Marketing Functions and Mix: A Comprehensive Analysis

The provided assignment is focused on marketing functions and the marketing mix. It includes an extensive list of references from various sources, such as academic journals, books, and online resources. The references cover topics like services marketing, customer relationship management, and competitive intelligence. Additionally, there are links to online articles and websites that provide information on functional areas in business and the marketing mix. This assignment requires a student to understand and analyze these concepts, providing a comprehensive analysis of marketing functions and the marketing mix.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................2
P 1 Responsibilities Associated with marketing.........................................................................2
M 1..............................................................................................................................................5
P 2 Relationship between functional unit and marketing............................................................5
M 2..............................................................................................................................................7
D 1 ..............................................................................................................................................8
TASK 2 ...........................................................................................................................................8
P 3 Application of marketing mix in organisation......................................................................8
M 3............................................................................................................................................14
TASK 3..........................................................................................................................................14
P 4 Marketing action plan of organisation. (and M 4)..............................................................14
D2 .............................................................................................................................................16
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................18

Illustration Index
Illustration 1: Marketing functions .................................................................................................4
Illustration 2: Functional area in business.......................................................................................6
Illustration 3: Extended marketing mix.........................................................................................10

INTRODUCTION
Marketing essentials refer to as an approach, through which organisation is able to
understand marketing condition. Through implementing various theories and models, all the
challenges and demands can be analysed (Baack, Harris and Baack, 2013). It also helps in order
to implement changes effectively. Along with this it provides different facilities for promoting
and advertising products or services. This report is based on the marketing strategies
implemented by an organisation. The report is presented in context with Sainsbury's. They are
ranked as second largest chain of supermarket providing services across the world. The
organisation was established at 1913, by Karl Aibrecht. During the early stages, a small store
was founded by his mother (Boag, 2013). After sometime, his brother also participated in their -
business. Initially they had started, by provided food services and later extended with other
products.
The firm is vary popular across the world. They are having strong brand values at every
level such as local, national and international. They are considered as leading discount providing
supermarket. Currently, they are having approx. 161699 work force working at different part of
world. They are providing various employment benefits, to attract employees such as health,
transportation and so on. They are providing services across 18 countries, through 10,000
physical outlets. They are able to produce more than 22.50 billion Euros turn over annually
(Hanlon, 2014.).
The organisation is offering various products to their customers such as clothing, health,
food, stationary and so on. In order to handle various operational unit of company, hierarchical
structure is considered by organisation. As they are having various processing units therefore,
various levels are considered so that performance of each level can be effectively monitored.
Through this way each subordinate is being monitored, by their respective supervisor. The
organisation always consider flexible work culture (Hoffman and Turley, 2015). It helps the
organisation in order to implement changes, according to the demand of situation. The firm
implements task culture into their procedure. Through this strategy they are able to implement
changes into working, and processing of their work force. It enables the to increase profitability.
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TASK 1
P 1 Responsibilities Associated with marketing.
Marketing is considered as an important process, for development and growth of
organisation. Through this process firms are able to maintain their reputation, brand value. It also
plays an important role, in order to maintain clients and organisation relationship.
The role of marketing is considered essential, in order to achieve goal of the organisation.
Through this step companies are able to implement strategies, in order to maintain relationship
balance between clients and employees (Jacobs, MacRae and Sladyk, eds., 2017). The marketing
and promotional activities are considered as essential. The major objective of implementing
strategy, is to understanding prospective of various groups effectively. Such as clients,
employees and investors. Sainsbury's implements marketing strategies into their promotional
activities (Kennedy and Parsons, 2014). In order to effectively implement these procedures,
marketing functional are also required. All the functions are following:
Pricing
Through this step organisations are able to put pricing. Sainsbury's consider it as an
important process. For this various pricing strategies are also implemented (Mittal, 2014). In
order to achieve effective results various, factors are also considered such as social background,
preference, taste and so on.
Marketing information management
Another important function of marketing process is known as marketing information
management. Through his organisations are able to understand needs and demands of clients
effectively. For this various techniques are adopted by companies, such as researches and audits.
It helps to understand market conditions. Sainsbury's conducts various research activities before,
launching of any new products or services (Nguyen, Simkin, and Canhoto, eds., 2015).
