Roles and responsibilities of marketing function and interrelationships between marketing and other functional units
Contents
Roles and responsibilities of marketing function and interrelationships between marketing and other functional units 3
The different tactics of the marketing mix are products, price, place, and promotion which are used by the organization to meet their objective goals 5
Applying 7P’s to achieve marketing objectives for the chosen organization 8
Executive summary –
Sending goods and receiving them became the most common activity of everyone's life. This research will consist of the Marketing plan of the UK - based courier company Gopher which was founded in September 2014 and aims to deliver for all the shapes and sizes of companies from Household retailers to independent restaurants. This research will also include all the elements of the marketing plan i.e., 7Ps marketing mix, External and Internal Analysis of the organization, and the significant relationship between marketing and other functional units of the Gopher courier services.
Introduction
Gophr is a leading courier service operating in the United Kingdom and has built a platform focused on the courier needs of the people of the UK. Gophr was founded in September 2014 and completed its first multi-drop in August 2016. Gophr focused to bring transparency, efficiency, and speed to the industry which was lacked over the last 30 years. The company researched for 1 year in examining the need of the customer, learning from the industry professionals, talking to courier fleet operators. the company saw that after 5 years the customer service ratings are 3 times the industry average because of Gophr's Commitment to transparency. The company successfully released Cars and large vans for delivering services in October 2017 and hires its first Sales team in March 2019.
Organizational Goals and objective
It also provided local startups with affordable office spaces, mentorships, and other critical resources to help develop a successful business.
Mission and vision statement
Mission statement: To Disrupt the courier space for good, to bring people, and their stuff, closer together.
Core values-
Connect everyone and everything
Stand back and marvel for a bit, rinse and repeat.
Roles and responsibilities of marketing function and interrelationships between marketing and other functional units
Interrelationships between marketing and other functional units
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.
Market Research- Research helps the Organization to recognize market opportunities and gains a better understanding of the customer needs. It helps to analyze internal and external factors of the organization and helps the organization to protect its businesses. (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.
It includes the 4Ps: Product, Promotion, Price, and place, but as the needs of the market are changing new 3 attributes are added to 4Ps and created them 7Ps i.e. People, Process and Physical evidence. Every organization has these Market Mix strategies for making the marketing plan of the Organization which helps to mold the company. (KOSAKA, 2020)
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
Price
The organization's main focus is to satisfy its customers and produce brand awareness. Nowadays organizations are not concerned about money they are concerned about customer satisfaction which will automatically bring revenue. different price tactics attract more customers and maximize value. the organization uses discounting tactics, odd value prices like proving service at £9.99 instead of £10 which will attract the customers. (NIbusiness, 2019)
Place
Tactics will help the organization to spread its more stores to the localities of London. It will also let the customers have stores in nearby locations and could easily access the resources for acquiring the service offered by the organization. Some organization uses the distribution channels strategy which helps the organization to have both physical as well as an online store for providing more flexibility of the services. (Alida D., 2015).
Promotion
People
Process
Physical Evidence
Marketing plan for chosen organization
Situation Analysis
The marketing situation analysis is the step in the design of a new strategy and market plan. It will include analysis like SWOT analysis of the organization. Situation Analysis is carried frequently after a strategy is applied. (Schildge, 2018)
SWOT Analysis
SWOT analysis is the main attribute for creating a stable organization In which S defines strength, W defines Weakness, O defines Opportunities and T defines threat of the company. (Contributor, 2015)
STP Analysis
Applying 7P’s to achieve marketing objectives for the chosen organization
Product –
Book to a chosen deadline
Wait & return under one easy booking
All mobile app’ features plus:
Multi-pickup and multi-drop function
Book by size, weight & characteristics
Pack, stack, and merge jobs for the best rates
Price
It allows the delivery of vehicles, Motorcycle Couriers, van couriers, medical home delivery service, household deliver, and even retail delivery ranging from different weights of the items to the location. The price of the delivery also varies from Standard to express delivery. Standard delivery takes normal days to deliver the package but express delivery requests for the extra charge to deliver the package at a fast rate than express delivery i.e. same-day delivery or within 1 hour.
for example, vehicles and pricing are mentioned below:
Motorcycle: Max size: 40 X 30 X 30
From: £5.50
Car: Max size: 60 X 40 X 40
From: £8.50
Place
Gophr provides the most reliable last-mile delivery solutions across London and the UK for a variety of businesses. It includes the 12 nationalities for delivering the services to expand their services.
Promotion
Gophr uses promotion activities to make their customer aware of the services which they are providing to the customers and other businesses, testimonials on the official website of the Gophr URL: https://uk.gophr.com/business#testimonials. Promotional Advertisements on social media and Televisions. It also used Advertisement banners for the local areas for making people aware of the services.
People
Process
Physical Evidence
Evaluation a basic marketing plan
Review Return on sales- The idea of checking this is to check whether the company can make a profit out of the money which they have invested in delivering the services to different locations of the UK. The company can overall calculate the investment return and can analyze the growth and profit which came out of the market strategy plan. (Morello, 2019)
Customer responses and reaction- Company takes the feedback from the customers about the services after the delivery of the services so that company could analyze its pros and cons. Like taking feedback of the safety delivery which can make customer satisfied and helps the organization to recognize the improvements.
Conclusion
References
Alida D. (2015). Place Strategy in Marketing: Examples & Definition. Retrieved 8 March 2021, from https://study.com/academy/lesson/place-strategy-in-marketing-examples-definition-quiz.html#:~:text=It%20outlines%20how%20and%20where,the%20company%20can%20reach%20customers.
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/
Linton, I. (2019). Internal Marketing Communication. Retrieved 8 March 2021, from https://smallbusiness.chron.com/internal-marketing-communication-70566.html
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