Marketing Essentials Project

Marketing Essentials Project

Table of Contents
INTRODUCTION................................................................................................3
LO 1.................................................................................................................3
P1-Roles and accountabilities of marketing function....................................3
P2- Responsibilities and roles of marketing function in wider organizational
context..........................................................................................................4
M1- Responsibilities and roles of department in marketing environment
context..........................................................................................................5
M2- Importance of connections between marketing and other departments
of Morrison’s Plc............................................................................................6
D1- Critical evaluation base on useful elements of marketing function.......6
LO 2.................................................................................................................7
P3-Comparison between two companies based on application of marketing
mix................................................................................................................7
M2-Evaluation base on varied strategies applied by Morrison’s Plc and
ASDA.............................................................................................................9
LO 3 ................................................................................................................9
P4- Development of basic marketing plan in regard to Morrison’s Plc.........9
M3-Evidence based marketing plan for company.......................................11
D2- Developing strategic marketing plan...................................................12
CONCLUSION..................................................................................................12
REFERENCES..................................................................................................13

INTRODUCTION
Marketing is the most essential element of ventures that support in development and
success of companies. It brings several benefits for any brand either small or large in different
terms such as it helps to generate brand awareness. The current assignment will be based on
Morrison’s Plc, which falls under list of top leading British Supermarkets. This study will
explain responsibilities and roles of marketing function relate to organizational context and also
in regards to marketing environment. Furthermore, this report will define importance of
interrelationships between marketing and other functional units of chosen company. It will
describe critical analysis base on important elements of main function and its interrelation with
other departments. This assignment will justify comparison between two companies on the basis
of marketing mix implication. Moreover, it will clarify varied strategies in order to demonstrate
ways that help to achieve objectives. This report will explain development of basic marketing
plan in context of selected organization.
LO 1
P1-Roles and accountabilities of marketing function
Marketing function is the main department of organizations because it provides
unexpected benefits and advantages (Naujoks, 2020). The most important roles and
responsibilities of this functional unit has mention below-
Roles of marketing functions-
Market research-
It is one of the most beneficial and useful role of marketing function as it allows
marketers to gather key information about current trends, competitor’s actions and consumer
needs, which is quite essential to know before taking any decision relate to products
development and promotion within Morrison’s (Dwivedi and et.al., 2020).
Develop marketing content-
Another role of marketing function is to create effective and influencing content which it
could use to attract new customers and retain existing one for longer period of time (Hollebeek
and Macky, 2019). They need to play this role in professional manner in context of supermarket.
Generate brand awareness-

Marketing function roles are limited they are beyond imaginations. One of the most
challenging role that this section could play is the current one because it requires a lot of efforts,
hard work and focus. By generating brand awareness, department enhance productivity and
profitability level of Morrison’s.
Responsibilities-
Set target market-
Marketing function is responsible for targeting profitable market, segment or consumers
who are interested in purchase of Morrison’s products and services exchange of money
(Nadanyiova and Das, 2020). Through this responsibility it could benefits a venture in varied
manners, like attract target people by manufacturing items according to his or her needs.
Communicate with consumers-
Another responsibility of marketing function is this one, with that it can conduct effective
attempts in order to communicate with target customers. It is accountable to make strong bond
between marketers and consumers, which in return increase customer base even better.
Develop marketing strategies-
Marketing function is accountable to crate creative and innovative marketing tactics by
using advance technologies which is very helpful and beneficial as well.
P2- Responsibilities and roles of marketing function in wider organizational context
As discussed above, marketing department play significant roles which directly and
indirectly related to specific organization such as Morrison’s Plc. For example, market research
is the main role of marketing function that provide benefits to chosen company in term of
collecting information and valuable data about current market trends which enable marketers to
develop plan and strategies accordingly.
Brand awareness is the key role of marketing function; it also defines as term of
marketing that describe level of customer recognition of an item by its name (Kriswibowo and
Nirawati, 2020). By creating brand awareness, department gain many benefits. It includes
distinguish and qualities goods from its rival.
Marketing department along above discussion role, conduct another act that is
interrelation and collaboration with other functional units such as production department. It
permits marketing manager to make production team aware about consumer needs, preferences
and trends that people follow. By gathering knowledge and information about all these things