Cesur Ahsak 20261967
Mercedes Benz P4-P5-P6-M3
Nikki P4
Cesur Ahsak 20261967
In this assignment I’m going to be talking about how the business Mercedes Benz is using market research for their use of marketing planning. And how it supports their business to give the proper results. Marketing planning process: This is where the business in this case Mercedes Benz goes through a listed number of steps during this process there are main areas such as the planning process this includes Mercedes Benz’s objectives of what they wish to achieve in the future, such as raising the sales on AMG vehicles by 10% in the coming year. Then comes conducting market research that gives Mercedes Benz External information so they can understand the market which they are found in to a better extent. The next point is carrying out swot analysis this will give Mercedes Benz the information they need based on their own internal information such as their own strengths and weaknesses which they can control but the opportunities and threats which they have no control over but if they have early notice they will be able to prepare for it. Next is the setting of the marketing objectives which are created on the reason for the new product release for example a car which is more beneficial to disabled drives and easier to function which is created by Mercedes Benz, writing a strategy and the marketing activities which will be used that include the 7ps Over all there are 8 main steps which Mercedes Benz and as well as other businesses must follow and each step which has been listed is for the business to allow themselves to prepare on conducting the market planning. Market research plays a role in marketing plan because it’s the external information door. To put it simply it’s the door to the outside, it gives support to the marketing plan from gaining information from the outside from different sources such as people, books online and competitors. These different sources enable the marketing plan to be created on a better base and support because without good amount of information on the outside world Mercedes Benz wouldn’t be able to carry out their marketing plan correctly and produce the results they wish to create. Now I’m going to include Mercedes Benz use market research that involves PESTLE, SWOT and SMART objectives. Firstly I will explain what PESTLE is, PESTLE is an acronym which each letter stands for a different word and purpose. The different words are political, economical, social, technological, legal and environmental. PESTLE allows an organisation In this case Mercedes Benz to clearly set out their objectives based on these different aspects because they give Mercedes Benz a better understanding of the environment they are going to be placed in or in at the time. Market research is carried out to gain the information on PESTEL because using market research the market research team can check the location/country that they are going to or functioning in because by carrying out the research needed they can see how to different aspects of PESTEL is going to be effecting Mercedes Benz and how they are going to react to / prepare for it. Will talk about each part
Cesur Ahsak 20261967 of PESTEL one by one by giving a proper explanation of how it effect Mercedes Benz, firstly its; Political: Mercedes Benz being an international and global product, it has influence in nearly all countries and recognition but each country has its own problems or objectives going on and before Mercedes Benz can enter it the location must be analysed and assed for their companies entrance and if they will be able to function in it because some countries have problems such as wars and governmental problems including with the economy and riots happening in different countries. Due to Mercedes Benz being a German manufactured vehicle some countries may not want it due to government relations, such as Israel they are not buying Mercedes Benz due to Mercedes being a German created product and thus can lead to a loss in sales for Mercedes Benz and cause genuine customers to not gain the product. Economical: There are large-scale economical effects on Mercedes Benz because global depression can occur which means the impact on Mercedes Benz can be very fatal. Such as if inflation is high in a certain country or a global affect but customers do not have a high enough income can cause sales to lower. This can lead on to people not wanting to buy the Mercedes Benz luxurious cars due to their high end prices and their cost to look after people may refrain from buying it. Furthermore due to the Euro currency sometimes going in effect with its position with its currency compared to the UK pounds. But Mercedes Benz has enabled itself to gain different foreign currencies to allow them to still function without the need to fear the different economic problems such as inflation. But this may change if UK decides to leave the EU it can lead to the countries currency to increase leading to products causing more thus leads to less people being able to buy those luxury cars which are being produced by Mercedes Benz. Social: The social influence that Mercedes Benz has is connecting with people with the great luxurious products they are providing for the consumers. Because in today’s generation from new drivers to the skilled drivers they wish to drive cars like Mercedes Benz because cars such as these luxury show off their status and their position in the economy. Todays world everybody is looking to the future to see what great things it holds and this is where Mercedes Benz comes in because they produce products which people can only imagine and being able to witness such products people see Mercedes Benz as one of the kings of this industry. Technology: Technology is always advancing and due to this companies like Mercedes Benz must keep up with these advancements because consumers and people want to see new additions to the products they are creating this also increases the competition because customers will begin to check which new products have the latest edition of technology compared to others which can mean a difference in sales and popularity. BMW has just released a future concept of the car they are going to release and this car
Cesur Ahsak 20261967 seems to have progressed 20 years into the future, there concept car has a very complicated design, the car its self is able to drive by itself, yes the car is going to be able to go at very high speeds and drive itself. This is a technological innovation in the car manufacturing industry. And for Mercedes seeing this has produced and is producing future concept which has rotating seats, carriage style doors and the ability to self drive and these additions are there to show off their luxury style to people and to still have the support and name carried on to their customers.
