Introduction to Marketing: Marketing Mix, SWOT Analysis, Ansoff Growth Matrix and Globalisation

This report covers the extended marketing mix, SWOT analysis, Ansoff growth matrix and globalisation in marketing. It explains how marketing helps businesses and addresses challenges in a competitive market. It also provides solutions to a company that wants to enter a new market. The report includes examples and case studies to illustrate the concepts discussed.

Introduction to
Marketing

Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Define the extended marketing mix and discuss the considerations and organisation and should
give for each of the 7Ps. Please use example to illustrate your points........................................1
Explain how marketing helps businesses and address challenges in a competitive market using
the SWOT analysis......................................................................................................................2
Explain how marketing provides solutions to a company that wants to enter a new market
using the Ansoff growth matrix...................................................................................................3
Explain how a company can use marketing to grow on a global scale.......................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing act as a platform to those goods and services that an organisation offers at a price to
its customers or clients. Its major function is to promote and facilitate exchange. People are
known to very common but incorrect way of selling and advertising of its product as the only
marketing activities. In addition to doing promotion, marketing consists of much more broader
set of functions such as product development, packaging, pricing, distribution and customer
services. From managerial point of view, marketing is the process by which an organisation
analysis the best opportunities to grow its business (Thaichon, and et.al., 2019). This report will
include the marketing mix, SWOT analysis, Ansoff growth matrix and globalisation. This report
will include the brief of how marketing helps or affects the processes of an organisation with
these factors scale.
MAIN BODY
Define the extended marketing mix and discuss the considerations and organisation and should
give for each of the 7Ps. Please use example to illustrate your points.
Marketing begins when the customer's wants are determined and ends with satisfying
those wants through its products and services. Marketing concept is basically customer oriented.
Thus, marketing mix include various field of area that focuses as a part of a comprehensive
marketing plan using set of actions or tactics (Helmold, 2022). The 7Ps are as follows:
1. Product : It refers to what an organisation is producing and whether the product meets
the core need of the customer. For instance, Unilever have 5 broad categories product
with high quality than its customer. They basically have differentiated product with
various other features which no competitor is able to offer thus, making its product to be
unique.
2. Price : Price include the entire pricing methodology for products or services and how
customers will react to it. For instance, Unilever offers good quality products whose price
is also high. Unilever must test the newly introduced products in the market before going
for full commercialization.
1

3. Promotion : The activities performed to make the product or services known to the
customers is referred as promotion. It includes advertising, press reports, incentives,
commissions and awards to the trade etc. Advertising is good for raising awareness and
reaching new customers. For instance, Unilever generally uses various channels to
promote its products such as advertisement through television, radio social media,
newspaper, magazines and so on and should improve the product packaging so that it is
more convenient to deliver to the end users.
4. Place : Place where customers make a purchase that might be physical store or online
through an app or via a website even the place where the product is made, viewed in ads,
distributed and sold. For example - Products of Unilever can be easily found on stores or
even online sites (Demirbag-Kaplan, and Cavusoglu, 2022).
5. People : People does not only include the selling person and advertising person rather it
also includes staffs, customer service teams, anyone involved in the marketing and sales
processes. For example, Unilever have made a good team of employees who work for the
growth of the company.
6. Process : Every organisation try to create an effective, efficient and smooth customer-
friendly journey and which is only possible through right processes. Just for example,
Unilever must use computers
7. Physical Evidence : It provides tangibility in the quality of experience that a company is
offering. This can be in the surrounding, staff uniform, look of the store, etc. and even
online that is made to attract the customers. For example, Unilever have user-friendly
online websites and collecting feedback can help to improve more.
Explain how marketing helps businesses and address challenges in a competitive market using
the SWOT analysis
SWOT stands for Strength, Weakness, Opportunities and Threat. The main motive of this
analysis is to determine the internal (Strength and Weaknesses) as well as an external factors
(Opportunities and Threats) of an organisation. For an effective SWOT Analysis and better
result, person with good knowledge in managerial field should be involved. With the help of
SWOT analysis, an organisation can improve their productivity which may lead to increase their
sales and growth of the company. SWOT analysis helps an organisation to overcome its
2

weaknesses and threats through its strength and all the opportunities that an organisation can
have. Below is the SWOT analysis of marketing that show the strength, weaknesses,
opportunities and the threats related to marketing (Teoli,and et.al., 2019).
Strength Weaknesses
 It helps in creating a strong as well as
brand image in the market as marketing
allows the organisation to make its
products more familiar and more
satisfying to the customers.
 Marketing strategies helps the
organisation to make much more profit
as a revenue as compared to other
competitors.
 For small and medium businesses,
performing marketing strategies
becomes difficult as it involves
investment for better understanding of
the market.
 An ineffective marketing such as
advertisement campaign can bring
failure in creating sales or brand
recognition and will lead to missing the
great opportunity to grow.
Opportunities Threats
 Performing marketing strategies
provides rough demand statement that
helps an organisation by giving
opportunities that it can use to flourish
its business.
 Marketing also allows the organisation
to know about the advancement in
technologies that it can use to generate
new product or services and even
different selling methods.
 For a fast growing business, marketing
becomes barrier as marketing processes
are very slow and take time to adapt the
new ideas, making the ongoing product
old-fashioned.
 Adapting any change because of market
study bring threat to the organisation as
they have to keep its prices low to their
competitors and keeping up in the
competitions.
3

