Social Media Impact on Organizational Marketing

This assignment delves into the impact of social networks and Web 3.0 on organizational management and marketing strategies. It combines insights from academic sources like Lapiedra Alcamí & Barberá Ribera (2012), Gummesson (2011), Jones & Rowley (2011), and others, to explore topics such as entrepreneurial marketing in small businesses, integrated marketing communication, social media's role in marketing public relations, and events management. The assignment also covers the essentials of marketing research and educational psychology.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1-P2......................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 2............................................................................................................................................1
P3 Different ways in which companies apply their marketing mix to market planning........1
P4 Produce and Evaluate a basic marketing plan for Sainsbury............................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a very essential part of a business as it provide crucial support to different
functions in organisation. It is an activity which promotes establishment and exchange of
relationship between various stakeholders. According to well know researcher Dr. Philip Kotler,
“Marketing is a science as well as art that explores, creates and delivers value for satisfying
various needs of customers while enhancing profits for organisation”. Marketing assist managers
in identifying various unfulfilled needs and desires of customers it also defines, measures and
quantifies the size of identified market and the potential of profit (Al-Hasan, Thomas and
Mansour, 2016). This report is based on Sainsbury which is a grocery and merchandise retailer
based in United Kingdom. It is a second largest retailing venture in the country with a market
share of 16.9%. in this report it will be analysed as how Sainsbury uses its marketing function to
enhance its organisation sales and its profitability.
TASK 1
P1-P2
Covered in PPT
TASK 2
P3 Different ways in which companies apply their marketing mix to market planning
Marketing offers different types of tools and techniques which can be utilised by
company to boost their productivity and efficiency to achieve organisational goals and
objectives. It provides basis to the manager for formulating a strategic plan that will set a desired
path in front of employees which they have to follow for achieving goals and objectives (Babin
and Zikmund, 2015). Companies use marketing mix as a tool to control different types of factors
that can boost organisation performance. Marketing mix has also evolved from 4Ps to 7Ps. It
includes, product, price, place, promotion, people, process and physical evidence. When
company derives a right set of marketing mix elements, then it is able to target the audience in a
right manner. With the help of these seven components, organisations can easily turn potential
customers into actual consumers.
The chosen organisation in this report is Sainsbury and Burger king. There is a reason
behind choosing two different types of organisation as to state how different sector firms use
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marketing mix. The main purpose of the tool for sainsbury is to gain competitive advantage and
higher level of sales. And same goes for burger king (Baines, Fill and Page, 2013). It assist these
companies in controlling various factors which might impact their capability to gain more market
share and earn more profits. The application of marketing mix is as follows:
Basis Sainsbury Burger King
Product It have huge variety of
products which are sold by it
from its super stores. It
basically deals in grocery,
merchandise, financial,
telecommunications.
The company operates quick
service restaurants for
providing products such as
burgers, chicken fish, and other
supporting ranges.
Price It follows competitive pricing
polices instead of low cost
which assist it in gaining more
market share in short run only.
It is based on the generic
strategy of cost leadership. But
to be in brief it opts for two
different pricing schemes, such
as; market oriented pricing and
bundle pricing.
Place It have more than 598 super
store and 714 convenience
stores, out of which 45 stores
run 24*7.
Its products are available at
restaurants and other outlets
world wide (Raj, Walters and
Rashid, 2012). It uses
restaurants, mobile app and
website for deliveries.
Promotion It uses above the line and
below the line strategies to
attract customers and build
brand name (Thackeray,
Neiger and Keller, 2012). Also
it uses various loyalties cards
It uses various platform for
advertising and promotion,
such as TV and online ads.
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and offers.
People It maintains its staff and
provides them with the very
crucial training and
development opportunities.
It have well defined structure
to train people and maintain
their quality.
Process Sainsbury is the first one to
start services such as click and
collect which has made
shopping much more
convenient for customers.
It is adaptive to new strategy
while focused on its core
values and competencies.
Physical Evidence It Has excellent presence in
market and uses its products as
a physical evidence (William,
2012). It have very well
designed store layouts which
address customer needs.
Its outlets and products act as a
physical evidence for
customers.
