HND (BUSINESS) LEVEL 5

Unit 2 (Marketing Essentials)

 Contents
Unit 2 Marketing Essentials ................................................................................................. 2
LO1 Explain the role of marketing and how it interrelates with other functional units
of an organization ............................................................................................................ 2
1.1 Explain the key roles and responsibilities of the marketing function. – (P1) .... 2
1.2 Explain how roles and responsibilities of marketing relate to the wider
organizational context. – (P2) ..................................................................................... 3
1.3 Analyze the roles and responsibilities of marketing in the context of the
marketing environment. – (M1) .................................................................................. 5
1.4 Analyze the significance of interrelationships between marketing and other
functional units of the organization. – (M2) ............................................................... 8
1.5 Critically analyze and evaluate the key elements of the marketing function
and how they interrelate with other functional units of an organization. – (D1) .... 10
LO2 Compare ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives ............................................................................... 12
2.1 Compare the ways in which different organizations apply the marketing mix to
the marketing planning process to achieve business objectives. – (P3)................... 12
2.2 Evaluate different tactics applied by organizations to demonstrate how
business objectives have been achieved. – (M3) ...................................................... 13
LO3 Develop and evaluate a basic marketing plan. ...................................................... 14
3.1 Produce and evaluate a basic marketing plan for an organization. – (P4) ....... 14
3.2 Produce a detailed, coherent evidence-based marketing plan for an
organization. – (M4) .................................................................................................. 16
3.3 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives. – (D2) ............................................................ 18
Bibliography ....................................................................................................................... 20
 Unit 2 Marketing Essentials

LO1 Explain the role of marketing and how it interrelates with other functional units of
an organization

1.1 Explain the key roles and responsibilities of the marketing function. – (P1)

The Marketing Department plays a vital role in promoting the business and
mission of an organization. It serves as the face of your company, coordinating
and producing all materials representing the business. It is the Marketing
Department's job to reach out to prospects, customers, investors and/or the
community, while creating an overarching image that represents your company
in a positive light.
Depending on your company, the duties of the Marketing Department may
include one or more of the following:
 Defining and managing your brand:
This involves defining who you are, what you stand for, what you say
about yourself, what you do and how your company acts. This, in turn,
defines the experience you want your customers and partners to have
when they interact with you.
 Conducting campaign management for marketing initiatives:
Marketing proactively identifies the products and services to focus on over
the course of your sales cycle, and then produces materials and
communications that get the word out.
 Producing marketing and promotional materials:
Your marketing department should create the materials that describe and
promote your core products and/or services. They should be kept up-to-
date as those products and services evolve.
 Creating content providing search engine optimization for your website:
Your website is often the first (and possibly the only) place people go for
information about you. Your marketing department will be responsible for
keeping Web content current, while also working to ensure your site
comes up quickly when someone searches for your type of business.
  Monitoring and managing social media:
Marketing should contribute to, manage and maintain your social media
pages. It should also manage accounts and carefully watch what’s being
posted about you online.
 Producing internal communications:
Your employees need to understand your company, its values, its goals
and its priorities. Marketing is often responsible for employee
communications through a newsletter and/or intranet (An intranet is a
computer network for sharing information, collaboration tools,
operational systems, and other computing services within an organization,
usually to the exclusion of access by outsiders).

 Serving as media liaison:

When your company is cited in the media, a member of the marketing
department often acts as spokesperson for your company, or guides
executives in how to respond to media queries.
 Conducting customer and market research:
Research helps you define target markets and opportunities and helps you
understand how your products and services are perceived.

 Overseeing outside vendors and agencies:

Marketing is typically responsible for selecting and managing the agencies
and vendors who produce marketing materials and or/provide marketing
support. These may include ad agencies, print vendors, PR agencies or
specialists, Web providers, etc. (Swift, n.d.)
1.2 Explain how roles and responsibilities of marketing relate to the wider
organizational context. – (P2)

