Marketing Process & Planning: The Marketing Concept, Functions and Mix (Part 1) and Marketing Planning (Part 2)

This report on Marketing Process & Planning covers the marketing concept, functions and mix, and marketing planning. It analyzes Morrisons, a UK-based supermarket chain, and their marketing strategies. The report provides recommendations and conclusions based on the analysis. Access solved assignments, essays, and dissertations on Desklib.

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
Marketing is the principle that is used in business organisation in order to
understand and promote the company in the market place. It plays a huge role in
enterprises as it expand the institute and be in the eye of the company.
Techniques consist a varied methods to reach out the target and objective of
the company. It promotes the goods and services by understanding the needs and
wants of the consumers (Westwood, 2019). It constantly adapts a various ways to
attract the customers so that they can be loyal towards the organisation. In this
report the consider company is Morrisons, it is UK based company deals in
supermarket. The institute is top known supermarket chain in retail market. The
company was founded in 1899 by William Morrisons, its headquarter is in
Bradford. The report will consist a part 1 or 2 in part 1 it will cover the concept and
principles of marketing. In part 2 it will cover the media plan and theories related
to marketing.
2.0 An explanation of the concept/definition of marketing in
the 21st century
It is a concept that describes the tactics that are related to the products
and services, basically the job of the marketing area is to spread awareness of the
organisation in order to increase the sales scale in the company utilise a different
methods such as digital marketing platform, social media and advertising
techniques like newspaper, templates, boards, hoardings and many more. The
retail companies like Morrisons uses a variant strategy to be in the eyes of their
consumers they constantly communicate with their consumers in order to provide
them a details regarding their services. Because of the recognisance the
enterprise requires to focus on the attitudes and quality of the product so that
consumers can deal with the services happily. The company deals in global
areas, they have be aware of the rapidly changing technology and governance laws
of the particular region (Lepkowska-White, and et., al.2019).
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3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing plays a vital role in company as it makes the business more effective
and interactive with the consumers it is the duty of the company to attract with the
users on regular basis so that they can feel familiar and valued as the users.
Management of the concern wishes to have a smooth functioning in the company.
Marketing function have different role and duties which are described in below:
 Finance : this marketing sections requires to include the components
that are related to the monetary. It has huge role in conducting business.
This makes the functioning more easy and organised. The marketing invest
a huge amount in spreading awareness in the market place. In relation of
Morrisons, functional areas of marketing department focus on the
understanding the requirements of the consumer and make a research
report then they invest because of research they get an clear image of
market place and idea of sustainability.
 Market information : The gathering of market detail is very essential to
understand the taste and preference of individuals. The considered
company study the mindset of the users and their taste. So they can
satisfy their needs and wants of the consumer In order to make a profit.
 Designing of services and product : the team of marketing is linked
organisation operations in improving and enhancing its products as per
the demands of the buyers. It also includes the structure of any new
kind of goods which was not involved in its products line earlier. The
preferences and needs of the consumers are required to the institution
production areas for improvement.
 After sales service : the connected section or squad of the organisation
also offers its consumers with some after sales services. This assist in
creating the loyalty from the consumers. Exchange of the sold goods is
utilised as the merchandising services by Morrisons marketing
department.
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 Supply chain development : workers in the marketing departments of
Morrisons are liable for building the goods delivered to the users. For
this, they operate in structure and controlling of the supply chains that
utilised for delivering the products to the end users. The evolving of world
towards preferring online stage for purchasing goods has maximise the
necessity for improving a efficient supply chain for the trade name
(Lancaster, and Massingham, 2017).
4.0 An analysis of how the marketing function works and
interacts with other departments
For balancing smooth and efficient working, all departments of an
institutional structure requires to control a good inter relation with others
functional areas. There can be various methods in which the several
functional departments relate with the marketing sectional. In order to
Morrisons, the interlink of these sections are explains in the following points
through taking separate functional division with marketing.
 Marketing with R&D - R&D is the term which is used by the company in
order to have an detail information and clear image of the vision and gives
an idea of action that is beneficial for the company to get an idea of running
a business in an effective way morrisons is the company which have an
varied functional areas and the area of the research team gets a proper
idea of the market segment and customers mindset.
 Marketing with Human resource - The human resource sections of a
institution is liable for commonly all the workers linked actions such as hiring,
leraning sessions, controllings encouragement and compensation of
employees. This sectors willings for the skills singles as their workers as they
prove to be effectual in its achievement strategy by operation with more
progressive and in a effective mode (Kotler, Pfoertsch, and Sponholz, 2021).
