Introduction
The term marketing refers to certain values and norms that are required for developing values for customers and clients. As business in the present day are competing to become a leader in market sphere, therefore marketing plans plays a major role by developing effective marketing strategies (Vargo, Lusch and Akaka 2014). The paper elucidates on the role of marketing, the interconnection between marketing and other functional units and the application of marketing mix to achieve business objectives.
Roles and responsibilities of Marketing
In business context, marketing has been identified as the management method that is responsible for providing satisfaction to customer along with identifying the requirements of the clients.
In case of Parcelforce Worldwide Organization, the role of marketing helps to determine customers need and also tries to target its potential customers. With the help of marketing, the industry has expanded its business through online marketing and with campaigns that targets their potential and existing customers (Khazabi 2017).
Interrelationship between marketing and other functional units
In Parcelforce worldwide, there are various functional departments that are responsible for carrying out different activities within the organization. The functional departments of the organization consist of HR department, communication, finance, administrative department and more. One of the major marketing functions of the Parcelforce organization is pricing, therefore interrelationship of the functional units with the marketing functions will provide better and smooth functioning of the organization (Mizutani, Uranishi and Nakamura 2014). For instance, as the Parcelforce aims in providing cost effective services to its customers, therefore, interconnection with finance department with marketing function will help them to remain profitable in the market.
In case of Parcelforce, the major key marketing function includes distribution, pricing and marketing analysis. The functions of marketing are interlinked with other departments of Parcelforce in order to have accurate information for formulating better marketing strategies (Vargo, Lusch and Akaka 2014). For instance, in case of setting better pricing strategy, it requires the help of the finance department of the Parcelforce organization.
The main objective of the Parcelforce Worldwide Organization tends to provide better products to its customers at affordable cost, and to provide a healthy workplace to the employees. From time to time the organization measures the performance level of employees and accordingly provides incentives and rewards (Hillebrand, Driessen and Koll 2015). Other tactics to target new customers, Pracelforce started to invest in advertising channels such as local radio to target more customers from worldwide.
Marketing plan
Marketing plan helps the Parcelforce Organization to work on their products and services in order to meet the requirements and demands of the customers.
Marketing objectives of Parcelforce Worldwide:
- The main objective is to increase brand awareness among the existing and new customers.
- Increase in sales, by decreasing the price of the services, thus increasing company’s productivity.
In order to evaluate an appropriate marketing plan, the Parcelforce Worldwide can apply the cost-profitability analysis so that with the implication of cost allocation strategy, the organization can perform well (Barrett and Weinstein 2015). This is mainly done through income, cost and profit across different attributes for business organization. By applying this marketing plan, the Parcelforce Worldwide can analyze the cost from the sales and accordingly can generate the amount of profit.
Application of marketing mix to achieve business objectives
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PRODUCT
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Being one of the largest organizations, its main product and service is the International Datapost Service, that aims to deliver parcels at high and low speed and accordingly customers can select their products.
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PRICE
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In order to target customers, the organization negotiates prices with their customers regarding volumes, weight and more (Feng, Morgan and Rego 2015).
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PLACE
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Located internationally, focus on delivering parcels worldwide, also linked with post offices to give more focus in C2C customers.
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PROMOTION
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Parcelforce uses online advertisement channel, promotional campaigns to target customers. Major promotional strategy is the use of direct mail to attract their existing customers regarding new services.
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PROCESS
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To higher their revenues, Parcelforce focus more on the process of pricing strategy. So that customers from all sections can avail their services.
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PHYSICAL EVIDENCE
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The organization is located in central market in every country that can be accessible from all locations. Prior to that it has major equipments that tend to deliver parcels at high speed.
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PEOPLE
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People consider the most important factor, as the productivity depends on customers and employees. It uses various programs to gain the loyalty of its targeted people.
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Conclusion
From the above report it can be concluded that marketing plays an important role in increasing the organization’s productivity. The Parcelforce worldwide implies marketing mix to develop better marketing strategies to increase their growth and to fulfil the demands of the customers.
References
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 144-150). Springer, Cham.
Feng, H., Morgan, N.A. and Rego, L.L., 2015. Marketing department power and firm performance. Journal of Marketing, 79(5), pp.1-20.
Hillebrand, B., Driessen, P.H. and Koll, O., 2015. Stakeholder marketing: theoretical foundations and required capabilities. Journal of the Academy of Marketing Science, 43(4), pp.411-428.
Khazabi, M., 2017. Postal service markets: an international comparison analysis. Journal of Public Affairs, 17(3).
Mizutani, F., Uranishi, S. and Nakamura, E., 2014. Postal Services: Governments and Firms’ Perspective (No. 2014-38).
Vargo, S.L., Lusch, R.F. and Akaka, M.A., 2014. 21 rethinking the roles of marketing and operations: a service-ecosystems view. Handbook of Service Marketing Research, p.467.
