Marketing Essentials Report: British Sugar and Marketing Strategies

This report delves into the core concepts of marketing, focusing on the roles and responsibilities of marketing functions within an organization, particularly in the context of British Sugar. It examines the importance of marketing in establishing customer relationships and facilitating internal cooperation. The report analyzes the marketing mix, exploring how companies can leverage it to achieve business objectives and gain a competitive advantage. Furthermore, it outlines the essentials of a marketing plan, highlighting the key components necessary for effective strategy development and implementation. The report also explores the relationship between the marketing department and other departments such as finance, human resources and production. The report provides a comprehensive overview of marketing principles and their practical application. The report is a student submission to Desklib, a platform providing AI-based study tools for students, including past papers and solved assignments.

Marketing essentials
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Table of Contents
INTRODUCTION ..........................................................................................................................3
Task1................................................................................................................................................3
P1 Roles and responsibility of marketing functions...............................................................3
P2 Roles and responsibilities of marketing function in context of other functions..............6
Task2 ...............................................................................................................................................7
P3 Marketing Mix to achieve business objective:..................................................................7
Task3..............................................................................................................................................11
P4 Marketing plan and its essentials....................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................15
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INTRODUCTION
Marketing is that function of management which deals in establishing relationship
between customer and organisation product . It will help organisation in getting access to
customers for promoting there products. In marketing function also helps in establishing
cooperation in different organisation functions which are present in organisational structure. For
promotion of firm product marketing use different tools of marketing like advertising ,
promotion of brand and market research. British sugar id the main focus in this report, this was
formed 1936 when British parliament incorporated whole sugar industry. It process sugar beets
grown in United Kingdom. It is the largest producer of sugar with two third contribution in
whole sugar production in UK. In this report we will identify how marketing will effect on
British sugar and there operation and how different department can coordinate with marketing
function. It will also stated that how can company use in marketing mix for gaining competitive
advantages.
Task1
P1 Roles and responsibility of marketing functions
Marketing is essential part of organization as It facilitate them to convey there idea,
thought in a way of product to organisation customers. Marketing function work as back bone.
Concept of marketing : Concept of marketing states that, it is a philosophy studying
customer behaviour and than take decisions according . These decision are related to product
design ans development.
Current and future trends in marketing : Marketing is wider concept in today's environment
which has created numbers of opportunities for organisation. But now this is continuously
changing in as tools used for marketing is continuously changing for example many companies
are shifted towards new methods of marketing and getting excess to new market(Ahmed and
Rafiq, M., 2013). British sugar company have its existence from approx 70 years. And it knows
that how marketing is changing from different times. Company will also ensure that there
marketing function should be effective and must adopt changing tools of marketing in their firm.
Process of marketing
Marketing process is that set of function which includes the steps how ma4rkweting
function can be implemented on organisation and its functioning to attract more and more
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costumes towards organization which will help in achievement of organisational goals. The
whole process is classified in four steps which are stated below :
1. Situation analysis : It is first function in marketing process which is related to identify
the suable situation for implementation of marketing function. In this function needs of
customers are analyses for marketing of company product. British sugar must use this
function in there organisation(rmstrong and et al, 2015).
2. Marketing strategy : In this step of process different marketing strategies are identified
by firm . There are lots of marketing strategies in organisation which have to be evaluated
according to market of that area. These strategy must be according to product of
company.
3. Marketing mix decision : The next step is to identify market mix . In which company
evaluate there performance in compare of there close competitor in business environment
which help company in getting competitive advantage form long run.
4. Implementation and control : It is the last step in process of marketing of firm
product in market where firm implement all the above mentioned steps for marketing of
their product. This will be done through effective control and management of work in
organisation for achievement of organisational goals(Baack, Harris and Baack, 2013).
Britain sugar is largest sugar manufacturer in UK with 75% of market share. Coampny
have both retail as well as wholesale supplies of sugar in UK . Britain sugar is also work as life
line for British farmers as it is the largest buyer of sugar beets in whole UK. More then 3000
frames are dependent on this firm . Britain sugar's marketing function id crucial element for their
operations in business environment as well as for their survival there are some responsibly of
marketing department which are stated below :
Market information: This is the most important function of marketing which helps
British sugar in analysing market information about competitors and customers of there product.
