Marketing Process & Planning: Morrisons Supermarket Case Study

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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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 21 St century business world has become so dynamic that marketing plays an
important role for an organisation to become successful. Marketing refers to an
activity and effort that a business organisation puts to promote as well as the
products and services (Deepak and Jeyakumar, 2019). This basically involves
selling, promoting and delivering the products and services to buyers. The
competition is increasing so rapidly that organisation should focus on this
department so that it can sustain for the long term. It involves the action that is
undertaken by the company to maintain the strong relationship with the customers so
that they can generate more revenues. This following report will have based on
Morrisons company which is the fourth largest supermarket chain of the UK. The
Morrisons is a well-known company founded by William Morrisons in 1899. The
companies headquarter is situated in Bradford, England having around 497 more
stores till 2021 across the nation. The report also covers the role and responsibility of
the marketing departments and analysis on how marketing departments function to
achieve the mission and success of the chosen company. The function of marketing
department that interrelates with other the department of the business is also
discussed. In addition to it the marketing mix is also explained that is adopted by the
respective company to achieve the overall business objectives.
2.0 An explanation of the concept/definition of marketing in
the 21st century
In 21 St century the customer’s preference and demand are so unique that new
technology and development should be used by business organisation to be
innovative. So, to make the product familiar to the customers they invest and focus
more on marketing. So marketing basically refers to the action of the business that
analyse the wants, needs, demand and queries of the customer in an effective
manner for which techniques are applied to a targeted market. Marketing helps in
finding out want customers wants and innovate the products according their demand
so that their satisfaction and expectation can be increased (Agzamov,
Rakhmatullaeva and Giyazova, 2021). This helps in customer’s retention which will
lead in increasing more profits. Marketing is basically done for the targeted
customers that includes the products description in a very creative manner that
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attracts the customers. In 21 set century the organisation uses marketing tool to
achieve the targets.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Role of marketing function:
Marketing is the process that enables the business organisation to achieve
the goals by promoting and advertising the products and services. This department
helps the business to make strategic planning that helps in fulling the demand and
needs of the customers. In respect to the Morrison’s company the role of marketing
function is discussed below:
 Customers’ needs and wants: By adopting proper marketing strategy the
company can determine the customers’ needs and wants. According to the
Morrisons, it examines the recent trend and culture that is going on the market
to fulfil and meet the expectation of the buyers (Tien, Phu and Chi, 2019). To
survive in the market, the organisation should work according to the
customer’s trends and preference.
 Long term survival and growth: The business main focus should be on
meeting the demand and needs of the customers so that it can survive in the
long run. With respect to the Morrison’s, it provides customers with the good
quality of products that helps in maintaining good reputation along with the
customer's loyalty. This will help the business organisation to build the good
brand image in the Market targeted.
 Gain in market share: The market share can be increased of an organisation
by using different techniques of marketing such as advertising, public relation,
direct marketing etc. In relation to Morrisons, it attracts customers by using
different marketing media such as advertising, event marketing that leads in
growth and success. Due to this many people will start investing in the shares
of the respective company which will lead in efficient operation of the
business.
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