Marketing Essentials Report: Wilkinson and Next PLC Analysis

This report provides a comprehensive overview of marketing essentials, focusing on the roles and duties of the marketing function within organizations. It delves into the marketing roles and responsibilities, particularly in the context of Wilkinson, a major UK retailer. The report examines the interrelation of the marketing department with other departments such as human resources, research and development, and finance. Furthermore, it analyzes the marketing mix (7Ps) of both Wilkinson and Next PLC, comparing their product strategies, pricing approaches, place (distribution), promotion methods, processes, people management, and physical evidence. The report concludes by highlighting the importance of marketing in maximizing market share and business growth, emphasizing the benefits of the 7Ps marketing mix for introducing new products and services to customers.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
A) Roles and duties of marketing function.................................................................................1
B) Marketing roles and responsibilities in context with organisation ........................................2
LO2 .................................................................................................................................................3
(C) Marketing mix of Wilkinson and Next PLC.........................................................................3
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is used to develop, satisfy and keep the customers for long duration. It is also
depict as an effective activity and process for communicating, developing, exchanging and
delivering offering that have better value for partners, clients, society and partners at large
(Berkowitz, 2016). In this assignment, given organisation is Wilkinson which is one of the
biggest retailers in the UK with more than 325 stores and a turnover of £1 billion. This report is
based on two tasks which cover role of marketing and its interrelation with other functional units
of organisation. 7P's of marketing mix is also determined in this project.
LO1
A) Roles and duties of marketing function
Roles of marketing:
The marketing departments have entire roles and duties for making sales and maximising
market share as well. In different businesses, marketing department may be an individual or it
may concern three new board members such as marketing directors, managers and executives.
All these are liable for various functions like advertising, publications and events (Campbell and
Martin, 2015). In Wilkinson marketing functions involves different roles or responsibility which
can be determined as follows:
Market Research: It can be depict as collecting necessary data in organisation with
target audience of a Wilkinson. It assist in providing better outputs to the questions i.e. who are
the clients to whom business glad to deal, why they should buy from you as against to their
rivals.
Pricing: In order to set up accurate price for product and service can be challenging. If
Wilkinson will price commodity very broad than they may free their clients.
Promotion: There are large number of company owners who are more acquainted with
the content idea (Ebert and Griffin, 2015). As there is modifications in marketplace, Wilkinson
have to make accurate response by tailoring information of advertisement to social media like
Facebook or Twitter.
Marketing information system: MIS is another essential function of marketing which is
applied by the Wilkinson with aim to maximise their market shares. It have duty for maintaining,
obtaining and using data for the clients so as to enhance decision making of company, to make
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computation about what business will sell to its audience and to perform different activities
(Functions of marketing, 2017).
Service and product Management: It is another important function of marketing which is
mainly related with the price of services and products. It may considers, hearing to the
requirements of clients, to maintain commodity up to date as well as make outcome to satisfy
wants and needs of the audience.
Illustration 1: Marketing functions,
(Source 1: Marketing functions, 2017)
B) Marketing roles and responsibilities in context with organisation
In the Wilkinson, there are different department whose are work with each other and have
common motive to maximise sales and revenues of the company (Gummesson, 2011). There are
some departments such as productions, human resource, research and development, financial and
son on. In order to do business activities and operations in proper manner, marketing play vital
and essential role. So both are interrelated with each other. Organisational departments and their
relation with marketing are determined as below:
Human resource department: In the Wilkinson, human resource play essential role in recruiting
best candidates. It is depict as an effective process which is done with the support of marketing.
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In this company use different marketing tools for providing accurate information to the
candidates about vacant position. So both are interrelated and have same objective to grow
market share of company.
Research and development: Main role of this department is to conduct research and
identify basic needs and wants of customers. This are possible with the utilisation of marketing
techniques and concepts such as primary and secondary research, both are consider as a part of
marketing. Thus, it shows both are connected with each other which is essential for the
Wilkinson to maximise their sales and revenues.
Financial department: It is another important part of the company and has different role
to arrange sufficient amount of the money. For doing this, business use marketing tool to
analysis various resources of the finance.
Production department: In Wilkinson, main role of such department is to control entire
process of production and render their goods to the end user (Hagan, 2011). In order to complete
this process, company apply marketing functions i.e. transportation. So it is important for
business to accomplish their long term goals.
LO2
(C) Marketing mix of Wilkinson and Next PLC
Marketing Mix Wilkinson Next PLC
Product Wilkinson is related with the
sell of different variety of
home care and household
products for women as well as
men.
Next PLC produce different
products like household,
electric and many other.
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Price Pricing strategy of the
Wilkinson products is mainly
related with Bundled pricing
strategy (Nguyen and Simkin,
2012). It assist business to
attract large number of
customer.
Company use competitive
pricing strategy which is
essential for them to attract
maximum number of the
customers.
Place There are different feature of
place for Wilkinson is
distribution channels, outlets
and target market at various
location. All these are
beneficial for business to
maintain their strong position
in marketplace.
Outlets of the Next PLC
available at entire places
which can be beneficial each
to reach customers at more.
Promotion There are different modes
which as used by the
Wilkinson in order to promote
their products or services such
as television, personal selling,
poster, banners and
advertisements. Another
promotions tools such as direct
mail, merchandising and
display of sales are also
applied by them.
The strategies for promotion
are depict on the basis of
recognizing and revitalizing
brand at particular time period
(Ormrod, 2014).
Process In Wilkinson, there are
different process which are
applied by the company such
as raw materials, advanced
The company derive process
and activities about innovating
and designing products as per
the customer needs.
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technology, packaging and
many other distribution tools.
People In the organisation, large
number of the employees are
work in this they need
appropriate training to deals
with difficult situation easily.
Company mainly emphasis on
some sections about income,
age and many other group.
Physical evidence This element make inclusion
of quality products,
transparency, appearance,
maintenance, fat deliver of
products and other which may
effect on business functions
(Peter and Donnelly, 2011).
It identify experience to
consume products, services
and process in which company
make functioning in
appropriate way. Use of
brochures and pamphlets are
there for rendering necessary
information to clients.
CONCLUSION
As per the above mentioned report, it can be concluded that marketing is important
element for the all organisation to maximise their market share and growth. Marketing plan
essential role in the business which help to attract wide number of customers towards business
products and services. Beside this 7P's of marketing mix is also beneficial for the company to
introduced their new services and products in market and to the customers.
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REFERENCES
Books and Journals
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Campbell, R and Martin, C., 2015. Media essentials: A brief introduction. Macmillan Higher
Education.
Ebert, R. J and Griffin, R. W., 2015. Business essentials.
Gummesson, E., 2011.Total relationship marketing. Routledge.
Hagan, F. E., 2011. Essentials of research methods in criminal justice and criminology. Pearson
Higher Ed.
Nguyen, B and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape.The Marketing Review.12(4). pp.333-344.
Ormrod, J. E., 2014. Essentials of educational psychology: Big ideas to guide effective teaching.
Pearson Higher Ed.
Peter, J. P and Donnelly, J. H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.Raj, R., Walters, P and Rashid, T.,
2012. Events management: an integrated and practical approach.
Online
Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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