Marketing Mix and Service Failure Framework

The provided document is an assignment that delves into the concept of marketing mix and service failure framework. It includes a list of references to relevant studies and papers on marketing strategies in various fields such as public procurement, hotel services, pharmacovigilance, corporate social responsibility, sports marketing, and product-service integration. The assignment also touches upon the role of marketing in businesses and enterprises, providing insights into how companies like Sainsbury's utilize marketing mix strategies to achieve success.

UNIT 2 MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 Roles and responsibilities of marketing which can relate with wider organisational context
.....................................................................................................................................................2
LO 2.................................................................................................................................................4
P3 Compare ways in which organisation consider marketing mix with other competitor to
accomplish business objectives...................................................................................................4
LO 3.................................................................................................................................................8
P4 Develop and evaluation of marketing plan............................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is very important function which consist profitability and productivity in the
business to develop competitive advantages. In this context, several functions included to attract
large number of audience. For instance, customer, finance, human resource, production and
competition, included to deliver effective results (Baker, 2014).
Present study is based on Sainsbury, which is the second largest chain of supermarket in
UK. It is one of the most trusted retail brand in whole world, where several numbers of
customers are attracted (Sainsbury, 2018). Sustainability plan also develop by company that
impact positively on economy of the country.
For gaining insight information of the present study, report covers roles and
responsibilities of marketing functions of chosen enterprise. Furthermore, it includes marketing
mix elements which helps to compare different perspective and attain objectives to deal in
competitive manner. At last, marketing plan will be prepare that helps to gain more creative
results with business development.
LO 1
P1 Key roles and responsibilities of the marketing function
Marketing plays vital role in order to promote mission and vision of the enterprise. It
assists to reach towards prospects, customers, investors, etc. Functions of Sainsbury also tasked
with branding, public activities, advertising and customer interaction. Therefore, market research
conducted with strategically overseeing towards different functions.
Roles of marketing functions with other department Marketing department and finance department: For finance department, the chosen
company consider marketing functions to allocate appropriate budget as per planning.
Therefore, it assists to focus on goals and objectives that are accomplished through
ascertained desired level of results. It includes defining about company and their actions
to run regular functions and operations (Kumar, 2015). It defines experience towards
customers and partners when they are interacted with Sainsbury. With this regard, the
chosen business can develop their effectiveness with concentration on appropriate
working in systematic manner.
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 Marketing department and production department: With production department,
marketing department liaise with true production manager with passing appropriate
information that is needed for product adaption and improvement in features. As a result,
benefits and design successfully develop in market for production department of
Sainsbury. Marketing proactively identifies about products and services to focus on
course of sales cycle. It assists to produce materials and communications in the chosen
business to take marketing initiatives. With the help of this perspective, desired level
results will be gained successfully (Saeidi and et.al., 2015). Marketing department and research and development: In this consideration, it can be
stated that marketing department also helps to consider research and development
regarding market needs and requirements. Therefore, it helps to focus on appropriate
functioning that ascertained desired results at workplace. Marketing department create
material that describes and promote core products and services in the market. Therefore,
they kept up to date information with products and services evolve. It helps to increase
desired level efficiency to promote effectiveness of Sainsbury. Marketing department and logistic department: In this consideration, in Sainsbury
marketing department perform several functions and operations with maintaining
relationship with logistic department. In this consideration, monitoring required on level
of demand and supply of goods and services.
 Marketing department and human resource department: For human resource
department, marketing functions can be consider successful operations and functions with
relation to successful promotion. Professional and expertise in particular areas of
advertising selected in particular organisation to accomplish results.
Responsibilities of marketing functions
 Listening about customer needs: In order to establish marketing strategy, it is
important to get closer with clients and listen their order. With this regard, Sainsbury
able to accomplish their customer’s needs and requirements. There are internal
channels created to conduct surveys and capture information of sales team (Johnson
and et.al., 2017). Furthermore, social network also created to increase better
understanding and convert into customers.