Sainsbury's implements these step, in order to maintain smoothness of the running process.
Through this step activities are effectively involved into organisation like demand and supply of
material, performance of employees, etc.
Distribution
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This step enables the organisation to identify right channel for providing qualitative
services to clients. This is essential step in order to increase profitability. Sainsbury's consider
shortest and least expensive path (Pappas, 2017). They always consider paths or channels that do
not any risk and fewer chances of failure. An effective distribution channel helps the
organisation in order to maintain connections between clients and organisation. Sainsbury's
involve different mediums, as they are providing vast range of services to their customers
(Reynoso, 2013).
3

(Source: Santrock, 2015)
Financing
This is considered as a basic step of marketing activities. Through this function
organisations are able to provide fund for promotional and advertisement activities. Effective
financing strategies, directly influences the profitability of company. Sainsbury's refers it as an
essential function of this marketing (Santrock, 2015). Along with this other features are also
4
Illustration 1: Marketing functions

handled by them. Such as providing various payment options or as online payment, credit, debit
and ATM cards flexibility.
Services
Services use to represents companies into market. Therefore, in order to build reputation
and maintain brand value quality of products should be effective. Higher demand of services
enables the organisation, to achieve profitability. Along with this it also provides opportunities,
in order to expand business (Siahpush and et. al., 2016). Sainsbury's are providing various
facilities at different sectors. Such as food, stationary, health, toys, gifts and so on.
Advertisement
In order to present products and services into market, attract clients are handled through
this process. Sainsbury's has promoted and advertised their products, through various mediums
such as social, print and digital. For this various promotional activities are considered. This is
one of the essential step, through which organisations are able to influence customers.
Selling
Through this process products are provided to clients by charging fix amount. The
success of products depends on the sales and purchase of products (Silver, 2013). Along with
this it also helps to maximise profitability and improves growth of company.
Marketing Research- The main role of marketing is to supportive organisation in identifying the
need and demand of consumer in the market. The function of marketing is to assist business
entity in exploring as well as capturing market opportunities.
Product Development- The function of marketing is to encourage firm for facilitating innovation
at workplace and aid business entity in product development. The role of marketing function is to
analyse sales of existing products and services and identify gaps in the range of products in order
to determine opportunities for business.
Formulation of strategy- The function of marketing is to support marketing manager in designing
of effective as well as suitable marketing strategy.
M 1
On the basis of above report, Sainsbury's have implemented marketing strategies
effectively. It helps in maintaining relationship, between employees and organisation. In order to
increase profitability, all the needs and demands of clients are considered. Along with this
marketing functional implemented for increasing results of outcomes (Strandvik and Heinonen,
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2015). Through implementing functional, various information related the combination, services,
offers are gathered by organisation.
P 2 Relationship between functional unit and marketing.
Marketing strategies and functional units are interrelated at great extend. They are
combinationally increasing the effectiveness of process (Baack, Harris and Baack, 2013). The
processing of functional unit is distributed into various units. Some of them are following:
(Soucre: Boag, 2013 ) Sales: This is considered as an important unit of an Sainsbury's. It enables the company
for generating huge revenue. Along with this it plays a significantly role, in maximising
profitability (Swenson, Rhoads and Whitlark, 2014.).
6
Illustration 2: Functional area in business

 Marketing: This step is considered, in order to present products and services effectively.
Through this function Sainsbury's, is able to attract huge amount of clients towards their
products. Customer services: Through this unit clients are able to contact with the authority of
Sainsbury's to solve their queries. For this various mediums are provided such as online
portals, telephonic conversation, emails. Some physical outlets are having department
also.
 Legal department: Through this unit of organisation, all the legal issues are handled
(Boag, 2013). Along with this it also ensures that, all the rules and regulations are
considered by organisation effectively. Financing: For organising any activities such as audits, researches, promotional
campaign and advertisement. Funds and budgets for any processing is provided this unit
of organisation (Hanlon, 2014). IT supports: In order to maintain information of organisation, support of IT system is
essential. It enables the organisation, for managing and processing work effectively
(Hoeffler, Herzenstein and Ginzburg, 2015). Through installing systems bulk information
can be easily manages and manipulated. Administration: This is considered as an essential part of organisation. It helps the
organisation, for maintaining relationship by minimising communication gap. It helps in
removing confusion. Research and development: In order to develop new product , this is considered as
essential step. It helps to implement innovation and creativity to attract more number of
clients (Hoffman and Turley, 2015). Human resource: This is considered as heart of company. An effective human resource
is able to provide capable and effective candidates. In order to reach their objective faster.
