Role and Responsibilities of a Marketing Manager in an Organization

This document provides an overview of different marketing processes and explains the role and responsibilities of a marketing manager in the context of an organization. It also analyzes how marketing influences and interrelates with other functional departments. The document focuses on the marketing activities of Morrison, a supermarket chain headquartered in Bradford, UK.

Marketing Essentials
PART1

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
1. An overview of different marketing processes........................................................................3
2. An Explanation of the role and responsibilities of a marketing manager in the context of the
organization..................................................................................................................................5
3. An analysis of how marketing influences and interrelates with other functional departments
of the organization.......................................................................................................................7
4. An analysis of the value and importance of the marketing role in the context of the
organization..................................................................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................11

Introduction
Marketing is a broad concept which covers activities like analysing market and
marketing trends, identifying targeted customers, analysing need and wants of customers,
analysing best promotional tools for the product and many others. Marketing department has
direct connection with their customers (Shafei and et. al., 2020). They interact with customers on
face to face mode; they collect the feedback through e-mails, social Medias and etc. Recent
trends of marketing are “Digitalization”. Today most of the companies opt digital mode for their
marketing. They use social media, hoardings, TV advertisements and etc. for promoting their
products. Some future trends which are planning now will change the condition of marketing
activities in future. Some future trends are “The rise of voice marketing” which includes such
technology which will allow contextual interactions with its customers without any presence of
human being. Here, a machine will solve all the queries of customers and identify their need and
wants by with interaction with them and convey the message to other departments of company.
Morrison is a chain of supermarket which is founded in 1899 by William Morrison. Its
headquartered is located in Bradford, UK. The following report covers different marketing
process, role and responsibilities of marketing manager, interrelation of marketing department
with other functional departments and value and importance role of marketing in context of
Morrison.
Main Body
1. An overview of different marketing processes
Marketing is the broad concept where it consists to manage the product from
manufacturing till its sell to end customers. Here, companies analyse marketing conditions,
marketing trends, targeted audience, promotional activities and many others. Most important
factor of marketing is promotion of products. Here, companies adopt different days to aware

their customers. Marketing is basically done to know the demand of customers so that product
will be modified accordingly to gain the satisfaction of customers. Another main feature of
marketing is to aware customers about the products and services and establishes a reputed brand
image. Marketing process is the step wise procedure which involves how a company conduct its
activity to fulfil the need and satisfaction of customers. It involves identifying customer’s
problems, analysing marketing opportunities, analysing best promotional tool for product,
analysing targeted audience and their behaviour and there are many other things which is
involved in marketing process (Okumus and Cetin, 2018). In context of Morrison, their
marketing process is mentioned below-
 The first thing is to scan the existing environment. Scanning the environment help the
company to know the new trends in market so that they will work according to new
trends to attract more customers.
 Secondly, Morrison will analyse their internal environment that which type of products
they are producing and what kind of services they are offering.
 After this their marketing department match the current environment to internal
environment of company to analyse the gap between them so that in case they are lacking
behind to follow new trends then they will make changes in their business processes. After making changes their marketing department continue to monitor that their change
in product or services help them to achieve success or not. In case they grow well with
new changes then they continue the process to follow but in case new change did not
impact anything to company then Morrison again analyse market and make changes
according to that.
Concept of marketing-
The production concept- Here, customers are supposed to focus on quantity of products and
services. Here, customers prefer to buy those goods which include more quantity in fewer prices
by ignoring the quality.
The product concept- Here, customers are more aware about the quality and demanded
qualitative products in less or appropriate price.
The selling concept- Here, companies sell only that much of products which is produced
by them without bothering about the market demand and needs. It is also called aggressive

