Marketing Essentials: Roles, Responsibilities, and Interrelationships

This document discusses the key roles and responsibilities of the marketing function, the interrelationship between marketing and other departments, and the significance of marketing in an organization. It also compares the ways in which different organizations apply the marketing mix.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Explain the key roles and responsibilities of the marketing function: .......................................1
Key roles and responsibility of marketing in context of marketing environment ......................3
Interrelationship between marketing and other department........................................................4
Significance of interrelationship of marketing and other department.........................................5
Critically evaluate the key elements of marketing function and relate to other functions of
organisation ................................................................................................................................6
TASK 2 ...........................................................................................................................................6
Compare the ways in which different organisation apply marketing mix .................................6
Different tactics of marketing that the organisation follows in achieving the goals.................10
TASK 3 .........................................................................................................................................11
Implementation of new marketing plan....................................................................................11
Evaluation.................................................................................................................................15
CONCLUSION .............................................................................................................................15
REFERENCES .............................................................................................................................17

INTRODUCTION
Marketing refers to a process of matching an organisation's goods and services to
consumers who want to access to those products. It means to advertise the buying or selling of a
offerings to their potential consumers. It involves buying, selling and delivering products to the
peoples and other companies. Is is an discipline that includes all the behaviour of a business that
undertakes to draw a relationship between customers and company. Marketing essential is an
activity to understand the marketing plan with the elements of marketing mix. This reports
includes the roles and responsibilities of the marketing and its interrelations. Further it describes
the seven Ps of marketing mix to compare with other organisations. And at last make a
marketing plan for an organisation. Morrisons is one of the fourth largest chain supermarkets in
UK SINCE 1899. They deals in food, drink,clothing, books, CDs, and magazines. This report
explains the Morrisons marketing essentials and compare marketing elements with other
companies (Pike, 2015).
TASK 1
Explain the key roles and responsibilities of the marketing function:
Marketing refers to a process of study and managing the exchange relationship. It is a
function of business that create the awareness of the product offerings in front of the customers.
It includes promoting, advertising, purchasing of goods and services in the market place. Every
organisation depends on the effective program that helps in achieving the objectives of the
company.
Marketing concepts
There are five major concepts of marketing that are as follows (Malhotra, 2015). Production concepts- It is the traditional way of marketing the products and services. In
this company mainly focus on the producing the goods and services not on the needs and
wants of the users. Product concepts- in this marketers focus on the product quality, features and focus on
continuous improvement of products to earn more and more profits.
 Selling concepts- In this concepts marketers only focus on sell their products by hook or
by crook to earns more and more profits.
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 Marketing concepts- It is an modern concept of marketing where a marketers promote
their goods and services to attract more and more customers. In this they produce the
goods as per the customers needs and wants (Larson and Draper, 2015).
 Societal marketing concepts- It is also related to marketing concepts where company
focus on the not to harm the society resources on manufacturing the goods and services.
In context of Morrisons, manager use marketing and societal marketing concept in this firstly
they evaluate the customer taste and than make a products and promote in a very effective way
so it attracts wide range of people. They use corporate social responsibility where they sell
products without harming the nature. These are the important role that a company can play in
achieving the targets and earns a higher profits.
Current and future trends of marketing
Current trends of marketing – In context of Morrisons, marketing manager use digital
marketing tool like social media such as Instagram, Facebook to promote their products
offerings in front of wide range of people and attract more and more customers. By using this
they get feedback from the customers and give the solutions if consumers face any problem
regarding the product and services which the company offers (Perreault, 2018).
Future trends of marketing – Working in the market is the biggest challenge that was
faced by organisation. To become a successful in the market for long term manager of Morrisons
could use this trends to attract more customers and earns high profitability. In this they forget the
four Ps of marketing and welcome the 4 Es i.e. engagement, experience, exclusivity and
emotion. In this they use Artificial intelligence, for promoting the goods and services and the
brand in front of market. This will help company in longer sustainability and earn more revenue.
