Role of marketing
Uploaded by joeydaprof on Jun 12, 2006
Marketing and employment relations are equally important aspects to the successful operation of all businesses, through correct marketing businesses can expect to grow and expand, both in size and profitability; Qantas has employed a range of strategies to accomplish its aims and become a more competitive player within the aviation industry. With the development of new domestic airline JetStar by Qantas, individual strategies will need to be used to help the business succeed. Coca-Cola Amatil (CCA) is an Australian non-alcoholic beverage producer, successful employment relations has seen the company become a leader within the hospitality and production industry.
Role of Marketing
The role of marketing is to connect the business with its target market. Marketing is the major link between the business and its customers. As the market changes and becomes more competitive, the business needs to know and understand its target market so it can provide better service to its customers. Successful marketing will identify customer needs, and then, plan price, promote and distribute the products and services that will satisfy these needs. This way the business goals of increased profit and a greater share of the market can be achieved. But continually researching customers and monitoring the business environment, marketing provides the information the business needs in order to change direction on adjust its tactics by providing new product or changing existing products. The objectives and strategies of the marketing plan are used to determine the plans of the other functions such as operations, employment relations, and accounting and finance. CEO Geoff Dixon has recognised the role of marketing in business success and so continually researches its market and modifies its marketing strategies to meet customer needs and wants.
Marketing planning process
Planning is essential for successful marketing. In order to carry out the marketing program, a business needs a plan that will help it to achieve its objectives. For each business the marketing plan is going to different depending on the size and nature of the business. The marketing plan involves 5 stages these include:
the situational analysis looks at the market n terms of size and growth, needs of the target market and trends in buyer behaviour. The performance of the products or service in terms of sales, profit margins and stage in the product lifecycle are examined. Major competitors are identified and analysed in terms of marketing strategies. A major part of the situation analysis is the prediction...