Contents

Abstract............................................................................................................................................2

Introduction......................................................................................................................................3

Explain the concept of marketing and marketing operations including the different areas and
roles of marketing..........................................................................................................................4

Analyse the role of marketing in the context of the marketing environment....................7

Explain how the marketing function relates to the wider organizational context...........................8

Analyse the significance of interrelationships between marketing and other functional units of
an organisation...........................................................................................................................12

Compare how different organizations apply the marketing mix to the marketing planning
process to achieve business objectives.......................................................................................13

Review strategies and tactical approaches applied by organizations to demonstrate how

business objectives can be achieved successfully...................................................................18

Develop a marketing plan that includes key elements of marketing planning for an
organization to achieve marketing objectives............................................................................20

Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives..................................................................................................29

Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.
.......................................................................................................................................................30

Devise an integrated multimedia plan, selecting appropriate digital, offline, and social
media channels for communication.......................................................................................34

Conclusion.....................................................................................................................................35

References......................................................................................................................................36

1
Abstract

Suggestion – You should always write the Abstract/Summary part after

completing all the answers. It will make your Abstract/Summary more
effective and realistic.

Marketing is the process of promoting a brand. Marketing has some concepts. These concepts
shape the overall marketing to cause good for the society and to the organization itself too.
Marketing is a significant function of any business organization. It handles the customer's
choices and builds a strong relationship with them. Also, market research is the fundamental role
of the marketing function. With the help of market research, the organization collect accurate
information about the need, want, and demand of the customer. The marketing function cannot
alone achieve the aims and objectives of a business organization. It must need support from other
departments like finance, Human resources, marketing information systems, and well operations
department. The marketing planning process is a concept that helps a business organization
achieve its business goals. To achieve the business goal, a business organization has to follow all
these steps of the marketing planning process. The Junior Marketing Analyst has defined many
concepts of marketing in this assignment such as situation analysis, SWOT analysis, media
budget plan, etc. These marketing actions help a business organization in achieving its business
objective.

2
Introduction
Marketing is a process that helps a business organization in promoting a brand. This marketing
has some functions such as market research, distribution, pricing, promotion, etc. Marketing is
essential for any business organization as it helps to position a brand, create its identity, etc.
Through marketing a product or service is distributed to a customer and helps in expanding its
market. So, marketing plays an essential role in a business organization in promoting the brand.
Marketing is a significant function of any business organization. It handles the customer's
choices and builds a strong relationship with them. Besides, marketing has lots of other roles to
play in the organization to achieve goals. Without marketing, a business organization can
promote itself or position its brand. So, in every business organization marketing is necessary to
promote, distribute, brand, and overall increase the customer base of a business organization. A
business organization’s identity and reputation are created through marketing.

3
Explain the concept of marketing and marketing operations
including the different areas and roles of marketing.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offers that have value for customers, clients, partners, and society at
large (AMA, 2017). Marketing is essential for any business organization as it helps to position a
brand, create its identity, etc. Through marketing a product or service is distributed to a customer
and helps in expanding its market. So, marketing plays an essential role in a business
organization in promoting the brand.

Concept of Marketing:

Five concepts of marketing have evolved for years. These concepts shape the overall marketing
to cause good for the society and to the organization itself too. According to the production
concept, customers will be more attracted to products that are readily available and can be
purchased for less than competing products. According to the product concept, consumers will
favour products that offer the most quality, performance, and innovative features. Here,
marketing strategies are focused on making continuous improvements. The selling concept says
that consumers and businesses will not buy enough. The organization must undertake an
aggressive selling and promotion effort. The marketing concept is based on increasing an
organization’s ability to compete and achieve maximum profits by marketing how it offers better
value to customers than its competitors. According to the societal marketing concept, an
organization’s task is to determine the needs, wants, and interests of target markets to deliver the
desired satisfactions more effectively and efficiently than competitors which is the original
marketing concept. Additionally, it tells that this all must be done in a way that enhances the
consumer’s and the society’s well-being.

Core marketing operations:

Marketing is a significant function of any business organization. It handles the customer's

choices and builds a strong relationship with them (Klaus, 2014). Besides, marketing has lots of
other roles to play in the organization to achieve goals. Some significant marketing operations
and roles are illustrated below:

4
Market research: It is the prime role of the marketing department of Coca-Cola Marketing
research enables Apple to know about the customer's need and want. Besides, marketing research
enables Apple to know about the competitor and their marketing strategies. However, the
collected data from the market analysis helps the whole organization to devise an appropriate
marketing strategy for the organization. New product development is almost impossible without
market research. In the 21st century, marketing research has become an essential tool. Coca-Cola
company, focuses on its market research based on the customer's demand in the 21st century
such as adding value to the products and creating the identity of the products in the digital
platforms to create more customer base.

Brand management: Brand management is a function of marketing that uses techniques to

increase the perceived value of a product line or brand over time. Effective brand management
enables the price of products to go up and builds loyal customers through positive brand
associations and images or a strong awareness of the brand. In the 21st century, every business
organization has recognized that brand management is important to become reputed in the world.
Customers of the 21st century are more brand-conscious, and they know about brands and trust
those brands that offer greater value. So, Coca-Cola is concentrating more on the management of
its brand to deliver customer-desired products.

