Introduction to Marketing

This report explains the basics of marketing, its extended mix, and how it helps businesses address challenges in a competitive market using SWOT analysis and Ansoff growth matrix. It also discusses global marketing strategies. The report includes examples from TESCO, Mark and Spencer, and Sainsbury.

Introduction to
Marketing

Table of Content.
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Explain what is meant by marketing. Define the extended marketing mix with examples.........1
Explain how Marketing helps businesses and address challenges in a competitive market using
the SWOT analyses......................................................................................................................2
Explain how marketing provides solutions to a company that wants to enter a new market
using the Ansoff growth matrix...................................................................................................4
Explain how a company can use marketing to grow on a global scale........................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In modern world, business environment has become very competitive and innovative. So,
to build good brand image marketing plays an essential role. Marketing helps the business
organisation to achieve the success for the long term in the target market. Basically marketing
involves advertisement, selling or delivering the goods to consumers (Glenister, 2021). This
particular report deals with 7ps of marketing mix as well as how marketing assist businesses and
address challenges in a competitive market using the SWOT analyses. In addition to this how
marketing provides solutions to a company that wants to enter a new market using the Ansoff
growth matrix. The organisation can grow on global platform through marketing is also
mentioned in this report.
MAIN BODY
Explain what is meant by marketing. Define the extended marketing mix with examples.
Marketing basically refers to plan of action which organisation takes with the purpose to
attract large number of audience towards the products and services of the organisation. The main
aim of the marketing is to identify and analyse the consumer needs and wants as well studies
about the online shopping habits of clients through ideal message. Through marketing the
company can understand the interest of the ideal customers which help them to generate more
profit. Marketing helps the company to achieve the growth and increase the sale of the
company's product and services.
Marketing mix can be defined as set of plans, strategies or tactics which organisation uses
to expand its brand and products in the market. The seven elements of marketing mix in context
to TESCO are as follow:
 Product: It refers to the commodity that assist individual or group of people to satisfy
their needs and wants. In context to TESCO, the company provides customers with wide
range of products through online and offline. The company tries to provide the customers
with wide variety of products according to needs of customers from different segments.
 Price: It basically refers to the price of commodity which customers needs to pay in an
effort to enjoy the product. To decide the price of the commodity is very difficult for any
company because it can impact the company's profit as well as survival in the
competitive market (Baena, 2019). In context to TESCO, it adopts low price strategies
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goods and and the same time it maintains quality. It continuously works wit its supplier to
improve the quality and reduce prices.
 Place: This refers to process of distributing the products to the customers. The company
should make its product easily accessible to the customers and buyers. With respect to
TESCO, it has more than 7000 stores in various countries. The company also operates the
business through online which help the customers to get the product easily. Respective
company is one of the multinational retailer so it has its stores in different countries
which carries a wide variety of products.
 Promotion: it refers to the process of publicising the product and its features. Promotion
helps the company to grab the attention of large number of customers and also influence
them to purchase the products (Weerawardena, 2018). As TESCO has good brand image
so it adopts different types of promotional channels and it also uses discounts and offers
through which they can attract the customers towards its products.
 People: the employees of the organisation are important because they are the one who
deliver the service to consumers. It is very essential for the organisation to provide
trainings and development programmes to the right people. TESCO which is one of the
leading retail brands have skilled and capable employee. The employee have diversity
among them.
 Process: the business organisation should make sure that it have well structured process
and these process are regularly verified with the purpose to avoid the mistakes. TESCO
has adopted the process which helps them to achieve the task.
 Physical Evidence: The company should have physical evidence for the services
delivered. TESCO have different colours, labels, logos and equipment which are used as
evidence for the customers satisfaction. The stores of the respective company is also
considered as physical evidence.
Explain how Marketing helps businesses and address challenges in a competitive market
using the SWOT analyses
SWOT analysis refers to the framework that helps business organisation to identify and
analyse the factors that helps them to achieve the success effectively and efficiently (Hanson and
Kalyanam, 2020). The SWOT analysis of Mark and Spencer are as follow:
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STRENGTH
 Good brand image:
Mark and spencer is one of the leading retail brand in the UK. As the company has good
brand image among the world have many big partnership over the years which helps them to be
more competitive.
 Variety of products
Mark and Spencer provides customers with wide varies of products and at the same time it
maintain its quality. The company provide the products according to the needs and wants of the
customers.
WEAKNESS
 High cost:
The respective company majorly relies on the manual operation which is very costly and
