Roles and Responsibilities of Marketing Function in Organizations

This report discusses the roles and responsibilities of the marketing function in organizations and how they relate to the organizational context. It also evaluates the ways in which different organizations apply the marketing mix to the marketing planning process.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibilities of the marketing function.............................................................3
P2 Roles and responsibilities of marketing relate to the organizational context.........................4
P3 Ways in which different organizations apply marketing mix to marketing planning process
......................................................................................................................................................5
P4 Evaluate marketing plan for the organization.........................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing means advertising, using sales techniques and doing publicity. The process of
marketing starts after the products and services are made and is completely ready to go in the
market for selling. Marketing is the very important function in the organization. Morrisons has a
chain of supermarkets. Company is founded by William Morrisons in 1899 having its
headquarter in England. It is listed on London stock exchange as well. Rathbones bakeries,
Neerock Ltd etc. are the subsidiaries of the company. This report will discuss roles and
responsibilities of the marketing function and how these responsibilities of marketing relate to
the organizational context. Further it will evaluate ways in which different organizations apply
marketing mix to the marking planning process to achieve objectives and also evaluate
marketing plan of organization.
P1 Roles and responsibilities of the marketing function
Identification of customer's requirement: To identify the needs and requirements of the
customer is the main marketing function. It focuses on wants, behaviour, habits and attitude of
the customers and analyse the data to know that what the customer actually want to buy or what
are their preferences.
Anticipation of customer's requirements: After identify, anticipating is also done by the
marketing department. In this the marketing team have to meet the demand of the customer.
Satisfaction of customer's needs: To satisfy the needs of the customer is the main and primary
role of the marketing department. Such products should be launched in the market who can
satisfy consumers and give them value for the money.
Generating profit: Marketing function are responsible to come up with the innovative ways in
which they can sell their products to the customers. Customers should offer such products which
satisfy them and that can increase the overall sales and revenue for the company.
Monitor competition: It is responsibility of the marketing function to know about the position
of the company in the market and its competition as well. Company should learn good things
from their competition and learn from mistakes so that they will not do that.
Innovation: Marketing departments should work towards innovation because nowadays
customer want something new. They should come up with new marketing techniques and start
promotions program so that they can attract large customer base.

Proper communication: company have several departments. So to achieve the objectives of the
organization proper communication should be their between every department. If other
departments of the organization is working nicely but not the marketing department than it can
lead to failure of the efforts of all the departments. That is why marketing team should ensure
that they are communicating properly and there are no barriers in communication.
New marketing tools: company should adopt new marketing tools to market their products like
digital tools. They should market their products on digital platforms because it is fastest and
cheapest way to do the marketing and also it will attract customers globally.
P2 Roles and responsibilities of marketing relate to the organizational context
The interrelationship between marketing department and other departments of the organization.
Marketing and finance: Marketing activities require budget. Finance department have the
control over budget, costs, expenditure etc (Ervural and et.al., 2018). The finance department of
Morrisons provide certain budget to the marketing department in that budget only marketing
team have to plan their marketing functions. Finance department also tell about the financial
position of the company so that unnecessary costs can be cut and meaningful activities are done
to achieve the objective. If these departments effectively coordinate with each other than can
avoid conflicts.
Marketing and human resource: The duty of the human resource is to identify the human
needs of the organization and to appoint right person for the right position. Morrison's marketing
department is linked with HR, they want that right employee should be appointed by HR in the
marketing department who carry all marketing related activities carefully. HR department make
sure that proper training is provided to the candidate before they carry their work and also
resolving the conflicts of the candidate if they are having any in the company is the duty of the
HR team (Stanwick and Stanwick, 2020).
Marketing and production/operations: Production and the operation department mainly focus
on developing new products. Marketing department of Morrisons help the production department
by telling about the customer demand in the market. Marketing team work directly with the
customers, so they better know that what is the requirement of the customer. These departments
both work together to find out that what innovative products can be made and launched in the
market to attract more customers. Marketing team also help production team to coordinate with

