Analysis of Marketing Fundamentals for ARLA Foods Report

This report delves into the marketing fundamentals employed by ARLA Foods, a leading dairy producer. It begins by analyzing the stages of the marketing process, including market analysis, target market selection, and the development of the marketing mix (product, price, place, and promotion). The report then explores the role of marketing in creating value for customers, emphasizing the importance of understanding customer perspectives, consistently improving customer satisfaction, and building memorable customer experiences. Finally, it examines stakeholder engagement and its impact on ARLA Foods' marketing activities, highlighting the significance of engaging with employees, customers, suppliers, and other stakeholders to achieve organizational goals and build a strong brand image. The report provides insights into how ARLA Foods utilizes these marketing principles to achieve its business objectives and maintain a competitive edge in the global dairy market.

Marketing
fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysing the stages of marketing which also includes the role of the marketing mix..............1
The Role of Marketing in creating value for customers.............................................................3
Stakeholders engagement and their impact on the marketing activities of the organization......5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing consists of all those activities of individuals and organizations which are
designed to identify, anticipate and mutually satisfy the needs of all parties involved in the
exchange. There are four marketing fundamentals that company uses to full fill their marketing
objectives, Such as product concept, selling concept, marketing concept, societal concept. In
other words, Marketing for an organization is like spark tool which creates deep understanding
between company and customers. Present easy has been based on Marketing fundamental to
understand the growth for ARLA FOODS which is an international cooperative based in Viby,
Denmark and the largest producer of dairy products in Scandinavia. ARLA FOODS is the fourth
largest dairy company in across the world with respect to milk volume, seventh with respect to
turnover. Study will be explaining the brief about the role of marketing and efforts company
provides for the new development process. Besides, it also will be discussing about the impact of
different stakeholders on the organization.
MAIN BODY
Analysing the stages of marketing which also includes the role of the marketing mix.
The Marketing Process Steps
Analysis of the opportunities in the market: Analysis the market is the first foremost
activity performed by the marketing manager at ARLA FOODS in order to determine the
customer requirements and what are the opportunities does market have for the company
development (Andreassen and et.al., 2016). These opportunities might be the demand of the
customers that are not fulfilled by the rivalry firms. So the company starts the process of
marketing by measuring the possibilities in the market. On the other side, market environment
also consists some risk factors that might affect the company growth such as new entrants,
unstable political situations, society influence etc. such business environment factor can create
turbulence for the business. The main purpose of marketing research is to explore the marketing
activities and create more opportunities for the development growth. Marketing is the positive
activity that taken positive steps for customers as well as the organization.
Selection of the target market : This is the next phase of the marketing strategy that
planning to decide the company target and potential customers. ARLA FOODS target consumer
who wants dairy products on daily basis. Diary products are the essential needs of the buyers on
daily basis where they want to get good quality of product and services (Chaffey and Ellis-
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Chadwick, 2019). So in order to target those targeted customers ARLA FOODS needs to focus
on the quality or given good marketing message as well.
Developments of marketing mix : Next phase after selecting the target customer ARLA
FOODS consider the next process that is development of marketing mix which is the most
significant phase in the whole marketing process.
Marketing Mix : This contains some specific variables of markets that are mixed by the
company in order to generate certain desired response in the targeted segments. Marketing mix is
composed of the following four Ps.
 Product : Product is the core element that company sell to the end consumers. Such
products of ARLA FOODS is Dairy products such as Milk, Curd, Blue cheese, yellow
cheese etc.
 Price : Price is the consideration amount which is given by the buyer from the behalf of a
commodity. ARLA FOODS set affordable prices which normal buyer can also easily
purchases with good quality (de Jong and van der Meer, 2017).
 Place : Place is refers to the location where the product is available in the market. ARLA
FOODS distribute from its store, outlets, distributors etc.
 Promotion : Promotion is the vital to ensure the company that ensure the sale of products
to customers.
Role of Marketing Mix
 Marketing is the tool or strategy that helps ARLA FOODS to achieving their aims and
objectives. In other words, it is the kind of learning tool that define excellent approach to
learning the scope of marketing.
 Marketing mix is handy as a top level checklist of the key components of any integrated
marketing program.
 It plays a role for identification of actual customer needs and wants. Accordingly,
company followed and ensure to give services as per the buyers demand. It is the long
lasting way to improve the services of the company into better performing manner.
