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

This report covers marketing, marketing mix, 7Ps, SWOT analysis, Ansoff's growth matrix, and digital marketing. It explains how companies can use these strategies to enhance their performance and growth. The report also includes examples and tools used in digital marketing.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MARKETING AND 7PS................................................................................................................3
Define marketing....................................................................................................................3
7Ps of marketing mix..............................................................................................................3
MARKETING AND COMPETITVENESS....................................................................................5
SWOT Analysis......................................................................................................................5
ANSOFF'S GROWTH MATRIX....................................................................................................6
Explanation of Ansoff's growth matrix..................................................................................6
DIGITAL MARKETING................................................................................................................7
Utilization of digital marketing to enhance the performance and growth of company..........7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the methods acquired by a business for creating, delivering,
promoting, communicating and offering exchanges so as to sell the goods and services to the
customers. Before marketing there is a need to do research on the market (Johari and Hosseini-
Motlagh, 2022). The report covers about marketing, marketing mix, 7Ps in context of an
organisation and some examples. There is a brief discussion on the way a company can adopt
marketing in order to stand in a competition with the application of SWOT analysis, then there is
an explanation of Ansoff's growth matrix and how a company can utilize it so as to analyse their
growth strategies. At last there is a summary on some ways in which digital marketing boosts
the performance and growth of a company.
MARKETING AND 7PS
Define marketing
The term marketing is relatable to business which specifies identification of goods,
demonstrating demand, planning for price and creating distribution channels. The actions
involved in marketing are like delivering, selling, introducing, promoting and distributing the
goods and services of a company in order to earn more profit than the their rivalries. The
objectives of marketing is to boost the sales, commodity's value and brand value. So for
conducting marketing the company has do some research work, create focus groups, evaluate
feedback, observe the habits of customers in and give support to them if they are not satisfied by
the products and services (Piché and Naraine, 2022). The various categories of marketing are
inbound marketing, traditional marketing, online marketing, content marketing, direct marketing,
outbound marketing, email marketing, guerrilla marketing and so on.
7Ps of marketing mix
Marketing mix is a known for some strategies and actions adopted by the company for
grabbing the attention of consumers in order to increase the sales and revenue of the company.
This concept of marketing is divided into 7Ps that are explained below as follows -

 Product – This refers to the goods or services sold by the company for earning profit,
this can be either tangible or intangible. For an example, Aston Martin sells products like
cars, monster trucks and services for maintenance of the auto-mobile.
 Price – This is a decided value for their products and services which the customer has to
pay for purchasing them. This value can fluctuate according to the change in input costs,
demand, cost of supply and other factors (Trejo, 2022). In context to Aston Martin, serves
their cars with a high cost because of their brand value and input costs so only the high
classes person can pay for their cars.
 Place – It refers to an area of setting up their operations an the regions set for distribution
network. The company has a duty to set a targeted audience for choosing their place. For
example, Aston Martin sets up their showrooms in developed countries and they process
their operations in their headquarters that is UK.
Illustration 1: 7ps Of Marketing Mix, 2022
 Promotion – The method of introducing, advertising, direct market and many more
includes in promotion. For example, Aston Martin has to promote through social media
website,magazines, billboards and etc. That have to aware and influence their customers
for purchasing their cars (Mehta, 2022).
 People – The persons for whom the operational activities matters and they are connected
either directly or indirectly are considered people. In context to Aston Martin, the

managers, experts, engineers, employees, suppliers and others are known as people for
the company.
 Process – It refers to some operational activities executed in a company and some of
them are manufacturing, selling, marketing, financing, delivering, servicing and so on.
For example, the processes done by Aston Martin are to sell, supply, distribute, manage,
deliver, promote and so on.
 Physical evidence – This can be identified by a physical location that are headquarters,
offices, stores, outlets and other evidences. For an instance, Aston Martin has setup their
headquarters are situated at Gaydon,UK and they have many showrooms in some
countries that specifies as a physical proof.
MARKETING AND COMPETITVENESS
SWOT Analysis
It refers to a structure for evaluating the internal and external factors that effect a
company either as an advantage or as a disadvantage. It helps to know the position of an
organisation so that it can change.
STRENGTHS WEAKNESSES
 In context to Unilever, they have build
a reputation which helps them to
approach their customers easily without
more efforts (Zeren, Erkan and
Acikgoz, 2022).
 The customer satisfaction level is high
in some regions which helps them to
make less efforts in promotional
strategies.
 They have flexible pricing which
advantages them as the customer is
more interested in paying. Also because
of this strength they don't lose their
market shares.
 As they deal in a food retailing sector
which has a drawback of getting less
margins in their all products.
 They have to level up their prices when
the cost of input is more and that cause
to decrease in their supply.
 They are not stable in their finances as
they had a loss since last two years
which resulted in loss of their revenues.
 At times they are unable to focus on
their each brands separately because
they have a large diversified product
portfolio.