The Role of Marketing:

 Advertising: In the 21st century, business organizations are now more dependent on
advertising programs. Because advertising helps a brand in creating demand and
promoting the brand. Coca-Cola uses word of mouth to promote its products. As Coca-
Cola produces the most high-quality products for its customers, customers became
pleased to have the products and they spread positive word of mouth about Coca-Cola
which works as a promotional initiative for Coca-Cola.
 Direct marketing: It is a form of marketing which uses a direct process to promote its
promotion to potential customers. In the 21st century, most organizations use direct
marketing through e-mail, telemarketing, flyers, coupons etc. Coca-Cola most of the time
uses e-mail marketing as a direct form of promotion to let its customers know about its
exciting offers.

5
 Integrated communications: Integrated communication is a process through which an
organization ensures its brand consistency by aligning the communication with business
objectives. Integrated marketing communication of the 21st century has developed the
path of innovation and rethinking. The objective of integrated communication becomes
so specific. Now every organization focuses on measurable outcomes which is the
objective of integrated communication. With the help of integrated marketing
communication, Coca-Cola is now renovating its ideas, products, and overall, product
concept which is essential in the 21st century to gather more customer base and create
brand awareness.

 Partnership marketing: It is now a popular concept in the 21st century because, in this
partnership marketing concept, a business organization helps other business organizations
to reach its goal. Following the partnership marketing strategy of Coca-Cola and
Panasonic, both companies are creating their customers as a trend of the 21st century.
Both Coca-Cola and Panasonic are focusing on the production of sustainable batteries
that are the power of electric cars. Through their initiative of partnership marketing,
Coca-Cola and Panasonic are joining their car manufacturing and battery knowledge to
produce innovative products for their customers.
 Public relations: Public relations is a process where an organization and its customers
make a mutually beneficial relationship between them. It is a popular form of marketing.
In this 21st century, Coca-Cola is concerned about making its customers aware of their
products through public relations campaigns. As a result, Coca-Cola is focusing on social
media campaigns, corporate social relationships, sponsorship etc. so that it can make a
beneficiary relationship with its potential customers.

6
Analyse the role of marketing in the context of the marketing
environment.

There is a micro and macro environment that can impact the business operation.
Microenvironment elements can be seen within the organization as to why this environment can
be managed. On the other hand, macro-environment elements are external that cannot be
managed by the managers. Coca-Cola is also impacted by both internal and external
environments. (Douglas, 2011)

Internal employees, management teams, and stakeholders are the internal environmental
elements of Coca-Cola They are playing important roles and responsibilities to ensure quality
service for the customers. There is an external environment such as political, legal,
environmental, economic, etc. The marketing manager of Coca-Cola must take an adequate
strategy to protect the business. The marketing function of Coca-Cola needs to conduct
marketing research to find out the future possible impact of the environment on the company.
Prepare the contingency plan if any uncertainties hit the organization.

Market research is the fundamental role of the marketing function in Coca-Cola. With the help
of market research, the organization collect accurate information about the need, want and
demand of the customer. It helps the organization tackle any external barriers. However,
marketing people create a good relationship with the suppliers and other parties of the business.
This good relationship works as an alert. The supplier informs the business owner about the
upcoming uncurtaining in product sourcing. Coca-Cola imports products from several countries.
The suppliers inform Coca-Cola about their increasing product price. It enables the organization
to make a strategy and set the accurate price of the product.

7
Explain how the marketing function relates to the wider
organizational context.
Before finding the interrelationship of the marketing function to the wider organizational context
we have to discuss some basic functions of marketing in Coca-Cola

 Distribution: It entails how the organization delivers its product to the customer. Coca-Cola
has both a home delivery service and an in-store purchasing service. In times of coronavirus,
Coca-Cola provides home delivery service to the people (Zeidman, 2017). This strategy can
vary depending on what service or goods the organization is offering, as there are different
distribution channels in marketing.
 Market research: Market research is the target demographic of Coca-Cola and helps the
organization formulate the best strategy (Birn, 2019). This is said to be the most significant
marketing function. This provides quality information about the target market which helps to
modify the product offering of Coca-Cola
 Pricing: Market research helps the marketing department to set the product price. If the
demographics have a good economic condition, Coca-Cola can charge a high price for the
product. Effective pricing helps the organization to attain its all targets.
 Product and service management: To prevent falling behind the customer, it is very
important to develop products and services for the customers. Many companies have mobile
phones but Coca-Cola sells the best which offers long-term service and software updates. It
attracts the customer a lot. These kinds of service development help the business organization
attract new customers.
 Promotion: Promotion ensures the right position of advertisements for the right people. This
marketing function ensures that there is enough advertisement of the brands and ensures the
trendiest methods of advertisement. (Belch, 2018)

The marketing function cannot alone achieve the aims and objectives of Coca-Cola It must need
support from other departments like finance, Human resources, marketing information systems
and well operations department. To successfully operate Coca-Cola must need harmony and
integration among all the departments. Moreover, without the help of the marketing function,
other functions cannot accomplish their objectives as well.

8
 Marketing and Finance: The marketing department needs help from the finance
department. The finance department allocates the budget for the marketing department.
Within this budget, the marketing function has to attain its objectives. If the finance
department fails to allocate a sufficient budget for the marketing department, it may fail
to achieve its objectives. So, both the marketing department and the finance department
need to work closely. The marketing department helps the finance department acquire
profitable customers for the organization and ensure adequate cash flow. It helps the
finance department to operate the business properly.