Along with this it helps to maintain balance between employees and organisation. Also
handles salary of employees.
 Business development: Through implementing effective marketing strategies.
Sainsbury's is able to maintain brand values and increase profitability. This helps the
organisation, in order to expand their business (Jacobs, MacRae and Sladyk, eds., 2017).
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B2B-The role of B2b marketing is to promote goods and services to other organisation
that can be used by other firm in general business operations. This form of marketing assists
marketing personnel in developing and deciding the way to employ their business to business
plan.
B2C- The role of this form of marketing function is to generate brand awareness, demand
generation, lead generation and peroduct positioning.
M 2
On the basis of above report, functional units are highly interrelated with marketing
strategies. It helps to manage marketing activities by including various factors. Such as
implementing HR management process, administration, researches and development and so on
(Kennedy, and Parsons, 2014). These all helps the organisation, in order to improve
performance. Such as effective employees influences the performance, research and development
helps in implementing advance technologies. Therefore, functional units are integrated with
marketing strategies (Mittal, 2014).
D 1
On the basis of above report, critical analyse the marketing element are following. The
activities of functional units are integrated with the marketing strategies. For achieving effective
results, direction are provided through marketing strategies. Along with this standard of activities
are maintained through distributing task into small units. Sainsbury's are also preferring
interrelated activities, as they are able to influence the higher region at a time (Nguyen, Simkin
and Canhoto, eds., 2015). Though considering various factors, such as research and
development, sell, distribution, management/administration and so on. Processing of various
units takes place effectively. Along with this it also helps, in monitoring activity of different
units. It enables the organisation in order to analyse, effectiveness and on the basis of that
necessary changes can be implemented.
TASK 2
P 3 Application of marketing mix in organisation.
Marketing mix is implemented in order to develop, an effective combination of price,
product and place. It provides various actions and steps through which effective outcomes can be
generated (Pappas, 2017). This process is implemented in order to identify correct situation for
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presenting any product or service into market. Sainsbury's are implementing marketing mix
process, in order to analyse aggregation of products. The marketing mix is consisting of four
principles. In order to have deep analysis, about any product, extended version is also provided.
Under which three more factors are included. The extended version of marketing mix is
discussed following:
Products
Products are use to represents the organisation. It reflects the services that are provided
by company. Sainsbury's are also providing various products, through which they are
representing them self into market (Reynoso, 2013). The development process is distributed into
three sections. On the basis of development, unit product development life cycle is
implemented. The success of the organisation is completely dependents, on the quality of
products. If the provided services are not effective marketing mix will not create much effect.
On the other hand Tesco company has gain popularity for offering wide range of products and
services. The organisation have focus on selling premium quality of goods. It also provides wide
variety of goods ranging from brand, regional produce, type, international cuisine in food and
other choices. On the other hand, Aldi delivers standard quality of food items at affordable price
to customer.
Prices
Pricing refer to the amount at which companies are providing their services. There are
various factors are considered, in order to implement pricing of any product. Such as demands,
resources for development process, various direct and indirect element are also responsible
(Santrock, 2015). Sainsbury's implements pricing by considering market penetration techniques.
All the development, promotional, transportation and much more charges are implemented. This
helps the organisation to get back their invested amount. Through which they are able to connect
with maximum number of clients. Whereas Tesco set price of the product on the basis of
competition in the market. The organisation has adopted cost leadership strategy. The pricing
strategy is formulated according to business strategy and the pricing strategy has supported firm
in increasing its competitive advantage. On the other hand, the low cost pricing strategy has
enabled Aldi to develop wide customer base .It charges low prices for the new products so that
they can enter the market and gain share quickly. On the other hand, The Tesco company has
taken high initiative to maintain low prices for its products or services.