 Marketing with finance - The finance section is accountable for all the
finance related human action such as – finding efficient investing sources,
negotiate the relationship and forming and apportion of the fund. The selling
department associate with it as for commerce action it needs funds, the more
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the availability of budget with the division, the better quality of message
activities, impelling cause and marketplace survey it can do and the control of
supply the fund is in hands of the economics section.
 Marketing with production - the production area maintains all the details
and another actions included In the process of creating the goods and
finished goods. Morrison's industry section concludes all the related to act
and making sure of the handiness of raw worldly and tools needful in the
procedure of industry (Jaworski, and Lurie, 2019).
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
In this section the marketing plan will be evaluated in comparison of the company
so that company can have an clear vision of the company. The competitor
company are Morrisons and tesco (Brooksbank, Subhan, and Calderwood,
2018).
No. Seven p's Morrisons Tesco
1 Product - it is the factor
that company offers in the
market place in order to
earn a revenue and have a
long run sustainability.
The organisation majorly
concentrate on the freshness of
the eatable goods by having a
good quality. This haves some
certain brand that sells such as
Nume, M celler and many
more.
Company majorly focus
on the quality of the goods
and they provides a
broad range of products.
2 Place - it refers to location
or region where business is
running their activity in the
market.
It has many stores across
global areas and runs around
600 outlets with 150 retail
stores. They consist a good
supply network in the nation.
They provide services online
as well as offline stores.
Brand basically uses a two
main channels of supply
that are online and offline.
It have a offline stores at
many other areas.
3 Promotion – it explains that
how business promote
their offers min the market
place.
It promotes the offers through
various methods such as
social media, digital platform,
advertising and many others.
The company has strong
brand which assist its
promotional activity
importance. It invest huge
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amount in advertising in
the UK grocery markets.
4 Price – this is the evaluation
that has been done by the
basis of material used or
finished product cost by
calculating a total cost by
including a margins.
The company uses a price
strategy according demand
and trends. They are
continuously utilising cost
leadership planning in UK.
They utilise premium price for
high class consumers for
selling goods at reasonable
cost.
Brand uses a cost
leadership and maintains
as low price as possible
for its goods and services.
5 Physical evidence – it refers
to the words which can be
seen by the consumers of
the company like packing,
logo and many more.
The administration of the
organisation all the time focus
on the packing more in
increasing their brand value.
They provides a clear image
and details of the goods.
The goods of the company
are environmental
friendly , it has an
impressive logo, as well
creates a effective
utilisation of colours.
6 Process - It examines the
steps included in
delivering services to the
users.
Organisational strategy are
very effective for enhancing
productivity and creating
competitive in retail sector.
They constant operates on
betterment of logistics and
supply network to alleviate
goods properly to outlets.
Tesco offline stores
consumers pick up their
goods and go to the
consumers adjunct to
transact. Also they can
utilise self service to make
payments.
7 People - It includes the
individuals who is related
to the goods or services or
consecutive away.
The institution always focus
on their consumers to satisfy
their needs. They recruit
skilled workforce who can
manage the company
problems and resolve the
consumers issues. The
management of the enterprise
provides various training
sessions for workers.
Tesco has a great amount
of users who plays an
important role in the
success of the enterprise.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
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success of the organisation in meeting their overall
business objectives
The marketing techniques makes the business more effective and
successive in the market place, so that it can get a competing advantage with the
rivals. The company has aopted various creativity and other activity. As well as the
enterprise has provided the goods in market in regards to get a profits. Marketing
strategy gives an opportunity to the organisation to grow in progressive manner.
Marketeing team of the morrisons makes the process more effective by
implementing a various styles they promote the company through social media
they provides details through the other apps and networks sites messages they
keep connected with their consumers (Baporikar, and Fotolela, 2021).
3.0 Recommendations
It is recommended from above report that the considered company should adapts
rapidly changing technology to enhance the company in progressive way they
must focus on satisfying their consumers in order to make them loyal consumers for
the company. Management must adapts a proper marketing strategy by looking the
forward results and they must see the long term sustainability of the company.
9.0 Conclusions
From the above report it has been concluded that, marketing is a big content
and an important factors of institution procedure. There are many assorted sources
of merchendising such as encouraging and delivery. There is also a interlinked of
various areas or activities with it for effectual operations. There are marketing
principles that assist in making the informed division of strategy of the selling
concept related components of a firm structure (Agyapong, and et., al., 2021).
