Unit 2 Marketing Essentials

This document provides an overview of marketing essentials, including the role of marketing in an organization, the marketing planning process, and the importance of marketing strategy for a startup business. It also discusses the interconnections between the marketing department and other departments in an organization. The document includes case studies and examples from Marks & Spencer.

Unit 2 Marketing
Essentials

Table of Content
Section 1
 Overview of business idea and analyze the current trend that have influenced your
idea…………………………………………………………………………………2
 Explain the role of marketing in an organization?.....................................................3
 Critically evaluate the function of marketing in an organization and how the marketing
department interconnects with other department in an organization………………4
Section 2
 Evaluate the marketing planning process and the importance of marketing strategy to the
success of start up business?......................................................................................5
 Importance of marketing strategy to the success of startup business
…………………………6
 3.Create one SMARTER marketing objective for your business …………7
 Design your extended marketing mix and compare with your closest competitor……….8
Section 3
 Evaluate your target market by producing your STP strategy?..........................9
 Design a marketing implementation plan for your first advertising campaigns ? In the
plan you need to consider your marketing objective , allocation of resources and time
line? …………………………………………………10
 Design promotional budget , using the objective task method ?.................................11
 Evaluate the control and evaluation technique at your disposal , in order to monitor the
effectiveness of marketing plan ? ………………………………12
Conclusion
Reference

Section 1
1. Overview of business idea and analyze the current trend that have influenced your
idea?
Overview of business idea
The organization that was selected is Marks & Spencer. It deals in large number of items
related to food , groceries, clothing, home products etc. Steve Rove is known as the chief
executive officer of the company. It was established in 1884. As per the current scenario ,
marketing situation is changing continuously so it is essential to concentrate on the
current and future marketing trends which can help to identify the various opportunities
so Morrison's can easily maintain their operations and performance.
Current Marketing Trends
 Internet Marketing - In the modern world social media is consider as important tool to
marketing campaigns. Organization by using various social media platform perform
marketing to create awareness. Advertising as well as promotion are perform in Marks &
Spencer by using twitter, Instagram, Face book etc. As all these digital tools are used
with the help of internet only.
 Content Marketing – Following marketing creating relevant value, distribution of
consistent that supports to gain profit. On content Marks and Spencer focused more so
that marketing employees can easily create Strategies that helps to improve engagement
of customers through using the mode online media Like through publishing relevant
content on different websites as well as to various platforms.
2. Explain the role of marketing in an organization?
Marketing is a collection of techniques and practices that may be used to improve the
performance of a business. Market ideas are essentially separated into five components,
each of which symbolizes the basic value of marketing in the context Of Marks &
Spencer. Each of these five principles is explained more below:
 Product Concept – Pay attention to preferences of clients/ customers is the
main purpose to this concept as it supports M &S to discover the unique needs of

customers which helps to improve product changes which leads to make improvement in
the level of production.
 Selling Concept – To attract customers and leave a positive impression on their thoughts,
the sale of goods and services require specialized promotion as well as marketing .
Organizations may tends to effectively increase revenue by utilizing marketing and
advertising methods.
 Marketing Concepts –- In terms of product and service delivery, this concept focuses on
target customers. As a result of the competitive market, businesses must provide high-
quality products and services in order to increase the value of their brand.
 Social Marketing Concept - - This concept focuses on the goals and wants of targeted
customers in order for organizations to provide them at a low cost with high quality,
resulting in greater customer satisfaction and a preference for our products over other
brands. Organizations may use social media marketing to effectively raise awareness
about their products, as well as special offers and discounts, which may help to build the
organization's branding.
3. Critically evaluate the function of marketing in an organization and how the marketing
department interconnects with other department in an organization
The manager is responsible for a number of tasks within the context of organizational
marketing. M&'s marketing manager examines the following marketing functions and
tasks:
 Purchasing and selling - These are two of the most important marketing tasks that every
company needs. M&S marketing manager's primary duty and obligation is to buy and sell
in order to develop items and maintain the delivery system.
 Transportation - The transportation marketing function is in charge of delivering all items
and services to retailers, wholesalers, distributors, and consumers. M&S marketing
manager is responsible for ensuring that all distribution and transportation tasks are
completed in a timely and effective way (Blythe and Martin, 2019).
 Standardization, Grading, and Branding - Marketing managers may use this marketing
function to create an effective standardisation of their products and services, which may
help them improve the grading of their brand in order to attract more consumers and gain
a competitive advantage.

