Unit 2 Marketing Process & Planning - Desklib

This report covers the concept of marketing in the 21st century, role of marketing function in Asda, extended marketing mix, and evaluation of how the marketing mix adopted by the selected business contributes to the success of the organisation in meeting their overall business objectives. It also provides recommendations for effective marketing strategies. The subject is Marketing Process & Planning, and the course code is Higher National Management Diploma in Business.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
In this report the following topic are covered, meaning of marketing in 21st
century, role of marketing function in Asda company, overview about marketing
function work and interact with each department of Asda, brief about extend
marketing mix in the Asda company, how marketing mix can be successful in
attaining the marketing objective and recommendation (Lahtinen, Dietrich and
Rundle-Thiele, 2020). Asda group is one of the largest food retail chain in the market
of the United kingdom, Associated Dairies & Farm Sores Limited established in1949
in Leeds. Company mergers with Asquith chain of three supermarkets and
Associated Dairies. In the second part of the of of the report how strategic marketing
plans help in achievement of organisational mission, corporate strategy and
objectives. Finding CLEAR and SMART marketing Objectives. How market research
help in the lunching new product line. Situational analysis using SWOT, PESTLE and
5C analysis. Competitor analysis including the market segments, Sub- segments
and analysis the value proposition of the products in the eyes of the customers,
Strategies can be applied to the extended marking mix, Allocation of recourse to
marketing budget , Tactical actions to increase sales of the products ,Return on
marketing investment and customer lifetime value to known the success of the
marketing strategies, full fledged media plan according to marketing plan. Personal
recommendation towards the selected and integrated multi media activities with the
set budgets that can achieve targets, effective selection of the digital, offline and
social media channels for communication, Qualitative and qualitative benefits to the
organisation of the strategies.
2.0 An explanation of the concept/definition of marketing in
the 21st century
As marketing in the 21st century is all about providing the best consumer
experience, new generation of consumer have more disposal income, less time and
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more option to choose from. Consumers are diverse in the characteristic due to
difference in age, geographic and wealth, resulting in employing different assets to
create association with the group which have their influence in the society. In new
age marketing is a combination of particular medium to market the products in early
times the products are manufactured on first place then influencing activities in
perform to create demand in the market for the product. But in today's world
organisation invest for research on consumer behaviour, consumer demand and
consumer experience all these things keep in mind before designing the products
and it promote the product itself when launched in market (Wichmann, and et.al.,
2022). Companies have their invest more in the marketing then costing of
manufacturing the products as new age people want images of branded clothes and
accessaries to showcase status to be rich. In the old marketing concept production is
done first then promotion is applied to sale the products creating influences, product
concept focuses on to the scale of production providing product in low costs as
compared to other competitors. Selling concepts in this products are produced in
bulk with considering the consumer need but through certain tools of promotion
influencing the sales. Hybrid use of marketing according to the products and target
markets in a necessities in modern world.
3.0 Description of the role of marketing function with
examples from the chosen organisation
As marketing in the activities used by the organisation to increase the demand
of the products in the target market so company's sale targets can be achieved.
Some of the important function of marketing in Asda company are:-
 Warehouse clearance:- As Asda have huge scale of operation so
maintenance of huge inventory is necessary for smooth operation creating
huge costing, marketing boost the sale of the goods so increasing flow of
goods resulting clearance in the warehouses reducing per unit shortage cost.
 Introduction of new products:- When company lunches new products of
ranges, information transmission is done with the help of the marketing, come
first spread awareness of new ideas of products then survey on the demand
and then according produce the products.
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 Demand creation:- When ever the sale turns to drop marketing play a very
important role in boosting it through reminder of the utilities they are lack
when no choosing their products.
 Customer retention:- As customer substitute the products with different
brands of products, due to low substitution cost consumer easily swifts to
combat that effects companies take marketing as tool to regular maintain the
sales of the products.
 Brand recall:- marketing continuously create a recalling effects in the mind of
the customer ( Hanaysha, Al Shaikh and Alzoubi, 2021). So customer remind
of the brand name and their existing products in the market, different
promotional activities play very important part in image creation and brand
association among target market of the company.
