Marketing and the Business Environment: Holistic Marketing in Practice Report Assignment

Your Task

‘The holistic marketing concept is based on the development, design, and implementation of marketing programmes, processes, and activities that recognise their breadth and interdependencies. Holistic marketing acknowledges that everything matters in marketing—and that a broad, integrated perspective is often necessary.

Holistic marketing thus recognises and reconciles the scope and complexities of marketing activities’ (Kotler and Keller, 2015). Holistic marketing at the Bayer Group. You are a marketing consultant who has been commissioned to develop an internal report for the Bayer Group.

1. Holistic marketing

Based on the authoritative and credible secondary sources you can research, critically evaluate whether the Bayer Group can be described as being a ‘holistic marketing organisation’ according to Kotler and Keller’s schematic overview of the four broad components characterising holistic marketing (Kotler and Keller, Fig. 1.3., 2015).

2.  Factors in the global environment

Outline what you consider to be the three most significant factors facing the Bayer Group in the global business environment in the next five years. You must fully justify the reasons for your shortlist.
(25marks) [LO2, LO3]

3. Strategic marketing at product level

Choose one Bayer product from the current portfolio (https://www.bayer.com/en/products/products-from-A-to-Z). Recommend how the Bayer Group’s product marketing team could use strategic marketing theories, models, and concepts (such as segmentation, targeting, positioning, push vs. pull marketing, marketing mix) to best promote its product in the national market in which you live in 2024/25. You can assume that your chosen product would be approved in your national market. [LO1, LO4]

4. Your recommendations at organisational level

Based on your analysis in task 2, provide recommendations for the Bayer Group. Consider how it can leverage opportunities in the changing global business environment by capitalising on its own capabilities and on strengths and opportunities within its supply chain, and how it can communicate its value proposition more effectively across global markets.

Learning Outcomes

On successful completion of this assignment, you will be able to:

1. Critically evaluate and analyse the principles of marketing.
   
2. Summarise and critically assess the key factors affecting business performance in international markets.
   
3. Critically analyse and appraise the impact of emerging issues on international marketing activities.
   
4. Analyse and synthesise the elements of the marketing mix and the role of different elements in achieving marketing objectives.
   
5. Evaluate the importance of an appropriate marketing response of an organisation to global external forces in the marketplace. measurement and control.