Comparison
Sainsbury and Burger King both have well defined and structured marketing mix for
boosting their market capabilities (Campbell and Martin, 2015). They have few differences
which are pointed out below:
Sainsbury Burger King
It offers different types of products and
services to the customers. The prime target
audience is households. It is offering various
types of products to cater to the needs of all
types of customers.
They offer food products to the consumers bas
to satisfy their needs and wants (Dibb and
Simkin, 2013). It is a well established fast food
chain. It is present world wide and provides
products at a low prices.
Application of Marketing mix to marketing planning
Sainsbury Burger King
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The market planning is done as per the
marketing mix of the company. It acts as a
basis and they derive all their plans as per the
requirement of market (Fader, 2012). They
have huge diversified product range which
assist them in catering to the needs and wants
of customers at large. It promotes products
using different types of tools but have focus on
different types of customers. There are many
competitors according to which it changes its
marketing mix and updates its planning.
It is one of the biggest fast food retailing chain
of world. It has outlets in most of the countries
or its products are served by restaurants. The
marketing plan is updated as per the marketing
mix of company. They are focusing on
expansion and that is why they are introducing
different types of products as to diversify their
offerings into market. Also the company is
using innovative promotional techniques as to
boost its profile and attract more customers
towards business.
P4 Produce and Evaluate a basic marketing plan for Sainsbury
The market plan is very vital for company to achieve its goals and targets in a specified
manner. A marketing plan is developed as to state about a specified path which will be followed
by employees (Garrigos-Simon, Lapiedra Alcamí and Barberá Ribera, 2012). There are various
factors which have to be controlled by organisation as to ensure that they do not impact
organisation functionality and productivity. The marketing plan assist in enhancing the quality of
services and products which results in improvement in the customer satisfaction. There are many
ways which are used to develop marketing plan by different organisation around the world. The
marketing plan for Sainsbury is as follows:
Marketing plan:
 Mission of the company: The company aims should be established. In this part, the
company have to state about the mission of the company. This is required as to ensure
that they can align their plan with the long term goal (Getz, 2012). The main of company
is to earn higher profits and gain more market share. The mission of Sainsbury is enhance
customer satisfaction while boosting company growth. Situation analysis: This analysis is used by companies around the world to understand
various factors which have impact on organisation working and productivity. It is
conducted as to get information regarding various market trends, competitors moves and
other variables (Gummesson, 2011). The company analysis two type of environment for
doing so:
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◦ Micro environment: This is related with the internal environment of company which
can be controlled by managers and it is used to increase productivity.
◦ Macro environment: This is related with the external environment of company and
assist managers in analysing various changes that are taking place in the
uncontrollable variables.
For doing situational analysis SWOT method is used:
Strengths
 Diversified product offering
 Marketing campaigns are very effective
 Connected with the consumers
 Efficient and effective workforce
Weaknesses
Limited global presence
Various laws restricts company in exercising
its level of influence
Poor CSR activities.
Opportunities
 It have opportunity to expand into new
area's
 Global market
 Developing economies
Threats
 Presurised for keeping low prices
 Constant macro environment changes
 Price war with smaller retailers like
ALDI
Competitors: Tesco, ASDA, Morrisons, Aldi and Lidi.
This analysis will assist managers in Sainsbury in analysing various strengths, weakness,
opportunities and threats which the company faces (Jones and Rowley, 2011). Situation analysis
assist manager in identifying various issues which can hamper organisation capabilities and
functionality.
 Objectives: They are set as to state about the current requirement and to answer the
question of why we are undertaking this planning. Managers have to use SMART
concept as to set a proper set of targets and realistic goals for employees and organisation
(Lamb, Hair and McDaniel, 2011). For Sainsbury following will be the objectives:
Corporate Objectives Marketing Objectives
 To enable employee's in completing
task with efficiency and effectiveness.
 Reaching top position in retail sector
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 Informing staff as per the marketing
plan for facing future uncertainties.
 In one year, Sainsbury wants to
increase market share by 2%
 Using customer feedback with the
increase in demand.
 In next one year, Sainsbury has to
improve the ratio of achieving sales up
to 50 to 70%.
 Segmentation, Targeting and Positioning: The company uses this technique as to
differentiate itself from other competitors in market (Lipsman and et. al., 2012). It is
based in United Kingdom, so it have a primary market that it has to divide and target.