In today’s world, the role of marketing in organizations is too important to be

ignored. Large and small organizations are today competing for the same market
and the most innovative and proactive have emerged victors. Today’s global
economy has realized the importance of small organizations and are increasingly
giving them the much needed support to sustain their growth. As a result, a
company’s survival is dependent upon their wise marketing efforts coupled by
financial operational among other functions within their structure.
Competition has escalated more than ever and as major inroads are achieved in
the use of technology, the situation is not getting any better. Social media
avenues have been intruded by organizations seeking to capture the audience
with their product and service offerings. Most of them have indeed attained
much success and customers are more informed than they were a few years
back.
Marketing plays an important role in establishing relationships between
customers and the organizations offering to the market. It gives us the
confidence to want to try a new product in the market as opposed to situations
where the products enter the market without publicity. This makes the marketing
function critical in every organization irrespective of whether the organization is
a profit or non-profit centered. Marketing shapes the image of the organization,
how people associate the organizations products or services and indeed give
people the confidence about their products or services.
When it come to the profit led organizations, marketing is responsible for the
increase in revenue and by extension increase in the organizations profitability. In
addition, the function also helps growing of the customer/clientele base for the
organization. This is especially so when the organization is dealing with more of
corporate customers, and where decisions involve more than one party.
The marketing function is also tasked with branding of the organization,
participation in publicity activities, advertising and customer interaction through
feedback collection. Every product launch starts with marketing and an end with
marketing where by the department establishes the needs of the consumers and
after introducing the product, the department seeks to identify whether the
customer’s needs were met.
Organizations are competing to be at the top of the customers mind and at the
same time trying to protect their market share. Marketing is at the center of
creating customer loyalty and customer retention. As a result, the function
carries out promotions, campaigns from time to time and this has been proved as
a successful initiative in also attracting more customers.
Without marketing, our brands will not be illuminated and our organizations
would be lifeless. Organization’s success is not only determined by the prudent
application of funds to the various portfolios of investment but also by the
relationship established with the customers, which is a function of marketing.
(Mahea, 2014)
1.3 Analyze the roles and responsibilities of marketing in the context of the marketing
environment. – (M1)

 Marketing Environment:

Marketing Environment is the combination of external and internal factors

and forces which affect the company’s ability to establish a relationship
and serve its customers.
The marketing environment of a business consists of an internal and an
external environment. The internal environment is company-specific and
includes owners, workers, machines, materials etc. The external
environment is further divided into two components: micro & macro. The
micro or the task environment is also specific to the business but external.
It consists of factors engaged in producing, distributing, and promoting the
offering. The macro or the broad environment includes larger societal
forces which affect society as a whole. The broad environment is made up
of six components: demographic, economic, physical, technological,
political-legal, and social-cultural environment.

“A company’s marketing environment consists of the actors and forces

outside of marketing that affect marketing management ability to build
and maintain successful relationships with target customers”. – Philip
Kotler

 Components Of Marketing Environment:

The marketing environment is made up of the internal and external

environment of the business. While the internal environment can be
controlled, the business has very less or no control over the external
environment.
 Internal Environment:
The internal environment of the business includes all the forces and
factors inside the organization which affect its marketing operations.
These components can be grouped under the Five Ms of the business,
which are:
  Men:
The people of the organization including both skilled and
unskilled workers.
 Minutes:
Time taken for the processes of the business to complete.
 Machinery:
Equipment required by the business to facilitate or complete
the processes.
 Materials:
The factors of production or supplies required by the
business to complete the processes or production.
 Money:
Money is the financial resource used to purchase machinery,
materials and pay the employees.
The internal environment is under the control of the marketer and can
be changed with the changing external environment. Nevertheless, the
internal marketing environment is as important for the business as the
external marketing environment. This environment includes the sales
department, the marketing department, the manufacturing unit, the
human resource department, etc.
 External Environment:
The external environment constitutes factors and forces which are
external to the business and on which the marketer has little or no
control. The external environment is of two types:
 Micro Environment:
The micro-component of the external environment is also
known as the task environment. It comprises of external
forces and factors that are directly related to the business.
These include suppliers, market intermediaries, customers,
partners, competitors and the public

 Suppliers:
Include all the parties which provide resources needed by
the organization.
  Market intermediaries:
Include parties involved in distributing the product or
service of the organization.
 Partners:
These are all the separate entities like advertising
agencies, market research organizations, banking and
insurance companies, transportation companies, brokers,
etc. which conduct business with the organization.

