Present unit scenario defines that Sally Clarke Shop can assure maximum level of competitive advancements and high share holding with the execution of marketing mix. Expectations of target market can also be accomplished with marketing techniques and principles.
- Analyse marketing concept.
- Determine methods of market research.
- Identify ways to promote services and products with the use of e-marketing.
- Presentation of market analysis and market research findings to marketing team.
Marketing is the most important activity of a company which defines a procedure of creating, communicating, delivering and exchanging products or services as per choice of customers. Therefore, in this process it is necessary for an enterprise to adopt best marketing techniques which help in promoting the products in an effective manner (Armstrong and et. al., 2014). In this regard, present report is based on a case study in which a small family is running its business in local market. Sally Clarke Shop is taken in this context whose business is going down. Therefore, marketing manager suggests employers how to promote its products in market so that productivity and profitability can be increased.
TASK 1 Diverse activities carried out in marketing department
Marketing can be defined as a process of advertising goods and services of an organisation which is used to create customers, satisfy their needs as well as retain them for long period of time. Therefore, this department plays an important role in an industry which serves as a face of it in marketplace by promoting business (Bramer, 2013). The main responsibility of this division is to represent brand image of a company in a positive manner. As depend on size and scope of enterprise, other duties played by marketers are-
Define and manage brand of association- In this section, marketers define business and concept of a company in marketplace in an effective manner. This would help customers to know about products or services as well as complete procedure so that they can make perception about to buy the same.
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Techniques of Market Analysis - John Lewis
Campaign management- Under this section, employees associated in marketing department conducts various activities in order to promote business of an enterprise in a vast manner.
Producing marketing and promotional materials- It is the most important role of marketing division in which they provide effective tools and resources to employees so that they can conduct activities of promotion in an effective and efficient manner.
Monitoring and managing social media- People are generally used internet and social media pages to get information of products of an association before buy a product. Therefore, it is a duty of marketing department to provide proper information of business of an industry. Along with this, they should manage the content also.
Internal communication- In order to advertise products in marketplace, it is a duty of superiors to provide proper information to employees about goals and objectives as well as complete knowledge of features of commodities or services. It would help them in better promoting.
Managing the vendors- Marketing department helps a firm in choosing the best vendors and agencies who will provide resources as well as support them in enhancing sales performance. Web providers, Printing and ad agencies are termed as vendors for a company.
Therefore, superiors of Sally Clarke Shop are needed to understand concept of marketing and conducts all activities so that sales performance of it can be enhanced.
1.2 Market Segmentation
This term defines a process of segmenting a market into smaller fragments having similar characteristics or demographic profiles like race, caste, religion, status ad more. This would help in understanding demands, needs and taste of customers as per segments as well as complete the same in proper manner. Procedure of market segmentation depends on type of transaction i.e. either in B2B (Business to Business) or B2C (Business to Consumers). As per present scenario, sales performance of Sally Clarke Shop is going much down therefore, this firm is required to use this technique (Gordon, 2012). Through this process, it can serve food products like breads, chocolate truffles, savoury tarts, takeaway meals and more as per taste of them. Marketing procedure includes various procedures like Segmentation, Targeting and Positioning which aid in targeting clients in a better manner. Concept of entire process can be described as-
- Segmentation: Since London has a big market place where people are belongs to diverse culture, so to understand taste and demand of each is much difficult for a company. In this regard, marketing managers of Sally Clarke Shop are needed to divide customers as per their perception and demographics.
- Targeting: After dividing the market area as per demographic, superiors of this outlet are required to locate target customers who will buy the products thus enhancing the overall sales and profitability of firms.