Introduction to Marketing

This document provides an introduction to marketing, explaining its purpose and the 7p's of marketing mix. It also discusses SWOT analysis, Ansoff matrix, and the use of digital marketing for organizational growth. The document includes references for further reading.

INTRODUCTION TO MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Explain marketing and also define 7p’s of marketing mix?...................................................3
TASK 2............................................................................................................................................4
SWOT Analysis......................................................................................................................4
TASK 3............................................................................................................................................5
Ansoff matrix..........................................................................................................................5
TASK 4............................................................................................................................................6
How company can use digital marketing for growth of organisation....................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is considered as a process in which business organisation focuses on marketing of
goods and services by using different promotional techniques such as advertisement, sales
promotion, and many more. In this report, the company undertaken named as Marks and
Spencer. It is well known retailing organisation that offer different variety of products such as
clothing, home product to its customer. In this assignment, marketing mix is explained in detail
manner. In addition to this, the swot analysis is used for analysing internal environment to
remain competitive at market place. The Ansoff matrix is also explained in this report to identify
strategic direction that helps in taking proper decision. Apart from this, digital marketing is used
by organisation to increase performance and growth of organisation (Baker and Saren, 2016).
TASK 1
Explain marketing and also define 7p’s of marketing mix?
Marketing is considered as an activity that help in generating, communicating and exchange
offering that provide value to its customer in order to satisfy them. Therefore, the main purpose
of marketing is to satisfy the demands of customer by providing them goods as per their need. In
addition to this, the marketing mix is used for satisfying the need and wants of customer. The
marketing mix is considered as an integration of various elements such as product, price, place
promotion, process, people, physical evidence and many more which is given below:
Product the product is considered as a thing that satisfies the needs and wants of customer.
If the organisation needs to improve new product than it is significant to produce high quality of
products and services at Marketplace.
Price it is important for business organisation to set affordable price for increasing sales and
profit in upcoming time period. In context of Marks and Spencer, they focuses on providing
products and services to its customers at affordable prices that helps them in increasing
experience level of customer in future period of time.
Place the business organisation provides product and services to its consumer in convenient
place that enhances experience of its customer. The main purpose is to provide product and
services as per their need in convenient place that helps company in satisfying their user during
particular phase of time period.

Promotion there are various promotional techniques such as advertisement, personal
selling, sales promotion which is adopted by manager of Marks and Spencer in order to increase
the awareness regarding products and services to its customers.
People are the individual person who operates different activity of business organisation for
achieving target in timely manner. It is necessary for organisation to have a right people so that
they provide product and services as per need of user.
Process herein, the organisation focuses on providing effective services for satisfying its
customers. In context of Marks and Spencer, they provide products and services according to
need of its user in order to satisfy them (Galan-Ladero and Alves, 2019).
Physical evidence all services involve some physical factors such as branding, packaging of
product, outlets from where the organisation provides product and services to its user. In context
of Marks and Spencer, they provide branded or attractive goods to its consumer in order to
increase sales.
On the basis of above analysis, it has been assessed that marketing mix is used for increasing
sales or profit margin of company.
TASK 2
SWOT Analysis
SWOT Analysis is considered as a strengths weaknesses, threats and opportunities of
business organisation. The manager of Marks and Spencer focuses on grab opportunities in order
to minimising threat at Marketplace.
STRENGTHS WEAKNESSES
 Marks and Spencer provide wide
variety of product and services to its
user that helps in increasing sales and
profit margin in future period of time.
 Due to high recognition of brand name,
they achieve leading position around
the globe.
 Due to increase in high level of
competition from other competitive
firms such as PRIMARK, H&M that
decreases profit margin and sales of
the company during particular phase
of time period.
 Furthermore, due to wrong assumption
of young generation that Marks and
Spencer provide the product and
services which are mainly for aged

people which decreases the profit
margin of company in future period of
time.
OPPORTUNITIES THREATS
 Marks and Spencer operate their
business around the world that helps in
achieving leading position across the
world.
 Marks and Spencer can implement
innovative technology in order to
provide product and services according
to the need of customer at Marketplace.
 Due to increase in competition level in
all field of organisation that decreases
profit margin of company during
particular phase of time period.
 They do not conduct research for
analysing wants of customer so that
they do not provide them product as
per their needs can be considered as
main disadvantages for company.
TASK 3
Ansoff matrix
Ansoff matrix is useful in making appropriate strategy that helps in providing strategic
direction to organisation. In context of Marks and Spencer, they adopt Ansoff matrix which is
going to be mentioned below:
Market Penetration in this matrix, the company focus on marketing its goods and
services to its user that assists in increasing market share or enhancing profit of organisation that
helps in satisfying its customer (Gummesson, 2017).
Market development Furthermore, the organisation focuses on exploring new markets by
offering existing goods to its user in order to satisfy them. In context of Marks and Spencer, they
use different promotional techniques such as advertisement, sales promotion in order to satisfy
the customer by offering needed product to them.
Product development herein, the company modify its product in such a manner that helps
in attracting large number of user at Marketplace.

Diversification in this Matrix, the organisation focuses on exploring goods and alters its
products according to the need of its user. The organisation provide innovative product to its
customer at market place for satisfying than.
Therefore, it has been analysed that Marks and Spencer adopts product development strategy
in order to provide innovative product to its customer at existing marketplace.
TASK 4
How company can use digital marketing for growth of organisation.
There are various digital marketing tool such as Instagram, Face book and LinkedIn used for
increasing performance of business organisation that is given below:
Face book: It is considered as a social media tool that helps in increasing performance level
of business organisation. In context of M and S, the company focuses on analysing need of its
user.
Instagram: it is determined as another tool which is used for increasing growth and success
of business organisation in future period of time (White, 2018).
CONCLUSION
On the basis of given report, it has been assessed that Marketing is considered as a process
in which business organisation focuses on marketing of goods and services by using different
promotional techniques such as advertisement, sales promotion, and many more.

REFERENCES
Books and Journals
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Galan-Ladero, M.M. and Alves, H.M., 2019. Case Studies on Social Marketing. Management
for.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of services marketing.
White, L.A., 2018. Social marketing in the Caribbean: Philosophy, programs, projects, and
pedagogy. Social Marketing Quarterly, 24(1), pp.35-44.