Marketing Essentials: Roles, Duties, and Marketing Plan for Expansion

This report provides a comprehensive overview of marketing essentials, focusing on the role of marketing and its interrelation with other functional units within an organization. It details the key duties and responsibilities of a Marketing Officer and proposes a structure for the marketing department. The report explains various marketing processes, emphasizing how marketing influences organizational objectives and the importance of marketing within an organization, further exploring the marketing mix (7Ps) and comparing 'Your Destination' approach to 'National Express' in achieving business objectives. Finally, it includes a basic marketing plan for nationwide expansion, highlighting strategies, target markets, and implementation methods. Desklib offers this and other solved assignments for students.

MARKETING ESSESNTIALS 1
MARKETING ESSENTIALS
Name
Institution
Unit title
Date
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MARKETING ESSESNTIALS 2
Contents
Introduction.................................................................................................................................................3
PART A.......................................................................................................................................................4
TASK 1: Explain the role of marketing and how it interrelates with other functional units of an
organization.................................................................................................................................................4
Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department. (P1)........................................................................................4
1. An Overview on the Different marketing processes........................................................................5
Explain how the roles and responsibilities will contribute to the wider organisational objectives. (P2). 7
2. Explanation of how marketing influences............................................................................................8
3. The value and importance of the marketing role in the context of the organization.........................9
6. Conclusions that emphasis the significance of having effective interrelationships between different
functional departments..........................................................................................................................10
PART B.....................................................................................................................................................12
TASK 02: Marketing Mix (7Ps) to Achieve Overall Business Objectives................................................12
Using the 7Ps compare Your Destination approach to applying the marking mix to that of National
Express in achieving the business objectives. (P3).................................................................................12
TASK 03: Development and Evaluation of a Basic Marketing Plan.........................................................14
Produce a basic marketing plan for the nationwide expansion. (P4).....................................................14
Conclusion.................................................................................................................................................18
References.................................................................................................................................................19
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Introduction
In today’s world of competition, marketing is necessary for every small and big organization.
The organizations success and failure is dependent on the relationship with the customers.
Marketers’ duties are determining the necessity of the customers and identify the products to
satisfy them. Here in this report, the marketing processes, strategies, roles and duties of
marketers and many more are discussed in the context of Nestle.
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PART A
TASK 1: Explain the role of marketing and how it interrelates with other functional units
of an organization
Explain the key duties and responsibilities for a Marketing Officer and a
proposed structure and operations of the marketing department. (P1)
Marketing and its concept
Marketing is all about building and maintaining a profitable customer relationship with the new
and old customers. There are five marketing concepts by which the organizations plan, design
and implement marketing goals and strategies. (Peter, Olson, and Grunert, 1999)
Production concept: The one of the oldest marketing concepts is production concept. According
to this the buyers and consumers will buy those products and services that are highly accessible,
low-cost and affordable (Wilson& others, 2012). In this concept, the managers and organization
emphasizes on producing that products or services which they can produce most effectively,
efficiently and within the lowest cost.
Product concept: According to the product concept, the consumers and buyer prioritizes the
quality, class, performance level and the characteristics of a product rather than the availability
and affordability. That is why, organization always have to improve their current products and
services for greater customer satisfaction.
Selling concept: According to the selling concept customer needs, demands, requirements and
views are not important. The products or services of an organization will be bought by the
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consumers when only when the organization makes the customers persuaded to buy. So it can be
said that, this strategy is sells-oriented (Churchill, 2006).
Societal marketing concept: Societal marketing concept includes three important things,
satisfying customers’ needs, and profitability of the organization and the welfare of the society.
According to this concept, besides customers and sellers, the society is also benefitted.
Current and future trends of marketing
In this current era of technological advancement, today’s marketing trend is a mixture of old
marketing trends and the new marketing strategies. Marketing on social media and
communication sites, promotions and advertisement through SMS, campaigns on educational
and commercial areas, online advertisement are some example of modern marketing practices.
Through these techniques, the organizations are able to reach to individual customers.
