Marketing Essentials Report: Marketing Strategies for Wilkinson Sword

This report provides a comprehensive analysis of marketing essentials, using Wilkinson Sword as a case study. It begins with an introduction to marketing and its importance, followed by an examination of the roles and responsibilities of marketing within an organization, including market research, strategy development, and customer relationship management. The report then delves into the significance of marketing in relation to other business functions, such as operations, finance, and human resources. The core of the report focuses on the elements of marketing, including segmentation, competitive alternatives, differentiated value, messaging, positioning, and the marketing mix (product, price, place, promotion, people, process, and physical evidence), with a detailed comparison between Wilkinson Sword and Tesco. The report concludes with a discussion on the tools and strategies used to achieve business objectives based on the marketing mix. The report highlights the importance of understanding customer needs, developing effective marketing strategies, and integrating marketing with other business functions to achieve competitive advantage and business success.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
Exercise 1.........................................................................................................................................1
P1 roles and authority of commerce activity:- ......................................................................1
M1 role and responsibilities of commercialisation in the base of situation which affects the
status of marketing :-..............................................................................................................2
M2 significance of interrelationship between marketing and other functions.......................2
D1 Fundamentals of the elements of marketing & there interrelation with other functional
units:-......................................................................................................................................4
Exercise 2.......................................................................................................................................5
P3 There are some tools achieving business which process is based on the marketing mix to
procedure of planning the marketing......................................................................................5
M3 Tactics to achieve the business objective.........................................................................7
TASK 3 ..........................................................................................................................................7
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
The study and management of exchange in relationship of the systematic activities which
is based on the procedures & the set of institutions which is required for creating,
communicating, expressions of offers & delivering which is valuable for the customers, society
and the high level of buyers & applicants number is known as marketing (Babin, B.J. and
Zikmund, W.G., 2015). Marketing play important part in the success of any organization.
Marketing is a small word which has its wing open up wide it includes many activities such as
public relation, advertising, sales and promotion. The report discusses the roles marketing play in
context of Wilkinson Sword that is known for there antique swords, guns garden shears etc. It
also famous for the personal care product. The report give detail information the role marketing
mix play in order to gain competitive advantages.
TASK1
P1 Importance of commerce activity:-
The team commerce deals which is based on the concepts to satisfy there customer.
Different strategies are made on the basis and analysis of market to realize the changing needs
and demands of customer. In simple words we can say that firms to gain an edge over there
rivals try to make there customer satisfy by understanding there needs ad demand which not only
increase there customer base but also there sales. Further more company uses different methods
so that they can use every opportunity that pass them. This method also help them to identify
different threats and weakness which give entity a chance to improve not only there product but
also services. Manager of Wilkinson Sword to have effective and efficient function focus on
practical application of the business operations. In reference to this, following are certain roles
and responsibilities :
Market research: In order to get better understanding of the need of customer market
research are done. The main aim of such research is to identify potential opportunities available
in market and also encourage organisation to produce better product and services. (Badrinath,
S.G., 2016).
Developing marketing strategy: Marketing manager of Wilkinson Sword, in order to
promote there commodities & services come up with different marketing strategies. The market
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which are marked has an objective of raise in volume of sales. Its manager responsibility to make
a margin of competitiveness to there rivals.
Management of customer affair: Its essential for organisation to have best management when it
come to customer. Wilkinson Sword has started championing customer relationship management
which help them to create customer satisfaction on the basis of information collected on there
customer data base.
M1 Importannce of commercialisation in the base of situation which affects the status of
marketing :-
Wilkinson Sword marketing department works for the development and growth of firm.
It comes up with different way through which the revenue and market share of company can be
increased which automatically enhance there profitability. The role of manager are versified
they have different role in publication, events etc. In the external environment, they have
following roles and responsibilities :
Development of product : This department is responsible to make all important decision
regarding the product of organisation. launching of new product, any innovation, modification
of product etc. Wilkinson sword analyse the market and record of there sales to identify the
changes needed to made so that profitability of organisation could be increased (Brassington and
Pettitt 2013). Employees provide the information about the customers needs and preferences for
the development.
Communication : This department is responsible for the all communication through
suppliers, better communication help organisation to get best and right amount of raw material to
produce different and variety of products which can satisfy there customer. Every action or step
taken by company are done while keeping the budget in mind, for e.g an simple promotional
event first need confirmation through finance department then only marketing department start
making any strategies.
M2 Interrelationship between marketing and other functions
Operations management or production : The commerce administration will agree with the
time limit which will may stretch the capabilities of the production department. The main of
Wilkinson sword is to get there commodities in market which help them to gain competitive
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advantage and also increase there profit by leaps. The administration is require to work together
with actual manufacture administrate to assure that:-
 Proper & systematic analysis & evolution is made to amuse present & future consumer
requirements.
 Component are produce keeping in mind the design and quality which was specifically
demanded by customer.