Basically segmentation is a process which assist organisation in bifurcating whole market
into different sections, which allows managers in targeting the right population and
audience. It also aids in positioning the products and services of company in a right
manner (Malhotra, Birks and Wills, 2013). It is important as to set a desired image in the
mind of consumers which would impel them to buy products from its stores. The
segmentation of products in sainsbury is as follows:
SEGMENTATION
Sainsbury uses moderate means and hard
pressing
TARGETING
Majority of young people, couples and internet
savvy.
POSITIONING
It position's itself as a United Kingdom most reasonable market place that offers high quality
product at a reasonable prices, way ahead of Tesco.
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 Marketing Mix: This is where company can differentiate itself from others. By
preparing better marketing mix it will be able to define different elements which will
assist it in marketing planning (Mihart, 2012). Sainsbury needs to update its marketing
mix as to tackle all the situations which comes in front of it.
 Marketing strategies: Sainsbury was using concept of organic growth which stated that
they seek a sustainable growth rate. But now they want higher market share and
development (Nguyen and Simkin, 2012). For this they will utilise substantive growth
strategy with interactive approach which will propel company performance to new
heights and assist in gaining higher market share.
 Evaluation: Managers need to evaluate all the strategies as to before they are
implemented (Ormrod, 2014). This provides a forecast about success rate of strategy and
whole market plan.
 Implementation and Control: After evaluation, strategy is implemented. There is a
whole process of implementation which has to be followed by managers as to ensure that
all employees are informed and ready to adapt changes (Papasolomou and Melanthiou,
2012). After implementing, control function is started which assess the performance of
strategy after implementation. It is necessary as to reduce any variance and stabilise
performance of company.
Final Analysis
As identified, Sainsbury have certain weakness which it has to improve. There is requirement of
strategy and planning update on regular interval. It boost organisation flexibility and
profitability to new extent. The changes needs to be communicated to all as to inform them and
reduce level of confusion.
CONCLUSION
Concluding this report, It is necessary for Sainsbury to keep on assessing and updating its
strategies and plans as to ensure that company is ready to achieve all the task. There are many
ways companies use marketing mix to gain competitive advantage which is mentioned in the
report. They have to be very careful while establishing marketing policies and procedures so that
its planning is effective. A marketing plan is needed for enabling company to achieve all desired
targets and goals in a set period of time.
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REFERENCES
Books and journals
Al-Hasan, S., Thomas, B and Mansour, A., 2016. Internet Adoption and International Marketing
in the Jordanian Banking Sector. International Journal of Online Marketing (IJOM).
6(2). pp.34-48.
Babin, B. J and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Baines, P., Fill, C and Page, K., 2013. Essentials of marketing. Oxford University Press.
Campbell, R and Martin, C., 2015. Media essentials: A brief introduction. Macmillan Higher
Education.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Fader, P., 2012. Customer Centricity. Philadelphia: Wharton Digital Press.
Garrigos-Simon, F.J., Lapiedra Alcamí, R. and Barberá Ribera, T., 2012. Social networks and
Web 3.0: their impact on the management and marketing of organizations. Management
Decision. 50(10). pp.1880-1890.
Getz, D., 2012. Development, and Marketing. Sport and adventure tourism, p.49.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lipsman, A and et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1).
pp.40-52.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Nguyen, B and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review.12(4). pp.333-344.
Ormrod, J.E., 2014. Essentials of educational psychology: Big ideas to guide effective teaching.
Pearson Higher Ed.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Raj, R., Walters, P and Rashid, T., 2012. Events management: an integrated and practical
approach.
Thackeray, R., Neiger, B.L. and Keller, H., 2012. Integrating social media and social marketing a
four-step process. Health promotion practice. 13(2). pp.165-168.
William, K., 2012. Essentials of marketing research. London: Cengage Learning.
Online
9 Steps to Building a Marketing Plan. 2017. [Online]. Available through:
<https://www.lamarketing.net/9-steps-building-marketing-plan/> . [Accessed on 7th July
2017].
Elements of the marketing mix. 2014. [Online]. Available through:
<http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.sht
ml> . [Accessed on 7th July 2017].
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