Measuring Organizational Performance through Marketing Activities

The provided content consists of various research articles and online resources related to applied business research, specifically focused on marketing activities, re-entrant scheduling, accounting information systems, customer equity, digital marketing, entrepreneurship process, place branding, and organisational performance. The articles discuss different methodologies and approaches in conducting research, such as design science research, exploratory study, and case studies.

Research Project

Table of Contents
TASK1.............................................................................................................................................3
1.1 Introduction...........................................................................................................................3
1.2 Factors that contribute into the research project selection....................................................3
1.3 Literature review...................................................................................................................4
1.4 Research project specification...............................................................................................5
1.5 Gantt chart.............................................................................................................................6
TASK 2 ...........................................................................................................................................7
2.1 Resources..............................................................................................................................7
2.2 Research investigation..........................................................................................................7
2.3 Data and relation variables....................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Research evaluation techniques..........................................................................................10
3.2 Data analysis.......................................................................................................................11
3.3 Recommendations...............................................................................................................15
TASK 4..........................................................................................................................................15
4.1 Appropriate media...............................................................................................................15
REFERENCES .............................................................................................................................17

TITLE: To identify the impact of marketing activities on the performance of organisation: A
study on Morrisons.
TASK1
1.1 Introduction
Every organisation performs their operations in an efficient manner to achieve profits
and generate revenues. These companies establish their business on the basis of some objectives
and aims (Kim and Ko, 2012). There are many functional areas in an enterprise such as human
resource, finance, marketing, sales and so on. Marketing is focusing on buying and selling of
products by performing promotional activities. Through this, overall performance of the firm can
be increased in the market as compare to other competitors. These marketing activities can help
an entity in enhancing their brand image at the global level. The present report is based on
Morrisons which perform their operations in the retail sector. Through this current study, it can
be analysed that how marketing activities can enhance performance of an enterprise. For this,
some of tools and methods are used by the researcher so that overall research can be conducted
in more effective manner. Along with this, data can be collected from both primary and
secondary sources.
1.2 Factors that contribute into the research project selection
Research project is a kind of process that is used to conduct study by collecting the
information from different sources (Webb and et. al., 2011). There are some of the factors which
contribute in selection of the project. An enterprise has to identify requirements of their service
users and offer them services as per their interest. Through this, the overall satisfaction level
among all people can be increased and that can lead an enterprise towards success. Project
selection is an approach which is used to select a topic. There are many factors which need to be
considered by researcher so that overall aim and objectives can be achieved.
There are some issues or challenges that are faced by an organisation while performing
the marketing activities at the workplace. So, for this it is necessary to identify the problems so
that overall success can be achieved. When problems have been identified then overall research
questions can be resolved in more effective manner. There are some more factors which play
vital role at the time of selecting the project and these are like people, program, problems. On the

basis of these, overall research objectives and aim can be accomplished in more effective
manner. Furthermore, some of the research approaches has been used so that their overall impact
of marketing activities on the company’s performance can be identified.
1.3 Literature review
There are many business organisations who establish their goals so that they can achieve
competitiveness in the market as compare to other rival firm. Marketing activities play vital role
in performance of an enterprise and through this they will be able to improve their brand image
(Ginevičius, Podvezko and Ginevičius, 2013). There are many authors who gave their opinion on
marketing activities that how these practices can affect the performance of an enterprise. Here,
data is collected through secondary sources such as books, articles, journals, research. Along
with this, the gap between past and present research can be identified. Furthermore, the aim can
be accomplished in more successful manner and current study can be conducted in more
effective manner.
Marketing activities
Zenker and Martin (2011) stated that marketing is an approach that is used by the
organisations in order to increase the satisfaction level of the people. On the basis of these kinds
of activities, the communication gap can be reduced and two way communication can be
established between customers and company. Through this, all users will be able to get the
valuable or quality services as per their requirements. It has been analysed by Fu (2011) that
there are some of marketing activities such as sales promotion, social media, public relations,
advertising and distribution of the services. Firm used these in order to attract number of people
towards their services so that their overall sales can be increased. Through this, the brand image
of the firm at the global as well as domestic market can be improved.
When an enterprise made any marketing plan then in this some elements such as price,
product, place and promotion play their role so that profitability can be achieved. On the basis of
these, the firm will be able to fulfil the needs and demands of their consumers.
Organisation performance
As per the view point of Broberg, Umans and Gerlofstig (2013) organisational
performance is measured on the basis of the output and that can be compared against their
objectives. Along with this, the overall performance is the combination of three areas such as
financial performance, product market and shareholders. On the basis of these, an enterprise will