4.0 An analysis of how the marketing function works and
interacts with other departments
marketing department analysis the objectives of marketing accordingly targets
the planning of the organisation polices, There are main three motive of the
marketing function are first to spread aware about product and services among the
potentials consumer to induce immediate sales, another is to make brand known to
the people and the product so future consideration is given to their company when
customer want to purchase product company is dealing in and last one is to recall
old customer about the brand and product to keep them retained with the
organisation.
Marketing function have diverse internal roles to other department such as to
the sale department, HR, Administration, distribution and production. As marketing
department interact with the sale to make the sale target effective promoting the
products on to right time and potential customers, HR department marketing
department take relevant information regrading the requirement of the vacant post
and promote it to all the potential human resources centre providing leads of such
customers. Administration department have close relation with marketing team as
they have close contact with the distributor and whole-seller providing essentials
information to the administration department through which important decision can
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be facilitated (Dost and et.al., 2019). Distribution department co-ordinates with the
marketing to known the exact time to promote the products when products available
for local purchases or distribution provide information of the reaction of consumer
accordingly aggressive and passive mode of promotion is adopted.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing mix is the promotional tools and techniques to promote its brand or products in the
market to induce the sale as to achieve the organisational objectives as soon as possible. Marketing
mix provide the organisation with competitive advantages to the organisation compared with other
consist the following factors:- Product:- Asda deals in the major categories such as financial services, food
& beverages, retail, consumer goods, e-commerce and supermarket (Anjani,
Irham, and Waluyati, 2018). These are combined are the products being
offer by the company to the consumer to enhance the market share through
satisfying multiple target audiences at particular time to achieve
organisational goal. Price:- As Asda operating in the supermarket chain having very deserve
product mix unable to assist the pricing on particular products in totality.
Competitive pricing is adopted by Asda in order to achieve leadership in
market share, low prices as compared to the competitors and low substitution
cost make Asda better choice .
 Place: Asda have mixed Places of market as target potential customers are
distributed over large area to access them company provide physical stores
in all over United kingdom as well company operates website to take order
from distinct places completing with the help of delivery partners.
 Promotion: Asda strongly take aggressive marketing techniques as it also
deals in fast moving consumer goods which have high substitutes and low
cost is involved that why multiple channels of communication is involved to
transmit the advertisement to the general public.
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2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
As aggressive promotional strategies help the organisation to induce demand
at time of reduced demand of certain products or new product lunches providing
awareness about the product to the potentials customer. Places such as shopping
mall or e-commerce website get effects of promotions in forms of orders and
purchases from the markets. Products mix are selected in a way that diversified
consumer can be targeted to particular time increasing the market share in are the
sectors company dealing in (Mahmoud, 2018). prices are kept at competitively low
rates to attract the costumers of different brands to their brand and maintaining the
existing customer base. All combined factors attracts more and more customer that
benefits through increase in sales and profit margin. Creating a successful path to
achieve organisational targets.
 Proper monitoring the target and performance:- As the targets are clearly
specified by the administration department, monitor the targets with the
performance actually achieved will provide insights to the management about
the investment on marketing and impact on performance as sales.
 Corrective actions on to the marketing:- After execution of the monitoring,
evaluation of the data take place if it proved to be successfully kept for future
implementation of same kind of action for receptive results. If results are
unsatisfactory deviation is recorded and accordingly action is taken in
consideration.
 Regularisation of promotional strategies:- After the specified period the
strategies need to apply different promotion according to the market condition.
If company seasonal products arrive at that time aggressive promotion taken
into action after season promotion rate in decreased.
3.0 Recommendations
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As company is dealing in multiple consumer goods which don't have much of
shelf life as to stock sold out of the products can only be possible with aggressive
behaviour of promotions. So regular promotional activities need to be board-caste on
different channels of communication such as television, radio, newspaper, websites
and social media as consumers are diverse in characteristic are placed at distinct
places, combination of all the mode provide optimum result in case of selling targets
of the company. Company can adopt a seasonal promotional activities, management
need to buy data or collect data own self to analysis the trends when to invest more
in advertisement. This can result in low operating cost and more profits for the
organisation will help achieve organisational objectives in early times. Asda needed
to swift on to warehouse system for the providing orders from websites as when
order is placed which is arranged from the retail outlet resulting in shortage of items
in the stores for physical purchases, As it put bad impression on the consumer that
company is selling liftout products. Asda need to make sure the proper inventory
control for the products as promotion along cannot provide any benefits as cost is
incurred in promotion will be loss for the company if products are not available at
point of purchases wastage of all the resource can result in failure of marketing and
promotional activities.
