Marketing Essentials

This document discusses the various aspects of marketing function and its role in achieving competitive advantage. It explores the roles and responsibilities of marketing function in a chosen organisation and how different companies use the marketing mix to achieve their objectives.

Marketing Essentials

INTRODUCTION
Marketing function play a very significant role in a company's success & profitability.
The report here discusses about various aspects of how chosen organisation successfully perform
marketing function to get an competitive advantage over other leading organisation at
marketplace. Also following report provide a brief about roles & responsibilities of marketing
function as well as their interrelatedness with other department in chosen organisation. How a
firm can successfully choose the right marketing function to get profitability & productivity in
organisation is discussed too in below comparison chart mentioned in report.
MAIN BODY
Determining the roles & responsibilities of market function in organisational context
In a market industry, Companies have to perform various marketing functions that
consist of distribution f goods, research analysis, price setting, financial budgeting & matching
needs of consumers with products of company.
Morrisons Plc Is also one such multinational retailing companies that deals with a long
supply chain of supermarkets all around UK (Kotler,Pfoertsch and Sponholz, 2020).
. Managers should mainly focus on business operation by systematic following of marketing
essentials that includes product promotion, market research, demand & supply, customer
satisfaction etc. to ultimately achieve main objective & goal of any business enterprise.
Market function roles
Brand management – In order to be successful in a perfect competitive market,
Morrisons has been adopting various marketing methods that help them maintain their brand
image amongst loyal customers. Marketing executives of chosen enterprise focus mainly on the
quality standards of good & services provide to potential consumers.
Research analysis- Marketing researchers of chosen corporation conduct analysis
through direct feedbacks, online surveys, observation tools, market trend analysis considering
seasonal changes, demand preferences and availability of products and technology.
Internal communication- Marketing department is responsible for communicating to
other departments how products & services are to be promoted systematically . Therefore In
context of Morrisons, Pop up alerts notification & consistent emails containing task information
are communicated to all employees if any changes have taken place in marketing functions of

company . This help chosen enterprise handle misunderstandings, conflicts & communication
line amongst workers.
Responsibilities
Customer satisfaction- Morrisons marketing managers make sure that consumers get
best quality products at affordable prices (Gurtner, Spanjol and Griffin,2018).
. This can be done through knowing different perspective of consumers & accordingly develop
the products in supermarket chains.
Trend & competition analysis- It is important to know which trends are circulating
across market industry, so that investments done on promotional sources of company can be
done wisely attracting maximum customer base.
Innovation & creativity- Morrisons has been continuously indulging into young
graduates sector to provide them with good knowledge & degree in retailing courses. These
retailing courses has helped chosen company innovate their way of marketing & introducing new
products creatively into retailing industry.
Allocation of funds- For educating large number of students about retailing business,
Morrisons have allocated various funds that can be utilized in creating online courses, practical
training to students and other packaging of goods of given company products.
P2 Analysis of marketing roles and responsibilities in marketing
Marketing concepts are related to promotion of one's product or service through
advertising and satisfaction of consumer needs. It is a wide concept that has to be known and
understood in a proper manner. By going through points , any firm is able to bring a rise in their
productivity as well as progress in performance level at broader scale. Enterprises often use
various approaches to expand roles of multiple departments.
Hereby, it is essential to relate multiple departments with chosen firm and its operations which
are discussed below-
Marketing and sales department: Sales is a significant part of marketing and therefore it
requires consistent market researches consisting of both primary and secondary approach. For
effective sales Morrisons used various promotional activities, campaigns , advertisements and
conducted various surveys (Kassambara,2018).

These activities are then further analysed on the basis of four P's of marketing that are product,
price, promotion and place of the product. Marketing manager also has the capability to drive
sales of the chosen company into marketing roles and techniques.
Marketing and finance department: Morrisons in recent years has taken into
consideration various concepts of budgeting and marketing techniques. The generally meant that
the final sales of the company decides the financial capacity of selected organisation to do
marketing in various forms. Hereby finance managers play a vital role in Morrisons for
controlling money flows, monitoring of costs and studying marketing objectives behind
incurring cost for promotions.
Human resources and marketing department: The human resource of chosen entity
plays an important role as they help in selecting capable candidates and finally recruiting them
for marketing management roles (Kotler and et.al., 2019).
. Also, human resource managers are entitled for managing polices and procedures for retaining
effective employees within the organisation. In context with Morrisons, this sector provide
crucial credentials to personnel department as it guides employees in examining which job posts
are vacant, what new changes are required etc.
Marketing and production department: Selected enterprise has a lot of branches all over
the world popularity known for its supermarket products. Morrisons having a lot of product lines
in its products have systematic distribution channel. This channel follows a specific supply chain
of marketers and employees globally all over to all its outlets . Availability of its products is
quick and never face absent-ism because of its fast production department functioning and link
with marketers of every branch. Proper storage and warehousing facilities of chosen organisation
has also helped in perfect timing of marketing and on-time production of goods.
Marketing and research & development: This department has a major role in
construction of better ideas and development of new Morrisons products on a global level. Ever
product requires improvements or innovation after a certain period because of dynamic needs
and wants of customers (McMurtry, 2017).
To meet the satisfaction level of consumers , market researchers of chosen entity does proper
analysis on customer experiences from current products present in the market .