the supplier, both ensures that they carry such activities which help to achieve objective of the
organization.
Marketing and IT: These two departments work together to achieve the goals. Morrisons IT
department ensures that their marketing department have all the advance technology, and they
are working properly. IT is the important department in the organization so, proper
communication should be there between these two departments. IT department help the
marketing team in doing marketing digitally and help in website development. Nowadays
company shifted towards digital platforms and doing the marketing of the products digitally.
They understand the power of digital and using it for advertising. Through online advertising
they can attract more customer quickly and is cheap as well.
Marketing and research and development: research & development department is very
important for any company because they do research with the help of marketing department that
what is the demand of customer and study their buying behaviour. Morrison's r&d department is
very efficient, they make products and then those products are sold by the marketing department.
Research & development cannot work without marketing team because marketing team give
information to the research team related to the market which include market trends, customer
taste, challenges, threats, environmental opportunities etc. and marketing team are also depended
on research team to come up with new products which can be sold and can generate revenue
(Routledge.Group and et.al., 2018).
P3 Ways in which different organizations apply marketing mix to marketing planning process
Comparison of Morrison's and Sainsbury's marketing mix. Marketing mix has the marketing
tools which are used by the firm to fulfil its marketing objectives. There are 7P's of marketing
mix-
Product: Morrison focuses on fresh food. Good quality of food is provided by the company,
which is the reason for their success (Fozer and et.al., 2017). Company are having their own
manufacturing units which give them the best products so this enables company to offer fresh
foods in the market. Along with the quality company give attention on packaging and appearance
as well while Sainsbury focus on providing innovative products in the market. They have
efficient research team which develop new products which increase the existing product range.
Their product range include stationary, food, toiletries etc.

Price: Customer attracts towards Morrison's products because of the price. Company regularly
revise their prices by reducing their prices and does not compromise on the level of quality. They
make sure that due to the price customer don't have to go anywhere else because they do not
afford the product. Pricing strategies used by them are premium pricing and product bundle
pricing whereas Sainsbury adopted such marketing strategy in which they can give value for
money products to the customer. They had adopted competitive pricing strategy and not price
cutting strategy.
Place: Morrison's do their business in UK and have more than 660 stores. Along selling on
physical stores their fresh foods are also sold online whereas Sainsbury have supermarkets as
well as convenience stores. Company also provide home delivery services if the orders are
placed online through its website. They also have good distribution channels.
Promotion: Morrisons offer card facility to the customers through which they can avail
discounts. Company use traditional methods like TV, radio, print media for the promotions, they
also carry out the promotional activities via company's website whereas Sainsbury endorses
celebrity for the promotion of their products. Company also carry out social activities for their
product promotion.
People: Morrison offer job to the local people so that they can get employment. They appointed
more qualified or less qualified people according to their need whereas Sainsbury have well-
trained professionals who can evaluate the customer behaviour. Customers are the priority for the
company so, employees are trained in such a manner that they can satisfy needs of the customer.
Process: Morrison wants to sell product at low prices permanently and build stores in such a
manner that it became the pleasant place for shopping. They also believe in communication with
the customers, so they take regular customer feedback whereas Sainsbury offer convenient
online shopping experience to the customer (Seppala, 2020).
Physical evidence: Morrison have regional as well as national distribution centres. Company
have supermarkets across UK. Their website gives information about their complete product
range whereas Sainsbury have designer stores to attract customers. Their services are so good
which provide good shopping experience.
P4 Evaluate marketing plan for the organization
Vision: Old stakeholders enjoy and new ones wish to join.

Mission: By unique marketing and sales of worldwide advanced materials, equipments,
components and technologies, contribute to the creation of brand-new industries and products for
better world.
Objectives of the company: To increase market share by 10% in a year.
To increase number of sales in 6 months.
To increase the number of customers.
Product and service description: Morrison should diversify their product range so that they can
increase revenue and can manage risk. Company should start dealing in electronics because
electronics are associated with technology and technology is adopted by everyone. In this speedy
life everyone uses technology on daily basis.
Situational analysis using swot and pestle:
SWOT
Strength: Electronics include variety of products. Morrison having skilled employees which are
experienced and can be given top roles. Company's staff are motivated and will give quality
services to the consumers. Electronics are high in demand.
Weakness: Company is new in electronic sector have to face competition from established
company in this sector. Supplier can also be the other weakness (Einwiller and Weitzl, 2016).
Opportunity: people are dependent on the technology for their daily activities so, demand for
the electronics are very much. Morrison can also provide good after sale services to the
customers which are not provided by their competition which can bring customer loyalty.
Threat: High level of competition in the electronic products and to beat the competition is the
difficult task. Economy fluctuation will affect the purchasing power of the customer. Change in
the technology is the biggest threat making electronic item obsolete.
PESTLE
Political factor: Government support has increased in the electronic sector because they also
want advance technology. This support help Morrison to work into electronic sector. Political
stability of the market is also an opportunity for the company (Islam and Mamun, 2017).
Economic factor: Disposable incomes of the consumer increased. This is the advantage for the
company to make good revenue. Economic stability of UK has given signal to the company to go
into electronic sector because it gives high growth (Solangi and et.al., 2019).

