Marketing Essentials: Role and Responsibilities of Marketing Manager in Morrison's

This document discusses the role and responsibilities of a marketing manager in Morrison's, including creating marketing strategies, maintaining relationships with customers, coordinating campaigns, and more. It also explores the influence of marketing on other functional departments and highlights the value and importance of marketing in the context of the organization.

MARKETING
ESSENTIALS.
1

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
1. Concept of marketing current and future trends......................................................................3
2. Overview of different marketing process................................................................................4
3. Role and responsibility of manager in Morrison's...................................................................5
4. Marketing influence with other functional department...........................................................5
5. Value and importance of marketing role in context of organization.......................................6
6. Conclusion...............................................................................................................................6
PART- 2 ..........................................................................................................................................7
SECTION-A The way two different organization apply marketing mix in order to achieve
business objectives.......................................................................................................................7
SECTION- B Produce and evaluation of Marketing plan of an organization.............................9
CONCLUSION.............................................................................................................................12
REFERENCES..............................................................................................................................13
2

INTRODUCTION
Marketing is one of the most important function of organization as it contribute in
generating awareness of company among diverse range of individuals that are living in the
society. Current and recent trends helps marketing manager in deciding appropriate strategies
that could be used to attract customers for achievement of company goals. Marketing manager
perform several roles and responsibilities that helps organisation in earning maximum
profitability and market share, The current report is based on Morrison which is public company
started in 1899, 122 years ago to provide products and services with an motivate to earn higher
revenue. Furthermore, it has highlighted point related to roles and responsibilities of marketing
manager, their interrelationships with other departments. It has also included comparison
between marketing mix techniques used by Morrison and Tesco along with marketing plan that
can yield in growth of firm.
1. Concept of marketing current and future trends.
Marketing is a concept that satisfy the needs of customers in market by fulfilling the
customer problems by overcoming the competitive advantage over competitor. In today market,
almost all companies had adopted this idea. Marketing concept include the following: Product concept: Consumers demand high quality product filled with features and
innovation. Production manager of Morrison's focuses on producing high quality product
time to time result in increase in product demand (Key and Czaplewski, 2017). Production concept: It is the fundamental concept of marketing which shows the quality
and cheap products are preferred by different consumers. Morrison's managers are highly
concentrated on low cost with efficient production. Consumers want high quality product
with low cost that trend to increase in demand and supply. Marketing concept: This concept shows the communication between consumers and
company, availability of product and their prices. Consumer is king in market where they
have wide varieties of products offered by competitor in different prices.
Trends in Market. Industrial Marketing:It is a market where business sell its product to other business for
the resale purpose by modifying goods or use them to produce other complex goods. The
technological revolution in global is one of the reason for marketing trend and also
entrepreneurial resolution which shows the innovation, flexibility and aggressive nature
3

to remain in market. Company are focusing on there marketing with new ideas and
concept to reach wider market. Relationship Marketing: Nowadays it is very important for company to maintain public
relation between their customers to gain trust and increase their loyal customer. This
strategy is followed to communication with customer beyond their promotional activity.
This strategy is short term marketing where selling of goods in market and after sales
service to customers and giving the value of price for product (Olson and et.al., 2018).
The goods service attract other customers and encourage company to make more
technological advancement products.
 Social marketing: Morrison is not focus on the profits and revenue but also focus on
CSR activities which are control by government. It is focus on public welfare and
environmental development of the area operating.
2. Overview of different marketing process.
Different marketing process discovers the customers need s and satisfaction levels and to
overcome the needs following is the process.
1. Situation analysis: It identifies undeveloped customer preferences and satisfying them.
Morrison's analyse and understand the environmental changes and analysed the
capabilities to satisfy the customer needs (Pomering, 2017). It includes internal and
external environment analysis SWOT and PESTLE.
2. Marketing strategy: After the analysing the opportunities, strategic plan can be
developed. Market segmentation is adopted by company depending on the market
research. These factors include: segmentation, targeting, placing right service in right
market, value proposition of target market.
3. Marketing mix: This method include product development, pricing decision, promotions
and place and distribution. This method follows the marketing strategy and prepare
according to plan.
4. Implementing and control: This step monitor and control product manufacturing
according to plan. All inconvenience is obviated and complaints are addressed.
4

