Marketing Essentials

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.
1

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
2

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