Roles and responsibility of marketing function
There are different roles and responsibility that a marketers play in completing the organisation
function in a very effective manner. Some of this are as follows (Purvis, 2016). Consumer support services- The main and essential function of marketing is to provide
and aware the customers about the products offering and if they face any issues regarding
the products marketing manager can resolve it by providing the best solutions to its
customers. So that every people are loyal towards the company and will not switch
towards the other brands. In this manager can regularly take feedbacks from their
customers and make products according to their preferences. This will help company to
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earn more profits and attracts more people. In context of Morrisons, manager use
different social media tools and their online website to take the feedback from their
customers about the products and services and if people face some issue solve them with
effective solutions (Baker and Magnini, 2016). Branding - A brand is a representation of feeling that a company can share with wide
range of people while using various products and services. In this the marketing
department is responsible of cresting and disseminating the image of brand. In context of
Morrisons, manager can differentiate it products from other competitors so that customers
will buy there products and company can make more sales. In this manager maintain their
brand values that is best communicate with the customers.
 Track trends and monitor competition- An essential role and responsibility of a
marketing functions is to watch the current position of the market and the competition. In
context of Morrisons, the marketing manager analyse the current position of their
competitors and market so that they produce the products and services in an innovative
way and sell to their customers to earn more profits (Faßmann and Moss, 2016).
Key roles and responsibility of marketing in context of marketing environment
It includes two types of environment i.e. micro environment and macro environment. A
manager can evaluate both environment to earn more and more profits and longer sustainability
in the market place.
Macro-environment- It refers to a external factor that affect the company sales and
profits. It includes political, economic, social, legal, technological factor.
Micro- environment – it refers to an internal factor that affect the company internal
productivity. It includes strength, weaknesses of a employees and a company.
In context of Morrisons, there are various role of marketing that is related to marketing
environment. These are as follows (Piñeiro-Otero and Martínez-Rolán, 2016). Differentiation – It is an essential role and responsibility that a marketer of Morrisons
have. It means there are many competitors present in the market globally. Who sell their
product in a cost efficient manner and expand their brand image by satisfying the needs
and wants of the customers. For this manager can differentiate their product from their
competitors and sell them at lower price with best quality. It will attract wide range of
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people and defeat the rival firms. For this company can research the whole market,
forecast demand. Brand equity- Brand of a company place a important impression in the eye of the people
and it also added some value in the products and services of the company. For this
marketing of a Morrisons provides a reputation and build a strong image among the wide
range of consumers that helps the organisation to earn more profits and longer
sustainability.
 Monitor the whole marketing environment- The process of marketing helps the
marketers of Morrisons to provide the information related to identification of new
development in the current environment. It includes changing market traits, internal and
external changes, political, legal, socio-cultural and technological changes. By examine
all this company find new opportunities and earn more profits by increasing sales.
Interrelationship between marketing and other department
Marketing and Finance department: Marketing team requires funds for executing
promotional activities. Finance department provides funds to marketing department. Finance
department allocate significant portion of capital to marketing department. Finance department
gathered funds from the sales occur in the trading activity. Sales happens when customers buy
product. Customers purchases products when the marketing department create awareness and
interest towards the commodity. There is ongoing circulation of money between marketing and
finance unit of the company. Finance department receive money indirectly from marketing
department and marketing department receive money directly from finance department. In this
way marketing department and finance department are related to each other (Rancati, Gordini
and Capatina, 2016).
Marketing and HR department: Marketing is creative and innovative phenomenon. It
requires special skill set and expertise to implement marketing activity. Marketing department is
accountable for conducting promotional activities in such way that it draw interest among
customer and eventually the desire to purchase. HR department is accountable for supplying
persuasive and creative employees to marketing department. HR division of a firm is responsible
to refine the skill set and expertise of marketer by conducting training and development
programme. This assure the efficiency and effectiveness of marketing strategies. HR department
got their remuneration when their product sold in the market. Sales is eventually an outcome of
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creative and convincing marketing strategies. Hence marketing and human resource department
are interrelated.
Marketing and IT department: In this digital era IT department plays a crucial role in
effective execution of marketing activities. IT department is responsible for developing websites
and applications for marketing department. IT division handles all the technological related
aspects of marketing. It renders a platform for digital marketing. It develops and maintain
database and customer relationship management. Marketing department utilize the information
technology for marketing purpose. As the ultimate source of IT department salary is sales which
are result of marketing efforts therefore IT division is marketing department. Hence marketing
and IT unit are interrelated to each other (Zheng, Moh and Moh, 2017).
