Marketing Analysis: Roles, Mix, and Plan for Wilkinson Company Report

This report delves into the marketing strategies of Wilkinson, a British high-street chain specializing in household and homeware products. The assignment begins by outlining the key roles and responsibilities of a marketing function, emphasizing market research, strategy development, and event management. It then explores the interconnections between the marketing manager and other departments like sales, research and development, and finance. The report also conducts a comparative analysis of the marketing mix (product, price, place, and promotion) of Wilkinson and Primark. Finally, it proposes a basic marketing plan for Wilkinson, aimed at achieving its goals and objectives in a competitive market. The report also includes a detailed table of contents, references and an introduction. The report emphasizes the importance of understanding customer needs, developing effective strategies, and adapting to the competitive landscape. The report also highlights the importance of marketing in attracting new customers and generating revenues.

Business Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function............................................................1
P2 Responsibilities of marketing manager interlink with other departments...................3
TASK 2............................................................................................................................................5
P3 Marketing mix of two different organisation....................................................................5
TASK 3............................................................................................................................................7
P4 Evaluating basic marketing plan for Wilkinson...............................................................7
CONCLUSION...............................................................................................................................7
REFERENCES..............................................................................................................................7

INTRODUCTION
The essence of marketing is a transaction or exchange which intend to satisfy
someone’s needs or yearnings. Aim of marketing is to know and understand the
customers so well organisation can provide products and services to fulfil their
requirements. Further, it is essential for organisation to draw proper market plan which
help them in targeting their goals and objectives (Theodosiou, Kehagias and Katsikea,
2012). For present assignment Wilkinson company has been taken which is a British
high-street chain and selling household and homeware products. The aim of this
company is to describe overall goods which are selling by them in order to attract large
number of customers. With the help of this report readers came to know about what are
the key roles and responsibilities of marketing function which has been discussed in
detail. Further, marketing mix of two different organisations is explained. At last, basic
marketing plan is created for Wilkinson company where they can sustain in market for a
long period of time.
TASK 1
P1 Roles and responsibilities of marketing function
In organisation, marketing department is having overall responsibility in
generating revenues, increasing market share or making contribution in attending
growth and profitability. A company cannot run their business without marketing
department because they are doing lots of tasks in targeting new audience in order to
satisfy their basic needs.
An organisation is responsible for assigning responsibility for marketing function
to manager or specific group. In this respect, they are having unique and separate entity
in firm. Marketer in organisation is typically playing significant roles because they are
acting among the customers and entity (Ayers, Gordon and Schoenbachler, 2011).
Communication is important part for marketing manager which are helping to them in
developing different plan campaigns in order to promote products and services for
customers. So there are having different roles and responsibilities of manager in
Wilkinson which has to be perform by them and these are explained as below:
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Conduct an appropriate market research – It is a key responsibility of
marketing department in organisation. With the help of research, it will aid to company
to grab those opportunities which are available in market which will assists them to
satisfy customer needs. Moreover, Wilkinson company will able to understand
competitor’s strength and weaknesses so that they can take action to defend their
business with existing consumers or win business from weaker rivals.
Strategy – Senior member of marketing department has to take responsibility in
setting proper strategies and it should be properly line with overall entity objectives and
policies. While setting these strategies it will help them in increasing market share of
specific product or can get chance to enter into new sector (Webster and Lusch, 2013).
Tactics and approaches which are made by manager should be applied when it is
required by organisation so that they can resolve issues of employees as well as
customers.
Events – In most of the enterprises, marketing department are responsible for
conducting occasions such as exhibition, customer loyalty programme etc. to increase
the brand awareness. With help of this, manager can also promote external events
which will ensure about their success in competitive market (Kim and Hyun, 2011).
Manager are liable for marinating both internal and external events so that they can
operate their business function in effective and efficient manner respectively. However,
it will benefit for them in measuring their success in global market in terms of events.
Apart from this, there are some responsibilities which has to be assume by
marketing in organisation such as;
 To understand economic and competitive feature about particular sector.
 Identify target market to make strong position.
 Identify most appropriate strategies which will aid them in implementing their
plans.
 Understand where brand needs to be in upcoming.
 Establish management information system so that they can identify their
progress.
 Create a sustainable competitive advantage to beat their competitors.
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 They are also responsible for develop new products according to the yearnings
of customers.
 They have to also understand competitor’s strategies in which they are likely to
responding in market.
 They have to identify the segments in which they can introduce more products
and services but it should be within target market.
P2 Responsibilities of marketing manager interlink with other departments
Marketing sector in entity is playing vital role which helping to organisation in
promoting their business and attending growth. An employee’s who are working in this
departments are having major responsibility to make coordination with other
departments and make sturdy communication with them so that it will easy for them to
clearly understand the mission and vision of Wilkinson. Managers must be ensuring
about that all business activities which are performing by several departments must be
carried out efficiently (Huang and Sarigöllü, 2014). It is considered as essential part for
enterprise in achieving its goals and objectives. In addition to this, specific areas in
Wilkinson company are having responsibility to support other areas also so that they
can accomplish with their targets. For example;
 Sales and marketing departments should be involved in attaining targets which
are linked with developing new products or increasing sales for entity;
 Human resource managers are liable and involved in conducting or arranging
training activities for employees and supporting them for making continuous
professional development for all employees.