Marketing trends in near future will be more customer-oriented and more dependent on
information technologies. The organizations will integrate their marketing strategies and
activates with the customers way of living. The marketing activities will be automated by using
highly effective technologies. Affiliation with popular search engines, websites and social sites
will be done for promoting and advertisement purposes.
1. An Overview on the Different marketing processes.
Marketing process is a combination of some steps that are used for identifying the opportunities
and threats of the market, determining the target customers, and improving a marketing mix and
controlling the marketing activities. There are four steps included in marketing process. There
are explained here:
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I. Situation exploration: The first step of marketing process is condition analysis that is
involved in evaluating different factors of market or industry in order to identify the
strengths, opportunities, weakness and threats. The main goal is to determine the chances
to make the unsatisfied customers satisfied. A detailed assessment of market in which the
company will serve its customers is done in this step. The organization will not only
discover the customers’ requirements but also the capabilities and capacities of the
organization.
II. Marketing strategy: The second level of marketing process is marketing strategy. After
determining the best chance to fulfill the customers’ needs and wants, the organization
than needs a tactical strategy. Marketing strategy also involves some steps. The first one
is segmenting the market. Market segmentation means separating a market based
different features. Markets can be segmented based on customers age, gender, religion,
education and so on (Kotler & others, 1990). After segmentation, the company selects its
target customers, who will be served. This is called market targeting. The next step is
market positioning. It refers to insight of the customers about the product and how it is
different from competitors’ products. And the final step is “value-proposition.”
III. Decisions about the marketing mix: Marketing mix consists of 4Ps, product, price,
place, promotion. Products refer to the goods or services that the organization serves to
the customers. Products satisfy customer needs. Price refers to the cost that is paid by the
customers for to get the products or services. Place refers to the activities to make product
or service obtainable to the customers (Armstrong and Kotler, 2005). And last of all
promotion means communicating properly with the customers to increase sales and profit
level.
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IV. Implementing and controlling marketing activities: At this stage the planned
marketing strategy is implemented. The management of the organization should always
control the performances, activities so that achieving goals can be easy for them.
Customers’ need is always changing and according to those changes, the plan will be
working on (Sweeney, 1972).
Explain how the roles and responsibilities will contribute to the wider
organisational objectives. (P2)
The company is one of the oldest and biggest corporations in the industry of transports.
Marketing manager must have some good managerial skills to perform his duties. As Nestle is a
multinational business organization and popular brands in the world, the marketing manager of
this organization have to perform a lot of activities (Brownlie, and Saren, 1997), some of them
are described here:
a) Developing brand image: One of the most vital duties for the company’s marketing
manager is to develop brand image and brand value in the market. Brand image is
essential because it helps a customer to distinguish the products from others. According
to a statistical report, the customers of a good brand remain loyal for lifetime which is
very crucial for the profitability. A mesmerizing logo, creative ad on televisions, radio,
printed media, social media and billboards can help in emerging brand value.
b) Managing day-to-day activities: The marketing manager of the Company performs,
manages, controls, co-ordinates daily activities of the company.
c) Doing market research: Market research plays a vital role in gaining competitive
advantages. So the manager should do market research to clearly understand the
customers demand, the way of fulfilling the demand and how will they affect the
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profitability of the organization (Boyatzis, 1982). It also helps to understand the
behaviors of the competitors, how they are doing in the market.
d) Determining perfect strategy: Marketing managers gather information the about the
customers, competitors, markets. This is helpful in determining and developing strategy
for the market. Which strategy will be helpful in reaching more customers, which will
increase not only profits and sales level but also customer satisfaction level etc. questions
are answered.
e) CRM (Customer Relationship management): Customer relationship management is
essential because customers are the king and profitability of the company is dependent on
them. Marketing managers performs jobs so that the best customer service can be
provided and make customers happy.
f) Workforce management: Marketing manager at the company also works as an
employee manager. They always try to make their workforces skilled, trained, well
organized and motivated. This also influences the revenue (Rich, 1997).
g) Recognizing new opportunities: Marketing manager at the company performs
marketing research and finds out recent and future trends. Thus the manager helps the
organization to determine the new prospects which helps in developing new products or
services and expanding business.
2. Explanation of how marketing influences
The company is a corporation where there are many functional areas besides marketing such as
finance, production, human resource management, research and development and many more.
