Roles and Responsibilities of Marketing Function in Sainsbury

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1) Key roles and responsibilities of the marketing function................................................1
P2) Roles and responsibilities of marketing relate to the wider organisational context........4
PART 2............................................................................................................................................5
Part A...............................................................................................................................................5
P3) Marketing mix..................................................................................................................5
PART B............................................................................................................................................9
P4) Marketing plan.................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a business term playing a crucial role in success or failure of any of any
firm. It is basically a management process which is responsible for identifying, anticipating,
meeting and satisfying consumer needs and requirements for increasing profitability of
organisation (Arendt and Allain, 2019). The various activities included in marketing process are
creating, developing, communicating, transferring and exchanging offerings and items that have
value for clients, customers and other related parties. The organisations selected for this
assignment is Sainsbury which is a one of the largest supermarket in UK having its headquarter
in London, UK. In this report a detailed discussion about role and responsibility of marketing
manager is included. Beside this interrelation of marketing with other functional unit is also there
in this assignment. Further, the ways in which organisation apply different elements of 7P's of
marketing mix are compared. Beside this, it also consists a basic and strategic marketing plan to
meet the goals and objectives.
PART 1
P1) Key roles and responsibilities of the marketing function.
Marketing Process
It is basically shows the series of step that allow an organisation to evaluate and identify
customer problems and desires, analyse market opportunities and create marketing materials to
achieve the desired goals (Lippold, 2019). The marketing process of Sainsbury is described
below with all the steps to counter and garb the target audience.
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(Figure 1: Marketing process, 2020)
(Source: Marketing process, 2020)
Mission – The mission of Sainsbury company is to have an effective marketing strategy
that is mainly based on use of digital platforms to attract larger number of customers.
Situation analysis- Under this step efforts are made by Sainsbury to analysis the gap
between what consumers want and what they are offering to them, thus situation analysis provide
an opportunity to have a better understanding about customer needs so that product or service
can be offered to satisfy those needs and desire of consumer (Makhitha, 2019).
Marketing strategy- After analysis of customers needs the next process of marketing of
Sainsbury is identifying a strategic plan for pursuing or grabbing the opportunity. This include
proper segmentation, targeting and positing of a right product to provide values proposition to
target market.
Marketing mix decisions- Under this step of marketing process detail tactical decisions
are made by managers of Sainsbury for controlling the different parameters of marketing mix
like product development, pricing decisions, place, promotion, etc.
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