Contemporary Marketing Issues: D&D Enterprise Analysis Report

This report provides a comprehensive analysis of contemporary marketing issues, focusing on the D&D enterprise. It begins with an introduction to relationship marketing and the significance of ICT in customer relationship management (CRM), emphasizing knowledge management and its impact on customer loyalty and sales objectives. The report further explores the benefits of CRM, including improved customer relations and financial revenues, and suggests improvements for CRM strategies, such as utilizing social media and providing better customer service training. The second part of the report examines contemporary marketing issues within the context of D&D, addressing stakeholder analysis, including customers, employees, and suppliers, and contrasting marketing strategies in the private and public sectors. It also delves into the challenges of marketing in virtual organizations, highlighting issues related to online platforms and the involvement of multiple business partners. The report offers insights into effective marketing strategies for various business scenarios and emphasizes the importance of adapting to the changing marketing landscape.

CONTEMPORARY ISSUES IN
MARKETING
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TABLE OF CONTENTS
ASSESSMENT 1..................................................................................................................................3
INTRODUCTION................................................................................................................................3
TASK1 .................................................................................................................................................3
1.1....................................................................................................................................................3
1.2....................................................................................................................................................3
1.3....................................................................................................................................................4
1.4....................................................................................................................................................4
CONCLUSION ...................................................................................................................................5
ASSESSMENT 2..................................................................................................................................6
INTRODUCTION ...............................................................................................................................6
TASK 2 ................................................................................................................................................6
2.1....................................................................................................................................................6
2.2 ...................................................................................................................................................7
2.3 ...................................................................................................................................................7
2.4....................................................................................................................................................8
CONCLUSION....................................................................................................................................8
ASSESSMENT 3..................................................................................................................................9
TASK3 .................................................................................................................................................9
3.1....................................................................................................................................................9
3.2....................................................................................................................................................9
3.3..................................................................................................................................................10
3.4..................................................................................................................................................11
ASSESSMENT 4................................................................................................................................12
TASK 4 ..............................................................................................................................................12
4.1..................................................................................................................................................12
4.2..................................................................................................................................................12
4.3..................................................................................................................................................13
References..........................................................................................................................................15
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ASSESSMENT 1
INTRODUCTION
Relationship marketing is a significant and effective method which supports in managing
data and information of the organization in an effective mode. Present report describes about
significance of ICT in customer relationship management. In addition to this benefits of customer
relationship management has been mentioned (Zeithaml, Bitner and Gremler, 2010). Moreover
some recommendation for making improvements in customer relationship management has been
explained.
TASK1
1.1
Knowledge management is known as proper handling of information and data with in an
organization. It supports in keeping proper details about various records of the organization. In this
procedure creation, sharing, usage and manage of details is done for managing the records of the
organization. It is a multidisciplinary approach which aids in gaining desired objectives of the
organization in a successful manner. It is vital that a systematic process should be used for keeping
record of data and information. D&D is a leading organization of UK which renders quality services
for its consumers. Knowledge management plays a significant role in relationship marketing and
functioning of enterprise gets affected by it (Sheth and Sisodia, 2015). Relationship marketing aids
in supporting customer loyalty and it also aids in gaining long term client engagement which assist
in gaining short term and long term goals of the company. Sales objectives of the organization can
be achieved by developing positive relationship with the clients of business. Relationship marketing
is one significant facet of customer relationship management and this marketing is developed from
direct response marketing campaigns. It aid in retaining customers of business and client
satisfaction is achieved in proper manner.
1.2
ICT play a significant role in supporting the consumer relationship management of D&D
organization. Customer relationship management aids ion gaining loyalty from the clients of
business and technology supports in handling customer services in an effective and cost efficient
manner. Various ICT techniques provide support in maintaining consulter loyalty and brand
awareness about products of business (Powers and Loyka, 2010). Website of the enterprise is
designed and maintained in a well planned manner and various details about attributes and features
of products are mentioned on the website. In addition to this customer support system is also
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provided on the website where clients can seek answer their queries from the client support
executives of the company. In addition to this internet also play a significant role in managing
positive relationship with clients of business. Regular newsletters and e-mails are sent to clients n
which they are provided with the information about various products and services offered by the
company. In addition to this some software are used for managing the data and information in the
company and IT software works as data gathering tools which aid in managing the data and
knowledge of the enterprise in appropriate manner. In addition to this social networking sites also
renders a effective medium for doing cost effective advertising for the venture (Nwankwo and
Gbadamosi, 2010). ICT provides a effective and time saving medium for doing advertising and
brand promotions about diverse services offered by the company.
1.3
customer relationship management aids in gaining objectives of the business in an
successful manner and various sales targets are also completed in proper mode. Various positive
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Illustration 1: Information and communication technology
(Source: ICT, 2016)

benefits are gained by company and it also supports in growth and profitability of the business.
