Concept of Marketing Principle in an Organization

Marketing principles or strategies are the activities involved in the process of transferring goods and
commodities from manufacturers to sellers and finally to the buyers. Principles include activities
related to advertising and selling so as to successfully carry out marketing of different goods in the
market. They can also be referred as a branch of business which deals with buying and selling of
goods by making appropriate transactions. Marketing principles are generated for effective
merchandising of commodities which thereby aids in satisfying customers need. Different business
organisations follow variety of marketing principle to meet demands of general public. Marketing
principles helps in increasing and enhancing market performance of the organization by launching
new products or by promoting the existing products.

1.1 Various elements of the marketing process in Appy Foods
Different business organisations follow various strategies to enhance their growth and reputation in
the market. Activities such as advertising, selling, purchasing and transporting or delivering
products and commodities from one place to another are included in marketing process in Appy
Foods. The main responsibility of this organisation is to identify and meet demands and wants of
the customers so that the products and services are provided according to the taste and preference
of the consumers. Type of marketing processes adopted in Appy Foods play a very important role in
increasing or decreasing the sales of the company. It is important for the company to analyse the
environment because it helps in identifying customers’ expectations related to the organisation.

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1.2 Benefits and costs of a marketing orientation for Appy Foods.
Marketing orientation is undertaking the activities as per expectations and demands of consumers.
Marketing orientations provides benefits to Appy Foods by helping the company in developing
various strategies as per the needs and requirements of consumers. In the long run, the concept of
marketing orientation can aid in increasing growth and demand in the current market. It may
further aid Appy foods to provide best quality food services to its customers so that they can meet
the expectations accordingly. However, it can be further said that marketing orientation for Appy
Foods has some drawbacks as well. Appy foods are required to carry out intense market research
which may increase the cost of company in the long run. The company is further required to appoint
personnel for closely examining the purchasing behaviour of different types of customers.

1.3 Both macro and micro environmental factors
It is very important for cited the firm to analyse both type of environment. In this context, PEST
analysis tool is used to evaluate the macro environment of Appy foods such as:
• Political factor
• Economical factor
• Social factor
• Technological factor

Political factor
The changes in policies of government and inflation factor may lower down the
sakes sales revenue of Appy food (Jobber and Ellis-Chadwick, 2012). In this regard,
Appy food's is required to plan strategies which can aid in maintaining the overall
sales revenue.

Economical factor
This factor includes tax rates, exchange rates and policies such as fiscal and
monetary also gives a huge impact on the company's sale and productivity. Appy
foods are thus required to keep themselves prepared in case of any downturn takes
place in the economy in terms of inflation. It must also keep a financial reserve
separately so as to manage the fluctuations taking place in the economy.

Social factor
This factor includes few variables such as social class, income, religion and lifestyle
of customers which influence and motivate the company to produce high quality
products. Appy is thus required to develop product and service offerings according
to needs as well as requirements of the consumers. In this scenario, the company is
likely to get an advantage in terms of increased sales. In the similar manner, the
service of the company can also be customized as per consumer demands.

Technological factor
If cited firm adopts innovative and updated technology then it could increase
company's sales and productivity in an effective manner. The company is thus
required to prepare its employees as per the changing technology. It should
undertake training sessions in case if any new technology has been utilized by the
company.

1.4 Segmentation criteria
The segmentation is a process to divide the entire market place in small segments and groups. The
segmented groups contain specific characteristics and features. When the segment is identified
then the customers produces products as per the needs and requirements. In this context, App food
is providing the food and drinks for children and families. Now, the cited firm is launching a new
product Sparkun by especially focusing on millennial generation. In this context, cited firm produces
this new product by focusing on requirements of this millennial generation born people.

1.5 Targeting strategy
After the segmentation, targeting process is considered. By targeting the customers, Appy food will
be able to know that to whom they are selling the products. In targeting, the appropriate segment is
selected. At the time of targeting, few factors are required to be focused such as:
• Customer’s buying behaviour
• Market size
• Lifestyle

1.6 Buyer behaviour
The buying behaviour of customers basically defines their decision making process. There are few
factors which influence and motivate the customer to buy the products. The buying behaviour of
customers directly affects marketing strategies of the Cited firm. The factors which influence
customers are as follows:
• Social
• Personal
• Psychological

References
• Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing. McGraw-Hill Higher
Education.
• Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
• French, J., 2010. Social marketing and public health: Theory and practice. Oxford University Press.
• Nwankwo, S. and Gbadamosi, 2010. Entrepreneurship marketing: principles and practice of SME
marketing. Routledge.

Concept of Marketing Principle in an Organization

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