The Marketing Function Essay Example | Topics and Well Written Essays - 1250 words

The Marketing Function - Essay ExampleIts market placeing campaign and proceeds excellence is acknowledged all over the world in the brand of Singapore Girl.2. (a)According to Philip Kotler (1980), effective marketing is based on the in effect(p) balance of marketing elements, and processes depending on the nature of the product, service or idea being marketed. (Cartwright, 2002) This marketing flick consists of the seven Ps. These are product, price, promotion, place, people, process, and physical evidence. The marketing mix of SIA has been handled very well as we shall see now.2. (b)The mission statement for SIA is We are a global company dedicated to providing air transportation services of the highest type and to earning good returns for shareholders. (Johnston and Wirtz, 2006) The core values of SIA are Pursuit of Excellence, Safety, Customer starting line, Concern for staff, Integrity, Teamwork. The marketing department is responsible for providing the highest quality of service, and find ways to improve revenues of the company.3. (a)The first step of marketing is to understand the external environs and relate it to the internal environment of the organisation. This involves identifying the core sector in which the organisation falls, e.g. in the case of SIA, it is the airwave sector, but it is involved in operations in other sectors as well such as tourism sector, and transport sector.3(b)Marketing department attached analyses the internal and external environment in which the organisation operates. There are three methods of analysis BACK (Baggage, Aspirations, Culture, and Knowledge) analysis PESTLE/SPECTACLES analysis and dress up (Strengths, Weaknesses, Opportunities, and Threats) analysis. These analyses are unique to each organisation and an important part of the role that a marketing department plays in an organisation. 3(d)BACK analysis involves analysing the internal environment of the organisation. Analysis of external environment is constituted in SPECTACLES analysis. This acronym stands for Social, Political, Economic, Customers, Technological, Aesthetic, Cultural, Legal, Environmental and Sectoral factors. (Cartwright) 3(f)A SWOT analysis for the organisation brings into focus the Strengths, and Weaknesses of the organisation, and identifies the threats to the organisation and the opportunities open to it. An typeface of SWOT analysis for SIA is shown below.Strengths1. Service Innovation 2. Uniform and Branding3. KrisFlyer programme4. Cabins5. Destinations6. Large fleetWeaknesses1. High expectations from customers2. Dealing with 40 governmentsOpportunities1. Expansion into new markets2. theory of more economies3. Increase in global tourism4. Web availability5. Corporate salesThreats1. Other Airlines imitating services2. Other Airlines alliances 3. Overcapacity in Asia Pacific market4.Understanding the Market4(a)The next step for the marketing department is to identify the markets it caters to. This involve s market segmentation. The more segments of a market an organisation can service, the less leechlike it becomes on the success or