Marketing Mix for Wentworth Metro College: A Comprehensive Analysis

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ESTABLISH AND ADJUST THE
MARKETING MIX

Contents
INTRODUCTION...........................................................................................................................4
DISCUSSION..................................................................................................................................4
PART A........................................................................................................................................4
QUESTION 1: MARKETING OF WENTWORTH METRO COLLEGE’S PRODUCTS
AND SERVICES.....................................................................................................................4
QUESTION 2: KEY CHARACTERISTICS OF THE PRODUCTS AND/OR SERVICES
AND THEIR SIGNIFICANCE TO THE MARKET..............................................................5
QUESTION 3: PRICING POLICY AND PRICING VARIABLE.........................................6
QUESTION 4: SIGNIFICANCE TO MARKET OUTCOMES.............................................7
QUESTION 5: COMPONENTS OF MARKETING MIX.....................................................8
Part B............................................................................................................................................9
QUESTION 1: IDENTIFYING ENVIRONMENTAL FACTORS AND THEIR
POTENTIAL IMPACT ON THE MARKETING MIX..........................................................9
QUESTION 2: IDENTIFY CUSTOMER PRIORITIES, NEEDS AND PREFERENCES
AND THE WAY THEY IMPACT THE MARKETING MIX...............................................9
QUESTION 3: CONSIDERING PRODUCT, PRICING, PROMOTIONAL ACTIVITIES,
DISTRIBUTION CHANNELS AND SERVICE VARIATIONS. IF ADDITIONAL
PRODUCTS OR SERVICES OR NEW PRODUCTS WILL BE OFFERED,
EVALUATING THESE AGAINST MARKETING OBJECTIVES, TARGET MARKET
CHARACTERISTICS AND DESIRED POSITIONING.....................................................10
QUESTION 4: ANALYSING THE MARKETING MIX....................................................10
Part C..........................................................................................................................................11
QUESTION 1: MONITOR THE PERFORMANCE OF THE ORGANISATION'S
PRODUCTS AND OR SERVICES IN ORDER to DETERMINE WHICH COMPONENTS
SHOULD BE TESTED.........................................................................................................11

QUESTION 2: EVALUATE THE IMPLICATIONS OF ALTERING ONE OR MORE
COMPONENTS OF THE MARKETING MIX IN RESPONSE TO MARKET FACTORS
AND CONSUMER RESPONSE..........................................................................................11
QUESTION 3: ADJUST COMPONENTS OF THE MARKETING MIX IN RESPONSE
TO:.........................................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
The marketing mix is the combination of product, price, place and promotion used to increase
the sales of the product or services. It is the actions or the tactics used to promote the brand,
product or the company (Sulaiman and Syahrivar, 2018). But the marketing of services is the
extension of the elements of product mix which includes 7P’s of marketing mix i.e. product,
price, place, promotion, people, process and physical evidence.
Wentworth Metro College provides the services of making a career in the community services
and in the healthcare sectors. It is a specialist training college and offers the accredited
certificates and diploma to both the person starting the career with the institute as well as
experienced management who wants to develop their skills in management and technical.
DISCUSSION
PART A
QUESTION 1: MARKETING OF WENTWORTH METRO COLLEGE’S PRODUCTS AND
SERVICES
The mission of the management department is to offer the complete experience of education
through seminars, course work as well as exercises in the field of management to prepare the
students successful professional in the industry. To achieve this objective the marketing
department of Wentworth Metro College the marketing team designs various marketing
strategies to promote its product and services:
1. Promotion of products or services on digital media