Marketing and Production department: Production department manufactures product
to satisfy the needs of customers. Identifying and realising the needs of product is the
responsibility of marketing department. Marketing department recognize the taste and
preferences of customers by conducting surveys. It seek feedback from customer regarding
product features, quality, durability and availability. According to feedback given by customers
production do improvisation in the production process. Marketing division needs some tangible
product in hand to be marketed. In this way marketing and production department are
interrelated.
Significance of interrelationship of marketing and other department
The proper co-ordination among different department of a company streamlined the
operations of business. Morrisons is a chain of supermarket. Co-operation of all the department
of a firm is required to enhance the performance of marketing. Smooth flow of communication
between department create a sense of trust within a firm. When there is a feeling of trust among
all the department than efforts and time requires for cross verifying the statement is removed. It
boost up the pace of productivity. The reliability of information shared between department
increase the operational efficiency of the business. Good co-ordination between department
enhance the level of customer satisfaction. For instance, if there is proper communication
between marketing and production department than there will be optimization of production
process. Production process will customer will be customer-oriented because there is an
extensive research on customer needs, taste and preferences. This will increase the probability of
higher sales and positive reviews. Efficient communication between all departments of a firm
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reduce the chances of raising conflict. It aid in recognizing the profitable opportunities in the
market.
Critically evaluate the key elements of marketing function and relate to other functions of
organisation
In this functions of marketing encloses different functions like advertising, distribution system
etc. that all come under the marketing process. The various key elements functions of marketing
are explained below(Okumus and Cetin, 2018). Research – In Morrisons, research department plays an important role without it nothing
is possible. Because it provides a valuable information about the products, customer taste
and the market according to which manufacturing department produces a goods and
present in a market. It also provide information regarding finance, raw material, resources
to the organisation. Planing- After research, manager of Morrisons do planning that included financial
planning, distribution and communication. This function help the organisation to grab the
opportunities in an efficient way and earns a higher profit on the desired time.
 Strategy and tactics- In this manager of Morrisons, make a short and long term plans that
helps in attracting the large target audience. It includes various promotional tools for
attracting wide range of customers and earns higher profits.
TASK 2
Compare the ways in which different organisation apply marketing mix
Marketing
mix
Description Morrisons Tesco
Product It refers to a goods and
services that a consumers
buy. It includes the factor
of features, design,
production issues and
competitions. It is a
process that satisfy the
needs and wants of the
It is basically value-led
grocer and it is mainly
focused on providing
fresh food to their
customers which is the
key success of Morrisons.
This brand mainly focus
on the quality, features
In this Tesco offers a
wide range of products
and services in their
stores. There main aim to
satisfy the needs and
preferences of the
customers from different
segments of market.
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users. and packaging of their
food products. They
launch new products after
testing the latest fashion
in the market and
introduce product
portfolio that fulfil the
needs of consumers. They
offers food, drink,
clothing , CDs and
magazines.
There products are food,
pet care, bakery
products ,beverages ,
frozen meal, health and
beauty products.
Price This element of
marketing mix measured
by what inputs goes into
creation nor is the actual
tangible price of
manufacturing measured.
It is essential to decide
the prices of offering
because without it a
company cannot measure
profits and brand image
in the market (Le and
Karlsson, 2017).
Price is the biggest
reason for the consumers
to choose Morrisons
products. To attract more
customers company can
lowering the prices of
their goods while
providing better quality,
they don't want that
because of high price
people switch over the
other shops. They use
product bundle pricing,
promotional pricing.
In this element Tesco
follows a cost leadership
pricing strategy. In this
they sell their products at
lower price at the same
time they maintain the
quality that satisfy the
consumers who buy the
products.
Place It simply means the
distribution channel that
directly speak with the
market and their
customers. It is the
It is one of the best
supermarket in UK. That
sell their products through
two channels of
marketing firstly, firm
It is one of the leading
supermarket in UK. In
this Tesco has around
6900 plus stores in 11
countries. In this
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position where the goods
is place that is easily
identifiable to the
targeted customers.
directly sell their goods
on their online websites
and another one is that
company sell to
wholesalers and than they
sell to retailers globally.
They present in over 500
retailers all over the
world.
company sells groceries
and small range of non-
food items.
Promotion It refers to an effective
tool for marketing mix
which can boost the
image of brand and sales
in front of many people
in the market. It includes
various tools like
personal selling,
exhibitions, events, sales
promotion, advertising
etc.
