Establish and Adjust Marketing Mix for MyRTO: A Detailed Report

This report provides a comprehensive strategic marketing plan for MyRTO, addressing various aspects of the marketing mix. The report begins with an introduction to marketing and its importance, followed by a detailed analysis of the marketing mix elements. Task 1 focuses on change management training programs, pricing policies, promotional methods, distribution channels, customer service, and customer base analysis. Task 2 examines environmental factors, consumer needs, marketing objectives, and market mix selection. The report concludes with Task 3, which involves monitoring and adjusting the marketing strategy, including budget considerations. The analysis covers product portfolio, external landscape, and the application of marketing principles to achieve organizational goals, incorporating tables and examples to illustrate key concepts and strategies. The report aims to provide insights into effective marketing practices and their impact on business outcomes.

Establish and adjust
marketing mix

Table of Contents
INTRODUCTION...........................................................................................................................1
Main body........................................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Make identification on feature and importance of change management training
programme..............................................................................................................................1
1.2 Define pricing policy and pricing variables to determine their impact on demand.........2
1.3 Identification on two promotional methods.....................................................................3
1.4 Define two channels of distribution.................................................................................3
1.5 Determining and examining the level of customer service provision to analyse its
importance to marketing outcome. ........................................................................................4
1.6 Determining the key customer base and key pressure points.........................................5
TASK 2............................................................................................................................................5
2.1 Identification of environmental factor and their effect on marketing mix.......................5
2.2 Make identification of consumer needs on marketing mix..............................................6
2.3 Marketing objective their characteristic and desired positioning of market....................6
2.4 selection of the market mix which can satisfy the target market in meet their objectives.7
2.5 Seeking approval from the marketing manager................................................................7
TASK 3............................................................................................................................................8
3.1 Monitoring marketing strategy.........................................................................................8
3.2 Evaluation of the implication of altering components of marketing mix.......................10
3.3 Adjustment of marketing mix.........................................................................................10
3.4 Make Budget template as per strategy of marketing......................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is one of an essential activity by which company can introduce product and
services in the market. It is process under which firm can advertise and promote its commodity
for gain customer attraction. While corporation effectively promote its services and items in the
market then customer can able to purchase the product. With the help of this kind of approach
the company can enhance its productivity and profitably. In the following assignment, a
systematic strategic marketing plan has been addressed with respect of the MyRTO. In this
project the strategy plan as per eh marketing mix is to be addressed in the well and effective
manner (Fullerton and Merz, 2012.). The main aim of this report is to focus on activities like
product portfolio, external landscape.
Main body
TASK 1
1.1 Make identification on feature and importance of change management training programme.
Change management programme work in the manner to have some kind of variation in
the function of business. His is done in the manner to improve result of business enterprise. The
management should provide effective training to implement new methods in business. This can
be known in he following manner are as-
Key characteristic Significance relate to this
It helps in the manner to addressed the
“Human side” systematically.
Sometime any frequent change can create the
situation of human issues. With the help of this
approach new skills, ability and capabilities
can bee developed in employees (Luan and
Sudhir,2010).
Commitment of senior management for long
term process
Senior management has to involve in this kind
of activities. Change in firm are quick basis
therefore the employees of all levels look for
senior management for their support, strength
and direction.
Clear, regular and effective communication With the help of having change rapidly in firm
there is need to be clear and good

communication approach. On behalf of this
each employee can have enough information so
that they can achieve their work in suitability
manner.
1.2 Define pricing policy and pricing variables to determine their impact on demand.
This thing is to analyse to know about the strategic management plan and
Pricing policy 1- price skimming method. Public- It affects the customer with their high
price therefore people with high income can
only afford this.
NGO- There object is not making profit.
Therefore, they rarely prefer this kind of price
strategy.
Corporate- The companies who make profit
there main aim to sear profit by satisfying
customer.
Pricing policy 2 price penetration method. Public – At initial level they provide good
product s at lower price later they used to fall
this price. In this way customers usually get
dissatisfied.
NGO- Firstly they used to take this service
later they on they shift to other pricing strategy
(Berthon, Pitt, and Shapiro, 2012).
Corporate- This is the strategy used by various
company just to stay in the market for the
longer period.
Pricing variable 1- Cost based pricing Public- The cost factor influence the various
kinds of customer in the market. Lower the
price higher the demand and vice versa.
NGO- They also rarely prefer this pricing

variable method.
Corporate- The company mostly prefer the
cost based pricing to derive the amount of
profit.
Pricing variable 2- Demand based pricing Public- This term means price of the product
rise with when it is high in demand and it falls
when it is low in demand (Evans, 2012).
NGO- it largely depends upon demand factor
but price remain constant.
Corporate- the main aim is to earn profit so
price fluctuate as per the demand factor.
Pricing variable 3- competition based pricing Public- they are not influence by this method
of pricing.
NGO- They also don't influence by this.
Corporate- They are very much affected by
competition in the market.
1.3 Identification on two promotional methods.
There are two kind of promotional method which is common with the term of marketing.
The activities are in following manner are as-
1. Advertising- The product should be advertise in effective manner. Product can be
advertise through radio, television, magazines etc. People get so attracted with this kind
of promotion method (Craig and Campbell, 2012.).
2. Personal selling and telemarketing- This is largely depended on the communication
factor. The interpersonal skill of the person should be effective. The marketing person
should have enough skills and ability to sell product in the market.
1.4 Define two channels of distribution.
They are act as intermediaries for distributing the goods in the market. These are
described in following manner are as-

