Marketing Mix and Growth Strategies: A Case Study of Farmfoods

This report analyses the marketing mix and growth strategies of Farmfoods, a frozen food and grocery store in the UK. It includes a discussion of SWOT analysis, Ansoff Growth Matrix, and various marketing tools for improving growth and performance.

Introduction to Marketing

Contents
Introduction .....................................................................................................................................3
Marketing and 7P's ..........................................................................................................................3
Concept of marketing...................................................................................................................3
Marketing mix (7Ps)...................................................................................................................3
Marketing and Competitiveness .....................................................................................................4
SWOT Analysis ..........................................................................................................................4
Ansoff Growth Matrix ....................................................................................................................5
Concept of Ansoff Growth Matrix ..............................................................................................5
Analysing growth strategies by using Ansoff Growth model......................................................5
Marketing ........................................................................................................................................6
Using marketing for improving growth and performance ..........................................................6
Conclusion ......................................................................................................................................7
References .......................................................................................................................................8

Introduction
This project report highlights an understanding of varied elements of marketing mix for
analysing varied strategies. This also comprises of a thorough understanding of SWOT analysis
that can be used for assessing competitiveness in market. It also analyses growth opportunities
by using Ansoff framework. For better understanding of marketing aspects, Farmfoods is taken
into consideration. It deals in frozen food as well as grocery which has its headquarters at
Scotland, United Kingdom.
Marketing and 7P's
Concept of marketing
Marketing can be understood as set of activities which are used by marketers to make
people inform about their products or services as well as stimulate them to buy those (Baker,
2017). It comprises of varied activities such as advertising, market research, product design and
other related aspects.
Marketing mix (7Ps)
Marketing mix can be described as a set of actions or strategies which are used by an
organisation for promoting their brand, products and services in the market (Chaffey and Smith,
2017). Extended marketing mix in relevance with Farmfoods are as follows:
Product- In relevance with product, Farmfoods conduct market research for analysing
customer needs for developing their products. Their specialism is frozen foods which they have
researched is considered as best solution for most families.
Price – It is imperative for organisations to determine their pricing strategy in accordance
with their targeted customers. For example, managers of Farmfoods use affordable pricing
strategy for their target customer who majorly hails from working class.
Place- It needs to be consider by organisations as place is used by marketers for
displaying their products in an effective manner. For example, Farmfoods use online as well as
physical place for selling their products.
Promotion- It is vital aspect which needs to be consider by organisations for reaching
their massive customer base (Chernev, 2020). For example, Farmfoods use digital channels for
targeting a large number of customers.

Physical evidence- This needs to be consider by organisational managers as through this
they can improve the brand awareness among masses. Customers at Farmfoods also get invoices
for their purchases which also act as a promotional tool for them.
People- Marketers of an organisation plays an important role in developing promotional
techniques for products or services. For example, managers of Farmfoods provides proper
training to their people so that they can deal with the customers in an effective manner.
Processes- It is imperative for organisational managers to analyse their processes in
regards with formulating marketing strategies (Ferrell, Hartline and Hochstein, 2021). For
example, managers of Farmfoods has maintained a proper balance in their processes in respect to
human resources, financial aspects and many more.
Marketing and Competitiveness
SWOT Analysis
Competitive environment is concerned with system whereby differentiated organisations
compete with each other through using varied marketing channels, pricing methods, promotional
strategies and many more (Jobber and Ellis-Chadwick, 2019). SWOT Analysis is a strategic tool
which help organisational managers in assessing internal environment which can impact their
operations. Competitive environment can be internal or external to organisation which needs to
be evaluated while taking business decisions.
Strengths
 Farmfoods has a strength of providing frozen food at affordable prices. Their frozen food
act as a solution for most of the working families in a strategic manner.
 It has wide range of physical stores which can help it to gain competitive advantage. In
UK, they have more than 300 stores. They have work hard to put things simple as well as eliminate wasted cost in their
operations. They make customer experience quick and hassle free with their functional
supermarkets.
Opportunities
 Large market for frozen food- Managers of Farmfoods can cover a vast market by
bringing variations in their frozen food. As most people in UK likes this concept whereby
they can store food for a long time and used it instantly.

