Introduction to Marketing: Importance, 7Ps, SWOT Analysis, Ansoff's Growth Matrix, Digital Marketing

This guide provides an introduction to marketing and its importance in promoting products in the target market. It covers the 7Ps of marketing, SWOT analysis, Ansoff's Growth Matrix, and digital marketing. The guide also discusses how companies use these strategies to stay competitive and attract customers.

Introduction to
Marketing

Table of Contents
INTRODUCTION.....................................................................................................................................3
Marketing and 7ps.............................................................................................................................3
SWOT Analysis...................................................................................................................................4
Ansoff’s Growth matrix......................................................................................................................4
Digital marketing...............................................................................................................................5
Conclusion.............................................................................................................................................5

INTRODUCTION
Marketing is the process that used by the companies in order to effectively promote their
products in the target market. By the mentioned trait organisations developed the demand for
their product between the vast number of customers. In addition to this the respected report
evaluate the concept of marketing mix as well as highlight the importance of marketing in
adhering the challenges more effectively in the competitive market. Moreover, the respected
report will also determine the use of digital marketing to improve the performance and
growth of the organisation in the operational market (Terech, 2018).
MAIN BODY
Marketing and 7ps
What is meant by marketing?
Marketing is one of the reliable source for organisation to promote and sell their product in
the targeted market more effectively. It assist the firm in order to understand the customer
triggered point and use such insights in order to draw the customers towards a particular
product. Marketing ensure to matching the organisation product with customer to influence
the sale of the company. In addition to this companies uses the various marketing strategies in
their business functions to achieve the determined goal more effectively.
The 7Ps
The extended marketing mix is the inclusion of 7PS of marketing which facilitate the
organisation to achieve developed goal more effectively. In addition to this, the marketing
manager of Tesco adhere these 7 elements in their objectives in order to develop the customer
intrinsic marketing strategies (Czinkota, and et. al., 2021).
Product- the mentioned organisation has the diverse range of product from groceries item to
electronic items. It helped them towards targeting the multiple customer segment.
Price- the respected company uses the cost leadership strategy in order to offer the low cost
product in the competitive market with high quality. By using such strategy company built
the vast number of customer base in their business functions.
Place- Tesco have the vast number of stores worldwide as well as covers almost every
territorial area of UK. Moreover the mentioned company also offers the online service to its
customer.
Promotion- Company highly invest on their advertisement and promotional activities. In
regard to this they run their promotional ads and campaign on social media sites, magazines
as well as their ads are also reflect on TVs ads.

Process- The mentioned company also installed the self billing machines in their stores
through which customers can pay the total amount of their billing item without having the
involvement of third party. Moreover, they also have the dedicated online platform through
which customer can order to their essential products easily.
People- Tesco has the vast number of employee in their operational function. These
employees are highly trained and know how to manipulate the other competitors customers.
Moreover, the marketing team of respected organisation performed effective practises
through which customer demand insights are used in evolving the business structure
(Stevens, and et. al., 2021).
Physical evidence- The mentioned company has thousands of stores in UK as well as have
the online grocery app which showed
Their strong existence in the competitive market.
Marketing and competitiveness
A competitive environment is a place where number of companies perform their functions in
the same market. Hence, in order to enhance the business revenue various marketing channels
are used by companies to stay competitive. In addition to this SWOT analysis is the
framework which used by the companies to evaluate its competitive position in the
competitive market. It evaluate the internal as well as external environment through which
current and future potential are assess by the companies.
SWOT Analysis
Strength of Tesco
Brand image- Tesco offers the quality of product at the regional price to their customer
which helped the organisation in order to established the strong brand image in the
operational market (Boyd, and Koles, 2019).
Finance base- The respected organisation has the effective cash flow that provide them
advantage to deploy the rapid changes in compare to their competitors in the operational
market. It assist them to deploy hefty investment in the marketing activity
Sustainable practices- the mentioned company adopted the effective use of technology in
their operational functions through which product repackaging and recycling were developed
efficiently. Such practices helped the organisation in order to form the better CSR practices in
their operational function as well as attracted the environment enthusiast customer toward
their company product.
Opportunity for Tesco

