Marketing's Impact on Business Profitability: A Case Study Report

This report investigates the impact of marketing on business profitability, focusing on a case study of Lola's Cupcakes. It aims to understand the concept and tools of marketing, analyse the link between marketing and profitability, and recommend effective marketing strategies. The research employs a qualitative approach with an inductive research approach and an interpretivist philosophy. Primary data was collected through probability sampling, surveying 10 employees of Lola's Cupcakes, and analysed using thematic analysis. The findings reveal that the company believes in marketing strategies, which lead to increased sales and customer interaction. The organisation performs market analysis before production and utilises promotional tactics. Overall, the study concludes that marketing plays a vital role in increasing business profitability by enhancing customer interaction and boosting sales.

IMPACT OF MARKETING
OVER PROFITABILITY OF
BUSINESS

TABLE OF CONTENTS
CHAPTER-1: INTRODUCTION..................................................................................................3
Background of study.................................................................................................................3
Aim..............................................................................................................................................3
Objectives...................................................................................................................................3
Rationale....................................................................................................................................3
CHAPTER-2: LITERATURE REVIEW.......................................................................................3
Theme1: Concept of marketing..............................................................................................3
Theme2: Tools of marketing....................................................................................................4
Theme3: Relationship among marketing and profitability of business.............................4
CHAPTER-2: RESEARCH METHODOLOGIES......................................................................4
CHAPTER-4: DATA ANALYSIS.................................................................................................5
CHAPTER-5: DISCUSSION AND CONCLUSION................................................................14
ETHICAL CONSIDERATION....................................................................................................15
SCOPE.........................................................................................................................................15
LIMITATION.................................................................................................................................15
REFERENCES............................................................................................................................16
APPENDIX....................................................................................................................................17
Questionnaire.............................................................................................................................17
Gantt chart.................................................................................................................................18

TITLE: IMPACT OF MARKETING OVER PROFITABILITY OF BUSINESS
CHAPTER-1: INTRODUCTION
Background of study
Marketing refers to the process of analysing the needs of consumers and
delivering them values on the basis of their needs. It helps in ensuring satisfaction level
to the customers. Thus, it has been considered as important concept in business. This
research report will shed a light over the impact of marketing over profitability of
businesses. Also, appropriate literature review in the context of topic will be performed
and appropriate methodologies will be highlighted along with findings.
Aim
To investigate the role of marketing over the profitability of business. A study to
Lola's Cupcakes:
Objectives
 To develop an understanding about the concept of marketing.
 To evaluate the major tools of marketing.
 To analyse the link among marketing and profitability in business.
 To recommend the effective strategies of marketing.
Rationale
Currently, marketing act as a backbone in the organization as all department
whether it is operational, sales, finance or any other department is based on marketing
department (Hahm and Severt, 2018). Therefore, the current topic has been considered
as important in terms of analysing importance of marketing for profitability of business.
CHAPTER-2: LITERATURE REVIEW
Theme1: Concept of marketing
As per the views of Hole, Pawar and Bhaskar, (2018) marketing refers to the
procedure of activities that has been taken in consideration in order to promote the
products and services of business. The marketing enables business to take needs and
desires of customers into consideration. Also, it helps in boosting up the sales of
products in the business. Furthermore, it helps in establishing effective interaction with
customers. Hence, marketing helps in developing business from all aspect whether it is

increasing sells of products and services or increasing interaction of customers. On the
contrary note Paul, (2019) has said that, it is important to understand the behaviour
pattern of consumers. Otherwise, there is o sense of performing marketing. Thus,
marketing is concept that involves multiple aspects related to business and consumers.
Theme2: Tools of marketing
In accordance with Miskiewicz, (2020) there are numerous tools of marketing.
However, the major tools are consists of 4Ps of marketing and that is, Product, price,
place and promotion. Thus, these are the major tools that covers the over-all strategy of
marketing. In product, the business focuses on developing products on the basis of
customer's demand. In pricing, the factors that affects purchasing power of consumers
have been identified and the prices have been set. Under placing, the channel of
distribution has been selected that assures the delivery of products and services to the
consumers. Lastly, promotional element is concerned with creating the hype of product
and services in the market so it can influence buyers in terms of attracting towards
business.
Theme3: Relationship among marketing and profitability of business
Sinkovics and Sinkovics, (2020) Elucidates that, there is a strong relationship exist
among marketing and profitability of business. Rate of marketing that has been
performed by business leads decides the rate of profitability that can be earned by
business. As marketing enables business to identify needs and demand of consumers.
When the goods and services has been produced on the basis of consumers demand
then it assures effective satisfaction to customers. Moreover, it helps in establishing
effective relation with customer. The transaction of the business with customers has
been increase and it assures higher profit to business. Thus, in this manner, marketing
assure higher profit to business. It is like a cycle that goes on, effective marketing
attracts numerous customers and assures higher sales of products and services. As a
result, this leads to assure higher profitability to business.
CHAPTER-2: RESEARCH METHODOLOGIES
Research type is mainly of two types and that is qualitative and quantitative.
Qualitative type refers to the type of research that is concerned with collection of textual