3. Role and responsibility of manager in Morrison's. Creating strategies for Marketing: Manager of Morrison works according to company
objectives and marketing strategy are performed. Following the marketing strategy
prepared at a time of analysing the market in order to gain competitor advantage. Maintaining relationship: To maintaining the relationship with public in order to gain
the loyal customers and trust towards the company. This role is performed to solve
customer queries and problems through directly communicating with their customers on
social media or through customer service (Alrubaiee and et.al., 2017). Help in co-ordinator: Marketing manager also coordinate with the campaign run by
Morrison which are either online of offline for promoting brand name and their products.
Managers also prepare and checked marketing budget of company for promoting
products according to company's objectives. Preparing campaigns: Planning of promotional campaign is also prepare by marketing
manager to get the campaign success and increase their customer base. Also, monitor and
control the running campaign to achieve the company's objectives. Designing product:It can be achieved through working with designing agencies and
departments for the development of new products (DİVANOĞLU, and ÇELİK, 2020).
 Other roles like maintaining effective internal communication with other departments to
ensure working according to marketing objective and building relationship with potential
partner to make strategies to compete Morrison competitor.
4. Marketing influence with other functional department. Production department: Marketing assist production department through knowing the
demand of product in market and future needs. Marketing strategies influence the
production department through acknowledging demand of product according to time and
level. Sales: Marketing strategies followed healthy relation between company and their
customers which help to increase the sales of product in market and can be analysed the
future sale and help to earn more profits (Gampfer, and et.al., 2018) Finance department: Marketing plan involved financial information of product cost. It
helps in investment decision which can be supported with marketing plan. It also assists
5

financial department for preparing the budget on marketing plan and promotional
activities of product and brand name in market. Research and development: Marketing helps to known about the future trends and taste
of customers they are demanding for new product that help to gain competitive advantage
to company. Future development of product through innovation are planed in order
satisfy the customers. Distributive Information: For the success of product in market, Morrison creates the
campaign in order to gain the potential customers from market. Marketing focus on
customer to engage potential customers by becoming familiar with new product through
marketing campaign.
 Public relation department: This department help to m maintain the healthy relation with
customers and to gain trust and loyal customers (Paritala, Manchikatla, and Yarlagadda,
2017). They offer, queries, problems or after sales service which satisfy customers.
Marketing help PR department to known amount the customers problems and nature they
are addressing market.
5. Value and importance of marketing role in context of organization
Marketing is valuable as well as important for Morrison as it helps company in
differentiating itself from other competitors present in external environment. Furthermore, it
contributes in making customer's about new product launched by company that can helps in
satisfying their respective needs (Lim, 2020). At last, it can be stated that marketing lead in
generating more sales volume, customer's loyalty by meeting their needs beyond their
expectancy level.
6. Conclusion
It can be summarized from the above study that interpersonal relationship between
department is crucial as it contributed in reducing chance of conflict and gaining maximum
outcome. Such as better relationship between marketing and production contribute company in
having products that are demand by customer's thereby leading more sales. At the same time
relationship between finance and marketing contribute in arrangement of sufficient fund to meet
all expenses related to marketing of products (Muhammedrisaevna, Bayazovna and
Kakhramonovna, 2020). Therefore, it can be stated that strong relationship has yield effective as
well as smooth operation of business in retail industry of United Kingdom.
6

PART- 2
SECTION-A The way two different organization apply marketing mix in order to achieve
business objectives
Marketing mix is strategies or set of actions that are used by manager of company to
promote brand and products and services to maximum number of customers so that they are
motivated to be part of organization. Products, price, place and promotion are four basic
elements of marketing mix that are used by company to induce more and more individual within
enterprise for achievement of end goals. So the way Morrison as well as Tesco has make use of
marketing mix strategy to enhance their sales volume and market share can be illustrated as
follows:
Products: Morrison focused on high quality and fresh food products to make customers happy
and satisfied. Just for kids, M kitchen, Morrison cellar are some of the brand under which
company operates that helps in attracting people in the firm. Moreover, the company has also
focused on improving its packaging, features and quality of products to satisfied needs of
customer's beyond their expectancy.
On the other hand, Tesco deals with products such as electronics, clothing and financial
services to caters requirement of people.
Price: Morrison has make use of low pricing strategies that means it provides qualitative
products at reasonable rates. Promotional product bundle and premium pricing strategy has been
used by company to grow and expand its business (John and De'Villiers, 2020).
Tesco has make use of low pricing strategy in order to retained competitive pricing in
market. So, company to offer maximum value at lower cost has tried to bring economies of scale.
Place: There are 660+ stores of company out of which 150 are convenience stores that 117000
employees. Morrison has 1 national centre and seven regional distribution centres that contribute
in providing services to customer's in limited time frame. Organization has make agreement with
Ocado for home deliveries services as it also have online presences.
Tesco company has its stores spread across the world. Such as, it has 6900 stores
operating in 11 countries that contribute in delivering services to range of customer's.
Promotion: Morrison has tried to promoted products through rewarding scheme, advertisement
via different medium to attract customer's. Online presences has also contributed in promotion of
7