Direct channel or Zero level channel- These are those distributors who sells good directly to the
consumer instead of intermediary (Evans, 2012). In other words they are also known as zero
level channel. The retail outlets, mail order selling are the following example of this kind of
activity.
Indirect channel- generally these people are known as middle man who works in the manner to
transfer goods from on place to another. They help the manufactures to carry good from
production place to consumption place. They are known as indirect channel.
1.5 Determining and examining the level of customer service provision to analyse its importance
to marketing outcome.
Service provision refers to the activities performed by individual for business or person
and gain compensation in exchange. The organisation needs to appoint qualified and skilled
employees in order to provides better services to their customer.
Core service provision
The initial point is to built strong quality base and customer satisfaction which will develop
platform for framing strategy. The company needs to develop competitiveness. In order to
provide with good quality service to customer the firm should initiate process of developing new
service system to meet the requirement by customers.
The importance of customer service provision to marketing outcome.
It helps the company in obtaining feedback from customer (Athey, Suckling and Rogers, 2012.).
The marketing enable firm in order to
to examine the customer reaction related to company products and services. It assist organisation
in assessing their progress and aid them in improving quality of their services and enable them
to serve improved and modify product.
1.6 Determining the key customer base and key pressure points.
Customer base Profile Key pre assure points
Loyal customer Entrepreneur of company,
upper middle class
Increasing Trend
Raise in Standards

Impulsive customer Belong to low income group,
People doing job
Price factor
Sales
Markdowns
Wandering customer They generally belong to
lower class and
they visit store justfor sake of
experience.
1.7 Describe the effect of component on marketing mix.
These can be known with help of this table are as-
The product is to provide and innovative programme for professional development.
Customer base Components Importance Rationale
Young Product
price
promotion
Customer service
 To provide
services so that
young
generation can
develop their
knowledge in
effective
manner.
 The price as
per the course
of development
 With the help
of school
advertisement
etc.
 The student
should have up
to date
These help the
company to have
service in the more
effective and efficient
way.

customer
service.
adult Product
price
promotion
customer service
 To have
guidance
training
programme to
develop their
future
 Price is
depended on
the cost of the
course they
choose.
 In colleges
they can
promote their
product.
The company can have
various approaches so
that they can grow
their productivity in
the efficient manner.
old Product
price
promotion
customer service
 They want to
take product
which can help
to old people to
develop them
effectively.
 Price is
depends on
course
development
programme.
 Promotion can
be done in
The old generation can
develop their thinking
and knowledge so that
they can cope with the
high technology
programmes.

effective way.
so that more
number of
person can join
it
TASK 2
2.1 Identification of environmental factor and their effect on marketing mix.
Environmental factor Impact on marketing mix Impact on factor of marketing
mix
Technological factor Operation of organisation can
largely affect.
With the help of technology
firm a more produce more
innovative products which can
help in the manner to enhance
the sale of organisation.
Political factor Legislation or frame-working
of organisation
The working of the firm can be
influence with changes in rules
and regulation of the firm.
Employees factor Skilled employee can add
maximum to firm.
The knowledgable employees
can contribute growth and
productivity to the
organisation.
2.2 Make identification of consumer needs on marketing mix.
The needs and priorities of consumer can affect the growth of the organisation. The
marketer needs to identify the choice and preference of the buyer so that they can produce that
good which can prefer by the consumer (Athey, Suckling and Rogers, 2012.). The current market
is rapidly changing in this manner organisation should take effective step in order to survive in

the market for longer period. To give priority to the need of consumer a firm can have
profitability in large manner.
2.3 Marketing objective their characteristic and desired positioning of market.
Marketing mix variable Marketing objective, target market, desired
positioning
Product With implementing organic products, the
company has objectives to keep healthy food in
business. Their target market is children and
young generation people.
Price Very less price implement by MyRTO to
enhance effective results in business.
Place There are several areas where the organisation
provides their products such as UK, Australia,
etc. In this way, objective done for develop
effective performances in respect to target
different age group of people.
Promotion In order to make promotion, the company
using advertising, social media and internet to
develop effective results. In order to make
position, the company using effective
advertising strategy.
2.4 selection of the market mix which can satisfy the target market in meet their objectives.
Marketing mix
variable
Target 1 Target 2 Target 3
product In respect to meet with
objectives, the
organisation
Target 2 of the
company is developing
through cater young
With the help of
different promotional
tools, organic food

determines their target
for children.
generation people. also provided to old
age people.
Price Penetration
price
Competitive price Penetration price
Place UK, China, Australia,
etc.
UK, China, Australia,
etc.
UK, China, Australia,
etc.
Promotion Internet, advertising
on social media,
television, newspapers
Internet, advertising
on social media,
television, newspapers
Internet, advertising on
social media,
television, newspapers
2.5 Seeking approval from the marketing manager
To,
Marketing manager
Myrto
London, UK.
Respected Sir,
We have conducted the marketing mix on Myrto, we have analyzed that Budget of the
marketing is not appropriate because if testing is done then it would help in identifying the
lacking points. But testing will require cost thus cited firm need to increase its budget. Feedback
of marketing manage is positive and they think that this marketing plan is effective enough in
achieving goal of the company . With exchange emails with the stakeholder it is identified that
stakeholders are satisfied with the plan and they think that it can give them hogh returns thus,
they are interest in this planning. Kindly give approval for this marketing planning.
Thanks & Regards
ABC

TASK 3
3.1 Monitoring marketing strategy.