ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Planning and Processes

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 1. Introduction

Today people already know that marketing is widespread and recognized as a special management
function as well as organizing, recruiting, financing and production in the company. Marketing is
responsible for generating revenue and directly contributing to the growth of the organization. This
report will explain how marketing is the key function of business, and analyzes and evaluates the roles
and responsibilities of the marketing function.

2. The definition of Marketing

Marketing is a business function and a set of procedures engaged in generating, providing and
communicating value to customers, followed by customer relationship management, leading in mutual
advantage for the company and its stakeholders. Marketing is also the science of choosing target
markets through market analysis and segmentation, with a comprehensive knowledge of buying
behaviour aimed at delivering the best value to the client[ CITATION MBA21 \l 1066 ].

3. Overview of the marketing process to reflect the key roles of

marketing

Source: [ CITATION IED21 \l 1066 ]

The marketing process includes 5 steps as shown above.

Step 1: Understanding The Marketplace And Customer Needs And Wants

The role of marketing in this step is to conduct a series of market research to understand the needs and
wants of customers, who the competition is, what stage of the market is in, understand the politics,
society, technology of the market. At the same time, marketing builds customer information, customer
data. This step is important to build want- satisfying market offerings and building value-laden customer
relationships. This increases long-term customer equity for the firm [ CITATION IED21 \l 1066 ]. The
Marketing Department needs to have researchs with the customer so that they can understand the
demand, wants, needs of the customers and thus aim to satisfy those demands.

Step 2: Designing A Customer-Driven Marketing Strategy

At this stage, marketing has the task of classifying customers based on market research and customer
data in step 1 into segmentation and targeting. To design a marketing strategy should focus: Selecting
customers to serve - defining the target market and deciding how to best serve the customer - choosing
the value proposition. The marketing department decides who to serve and divides the market into
customer segments. Then, they follow specific parts of its market or target market[ CITATION IED21 \l 1066
]. At this step, customer data will become more refined, more specific.

Step 3: Constructing an integrated marketing program that delivers superior value

In the process of creating an overall marketing program to deliver value to customers, the role of
marketing is to provide a series of marketing tools about product, service, price and distribution to
customers. Marketing performs activities to promote products and brands such as advertising on TV,
social media. All these marketing tools to make clients aware, know more about the company's product,
let them know what the product value is, so that they get interested in the product. Furthermore, the
marketing program that builds customer relationships by turning marketing strategy into action. To
achieve this, it needs to combine all these marketing tools into a comprehensive, integrated marketing
program that communicates and delivers the value customers expect[ CITATION IED21 \l 1066 ].

Step 4: Engage customers build profitable relationships, and create customer delight

To engage customers, marketing is responsible for providing Customer Relationship Management(CRM)

tools. Marketing uses this CRM system to get customer data as well as take care of customers. Because
according to [ CITATION EQV21 \l 1066 ], the CMR system includes the customer's
name, age, personal preferences... From there, it helps businesses understand customers and offer more
effective sales solutions. Besides, any organization's marketing department may not be large enough to
meet all of the organization's marketing needs. In order to bring the full range of marketing tools and
expertise to a company, it is often imperative to hire partners and people from outside the company.
The job of the marketing department is to identify, hire, and oversee these partners in order to provide
the best value to the company. These strategic partners can be advertising agencies who create and
manage advertising campaigns, social media professionals who manage the business side of social media
marketing, web designers, data analysts, copywriters,...

Step 5: Capture value from customers to create profits and customers equity

The final step in the marketing process is to capture customer value, the role of marketing in this stage is
to try to maintain long-term customers, implement policies and plans to keep customers loyal and to
satisfied client. The marketing department also needs to implement strategies to increase share of
market and share of customers. In the marketing process, this is the specific role of marketing.

4. How the marketing function supports the wider organizational

context in terms of vision, mission and purpose

Based on the strategic pyramid[ CITATION B2U20 \l 1066 ], marketing is at the business strategy level
which focuses on strategic business units(SBU) to help the company achieve its business goals. Marketing
plays a role in identifying competitive advantages, helping SBU to become more competitive. When the
SBU succeeds, so does the corporate strategy as well as set of business and portfolio success.

Marketing supports wider organizational context: Mission

Mission: A mission statement defines what line of business a company is in, and why it exists or what
purpose it serves, core purpose and focus that normally remain unchanged over time [ CITATION COR21 \l
1066 ].

Marketing strategy: is the comprehensive plan formulated particularly for achieving the marketing
objectives of the organization[ CITATION Man21 \l 1066 ].

The mission is the core purpose and focus and also the beginning organizational activities. Therefore, it
will set the foundation for business planning and management based on mission to formulate strategies
and set objectives for all areas including marketing, so it is guidance for marketing activities later.
Additionally, marketing strategies enhance the business performance, achieve customer satisfaction,
market share and financial targets. For example, the mission of SABECO is develop SABECO to become
the leading beverage group in Vietnam, having firm foothold in regional and international
markets[ CITATION SAB215 \l 1066 ]. Meanwhile, SABECO's products are Vietnamese traditional beer such
as Saigon beer and 333 beer which is the pride of Vietnamese people [ CITATION SAB216 \l 1066 ]. Sabeco's
marketing is focusing on advertising, a few years ago, SABECO announced the re-launch of the Saigon
Beer brand, continuing to implement the beer brand's comprehensive transformation strategy over 144
years of history. The focus of this change is on the dragon symbol and Saigon Beer. According to a
business representative, the new design of Bia Saigon puts the image of a dragon - a symbol of power,
prosperity and representing Vietnam[ CITATION HaA19 \l 1066 ]. Thereby, it can be seen that SABECO's
marketing activities reflect its mission. And in otherway, marketing is also very consistent with the
mission.