Roles and Responsibilities of Marketing Functions in Sainsbury's

This report evaluates the key roles and responsibilities of the marketing functions in Sainsbury's, and how they are related to other functional units in the organization. It also discusses the marketing mix and marketing plan for Sainsbury's.

Marketing Essential

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1. Evaluate the key roles & responsibilities of the marketing functions...................................1
P2. Evaluate that how roles & responsibility of marketing related with the organization..........2
P3: Marketing mix.......................................................................................................................3
P4: Marketing Plan......................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is an essential concept or process of maximising their products & services
demand in the market which further helps in increasing overall production as well as profit
margin (da Silva Valois, 2019). In the current business environment, marketing is very important
which provide the huge growth as well as helps in expanding business into another market. For
the better understanding of this report, Sainsbury’s company selected which is UK based
supermarket chain and related to the retail sector. This assessment covers the several topics such
as roles and responsibilities of marketing functions and they are interrelated with other functional
unit of the business. In addition, this report includes the marketing mix of different organizations
and produce marketing plan in context of the organization.
MAIN BODY
P1. Evaluate the key roles & responsibilities of the marketing functions
Marketing seems to be the connection among the material demanded in a community and
its environmental responses. Marketing fulfils these needs and aims to create long lasting
partnerships through exchange. It's the method of expressing the importance of a product or
service to consumers through targeting. In other words, marketing is the operation, collection of
processes and structures that develop, connect, distribute and share deals that have meaning for
consumers, customers, partners and community at large. Below mention roles and
responsibilities are followed by the managers of Sainsbury’s company to expand their reach
among the customers.
Roles and Responsibilities:
 Identify customer needs: At the time of formulating marketing strategy, it is essential to
get closer to the customers to identify their needs (Eloia, Vieira and Eloia, 2019). It is a
responsibility of the marketing function to prepare the appropriate ways to obtain input
from customers. Products and services are produced as per the need of consumers which
helps in maximising demand as well as overall sales. So, identifying customer need is
important role of marketing department and this responsibility should be fulfilled by the
managers of Sainsbury’s company to satisfy them through developing strategy.
 Satisfy consumer’s needs: After evaluating the need of consumers, it is very essential to
convert their ideas into reality. Offer those goods and services which are satisfying
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customer’s needs and force them to avail those services or those goods again. It is the
important function of marketing to satisfy their buyer’s need through offering goods
which they required. In context of Sainsbury’s company, managers identify the needs and
done intense research that introduced produce is able to fulfil the need of individual or
not. If yes, then launch the product in the market but it take enough time of other
departments as well.
 Identify future marketing trends: Another major role as well as responsibility of
marketing function is to identify future opportunity through evaluating latest marketing
trends. The communications team will focus on new campaigns, partner schemes,
customer engagement strategies, message delivery and response changes. It will provide
the huge opportunity for the Sainsbury’s company to expand their operations as well as
help the managers to formulate their current and future strategies accordingly.
From the overall evaluation of the roles & responsibilities of marketing function, it has been
concluded that marketing plays essential role to identifying customer’s need and desires. They
further work on it to maximise the customer satisfaction level through offering products &
services accordingly.
P2. Evaluate that how roles & responsibility of marketing related with the organization
In an organization, different departments has to play different role as per their requirement
where all departments are inter connected or inter depended with each other (Kumar,
Ramachandran and Kumar, 2020). Below discussion provide the better understanding that how
marketing functions related with other functions units to maximise the productivity as well as
performance of the business.
 Marketing to Human Resource Management (HRM): In the HRM department which
has basic function to recruit people. If company want to hire people, so company need to
approach marketing department to post the vacancy on company’s website and other
source to attract candidates. After collecting applicants, HR department start their work to
hire suitable candidate for the company as per the requirement.
 Marketing to finance: Marketing is responsible to generate the profit for the business
and further finance department manage the financial resources and make sure that all the
transaction recorded to identify actual position of the company in term of profitability. In
addition, finance department has to release the fund for every functional unit to perform
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their operational activities. Similarly marketing also required money to promote their
brand in the market or generate revenue through maximising demand of products &
services.