Legal: Different legal influences include Mercedes Benz’s biggest competitor that is BMW, they must refrain from using the similar design or lay out plus the technology that is being placed into the vehicles. This is because if they were to have something similar to their deigns they can be taken to court under the use of copy right acts and laws which can lead to a whole problem for Mercedes and cost them a lot of money if doing so. In addition the different laws which effect Mercedes Benz and their products they have to design them with certain different aspects for the safety of the people in the car also the sale of cars in some countries like china, due to the large population the more cars people have the more pollution is being created so china has agreed on only allowing a certain amount of cars into their country due to this fact. Environmental: Due to companies like Mercedes Benz producing cars does leave scrap metal parts which if thrown out do cause mess in some areas, so due to this Mercedes Benz uses the left over parts for recycling and enable them to use it for a new car or make that object into another so they can use it on somewhere else on the car. Also they have to keep in check of their cars emission release because if it’s too high the company can get fined by the country they are selling it in. For instance Volkswagen they were fined for producing a large level of pollution due to actually cuts emissions on purpose when tested but doesn’t have that when on the roads. Now due to this Volkswagen is now likely to face an $18bn fine due to this. PESTEL supports the SWOT analysis and SMART objectives by giving the business a better understanding of its self and allowing them to full realise what must be done to allow them to function the best as possible and so what they must do not fall back to their competitors. Furthermore PESTEL actually allows Mercedes Benz to make smart and legitimate decisions which is not going to put the business in any types of large trouble that’s going to cause them to panic to be able to keep up with their decision makings. SWOT, the SWOT analysis gives the business itself, which is Mercedes Benz what this analysis enables the business to do it allows them to evaluate their own position within the industry and assess their own strengths and weakness’s. What SWOT stands for is strength, weakness, opportunities and threats. Each point has to be taken on account because by checking each point Mercedes Benz
Cesur Ahsak 20261967 can see what they capable of and what they may need to improve and prepare for. Strength and weaknesses are something, which are internal that means is within Mercedes Benz itself but opportunities and threats are external. They cannot control it but can prepare for it. Here is Mercedes Benz’s SWOT analysis: Strengths: The strengths which Mercedes Benz owns gives them the advantage in the industry that they are found in and these strengths allows Mercedes Benz to always provide: More than $12bn for R&D purposes Manufacturing facilities over 20 countries world wide Continuous product innovation Financial stability Strong hold in developing nations Product portfolio Weaknesses: Every company or organisation has a type of weakness or something that they are lacking and for Mercedes Benz to know their own weaknesses allows them to be better prepared for their produced work. The weaknesses are: Expensive after sales service & maintenance of product Opportunities: Different opportunities for Mercedes Benz may include things such as entering new markets in different aspects in the world or designing different products that have not been released yet. The different opportunities are as follows: Development of hybrid cars and fuel efficient cars for the future Tapping into emerging markets across the world to build a global brand Quick growing luxurious automobile market and increased income.
