Marketing Essentials Report: Roles, Mix, and Plan for Wilkinson

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization. It explores various marketing concepts, including production, product, selling, and social concepts, and how they contribute to organizational goals. The report analyzes how marketing relates to other departments, such as production, research and development, customer service, administration, finance, distribution, and human resources. Furthermore, it delves into the marketing mix employed by Wilkinson, a retail company, and culminates in the development of a marketing plan tailored for Wilkinson. The report emphasizes the importance of marketing strategies in achieving customer satisfaction and gaining a competitive advantage. It covers marketing planning, management information systems, pricing, product and service management, distribution, financing, selling, and promotion strategies, providing a detailed analysis of the marketing landscape within a business context.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2. Roles and responsibilities of marketing relate to other department.................................4
M1...........................................................................................................................................6
M2...........................................................................................................................................6
D1...........................................................................................................................................6
TASK 2............................................................................................................................................7
P3. Marketing mix followed by Wilkinson............................................................................7
M3.........................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 Marketing plan for Wilkinson.........................................................................................10
M4.........................................................................................................................................11
D2.........................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
Today, the role of marketing is very important for organisation productivity and
profitability. It is necessary for every business organisation to worked under various marketing
strategies this can help to achieve their goals and objectives. Marketing is one of the most
important philosophy or discipline in management. Business organisation analyse their product
portfolio with the help of marketing. Company has modify their existing products and made new
innovative goods which help for meet the needs and want of customers. They also uses various
promotional and advertisement tools and technique that can help to promote their products in
wide geographical area (Wirtz, 2012). Marketing also help for business to set the pricing policies
and gain competitive and sustainable advantage over other rival challenger. It is necessary for
business organisation to made their products according to taste and preference of customers.
Wilkinson is open of the retail company that established in united kingdom. Company has
produce all household appliances, textiles, stationary etc. They can easily advertise their product
with the help of promotional and advertisement tools and technique. The role and responsibilities
of marketing functions are mentioned in this assignment. This report also evaluate the marketing
plan in organisation. They can mainly focus for marketing strategies which are helpful for satisfy
the customer need and wants.
TASK 1
P1. Roles and responsibilities of marketing function.
Marketing concept: The concept of marketing is very essential for organisation
development and improvement. Every company has worked under this philosophy, so they can
able to produce better quality products and services. Wilkinson has works under this concept
which help for accomplish organisation goals and objectives in long run. Company has made
their goal and objective as per the mission and vision statement. The main purpose of this cited
business is to make large profitability in near future (Dibb and Simkin, 2013). They first identify
the need and want of customer and according to this demand, they can manufacture their
products and deliver valuable services so it can help to increase the profitability and productivity
of organisation. With the help of this philosophy, company are able to analyse the customer taste
and preference and work according to this demand. They also able to analyse the competitor
product process, quality. Company also establish various training and development programme
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in their premises so this can help to increase the employee skill and knowledge competence and
they can able to give their best effort and potential in order for accomplish organisational goals
and objectives in near future. There are five marketing concepts, which are elaborated below:
Production concept: With the help of this philosophy, business firm is able to produce
this kind of products which helps for meet the satisfaction level of customer. The company also
bale to supply their products at reasonable prices so it can help to attract large number of
customers. Business firstly manufacture this products which fulfil the basic necessities of person.
Cited company use new technology software which helps for produce various innovation
products and deliver services that can help to meet the customer need and want. Company also
earn large profitability and productivity in long run (Pike, 2015). The main aim of every business
is to earn large profits in short duration of time. With the help of this philosophy, company is
able to identify all deficiencies and risk factors which exist in their production process. Various
marketing tools and techniques are helpful for company profitability and productivity. They can
mainly preferred the production and distribution methods which help for produce better products
and deliver valuable services to their target customer.
Product concept: According to this concept, it is necessary for company to identify the
need and want of customer and according to this demand, they can produce commodities and
deliver services. They can focus for designing and packaging of their product in an attractive
manner. So, large number of customers are purchasing products and it can help to increase the
company profitability and productivity (Lamb, Hair and McDaniel, 2011). Wilson has produce
better quality products with the help of various invention and new features. Company largely
concentrate the technology software which helps to provide the innovation products in an
appropriate manner so it can help to meet the satisfaction level of customers. They can used
various attractive design in their product.
