Marketing Process & Planning for Morrisons Supermarket

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....................................................................................................................................2
2.0 Concept of marketing with aspect to 21st century........................................................................3
3.0 Role of marketing function.............................................................................................................3
4.0 Analysis of marketing functions and interaction with other departments...................................4
5.0 Marketing mix and supermarkets..................................................................................................5
3.0 Contribution of marketing mix in business objectives...................................................................8
4.0 Recommendations..........................................................................................................................8
9.0 Conclusions.....................................................................................................................................9
References..........................................................................................................................................10
2

1.0 Introduction
Marketing process is a sequence of steps which helps the organisation to
analyse different opportunities, identify the customers and strategic framework to
reach them (Al Abdulrazak, 2019). The purpose of this process is to create and
campaign the material which helps to foster their mission statements. Marketing
Planning is the method of identification and allocation of business resources which
are useful to achieve their organisational objectives. For examining concepts,
Morrisons Supermarket is focussed which is the fourth largest supermarket chain in
United Kingdom, having more than 490 supermarket stores in the country. The
company have 1,10,000 employees and headquartered in Bradford, West Yorkshire,
England.
This report is highlighting the concept and role of marketing in the business to
react in competitive market. It also describes that use of elements of marketing mix
is essential for business objectives. Additionally, it also covers marketing plan and
media plan.
2.0 Concept of marketing with aspect to 21st century
Marketing in 21st century includes set of activities used in a company to
deliver and exchange goods that have value for the customers and society. It is the
combination of traditional and digital channels to promote offerings which influence
prospective customers to purchase. In 21st Century, Morrisons Supermarket have
intense marketing management in their chain, who make grand marketing strategies
for their business. Their main focus is to amend, improve and extend the existing
policies and practices of the supermarket with the help of their marketing plans.
Morrisons compete aggressively in the retail industry as none of their competitors
have better marketing strategies from them (D’Andrea, 2021).
3.0 Role of marketing function
Marketing function is defined as set of process of managing, promoting and
distributing of goods and services to the customers. These are the key components
of marketing process which helps the companies to maximise their profitability. It
3

plays very crucial role in every business because it creates utility among the
peoples.
In Morrisons Supermarket, marketing function plays very important role for grow
faster and for their expansion. In context to Morrisons Supermarket. Key roles played
by marketing function are below:
 Devise pricing strategies: It refers to way of charge consideration from the
consumers to whom goods are sold. In Morrisons Supermarket, it is role of
marketing function to devise pricing strategies by considering all production
costs and others costs that are involved in producing, selling and distribution
of organisational offering.
 Product management: It is the process of arranging and preparing the
product which is going to be delivered to consumers for their use. In
Morrisons Supermarket, marketing function is responsible for managing
product line and meeting needs of target customers. They manage all lines of
products according to their customer’s preferences.
 Promotion: It is the tool of marketing which helps all the business firms to
increase rank of their products and strategies in the minds of their customers
(Fill and Turnbull, 2019). In Morrisons Supermarket, the role played by
marketing function is to enhance brand awareness through making its target
audience aware about the business offerings. The marketing function uses
method of digital advertisements and direct marketing to promote the sales of
their products available in the retail markets.
 Distribution Channels: It is the source of distribution of goods from business
to their customers. Within Morrisons Supermarket, role of marketing function
is to transport all the products and services of company to end customers.
Due to the impressive distributing strategy, marketers of the supermarket
easily influences their supply in the industry.
4.0 Analysis of marketing functions and interaction with
other departments
4