 Production department with marketing are liable for setting out quantity of
products and meeting with planned production schedules.
Below mention are some roles and responsibilities of marketing department
which are interlink with other areas in order to fulfil objective of Wilkinson.
Sales function – They are having crucial function from all departments. The
buyers are expecting from organisation to purchase high quality goods and in-depth
advice from them. So both marketing and sales departments have to organisation
different promotion technique in which they can target new customers. Further, they are
responsible to resolve the queries of customers which are facing by them in regard to
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using that product or services. Apart from this, sales manager is having duty to provide
technical advice to their employees so that they can serve best quality of services to
customers and can maintain customer’s records.
Research and development - This function is concerned with introducing new
products or services as well as to make improvements in existing goods. In this
information technology department in Wilkinson are responsible for making new
technologies where products can be sold easily by organisation (Mintz and Currim,
2013). Along with this, they are also liable for that how design of product should be
made through which they can attract customers. So both marketing and research
development department have to work in coordination in order to design new products
in best way.
Sales and marketing – As it is an important area in entity because without them
firm cannot attract customers and generate more revenues. Sales manager is
responsible for making strategies that how they will sale their products to customers.
Besides this, marketing manager are having major responsibility to identify the needs of
customers. Through this, they can serve products to them accordingly. So, it will help
them in generating more revenues and beat their competitors while attracting new
customers. Apart from this, they have to use high technologies which will support them
in increasing brand awareness of organisation and attract numerous customers from
different sectors.
Finance and marketing – Finance is most important area in any organisation
because without them other department cannot utilise funds in appropriate manner. It is
a responsibility of finance manager to set the budget for marketing activities in
promoting sales as well as profits. Along with this, they should also control all the
unnecessary expenses which are done by employees (Menegaki, 2012). For this, they
have to monitor on all those activities which are performing by workers or staff in
utilising funds. In addition to this, it will beneficial for finance department in targeting
objectives.
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TASK 2
P3 Marketing mix of two different organisation
The significance of marketing mix is often overlooked in strategy. While creating
marketing plan strategies for organisation it includes; marketing mix, writing action
plans, build integrated communication tactics and many more. Marketing plan of
Wilkinson is concentrating on strategies and tactics which are used by entity in
implementing policies in appropriate manner. These tactics are categorised into four Ps
of marketing mix; product, price, place and promotion. Further, these are also extended
in three Ps people, process and physical evidence. It will help to organisation in
targeting their goals and objectives (Pomering, Noble and Johnson, 2011). While
making any aims, it is essential for manager of Wilkinson to evaluate marketing mix
which will assists them in earning more profits and beat their competitors in competitive
market. Manager should be ensuring about that while creating marketing plan or
implementing them it must include milestone, key performance indication and other
relevant measurement where they can determine their achievement with exiting plan.
Marketing mix of two organisations i.e. Wilkinson and Primark has been enumerated
as below;
Marketing mix Wilkinson Primark
Product This company is providing
so many stuff to their
customers to satisfy their
needs and wants. These
products include; health
and beauty products,
confectionery, stationery,
homeware and many more.
While offering these
products company can earn
huge profit in order to meet
out with their existing
This entity is also offering
diverse range of products
which includes; home ware,
accessories, beauty,
confectionery stuffs and
more. They are introducing
new product and services
according to the needs of
customers in order keep
them happy for a long
period of time.
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expenses.
Place This company has open
many stores in different
countries and also
expanding number of stores
to provide convince to their
customers (Fan, Lau and
Zhao, 2015). Also, they are
also adopting different
strategies in which they can
attract more customers. It
will also beneficial for them
to operate their business
from different places.
The stores of this company
has been opened in
different places where
customers can easily buy
their products. Along with
this they are also serving
best quality of services to
keep their customers
happy. Currently, manager
of this company is trying to
open more stores where
they can target new
audience.
Price It is an important factor in
marketing mix. It is
responsibility of manager to
set prices of products and
services in such a manner
where all customers can
buy them. There are
different pricing strategies
which can be adopted by
manager such price
skimming, penetration.
While using any of these
strategies it will easy for
entity to set prices and beat
their competitors.
In this, manager of Primark
company is also adopting
strategies which are related
with price. While
introducing new product,
company is selling them at
lower price then afterwards
at high range so that it
become easy for them to
generate profit and
increase sales during the
year. At same point of time,
they are also serving best
quality of services to
customers in order to fleece
the purchase and keep
them happy.
