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Develop Organisational Marketing Objectives Assignment Help
This is a solution of develop organisational marketing objectives assignment help in which we discuss about make proper planning,stratregies,apportunity and resource for orgenization.
In order to identify where the organization is and should be after a period of time the organization makes a strategic planning. Strategic planning works like a catalyst that makes sure that the organization’s goals are met but does not harm the organizational motives. Strategic plan focuses on the external environments and the continuous changes that affect the organization. In order to get a long - term benefit for the organization the proper planning and use of tactics is needed. The planning is as follows:
- At first a thorough analysis of the external environment is needed. How the external environment affects the organizational opportunities, threats etc.
- Next is to make a thorough analysis of the internal atmosphere of the organization. This is generally done through SWOT analysis (SWOT analysis, 2008).
- Analyzing the mission and vision of the organization. In this case values of the organization must also be kept at a prime point of concern.
- Through the series of analysis the organization must emphasize on the inbound and outbound happenings of the organization thereby making specific goals to reach the heights within a few years.
- Identify the ways or strategies through which the goals must e reached.
Strategic planning of an organization makes ways for the betterment in terms of business as well as morale. The points that the organization must keep in mind while planning are:
- The products that bring revenue, and the services, that make their goodwill, are provided by the organization; the ways of designing and developing the products and services for the users.
- The roles that the team is going to play will be of great help in upbringing of success.
- Goals and targets must be kept for everyone in order to achieve the aimed success.
- Recruitment process should be strong. Organizational committees should be capable of handling tough decisions.
- Goals must be met and for that reason the resources like the employees, money, management teams etc. would be needed to be strong and capable.
The main points that must be kept in mind are that-
- Organization’s planning is a supposed to be a long term and continuous process so that the strategies thus taken are always taken seriously.
- Product and service are of equal importance and must be provided whenever there is a need irrespective of the business generated (SWOT analysis, 2008).
- Planning is very important for the organizational achievements
ABC is a chain of confectionaries selling company that provide their service and products world – wide. ABC’s main targeted business areas are providing world class pastries, snacks like chips and crackers and all sorts of cakes. ABC aims to providing services to the rest of the world as well; the places like the Middle East, Pacific and Indonesia. Providing world – wide is a plan that makes the company earn much more that it would have earned by selling only at its homeland. However, the strategic planning makes it easier to make a significant amount of profit. Increase in sales, delivery of consulting, market research, analysis, reporting etc.The plan is to achieve revenue through sales thereby maintaining a profit margin as much as possible by keeping the selling margin at a considerably lower point. The highlight is at a gross profit and not just a profit per piece.
There are targets and goals to achieve and it is not a single man’s job. The entire team works together in order to reach the potential. Candidacy of the clients, the technical team, the investors’ and partners’ togetherness and joint effort makes it all happen. The analysis is based on 5 years of research and the further planning is made for the coming 3 years.
After determining the goals and the threats of the organization the overall measurement of goal and profit is done. Marketing strategy contributes to the corporate development of the organization thereby creating ways to utilize the resources in an appropriate way. In order for making the services and products level better and higher the opportunities and the resources must be first scanned.
Opportunities and Resources
Evaluation of the opportunities and the resources is very important in order to understand where the organization stands after putting up a business for 5 years.
Environment: In order to understand the market an environment evaluation is needed. Let’s say the company wants to open another food chain system in the Middle East; ABC company must understand the requirements there and what the people may like or not like in the Middle East. This kind of strategic planning is essential in order to obtain the quantitative forecast of the business and environment (Ferrell and Hartline, 2005).The two very important factors here are the external environment and the internal environment.
Opportunity: To reach the target market a combination of resources, timing and services is needed. The financial, socio – economic positions and political conditions are the variables on which creating a marketing strategy depends on. At a particular instant there might be several different entities with different demands; this gives rise to a unique opportunity and possibilities for business.
Resources and Supply: Being a part of a chain of confectionaries supplier ABC’s main concern is to have distinctive competencies in the related field of food chain supply. In order to achieve the correct proportion of supply and success ABC must evaluate the competencies of the supply as well as the people and resources working behind the supply (Ferrell and Hartline, 2005). When opportunities strike the market it is then when the company must make utmost use of the resources it has and gain as must profit as possible.
Mission and Goal
Mission is basically a set of targets or goals that the company or organization wishes to achieve in the long run and all the listed tasks that the organization must follow in order to prove its competencies in the said field.
- Mission is guidance through the correct direction in order success. Although the organization’s main motive is to have success as much as possible providing world class service is also a target. We must not forget that the better the service is the better clientele an organization will get.