products and services of company to number of people that are residing in different parts of the
world.
On contrary Tesco, uses Television ads, hoarding and charitable events are various
promotional channels that are used by company to influences customer's (Cateora and et.al.,
2020).
Physical distribution: Company have its physical evidences across UK in terms of its
supermarket, distribution centre and manufacturing units that lead in providing products to
maximum people in limited time frame. It also has strong network channel that helps in
delivering of services to range of people.
On contrary note, Tesco logo, colour and labels acts as physical evidences that helps in
generating awareness among individuals that are living in society.
People There are highly talented, skills and dedicated employee's in Morrison that influenced to
provide better services to customer's. Manager has provided necessary assistances as well as
guidance’s to employee's regarding the way particular task can be completed (Churchill Jr,
2017). Thus, it has helped in developing confidences among employee's to work effectively for
expansion of firm.
Tesco have over 480,000 employees that are working in different stores of company.
Manager has focused on providing respect and recognition to employee's so that they can
dedicatedly contribute in achievement of company goals.
Process: Systematic process and procedures has contributed in services wide range of customer's
in minimum time frame. Roles and responsibilities of each individual is clearly defined that
contribute in making process simpler and effectively.
Tesco in its process has make use of innovative technologies to provide quick and better
services to customer's. Such as speedy billion and acquisition of products that needs to be
delivered to customer's (Nosalska and Mazurek, 2019).
SECTION- B Produce and evaluation of Marketing plan of an organization
Marketing plan is document that outline crucial detailed related to future marketing
strategy that company use to attract customer's within organization. So, marketing plan include
overview of business, advertisement goals and target market or customers needs that lead in
accomplishment of end objectives of company (Tuten, 2020). Therefore, marketing plan of
Morrison can be illustrated as follows:
8

Marketing plan of Morrison
EXECUTIVE SUMMARY
This marketing plan of Morrison that has planned to expand its business operation by enhancing
its online presences so that more number of individual can be aware about the company. The
mission and visions statement of Morrison is to always deliver “ The very best for less” thus it
has emphasized on making optimum utilization of resources so that maximum value can be
delivered to customer's. So, the marketing plan has included information related to future
strategies that contribute in retaining competitive positioning in market.
SITUATIONAL ANALYSIS
Marketing manager of Morrison has conducted situation analysis in order to understand current
trends in market and find alternative strategies that could lead in growth of firm. Pest is used for
situational analysis as it helps in finding external factors such as policies, economic condition,
social and environmental that affects business operation. Such as:
Political factor: Brexit is one of the political factor that has impacted business operation as
maximum import and export of UK is with European Union. Morrison sales volume has
declined to maximum extend due to Brexit therefore manager in order to cope up with situation
has decided to expand its operation in international market.
Economic factor: There are various economic changes that impact on growth and sustainability
of company. Such as recently because of Brexit as well as covid-19, UK is suffering from
economic recession that is high unemployment rates, decreased in overall disposable income of
people etc. Therefore, Morrison through decreasing its cost of products is able to attract range
of customer's toward organization (Diyanova and et.al., 2019).
Social factor: Needs and preferences of people keep on changing as per recent trends in
society. Customers are important for every organization as they are individual that make
purchase of products and services to satisfied their respective needs. Morrison manager by
conducting market survey has identified existing needs of people and the way they can be
satisfied.
Technology factor: With globalization, there are numerous development in technology that has
influenced company to make use of it while delivering services to customer's. Likewise,
Morrison has make use of digital technology to generate awareness among people and enhance
9