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Promotion It is essential for
organisation to adopt new
strategies in order to
promote their brand
awareness. With the help of
promotional techniques
company can easily attract
customers. Some of the
promotional techniques
which are using by
organisation is advertising,
offering services at
discount, providing coupons
and many more. Through
this they also attract those
customers who are living in
rural areas.
This technique plays an
important role in
organisation which support
entity in adopting different
tools and techniques for
increasing brand
awareness (Singh, 2012).
Nowadays, use of social
media is increasing day by
day so it is helpful for
organisation to advertise
their product on that
because there are many
users who are active.
People The customers of both company are expecting from
organisation to provide them high quality of services and
charge reasonable price for purchasing their product. In
Wilkinson, managers are trying to attract those customers
are who are living in rural areas by providing them
products at reasonable rate. In contrary to this, primary
objective of Primark is to satisfy the needs of existing
customers then after attract new people so that they can
receive positive feedback from them.
Physical evidence It tells about that company is existing in competitive
market and providing evidence to their customers by
resolving their issues which are facing by them
(Mangram, 2012). Both Wilkinson and Primark are
showing that customers are important for them so that
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physical existence of firm is proving by themselves.
Process There is an opportunity for both organisations to deliver
their goods through online also. Through this it will save
the time and cost both organisation as well as customers
in purchasing goods from them.
So, when managers are making marketing plan for own entity, then they have to
considered all these things which will help them to take appropriate decision also.
Moreover, it will be beneficial for entity to achieve their predetermined goals and
objectives in easy way.
TASK 3
P4 Evaluating basic marketing plan for Wilkinson
A marketing plan of organisation lays out the target market and value proposition
that will be offered and based on analysis which has been done by manger. It also
provides many marketing opportunities to firm to improve their existing performance and
beat their competitors. If proper market plan is not defined by organisation, then it
became difficult for them to retain in market for a long period of time. A marketing plan
of company defines target segments and key trends which are hit by organisation.
Along with this, it clearly defines marketing objectives and strategies together with
financial consequences and so on. To attain growth and profitability, then it is essential
for organisation to making marketing plans and these are explained as below;
Executive – It describes that what are the key elements which are provided by
organisation. marketing mix of Wilkinson company is planned which help them to hit
their targets with in time period. It also describes that what strategies are adopted by
organisation to keep their customers attracted towards them and lead in competitive
market.
Company overview - Wilkinson deals in selling home-ware and household
goods such as textiles, DIY, cleaning, confectionery, kitchen and bathroom products.
This company was established in year 1930 by James Kemsey Wilkinson in Leicester.
Presently, there are approximately 400 stores of this company across UK. The main aim
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of this company is to offer wide range of products to their customers and to become
leader in this sector.
Current market situation analysis – It is essential for organisation to analyse
both internal and external factor. While analysing these factors it will beneficial for them
to attend their objectives in time period. For internal analyse SWOT analyse has been
conducted;
Strengths
 This entity is providing monetary
assistance to their employees.
 They are having good experience in
offering different products.
Weaknesses
 Poor brand image in some of the
countries.
 Targeting different business
segments but at the same point of
time they are losing their existing
customers.
 Providing poor services to
customers as compare their
revivals.
Opportunities
 Entity is having opportunity to
expand their business in new
sector.
 Use new technologies which help
them in increasing their sales and
profits during year.
Threats
 Rising in cost of raw materials
which are using by organisation.
 Suddenly change in economic
condition, then it became difficult for
them to run their business.
 Many competitors are there to deal
with them in competitive market.
Strategy – There are different strategies which are adopted by organisation in
maintain their price of products and services. Some of these are; penetration, in this
products are sold at lower price at initial stage in order to capture large market share.
Price skimming, products are selling at high price but after two or three years cost of
goods decline automatically.
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Segmentation, targeting and positioning – In segmentation, managers are
diving market into different areas in which they can sale these products to customers.
After this they are targeting those customers who are needed for these products and
satisfying their needs. Now, after targeting customers, it become easy for organisation
to make their position in particular sector or market and fulfil their objectives.
Tactics and actions – The company has to analyse that which work should be
done on priority basis so that they can take actions accordingly. Along with this, they
have to make some action plans and it should be implemented in time period so that
they can resolve the issues which are facing by customers as well as employees.
Budget – The budget for marketing plan should clearly indicate that how much
funds are available with company to execute them in best way. Budget should be
analysing with last year so that unnecessary expenses can be reduce by organisation.
Control – In last, manager has to monitor and control marketing plan which is
executed by them. Along with this is any employees is facing issues, then appropriate
action should be taken by them.
CONCLUSION
After summing up report, it can be concluded that marketing managers are playing
essential role in targeting their goals and objectives. It is their responsibility to adopt appropriate
strategies and policies which support them in executing appropriate market plan. Further, if
organisation wants to enter into new sector, then they should be aware about that whether they
will get succeed or not. Along with this analyse competitor’s strength and weakness so that they
can protect their plans and existing customers from them.
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