selling because here, companies focus to influence customers to purchase their products which
are manufactured.
The marketing concept- Here, companies more focus to adopt different ways of
promotional strategies and they belief to compete with their competitors for gaining profit. Here,
customers are known as king of the market.
The societal concept- Here, companies get to know that they can gain the trust of
customers after doing something good for society. Hence, here companies adopt CSR activities
to gain the trust of customers.
Comparativeness of marketing concept-
Production concept and product concept- Production concept is the concept where
customers purchase products only by considering the quantity. They prefer to purchase those
products which are sold in more quantity and in fewer prices. On the other hand product concept
include that customers purchase those products which has good quality. Here, customers choose
quality rather than quantity.
Selling concept and Marketing concept- Selling concept is the marketing concept where
companies sell their products on the basis of their own requirement. They did not bother about
customers demand. Here, they first produce goods and then they sell their goods according to
their production. On the other hand marketing concept includes analysing marketing demand
first then according to marketing demand they produce products. Here, products are modified
according to customers’ needs and wants.

2. An Explanation of the role and responsibilities of a marketing manager in the context of the
organization
Marketing manager is assigned to handle the department of marketing within an organization.
The role and responsibilities of marketing manager in context of Morrison are explained below-
 Analyze marketing conditions- This is the major role marketing manager to identify
their marketing situations in which their business is conducting (Hidayatullah and et. al.,
2019). In context of Morrison, they are dealing in retailing sector so the main role of their
marketing manager is to analyze the new trends in market in retailing sector. They are
supposed to identify that how customers will more attracted toward Morrison to purchase
their products.
 Identifying best promotional tool- Here, the marketing manager is responsible to
identify which promotional tool will provide them maximum benefit. In context of
Morrison, their marketing manager conducted that they can gain more fame by
advertising a TVs, hoardings and on Social media. Most of the time they use digital
marketing for their promotion. Their marketing manager also found out that offering
discounts also help them to promote their products by attracting more customers.
 Communicating to other departments- This is also the main responsibility and role of a
marketing manager to communicate to other department managers and pass the
information which is collected by them (Géczi, 2019). In context of Morrison, their
marketing manager collect the information about need and wants of customers then they
pass this data to other departments like manufacturer department so that they can make
changes in their products to fulfill customer’s satisfaction. Few years later Morrison’s
marketing department gets to know after their research and surveys in market that their
customers are unhappy with their packaging systems. Due to this reason, the number of
their customers is decreasing day by day. Marketing manager convey the message to
packaging department and also suggest some suggestions that what all changes customers
require. Packaging department work according to that and further on they again attract
customers with the change.
 Conduct market segmentation and targeting- Market segmentation is the process
which involves dividing of marketing into sub- groups to identify which group is
maximum beneficial for them and when the group is selected then that selected group is

called targeting. This is the main role of a marketing manager to identify their targeted
audience so that they can produce their products or services according to them (Elrod and
Fortenberry, 2018). In context of Morrison, they segmented their market into many
groups but they mainly target to some groups like their main targeted audience are those
who fall in the age category of 25- 45 and include all professional customers. They
targeted both gender males and females and their main focus is on those customers who
show customer loyalty and purchase regularly from their stores only. All this information
is collected by their marketing manager.
 Maintaining good relations with customers- This is the main role of marketing
manager to maintain a good relationship with its customers because it will help them to
know what their customers want and what are the feedbacks form customer’s side.
Gaining customer’s trust will help them to grow high by identifying their need and wants
and with good relations they can also influence their customers to purchase their product
by conveying them the benefits of purchasing products from their stores. In context of
Morrison, their marketing manager has good relations with their customers and even they
have personal contact of their few loyal customers to identify what they need and to pass
the message about discounts and offers at their stores.
 Handling their department and work under a budget- It is very important role of a
marketing manager to monitor the performance of the employees in marketing
department and develop them in case of any issue. Secondly, marketing manager is
responsible to conduct their marketing activities under a fixed budget which is set by
their company (Diaconescu, 2020). In Morrison, their marketing manager always conduct
all their department activities under a fixed budget and in case they require additional
budget them they conduct a meeting with senior authority to give then reason for
additional budget. Their marketing manager handles their employees perfectly by
clearing the job duties of each employee under their department.
3. An analysis of how marketing influences and interrelates with other functional departments of
the organization
It is important for marketing department to communicate with other departments on
regular basis to promote free flow of information within organization. Another reason for having