 Customers:
Comprises of the target group of the organization.
 Competitors:
These are the players in the same market who targets
similar customers as that of the organization.
 Public:
It is made up of any other group that has an actual or
potential interest or affects the company’s ability to serve
its customers.
 Macro Environment:
The macro component of the marketing environment is also
known as the broad environment. It constitutes the external
factors and forces which affect the industry as a whole but
don’t have a direct effect on the business. The macro-
environment can be divided into 6 parts.
 Demographic Environment:
The demographic environment is made up of the people
who constitute the market. It is characterized as the
factual investigation and segregation of the population
according to their size, density, location, age, gender,
race, and occupation.
 Economic Environment:
The economic environment constitutes factors which
influence customers’ purchasing power and spending
patterns. These factors include the GDP, GNP, interest
 rates, inflation, income distribution, government funding
and subsidies, and other major economic variables.
 Physical Environment:
The physical environment includes the natural
environment in which the business operates. This
includes the climatic conditions, environmental change,
accessibility to water and raw materials, natural disasters,
pollution etc.
 Technological Environment:
The technological environment constitutes innovation,
research and development in technology, technological
alternatives, innovation inducements also technological
barriers to smooth operation. Technology is one of the
biggest sources of threats and opportunities for the
organization and it is very dynamic.
 Political-Legal Environment:
The political and legal environment includes laws and
government’s policies prevailing in the country. It also
includes other pressure groups and agencies which
influence or limit the working of the industry and/or the
business in the society.
 Social-Cultural Environment:
The social-cultural aspect of the macro-environment is
made up of the lifestyle, values, culture, prejudice and
beliefs of the people. This differs in different regions.
(Pahwa, 2020)
1.4 Analyze the significance of interrelationships between marketing and other
functional units of the organization. – (M2)

The interrelationship between the marketing and other functional units are as follows:
 Marketing and Finance:
Marketing strategies and the relevant plans should be in particular budget.
This includes taking into consideration the profit and cost margin of the
brand, product line and product etc.) The finance function provides the
 marketing department with the defined budget in which the marketing
department can conduct their marketing campaign within the defined cost.
The finance department also provide the marketing department with the
information relating to the cost that can be included for carrying out the
marketing activity. Furthermore, the marketing department is required to be
in contact with the finance department in order to know the current financial
position of the business so that the marketing activities can be carried out
accordingly.
 Marketing and Human Resource:
The prime function of HR department is to work for the welfare of the
employees and to recruit the right candidate for the right job in the given
budget. The marketing department is linked with the HR department to
ensure that the vacancies are filled on time and that the right candidates has
been selected for joining the marketing team. Also the marketing department
co-ordinates with the HR department to ensure that the candidates have
been provided with the sufficient training opportunities that can help the
candidates to address the current challenging conditions of the market. The
HR further provide the employee performance feedback to the marketing
department for evaluating the performance and for evaluating whether the
target has been achieved. Also HR helps the marketing department to ensure
that the employees of marketing department are working in satisfactory
conditions and that their individual goals are adequately aligned with the
organizational goals.
 Marketing and Production Department and Operations:
The production department is mainly concerned with the development of
new products and related operations. The marketing department works in
collaboration with the production department and the operations
department to ensure the development of the product that can satisfy the
taste buds of the customers. The marketing and product department works
together to research the new tastes that can be developed in their existing
products. Marketing department works with the operations department to
ensure that the functions of the organization are in line with the marketing
and business objective. Further both departments works in collaboration to
ensure that the marketing plan is sufficient for operations and the related
production schedule. Also, both department work together for sourcing
 quality raw materials from the suppliers for providing quality products to the
customers.
 Marketing and Customer Service:
Marketing and customer service are the important functions of an
organization. Both the functions work together for assessing that whether the
customers are satisfied with the products and the services. The customer
service department provides customer feedback to the marketing department
to help in development of new product. Both the departments work together
for building positive relationship with the customers.

