Unit 2 Marketing Process & Planning

This report explains the concept of marketing, marketing operations, and the role of marketing in the wider organization. It compares marketing mix strategies and develops a marketing plan to achieve business objectives. The report uses the example of Morrisons, a large retail company, to illustrate various marketing concepts. The report includes subject matter related to Marketing, and the course code and college/university are not mentioned.

Marketing
Process & Planning

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1 Explain the concept of marketing and marketing operations including the different areas
and role of marketing. ...............................................................................................................4
P2 Explain how the marketing function relates to the wider organization.................................6
M1 Analyse the role of marketing in the context of the marketing environment. .....................7
M2 Analyze the significance of interrelationships between marketing and other functional
units of an organization...............................................................................................................7
D1 Critically analyze the external and internal environment in which the marketing function
operates. ....................................................................................................................................7
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives. .....................................................7
M3 Review strategies and tactical approaches applied by organizations to demonstrate how
business objectives can be achieved successfully.......................................................................8
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives......................................................................................................................9
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.............................................................................9
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully. ...................................................................11
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives. ..................................................................................................................11
P5 Produce a media plan that includes recommendations and.................................................11
rationale for selected media activities that meet budgetary requirements and objectives of a
marketing campaign brief.........................................................................................................11
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication. The various social media channels will be integrated
together to form a communicative campaign. ..........................................................................13
D4 Provide a justified integrated multimedia plan based on quantitative and..........................13

qualitative criteria......................................................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The term marketing is referred as the strategies and the activities which are used by the
business and the organisation so as to promote their goods and services in the market sector. The
term marketing is considered as an important activity so as to make the products and services
informed to the customers so that they can be aware about the various features and the
characteristics of the goods and the services. Marketing is an important function of the Business
as it helps in the selling and promotion of goods and services with the ultimate goal of attaining
the profit. The marketing is also helpful in transfer and exchange of goods (Ike, 2018). In this
report The Tesco company has been chosen so as to show its various marketing activities and
also the launch of its new product in the market.
MAIN BODY
P1 Explain the concept of marketing and marketing operations including the different areas and
role of marketing.
Marketing is the fine art and process of developing, executing, and keeping an exchange
relationship. The marketing mix begin with pull the customers, constructing a relationship with
them and finally keeping it by satisfying their needs. the eventual function of marketing remains
the same to build a state with customers and fulfil their needs by meeting their requirements.
The term marketing is a broad concept which involves various factors which should considered
by the marketers so as to perform the various marketing activities effectively and efficiently
(Akter and et.al., 2021). The marketing concepts are considered as an important activity, given
below are some of the marketing concept:
The Production Concept
This concept is the aged idea in business. It holds that consumers will like goods that are
widely accessible and less expensive. Managers concentrating on this concept focuses on
accomplishing the high production skilfulness, low costs, and collective arrangement. They
assume that consumers are chiefly fascinated in product accessibility and low prices. This
orientation makes sense in developing countries, where consumers are too much curious in
getting the goods than in its characteristics.
The Selling Concept

This is other average business orientation. It holds that consumers and businesses, if left
alone, will normally not buy adequate of the merchandising of the company’s products. The
organization must, therefore, attempt an assertive marketing and promotion effort. This concept
adopt that consumers typically show buying capacity or resistance and must be involved into
buying (Berkowitz, 2021). It also assumes that the company has a full battery of effective
selling and promotional tools to boost more buying. Most firms practice the selling idea when
they have overcapacity. Their goal is to sell what they make rather than making what the market
wants them to.
The term marketing operations are referred as the, wide term that together describes the
use of the marketing system, including people, procedure, and technology, that enables selling to
go with efficiency and to scale with choice and uniformity. The Morrisons is a large company
which is based on the core values of providing the customer satisfaction and other features so as
to deliver the great satisfaction and also by meeting their needs and wants. The Organization has
the tall or the Hierarchical based structure which is very complex and difficult to manage. The
company is very well reputed and managed So as to make it more effective and efficient, the
organization uses different strategies and tactics in managing the different operations and
marketing policies to deliver The effective products (Champion, 2018). The ultimate goal of the
organization is to promote those goods which can deliver the highest value and can add to their
profits and benefits. Following are the marketing operations of Morrisons
 The promotional strategies of Morrisons are very different as they focus on attracting the
various customers from the different segments of market. The company makes the proper
usage of the human as well as the natural resource so as to deliver the best products by its
organization. The company is more focused and attentive towards providing the ultimate
goal of providing satisfaction to the customers.
 The marketing strategies of Morrisons is related with the brand positioning and
promoting the brand image to the customers so as to make it more effective and efficient
to the customers. The term marketing is considered as an important part of any business
which should be promoted in such a way so that it can gain the maximum advantage by
accomplishing the organizational goal (Confetto and et.al., 2020).