good relations of marketing department with other departments is that marketing department has
direct contact with their customers (Yunus and et. al., 2019). Hence, marketing department
knows the needs and wants of customers and other marketing trends which are essential
information for whole organizational department to know. Hence, here is the interrelation of
marketing department with other department and importance of their interrelation in context of
Morrison are explained below –
Marketing department and customer service department- It is important have good
interrelation between these two departments because marketing department help customer
service department by telling them about their targeted customers and customer contact to
customer service department so customer service department help marketing department to know
that what the common issues are of their customers so that they can conduct marketing research
and surveys. In context of Morrison, their customer service department has calls from their
customers who complain about their products or services and their marketing department help
customer service department by providing them contact of their targeted customers. Hence, good
relationship and good communication between these both departments help each other to solve
the issues of customers.
Marketing department and Human Resource department- Marketing department
help HR department to make good decisions by suggesting them information about marketing
conditions and with the help of these information HR managers make some strategies and
policies which is essential to follow by their employees to fulfill customer’s satisfaction (Al
Badi, 2019). In context of Morrison, their HR department asks for marketing new trends and
behavior of customers toward their existing product to make some powerful strategies for
organizational benefit. Hence, their marketing manager helps them to give information about
current marketing trends and sometimes with their research and surveys they also help HR
manager to provide them future marketing trends so that HR manager will make some decisions
for organizational benefit. On the other hand HR department help marketing department by
conveying them some decisions and rules and regulations under which they have to work. HR
department help marketing department by telling them their organizational policies and other
decisions which is essential for organizational growth.
Marketing department and finance department- The interrelation between these two
departments is important for organization. They both help each other like finance department

help marketing department by providing them finance for their activities and by providing
appropriate budget for them to conduct marketing surveys and research (Slootweg and Rowson,
2018). On the other hand marketing department help finance department by telling them their
investment value in market in customers point of view. In other words marketing department
collect the information of customers experience for the company and passes the information to
finance department so that they can make changes in their investment plan and invest in those
areas only where they get maximum benefit for the organization. Same happen in Morrison; their
marketing department collects the brand preference, experience, opinions and many other factors
from their customers that what is the special part of company who help them to choose Morrison
for shopping and many others. Then this information is passed to finance department by
marketing department. Finance department analyze the records and make investment according
to customer preferences. The more preferred activity of organization from customers will get
more investment to develop. On the other hand Morrison’s finance department help their
marketing department by explaining them the fixed budget for their department and how they
can work under the fixed budget.
Merchandise/Inventory department and Marketing department- Inventory
department is responsible for managing their inventories and delivering their products which is
kept in warehouses at right store on tight time whenever they need. Marketing department not
only analyses external environment but it also conduct internal environment of organization
(Sharma, Ahuja and Alavi, 2018). In Morrison, their marketing department conveys the message
to inventory department that which store is having lack of which type of products and they
provide the list of goods with the store location. This help them to know merchandise department
that where they need to deliver their goods and sometimes merchandise department contact to
suppliers for urgent supply of goods. Merchandise department help marketing department by
delivering goods at their stores and secondly they also help marketing department to provide
information about their suppliers and the quality of raw material so that they can take decisions
to retain their suppliers or to switch to another suppliers.

4. An analysis of the value and importance of the marketing role in the context of the
organization
Marketing department plays an important role in every organization because today’s
market work with customer centric which means they believe that their customers are king of the
market and customers can decide that which company should grow and which should not by
company’s quality of products and services (Hanzaee, Sadeghian and Jalalian, 2019). A good
quality offered company with good services always becomes the first choice of customers then
other companies. Hence, it is important to know their need and wants to fulfill their satisfaction
level to make them happy. Marketing department help to analyze markets need and wants for
companies. Hence, marketing department is important for any company to become successful.
The importance of marketing roles in context of Morrison are explained below-
 Marketing research and surveys is the role of marketing department which plays an
important role for Morrison to get success in future. Morrison is a retailing company for
which customer preference and attitude is much important to know so that they can sell
their products according to that. Hence, researches and surveys help the company to
know about their customers and their living areas so that Morrison will open their store in
crowded area to get more profit.
 Another marketing role which is important and valuable for Morrison is identifying best
promotional tools for the company. There are many retailing companies in UK. Hence
they can aware about the products and services to their customers through their
promotional tools and these promotional tools are set by their marketing department.
Marketing department help those to suggest best promotional tool which convey their
message to large targeted audience at once. Hence, their marketing department suggests
them to use digital way of promotion (Elrod and Fortenberry, 2018). Therefore, they use
social media, hoarding and e-mails for promotion of their stores and it really works. They
have noticed sudden increase in customers for their business when they started using
digital methods for promotion. Hence, this marketing role in valuable for Morrison to
increase their sale and profit by choosing appropriate promotional tool which is suggested
by marketing department.
 Another essential role of marketing is to collect customer’s feedback whether they like or
dislike the products and services of the company. Morrison’s marketing department send

