Marketing Processes and Planning: PART 1 and PART 2

This report discusses the key functions and activities of the marketing function, analyses the factors of responsibility and activity, interrelation of the functional unit of the company, and the marketing mix and planning procedure of the organization. It includes 7 P's of marketing mix and the comparison between the organization of marketing mix and the planning procedure of the organization.

: Processes and Planning: PART
1

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Analyses the key function and activity of the marketing function.........................................3
Analyses the factors of responsibility and activity.................................................................4
Interrelation of the functional unit of the company................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
INTRODUCTION...........................................................................................................................9
MAIN BODY...................................................................................................................................9
Task 2...............................................................................................................................................9
Marketing mix........................................................................................................................9
Analysation of the various traits of the organization............................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
INTRODUCTION.........................................................................................................................15
MAIN BODY.................................................................................................................................15
TASK 3..........................................................................................................................................15
Marketing plan....................................................................................................................15
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
Marketing refers to the activities for the organization that takes promotion activities for
buying and selling products. As a junior marketing analyst at Morrisons the provided report
document will focus on new product development to test trials in selected stores prior to full roll-
out and relative duties. This report contains the responsibilities and the activity done by the
organisation in a marketing function (Barari and et.al., 2021).
MAIN BODY
TASK 1
Analyses the key function and activity of the marketing function
The marketing function includes the process where buying and selling of the goods are
determined and with that, this helps the organization to achieve success of the organization. The
main key function analyses the collection of goods and displays them to sell for the betterment of
the company and for the sale of the goods and services that the company has. Such key function
is described below for more understanding (Du and et.al., 2021):
Analyze the customer wants- The key function of marketing is responsible to estimate
what types of changes need, wants, attitudes, and habits of the consumer. In an organization, this
department may focus on consumer requirements and effort to enhance their satisfaction level.
Anticipating customer requirements- They are also responsible to anticipate the
requirements of the target market. Department may evaluate the need and requirements of the
target market by taking their feedback and reviews about products.
Satisfying customers’ needs- the major role of the function of the promotional activity
of the goods and services determine the consumer wants. They may promote goods to gain the
attention of individuals and obtain their feedback, which is beneficial for the company to achieve
success and promote them.
Profitability- A function of marketing consists of the development procedure and
innovative process to promote and create awareness among the consumer organization have. For
example, they may increase profitability by gaining the attention of new people. They may
promote the value-added packages to increase sales and profitability (Goswami, Daultani and
De, 2021).

Analyses the factors of responsibility and activity
Marketing has different roles and responsibilities concerning the big organizational
context. For instance, they may help Morrison Supermarkets company by generating brand
awareness, through social media channels that help to gain the attention of customers. The
marketing department plays a vital role in terms of promoting a brand, by using social media
channels such as Facebook and Instagram. They may create an official account on specific or all
sources to generate brand awareness, by putting all the information about venture operations and
products like oil and gas (Mukeshimana and et.al., 2021).
They may identify the needs of consumers that focus on consumer requirements and
analyses the data to identify the market demand. The primary function of it is to satisfy the
consumer needs that they value money in Morrison’s. Furthermore, they also determine making
profit roles to increase the profitability and sales of the company. The key factor helps the
organization in order sustain the goals and objectives of the organization. This will help the
organization to perform and maintain its responsibilities towards the organization. The marketing
environment consists of all the factors of the organization that is external and internal factors.
For example, internal office culture in the company comprises values and attitudes of employees’
behavior.
In context to that, they analyze the roles and responsibilities of marketing by generating
brand awareness through social media that gain the customers. Promotion of the company
determines the value and brand evaluation for the betterment of the company. They identify the
needs of the consumer and developments in the marketing environment. These evaluate the
responsiveness of the organization which is evaluated and is beneficial for the firm. It also
anticipates the consumer needs or requirements of the target market. Furthermore, they also
satisfy the consumer needs by gaining the attention of individuals and obtaining their feedback
that helps to increase productivity. The marketing function is responsible to develop new and
innovative strategies to trade its product to the customers. It promotes profitability and increases
the sales of the product. The research and development in the marketing planning are considered
that the price and branding and the policy factor of the organization. The better the
communication with the consumer of the organization better the environment and marketing
activity of the organization becomes.
The importance of interrelationships between marketing and other functional units