References
Agyapong, A., and et., al., 2021. Performance implications of strategic planning and
marketing capability in micro and small businesses in an emerging African
economy: a contingent resource-based view. Journal of Small Business &
Entrepreneurship, 33(1), pp.29-48.
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Baporikar, N. and Fotolela, R., 2021. E-marketing for SMEs. In Research Anthology
on Small Business Strategies for Success and Survival (pp. 867-886). IGI
Global.
Brooksbank, R., Subhan, Z. and Calderwood, R.J., 2018. How applicable are
conventional strategic marketing practices in emerging markets? An
exploratory study in India. International Journal of Emerging Markets.
Jaworski, B.J. and Lurie, R.S., 2019. Building marketing capabilities: Principles from
the field. AMS Review, 9(3), pp.372-380.
Kotler, P., Pfoertsch, W. and Sponholz, U., 2021. Rethinking Operative Marketing:
The H2H Process. In H2H Marketing (pp. 157-216). Springer, Cham.
Lancaster, G. and Massingham, L., 2017. Global marketing. In Essentials of
Marketing Management (pp. 426-442). Routledge.
Lepkowska-White, E., and et., al.,, 2019. Social media marketing management: an
application to small restaurants in the US. International Journal of Culture,
Tourism and Hospitality Research.
Westwood, J., 2019. How to write a marketing plan: define your strategy, plan
effectively and reach your marketing goals (Vol. 152). Kogan Page
Publishers.
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
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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
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 organizational 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 (.Lidstone, and MacLennan, 2017).
1. Overview of the concern - the company is a international retailing
brand started from local market in London and now it is the one top
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leading supermarket company. It is listed in Britain stock exchange and
being traded as well as known equity. It has high value of profit
generation with around huge amount in previous year it increased a huge
number of outlets and workers.
2. Mission - the objective of the company is to become the most revenue
generating and leading retail market chain in UK and also to increase in
strong presence in the international market.
3. Vision - the company is to relate with the consumers of the marketplace
with the users of the segments through providing them good quality and
best products at low cost which also full fill the wants and requirements
of them.
2.0 Clear and SMART marketing objectives
In this section the marketing objectives and its smart analysis that assist in making
the company more effective. It consist a five points that makes it more clear and
more discussed in below.
Specific - these goals are specific and it is helpful in two methods that are as it
gives visualize the outcome and other one is that it gives transparency in the
company and their objectives.
Measurable - it involves tracking the progress. That how the objectives can be
attain by having a proper strategy and that it could be helpful for organisation.
Achievable - it states that means selecting an objectives that while it requires to
push the person. It must be attainable.
Realistic - goals are realistic, the goals must be that could be attainable by the
person they must be capable of working on that.
Timely - the last and final principle task of the smart goals are is setting clear
time frame in which can attain the objectives.
3.0 Marketing research to support the new product line
launch
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After working on households goods and products the company is planning to
launch their business in electronic item that could be usable for house item just
organization is planning to competing a vacuum cleaner for houses with more
facilities so that they can expand their brand in wide range In the market place.
The marketing department has researched that the consumers is now prefer to
use a recent technology for cleaning their houses and basically women utilize a
varied item for house cleaning products so that they can have a business in long
run and have a profitability.
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 framework that helps in understandings the internal and external factors with in
the company. Further discussed more in below (Gomes, Sousa,and Vendrell-
Herrero, 2020)
Strength
The company deals in wide range
of products that makes it more
competitive.
Weakness
The competition with the rival
companies reduce effectiveness of
the company.
Opportunity
Expansion of the company in
global market can increase the
business entity
Threat
The high rates of the goods effect
the company and its profitability.
Pestle Analysis
It is framework that helps in analyzing the external forces that can
effect the company in a effective manner.
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Political - it includes the governing bodies like taxation, polices and the
company like morrisons enjoys the stability of the governing rules and
policies that gives smooth functioning in the operations.
Economical - the company morrisons effected by the changing
inflation rates and policies of the company and rates of that particular
reagions.
Social – the company morrisons must focus on the consumers taste and
preferences that improves the business entity.
Technological - the morrisons company constant adapts a rapidly
changing technology related to the company in terms of saving time
and overhead cost.
Legal – the changing laws and policies effects the business and its
efficiency of the organization.
Environmental – the business have to take care of environment
friendly environment in the company.