Strategic alliance with other brands- The respected business have the chances to enhance
their business operations in the global region by strategic alliance with the leading companies
of that particular territory. By such function the mentioned business can develop more
revenue generation channels.
Enhance market share- The respected company adopted the number of ethical and
sustainable practices in their business function through which they can Easily manipulate
customer of their competitors. It developed more effective brand image in the market that
ultimately result in the enhancement of customers. Moreover, it also eliminate the threat of
laws and regulation on the business function, as the respected company working on
developing the more effective sustainable business model which provides the legal support
and customer concern (Deepak, and Jeyakumar, 2019).
Ansoff’s Growth matrix
Description of ansoff’s growth matrix
The ansoff’s growth matrix is the process that offers the marker to address the option as well
as calculating the risk involvement in deploying the new strategic decision in the business
function. In regard to this it involved the 4 quadrant which are market penetration, product
development, market development and diversification. By analysing these elements
according to the company concern helped them in order to adopt the reliable
Strategy.
Using ansoff’s growth matrix to analyse growth strategies
 Market penetration- Market penetration refers to in which company Sells the
existing product in the existing market. In addition to this companies develop
promotional activities and discounts to enhance the customer size. An instance the
respected company offers the various promotional and discount cards to their
customers INR to make them and loyal customers towards the company function.
The meaning of performing such function by the Tesco is to enhance their
customer base through new ones, company offers the wide range of products to
get the different segment in the operational market . The main function of
adopting such strategy is to manipulate competitors customers by attracting them
towards company function. Moreover the risk appetite in this mentioned strategy
is low compared to other quadrants of mentioned matrix.
 Market development- The market development is the process in which companies
plans to move in the new territory by their existing products. In addition to this the

mentioned strategy is filled with major risk due to uncertainty in the Newmarket. In
addition to this Tesco which already acquired the large market share has deployed
their function in the various region. Due to their brand image the respected
organization doesn’t face major complexions in their operational function. By the
brand collaboration in the new region the mentioned organization effectively
established their business functions and created the new customer base through their
existing products (Kumar, and et. al., 2018).
Digital marketing
Digital marketing considered as process that used by the companies in order to promote their
products in between their potential customers by the using of Internet. Through the use of
digital marketing companies created the vast number of customers through various digital
platforms. It help The organisation to communicate with their customers more effectively as
well as get the insights off there needs and demands
digital marketing to improve performance and growth
Search engine optimisation- By the implication of mentioned tool companies can easily get
the insights of their audiences as well as can check deer crawling activities on the official site
of the company. in regard to this they are number of search engine optimization tools
available in the market such Google trends dad as the business says to understand the
seasonal content.
Email marketing tool- The mentioned marketing tool is known as one of the best tool to
address the customer towards the company products. By the use of SANDRID organization
can easily staple off Internet towards marketing their products in between the targeting
audience.
Lead enrichment tools- The lead enrichment tools help business as to get the reliable
insights and informations in regard to the customer activities. It is one of the powerful be to b
marketing tools which highlights the customer traffic on a particular app or site of a
company. Therefore, it assists companies in Urdu get the up-to-date profiles off all the leads,
as these insights can further reuse in catering the customer.
Graphic creation tool visual contents are one of the best marketing practices that helps the
organization to attract the customer as well as delivered the effective information of the
product in between the audiences. Hence to the use of graphic creation tools companies can
create effective campaign and ads for their product as well as can enhance their official sites
to Enhance the customer engagement and retention (Foltean, 2019).

Conclusion
From the analysis of about it is concluded marketing plays one of the vital role in the
organization success. It assists the organization to attract the potential customer towards their
product as well as enhance their sales according to their marketing strategies. In addition to
this in the above discussion where is internal and external environment were highlighted
through which company get the reliable insights which further used in enhancing their
strategies. At last various digital marketing tools were derived which used by the
organization in order to enhance their business function as well as develop the more effective
business structure to attain vast number of customers.

REFERENCES
Books and Journals
Terech, A., 2018. An introduction to marketing and branding. Generations, 42(1), pp.45-49.
Czinkota, and et. al., 2021. Marketing Management: Past, Present and Future. Springer
Nature.
Stevens, and et. al., 2021. Marketing planning guide. CRC Press.
Boyd, D. E. and Koles, B., 2019. An introduction to the special issue “virtual reality in
marketing”: definition, theory and practice. Journal of Business Research, 100,
pp.441-444.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kumar, and et. al., 2018. Marketing research. John Wiley & Sons.
Foltean, F. S., 2019. Bridging marketing theory-practice gap to enhance firm performance:
Introduction to the special issue. Journal of Business Research, 104, pp.520-528.