Marketing interrelation with HRM- Marketing and HR share similar objectives related
to organizational success. Both departments may work together and are in a relationship by
conducting an effort to achieve the set aim. For example, the marketing section collaborates with
human resource management to identify the position infirm, which they expect to promote in the
market (Waisman, 2021).
Marketing relation with Finance- marketing and finance are the two important
characteristics of the organization which identifies the organization’s needs and creates
awareness by which they are also dependent upon the dependency of the company and also
consumer needs. Finance related to the monetary terms of the function and by this organization
will get help and determinant towards the achievement of the organization. Finance in the
organization deals with the sales and employee stipends in short monetary transactions and also
the capital of the company.
Marketing relation with IT- IT is the most important department in the organization
because they provide large-scale projects to support marketing activities. Information technology
helps the organization in the advancement of the company by which they will get maximum
customer and approach to them with the help of digitization. Example: - online selling and
dealing with the goods and services determine the IT.
Marketing relation with Research and development- The R&D department helps in
marketing to develop new products, processes, or services. It also improves the existing product
(Verma and et. al., 2021).
Cross-functional management and communication with the different departments of the
organization help them to fulfill the task and achievement with the help of communication. This
will help the company to sustain and maintain their standard because the interaction helps them
to make creative and skillful with the organization. Communication with the different sectors of
the organization helps in the solving issue of the company by taking advice or giving to the
different sectors.
Interrelation of the functional unit of the company
Market Research- As a key element of marketing, it may use in terms of conducting
depth research to identify customer needs and current trends that people prefer to adopt. The best
thing about this component is that it enables marketers to gather useful data, while their
drawback is that the overall process is time-consuming. This element is related to Human

Resource Management. For example, by conducting market research, a marketer may provide
people by hiring a suitable candidate from various process.
Marketing Planning- A marketing plan is an operational document that outlines an
advertising strategy. Its benefits are it allows the business to be proactive and aligned with vision
& goals, while its disadvantage is it leads to faulty marketing decisions. This element is related
to Research & Development department. For example, by conducting marketing planning,
marketers design a good market research plan for defining the needs (Shah and Murthi, 2021).
Setting Price Strategy- Implementing a competitive pricing strategy for a business may
help the business to grow. The best thing is it improves profit margin while their drawback is
premium pricing strategies that are difficult to initiate and maintain. This element is related to
finance service. For example, by setting a price strategy, a marketer may provide funds from
several sources for implementing the price strategy.
Identify customer needs- Identifying customers’ needs allows representatives to cross-
sell related products or services. That makes the original purchase better and is easier to use
while their disadvantage is that it takes more time for the identification of consumer needs. This
element is related to the production department. For example, by conducting market research, a
marketer may provide this information to the operation department which they may use to offer
products or services (Savina, 2021).
CONCLUSION
The main aim of the marketing is to create awareness and make the organization
recognized by which they will be able to promote their product very well. This report concludes
the traits significance and key factors of the function by which the organization will get help.