The college can attract target customers through digital media as most of the students spend time
on the internet. Today's generation spends more time on the internet for online studying,
socializing with their friends and even net surfing. The website should be well designed to
attract the target customers (Jugenheimer et al., 2015).
2. Being a sponsor for an event
The target customer may prefer to attend the parties. Spending the budget of marketing in
sponsoring the event can be the best marketing strategy to attract competent customers. At least
this increases brand awareness and also builds a reputation in the mind of customers.
3. Reply to the blog comments
Blog comments are the best source for interaction between the customers and the institution. It is
not compulsory that the students leave a comment on every blog post but when they do, the
institution must take interest in responding to that comment.
4. Creating a positive word of mouth
The institution must focus on the quality of the products and services as it indirectly promotes
the product and services of the college. The college can conduct seminars, presentation or the
workshops to promote its product or services (Kotler et al., 2015).
QUESTION 2: KEY CHARACTERISTICS OF THE PRODUCTS AND/OR SERVICES AND
THEIR SIGNIFICANCE TO THE MARKET
The Wentworth Metro College provides the apprentice and training services for new starters, re-
entering the workforce or to retain the existing job.
Characteristics of services provided by Wentworth Metro College are as follows:
1. Intangible: The training services provided by the college cannot be seen, touched or felt.
So it becomes difficult for the college to calculate the benefits derived from the particular
services. Therefore, the institution adds some tangible elements in the marketing of
services such as training material, equipment along with training services (Lovelock and
Patterson, 2015).

2. Perishable: Perishable characteristics in the training means it won’t last for a long time
and cannot experience the same experiment. The institution can attract the customers by
giving the scholarship to a specific customer so that they can take admission if they were
not able to do so.
3. Inconsistent: it is not necessary that the training services provided by the college are of
standard quality. The quality of service can differ from time to time even if the service
provider is the same. The institution can give assurance to the customers about the
consistency of the quality of service to attract the target customers (Dickinson and Hobbs,
2017).
4. Variable: The quality of service may vary due to different factors. The variability can
occur due to certain factors such as the different methods of the same trainer, different
training material etc. This will become a positive point in the promotion method that the
college provides different services according to their need.
5. Inseparable: The services are unique in nature i.e. the production and consumption of
services at the same place and at the same time. Therefore, it is compulsory that the
trainer and the trainee should be available at the same place and at the same time to avail
the benefits of services.
QUESTION 3: PRICING POLICY AND PRICING VARIABLE
From the available pricing policy and strategy, the Wentworth Metro College can choose value-
based pricing policy. The value-based pricing system is based on pricing the product or services
should be based on the value perceived by the customers. The institution does not take decisions
in isolation to decide the price of the services or products but the customer's needs, perception,
expectation, preference also matters in deciding the prices. Therefore, the marketing head
researches the market while deciding the pricing of training services (Dost and Geiger, 2017).
Pricing variables affecting the market
1. Competition: The level of competition affects the pricing of the institution. Also, the
changes in the pricing policies of the competitors affect the pricing structure of the
institution (Ericson and Starc, 2015).

2. Government regulations: The medical and management institution is regulated by
federal or state regulations. The government has fixed some criteria for charging the
prices on medical training.
3. Market demand pricing: The pricing of the services is greatly affected by the demand
for services in the market. If there are large numbers of students, the institution can
increase the pricing of training services or vice versa.
QUESTION 4: SIGNIFICANCE TO MARKET OUTCOMES
a. Promotional method: The promotional method can be used by the Wentworth Metro
College are as follows:
i. Digital marketing: The institution can create a website page, promoting the products
and services through social media such as Facebook, LinkedIn etc. because it will be
a great platform to reach to the target customer and convert the lead into a prospect.
ii. The sponsor of an organization: The institution can get the attention of the target
audience through sponsoring an event. This will get the attention of a lot of people.
iii. Contests, seminars or workshops: These activities bring fun along with some
learning outcome. These activities are interesting and grab the attention of target
audience (Li and Xing, 2015).
b. Customer base
The customer base of the institution can be increased by taking their feedback seriously and
working on it to expand the customer base. There are various students in the institution who
are dissatisfied with the services and they further create a negative word of mouth. Hence the
institution must take these steps to expand its customer base.
c. Channel of distribution
The channel of distribution in the Wentworth Metro College can be:
1. On-site consulting: The institution can hire the consultant for providing his services to
the students. He can guide and tell the students about the benefits of training services and
the institution.
2. Virtual delivery: The institution can interact with the students through phone, online
surveys, email etc. and can give information about their services.

