StudentShare solutions
Triangle menu

The Marketing Function - Essay Example

Nobody downloaded yet

Extract of sample
The Marketing Function

Its marketing campaign and service 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 right balance of marketing elements, and processes depending on the nature of the product, service or idea being marketed." (Cartwright, 2002) This marketing mix 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 quality and to earning good returns for shareholders." (Johnston and Wirtz, 2006) The core values of SIA are: Pursuit of Excellence, Safety, Customer first, 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 environment 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 aviation sector, but it is involved in operations in other sectors as well such as tourism sector, and transport sector.

3(b) Marketing department next 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 SWOT (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 example of SWOT analysis for SIA is shown below.
1. Service Innovation
2. Uniform and Branding
3. KrisFlyer programme
4. Cabins
5. Destinations
6. Large fleet
1. High expectations from customers
2. Dealing with 40 governments
1. Expansion into new markets
2. Opening of more economies
3. Increase in global tourism
4. Web availability
5. Corporate sales

1. Other Airlines imitating services
2. Other Airlines alliances
3. Overcapacity in Asia Pacific market

4. Understanding the Market

4(a) The next step for the marketing department is to identify the markets it caters to. This involves market segmentation. "The more segments of a market an organisation can service, the less dependent it becomes on the success or ...Show more


I Marketing is one of the most important functional areas of an organisation. It provides the key link between an organisation and its customers. The Chartered Institute of Marketing defines marketing as: "Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably." (Wilson and Gilligan, 1998) In this paper we examine the role and importance of the marketing function in an organisation, with examples from Singapore Airlines Limited (SIA).
Author : maximilian62
The Marketing Function essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Marketing Function"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

--- 5 III.2 Porter’s Five Forces ------------------------------------------------------------------- 8 IV The Financial Plan ------------------------------------------------------------------------ 9 IV.1 Budgeting ------------------------------------------------------------------------------ 10 V Executing the Plan ------------------------------------------------------------------------- 11 VI Conclusions -------------------------------------------------------------------------------- 12 Bibliography ----------------------------------------------------------------------------------- 13 Summary The following is an integrative report on the function of marketing with reference to how factors
12 pages (3000 words) Essay
Marketing can be viewed as an art because marketing tools such as advertising require the use of imagination and creativity. There are many different marketing challenges and opportunities companies face today.
3 pages (750 words) Essay
Choose a business function (e.g. marketing HR finance) and outline and discuss the changing nature of work and employment in thi
Changing Nature of Work and Employment…………………………….4 IV. Changes and Succession Planning ………………………………………6 V. Ownership Program……………………………………………………...7 VI. Employee Knowledge Enhancement Opportunities……………………..8 VII.
6 pages (1500 words) Essay
Choose a business function (e.g. marketing HR finance) and outline and discuss the changing nature of work and employment in thi
With the rapid changes in the external environment and globalization, the business needs of firms have changes considerably. This is especially true for those firms having overseas operations. New trends have evolved at the workplaces which have impacted upon the human resource practices in the same.
6 pages (1500 words) Essay
Like marketing strategy, the company strategy must also be customer oriented to ensure improved company-customer relation hence improved profits. Strategic planning contemplates the current available decision choices and their future impacts on the business.
4 pages (1000 words) Essay
Financial Issues, Marketing Function and Human Resources in Management
A few important issues that a Manager should consider before planning for developments are Financial Issues, Marketing Function, and Human Resources. These issues are very much important, whether one is starting a new Business or expanding a well-running business, these issues are very much important.
7 pages (1750 words) Essay
Choose a business function (e.g. marketing; HR; finance) and outline and discuss the changing nature of work and employment in this area
New trends have evolved at the workplaces which have impacted upon the human resource practices in the same. The project tries to explore the key influential factors resulting in such changes with emphasis on the
6 pages (1500 words) Essay
Critically Investigate and evaluate any business (marketing, HRM, or Supply Chain) function of a Multinational Corporation (MNC) of your choice, and examine the impact of the globalisation on the chosen function of the MNCs
The hotels exist in 80 different countries. According to a survey on its revenue in the year 2010, it was found that the luxury hotel chain experiences growth of 4% annually. The current operating revenue of this giant hotel chain is estimated to be
8 pages (2000 words) Essay
The Significance of Marketing Communications
eting is that communication establishes a strategy of information to the existing and potential consumers about goods and services a company produces and sells. Communication, therefore, is important in marketing as discussed below. Despite putting in place a pool of competent
1 pages (250 words) Essay
Marketing metrics in the context of marketing
Marketing is no longer the relaxed field where the main idea was to generate awareness and brand. Traditionally, marketing was considered the driving force towards a business’ cash flow. However, contemporary business analysts have raised the awareness for companies to
1 pages (250 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us