9.0 Conclusions
From the above report these conclusion can be drawn that organisation
success is dependent on both the marketing as well on selling activities as selling
provide for all the operational activities, profits of the organisation and marketing is
the main support functions to sales so effective and efficient marketing is key to the
achievement of organisational goal. If companies assets are not much in number but
have marketing sector strong can expand its business as marketing can raise money
in advance to production of employees. Asda focuses on to providing high quality
products on cheap prices to everyone at every places, influence people with
aggressive promotional activities and retail physical and online distributions.
Marketing not only factors influencing sales but most of the departments including
human resource, sales, distribution, administration and production. All the decision
are involving the data collected on ground level of the market through marketing
team provide insights about the specification of products to productions to design
and produce according to the quantity and quantity of the products, to sales
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department with competitors sales targets and tactics, promoting the advertising job
requirement and inviting best of the talents from all round the world. Marketing is
responsible for both the failure and success of the organisation proper adaptation
and execution is needed to achieve organisation goal on time with minimum costing.
References
(Lahtinen, Dietrich and Rundle-Thiele, 2020)(Wichmann, and et.al., 2022)(
Hanaysha, Al Shaikh and Alzoubi, 2021)(Dost and et.al., 2019)(Anjani, Irham,
and Waluyati, 2018)(Mahmoud, 2018)
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P marketing mix
and consumers' loyalty in traditional markets. Agro Ekonomi, 29(2), pp.261-
273.
Dost, F and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth
program interactions for fast-moving consumer goods. Journal of
Marketing, 83(2), pp.62-81.
Hanaysha, J.R., Al Shaikh, M.E. and Alzoubi, H.M., 2021. Importance of marketing
mix elements in determining consumer purchase decision in the retail
market. International Journal of Service Science, Management, Engineering,
and Technology (IJSSMET), 12(6), pp.56-72.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a social
marketing context. Journal of Social Marketing.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase
intention. International Journal of Advanced and applied sciences, 5(2),
pp.127-135.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
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5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Organisation mission is the long term target that will be achieved in the life of
the company, all the efforts of the organsiation is directed in the direction to achieve
that predetermined goals. Corporate strategies are the method is to incorporate
efforts of more people to ease the process and fast track the achievement of the
objectives (Zhu and Gao, 2019) . Objective are the fundamentals of the existence of
the organisatons, in Asda's context organisation mission is to provide each and
every product under on roof of the Asda, Corporate strategy is to merger small
efficient business competition in own company to expand the market coverage and
reducing competition, objective of Asda to reduce the footprint of the pollutant from
the environment and providing better different experiences to customers.
Strategic marketing planning help the organisation
achieve its objectives, mission and planning of cooperate strategies, as marketing
provide backbone to sales and sales result in profits then utilized to complete the
objectives, regular achievement of objectives help to complete the mission of the
organisation, accordingly the cooperate strategic are planned to support all of them.
2.0 Clear and SMART marketing objectives
Marketing objective are the expected outcome from the activities of marketing
most business have the objective to boost sales of the product, introduce new
products, increase brand recognition and retaining customer base. In case of Asda
want to promote new ways of retail to increase the sale through competitive
advantages (Bilińska-Reformat and et.al., 2018). SMART is the structured approach
of marketing to reach at the marketing objective at minimum costing. SMART stand
for the following factors:-
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 Specific :- The strategies have the detail in the information regarding
problems or opportunities of the real world. As most of the goals and
efforts needed specified in the plan (Ferrell, Hartline and Hochstein,
2021). In context of the Asda want the plan to be specified enough that
not confusion in the employee working on it.
 Measurable :- As strategies need to have some reasonable a
measurable outcome which can help in knowing the success of the plan,
In case of Asda follow full target plans having expected outcomes which
can be compared with the original condition after execution.
 Actionable :- The target or objective can result in the improvement of
operation among the employee or not much. Asda only set the targets
which can mutually benefits in the motivation of the employee as well to
the organisation.
 Relevant :- this objective can improve the current suffering in the
marketer or improve the performance according to the requirement, Asda
set only the targets which help In achievement of organisational goals.
 Time bound :- The targets or objective need to have a dead line that the
planned will be achieved in certain time periods. Asda provide the team
with the execution period that will provide the plan with guide for inducing
efforts.
