Marketing Strategy and Analysis for Peter Jones Department Store

This report provides a detailed analysis of the marketing strategies employed by Peter Jones, a department store. It begins by outlining the roles and responsibilities of the marketing function, emphasizing its importance in understanding the market environment and customer needs. The report then explores the inter-departmental relationships, particularly with finance and human resources, highlighting the importance of collaboration. It also examines how organizations like Coca-Cola apply their marketing mix to achieve their organizational objectives. The report concludes with an evaluation of a basic marketing plan for Peter Jones, considering factors like marketing planning, promotion, market information gathering, pricing, and sales. The analysis emphasizes the significance of adapting to innovation and competition in the dynamic market environment. The report underscores the importance of effective marketing for building a strong brand image and gaining a competitive advantage.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and Responsibility of marketing function and marketing in the context of marketing
environment.................................................................................................................................1
P2. The roles and responsibilities of marketing with other departments of Coca-cola...............3
P3 How organisation apply their marketing mix to achieve its organisational objective...........5
P4 Produce and evaluate basic marketing plan for the organisation...........................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a process through which companies able to communicate its products and
services to the customers. Marketing includes selling, advertising and distribution of products to
consumers or other businesses. Marketing creates value for their target customers and also
marketers able to build a strong relationship with them. To study this report the chosen company
is Peter Jones which is a large department store in London. The department store is owned by the
John Lewis Partnership(Bačík, Štefko and Gburová, 2014.).
TASK 1
P1. Roles and Responsibility of marketing function and marketing in the context of marketing
environment
Marketing is the process by which an organisation promote the products and services that
are offered by them in market. For this marketing departments execute different strategy that
helps them to influence and attract the customers to buy their products. Along with this it helps
an organisation to manufacture products according to market research and customer demand.
The functions of marketing plays an important role for the businesses. The each functions are
interrelated to each other. The company have to seriously considered this functions for better
performance of the organizations. Marketing department is the key strength of every
organization as it helps in to improve the businesses according to the recent market trend.
Moreover, with the help of marketing department an organization is able to identify the needs of
their customers and start work upon how to satisfy those needs. Some of the roles of marketing
department are discussed below:
Marketing Planning:- The planning of marketing is a very essential step for a marketing
department before launching a product into market. The overall objective and execution a
product is made by marketers from production of that product to promotion. In marketing
planning the marketers will able to decide how will do what task, when and how(Baker and
Magnini, 2016.). So, if Peter Jones will do their marketing planning appropriately from the
production of the product to its promotion so, this technique help the organization to compete
with their competitors effectively.
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Promotion:- The promotion is a one of the major factor in marketing function. Through
this the company try to aware their customers for particular products and services. It contains all
the required information and specification regarding product along with the message which a
company trying to convey. Through with the help this peter Jones able to make a good image in
the market by using some unique promotional strategy to compete with their competitors and can
able to gain competitive advantage.
Gather Market Information:- This is very necessary step for a marketer to gather all
the required information from the market and use it for further planning and execution. The
information are related to availability of raw materials in reasonable cost, who will be the
appropriate supplier for us, current market trend, taste and preferences of customers(Baker and
Saren ,2016). Through with the help of this the marketers analyse their profit margin which can
be generated for Peter Jones products. For analysing this function the company will get present
condition of market.
Pricing:- This is the most challenging task for marketing managers to decide and fix up
the prices of products. This function includes various factors which are considered into this such
as policies of government, pricing strategy of competitors, production cost of the product etc. As
a result appropriate pricing strategy helps Peter Jones to receive more profits and revenue.
Additionally the sale and profitability of the company will be increased.
Sales- The sale of company products is depend on the efforts that are input by marketing
team as more the customers are aware and updated about new products the sale will
automatically increased.
Customer service- Major function that is perform by company is to identify market
environment and needs of its customers. This helps organisation to interact with customers and
to analysis the needs by which it is easy to satisfy the needs of customers.
Customer relationship- For effective results an organisation need to communicate with
its stakeholders which are employees, customers, investors etc. As customers provide suggestion
to improve the products along with this interact between employee's and customers helps to build
effective relations between all stakeholders.
The key responsibilities of marketing function is explained below:
Analyse Competition: The major function of marketing manager is to identify the
competitors which are prevailing in the market. It is important for the Peter Jones to analyse the
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recent market trend. The tastes of customers changes on a regular basis due to changing of
technology day by day. So, lots of competition exits in the market it is the responsibility of
marketing manager to identify the opportunity to gain competitive advantage in the marketplace.