Compilation products are analysis to identified what is the degree of consumption in
environment is present and customers are analysed for knowing there behaviour for improving
firms product .
Financing: Finance related activity are also performed by marketing department of
company. For example British sugar provide facility of credit to its wholesale customer for retain
them for long period in organization . Here marketing function work as it help organisation to
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negotiate with suppliers of company to get benefit of credit which will help in matching the
period of credit to customers (Babin, and Zikmund, 2015). This can help company in surviving
in those type of e4nviroment where it is facing huge competition from it substitutes.
Market planning: In this role of marketing function it work as market planer it identify
opportunities for firm to expand its operations to different market . It includes planing of
different structure for growth of organisation and bringing good marketing tolles for avjivement
of organizational; goals and objectives.
Product designing and development: This role of marketing function deals in
attracting customers towards company product by making its design innovative and attractive. In
context of British sugar the product design and development is key focus as there it will
increases customer satisfaction toward the brand and make a sound brand image in eyes of
customers(Brady, 2014). For this production department of British sugar cooperate with
marketing department and help them in knowing needs of customers.
Exchange functions : exchange functions are those in which company have to use
different marking tools like sample distribution, sales promotion and advertisement . Which will
help organisation in exchanging ideas and innovative methods in mind of customer and will help
firm in connecting with their customers. For identifying requirement and behaviour of customer
and to fulfil them.
Distribution channel: This function of management deals with distribution requirement
of British sugar. There requirements are related to transportation and distribution of product.
British sugar is dealing in sugar which is require high equipment of transport so coampny have to
analysis that what are factors which can help the firm in distribution of there product in market.
They have also require good transport for collecting row materiel for there production
department (Baker and Saren, 2016).
Creating content for marketing: The marketing department has the responsibility to
create a suitable content for the process of marketing activities. Content based marketing is very
helpful in attracting of customers based on a suitable content that is highlighting in detail about
various benefits of their products and services. Content in case of British sugar is made attractive
so that it is able to attract large number of customers based on qualities and differentiation of the
organisation's products.
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Supporting sales team: It is very important that marketing and sales department are
able to establish coordination. Marketing department in British sugar has the specific
responsibility to provide high running advertisements so that they are able to adopt best selling
strategy for increasing ales of their products.
Organising events and campaigns: It is the responsibility of marketing department that
they have to organise timely events like seminars, exhibitions various campaign at big
supermarkets etc. all these are very helpful in attracting more customers. They are also involved
in promoting of products through offline mode. Marketer in this have to get involved in such
practises so that people who are coming to such places are actually in requirement of similar
products. So, such activities help in attracting of increased number of customers by suitable
offers, discount vouchers, coupons, free sample of products etc. all these are efforts that can be
used by organisation for the purpose of involving their prospective buyers and having something
different as a marketing strategy.
Engagement of customers: many times marketing department can make efforts by
focussing on not just on marketing but also engaging customers at various different levels. Such
as in case of British sugar, in this organisation marketers are involved in attracting customers by
use of techniques such as regular customer feedbacks, filling of questionnaires, assessment of
future customer demands etc. all these are necessary steps that have to be clearly analysed for the
purpose of engagement. When customers are engaged it leads to increase in their interest for
their products. It is a very effective tools that are adopted by modern organisation for the purpose
of achievement of business objectives in specified time frame.
Marketing is that function which help organisation managing both external and internal factors
of business. It will also help form in attracting more customers and to retain them. So British
sugar have to use its full resources and must give all its attention to marketing function which
ultimately help firm in increasing there profitably in organisation .
P2 Roles and responsibilities of marketing function in context of other functions
Marketing function work as backbone of firm as it aid firm in maintaining other
function. It includes all the strategies which are required to introducer firms product in market
and also help in maintain relationship between firm and customers to sell product of firm and
fulfilled requirement of customers .
