Marketing Process & Planning for Higher National Diploma in Business Management

This report covers the recent trends in marketing, the role of marketing function, and the extended marketing mix with examples from Morrisons. It also includes a situational analysis, competitor analysis, and development of marketing strategies for a new product launch. The report is relevant for Higher National Diploma in Business Management students.

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:
1

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
2

1.0 Introduction
Marketing is the activity which is done with the aim of spreading awareness
regarding goods and services that is offered by the with the mission of making
money and having a good brand image in the eyes of the consumers (Evans, ,
Hoy, and Childers, , 2018). It promotes the products in the market place by
understanding the brand value by following various ways to increasing their
competitive benefits. This report is based on Morrisons, it is UK based company.
The company was first introduced in 1899 by William Morrisons, its headquarter
is in Bradford. This report will consist two part in part 1, it will explain the recent
trend of marketing and marketing mix . Moreover in part 2 it is describe the
analysis of external and internal factors in relation of company.
2.0 An explanation of the concept/definition of marketing in
the 21st century
It is refer to the techniques that are linked to the goods and services,
hence the occupation in order to raise the sales volume in the company use a
various tools such as social media marketing, and advertising tools like bill
boards, newspaper, and many others. The retail industry like Morrisons utilise a
varied planning and techniques in order to make an image in the mind of users
they continuously communicate with their buyers by giving them information
regarding the goods and services so that they can make their loyal buyers. The
industry deals in global areas they have be aware of the quickly altering
technology and governing laws of the particular areas (Palou, and Correyero, ,
2020).
3.0 Description of the role of marketing function with
examples from the chosen organisation
Merchandising plays a vital role in industry as it makes the business more
effective and impressive (Kazemi, , 2021). with the users it is the responsibility
3

of the management to attract users on constant basis by giving good offers so
that they can feel familiar and precious for the company. Administration have
varied role and duties which are elaborated In below:-
 Finance :- This department of marketing needs to consider the factors
that are linked to the funds. It plays an important role in running
business. It is like blood for company. The company huge amount in
spreading awareness of the goods and offers in market place. In extent of
Morrisons, functional areas of marketing areas concentrate on the
understanding the needs of the users and make a research report then
they invest due to research so that they can get a proper image of their
brand.
 Market details :- The collection of market details is very important to
analyse the taste and preferences of particular. The Morrisons company
analyse the mindset of the consumers and their taste. So they can satisfy
their requirements and wants of the users with the aim of making profits.
 Outlining services and goods :- The group of marketing is linked
organisation activity in developing and growing its offers and commodity
according to the demand and needs of the purchaser . It also includes the
system of any new type of commodity of any which is new for the
company. The taste and preferences are need to be organisational
operation department for development.
 After sale services :- the connection department or group also offers its
users with certain after sale services. This helps in making the loyalty from
the users. Exchange of the sold goods are used by Morrisons marketing
department.
 Supply network improvement :- Employees in the marketing department
of Morrisons are responsible for making the goods delivered to the
consumers. For this, they conduct in system and controlling of the
providers network that use for serving the goods to the end user. The
evaluation of universe towards for serving online platform for buying
goods has increased the essentialness of supply chain for the business
name.
4

4.0 An analysis of how the marketing function works and
interacts with other departments
For managing systematic and effective operations, all sections in organisation
requires a connection with the top level to lower level. This can be different
methods in which the various functional departments relate with the
marketing sectional. In relation of Morrisons the connection of these areas are
described in the listed points :-
1. Marketing with R&D :- It is the department which is utilised by the
company in order to have an information and clear image of the
visualisation and provides a business in an effective ways Morrisons is
the company which have an varied functional area and the team of
explorers get a proper thinking of the market segment and users
mindsets (Blašková,. and Střelec, 2019,).
2. Marketing with human resource :- this area of a institution is responsible
for basically all the employees and compensation of workers. This sector
is desiring for the ability individual for the ability singles as their
workforce as they prove to be effective in its objective planning by
activity with more growth and in an effective ways.
3. Marketing with finance :- This section is accountable for all the fiscal linked
human action just as searching efficient capital sources, negotiating the
relationship and making or dividing the funds. The merchandising
department associate for commercialisation it requires money, the good
quality of operation , acquiring causation and marketplace survey it can do
and the hold of providing the funds are in the control of this functional
area.
4. Marketing with operation :- the operation department balance all the
information and another activities included in the process of making the
products and complete goods. Morrisons industry includes all the link to
operate and creating good quality goods with the aim of reducing overhead
cost in the market (.Seyyedamiri, ., Karimi, Khosravi,. and Ghamkhar, ,
2021.).
5