- The unique focus that holds ABC aloof from the other confectionaries groups.
- We must understand that the mission binds the entire organization together like glue. Everyone working on the guidelines work together to achieve the limit.
Market strategy - Organization Objectives
There are two typical components of marketing strategy of ABC confectionaries. The first is to select the target market. Target market is actually the market environment where the business is going to be launched or carried forward. As said already that ABC is planning for the Middle East and Indonesia; they must have enough researched data about the market over there. And the second is to develop a strategic movement that would satisfy the market needs and bring success. Strategic planning is essential in order to meet the demands of the mass, compete with the rest of the world and be best at almost everything the organization has to offer regardless of the drawbacks it already has (Day, 1990). Before dealing with someone or a group of many it is always a good practice to understand the ones dealing with. The organization must always keep track of the previous records of the place they are targeting; the climatic conditions and the geographical conditions are important too. A thorough understanding of the environment is needed before going for the venture. The food tastes of the natives of Indonesia are much different than that of the people of the Middle East. Hence ABC must take good care of the taste before going forth with the delivery. Hence the selection of the target market is very important. The transit, price, shipping and many other factors depend on the type of market the organization chooses.
How ABC confectionaries are going to build rapport with the customers are the suppliers so that it can have advantage over competition. This means that ABC will not only have to keep up in the targeted market as well as maintain the marketing mix at the same time. A series of factors on which the organization’s strategy depend are:
- Demographic: these are the variables that are directly related to the people involved. These are age, sex, race, education, family, class etc.
- Geographic: the region of work is a major factor as the delivery ordering and making completely varies according to the place they are in. These are region, city / village size, market volume, population, situation etc.
- Psychological: mind is the home for thoughts and these thoughts are different for different people. Psychological factors are the lifestyles, personalities, mentalities of the people relating to the system. They can be the suppliers, customers, partners and even investors (Cadogan, 2009).
- Behavioral: the benefit or the losses that make or break the company are the behavioral aspects. These are generally the good will, brand loyalty, customer centricity etc.
PRODUCT: The product sold or served are the main reason why the organization actually exists. A product does not have to be goods sold, services provided after sale, or even an idea given out to the crowd via any medium. Believe it or not it is the product that most people run for and survive hence it must be taken very seriously.
Here are the stages ABC Confectioneries have to offer:
- Product initiation: The product is initiated in the market. This is a risk stage and there is a probability of a 100% loss subsequently. However, if and when they are accepted (in most cases the products are accepted well if they are presented well to the correct audiences) the BDO needs to hold up the market and keep in mind the factors behind (Cadogan, 2009).
- Product growth: After a consequent satisfaction in the retail market the snacks and the confectioneries are sent out for a bigger venture; they are sent overseas and also to the long term investments. Here the sales grow rapidly and the profits reach to the zenith.
- Product maturity and decline: maturity level as the name suggests is the level where the threshold of profit is reached and going further reduces the profit levels. This brings about the decline which indicates that the organization must now pull up their socks for a better offering and innovative launch once again.
PRICE: From a distance price looks like the amount of money spent on buying and the amount of money gained after reselling the purchased products. However, price is a vast idea; there are many ways the organization needs to pay a price and gain a price. The decisions and actions affect the company directly; these either make the company gain at a gross or lose large. The products must be given proper pricing so that the entire amount is within limit and so that there is also a considerable profit. High prices do not mean that they are assigned to better products but may harm the market demand instead. ABC’s snacks must be given the correct pricing.
PROMOTION: Targeting the mass is easy but reaching them is tough. Promotion does the work for you; it reaches out to the mass and communicates via various media. Promotion can be through television, radio, newspaper, email, social media sites and word of mouth. Remember that all these also cost money; hence they should be planned strategically too. Sustaining interest in established services and products is a boon of promotion that comes in hand easily if planned strategically. The various ways of a promoting are:
- Advertising: television, internet, radio and newspaper do most of the work here. This way reaching the maximum number of targeted audiences is possible.
- Public Relations: word of mouth is a strong weapon in this field. Non official talks between two friends regarding the good service and tasty product by ABC tempts the listeners into trying a bite.
- Sales: the direct sale of the finished food items drags the eaters to the food again and again.
DISTRIBUTION: The end products should be distributed evenly throughout the various market areas. Let’s talk about the rotting of the food products; since ABC is a food item distributor they must take care while making shipments abroad (Cadogan, 2009). Transit takes time and money, and many more regulatory norms have to be followed too. The prime locations from where the bulk orders are made are supposed to be given the best desirable support.