their feedback forms through the e-mail of their customers and ask them to fill it and
resend it. The marketing department records all feedbacks and notices the basic issue of
their targeted customers. Hence, this issue will passes to higher authority to take
decisions to correct them. This marketing role helps the company to know whether they
retain their product and services or they are required to change their product and services.
In case they receive positive feedback which means their customers are happy with them
and they can continue to their existing product and services. In case they receive negative
feedback them they need strategies to change their products (Christofi and et. al., 2018).
Therefore, this marketing role of collecting feedback from customers help the Morrison
to know that whether they are supposed to work in a similar way or they need changes to
fulfill customer needs and wants.
Conclusion
From the above information it is clearly concluded that marketing department is one of
the most important department for organisational growth. There are many roles and
responsibilities of a marketing manager like conducting research and survey, analysing
customers need and wants, collecting feedbacks, selecting best promotional tool and many
others. All these roles of marketing manager are essential for company growth. It is also
concluded that having good interrelation of marketing department with other department also
help the company to achieve their organisational goal.
References
Books and Journals

Al Badi, K., 2019. Implementation of marketing concept and organizational culture in SMEs in
Al Buraimi–Oman. Benchmarking: An International Journal.
Brown, J.R., Crosno, J.L. and Tong, P.Y., 2019. Is the theory of trust and commitment in
marketing relationships incomplete?. Industrial Marketing Management. 77. pp.155-
169.
Christofi, M. and et. al., 2018. Customer engagement through choice in cause-related marketing:
A potential for global competitiveness. International Marketing Review.
Diaconescu, M., 2020. Some considerations regarding the new trends in marketing
approaches. Romanian Economic Journal. 23(77). pp.2-10.
Elrod, J.K. and Fortenberry, J.L., 2018. Formulating productive marketing communications
strategy: a major health system’s experience. BMC health services research. 18(3).
pp.3-7.
Elrod, J.K. and Fortenberry, J.L., 2018. Target marketing in the health services industry: the
value of journeying off the beaten path. BMC health services research. 18(3). pp.17-21.
Géczi, G.I., 2019. The Essentials of Inbound Marketing-Study of the Marketing Method from the
Consumers' Perspective (Doctoral dissertation, szte).
Hanzaee, K.H., Sadeghian, M. and Jalalian, S., 2019. Which can affect more? Cause marketing
or cause-related marketing. Journal of Islamic Marketing.
Hidayatullah, S. and et. al., 2019. The effect of entrepreneurial marketing and competitive
advantage on marketing performance. International Journal of Scientific and
Technology Research. 8(1). pp.297-1301.
Hoque, A.S.M.M. and Awang, Z., 2019. Does gender difference play moderating role in the
relationship between entrepreneurial marketing and Bangladeshi SME
performance?. Accounting, 5(1), pp.35-52.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Shafei, R. and et. al., 2020. The Cultural Marketing Elements: The Essentials for Increasing of
Museum Visits. Journal of International Marketing Modeling. 1(2). pp.93-103.
Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social network
analysis in the field of marketing. Journal of internet commerce. 17(1). pp.26-45.
Slootweg, E. and Rowson, B., 2018. My generation: A review of marketing strategies on
different age groups. Research in Hospitality Management. 8(2). pp.85-92.
Yunus, E. and et. al., 2019. The effectiveness marketing strategy for ride-sharing transportation:
Intersecting social media, technology, and innovation. Entrepreneurship and
Sustainability Issues. 7(2). p.1424.