5.0 An explanation of the extended marketing mix and
examples from selected supermarket
in this part the marketing plan will be evaluated in comparison of the
organisation so that company can have a clear image of the company. The
rivals of company is tesco further discussion is in below (Saikumari,, and et., al.,
2021) :-
No. Seven p' s Morrisons Tesco
1 Product - it is the
components in the market
segment in relation to
earn a income and have a
long run sustainability.
Company focus on the
freshness of the eatable
goods with a good quality.
This haves certain brand
the sells such as Nume, M
celler and many others.
Organisation primly
concentrate on the quality
if the goods and they
gives a wide range of
items.
2 Place - It explains the location
where goods are offer and
conducting a business.
It has many outlets across
worldwide areas and
conducts around 600
stores. They consist a good
supply chain in the
country. They give service
online as well offline stores.
Brand basically utilise a
two major channels of
supply that are online
and offline. It have a huge
amount of offline stores.
3 Promotion - it justifies that
how business promote
their offers in the market
place.
It promotes the offers
through different ways
such as digital media And
social media platform.
The company has various
strong brand which help
it promotional activity
significantly. It invest high
amount in advertising in
the UK retail market.
4 Price - this is the evaluation
that has been completed
by the basis of material
utilised or finished goods
value by measuring a total
cost by including a margins.
The organisation utilise a
value as per demand value
and trends they are
constantly using cost
leadership cost leadership
strategy in great Britain.
They use premium value for
premium users.
Trade utilise a value
leadership and maintains
a low price as possible
for its goods and
services.
5 Physical evidence - it refers
to the words which can be
seen by the users of the
company like packing tag and
many others.
The authority of the
department all the case
concentrate on the packing
more in growing their trade
value. They gives a clear
The products of the
company are economic
friendly, it has an
effective trade mark as
well as makes a
6

image and information of
the brand.
impressive uses of
colours.
6 Process - it analysis the steps
included in serving to the
buyers.
Organisational planning are
very effective for growing
productivity and making
rivalry in retail sector. They
continuously operates on
improvement of
warehousing and
distribution channels to
alleviate goods properly to
stores.
Company offline outlet
consumer pick up their
goods and go to the
users adjunct to transfer
also they can use self
service to create
payment.
7 People - it considers the
particular who is linked to
the products or services or
successive away .
The structure always
concentrate on their users
to satisfy their
requirements. They hire
skilled worker who can
manage the company
operations and resolve
their issues gives various
training sessions for
employees.
Tesco, has a huge
amount of workforce
who plays a vital role in
the success of business.
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
The marketing tools creates the business more effective and successive
in the market place, so that it can get a rivalry benefit with the challengers.
The company gives in market in order to grow in increasing ways. The group
of the Morrisons creates the process more effective by executing a diiferent
styles they promote the company through digital media they give details through
the other application and network sites messages they keep link with their
users.
3.0 Recommendations
7

It is recommended from above details that the considered company should
implement quickly changing surrounding and technology to grow the company
in progressive ways they must concentrate on fulfilling the needs and wants of the
customers as well as make them a loyal consumers (.Rosenkrans, and Myers,
2018).
9.0 Conclusions
it is concluded from above report that marketing Is a big content and an
essential component of structure. There are many assorted sources of selling
like as encouraging and delivering. Their is inter link of different areas that
helps in creating the details of planning of strategy of the selling concept link
with the company system.
References
Saikumari, V., and et., al., 2021. Inhibitors of Social Media as an Innovative tool for
Advertising and Marketing Communication in Maruthi and Co. Annals of the
Romanian Society for Cell Biology, 25(6), pp.3193-3198.
Seyyedamiri, N., Karimi, A., Khosravi, S.S. and Ghamkhar, S., 2021. Creative
advertising and business performance: An investigation of small and
medium-sized enterprise in the traditional Iranian food industry. Journal of
Foodservice Business Research, 24(1), pp.74-100.
Blašková, V. and Střelec, L., 2019, July. Firm marketing strategy based on analysis
of advertising campaigns. In AIP Conference Proceedings (Vol. 2116, No. 1,
p. 400003). AIP Publishing LLC.
Kazemi, F., 2021. Mythosemiotics and it's place in advertising, marketing and
branding. Journal of Literary Criticism, 5(9), pp.257-223.
Evans, N.J., Hoy, M.G. and Childers, C.C., 2018. Parenting “YouTube natives”: the
impact of pre-roll advertising and text disclosures on parental responses to
sponsored child influencer videos. Journal of Advertising, 47(4), pp.326-346.
Palou, S. and Correyero, B., 2020. Tourism advertising and propaganda during the
postwar. The case of Barcelona. In Inter and Post-war Tourism in Western
Europe, 1916–1960 (pp. 129-158). Palgrave Macmillan, Cham.
Table of Content
8