REFERENCES
Books and journals
Barari, M. And et.al., 2021. A meta‐analysis of customer engagement behavior. International
Journal of Consumer Studies. 45(4). pp.457-477.
Du, R.Y. and et.al., 2021. Capturing marketing information to fuel growth. Journal of
Marketing. 85(1). pp.163-183.
Goswami, M., Daultani, Y. and De, A., 2021. Decision modeling and analysis in new product
development considering supply chain uncertainties: A multi-functional expert based
approach. Expert Systems with Applications. 166. p.114016.
Mukeshimana, M.C. and et.al., 2021. Analysis on barriers to biogas dissemination in Rwanda:
AHP approach. Renewable Energy. 163. pp.1127-1137.
Savina, S.S., 2021. Theoretical fundamentals of competitiveness management of enterprise
products on the basis of marketing. Magyar Tudományos Journal. 2021.№ 50. Р. 24-33.
Shah, D. and Murthi, B.P.S., 2021. Marketing in a data-driven digital world: Implications for the
role and scope of marketing. Journal of Business Research. 125. pp.772-779.
Verma, S., Sharma, R., Deb, S. and Maitra, D., 2021. Artificial intelligence in marketing:
Systematic review and future research direction. International Journal of Information
Management Data Insights, p.100002.
Waisman, C., 2021. Selling mechanisms for perishable goods: An empirical analysis of an online
resale market for event tickets. Quantitative Marketing and Economics, 19(2), pp.127-
178.

: Processes and Planning: PART
2

INTRODUCTION
Marketing is the activity done by the organization in context to fulfill the consumer
wants. The report has two parts, the first part will comparison between the organization of
marketing mix and the planning procedure of the organization. This report also includes the
various characteristics and the goals and objectives of the company which they achieve success.
MAIN BODY
Task 2
Marketing mix
7 P's of marketing mix Morrison’s Sainsbury
Product In order to be profitable, firm
may attempt to develop effective
strategy, related to product. For
example, Morrison’s is value-led
grocer and is famous for
preparation and delivery of high
quality fresh foods. The brand
serves their customers and
suppliers high quality, featured,
well packaged food products.
On the other hand, Sainsbury’s
may develop unique product
design, name and features to
stand out in the competitive
market (Lim, 2021).
Organization may focus on
adding key elements within
existing products to make these
valuable. For example, product
strategy quality, variety,
features, packaging and brand
name.
Price Price is the biggest advantage of
the Morrison’s as due to this
customer chose Morrison’s
products. Morrison’s use
different pricing strategy such as
premium pricing, product bundle
pricing and promotional pricing.
The company also use price
While pricing strategy of
Sainsbury’s focus on setting the
list price, credit terms, payment
period and discounts. various
products and services may work
out what it takes to produce the
product and put a markup based
on the profit that needs to be

comparison tool such as match
and more cards which help in
pursuing customers to choose
Morrison’s over other brands.
earned. It may employ this
pricing strategy where it
launches a new product either at
loss or very low margin.
Place Morrison’s deliver all across the
UK and operates through both
online and physical stores. The
wide presence over the different
geographical location is the key
distribution strategy of the
Morrison’s. the company fresh
food products have great portion
supply chain and most of the
foods are sold online after the
Covid-19.
Place or Distribution channel is
a set of processes through
which deliver about various it
products to the customers.
Distribution & Marketing
channels fulfill various
purposes such as enabling
product customization options
at the point of sales. The
company needs to choose
whether it wants to implement a
distribution system that is
direct, indirect or both.
Promotion For the advertising and
promotion, the company
operates with their suppliers with
the most explicit program
“Morrison’s farming program”
in order to maintain the unique
selling proposition of fresh
farming which is sustainable and
competitive. Company also use
customer rewarding strategy to
aim more customers.
While in Sainsbury promotion
methods are advertising, sales
promotion, personal selling,
public relations and digital
marketing (Purohit, Paul and
Mishra, 2021). That promoted
through various social sites like
YouTube, Instagram etc. From
which the promotion of product
takes place.
People Morrison’s aims to provide their
people a pleasant place to shop
While the Sainsbury may focus
on strengthening their