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 Track trends and monitor competition: It is important to know position of the
company for market and their competition. In this context, the best performances
develop to identify mistakes and avoid it into falling them. As a result, it can be stated
that Sainsbury will be able to develop more systematic work with brand
representation (Pitts and et.al., 2016). In addition to this, the chosen business will be
able to communicate several benefits in different department.
 Coordinate efforts with marketing partners: In the business marketing, there are
several contributors, designers, journalists, etc. that take part to align objectives of the
company. In the department, coordination is main responsibility to deal and increase
competitive advantages. It helps to attain overall goals and objectives to attain
creativity (Wirtz, Tuzovic and G. Kuppelwieser, 2014).
P2 Roles and responsibilities of marketing which can relate with wider organisational context
In the selected business, there are different roles and responsibilities of the marketing that
develops continuously which can be applied in wider organisational context. They are as follows:
Roles of marketing with organisational context
 Marketing innovations and technical changes: Marketing innovations and technical
changes in Sainsbury develop at increasing rate in the field of FMCG. There are
several cases considered as per changing technology so that the organisation make
changes as per customers' demand and requirements (Loo and Leung, 2018). This is
because, innovation and technical changes helps to deal ahead with competition.
 Deal with new competition with upcoming direction: New competition occurs from
all direction. Therefore, in context of global competitors, it is easy to grow more sales
in new market. This is because, Sainsbury deals as per latest market trends and
customer’s demands so that it would be beneficial to create new direction. From
online competitors, it is seeking in cost efficient ways that expanded distribution
(Khan, 2014). From the private label and store brand designed, low price alternatives
leveraging for development of international transport and communication system. In
new packaging style, it can be done in systematic manner. Certain policies are also
adopted in the chosen business to promote society benefits at large consideration.
Sainsbury prepare themselves to deal with new competition and upcoming direction,
which would be beneficial to grow desired level results at workplace.
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 Determines multiplier and effective functions: Marketing also play important role to
consider effective engine of economic development. In this regard, mobilises the
latest latent economic energy which assists to create small enterprise operations. It
assists to develop standard of products and services which would be beneficial to
integrate economic functions (Sjödin, Parida and Wincent, 2016). Proper distribution
of the product determines in multiplier consideration so that products and services
will be deliver with appropriate distribution of marketing activities. In the business,
there are several functions develop by Sainsbury to constitute striving by the
enterprise. It assists to generate increased sales and develop efficiency with cash flow
management (Chand, 2018).
 Technological development: Another most important function of the organisation is
to deal with the latest competition existence that create results in loss of markets.
Market is more efficient when price of goods and services helps to attract exactly as
per demand and requirements of customers. Marketing function in the market also
adjust as per price that accommodate fluctuation to accomplish efficiency. Economic
system in which goods and services exchanged is also known as market economy
(Jarzabkowski and Kaplan, 2015). In Sainsbury, marketing functions are performed
with using advance tools and techniques. It assists to generate customer satisfaction
and long run operations for public welfare.
LO 2
P3 Compare ways in which organisation consider marketing mix with other competitor to
accomplish business objectives
Marketing mix of Sainsbury is determined with 7 P’s which includes and helps to explain
effective marketing strategy. Hence, it contains effective results within the organisation and use
different strategies to develop effective functioning. Apart from this, in this regard, following
marketing mix can be considered successfully in the enterprise:
Basis Sainsbury Asda
Product Sainsbury offers wide range of
products and services with focusing
on innovation and quality
Apart from Sainsbury, Asda also
deals in retail sector operations
where different elements consider to
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management. It also assists to look
towards new products that increase
existing range of goods. In this
supermarket has 2 stores such as
online and offline where they
provide fruits, vegetables, fish and
meat, fashion, beauty care, etc.
(Chetty, Ojala and Leppäaho, 2015).