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
5.3 Appropriate digital, offline and social media channels for communication
p
9

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
A marketing strategy is a data or a design of a concern consisted of strategies
and techniques that has been to impress the users of a segment and earn a
competing benefits. Morrison's is focused towards the most effective and
efficient marketing strategy as possible. The various marketing related actions
are based on this strategy .
1. overview of the industry - the company is a global retailing brand
started from regional market in London and now it is the one top leading
supermarket company. It is listed in London stock exchange and being
traded as well as named shares. It has high value of revenue generation
with around huge amount in earlier year it gained a huge amount of
stores and employees.
2. Mission - the aim of the organization is to become the most revenue
raising and leading retail market chain in UK and also to gain in strong
presence in the global market (Evans, , 2020).
3. Vision - The organization is to relate with the consumers of the
organization of the market place with the users of the segment through
giving them good quality and best goods at reasonable value which
also fulfill the wants and needs of them.
2.0 Clear and SMART marketing objectives
The merchandising objective and its smart analysis that helps in making the
company more effective. It consist of five points that are listed in below:-
1. Specific :- these content are particular and it is implementable in two
performing that are as it gives picture the result and other one is that it
gives opacity in the institution and their verifiable.
10

2. Measurable :- It includes tracing the progress. That how the objective can
be achieve by having a proper strategy and that it can be assisting for
company.
3. Achievable :- It states that means choosing an objectives during it
required to individual it should be achievable.
4. Realistic :- Objectives are realistic, the goals should be that can be
achieve by the individual they must be able of working on that.
5. Timely :- the last and final principle assignment of the smart objective
are setting clear time frame in which can achieve the goals.
3.0 Marketing research to support the new product line
launch
After working on house goods and channel the institution is preparation to
launch their concern in electronic item that could be use able for house item just
organization is planning to competitive a vacuity cleaner for houses with more
facilities so that they can spread out their trade name in wide scope In the market
place. The commerce subdivision has hunting that the devour is now like to
use a recent engineering for cleansing their home and essentially women utilize
a variegated item for house cleansing channel so that they can have a concern in
long run and have a profitable (Skriabin, ., and et., al.,, 2021).
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Swot analysis :-
IT is a framework that assist in analysing the internal and external both factors
that are with in the company.
Strength
The concern deals in broad range
of goods that makes it more
challenging.
Weakness
the rivalry with the challenger
companies decrease effectiveness
of the organisation.
Opportunity
Expansion of the outlets in other
Threat
The high rates of the products
11

region or areas could be the
opportunity for the company.
can effect the organisation and its
earnings.
Pestle analysis -
it is framework that makes the business effective with the components all these
in both ways more discussion Is in below :-
1. Political factors :- it includes the governing bodies like taxation, policies
and the company like Morrison enjoy the stability of the authority rules
and policies that gives systematic operations with in the company.
2. Economic factor :- the company Morrison impacted by the alteration in
inflation ratio and policies of the company and rates of that particular area.
3. Social :- the company must concentrate on the users taste and
preferences that develops the business structure.
4. Technological factors :- the Morrison continuously adapts a quickly
changing automation link to the company in relation of saving time and
overhead value.
5. Legal factor :- the altering laws and policies impact the business and its
efficiency of the company.
6. Environmental :- the organization have to take care of surrounding in the
company.
5 C's of marketing :-
The five C's of marketing has significantly department of marketing. When
selling executive creates marketing decisions they must consider the five C's
that are the company, customers, collaboration, competitors and climate these
5 C's are the main selling components in marketing.
4.2 A competitor analysis including the market segments
The advised has well famed identification in the global marketplace and they
have huge contest in the marketplace like mark and Spencer, tesco, and lidle so
they dissension their devour in antithetic section on the footing of age, gender,
locations, and many more. The establishment must believe the taste and
predilection of the devour (Casais, and Pereira, , 2021).
12