In this Morrisons use
various different channels
to advertise and promote
their products offerings to
their customers. It uses
television media, personal
selling, sales promotion,
and various social media
channels like Facebook,
Instagram etc.
In this promotion strategy
Tesco relies in low price
strategy to make a strong
brand image. They use
multiple promotional
activities like hoardings,
charitable events,
television media etc. they
also use promotional
discounts to attract more
and more people in its
target market. They also
promote their goods
through online media
which is very much in
trend (Pater and Cristea,
2018).
People It is an essential elements
of marketing mix. It is an
individual who run and
contribute in a business
It is one of the leading
supermarket in UK and
employing around
117000 workers in their
It is one of the leading
supermarket in UK that
employing number of
people. In this around
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from top level to bottom
level. By placing the
right person on the right
job at the right time is the
mantra of success.
stores all over the world.
Firm create more job
opportunity for the local
people so that they feel to
be a part of community.
They have people
working in customer
service department so
they listen the consumers
problems and find and
give solution to them.
480000 employees are
working in 11 markets
internationally. Company
more focus on encouraged
and support staff
members so that they
work very productive and
efficiently to achieve the
task and earn a higher
profits.
Process It refers to a step that is
require to deliver the
product offerings to the
customers and the
companies will share the
process maps to their
employees that make
work on them and make
a product to be successful
in the market. It includes
function, tesco marketing
mixactivities processes
and tasks (Grimmer,
2018).
They offers a multi-
channels experiences in
their retail and online
stores. Morrisons also
taking the customer
feedback on a regular
basis and produce their
products that showcase
the wide range of fresh
foods, and focused
delivery and give the
flexibility to choose the
right product at right
place.
In this element of
marketing Tesco follows
a process where the
attaining of the
merchandise task was
kept in mind. In this they
assure that products are
available at all stores for
this they install a software
that notify about the store
stock in the nearby stores.
Physical
evidence
Morrisons is one of the
leading supermarket in
UK and run 600 stores.
They sell its products by
distinct colour packaging
In Tesco, this element
stand as a proof to
provide a authentic
product offerings to their
targeted customers. Their
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that is easily identifiable
to the customers on the
retail shelves.
logos, colour packaging
and equipments are easily
identifiable by the people.
Marketing planning process
It refers to a systematic approach that helps in achieving the goals of the marketing. It
includes planing phase, implementation and evaluation phase (Akbar and et. al., 2017).
Planing phase- It is an important phase that analyse and identify the internal and external
strength, weaknesses, opportunities and threats. In this manager also need to examine the
customer needs and preferences, changes in technology, industry culture shifts that shows a
overall picture of the organisation. In this Morrisons make SWOT analysis, making a marketing
program, set goals for products.
Implementation phase- It refers to an action portion of the process. In this step
Morrisons implement the plan that was make in earlier process if it is not implemented then it
waste many hours that was spent in planing process. To implement the plan they obtain resources
, designing marketing organisation, developing planing schedule and executing the marketing
plan.
Evaluation and control phase- It is an important step in marketing planing process
where the marketers check all the task that was done to achieve the task. In this step manager of
Morrisons taking corrective actions,for the task that deviate it from their goals and provide a set
goals that help in completing the task.
Different tactics of marketing that the organisation follows in achieving the goals
In this marketing manager of Morrisons make and plan some tactics that helps the
company to achieve its desired objectives that is very essential to earn more profits and market
share of the company. Manager should plan some tactics that are explained below- sponsorship- A manager of Morrisons can make a tactic that helps in achieving the goals
of organisation for this they sponsor their brand to this they provide money to represent
their brand in wide range of people. For this they use events, podcast and webnier.
Because of this company attracts many number of peoples so that they achieve large
target market by selling their products. Sponsorship is a best tactic that the company can
follow in their promotional tools. It will helps in achieving the objectives (Uncles, 2018).
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 Establish a basic plan and goals- It is the first step of marketing manager of Morrisons
to attract more and more users. Therefore,they figure out the customers needs and wants
and for this they connect with the target audience. Is is an essential tactics to achieve the
objectives of earning more profits. Hence, the manager can take feedbacks about bthe
products and make a basic plan like where to test? What to test? And what to ask? For
this manager can examine the key pages in website funnel and then make a primary
conversion funnels, estimate conversion impact and at last fixing the problems.
