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

This report provides an introduction to marketing and covers various concepts such as marketing mix, 7Ps, SWOT analysis, Ansoff's Growth Matrix, and digital marketing. It explains how different organizations use these concepts to capture the market and improve performance and growth. The report also includes examples of how these concepts are applied in different industries.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MARKETING AND 7PS................................................................................................................3
What is meant by marketing?..........................................................................................................3
The 7Ps...................................................................................................................................3
MARKETING AND COMPETITIVENESS..................................................................................5
SWOT Analysis......................................................................................................................5
ANSOFF’S GROWTH MATRIX...................................................................................................6
Description of Ansoff’s Growth Matrix.................................................................................6
Using Ansoff’s Matrix to analyse growth strategies..............................................................6
DIGITAL MARKETING................................................................................................................7
Using digital marketing to improve performance and growth...............................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a process in business which is so common technique of creating, delivering,
communicating, offering exchanges for the purpose to promote, sell and advertise products and
services to the customers which in extent involves market research (Dolnicar, 2022). The
respective report represents study on marketing, marketing mix, 7Ps with the relation to any
organisation, their examples. Then this report explains about how an organisation can use
marketing to be competitive with the help of SWOT analysis, further it describes about Ansoff's
growth matrix, the way it can be used by a company to evaluate their growth strategies and thus
the way an entity can utilize digital marketing to enhance their performance and growth.
MARKETING AND 7PS
What is meant by marketing?
This is referred to any action taken by the organisation in order to attain the customer's
mind towards their products and services through advertising, communicating, promoting,
retailing, distributing, product development and brand-ism. The activity has prior goals for their

maximizing sales, product value and brand loyalty. An organisation has to analyse their
consumers through research work, conduct focus groups, take feedbacks, evaluate the habits of
consumers in purchasing and they provide support to their consumers in case of any query or
problem. There are different types of marketing that are internet, SEO, blog, social media, print
video, influencer, viral, green, guerilla, inbound, outbound and content marketing.
The 7Ps
Marketing mix is commonly called to the methods and actions that an organisation utilize
in order to attract the consumer's towards their goods and services. This element typically
consists of the 7Ps in it generally that are as follows -
 Product – It is the thing or service which is offered by the company to customers. In
context to Sainsbury's, they deal in grocery products like fruits, vegetables, snacks, fish,
meat, dairy, bakery, drinks, health, beauty, household and pet related items (Gretzel and
Serra, 2022).
 Price – It is the value for the product that a consumer has to pay for buying. It is set on
the basis on the level of demand, supply and cost incurred in manufacturing the goods. In
context to Sainsbury's, the company deals in low and affordable prices.
 Place – This is the area or location in which the company distributes and develop outlets.
Before deciding about the place they should set target market. For example Sainsbury's
has developed many outlets in UK. They balance their qualities and servicing.

Illustration 1: Adding to the 4Ps Marketing Mix,
2022
 Promotion – These are the activities that include advertising, in-store and direct
marketing for the purpose of trading. For an instance the company Sainsbury's launches
many advertisements on newspaper, radio, TV and billboards.
 People – They represent to the persons who are either directly or indirectly connected to
the operations of the organisation. In Sainsbury's have people that are customers,
workers, managers, leaders, promotional heads, suppliers and other stakeholders.
 Process – These are the functional activities that are such as delivery, financing,
marketing, manufacturing, selling and etc. Sainsbury's first manufactures the packs,
delivers, supply, sell, distributes their products then they give after sales services through
CRM (Kumar and et. al., 2022).
 Physical evidence – This is a proof of brand existence either by any physical office/
outlet or by the online website. This helps the customers to consider whether the
organisation is fraud or regulated by registering to the government or not. The physical
evidence of Sainsbury's are their official website, printed invoice receipts, supermarkets
and convenience shops.
MARKETING AND COMPETITIVENESS
SWOT Analysis
STRENGTH WEAKNESS

 In context to Aston Martin has rolled
out since 1913. The company has
survived two world wars. So the
goodwill they have globally in the auto-
mobile industry is outstanding even
after the wars were finished.
 It's production is based on mainly
heavy duty. People know that the
quality power of their products are
competitive in industry.
 It always offers a perfect, attractive and
powerfully built range of cars. So this
leads to strong appreciation from fan
followings.
 It is spread over less number of
countries because they pay attention to
their luxury market and doesn't risk
entering into hopeless countries.
 The models are very limited so the
customers doesn't get more choice to
select because company offers loyal
and perfect products in a less range of
models (Madalina and et. al., 2022).
 It is dependent on less number of
sellers, promotional heads.
 It has very less product portfolio of the
cars which are upcoming in the
economy of UK.
OPPORTUNITY THREAT
 This branded vehicle is afforded by the
customers who afford in their budget.
It's followers are keen to use their
technology.
 Aston Martin has some scope in few
countries in which it can roll over and
work on itself to expand it's territory
even though it's quite hard for them.
 It is now concentrating in electric
vehicle market as it provides what
customer dreams of.
 Facing high competition as the opposer
companies play better role in capturing
market where Aston Martin as deals
way more expensively.
 Increment in fuel prices and changing
government policies taxes affects their
turnover as it's models highly consume
fuel and greenhouse gas emissions.
 Nowadays markets are getting
developed which is more of
unpredictable for the company.