Selling concept: According to this philosophy, it is necessary for company to used the
selling and promotional techniques so customer are easily access and purchasing their product
immediately. Sometime customer are buy product only for experience and if they can satisfied
that commodity they can gain purchase their products (Berkowitz, 2016). Organisation also
maintain the positive relationship with their supplier so providers able to give best effort in order
for accomplishment goals and objectives of company. Various marketing strategies adopted by
company so this can help to produce better quality products which meet the customer satisfaction
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level. Wilkinson works under this concept, so they can easily marketable their product and
service. This concept help to increase the profitability and productivity of organisation.
Social concept: This philosophy help to encourage the customer satisfaction level and
society welfare. Company worked under various marketing strategies which help forb
accomplish their gaols and objectives. They also gain the competitive and sustainable advantage
over challenges. Cited company produce their product in their own brand name, so this can help
to popularise their brand.
Role of marketing:
The role of marketing is very important for achieve productivity and profitability of
company. Manager has responsibility to manage the positive relationship with their workers so
employees can able to complete their work with full efficiency and effectiveness. Company also
establish various feedback arrangement this will help for customer they can easily communicate
their thought and ideas in front of company management. The main goal and objective of every
business organisation is to earn large profitability in near future (Malhotra, Birks and Wills,
2013). Company can able to used various new technology software which are helpful for
innovative products and deliver proper services so more customer are attracted to this factor.
Company is able to see prices and quality of product so this can help to achieve competitive and
sustainable advantage over other rivalry. Every organisation consider their employees as largest
asset and through this element, they can produce better and deliver better products and services
in near future.
Functions of marketing:
Marketing planning: It is responsibility of marketer to prepare various plans and
procedures so it can help to accomplish organisation goals and objectives. Wilkinson want to
increase their share by 40%.
Management information system: With the help of this system, company can easily
identify the needs and want of customers and according to this demand, they can able to produce
innovative product and services. Company is also make better quality products and services.
Pricing: It is necessary for every business organisation to work under various marketing
strategies which helps for gain large profitability and productivity in long run. Company has
worked for those policies which the regulatory body has imposed (Brassington and Pettitt, 2013).
Government has imposed various taxes and tariff as per the government rules and regulations.
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Product and service management: Wilkinson has mainly works for product packaging
and distribution so it can help to attract large number of customers. Company also able to earn
large profitability and productivity in long run.
Distribution: Wilkinson has able to provide various distribution facilities to their target
customers. Company largely used various promotional and advertisement tools and techniques
which help for promote the product in wide geographical area. Its is necessary for organisation to
identify the need and want of customer and according to this demand, they can produce products
and deliver better services in near future.
Financing: Cited company also provide various financing facilities to their customers in
term of bill payment.
Selling: Wilkinson has used various marketing plans and tools in term of door to door
marketing. They can sell their products with the help of door to door marketing , it can help to
increase the satisfaction level of customers.
Promotion: Wilkinson has used various promotional and marketing tools and techniques
which help for promote and advertise their products and deliver services in their large target
customer. They can post their product in various banner, newspaper etc.
P2. Roles and responsibilities of marketing relate to other department.
Marketing department play an important role for accomplish productivity and
profitability of business organisation. Company has do their operation and activities as per the
plans and procedures of marketing. Marketing is related with department which are mentioned
below:
Production: It is necessary for every business organisation to largely consider the
customer need and want. Company has able to produce innovative product and deliver services
according to need and want of customer. It is responsibility of production manager to work in
various equipment and machinery that help for earn productivity and profitability of organisation
(Jones and Rowley, 2011). Marketing department play an important role for achieve
organisation productivity and maintain growth.
Research and development: This department works for various researches so this can
help to easily identify the need and want of customers. Cited organisation establish various
research and development programme so it can help to produce better innovative products and
deliver services to their target customer. The research and development department has checked
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all quality updates so it can help to increase the purchasing level of customers. Customers are
largely interested purchase their products and deliver services.
Customer service: The main aim and purpose of every business organisation is to earn
large profitability. Company has consider their workers as largest asset and with this factor, they
can able to gain large profitability and productivity in long run (Kennedy and Parsons, 2014).
Company has analyse the need and want of customer and according to this demand, they can
able to generate innovative products and deliver services to their target customers. Wilkinson has
worked in marketing strategies and able to provide better services to their target customers.