3.0 Marketing research to support the new product line
launch
Market research including the investigation of the existing products of the
competitors with reference to own products, what efforts can company put in to
compensate the competitive edge of other brands (Ishfaq, Davis‐Sramek and
Gibson, 2022). This also provide the company with the opportunities to exploit and
combat the ill effects in the organisation. Asda chooses the online serve and
sampling method to lunch new product line, company firstly only produce sample
products review on try on experience then decide on to the situation what to be
done.
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4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT analysis
SWOT is the type of internal assessment to the companies position in term of the
strengths, weaknesses, opportunities and treats to the company. In here SWOT
analysis is performed on Asda to find the best the influences in internal factor on
business.
 Strengths:- Asda hold the most deserve and large chain to retail outlets
including Wal - mart as subsidiaries, able to serve large number of customer
at particular time but stressing the facilities.
 Weaknesses:- Delayed lunching of the substitute products so product
unable to take advantages of first mover, delayed promotion result in
boosting competitor products.
 Opportunities:- Asda can lunch and distribute the products before the
competitor so company can enjoy monopoly and first mover (McNeill and
Snowdon, 2019). Take over most of the little business operating in same field
so as to clear the future competition and competitor growth.
 Threats: - Asda have the threats from international competitors as they
directly deals in made in china products providing low cost products to
consumer trying to expand the market share.
PESTLE analysis
 Political factor:- As countries are following global sustainability and
environment concern UK government provide budget for promotion of
sustainability and zero pollutants company get extra funding from
government, boosting profits of the company.
 Economic factor:- Asda is facing problems from global trends such as
recession reducing the spending capacity of the consumer resulting in heavy
operating cost due to which company's profits are utilized to balance
expenses.
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 Social factor:- As company have to expand the area of operations as
consumer needs are diversified to great extend that why company make
almost every consumer products and adding more on to the shelf to attract
consumer.
 Technological factor:- As Asda follow semi self serve and counter paying
system company need to up with the systems online all the time payment gate
ways to be operative and secured company invested separately on technical
team to operate website and server maintenance.
 Legal factor:- As the legalities Asda need to follow the food certification as
dealing in the eatable, data protection is the concern as company maintain
records of the customers. Extra operation cost for the company.
 Environmental factor:- As environment is the prime concern of the
organisation it is included in vision of the company, Asda deals in every
consumer goods making liable to have proper waste disposal as packing
material of the products (Srivastava and Rogers, 2022). Sustainable ways to
operating is adopted to avoid getting into trouble with government.
5C analysis
This is the tool which management of the company analysis the marketing
framework to analyze the environment in which company operates. In the case of
Asda how following factor influence the marketing.
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◦ Company:- Asda after analyzing the structure and assets of the
company through VRIO model, Asda is organized company can
sustain for a long period of time.
◦ Collaborations:-Asda use take over techniques as company see a
well organized small business units dealing in same kind of
products, management take over their companies and merge them.
◦ Customers:- Company service can be limited as only physical
access is available but know company can reach to entire world
through internet and delivery partners.
◦ Competitors:-As company deals in Fast moving consumer goods ,
So regular changes influence the sales making Asda to observe the
competitors to organize compensatory effects to competitions.
◦ Context:- Are the factors which provide advantages and
disadvantages to the organization that are not in control of the
management.
4.2 A competitor analysis including the market segments
The competitor analysis is a tool which management under take to
identify the market strategies of the competitor so management can take
decision accordingly as these are the competitors products have to face
with enter into market.
 demographic segment:- As Asda deal in the all kind of consumer goods
including all age groups and ethnicity of people. So company need to adopt
distinct promotional schemes.
 geographic segment:- As Asda is multinational brand including every
country as it market through e-commerce and retail chains.
4.3 Sub-segments
Asda have no fixed market segment as they deals in products which can be used
any persons, so Asda maintain stocks of every price segment and varieties to attract
all kind of consumer at their chain of retail stores ( Frei, Jack, and Krzyzaniak,
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2020). As Asda operates physically in more than 30 countries and trough online
serve every country.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
As Asda focuses on providing new type of products first in the market company
enjoys monopoly to some extend but company also provide best utilities in cheap
prices . So company is able to maintain it consumer base as well as attract new
customer from the competitor market shares, As company provide regularly with new
range of products motivate the customer to purchase on regular base to try new
products.
