Introduction to Marketing: Strategies for Growth and Performance Improvement

This report provides an introduction to marketing and covers various strategies for growth and performance improvement. It includes an explanation of the extended marketing mix and considerations for each of the 7P's, how businesses can use marketing to remain competitive using SWOT analysis, Ansoff's matrix and how it can be used to analyze growth strategies, and the use of digital marketing to improve performance and growth. Case studies of TESCO, Mark and Spencer, Sainsbury, and HSBC are included.

Introduction to
Marketing

Table of Contents
INTRDUCTION..............................................................................................................................4
TASK...............................................................................................................................................4
Explain what is meant by marketing...........................................................................................4
Define the extended marketing mix and discuss the considerations an organization should give
for each of the 7P's......................................................................................................................4
Explain how a business can use marketing to remain competitive. Use SWOT analysis to
explain your answer....................................................................................................................5
Describe Ansoff's matrix. Explain how Ansoff matrix can be used by an organization to
analyse their growth strategies....................................................................................................6
Explain how an organization can use digital marketing to improve its performance and growth
.....................................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRDUCTION
Marketing is basically a process or method which is which is utilized by company their
productivity and popularity of their goods in market. In this process the reach of the company's
products and services are effectively increased at large scale in various locations within low
time. Here various strategies are used by company for enhancing the popularity of their product
which includes promotional strategies, budget allocation, effective distribution channel etc. The
companies which are chosen for understanding marketing effectively are TESCO, Mark and
Spencer, Sainsbury and HSBC (Alyamani, 2020). This report will be covered define the
extended marketing mix and discuss the considerations an organization should give for each of
the 7P's, how a business can use marketing to remain competitive and use SWOT analysis to
explain your answer, describe Ansoff matrix and how it can be used by an organization to
analyse their growth strategies. It also covers how an organization can use digital marketing to
improve its growth and performance.
TASK
Explain what is meant by marketing
Marketing is refer to as the method or process which is applied by organization for
popularising their brand image and product at between public at global level. In marketing some
specific techniques are used by organization and other companies for increasing sale in their
product in different locations (Hanson and Kalyanam, 2020). It includes advertising, digital
marketing, direct or personal selling and others. Due to using these type of methods the profit
share of company are highly increased in short durations.
Define the extended marketing mix and discuss the considerations an organization should give
for each of the 7P's
Marketing mix is basically a method which is utilized by organization for evaluating
various functional areas effectively.
 Product – It means enhancing the availability of their product ate wide range in various
locations through online mode or in their stores. In context to TESCO, due to increasing
their product availability satisfaction level and buying power of customers are effectively
increased.

 Price – It refer to in which in which price company are able to attract the consumers
towards their product for increasing for increasing their product at maximum level. In
context to TESCO, authority must fix the low and affordable price for all customer
segments.
 Place – Choosing suitable location is very essential for organization for run their
activities smoothly. In context to TESCO, management must establish effective
infrastructure for maintaining proper coordination with their customers and suppliers in
long run.
 Promotion – In context to TESCO, authority must apply different strategies which
includes digital marketing, advertising etc. (Dawes, 2018). Because due to using these
methods desires and needs of users are highly enhanced for purchasing their product.
 People – Here people are directly refer to the employees of organization who plays the
crucial role for facilitating best quality products to consumers. In relation to TESCO,
management must use talented employees within organization for maintain positive
relations with customers effectively.
 Process – It means in which way products and services are delivered to all types of
customers. In respect of TESCO management must use advanced equipments and
effective distribution channel for deliver their services to consumers in time (Suciati,
Kurniawan and Iswahyudin, 2020).
 Physical evidence – In respect of above mentioned organization, management must use
their infrastructure in effective manner. It includes good ambience, effective layout and
others which leads to increase the visits of consumers in long time.
Explain how a business can use marketing to remain competitive. Use SWOT analysis to
explain your answer
SWOT Analysis
It is basically a technique which is used by the Mark and Spencer for analysing their own
and competitors strength and weakness in effective manner.
Strength -
 Use of talented workforce – In context to Mark and Spencer, they always used skilled
workers in their workplace. Due to the use of talented employee company are able to
produce wide range of products in best quality inn long term.