Administration: The main responsibility of this department is to assess the work of all
workers who are working in organisation. They can managed and control their work in an
efficient and effective manner so it can help to earn company profitability and productivity in
long run.
Finance: This department help for gain large profitability and productivity of
organisation. With the help of finance, company is able to produce various innovative products
and deliver services. They also able to used various promotional and advertisement tools and
technique which help for promote their products and deliver services in long run (Papasolomou
and Melanthiou, 2012). The responsibility of finance department is to make report and arrange
various funds in an appropriate manner. Company is able to collect funds from various sources
which help for make productivity and profitability.
Distribution: Company has used various distribution channels which help to easily sell
their products and deliver services in long run. They also modify their existing product in new
segment of market this can help to increase the profitability and productivity of company.
Various distribution channels are easily assessed by organisation so it can help to customer to
easily purchase their commodities.
Human resource: The main responsibility of this department is to identify and recruit
the most qualified and competent applicant in their premises which help for gain company
productivity and profitability in long run. These type of personnel is able to present their
innovative ideas and information in front of superior so company can help to earn large
profitability and productivity in long run (Mihart, 2012). They can recruit the skilled and
qualified perspective so these are able to give better productivity and profitability in near future.
Employee is key factor which help for achieve organisation goals and objectives in near future.
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If manager has allocated each work to respective worker so employee can able to give their best
effort or potential with full efficiency and effectiveness.
IT department: Company has mainly used this department for making the new
innovative products and deliver services to their target customers so it can help to earn large
profitability and productivity in near future. With the help of technology software, company is
able to implement their marketing strategies (Desai, 2013). The technology mainly used by this
organisation such as online advertisement and web pages which help for attract large number of
customers. Wilkinson also able to collect various marketing information that can help to increase
the profitability and productivity of company.
Sales: Sales department play very important role for achieve maximum profitability and
productivity of organisation. It is responsibility of this department to used various promotion and
advertising tool and technique which help for company to promote their commodities in wide
geographical location so it can help to attract large number of customers. Marketing play
important role for organisation productivity and profitability in long run.
M1.
Wilkinson can start selling their products through online sites which will help them in
entering into the e-commerce business. This is the best way to increase their net profit. Not only
Wilkinson there are other competitors in the same segment who are willing to enter into the new
business thus expanding their business. Through the marketing they wants to build a healthy
relation with the target customer.
M2.
Marketing is a department which is present in almost all firms and they have to totally
depend upon its operations to gain success in attracting customers. With this they can get an idea
that who are their potential customer and what kind of products they have to design for them.
They get to know their strengths and prepares a plan to show it in the market.
D1.
For designing a marketing plan every firm needs to have knowledge of the marketing
mix. It is the product, place, promotion and prices on which all the plan revolves around. They
design a product and then looks for the ideas and ways through which they can sell into the
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market, Through marketing plan they create a demand for that particular products. Marketing
department of Wilkinson informs them that what are demand of customers.
TASK 2
P3. Marketing mix followed by Wilkinson.
It is necessary for every business organisation to work in various marketing elements that
can help for construct the business activities and operation in long run. Company made various
policies and procedures which help for promote their products and deliver services in near future.
The marketing mix element helps to company operation and activities. There are 7ps that helps
for gain company profitability and productivity in near future (Baker and et. al., 2016). These are
elaborated below:
Product: Wilkinson manufacture various products and deliver services in term of textile,
household good. Customer are largely purchase this kind of products. It is necessary for
company to identify the need and want of customer and accordion to this demand, they can
manufacture products and deliver services in near future.
Place: Company has made their goals and objectives according to mission and vision
statement. They can mainly used various promotional and advertisement tool which help for
promote the products to their target consumer. They also able to provide better quality product
and deliver service that can help for meet the satisfaction level of customer.
Price: Company has work under the cost leadership strategy. They can mainly focus for
produce their commodities at reasonable rates. Company has follow this rules and regulation
which the government has imposed. There are various marketing strategies which company has
follows, these are as follows:
Positive bundling: Cited company also provide various discounting and attractive offer
to that target customer. They also focus for designing and packaging product that can help to
attract large number of customer (Nguyen and Simkin, 2012). So company has able to achieve
large profitability and productivity in long run. Retail pricing is also known as the odd pricing
value.