Along with this, the company also
deals in laundry, cleaning products,
household essentials that assists to
meet with desired level efficiencies.
focus on appropriate distribution
strategy. It is one of the leading retail
chain in the world. There are several
ranges of services promoted with
unique and varied perspective. They
promote functions and operations
with more than 600 stores in all over
the world. They consider retail
selling and online space to deliver
several products in large number of
audience (Muller, 2017).
Price By the end of 2017, the company
earned £26.224 billion. Therefore,
company targeted households and
families to offer shopping online and
offline to target their customers.
They offer value for money and it
kept different kinds of pricing set
towards products (Ofosu, 2016). As a
result, customer retention also tries
to maintain quality and services.
With the help of price cutting
strategy, product positioning also
successfully developed in the whole
market. Along with this, company
also faces issue of high competition
so that competitive pricing policy
adopted to set rival brands
(Sainsbury's Marketing Mix (4Ps)
Strategy, 2018). Hence, it is
The company has wide portfolio with
low price strategy so that huge
volume of products sold by Asda. In
order to understand about pricing, it
can be stated that on special
occasions such as Christmas,
Halloween, end seasons, etc. (Tanner
and Raymond, 2015). The chosen
company provides appropriate
pricing strategy to make effective
promotion with incredible value for
money that offers by Asda. In the
marketing mix of this element, it
assists to develop more desired work
in systematic manner.
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important to maintain reasonable and
implement affordable price to attract
maximum number of customers.
Place The chosen company operate in
different areas of the world.
Therefore, it contains as largest
grocery retailer in UK. Since 1980,
they incorporated functions on their
own fuel and convenience. There are
different levels of operations
continuously developed which
converted into certain convenience
shops (Weinstein and Winston,
2016). They mainly focus on online
method for internet shopping. As a
result, customers can easily choose
their products online by phone and
orders easily applicable over it.
Websites are also offers food token,
gifts vouchers, cards, etc. All these
elements redeemed at any outlet of
Sainsbury.
Asda consider presence in different
places. This is because, simple and
fresh approach to store format
consider in successful way. As a
result, niche store technique consider
greater profitability in long term
approach (Endsley, 2016). Therefore,
Asda do not believe to consider
locals tore techniques. With the help
of plan over 100 stores, it can be
stated that Asda deals in more than
90000 square feet. This is because,
non-food supermarket is slightly
smaller.
Promotion Sainsbury adopted strategies to
create marketing activities for their
products in consumer market.
Therefore, it builds successful brand
name with promotional activities
(Shank and Lyberger, 2014). There
are several tools used to increase
brand image so that the chosen
However, Asda consider operations
and functions to focus on different
types of discounts and schemes. As
promotion, customer demand and
requirements must be assess so that
pricing value increasing in successful
manner. It assists to meet with
consumers needs in more precisely.
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business recognises power of
sponsorship to deal as celebrity.
It is associated with quality of
products and services.
People Furthermore, this element of
marketing mix consist good and well
trained experts with professional
who are fully aware with sensitivity
of consumer behaviour. In the
chosen enterprise, new employees
are always trained to satisfy
customer’s demand and
requirements. As a result, they are
able to accomplish organisational
goals. Skilled employees able to
work together with wide range of
skills and abilities.
In the selected business, more than 1,
80,000 employees work to attract
maximum number of customers. This
strategy is employed in different
range and all round training of staff
to deal with high quality customer
services. They possess skills on
being friendly and assists to work
with high technical skills (Chetty,
Ojala and Leppäaho, 2015). Delivery
is main key of the Asda which
consider on time. Therefore, services
also successfully develop with
involvement of all people.
Physical evidence Sainsbury effectively dealing with
excellent strategy to market their
products and services. There are
different types of store design and
layouts to fulfil customer’s needs.
Excellent shopping experience also
develop successfully so that
customers' loyalty can be increase in
positive context. Along with this,
shopping also create convenience
towards customers which would be
beneficial to attain more
effectiveness in the business. As per
their effectiveness, customers
As compare to this, Asda has
strength which lies in the market for
appropriate location and number of
several stores. It can be determines in
several numbers of store segment
which divided in different acquired
group (Johnson and et.al., 2017).