 Product Element of marketing mix is play a significant role that helps to build company
image in the market by providing the quality of goods and services.
 Marketing mix is the combination delivers the marketing strategies that helps buyers to
company brand and quality they offered (Dogu and Albayrak, 2018).
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 Marketing mix also play a most essential role in order to create a customer value by
satisfied them with providing quality goods and services.
Management of Marketing Efforts : Next and last phase of marketing process where
the organization actually taking action for the development of the ARLA FOODS. This step of
marketing process further describe into 4 other functions such as analysis of the market,
marketing planning, marketing implementation and marketing control. Management of
marketing is responsible to understand the market needs and wants in order to accomplish the
aims and objectives of the company (Grougiou, Dedoulis and Leventis, 2016). Marketing
management is responsible for several activities in order to ensure weather all steps are
performed properly or not.
The Role of Marketing in creating value for customers.
Marketing is the activity performed with the purpose of connecting buyers directly to the
company by way of different marketing communication channel. Such ways might be press,
releases, advertisements and communication with clients. The role of marketing play a most
significant way to perform the company functions and also helps to enhance the sales volume to
increases the profitability. Marketing is crucial in order to understand the customers' perspective
by applying the different techniques and approaches.
Always consider customer perspective
Marketing activity is essential and vital to grab the attention of buyers towards the
company product or services. ARLA FOODS marketing manager requires providing
information about product prior to a product release in order to let them aware about the product
features (Ivanov, 2016). This process helps to convey the marketing message prior of selling to
buyers. This is the way through company creates value for the customers by offering different
marketing and promotional activities because customer should educated and well aware about
the product that they will be purchasing in the future.
Consistently work to improve customer satisfaction
Although, to satisfy customers is the foremost responsibility of the company that they
provide in the form of marketing activities, selling campaign etc. ARLA FOODS also requires
conducting survey to gathered information about the perspective of buyers. This activity of
marketing enhance the value of customers. However, marketing practices helping out buyers if
they got stuck in any point of the purchasing process with the help of marketing tools and
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techniques. In other words, selling process creating value of customers in order to provides the
product awareness, creating a need and reaching the target market in order to full fill the aim and
objectives.
Retained Customers
Marketing efforts and their strategies are just made for the customers' satisfaction. This is
the another way through company sustained the effective leadership management target in within
the competitive market (Karjaluoto, Mustonen and Ulkuniemi, 2015). This is the another activity
or form through which company can measure the customer needs and wants. ARLA FOODS
marketing efforts can more effectively understand the needs and wants of the customers in order
to retained the potential clients as long with the business. Through these ways ARLA FOODS
can sustained potential customers with the company as long in the market with some new and
good way.
Marketing creates memorable customer experience
Business and unforgettable customer experience are more likely to benefit from word of
mouth. Develop a memorable customer experience is the activity or process which contribute
positive impact on the customers and create better work performance. This role of marketing
encourage customer to purchase product or services in order to promote brand value. Marketing
manager perform to handle the customer query and to build a customer experience also allows
developing relationships with the customers to connect levels. To make the customer experience
more effective and satisfied, ARLA FOODS requires understanding the client query and listen
up to their statement or issues (Leinemann and Baikaltseva, 2017).
Modelling consumer behaviour
To manage customer behaviour marketing manager prepare the best advertising in order
to promote the leading development goals to prepare the managing work performance. This
produces the effective working performance goals in order to build up the best way of company
reputation and brand value in front of the market. By handling the process and building the
effective learning process. This provides an advertising that is most likely to influence it. It also
helps to influence the customer into more positive manner. ARLA FOODS conduct marketing
survey to collect better developing goals. Marketing is the most significant concept that create
values for the levels.
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It is very effective and essential for the company to analyse the marketing activities in
order to generate the better customer satisfaction. Marketers is an innovator who create unique
marketing strategies and goals to spreading the innovations (Lovelock and Patterson, 2015). This
helps companies to analyse the actual market demand or ways to empowered the company
profitability.
Marketing Forward
In order to sustained and lead the ARLA FOODS, Marketing manager should knows how
this level should be maintained and grow in the future. It means to say, marketing is playing very
important role in the development of company brand value in the market. For that, marketing
manager introduces changes and produce marketing campaign to promote the company brand
value into more performing manner.