Social factor: purchasing power of the consumer has increased now they invest in good quality
of electronics. Quality matter for them not the price. Level of standard of the people increased
they want to entertain themselves by paying what is asked.
Technological factor: dependence on the technology has increased which will give growth
opportunity to the company. Morrison has good research and development department which
will analyse market trend related to electronics.
Environmental factor: Company can increase business sustainability. Morrison can adopt
innovation and make the product environment friendly so that more customer got attracted
towards them. Company can also select recycle options.
Legal factors: improvement in patent protection. This will help company to grow without taking
much care about the challenges in protecting designs. Company should adopt such practices
which will help them to reduce waste (Lam, Lidl Hong Kong Ltd, 2018). Company should do
r&d to know about the product safety and how it can be done.
Marketing strategy:
This is explained by using 7 P's of marking mix.
Product: consumer electronics and entertainment is the product of the company. It includes
mobile, home sound and entertainment, devices, television etc. quality is always the USP of the
company which attract the customer.
Place: company cover complete UK to deliver the product. They have good distribution channel.
Morrison also sell online which are very convenient for the customer to buy.
Price: value based pricing strategy and premium pricing strategy are adopted by the company.
They sell product at high price as compare to their competitors without compromising on quality.
Promotion: Morrison do advertising of their products on TV, magazines, radio etc. they also
advertise their product through online media. Social media platforms are used because they are
very convenient, easy to use and saves time.
People: company is dependent on people because they only run the company. Morrison have
skilled employee and have power to hire more skilled worker in future (šoraitė, 2016).
Process: they offer product of good quality at high range where people are ready to pay them
because of the quality.
Physical evidence: Morrison's stores are the physical evidence. Company also have its well
maintained website where customer can go and do shopping.

Financial plan:
Classification Costs
Survey £185,00,00
Equipments £8,00,00,00
Insurance £5,00,000,00
Rent £18,000
Advertisement expense £23,50,00
Fuel expense £190,00,00
Employee salary £300,000
Maintenance £200,300
Other expenses £150,000
Total £62,65,33,00
Success key performance indicator:
Customers: company conduct survey in the market about the consumer preference and what
they are demanding. Customers recommendations are considered by the company so that they
can improve their services.
Sales growth: sales growth can be achieved if company will focus on middle class customer also
and make such products which can be affordable for them apart from only manufacturing high
range product. They should improve their promotional activities more focus on digital marketing
should be there (Pogorelova and et.al., 2016).
Financial: budget should be made relating to how much have to spend on marketing activities.
Profit should be analysed carefully because it will show success of the organization and will tell
that objectives are achieved or not.
People: employee turnover rate should reduce by providing good working environment,
promotions, incentives etc. proper training should be provided to enhance their skills and reward
them for good performance to increase their productivity. Employee satisfaction make healthy
organization.

CONCLUSION
From this report it can be concluded that roles and responsibilities of Morrisons are discussed
in detail and also analyse the relationship between marketing department and other departments
of the organization like finance, human resource, research and development etc. Further
comparison is done between Morrison's and Sainsbury's on the basis of marketing mix where
product, price, place, promotion, people, process and physical evidence are explained .Also
evaluated marketing plan of Morrison by considering vision and mission, objectives products
description, situational analysis, marketing strategy, financial plan and key performance
indicator.
REFERENCES
Books and journals
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energy planning. Renewable and Sustainable Energy Reviews. 82. pp.1538-1550.
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process alternatives. Journal of cleaner production. 147. pp.75-85.
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energy in the light of PESTLE & SWOT analyses for island countries. In Smart Energy
Grid Design for Island Countries (pp. 1-19). Springer, Cham.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
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Seppala, N., 2020. Absolute Essentials of Business Behavioural Ethics. Routledge.
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Pakistan: An integrated SWOT-AHP and Fuzzy-TOPSIS approach. Journal of Cleaner
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Stanwick, P. and Stanwick, S., 2020. Absolute Essentials of Business Ethics.