P3 comparison of multiple ways organisation use tool of marketing mix in achieving company
objectives
Marketing mix consist of various stages a product goes through while promoting
organisational sources. The main purpose behind such comparison of Morrisons & other
competitive firms is increase in overall sales & productivity in market.P3 Compare the ways in
which different companies use marketing mix to marketing planning.
Basis Morrisons Sainsbury
Product – Such types of
approaches relies on
development of product.
With relevance to this
company, it provides wide
rang of product to their
consumers by understanding
the needs and preferences of
consumers.
It has been found that the
attitude towards product/
services of Sainsbury is much
more successful as compare to
Morrisons. As they give
opportunities to their clients in
area of promotional blend. The
main concern of relative form
is quality management.
Price -This way demonstrate
how pricing model can be
modified & developed.
It has been analysed that
Morrison is vulnerable to this
strategy of pricing as the
changing & enhancement of
pricing model leads to growth
& development. As well as
increase productivity.
In contrast the pricing strategy
of Sainsbury is competitive
pricing policy instead of
lowering the price.
Place – It tends to availability
of product or services. In
which both of the selected
company present at various
location to provide goods to
their potential consumers.
Morrisons provides some new
distribution to their clients so
that users can order goods . As
they provides online facilities
to their consumers along with
in store.
In relevance to Sainsbury, they
also uses similar strategy
related with the Morrisons. It
develops better understanding
towards consumers related for
gaining strong market position.
Promotion- This tends to Morrison is very effective in Same goes with the sainsbury

creation of awareness about
product or services.
order to use advertising
strategy with the help of social
media mode. This helps
entities in advancing the
growth & development
company, they are also using
the similar strategy of
promotion.
People – It comprises
suppliers, consumers,
employees of company in
order to run the business
operations.
In context of peoples,
Morrison manly focus
towards development of
consumers buy online and
social media modes. So that
they will able to gain
reputation from their potential
consumers.
It is also goes same like
Morrisons company as they are
very much active on digital
consumers services (Fregidou-
Malama, Chowdhury and
Hyder, 2019).
Process- It can be defines as
the mode of enrichment of
good to consumers.
Morrison company have
organised & systematic
process in order to make sure
that the business unit
continuously is in growth &
development. They uses
retailing process for the same.
It is also similar for both the
companies. As it deals too in
retailing sector.
Physical evidence- It require
quality of consumer. It
includes documentation &
physical existence of company
Morrison follow advertising
strategy in order to get success
& benefit. As well as it has
been analysed that the
marketing strategy of relevant
company is very effective in
order to attain surplus result.
With relevance to this factor
Sainsbury have number of
store at various location.
Similar to Morrisons.
The above chart analysis briefs about role of every component of marketing mix in
deriving success of firm. Also Morrisons have been focusing on developing its market into