3. Third-party consulting: The institution can hire the third party for finding the students
and to generate awareness about the training services in the institution.
d. The level of customer service provided
There are four levels to provide customer service:
i. In the first level, the student interacts with the representative of the institution.
ii. In the second stage, the students either feel satisfied or dissatisfied with the training
service provided by the institution.
iii. In the third stage, the expectation of student increases with the passage of time.
iv. In the fourth stage, if the student is delighted by the training services of the
institution, they will generate a positive word of mouth.
QUESTION 5: COMPONENTS OF MARKETING MIX
a.
a. Product: The product in the Wentworth Metro College is the training services provided
by the institution (Wirtz and Lovelock, 2016).
b. Place: The place of the institution should be near to the city.
c. Promotion: The promotional activities of the institution include digital marketing,
sponsorship etc.
d. Pricing: The pricing strategy the institution can adopt is value-based pricing.
e. People: People are the faculty members, staff members and members of finance,
marketing department etc.
f. Process: Process is the way the institution delivers its training services.
g. Physical evidence: The physical evidence in training services includes the training
material or equipment that supports the quality of services (Baker and Saren, 2016).
b.
The marketing mix of Wentworth Metro College includes product, price, place, promotion,
people, process and physical evidence is used to increase its customer base. Every element of
the marketing mix contributes to expanding the customer base. For example, the value-based

pricing policy is accepted to give importance to student’s needs, the process elements
emphasize on way to deliver the training etc. The combination of these elements helps in
converting the leads into prospects.
Part B
QUESTION 1: IDENTIFYING ENVIRONMENTAL FACTORS AND THEIR POTENTIAL
IMPACT ON THE MARKETING MIX
The marketing mix is one of the ways to explore the market position and forces that can affect
the business and may hinder or foster business success and growth. There are some additional
environmental factors that also affect those factors involved in the marketing mix and similar for
the present case (Armstrong, et al., 2015). These factors are the politics, technology, economic
situations, social-cultural aspect etc. These factors generally pose a great impact on the elements
of the markets like change in the political and economic situations of any location can directly
affect the pricing, promotion and placing strategies of any marketing plan and hence it can be
stated that they are the factors that have to be monitored closely for making a great impact and
attain better results. The major environmental factors that potentially affect the marketing mix
are:
 Politics
 Economy
 Technology
 Relationship with stakeholders
 Legal and regulatory aspects
QUESTION 2: IDENTIFY CUSTOMER PRIORITIES, NEEDS AND PREFERENCES AND
THE WAY THEY IMPACT THE MARKETING MIX
Customers are the centre part of any business unit and hence satisfying them positively is one of
the priorities for any business. In addition to this, companies or institutions should know the
needs and priorities of their potential customers because of the fact that they can help in reaching
the goals sooner (Armstrong, et al., 2015). So, it can also be stated that the role of customers is

very important in making the marketing success for the organisation but there is a need to fulfil
the general needs which are:
 Quality
 Reasonable price
 Satisfaction with after sales services
 Business ethics
 Customer value
QUESTION 3: CONSIDERING PRODUCT, PRICING, PROMOTIONAL ACTIVITIES,
DISTRIBUTION CHANNELS AND SERVICE VARIATIONS. IF ADDITIONAL
PRODUCTS OR SERVICES OR NEW PRODUCTS WILL BE OFFERED, EVALUATING
THESE AGAINST MARKETING OBJECTIVES, TARGET MARKET CHARACTERISTICS
AND DESIRED POSITIONING
For the places like Wentworth Metro College, the elements of the marketing mix have a great
significance for the overall attainment if the goals and aims but in case some new products and
services are added to the marketing mix, there will definitely be some major variations in the
pricing strategies, promotions, use of the distribution channels etc. because of the fact that the
new products and services are generally planned to attract people more effectively, rather new
one of present customer base and hence just introducing new offerings cannot help in better
results and hence there is a need to impose some major changes in the strategies and platforms
for the customers present in markets and targeted by the company (Luan and Sudhir, 2010). In
addition to this, it can be said that for the institutions, there is also needed to also change the
marketing objectives and target markets for achieving success in this purpose.
QUESTION 4: ANALYSING THE MARKETING MIX
a) THE MOST APPROPRIATE MIX AND JUSTIFICATION
The marketing mix can only be successful in case it consists of all those factors that can
create a significant share in the overall success of the marketing plans and actions of an
organisation and hence the overall workplace. An ideal marketing mix contains the proper
analysis of the market needs, consumer requirements, suitable pricing, quality and feasible
products that can create or enhance the market value for the company’s welfare. In

