Introduction to Marketing: Meaning, Mix, Ansoff Matrix, SWOT Analysis, Digital Marketing and Tools

This report covers various concepts related to marketing such as the extended marketing mix, SWOT analysis, Ansoff's Growth Matrix, and digital marketing tools. It explains how marketing helps businesses remain competitive and increase growth. The report also provides examples and strategies for each concept. The subject, course code, and college/university are not mentioned.

Introduction to Marketing

Table of Contents
Introduction..........................................................................................................................................3
Main Body............................................................................................................................................3
Meaning of Marketing and its Marketing Mix................................................................................3
Use of Marketing to remain competitive.........................................................................................4
Ansoff matrix and uses to organization...........................................................................................5
Digital Marketing and its Tools.......................................................................................................6
Conclusion............................................................................................................................................6
References............................................................................................................................................8

Introduction
This report will discuss various concepts which are related to marketing such as extended
marketing mix. It explains about the competitive market with the SWOT analysis which will
discuss strengths and opportunities of an organization. This report includes information about
Ansoff's Growth Matrix which discuss its purpose and 4 quadrants.
Further, the report discuss 2 quadrants of Ansoff's Growth Matrix with their risk and how
they contribute to growth of the organization. It also includes definition of digital marketing and
where the digital marketer can market the organization. Lastly, the report will provide information
about various digital marketing tools.
Main Body
Meaning of Marketing and its Marketing Mix
Definition of Marketing
Marketing is defined as a process which helps the business to get clients or customers who
have interest in the product or service of the company. This process has various stages such as
research, promote, etc. This will help the business to achieve its objectives. Marketing helps the
company to increase its growth rate by increasing sale (Kotler, Kartajaya, and Setiawan, 2019).
Extended Marketing Mix
The extended marketing mix combines 7 elements whose aim is to work together for
achieving the business objectives. Those 7 elements are Product, Price, Promotion, Place, People,
Process & Physical which are discussed below:
 Product — Product refers to the tangible and intangible item which an organization sell to
its customer (Paul, and Mas, 2020). This can be either service or products which have their
separate benefits and advantages. For example Tesco sells clothes, books, etc.
 Price — Price is what a consumer pays for the purchase of product of services. For example
a person pay 24 Euros for a dress of Tesco.
 Promotion — Promotion is way of expressing a companies products to its consumers
(Thabit, and Raewf, 2018). For example Tesco giving an offer of Buy 1 get 1 free.
 Place — Place is basically a companies channel of distribution which helps the company to

send its product market and physical location. For Example an outlet of Tesco or its
websites.
 People — This element is regarding the staff working in an organization which supports to
manufacture and sell the products. For example the CEO of a company and his employees.
By this the employees will also be aware of the uniform and various systems in an
organization.
 Process — It is basically the process of delivering the products to its end consumers. For
example Tesco deliver its product at door step.
 Physical — The environment of place where a product is being sold. For example counter at
outlet of Tesco.
Use of Marketing to remain competitive
Definition of competitive environment and SWOT
Competitive environment is defined as a structure where various companies, compete
among themselves within various marketing channels or pricing strategies, etc. SWOT analysis
internal factors shows strengths and weaknesses of the companies. While the external factors shows
opportunities and threats which is faced by the company (Teoli, Sanvictores and An, 2019).
Strengths organization possess
For analysing the strengths of an organization an example, of Tesco can be taken:
 TESCO is among the biggest grocery and retail store who are from Britain. It is
continuously growing in number of outlets and their revenue for 2021 was $75,022 Millions.
 TESCO is expanding in various other sector also which is Retail Banking & Insurance
services. It have various benefits as they are increasing their customer base which eventually
will improve the growth of an organisation.
 TESCO have wide variety of product & services to offer to their consumers at lower prices
all over the world. They cater to various needs such as clothe, books, groceries, etc (Moura,
2021).
Opportunities for the business environment
For analysing the opportunities of an organization an example, of Tesco can be taken:
 Considering the recent pandemic it is mostly preferred to maintain distance and avoid
touching things. This factor motivated TESCO to open its cashless store and online