Finance

HRM Operation

Marekting

Distribution IT

 Marketing and Human Resources: The HRM department recruits the right employees
for the marketing department with the right skills and competencies. Besides, the HR
department provides training to the employees of Coca-Cola. The good collaboration
between these two departments reduces the cost of recruitment and training. The
marketing functions help the HR department to outline the training and development
program. It reduces the cost of the HR department and ensures proper training of the
employees. The marketing department communicates the brands to the customer with the

9
 help of the human resources of Coca-Cola It helps Coca-Cola to enhance its brand
image in the UK market.
 Marketing and Operations: The operation department of Coca-Cola ensures stock of
the product as well as manages the stock of product in the warehouse. The marketing
manager communicates with the operation manager and ensures all kinds of resources
and support from Coca-Cola in the marketing department. However, the marketing
function analyses the demand for a particular product in a particular season. Based on the
marketing funding, the operation department takes their preparation to avoid any bad
situation.
 Marketing and Information Technology: the IT department has developed a tech-based
marketing program for the marketing department. The marketing department always
needs support from the IT department to update the software and hardware. Continuous
communication with the IT department is a must for the marketing department of Coca-
Cola
 Marketing and distribution department: The marketing and distribution department
needs to work very closely to attain the business objectives. In times of pandemic, people
purchase very bulk products. The marketing function becomes very busy handling the
customer. In this situation of COVID-19, the distribution function of Coca-Cola delivers
all the products to the customer’s home. Besides, lots of customers order their products
from online platforms. The marketing function provides information about the number of
upcoming home deliveries to the distribution department.

So, it is evident that the marketing function works in the wider organizational context and makes
the most effective contribution to achieving the business objectives.

Reflection on, and insight into, the internal and external factors that
influence the role of Marketing Analyst.

The role of the marketing analyst is influenced by many factors. Among these, external factors
put a marketing analyst in trouble for accomplishing the marketing objectives. Marketing
Analysts have to make decisions by forecasting the future and predictions. Due to the external
environment, sometimes these predictions become false. Like marketing, analysts want to

10
introduce the luxury product line in the upcoming year. According to the preparation, the
marketing analyst accomplishes all the activities and develops the product. Conduct promotional
activities for the product. But in the meantime, a pandemic hit the whole world and ruined the
plan (Ebrahimi, 2018). Post pandemic situation led people to save their money and build good
economic conditions. This pandemic changed people's buying decisions for several years which
may make the marketing plan fail. To make this marketing plan successful the analyst may need
to take different strategies. This is how the external environment influences the role of the
marketing manager.

Internal factors of the organizations are the employees, financial resources, customers, suppliers
etc. The marketing analyst attains his/her activities depending on these groups. If the supplier
fails to provide a quality product, the customer provides poor feedback about the brands.
However, the marketing analyst works to develop the brand image. So, the marketing analyst
needs to research the new supplier who can provide good quality products. This is how the
internal environment of the company affects the role of the marketing analyst.

11
Analyse the significance of interrelationships between marketing and other
functional units of an organisation.

To achieve the ultimate goals organization must categorize the tasks into different groups. After
that task is allocated to different departments in the organization. For example, Coca-Cola has a
marketing department that always works to increase sales. The customer service department
always concentrates on supporting the customer in terms of quality service and the HR
department is mainly engaged in completing the talent recruitment. Apart from this they also
arrange training for the employee. Here, every department must rely on another department as to
why they create good interrelationships. (Ruekert, 2017)

To complete the tasks marketing department needs support from other functional units in the
organization. For example, Coca-Cola wants to introduce a new product for which the marketing
department needs to arrange an event so there might be some financial support required by the
finance team. On the other hand, different statistical data about a specific organization or
customer can be analysed to determine the type of customer. The marketing team can easily do
this with the document or report with the help of the documentation team. Besides, the HR
department provides some skilled employees to assist with the product launch. The promotional
department prepares the promotional plan within the budget for launching the product
effectively. So, without the interrelationship of marketing with the other departments, it is almost
impossible to execute marketing tasks and other tasks of the organization.

12
Compare how different organizations apply the marketing mix
to the marketing planning process to achieve business objectives.
The marketing planning process is a concept that helps a business organization achieve its
business goals. The primary goal of a business organization is to expand its target market. To
expand the customer base, the marketing planning process helps a lot. In the planning process of
marketing, there are some steps. These steps include –

 Situation analysis
 Setting of objectives
 Strategy formulation
 Development of action programs
 Implementation and control
 Review and evaluation

To achieve the business goal, a business organization has to follow all these steps of the
marketing planning process. To know about the market and customer choice, situation analysis
helps a lot. After the situation analysis, the business has to set its objectives which it wants to
achieve. Some strategies are included in the next step to achieve the objectives. Action programs
also help in achieving those objectives. These strategies and action programs are implemented
and evaluated to control the program marketing planning process (Dawes, 2022).

Business objectives of Toyota: Toyota aims to lead the global market of hybrid electric
vehicles by selling high-quality vehicles to customers. As the world’s leading seller of electric
hybrid cars, they promote hybrid vehicles on the global market. Global sales of Toyota and
Lexus passenger car models gained the 10 million milestone in 2017 (Paganresearch, 2024).
They are committed to paving the way in developing an economic atmosphere and ensuring
sustainable development for society by delivering reliable and quality products.

