Introduction to Marketing: Concepts, Strategies, and Digital Marketing

This report covers the concept of marketing, extended marketing mix, SWOT analysis, Ansoff's matrix, and digital marketing strategies for growth and performance. It includes case studies of TESCO, Mark and Spencer, Sainsbury, and HSBC. The report explains how marketing can help a business remain competitive and how digital marketing can improve performance and growth.

Introduction to
Marketing

Table of Contents
INTRDUCTION..............................................................................................................................3
TASK...............................................................................................................................................3
Explain what is meant by marketing............................................................................................3
Define the extended marketing mix and discuss the considerations an organization should give
for each of the 7P's.......................................................................................................................3
Explain how a business can use marketing to remain competitive. Use SWOT analysis to
explain your answer.....................................................................................................................4
Describe Ansoff's matrix. Explain how Ansoff can be used by an organization to analyse their
growth strategies..........................................................................................................................5
Explain how an organization can use digital marketing to improve its performance and growth
......................................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRDUCTION
Marketing is a strategic tool which is used by organization for increasing their popularity
and sale of their product in different areas. Due to using this strategy the reach of a company’s
services and products are increased at maximum level for all customer segments (Abuselidze and
Slobodianyk, 2022). The strategies which are mostly used by organization for increasing their
brand image are effective distribution channel, budget allocation, promotional strategies and
others. The chosen companies are TESCO, Mark and Spencer, Sainsbury and HSBC for
understanding the impact digital marketing or marketing strategy on company’s performance.
This report will cover the concept of marketing, define the extended marketing mix and discuss
the considerations an organization should give for each of the 7P’s, explain how a business can
use marketing to remain competitive and SWOT analysis to explain the answer. It also covers
concept of Ansoff matrix and how Ansoff can be used by an organization to analyse their growth
strategies, how organization can use digital marketing to improve its growth and performance.
TASK
Explain what is meant by marketing
Marketing is basically a procedure or technique which is used by company for enhancing
the popularity of their reputation in market or between customer at international level. In this
method some effective strategies are used by organization for enhancing the sale of their product
in beneficial and other areas. Strategies includes personal selling, digital marketing, online
advertising and others. With help of these strategies market share and portfolio of organization
are easily increased effectively in long term.
Define the extended marketing mix and discuss the considerations an organization should give
for each of the 7P's
Marketing mix is a technique which is applied by TESCO for analysing different
functional areas effectively.
 Product – It refer to increasing the product and service availability of company in
different locations near by customers in both online and offline mode. In context to
TESCO, due to using this tactic consumer easily buy their product within low time.
 Price – Here various pricing strategies such as discounting offers, competitive pricing is
used by the organization for attracting the consumers in large number. In context to

TESCO, management must use average and low price in their product which leads to
increase their productivity and profit margin in long term.
 Place – It refers to choosing reliable and beneficial location by organization for run their
business functions in smooth manner. In relation to TESCO, they execute effective
infrastructure in that particular location. Due to using effective infrastructure strong
communication are easily sustained with suppliers and consumers for long duration.
 Promotion – In context to TESCO, authority must use different strategies for increasing
the needs and desires of the customers effectively which leads to increase the company
profit. Strategies includes online advertising, digital marketing, sales promotion etc.
 People – People means all categories of employees who are working within organization
and they play the most important role for producing quality in their work place area (Ali
and Anwar, 2021). In context to TESCO, authority must use skilled and qualified within
company for maintaining good relations with their customers.
 Process – It refers to in which way services and products are serving to consumers in
both online and offline mode. In context to TESCO, they must use latest technology and
effective supply chain for delivering their product to customers in promised time.
 Physical evidence – In context to TESCO, higher authority must use their overall
infrastructure in effective manner. It includes effective store layout, good atmosphere for
enhancing the visits of consumers in stores for long duration.
Explain how a business can use marketing to remain competitive. Use SWOT analysis to explain
your answer
SWOT Analysis is basically a technique which is utilized by organization for analysing
their own strength and weakness effectively.
Strength –
 In context to Mark and Spencer, it is one of the company who always utilized skilled
and talented employees in their workplace areas. With help of talented worker’s
organization easily facilitates wide range of best quality products to customer for long
time.
 In context to Mark and Spencer, they always maintained their reputation or goodwill in
market effectively. Because they always providing reliable service to the consumers
which leads to enhance their revenue easily.