4.5 Development of the marketing strategies applied to the
extended marketing mix
As Asda following the 4ps of marketing very well continue the same with different
medium and new range of products, company update the range but for limited time
so consumer feel like having some limited experience that would never be
experienced by large number of people. Some special goods will be incorporate
which can never be available in future.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
As marketing budget is the documented of future expenses company going to make
on the promotion activities to boost short term and long term sales of the products.
As Asda will make budget which will achieve the targeted sales in minimum cost, as
company deals in almost every product in the consumer market creating huge
costing on to the marketing, company will not allocate the funds which will hamper
the current profitability of the organisation.
4.7 Tactical actions
As Asda deals in all kind of consumer goods assigning the most influencing the
reviewer for related field to create content for social media as people follow
influential people increasing the awareness of the products to large number of
potential consumer And Asda need to have banners and hording in all branches of
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retail chains, as physical promotion directly result in increasing the sales of the
organisations.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
 Return on Marketing Investment:- As Asda notice the products which
consist the most in the inventory have to be marketed more as these products
sales matter most as warehousing cost leads to the lose to the organisation.
Products with huge profits are promoted more as the companies focus on to
profit minimization.
 Customer life time value:- As the costumers are having how are regular to
the company get limited edition goods and low priced high quality products
available for customer as scale of economic increasing the profit margin and
reducing the prices for existing customers as well.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Asda need to hire a social media influencing company which can provide the best of
every types of content at one places. If company hire different field experts for
promotion of the products according to their target audiences will be very costly and
coordination cannot be properly executed. Company will payment according to the
time period agreements in with specified target which if achieved agency will get
extra payments.
Asda will hire physical advertisement agency to promote products on physical level
through screens, light boards and hording.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
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As target consumers are mostly distributed among large area of the word have
nothing common into them all, Asda need not to use Television network for
advertisement as people are not preferring that for the consumption of show that
would be waste of money (Shankar and et.al., 2021). Company need to invest more
on social influence as it would be less costly and have huge reach at distinct places
and its in only single ways to provide interactive promotion to huge audiences.
5.3 Appropriate digital, offline and social media channels for
communication
Asda can use multiple channels of communication to advertise the products in
the market to the target audience are as follows:-
 Internet search engine leads:- Asda can promote its products through
websites, search engine optimized advertisement provide the consumer with
awareness of products.
 physically print advertising:- Asda company have the option to market
products through the physical printed advertisement as all the store are at
prime locations providing the best audience coverage for advertisements.
 Social media:- The Asda can take active participation in the social media
presence influence large consumer base diversified and spread over huge
area, through YouTube, Facebook and Instagram etc.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
 Quantitative research:- This help to known the effects of promotional content
on the quantities of the sales, this analysis provide management with the
results of the applied marketing mix hat company can choose right mix in
future according to the demand of business.
 Qualitative research:- This analysis provide with the examination of the
effects of promotion directly on consumer in recognizing the products and
brands by the consumers, If consumer find it difficult to remind and
unconvinced then quality need to be improved.
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References
Bilińska-Reformat and et.al., 2018. Sustainable development concept and creation of
innovative business models by retail chains. International Journal of Retail &
Distribution Management.
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Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage
Learning.
Frei, R., Jack, L. and Krzyzaniak, S.A., 2020. Sustainable reverse supply chains and
circular economy in multichannel retail returns. Business Strategy and the
Environment, 29(5), pp.1925-1940.
Ishfaq, R., Davis‐Sramek, B. and Gibson, B., 2022. Digital supply chains in
omnichannel retail: A conceptual framework. Journal of Business
Logistics, 43(2), pp.169-188.
McNeill, L.S. and Snowdon, J., 2019. Slow fashion–Balancing the conscious retail
model within the fashion marketplace. Australasian marketing journal, 27(4),
pp.215-223.
Shankar, V. and et.al., 2021. How technology is changing retail. Journal of
Retailing, 97(1), pp.13-27.
Srivastava, M. and Rogers, H., 2022. Managing global supply chain risks: effects of
the industry sector. International Journal of Logistics Research and
Applications, 25(7), pp.1091-1114.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital
marketing model. Science Journal of Business and Management, 7(1), pp.33-
37.
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