ANSOFF’S GROWTH MATRIX
Description of Ansoff’s Growth Matrix
It is commonly known as Product/Market Expansion Grid which is a component used by
all organisations to evaluate and organise the growth strategies (Haryadi and Shodiq, 2022). This
give four types of strategies that are utilized in order to bring the company to the heights of
success and also to know their all risks.
Illus
tration 2: Understanding an Ansoff Matrix with
Examples in detail, 2021
Using Ansoff’s Matrix to analyse growth strategies
 Market Penetration – This is the first strategic quadrant which is yellow in figure. It is
utilized in the case organisation wants to increase the sales of an existing product in an
existing market. In context to Barclays UK uses sales touch points, improving dealer
network, maximizing customer's life time values and reaching directly to them.
 Market Development –The second quadrant is denoted in blue colour. It is adopted in
the case when the existing product is launched in a new market place (Moscardo, 2022).
For example Barclays approaches international, domestic markets and ties up with
complimentary organisations to rise their turnover in existing products.
 Product Development – This third quadrant is indicated in red colour. This strategy is to
focus on new products to be launched in a known market. For an instance Barclays
launches versions of Microsoft Office frequently though they have to improvise their
products constantly in order to maintain their customers.

 Diversification - This quadrant is most important which is identified in green colour. It
is a strategy adopted when a new product is introduced in a new market. For an instance
when Barclays had launched Microsoft in their gaming Xbox. Here the product and
targeted market were both new to the firm which tended them to approach new
distributional channels (Rossetti, 2022).
DIGITAL MARKETING
Using digital marketing to improve performance and growth
Digital marketing is a type of online marketing which is used for promotion of products
and services to their potential customers with the help of communication online and many digital
tools. The most used digital marketing tools are as follows -
 Social media websites – These are the online communicating websites which act as a
messengers. Some of the examples are Facebook, Instagram, Twitter and LinkedIn.
 Content marketing – These tools are use to write information which can be displayed in
the form of blogs on online websites (Skoultsos, 2022).
 Email marketing – This is a formal messaging tool use for communication and
conveying about the business events, offers and product details.
 SEO – It is tool used for displaying the business website on the top of every competitors
with the use of keywords and presentation enhancements.
In this era online marketing is so helpful for all the organisations which want to boost
their sales, revenue and identity over the world. There are several reasons for Tesco to occupy
digital marketing by an organisation that are explained below -
 Approaching customers - It helps the customers to view about any business as online
websites can be accessible by anyone all over the world wide.
 Identity - The business grows in digital marketing as it advantages Tesco to connect with
their customer base (Woyo and Venganai, 2022).
 Brand – Tesco can have brand positioning over their competitors which will earn them a
level of trust and customers can compare the substitute products.

CONCLUSION
This report gives an introduction of marketing with the brief description of marketing
tools, strategies, theories and approaches used by several organisation in order to capture the
market for their primary goal to earn revenue than their competitors. This report about
“Marketing” explains about marketing mix, 7Ps, SWOT analysis, Ansoff's Growth Matrix,
digital marketing utilization for improving the firm's performance and growth. These concepts
are explained with the help of few examples in the aspects of different organisations.

REFERENCES
Books and Journals
Dolnicar, S., 2022. Segmentation. In Encyclopedia of Tourism Management and Marketing.
Edward Elgar Publishing.
Gretzel, U. and Serra, F.F., 2022. Influence. In Encyclopedia of Tourism Management and
Marketing. Edward Elgar Publishing.
Haryadi, I. and Shodiq, F., 2022. Marketing Mix Kantin Parklatz Unit Usaha Universitas
Darussalam Gontor dalam Meningkatkan Minat Konsumen (Ditinjau dari Perspektif
Islam). Journal of Islamic Economics and Philanthropy. 4(03).
Kumar, V. and et. al., 2022. Engaging luxury brand consumers on social media. Journal of
Consumer Marketing.
Madalina, C. and et. al., 2022. 19th International Congress on Public and Non-Profit Marketing.
SUSTAINABILITY: NEW CHALLENGES FOR MARKETING AND
SOCIOECONOMIC DEVELOPMENT (SAMPLE).
Moscardo, G., 2022. Interpretation. In Encyclopedia of Tourism Management and Marketing.
Edward Elgar Publishing.
Rossetti, G., 2022. Impacts of Events. In Encyclopedia of Tourism Management and Marketing.
Edward Elgar Publishing.
Skoultsos, S., 2022. Event Motivation. In Encyclopedia of Tourism Management and Marketing.
Edward Elgar Publishing.
Woyo, E. and Venganai, H., 2022. Gender and Tourism. In Encyclopedia of Tourism
Management and Marketing. Edward Elgar Publishing.