Marketing Report: Techniques, Limitations, and Market Mix Analysis

This report provides an in-depth analysis of marketing techniques employed by two organizations, Wellacre and Alton Tower. It explores various marketing strategies, including social media platforms and advertising, and discusses their limitations, such as ASA regulations and data protection. The report examines how marketing research contributes to developing marketing plans, focusing on primary and secondary data collection methods, and explains the significance of market segmentation and targeting. Furthermore, it develops a coherent market mix for a new product or service, such as a yoga center for Alton Tower, considering elements like product, place, price, and promotion. The report compares marketing techniques, identifies the limitations of market research, and evaluates the influence of different stakeholders. Finally, it offers recommendations for improving the validity of marketing research and concludes with the importance of marketing strategies in increasing sales and customer base. The report utilizes primary and secondary data from the organizations to support its findings and recommendations.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Marketing techniques used in the organisations....................................................................1
P2 Describe the limitations of marketing....................................................................................1
P3 Describe how a selected organisation uses marketing research to contribute to the
development of its marketing plans............................................................................................2
P4 Use marketing research for marketing planning....................................................................3
P5 Explain how and why groups of customers are targeted for selected products.....................3
P6 Develop a coherent market mix for new product and service...............................................3
M1 Comparison of similarities and differences of the marketing techniques............................4
M2 Limitation of market research...............................................................................................4
M3 Develop a coherent marketing mix that is targeted at a defined group of potential
customers.....................................................................................................................................4
D1Evaluate the influence different stakeholders exert in one organisations..............................5
D2Make justified recommendations for improving the validity of the marketing research used
to contribute to the development of a selected organisation’s marketing plans..........................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing plays a very crucial role in the success of an organisation. It is defined as the
activities which are undertaken in order to promote the product and services of the company.
Promotion can be done with the help of advertisement, catchy slogan and media exposure. In
order to study this report two organisation is taken mainly Wellacre and Alton Tower. This
report will discuss about the marketing techniques, their limitations and manner in which
marketing plan support an organisation to perform its function effectively.
P1 Marketing techniques used in the organisations
The marketing techniques are used by the company in order to attract large number of customer
base so to increase the sales of the company (Johansen, 2016). Both Wellacre and Alton tower
are performing their specific task but in different sector as one is related to the academy and the
other one is related to resort in the England.
Marketing technique used by Wellacre to market its product is as follows:
 Social media platforms: It is the easiest way though which Wellacre academy is able to
connect with large number of customers. By the use of this technique feedback of
individual customers can be known. With the help of platforms like Twitter, Facebook or
Instagram company is able to create the brand awareness. Through this they are able to
provide complete detail of academy, about the staff member, school strength and
education facility.
Marketing technique use by Alton Tower:
 Advertisements: Spa being one of the most important feature of Alton Tower as it attract
large number of customers to spent their holiday relaxingly. In order to promote the
products, company uses advertising technique which can be in the newspaper, TV, radio
or in the form of online ads.
P2 Describe the limitations of marketing
Business organisation performs marketing techniques in order to make the people aware about
the brand but they also have to face lot of limitations in marketing activity. These legislation of
marketing are as under:
 Advertising standards authority (ASA): Company before advertising any of the
product has to first contact ASA which is operating in UK. They check whether the
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advertisement is appropriate or not. It should not harm sentiments of any group of people
living in the country (ZHANG, PITTS, and KIM, 2017). If any inaccuracy, mislead,
ambiguity found they have a right to file a case.
 Data protection Act, 1998: according to this whatever information about the person
company is having should be kept personal. It should not be used for an illegal practices.
If so customers have a right to file a case against the company.
P3 Describe how a selected organisation uses marketing research to contribute to the
development of its marketing plans
In order to market the annual membership passes, Alton Tower has to conduct the research to
identify the potential clients whom they can sell their membership passes.
 Qualitative research: Here in this type of research, information is collected in non
numeric form. It includes the in dept analysis in the form of theoretical aspects. It
normally includes , interviews observations etc.
 Quantitative research: In this type of research data is collected in the form of numerical
facts. Methods commonly used here are questionnaires, survey etc.
 Primary data : In this kind of research information is directly gathered from the
customers. In order to gather information internally, Alton Tower financial and stock
report can be used. External information can be gathered by taking feed back of
customers or through surveys etc.
 Secondary data: Here the information is gathered from the published sources. Internal
information of Alton Tower is gathered with the help of reports and for collecting the
external data ,they can data published in any magazines or government statistics.
 Contribution of Primary data in developing marketing plan: Primary data is collected
through interview,surveys, questionnaires etc. Through this Alton Tower are able to
know the requirement of customers and can easily tell them about the benefit of annual
membership passes.
 Contribution of secondary data in developing marketing plan :Secondary data is
gathered from some of the published sources or from the information that already exists
in the organisation. Through this company is able to know about the customer who
frequently visit their resort and it become easy from them to contact and tell about the
membership passes.