 Provides motivation- Manager of a company use motivational tools and provide them
healthy environment so that every employee work efficiently and provide a productive
results that helps company to earn more profits and increase the brand image of the
organisation (Abushadi and et. al., 2015).
TASK 3
Implementation of new marketing plan
Marketing Plan
Marketing plan is a blueprint of all the dimensions of new product offering that company
has to be considered by the company in order to effectively communicate with customers.
Marketing plan is basically a description of the how company will offer right product to the right
customer at the right place. A strategic marketing plan suggest the approach for attainment of
competitive advantage in the industry. Morrison is British supermarket chains deals in almost all
kinds of groceries. Being the fourth largest supermarket chain in the world it covers all
categories of groceries from food to clothing. Morrison is now working on creating baked chips
that will be low in fat and good in taste. The name of the new range will be “Fitaste
chips”(Wilson, McCabe and Smith, 2018).
Strategic Objectives
The smart objectives of the company with reference to Fitaste chips are following:=-
1. To increase the revenue of the company by 5% within one year.
2. To increase the sales of the firm by 10% in the time limit of two years.
3. Organisation is aiming at increase its market share by 20% within the
period of two years.
Offerings
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Morrison is offering various range of grocery items to customers. It provides for
satisfying daily household needs. With the advent of Fitaste snacks company is will procure a
larger market share of snacks industry. It will offer baked snacks with the blend of taste and
health. The Fitaste snacks will be of several flavours such as cheese, chilly and garlic. It will be
available on multiple shapes and formats.
Target Market
Targeting a profitable consumer segment is crucial for the success of new marketing plan
so that company can develop appropriate marketing strategies that will increase the profitability
of the company to the highest level. STP approach has been utilized to find out the best
consumer segment along with best communication statement (Onişor, 2015).
Segmentation: It is the procedure of classifying the whole population on the basis of
certain important characteristics. Segmentation is done on the basis of demography, geography
and psychography and socio-cultural elements. Demographic segmentation comprises of an
individual age, gender, income, education and occupation. Geographic segmentation divide the
population on the basis of regions such as foreign and domestic, urban and rural. Pyscho raphic
segmentation includes a person's mindset,habits, interest and lifestyle. Socio-cultural
segmentation consist of culture, belief and value of a society. Segmentation of Morrison new
product range Fitaste snacks are given below:-
Demographic Segmentation: According to the demographic segmentation, the company
will target will be teenager and youth of both gender.
Geographic Segmentation: This segmentation imply targeting on the basis of regions. In
Fitaste context, Morrison will target consumer of urban areas of UK.
Psycho graphic Segmentation: Firm will target health conscious people who prefer fat
free snacking.
Socio-cultural Segmentation: According to this segmentation, the organisation is
targeting both vegetarian and non-vegetarian consumers.
Targeting: It is the process of choosing right consumer base for the new product
offering. From the above mentioned segment, the company's main focus group will be health
conscious teenager and youth of middle level income.
Positioning: It refers to image created by marketer in the minds of consumer towards the
product. Morrison will position its Fitaste snacks as the healthy alternative of tasty snacks
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containing high amount of fat. Morrison will create a perceived image of healthy and tasty
snacks in the minds of consumers.
SWOT Analysis
It is very necessary to find out the strengths, weaknesses, opportunities and threats in
order to examine the competency of the firm in the market. For this purpose, a marketing concept
swot analysis is applied on the company. The SWOT analysis of Morrison is given below:-
Strengths: Morrison is expert in gaining remarkable growth in the new foreign market.
Stepping into new foreign market render the company a new source of revenue generation. It
also helps in compensating loss in declining economy with profit in prospering economy. Strong
brand portfolio is a highlighted strength of the company. This brand portfolio prove to be
helpful if customer decide to extend its product range. There is a powerful free cash flow in the
organisation that enable Morrison to utilize its resources in the expansion of new projects.
Distribution channel is strong enough to cover the wide range of potential marketplace.
Employees of Morrisons are high skilled and have strong expertise in respective field. Morrison
leverage the expertise and skill set of labour to produce innovate products (Brychkov and
Domegan, 2017).