time consuming (Liu and Li, 2019). If the company adopts the latest technology to develop the
products it can save the time and cost as well as it can become efficient.
 Public Perception
The company don't offer clothes to the young generation and teenagers. The company only serve
older people. This has negative impact on the profitability of the company.
OPPORTUNITIES
 Global Expansion
Mark and Spencer is one of the multinational brand and has opportunities to expand its
business in various country. It suggests that by increasing the outlet in different country it can
gain more profit.
 Online store
The company have online store and as the company is old, well experienced it has good
brand image in online platform.
THREATS
 High competition
Mark and Spencer has lots of competitor in the market who provides same product in lower
price. So company needs to changes its strategy.
 Finance
The firm also faces financial problem in order to compete in the market as lot of investment
is required in advance technology.
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Explain how marketing provides solutions to a company that wants to enter a new market
using the Ansoff growth matrix
Ansoff matrix is often called as product expansion grid which is one of the framework used
by the teams of business organisation to plan and evaluate the growth. The Ansoff matrix of
Sainsbury is explained in detail below:
 Market penetration: It refers to growth strategy where the business organisation sells its
current products into the current market (Kumar, Dabas and Hooda, 2020). This is one of
the least strategy. Sainsbury has adopted this growth strategy in order to adopt the
competitive pricing strategies and reduce the cost of many products. The company has
also started to offer different incentives to its loyal customers. This lead the company to
increase its profit margins and competition.
 Product development: It is the growth strategy where organisation introduce new
products for the current market. Here the company either introduce a new product or
relaunch the existing products in new flavour. As the company have expanded many
stores. So these led the company to cover those buyers who live in distance and have to
travel a lot. The company also works in favour of customers by introducing new products
which have unique in nature.
 Market development: it is the strategy suggested by Ansoff where the company deals in
expansion of market. Here the company focus on increasing the sale of products in new
markets (Campisi, Canale and Tesoriere, 2018). This strategy help the company to target
the new customers and increase its profit. This also means targeting the customers of
different geographical region. Sainsbury should expand its services in the international
market like Morrisons.
 Diversification: This is considered as one of the most riskier option as the company
launch new product in the new market. It is basically the new experience for the company
and is very advantageous. As Sainsbury was diversified itself in the financial market also
as it was grocery retailing store.
Explain how a company can use marketing to grow on a global scale.
Global marketing helps the business organisation to explore new opportunities and raise
huge amount of profit. But the company needs to adopt various strategies in order to grow on
the global platform. Some of the strategies are discussed below:
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 Use of Unified strategies: AS the company should adopt unique and dynamic approach
to expand the business on the global platform. This can help them to gain good
competitive advantage (Dathe and et. al., 2022). Utilising a marketing strategies which
is very unique can help the company to attract the customers which have different taste
and preferences. Due to this they can earn more profit and can remain for the long term.
The company can also give more focus on sustainable development.
 Make a marketing plan: the company needs to make proper marketing strategy in
order to expand the business. By making proper marketing strategy, the company can
know more about the customers needs and demands and accordingly they can launch the
products. Appropriate marketing strategy also lead the company to utilise the resources
effectively and efficiently. Through this the company can also develop the products
according to the needs and wants of the customers.
CONCLUSION
From the above report it can concluded that business organisation can adopt different
marketing strategies in order to gain success. The business organisation can also adopt marketing
mix strategies to build good brand image. In addition to this, the business organisation can use
SWOT and Ansoff matrix with an effort to know the business challenges. In order to expand the
business global company needs various marketing strategies.
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REFERENCES
Books and Journals:
Baena, V., 2019. Global marketing strategy in professional sports. Lessons from FC Bayern
Munich. Soccer & Society, 20(4), pp.660-674.
Campisi, T., Canale, A. and Tesoriere, G., 2018, November. SWOT analysis for the
implementation of spaces and pedestrian paths at the street markets of Palermo. In AIP
Conference Proceedings (Vol. 2040, No. 1, p. 140003). AIP Publishing LLC.
Dathe, T., and et. al., 2022. CSR as Part of the Corporate Strategy. In Corporate Social
Responsibility (CSR), Sustainability and Environmental Social Governance (ESG) (pp.
1-22). Springer, Cham.
Glenister, G., 2021. Influencer Marketing Strategy: How to Create Successful Influencer
Marketing. Kogan Page Publishers.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Kumar, A., Dabas, V. and Hooda, P., 2020. Text classification algorithms for mining
unstructured data: a SWOT analysis. International Journal of Information
Technology, 12(4), pp.1159-1169.
Liu, Y. and Li, S., 2019, June. Research on marketing strategy of network womenswear brand
based on big data statistics. In 2019 34rd Youth Academic Annual Conference of
Chinese Association of Automation (YAC) (pp. 90-94). IEEE.
Weerawardena, J., 2018. Non-profit marketing strategy. In Transformational leadership and not
for profits and social enterprises (pp. 142-163). Routledge.
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