and work by providing them a
healthy and fresh environment.
Morrison’s also originate the job
opportunity for local people as a
part of CSR. Morrison’s have
qualified workers such as
fishmongers, greengrocers,
butchers etc. to make the
products highly fresh and
excellent in quality (Lim, 2021).
workforce and because of this
reason management prefer to
train employees whether they
are existing or new. With the
help of their training strategy,
they may reach desire outcomes
and get success in the planning.
Process Morrison’s has multi channels
experience and expertise in their
physical and online stores.
Morrison’s selects to deliver the
lowest prices on a permanent
basis and try to make their
processes easier. Also,
Consistent customer
communication leads in focused
delivery in the distinctive
shopping environment by
showcasing the wide range of
fresh food and giving customers
the flexibility to choose the right
product at the right price.
Sainsbury may organize
systematic processes in order to
make sure that the business
experience its continues growth.
Its process aim is to focus on
maintaining high quality levels,
people management, quality
maintenance and store
management. Using the website
for the online branding is very
useful for the organization.
Physical Evidence Morrison’s is operating
approximately 600 stores all
across the world. Morrison’s
runs one national centre and
seven regional distribution
While Sainsbury may utilize its
own website, unique packaging
in term of strategy. It sells its
products in a distinct color
packaging, that easily find by

centres. Company has its
physical presence in the UK
through supermarkets,
Morrison’s M local, online
Coverage and manufacturing
units.
the customer. It distinct color
and design gain the customers.
Analysation of the various traits of the organization
The organization applied different method for achieving the business objectives by using
Ansoff and Porter's Generic Strategies. Ansoff Matrix is defining as a tool that is comply by
company to evaluate the strategy for success while porter's model describes the organization
purpose and their competitive advantage of the organization market. The tactics utilize by
company may define via a marketing plan.
Through the following strategies the company has planned to develop itself into the new luxury
line of products that is beauty products and cosmetics. The company has planned to develop a
high quality, vegan, natural and organic beauty and cosmetics product for the customers.
CONCLUSION
Furthermore, also comparisons the ways in which different organization apply the
marketing mix to achieve business objectives. A proper marketing plan is developed for improve
their performance in target market.

REFERENCES
Books and journals
Budiyono, M.T.I., Muliasari, D. and Putri, S.A.R., 2021. An Analysis of Customer Satisfaction
Levels in Islamic Banks Based on Marketing Mix as a Measurement Tool. Annals of the
Romanian Society for Cell Biology, pp.2004-2012.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Mintz, O. And et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Purohit, S., Paul, J. and Mishra, R., 2021. Rethinking the bottom of the pyramid: Towards a new
marketing mix. Journal of Retailing and Consumer Services. 58. p.102275.
Wróblewski, Ł. and Lis, M., 2021. Marketing mix of cultural institutions on the cross-border
market of a city divided by a border-an analysis and evaluation. Polish Journal of
Management Studies. 23(2). pp.555-572.

: Processes and Planning: PART
3

INTRODUCTION
Marketing refers to the activities for the company undertakes the promotion for buying
and selling of products and services. This involves an important and critical task of creating
value for the consumers. The current presentation is based on Morrison Supermarkets, which
falls under category of leading British multinational service providing organizations, in the UK.
This report will explain about new products launching for the organization.
MAIN BODY
TASK 3
Marketing plan
Executive Summary
Marketing plan is one of the best way to achieve aim and objectives of companies. It
defined as strategic document that has been outline effective strategies related to products and
services. The current marketing plan is based market development strategy of Morrison’s. It
encompasses varied methods such as situational analysis, Strategies, competitive analysis,
budget, controlling & monitoring.
Objective
 To increase online selling beauty and household products by 75% at end year of 2022.
 To increase the customer satisfaction by 75% end year i.e., 2022.
SMART objectives
Objectives Specific Measurable Achievable Relevant Time-bound
Objective 1 Increase
online selling
household
and beauty
products.
Increase total
sales by 75%.
The provided
objective
seems to be
quite
attainable as
online market
selling
possesses
decent scope
for
This objective
will improve
business
working. For
which
qualitative
operations in
the business
firm can be
improved.
At end of the
year 2022.

