Roles and Responsibilities of Marketing Functions in Morrisons

This report analyzes the roles and responsibilities of marketing functions in Morrisons, one of the largest supermarket chains in the UK. It explores the key functions of marketing, such as employee training, market strategies, customer feedback, and monitoring market trends. The report also discusses the significance of interrelationships between different departments and the use of marketing mix to achieve overall business objectives. Additionally, it provides a basic marketing plan for Morrisons, including a PESTEL analysis, SWOT analysis, and marketing objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1: Key roles and responsibilities of marketing functions..........................................................3
M1: Roles of marketing in context of marketing environment..................................................4
P2: Roles of marketing in wider organizational context.............................................................5
M2: Significance of interrelationships between different departments.......................................6
LO2: USE OF MARKETING MIX TO ACHIEVE OVERALL BUSINESS OBJECTIVES.......6
P3: Comparison of marketing mix of two organisations.............................................................6
M3: Different tactics applied by organisations to demonstrate how business objectives...........7
LO3: BASIC MARKETING PLAN................................................................................................7
Executive summary.....................................................................................................................8
About the company:.....................................................................................................................8
PESTEL analysis.........................................................................................................................8
SWOT analysis............................................................................................................................9
Marketing objectives:..................................................................................................................9
Segmentation, targeting and positioning:....................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCE................................................................................................................................11

INTRODUCTION
Marketing functional is responsible for advertising organizational products and services to the
customers so that it is able to achieve high level of work productivity and ensure that company is
able to achieve an efficient economic growth. Morrisons is the chosen organization for the
analysis in this report. Morrisons is one of the largest supermarket chain of UK which tend to
provide wide range of groceries and general merchandise to the customers. Evaluation of roles
and responsibilities of marketing function is done in this report, with that analysis of
responsibilities and role of marketing in wider organizational context is analysed in the report.
With that evaluation of several ways through which organizations tend to implement concepts of
marketing mix for achieving organizational goal is also done in the report. Development of
marketing plan is also done in the report for the purpose of achieving organizational objectives.
MAIN BODY
P1: Key roles and responsibilities of marketing functions
Marketing functional is responsible for operating several operations with the organization
through which it can ensure that company is having high level of work productivity. Thus
following are the different organizational functions which are played by the marketing function.
Employee training- Marketing departments is responsible for analysing the marketing trends
and because of which it has to analyse the current market trends and then has to evaluate the
current work capability of Morrisons (Sanclemente-Téllez, 2017). Thus on the basis of this
raised differentiations it tend to provide effective training to employees through which it can
ensure that employees are able to work according to the organizational requirements and
company is able to achieve a efficient competitive edge. However during this process the
marketing functional has to ensure that organizational expenditures are done in a controlled way
because if excessive capital investment is done on employee training then it will make a
significant impact upon company's economic growth.
Market strategies- Marketing functional has to ensure that it is able to attract wide range of
customers towards the organization though which it can ensure that organizational sales are
being increased. This is an important step for the marketing departments that it tend to
implement several creative marketing strategies through which it can achieve high level of
organizational sales are being achieved. Thus in order to achieve this marketing department at

Morrisons can increase its engagement in mixed integrated approach of traditional marketing and
digital marketing through which high sales are achieved at an reduced expenditure.
Taking customer feedbacks- Marketing department comes in a direct contact with the
customers and because of which it may utilize its efficient relationships with the customers for
taking their feedbacks on the experience which they achieved with Morrisons. Thus through this
feedback marketing department can identify the organizational weak sections which is making
negative impact upon customer's experience and then can make concentrated approach for
improving the weak sections (Nguyen and et.al, 2018). Through this approach of improving
weak sections on the basis of customer experience marketing department can ensure customers
that their suggestions are being taken care of and will motivate customers to increase their
engagement with the organizational activities.
Monitor market trends- The marketing department at Morrisons has to monitor the changing
market trend such that it can improve its product placement and services to the customers such
that it is able to provide company an efficient competitive edge. With that this is also important
because company tend to operate with some of the biggest market competitors because of which
has to ensure that it able to fulfil customer requirements and thus is able to achieve high level of
work productivity (Tassinari and Maccarrone, 2020). This is also very important for marketing
department because it has to ensure that company is able to provide new and rare products to the
customers through which it can attract new and trendy crowd towards the organization for
attracting new and trendy crowd towards the organization.
Establish inter organizational relationships- It is the role of marketing function that it tend to
develop efficient relationship with other market competitors because through this it can ensure
that Morrisons is able to introduce unique business collaborations with each other market
competitors. Through this step marketing function can implement customer sharing and can also
can implement employee sharing through which organizational employees can also analyse the
different type of work environment which will empower them to implement creative working
measures by which problem solving time can be reduced and quality of services provided to the
customers can also be improved (Stankov and et.al, 2019).
M1: Roles of marketing in context of marketing environment
Marketing department has to take several creative working measures through which it can ensure
that company is able to fulfil the customers requirements by which efficient economic growth is