 Marketing to sales: With the help of effective marketing, Sainsbury’s able to maximise
their sales volume. Both are important factors which help in generating leads for the
company or increase the production as well as profitability (Van Kilsdonk, 2018).
Marketing helps in promoting Sainsbury’s goods & products among the consumers which
attract customers towards the product or maximise the overall sales.
 Marketing to Research & Development: It is observed that marketing is become new
research and development platform where company identify the latest trend of market
which become good opportunity for the business. Current marketing trends required to
evaluate by the research and development department to find suitable opportunity for the
company and make sure that it helps in expanding Sainsbury’s reach.
 Marketing to purchase: In this department marketing and purchase department are
actively working together in the sense of a particular experience which is to connect
suppliers and consumers. As a result, both upstream and downstream contexts act as
security solutions for their cost effective but mostly useful coordination.
Above discussed all the departments are inter connected with each other as well as in order to
expand their business, it is very essential to made coordinate among all the functional units.
P3: Marketing mix
A marketing mix refers to the planning which the organizations are required for the
purpose of their marketing activities (Baker and Magnini, 2016).
Marketing Mix for Sainsbury’s-
 Product- It refers to the goods or services which a customer buys from a company (Pike,
2016). The main products which Sainsbury’s provides to its customers are related with
grocery and other specific items of daily usage. Thus there is a high demand of its
products.
 Price- It refers to the price which is set by the company for its products. Sainsbury’s
determines prices of its products according to their demand and sets them accordingly for
its various customers.
 Place- It refers to the place where the business is conducted. Sainsbury’s is a British
Company and therefore has its outlets all over U.K.
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 Promotion- It refers to the activities undertaken so that the customers are made aware
about the goods and services (Piñeiro-Otero and Martínez-Rolán, 2016). Sainsbury’s uses
traditional as well as modern mediums for the promotion.
 People- It means the people of the organization who make contact with customers while
selling products. Sainsbury’s makes sure that it cares for them.
 Process- It refers to the systems as well as processes which are used in order to deliver
the goods to the customers. Sainsbury’s directly sells its goods to its customers
eliminating the need of a middleman.
 Physical- It refers to various elements of a physical environment. Sainsbury’s makes sure
that its physical environment can attract the customers.
Marketing Mix for Aldi-
 Product- Aldi sells groceries and other customer goods in the market. It has various
daily-use products which are required by the customers regularly.
 Price- Aldi sets the price of its goods according to various pricing strategies changing
them from time to time. It makes sure that it uses the right pricing strategy to earn more
profits.
 Place- Aldi is a multinational company. It has outlets all around the world. Therefore, it
conducts business all over the world and has expanded in many countries.
 Promotion- Aldi uses various types of tactics for promotion of its goods and services. It
makes sure that it is targeting the right customers with its promotion strategies.
 People- Aldi has many employees who are working for it. It takes care of all of them and
makes sure that their satisfaction level remains high enough with the company.
 Process- Aldi directly provides the goods and services to its customers. It does not use
any kind of distribution channel for this purpose and thus its products and services are
available to the customers at a right rate.
 Physical- Aldi ensures that its physical environment is attractive enough for its
customers. It maintains a nice ambience in its stores and cleanliness and hygiene is its
topmost priority. Therefore, the company has to ensure that it is able to maintain its
physical environment effectively and efficiently so that higher revenues can be generated
and profits can be maximized easily without problems.
P4: Marketing Plan
A Marketing Plan is prepared in order to make sure that the businesses are able to define
and execute their various types of strategies effectively and efficiently in the future time period
(Everything You Need to Write a Marketing Plan [+ Examples], 2020).
The plan in the context of Sainsbury’s is as follows-
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Introduction- Sainsbury’s is a big British company which deals in groceries and various
other related customer products. It has to develop a marketing plan to make sure that it will be
able to achieve its marketing objectives in the future time period.