 The Morrisons PLC is also promoting its various strategies which also includes the online
grocery shopping and E commerce strategy such as, It is also providing The path of
digital marketing and online shopping so as to increase the customer's approach towards
the goods and services which are provided by the Morrisons PLC.
The above Marketing strategies and marketing operations are promoted I the best possible way
by the company so as to gain the maximum advantage and benefits by the targeted customers of
different segments of market (Cortez and Johnston, 2018).
P2 Explain how the marketing function relates to the wider organization
The organization has various functions which relates to the wider organizational context.
Given below are the necessary functions,
 The marketing concept includes current and future trends as well, The marketing concept
is direct;y related to the various aspects of business as it is a broad concept, focusing on
various areas such as, The selling concept, production concept and various other sections
such as focusing on the marketing strategies so by making the best and optimum
utilization of their resources by making it quite effective in promoting the good values
and features to the customers.
 The marketing is also related with establishing the effective relationship with its
customers and with the employers too, so that it can maintain a good balance within the
organization and with its customers too (Gazerani, and et.al., 2019).
 The direct tactics of marketing is also related with the betterment of the organization. As
it also helps in increasing the customer satisfaction with having the maximum advantage
of gaining the profits with also accomplishing the organizational goal as well. The
Marketing of Morrisons is also quite effective in helping the Company to maintain its
well known reputed place. The marketing of Morrisons is also helpful in making it quite
effective and efficient so as to build the business relationships with other countries and
also it has encouraged the company to manage its functional ability and various other
operations successfully in the direction of achieving the organizational goal. Morrisons is
a huge company having complex operations, but the marketing strategies are coping up
quite well with the organizational context as well.

M1 Analyse the role of marketing in the context of the marketing environment.
The term Marketing Environment involves all the internal and external factors which can
effect the organization directly or indirectly. The marketing managers should be aware of the
marketing activities and its various functions so that they can promote various operations and
functions effectively and efficiently (Hollensen and Opresnik, 2019). The marketing
environment is dynamic in nature as it keeps on changing according to the needs and wants of
the Customers. The marketing should be done well with the marketing environment so as to
make proper balance between the both activities
M2 Analyze the significance of interrelationships between marketing and other functional units
of an organization
Marketing is essential because it helps the business to sell their products or services. The
lowermost line of any business is to make monetary system stronger and marketing is an
essential transmission channel to reach that end goal. Imaginative explained that without
marketing many businesses wouldn't survive because marketing is finally what drives sales. The
marketing is well linked with each and every area of the organization and it is also considered as
an important part of the business or the organization.
D1 Critically analyze the external and internal environment in which the marketing function
operates.
The marketing environment of a business exist to the internal and an external
environment. The internal environment is company-specific and consider owners, workers,
machines, materials etc. The external environment is divided into two parts such as, micro &
macro. The micro environment is related with the factors which directly effects the organization
and are presented in the Organization only (Kumar, 2018). Such as, The employees,
stakeholders and other people who relates directly with the business and the organization. The
Macro environment consists of those factors which can effect the business or the organization
indirectly, such as political factors environmental factors etc.

P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.
Product- Morrisons is operating in issuing a large variety of products to their customers which
will give them enough options and restricts them to move towards another stores in the market.
Company mainly focuses on giving quality to their product because of the increasing health
awareness among the consumers (Mishyna, Mishyn, and Parkhomenko, 2019). Morrisons
believes in producing varieties of goods for all the segments of the customers by identifying their
tastes and preferences for the products in the market.
Price- The value of the product which are offered by Morrisons is suitable to all the people who
belong to different income groups. Company is following the cost leadership pricing strategy
which focuses on reducing the cost of the products which are presented to the customers to
improving the profit earning of the company. It allows the business firm to attract all those
customers in the market who are looking for the good quality of products in the affordable price
range.
Place- Being a largest retail organisation of United Kingdom, Morrisons is trying to expand its
business in different nations which increase its opportunities to increase their market share in
other emerging countries. Company is also selling its product to the people through online and
offline medium and also offers the facility of home delivery of product to those customers who
are purchasing goods through their websites (Ning, 2019).
Promotion- Morrisons is building various innovative promotional strategies for advertising its
product to the maximum customers across the world. Company is also offerings different
discounts and charitable programs to increase the goodwill of the organisation against their
rivals. Morrisons is also providing loyalty cards to their regular customers to maintain a better
relation with them for a longer period of time. All these creative promotional activities by
Morrisons helps in achieving its set organisational goal.
M3 Review strategies and tactical approaches applied by organizations to demonstrate how
business objectives can be achieved successfully.
The business and the organization has the sole purpose to achieve the targeted goal or
objective, so that they can be successful and can boost their growth as well. There are various
ways by which the ultimate goal of an organization can be achieved (Perkin, 2022). The
Morrisons PLC can opt these ways so that it can opt an effective and efficient way to