justification, it can be said that the role of an effective marketing mix is very necessary for
attaining above mentioned aspects within the business and hence a focused view for them
should be involved (Gordon, 2012).
b) EVALUATING MARKETING MIX DECISION TO ENSURE IT MEETS
ORGANIZATIONAL, STRATEGIC AND OPERATIONAL MARKETING OBJECTIVES
Marketing mix decisions should basically be designed according to the market needs and
core competencies of the company and hence in order to retain the value and establish and
powerful position in the markets, decisions for the marketing mix should be taken
effectively. Here, the rate of attraction for the institutes is quite satisfactory but with the
further increase, they can attain some additional opportunities and benefits and hence the
current decisions are highly satisfactory but there is always a scope for betterment which
should be continued.
Part C
QUESTION 1: MONITOR THE PERFORMANCE OF THE ORGANISATION'S PRODUCTS
AND OR SERVICES IN ORDER to DETERMINE WHICH COMPONENTS SHOULD BE
TESTED
Managing the organisation's performance through the products and services is one of the best
way to underpin the new sources of success and hence it will be beneficial for the Wentworth
Metro Colleges. The current marketing mix developed for the products and services is
satisfactory with respect to the expectations and can give better results if strictly followed the
results can be helpful for them and can help in maintaining their market value (Gordon, 2012). In
terms of determining a component that can be tested here is the role of additional factors like
leadership and management, finance management, intermediate challenges in the processes that
can enhance the results.
QUESTION 2: EVALUATE THE IMPLICATIONS OF ALTERING ONE OR MORE
COMPONENTS OF THE MARKETING MIX IN RESPONSE TO MARKET FACTORS AND
CONSUMER RESPONSE
A completely planned marketing mix with all the decisions should only be altered in case of
making some new results rather than just making changes on a frequent basis without any

essential need. In addition to this, if the changes have been done, there can be several
implications that might arise in marketing mix elements as any change in any element affect the
overall running model, strategies and practices and hence if that was not successfully
implemented, the results can be disastrous for the firm as there are several external factors that
can easily transform the picture of success for the firm.
QUESTION 3: ADJUST COMPONENTS OF THE MARKETING MIX IN RESPONSE TO:
a) TEST RESULTS AND EVALUATION OF MARKET RESPONSE
Tests results always pose major changes in the pricing and promotional strategies as these
can be easily changed than others because of the fact that others may lead to overall changes
like the place, people, products, processes etc. In addition to this, prices and promotional
strategies and activities can be changed to some extent easily without any major changes in
the overall situations (Gordon, 2012).
b) BUDGET REQUIREMENTS
For any firm, financial stability and market economics can create a big difference as with the
scarcity of surplus financial resources, the decisions regarding the marketing mix and its
implementation changes which reflects on results and hence for this change in budget
requirements, majorly pricing strategies will be changed in most cases and sometimes the
processes.
c) CONTINUOUSLY MEETING ORGANISATIONAL STRATEGIC OBJECTIVES
Organisational objectives are the major priorities and initial stages of any operation and
action and hence marketing mix (Leonidou, et al., 2013). The core purpose of the marketing
mix is to achieve the organisational objectives and hence any change in these objectives will
lead to change in almost every element of the mix.
d) CONSISTENTLY MAINTAINING OPERATIONAL MARKETING OBJECTIVES
AND DESIRED MARKET POSITIONING
Marketing mix should be designed in such a way that it will create better and constant results
for the objectives and market positioning of the firm and hence they design the marketing