OPPORTUNITIES THREATS
 They can get advantage by growing
economies of some countries by
providing them employment and thus
they can get cost effective labours.
 They sell healthy products by following
business ethics in terms of health and
safety which has a benefit in the current
trend of society in which their
customers are becoming health
conscious.
 The people are more into social media
and their usage is increasing day by day
that helps them to apply less cost for
promoting their products.
 There are many competitors as the
products are common for their
customers, so they easily shift towards
their substitutes which is a
disadvantage for them.
 The recent trend of Ayurveda products
is a big threat for the company.
 The private label brands are
maximizing their reputation that has dis
affects their sales.
 The recent crisis of Covid-19 has lead
them a huge loss in their revenue
(Chakraborty and Dash, 2022).
ANSOFF'S GROWTH MATRIX
Explanation of Ansoff's growth matrix
The matrix explains about four market strategies that are specified as four situations for
increasing the growth and performance of products so that the company can know their risks in
all situations. There are four different strategies that are as follows -

Illustration 2: The Ansoff Model, 2021
 Market penetration – In illustration 2 it is denoted in yellow colour, this is the case
when a company aims to grow their existing product's sales in their current customers
(Baena-Luna, Martínez-Román and Liñán, 2022). For an instance, Sainsbury's improves
their strategies and promotion techniques in order to increase their sales in all products.
 Product development – This appears red coloured in illustration 2, this is used when the
company wants to bring a new product in their existing market. For an example,
Sainsbury's introduces jewellery in their local market so as to offer new products to the
loyal customers.
 Market development – It is indicated in blue colour and this specifies a situation when a
company develops their sales of an existing commodity in a new market. In context to
Sainsbury's, they have partnership with a reputed firm for making sale to the unknown
market with their help.
 Diversification – It is denoted in green colour, this is the case of bring a new commodity
in an unknown market. For example, Sainsbury's introduces stationary items in the
retailing stores of China so they need to make new distributional networks over there.

DIGITAL MARKETING
Utilization of digital marketing to enhance the performance and growth of company
Digital marketing a vital type of marketing technique which is used for promoting the
brands to the targeted audience who are into the social media and other digital platforms, some
tools used in it are mentioned below -
 Social media websites – This refers to the online platforms where the businesses can
display their products and communicate from the people, Barclays uses some of them are
Facebook, Instagram and Twitter.
 Content marketing – It is a tool that offers one way communication to specify about
information of a business, for example Barclays creates some blogs and websites that are
used for the marketing.
 SEO – This tool has a function of bringing the website on the top of other rivalry
websites. For example the marketers of Barclays use keywords and improvements in the
presentation of their content.
The online marketing is used by many companies which helps them to increase their
sales, revenue and brand value in the market, some reasons for using digital marketing are
described further -
 Approaching customers – The customers of Barclays come to know about the
company's existence through the online websites (Venturini and Not, 2022).
 Identity – Barclays can increase their customer satisfaction and save their time which
affects their brand value.
 Brand – Barclays can position their brand in comparative to their competitors which will
increase trust and the number of customers more than the rivalries.
CONCLUSION
The report has a conclusion on marketing as there are some tools, strategies and models
applied in order to know about the company's marketing strategies. The marketing mix applies
7Ps that defines all elements used by the company, SWOT analysis made in order to cover the
weaknesses and threats faced by the organisation, Ansoff's growth matrix is used for knowing

the situations in growth of company so it is recommended for the company to focus on the
operations and planning in these strategies. The digital marketing is analysed with the help of
some tools such as SEO and content marketing. At last there are some reasons of use of digital
marketing which are approaching customers, brand and so on.

REFERENCES
Books and Journals
Baena-Luna, P., Martínez-Román, J.A. and Liñán, F., 2022. Corporate Entrepreneurship
Strategy and Internationalization: A Literature Review. Strategic Entrepreneurship,
pp.143-160.
Chakraborty, D. and Dash, G., 2022. ‘The New Normal’and the Strategies of Marketers to
Attract Consumers. Indian Journal of Marketing. 52(1). pp.58-62.
Johari, M. and Hosseini-Motlagh, S.M., 2022. Evolutionary behaviors regarding pricing and
payment-convenience strategies with uncertain risk. European Journal of Operational
Research. 297(2). pp.600-614.
Mehta, S., 2022. Cravings: Baking a New Strategy for Growth. SAGE Publications: SAGE
Business Cases Originals.
Piché, M.C. and Naraine, M.L., 2022. Off the Court: Examining Social Media Activity and
Engagement in Women’s Professional Sport. International Journal of Sport
Communication. 1(aop), pp.1-10.
Trejo, L.A., 2022. Power Shift: Analyzing the Changing Role of Public Relations in the
Marketing Mix. In Marketing Communications in Emerging Economies, Volume II (pp.
37-63). Palgrave Macmillan, Cham.
Venturini, A. and Not, E., 2022. Internet of Things. In Encyclopedia of Tourism Management
and Marketing. Edward Elgar Publishing.
Zeren, D., Erkan, I. and Acikgoz, F., 2022. Sport marketing and social media strategies: A
literature review and research agenda. Sport Marketing in a Global Environment,
pp.126-141.