The Role of Marketing in an Organization Essay Example

for Sofas International, as it addresses various resource needs such as natural disasters, conflicts, trade justice issues, education, debt aid, health concerns (including HIV/AIDS), climate change challenges, and animal cruelty matters. Marketing involves fulfilling individuals' and groups' needs by creating products and exchanging them while adding value. For more information about Sofas International, visit their website at http://www.Testicle.Corn/Pl/about-us/tests-story/# Sofa m Introduction.The text discusses the concept of marketing, which involves various management activities aimed at identifying and satisfying customer requirements in a profitable manner. The marketing concept emphasizes the integration of marketing activities to effectively determine and meet the needs of target markets while considering profitability. It acknowledges that it is not feasible for a company to cater to every market or need, thus necessitating a focus on specific target markets. Marketing entails understanding and fulfilling the profitable needs of these target markets better than competitors. Some marketers differentiate between responsive marketing, which fulfills stated needs, and creative marketing, where solutions are discovered and produced by marketers that customers respond to enthusiastically even if they did not request them. Integrated marketing occurs when all departments within a company collaborate to serve customer interests. This collaboration operates on two levels: various marketing functions (such as sales, advertising, product management, and marketing research) must work together harmoniously; additionally, all employees must understand their impact on customer satisfaction for effective marketing. To foster teamwork among departments, companies engage in both internal and external marketing efforts. External marketing targets individuals outside the company, while internal marketing focuses on hiring, training, and motivating employees dedicated to providing excellent service.
Internal marketing takes priority over external marketing as it ensures the successful

delivery of exceptional service that has been promised. The marketing concept is aimed at helping organizations achieve their goals. Private firms rely on marketing managers to provide value and generate profits in order to be profitable. These managers assess different strategies and decisions for profitability, selecting the most lucrative options for long-term survival and growth. In business planning, it is important to distinguish between goals and objectives. Goals are general intentions with broad outcomes, while objectives are specific statements about particular results. Objectives can be validated, whereas goals often lack supporting evidence. For instance, a goal may be to become the top retailer of green widgets in the United States, which is a broad statement without concrete evidence. Conversely, an objective may be to sell 10,000 green widgets in Year One, 25,000 in Year Two, and 40,000 in Year Three—this is a specific statement supported by sales reports. Larger goals typically help define specific objectives in business planning; thus establishing goals first is crucial. Every business must set objectives for themselves or their products/services.There are various business objectives that organizations can pursue.One example of market share objectives is to achieve or maintain a certain level of market share within a specified timeframeTests had multiple objectives to achieve. One of these was to obtain a 3% market share in the mobile phone industry by 2004. They also aimed to increase sales by 10% from 2003 to 2004, in order to boost profit and survive challenging times. In addition, they set a growth objective of 15% each year for the next five years and sought to increase brand awareness within a specific timeframe.

In February 2006, Tests achieved

record profits of over EH.2 billion. This success was attributed to providing customers with quality, variety, and value in their food business, as well as significant growth in non-food items like clothing and electrical goods. Furthermore, Tests expanded into overseas markets and diversified into financial services, gas and electricity supplies, internet service provision, and estate agency.

Moving forward, Tests plans on competing with Marks and Spencer for leadership in the high street clothing market. Their initial success can be credited to their ability to rapidly turnover stock at low prices, generating small profits on a large number of items which resulted in significant overall profit. With their recent growth, they can benefit from economies of scale by placing large orders directly from producers on favorable terms. As a result of this strategy (Figure 1), Tests made a profit of EYE mm in just one year alone (2006).Tests Pl generates sales revenue by selling goods and services, and their business costs include purchasing stocks, wages and salaries, transportation expenses, lighting and heating costs, as well as advertising expenditures. The profit made is subject to taxation, with the remaining amount either distributed to shareholders as dividends or reinvested back into the company. While profitability is a key objective for Tests Pl, there may be instances where they are willing to sell at or below cost. For example, in March 2006, the big four supermarkets had 3 percent of their sales below cost.

In order to achieve their goals and maximize profits, Tests Pl regularly accesses the website Wry.tests.Com for various purposes. Their main objectives include comparing prices with other leading supermarkets, increasing sales to outperform competitors and maintain market

leadership status, and ultimately maximizing profitability. Additionally, Tests Pl aims to provide affordable goods/services to consumers while also focusing on reducing carbon emissions through eco-friendly building construction.

To attain these goals within a one-year timeframe, Tests Pl follows a specific business plan or model. This text emphasizes the importance of establishing measurable and achievable goals that are realistic and time-bound for any business venture.The text expands on methods for businesses to track their financial progress and make projections based on past activities. It emphasizes the importance of setting goals within a specific timeframe using available resources or products, highlighting that this is crucial for success. The text also stresses the significance of setting realistic profit goals in alignment with sales and discusses the value of setting deadlines for time-related objectives. For instance, it gives the example of a business creating and selling computers within a two-week timeframe.

Additionally, the text mentions Sofa's Aims' goal of providing aid to third world countries by educating about poverty, advocating for a fairer world, and encouraging western nations to offer aid. It highlights that marketing objectives should be based on understanding strengths, weaknesses, and the business environment while being linked to the overall strategy. These objectives should follow the SMART criteria and require resources such as people and money.