Threats: These are external problems that usually include their competition and what they are trying to do to overtake Mercedes Benz with the different products that they are releasing or the different countries new policies on their products or cars in general. Mercedes Benz’s threats are: Government policies for the automobile industry that is working globally. Increasing in fuel prices. Completion from other global automobile brands. By using the swot analysis allows Mercedes Benz to properly evaluate their own internal powers which allows the business to properly asses what they are capable of and then once concluding that they then know what must be done to produce the perfect product to be released and knowing their own weakness allows them to make sure that the are covering that area to make sure that weakness wont effect as much. Furthermore moving onto the external features
Cesur Ahsak 20261967 which allow the marketing plan to be processed to a further extent because the internal factors allow them to know what they can produce but the external features will allow them to know what will be coming and that they can prepare for it and by doing so they can take on any on coming problems thus allowing their marketing plans to be more than reasonable when being created. SMART, SMART is an objective which is set by the business but the objective that is set its an achievable task and it can be achieved by a certain time and date plus how long It takes to gain and complete that objective will be all taken into account. Yes Mercedes Benz can set them a challenging objective but they must make sure that it can be achieved. Mercedes Benz SMART objective: Mercedes Benz objective that is set can be to increase their sale sin the AMG class in the next 2 years. Because by gaining more sales in the AMG class it reassures Mercedes Benz that people and consumers are still interested in the AMG class. So the set objective by Mercedes Benz was to sell approximately $600,000 dollars worth or products in the matter of 2 years and this means that recedes Benz will have to sell an equivalent of $50,000 worth of products each month and by doing this it leads to a higher income as well as more awareness to the product. This objective is achievable but there are other products that are being sold by highend competitors and Mercedes Bens must pay attention to them as well because they will try to over take or compete for the amount of sales. It is a good objective to set because it is achievable even with the pressure and competition from the competitors. The use of SMART during a market plan which was created by Mercedes Benz is a very smart and simple objective because it’ll allow Mercedes Benz to achieve its goal as well as supporting their marketing plan by not setting such a tough goal and difficult/risky task for them to complete. The Mercedes teams should be able to cope with the objectives and the marking plan that is also being created can be a fundamental creation of the SMART objective because if the objective is carried out perfectly they can come up with marketing plans that are more efficient and more effective. To conclude, Market research enables any business but Mercedes Benz in this situation. It allows the business to actual be able to prepare for the future and look at their own businesses progression so based on these results they can make decisions which isn’t going to be very bad and cause a lot of trouble for the business in the process of actually carrying out tasks.
Bibliography: http://www.mbaskool.com/brandguide/automobiles/1300-mercedes-benz.html
Cesur Ahsak 20261967
P5 In this assignment I’m going to be explaining how and the reason why different groups of customers are targeted are being selected for the Mercedes Benz products. Marketing techniques: The marketing strategies or techniques are the main overall plan being used and designed to meet the overall needs and requirements of the customers. The plan that is created has to be based on a clear objective(s). A different amount of techniques will be used to make sure that the marketing plan is going to be delivered properly and effectively. The marketing techniques are a variation of different tools in some sense to allow the marketing team or department to see which one is more effective to use and allow the income of profit. The different marketing techniques are as follows: Segmentation Targeting Positioning Banding Relationship marketing Segmentation: Segmentation is the process is selecting and defining and dividing the large similar market into separate identifiable parts that have similar needs. The main objective is to design a marketing mix that matches perfectly with the expectations of customers in their targeted segments. Each one of these segments has its own portfolio that is defined into a type of number in criteria that is the bases of the different variables. A market segment is consisting of many sections such as similar needs, purchase of power, geographical location, buying attitudes and habits. Now by segmentation occurring Mercedes Benz is able to create a specific product or service, providing it and giving it a reasonable price for the targeted audience. Segmentation enables Mercedes Benz to produce products and different plans which fits the needs of the customer, which then leads onto an overall increase in demand. The moment the segments within the market have been discovered, the next step is to identify what and where they can achieve the needs of the customers of Mercedes Benz. The business may not have all the needed resources to achieve all segments but be able to achieve on or two of them by as well including the other needs into those with slight adjustments. When placing people into the different segments, Mercedes Benz must remember to put people into groups that are similar with their needs. For instance, there’s is no use of putting someone which is found in the higher class and someone in the middle class, they both want separate things and both can only afford a certain amount. Mercedes Benz uses segmentation when they are trying to put a product
