Marketing Report: Marketing Function Roles, Mix Strategy for Wilkinson

This report provides a comprehensive analysis of the marketing function, focusing on its roles and responsibilities within an organization, using Wilkinson as a case study. It explores the relationship between marketing and other organizational functions such as operations, finance, and human resources, emphasizing the importance of coordination for overall success. The report delves into the marketing mix strategy, comparing and contrasting the approaches of Wilkinson and Tesco, highlighting the elements of product, price, place, and promotion, along with extended elements like people, process, and physical evidence. The report also examines the role of marketing in creating awareness, attracting customers, and achieving competitive advantages, underscoring the significance of effective marketing in today's competitive business environment. The report concludes with a discussion on the importance of an effective marketing department for achieving desired outcomes and the need for detailed information and adherence to specified standards to ensure positive customer response.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Roles and responsibilities of marketing function..............................................................1
P2 Relationship between market and other organisational functions.....................................3
TASK 2............................................................................................................................................5
P3 Marketing mix strategy of different organisations............................................................5
TASK 3............................................................................................................................................8
P4 Covered in PPT.................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a broad term which includes set of activities that help in identifying needs or
wants of target clients. In today competitive world, it plays an important role because with the
help of this, firm can achieve its desired result or outcome within stipulated period of time. With
the support of this activity, organisation can easily serve to their customers as per their
requirements so that their needs will be satisfied and they will remain in the company for long
period of time (Baker and et. al., 2016). Through this action, enterprise creates awareness about
their products or services to the people by which they take decision to purchase its merchandise.
This project is based on Wilkinson which is a British high-street chain that provides home wares
and households goods to their customers. This assignment will state about key roles and
responsibilities of marketing functions and their relationship with wider organisational context as
well as will state about different marketing mix strategy of various organisations.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is a very important part in an organisation because it aids in delivering goods
or services to their clients effectively and efficiently as well as creates value for them b y
providing better quality of goods. It convinces to the customers to take only its products rather
than of its competitors. For this, manager has to adopt various promotional tools so that it can
reach to its decided destination within stipulated period of time. There are various roles and
responsibilities of marketing functions which should be complied by it in every situation that are
described below- Product- It can be stated as a bundle of utilities which helps in satisfying needs or wants
of customers. If Wilkinson wants to capture large market share then it should design their
offers as per demand of consumers so that it can get attention of large number of People
(Berkowitz, 2016). For obtaining same, marketing department plays an important role
because it has main responsibility to carry out research activities for identifying needs or
wants of customers. Collected information from this investigation assist in making
innovative or unique products as per demand of clients. Price- It is one of the foremost important task for an organisation because with the help
of this, company can achieve competitive advantages over its rivals. Marketing function
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has main obligation to keep prices of products as per market situation so that company
can reach to its decided destination within stipulated period of time (Brooks and Simkin,
2012). Before setting value of merchandise, it is very necessary that research should be
carried out for knowing about customers' affordable prices so that they will become ready
to purchase goods or services. Selling- It is a last stage of buying process in which ownership of goods are transferred to
the end users. In this process, marketing function takes various efforts for making it
simple and convenient. Promotion- Marketing function of Wilkinson has responsibility to adopt various
promotional tools and techniques so that awareness about merchandise of company can
be created among people. MIS [Management information system]- Before designing a product, marketing function
has to do research for knowing about recent trends of market and other important
information regarding customers. With the help of this, top management is able to take
important decision regarding success of company. So marketing department of Wilkinson
has responsibility to collect all relevant and important information so that firm can move
on towards the way of success. Distribution- In today competitive environment, there are various types of tools and
techniques which can be used by company for doing promotion of their merchandise.
Here, market department has liability to select cost and time effective method so that firm
can reach to its decided destination within specified period of time (Brassington and
Pettitt, 2013). It will help in minimizing the cost of products which will attract large
number of consumers.
 Financing- Marketing function has main responsibility to allocate budget to each and
every activities of company so that result can be obtained effectively. With the help of
this, firm will be able to utilize all available resources in an optimum manner so that
organisation can reach to its decided destination within stipulated period of time
(Functions of marketing, 2017).
