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

This report provides an introduction to marketing, covering the extended marketing mix and its 7P's, SWOT analysis, Ansoff growth matrix, and digital marketing. It explains how these strategies can be used to improve performance and growth. The report also includes case studies of companies like Mark and Spencer, Tesco, and Morrison.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing and 7P's......................................................................................................................3
What is meant by marketing ..................................................................................................3
The 7P's .................................................................................................................................3
Marketing and competitiveness...................................................................................................4
SWOT Analysis .....................................................................................................................4
Ansoff growth matrix..................................................................................................................5
Description of Ansoff growth matrix ....................................................................................5
Using Ansoff matrix to analyse growth strategies ................................................................5
Digital marketing........................................................................................................................6
What is digital marketing ......................................................................................................6
Using marketing to improve performance and growth ..........................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
A marketing is basically defined as the combination of various tools which is used by
organization in the form of strategy for popularising their goods and services in effective
manner. By using different types of marketing strategies company is able to sustain their
reputation in market for long duration. In today's time the role of marketing is very important for
identify the real needs and wants of consumers quickly (Arasu, Seelan and Thamaraiselvan,
2020). The report will covers explain the meaning of markeing, define extended marketing mix
and its 7P's. It further cover explain how the SWOT analysis can be used in a competitive
market.
MAIN BODY
Marketing and 7P's
What is meant by marketing
The marketing is basically defined as the tool or method which consist of various
strategies like advertising, sales promotion, digital marketing and others. With help of effective
use of various marketing tactics organizations is able to promote their product in various
locations effectively. By using marketing strategies organization easily generated their revenue at
higher rate within low time.
The 7P's
It is basically refers to set of various functions which is utilized by Mark and Spencer,
for promoting their product and brand effectively in market. The activities which are involves in
this model are described below -
 Product – In respect of Mark and Spencer, they are facilitating best quality product to
customers at wide range according to their needs. With help of proper understanding of
customer requirements organization easily sustained their reputation in market for long
duration.
 Price – In respect to price management of Mark and Spencer provides their goods and
services to their clients at high range. It leads to enhance the loss of consumers to firm at

global manner. Due to this it is essential for company that they maintain fix competive
price in their services and products.
 Place – In context to Mark and Spencer, management have strong infrastructure through
online and offline mode. In this way convenience are effectively enhanced for users for
purchasing their desired goods within less time.
 Promotion – In relation to Mark and Spencer, management needs to utilize various
promotional techniques in their goods and services. It leads to increase their sales at
higher rate within low time. Those strategies are discounting offers, beneficial schemes
etc.
 People – Here people is defined as employees who are working within organization. In
context to Mark and Spencer, management is providing all types of resources and
advanced training to their workers which leads to enhance the revenue of firm.
 Process – The process is basically defined as the activities which is carried by
organization during the time of delivering product to users (Arislanovna and
Bakhtiyorvich, 2021). In this process Mark and Spencer conduct various types of
activities for sustaining the reputation of company in market.
 Physical evidence – It is basically defined as the facts or evidence which is provided by
firm at the time of delivering goods and services to users.
Marketing and competitiveness
SWOT Analysis
It is refers to as a method which is utilized by TESCO for maintaining their competitive
benefit in market for long duration. By utilizing this analysis firm is able to understand the
requirements and desires of their potential clients in long term. SWOT stands for strength,
weakness, opportunity and threat which are described below -
Strength -
 The major strength of this firm is that they are dealing with wide range of goods and due
to this the needs and desires of consumers are easily fulfilled in time.
 Due to having their global presence market share and profit margin of this firm are easily
sustained at maximum level in market.
Weakness -

 The major weakness of this firm is that employees of this firm are not highly skilled and
talented. It leads to decrease the overall performance of firm at higher rate.
 The distribution channel of this firm is very weak and due to this customers did not
received their desired products in time.
Opportunities -
 The first opportunity is that due to having global presence company is able diversifying
their goods and services at wide range.
 Due to facilitating high quality goods and services to users, the goodwill of the company
are easily developed in new market within short duration.
Threats -
 National economic factors like taxations, credit, government rules, and regulations are a
serious threat to the growth and performance of Tesco in some parts of the country.
 TESCO faced huge competition from other brands such as ASDA, Sainsbury etc. for
enhancing the sale in their product (Henseler and Guerreiro, 2020).
Ansoff growth matrix
Description of Ansoff growth matrix
This analysis is refers to the strategic planning method which is utilized by the Sainsbury
for maintaining their market share and reputation in market. It facilitates framework to support
the executives and senior manager for their future growth. The strategies which are involved in
this method in the form of strategy are product development, market development,
diversification and market penetration.
Using Ansoff matrix to analyse growth strategies
The tactics which are involved in the method of Ansoff matrix are -
 Market penetration – In this strategy firm used various kinds sources and tools for
increasing the sale of already existed goods in existing market. In relation to Sainsbury,
they utilized specific techniques such as offers, benficial schemes, discounts and so on. In
this way customers are easily attracted in maximum number for availing there goods and
services.