Adaptation of Innovation:- The technology is changing at a very rapid pace. So, it is
necessary to know each and every aspect of technology and to retain customers to gain
competitive advantage. To increase the productivity it is important to the company to adapt latest
and innovative mode of technology for better performance(Boschetti and Massaron,2015.).
Roles and Responsibility of marketing in the context of marketing environment
Marketing is the process which is undertaken by the organizations to increase its
profitability in the market. Marketing involves performance of its operations in the business
environment. The marketing carries various activities such as channel of distribution,
transportation, packaging, labelling, shipping, warehouse, inventory control, branding, public
relation and many more. Through marketing a firm can generates profit and revenue also able to
increasing sales of their products through appropriate advertising and promotion. Marketing is
the function which is regulated in every organizations and helps to build its strong image in the
marketplace. As marketing have many advantages if company applies this in an appropriate
manner but there are several factors which strongly influences the marketing activities in the firm
such as political factors, economical factors, social factors and technological factors. As all this
factors are beyond the control of marketing managers and can't be easily controlled. So, the
company have to make a product or services considering all this factors. Therefore, coca-cola
have to formulate a strategy in which they can introduce new or innovative technologies in order
to gain competitive advantage and high profitability(Brady, 2014).
P2. The roles and responsibilities of marketing with other departments of Coca-cola
The major role of marketing is to produce an effective product or services according to
the need and wants of the customers to make the company a brand name in the marketplace. All
this functions are not only perform by marketing managers but there is involvement of other
departments as well of the organization. As the functions are inter-related to each other without
one another the success of any company can not be possible. The some of the major
responsibilities of marketing department with other departments are discussed below:
Marketing and Finance:- Those who thinks that there is no relationship between
marketing and finance making mistakes because these are the two pillars on which the growth of
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the business are depends. As for coca-cola company without advertising and promotion the
image of the products cannot be developed in the eyes of customers and as a result the sales of
the products didn't increase also profit not generated. So, without marketing how profits of the
firm will be generated and it is the major function of finance to find out the source of finance.
Therefore, marketing plays an important role in the perspective of finance and without marketing
finance function can not be perform(Shaw,2016). Similarly, for a successful marketing campaign
there must be a strong base of finance to carried out all marketing activities such as advertising,
promotion, branding etc. which require a huge amount to invest. If both the departments work
accordingly like if appropriate fund provided by the finance department to marketing department
so, they can execute a proper marketing campaign for their products in order to gain high
productivity and profitability(Campbell, Martin and Fabos, 2018).
Marketing and Human Resources:- The marketing and HR department work together
for better performance of the organization. As both are inter-related to each other and plays a
very significant role at the time of recruitment and selection in the firm. The HR department of
coca-cola serve the employees of the firm so, the department can share the brand name with
them which is created by the marketing department in the marketplace. Similarly, the brand
messaging of the company is then communicated by internal staff(Rowley, 2016). As a result,
the employees enhance the marketing department mission of spreading the brand message at
marketplace. As marketing department enables the organizations to make its brand image in the
market through this the HR department will get an effective and appropriate manpower within
the organization.
Marketing with Research and Development:- These both the departments are work
only for customer needs and wants. Both the departments make their work easier and increase
the productivity of the organization. The research and development department identifies the
product which satisfy the needs of the customers whereas marketing department introduce that
product in the market with unique idea and way through which customer get attracted. The
research and development department of coca-cola analyse the market trend and innovation of
product. Similarly, market department come to know about demand and select an appropriate
techniques to promote the product in the marketplace in order to achieve high productivity(Carr,
2014).
The significance of inter-relation between marketing with other functions of coca-cola
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The inter-relation between the various functional departments of coca-cola shows that all
the departments work towards their pre-determined goals. The flow of communication,
information, knowledge shares in their appropriate time frame. If all the departments work
closely with each other so, it could be beneficial for coca-cola to find out the existing
opportunity which is prevailing in the market and formulate strategies according to that.
Moreover it will increase the quality of products and services which the company is offering as a
result customer will get satisfied more from the offering and hence, increase the performance of
coca-cola improves. Also helps the company to enrich their brand image in the market for better
productivity and growth(Purvis, 2015).
