MARKETING FOR MANAGERS
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Sample assignment on marketing for managers

MARKETING FOR MANAGERS

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Sample assignment on marketing for managers

EXECUTIVE SUMMARY

Marketing is the process for delivering, communicating, creating as well as transaction of

offerings that have importance for consumers, partners and community at large. Mainly these

operations are managed by marketing managers in the firm. Cooperative group is firm which offers

better retail products to its consumers in the nation. The present report describes the marketing

objectives and market mix and sales projections to prepare marketing plan for five years. Porter five

model also contribute effective role for Cooperative group to measure the competition in the retail

market. In addition to this, marketing mix helps the firm to promote and increase sales at different

places of United Kingdom. Demographic segmentation aids the firm to divide consumers on the

basis of age, income and gender in the nation. In addition this, management of cooperative group

should conduct international market research to expand its presence in different countries.

Organisation should use Enterprise resources planning and Customer relationship management tools

which help to provide appropriate consumers services by solving their queries in the nation.

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Sample assignment on marketing for managers

Table of Contents

Executive summary .............................................................................................................................2

Introduction..........................................................................................................................................5

Task 1....................................................................................................................................................5

Marketing plan.................................................................................................................................5

Conclusion............................................................................................................................................9

References..........................................................................................................................................10

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Illustration Index

Illustration 1: Porter five forces model.................................................................................................6

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Sample assignment on marketing for managers

INTRODUCTION

Marketing can be defined as an art of exploring, creating, and delivering value to complete

the needs of a target market with an aim to gain profit. It identifies unfulfilled requirement of

consumers and desires. It targets only those segments of company in which firm is capable of

serving best. In addition to this, it also designs and advertise appropriate product of company

(Cohen, 2011). Corporative group is an organisation which provides retail and insurance services to

its consumers in the United Kingdom. The present report included marketing objectives, situational

analysis, segmentation, Marketing Mix Strategy, Implementation as well as sales Projections.

Task 1

Marketing plan

Objectives-

The main objectives of Cooperate group is to contribute effective towards achieving

complete goals in the market within given time frame.

To increase consumer stack of organisation till 20 percent within 4 years.

To Enhance the market share of corporation at least 8 % in 5 year.

To increase frequency of 20 retail stores of cooperate group within 4 years in different

regions of United Kingdom (Rawwas,Arjoon and Sidani, 2013).

To increase 10 percent profit of Cooperative retail organization within 3 years.

To increase 20 percent sales growth within 3 years in retail sector of United Kingdom. For

international expansion of Cooperative group within five years at three developed countries

like USA, France and Japan (Rahimnia and Hassanzadeh, 2013).

Market situational analysis-

Management of Cooperative group can use Porter five forces model to measure the

competition of retail market in United Kingdom.

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Illustration 1: Porter five forces model

(Source: Cross, Belich and Rudelius, 2015)Threat of entry- It is high for organisation in

retail market of United Kingdom. There are many new rival firms which coming under this

market which create trouble for Cooperative group in the nation (Cross, Belich and

Rudelius, 2015). They reduce the profit and sales of firm in the country. It can create issues

to get its objectives in UK.

Industry rivalry- It is very high for Cooperative group in retail market. In addition to this,

ASDA, TESCO, Mark and Spencer use different strategies like providing their customers

with discounts and special offers to attract consumers in the market. Organisation has to

make these type of plans to increase its sales which can also help to fulfil its objectives in

United Kingdom (Crouch and Housden, 2012).

Threat of substitute- It is higher for firm in retail market. Organisational performance and

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Sample assignment on marketing for managers

cost of raw material affect the efficiency which create complexities to manage its retail

operations in the nation. Currently, performance of Cooperative group is optimistic when

compared with various rivals in retail market of Britain.

Bargaining power of suppliers and Buyers- Generally, Bargaining power of vendor does not

high for firm because there are many suppliers which can provide quality material in an

affordable price in the nation (Leeflang, Wittink and Naert, 2013). This process also help to

generate effective profit from the consumers in UK. On the other side, bargaining power of

buyers is very high when comparison with other countries due to higher proximity of retail

organisations in United Kingdom. Rival and cooperative groups provide various schemes to

increase sales of its retail products in United Kingdom. This thing contributes effective role

for firm to produce optimistic profit in the market.

Segmentation

Management of cooperative group can use demographic segmentation to fulfil its objectives

in the market. This process can also help the firm to divide consumers on the basis of age, income

as well as gender in the United Kingdom. It can contribute effective role for organization to target

the various consumers in market. For example, management of cooperative group also keeps all

categories of retail product in order to fulfil needs of lower, middle, elite as well as premium class

consumers in the store (Christopher, Payne and Ballantyne, 2013). This strategy also help the firm

to increase its sales which contribute effective role to increase its revenues in the market. It helps in

achieving effective profit from consumers in United Kingdom. In addition to this, Cooperative

group also keeps all accessories of children like toys and different types of games which aid in

enhancing its sales in the market. This process can also help the firm to increase rages of product

which aids to create better market image in the market of United Kingdom (Theodosiou, Kehagias

and Katsikea, 2012). This type of segmentation also contribute effective role for firm to earn better

competitive advantages by providing effective retail products and services to consumers in the

nation.

Market mix strategies

Management of Cooperative group can cover 4 P's to make all market mix strategies which

can help to cover objectives in the United Kingdom.