Regarding Sofa's objectives specifically, they aim to help alleviate poverty in developing countries with a particular focus on Asia and Africa. Their primary goal is to provide support for children who are in need by offering food or education. They also strive to collaborate with others in finding sustainable solutions to poverty and suffering.Deco's primary marketing objective is to generate value for customers

and cultivate long-term loyalty. They have set specific targets, including increasing sales, expanding market share, maintaining their position as the leading retail company in the UK, and eliminating small businesses. To achieve these goals, one effective technique is to continually introduce something new. This can be accomplished by regularly updating their website with current information, which creates opportunities for increased sales when potential customers visit the site. Additionally, offering new products or services leads to a significant boost in sales by attracting new customers, encouraging repeat purchases from existing customers, and enabling larger sales through bundled offerings.

Another successful technique involves establishing themselves as a valuable resource. By providing free information and valuable insights that assist prospects and customers in achieving their goals more quickly, easily, and affordably, they become a trusted source of knowledge. Deco takes advantage of every opportunity to make a sale whenever assistance is requested. They find or create reasons for customers to choose their business over competitors offering similar products or services such as faster results, simpler processes, personalized attention, or stronger guarantees.

They place great importance on identifying the unique advantage their business provides and promoting it in all advertising efforts. By giving prospects a compelling reason to choose them over the competition, they are able to increase sales effectively.Instead of focusing solely on your product, it is important to highlight the desired outcomes that customers are seeking. For example, car buyers are looking for convenient transportation along with a desired image, and dental patients want healthy and attractive teeth without pain. Similarly, business opportunity seekers aspire for personal and financial freedom for themselves and their loved ones.

It is crucial to

be prepared for change as it poses the biggest obstacle in achieving success in business. The days of relying solely on past successes are long gone due to fierce competition and advancing technology. It is essential to proactively adapt to change rather than waiting for a decline in income before taking action.

Developing the habit of being observant allows you to identify early indicators of change and confront them head-on before your business starts suffering.

Tests, a retail company founded by Sir Jack Cohen and his partner T.E. Stockpile from a tea supplier firm they collaborated with, opened its first store in Geared, North London in 1929. Since then, Tests has grown and adapted to changing retail trends.

Before World War II, most grocery stores had staff assisting customers; however, self-service stores gradually emerged and eventually evolved into today's large-scale superstores.

In 1947, Tests went public with an initial share price of approximately [insert value].Tests quickly became popular on British high streets. However, their competitiveness was limited due to resale price maintenance under current trading conditions. This allowed suppliers to set fixed retail prices. To enhance customer loyalty, Tests introduced stamp programs where customers could exchange stamps for cash or merchandise. As time went on and customers became more affluent, Tests' strategy shifted from being inspired by Cone's autobiography "Pile it high and sell it cheap." They began opening out-of-town stores with attractive interiors and refurbishing existing stores. In 1979, some stores started selling petrol, leading to a turnover of over ?1 billion. During the sassy era, they opened new stores and introduced new initiatives. In 1985, Tests began offering Healthy Eating options by providing nutritional information and advice

on their own branded foods. The sass saw significant progress for Tests as they surpassed the three major supermarkets by focusing on offering new services such as Tests Metro which targeted high street customers while providing the advantages of a large supermarket.In the sass and ass, Tests sold off many stores as they shifted towards joining the out-of-town shopping trend. However, according to the 2004/5 Tests Preliminary Results, their strategy focused on four key areas: a strong UK core business, non-food retailing services, and international expansion. Their goal was to improve the customer experience by making shopping trips easier, lowering prices, providing convenience with both large and small stores, and delivering simplicity and value in complex markets. This approach led to the launch of Tests Express - a petrol station with a supermarket that offered competitive fuel prices along with essential grocery items for local shoppers. The same strategy was implemented in Tests Extra stores which sold both food and non-food products.

In contrast to larger supermarket chains selling non-food items alongside food products, Sunburst took a different approach by creating a separate chain called Homeboys for non-food services. From 2001 to 2005, Deco experienced significant growth in turnover, number of stores, and selling space. Turnover increased from ?20,800 million in 2001 to ?33,974 million in 2005. Similarly, the number of stores grew from 907 in 2001 to 2,365 in 2005. Additionally,the selling space expanded from28 ,362 thousand sq ftin 2001to51 ,772thousand sq ftin 2005The statistics can be found on page two of -roses Annual Review for the year [PDF]. In 1995, Tests introduced a loyalty card called Clapboard to attract customers and gain insights into

their behavior and preferences. This card allowed customers to collect points for purchases that could later be exchanged for goods. The Clapboard also provided important information on customer behavior, such as store visits, purchase patterns, responses to promotions, and special offers. Despite initial skepticism, the Clapboard helped Tests become the market leader with a significant market share of 17%. Throughout the sass decade, Tests continued improving services and product offerings. They provided staff assistance with packing bags and carrying them to customers' cars, efficiently managed checkouts during peak times, and collaborated with Airmails group regarding the Clapboard program. Additional amenities like baby changing units and coffee bars were made available. Furthermore, Tests expanded its business by establishing pharmacies in select stores and partnering with the Royal Bank of Scotland to offer diverse financial services like Visa cards, mortgages, insurance, and bank accounts. Non-food offerings were diversified by including entertainment goods like televisions, DVD players, and home entertainment systems. Household products clothing white goods were also offered by Tests as part of their broadened product range.Deco, although it lost a battle with Levies regarding selling products at lower prices than competitors, has earned a reputation as a customer-centric supermarket that prioritizes both quality and affordability. In the new millennium, Deco expanded its profitability by providing online shopping, home delivery services, and internet services. They also introduced a range of food products to cater to diverse qualities such as their 'Value' line since 1993 and their premium 'Finest' collection. Moreover, they introduced the 'Free from' brand specifically for customers with special dietary requirements.