be able to identify their strategic position in the market as compare to other competitors. Now a
days, companies are focusing on their performance by using balance score card as through this
they will be able to track and measure their current growth. So, in this manner they can make
some of the strategies in order to improve the overall services. Świtała (2013) says that firm will
be able to measure their performance by comparing the current financial performance with the
past data. Through this, it can be examined that how growth can be improved by following all
the marketing activities in more efficient manner.
Impact of marketing activities on the performance of organisation
According to the views of Salehi and et. at., (2012) marketing activities affect the
performance of an enterprise in positive manner. By adopting these activities, Morrisons will be
able to enhance their brand image at the marketplace as compare to other rivals. Through these,
overall sales, profitability, revenues can be increased and along with this the communication gap
can be reduced. So, in this manner the retail industry can fulfil the needs and demands of the
people who are using their services.
It has been analysed by Chinomona and Sandada (2013) that by using the public
relations, advertisements, promotions the overall brand awareness can be increased and due to
this people will be able to know about the different features of the products. So, in this manner
they can make their choices about purchasing the services.
1.4 Research project specification
Aim: To identify the impact of marketing activities on the performance of organisation:
A study on Morrisons.
Research objectives: Some of the research objectives are as follows:
 To identify the effectiveness of marketing activities for the organisation.
 To analyse the performance of the firm at the marketplace.
 To determine the impact of marketing activities on the performance of an enterprise.
 To recommend some of the ways so that performance of Morrisons can be enhanced.
Research questions: Some of the research questions are as follows:
Q1. What kind of marketing activities are used by an enterprise?
Q2. How performance of the organisation can be measured in more effective manner?
Q3. How marketing activities affect the performance of an enterprise?

Q4. What is the relationship between marketing activities and the performance of an
enterprise?
Research methodology
Research methodology is a kind of process that has been used by the researcher so that
overall aim and objectives can be achieved in more effective manner (Vaioleti, 2016). On the
basis of this, research questions can be resolved so that overall impact of marketing activities on
the company’s performance can be identified. Some of these approaches and techniques are as
follows:
Research design: An appropriate research design approaches has been used by the
researcher so that overall understanding of the marketing activities can be increased. Some of the
different design techniques are as follows descriptive, explanatory, correlation. Here, in this
current research, descriptive is used so that in-depth understanding can be increased.
Research approach: There are two kinds of research approaches such as inductive and
deductive. Here, inductive approach has been used by the researcher so that theories can be
developed on the basis of the observation (Geerts, 2011).
Research philosophy: Interpretivism and positivism philosophy are their which can be
used in the particular research project. Here, in the current study interpretivism has been used by
the researcher so that different human perceptions can be analysed.
Data collection technique: The data can be collected from two sources such as primary
and secondary. The primary information can be gathered from questionnaire so that overall
views of different people can be examined (Snyder, 2012). Apart from this, data can also be
gathered from different books, journals, articles and internet.
Sampling technique: Sampling is a technique that is used by the researcher in order to
extract a sample from overall population. Here, random sampling has been used so that exact or
valuable information can be collected.
Data analysis: Qualitative data analysis technique is used in the current research project.
In this, thematic analysis is used where different themes are formed and on the basis of that
graphs are made. So, in this manner interpretation can be done.
1.5 Gantt chart

