Question

In this simulation, you continue in your role of Senior Vice President for Marketing at Enhanced Analytics, Inc., a provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you report directly to the CEO of the company and are responsible for decision-making and marketing strategy. You oversee a department with 25 employees at the company.
The company's board of directors thinks that a reorganization of the company will improve decision-making and profitability. You have just found out that the board has been in discussions with the company's CEO regarding the appropriate funding level and structure of each department. The activities of each department and office will be reviewed within the next 60 days. A prominent member of the board thinks that funding for the marketing department - your department - should be reduced significantly. In his opinion, primary emphasis and the most funding should go to the management and finance areas.
You disagree. While most funding in your department is used to plan and create specific marketing campaigns, some of the money is spent on training and on keeping your staff up to date on the latest technologies and trends in marketing management. You think both activities are essential and a reduction in funding will be detrimental to the long-term success of the department. A reduction in funding will also result in a need to lay off staff.
In your role as head of the department, you are given an opportunity to present your views. There is an apparent lack of appreciation for marketing among some of the folks who make up the reorganization committee. The CEO of the company admitted as much at breakfast, this morning, when she has asked you to prepare a persuasive presentation to convince the reorganization committee of the importance of marketing within the organization.
Along with your in-person presentation at the committee's next meeting, your task is to prepare a written report for the committee members.
Prepare a written report for the members of the reorganization committee, containing the following sections:
1. Marketing Management - introduce the concept of marketing, its importance and application

2. Case Study - introduce and describe an example of a company (choose a well-known company that your audience can easily recognize and relate to) and illustrate how marketing is an essential function within the organization. You may use sources such as the company's annual report, scholarly articles found using Google Scholar and articles from business periodicals, such as the Wall Street Journal, Financial Times and BusinessWeek. Since this is a persuasive report, make sure to use specific data and facts that are both truthful and convincing.

3. Lifelong Learning - explain the importance of continuous learning and of staying up to date in the field of marketing.

4. Conclusion - sum up your key points and ask the committee to maintain or increase the funding for your department.
Include outside research to support your ideas and your conclusion. There is no page limit to this assignment. The assignment will be considered well-done if it contains all the required sections, if it is clearly written and your thoughts and ideas are supported by specific data and research.

Answer 1

answer

case analysis

• Role: senior vice president for marketing
• Company: enhanced analytics Inc. HQ in Austin, Texas
• Department of 25 employees are overseen
• Company reorganization is been discussed by board members and CEO regarding appropriate funding level and structure of each department. To improve decision making and profitability.
• An important member feels my department funds should be significantly reduced and should be provided to managing and financing department.
• Department funds are allocated for planning and creation of marketing campaigns and some amount on training for keeping staff up to date on latest trends.
• Reduction in funds would result in long term detrimental and staff lay off

Report for the members of reorganizing committee.

1. Marketing management

Concept: it is to facilitate the process and functions which involves selling and distribution of goods and services. And can be defined as the process of planning, implementation and controlling of the activities in order to sell and distribute goods and services to the customers in the target market to achieve profit goals. Marketing management is development of strategy that includes 7Ps i.e.. product, price, promotion, place, packaging, positioning, people.

Importance: achieving organizational objectives with regards to sales, profits, market share etc. mostly depend on the sales plan, and proper designing of marketing strategy based on the research on target market needs, effective pricing, and distribution. We can rightly say the overall performance of the company deeply depends on the marketing management and its proper functioning of the department. From knowing the needs of customers to methods of distribution all the important factors in overall cost reduction and increasing profits. Therefore, is the important function in a commercial and business enterprise. And as a marketing and consulting firm, our main service is to provide marketing solutions which cannot be compromised in funding with. With can lead to detrimental and lay off of team members.

Application: the application of marketing management are as follows

• Managerial process: involved in planning, organizing, decision making, controlling, directing, etc.
• Consumer /customer related: knowing the needs and wants of the customer to knowing the satisfaction level of the product offered.
• Researching: knowing customer needs and wants helps in building the better product.
• Organizational objectives: both the achievement of profits, sales turnover to market share
• Cost reduction: with proper planning a significant cost reduction can be done to increase profits.

2. Example of a company to describe marketing as essential function

Company: HUL (Hindustan Unilever ltd), as we know they are the leading business firm in the retail industry. They have been so successful because of the aggressive marketing management and the strategies to adopt timely with proper research and training they follow the 5-step rule

• Set goals, plan mission and objectives, it is clearly defined and well communicated with each and every personnel of the department.
• Review industry: the industry they are into is very well researched to know where they stand and where they wish to go. The competitors, factors affecting industry, etc. are taken into account.
• Develop marketing strategy as per the analyzed data about industry. Here they work very hard to find the right balance among all the P’s of marketing mix.
• Action: putting the strategy formed into action, the work plan is divided into small works and divided among the teams to perform
• Review marketing strategy, at regular intervals the marketing strategy is evaluated to know if, it is working well as per planned or needs improvement. Any problems found are also solved.

3. The importance of learning: learning has a direct connection with growth and for a marketing and consulting firm like enhance Inc, it is very essential to be UpToDate about the latest trends and technology so that we can offer a better product, satisfy the customer and mark our presence in the market. Many companies even have a training department so as to make sure the learning process in continuous among the employees, so that there is a increase in productivity as well trained employees are efficient workers, to stay on top of trends in the industry, staying up-to-date is very essential, boast confidence of the employees and there is scope for self-improvement and growth.

4. Conclusion: as we can see the importance of the marketing management as a function, in order to have overall well performing company, it is very essential to have properly funded marketing department as reducing costs would hamper the quality of work and layoff may lead to losing the best team members, which is not at all good for the company, so I would like to request you to continue with the previous funding structure for my department and increasing of funding will be very helpful too.