The relations and linkage between marketing and other departments are discussed here:
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Marketing and finance: Every decisions, plans and strategies of marketing department at the
company includes financial element. So the finance department prepares a complete budget for
the marketing department so that they can carry out their activities properly.
Marketing and production: As The company focuses on the customer needs and wants when
producing products and services, so it is clear that there is an interrelation between marketing
and production department. Production department will produce products and services according
the suggestion, recommendations provided by the marketing department.
Marketing and R&D: The interrelationship between marketing and R&D departments is very
important. It will be helpful for the engineers to develop new products and marketing managers
to offer, sale and promote the products. The information gap between the departments will result
in such a product that would be very difficult to offer or sale.
Marketing and Human Resource management: Marketing department needs workforce to
accomplish jobs. According to the requirements, job description and job specification provided
by the marketing department, the HRM department will hire, train and fire employees.
3. The value and importance of the marketing role in the context of the organization
Success of an organization is dependent on marketing as well as other functional areas. As
customers are the king, marketing is the soul of achieving success. Marketing tells the
organization what product should be launched to gain profit. The company would have been fall
down if there was no successful marketing.
Marketing is directly related with the increased sales level of the company. The sales increase
when customers find the product which will satisfy their needs and demands. Through marketing
process, an organization can fully be aware of what is going on the market, what are the trends,
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how to compete with the competitors and above all how make sustainable relationship with the
customers to increase the profit level.
The brand value of the company helps this company to boom its sales in the competitive market.
Customers become loyal when the product of a company has a brand image. The goodwill and
reputation of the company is an important intangible asset. This goodwill indirectly influences
the profit and sales level. Marketing directly works towards developing a company reputation
among the customers by providing required product or services within the lower cost.
The company is doing their businesses in a highly competitive industry. In order to do well, the
organizations of this industry must engage in a sound competition. Marketing helps the
organization in this context.
6. Conclusions that emphasis the significance of having effective interrelationships
between different functional departments
The achievement of an organization is not dependent on a single department. The successful co-
ordination and interrelationship among all the departments is one of the key reasons behind the
global success of the company.
The coordination among the functional areas is the root key to achieve organizational goal. The
effective communication among the departments helps to implement the plans and strategies,
control activities around the organization, organize the natural and human resource and reduce
time and resource wastages.
The ultimate goal of the company is providing better products and customer services. To
accomplish this, combination of the existing departments is very crucial. The marketing
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department can’t do work if the HRM doesn’t recruit required human force. HRM wouldn’t be
able to recruit employees if the finance department provides them with budget. So to be
successful in the industry, there must be a fusion among different areas at the company.
Performing organizational activities efficiently and effectively not only reduces wastages of time
and resource but also those activities can be performed in planned way. Without the harmony
among the departments, it is impossible for the Company to be effective and efficient.
No one wants any type of conflicts and misunderstanding because it harms effectiveness,
profitability, harmony and reputation of the organization. Proper communication among the
managers of different areas removes clashes which plays vital role in achieving goals.
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PART B
TASK 02: Marketing Mix (7Ps) to Achieve Overall Business Objectives.
Marketing mix is a useful marketing framework that is used globally. The company uses
marketing mix to deliver the accurate products or services at correct place and at precise value.
This tool is used by the marketing managers for developing accurate marketing plans and
strategies and applying them tactically.
Using the 7Ps compare Your Destination approach to applying the marking
mix to that of National Express in achieving the business objectives. (P3)
Product: Products are those goods, stuffs and services that are provided by the company to
fulfill the wants, needs and requirements of unsatisfied customers. The company assesses the
market trends, changing demands to develop the existing product or launch a new product
because of the product life cycle theory (Goi, 2009). The company gathers answers of few
questions before offering a product such as, what consumers do really want, how the company
will satisfy those wants, how it will be differentiated from the competitors’ products and many
more.
I. Price: The Company charges an amount in exchange of their goods and services from the
customers. Price is a very significant issue. If the company charges higher price than the
competitors, than it will lose its customers and lose the place of competitive advantage in
the industry. According to market research, it is seen that customer are eager to pay a
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