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There are many other department in firm other than marketing from which marketing
department have to coordinate. these department can be classified as finance, human resources ,
production and research department(Clow and James, 2013). Marketing department have a
responsibly to coordinate with there department of firm to facilitate easy excess to firm gaols and
objective and to get satisfy customers of organisation. How this responsibility are fulfilled by
marketing department of British sugar for other department is clearly stated below :
Finance department with marketing department :Finance department of any firm play
an important role in firm working in its business as it allocate funds to all function which is basic
for working of every function . Marketing function also get funds from finance function and it is
the responsibility of marketing to use these funds properly . British sugar's marketing department
have multiple function and roles in firm as it evaluate external environment and behaviour of
customers and provide this information to finance department which aid it in interpretation
future trends and need of finance in organization and will save financial resources of Britain
sugar from wastage which ultimately increase profitability of firm.
Marketing with human resources : This function of organisation deals with
management of most important resources of organisation that are human resources .
Management of human resources includes identifying needs of resource in organisation,
recruitment and selection, training and development, performance appraisal and evaluation and
in last compensation management. Marketing and human resources have good relationship in
British sugar this is because marketing department of firm needs qualified and trained staff
which know all the deals of company products and can convey the same to customers, and
human resources department provide training to the employee which will enhance the knowledge
of company product in their mind that is useful for marketing department so there is close
relationship between HR department and marketing department of firm. This relation will lead in
increase in motivation of company's employee and increase their performance which will be
benefited for both marketing and HR department(Huang and Sarigöllü, 2014.).
Marketing with production : It is the department which is is related to production of
product which British sugar is selling . This department also work in managing product quality,
production, Quantity, characteristics , design , packaging, branding, etc. these all thinks are
covered in this department. Marketing department play an important role in functioning of this
department of British sugar . As marketing function analyse the behaviour of customer and
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identify its needs and requirement after doing this, marketing function communicate to
production department about the problem raised by customers and there demand , nature and
taste choice of product.
Marketing and research : Marketing department has the responsibility to form various
strategies that are concern with collecting information from the target market of their customers.
It is helpful in understanding of future needs and changing demands of their customers. Research
department has the main function of researching the market and extracting of information that is
necessary for product development. There is a very strong interrelationship between these two
department of every country that is helping them in achievement of a their individual objectives.
Such as research department provides all the gathered information to marketing department and
helps them in using that information for further achievement of business objectives that is high
sales. Research and development department has the responsibility to conduct research in
different areas it may be related with the product or with the consumer depending on the
requirement of customers.
Task2
P3 Marketing Mix to achieve business objective:
Marketing mix is a model for business which earlier consisted of 4 P's namely product,
price, place and promotion. Marketing mix can be called a set of marketing tools which are used
by a firm to reach its target. Now marketing mix have evolved and consist of 7P's which include
4 p's plus people, process and physical evidence. It started evolving from 1940's and 7P's came
into existence in 1981 by Booms and Bitner. Marketing mix of British sugar is conducted along
with its competitor American crystal sugar. It was formed as first sugar beet producer in 1899.
Marketing Mix-
Basis British sugar American Crystal Sugar
Product British sugar is selling its
products based on 5 vast
categories. All these categories
are serving separate product
lines. These products are sold
under name of British sugar.
American Crystal provides
world class high quality sugar-
based and by-products. It is
into production of sugar beet
also. From that sugar beet
sugar is produced. They
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They have a range of products
which are not available with its
competitors. Quality of its
products are also better than
that of its competitors. This is
reason behind high pricing
strategies of British
sugar(Joshi, 2012).
provide high quality crystal
sugar which is not available
with its competitors. They also
produce crystal sugar beet seed
which they use in production of
sugar beet as well as sell.
Place There are 2 channels through
which products in British
sugar are distributed. One is
where products are directly
ordered by customer through
online portal. In second option
products are send to
distributors, from them to
wholesaler then to retailers and
to customers at the end. It
distributes through over 500
retailers. It also generates
sufficient revenue from online
portal as most of the times
traffic at its online site is too
much. To attain raw materials
also it has 500 suppliers.