MARKETING
STRATEGIES AND
APPLICATION PART2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Section A: Briefing Paper................................................................................................................2
Comparing how two different organisations within the same competitive market apply the
various elements of the 7Ps marketing mix.................................................................................2
marketing mix is applied to achieve business objectives, relating to the two chosen
organisations................................................................................................................................5
Section B: Marketing Plan...............................................................................................................6
Marketing goals and objectives based on marketing mix analysis/situation analysis.................6
Tactical action plan......................................................................................................................8
Measures for monitoring and evaluating progress ......................................................................8
CONCLUSION................................................................................................................................9
Reference...................................................................................................................................10
1

INTRODUCTION
Marketing strategies are the plan that every business develop to sustain in the market
(Gupta,2020). With the help of marketing strategies company uses to attract more audience and
further try to make them the customers. Morrison is UK's four largest chain in the supermarket
having more than 479 stores in Britain. This report will evaluate the marketing mix of Morrison
with its competitor and explain the marketing mix role in achievement of business objectives.
Further more marketing strategies are developed with the action plan and monitoring and
controlling done with company is being discussed.
Section A: Briefing Paper
Comparing how two different organisations within the same competitive market apply the
various elements of the 7Ps marketing mix
Marketing mix is a combination of seven elements that helps in the process of marketing
with all the modern marketing approaches. With an effective knowledge of marketing mix
organisation can gain competitive advantageous (Vilkina and Klimovets, 2019).
Marketing mix P'S Morrison’s Tesco
Product: A commodity which
have the capability to fulfil the
need of an individual or satisfy
individual at a point of time.
All of its product are being
sells in the market under five
major categories which uses to
separate its produce type
basically they are more
focussed on the freshness of
the food as well as quality.
Large number of varieties are
available of Morrison so that
Tesco have large varieties of
products which includes food,
clothings, electronics, finance
related services. So that the
customers get more options to
choice from the varieties of the
products. Tesco provide a
wider range of products to its
customers to get more attracted
2

customer get more attracted.
The products of Morrison are
build differently from other
and also provide different
options to its customers. Core
product of Morrison are food
and drink and clothing. The
product have good life as well
because of high quality.
towards the brand and stay
with the brand for long-term
(Song and et. al., 2018).
Price: The price is the value
that individual pay in return of
getting the product or services.
The Morrison have different
price related strategy
according to the trends and
demand in the market. Yet
current they are using cost
leadership pricing approach as
Morrison some time they are
using the premium prices for
its buget free customers so that
they can purchase their
products. Some time they also
use the product bundle pricing
because in this they lower the
price and increase the sales
with different discount.
Tesco is try to offer its
products at competitively low
with the favourable amount of
quality in its products. They
are offering the products to
provide price advantageous to
the customers so that they are
more influenced towards the
brand. The pricing also change
according to the competitors
pricing.
Place: The area where
organisation uses to offers its
products to the final customers.
The Morrison have two type of
marketing channels which is
directly selling its products to
the customers that can be
through online website and
another is they are selling their
Tesco is mostly offers its
products in its different outlets
which are available all over the
world. They are also sales its
products online as well as
offline so that all type of
3

product in their physical
outlets in all the areas in UK.
They are using selective
distribution channel to
distribute its products in the
market. (Raja, 2020).
customers can purchase the
products of the customers.
Their stores are categorized in
different heads.
Promotion: The way to show
the product specification in the
market.
Morrison is using different
type of promotional channels
to its products. Mostly they are
undertaking the social media
platforms and other
advertisements to reach large
area audience collectively.
They are more active on the
sales promotion as well as
personal selling concept
because it is helping the
company to aware the
audience about the brand and
also help in explaining
customer that company also
present in physical world.
Tesco is promoting its
products with its effective
price strategy to the customers
in the market. They are more
promoting their strategies
which they are using to as to
reduce the cost and enhance
the profitability.
Process: This is basically the
action which any organization
uses to undertake to provide
the products and service to its
targeted customers.
The Morrison is more focussed
to always being available its
products at all the time for its
customers and also check the
delivering process when the
customer are ordering online.
The company is having
logistic and supplying chain
Tesco is mainly performing its
activities to make its customers
satisfied and happy. They are
also attention towards its
customers score and also
issues which are the cause
behind that.
4