 Its necessary for organisation to deliver there product in specified time so the marketing
and advertising department have to make sure that the volume of order are created within
the time.
Department of Financial affairs : The major difference between comercialised and
financial department is that one aim to increase the sales and share of firm in market while other
is more involved in inflow and outflow of cost and work on different investment company can
make. (Dibb, S. & Simkin, L., 2013). The commercialised department annd finance department
work together to make sure that:-
 To the process of research, promotion & distribution systematic & proper budget will
take place.
 With the capabilities of the finance the whole organisation will assure to brief the finance
department.
 The allocated budgets the department will work in well manner. Its like all the
departments & marketing will spend over if profit marketing opportunities are increasing
over the year.
Human resource management : The HRM division will help to create so much
recruitment & demands of training & development as in the organisation (Ebert. R.J. Griffin.
R.W..Starke. F.A. and Dracopoulos, G. 2014.). It is responsible for the equity in all departmen .
The marketing department will require to work together with the management which is based on
the human resource which is assured the appropriate and balanced skills and abilities & levels of
staffing are as follows:-
 Analysis & established with idea of new product on the wider platform which will lead to
the expansion of business.
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 In order to generate revenue production targets are made.
 Establish anxious & capable group of sales to satisfy the requirements of customers.
D1 Elements of marketing & there interrelation with other functional units:-
Segmentation : Its a stage which work on the satisfaction of customer. It helps to create a
segment or group which company target. This segment include people with same trends and
demand company analyse the demand of customer on focus on them in order to provide them.
Competitive alternative : This help company to improve there product. It analyse the
product of there rivals and compare that to there product this help them to know what there rivals
are offering there customer and what changes could company can implement which can attract
more customer. It encourages customer to choose alternative product. (Eslinger. T.2014). It also
help them to recognize the no. of customer who need modification in the product. These are
generally macro things and are negligibly featured.
Differentiated points of value : What make one segment different from other are offer
made by company it not only include different features or technologies but also price options use
durability etc
Messaging : the messaging is a subset of positioning. Messaging here means what
marketing department or company wants to target. Basically it means what one person want to
say another (Lilly, M.C., 2014). It also helps to think of breaking down messaging into three
categories:
a) Core Messaging: Core messaging is used for short ad memorable statement. It serves as the
foundation for the execution. It connects to a call-to-action.
b) Storylines: Its a theme of story that company wants to tell. Through this company can tell
multiple story to there customer that organisation care about. Company can draft a story and drop
it through message to there customer about every new thing they learn or come to know about
them.
c) Hooks: something that draws the reader in is a hook (Lukito. R.B.. Lukito. C. and Arifin. D.
2015). A hook is most important part of storyline it helps organisation to hook or retain there
customer it helps them to maintain the interest of customer. The channel through which company
pass this message should be fixed and the content of it should be relevant to the content that
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organisation wanted to show. Company can use social media such as Facebook to attract
attention they can post the arrival of there new products or sale that company has organised.
Positioning: it refers to the setting up of brand position in the minds of the customers or
the branding of a product in such a way to make it remember to the people. The term Positioning
involves :
a) New needs or the demands of the customers, propensities and mindset of an individual or the
customers in the market with a new trend.
b) Inclusive of targeted competitive differentiation that is meaningful to the organisation.It helps
them understand the reason why the product is best suited for the needs over other options or
alternatives (Maghaireh, H., 2016).
c) Highlights only the benefits most relevant to the business, unlike the more general and wider
reach of the value proposition
Task 2
P3 There are some tools achieving business which process is based on the marketing mix to
procedure of planning the marketing.
Product : the consumption of the product is simultaneously intangible and diverse. Wilkinson
Sword company is personal care manufacturer which analyse the design, technologies and the
efficiency of the work and quality of the product and services.
Price : the nature of the services provided by the company is intangible, but some services are
tangible. Unable to measure by which material goes for the creation and it is actually intangible
with their production cost is measurable. It is basically very much challenging putting a tag of
pricing to sale in the market.
Place : the term concern is also called as channels, distributions & intermediately. This structure
by the goods & services are rotated or manufactured to the customers or their providers. The
service of production & consumption in the same place. That's why the place of where the
transactions created is very much important. (Malhotra, N.K., 2015).
Promotion : the organisation should make its efforts on the promotion of the product and services
for the better marketing and to retain its customers. All the activities that marketer will be given
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the information about the customers & their products that encourage the abeyant to buys
commodities.
People : It includes every human that is involved in the process and responsible to influence
consumer in order to buy there product They are the one who come in direct contact of customer
and act as the representative of firm.
Process : It main job is to convey the services and has major effect on operating system. It
includes the procedure, mechanism and flow (inflow or outflow) of the action
Physical evidence: the platform which facilitate the performance with the communication server
Its a place where organisation and the customers interacts.