 Market Financing - A marketing manager may use this function to develop a proper
budget and track all expenditures, which may help with investment and future
requirements analysis. It is the manager's responsibility to consider expenses and enhance
profit margins (Carson, O'Connor, and Simmons, 2020).
 Assumption of Risk - This marketing function aids in calculating the risk factor for
current and future reasons. M&S marketing manager is in charge of analysing risk and
implementing specific risk-mitigation strategies to ensure that all company operations
function successfully.
Roles and responsibilities of the marketing in respect of the M&S and it's interrelationships
between the other functions of the organization are explained below -
 Marketing & Finance-The marketing department of the company is responsible for
evaluating the promotion & advertisement of items and services that can help in the
company's selling and delivery. Marketing strategies and plans should essentially be
included in the financial budget, which should largely comprise the product and service
profit and cost margins. Because marketing and finance are inextricably linked, M&S'
finance department is in charge of developing a budget for the marketing department as
well as supervising spending. The marketing department also keeps the financial
department informed on the promotion's cost and budget, as well as any excess costs.
(Hanzaee, Sadeghian and Jalalian, 2019). Marketing & HR - The HR department's major responsibility is to keep track of all of the
workers' actions and to execute a strategic hiring process so that the marketing
department may hire high-potential and talented individuals. Both marketing and human
resources duties are intertwined; the HR department primarily hires knowledgeable and
talented individuals and then provides them with advanced training sessions so that they
can get acquainted with their jobs. Except that, the HR department provides appropriate
feedback to marketing personnel, which may aid in the evaluation of their work. The
marketing department's remuneration, performance review, and salaries, development
are all handled by the HR department.
 Marketing and production activities - The major focus of the production department is the
development of new goods and services, as well as the upkeep of current things. The

marketing and manufacturing sectors are inextricably intertwined. M&S marketing
department must analyze customer requirements and determine which products and
services are most popular with customers, then inform the production department so that
they can develop a new product or make changes to an existing product based on
customer feedback, thereby increasing customer satisfaction.
 Marketing and Research and Development - The R&D department is critical to the
function of the marketing department. Marks and Spencer, R&D department is
responsible for doing market research, recognizing customer wants and desires, gathering
customer feedback on their products and services, and evaluating which advertising
techniques are most effective. M&S conducts market research to establish their
customers' top objectives, and then provides a report to help the company's marketing
department make modifications that would help them provide more value.
Section 2
1 Evaluate the marketing planning process and the importance of marketing strategy to the
success of start up business?
M&S is a well-known British multinational business that operates a supermarket and retail
shop network. This organization's major goal is to produce high-quality products and services
at a reasonable cost so that it can increase customer happiness, which will help it maximize
profits. The company is now preparing to work on a marketing strategy, the primary goal of
which is to expand the company's operations to other locations. The company wants to
extend its business in the local market so that it can reach a big number of UK residents who
can simply acquire their items and benefit from their great quality. marketing Plan
2.Importance of marketing strategy to the success of startup business
It is essential to use situational analysis which can help to identify the strength & weakness
of the Organization. Before make a marketing plan it is necessary for the M & Sto conduct the

situational analysis which determine the long term success. The description of situational
analysis is giving below -
SWOT Analysis
Strengths Weakness
 Organization contain very efficient
supply chain management &
distribution channels.
 Organization mainly providing the
various range of products like
household , food , beverages , clothes
& music.
 Online shopping and digital payment
provide the satisfactory experience of
shopping.
 Organization considered the limited
geographical reach as compared to their
competitors.
 Alleged previous encidents pertaining
to the farmers rights provided the
adverse impact on the brand image.
Opportunities Threats
 Organization contains limited
geographical reach so it is an
opportunity to expand their business on
various locations.
 Global expansion beneficial to boost
the market share.
 Maintain acquisition of small firms &
build Strategic partnership can useful
for the business growth.
 High Competition in retail industry
affect the market of the Morrisons.
 Constant changes in government
policies and procedures affect the
performance of the organization.