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P4 Use marketing research for marketing planning
It is a overall plan of the business that outlines the marketing strategy of the company for
upcoming month, quarter and year (Mayer, Borges and Simske, 2018). In context of this report,
marketing plan of Alton Tower is discussed. As per the survey conducted of 200 customers and
their view on current range of foods and drinks that establishment in the park are provided. The
following objective of Alton Tower can be drawn through this:
 Providing high quality of product at nominal prices that could easily be affordable to each
group of society.
 Training to the staff should be provided on regular basis in order handle every type of
customers.
 Restaurant must provide healthy and every cultural food in order to attract ;arge number
of customer base.
P5 Explain how and why groups of customers are targeted for selected products
Alton Tower is using scatter gun approach for marketing. Here in this approach main
focus is on advertising. Company feels that lot of amount is wasted on the advertisement process
and then also not able to find the potential customers. In order to select the best customers
market segmentation and targeting is most important concept. Segmentation refers to the
division of market into different group of people which are having same type of needs. Where as
targeting on the other hand is described as choosing the most potential customer or group among
all. Here the group of people which is targeted is adult age group of more than 50 years.
P6 Develop a coherent market mix for new product and service
The marketing mix refers to the tool which is used by Alton Tower in order to present
product and services in such a way that customers requirement are made. The 4P's of marketing
mix are as under:
 Product: Alton Tower provide different type of products which are offered for different
type of people which includes restaurant, theme park, hotels, spa centre and many more.
In order to attract the adult above the age of 50, yoga centre should be open. So more and
more adults can avail their benefits.
 Place: Alton Tower is located in Stafford which is the best location as it is easily
accessible by all the mode of transport. Yoga Centre must be open at the same place and
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timing of it should be in the morning and evening as well so that office class people can
also take the benefit.
 Price: Alton Tower in order to attract large number of customers always give some of the
offers and incentive to their customers on the special occasion. Further more it also
provide the facility of online booking at a less price. As yoga centre a new concept for the
company so the pricing strategy used here will be Penetration pricing in order to attract
large number of adults.
 Promotion: In order to promote its product and services Alton Tower uses various
advertising strategy like TV, radio, social media etc (Sargeant and MACQUILLIN,
2016). For promoting its new service i.e., yoga centre, company uses same promotional
activities. Further in order to attract large number of adults company can provide half
yearly membership to them.
M1 Comparison of similarities and differences of the marketing techniques
The marketing techniques used above is advertisement and social media platform. Both
these technique are used to gather large number of customers. The only major difference
between both the techniques is that that with the use of social media at very low cost large
number of People can be contact at a same time (Van Den Berg and Braun, 2017). where as on
the other hand for Advertisement every time expenses need to be incurred for the promotion.
M2 Limitation of market research
The market research used by the company is both time as well as cost consuming. As for
doing survey of so many people company has devoted time as well as has incurred expenses for
the same.
M3 Develop a coherent marketing mix that is targeted at a defined group of potential customers.
With the help of marketing mix company is able put right person at a right place with
pricing and promotional measures. Here the new product that is offered by the company is Yoga
centre with which it is able to create awareness among the adult people.
D1Evaluate the influence different stakeholders exert in one organisations
Social media is the technique used by the company as it is effective to build large number
of customer base with the help of social media platforms like Facebook, Instagram etc. Apart
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from this it has one of the disadvantage as for social media internet access is very important.
Further it is most beneficial for only the educated people.
D2Make justified recommendations for improving the validity of the marketing research used to
contribute to the development of a selected organisation’s marketing plans
Some of the recommendations are as follows:
 It is required by the Alton Tower to analyse the need of market so that larfe number of
customer base can be developed (Shaw, 2016).
 The company must also y undergone the strategies used by the other company in order to
formulate the best strategies so that competitive advantage can be developed.
 New promotional measures to be used by the Alton Tower in order to make it unique
from others.
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CONCLUSION
From the above study it can be concluded that in order to increase the sales of the
company and customer base, marketing strategies need to be formed. With the help of proper
market research company is able to know about the requirement of customers. In order to satisfy
the need, company need to formulate some of the objective which is to be achieved in a specified
time so that the customers requirement can be satisfied. Further marketing mix is used as this
help the organisation in choosing the proper strategies for attracting the customers.
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REFERENCES
Books and Journals
Johansen, H.P., 2016. Relational political marketing in party-centred democracies: Because we
deserve it. Routledge.
ZHANG, J. J., PITTS, B. G. and KIM, E., 2017. Introduction: sport marketing in a globalized
marketplace. In Contemporary Sport Marketing (pp. 15-34). Routledge.
Mayer, J., Borges, P.V. and Simske, S.J., 2018. Introduction. In Fundamentals and Applications
of Hardcopy Communication (pp. 1-5). Springer, Cham.
Sargeant, A. and MACQUILLIN, I., 2016. Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.
Shaw, S., 2016. Airline marketing and management. Routledge.
Van Den Berg, L. and Braun, E., 2017. Sports and city marketing in European cities. Routledge.
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