overall brand image of firm.
MARKETING OBJECTIVES
 To increase sales volume by 10% by making use of digital marketing till 2021.
 To improve customer's retention and loyalty ratio by 5% for growth and expansion of
business.
 To promote new launch product through online platform with an motivate to generate
maximum revenue.
 To build strong brand image in market by providing qualitative products and services to
customer's at reasonable rates.
STRATEGY
For achievement of various objectives marketing manager of Morrison has decided to make use
of segmentation, target and positioning strategy to retained maximum individual within
organization. The way STP will contribute in growth and success of company can be illustrated
as follows:
Segmentation: Marketing manager of Morrison has decided to classified employees on the
basis of demographical, psychological, geographical and other basis so that specific strategies
can be made to influence them to be part of firm. Likewise, in terms of demographic basis it has
divided people on basis of age, gender, caste and religion. Physiological is another factors as
different individual has different needs as well as preferences so through this category it is able
to decided products to be offered to such type of customer's. On the other hand, manager has
also segmented people in terms of geographical location that helps in attracting people that are
located near to the stores (Purwanto and et.al., 2019).
Targeting: Company has targeted people that belong to all age group from kids to older
generation, income that is from high to low income group. So, for digital marketing manager
has planned to targeted mainly younger generation that are more interested in online shopping.
Positioning: It can be stated that Morrison has effectively positioned itself in the market in
terms of providing qualitative products to customer's at reasonable rates. Strong brand image
has helped in growth and expansion of firm.
TACTICS
Marketing mix is the tactics that is used by marketing manager of Morrison to induce customers
in the firm. Such as:
10

Products: Company deals in wide range of qualitative products that helps in meeting
expectancy of maximum individual living in the society.
Price: Morrison has emphasized on competitive pricing strategy to retained customers' loyalty
for benefits of organization.
Place: Customer's can easily buy products and services through both online and offline
channels that lead in increasing overall sales volume of company.
Promotion: It can be stated that Morrison marketing manager has make use of different
promotional strategies or method to influence customer's like advertisement through social
media (Reisenbichler and Reutterer, 2019).
BUDGET
Expenses Amount
Marketing expenses £3000
Electricity £500
Stationary £200
Wages and salary £2000
Miscellaneous £300
Total £5000
ACTION
Marketing manager of Morrison has planned to take necessary step as well as action in order to
implement the plan so that objectives of company can be achieved in limited time frame and
cost. Likewise, it has clearly defined roles and responsibilities that need to be performed by
each individual so that products can be promoted to various individual.
CONTROL
For controlling and monitoring marketing manager has decided to make use of information
technology as it helps in recording information related to existing performance of individual.
Thus, manager is able to identify key action that can be used to improve their overall
performance so that company can retained its market positioning.
11

CONCLUSION
From the above report it can be summarized that marketing manager helps Morrison in
generating more sales volume and profitability. Strong interrelationships between marketing and
other department has helped in effective coordination and achievement of end goals of firm.
Moreover, it can be concluded that marketing mix adapted by both Tesco and Morrison has
contributed company in retaining maximum market share.
12

REFERENCES
Books and Journals
Alrubaiee, and et.al., 2017. Relationship between corporate social responsibility and marketing
performance: The mediating effect of customer value and corporate
image. International business research. 10(2). pp.104-123.
Cateora, P. R and et.al., 2020. International marketing. McGraw-Hill Education.
Churchill Jr, G. A., 2017. Marketing. Saraiva Educação SA.
DİVANOĞLU, S.U. and ÇELİK, R., 2020. POLITICAL MARKETING PROCESS AND USE
OF SOCIAL MEDIA. MODERN ECONOMY, p.315.
Diyanova, S and et.al., 2019. Strategies and innovations in modern trade marketing.
Gampfer, and et.al., 2018. Past, current and future trends in enterprise architecture—A view
beyond the horizon. Computers in Industry. 100. pp.70-84.
John, S. P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services, 54.
p.102052.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons. 60(3). pp.325-333.
Lim, W. M., 2020. The sharing economy: A marketing perspective. Australasian Marketing
Journal (AMJ), 28(3). pp.4-13.
Muhammedrisaevna, T. M. S., Bayazovna, G. N. and Kakhramonovna, D. A., 2020. Goal and
objectives of integrated marketing communications. Economics, (2 (45)).
Nosalska, K. and Mazurek, G., 2019. Marketing principles for Industry 4.0—a conceptual
framework. Engineering Management in Production and Services, 11(3). pp.9-20.
Olson, and et.al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Paritala, P.K., Manchikatla, S. and Yarlagadda, P.K., 2017. Digital manufacturing-applications
past, current, and future trends. Procedia engineering. 174. pp.982-991.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ). 25(2). pp.157-165.
Purwanto, R. M and et.al., 2019. Study the importance of business ethics and ethical marketing
in digital era. Journal of Critical Reviews, 6(5). pp.150-154.
Reisenbichler, M. and Reutterer, T., 2019. Topic modeling in marketing: recent advances and
research opportunities. Journal of Business Economics, 89(3). pp.327-356.
Tuten, T. L., 2020. Social media marketing. Sage.
13