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

This report covers the meaning of marketing, extended marketing mix, SWOT analysis, Ansoff matrix, and digital marketing. It explains how businesses can use marketing to remain competitive and improve performance. Case studies of HSBC, Sainsbury, Mark and Spencer, and TESCO are included.

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..........................................................................................................................6
Explain how an organization can use digital marketing to improve its performance and growth
......................................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRDUCTION
Marketing is a technique which is utilized by company for developing their goodwill or brand
image in market and between customers at higher rate. With help of various marketing strategies
organization are able to extend the reach of their services and products in various locations.
Strategies includes budget allocation, promotional strategies and effective supply chain
management. Digital marketing refers to increasing the awareness of company product between
customers through online mode (Kotler, Pfoertsch and Sponholz,2021). The chosen companies
for evaluating the effect of marketing strategies on company’s performance are HSBC,
Sainsbury, Mark and Spencer and TESCO. This report will cover the meaning of marketing,
define the extended marketing mix and discuss the considerations an organization should give
for each of the 7P’s, how a business can use marketing to remain competitive. It also covers
concept of Ansoff matrix and how it can be used by an organization to analyse their growth
strategies. In last how an organization can use digital marketing to develop its performance and
growth.
TASK
Explain what is meant by marketing
Marketing is basically a process where various types of strategies are applied by organization for
increasing the goodwill and popularity of their product at wide range in market at global level
(Castellano and Zelaya, 2021). Due to the use of effective and specific strategies strong positive
relationship are easily developed between employee and employer or employee and customers
for long time. Effective strategies include online advertising, personal selling, digital marketing
and others. Due to using these tactics consumers are easily attracted in large number towards
company products.
Define the extended marketing mix and discuss the considerations an organization should give
for each of the 7P's
Marketing mix is basically a tool of 7P’s which it used by TESCO for examine the various
functional areas in effective manner –
Price – Here different pricing strategies are used by company like competitive pricing,
skimming pricing and discounting offers for capture the customers in large number. In context to

TESCO, when company used these pricing strategies effectively then, definitely profit margin
and market share of organization are easily increased for long duration.
Product – In this stage the availability of their product and services are easily enhanced in
various areas through online and offline mode (Chantamas, 2021). In context to TESCO, due to
using this strategy convenience of users are highly increased for purchasing their product within
low time.
Promotion – In context to TESCO, management must use various types of strategies for
increasing the needs and desires of consumers at maximum level. Strategies includes sales
promotion, digital marketing, online advertising, personal selling and others.
Place – It refers to identifying beneficial and suitable location by company for running whole
business operations smoothly (Kelleci, 2021). In context to TESCO, top level management must
establish effective infrastructure in that selected location. With help of effective infrastructure
company easily maintained strong with customers and suppliers in long term.
Process – It means through which way or manner product and services are delivered to users
in both offline and online mode. In relation to TESCO, higher authority must utilize effective
distribution channel and advanced equipment’s for facilitating their product to consumers in
accurate time.
People – It is directly concerned with workers who are working within company and they play
the major role for providing best quality service to customers within low time. In context
TESCO, management must utilize skilled workforce within firm for sustaining positive relations
with customers in long term (Kelleci, 2021.
Physical evidence – In context to TESCO, management must use their infrastructure
effectively which includes layout of store, attractive atmosphere etc. In this way visits of
customers are easily increased in their store in long term.
Explain how a business can use marketing to remain competitive. Use SWOT analysis to explain
your answer
SWOT Analysis is defined as a method which is applied by Mark and Spencer for
identifying their own strength, weakness, opportunity and threat which are described below –
Strength –
Effective use of skilled workers – In context to Mark and Spencer, management always utilize
skilled workers within organization (Kulinich and Terentieva, 2021). Due to the use of skilled

worker’s customer always received best quality product and reliable service from company
within low time.
Brand reputation – In relation to Mark and Spencer their goodwill is already sustained in
market and between customers. Because their product and services are highly reliable for
customers which leads to increase the organization profit are higher rate.
Weakness –
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.
Increasing cost – In context to Mark and Spencer, due to the effective use of technology
production and other cost are highly enhanced for company. But due to increase in management
need to decrease quality in their services which is not good for company image.
Opportunities –
Expansion of organization – In relation to Mark and Spencer, they expand their activities in
various locations which includes Brazil, Russia, Indonesia and Poland (Li and Zhang, 2021).
Due to establishing their stores in these locations consumers are able to buy the essential
products within low time (Li and Zhang, 2021).
In context to Mark and Spencer, management effectively adapted latest equipment’s and e-
commerce platforms for run their functions automatically and in fast manner. Due to the use
various apps such as Amazon, eBay their products are easily available for users within low time.
Threat -
Due to huge competition in market company faced various difficulties for increase the sale
of their product in different locations. It leads to decrease the brand image of organization
effectively.
Describe Ansoff's matrix. Explain how Ansoff can be used by an organization to analyse their
growth strategies
Ansoff matrix is a strategic tool which is utilized by company for gaining high success
rate in market in long term. In this tool mainly four stages are considered by company which are
described below –
Market development – It means expansion of organization activities and services in various
locations with help of old products. In context to Sainsbury they must use different types of