Corporate objectives- The corporate objectives are set by a company to be
accomplished in a future time period (Pricilla, 2019). The corporate objectives set by Sainsbury’s
are-
 Market share- Company wishes to increase its market share so that it can get ahead of
its various competitors.
 Profit share- Company wants to increase its profit share so that it can obtain a strategic
edge over its rivals.
Marketing audit- It refers to the activities which are undertaken for identifying the
marketing opportunities. Sainsbury’s will use it specifically to set its marketing
objectives.
SWOT analysis-
Strengths Weaknesses
 Sainsbury’s has a massive customer
base which acts as its strength.
 Sainsbury’s can use different types
of promotion strategies which is its
strength.
 Sainsbury’s marketing strategies
leave a lot to be desired.
 Sainsbury’s has set somewhat high
prices for some specific goods.
Opportunities Threats
 Sainsbury’s has an opportunity to
expand to various markets where it
is not present.
 Sainsbury’s can innovate and
introduce new products to earn
more profits.
 Increase in tax rates by the
government acts like a threat for
Sainsbury’s as it can reduce its
profits.
 Increasing level of competition acts
like a threat for Sainsbury’s.
Marketing objectives-
 Sainsbury’s plans to bring out new products in the market through which it can attract
more customers to its stores.
 Sainsbury’s is planning to use digital marketing strategies to bring more efficiency in its
marketing efforts.
Marketing strategies-
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Sainsbury’s is planning to use aggressive marketing strategies so that more customers can
be targeted (Purvis, 2016). It plans to do so by reducing its prices so that it can take on the
competitors and can increase its revenues and can ultimately maximize its level of profits
without any problems and issues.
Marketing programs-
 Sainsbury’s will identify the products which can be made through innovation and which
have a demand among the customers.
 Thereafter, the company will make sure to develop them according to needs and
requirements and also will be required to segment the market and target a particular
section of customers.
 Sainsbury’s will also use aggressive marketing strategies to make sure that it targets the
customers with the right approach and earns more profits.
Budget-
Particulars Amount
Admin Exp. 70000
Marketing Exp. 150000
Promotion Exp. 120000
Other Exp. 80000
Total 400000
Control and evaluation-
Sainsbury’s is required to control and evaluate its marketing efforts from time to time to
make sure that they are yielding the required results or not. If there is something lacking in these
efforts then improvements should be made.
CONCLUSION
On the basis of above discussion it has been concluded that marketing is essential for every
organization to sustain their performance in the current business environment. Marketing
function has to play several roles and responsibilities where they need to identify customer
needs, satisfy them or identify future trends. With the help of marketing mix, business able to
achieve their business objectives and develop basic marketing plan which helps in completing
overall task.
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REFERENCES
Books & Journals
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
da Silva Valois, I., 2019. FLUXO REVERSO PÓS-CONSUMO E SUAS PRÁTICAS EM
DIFERENTES SEGMENTOS PRODUTIVOS BRASILEIROS. Essentia-Revista de
Cultura, Ciência e Tecnologia da UVA.
Eloia, S. M. C., Vieira, R.M. and Eloia, S.C., 2019. A RELAÇÃO INTERPESSOAL ENTRE
PROFISSIONAIS DA ESTRATÉGIA SAÚDE DA FAMÍLIA. Essentia-Revista de Cultura,
Ciência e Tecnologia da UVA.
Kumar, V., Ramachandran, D. and Kumar, B., 2020. Influence of new-age technologies on
marketing: A research agenda. Journal of Business Research.
Pike, S. D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—Basics
and actions. In MBA (pp. 37-74). Springer, Cham.
Pricilla, D., 2019. The Marketing Essentials. pdf.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Van Kilsdonk, A., 2018. Analysis and Development of a Strategic Marketing Plan for
Essentia Health-East Skin Renewal Services (Doctoral dissertation, The College of St.
Scholastica).
Online
Everything You Need to Write a Marketing Plan [+ Examples]. 2020. [Online]. Available
through: <https://blog.hubspot.com/marketing/marketing-plan-examples>
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