The Digital Landscape: Changing Traditional and Modern Marketing with E-commerce

BMG814 – The Digital
Landscape

Table of Contents
INTRODUCTION ...............................................................................................................................3
MAIN BODY ......................................................................................................................................3
Briefly describe the change of traditional and modern marketing with use of e-commerce in
business environment ......................................................................................................................3
Marketing Mix ................................................................................................................................6
CONCLUSION ...................................................................................................................................9
REFERENCES...................................................................................................................................10
Books & Journal: ..........................................................................................................................10

INTRODUCTION
In this contemporary business environment, it has become important to focus on changing
market situations so that goals are accomplished within period of time. With use of appropriate
market information, it is easy to access to competitive benefits. Managers as well as leaders play
crucial role in development of business and activities. Also, it is stated that with adaption of these
concept of e-commerce as well as marketing mix, company is able to reach to their vision within
time period (Ardhi, 2019). Main aim of this report is to critically understand the changing market
landscape from traditional to modern. Sainsbury, second largest supermarket chain located in
United Kingdom. The enterprise is located at global scale and it has many competitors like Amazon,
Morrisons, Tesco and many more. Company deals in grocery products, cosmetics, daily consumable
items etc. This report consists of concept of marketing mix and examining of change of traditional
and modern marketing into e-commerce.
MAIN BODY
Briefly describe the change of traditional and modern marketing with use of e-commerce in
business environment
Overview of organisation
Sainsbury, is a multinational firm which deals in supermarket, hypermarket and is located
in United Kingdom. It has its branches and stores all over the world. They uses online and offline
both type of stores & execute their distribution. They have wide ranges of products & services all
over the globe. They have been also using different techniques which helps them in accessing to
competitive advantages in most effective manner. In business, marketing has been always the first
priority as because without carrying out of marketing activities it is not easy to achieve mission,
vision and core objectives of organisation. Marketing refers to set of actions used to promote a
brand name or products. The concept of marketing is wider as well as broader which is to be
understood in proper manner (Cole, 2017). In context of Sainsbury, they have been able to access
customers, resources in well organised way by use of concept of marketing. The manager of
company make ensure that appropriate type of methods are used in correct manner. Traditional
business is a local store which offers its services or products to its local customers. It is a set-up
where customers will have to visit the store physically to buy the products. The theories, channels
and strategies of marketing has been changed at wider scale. It has critically become crucial to
analyse that market has been changed from use of old ways of promoting and advertising to
accessing to promotion through e-commerce and online web. Sainsbury has been product based
firm and is moving towards the development of business as well as company's operations through

adopting of marketing activities in advanced manner. For example- they have been using many new
ways of promoting their products such as promoting through online e-commerce website like
Amazon, eBay, etc. With these methods, they have been able to easily promote and increase their
brand goodwill. The methods of traditional and modern marketing are different from each other.
The traditional marketing consists of no online use of approaches like direct mail, broadcast, phone,
billboards etc. Whereas in comparison with modern marketing, it consists of use of online
approaches like social media platforms such as Facebook, You Tube, Instagram, etc. Also, in
modern marketing traditional theories are too used like system theory, administrative theory,
Maslow Hierarchy of needs etc. Moreover, manager of company adopt these marketing concepts
which in most efficient manner and in such a way that benefits are achieved. Both traditional as
well as modern marketing concept has been impacting upon business sector at wider scale. Also,
brainstorming sessions, group discussions are being used to manage as well as examine the
effectiveness of marketing department within market (Garín-Muñoz, 2019).
The business environment is flexible and consists of several types of activities. It is essential
to be aware about changing market situation so that it is easy to implement strategies and decision
making in efficient way.
From above picture, it depicts about the promoting method of Sainsbury and sales
promotion as in picture they are giving 50% off discount. In this competitive market, it is essential
for them to use these promotional methods which will help in achieving of benefits in easy way.
The concept of marketing is changing at rapid scale as it is affected by both externals and internal
factors at larger level. Moreover, strategies/ tactics are being used by company in order to execute
their marketing within most efficient manner. Also, to promote products of a brand, company uses
different kinds of approaches as well as processes so that brand goodwill increases for longer period
of time (Mathew, 2021). It is critically necessary to have relevant credentials regarding use of
effective methods.
Illustration 1: Sainsbury promotion