From the above discussion, it can be said that all above mentioned aspect is the main
responsibility of marketing function which need to be fulfilled by it timely or effectively so that
company can reach to its decided destination within specified period of time. For complying all
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responsibilities, there is requirement of detailed information because with the help of this, they
will be able to perform in an effective and efficient manner that will help the company to obtain
desired result.
After all discussion, it is recommended that marketing department should complete their
job as per specified standards so that Wilkinson's offer will get positive response from the clients
that will help in achieving expected result (Caragher, 2016). Overall, it can be said that every
organisation should have effective and capable marketing department which will help in
achieving the desired result or outcome. With the support of this section, Wilkinson can attract
large number of customers towards their products or services.
P2 Relationship between market and other organisational functions
People, generally, think that marketing is all about to sell products to the customers but it
is not a right perception because it is a broad term which includes set of activities by which
company can easily serve to their clients as per their requirements. It identifies needs or wants of
clients that assist ion designing better quality of products or services. In other terms, it can be
said that it is a process by which company creates awareness about their existence and products
or services as well as attains competitive advantages over its rivals (Pike, 2015).
Success of Wilkinson is totally depend on the effectiveness of marketing function if this
section will not perform well then it will not be able to reach to its decided destination. Manager
of cited organisation should understand the objectives of company so that he can contribute in
the success of enterprise. Relationship of marketing functions with other organisation function
can be understood by reading the following points that are given below- Relationship between marketing and operational functions- Operation department is
responsible to design products or services as per demand of customers so that company
can attain its desired result or outcome (Desai, 2013). For this, this department has to
carry out production process effectively so that better quality of merchandise can be
produced for getting attention of large number of clients. For this, they need to have
proper information regarding needs or wants of customers which can be collected from
marketing department because this section of company has responsibility to conduct
research for knowing about trends of market and needs of people. Collected information
will be provided to operational people so that they can carry out process effectively and
efficiently and will help in achieving desired result.
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 Relation with finance department- It is one of the most important function in a company
because without having this, task can not be completed effectively and accordingly. Fund
is required by every department of company for fulfilling their responsibilities
(.Ogunmokun and Tang, 2012). Marketing function also needs some money for
conducting promotional and other relevant activities. Financial department is obliged to
make budget for each and every activities so that task can be completed within cost of the
company. So here is requirement of proper coordination among marketing and finance
department so that every project can be finished effectively and will generate positive
result for the firm. Human resource and marketing function- Man power is one of the most important
element in Wilkinson company because they helps in carry out business operation
effectively and efficiently and drives the company towards the way of success. Marketing
department requires huge number of man power for fulfilling their responsibilities if it
will not proper staffing then it will not be able to generate desired result or outcome. So
marketing manager should hire that candidate who will be able to perform their job
effectively and as per specified standards (Marketing Mix, 2017).
 Marketing and sale department- If Wilkinson wants to enhance their sale or revenue
then it has to take help of marketing department because it is only one by which
awareness about existence of company can be created in the market. With the support of
this, large number of customers can be attracted towards it which will help in increasing
sales or revenue (Gamble and et. al., 2011). If there will not be effective marketing
department then cited organisation will not be able to reach to its decided destination
within stipulated period of time. So for increasing sales, it is very necessary that firm
should hire best qualified marketing people.
 Information technology and marketing department- There are various ways by which
organisation can capture the attention of large number of people like newspaper,
advertisement, hoardings, magazines etc. These channels are selected by marketing
department which is based on the target market so that they can be attracted towards it.
But in today globalisation period of time, online channel will be suitable for capturing
large market share around the globe inn which information technology plays an important
role because it helps in achieving the same (Ogunmokun and Tang, 2012).
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So at last, it can be said that marketing function is very important for the success of
company that also influences the functions of other departments in direct or indirect way (Illing
and Anders, 2016). Management should try to maintain proper coordination among all section of
the company so that they will generate positive result for the firm.