shopping which will also provide home delivery.
 TESCO can merge their stores who are performing poorly with the locals stores which will
help them to understand the market demand. The merger will also help them to provide
things accordingly to the demand. This factor will improve the position of their supermarket
outlets and increase sales.
Ansoff matrix and uses to organization
Ansoff Matrix, its purpose and quadrants
This Matrix is also known as Product/Market expansion grid which is utilized by the
companies. This helps them to analyse as well as plan their strategies which will help in the growth.
There are 4 strategy Market Penetration, Market Development, Product Development &
Diversification. The purpose of this matrix is to explain the risk or challenges which will be faced in
each of the strategy by business (Dawes, 2018).
2 Quadrants which help the organization
The 2 quadrants which will help the organization are:
 Market Penetration — This Quadrant is about existing market and existing product. In this
business expand their value using in the existing market with existing product by adopting
various ways. This helps the business to increase their sales by offering various services to
its existing customers. The method which are involved in this to help the organization are by
promoting their products by giving offers or advertisement. This will help the firms to
increase their sales as well as profit. Firms adopt this strategy because it is less risky also it
gives them freedom to work in their existing market.
 Market Development — In this quadrant the business use their existing product to sell in a
new market. The business doesn't need any development in their product as it will cater to
the needs of new market. This involves the business moving from retail market to a new
wholesale market and vice versa. In this the company can also enter into a foreign market or
online market which will increase their reach to the consumer. This will be easier for the
business if they are trying to expand to similar market. It is because the markets will have
same opportunities. It has slightly higher risk as the company is entering into an unknown
market (Hallberg, 2000).

Digital Marketing and its Tools
Meaning of Digital Marketing
Digital Marketing can also be called as Online Marketing. This method of marketing bring together
the business and its potential customer who are using internet with the help of promotion. The
digital marketing can be done on social media, YouTube, email, search engine optimization and
various other platform. There are various tools which support this marketing (Bala, and Verma,
2018).
Digital Marketing Tools
1. Loomly — Loomly is a tool for Social Media Marketing which helps various small social
platforms to organize and collaborate their content. It consists of various features like
forming calendars or workflow which makes scheduling easy for the organization. It also
provides various fresh content which is based on the topics which are trending.
2. Ahrefs — It is important standard when a company need to brainstorm about the ideas for
keywords and rank of opportunities. This tool helps the marketer to analyse the URL for
organic keywords. It also helps to estimate amount of traffic a business competitor receive
for their search term.
3. SEMrush — SEMrush is a SEO tool which helps the business to track their important
keywords position and also provide new term which bring ranks. This tool is best to
brainstorm various new ideas for content and also tells the intent for the search.
4. OptiMonk — This tool allows the business to get the focus of their customer by preventing
them from going through their personal pop-ups. The focus of this tool is to get lead and
message related to exit intent. It is basically known for its easy use. It's easy to use because
it provides various templates in which the data has to be copied (Peter, and Dalla Vecchia,
2021).
Conclusion
It is concluded that marketing helps the business to get their customers. It also explained
various extended marketing mix with their examples. This report also explained how SWOT
analysis will help to find internal and external factors of the business.
The conclusion about Ansoff's matrix can be that it help the business to form various growth
strategies. Also, it explains that market penetration is less risky while market development is

slightly high in risk. It also concludes that digital marketing help the business to increase their
reach. Also, there are various tools which is used in digital marketing.

References
Books & Journal
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A
Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with Two
Logical Problems (February 27, 2018).
Hallberg, K., 2000. A market-oriented strategy for small and medium scale enterprises (Vol. 63).
World Bank Publications.
Kotler, P., Kartajaya, H. and Setiawan, I., 2019. Marketing 3.0: From products to customers to the
human spirit. In Marketing wisdom (pp. 139-156). Springer, Singapore.
Moura, M.B.L.D., 2021. Equity Research in Food & Retail Industry-TESCO PLC (Doctoral
dissertation, Instituto Superior de Economia e Gestão).
Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing. 28(8). pp.681-701.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the
identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies, 4(4).