5 C’S of marketing –
The five c’s of marketing has important sections of marketing. When
merchandising executives makes marketing decnisions they should
consider the five c’s that are company, customers , collaboration,
competiotors and climate these plays a huge role in business (Donthu,
Kumar, and Pandey, 2020).
4.2 A competitor analysis including the market segments
The considered has well known recognisation in the global
markets and they have huge competition in the market like mark and
spencers, tesco, and lidle so they divides their consumers in different
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segments on the basis of age, gender, locations, and many more. The
company must consider the taste and preferences of the consumers.
4.3 Sub-segments
The sub segments of the companies may be the sub titles of the marketings and
that effects the company operations these segments are as targeting,
demographic, geographic and many more.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It is a documents that body part the products features, utilises and
differences whereas taking into consideration of consumers. The
company uses this method maked the product launching more easy.
4.5 Development of the marketing strategies applied to the
extended marketing mix
The principle of marketing helps in making the business more effective and
efficient so that they can have competing advantage in the market palce. The
marketing mix assist in creating an enterprises more impressive towards the
consumers through functional areas and marketing principles (Dahl, Gorn, and
Weinberg, 2018)
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
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Marketing
outlay
6000 6000 4000 4000
Direct selling 2000 1500 3000 3000
Total 12000 12500 14000 12000
4.7 Tactical actions
It is a adapting of specific techniques that can assist in a institution attianables
its marketing objectives. It often includes performing individuals marketing action
such as blog post and many more (Banerjee,2017).
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 contribution to profit attitudes to
marketing by separating the capitalist.
CLV – customer lifetime value is the term that assist 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 determining and building the good kind of media plan that can aid in
influencing a lot of customers (Timothy, 2020)(.Simões, and Nascimento-e-Silva 2020),
having idea about the connected components or trade itself and grows the trade name of the
linked structure. This considers a lot of topics such as evaluating the methods, time period, styles
which can have the great trade name. The method of building of a media plan includes many
different activities which are needed to be considered fro making a effective one. These are
identified in the below points :
 Movement type and rationale – This is one of the most neccessary and first factor involved
in the related steps. Morrison's causes are created with the aim of developing its trade
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value involving the effective styles. The institution has been capable to maximise the
economic scale and betterment the trade name though this.
 Objective – The creating of a media plan is based on a motive which should be in sight of
the strategy only at a improving stage as the users are focius about their satisfaction for
the rising of the structure. Involving this, Morssion has presented the fruitful and tasty
goods in the videos. The aim of the company is to increase market equity not only in the
home nation but on a international level (Tomczak, Reinecke, and Kuss, 2018).
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 study that company follows and
constantly works on promoting goods through new technology and they
should communicate with their users so that they can improve theirs
products and services so that they can have a progress in the barnd
value.
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, whatsapp and many other so that the business can attract
more conaumers and they can also communicate through these applications or they improve the brand
value of the business through these networking sites. The management must update their business
details websites and their informations, so that they communicate and details they be updated with the
business (Yaghin, 2020).
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Justification- the consider company should include the feedback and review
system to get with the required changes that be create the strategy much
improved way.
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Particulars Amount
Equipment 180000
Advertising 42000
Promotional tool 12000
Media house 12000
Total 246000
References
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic
marketing: Implications for marketing theory and practice. In Greener
Marketing (pp. 16-40). Routledge.
Dahl, D.W., Gorn, G.J. and Weinberg, C.B., 2018. Marketing, safer sex, and condom
acquisition. In Social Marketing (pp. 169-185). Psychology Press.
Donthu, N., Kumar, S. and Pandey, N., 2020. A retrospective evaluation of marketing
intelligence and planning: 1983–2019. Marketing Intelligence & Planning.
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing
agility: conceptualization and research agenda. International Marketing
Review.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical
industry. Routledge.
Simões, C.D.S. and Nascimento-e-Silva, D., 2020. Legal marketing: proposition for a
conceptual definition. International Journal of Private Law, 9(4), pp.272-294.
Timothy, D.J., 2020. 12 Marketing the Past for Today. In Cultural Heritage and
Tourism (pp. 298-318). Channel View Publications.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Planning the marketing mix. In
Strategic marketing (pp. 171-221). Springer Gabler, Wiesbaden.
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Yaghin, R.G., 2020. Enhancing supply chain production-marketing planning with
geometric multivariate demand function (a case study of textile industry).
Computers & Industrial Engineering, 140, p.106220.
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