TASK 2
P3 Marketing mix strategy of different organisations
Marketing mix strategy is very important aspect in today competitive environment that
helps in achieving competitive advantages over its rivals. If organisation will have this planning
then it will be able to deliver better quality of goods or services to their customers by which it
can reach to its decided destination within stipulated period of time. This strategy consisted of
four elements that are product, price, place and promotion by which company can know about
the needs or wants of target market (Dibb and Simkin, 2013). But now a day, this strategy is
extended by adding three more elements that are people, process and physical evidence that can
also be known as extended “P” of marketing mix. This concept is also used by Wilkinson and
TESCO for getting attention of large number of customers that are described below-
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(Source: Strategic Planning Solutions - SmartDraw Has Everything You Need, 2017)
Basis Wilkinson TESCO
Product It is a retain outlet which offers
different types of merchandise related
to households cleaning and skin care.
It serves to their clients as per their
requirements so that they can become
loyal towards it and will not switch to
any other brand (Jones and Rowley,
2011).
It provides various range of products to
their clients like food, clothing,
electronics as well as financial services.
It is continuously increasing their
product line so that needs or wants of
every customers can be meet. Now a
day, it has entered into online marketing
sector.
Price It delivers their offers at reasonable It is making more efforts for providing
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Figure 1: Strategic Planning Solutions - SmartDraw Has Everything You
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prices without compromising quality
of merchandise. It can keep value of
their offers on the basis of market
situation, competitors as well as on
the basis of customers.
merchandise at lower prices without
compromising its products quality.
Generally, it adopts cost leadership
strategy in which cost of goods are set
as per business strategy in which it
delivers their merchandise at lower
price (INguyen and Simkin, 2012).
Place It is very important element that
should be selected after considering
the availability of target market so
that they can afford their products
easily. It has many stores where by
customers can purchase goods
(Kennedy and Parsons, 2014).
It is that place where consumers can
buy its products. Its store are available
around the globe. Generally, it provides
their merchandise through online and
offline channel.
Promotion It provides information about their
merchandise by using various
techniques like advertisements,
personal selling, sales promotion and
public relation. In today competitive
era, it is very important element that
should be selected by company
according to the products' features or
clients so that it will generate
expected result.
Generally, it attracts people towards it
by keeping lower prices so that its brand
image can be maintained in the market.
It also creates awareness about their
merchandise via television
advertisements, promotional discounts
etc.
People Its main capability is that it has large
number of employees who helps in
providing better quality of services to
their customers and contributes in the
success of firm (.Malhotra, Birks and
Wills, 2013).
It has skilled man power which directly
contributes in the success of company.
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Process It has strong distribution network in
which vendors or distributors directly
provides their products or services to
retail outlet.
It is a procedure by which clients
become happy. It provide quick and
better quality of services to their users.
Physical
evidence
Wilkinson's branches are spread out
through out the world which provides
an insight to the customers about
their services. It has also made a
website by which clients can gain
accurate information about company.
Its outlets are more attractive as
comparison to its clients (Lamb, Hair
and McDaniel, 2011).
From the above discussion, it can be said that every firm should design their marketing
mix strategy as per marketing situation so that it can reach to its decided destination within
stipulated period of time and can attain its desired result effectively and appropriately (Mihart,
2012).
TASK 3
P4 Covered in PPT
CONCLUSION
From the above analysis, it is concluded that marketing is very important department in
today competition era because it assist in achieving competitive advantages over its rivals. This
report has stated that marketing function has to play various roles and responsibilities like has to
keep prices as per market situation, adoption of promotional tools etc. If it will not exist then
firm can not move towards the way of success. This department has close relation with other part
of the company like finance, selling etc. This report has also explained that if organization wants
to get success then it should make marketing mix strategy which will contain 7Ps that will aid in
serving to customers effectively and efficiently.
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REFERENCES
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Executive Search. Handbook of Human Resources Management, pp.139-171.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
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Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
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Strategic Planning Solutions - SmartDraw Has Everything You Need. 2017. [Online]. Available
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September 2017].
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