development.
Objective 2 Increasing
satisfaction of
customers.
Deriving
overall
increase in
turnover of
the company
through
customer
satisfaction.
This can be
done by
making small
amendments
to the quality
operational
techniques of
the business
firm.
It will help
business firm
to develop
better brand
image while
operating in
the business
market.
Completion
of given
objective by
2022.
SWOT Analysis
Strengths -The biggest strength of Morrison Supermarkets is its strong workforce, the
company diversified into a number of areas such as beauty products, household products, etc.
through using online websites (Elsayed Fayed, 2021). The strength of this company is its loyal
customers, especially in the clothing and food and drinks business that are highly branded loyal.
Weakness – Morrisons does not plan their monetary fund and with analyze it determines
that company should use the cash and for gaining more value and make standard of the firm it
will be gaining advantage and would be beneficial for the company. The promotion of the
product is not that much and company lack in the promotion of the product with creativity.
Organization USP is not that great and it affects the organization and also their sells.
Opportunities - The new advancement in technology give an opportunity to Morrison to
analyze various pricing factor in the new market. It gives the organization to maintain its trust to
their customers with satisfactory services with the more valuable products and new customers
(Jokila, 2021). Inflation rate give an opportunity to the organization to make stable in the market
and lower their interest rate to their consumer of Morrison.
Threat - Organization have diversify businesses that's why there is a lot of threat to them
in the fluctuation of the currency and political changes in the countries like tax, tariff etc.
Increase in the cost of the raw resource develops a threat to the organization and its profitability.
PESTLE analysis:

Political- The political and regulatory challenges before business trying to extend and
have their presence. This could also lead with most regions of the area and also leads with
economic stability. In provided context, managers at Morrisons get affected by changes in
political laws for which their productivity is also being affected.
Economics- This factor is directly related to the business and has an effect on business
profits and revenue. While the organization has adopted cost-cutting measures as the level of
their economics employment and economics had gone down. In the given element, managers at
Morrisons are able to derive effective standards of working while taking into consideration
various economic factors such as inflation, recession, consumer income etc.
Social- growth in the foreign market can be full of challenges and changing trends that
can also affects the impact on business. Culture factor is also impacting on e-commerce business
markets themselves with several societies and it still seems that low growth in organization. For
the stated context, managers of the provided firm were able to complete the social goals and
objectives of the business firm.
Technology- Everything in Morrison is based on technology in e-retailing sales to
customer services and brands have to face the race in technology ahead of their competitors
(Aaltonen, 2021). In regards to operational working at Morrison’s, the technology factor plays a
vital role. This will ensure coordinative efforts with regard to a contemporary business
environment.
Legal- This could be results with not compliance results financial losses as well as the
loss for their images and reputation. From the employment laws to sustainability laws as they
have to keep the e-retailing brands have to be careful regarding compliance. It governs various
legal laws and policies for which corporative efforts of business firm are directed towards the
completion of business goals and objectives.
Environment- From the sustainable to waste reduction and their renewable energy with
having several areas about more investing in sustainability. Morrison has invested more in
renewable energy to gain their freedom from the use of non-renewable energy resources.
Market analysis through 5C’s analysis:
Content- The most popular information front and clear about the websites and this could
be easy to follow layout design and move with the viewer through using organization websites
(Campbell, Lowe and Reeher, 2021).

