Roles and responsibilities of marketing function and interrelationships between marketing and other functional units
Executive summary –
Table of Contents
Mission and vision statement 3
Comparison of application of marketing mix in the marketing planning process in different organizations 5
The different tactics of the marketing mix are products, price, place, and promotion which are used by the organization to meet their objective goals 6
Applying 7P’s to achieve marketing objectives for the chosen organization 8
Introduction
Organizational Goals and objective
Goals
The goal is to provide industry-leading delivery experiences for customers, and optimal working solutions for couriers, all whilst building the most advanced same-day delivery network in the world.
Mission and vision statement
Vision statement: Expanding from the smartest same-day courier marketplace to becoming the leading delivery operating system for independent delivery operators.
Core values-
Understand what it takes to build a great courier service
Roles and responsibilities of marketing function and interrelationships between marketing and other functional units
The marketing function is a role of the business organization that helps the organization to find and source potentially successful products for the business as well as for the market. And helps the organization for promotion purposes. It involves marketing research, product plan, development process, promotion, sales, finance, customer service, etc. The market function also includes various roles and responsibilities of the organization which is responsible for the growth and development of the organization. Marketing functions consist of strategy management, marketing research, sales support system, product developments, finance team, distribution systems, human resource department, etc. The key roles and responsibilities of marketing functions are
Interrelationships between marketing and other functional units
Human Resource department- the Marketing department will work with HRM to make sure that the proper skill and right people are appointed for the plan and meet production targets. (Drucker, n.d.)
Roles and responsibilities of marketing with respect to the marketing environment
The main role of the market is to provide growing revenue to the organization, improve the shares of the market and promote the profitability of the company. It includes setting up market strategies, Market Research, Internal and external product development, promotions, Management of the brand, and Exhibitions & seminars for the promotion purpose. Gophr aims to provide the destination delivery which needs to interact with another department like the finance department for setting up the market strategy and setting its budget of the plan. The organization relies on Marketing functions to gain its revenue by attracting a large number of customers. The Manager of the company is responsible for managing these types of marketing functions.
Promotions and Exhibition- Managers of the department are responsible for producing promotional actions such as exhibitions, seminars, sales to promote the product or service externally. (Linton, 2019)
Marketing mix for achieving the business objectives
The marketing mix is the collection of components that shapes the business to achieve its values to its loyal customers.
Comparison of application of marketing mix in the marketing planning process in different organizations
The different tactics of the marketing mix are products, price, place, and promotion which are used by the organization to meet their objective goals
Product
The different tactics of the marketing mix are products, price, place, and promotion which are used by the organization to meet their objective goals. It helps to promote the product or service. The service which is offered to the customers is customizable according to the need of the customer like if a person wants to parcel 2 bicycles to the end location of the London. there are two options for them to deliver this parcel by express delivery or standard delivery which will give the leverage of delivering the parcel within 1 hour or by the same day. The customer the convenience to choose the options according to their preferability. This will help the organization to become more satisfied with the services and could help the organization to gain a strong position in the Courier industry.
Promotion
Many organizations want to aware the customer with their new services and products for that people. Hence, they use paid social promotion to increase the website traffic, increase the reputation of the brand, Hashtags the services in post and stories of the social media to link to the people. Organizations use promotional strategies to increase brand awareness and building direct links to engage customers. (Jones & Jones, 2018)
Physical Evidence
Physical evidence is the biggest analytical way through which the organization can watch the increase of brand awareness, increase in revenue, and profits. Physical evidence also includes the shape and condition of the product or service which can be directly seen by the customer. It is very important as it helps to attract the customer. For example, an expensive restaurant needs to ensure that the furniture, lighting, and tableware are to emphasis the quality that the restaurant is offering to their customers.
Marketing plan for chosen organization
Situation Analysis
SWOT Analysis
| Strength | Weakness |
|---|---|
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| Threat | Opportunities |
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STP Analysis
Positioning- Gophr wants to become the best delivery company service to the London and UK by launching end-mile delivery services and other services like delivery of the car, trucks, cycles, etc. and it made its customer perceive these by making the promotion of its services with the help of Social media for advertisement Tv ads, press, etc and Launching its own AI-based App.
Applying 7P’s to achieve marketing objectives for the chosen organization
Gophr offers different products like AI based Application, booking engines, Merchant Apps and API integrated solutions and it offers services like end mile delivery of the parcel, Delivery of the medicines etc.
Product –
Real-time tracking and oversight
Live chat for any queries or concerns
Team admin and user accounts
Finance reports, invoicing, and export.
Book from import
Flexible pricing methods
Price
Bicycle: Max size: 30 X 25 X 15
From: £4.50
From: £5.50
Car: Max size: 60 X 40 X 40
Small van: Max size: 150 X 120 X 90
From: £11.00
Place
Promotion
People
Gophr targets the local people of London and Focus will on employees (Human resource) as without them the company can’t operate.
Process
Gophr provides the fully transparent process of delivery, efficiency, and speed to the courier. It includes the process to improve its services constantly by offering different varieties of services and apps for integration systems. the basic process includes the selection of the type of vehicle or service the customer wants, location selection, type of delivery i.e. standard or express, and booking for becoming number one courier services in the UK.
Physical Evidence
Evaluation a basic marketing plan
Monitoring the progress by viewing financial reports- The organization checks their financial report every year so that they could learn the improvement and growth of the company's sales and revenue. (Morello, 2019)
Installation of API apps- The company tends to keep track of online sales by monitoring the number of downloads for the application of the Gophr and how many online bookings have been made through them. (Morello, 2019)
Conclusion
References
Contributor, P. (2015). SWOT Analysis That Fits Perfectly For a Delivery Service Company. Retrieved 9 March 2021, from https://pestleanalysis.com/swot-analysis-for-a-delivery-service-company/
Drucker, p. Marketing and its relationship with other business activities. Retrieved 8 March 2021, from http://www.sanandres.esc.edu.ar/secondary/marketing/page_14.htm
Morello, R. (2019). 7 Ways to Evaluate Your Marketing Plan. Retrieved 9 March 2021, from https://smallbusiness.chron.com/7-ways-evaluate-marketing-plan-58331.html
NIbusiness. (2019). Different types of pricing tactics | nibusinessinfo.co.uk. Retrieved 8 March 2021, from https://www.nibusinessinfo.co.uk/content/different-types-pricing-tactics