strategies such as includes use of technology such as online apps or portals, official websites etc.
Due to using these strategies portfolio and goodwill of the organization are effectively increased
within short duration in market (Li, Ongpauco and Rubante, 2022).
Product development – Here organization are focusing on developing new product in
existing market which is totally unique from other brands. In context to Sainsbury it is
mandatory for management that they must use highly qualified employees in their all
departments. In this way effective coordination and communication are easily sustained between
employees for producing best quality products in their workplace.
Market penetration – In this phase company are mostly focusing on selling the old product
in existing market (Sumaya, 2021). In context to Sainsbury, authority must use different types of
methods for increasing the sale of old products in different areas. Method includes providing
discount in various products, beneficial schemes, Keeping average or affordable price in their
product. In this way customers are easily attracted in large number for purchasing company
product.
Diversification – It refers to developing market and product newly by the organization
according to the needs and desires of customers (Mihaylova,2021). In context to Sainsbury,
management must diversify their products diversify them at wide range for customers. Because
due to diversification in their product choices of the customers are easily fulfilled in time without
any delay.
Explain how an organization can use digital marketing to improve its performance and growth
In today’s time in comparison with other strategies digital marketing is a highly effective
technique for increasing the performance and popularity of organization at maximum level. In
this method the awareness of the company’s product is easily spread between customers
effectively within short duration. The stages which are followed by HSBC for enhancing their
growth and performance are –
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.

Increasing profit – In context to HSBC effective digital marketing are highly essential for
increasing the growth and portfolio of company at higher rate (Rahmawati,2022). With help of
effective digital marketing customer easily received the accurate and reliable information about
company’s products and services within low time. Due to receiving these facility desires and
wants of customers are effectively increased at maximum level for availing their services at any
cost.
Cost effective – It means due to the use of digital marketing effectively the money and time of
both customer and organization are saved at maximum level (Sumaya, 2021). Due to saving time
and money consumers are easily attracted in large number for purchasing their product at large
quantity. Due to showing them adds in different devices such as television, radios and hoardings
market share of company are easily enhanced for long duration.

CONCLUSION
After 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
Kotler, P., Pfoertsch, W. and Sponholz, U., 2021. H2H Marketing: The Genesis of Human-to-
Human Marketing. Cham: Springer.
Castellano, L. P. and Zelaya, S. L. H., 2021. La importancia del marketing sensorial en las
tiendas de jamones: El caso de Viandas Hacienda Zorita en Salamanca. IROCAMM-
International Review Of Communication And Marketing Mix, 2(4), pp.21-34.
Chantamas, M., 2021. Book Review: Marketing 5.0 Technology for Humanity. ABAC
Journal, 41(2), pp.271-275.
Kelleci, A., 2021. Four-Stage Model of Value Creation for Sustainability-Oriented Marketing:
En Route to Participatory Marketing. Journal of Macromarketing,
p.02761467211049668.
Kulinich, T. and Terentieva, N., 2021. THE USING OF MODERN MARKETING TOOLS IN
THE CONTEXT OF SOCIAL RESPONSIBILITY OF BUSINESS. Three Seas
Economic Journal, 2(3), pp.45-53.
Li, L. and Zhang, J., 2021. Research and analysis of an enterprise E-commerce marketing system
under the big data environment. Journal of Organizational and End User Computing
(JOEUC), 33(6), pp.1-19.
Li, V.K., Ongpauco, P. A. and Rubante, J. T., 2022. The Impact of Viral Marketing Collateral on
Brand Image:“# KwentongJollibee” Advertisement. Journal of Business and
Management Studies, 4(1), pp.264-272.
Mihaylova, M., 2021. Innovation through the prism of companies using direct marketing. An
empirical example from Bulgaria. VUZF Review, 6(2), pp.11-15.
Rahmawati, H. K., 2022. The Influence of Marketing Mix in Medical Tourism. Jurnal
Administrasi Rumah Sakit Indonesia, 6(3), pp.160-167.
Sumaya, S. M. M. M. E., 2021. ECONOMIC IMPACT OF THE CROP MARKET IN
MARKETING PEANUT IN HALFA ELGADIDAH AGRICULTURAL SCHEME,
KASSALA STATE, SUDAN. Revue Finance & marchés, 8(3), pp.25-42.