Community- It being active for the local area community helps for developing the
positive brand awareness. Along with this more inclined to become the customer and they are
already familiar with business and seems more dedication to those around customer.
Communication- This is most important for the organization through which they can
easily target the audience needs and wants from the business. Regular communication having
potential and current customer builds relationship and keep their long term customer for
business.
Commerce- Morrison that can sell the products online and attract the leads with add to
marketing funnel. This could keep the organization for working with business and saves more
time and valuable resources by reducing their sales cycles (Pernía Gutiérrez, 2021).
Customer success- Morrison needs to keep the focus on their business success during the
sales. Shifting the focus on online selling could keep the organization fully concentrated on what
customers looking for.
Marketing mix-
7 P's of Marketing Mix Strategies
Product Morrison Supermarkets will offer the customers
a high quality, organic and natural beauty and
cosmetics products.
Price Company uses competitive pricing strategies
that may help to gain customer’s attention. This
also helps provided company to operate in
competitive business market for long term.
Promotion Organization promotes its product through
various sites like YouTube, Instagram, etc. The
use of such digital marketing tools promotes the
new product and also the packaging is kept
highly luxurious for higher customer attention.
Place It is operated in many countries likes
Sainsbury’s, Hull through the presence of their
online and offline stores both.

People For this new luxury line product the Morrison’s
will hire employees to achieve targets.
Process Morrison’s creates and uses good process that
maintain good relation with the customers and
also that make the production cost minimum.
Physical Evidence The unique logo design, copyrights on products
and physical stores of Morrison’s are key
example of their physical evidence. The
company’s website is also a platform for same.
STP
Segmentation- Morrison’s uses a mix of geographic segmentation strategies to
collaboratively work with customers and understand their changing needs.
Targeting- In some of its product segments, it uses mass marketing targeting strategies
for the peoples.
Positioning- Company uses value- based positioning strategies in order to increase the
visibility of the brand in the market (Portilla Sandoval and et.al., 2021).
Competitive Analysis
By referring to competitive analysis, are identified as the biggest competitors of Morrison
are those companies that operates in this category because they are able to give the tough
competition to Morrison Supermarkets by offering quality and competitive products to the
customers (Hu and Ma, 2021). Also, by providing better services to them.
Controlling & Monitoring
Morrison Supermarkets may control cash costs to examine the aim attain or not. Further,
monitoring may be done by differentiating previous and current year profitability to determine its
sales in the market.
Budget
Particulars Amount
Rent £50
Raw materials £75

Entertainment £85
Media £123.05
Posters 25000
Social Media 5000
Employee Expenses 25000
TV Ads 125000
Total £180,333.05
Social media plan:
Media budget- £123.05
Social media help organization for working with some effective things and keep the
customer for long term stay. As Morrison can make the use of platform for using, sharing or
view with content. This also means that multimedia platform which offers an array of
communication and creating the education application to business audiences. Organization can
easily make the proper use Facebook, twitter and so on, and also keep their customer staying as
long term towards their products and services.

Media plan for Morrisons

CONCLUSION
From the above discussion, it has been concluded that marketing has contributed to
achieving the aim and objectives of the company, by creating the marketing plan for the business
an operational firm was able to derive definite measures to overcome several challenges faced in
business market. On the basis of the discussion, through analysis of several internal and external
factors effective marketing plan for the business firm was being defined.

REFERENCES
Books and Journals
Aaltonen, A., 2021. International Marketing Plan for Professional Publishing Finland Oy.
Campbell, M., Lowe, N. and Reeher, O., 2021. Strategic Marketing Proposal for Setters, CPA &
Company.
Elsayed Fayed, A., 2021. Artificial Intelligence for Marketing Plan: The Case for E-marketing
Companies.
Hu, Y. and Ma, H., 2021, May. On Modular Teaching Reform of Marketing Course Based on the
Mass Entrepreneurship and Innovation. In 2021 2nd International Conference on
Computers, Information Processing and Advanced Education (pp. 86-91).
Jokila, J., 2021. Digital marketing plan case: Bitumipojat Oy.
Pernía Gutiérrez, R., 2021. Plan de marketing de Una Pyme: Nordeste handbags.
Portilla Sandoval, D.M. and et.al., 2021. Plan de marketing digital Outown (Doctoral
dissertation, Universidad del Rosario).