Critically analyse and evaluate the elements of marketing functions and also analyse their
inter-relation with other functional units
The marketing mix helps the company to easily formulates its strategy and then execute it
accordingly. The elements of marketing mix contains product, price, place, promotion, people,
process and physical evidence. These elements treated as a variables which help in how to
promote the products and services in the market. The development of any product influence the
overall department of the organization an impacted in both positive and negative manner. As the
research and development department introduce a product so, as a result the marketing
department have to make strategies that how to promote this product and aware the customers for
this particular product. For advertising and promotion marketing department require finance to
present it in a unique way to attract more and more customers. Therefore, it is also affects in a
negative way in the organization as it will create lots of confusion and conflicts between the
departments which as a result effect the environment of the firm. Hence, Coca- cola have to
effectively manage the all the departments and their activities as well and formulate marketing
strategy to gain competitive advantage(Hashim and Hamzah, 2014). The company have to make
sure that the activity have to be properly distributed between all the department of coca-cola to
effectively present the marketing mix in the market and gain competitive advantage.
P3 How organisation apply their marketing mix to achieve its organisational objective
Marketing Mix- refer to place the right product at the right time with a right price. It is
the combination of product, price and place that is controlled by the company to influence their
consumer that should buy the company's products.
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In this section lets discuss the marketing mix of coca cola this is because it is the large company
in its industry and company have their different goals which is totally different from its
competitor(Pike, 2015).
Comparison of Coca-cola with Pepsi that show how their marketing mix are different from each
other.
Bases Coca-cola Pepsi.
Product Coca-cola has a large variety of
products. They almost dealing with
more than 3000 option in their
product range. As company has
more products so they can attract
more and more customer. Products
of coca-cola are available different
packing like from 200ml to 2 litre
bottles. For example- coca-cola is
available in plastic bottles as well
as in can both.
Pepsi has dealing in different sector
like soft drink, cereal, snaks etc.
they started their business as Pepsi-
cola with separate products in their
list. Pepsi has also expanded their
marketing mix of products by
providing license to other
companies under their name
PepsiCo.
Price Coca-cola prefer discrimination
pricing strategy in its marketing
mix. As company is in oligopoly
market there are less number of
seller and high number of buyer so
they loose price strategy because if
they fight on prices than consumer
shifted towards their competitor.
Price in Pepsi are change as
according to variety in these
company has too many products
and brands so the company use
approach of hybrid everyday value
pricing strategy in which they
focus on close the gap between
regular price and discounted price
so consumer prefer soft drinks on
daily bases.
Place Coca-cola has operating their
business in more than 200
countries over the world. For these
Global network is used by
company to transport their products
for the supply of soft drinks
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coca cola already define their
bottles and transport them mostly
in all parts of the globe. Wide
distribution network of coca-cola
help the company to transport their
products easily to their distributor
and by road to stockist and then
finally it will reach near the
consumer.
company prefer distributor, retailer
and store while for their clothes
segment company supply their
products with the online strategy.
Promotion Coca-cola has set different
benchmark for their advertising
their product. They promote their
product by aggressive marketing.
Coca cola also focus on doing
different CSR activities for
promoting their products.
Pepsi promote their products to
attract their target customer. They
approach their target customer by
advertising, sales promotion,
sponsorship etc. Pepsi main focus
on celebrity endorsement to
promote their product.
People The people refer those who are
buying our product and other who
work as a team to sell company
product like employees. The coca-
cola utilize their employees as their
strength they are open to listen
their employees interest and new
way of selling by which company
can sell more products and earn
more profits. By these employees
are also able to achieve their
targets and to earn more
money(Pike, 2016).
Employees of Pepsi are more
focused towards achieving the
goals of company. Pepsi will more
focus on satisfying the needs of
their customer. Pepsi also
providing training to their
employees so they give their best
output and perform better in the
company.
Process It the way by which a company is Pepsi product are available in most
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manufacturing their products and
deliver their products like their
supply chain management. For
example coca-cola has develop a
appropriate manner in which their
activities operate in a sequential
way for distributor as well as in
stores.
of the countries so to sell and
deliver their products company has
to bear high cost in transporting
for reach of their final products
towards the consumer.
Physical evidence The coca-cola has advantage for its
packing. They did not retain their
same packing for a longer period.
their products label or packing
style should be change in a shorter
period so they can attract more and
more customer towards their
products.
Pepsi will more focus towards
celebrity status their structure
should give more priority towards a
particular target market so
company did not grab on more
customer. If they change their
packing style than there are
chances that customer will attract
towards Pepsi.
P4 Produce and evaluate basic marketing plan for the organisation.