process to make all of its
product available to its
potential customers.
Physical evidence: The way in
which any organization
present itself in-front of others.
The Morrison is offering its
products in an effective
packaging so it becomes easy
to identified by its customers.
The products are more user-
friendly and allow the
audience to check the products
before purchasing it.
Tesco is having a less effective
stores which are not that much
attractive for its customers.
They are focussing on the
discounts and other offers
which are being provided to
the customers (Nonthapot and
Thomya, 2020).
People: The people who are
included in the process of
production of commodity to
the selling process are
involved in this.
Morrison has an efficient and
skilled people in the process of
marketing of its products and
services. This people are vital
for the company, and they are
making efforts which are
needed to provide the best
quality of the products to the
market.
They are having different
people and assistants who are
performing their best to do
better and provide more
output. Different programs are
also used by this company so
that people get attracted
towards the company and
practises they undertake.
marketing mix is applied to achieve business objectives, relating to the two chosen organisations
Marketing practices are undertaken by basically done in any kind of business to enhance
it sales and gain more profit. The marketing mix have different element that must be used and
implemented in right way to get advantageous and success in the market place. The Morrison
have make effective use of all the elements and take the right decisions at each steps so that
resources get optimally utilized. They are more focused to gain more profit in the market and
find effective ways to produce. With maintaining the quality of the products they are trying to
minimize the prices to attract the customers. Morrison have the objectives to enhance
5

international and also improve its profitability (Brorewongtrakhul and Kunthotong, 2021). For
that they are making their decisions and steps to supply its products and type of promotion they
are using in the market.
Tesco is also making an effective use of marketing to achieve its objectives yet there are
some elements in which they need to improve to get more benefits. Their main objective is to
enhance their sale and build a large customer base internationally so for this they are minimized
the price and maintaining the quality of its products so that sale ratio get higher.
Section B: Marketing Plan
Marketing goals and objectives based on marketing mix analysis/situation analysis
Objectives
Specific: To launch an energy drink category in the market of UK.
Measurable: To increase the sale of energy drink with 30 percentage.
Achievable: To make use of all the resources to achieve the target.
Relevant: To remain with the current trends and customer preferences.
Time-bound: To enhance the sale of energy drinks by the end of 31 DEC 2021.
STP analysis
This analysis is help to inspect the segmentation, targeting and positioning of the company. With
this analysis process products and services are examined with communicate their advantages to
respective customers in the market segment (Harthoorn, Heideman and Swartz, 2019).
Segmentation: The new product which is offered by Morrison is not being offered to all the
people in the market. They are segmenting their products in demographic and geographically in
the market. As they are focused on the youth population who are health consensus and need
some instant energy for they workouts and other physical activities.
Targeting: From the segmented categories the company highly focused on the geographical
segment, and they are focusing on UK population to provide them new product. This segment is
selected by the company to gain maximum profit in the UK market.
6

