¶ … discover how marketing principles work in different corporations. First there is Parcelforce, a company which has a mission of providing parcel service that is connected to the Royal Mail Group. The company is the parcel branch of the UK mail system, and as such they have had to compete with other services that are both national and international in nature. As a matter of fact, Parcelforce works in other countries as well, so they also are an international entity as well. The other company to be examined is Peacock an international clothier. Peacock is primarily based in Britain, but they also have more than 200 stores outside of the UK. How these companies conform to basic market principles, distribute products, react to economic local and international market forces will be discussed.
Task 1 - Understand the Concept and Process of Marketing
1a) Identify the main elements of the marketing process and explain if / how you think Parcelforce use these elements.
Parcelforce specifically and the Royal Mail Group in general have not had to worry about competition as they do today. Global companies have become a much larger area of competition because they are able to offer a similar product at a reduced rate. Because this competition operates on a large global scale, these companies are also able to provide a much wider scope of services than Parcelforce has previously been able to offer. Though Parcelforce operates internationally on a small scale, it is not as involved in that trade as other carriers. This means that the company has to maintain its market by providing something that the larger international carriers are unable to.
For one thing, the service has name recognition within the UK, and they have provided this needed service for many years. While the international carriers are relatively new to the UK (within the last three decades for the most part), the Royal Mail Group has operated for centuries. This means that the managers of Parcelforce can offer a knowledge of the customer base that it is impossible for the competition to have. Since this is a free and open market, any competitor can enter the industry without any repercussions. But they would be entering a market that is already very crowded, and they would have to offer something that Parcelforce and the others could no For these many reasons, one of the marketing strategies of Parcelforce has been to increase their perceived customer service among the population of the UK. Since many of the customers that Parcelforce maintains are large entities within Britain, the company has made an effort to keep these customers by offering services that are specifically tailored to them. This means that the company must make an effort to become intimately familiar with these businesses and Parcelforce must also forge personal relationships. The company has also begun an initiative among its employees that focuses on customer service. Employees are encouraged to spend time creating relationships with customers instead of worrying about the speed of the transaction. These relational elements ensure that the customer is satisfied with each interaction they have with Parcelforce and that they continue to come back. This has helped the company operate in the black for the last several years.
This emphasis on relationships and building customer trust is one of the many ways that international marketing has changed over the last couple of decades. People want to feel that they have had a good experience, and they want to feel that they can trust the people they do business with. Because of this shift in the sensibilities of the customer, it has forced many companies change the way they do business also. It no longer works to provide a superior product if the public perceives that the sales force or the manufacture is uncaring. Actually, it is a return to the local way business was previously conducted. It seems that since people are more and more required to conduct business with large multinational corporations, they want a sales experience that is more like what they used to get when most companies were local. Parcelforce is making this a reality as far as their sales are concerned.
Parcerlforce also has realized that it has to become more efficient if the company is to survive in a global market. Especially since they operate in a completely open market, they want to make sure that they are able to compete with whatever industry competitor comes along. Of course, they are too small to have the global impact of a Federal...
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