Marketing Plan for Wilkinson: Roles, Responsibilities & Strategies

This report provides an overview of essential marketing concepts and their application to Wilkinson, focusing on the roles and responsibilities of marketing within the context of the marketing environment. It examines both internal and external factors influencing Wilkinson's marketing strategies, including competition, economic conditions, technological developments, and political influences. The report outlines the steps involved in creating a basic marketing plan for Wilkinson, emphasizing situational and environmental analysis, target market identification, marketing program development, evaluation and monitoring, information gathering, and realistic timelines. It also includes a sample marketing budget for Wilkinson and concludes that marketing is essential for organizational growth and adding value to products and services.

Marketing Essentials

Content Covered
• Introduction
• Roles and responsibilities of marketing in context of marketing
environment
• Basic marketing plan for Wilkinson
• Conclusion
• References
TASK 1

INTRODUCTION
 Marketing is understood as a set of activities that involves Production,
delivering and exchanging offers so as to gain profit. It is communication
that provide values to all its stake holders that includes customer as well as
investors.
 Crucial factors that are included in marketing essentials are market
strategies, competitive analysis , positioning, market research, competitive
analysis, budget and so on.
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Roles and responsibility of marketing in
context of marketing environment
Marketing can be
understood as a process of
making and executing plans that
includes promotion, pricing and
distribution of goods. These plans
are created so as to make
products as per the demand of
target group and citing the
organisational objectives.
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Cont...
Marketing environment consists of both internal and external
factors. It has role in changing business operations. Few roles of
marketing is as follows:
• Competition: Wilkinson is facing higher competition from the other
present supermarkets. Thus, its marketing team has responsibility to
design plans for gaining an edge over its competitors which is important
for sustainable development.
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Cont...
Economical: Company is financially strong and has its stores in the market
like UK which are comparatively stronger. Company has to develop its
marketing plan according to UK's shaping economy. As Brexit has
changed the shape of its economy, hence, marketing department has to
formulate its trading plans accordingly.
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Cont...
Technological development: Marketing environment has been highly
influenced by the technological development in market. Use of modern
digital mediums of marketing has changed the environment and
procedures considerably. Thus, it is important for the division to perform
their tasks with making effective use of techniques so as to meet
customer’s demand effectually.
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Political: Changing political alliances and policies in various countries has
influenced the marketing strategies of company and so its environment.
Thus, it is the major role of marketing department to keep in mind the
fluctuations in economy caused due to political parties and perform
functions accordingly.
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Basic marketing plan for WILKINSON
There are several ways that can be utilised in order to make basic marketing
plan for the organisation. Marketing plan creation is a strategic process and is a
composition of the business plan. Making of marketing plan is based on the
information and activities needed to be followed by organisation which are like:
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Cont...
Steps for producing marketing plan are as follows:
Situational analysis: Wilkinson is flourishing in countries like England and
other parts of the Europe. Their day to day operations are handled
smoothly. Achieved profit are evaluated in the longer run.
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Cont...
Environmental analysis: This step is undertaken so as to check the firm’s
operating environment which is having a huge impact on the activities
that are being performed by company. This analysis includes the impact
of factors like economical, legal, social, political, technological, financial
and regulatory.
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Cont...
Targeting: Deciding target markets so as to sell products is necessary.
These target markets are made from the different sections of society.
Wilkinson has to develop its products according to formulated market
distribution only. This company has planned to target students in the
coming future. So, it has to understand the demand of this section.
TASK 3