Cesur Ahsak 20261967 into the market. And due to this the business will separate people into different groups based on age, gender, religion and heir geographical location. They will ask similar if not same questions to each section and nearly will all have different answers such as Israel not buying from Germany due to political problems. Targeting Now targeting is the process of gaining the different peoples or the general public which is being targeted by the product or service to hit for instance cars for young adults being 18 plus and adults is a type of targeted group. There are 2 main ways to acquire the customers target, first is the single segment which is just the use of the product. For example the marketing department designs a single product which is only offering at a single segment with the other segment such as the Mercedes Benz A class it went from just an adult business man car or a middle high class worker to also be handed to the young adults who have It now as well. Secondly Is that the marketing team or department can ignore the different segments and aim the product to all the different segments at once this is known as mass marketing where there isn’t much differentiation within the products which effects the costs such as the normal A class and A class AMG which doesn’t change the look but make the engine stronger and more sport style. Which means the AMG will hit 0 – 60mph much quicker than a normal A class due to its engine design and built. Now finally, there are many segment approach where the marketing team will target a range of different segments with a number of different products. This can be done by Mercedes Benz making new classes of vehicles such as the G class and S class which are still old but the new designs are what catches peoples attention including the AMG addition to each class and have the features of bluetooth to the phone allowing the change of music and calls to be done using the cars own stereo or by phone. And much more can be added on by looking into the various segments. Positioning Now positioning is all about the perception, as this changes from person to person so does the results of the positioning map for instance what you see as quality, value for money and etc. is different to another’s views. There can be some similarities in positioning by the products or services are mapped together on the positioning map, now what this will lead to others being compared and contrasted in relation with each other. And with this it becomes the main strength and the marketing team/department decide within a competitive position that will allow the organisation to create their own product from what there is in their competitions hands. Mercedes Benz uses positioning when they’re going to decide on who will choose to do the their market research that is going to help determine the customers based on their wants and needs.
Cesur Ahsak 20261967
B2B What B2B stands for is business to business, this is where a business provides their own products to another business who will use it for themselves or sell it themselves within their own business. Mercedes Benz sells trucks to companies such as Western Star, Car2go, Marshall and Setra buses. Each business that Mercedes Benz is doing B2B with is a very large in size and are nearly or worth in the billions sections within their own industry that gives the Mercedes company to do business with them. The Net worth of Setra busses the net worth of the Daimler agency this is due to the fact that this business is owned by Daimler and the net worth of Daimler is at $75.4 billion and the organisation is known worldwide. Due to this fact Mercedes Benz provides their expertise to the business.
Merce des Benz does
business with Car2Go and a reason for this is due to their region they are founded in, Car2Go is operating in many popular Locations such as USA , Germany, Austria, Canada, china, Italy, Netherlands, Spain and Sweden. Such a large region means more in sales for Mercedes Benz and more influence in those regions with their products.
Cesur Ahsak 20261967

Marshall is a business that is in the private sector; this means that Marshall is not owned by any government this means that their target is to make profit for themselves. They are in business with Mercedes Benz which they get the product from Mercedes and sell it in their own sector whilst making profit of it as well.

Western Star is another business which Mercedes Benz supports them with their different expertise, western star is a company that is found in the same industry which is located in the states and the products they are producing are trucks which work on the desert roads. Mercedes Benz assists them on creating the perfect product and gain income off this.
Cesur Ahsak 20261967
B2C B2C is where the business is selling their products to customers, which is business to customer, these customers gain their products from the sales locations that people can go to see and buy the product. Geography: Mercedes Benz is a globally operating business, they have shown rooms nearly all over the world but not in some locations such as Israel due to political debates which have accrued between the two countries. But other than that they are all over the world and always have a showroom in the capital of the city which allows them to get the recognition and build a closer bond to the customers. Furthermore they create the cars and send certain cars determine on the region which they are sending to, for instance in Africa and Arabic countries Mercedes Benz has sent jeep which fit the desert terrain and allow the use of the cars to be used there. Psychographics: the Mercedes Benz product works well with the customer’s lifestyle because they have produced products which fit into the customers living style, such as the Mercedes a class cars which are more fuel efficient and produces less co2 due to the new designs for long distance drivers and in the city drivers. Socio-cultural: now Mercedes Benz is a luxurious product and business, they produce cars which are based towards the middle high class most likely because these cars are priced high and the high prices reflect their quality within the industry they are in. Mercedes Benz’s cheapest car starts from £16,000 which is the Mercedes A class, the car is priced this high so the quality doesn’t die down with so many people in possession of such a car would make the brand go from luxurious and high class to average every day car Demography: the car of Mercedes Benz isn’t based on sex and age, the product is primarily working to keep the luxurious brand which puts it in the level of high social class within their customers. Furthermore the career status is important because not everyone has enough to afford the car and hence why the products are expensive because they want the people who have the cats and a good social stature to show off the luxury of the car itself.