The marketing strategy should be such that it keeps a track of all the strengths and weaknesses, past failures and success, future growth and profit and many more things. To analyze such aspects a SWOT analysis is made. SWOT stands for Strength, Weakness, Opportunities and Threats. However, this must be considered that the analysis of the strength and weaknesses of ABC depends directly or indirectly on the internal and external factors of the organization. These analyses are also made depending upon the market requirements and competition.
S – Strength
Marketing and sales are very important for the growth of any company and ABC is not an exception. Social marketing works like wonders; communicating with the maximum number of people can be easily done here. ABC’s marketing strength is increased by the products offered. The people got good products and services (Fine, 2009). The after sales service is again a major plus – point for ABC. The top – notch services by them gave an opportunity to have a flourishing market even in the Middle East and Indonesia. Services like complaint lodging, food delivery and return, punctuality even when shipped across countries etc are excellent ways of serving the mass.
W – Weakness
The biggest weakness is the shipment. The vehicles may not be on time always and overseas shipment may not work everywhere.
O – Opportunities
Social media marketing is strong today. Handling the data on internet is a strong caliber; food ordering is also done via internet. Meeting the demands becomes easy this way.
T – Threats
Economy per country is confusing and food get wastes while travelling too.
Q. Describe what should be included in a situational analysis.
A. Situation analysis is how critically the company’s current situation is reviewed. There are several inclusions that must be made in the analyses. In this context it is necessary to gather ample information about the products and services provided and the customers who purchase them.Inclusion:
The questions that come up while determining the inclusion are:
- What are the current products in the company?
- What are their prices compared to the competitors?
- What is the product demand?
- Are the products resold or manufactured?
- Who are the target customers?
In order to answer these questions the company must follow the following:
Internal Analysis: These are the factors about the company’s internal aspects. These are company culture, organizational values, the employees, capacity and brand empowerment. Here the strength and weaknesses play a vital role (Clarke, 2005).
PEST: political – economical - social – technological:
External Analysis: The external environment on which the company’s external factors depend. These are geographical factors, economic environment, socio – political, technological aspects etc. All these factors must be included in the analyses.
SWOT: SWOT analysis is the analysis about the strength, weakness, opportunity and threats the company has faced and may face again.
Q. What is marketing?
A.It is the management process that helps the company serve and provide to the customers. In short marketing is an activity where buying and selling is of a product is done.
There are several factors that make it a complete cycle:
- Identification of the product and how to develop it.
- Determination of the price
- Opting for the media to reach out to the mass
- Developing the product and service and implementing it.
Q. Define the following terms as they relate to marketing –
1. Strategies / Tactics
2. Value (for customer and marketer
1. Marketing strategies are the strategic methods that are used in order to promote business for the look out of an increased sales and clientele. These result in customer satisfaction, improvement of product quality, enhancement of the sales etc. Strategic marketing is the way of offering services to meet the company goals. Tactical analysis involves steps for the development of the strategies (Clarke, 2005).
2. The customer needs to pay for a specific service or product. Hence the customer benefits from the service or product. But he still has to pay for it. So the difference between the benefits and the cost is the value. Hence the value that the customer has on a particular product is called the customer value which is also known as customer – perceived value.
Q. Describe in detail what marketers do.
A. In order to meet the targets and make a long term relationship with the customers the marketers follow the following points:
- Read the Target Market – the marketers read the market and keep track of all sorts of ups and downs going on in the market; this includes customers, products, prices etc.
- Product filtering and selection – after reading the market the marketers filter the products that must be launched in the markets sooner or later (Kotler and Armstrong, 2006).
- Promote – after the products are listed and sorted the marketers select their promoting media like newspaper, TV, FM, internet etc. and how they will be promoted.
- Distribute – marketers enable the markets to get the products so that they can be provided to the consumers.
- Pricing – Fix prices for the products; this also depends on the target market.
- Services – after sales services are provided to the customers.
Q. Describe the following legislation / codes of practice / national codes
1. ADMA Direct marketing code of Practice
ADMA is an industry body designed for informative marketing in Australia in the year 1966. The main purpose of incorporating this act was to solicit correct information and response. ADMA marketing is done via email, mail, telephonic conversation, SMS and / or MMS, Social Media and any other ways through Internet. ADMA helps the companies to obtain better and clearer response in compliance with Direct Marketing Code of Practice. This also helps to cater better services using the information.