Marketing plan- it is a business written document by which company can know that
how to advertise and generate leads for their product. In a marketing plan there is a brief that
how market research is done like what are their pricing strategy how they will enter in new
market(Nirschl and Steinberg, 2018). Marketing plan cannot change easily. In some special case
the plan and policy can be mention into one document. Like for the smaller companies that may
have small business plan like for monthly and quarterly basis. For executing a marketing plan the
company should have all strategic points that include budget, advertisement and solutions for
major problems.
Executive Summary- Coca-cola is the large company in its industries. So the company
can introduce a new product and may be some necessary changes can be done in their existing
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products. These changes can done to attract more customer to create a large database for its
customer to find more and more suitable products that can add in their product range. For this
report coca-cola introduce the new product of sugar free chocolates in these case it is seen that
consumer are now more focused towards healthy products they consume those product only
which can fill needs of vitamin, protein and calcium in their body. Sugar free chocolates is a
best choice for company to launch because it can fulfil the carvings of consumer and also the
need and demand of customer. By sugar free chocolates coca-cola can target kids as well as
those customer who are more aware about their health. Company already have a large
distribution network so wide area in geographic market can be covered for new product(Lane,
2016).
Objectives- These are particular goals and aim of the company which are create by the
organisation to expand their market.
Specific- by these company try to target kids, youth and sports person that are health consicous.
Measurable- for this company want to increase its profits through the end of year 2020 by 40%.
Achievable- the target market must be captured so high number of profits can be earned.
Realistic- product be should be of manufacture of that type which can be practical. Like the
concept of sugar free chocolates can be accepted by the market.
Time bound- this is totally a new task of the company so there should a deadline so company can
finish their project in a particular period.
Mission- mission for the company is to increase their market share and second is to enter
into a new market by which have a large untapped consumer in the future.
Aim- coca-cola first aim is to satisfy the demand and need of their customer and second
is to increase the value of their new products in the perception of consumer. Due to their sugar
free quality even person who are suffering from health problem can consume them easily. The
launching of a new product can also help Coca-cola to enter into a new industry.
Cost: As for financial requirements company has estimated some cost which are their for
achieving the particular goals of the company. First company can use their surplus profit of last
year and second source of company to cover cost is by their shareholders which is lump-sum
amount of $ 50,000. which can be divided in budget(Malhotra, 2015).
SWOT for sugar free chocolate
Strength- for sugar free chocolates company Weakness- as people or consumer are already
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has target the market of health conscious and
other who consume chocolates in their regular
days.
habitual with a particular taste so it is not
compulsory that now they want to switch taste.
Opportunities- in this a company has large
untapped area to cover as it a new market. As
company has earned goodwill so they create
monopoly in the market by moving first in
market.
Threats- Competitive companies are already
tap other market like Pepsi already
manufacture eatable items so they have more
experience as compare to coca-cola.
Budget for new product of coca-cola.
Budget. Estimated idea.
Employees $10,000
Materials $18,000
Logistics and supply chain $12,000
Infrastructure $10,000
From the above report it is analysed that company maintain their goals through SOSTAC
model which is given below:
Situation- This is the first step in which an organisation analysis their current position.
For this management need to review their plans as it helps the company to monitor the work that
is needed by organisation as it helps to manage their work effectively. Like in case of Coca-cola
management predict the areas in which they are present among overall world.
Objectives- The major objective of company is to find out that through which areas an
organisation expand themselves in different fields. Like for multi-national company such as
coca-cola their main objective is to capture wide market and more number of customers,
Strategy- To achieve the objectives of an organisation it is needed that they formulate
those strategy which helps to gain positive results. While to make effective decision company
need to develop those goals which helps to gain high profits for company.
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Tactics- For the achievement of objective coca-cola decided to develop goals through
implementation of lean and six sigma model. This helps management to manufacture products
with minimum cost. Along with this it helps an organisation to deliver their products within
minimum time period.
Action- To gain high effective results organisation plans are developed by top
management it is needed as per company has dynamic changes that are use by company to
control their expenses.
Control- This is the last step for every organisation in this monitor activities that are
decided by management of company. In this company focus that activities are performed by
companies and their results expected results match with actual results so they create bridge
between them.
CONCLUSION
From the above report it has been concluded that there are various roles and
responsibilities of the employees in the organisation. Marketing is the central function of every
organisation that is related with other department of the organisation also. 7P of marketing mix
can help an organisation to achieve its goals effectively and efficiently. For this report there is a
new product is also suggested which can help the company to diversify its product range and to
increase its market share.
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