Positioning: The product which Morrison is going to launch in the market is highly trendy in the
market. They are also had better valuable customer who will going to buy that products in the
targeted market.
Marketing mix strategies
To promote the new product in the market Morrison will make use marketing mix 7P's to
use them effectively to get profit from the market (Dubey, 2019).
Product: Morrison is coming with new product range of energy drinks which is trendy in the
market which is going to be core product and customers are also had need of this product.
Morrison is able to stand out with this product launch in the market of UK.
Price: The energy drink product is offered with pricing penetration strategy in the UK market
because there are companies who are offered the energy drink product, yet they are expensive in
the market. When the company provides the better quality of energy drinks in the market then
they can cover more customer. When the company will launch energy drink product then they
will undertake the price penetration approach in the primary state to attract more customers
together.
Place: Morrison is offering their product with online and offline method they are having their
website to offer their product to the customers. They are also having different outlets all over the
UK market to serve its new product variety in the market (Jobo, and Santos, 2019).
Promotion: Morrison is effective in its promotion practices launching their new product they
can make use of social media, digital marketing as this type of promotion charge less costly and
very trendy in the market. Most of Morrison customers remain active on these platforms so the
promotion activities get more efficient.
Process: Morrison will perform the production activities of energy drink after the marketing
inspection process then they will set the pricing of the company. Further the promotion activities
are done to attract the customers and then product is being offered for sale. The company try is to
perform all the process in effective manner so that resources are optimally used.
Physical evidence: The product of energy drink is provided in effective cans which are attractive
to the customers, and they are also had all the ingredients' information on the bottle which help
the customer to know more about the quality of the products.
7

People: The Morrison is having effective employees who will perform the activities from the
production to the sale of the products. The marketing people are effectively trained so that they
can perform better an resource are also being used effectively in all the process of the sale of the
company.
Budget
Particular Amount
Machinery $3000
Wages and salary $1500
Rental expenses $2500
Research and development $700
Electricity expenses $800
Other expenses $2000
Total $10000
Tactical action plan
For launching these products the company will plan different actionable activities which
are help in achieve the target (AKivikangas, 2018). The different technology are being enhanced
so that the production activities are done effectively. Further when the company will make use of
digital technology in the promotion so that more customers get attracted towards the brand. The
employees are trained to perform better in the launching of new energy drinks.
8

Measures for monitoring and evaluating progress
When the action are made by the company to launch the new product category in the
market then the managers and leaders of Morrison uses to monitor the progress for the things that
are being undertaken (Perreault, 2018). For this process the company will make use of key
performance indicators that are the sales volume, profit of the company after lunching of this
energy drink in the market. Moreover, the key performance indicators also include the overall
market performance of the company.
The company also make use of bench marking to monitor the process of the marketing
plan in this they will compare the process with the targeted goal to the actual goal. When the
targeted goal is much then the actual goal then Morrison will make more efforts to come to the
targeted outcomes.
CONCLUSION
This report concludes that the marketing strategies are the plan which are vital to get
competitive advantages in the market. The marketing mix of Morrison assist in identifying the
current market position and the strategies they are undertaking in the market place to promote the
products. The marketing plan help to create a difference from the previous one in the existing
market.
9

Reference
Brorewongtrakhul, S. and Kunthotong, T., 2021. Guidelines for Marketing mix strategies
Development of Coffee shop entrepreneurs and Factors Marketing mix affecting the
Consumer’s making to choose Coffee shop. Psychology and Education Journal. 58(4).
pp.1976-1979.
Dubey, J.K., 2019. Strategic marketing plan of library and information services and products for
iit libraries in India. Journal of Library and Information Communication
Technology. 8(2). pp.54-68.
Gupta, V.K., 2020. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305). 1(1). pp.21-24.
Harthoorn, A., Heideman, K. and Swartz, R.A., 2019. A Successful Year for the Nebraska
National Agri-Marketing Association.
Jobo, J.M.B. and Santos, J.E.N., A, 2018 Marketing Plan for Chouju Magnetic Acupressure
Insoles.
Kivikangas, M., 2018. Marketing plan for export operations in the German pet care supply
market: Case Karhia Pro.
Nonthapot, S. and Thomya, W., 2020. The effect of the marketing mix on the demand of Thai
and foreign tourists. Management Science Letters. 10(11). pp.2437-2446.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Raja, P., 2020. Environmental Variables for Sustainable Industry Performance with the Green
Marketing Mix: Preliminary Study. Group. 29(7s). pp.3744-3759.
Song, R. and et. al., 2018. When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science. 46(3). pp.384-402.
Vilkina, M.V. and Klimovets, O.V., 2019, May. Augmented reality as marketing strategy in the
global competition. In Institute of Scientific Communications Conference (pp. 54-60).
Springer, Cham.
10