being maintained. Marketing department has to ensure that company is providing new and rare
products to the customers through which it can establish premium pricing on which, through this
step of establishing premium pricing high profit margin can be achieved.
P2: Roles of marketing in wider organizational context
Marketing with R&D- Marketing departments has to closely work with the Research &
Development department because the marketing departments comes in to the direct contact of
the organizational customers because of which it well aware of their requirements. Thus the
marketing department has to showcase the customer requirements to the R&D so that the
department can integrate following integration in the new developing products (Shane, Murad
and Freeman, 2018). Through this approach the department can ensure that the developed
products is able to fulfil customer requirements and thus company is able to provide product
which is able to surpass customer's expectations and manages to achieve augmented level of
customer satisfaction. With that Morrison will be able to achieve efficient competitive edge by
which it can ensure that customers are having new products which will increase their loyalty
towards the organization.
Marketing functional with finance departments- Finance department and marketing
department has to closely work with each other because the marketing department is responsible
for marketing organization to the customers such that it is able to achieve high customers
towards the organization. With that the finance department has to ensure that company is having
an efficient economic background and because of which tend to make small budget for the
marketing activities, but on the other hand marketing department want high budget so that it can
increase its reach to wide sections of the society (Walton, Petrovici and Fearne, 2017). Due to
this organizational conflicts may often arise often between different departments and thus
marketing department has to make its marketing strategies in the budget allotted by the finance
department.
Production and marketing- Marketing department has to develop its marketing activities in
such a way that it is able to achieve high level of customer engagement and thus which
Morrisons will be able to attract specific targetted audience for achieving high sales. Due to
which it has to develop close level working with the production department through which it can
achieve a deal line for the development of product which is ready to the provided to the
customers. Whereas the production department has to ensure that the developed products is best

in quality and also being tested before reaching to the customers because if the customers are not
being provided best in quality products then it will make negative impact upon their engagement
with the organization. Due to this mixed approach of the integrated working procedure between
different departments marketing departments tend to want a end date till which the developed
products would be made available for the sale to the customers, so that marketing activities are
being developed on that basis.
Marketing with HR- It is the role of marketing department that it tend to ensure that company is
able to work according to the latest market trend and customer requirements and because of
which has to develop efficient relation with the HR so that it can make appropriate recruitments
such that company is fill with appropriate talents and skills. This is an important step because if
the company is being fulfilled with the new talents and skills then it will not be able to
implement new innovations in its working procedure for achieving high problem solving skills
and high work productivity (Naeem, 2020). Therefore marketing department tend to analyse the
overall working capability of the organization and then showcase the specific requirements to the
HR so that it can make recruitments for a specific talents by which company will be achieving
high work productivity and can ensure that customer requirements are being fulfilled.
M2: Significance of interrelationships between different departments
Organizations like Morrisons has to make sure that it is able to fulfil customer requirements and
also providing new and rare products to the customers through which it can ensure that high level
of work quality is being maintained. Therefore it is very important that it is able to analyse the
latest market trends and customer requirements then on that basis provide products and services
to the customers so that customers loyalty can be improved.
LO2: USE OF MARKETING MIX TO ACHIEVE OVERALL BUSINESS
OBJECTIVES
P3: Comparison of marketing mix of two organisations
Marketing mix of every company is defined as the tool that identifies the factors that are
associated with the different strategies (PANDEY, B.C., 2017). This strategy of marketing helps
a company analyse where it stands and what is its growth trajectory in the coming years.
Morrisons is considered to be one of the leading Supermarket chains in the United Kingdom by
being a value lead grocer which is focus on Fresh Food. the company to successfully establish its
name and fame is because of these strategies that are employed and adopted by the management