Comparison between Wilkinson Sword and tesco
Basic Wilkinson Sword Tesco
product : personal care services are
provided
Price More emphasis on skimming
and maximum pricing
penetration.
Cost leadership is followed.
Place Company not only provide its
services online but also
globally in 12 other countries.
The company has more than
6900 stores and serves in 11
countries (O'Connor anf et.
al. 2013).
Promotion Social media digital and
printing media are use for
promotional activity.
The low prices it provides to
customer helps it to make good
brand image in addition to it
holdings, television ads,
charitable events, also add to
its value.
People Company provides the The company is responsible to
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training and development
activities, while maintaining
the balance between the
internal and external group of
people.
generate large amount of
employment being the leading
retail company.
Process To maintain efficiency and
effectiveness regular analysis
of manufacturing and
distribution unit are done.
To earn the maximum profit
company uses the deviation
from the policies.
physical evidence The discount and services
provided to their customer act
as evidence.
What make it different is the
Authentic products provided to
the customers which include
logos, labels, colours and
equipments..
M3 Tactics to achieve the business objective
Organisation to achieve different objectives use many strategies and tactics. These
strategies help in smoother running of company, it also helps in increasing the efficiency and
effectiveness of organisation. These objective can either be financial, operational, consumer or
strategic base. Wilkinson Swords is a big cited firm who has faced different challenges every
day in order to gain competitive advantage company try to bring many changes in it. The first
change which company made was to cut down the waste made especially at the time of work
load this change not only bring financial efficiency but it was also envt. friendly. Company for
better visibility and to increase there customer base is working to improve there distribution
services and is investing more in there marketing and production. These strategies will help
company in increasing there sales which automatically bring financial efficiency.
TASK 3
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Notes :
Marketing Situation of Wilkinson:-
The Wilkinson is a prime well known company which is one of the most long established
company of U.K. as per the customer needs & satisfaction. It the based on the wide range of
food, home, garden, office equipments facilities, health & safety as well as the beauty products
Internal Factors:-
The company should focus on the internal environment & the factors which may affect the over
all company. The internal factor is the base of every organisation. Wilkinson is the company of
U.K., there aim in not only the profit maximization but the work on the basis of there customer
requirement basis there scheduled work & there internal management is very much developed
with there human resource practices, top management practices. Their experienced or specialised
working team are very much dedicated.
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Notes :
SWOT Analysis:-
Strengths:-
Pricing Power increases.
Customer Loyalty increases.
Strong Management system
Systematic Supply Chain management.
Weaknesses:-
They had a lot of financial problems in there business journey.
Unsystematic Cost structure.
Opportunities:-
Emerging Markets.
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Threats:-
Intense competition
Volatile Costs
Bad Economy
Notes :
Segmentation:-
There so many small segments under Wilkinson provide wide range of food, home, garden,
office equipments facilities, health & safety as well as the beauty products.
There targeted customer are the groups of students, and the youngsters.
Positioning of Wilkinson is based on the company regular improvement in the internal &
external environment.
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They work on the basis on the there costumer needs & desire
Tactics & Actions:-
There working schedule is on the basis of 24 hour system and provide all day night helpline to
there customers.
Budget:- The budget is based on the business of flat glass. The company manufactures the flat
glasses. They have a very much high budget.
Control:-
They control all over market in U.K and provide the best scheduled work to there customers.
Conclusion:-
The conclusion is that the company is creating great market share all over the U.K. and there
working style is very much innovative & having a great attractive ideas.
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Notes :
Price: Price is very important component of this mix. It's a amount paid by customer in order to
enjoy the services provided by firm. Before setting the price of any product company must
analyse there market whether they are price sensitive or not. It determines the survival of
company.
Place: It necessary to choose correct place for distribution a place which can give u great view
and attention can be beneficial.
Promotion: Promotion help s in boosting the sale of product, it also act as the first base of
communication between company and customer.
People: It includes all customer as well as employee's its important to know no. of people i
target market and employee who work in organisation.
Process: process impact execution of services for better execution its important to have better
process.
Physical evidence: There is need of physical evidence for the services provide, it guarantees that
product has reach to market.
This all help company to achieve there marketing objectives and efficient working.
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CONCLUSION
This present report is basically summarized the company ' Wilkinson Sword' has worked
on the roles and responsibilities of marketing functions, appearances & Authorities of
commercialisation in context to marketing environment, significance of correlation between the
marketing & the essential functions, key elements of commercialisation and interrelation with
the differentiated functional units which is based on the marketing mix and the planning
procedure of marketing to achieve the aims & goals of business the based on approaches of
planning of marketing, and 7ps for the strategic planning is discussed.
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REFERENCES
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Education Canada.
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Rowley, J., 2016. Information marketing. Routledge.
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Online
Marketing mix , 2017 . [online]. Available through: <http://marketingmix.co.uk/>. [Accessed on
25th september 2017].
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