Marketing Process & Planning for Morrisons: Concept, Functions, Mix, and Strategies

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 3
2.0 An explanation of the concept/definition of marketing in the 21st century
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3.0 Description of the role of marketing function with examples from the
chosen organisation 3
4.0 An analysis of how the marketing function works and interacts with other
departments 5
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 5
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 6
3.0 Recommendations 8
9.0 Conclusions 8
References
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1.0 Introduction
Marketing refers to the process of making the products and services available in the
market. The company selected in this file is Morrisons, which is UK based supermarket chain
which was established in 1899 and has been carrying out it's business for almost 120+ years.
In the part 1 of this task, there have been presented the concept and definition of the
marketing and along with these, there have been described the role of marketing function in
relation with Morrisons and how the marketing functions work and interact with the other
departments. On the other hand, in the part 2 of this task, there have been discussed with
reference to luxurious range of own brand food products. the linkage of strategic marketing
plan with overall organisational mission, corporate strategy and objectives, situational
analysis, competitor analysis, tactical actions to be taken and its marketing strategy and the
monitoring of the actions opted.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The term marketing depicts the several functions and processes which create the value
for targeted customers to fulfil their needs. It is an activity that creates and maintain the
relationships among those who are willing and able to buy and sell goods, services and even
ideas. Basically marketing means to sell the product to the proposed consumers by
communicating the merits about the given products and services. The types of marketing are
product marketing, place marketing, augmented marketing, organisational marketing, de-
marketing etc.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing functions mean that how the marketing work to make the product and
service available to consumers. Marketing functions include distribution, financing, pricing,
promotion, market research, management of goods and services and selling.
Distribution
Distribution refers to the methods of delivery through which the company tries to
make the goods and services available to the proposed customers. Having a product is fair but
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if the company does not have any distribution channel then it will resist the company to reach
its goals. Morrisons has come into agreement with Ocado to attain license of using its in store
picking technologies and logistic services. Through this Morrisons has launched its own
online delivery service through Ocado's Dordon distribution centre.
Financing
Financing is related to monetary terms and is very crucial function of marketing. It
refers to find and manage finances, through investments, loans or self owned capital, for
advertising the goods and services.
Pricing
Pricing means the value to be paid by the customer for the products and services.
Morrisons charges almost same prices irrespective of its marketplace whether be it online or
in store. Morrisons uses low prices strategy and also the competitive pricing strategy.
Promotion
Promotion means communication of merits of Products and services to the willing
consumers. Morrisons uses promotional pricing like it offers its customers coupons and
vouchers to promote its name and products.
Market research
Market research means gathering information about the targeted consumers as to what
kind of the products, the people are looking for? Morrisons target only the young families to
serve their services.
Management of goods and services
Once the target market has been determined and the price has been set, then the focus
should be on managing products and services. Since Morrisons deals in grocery and foods,
thus it serve its products through its stores and online mode as well.
Selling
Selling is very crucial function of the company, it is the activity for which marketing
is done. Morrisons sells the grocery and food at a very competitive price across the UK
through the e-commerce and traditional commerce mode.
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4.0 An analysis of how the marketing function works and
interacts with other departments
Apart from marketing there are many departments in the organisation such as human
resource, supply chain, finance etc. and for marketing every other department plays a very
crucial role. For a proper conduct of marketing organisation needs to recruit the personnels
with good communication skills who can manage to sell the product easily. After marketing
of the product, selling them can be difficult task for the organisation, so for the distribution a
flawless supply chain is important which can enhance smooth delivery. Finance department is
also a relevant department in the organisation for marketing. This department focuses on how
to manage finances for the marketing, this can be done through raising fund for marketing
through investment or debts. Thus it can be said that marketing in conjunction with other
departments may gain an edge which neither might be gained on its own.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The extended marketing mix includes 3Ps which means people, process and physical
evidence. Usually, all the organisations use a combination of 4Ps in some form, however the
4Ps of marketing mix are not exhaustive. It is important to discuss a few more elements, that
too are part of an organizational marketing mix strategy (El-Amir and Hamdy, 2019). This
extended marketing mix can be explained with reference to Morrisons as follows:
People :
People includes all personnels who play a part in delivery of the product and service
and through their ability they can influence the buyer's perception about the products and
services they offer. Morrisons usually concentrate on the employees and the customers and
try to satisfy them (Fill and Turnbull, 2019). The company hires skilled employees who are
capable to manage the several issues arising in the company's operational activities. The
people in customer service department are helpful in resolving several issues regarding the
products and services. Personnels in sales team play a very significant role to increase the
sales volume of the company.
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Process :
Process means the procedures, mechanisms and sequence of activities through which
the products and services are delivered. Morrisons' operational processes are very effective to
make them more productive in the retail industry. The company's focus is on enhancing the
logistic and supply chain management that will make sure that their products will always be
sufficiently available in their outlets across the UK. Morrisons possesses an efficient online
delivery process and the technological infrastructure make the process very effective and
efficient.
Physical evidence :
Physical evidence is the ambiance in which the market offerings are delivered and
where the organisation and customers interact. Morrisons always concentrate on making
attractive packaging to enhance their product's distinctness. They also make investment to
improve the quality of the packaging. Their websites are customer-friendly, which are
beneficial to enable the consumers to see the product packaging's high quality images from
several sides (Kerguignas, 2020).
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
To understand the marketing strategy, it is must to understand the understand the
underlying concept like marketing mix. Marketing mix forms a relevant part of overall
competitive marketing strategy that includes 4Ps of marketing mix which stand for product,
price, place and promotion. It is the set of controllable marketing variables that is the blend to
produce the response that firm wants to target market. The marketing mix consists of
everything that the firm can do to influence the demand of its products and services. These
marketing mix can be described as follows:
Product :
Product stands for the combination of products and services that the organisations
offer to the target customers. This strategy is used to manage existing products over time,
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