Business objectives of Lexus Hybrid: The Lexus brand is owned by the Toyota Motor
Corporation which is located in Japan. However, this luxurious brand conducts independently
from the Toyota Motor Corporation (TMC) (Lexusofalbuquerque, 2024). This automotive
company aims to manufacture a wide range of hybrid cars by using the latest hybrid technologies

13
and combining the strengths of conventional petrol engines. To support this objective, they focus
on investigating the best way to position themselves in the automotive industry.

The marketing mix is a way by which an organisation promotes its products. The extended
marketing mix is categorized into 7Ps which are product, price, place, promotion, place, physical
evidence, process and people. Both Toyota and Lexus Hybrid use the marketing mix to interact
with their targeted customers. This extended marketing mix is discussed as follows: -

Element Toyota Lexus Hybrid

s
Product Toyota is not only a market leader in Lexus is one of the luxury vehicles
terms of sales volume but also in around the world that is owned by
environmental and technology Toyota Motor Corporation. They are
development. They provide a wide known for their meticulous
range of services such as spare parts, craftsmanship and sophisticated
engines, warranties, road assistance, design. They offer comfortable and
accessories, finance insurance, car luxurious driving experience to
services and leasing options. They customers by using high-quality
offer different vehicles to customers materials. They deliver vehicles
such as passenger and commercial including cutting-edge technology
vehicles, luxury cars, pick-up cars, features, electric and hybrid options
hybrid product lines and so on. The and advanced safety systems
products of Toyota ensure to achieve (Writohub, 2023). This technological
the business objectives by increased innovation makes customers happy
sales. and increases Lexus’s sales which is
the business objective of Lexus.
Price Toyota maintains both luxury and low- Lexus has set its pricing strategy
cost vehicles. So, they maintain both innovatively to position itself strongly
value-based and market-oriented in the market. The competitive pricing
pricing strategies for selling their strategy of Lexus allows it to achieve
vehicles like Toyota Lexus and Prius. the business objectives of increased
With the value-based pricing strategy, sales revenues. They consider a

14
 they can easily grab the attention of the premium pricing strategy for their
common masses and this also can help vehicles incorporating a superior
to meet the business objective of driving experience and exclusive
increasing the customer base. On the ownership facilities.
other hand, they adopt the market-
oriented pricing tactic for a few
product lines where they need to
observe the market pricing before
selling vehicles (Lawaspect, 2024).
Place The marketing strategy of Toyota They have an exclusive network of
ensures a resilient distribution network. authorized dealerships in several
The distribution channel is wider places and a strong online presence.
including dealerships, sales staff and They can easily sell vehicles by these
retailers to manage customers in retail mediums and reinforce the brand
outlets globally. The effective image flawlessly. The business
distribution channel development objective of Lexus is to sell more
allows Toyota to deliver quality which can be ensured by effective
products which is one of the business distributions.
goals.
Promotion Toyota has maintained a customer- Lexus has invested more in
friendly advertising strategy to advertising campaigns focusing on
encourage customers to purchase luxury, innovation and performance to
products. They have launched a communicate a larger customer base.
specialized marketing company with Moreover, they also consider event
initiatives such as micro-influencer sponsorship to enhance their brand
marketing, and social media marketing visibility which is one of their
to interact with customers properly. business objectives.
They also consider motorsports
sponsorships and celebrity
endorsement to promote their products.
People Toyota provides an open learning Lexus dealership employees are

15
 opportunity to its staff for extensive experts as they take part in
empowerment. Their employees are training to improve their knowledge.
highly experienced and acquainted So, the employees can play a vital role
with modern time knowledge. They in customers’ buying journey.
tend to offer a challenge to their Moreover, they value customer
operational employees to show their feedback to understand customers’
potential in the workplace. In this way, requirements.
they have developed a team of
solution-oriented people to serve global
customers.
Process Toyota is renowned in the automobile The delivery process of Lexus is
industry for its valued manufacturing outstanding and favourable to an
process which enhances its product enjoyable customer experience. They
efficacy and continues its product try to provide hassle-free journeys to
development process spontaneously. customers and satisfy them by
This is only possible for its effective offering post-purchase services. The
operational management and highly process of development allows the
expert employees. To offer quality customers to buy more products. So,
products Toyota’s enhanced process is the overall sales growth can be
very impactful and leads to an increase ensured leading to achieving the
the sales and revenues. organisational objectives.
Physical Toyota has designed its logo Lexus is known for its sleek and
Evidence attractively and captured a larger sophisticated designs which can easily
customer base by appealing to all attract customers. The brand identity
letters of its brand name. With this of this brand is reinforced through its
prominent logo, Toyota has made its iconic logo, unique grille design and
physical evidence of the brand strong. signature lighting features. With well-
Moreover, using advanced technology crafted designs of showrooms and
and a unifying message among detailed messages to customers
customers represents the brand increases the reliability of the Lexus
sincerity of Toyota. Increasing the brand which will easily enhance

16
 customer base of Toyota's physical customer loyalty and meet the
evidence is important. With a business goals.
welcoming space and skilled
workforce, Toyota can easily meet its
business objectives.