 Digitalisation era- Managers of Farmfoods can use advanced digitalised practices for
providing valuable experience to their customers. These advanced technologies
comprises of artificial intelligence, machine learning and cloud computing in an effective
manner for making their operations flexible.
Ansoff Growth Matrix
Concept of Ansoff Growth Matrix
Ansoff growth matrix is used by organisational managers for identifying overreaching
strategy which can be used by businesses to expand their operations on a global scale (Mullin,
2018). Its main purpose is to discover new and untapped markets through developing products
and services. Major strategies included in Ansoff Growth matrix are market penetration,
development, product enhancement and diversification.
Analysing growth strategies by using Ansoff Growth model
Market penetration- Under this strategy, an organisation sells their existing products to
subsisting markets as well as seek to expand their market share for current products (Rust, 2020).
It is considered as least risky for organisational managers as in this existing products are used
sold in existing market.
Market development- Under this, an establishment sells existing products into new
markets in a strategic manner. Organisations identify market segments through proper research
for analysing competition intensity, distribution channels, market profitability and many more.
Product development- In this strategy, an organisation can introduce new products in
their existing market. New innovative ideas in product portfolio can be added to goods in case of
proper internal capabilities in an effective manner.
Diversification- It is considered as most riskiest growth strategies as under this
marketplace as well as products both got changed by company. There is a risk of uncertainty as it
is possible that new products are not appreciated by customers in new markets.
In respect to Farmfoods, managers can adopt market penetration and product
development growth strategies for enhancing their products in an effective manner. For adopting
market penetration strategy, effective advertising campaigns, loyalty programmes, sales
promotions and many more can be initiated for promoting their frozen food in existing UK
markets.

They can also adopt product development strategy for growing their operations whereby
they can develop new products in their existing target market. This can be riskier situation as it
needs more resources as well as time for development of products.
Marketing
Marketing can be explained as a process of making people interested in products or
services of an organisation through market research as well as analysis of customer needs,
behaviour, perspective and many more (Wesselmann, and Hohn, 2017). It can enable business
organisations to grow their segmented audience as well as establish credibility on a worldwide
basis.
Using marketing for improving growth and performance
For improving growth as well as performance in an effective manner, companies use
marketing tools for enhancing their growth in overseas market. Varied marketing tools in
relevance with Farmfoods are mentioned below:
Social media marketing tools- For enhancing performance and growth of an
organisation, social media tools plays an important role. This helps them in reaching to massive
customer base which ultimately led to increase their conversion rates in an effective manner. For

example, Farmfoods use Facebook, Instagram and other social media channels for enhancing
brand awareness in an effective manner.
Content Marketing tools- This plays an significant role in organisations when they want
to enhance their performance as well as growth in a strategic manner. Tools like Bannerflow can
be used by managers of Farmfoods for sharing and suggesting effective ways for assessing their
promotional strategies in an effective manner. Content can be uploaded on social media and
digital channels but there are ready made software which can transfer this to wide variety of
customers without any convenience. This can help them in enhance their performance as well as
growth in an effective manner.
Search engine optimisation tools- There are varied organisations which has adopted
search engine optimisation tools such as Ahrefs, Clearscope, SEMrush and many more. This
optimisation tools are considered as vital for managers of Farmfoods for generating traffic for
their website in an effective manner.
Audience research tools- Organisations uses tools for analysing their audience in an
effective manner for developing their products and services in an effective manner. One of the
such marketing tool is Typeform which can be used by managers of Farmfoods for making
effective survey in regards with customers and their needs in a strategic manner.
Conclusion
From the above mentioned information, it has been concluded that marketing is
considered as an essential aspect which help marketers in determining strategies for promoting
and advertising products or services in an effective manner. Marketing mix is considered as
tactics or strategies which are used by organisations for formulating plans in a strategic manner.
Ansoff growth matrix is a strategic framework which is used by organisational managers for
determining the expansion strategies in an effective manner. Marketing tools plays an important
role in enhancing performance as well as growth of an establishment. SWOT analysis is a
framework which help organisational managers in assessing impact of internal forces on business
operations in a significant manner.

References
Books & Journals:
Baker, M. J., 2017. Marketing strategy and management. Bloomsbury Publishing.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Ferrell, O. C., Hartline, M. and Hochstein, B. W., 2021. Marketing strategy. Cengage Learning.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Mullin, R., 2018. Promotional marketing. Routledge.
Rust, R. T., 2020. Outside-in marketing: Why, when and how?. Industrial Marketing
Management. 89. pp.102-104.
Wesselmann, S. and Hohn, B., 2017. Public marketing. Wiesbaden: Springer Fachmedien
Wiesbaden.