3.Create one SMARTER marketing objective for your business ?
Marks & Spencer' major goal is to spread their business to additional locations so that they can
reach the local market and places. Morrison intends to raise their market share to 5% in
upcoming 1 year Objectives
Design your extended marketing mix and compare with your closest competitor?
Marketing Mix M&S Lidle
Product The freshness and quality of
their food and other items are
of primary importance to this
organisation. M&S sells its
goods through five different
brands: M cellar, NuMe, M
signature, M kitchen, and Just
for Kids. M&S has a larger
selection of items to provide
customers more choice.
The organisation sells a
variety of frozen foods,
including vegetables, meat,
and fish. The business also
provides food and grocery
goods, as well as numerous
offers and discounts, which
provide people with delight.
Price Marks and Spencer uses a
variety of pricing strategies
based on market demand. The
cost leadership pricing
approach is mostly adopted by
organizations in the UK
market. For seasonal deals,
coupon codes, and discounts,
M&S employs a promotional
pricing approach. Premium
Psychological pricing is a
method used by businesses to
promote sales. Lidle also uses
a regional pricing approach for
different parts of the UK. To
increase sales, a company
might use a premium pricing
plan and a package pricing
plan to meet the needs of
customers.

pricing approach is used for
consumers with high budgets,
whereas bundle pricing
approach is used for clients
with smaller budgets (Hugos,
2018).
Place Various outlets and shops are
located around the United
Kingdom, and the
organization operates more
than 500 stores in addition to
120 convince outlets and
shops. In several regions, the
organization had a variety of
distribution methods. Online
platforms and storefronts are
also used by businesses to sell
and transport their goods. To
facilitate fast-food delivery
across the country, the
organization formed a
strategic relationship with
Ocado. In the United
Kingdom, organizations have
around 600 influential
suppliers.
All operations are efficiently
arranged, organizations use an
effective placement structure
and a suitable distribution
structure. Organization can
place all items in stores with
the use of an appropriate
distribution route.
Promotion Organizations contain very
influential promotional
Strategies so that they can
attract the customers.
To promote their products and
services, organisations
employed both print and
digital media outlets. Lidle

Organizations provide many
rewarding schemes in the
outlets are helpful to boost the
sale. Organizations also used
various online marketing
channels like Face book,
Twitter Instagram to advertise
their products and services.
promotes their products and
reaches a huge number of
customers using digital media
and SMS (Pappas, 2017).
People M&S's primary interest is its
staff and consumers.
Managing Director Conduct a
smart hiring procedure to hire
high-potential personnel who
will be able to sustain great
customer relationships.
Employees are given
appropriate training so that
they can readily address client
problems and enquiries and
satisfy them with their
services.
. The management of people is
increasingly important to the
organization. Lidle focuses on
managing client relationships
in order to increase profit
margins for the company.
Physical Evidence M&S They are always
focused on their packaging in
order to attract customers and
invest in improving the quality
of their packaging. The high-
quality images of the items on
websites and social media
channels assist to attract
customers' attention, which
Lidle uses proper packaging
tactics to attract customers'
attention. The organization's
brand emblem is quite
appealing, which aids in
spreading awareness of the
organization's goals.