accomplish the organizational goals. Such as, Identifying the goals and objectives, Tracking the
goals in the visible place, defining the clear milestones and connecting those activities to the
milestones and goals as well.
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
Strategic marketing relates with the marketing plan of actions with the company's short
and long term objectives in mind. The Tactical marketing carry the strategies to life with
attending to The various detail and measurement. They work differently, but collectively, to
help The organization accomplish Their goals effectively and efficiently (Pham, and et.al.,
2019).
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
A marketing plan is the advertisement strategy that a business organization will utilise to
sell its goods or service. The marketing program will help to find who the target market is, how
best to reach them, at what cost point the good or service should be sold, and how the company
will standard its efforts. marketing plan is a strategic roadmap that businesses use to organise,
execute, and trail their marketing strategy over a given period. Marketing plans can include
different selling strategies for various marketing teams across the company, all working toward
the same business goals (Rout, and Behera, 2021). The Marketing plan is considered as an
important part of the whole marketing process as it is necessary to take different measures and
steps for delivering The maximum and best satisfaction along with the unique value to the
customers. The Morrisons is a huge Retail company which has to maintain effective and
efficient marketing plan so that it can achieve the targeted objective and can also add to the value
of various products and services which are offered by the company such as, households, grocery,
retailing and other services as well. Following is the Marketing plan which can be opted by
Tesco so as to launch its new premium luxury product in the Market.
 Market strategy
The Morrisons PLC can focus on the strategy of attracting various customers from the targeted
market (Schultz, 2020). The company can also choose the strategy of making effective pricing
policy by which it can also lure the different customers from different segments of market as

well. The company can also promote some effective ways to promote its marketing of luxurious
item which will be introducing b y the firm in the market so that it can make the customers aware
and known about the product and the services (Song, Zhang and Lin, 2020).
 Target market
The Target market of the Morrisons PLC will be the effluent people and high class people which
wants high quality packaged food. The Morrisons PLC should focus on the Tastes and
Preferences of the customers so as to increase their sales.
 Target Audience
The target audience is referred as the people to which the business and the organisation wants to
deliver the ultimate product or service to. The Targeted audience of Morrisons is the cost
conscious individuals who are interested in the bargains and sales and the value variety as well.
 Marketing Channels
The Morrisons PLC uses various distribution channels i.e. online and offline. The company has
thousands of stores that are operating worldwide, These stores are of different types . The
organisation can use both the channels in an effective and efficient way so as to deliver the
products to the targeted customers.
 Product offering
The Morrisons PLC is selling a variety of products as, food, clothing, stationary and cosmetics.
The company has also various stores outside the UK. The business wants to expand itself by
offering the new luxurious products which is also different and quite unique from its
competitors. The company is also offering various other strategies and features through which
the customers can be attracted towards the product and they can also increase the demand of their
products as well (Thaichon and et.al., 2019).
In order to provide some legitimacy to the plan and give it financial viability, a budget has also
been prepared which has been listed herein.
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
pening CapitalO 0 1500000 1090000 835000 573000
nvestmentI 2000000 0 0 0 0
otalT 2000000 1500000 1090000 835000 573000
Marketing utflowO