Evaluation of marketing strategies and tactical approaches and how they meet
business
Objectives: -
The marketing mix of the two prominent automobile brands such as Toyota and Lexus Hybrid is
mentioned above. Both brands are very successful in the automotive industry. Toyota and Lexus
Hybrid both offer high-quality products to customers. However, in terms of pricing strategy,
Toyota follows value-based and market-oriented pricing strategies and Lexus Hybrid maintains a
premium pricing strategy for high-quality products. Toyota has a strong customer-friendly
advertising policy and focuses on celebrity endorsement to ensure hassle-free service delivery.
On the other hand, Lexus Hybrid considers event sponsorships to increase customer attraction.
Lastly, Toyota has built a strong position in the promotional field. Toyota and Lexus Hybrid
have to do more marketing strategies. Lexus Hybrid and Toyota are giving more priority to
business operations. So, proper marketing strategies adoption can increase the sustainable
business for the organisations.

17
Review strategies and tactical approaches applied by organizations to
demonstrate how business objectives can be achieved successfully.

This marketing mix clearly defines that these two organizations use some marketing strategies to
attain their business objectives. The marketing strategies and tactical approaches used by these
two organizations are illustrated below:

Cost leadership pricing strategy: Both organizations charge a low price for their product.
This is referred to as the cost leadership pricing strategy. These organizations try their level best
to minimize the cost and charge a low price for the product. Tesco is known as the low-price
supermarket in the UK. They charge very low prices by challenging the organization
organizations. Tesco usually sells a large number of goods. They purchase a product from the
manufacturer at a low price. On the contrary, the H&M is the largest in the Netherlands. They
also charge a very low price for their products. It helps them to sustain the market competition.

Efficient distribution system: Making the distribution system effective is the strategy of these
organizations. For charging the low price to the customer both Tesco and H&M use the efficient
distribution system. H&M ensures zero waste and damage in the warehouse. It indicates that
their distribution system is very effective and it benefits them to charge a low price.

Online and offline promotion: Both Tesco and H&M use online and offline promotional
tools. People use to spend their time on social media. It is the best platform to target potential
customers (Eager, 2017). Besides, in the social media platform, it is much easier to get the
feedback of the customer. Moreover, H&M and Tesco use traditional marketing as well like an
advertisement in the newspaper, billboard, magazine, and television.

Large product collection: Tesco and Jambo supermarkets offer large production collections in
their shops. It attracts the customer a lot. They get all kinds of products from different brands in
one shop. It manipulates them to shop from supermarkets like H&M and Tesco. There are lots of
customers who want global products with reasonable prices. This super shop can import products
in bulk quantity and set the price lower.

18
Home delivery service: H&M has its e-commerce. Tesco also has this facility. The people who
haven't enough time to purchase a product from the shop can place an order online. However, the
orders online are increasing day by day. Customers get home delivery service at a rapid rate.
During this COVID-19 pandemic, people ordered products online and got home delivery service.
It makes customers more loyal to the brand.

Well-decorated stores: The well-decorated stores attract the customer a lot. H&M stores are
very large and placed in the most convenient locations. The air conditioning facility, fresh and
clear stores, and skilled sales person attract the customers a lot.

All these marketing strategies help these two organizations to attain their business objectives.

19
Develop a marketing plan that includes key elements of
marketing planning for an organization to achieve marketing
objectives.
Marketing Plan of John Goods Shipping

A marketing plan refers to the advertising strategy that a business is going to implement for
selling its product or service. The marketing plan will help determine the target markets, the best
way to reach them, at what price point the product or service should be sold, and the way the
business organisation is going to measure its efforts. This plan is a blueprint that lays out the
marketing efforts of the company in the coming period. For ensuring sustainable results from the
highly competitive market the marketing plan is very impactful.

John Goods Shipping Company Profile:

 History: John Goods Shipping is an independent ship agency and freight forwarding
organisation in the UK. It was founded in 1833 by the founder named as John Good and
has a long history of over 190 years. Williams Kelvin is the current CEO of this
organisation. This organisation mainly offers a one-stop shop for customers who intend
to import or export from the UK. 15 sites are operating in the UK and this company
locates its own offices in China and Turkey. To ensure shipping and logistics, warehouse
and distribution services almost 306 employees are working for this company
(Tradefinanceglobal, 2024). For the relentless quality service assurance, this company is
continuously growing, amidst market challenges, competition and volatility.
 Vision: To offer a quality service experience as a comprehensive leader in the niche
market of the shipping industry by optimizing clients' profit potential with timely
delivery.
 Mission: To make the process of buying and managing shipping and logistics services
simple, efficient, stress-free and cost-effective.
 Financial Information and Products: The annual revenue of John Goods Shipping is
estimated at $77.5M each year (Growjo, 2024). Shipping and logistics, warehouse and

20
 distribution services are offered by this company and for the quality services this
organisation already holds a strong position in the logistics industry.
 Famous brand and purpose: John Goods Shipping is famous for its quality shipping
and logistics, warehouse and distribution services. The main purpose of this company is
to offer quality and premium service experiences in logistics.
 Reasons for marketing plan: The business is facing challenges as the shipping industry
has experienced significant instability over the last 12-18 months. So, this situation also
has a great impact on the profitability of John Goods Shipping Company for which more
sales need to be ensured. For this reason, marketing plan needs to be effectively
developed.

Objectives of the marketing plan:

 To increase the sales of John Goods Shipping company by expanding new geographic
markets, targeting a 20% increase within 1 year.
 To improve the profit margin by developing inventory management practices which will
increase by 15% within 1 year.
 To increase brand awareness through social media marketing which will increase 15%
more target customers within 2 years.
 To increase market share by fulfilling customers’ demands by offering competitive prices
targeting a 10% increase within 6 months.
 To develop the optimum promotional marketing tools for the services which will enhance
the customer generation ratio by 20% within 6 months.