Cesur Ahsak 20261967
To conclude there are a range of marketing techniques that Mercedes Benz use to market products. They will have to group people into different sections so Mercedes Benz can aim their products for all people and allow them to all be satisfied with the products they are producing. If Mercedes Benz didn’t use the marketing techniques on their different products the business would not of been able to find out each ones needs and what they like and dislike of the products and services they provide.
P6 In this assignment I will be developing and creating a respected and well thought marketing mix for a new product or service. I will be adding the service which is going to be provided by Barnet College.
Marketing mix What the marketing mix is, it’s a combination of marketing tools which are used by companies or organisations to find the satisfaction their customers require and achieving their own organisational goals. The commonly known modern marketing mix is the 7p’s that are: Product Price Place Promotion Process People Physical evidence Marketing planning: Marketing planning is a very important aspect and is vital to the marketing mix because this is where the preparation is taking place. If there was no preparation
Cesur Ahsak 20261967 to be done or planning being done for the product or service that’s being created not a lot information is being added to the product itself which then leaves the business clueless as well as the people going to sell to because if effort wasn’t put in the preparation no one is going to buy it. Segmentation, Targeting and Positioning: Segmentation is a part of the marketing mix and plays a huge role in it as well and this is where targeting takes place as well. For the organisation to target their customer they will have to group it into different sections such as age, gender and religion. Now by the use of segmentation the organisation can find the perfect service to fit into those different segments that will give an opening to all customers. Positioning is another important aspect because the organisation can then aim the service to the people which it fits more towards such as aiming towards wealthy customers means more income for the service or middle class and low which means its not going to make as much more but have more customers. Marketing mix A set and planned marketing mix of the aspects that can be controlled that is part of the service that are being provided and the main controllable parts are the 7P’s. And they are:
Product: There is always a product or service that is being produced which is being sold to the public and the product or service that is being produced is going to assist the customers in their lives and this will mean that the service or product is needed. Mercedes Benz provides products such as different vehicles that fit the terrain people are located in which makes it easier for them to travel in those areas. Price: A product or service is what the customers are prepared to for to actually acquire it, the prices need to be competitive but it doesn’t mean the price has to be very low. This means that maybe smaller businesses may have to compete with larger business to sell their products whilst making a profit. The prices of the Mercedes Benz products are very high, the reason for this is because they are trying to protect their company and brand name because the luxury they are offering comes at a high price and want it to show that they’re luxury isn’t cheap and only financially stable customers can offered them. Place: The place is where the customers will be able to gain the product or service as well as it being an easily approachable location or the people/ customers. As well as having the correct product and the right amount in quantity or for the service a good amount of space or sections for the customer to gain spot. Mercedes Benz has show rooms located in the
Cesur Ahsak 20261967 capital city of almost every country as well as other cities within the countries themselves, the stores in different locations makes them easier to access and purchase the products.
Promotion: Promotion is a how a business or organisation connects or communicates, what this does it gives offers to their customers. It includes aspects such as branding, advertising special offers and exhibitions. Promotions must gain attention of the people by looking appealing and give a message to their customer before anything else because doing this gives customer a reason to pick you above anything else. Mercedes Benz promotes their products by the use of many different types of advertising, one of which is the use of TV adverts and in these adverts they display the look of the car as well as giving information on the product. This enables the customers to get a look at the product whilst learning important information about it.