Activities/ weeks 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal
Aim and objectives
Research questions
Literature review
Research methodology
Questionnaire
Data analysis
Conclusion
Recommendations
Final submission
TASK 2
2.1 Resources
Researcher has use some of the resources in order to conduct the research in more
efficient manner. Along with this, they have to follow all the policies and ethical consideration
so that smooth functioning can be ensured of the project (Lesidrenska and Dicke, 2012).
Researcher has to give the credit or right to the person whose material is used in the current
study. All the ethical practices have to follow so that overall rights can ensured of people who
contribute in order to complete the research. An individual have to identify the impact of
research and how this affect the social and natural environment. The result should be examined
in an efficient manner and along with this risks must be determined.
At the time of research, researcher has to respect the views and ideas of other people so
that feel satisfied. Along with this, they are responsible for all the consequences which are arise

from the project research. Researcher can use online data in order to identify their performance
in the market as compare to other rivals.
2.2 Research investigation
The questionnaire can be prepared in order to conduct the research investigation in an
efficient manner. Through this, different views and opinion of different people can be identified
so that aim of the particular research can be conducted. Here, sample size is 20 customers on
which the survey is conducted. The questionnaire is stated below:
Questionnaire
Name:
Age:
Gender:
Q1. Are you satisfied with the services of Morrisons?
 Highly satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied
 Highly dissatisfied
Q2. Do you agree that by adopting the marketing activities the overall performance of the
organisation can be improved?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q3. Do you think that advertisement and promotion can increase the brand awareness of
company?
 Yes
 No
 Can't say
Q4. On the basis of your experience, will you recommend the services of Morrisons to your

friends and family?
 Yes
 No
Q5. How long have you been using the products of Morrisons?
 Less than 1 month
 6 months to 1 year
 1 to 2 years
 More than 2 years
Q6. Recommend some of the ways to company so that their performance can be improved?
 Less than 1 month
 6 months to 1 year
 1 to 2 years
 More than 2 years
Q5. Recommend some of the ways to company so that their performance can be improved?
2.3 Data and relation variables
In the current research project, information is gathered from the sample size which is
selected by researcher. On the basis of their views, data can be analysed in more efficient manner
so that objectives can be achieved. There are some variables such as marketing activities and
organisation performance which play an important role in success of the project. Through the
questionnaire, it can be analysed that people have their different opinion. So, in this manner the
validity and reliability can be achieved. There are some challenges which are associated with the
current study. So, evaluation should be done in timely manner so that changing needs of the
people can be analysed.
Are you satisfied with the services of Morrisons? Frequency
Highly satisfied 8
Satisfied 4
Neither satisfied nor dissatisfied 3
Dissatisfied 3

Highly dissatisfied 2
Do you Agree that by adopting the marketing activities the overall
performance of the organisation can be improved?
Frequency
Strongly agree 9
Agree 6
Neutral 1
Disagree 2
Strongly disagree 2
Do you think that advertisement and promotion can increase the
brand awareness of company?
Frequency
Yes 12
No 5
Can't say 3
On the basis of your experience, will you recommend the services
of Morrisons to your friends and family?
Frequency
Yes 12
No 8
How long have you been using the products of Morrisons? Frequency
Less than 1 month 5
6 months to 1 year 7
1 to 2 years 4
More than 2 years 4

TASK 3
3.1 Research evaluation techniques
There are many different kinds of evaluation techniques which can be used in order to
analyse the activities which has been performed by the researcher in order to complete the
project. There are two types of techniques such as summative and formative (Martensen and
Mouritsen, 2014). On the basis of these, different factors can be identified which may affect the
organisation performance. Formative evaluation is used so that existing performance can be
improved and through summative technique the data can be gathered from different sources so
that overall performance can be improved.
In the current research project, summative evaluation technique has been used by the
researcher so that overall impact of marketing strategies can be analysed on the performance of
an enterprise. By conducting the survey at the marketplace, the views and opinion of different
people can be identified. Furthermore, the aims and objectives can be accomplished in more
effective manner so that overall research questions can be resolved.
3.2 Data analysis
Data analysis has been used by the researcher so that overall views and opinions of the
people can be identified. Here, in the current research project thematic analysis is used in which
different themes are formed so that accurate information can be collected. Different themes are
as follows:
Theme 1: Customers are highly satisfied with the services of Morrisons.

