Marketing Essentials: Roles and Responsibilities of Marketing Unit of Morrisons plc

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Roles and Responsibilities of marketing unit of Morrisons plc.............................................4
P2 Interrelationship between marketing and other departments of Morrisons plc.....................6
TASK 3 ...........................................................................................................................................8
P3 Comparison of marketing mix strategies of Morrisons and Tesco........................................8
TASK 4..........................................................................................................................................10
P4 An effective marketing plan for Morrisons.........................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an activity which every business undertakes to promote their products and
spread awareness in public. Marketing includes many activities like buying and selling of goods,
advertising, delivery of products or services and distribution. Companies hire professional for
conduction marketing duties as it's a disciplinary action and needs proper expertise to perform.
Basically, marketing is done to attract people towards the organisation and its products and
convert them into their customers. Marketing units are present in different organisations having
various jobs, roles and responsibilities which varies from company to company. Marketing
function is performed in relation with other departments and their tasks are interrelated with each
other therefore, marketing departments work in line with other units(Babin and Zikmund, 2015).
In this assignment Morrisons plc plc is used for understanding various concepts of marketing and
its implications. Morrisons plc is a supermarket chain in UK, which is the fourth largest of its
kind. It was founded in 1899 by William Morrison, serves to millions of customers everyday.
Morrisons plc headquarters are in Bradford, England. It is public limited company and listed on
LSE (London Stock Exchange) also, it is a part of FTSE (Financial Times Stock Exchange).
Morrisons plc stores are located in different location and has around 498 stores.
TASK 1
P1 Roles and Responsibilities of marketing unit of Morrisons plc
Marketing process to attract and develop interest of customers in products or services of
organisation. It's a proper process which is made of different actions which are Researching,
Promoting, Selling and Distributing. All these tasks are performed by marketing professionals
engaged in marketing department of company which are very essential for organisations(Mueller
and et. al., 2015).
Marketing concept is a philosophy that says, entities should analyse and evaluate the
needs of their customers and then make plans, products and services to satisfy those desires.
Marketing concept includes five elements which helps marketing and making this strategy
success for company. These concepts are as follows:1. Production concept- It depends on the assumption that buyers always favour those goods
or services which are highly affordable by society and easily available. Production
concept is the oldest which works as guide for sellers or businesses.

2. Product concept- Assumption behind this concept is that consumers will favour those
products or services which are of good quality, innovative and performs well. All the
marketing strategies and plan made by company's will be focused on making continuous
product improvements and enhancement.3. Selling concept- This is based on the thought that consumers won't buy goods or services
until the promotional and selling activities are not done on large-scale and enough efforts
are not made.4. Marketing concept- It holds the idea of attaining goals and objectives of organisation and
understanding the need of people. This will enables company to achieve its aims and
reach to higher position in marketplace amongst its competitors(Baker and Magnini,
2016).
5. Societal concept- This factor looks after and takes care of customers short term needs and
consumers long term wants. Also, it maintains a balance between both, making processes
and plans easy for company.
Different Roles and Responsibilities of marketing function:
Roles1. Meet customers needs- First role of marketing department is to meet the needs to wants
of consumers associated with organisation and attract more buyers towards it. Marketers
identify the needs of public and then make goods or services accordingly for satisfying
the desires of people(Muralidharan and Raval, 2017).2. Ensures the growth, survival and expansion of organisation- Another very important role
marketing function has is to manage the customers and retaining them for survival of
business. As it helps in fulfilling customers needs which leads to growth and expansion
of firm as they know their clients and understand them.
3. Face competition- As market is changing and more and better goods or services are
coming in marketplace. Therefore, role of marketing unit is to face new emerging and
existing competition. They do this by making effective plans after conducting proper
research of external environment.
Responsibilities1. Conduct research- Marketing department responsibility is to perform research activities
on behalf of Morrisons plc. These research will include various topics like understanding