Process: The process of giving the service or product, the individuals who are giving the service must give to the satisfaction of the customers. The issues such as wasting times, the information given to the customer from the employees are very important that they are satisfied and happy. At Mercedes Benz the process of creating the products are very important because the creation of the product has to be as said by the company itself delivering that luxurious and classed comfortably as well as the smooth drive and the classy look which the customers are paying for and are promised.
People: Who ever comes into contact with customers will be giving the business their name as their own and giving their impression to those people and the way the employee speaks It can give off the effect of being a bad or good business. Which means the brand name or organisation name is a stake due to this. And due to this individuals need to be well trained with communication skills, well motivated and the right attitude. At Mercedes Benz showrooms customers come to see the different products, the sales staffs is to communicate with the customer and give them the needed information based on the product whilst using good communication skills to carry out the sale which leaves the customers happy and satisfied.
Physical evidence: The problem with a service is that people and customers cannot experience it before it’s delivered. And due to it not being a physical object they are taking some type of risk due to not able to provide the physical evidence. But for Mercedes Benz they have many showrooms and attend motor/auto shows which allow them to show off their cars and enable customers and clientele to physically see the product and get a feel for it
Cesur Ahsak 20261967 themselves which gives them a better understanding of the product and if they really want to buy it.
The purpose of the marketing mix it enables and provides for the organisation to create and come up with the perfect selling technique and idea on how to present their service or product, this is because it gives the service provider a better view on what they are trying to achieve and what they are trying to achieve to be able to give off their service perfectly. The service that I will be introducing at Barnet College is service which students can part take in; the service is a fitness section/ personal college gym. This gym with have the latest equipment and a large area which will enable students to enter and enough instruments for their use and be able to work out and train their bodies. And a gym is where people can socialise and spend time rather than smoking and standing round doing nothing or causing trouble. Now in todays day some people may not be able to attend the gym due to costs or time but by being part of the college they are able to attend whenever up to a certain time, which is 8pm. Furthermore it being open to the public means more income to their organisation means more money to be invested in other aspects. Now let me explain why I have chosen this service: The gym will have all the commonly used equipment at the gyms that enable the pupils to be able to train every body part. The different equipment are as follows: Bench press Squat rack Dumbbell rack Free weights Leg press machinery
Cesur Ahsak 20261967 Calf raise equipment Lat pull down machine Pull up and dip equipment for body weight Benches Treadmills and bikes And much more, these listed above are just the main equipment which will be used by the people attending the gym and this selection of equipment means that they wont get bored of all the stuff they have.
Built in stereo system that enables members to open songs but only by taking turns and only by the approval of the member of the gym team is there to operate the area. Different classes such as boxing and kickboxing. Lounge area that allows members to sit down and relax before they start working out. Vending machine that provides drinks and snacks to give energy and hydration. Lockers provided to people to keep their stuff safe with a their own padlock which they must provide themselves with. Air conditioner to give good room temperature. Parking space for members.
The target market is for this service is the segmented ages from 16+ that go to the college or can have a membership within the gym itself. The reason for this is because the safety of the individual is very important due to the use of heavy equipment. Also at this age individuals pay attention to how they look based on appearance so to this fact this gym will enable a large amount of attendees with friends from the college or outside the college to work out together and spend time together. The pricing for this service varies because if they are an occupant of the college or the student of the college they can use their ID cards to open the doors and enter the gym. But if it were someone else outside the college the fixed daily cost will be £5 but a week is £7 and the final option is for month which £25 a month. These different pricings will enable the college to make a good amount of income as well having a good amount of attending people to the gym. The promotion of the product will be done by offering to outside customers a discount on the three different pricings, this will allow an increase on attention for the business as well as the increase in income for the new members which may join the gym. Furthermore other promotional offers may be such as for the first 100 people a free padlock is given to them for their locker instead of having to pay for one. And finally in the near future they can expect to see new additions to the gym such as ropes for exercising; gymnastics are which pays more attention to the body weight aspect of it all. Also having surveys and blogs online to find out what people prefer is a great way to connect and leave the attenders happy.
Cesur Ahsak 20261967 The location of this gym will be a new large section of the college and have its own facility which is very easy for the students of the college to access and as well for the people coming from the outside where there is a parking area for people to enter the gym. The physical evidence/presentation: The gym/fitness area will include some of the equipment below is the pictures and the design of the building has not been released yet but there are ideas on the design.