2. Australian E-Commerce Best Practice Model
In May 2000 the government launched a set of guidelines for Ecommerce. The Australian E-Commerce Best Practice Model makes certain standards for the protection of consumer rights in ecommerce. Consumer dealing via internet is bound by certain codes of conduct. Some of the guidelines are:
Fair business practice –
- Business must follow fair business strategies in B2C e – commerce.
- The company must not involve in deceptive services
- May not make any false representation
- Must not harass the customers
- Make sure the correct goods are supplied
- Supplies must be of merchantable quality
- Services must be taken care with
- Delivery must be independent of any requirement for a high quality software or hardware
- The goods must be accessible to the people with disability
- Advertising must be identifiable and distinguishable
- Business need to comply with SPAM Act 2003 which disallows use of spam messages to the consumers
- Messages must include clear and complete information
- Sender must be identifiable
- There must be an unsubscribe facility
- Advertising must keep the targeted children in mind
- Age verification is a mandate
- Guardianship should be considered when needed
- Business involved in a transaction should be clear
- Electronic transfers must be prompt and easy
- Legal documents must be serviced
- Consumer’s privacy must be respected
Payment - security
- Reliable payment methods are to be provided
- Provide information about how to use the methods must be available
- Authentication of the payment must be done
- Customer should get a media where he can complain
- Customer’s complaint must be taken seriously
3. Australian Government Policy Framework for Consumer Protection in Electronic Commerce
The Australian Government Policy Framework for Consumer Protection in Electronic Commerce Act came into existence in Oct 1999 (Kotler and Armstrong, 2006). The five points that the ACT focuses on are-
- Information – there must be a provision to allow the users have adequate information about the product and company
- Payment – online payment must have a secure path; many insecure ways may share the card details
- Redress – effective redress must be available to the customers
- Jurisdiction – the agreement must be according to the Australian jurisdiction
- Privacy – the consumers’ details must be kept confidential and must not allow any third party to access them
4. Free TV Australia Commercial Television Industry Code of Practice
It is a self – regulatory code that was introduced by free-to-air broadcasters to check the advertising content of the TV commercials; this ACT is reviewed every 3 years.
The general principles of the act are
- A defaming statement is not to be written (LIBEL) or spoken further about (SLANDER). This act keeps a balance of the right to freedom of speech and the protection of name.
Copyright is a legal right given to the maker for the creation and distribute them.
7. Equal Opportunity
This is mainly provided in the employment fields where the employees are given a safe haven to work under and be treated equally.
8. Privacy laws
These laws deal with the law where the personal information, banking details and many other details can be gathered by the government and stored for use. However this is confidential and shall not be distributed to any third party.
This Law focuses on the rights of people to be treated equally. Racism, discrimination, sexual discrimination, partiality, biasness, ethnicity etc. are strictly prohibited.
10. Regulations for sweepstakes
Based on the type of promotion offered through the contests and sweepstakes the one offered to must be given complete information about what it is and why he has been chosen for the contest.
11. Trades Practices Act 1974
In this act the appointment or offer of the job is given rights and restrictions. E.g. if an officer is promoted to chairman he may retain his previous rights if he as well have new rights through the new rank.
Q. What benefits to society does marketing offer?
Through marketing many products and services are improved; by this the consumers benefit a lot. The society benefits in many ways. Lesser use of the natural resources is seen in the modern days; lesser use of gasoline in efficient vehicles have been seen which reduces the pollution points to an extent. Marketing of usage of the airbags and helmets have proved to reduce accidents to a certain extent. Hence the consumers are helped widely in making decisions about buying various substances. This is not the end; marketing has also been successful in modernizing the people (Capon, 2007). Consumers buy products online now without the hassle of spending too much time and spending too much. Overseas trade is also a remarkable achievement in the society. More diverse elements have been seen to have emerged in the markets. The public awareness has increased and people have started contributing to the society themselves by following basic rules and regulations.
- Cadogan, J. (2009). Marketing strategy. London: SAGE.
- Capon, N. (2007). The marketing mavens. New York: Crown Business.
- Clarke, A. (2005). Situational analysis. Thousand Oaks, Calif.: Sage Publications.
- Day, G. (1990). Market driven strategy. New York: Free Press.
- Ferrell, O. and Hartline, M. (2005). Marketing strategy. Mason, Ohio: Thomson/South-Western.
- Fine, L. (2009). The SWOT analysis. [Place of publication not identified]: Kick It.
- Kotler, P. and Armstrong, G. (2006). Principles of marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.
SWOT analysis. (2008). [Washington, D.C.]: U.S. Dept. of Agriculture, Risk Management Agency.