Weakness –
 In context to Mark and Spencer, due to the effective utilization of technology,
maintenance and other cost are effectively increased in their workplace area. Due to
increasing cost and investment sometimes organization reduced quality at higher rate in
their various products which is not good for users.
 In relation to Mark and Spencer, due to keeping high price in their product consumers
are limited in numbers. Due to this the revenue of firm are easily decreased at higher rate
in various locations.
Opportunities –
 Establishment of online stores - Marks & Spencer also has an online store. But when
we compare the company’s position with other world’s leading online retail E commerce
stores like Amazon or eBay. Then M&S is far behind in the competition
 In relation to Mark and Spencer, it is a multinational company where all branded items
are available for customer Black, ( Dingus and Milovic, 2021). For increasing their
product availability company expand their activities in different locations such as
Indonesia, Poland, Brazil and Russia. In this way customer convenience are effectively
increased for buying their product in low time.
Threat –
 In context to Mark and Spencer, management faced lot of difficulties for sell their
product in market. Because in today’s time competition are highly increased in retail
sector and other brands also providing the same product in low price.
Describe Ansoff's matrix. Explain how Ansoff can be used by an organization to analyse their
growth strategies
Ansoff matrix is a method which is used by organization for achieving high success rate
in market for long duration. In this method mainly four steps are involved which are described
below
 Market penetration – Here organization are mainly focusing on enhancing the sale of
existing goods in existing market. In relation to Sainsbury, management must utilize
effective methods for increasing the sale of their product at various locations. Method
includes beneficial schemes, facilitating discount in their product and also keeping fair

price. In this way customers easily attracted towards company’s product and due to this
product are sold in large quantity effectively.
 Market development – It refers to expanding the market share of company with help of
opening new stores in various locations and also with help of existing product (Iacobucci
and Popovich, 2022). In context to Sainsbury, they must use effective strategies for
enhancing their product and service reach effectively to all categories of customers.
Strategies includes use of technology such as online apps or portals, official websites etc.
which leads to increase the profit of customers effectively.
 Product development – In this phase the main role of organization is to develop new
and unique product which is totally different from other competitor. This product is fully
developed according to effective analysis of needs and desires of customers. In context
to Sainsbury it is necessary for management that must hire committed and skilled
workers in their workplace area for producing best quality product according to customer
needs.
 Diversification – Here market and product both are newly developed by organization.
Due to development of new product and market in both offline and online mode chances
are highly increased for organization to increase their profit margin at maximum level. In
context to Sainsbury, they must diversify their product and services a wide range in both
offline and online mode.
Explain how an organization can use digital marketing to improve its performance and growth
In present time, digital marketing is one of the very effective strategy in comparison with
others. The main advantage for using this strategy by organization is that their productivity and
performance level are easily increased at higher rate. The steps which are considered by HSBC
for increasing their growth and performance are –
 Higher revenue – Due to the effective use of digital marketing by HSBC profit of the
organization are easily increased at higher rate. The main reason for increasing their
portfolio is that customers always received best quality product from company without
any delay. In this way goodwill or reputation of organization are effectively maintained
in market for long time.

 Cost effective – It means digital marketing plays the important role for saving the time
and money of organization in various activities (Lohosha and Semchuk, 2021). Because
with help of this strategy feature and detailed information of their product are easily send
to consumers within low time and in attractive manner. Due to showing their adds in
different devices such as television, radios and hoardings users are easily attracted in
large number.
 Geographical expansion – In context to HSBC, management increased their services
through online mode in various locations. Due to use of effective digital marketing in the
form of technology organizations are able to facilitate their products in time. It leads to
build strong communication between employee and customer for long time.

CONCLUSION
From the analysis of above information, it is concluded that marketing plays the major role
for increasing the sale of company’s product in multiple locations for long time. With help of
marketing and digital marketing desires and wants of the customers are easily fulfilled in time. In
the process of marketing employees are able to identify the problems of customers in low time.

REFERENCES
Books and Journals
Abuselidze, G. and Slobodianyk, A., 2022. Marketing Aspects of the Key Issues of Agricultural
Machinery in the Industrial Enterprises. Journal of Optimization in Industrial
Engineering, 15(1), pp.311-320.
Ali, B. J. and Anwar, G., 2021. The Effect of Marketing Culture Aspects of Healthcare Care on
Marketing Creativity. Ali, BJ, & Anwar, G.(2021). The Effect of Marketing Culture
Aspects of Healthcare Care on Marketing Creativity. International Journal of English
Literature and Social Sciences, 6(2), pp.171-182.
Black, H .G., Dingus, R. and Milovic, A., 2021. From Student to Professional: Teaching
Professionalism in the Marketing Classroom. Marketing Education Review, 31(1), pp.41-
52.
Iacobucci, D. and Popovich, D., 2022. Studying Healthcare from a Marketing
Perspective. Foundations and Trends® in Marketing, 15(2), pp.86-152.
Lohosha, R. V. and Semchuk, I. A., 2021. Concepts of marketing development in the
management system of an agricultural enterprise. In Colloquium-journal. 2021.№ 12
(99). Р. 40-49..
Savina, S. S., 2021. Theoretical fundamentals of competitiveness management of enterprise
products on the basis of marketing. Magyar Tudományos Journal. 2021.№ 50. Р. 24-33.
Septiani, F., 2022. Marketing Strategy Analysis To Increase Consumer Satisfaction Using
SWOTAnalysis On Caffein Waroeng Kopi Bojongsari. International Journal of Science,
Technology & Management, 3(1), pp.202-208.
Tsviliy, S., Gurova, D. and Kuklina, T., 2021. Marketing competitiveness of hotel and restaurant
enterprise: theoretical approach and methods of definition. VUZF Review, 6(2), pp.30-
41.