Cesur Ahsak 20261967 To conclude, I have realised that the use of marketing mix within the organisation allows the organisation to carefully select out the different segments and pick out the main targets that are mainly going to be affecting their service that is going to be provided to the people. And marketing mix allows them to achieve their current objectives and their new goals and objectives for the future because it gives them a better aspect and better understanding of their customers and their own organisations services.
M3 In this assignment I will be analysing my development for the new service that I am going to provide plus the targeting and defining the potential group of customers. Firstly I will like the cover the importance of marketing to a business and how it’s beneficial to use the marketing mix and the disadvantages of a business not using it. The benefits of using the marketing mix within a business is that it allows the business or organisation to get a perspective of the industry and the people they are in with, it enables the business to make strategic choices and decisions before they do something let it be regarding a new product or a new service it gives the business or organisation the confidence to release the product or hold back due to the results being gained from carrying out marketing. Furthermore the benefit of marketing enables the organisations or businesses name/brand to be known. If the marketing is carried out accordingly it allows the brand of the business or organisation to increase and rise higher and the more popularity the brand gains it allows the business to increase their products prices slightly each time following with the increase of the brand name. For instance Mercedes Benz, Mercedes Benz is a company that is a well renown for the high-class products they provide. This is all thanks to their well marketing skills when they first established they gave themselves a name and a process to follow which is to produce luxury products and by doing this the brand name got popular due to the products that they were producing lived up to what they said but this was done with well marketing they were able to gain customer attention
Cesur Ahsak 20261967 and target the selected customers who can afford it and use them as a bases for their product. Now if the marketing mix hasn’t been carried out perfectly it can have consequences for the business or organisation, for instance if a business hasn’t done marketing properly and releases the product but doesn’t make the sales they wanted to this is the cause of not following the marketing mix of getting the target market and establish the brand name to get the recognition for the product they are selling. An exact problem happened with the Nokia Lumia, this product was competing with the tops in the industry, which are Apple and Samsung. These two had just released their own mobile phones into the market and Nokia had released there’s into the market shortly, this was a mistake because correct marketing hadn’t been done due to Nokia knowing it’ll struggle took a huge risk taking on the titans of the industry and it didn’t go well for them, the other two products had been selling and getting the spot light but Nokia was only selling a quarter or half of what they were in different locations. Another aspect of marketing and marketing mix not getting carried out is that the competition out there when it comes to the marketing aspect, depending on your own business or organisations stature within the industry the more popularity you gain is defined on that. A new business coming into any industry is going to find it hard getting the attention they want from the customers and people when there are other high business /organisations which are already well known and have built there popularity with the people. This is where such things such as segmentation, targeting and positioning comes in, the business must carry each step out perfectly so that they can have a impact on the industry and on the people with their new product or service. This allows them to carefully select out the different parties and find out who will be most affected by their product and once this is established they will be able to provide that product. For instance the Wii U it didn’t have much of an effect as ps4 or Xbox one but it did have effect on certain individuals such as families and kids and this was due to the marketing mix carried out for targeting kids and family’s which enabled them to still sell but not up to standard. I will now like to explain how my service is designed to appeal to my targeted customers and group. Firstly the effect of the gym and fitness building which is being designed for my targeted audience which is 16+ individuals and the reason for this is because at this age appearance begins to become something very important and the use of this will allow me to gain the attention if the other kids within the college which will stop them from going out and getting themselves into trouble. Furthermore the service I’m providing the gym has all the latest equipment and facilities to enable the people attending to work out how ever they want to and the high-end equipment is going to show that the organisation cares for their members. Furthermore the prices which are being offered are fairly good prices because now a days fitness areas and gyms charge a lot and with the prices being offered at a good price people are more likely to pay for this addition and allow them to attend the gym and not lose a lot of money.