It is based in Red River Valley
of Minnesota and in north
eastern north Dakota. It has a
number of sugar plants. Some
of them are located in East
Grand Forks, Crookston,
Moorehead , Drayton
Minnesota and North Dakota.
It also have online presence. Its
product are easily available
online on its site(Lovelock,
2011).
Promotion British sugar uses a number of
channels in order to promote
its products. Traditional media
is used by it which includes
televisions, radios and
They hire influencers on social
media. There are a number of
bloggers, stars, celebrities etc.
American Crystal Sugar also
initiates a number of campaign
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newspapers. The advantage of
using this media is that it
reaches masses of population
through these mediums. It also
advertises on a number of
social media sites such as
YouTube, twitter and
Facebook. There are also a
number or trade fare and
exhibitions in which it takes
part in order to promote.
which provide a consistent
message to public. There are a
number of digital media
platforms used by company as
well. They have used Search
Engine Optimization to create
its blog.
Price British sugar follows a pricing
strategy that is competitive.
This strategy is followed by
company because there are a
lot of substitute companies
available in market. For some
of its premium products it
charges higher than its
competitor because it knows
that quality of products are
better than that of competitors.
British sugar also uses product
bundle pricing. In bundle
pricing these prices are
reduced. It charges higher
prices while selling online.
Delivery cost is included in
them due to which prices rise.
Prices charged by company
are reasonable. They do not
charge very high prices. The
prices charged by company are
competitive to those of its
competitors. Company wants a
cost advantage over its
competitors. That is the reason
why company produces in
huge quantity(Rossi, Allenby
and McCulloch, 2012).
People There are a number of people People in American crystal are
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working in its sales team who
have major role in marketing.
They consist of a customer
service department who help
customers if any issue arises.
They have people who manage
supplies of raw materials from
its suppliers. It also have a
number of people who work in
their retail stores. British sugar
organises training sessions for
all these employees. They are
trained based on their roles and
responsibilities in organisation.
Major role is of people
working in its production
department.
almost same as that or British
sugar. They too have sales
team who also look after work
of marketing. Then they have
production team who are into
production of sugar. One set of
employee American crystal
have extra are the farmers who
work in agricultural field to
grow beet sugar.
Physical Evidence The logo of British sugar itself
is its physical evidence. It has
an eye catching packing as
well which makes it
identifiable in a crowd of
many other products. It also
has presence online. British
sugar online website is a easy
to use site. It helps customers
to buy products without any
hassle(opolšek and Čurin,
2012).
Logo and packaging of
American crystal is in blue and
white colour. The packaging is
very simple and eye catching.
Anyway it can be improved by
taking feedbacks from its
customer about logo and
packaging. It should also open
its own store where customers
of American Crystal can
experience a shopper friendly
ambience. This will make
customers to come visit stores
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again n again.
Process British sugar have quality
network with its distributors
and other members in
distribution channel. This
helps company to know about
any shortage of product in
stores. Its production process
is very hi-tech. All the latest
technologies are used by
company. This help British
sugar to save lot of time and
effort, although it costs higher.
Quality of products is also
enhanced with the help of
these processes.
American Crystal have
computers and system in its
stores which are linked with
each other and warehouses this
helps firm to know about stock
out beforehand. There are a
number of new innovations
made in production of sugar in
American Crystal. This helps
company to produce goods in
an effective way saving time
and quality.
Task3
P4 Marketing plan and its essentials
Marketing plan
It is a framework which helps a marketing manager in making a good marketing team
and to perform all those activity which are related to marketing . In simple terms it is that plan
which firm made to attract customers in competitive market. By using this concept in marketing
company analyse market conditions which help them in studying behaviour of customers for
increasing profitably of company(Silberschatz, Galvin and Gagne, 2014). In context of British
sugar , company marketing plan is developed by there manger which facilitate its achieve its
predetermined objective.
Overview of company
British sugar is largest sugar manufacturer of UK . Company have both wholesale and
retail counters to sell its product . It is the one of best brand of sugar in world who work most
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