Situational Analysis: PESTEL analysis

 Political: Local government can influence the John Goods Shipping Company’s chain in a
variety of ways and prices can be changed which might incur more costs to the shipping
materials and logistics services Regularity practices also can impact John Goods Shipping’s
sales and growth.
 Economy: The low freight rates in crucial trade routes East-West directly impact the overall
business performances. However, currency inflation, interest rates and also imposed tariffs as
well as taxes are significantly impacting business operations in the UK.

21
 Social: The target customers of shipping services are those who are involved in the export
and import business. Social class and demographic trends have a great impact on John Goods
Company’s business operations and performances (Nibusiness, 2024).
 Technological: For substantial investment in Information Technology (IT) customers
comprehensive visibility throughout the shipment process can be ensured in John Goods
Shipping Company. However, the latest technology automated system can be applied
that ensures all milestones are tracked and communicated in John Goods Shipping.
 Environmental: The environmental policies, rules and regulations are also impacting the
shipping industry businesses largely. However, the shipping and logistic services of John
Goods Shipping Company must consider the environmental impacts and sustainability. For
increasing sustainability concerns this company can positively impact the business
performance.
 Legal: John Goods Shipping Company must maintain the rules, regulations and laws to
operate the business. Employment law and business laws need to be followed such as the
Merchant Shipping Act, the United Nations Convention on the Law of the Sea (UNCLOS),
the Maritime Labour Convention (MLC) etc. to operate business efficiently.

SWOT analysis:

Strength Weakness

 John Goods Shipping is an  Less focus on Asian and emerging

independent ship agency and freight markets
forwarding organisation in the UK  Overall overhead cost is very high.
 This company has 13 sites and has its  Very little concentration on
own offices in China and Turkey. advertisements and promotions
 John Goods Shipping has efficient  Fewer concerns about the utilisation of
and skilled manpower. Digital Technology
 The financial capability is very strong.

Opportunity Threats

 John Goods Shipping has the scope to  A high level of competition is a big
increase business in the Asian market

22
 and emerging markets. threat for John Goods Shipping
 The financial strength and brand  Government rules and regulations
image enable to development of regarding the environment are the
sustainable strategies biggest barriers to operating a
 They can expand their distribution business.
network to increase growth.  Instability in the shipping industry
 They can launch services focusing on increases the competition
green technology.  The major competitors Crown
Couriers and Europa Worldwide are
the biggest threats.

Marketing mix (7P) for John Goods Shipping

 Product: John Goods Shipping is going to introduce exceptional shipping services to the
market. They can consider specialized services to upgrade their existing service options like
temperature-controlled shipping or hazardous material handling. They will focus more on
delivering standard shipping services to customers and ensure the effective delivery of goods.
They will consider both domestic and international shipping and elevated logistics
resolutions to maximise profitability.
 Price: John Goods Shipping must apply a competitive pricing strategy to improve its existing
shipping and logistic services. They can add discounts for bulk shipments to attract new
customers. They will consider various aspects while making a pricing strategy such as
distance, urgency and special demands. Moreover, they will maintain flexible pricing
segments to cope with critical situations entailing loyalty programs and seasonal promotions
to increase customer attraction.
 Place: The place strategy of John Goods Shipping will include the policy of operating
vessels without trading and geographical limits like maintaining tankers will be appropriate
to deal with environmentally strict areas. By using frontline tankers, they can fulfil the strict
regulations of the highly environmentally friendly regions and might be applied in any sea.
The newly developed distribution centres will be strategically positioned for effective service

23
 delivery. Partnering with local carriers will be the right choice when expanding its business
in remote areas.
 Promotion: Social media such as Instagram and YouTube will be the promotional strategy
for improving service quality. However, they can use email marketing and direct marketing
campaigns to seek specific customers’ attention. They will use Search Engine Optimization
to improve the shipping company’s website visibility to attract potential customers globally.
 People: They can arrange enough training for employees regarding sustainable shipping
operations. Because customers might ask queries regarding their service quality and
durability. Investing in training in exceptional customer service for employees will be
profitable for the shipping company as they can manage critical shipments without any hassle
and conveniently. Trained employees will help John Goods Shipping company to increase
sales and customer retention.
 Process: They should use extensive offline marketing operations to promote their brand
image. They can use advanced technology to streamline their shipping process efficiently. It
will improve customer journey and optimize the number of errors.
 Physical evidence: John Goods Shipping must pay attention to its professionalism. They can
include well-versed vehicles and equipment, seek innovative packaging resolutions and
reliable documentation to coordinate and satisfy customers in different countries
(Tradefinanceglobal, 2024). They will pay more attention to recording their track record of
successful delivery and the number of satisfied customers regularly. It will help them to be
more reliable to customers and works as a piece of tangible evidence for enhancing brand
image.

Market Segmentation of John Goods Shipping:

Targeted customer segments of John Goods Shipping

John Goods focuses on identifying avenues to provide substantial value to customers with its
excellent shipping process. John Good’s marketing strategy is more likely to seek the attention of
people who are involved in the export and import business. However, sustainable shipping
practices are in demand nowadays. So, this shipping brand has a greater scope to seek the
attention of prospective customers to expand geographic areas across regions where trade and
logistics are very crucial.