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(Source: Mittal, 2014)
Places
It refers as the point through which organisation can manage processing of sales and
purchase. Sainsbury's always consider those places, that are reachable and having proper
transportation connectivity. Location selection is one of the essential step, it should be done by
considering all strategies. For considering location, various factors are analysed by organisation
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Illustration 3: Extended marketing mix

(Kennedy and Parsons, 2014). Such as development and distribution channel, transportation
facilities, in order to providing services to clients. In order to increase growth of company,
location of considered as key element. On the other hand Tesco has its stores at many places
which has allowed business entity to reach wide range of customers. Tesco has two important
channels that allows business entity to distribute its product or services online as well as offline.
It has small stores that provides customer an ease to buy products and services.
Promotion
Promotional activities refer to the essential step in marketing process. Through this
process services and products are presented towards the clients. It directly impacts on the sales
and purchase of products (Mittal, 2014).Sainsbury's considers various promotional strategies.
Both traditional and advance strategies are implemented, in order to make more people aware
about their products are services. Some of the modes are digital, social and print media. Along
with these contests and discounts are also implemented. Whereas Tesco has adopted marketing
strategy whose objective is to provide satisfaction to customers and gain customer loyalty. The
low pricing strategy has enabled enterprise to attract more number of customers and promote
brand. Tesco has utilised various advertisement media such as television, promotional discounts
for promoting its brand. The company has adopted the point sale strategy for promoting its
product and services.
People
Through marketing mix process people are participating in both activities. Such as in
targeting and handling business activities. Sainsbury's are also having both types of people into
their organisation. For influencing these various researches and audits are conducted by
organisation. It helps the organisation in order to understand demands and requirements of
clients (Nguyen, Simkin and Canhoto, eds., 2015). For this organisations are giving preference
to qualified and experienced employees. Along with this various training and development skills
are provided in order to enhance them. On the other hand, Tesco has focus on providing
satisfaction to consumer and high return to shareholders. The Tesco does not believe in
developing attractive and big stores like Aldi. The sales department in the tesco has supported
enterprise in achieving success and fostering growth.
Physical evidence
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Physical evidences are provided by organisation in order to prove their provided services.
These evidence are essential for the clients, who are not convinced with the facilities provided by
company. In that case they can take any action against organisation. During such situation that
physical material is considered as proof (Pappas, 2017). Sainsbury's are providing physical
evidence in the form of invoice, brochures and reports. This all are provided by organisation, in
order to save consumer rights and maintain trust of clients on organisation. Whereas Tesco has
attractive stores which has supported firm in attracting more number of customers.Stores of
Tesco are attractive and clean.They are easy to navigate with all products well categorized and
easy to find.
Process
In order to provide effective services, organisations are maintaining development
procedure. It helps the organisation, in order to flow process in proper direction. For this various
monitoring and evaluation strategies are also implemented. Sainsbury's are having process
through which products are manufactured (Reynoso, 2013). The organisation is provided with
effective developing procedure, due to which manufacturing cost is reduced effectively. It helps
the organisation in order to maximise profitability. Along with this it also helps in analysing and
monitoring development process through which quality of product also get improved.
Marketing mix are considered important for the growth of company. They provides
direction through action plan which helps the to handle various processing tactics. In order to
have detailed analysis of factors that can affects the growth of Sainsbury's. Through
implementing marketing mix they are able to utilize resources effectively (Pappas, 2017). During
limited availability of resources organisation are able to utilize resources effectively through this
process. Along with attracts clients towards their products. As various promotional schemes are
considered, such as TV, internet, newspaper. They all are able to influence clients effectively.
Along with this it provides clear vision to the organisation through which they can easily reach
their objective. On the other hand, The Tesco has utilised all the important elements of
marketing mix in order to communicate their objective to stakeholder. The process of Tesco has
focus on keeping the customer happy by providing them with good quality of products. It
emphasizes on improving the quality of products and delivering quick services to customer. The
organisation has achieved this by employing competent workforce and identifying the various
issues that are faced by customers.