4.3 Sub-segments
The sub segments of the companies may be the sub titles of the selling and that
personalty the company transaction these object are as mark, statistic, magnetic
and many more.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It is a communication that body part the channel characteristic,
inferior and differences whereas taking into thinking of consumers.
The institution uses this acting makes the product propulsion more
casual (Zanberova,, 2021).
4.5 Development of the marketing strategies applied to the
extended marketing mix
The principle of selling assist in production the business concern more effectual
and economic so that they can have competitive vantage in the market place.
The marketing mix help in creating an enterprise more amazing towards the
devour through structural areas and selling rule.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Marketing budget -
Particulars 1st year 2nd year 3rd year 4th year
Initial money 20000 10000 6000 5000
Investment 15000 12000 8000 15000
Total 35000 22000 14000 20000
Sales publicity 1000 3000 1000 4000
Promotion 3000 2000 6000 1000
Marketing
outlay
6000 6000 4000 4000
Direct selling 2000 1500 3000 3000
13

Total 12000 12500 14000 12000
4.7 Tactical actions
It is a accommodate of specific techniques that can assist in a institution
possible its selling clinical. It often includes acting individuals selling action such
as web log post and many more (Supotthamjaree, . and Srinaruewan, 2021).
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)
ROMI – Return on marketing in vestment is the attempt to profit position to
commercialism by removed the capitalistic.
CLV – customer lifetime value is the term that help in balancing and making
better decision that is beneficial for company.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
This is the strategy of deciding and structure the good kind of media plan that can aid in
influencing a lot of customized , having idea about the adjoining components or trade itself and
grows the class name of the linked construction. This considers a lot of topics such as evaluating the
play acting, time period, styles which can have the great brand (Zayer, . and Pounders, .,
2022). The playing of building of a media plan includes many different activities which are needed
to be reasoned fro making a effective one. These are identified in the below points :
 Movement type and rationale – This is one of the most necessary and first factor active in
the related to steps. Morrison's origin are making with the aim of underdeveloped its trade
value feeling the effective styles. The constitution has been able to increase the economic
standard and betterment the institution though this.
14

 Objective – The creating of a media plan is based on a motive which should
be in sight of the scheme only at a rising stage as the users are focus about
their satisfaction for the rising of the structure. Involving this, Morssion has
bestowed the baccarat and tasty goods in the videos. The aim of the
institution is to better market possession not only in the home state but on a
global level
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
It is recommended from above analysis that company adapts and constant
operates on promoting goods through new technology and they must
communicate with their so that they can develop their offers and services that
they can have a progress in the brand value (Fondevila-Gascón, and et., al.,,
2020.).
5.3 Appropriate digital, offline and social media channels for
communication
The company can promote business not only through the advertising but also
through the other apps and applications like Instagram, Facebook, whats app and
many other so that the business can attract more consumers and they can also
communicate through these applications or they modify the brand amount of the
concern through these websites . The governance must modify their enterprise
information computer and their collection, so that they transmit and details they be
news with the concern.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Justification- the consider fellowship must consider the feedback and review
system to get with the needful relation that be charge the scheme much cleared
means.
15

Particulars Amount
Equipment 180000
Advertising 42000
Promotional tool 12000
Media house 12000
Total 246000
References
Fondevila-Gascón, J.F., and et., al.,, 2020. Marketing and advertising: trends of the
sector. In Advances in Digital Marketing and eCommerce (pp. 1-8). Springer,
Cham.
Zayer, L.T. and Pounders, K., 2022. Gender research in marketing, consumer
behavior, advertising, and beyond: Past, present, and future.
Supotthamjaree, W. and Srinaruewan, P., 2021. The impact of social media
advertising on purchase intention: the mediation role of consumer brand
engagement. International Journal of Internet Marketing and Advertising,
15(5-6), pp.498-526.
Zanberova, I., 2021. The influence of socio-cultural environment on advertising.
Casais, B. and Pereira, A.C., 2021. The prevalence of emotional and rational tone in
social advertising appeals. RAUSP Management Journal, 56, pp.282-294.
Skriabin, O.M., and et., al.,, 2021. Neurotechnologies in the advertising industry:
Legal and ethical aspects. Innovative Marketing, 17(2), p.189.
Evans, Y.N., 2020. One-sided Social Media Relationships and the Impact of
Advertising on Children. Pediatrics, 146(5).
Rosenkrans, G. and Myers, K., 2018. Optimizing location-based mobile advertising
using predictive analytics. Journal of interactive advertising, 18(1), pp.43-54.
(Fondevila-Gascón, and et., al.,, 2020.)(Zayer, . and Pounders, ., 2022)
(Supotthamjaree, . and Srinaruewan, 2021)(Zanberova,, 2021)(Casais, and
Pereira, , 2021)(Skriabin, ., and et., al.,, 2021)(Evans, , 2020)(.Rosenkrans,
and Myers, 2018)
16