Accenture Inc is a competitor firm of D&D and it offers quality products and services for its
consumers. There are many positive advantages of CRM that are reaped by the company and it has
also supported in accomplishing goals of the organization (Sheth and Sisodia, 2015). CRM also
supports in improving customer relations of the company and financial revenues of the organization
also increases by managing positive relations with customers of business. In addition to this CRM
supports in maximizing up-selling and cross selling and due to it overall functioning of the
enterprise. Morever marketing activities of the company are optimized in effective way and better
internal and external communications are established in the company. Various positive benefits have
been reaped by cited firm for ensuring growth and sustainability of business. Business decision
making process is also improved by making use of efficient CRM channel. Moreover specific group
of consumers are targeted through diverse effective marketing activities of the company and it also
aid in enhancing performance of the business.
1.4
Accenture Inc can make improvements in its customer relationship management by making
use of diverse and effective methods. Clients of the business are most significant asset that supports
in providing financial revenues of business (Kotler and et.al., 2015). Management of the firm can
take some significant initiatives for making improvements in Existing CRM channel of the
business. Use of social networking sites can be taken for making proper interaction with the clients
of business. Facebook, Twitter and Youtube are such sites which supports in dealing with the
consumers in an effective manner.
Regular information about various products and services offered by the company can be
uploaded on the sites which will support in making consumers aware about various services offered
through the company. Pictures and videos can be uploaded and feedbacks from clients can be taken
for making improvements in the existing organizational structure and culture. In addition to this
Business newsletters can be sent to clients for updating them about commodities offered through the
company. Sales executives of the company can be given appropriate training so that they can
provide better services to the customers (Bose, 2010). They should ask problems of consumers and
render better services to them and provide appropriate assistance to the clients.
CONCLUSION
Summing up the present report it can be concluded that it is vital for organization to
maintain proper relationship with the consumers for ensuring growth and success of the business.
Various techniques can be adopted for making proper interaction with clients of enterprises and it
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will support in retaining existing clients of the company and attracting new consumers. CRM assist
in managing consumer base of the company and in addition to this it also helps in achieving desired
goals of the company.
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ASSESSMENT 2
INTRODUCTION
Marketing is defined as activity which is conducted for selling and promoting products or
services of a company. Advertisements , brand promotions, marketing campaigns and selection of
distribution channel comes under the marketing activity. Present report is based D&D enterprise
which is a general retailer having branches in various locations across London. The report describes
about contemporary issues that occurs while conducting marketing operations for business.
TASK 2
2.1
ALBA PLC is a public limited enterprise enterprise which operates in diverse locations
across London. Stakeholders of the business play a significant role in executing desired operations
of business in successful manner (Henley, Raffin and Caemmerer, 2011). It is critical that
stakeholders should be included in the decision making process of the organization. Various
stakeholders for the company are as follows-
Customers :- Products and services offered by the enterprise are used by clients and they
aid in enhancing profitability and financial revenues of corporation. Proper research is conducted
for identifying needs and requirement of consumers and appropriate changes are made in products
as per the needs of buyers.
Employees :- Manpower is biggest asset of the organization and positive efforts rendered by
the staff members aids in achieving desired objectives of the business (Barrett and Weinstein,
2015). All the strategies and action plan formed by top management is executed by workers
performing their job at middle level and lower level.
Suppliers :- Necessary material for formation of products and services for the enterprise
comes through suppliers. Superior quality material given by the suppliers aids in manufacturing
good products as per the requirement.
Voluntary organizations works with the objective to render benefits to society and profit is
not their major motive. Various stakeholders for Green Volunteers which is a voluntary organization
is as follows-
Community people :- All the charitable work performed by the organization is done for
people living in nearby community area (Chatzipanagiotou, 2010). The corporation works with the
objective to make positive changes in the lives of people living in nearby community areas.
Volunteers :- various people provides services for executing desired objectives of the
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company. Volunteers assist in protecting variety of habitats and species and also aids in protecting
marine and terrestrial lives.
2.2
ALBA PLC works in private sector and renders quality services to its clients. Customers are
one of the most significant stakeholders for the business and aids in enhancing profitability and
revenues of business. Company tries to develop positive relationship with their consumers and
various marketing strategies are formulated for achieving this objective.
Advertisement and promotional campaigns are organized for creating brand awareness about
attributes and features of products offered by the enterprise. On the other hand in the Green
Volunteers use of social networking sites is taken for managing relationship with the members who
supports in executing desired operations of the enterprise (Garoufallou and et.al., 2013). Many
volunteers of the company make contact with the management of Green Volunteers by making use
of diverse social networking sites such as Facebook and Twitter. This enterprise majorly works for
providing well-fare to local community people who need supports and care. Various campaigns are
organized for creating awareness among people related to diverse environmental issues. Messages
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Illustration 2: Stakeholer analysis

are send on social networking sites and people are informed about various activities organized by
the organization on volunteer basis.