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
0
1
2
3
4
5
6
7
8
9
8
4
3 3
2
Column B
Findings: From the above mentioned graph it can be analysed that approx 40% people
are highly satisfied with the services of retail industry, approx 20% customers are only satisfied
with the products, 15% people are neither satisfied nor dissatisfied, 15% are dissatisfied and 10%
are highly dissatisfied with the commodities of Morrisons.
Theme 2: People are strongly agreed over this statement that by adopting the marketing
strategies the performance of an enterprise can be improved.

Strongly agree Agree Neutral Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
10
9
6
1
2 2
Column B
Findings: From the above graph it can be interpreted that approx 45% people are
strongly agree with the statement that marketing activities can enhance the performance of an
enterprise, 30% people are agree with this statement, 5% have no reaction, 10% service users
says that they are disagreed with this statement and 10% are strongly disagreed.
Theme 3: Advertisement and promotional activities can enhance the brand image of the
company.

Yes No Can't say
0
2
4
6
8
10
12
14
12
5
3
Column B
Findings: It can be interpreted that different people have their different views over this
statement that advertisement can enhance the brand image of the company. There are approx
60% people who says that through marketing activities the performance of an enterprise can be
improved. Along with this, there are 25% people are not agreed with this statement and 15%
customers did not say anything about this statement.
Theme 4: Service users will recommend the services to their friends and family.

Yes No
0
2
4
6
8
10
12
14
12
8
Column B
Findings: From the above graphical representation it can be analysed that 60% people
will recommend their services to their friends and family. Along with this, 40% service users
will not recommend the services to their friends or relatives.
Theme 5: People are using the services of Morrisons from more than 6 months.
Less than 1 month 6 months to 1 year 1 to 2 years More than 2 years
0
1
2
3
4
5
6
7
8
5
7
4 4
Column B
Findings: From the above graphical representation it can analysed that 25% people are
using services from less than 1 month, 35% customers are using from 6 months to 1 year, 20%

people are using products of Morrisons from 1 to 2 years and 20% users are using from more
than 2 years. So, in this manner it can be analysed that people are using goods and commodities
the retail industry.
3.3 Recommendations
From the above mentioned report it can be concluded that marketing is the functional
area which can enhance the profitability and sales of an enterprise. There are some of the
marketing activities such as public relations, direct selling, and advertisements and so on.
Through this, the overall performance of an enterprise can be increased which can lead the firm
towards the success. By adopting the marketing activities, the brand awareness and brand
recognition can be increased in the market. There are some of the recommendations which
should be follow by Morrisons so that their performance can be improved:
 The retail industry can use diversification strategy in order to expand their business into
another country. Through this, the global image of Morrisons can be improved and due to
this they will be able to attract number of people towards their services. Along with this,
existing products can be launched into the market with some innovative features so that
their overall sales can be increased and revenues can be generated.
 The company should more focus on the innovative and quality services as through this
customers attention can be grabbed. There are some people looks for the unique products
in the market and Morrisons can offer them services as per their requirements.
 Some of the advertisement and promotions can be performed by the firm so that people
will be able to know about the different features and products of the company.
TASK 4
4.1 Appropriate media
The researcher can use some media in order to communicate with the target audience.
There are many more methods that can be used so that people will be able to know about the
findings and recommendations. Here, power point presentation is a example which can be used
by the researcher so that they can reach to the mass audience (Sychrová, 2013). Along with this,
the another method which can be used is public media as through this communication gap can be
reduced and two way communication can be established between the audience and enterprise.

For this, a proper documentation should be prepared by the researcher so that other
audience will be able to clearly understand the outcomes of the research. After the presentation,
feedback can be gathered from different people so that their different views can be identified. On
the basis of their ideas, Morrisons will be able to formulate the strategies so that their overall
performance can be increased.

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Online