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Through implementing marketing mix into process, organisations are able to distribute
responsibilities among employees. It helps in allocating resources creativity which increases
efficiency of products. It enables the employees to handle challenges. As all the specifications
are provided by organisation therefore, they are able to implement changes. Various resources
are also handled by organisation such as sales, purchase and distribution effectively (Reynoso,
2013). Through implementing advance marketing mix organisations are able to handle issues by
implementing logical and justified reasons. All the finding and researches will be effectively
conducted as they are considering logics and tasks are distributed into small groups due to which
effectiveness of process get improved.
Another important effect of implementing extended marketing mix, it provides
opportunities. During the implementation of this method, process is distributed into various
units. In order to increase efficiency of process, task is distributed into small segments. It reduces
the complexity of large process and employees are able to handle processing effectively
(Santrock, 2015). Along with this costing of developing and manufacturing is also get reduced.
Therefore, extended marketing mix are considered as advance various of marketing mix.
Through implementing this style into their procedure organisations are able to generate huge
revenue. By considering results of various researches and audits organisation are able to attract
clients. Along with this it improves distribution network therefore, services and products are
provided to clients faster (Siahpush and et. al., 2016). This helps to maintain brand value and
reputation of organisation.
On the basis of above report, marketing plaining process should consists of all the steps
and strategies that are essential for organisation. It helps the organisation by providing directions
(Strandvik and Heinonen, 2015). All companies are having their marketing action plan, in order
to implement marketing strategies effectively. The marketing action plan overview are following
for Sainsbury's:
Analysis
In order to identify and evaluate processing and performance of existing operation
analysis is considered. It helps the organisation for determining weaknesses and strength. The
implementation of marketing mix at each operations of organisation provides details information
about the processing of task (Swenson, Rhoads and Whitlark, 2014). If the operations are not
13

working correctly, necessary steps are required in order to implement changes. In order to
analyse existing status of process various strategies by considering internal and external factors.
Planing
On the basis of outcomes that are generated on the previous stage, necessary changes are
implemented. In this step various strategies can be implemented, such as marketing mix and so
on. On the basis 7 P's of marketing mix, various elements are considered. It helps the
organisation, in order to discuss weaknesses that are affecting growth of company. After
identifying all the issues, effective plaining and strategies are developed (Tripathi, 2013.). These
plaining process helps the organisation, in order to implement effective strategies by considering
various factors. Such as internal, external, organisational positioning, legal factors and much
more. These all factors are able to provide layout in order to achieve objectives.
Implementation
Implementation of strategies are considered as an important step of this process. Through
this stage necessary changes are implemented. This is considered as essential for the growth of
company as they are able to overcome weakness (Wright, 2014). For this process various factors
are included in order to maintain efficiency of this step. Such as providing sufficient budget,
allocating resources and evaluation of implemented process. Provided fund for the development
process must be sufficient for implementing changes (Zaccagnini and White, 2015). Along with
this resources are also provided so that processing of task takes place properly.
Control
In order to analyse processing of implemented changes evaluation step is involved. This
step is considered on the basis of that performance is analysed if all the implemented changes are
effectively working not rectification will be provided (Baack, Harris and Baack, 2013). If
implemented changes are not effective in that case necessary changes are again changes will be
implemented.
M 3
There are various tactics are considered by Sainsbury's. For this they are offering various
services to their clients such as providing flexibilities and convenience while using their services
such as online shopping portals, 24*7 open physical outlets for providing services (Boag, 2013).
Along with this .they are also offering various flexible payment modes such as ATM, credit and
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debit card facilities. These all services are able to attract clients and increase profitability of
company.
TASK 3
P 4 Marketing action plan of organisation. (and M 4)
Marketing action plan is considered as an essential step through which organisations are
able to achieve objective. In this step documentation of all the implemented process takes places.
In this process goals of companies are distributed into small objective so that it can be achieved
effectively. Sainsbury's are also having marketing action plan (Hanlon, 2014). They are
providing market action plan at portal. So that employees, investors and consumers can access it.
There are various stages that are associated with the development process of action plan. It also
consists of various strategies that are required in order to achieve objective of organisation. For
implementing this process effectively some of the steps are following:
5 years master plan.
Yearbook of action plan.
Performance evaluation of employees.
The documented report is able to provide detailed information about services and
products that are being provided by Sainsbury's. Along with this it also helps the organisation in
order to make employees aware about the action plan (Hoeffler, Herzenstein and Ginzburg,
2015).