2.3
Private sector works with the objective of earning more profits and revenues by selling their
products and services to their business clients. Marketing activities of the enterprise are designed by
keeping in focus needs and requirement of consumers. D&D is a general retailer chain and
advertisement of the venture are published in newspapers and magazines. It aids in attracting
attention of consumers towards products offered by the retail chain (Cockburn and et. al., 2014).
Advertisements are also given in Television commercials and radio programs which aids in doing
promotions of business. On the other hand public sector companies works for providing diverse
government services.
The marketing strategies used by these ALBA PLC company include providing information
on website of the group so that consumers can easily avail the products and services offered by the
enterprise. Green volunteer is a voluntary organization that provides services for making changes in
lives of people who are living in society (Hartley and Claycomb, 2013). For creating awareness
about diverse environmental issues campaigns are organized and people are invited to take part in it.
Information is provided through conducting role playing games and street plays and it aids in
providing information to people in a attractive mode.
2.4
Various issues are faced while conducting marketing activities for virtual organizations.
Virtual firms are defined as companies which not works physically and are run by a software
programs. It is a network of independent firms that are joined together with the objective to produce
a specific service and product. Many issues are faced while accomplishing marketing objectives of
the enterprise (Dziri, 2013). Under these organizations physical presence of company is very less
and all the operations are performed on a online platform.
These companies are created by connection of computer networks and so it is difficult to do
marketing of such companies through newspapers and television commercials. Many business
partners are involved in overall execution of diverse functions of the business. All the marketing of
the company is done by making use of online marketing platform and information about such
companies is provided through websites and other marketing sites (Hollensen, 2015). Social
networking sites are also used for doing marketing of such companies and pictures and data about
attributes and features of products are uploaded on regular basis on the website of company.
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CONCLUSION
Summing up the present report it can be concluded that various contemporary issues are
faced while doing marketing for organizations. Different stakeholders of the business play a
significant role in taking decisions related to marketing activities of the enterprise. Different type of
marketing strategies are used by voluntary sector and private sector organizations. Diverse methods
are used in marketing within public, private and voluntary sector. Effective marketing strategies
used by a company aids in accomplishing desired objectives of business in an effective manner.
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ASSESSMENT 3
TASK3
3.1
VIRGIN MEDIA is a leading service provider company of UK that renders effective
services for its business clients. Extended marketing mixes supports in gaining desired objectives of
the organization in successful mode. Company takes decision for various operational activities of
the company. Three major elements which are included in extended marketing mix are physical
evidence, people and process. Companies provide better services to the consumers by making use of
extended marketing mixex (Powers and Loyka, 2010). Physical evidence aid in designing and
decorating the stores of the company in impelling manner so that clients should get attracted
towards the services offered by the company. Employees of the company which provides services to
the clients are trained in an effective manner so that they can provide better services to clients of
business and helps in enhancing financial revenues of the organization. Processes is one more
significant element of marketing mix and operational activities of the cited firm are designed in a
proper mode so that required goals of the company can be achieved in successful manner (Sheth,
and Sisodia, 2015). Proper strategies are formulated for completing the desired objectives of the
company and line managers and middle level employees play a significant role in accomplishing the
set objectives of the company.
3.2
Service mix can be used in effective manner for enhancing value for the customers and
organizations. The major elements of service mix are as described-
Product :- Use of advanced technology can be taken for making improvements in existing services.
Innovations and advancements are done in technical sector and company can make use of it for
doing modifications and positive changes in its service quality (Zeithaml, Bitner and Gremler,
2010).
Price :- Effective pricing strategies can be formulated for determining the cost of products that are
offered by the enterprise. Penetration price skimming strategy will support in gaining larger market
share and holding stronger market position.
Place :- Stores of the company should be located at proper place for ensuring easy availability of
services for consumers (Nwankwo and Gbadamosi, 2010).
Promotion :- company can make use of advanced and innovative technology for doing promotions
of business. Use of internet can be taken for creating brand awareness about products of the
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enterprise (Identify Market Segments, 2014). Social networking sites also offer effective platform
for doing cost effective and time saving advertising of the business.
People :- employees who provide services to customers of the business should be trained in an
effective manner so that they can render better services to clients. Training sessions and seminars
and conferences can be organized for them so that they can properly make interaction with the
clients of business.
Process :- proper and effective strategies can be formulated for achieving desired objectives of the
venture (Henley, Raffin and Caemmerer, 2011). Day to day activities can be completed by making
appropriate strategies and it will support in gaining short term and long term objectives of the
business.
Physical evidence :- Stores and other service providing layouts of the enterprise should be located at
proper place so that clients can easily avail the services offered by the company. In addition to this
design and decorations of the stores should be in attractive manner so that it will gain attention of
consumers and people will prefer to revisit the place (Barrett and Weinstein, 2015).
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Illustration 3: Marketing mix element