of the company in order to carry out operations. The comparison of two market mix of
organisations will help to analyse which one will deliver a productive result and which can be
opted for retailing industries. The two companies that are opted for comparison of their
marketing makes our Tesco and Morrison.
Elements of mix Morrisons Tesco
Product Provides high quality and
fresh food
Provides wide varieties of
groceries that are useful for
households
Price The company uses premium
pricing strategy
Provides lowest price goods
by maintaining quality
Place Having a physical presence in
660 stores all over UK
Operates in 6900+ stores all
over
Promotion Promotion is done through the
Morrisons farming program
The promotion is done
through advertisements that
circulate in television.
M3: Different tactics applied by organisations to demonstrate how business objectives
The most important factors that are associated with Marketing mix are product, promotion, place,
physical evidence, process and people. There are different types of marketing mix and the two
types that are regularly used are for the marketing mix and 7P and 4P. These elements will bring
growth to the company and in the sector that the organisation is operating. The different elements
that are listed in these tactics are said to be carrying each criteria which is very important in
determining the value of the company. On evaluating these tactics the organisation's business
profitability will be increased in a productive manner.
LO3: BASIC MARKETING PLAN
The successful marketing plan will determine the growth of the company in the coming years.
The marketing plan of the organisation Morrisons is as follows:

Executive summary
Marketing plan is like a blueprint of the organisation that consists of all the Essentials right from
the direction in which it is moving ahead and also includes the goals and targets that are to be
performed in the coming years.
About the company:
Morrisons company is regarded as one of the fourth largest Supermarket chain in the United
Kingdom. Morrisons company is known for its Fresh Food Supply to the customers which has
increased its fame to a double of that of the previous one. It is currently competing with one of
the largest supermarket chains which is the Tesco trying to evolve globally and to expand its
business to all the remote areas and to serve many customers (Wu, Y.L. and Li, E.Y., 2018). The
company's overview contains the situation analysis the marketing mix, STP and many other
factors which will bring forth the strategies that are adopted by the company which made it one
of the best Supermarket chains in the United Kingdom.
PESTEL analysis
Political factors:
Political factors are the ones that will impact the company in the way they are to be. The major
factors that will impact the company Morrisons is the change in government.
Economic factors:
Economic factors of the company depend upon the government of operation. The company will
get effected by the inflation rate and the foreign exchange rate.
Social factors:
Social factors are the ones that are associated with the societal implications. The company
considers the factors like the demographics and the societal wants to provide the customers.
Technological factors:
The company is moved by the increase in technology by providing the online shopping facilities
to its customers.
Environmental factors:
The environmental factors that will impact a business include the weather conditions and the
transportation.
Legal factors:

The legal factors that will define the company prospects include the ones that contain the
employment law and the other legalities associated.
SWOT analysis
Strengths:
The strength of the company is its performance and the customer approach. The fresh food that is
available made it one of the best competitors.
Weakness:
The company’s weakness is its profitable ratio which is much less than many companies in the
retailing sector.
Opportunities:
The new environmental policies of the company will bring about great opportunities to the
company.
Threats:
The rising pay level and the competition are regarded as the major threats of the company.
The PESTEL and the SWOT analysis will help to determine the growth of the company and the
ways that can be adopted in order to win across the atrocities.
Marketing objectives:
the marketing objectives with regards to the company Morrisons deals with the expansion of the
business into new locations where they can increase the market share by two to three person
return the year. in order to provide better customer satisfaction the company moves forward with
the targets and the objective is to develop different strategies to meet customer demands.
Segmentation, targeting and positioning:
Segmentation targeting and positioning will help to analyse how to treat customers based on
satisfying their needs upon identifying the factors that can made their demands. Segmentation is
done in order to make use of the products and also provide the customers with whatever they
would like to purchase. Segmentation is basically done by up on the demographics and the
lifestyle of the people wear status is also considered to be one of the major criteria. The
Morrisons company provides all the products that are useful for domestic use therefore it
considers the age group of people and provides the products based on them. Targeting of the
company Morrisons is with regards to a better growth in the coming years where the can increase

the number of shares and purchases. The company focuses upon expanding globally and to reach
greater Heights by expanding into many countries. Positioning of the company is based on the
number of targets that the company has where the customers and the destinations will define the
company's position in the market.
CONCLUSION
The entire report concludes upon explaining about the marketing essentials concept that with
regards to the company Morrisons. The report deals with different functions of the management
that will explain the roles and responsibilities of marketing. The use of marketing mix and its
importance is being explained. Marketing mix will help the company upon building the strategies
with all the tactics to strive for excellence of the company. Marketing functions different roles
and responsibilities also play importance in business and as the different functions are
interrelated with various department in the company that why marketing affect all over the profit
of the company. As above mention various marketing strategies such as marketing mix are
beneficial for the company because it provides competitive advantages to the company and the
competitive advantages help company to rise their profit in the industry and help Morrisons
company to create their brand name in the industry It also beneficial for the company to increase
productivity and profitability of the company. Although marketing essentials and marketing plan
are help company to fulfil their objectives and beneficial to achieve long term and short term
goals of the company and marketing plan also help company in their sustainable growth of the
company.

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