Marketing 350000 250000 175000 185000 175000
ublicityP 100000 85000 80000 77000 90000
ew roductN P
Development 50000 75000 0 0 0
500000 410000 255000 262000 265000
Closing Capital 1500000 1090000 835000 573000 308000
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.
The Morrisons PLC can use various strategies and tactical approaches so that it can
achieve its targeted objectives and goals such as, The Company can establish the vision, mission
and aim of the business. It can also measure the progress of the employees and other operations
that are being performed in the organisation. Turning the long term strategies into short term
tactics can also help other company to meet its targeted goals and other needs and wants as well.
The effective marketing and other planning can also help the company to Promote its Luxurious
goods in the market so as to achieve the objective of the Business or an organisation (Wanjiku
Ndungu, and Wacuka Gikandi, 2018).
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
Strategy prescribe the marketing act that is needed to accomplish the business goals and
imagination, whereas tactics refers as the 'particular plan of action' which is used to answer how
exactly that will happen. strategic selling looks at the goals of the company whereas the tactical
marketing focuses on the details to achieve that goal The vagarious tactics which can be opted by
the company are the uses of marketing mix and various other promotional tactics so that they
can mange to promote their goods and services in an effective and efficient way, the Morrisons
plc can generate its luxurious product through various strategies and effective marketing tools as
well.

P5 Produce a media plan that includes recommendations and
rationale for selected media activities that meet budgetary requirements and objectives of a
marketing campaign brief.
The term media plan is referred as the marketing and the publicity of the products and the
services of the company by the help of various digital platforms and other activities which can
help The Morrisons PLC to achieve its marketing objectives. There are a a lot of digital
technologies which are used by the people nowadays and which can also help the business to
achieve its targeting objectives by knowing more about the tastes and the preferences of the
customers as well as the general public. The up gradation in the technologies a must nowadays
as being g able to work effectively and efficiently is the first motive of the business and the
organization. Following are the various components of marketing plan which can be opted by the
Tesco PLC so as to deliver the best of its potential to the various users. The Morrisons PLC is a
huge company whose operations are spreaded world wide, so the Media plan should also be
effective and efficient (Wu, 2021).
The first step which should be considered by the Morrisons PLC is the selection of media
channels such as Traditional and modern channels. The Traditional method of media channel
includes thee newspaper and print media, As they both are the old methods of promoting the
goods and services through advertisements. Whereas the Modern media channels includes the
Digital marketing tools and platforms through which the customers can get aware about the
features and the qualities of various goods and products which are offering by the company. The
Morrisons PLC can use the modern media channels so as to promote the Luxurious packaged
foods. The Morrisons is choosing various platforms such as, Instagram, Facebook, website so as
to Promote their Luxurious packaged food. The digital media are in great use nowadays as it is a
platform which can help the business or an organization to encourage their product digitally. A
budget for the media plan has also been prepared and has been listed herein in order to ensure
that it is in full adherence with the budgetary requirements.
Particulars Year 1
pening CapitalO 0
nvestmentI 2000000
otalT 2000000

Marketing utflowO
Social Media
nstagramI 20000
inkedinL 10000
acebookF 15000
ublicityP 100000
ew roduct DevelopmentN P 50000
195000
Closing Capital 1805000
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media
channels for communication. The various social media channels will be integrated together
to form a communicative campaign.
The Morrisons PLC can also use various digital platforms which are as follows.
 Instagram
The Instagram is the most used platform by the youth generation and it is also gaining a specific
position in the market. The Morrisons PLC can use the platform of Instagram so as to promote
the Luxurious packaged foods so as to make it more effective and efficient. The Morrisons PLC
can also choose the Instagram so as to make there product look more exiting and interesting so as
to lure the customer.
 Facebook
The term Facebook is referred as the digital platform which can be used to promote the various
goods and services of the company to the mass public. The Morrisons PLC can opt this platform
of digital marketing so as to encourage its Luxurious packaged food. The company can also
promotye its product to the large number of people so that they can get the benefit and
advantage of making the customer known and aware about their food item.
 Website
The Morrisons PLC can make a website page of its own so that the customers can get the access
to its new products and services and also be known about the qualities and features which are
offered (Zhang and et.al., 2022).

D4 Provide a justified integrated multimedia plan based on quantitative and
qualitative criteria.
Through social media, qualitative researchers gain access to a massive and diverse range
of individuals, and the content they generate. Quantitative analysis gives you valuable data on
your messages and your competitors. On the other hand, qualitative analysis gives The company
in-depth insights into the way The brand is being perceived in the media.
CONCLUSION
From the above report it has been concluded that there are various types of innovative
concepts which are used in the process of effective marketing in the international market. In this
Tesco has been selected for representing the several marketing environment which can have
various impacts on the functioning of the company. Along with this, a discussion on the
marketing mix which are used by the companies in the international market, in order to promote
their business world-wide. Further more, The various strategies and tactics were also detailed so
as to makes it more lear and understandable.

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