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

MARKETING
ESSENTIALS.
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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
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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
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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.
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