Product- Management of organisation can deliver various types of product in retail market

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Sample assignment on marketing for managers

of nation. For example, cooperative group sell various types of products like domestic,

electronics, food products, cosmetic items for man and women. It also includes clothes

wears for the consumers in the market. This thing helps enterprise to increase its sales in

market. This way, cooperative group can gain profit from consumers in the nation.

Organisation can increase its market share in United Kingdom (Singhapakdi, Koonmee and

Virakul, 2013).

Price- There are many type of pricing strategies like market oriented, penetration and

market swimming strategy to sell its retail products. For example, Cooperative group also

uses market oriented pricing to beat its rivals in the market (Hattula, Schmitz, Reinecke,

2015). Some times, it provides higher discount and special offers to its consumers in order

to increase its sales which help to fulfil consumer stack and sales growth.

Place- Mainly, all organisations choose effective locations to provide effective reliability to

customers to reach its retail stores in the nation. For example, management of Cooperative

group also choose effective places to cover maximum area. This contributes effectively

towards the betterment of organisation as it increases the sales and revenue of retail product.

Firm also analyse government records to identify the higher populated areas which provide

huge help to open new store in United Kingdom (Berthon, Plangger and Shapiro, 2012).

This thing also aids in fulfilling the objective of the cooperative group in the market.

Promotion- Generally, organisation uses various strategies to promote its products in the

nation. For example, Cooperative group can use social media, television, radios and

newspapers which can help to increase sales and income of cited firm. Generally, all type

people use things in their daily life. So firm can create effective awareness in consumers in t

UK.

Implementation and control

Management of cooperative group can implement these activities with the help of effective

employees, other resources as well as arrangement of monetary funds. Organisation requires various

type of human resources who could perform sales, marketing, operation, computer operators etc.

These employees can help the firm to implement and control marketing plan by supervising the all

strategies which are used to its increase growth in the nation (Cross, Belichand Rudelius, 2015).

They also help in managing various activities like sales of retail products to customers, record

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Sample assignment on marketing for managers

keeping and inventory management. This thing help the firm to execute and control these actions

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Sample assignment on marketing for managers

in the store. In addition to this, employees need other resources like computers, CCTV camera and

proper infrastructure to manage store operations. Further, Cooperative group also needs monetary

funds to spend on various activities like salaries for employees, purchase of various instruments and

design proper furniture to arrange all retail products in the store (Crouch and Housden, 2012).

Managers also play important role to control all process to save time and money for cooperative

group.

Sales projection

Sales projection also contribute effective role for Cooperative group to forecast of sales

retail products in the country. It help the firm to purchase raw material from suppliers which can

help to save expenditure of firm in UK. Management of ERP tools can also aid the cooperative

group to analyse forecast in future on the basis of various factors like demand, price and inflation

and Gross domestic product rate in United Kingdom (Leeflang, Wittink and Naert, 2013). In

addition to this, with perfect calculation sales projection, management of cooperative group can

provide better product and services in an affordable price in the store. This way, organisation can

get huge help to complete various objective like expansion of market share and enhance consumer

stack in United Kingdom.

CONCLUSION

From the report, it is found that objectives of Cooperative group helps in achieving its goals

in the nation. Porter five forces model helps the firm to analyse competition in market which aids to

make effective competitive strategies in United Kingdom. Further, demographic segmentation

contribute effective role for Cooperative group to make better consumer strategies for product

selling in the nation. In addition to this, skilful employees and other resources helps to execute the

activities of marketing plan in market which provides huge profit to organisation. It can be

concluded that sales forecasting of Cooperative group also aids in increasing sales of retail products

in United Kingdom.

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Sample assignment on marketing for managers

REFERENCES

Books and journals

Armstrong, G., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia.

Berthon, P.R., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and

creative consumers: Implications for international marketing strategy. Business horizons.

55(3). pp.261-271.

Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship Marketing. Taylor & Francis.

Cross, J.C., Belich, T.J. and Rudelius, W., 2015, January. How marketing managers use market

segmentation: an exploratory study. In Proceedings of the 1990 Academy of Marketing

Science (AMS) Annual Conference. pp. 531-536.

Crouch, S. and Housden, M., 2012. Marketing research for managers. Routledge.

Hattula, J.D., Schmitz, C. and Reinecke, S., 2015. Is more always better? An investigation into the

relationship between marketing influence and managers' market intelligence dissemination.

International Journal of Research in Marketing.

Leeflang, P.S., Wittink, D.R., and Naert, P.A., 2013. Building models for marketing decisions.

Springer Science & Business Media.

Rahimnia, F. and Hassanzadeh, J.F., 2013. The impact of website content dimension and e-trust on

e-marketing effectiveness: The case of Iranian commercial saffron corporations. Information

& Management. 50(5). pp.240-247.

Rawwas, M.Y., Arjoon, S. and Sidani, Y., 2013. An Introduction of Epistemology to Business

Ethics: A Study of Marketing Middle-Managers. Journal of business ethics. 117(3). pp.525-

539.

Singhapakdi, A., Koonmee, K. and Virakul, B., 2013. Perceptions about ethics institutionalization

and quality of work life: Thai versus American marketing managers. Journal of Business

Research. 66(3). pp.381-389.

Theodosiou, M., Kehagias, J. and Katsikea, E., 2012. Strategic orientations, marketing capabilities

and firm performance: An empirical investigation in the context of frontline managers in

service organizations. Industrial Marketing Management. 41(7). pp.1058-1070.

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