 Marketing and IT:

Marketing department and IT department works together to ensure the
attainment of the marketing and organizations objective in the best possible
manner. IT department works in collaboration with the marketing department
to ensure that, all the functions of marketing department are equipped with
recent technological advances and that all the functions are working as per
the current needs of the market. (blogspot, 2020)
1.5 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units of an organization. – (D1)

"Marketing is not only much broader than selling, it is not a specialized activity at
all. It encompasses the entire business. It is the whole business seen from the
point of view of the final result, that is, from the customer's point of view. Concern
and responsibility for marketing must therefore permeate all areas of the
enterprise."
Peter Drucker.
What Drucker is saying is that marketing should be seen as a business philosophy,
in that the existence of any business depends on satisfying customer needs and
wants. This cannot be the sole responsibility of the marketing department.
Marketing is a strategic discipline which underpins most activities of the business
and is an essential ingredient of corporate strategy as communicated in the
corporate plan. Drucker also said that marketing is:

"The whole business seen from the customer's point of view"

The only important thing is that the product meets customers' needs. Although the
marketing function is normally carried out by a specialized department, marketing
thinking must permeate the entire organization. Developing an effective marketing
plan will require close links with other functional areas of the business. The nature
of departmental/functional organizations, means it is likely that there is the
potential for conflict between functional areas when delivering the corporate plan.

 Key elements of the marketing function and their interrelation with other
functional units of an organization:

 Operations management/production:
The marketing department will need to work closely with the production
department to ensure that:
o Adequate research and development is planned to satisfy current and
future customer needs.
o The item can be manufactured to the quality and design specifications
laid down by the consumer.
o The volume of orders generated by marketing can be met within the
time schedule required for delivery.
It is likely that the marketing department will set deadlines that may
stretch the capabilities of the production department. Marketers will wish
to get products to market as soon as possible to ensure competitive
advantage, whereas production will want to test and develop products
fully to ensure that they do not have to repair or replace defective items
and that they meet health and safety requirements.

 Finance department:
The marketing department will need to work closely with the finance
department to ensure that:
There is an adequate budget to meet the needs for
o Research
o Promotion
o Distribution
The finance department have a whole organization brief to ensure that all
the business operates within its financial capabilities. They will want all
departments to work within their allocated budgets. Like all departments,
marketing may wish to overspend if profitable marketing opportunities
 emerge over the year. The marketing department is likely to concentrate
on sales volume and building market share, while the finance department
may be more focused on cash flow, covering costs and paying back
investment as quickly as possible.
 Human Resource Management:
The marketing department will need to work closely with the HRM to
ensure that appropriate skills and staffing levels are in place to:
o Research and develop new product ideas
o Meet production targets
o Create an ambitious and competent sales team
The HRM department will have many recruitment and training demands
from across the organization. It will have to balance its obligations to
marketing with those to other departments.
LO2 Compare ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives

2.1 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives. – (P3)

The marketing mix is applied in the marketing planning procedure to achieve

organizational goals and objective. The business organization utilize various
different methods for the application of marketing mix among their organization.
Mostly, it is based over the market demographics, products and services of the
company, market size and company’s size. The marketing mix is the tool which
helps marketers to understand the product. The common applications of
marketing mix involve 4 P’s of marketing which involve product, price, place and
promotion. This approach was later extended to 7 P’s of marketing with product,
price, place, promotion, people, process and physical evidence.

Omore is a relatively small company in comparison to its competitors but the

customer focused efforts helped the company to evolve and make its impression
in national market in initial years i.e. 2009-2012. This was due to the application
of extended marketing mix by the company and genuine passion of customer
centric approach. Various business organizations big and small spends large sums
of money overt the marketing process, advertisement and promotion, research
 and development but they are unable to get a response such as Omore. The sole
reason behind the success of Omore is the understanding of customer and
market through marketing essential tools and building the organizational goals
and strategies with customer satisfaction approach. The application of marketing
mix in a marketing planning process is focused over the product dimensions,
place of selling the product, pricing structure and promotional activities of the
company. The extended marketing mix utilize importance of delivery processes,
providing physical evidence to the consumers and most importantly focus over
people. (Rastogi, 2014)
2.2 Evaluate different tactics applied by organizations to demonstrate how business
objectives have been achieved. – (M3)

The business organizations with their different organizational culture apply the
tactics to achieve their respective business objectives. The small and successful
company such as Omore utilize 7P’s of marketing mix in their marketing planning
process to achieve the organizational objectives. Other organization such as
Wall’s ice cream Pakistan which is a major competitor to Omore utilize a
marketing segmentation process to achieve their organizational goals. The
market segmentation process of Wall’s Ice creams involve following process:
Initially they define the market for organization, for example
 Target market.
 Secondly, creation of market segments takes place.
 Evaluations of the different segments are done for specific criteria.
 Segment process is constructed.
 The attractiveness of the segments is evaluated.
 The target markets are selected.
 Positional strategy of the organization is developed and implemented.
 Evaluation and feedback process of segmentation.

