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Roles of Marketing Functions - Wilkinson

University: Regent College of London

  • Unit No: 5
  • Level: Undergraduate/College
  • Pages: 4
  • Words: 1000
  • Paper Type: Assignment
  • Course Code:

    M/508/0494

  • Country: UK
  • Downloads: 0
Question :

As a new marketing manager of Wilkinson firm have appointed three new board director who want to know about the strategies used by firm to achieve growth in its market share.

  • Give explanation of key roles and responsibility of marketing function of Wilkinson
  • Compare ways in which Wilkinson uses marketing mix to achieve set business objectives.
  • Formulate basic marketing plan for Wilkinson.
Answer :
Organization Selected : Wilkinson

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 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.

(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. 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.

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 technology, packaging and many other distribution tools.

The company derive process and activities about innovating and designing products as per the customer needs.

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.

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