24
Demographic segmentation for the target audience of John Goods Shipping
The average buyer of John Goods Shipping company is an individual (of all ages) and usually
male. They focus on businessmen and other individuals who looking to import and export to and
from the UK with their one-stop shop. As a service provider, they deliver efficiencies and
bespoke freight management resolutions to their customers in different countries by their cargo
on time.

Geographic Segmentation of John Goods Shipping’s Customer Segments

John Goods Shipping services have spread in many regions where trade and logistics contribute
more. They have almost 15 sites in the UK and own offices located in Turkey, the United States
and China. These crucial geographic areas are running businesses successfully with their high-
quality shipping activity and increased logistic service demands.

Behavioural Segmentation of John Goods Shipping's Target Market

John Goods Shipping company focuses more on cost-effectiveness and embraces technological
resolutions. The target market of this shipping company is segmented into businesses and
individuals who depend on logistic services. They prioritize customer value and ensure prompt
communication through their shipment process.

Psychographic Segmentation in the John Goods Shipping Market

John Goods Shipping company’s marketing strategy appeals to those who desire to be involved
in the export or import business. In this shipping industry, they connect with people who want to
have sustainable shipping practices to run their businesses. Their customers are often highly
ambitious and desire the highest level of service.

Segmentation and Targeting:

Segmentation Targeting

Demographic Individuals of all ages involved in export and import businesses

Psychographic People have become more conscious of sustainable shipping practices

25
 and cost-effectiveness recently.

Geographic UK, United States, Turkey and China

Behavioural Ambitious and industrious individuals around the world.

Marketing Positioning:

John Goods Shipping positions its brand as a leading shipping company with high-quality and
reliable shipping and logistic services at affordable prices.

Marketing Budget:

The anticipated budget for this new marketing plan is depicted below: -

Proposed Marketing Budget (It should be Hypothetical and No Screenshots allowed)

Items 2025 2026 2027

Operating Cost Amount Amount Amount

(£) (£) (£)

Administrative Cost 150,000 210,000 500,000

Digital Marketing Expenses 380,000 520,000 630,000

Selling Expenses 220,000 310,000 350,000

Total Operating Cost (£) 750,000 10,40,000 14,80,000

Action plan:

Define goals Tasks list Define roles Communication Updating the

and and feedback action plan
responsibilities
To introduce In this phase, To attain this After delivering If the customers
exceptional John Goods goal, they have new services, are dissatisfied
shipping Shipping will to interact with John Goods with the

26
 services to the gather customer customers Shipping will shipment
market. feedback and directly. It will communicate facilities, then
understand assist them in with its the action plan
requirements identifying each customers to will be improved
regarding client’s unique justify whether a by John Goods
logistic services. requirements hassle-free Shipping adding
which will be experience is some tactics to
added to the delivered or not meet the
upgraded service and how much is business goals.
list. gained
satisfaction
scores from the
newly added
services.

Monitoring & Evaluation:

Monitoring Process:

John Goods Shipping will follow several tactics like participatory mapping, compliance
monitoring, outcome harvesting and social assessment for protected areas (SAPA) to ensure
environmentally friendly business operations. John Goods Shipping can evaluate whether its
marketing plan is successful or not by collecting data from social media analytics platforms.
They can evaluate ROMI to compare how much revenue gains against marketing investment. If
the rate is below 100%, it indicates that the marketing is improvident. Contrarily, more than
100% indicates the investment is profitable. Another evaluation tool is Customer Lifetime Value
which can be considered by the shipping company to evaluate how much revenue which business
expects from a customer to generate over time. Overseeing CLV assists in classifying the
valuable customer bases and enables the business to enhance profitability. In this way, John
Goods Shipping can identify whether the customer is incorporating the marketing plan or not.
Apart from this, they will review sales reports regularly which will support them to understand
how marketing activities are impacting in reality. In this way, they can compare the actual and

27
anticipated sales targets and analyse the industry trends over time to track deviations from
desired results effectively. John Goods Shipping will arrange review meetings annually with key
stakeholders in all divisions to evaluate the overall performance of the marketing plan. In this
way, several loopholes and challenges can be identified and solved through discussion.

Evaluation Process:

The evaluation process of this shipping company will follow the goal-based, process-based and
outcome-based evaluation tactics. So, they can understand how much sales have been increased
within 1 year to reach the target of 20%. 5 months later, they evaluated the performance and
observed that they had already earned 13% of increased sales. For this reason, John Goods
Shipping will achieve its business objectives within the set time. In the phase of marketing mix
evaluation, they can evaluate sales and customer feedback, pricing elasticity and market
acceptance, the performance of the target market, and promotional impact on brand awareness in
light of ROI. By evaluating the market segmentation, they can understand the efficacy of
targeted marketplaces and divide them strategically, the growth and size of the market and align
them with the business objectives. Moreover, it also helps measure the strategy efficacy and
strengthen the business position. John Goods Shipping will review customer feedback to get
better insights into the trends and convert feedback into action to improve the lacking areas.
Implementing a constant feedback loop for its service will increase brand integrity. John Goods
Shipping will apply these evaluation strategies to keep the right track of costs and assets retained
in the market. It will help them to define the market value. These strategies will support the
shipping company to identify unproductive areas efficiently as the process has been planned. So,
it will be effective to meet their business goals within the set time.

John Goods Shipping is a leading brand in the logistics industry in the UK. They will focus
on ensuring reliable and sustainable shipment and logistic services for its customers. They
have to focus on market competitiveness and explore innovative and customer-centric
approaches to strengthen their business position in the market.