In other words, this will help to describe the effective learning target opportunity in order
to meet out the best productive sources and goals. Marketing helps to retained the loyal
customers and hide from the world (Papadas, Avlonitis and Carrigan, 2017). This will help to
recontinue the working target opportunity to get the best working advantageous goals. This will
help to recontinue the process of working and bring the new effective result goals.
Stakeholders engagement and their impact on the marketing activities of the organization.
Stakeholder engagement is the process by which an organisation involves people who
may be affected by the decision it makes. This is the corporate social responsibility of the
company to maintained the proper coordination between stakeholders and they also should
engaged with the company activities. The purpose to perform the stakeholder engagement is to
analyse and measure to improve the decision making and accountability of the company. ARLA
FOODS stakeholders are employees, customers, government, suppliers, board of directors etc.
opinion of stakeholders are very much crucial for the company to maintained the company brand
image in the market (Pedersen, Gwozdz and Hvass, 2018). Effective stakeholder engagement of
ARLA FOODS can translate into organisational goals and creates the basis of effective
development strategies ideas. Each stakeholder having different perspective and goals towards
the company such as employees are the internal part of the organisation who knows the strength
and weakness of the organisation from the ground up. To get engage employees, ARLA FOODS
needs to conduct group meetings, individual follow up, offer employee perks and good working
culture. On the same side, to make customer satisfied company provides, quality goods and
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services, take survey, customer services etc. ARLA FOODS also should have required to make
good relations with the suppliers to get good raw material and services. In other words,
Stakeholder management is the process to manage the and coordinate the equal level of all
stakeholder.
In order to evaluate the impact of stakeholder on marketing activities. ARLA FOODS
can take help from SROI analysis which is social return on investment is a principle based
method for identifying the extra financial value, environmental and social value (Sheth, 2017). In
order to grab the stakeholder attention is helpful to measure the effective and learning technical
source in order to meet the company aims and objectives in an proper manner. In order to
develop the measure productive goals and techniques. To enhance the marketing efforts,
stakeholder of the company should be engaged that helps to collect and measure their positive
and negative behaviour. In other words, it also helps to take corrective action plan for the
company to upgrade the market opportunity and growth.
Impact of stakeholder engagement on ARLA FOODS marketing activities.
Governance and Social Responsibility : Business governance is the formal
establishments of a mission, vision and objectives that company owners or leaders oversee in
small businesses. Historically, businesses have made maximizing profits a primary focus of
governance and business operations. In other words, company should focuses on the government
and on the business operation Smith and Wong, eds., 2016). Otherwise, it affects the company
reputation in the long term market. Company should concentrate on the legal section otherwise,
it pressurises from the government and society.
Customer and Community : Customers are the most affected stakeholder that have
taken over as a central influence for many companies. This helps to maintained the long term
relationship with potential customers. By providing good quality of products helps to get good
results from customers. To fail the needs and expectation of buyers would may be given wrong
impact on the company marketing activities.
Employees : Employee are the source or key players who holds the business functions
more effectively and properly to accomplish the company aims and objectives. Besides that,
business that adhere to social responsibility requirements and make community citizenship a
priority have also made employee interests a focus of their business operations. To get
productive performance and leading working goals will help to make the working target market
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opportunity to take things more efficient. Treating employees as a valued assets helps to enhance
their motivation level. In other word, motivates employees has always created valuable
outcomes. On the same side, if company fails to meet the employee needs they stooped thinking
creative ideas that directly impact on the marketing activities of the business (Xie and et.al.,
2016).
Business partners : To market the product or to promote the business partners are plays
a most important role. Such as suppliers who provides raw material to the company in order to
prepare the finish product or services. Negative relation or activity may affect the company
marketing position and product quality which make wrong image in front of the market.
CONCLUSION
As per the above given essay based on the marketing fundamental which describes the
importance of marketing in order to upgrade the company performance and brand value in the
competitive market. Present easy described about the marketing including the role of the
marketing mix it described about the marketing process which includes marketing research,
selection of the market and develop a marketing mix strategies. However, study also described
about the role of marketing in order to create value for customers. On the other side, company
concentrate on the development process in order to sustained in the company by engaging the
stakeholder and how they affect the company marketing activities in different manner.
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REFERENCES
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