The Omore utilize extended marketing mix in its organization for the
achievement of goals and objectives, the process is as follows:

 Product: the product must be appropriate to the consumers’ needs and

demands. The main objective of product is to satisfy the customers.
  Place: The availability of the product and services of the company must be
easier for the consumer. For example the store must be located at near or
approachable location for the target consumer. The delivery must be prompt
in the case of e-commerce shop.

 Price: The price of the product and services must provide a value for money
experience to the consumer. This is a crucial strategy which must be
representing the value to consumer and also compete with the
contemporaries with better offer.

 Promotion: The promotion process includes advertising, sales promotion,

social media promotions etc. Omore is a B2C company which is focused on
selling with the help of advertising and sales promotions like a typical
organization which is manufacturing.

 Process: The process includes the services of the company, it represents how
the services are consumed.

 People: The people involve management, employees, organizational culture

and customer service of Omore are essential part of organization.
Physical environment: It includes the facilities, run-down, comfort and user
interface in the organization. (Rastogi, 2014)

LO3 Develop and evaluate a basic marketing plan.

3.1 Produce and evaluate a basic marketing plan for an organization. – (P4)

Let us take example of an ice cream brand which was established in the late 1960’s
Chaman ice cream. Regardless of it being one of the major players of ice cream industry
in Pakistan it has not been able to market itself properly and adequately. While on the
other hand its contemporaries have established empires e.g. Omore ice cream and Hico
ice cream (also the first ice cream brand of Pakistan). The only reason for comparing
these two brands is that they were both established in Pakistan along with Chaman ice
cream but they managed to become internationally renowned brands unlike Chaman
Ice cream. Which is still struggling for expansion.
 Personal Observation on Chaman ice cream:

 What the brand offers:

The main selling point of this company which sets them apart from their rivals is
that they offer fresh dairy ice creams and other fresh desserts to their customers
contrary to its competitors which offer processed ice creams.
 Its Presence:

Their presence in the region is also limited to some major cities only, while their
competitors have a dominant presence all over the country due to their
products being processed and having a longer shelf life.
The basic marketing plan for Chaman ice cream can be developed with the following
specific tasks:
The company needs to develop a clear understanding of the potential customers. Being
a small company, Chaman ice cream must take a clear research in the market and then
understand the main objective of the company’s product and services. The most
important question is why would a consumer use its services? This must be figured out
initially, and then what is the main important feature in company’s product? The
product must deliver customer’s requirement in order to sustain in the market.
Identification of target consumers is the second most important thing in marketing
planning process after research. The organization must be clear on their final consumer,
to create and plan accordingly.
The organization must identify their competitors which are going after their target
consumers. The competitor analysis also helps the business organization to learn about
market trends and pros and cons of market effectively.
Evaluate the research and make strategies according to the needs and requirements of
market. Propose a budget for the marketing activities and create well defined goals and
objectives using a specific timeline.
Using effective channels for marketing activity, such as Chaman ice cream serves fresh
ice creams and its target audience are people who like to consume fresh items rather
than using processed items. Thus company must use digital media channels to promote
its marketing plan. (Rastogi, 2014)
Marketing Objectives:
Chaman ice cream should take following steps for their growth.
 Start expanding in all the major cities of Pakistan initially and afterwards to every
other town in the country so that their presence increases.
 Ensure the same quality at all the outlets.
 Train new staff for new outlets.
 Make customer satisfaction compulsory.
 Advertise every new launch and let the customers know that a well-known ice
cream company has opened an outlet in their city which delivers fresh dairy ice
cream.
 They should also start home delivery service to capture more market.