data and quantitative type refers to collection of numerical data. Thus, research type is
systematic procedure of gathering data. In this research, analyst is using qualitative
type of research as it assures higher relevancy. Research approach that has been
selected is Inductive as it helps in analysing of qualitative data. Research philosophy
has been determined as the faith and belief that are aligned with topic of research. It is
of two types and that is Interpritivism and Positivism. The researcher is using
Interpritivism philosophy as it enable researcher in term of developing new theories in
context of research topic (Pandey and Pandey, 2021) Research design that has been
selected for this research is Exploratory. As it enable analyst to seek the depth of
research and revealing outcomes.
Data collection refers to the process of collecting data from various sources. It is
of two types and that is primary and secondary data collection. Primary refers to
gathering data from fresh sources whereas, in secondary data has been gathered from
second sources. As per the suitability of this research, researcher is using primary
source for collecting data as it assures higher accuracy. Data sampling is selection of
people from the large group of people. It is of two types and those are probability and
probability (Zangirolami-Raimundo, Echeimberg and Leone, 2018). In this research,
probability sampling has been used, 10 employees of Lola's Cupcakes has been
approached in terms of knowing whether the business is getting profit due to marketing
or not. Data analysation refers to the method of interpreting the available data. Thematic
analysis has been selected in comparison of statistical analysis as thematic analysation
enables researcher to make different themes in order to reveal outcomes.
CHAPTER-4: DATA ANALYSIS
Theme1: Company believes in marketing strategies
Does your organization believes in
adopting marketing strategies?
Frequency
Yes 7
No 2
Not sure 1

Total 10
Interpretation- From the analysation it can be review that, the more number of
employees have said yes. From the participants it has been asked that, their
organization using marketing strategies. Out of10, 6 candidates said yes and 2 said no
whereas, one was not sure. Thus, this clearly depicts that, the organization is using the
marketing strategies. Also, it can be evaluated that, organization believes in adopting
marketing strategies that helps in and the organization has specific department for
marketing that assure focus over performing the concept of marketing.
Theme2: Marketing strategies leads to increase sales:
Does marketing strategies lead to
increase in number of sales?
Frequency
Yes 5
No 3
Not sure 2
Yes No Not sure Total
0
1
2
3
4
5
6
7
8
9
10
Column I

Total 10
Interpretation- While asking about the candidates in context of marketing strategies
is increasing the sales of organization it has been review that, out to 10 candidates, 5
said yes, 3 said no and two was not sure about it. Thus, it clearly depicts that, in
organization, the marketing strategies are helping in increasing the sales of
organization. Thus, here, it can be justified that, marketing strategies helps in increasing
the transaction of firm with the customers and enable them to earn higher profit. Also, it
assures growth and success to the firm and assure more opportunities for growth. It has
been proven that, marketing strategies leads to increase the transaction of organization.
Theme3: Marketing enabling interaction with customers:
Does marketing strategies have
enabled the interaction of your
organization with customers?
Frequency
Yes 7
No 2
Not sure 1
Total 10

Interpretation- While asking question in relation of increasing in the interaction with
customer due to marketing strategies it has been analysed that, Out of 10 participants 7
said yes and 2 said no and 1 has no idea in relation of this. Thus, the number of
participants goes with the yes, it shows that, the organization has experienced benefits
from using the marketing strategies and it has resulted in increasing interaction with
customers. Thus, it has been revealed that marketing strategies helps in creating
effective interaction with customers and leads to increase the customer base for
organization.
Theme4: Production takes place after making analysation or organization uses
previous data:
Does your organization perform
production after making market
analysation?
Frequency
Yes 9
No 1
Not sure 0

Total 10
Interpretation- The above graphical representation is revealing that, the organization
believes in performing market analysation and on the basis of that, decision has been
taken in consideration for making production. This has been asked to candidates
whether the organization performs market analysation and then performs production or
not, it has been found that, majority said yes 9 candidates said yes and only one said
no. Thus, this clearly reveals that, organization believes in analysing market and on the
basis of that, the production process has been done. Previous data have not been taken
in consideration in terms of performing production.
Theme5: Is marketing important:
In your opinion, marketing is
important?
Frequency

Yes 8
No 1
Not sure 1
Total 10

Interpretation- When it has been asked to participants that in their opinion, marketing
plays important role or not then, it has been found that, the majority was agreed upon
the statement. 8 out of 10 candidates has said yes over this statement. Thus, this is
clearly showing that, employees of organization is concerned with the faith that,
marketing in important in order to achieve higher rate of growth and success thus, this
depicts that, the organization focuses on guiding their employees in order to follow the
latest trends of market. As a result, effective growth has been experience by company.
Theme6: Promotional element in organization:
Does your organization perform
promotional tactics?
Frequency
Yes 9
No 1
Not sure 0
Total 10

Interpretation- From the above analysation, this can be identify that, organization is
using promotional element in terms of performing concept of marketing. There was total
10 participants and out of 10, 9 said yes in context of promotional tactics performed by
the organization. Thus, the higher majority is with the candidates who said yes.
Therefore, it states that, organization is using promotional techniques in order to create
awareness about the product to the customers. Also, the customers have been
approach by organization within performing promotional element. Thus, the promotional
element of marketing is making enable to organization in terms of increasing sales.