Weaknesses: Morrison degree of marketing effort is not sufficient. Positioning and
unique selling proposition has a blurred definition. Employee turnover is high in Morrison
compare to other supermarket chain therefore investment on training and development of
employees turn out be expenditure. Demand forecasting of Morrison is not very accurate
therefore company fails to manufacture optimum amount of product to customers.
Opportunities: The advent of data science render the opportunity of easy and deep
analysis of consumer behaviour on various parameters to companies. Morrison can leverage this
technology to create and offer products on the basis of interest and desires recognize by data
science algorithm and analytics. New technology level and liberalisation are rendering huge
opportunities to Morrison in the evolving marketplace. High internet penetration enable firm to
increase its marketing to a broader area In low cost through digital marketing approach such as
social media marketing, email marketing, search engine marketing, mobile marketing and game
based marketing. The new technology helps enable companies to adopt price differentiated
strategy in order to increase competency of the firm (Mghebrishvili, 2018).
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Threats: Preference of USA citizens are inclining towards their domestic products which
posed a major threat to international sales. Advance technology introduce by rivals and new
entrants can disrupt the profitability of Morrison. Hike in remuneration standards especially in
the country like China is affecting the profitability of Morrison. Brexit also posed a serious threat
to trading world of United Kingdom.
Marketing Mix
It is very necessary to implement to consider all the marketing mix elements in order to
deliver right product to the right customer at right place. Marketing mix of Morrison new range
Fitaste snacks are given below:-
Product: Fitaste snacks will be a range tasty and healthy snacks produced by baking
instead frying. It will contain less oil and less fat. Morrison will use product differentiation in
order to gain competent advantage over the competitors. The range of Fitaste snacks will be
manufacture by using natural ingredient as well as healthy eatables such as whole grains
(Malhotra, 2018).
Price: The price of the product will be same as other snacks but quantity will be less that
means overall price will be higher. As the new range will possess elements of health and taste
therefore pricing of product will be somewhat premium.
Place: The product will be available online on the website of Morrison as well as offline
on physical supermarket of Morrison as private label of Morrison.
Promotion: Advertisement of Fitaste snacks will be broadcast on television prime time
shows. It will be endorse by a popular actor. Marketer will also utilize digital digital marketing
means mainly search engine marketing and YouTube marketing.
People: The task of finding out the recipes and production process that can make healthy
and tasty will be assigned new research and development team which will consist of technical
degree holder in food technology.
Process: In order to insert life into idea there will be use of specialised machines that can
be utilized to make spicy snack without compromising with the healthy elements(Notta and
Vlachvei, 2015).
Physical Evidence: The new range of Morrison Fitaste snacks will be have unique
packet design. Customer will clearly see the range of Fitaste snacks on the website of Morrison.
Marketing Budget
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PARTICULARS I II III IV V
Start-Up Capital 4400 10000 11450 12030 16140
Investment 5300 8800 6500 5465 8736
TOTAL 9700 18800 17950 17495 25776
MARKETING
OUTLAY
Marketing 5500 6800 5900 11700 12660
Publicity 9800 13100 10900 11500 13200
TOTAL 15300 19900 16800 23200 25860
Evaluation
There is a several techniques for monitoring and evaluating performance of an product.
Two of the major techniques are benchmarking and key performance indicators. Morrison will
use key performance indicator to evaluate the performance of Fitaste snacks. Key performance
indicators will be rating on the website. If rating of Fitaste snack will be more than 4 out of 5
than means product is successful and satisfying customers (Hisrich and Ramadani, 2017).
CONCLUSION
From the above report or project, it has been concluded that marketing essential is an
important term to promote, produce and selling the companies products in the market. For this
manager of Morrisons follows some rules and responsibilities that help in longer survival of
business while earning more and more profits. Further it shows the interrelationship between
other function of organisation that helps the marketers to earn more profits in limited resources
and offers a company longer sustainability and maximize growth with high profit margins. It
critically analyse the market and their responsibility in marketing environment. Further it
explains the 7 Ps of marketing mix to compare it with other organization and find some tactics
that helps in achieving the objectives of business. For this they make a strategic marketing plan
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to achieve the goals of the organisation. At last make a business plan and produce a detailed
evidence marketing plan for an organisation. This will help the company to earn more profits and
longer sustainability.
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