Promotion: Company has mainly used various promotional and advertisement tools and
techniques which help for promote the products in wide geographical area. Company has
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promote their commodities with the help of various sources such as television, newspaper etc. So
large number of customer are know their stores and used this kind of products in near future.
People: Company as largely focus to produce better quality products and deliver services
relate to quality, quantity and cleanliness. They made their positive environment in an efficient
manner. Manger has responsibility to establishes various training and development programme
this can help to increase the knowledge and skill of worker so it can help to gain profitability
and productivity in long run.
Physical evidence: They can generate the availability of product in large market
segment. Company produce their product as per the feature and functions. The main goal and
objective of this cited business is to produce better product and deliver services to their target
customer.
Process: The factor play an most important role of marketing (Hsu, 2011). Company used
various attractive and packaging design offer to their product this can help to increase the
customer purchasing level. The main goal and objective of this cited business is to earn large
profitability and productivity in long run.
Comparison between the Wilkinson and Tesco:
Basis Wilkinson Tesco
Product Company produce better
quality product and deliver
services to their target
customers. They also provide
the essential goods for
household. They firstly
analyse the need and want of
customer and according to
this demand, they can
manufacture products which
help for gain large
profitability and productivity
Company also provide various
product and deliver services
such as clothing, food and
electronic. They also able to
provide better quality product
this can help to attract large
number of customers.
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in long run.
Price Company has worked under
various marketing stargates
this can help to establish
product at reasonable price.
This can help to gain
competitive and sustainable
advantage over other
challenger.
Company has maintain their
price as low as possibility. They
also generate the club card
system so large number of
customer are interested to
purchase their product in large
quantity.
Place The main goal and objective
of this cited business is to
locate their business in wide
geographical area. They also
establish variolous stores in
different location so it can
help company accomplish
profitability and productivity
near future.
They also distributed their
product and services in online.
This channel help for a
accomplish probability and
productivity in long run.
Promotion Company used various
promotion and advertisement
tool and technique which
help for promote and
advertise products. This tool
help for company can easily
achieve goals and objective
in near future.
They made various marketing
strategies which help for brand
reorganisation. Company has
used tools and technique that
can help to promote product and
deliver services in wide
geographical area.
Process Company work for modify
the existing product and
produce new innovate
They mainly focus to designing
and packaging product in
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products so this can help to
meet the satisfaction level of
customer.
attractive and efficient manner.
People They provide various
incentive facilities to workers
so worker can able to give
their best potential and
efficiency level this can help
for provide better services to
target customers.
They can operate various
training and development
programme such as privileged
card and colleague this can help
to gain loyalty to employees.
They also establishes various
training and development
programme so it can help to
increase the employee
knowledge and skill competence
level.
Physical evidence It consist various elements
such as infrastructure facility,
development and
maintenance etc. this can
help to accomplish
organisation profitability and
productivity.
They are able to provide various
discounting offers so it can help
to attract large number of
customers and the company able
to gain large profitability and
productivity in near future.
M3.
With the quality in the products they are willing to expand into the new market where
they does not have any existence. In those markets they have to use their promotional campaigns
to bring more consumers towards them. To make a reach to the customers from all around the
world they will be adopting digital marketing strategy.
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TASK 3
P4 Marketing plan for Wilkinson.
Covered in PPT
M4.
Before developing a marketing plan they have researched the market in which they want
to expand their business and at the same time they have also compared themselves from their
competitors. With this they have decided that who will be they targeting and what products they
will be selling to them.
D2.
To beat their competitors they need to ensure that all the marketing plan is designed by
keeping marketing mix in the scenario. There are some external factors which are equally
important because organisation has less control over it. So they need to adapt according to those
elements.
CONCLUSION
From the above report it has been concluded that marketing is a crucial activity for any
firm. It should be creative, appealing, unique and should have some values attached to it.
Whatever goals and objectives they have decided should be realistic and they should know what
efforts they need to put in to accomplish those goals.
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REFERENCES
Books and Journals
Baker, M. A and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brassington, F and Pettitt, S., 2013. Essential of marketing.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). pp.22.
Dibb, S and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp .247-257.
Jones, R and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp .25-36.
Kennedy, A. M and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Lamb, C. W., Hair, J. F and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Malhotra, N. K., Birks, D. F and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). pp .121.
Nguyen, B and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp .333-344.
Papasolomou, I and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp .319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
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