student sector leading towards having a competitive advantage over its competitive firms
through good industry & market analysis.
P4 Evaluation & development of marketing plan in organisational context
Marketing plan is important to identify vision & mission of chosen organisation through
proper achievement of goals & objectives ( Chuang and Hu,2017).
. It consist of company background, executive summary, objectives, market analysis and good
financial budgeting as well as projections.
Company background- Morrisons is a one of the largest supermarket chains dealing
mainly with products consisting of food & drinks, clothing, books etc. The company has around
494 distribution outlets with a strong customer base of eleven million. The company has been
ranked fourth in UK being largest supermarket company.
Executive summary - This contains the vision & mission of company in order to achieve
the goal & objective.
Vision- Morrisons main aim is to become the only largest company in retailing business
of supermarkets.
Mission- Th e main aim is to increase the company's market share by expanding into new
market of education & student sector.
Objective - Human resources of Morrisons are recruited mainly based on their innovative
and creative skills in student sector, With many advertisements coming up having useful
messages of Morrisons retailing courses (Ike, 2018)
. Marketing department actually help fresh graduates in the organisation become uniquely
productive and develop creative skills within time.
Strategies - There are various technologies adopted by Morrisons to meet up great
demand of products like groceries, fish, meat & other eatables etc. keeping in mind the quality of
the brand. Morrisons used various promotional strategies such as social media campaigns ,
advertisements and conducted various surveys to build consumer awareness about the new
products & existing brand products.
Tactics- Marketing managers of Morrisons have done good industry analysis to study
the trends in market by using STP approach to target potential customers. Also company has
done prior swot analysis to evaluate opportunities & threats of company.
STP approach analysis

Segmentation- In context with Morrisons, the target market segments are divided on the
basis of students, age groups, gender, culture and region (Hoque and et.al.,2018).
. This step help divide consumers with similar preferences into a particular segment.
Targeting- This step includes formulation of strategies for targeting the particular target
segments formed in first step. Morrisons have created various strategies such as educating
student sector, increasing market share, improving quality of services to attract maximum
customers in market. Households are the current target sector of chosen retail company
Positioning- This step is concerned with establishing brand reputation & maintaining
brand image in market industry. Selected company have made sure that in order to increase their
profitability, customer values should not be provoked. Hence, marketing functions should be
performed in an ethical manner.
Swot analysis on Morrisons
Strength
 Morrisons have a large distribution
channel network (Sharma,Ahuja and
Alavi,2018).
 Have an broad employee strength with
around 500 stores nationwide.
 Company has good established site of
online shopping & retailing.
Weakness
 The selected organisation has not not
yet expanded on an international level
than other competitor firms.
 The past farmer right issues have been
impacting the image of company brand.
Opportunity
 Morrisons have a very good
opportunity to grow into student sector
by educating them with retailing
courses.
 International expansion in fields of
food, beverages, clothing & music
segments may lead to high profits .
Threat
 Increase in market competition can be a
threat to company as new innovations
are coming up with advance
technologies.
 Rising tax rates & dynamic changes in
Govt. policies may affect Morrisons
business negatively.
Financial budgeting- There are a lot of government influences & policies introduced by
them that affects the financial position of chosen corporation (Haugom,2020).

While doing financial projection of Morrisons various factors are kept into consideration such as
power & frequency of competitors, profitable sector of company strength that is food &
lifestyle , size of business etc. for creating a good marketing plan.
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000
Total 22000 27000 12000 10000
Marketing
outlay
15000 2000 3000 5000
Sales
publicity
2200 1000 1000 1000
Direct selling 4800 3500 1000 1000
Promotion 5000 1500 5000 2000
Total 27000 8000 10000 9000
Evaluation of marketing plan
Profit & Sales analysis – Morrisons have use this method in evaluating sales
performance & progress over recent years. The examination helped chosen entity determine
issues, weaker sections of profit sales, cause behind losses etc.
Benefits:
Repeat purchases & visits – In relevance with Morrisons, sales analysis has helped in
identifying consistent visits of old customers & new potential buyers repeating sales too.
Customer branding – By taking regular feedbacks from consumers, Morrisons has been
liable to know which segment of consumers are brand loyal to their particular product and what
are the negative reviews of non-consumers about them helping them innovate in a unique
manner.
Disadvantages:
Technical experience- Morrisons may face issue while conducting a good sales analysis
since it requires excellent technical skills to do graphical, pictorial or mathematical research on
profit margins.

Cost – Sales analysis can be expensive for Chosen company as it may take managers
high amount to hire big outsourcing organisation to prepare the practical statement.
Dependency - Prediction may not be accurate enough to take final decisions and that is
why chosen organisation may incur opportunity costs in case of wrong sales analysis or short
term profits.
CONCLUSION
From the above assessed report, it has been concluded that how organisation use
marketing essentials to establish their goals & objectives. The role of marketing function in
various dimensions of business is analysed through finding interrelatedness between multiple
departments of given organisation. The report showcases comparison of competitive marketing
firms on the basis of 7'Ps of marketing mix. Study of market trends in retailing industry is
determined through various approaches consisting of STP analysis & swot model.

REFERENCES
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Ike, L., 2018. Marketing: Traditional, Digital and Integrated. Xlibris Corporation.
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