MARKETING MANAGEMENT IN BUSINESS

Marketing Management in Business: Assignment A



Marketing Management in Business: Assignment A

Introduction

The outcome or final result of various activities in a business is dependent on some interlinked internal and external factors. The analysis of these factors on continuous basis is one of the basic concerns of the experts and researchers. Marketing function in an organization play a vital role in this regard as it creates a link between company's activities to its target market. The overall success of company is then dependent on these activities. The literature is full of such activities that highlight the significance of marketing functions and its bond with other aspects of the company. Many of these studies have been focusing on financial and marketing aspects. Similarly, other research work has been focusing on relationship of marketing with that of sales, public relation product development, operations and purchase department. Some studies have shed light on the strategic and managerial aspects of marketing. A company establishing a competent marketing environment and unit within the organization possess higher probability of payoff (Urbonavicius et al., 2007, pp. 71-77).

The role of marketing in a business can be comprehended with the help of this definition according to which marketing is the management process that is used for determining, estimating, and satisfying needs of customers in a profitable way. The researchers have produced many definitions of marketing that revolve around fulfilling needs of customers. There are for main stages of marketing that is comprised of forming better understanding of market in which company operates, establishing an adequate marketing strategy, analyzing marketing programmers, and implementing or controlling marketing plan (McDermott, n.d., pp. 1-5).

This report aims at preparing a marketing plan for a restaurant named Organic Green that faces severe competition from profit and not for profit organizations and recently witnessed a downturn of sales. Therefore, the writer's goal is to formulate an adequate marketing strategy that fulfils the needs of customers and covers all the broad concepts of marketing as mentioned in earlier discussion.

Situational analysis of Organic Green

Organic Green is considered as the most descent and simplest of all restaurants in the town. It is best known for its high quality of meals. The restaurant is usually jam packed during peak times of day and evenings for lunch and dinner. It is located at the prime locations of the town, where it can be \accessed easily to grab a simple meal or enjoy general eat out plan. The customers that visit the restaurants during day time are usually shoppers and social events are mostly witnessed in evening. There are a total number of six restaurants currently operating in the town under the brand name of Organic Green. Every restaurant its profits separately that is the profit centres of all restaurants are different but all restaurants share same promotional and advertising themes or plans. However, the budget of every restaurant for advertising may vary depending on the needs.

The location of every restaurant is different; therefore, it poses different competitive ...