 Recognized brand – It means goodwill and reputation of the organization are highly
maintained in market or between customers effectively. Because they are always
facilitating reliable and quality service to their customers which leads to increase their
profit effectively.
Weakness -
 Customers are limited – It means due to maintaining high price by Mark and Spencer in
their product only upper and middle class customers are able to buy their product
(Deepak and Jeyakumar, 2019). Due to this reason profit are not effectively increased in
their stores at various locations.
 Increasing cost – It means due to high use of technology investment, maintenance cost
etc. are highly increase in their workplace area. Due to enhancing cost sometimes
company tried to reduce quality in their goods which is not reliable for customers.
Opportunity -
 Global expansion - In context to Mark and Spencer, it is a multinational branded
company and due to their management are able to open their stores in various locations. It
includes Russia, Brazil, Poland and Indonesia. Due to opening their stores in various
locations convenience of users are easily increased for buying their product.
 Establishment of online stores - Marks & Spencer also has an online store. But in
comparison with the position of the company with other world’s leading online retail e-
commerce stores like Amazon or eBay. Then M&S is far behind in the competition
Threat -
 Competition – Due to heavy competition company are facing lot of problems for selling
their product (Saidani and Sudiarditha, 2019). Because in market other brands are also
facilitating the same product to all customer segments.
Describe Ansoff's matrix. Explain how Ansoff can be used by an organization to analyse their
growth strategies
It is method which is utilized by company for gaining success and also for enhancing
their productivity economic growth in long run. In this method basically for stages are involved
which described below -
 Market penetration – Here management are mostly focused on increasing the popularity
of existing product in existing market. In context to Sainsbury, authority must use highly

effective techniques for enhancing the sale of their product in different areas. It includes
maintaining price, facilitating various discount and beneficial offers etc. In this way
consumers are easily attracted in large number in long term.
 Market development - It is refer to expanding the market or market share of
organization in locations areas with help of of utilizing existing products (Ndofirepi,
Farinloye and Mogaji, 2020). In context to Sainsbury, management must use specific or
effective methods to increase the reach of their services and products to all customer
segments. Method includes use of technology such as official websites, online portals or
apps and others.
 Product development - In this phase Sainsbury is mainly focused on develop new
product in existing market according to the wants and desires of customers. Therefore, it
is necessary for the management management must use talented and committed workers
in their workplace area for run their activities smoothly.
 Diversification - Here product and market both are newly developed by the management
of Sainsbury. Therefore, it is necessary for management that they must diversify their
services and goods at wide range in both online and offline mode. It leads to increase
convenience are highly increased for buying their product easily.
Explain how an organization can use digital marketing to improve its performance and growth
In today's time digital marketing is consider as highly effective strategy for enhancing the
performance and growth of the company in low time. The methods which are used by HSBC for
enhancing their performance and growth are -
 Geographical expansion – Expansion of geographical areas with help of digital
marketing are done in fast manner by HSBC (Peter and Dalla Vecchia, 2021). Because in
today's time technology are consumed at higher rate from all categories of customers.
Due to high utilization of technology company are able to deliver their goods to
customers in time. It leads to build strong communication between employee and
customer for long time.
 Cost effective – Here company are focused on popularising their product at wide range
within low time. Therefore digital marketing plays the crucial role for saving the money
of organization. With help of digital marketing company initiate the advertisement of
their product in various devices such as TV, radio, mobile phones and others. Due to

showing their adds in different devices consumers are easily attracted in large number
and their market share are also increased within low time.
 Higher revenue – When HSBC used the digital marketing effectively then, definitely
their profit are easily increased at higher rate (Pandey, Nayal and Rathore, 2020). The
main reason for increasing their revenue at maximum level is that customers always
received reliable and quality service from organization in time. Due to delivering their
services to consumers time to time goodwill or reputation of company are easily
sustained in market for long time.

CONCLUSION
From the analysis of above data it is concluded that digital marketing and marketing
strategies plays the important role for increasing the sale of companies goods at higher rate. Due
to increasing sale of their goods in various locations revenue and goodwill of organization is
easily sustained in market for long time. Due to the effective use of marketing and digital
marketing desires and wants of the customers are easily fulfilled in time. In the process of
marketing employees are able to identify the problems of customers in low time. The report will
covers how an organization can use digital marketing to improve its growth and performance.

REFERENCES
Books and Journals
Alyamani, A. A., 2020. Diagnose Real Estate Marketing Strategies By Adopting Ansoff Matrix:
analytical study of a sample of real estate companies in the Kurdistan region/Iraq. Tikrit
Journal of Administration and Economics Sciences, 16(50 Part 2).
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with
Two Logical Problems (February 27, 2018).
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Peter, M. K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Saidani, B. and Sudiarditha, I. K. R., 2019. Marketing mix-7Ps: The effect on customer
satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), pp.72-86.
Suciati, T. R., Kurniawan, D. and Iswahyudin, M. D., 2020. SWOT Analysis and Ansoff Matrix
in Creative Food Industry Business Development: A Study on Creative Food Business
“Komala”. Open Access Indonesia Journal of Social Sciences, 3(2), pp.69-76.