28
Produce a detailed tactical marketing plan that integrates the extended
marketing mix to achieve marketing objectives.

A marketing plan that integrates an extended marketing mix can be made to achieve marketing
objectives. To make the plan effective more tactics are followed. To achieve the marketing
objectives marketing mix plays an important role. The marketing mix includes the product, price,
place, and promotions. These elements of the marketing mix can ensure more brand loyalty.
Coca-Cola can analyze the marketing mix regularly to know more about the product and its
further requirements from the market. Setting the price should be more competitive to gain more
customers. When the customer base is increased then ultimately sales revenue and growth will be
more positive. The place is the location from where the products are sold. Different promotional
activities should be performed on TVC, radio, internet, etc. These days most of the potential
customers are available on social media for which many organisations have to think differently
while setting their marketing plan. The marketing mix is effective as it helps to analyze the
product, price, place, and promotions. Failure to do an effective marketing plan can impact the
business adversely.

29
 Produce a media plan that includes recommendations and
rationale for selected media activities that meet budgetary
requirements and objectives of a marketing campaign brief.
The media plan for Coca-Cola is given below:

Campaign Objectives Target Medium Content Run Evaluatio Estimated

type & Audience Time n cost
rationale

Print With the Tech I have run The 3 months. There are Mass
media- print enthusiasts this content no such marketing
media, I ’ people of campaign will be evaluation costs a lot.
Print
am aware the in the about criteria for It will be
media is
people country Newspape lucrative mass 200
the best
about the are the r and something marketing. thousand
way of
brand main public that Coca- When euros.
communic
along with target magazine. Cola will people
ating with
that, Coca- audience offer start
the mass
Cola is of this luxury coming to
people. In
starting to campaign. products. the shop to
the UK 1.4
sell visit the
million
premium premium
newspaper
products. sector will
s are
be the
circulating
determiner.
in a day.

Social Connectin Household Facebook, The First two The 50

media- g with the s, young Instagram, content months message thousand
This is the mass people, will be from the from the Euro.
best people and Mothers, “Discount inaugurat Facebook
platform taking officers, on the ion ads,

30
for their the rich luxury comments,
targeting feedback segment goods for and likes
people. about the of the the will be an
Millions of product. society. inaugurati evaluation
people Provide on of the process.
spend their offers and new
time on discounts segment.
social to seek
media. their
attention.

TV ad- Creating General Ad on the Inform 6 months There are 500000

awareness people of sports people no such Euro.
Millions of
about the the events. about the evaluation
people
new country. introducti criteria for
watch
product on of a mass
television.
line is the new marketing.
It is the
objective luxury When
best way
of the segment. people
of
media. start
targeting
coming to
the mass
the shop to
people.
visit the
premium
sector will
be the
determiner.

Sponsor- Communic To target Sponsorin Advertise 1 Month Increasing 200000

It is the ate with the higher- g the Golf the luxury the Euro.
best way the rich class tournamen product. company’s
to target people. people of t. reputation

31
the the (Seager, is an
specific society. 2019) indicator
target of
market. successful
sponsorshi
p.

Email To inform Existing Sending Informatio Continuo Convincin 10000

marketing the customer emails n about usly. g the Euro
- This is a existing base who the new existing
way of customers already products market
informing about the use Apple and base about
the new Apple products. offerings. using other
existing products. new offers
market of
base about APPLE.
the
existence
of the
market
along with
its other
offerings.

32
Recommendation and Rational

People are diversified into several groups. As the target people of the Coca-Cola market consist
of several markets it is rational to select the integrated multimedia activities. With the help of
social media, Coca-Cola's market can target teenagers as well the tech enthusiasts. With the help
of a sponsorship program, the Coca-Cola market can seek the attention of the upper-class
society of the people. To target the masses, people, it is necessary to conduct Ads on TV. An
adequate budget is very important. The Coca-Cola market should prepare a budget for the media
plan. The budget helps the organization to attain its objectives easily.

33
Devise an integrated multimedia plan, selecting appropriate digital,
offline, and social media channels for communication.

Multimedia Plan

Channels Objectives Target Duration Budget (EURO)

Facebook Provide offers Young people, 1 Month 1000

for the new rich people,
product and get Business
the reaction of persons.
the people.

Instagram Introduces the People who can 1 Month 1000

products to the purchase luxury
people. goods.

Sponsoring Golf Create Target the rich Particular 500000

Events awareness about people of the program.
the new product society.
line.

Google Ad- Inform people People who visit 1 year 500000

sense about the luxury brands.
product. (Rao, 2019)

34
Conclusion
Marketing is a process that helps a business organization in promoting a brand. This marketing
has some functions such as market research, distribution, pricing, promotion, etc. The marketing
function cannot alone achieve the aims and objectives of a business organization. It must need
support from other departments like finance, Human resources, marketing information systems,
and well operations department. Also, to achieve the business goal, a business organization has
to follow all these steps of the marketing planning process. The marketing planning process is a
concept that helps a business organization achieve its business goals. To successfully finish a
marketing plan, a business organization has to follow strategies and techniques. To make the
plan effective more tactics are followed. To achieve the marketing objectives marketing mix
plays an important role. To achieve the marketing objectives marketing mix plays an important
role. The marketing mix includes the product, price, place, and promotions. These elements of
the marketing mix can ensure more brand loyalty.

35
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