Cesur Ahsak 20261967 There are different aspects within the marketing mix, and they are the 7 P’s. Firstly I would like to cover; Product/service: my service is a gym next to the college and this is a facility for the students to attend whilst on break as well as to socialise with each other. Furthermore it is open to the general public that allows more income to come in. and product or service makes the price because depending on the quality of this service is how it’ll be priced and if customers believe if this service is actually worth it. Price: the gym/fitness area will not be charged on students to enter the gym but there are certain things which they can pay for such as the vending machines with drinks and snacks as well as the people who do not attend the gym they will have to pay a fixed cost to attend, £5 for a day, £7 for a week and the finally £25 for a month. Price is what makes the decision for the customers to pay for this service or not because the price also determines if the product or service is worth it, usually high prices means a good quality product and low prices means bad or average. Place: Barnet and Southgate College and they have 4 campuses but the gym area will be only at the wood street campus this is due to having a large space being available to be built. Furthermore it’s a much easier place to get to because most busses and other transport just stops right next to the college. The location of the service is important because where the service is gives the impression on high perfect the product is because no one wants to travel to a location which isn’t very appealing and is going to make customers not wanting to go there which is the connection to presentation. Presentation: the gym has to be in mint condition so that people who attend the gym are pleased with how clean and tidy it looks and this means that it is more appealing to the people who attend the gym. Furthermore the look of the gym is the main attraction to the people let it be the new advanced equipment and how clean and tidy it is with different sections having different machines for the different body parts. Presentation is like promotion because the way the service or product looks is how they will promote their businesses superiority to the other businesses or organisations out there. Process: this is the aspect where the service or product is being given to the customer, so for the gym service which is being provided the people will have to go to that location to gain that service. And this benefit of this that students don’t have to pay extra to go to the gym rather than just walking down a few more steps to get to their location. Process is the connection to place, if the place isn’t a very nice environmental area where customers can go to without being afraid is an ideal area but if it’s the complete opposite people may have second thoughts and not even go. People: the staff members at the gym are the face of the service and they are the main importance of the customer communication and they have to be friendly
Cesur Ahsak 20261967 and well trained in communication skills so attenders are pleased with the workers at the gym. People of the organisation is like the presentation of the business/organisation face, these are the people who represent the organisation and have that power to make people/customers to believe on what type of connection they want to have with the business itself and be the difference between them liking them or not. Promotion: the promotion of this gym service will be done by the use of different aspects such as leaflets, billboards near the gyms location and signs hung around the Barnet area as well as a radio advertisement to gain more attention. Now promotion is how the business or organisation which get the attention of the customers so one could say they are a type of bridge which gets most of the customers to the business, the promotion section gives information to customers but it doesn’t give the full on explanation where the customer actually has to try out the service so they can actually be the real judge of it themselves. The purpose of the marketing mix is so that the business or organisation is well prepared to appealing themselves to the customers and each step of the marketing mix allows the business or organisation to carefully set out a plan to be able to make the customers happy with the service they are going t provide them with. Furthermore the purpose of the marketing mix it allows businesses or organisations to be able give themselves a set objective and keep up with the competition, what I mean by this is that it allows the business or organisation to react on how their competition is doing and how they are working in the market and my organisation or any business can adapt to that situation to allow their service or products to look more appealing to the customers and the general public. Now finally its not just adapting to their competitions way of working it actually includes on how to adapt to the selected customers choices, this adaption will allow the marketing team to get a better understanding and overview of their targeted customers which will lead to a better connection with them. Now in the marketing mix I believe that each aspect plays a huge role in the 7ps and each one can change the choice the customer makes on the product or the service that is going to be provided and I personally believe that presentation/physical evidence, and the reason I have chosen this above all the others in the marketing mix is because the presentation/physical evidence is the last line of defence to prove your business or organisations point of view, for instance all this advertisement wont matter into nothing if the organisation cannot provide with the quality products or service they promised to leave the customers satisfied with. And this is why I believe that presentation is the most important aspect because the high quality service is what gets the customers to feel more attached to the organisation.
To conclude, I have realised and understood that the marketing mix plays a very large role in any organisation or businesses connection with their customers and
Cesur Ahsak 20261967 that I believe presentation is the most important because it gives the bridge to the gap of quality providing and no quality at all. Price and promotion can only do so much but the presentation and physical evidence of the product itself Is the most important area and that’ll give the organisation or business that loyal and satisfied customer.