Marketing Fundamentals (PDF)

MARKETING
FUNDAMENTALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task 1A............................................................................................................................................3
Processes and different phases of Marketing.........................................................................3
The role of marketing in creating value for customers...........................................................6
Role and Impact of Stakeholders in the marketing activities.................................................8
Task 1B............................................................................................................................................8
Communication tool used by Sainsbury.................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
It is a management practice whereby the organizations promote and advertise their differentiated
products to the customers and businesses at large. Fundamentals of marketing involves having a
deep understanding the four P's of marketing to serve the customers better. Sainsbury is
second largest chain of supermarkets in UK. Sainsbury was an early adopter of self service
retailing in UK and also became the largest retailer of groceries in 1922. Sainsbury deals in wide
range of supermarket, cafe, fuel, Banks, Energy etc. This study describes the different stages and
process of marketing mix and role of marketing in attracting the customers and creating value for
them. It also includes the impact of stakeholders on the marketing activities of Sainsbury and the
various communication tools adopted by Sainsbury to attract customers.
MAIN BODY
Task 1A
Processes and different phases of Marketing
Marketing refers to operations performed by a company to promote the selling or buying
of a product or service. It includes all aspects of business which are distribution methods,
product development, advertising and sales. These are the steps which are involved in marketing
process: Stages and process of marketing mix
Mission- To help the clients to gain sustainable business growth through market intelligence,
strategice vision and creativity and to establish an organisation that retains, develops and attracts
customers.
Objectives- To increase the sales by 20% till the end of year 2020.
To enhance consumer awareness by 30% in next 6 months.
To increase profitability by 20% till the end of year 2021.
Situational analysis
Strength- Sainsbury's main emphasis is on high product efficiency so by the low cost
they attain the huge profit margin among its products. It concentrates on good quality products
to maximise the revenues of the organization. Sainsbury's concentration is on designing the best
quality product. Sainsbury tries to adopt the best promotion startegies to increase the revenues as
well as profits of the company.