship with Marshfield
Bakery, the age group of 16-65, having income more than £1,000 have been selected.
Targeting: Targeting related over dividing population over segments and selecting
appropriate segments over product and services. Marshfield Bakery has targeted UK customer
having income more than£2,000.
Positioning: Positioning is the process of setting image of the product or service in minds
of customer. Marshfield Bakery is positioned as an all in one mobile application where one can
do booking and check ins and get features through which the people will get engaged in flights
(Länsipuro and Karjaluoto, 2021). The company wants to make its customers familiar with its
application.
SWOT Analysis:
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This is one of the most effective analysis which is based over strengths, weakness and
threats with opportunities making organization take decisions in effective manner. Further,
SWOT is conducted over Marshfield Bakery and discussed as follows:
Strengths
 Marshfield Bakery includes diverse
products and demand by customers.
 Marshfield Bakery has able to cover
around 120 destinations.
Weaknesses
 Marshfield Bakery has made weak
organizational structure making
expansion process slowed.
 Marshfield Bakery competitors has
negative impact upon its customer base.
Opportunities
 Marshfield Bakery has opportunity by
introducing online selling helping in
making customer base. Marshfield Bakery holds opportunity
towards making innovation developed
within its products.
Threats
 Competition is the biggest threat faced
by Marshfield Bakery.
 Risk due to unstable political
environment of UK.
Marketing Budget:
PARTICULARS 2018 (In
Pounds)
2019 (In
Pounds)
2020 (In
Pounds)
2021 (In
Pounds)
2022 (In
Pounds)
Start-Up Capital 5400 11000 12450 13030 17140
Investment 4300 7800 5500 4465 8636
TOTAL 9700 18800 17950 17495 25776
MARKETING
OUTLAY
Marketing 6500 7800 6900 12700 13660
Publicity 8800 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
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