can enhance the company's
sales.
Process Many operational processes
are being adopted by
organizations that have an
influence on the production
and manufacture of products
and services. M&S
concentrated on improving the
supply chain management
process to ensure that all items
are available at all times. To
persuade clients, the company
maintains an outstanding
online delivery method.
Lidle focused primarily on the
strategic process that drives
corporate success. The
organization successfully
manages the production,
manufacturing, delivery
processes as well as operations
Section 3

1. Evaluate your target market by producing your STP strategy?
STP Analysis
 Segmentation – M&S must split the entire population into small parts with regards
to democratic & geographical segmentation in order to extend their company into new
areas (Pride and et. al., 2017).
 Targeting – M & S need to target specific audience according to income, culture,
religion, gender, taste, lifestyle.
 Positioning - M& S must employ online media platforms as well as traditional marketing
channels such as print media such as newspapers, outlets, and banners to draw people's
attention to their products and services.
2. Design a marketing implementation plan for your first advertising campaigns ? In the plan
you need to consider your marketing objective , allocation of resources and time line?
Marks& Spencer after doing analysis plan to introduce new product. As in modern scenario,
people are more conscious to their health so company decided to launch different variety of
health drinks and products. To create awareness various promotional tools are used by it. To
increase their customer base such business entity use various advertising campaigns such as
follows-
 Hoardings- As pictures , good slogans are written on the board ,/ banners. As these
are places in the roads , highways so that it tends to take attention of audience and
make the product familiar to the public. By using this method Marks and spencer give
advertisement on heath drinks and products and in this way it tends to increase their
customer base.
 Advertisement on radio and television- It is most famous and efficient method to
communicate information and awareness. Marks and Spencer spent huge amount on
giving adv to TV as it helps to make product familiar with the audience.
 Social media : In Today’s World it is considered as best platform to create awareness
and with the help of it goods and services become popular among audience. In the
advanced World almost 75% people are engaged to instagram, FB, Snapchat,
Whatsapp so it become easy for Marks & Spencer to gain competitive advantage by
attracting large number of customers.

The Marketing objective of the organization is to increase sales upto 15% in the
upcoming next three months.
Marks and Spencer allocate resources such as cash to different department so that it
become possible for staff members of different department to meet out their task
which leads to proper functions results increment in productivity as well as to
profitability.
The time line that are set to achieve the goals of increasing turnover is 1 year. It is the
deadline for Marks and Spencer to show their performance and efforts so that it
become possible to gain competitive advantage.
3. Design promotional budget , using the objective task method ?
Action plan: An action plan helps a corporation determine the measures it has to take to
achieve its objectives. It contains things like a budget and a resource estimate, among other
things. 2016 (Bull)
Estimated budget: The budget assists the firm in determining its expected expenditure and
income. M&S budget is listed below, which will aid them in putting the strategy into
action.
Specifics Amount (£)
Promotional campaign strategies 45000
Latest advance technologies 32000
Training & development programme 25000
Product development resources 85000
Based on this budget, it's clear that the corporation spends the majority of their money on
technology in order to be more efficient for their consumers. Their attention is also on
promotional efforts that would raise awareness of their products and &services among their
clients.

Control: Based on this budget, it's clear that the corporation spends the majority of their
money on technology in order to be more efficient for their consumers. Their attention is also on
promotional efforts that would raise awareness of their products and &services among their
clients.
4. Evaluate the control and evaluation technique at your disposal , in order to monitor the
effectiveness of marketing plan ?
KIP (Key Performance Indicator) is a measurement instrument that may be used to determine the
worth of an organisation in the marketplace. M & S may use this KPI tool to track and assess
their performance and success rate based on their goals (Uksumenko, Kuzmicheva and
Vorozhbit, 2017).
CONCLUSION
It is concluded from above report that marketing is an essential activity for the company which
helps them to achieve their objectives by integrating with other departments of the organization.
With the help of this function various strategies are formulated by the company such as
marketing mix which will help them to decide upon their prices, products, promotion etc that
will help them to achieve their targets and goals. Further it is concluded that the marketing plan
gives an idea about how they can implement the plan efficiently.

REFERENCES
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