Objective
In order to develop effective action plan marketing marketing objective are considered as
an essentials part. Through this process organisations are able to distribute their goal into small
objectives (Jacobs, MacRae and Sladyk, eds., 2017). It helps the company in order achieve target
within this the time period. In order to increase efficiency Sainsbury's also considers marketing
objectives. Following are objectives of company:
 Introduce ventures in order to expand business.
 Improve sales and purchase ratio.
 Maintaining brand value in market.
 Increasing involvement of technologies.
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With the help of above mentioned objectives organisation is able to improve quality of
services and make them more effective. Along with this is provided with solutions based on
current situations and also able to reduce future risk. It also helps in maintaining relation between
workers and company.
Segments
Segmentation of target audience is refers to the process through which promotional
activities are considered on the demands of company (Jacobs, MacRae and Sladyk, eds., 2017).
Sainsbury's are implementing demographic segmentation strategy. With the help of this they are
able to target users on the basis of location, qualification, age , gender and so on. Through this
way they are able to implement strategies effectively in order to attract more number of clients.
Targeting audience will be more effective compare to other ,promotional strategies (Marketing
mentor. 2017).
Strategies
Implementation of strategies are considered as essential step in order to reach objective
effectively. With the help of this company is able to priorities things according to their necessity.
Sainsbury's are also considering this step in order to improve efficiency and outcomes of the
process (Mittal, 2014). For this various factors are considered some are following: Marketplace penetration: In order to promote services into market this is considered as
an essential step. With the help of this process Sainsbury's are able to maximise
profitability. Along with this it also helps the organisation in order to attract more number
of clients (Nguyen, Simkin and Canhoto, eds., 2015). Organisational development: Various strategies are developed under this process. With
the help of this process Sainsbury's are able to understand market conditions. On the basis
of that strategies are implemented in order to expand business.
 Improvement in production unit: Improvisation strategies are also implement.
Sainsbury's are considering improvement on the basis of feedbacks and suggestion that
are provided by users (Pappas, 2017).
Positioning
In order to analyse brand value and image of organisation in market positioning step is
considered. Through this process Sainsbury's are able to implement various strategies in order to
identify competency in market (Reynoso, 2013). Various processes are adopted by organisation
16

in order to improve marketing condition of company. Such as providing effective training and
development program to their employees. In order to enhance capability of employees this is
considered as an essential step (Functional area of a business. 2017).
Analysis and Controlling
Analyses and evaluation is considered as an essential step in Sainsbury's In order to
identify processing of implemented changes. For identifying effectiveness of action plan that is
implement by organisation. With the help of this process, efficiency of implemented changes are
analysed (Strandvik and Heinonen, 2015). This process is able to influence the growth of
company therefore, it is handled effectively. On the analyses results, various controlling
measures are implemented. It helps the firm in order to maintain efficiency and effectiveness of
processing.
Strength :The Sainsbury has effective
Diversified investment strategy that has
supported firm in achieving success.
Business Entity have on line presence that has
allowed Enterprise to reach wide number of
customers.
Wide outlet network has provided firm an
opportunity to provide effective as well as
quick services to its clients.
Talented human resource management team
has enabled enterprise to manage business
operation effectively as well as efficiently.
Weaknesses :
Ineffective marketing strategy
Lack of global investment
The organisation has failed to exploit the
opportunities to foster growth.
Low market share.
Opportunity :The Saisbury has opportunity to
cover wide market.
Threats :
Increase in intensity of competition level.
Cyber attacks may lead to major losses in its
online strategy.
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D2
Developed action plan of Sainsbury's are able to directly affects marketing strategies. It is
based on the outcomes of marketing mix. With the help of this organisation is able to implement
promotional strategies effectively (Silver, 2013). On the basis of place, prices, promotional,
process, product, people and physical evidences changes are implemented on the marketing
action plan (The marketing mix. 2017).
CONCLUSION
On the basis of above report, implementation of marketing essentials are considered as an
essentials step. Sainsbury's have also implemented this method into their procedure in order to
analyse. It help to implement strategies through which organisation is able to attract more
number of clients. /along with this various factors are considered business functional unit and
marketing mix. With the help of all these steps action plan is developed to achieve objective
faster.
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