Explain how marketing provides solutions to a company that wants to enter a new market using
the Ansoff growth matrix.
The Ansoff Product – Market Growth Matrix is a four-point grid showing the relationship
of a company's product with its market and the various other options available for the company
to take in that course of time. It helps the marketers to determine the opportunities to grow
revenue for its businesses through developing various new products and services in new market
and understanding how the customer will react to it (Desai, 2019). The model shows four
possible combination that can be taken as a base in regulating the suitable strategies :
 Market Penetration - The market penetration strategy mainly focuses on increasing its
market share through existing products in an established market by selling more of the
existing products to existing market. For adapting this strategy, the company must
decrease their prices that will attract more customer.
 Product Development – To cater to an existing market, an organisation creates new
products which requires a lot of research to expand the product range. When company
have strong understanding of its current market, it can use this strategy by identifying
new market leading to retention of old customer as well as attracting new customers
 Market development - The market development strategy involves the recognition of a
new market for existing product. Expanding and entering to new market may include new
geographies, customer segments, and regions, etc.
 Diversification - Under this strategy, an organisation enters into a new market with new
product. It is used when an organisation finds an opportunity in same or different
industry. This is associated with a lot of risk in comparison to other strategies.
Thus, this model helps in filling the gap between where that organisation is and where it wants to
be and even this analysis is very helpful in checking the competitiveness. From above analysis ,
it can be said that out of four Ansoff model analysis strategies, market penetration is the least
risky, while diversification is most riskiest.
Explain how a company can use marketing to grow on a global scale.
4

Growing market on a global scale involves planning, producing, placing and promoting
the products and services in the worldwide market. It is overall framework of marketing that
allows an organisation to sell more products, attract more customers and enlarge your market
share in different countries. Thus to grow and expand the business on global level, global
marketing is very basic form of marketing that mainly concentrates on creating and advertising
the products and services at that level reaching a wide range of targeted audience along with
increasing people's awareness of the product significantly. This will influence the brand image
that results in building a well-known brand's reputation that even provides powerful competitive
benefits in the local market of different countries. A company also leads to create better
relationships across borders (Green, and Keegan, 2020).
This can benefit the business owners in selling the product internationally. Nevertheless,
every country have its own culture, legislative , demographics and political differences that must
be considered by an organisation before selling its product or doing product's promotion. The
organisation must keep marketing strategies flexible to satisfy consumers worldwide. So, global
marketing is necessary. For example : if any UK – based company tries to sell product in any
other country then it must gage hoe to reach that particular audience.
CONCLUSION
This report includes the various factors of marketing strategies on the basis of marketing
mix, SWOT analysis and Ansoff analysis. This analysis helps to understand the importance of
marketing strategies giving the detail information of marketing and the marketing mix which
includes the 7Ps of the extended marketing mix; SWOT analysis in marketing that shows the
strength, weaknesses, opportunities and threats of marketing used in an organisation; We have
also discussed the various types of strategies by using Ansoff analysis considering the growth of
the organisation. A business must focus on the marketing strategies so that they can follow the
market trends. Market strategies provides a wide range of opportunity to an organisation to make
use of it and earn maximum profit along with that also to spread its business world wide. This
report also includes the importance of marketing strategies for making one's business globalised
and creating a good customer approach. Considering the market strategies an organisation must
perform its operations well as variety of functions are required to enter into global market.
5

REFERENCES
Books and Journals:
Demirbag-Kaplan, M. and Cavusoglu, L., 2022. Reassessing the Marketing Mix Through the
Lens of Digitalization. In Advances in Digital Marketing and eCommerce (pp. 36-41).
Springer, Cham.
Desai, C., 2019. Strategy and strategic management. In Management for Scientists. Emerald
Publishing Limited.
Green, M.C. and Keegan, W.J., 2020. Global marketing.
Helmold, M., 2022. Marketing Mix. In Performance Excellence in Marketing, Sales and Pricing
(pp. 95-103). Springer, Cham.
Teoli, D. and et.al., 2019. SWOT analysis.
Thaichon, and et.al., 2019. Online relationship marketing: evolution and theoretical insights into
online relationship marketing. Marketing Intelligence & Planning.
Viswanathan, M. and Sreekumar, A., 2021. How global marketing can be more global and more
marketing: A bottom-up perspective from subsistence marketplaces. Journal of Global
Marketing, 34(4), pp.282-291.
6