BTEC HIGHER NATIONAL DIPLOMA (HND) IN BUSINESS ESBM (RFQ)
Unit Title: Marketing Mix
Unit Number: Unit 03
Unit Level: 04
Unit Lecturer: Neena
Student Name Student ID

Marketing Planning Process
A marketing planning process is a systematic approach to
developing marketing goals, strategies, and implementation
tactics. It may be adapted to a wide variety of situations,
from the launch of a new firm or practice area to the
repositioning of an existing firm — even the routine
planning of new business development activities.

The mission statement guides the corporate
strategy, which, in turn, guides the marketing
strategy and planning. All marketing activities
should relate to and support the company’s
mission.
A Mission Statement Explains Why an
Organization Exists
Mission Statement
Corporate objectives
A corporate objective is a specific, measurable,
and time-specific target by which you can
achieve your overall corporate goal. In other
words, it is a target that your company must
achieve to realize your business goal. A good
objective has SMART characteristics: Specific,
Measurable, Achievable, Realistic, and Time-
specific.

Situation Analysis is a process that helps you identify opportunities and challenges, both internal
and external, to your organization, service, or product. You can also use it to define the scope of a
problem.
5C ANALYSIS
5C Analysis is a marketing
framework to analyze the
environment in which a
company operates. It can
provide insight into the key
drivers of success, as well as
the risk exposure to various
environmental factors. The
5Cs are Company,
Collaborators, Customers,
Competitors, and Context.
SWOT ANALYSIS
SWOT (strengths,
weaknesses, opportunities,
and threats) analysis is a
framework used to evaluate
a company's competitive
position and to develop
strategic planning. SWOT
analysis assesses internal
and external factors, as well
as current and future
potential.
PESTLE ANALYSIS
ESTEL analysis is a strategic
framework commonly used
to evaluate the business
environment in which a firm
operates. Traditionally, the
framework was referred to as
a PEST analysis, which was
an acronym
for Political, Economic, Soci
al, and Technological; in
more recent history, the
framework was extended to
include Environmental
and Legal factors as well.
,

• Product
• Competitive Advantages
• Goals
• Brand
Company
Competitor
• Established & emerging
competitors
• Competitor strengths & weaknesses
• Competitor strategies & tactics
• Capability gaps
• Partners & investors
• Suppliers & distributors
• Service providers
• Content relationships
Collaborators
Consumers
• Target audiences
• Customer motivations & Behaviors
• Communication channels
• Customer perceptions
Climate
• Laws & regulations
• Social & behavioral trends
• Economic trends
• Technologies

SWOT
ANALYSIS
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a
framework used to evaluate a company's competitive position and to
develop strategic planning. SWOT analysis assesses internal and external
factors, as well as current and future potential.
OPPORTUNITIES
Storefront worker, greeting customers and assisting them to find products, helping keep customers
satisfied, stocking shelves
THREATS
Occasionally missing time during peak business due to breaks, sometimes too much time spent per
customer post-sale, too much time in interdepartmental chat.
STRENGTHS
Good communication skills, on time for shifts, handles customers well, gets along well with all
departments, physical strength, good availability.
WEAKNESSES
Takes long smoke breaks, has low technical skill, very prone to spending time chatting.
S
W
O
T

PESTLE Analysis
P
Political
S
Social E
Economic
E
Environmental T
Technological
L
Legal
A PESTEL analysis is a strategic
framework commonly used to evaluate
the business environment in which a
firm operates. Traditionally, the
framework was referred to as a PEST
analysis, which was an acronym
for Political, Economic, Social,
and Technological; in more recent
history, the framework was extended to
include Environmental and Legal
factors as well.
•Corporate taxation
•Other fiscal policy initiatives
•Free trade disputes
•Antitrust and other anti-
competition issues
•Interest rates
•Employment rates
•Inflation
•Exchange rates
•Demographic considerations
•Lifestyle trends
•Consumer beliefs
•Attitudes around working
conditions
•Automation
•Technology infrastructure (like
5G, IoT, etc.)
•Cyber security
•Carbon footprint
•Climate change impacts, including
physical and transition risks
•Stewardship of natural resources (like
fresh water) •Industry regulation
•Licenses and permits required to
operate
•Employment and consumer protection
laws
•Protection of IP (Intellectual Property)

What is marketing strategy ?
A marketing strategy is a long-term plan for achieving a company's goals by
understanding the needs of customers and creating a distinct and sustainable
competitive advantage. It encompasses everything from determining who your
customers are to deciding what channels you use to reach those customers

Product
• Functionality
• Brand
• Packaging
• Services
Promotion
• Advertising
• Sales Force
• Publicity
• Sales Promotion
Price
• List Price
• Discounts
• Bundling
• Credit Terms
Place
• Channel
• Inventory
• Logistics
• Distribution
T
a
r
g
e
t
M
a
r
k
e
t
The Marketing Mix
The marketing
mix is “the set of
marketing tools
that a company
utilizes to achieve
its marketing
goals in the target
market
environment.”
According to
marketers, it’s
what makes your
product unique
and different from
the competition

Implementation and control
Monitor Result
Put plan into
action
An effective marketing strategy will give you a competitive advantage by
allowing you to deepen your knowledge of your intended target market.
It begs the question though – how can you even monitor it? Numbers
aren’t just for accountants, they’re a key part of measuring your
strategy’s effectiveness. If your goal is to increase web traffic to your
site, you’ll want to measure unique site visitors. If you want to convert
leads, you’ll need to measure the number and monetary value of recent
conversions. Only this way will you have verifiable data that the
respective plan of action is working.
An effective marketing strategy will give you a competitive
advantage by allowing you to deepen your knowledge of your
intended target market. It begs the question though – how can
you even monitor it? Numbers aren’t just for accountants,
they’re a key part of measuring your strategy’s effectiveness.
If your goal is to increase web traffic to your site, you’ll want
to measure unique site visitors. If you want to convert leads,
you’ll need to measure the number and monetary value of
recent conversions. Only this way will you have verifiable
data that the respective plan of action is working.
.

Conclusion
Although marketing strategies indicate the general approaches to be used in achieving product objectives, the
implementation of these strategies through marketing programs is the most time-consuming part of marketing
management.
Marketing programs (such as product-development programs, advertising and sales promotion programs, and
sales and distribution programs) indicate the specific activities and tactics that will be necessary to implement
a strategy.

REFERENCES