3.2 Produce a detailed, coherent evidence-based marketing plan for an organization. –

(M4)

For an evidence based marketing plan let us apply PEST Analysis and SWOT Analysis
SWOT Analysis on Chaman Ice cream:
Strengths:
 Satisfied customer pool.
 Fresh product (all fruits and dairy used in the process is fresh).
 Providers of sugar free products.
 Good customer service.
 Strong brand image in major cities of Pakistan.
 Customers loyal to brand.
Weaknesses:
 Poor financial resources (in context of nationwide expansion).
 Poor marketing strategies.
 Product availability limited to seasons (fruit flavored ice creams are made in the
season in which that fruit is available).
Opportunities:
 Expansion in local/ nationwide market.
 Capturing the market by providing home delivery.
 Make new technological advancements
Threats:
 Competitors.
 Economic conditions.
 Political Factors.
 Government regulatory bodies.
PEST Analysis on Chaman Ice cream:

Political Factors:
Political factors are in favor of Chaman ice cream to expand its operations nationwide.
The Government is giving subsidies and tax exemptions to small scale businesses for
their growth so that they can create jobs for the public so there is no such political
threat or any legislative restriction as for now.
Economic Factors:
The prices of their products are not very high and are in the reach of general public and
people can easily afford to buy their product. Thus economic factor is also in favour of
this company.
Social Factors:
These are the factors which consist of the social and cultural values of that society.
Chaman ice creams fulfills all the social requirements and cultural requirements of the
vicinity in which it is located. The major requirement in Pakistan of customers with
families is a quiet and private space. They provide separate sitting arrangements for
families where you get reasonable privacy while on the other hand they also provide
space for friends where they can be a little loud without being told not to and have
some fun time.
Technological Factors:
These are the factor which can build or destroy an organization. In this age and time of
technology an organization can attract a huge number of customers. For example, social
media platforms are one of the best tools of marketing. Customer reviews and ad
campaigns play an important role in attracting customers. Delivery apps also play an
important role where major players in Pakistan like Food Panda and Cheetay provide
home delivery services in which they collect orders from restaurants and deliver those
orders to customers for a minimal cost, with the help of these companies an
organization can increase their customer pool with almost no or less cost in comparison
of establishing their own fleet of delivery vehicles and riders. Chaman ice cream needs
to focus on the second part more since they already have pages on social media and a
website although there is always a room for improvement but the delivery service is
nonexistent so this needs to be figured out on priority basis.

3.3 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives. – (D2)

(Miller, 2010)

(Chaffey, 2010)
Companies can also use the 7Ps model to set objectives, conduct a SWOT analysis and
undertake competitive analysis. It's a practical framework to evaluate an existing
business and work through appropriate approaches whilst evaluating the mix element
as shown below.
Let us apply 7Ps model to Chaman ice cream:

 Products/Services:
Chaman ice cream should provide their customers with only the best product they
have with a fine presentation. Look for the products their competitors are offering
and look into it if there is a room for improvement which there always is and try to
offer a better product than them. Look out for new market trends in terms of
product development which in this case is fresh ice cream and desserts.
 Prices/Fees:
Chaman ice cream should offer competitive prices to their customers without
compromising on quality or service so that they can attract more customers than
their contemporaries and for that matter they should also revise their price list after
conducting a survey.
 Place/Access:
Chaman ice cream should update their outlets to new market trends and provide
access for people with special needs and some sort of play area for kids as well. They
also don’t have a home delivery service which can play a huge role in increasing their
customer pool. The idea here is to give access to potential customers digitally so they
don’t have to physically come to the store to buy the product. Which is easily
possible now thanks to home delivery service providers in market like Food Panda
and Cheetay.

 Promotion:
Chaman ice cream should focus on strategized creative approach to marketing rather
than conventional approach since it has not helped much in the organizations
growth.

 Physical Evidence:
Establishing Outlets/shops nationwide gradually should be the main motive of
Chaman ice cream to capture market since they only offer fresh ice cream and their
competitors offer processed and packaged product which has a longer shelf life and
they transport it to every town and city of Pakistan which affects the potential
market share of Chaman due to their nonexistence in that town or city. Chaman only
has outlets in some of the major cities of Pakistan which is resisting them from
attracting more customers. Apart from their outlets/ shops, well trained staff, their
social media presence and a great website also adds to a physical evidence to
reassure their customers.
 People:
Chaman needs skilled staff to make their product and maintain its quality which
needs to be trained according to the technological advancements in the industry and
their work space. Same is the case with their marketing personnel and individuals
who take orders, they both need to be trained according to the trends and new
technology in this market.
 Process:
All the processes were already customer centric but in addition to that now Chaman
ice cream should also include IT support and Marketing support to make the process
smooth and steady. (Miller, 2010)
Conclusion:
A detailed analysis has been performed on Chaman ice cream and above mentioned
steps could help Chaman ice cream to achieve their marketing objectives.

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