 Market development – It is defined as entering in new market segment withits existing
goods. The name of this type of strategy is market development strategy. In respect of
strategy management needs to highlight the specification of their goods and services in
new location effectively. Due to this the awareness of their already existing products are
easily increased at highly increased in the minds of new customers.
 Product development – In this stage Sainsbury is mainly focusing on launching new
type of product in existing market. During the time of using this strategy authority
required to made heavy investment in their research and development department. Due to
this organization easily deliver best quality services and products to users as per their
taste and preferences for long time.
 Diversification – In context to Sainsbury, here management is focusing on diversifying
and developing new product and market (Hole, Pawar and Bhaskar, 2018). Due to the
development of new goods and market success rate of organization are increased in
market in long term.
From the evaluation of above data, it understood that the strategy of product and market
development are the effective strategies for this organization. With help of utilizing these
strategies company easily increase the popularity of their goods in market effectively.
Digital marketing
What is digital marketing
The digital marketing is referring to one type of method or online tool which is used by
various organization's at higher rate for promoting their product. In aspect of company like
Morrison firm is able to send the information of their products to clients in effective manner. But
in aspect of customer this assist them to get the information of various products quickly.
Using marketing to improve performance and growth
The four kinds of various maarketing tool which is utilized by organization for enhancing their
growth and performance in market are -
 Email marketing – It is one of the digital technique which is used by organization.
Because with help of this strategy organization is able to deliver the information about
various goods and services effectively. In context to Morrison it is necessay for them that

they send data to their users by using the discounts and beneficial schemes which leads to
attract them in large number.
 Social media – It is one of the common and effective tool which is used by company for
increasing the awareness of their goods and services at higher rate. With help of this tool
firm easily understand the reviews of various clients within low time. With help of
utilizing this tool revenue and market share of firm are easily enhanced at higher rate.
 Advertising – It is the another tool which is utilized by company for promoting their
brand and product (Naim, 2021). The main advantage of this kind of tool is that here
company is able to highlight the features of their services in multiple locations through
various devices quickly.
 Search engine optimization – In todays time the concept of digital landscape is becomes
highly competitive, anything organization's can do to enhance their search presence is a
plus.With help of this tool customers easily search their desired product within low time.

CONCLUSION
From the analysis of above data it concludes that the concept of marketing plays the
major role for increasing the overall growth and productivity of company. Due to the effective
use of marketing strategies firm effectively sustain their competitive advantage in market for
long duration. The report will covers explain the meaning of markeing, define extended
marketing mix and its 7P's. It further cover explain how the SWOT analysis can be used in a
competitive market. By using marketing strategies the strong positive relations between
employee and customer for long time.

REFERENCES
Books and Journals
Arasu, B.S., Seelan, B.J.B. and Thamaraiselvan, N., 2020. A machine learning-based approach to
enhancing social media marketing. Computers & Electrical Engineering, 86, p.106723.
Arislanovna, Y.S. and Bakhtiyorvich, G.B., 2021. Marketing And Information Support In Public
Sector. European Journal of Molecular and Clinical Medicine, 8(1), pp.940-948.
Henseler, J. and Guerreiro, M., 2020. Design and marketing: Intersections and
challenges. Creativity and innovation management, 29, pp.3-10.
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1), pp.182-196.
Naim, A., 2021. Applications of Marketing Framework in Business Practices. Journal of
Marketing and Emerging Economics, 1(6), pp.55-70.
Nelson, L., Simester, D. and Sudhir, K., 2020. Introduction to the special issue on marketing
science and field experiments. Marketing Science, 39(6), pp.1033-1038.
Tjahjadi, B., Shanty, H.M. and Soewarno, N., 2019. Innovation, process capital and financial
performance: Mediating role of marketing performance (evidence from manufacturing
industry in Indonesia). Humanities & Social Sciences Reviews, 7(1), pp.278-290.
Usharani, M. and Gopinath, R., 2021. A Study on Consumer Behaviour on Green Marketing
with reference to Organic Food Products in Tiruchirappalli District.