There are some merchandise in Asda
which create link to operate in
different products such as home-
wares, health and beauty products,
etc.
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attracted with innovative and
attractive products and services.
Process Sainsbury consist their operations
online so that customers can be
attracted with convenient and click &
collect services. There are groceries
which get rolled, which assists to
consider several operations to make
changes in pricing and allocation of
appropriate resources. As per
changes in price, the chosen business
also need to set new formats to
address changing needs with fruitful
results (Chetty, Ojala and Leppäaho,
2015). It helps to select new location
for new store.
Asda consider original process only
for their retailer. As a result, in a
process, different types of brand also
successfully develop into insurance
business. In the supermarket and
super-chain department, substantial
market share also increases which
covers in Marketing mix of Asda
store.
LO 3
P4 Develop and evaluation of marketing plan
Covered in PPT
CONCLUSION
From the above report, it can be concluded that marketing consist several operations and
functions to make desired level results. With this regard, roles and responsibilities of marketing
functions has been explained that assist to meet desired level results in systematic manner.
Furthermore, it also summarised about marketing mix of Sainsbury and Asda which is beneficial
to develop more creative outcomes with comparison. At last, report articulated about marketing
plan of the chosen enterprise which would be beneficial to focus on the systematic work
performances.
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REFERENCES
Books and Journals
Baker, M. J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Chetty, S., Ojala, A. and Leppäaho, T., 2015. Effectuation and foreign market entry of
entrepreneurial firms. European Journal of Marketing. 49(9/10). pp.1436-1459.
Endsley, M. R., 2016. Designing for situation awareness: An approach to user-centered design.
CRC press.
Jarzabkowski, P. and Kaplan, S., 2015. Strategy tools‐in‐use: A framework for understanding
“technologies of rationality” in practice. Strategic Management Journal. 36(4). pp.537-
558.
Johnson, P. F. and et.al., 2017. A comparison of purchasing’s organizational roles and
responsibilities in the public and private sector. Journal of Public Procurement. 3(1).
pp.57-74.
Khan, M. T., 2014. The concept of marketing mix and its elements (a conceptual review paper).
International journal of information, business and management. 6(2). pp.95.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
Loo, P. T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of Vacation Marketing. 24(1). pp.79-100.
Muller, R., 2017. Project governance. Routledge.
Ofosu, A., 2016. An assessment of the influence of service marketing mix on customer choice of
restaurant in Kumasi (Doctoral dissertation).
Pitts, P. J. and et.al.,, 2016. 21st century pharmacovigilance: efforts, roles, and responsibilities.
The Lancet Oncology. 17(11). pp.e486-e492.
Saeidi, S. P. and et.al., 2015. How does corporate social responsibility contribute to firm
financial performance? The mediating role of competitive advantage, reputation, and
customer satisfaction. Journal of business research. 68(2). pp.341-350.
Shank, M. D. and Lyberger, M. R., 2014. Sports marketing: A strategic perspective. Routledge.
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Sjödin, D. R., Parida, V. and Wincent, J., 2016. Value co-creation process of integrated product-
services: Effect of role ambiguities and relational coping strategies. Industrial
Marketing Management. 56. pp.108-119.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.
Weinstein, A. and Winston, W., 2016. Defining your market: winning strategies for high-tech,
industrial, and service firms. Routledge.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
enterprises. Journal of Service Management. 25(2). pp.171-194.
Online
Chand, S., 2018. Marketing : Concept and Role of Marketing in a Business | Marketing
Management. [Online] Available through:
<http://www.yourarticlelibrary.com/marketing/marketing-concept-and-role-of-
marketing-in-a-business-marketing-management/28737>.
Sainsbury. 2018. [Online] Available through: <https://www.about.sainsburys.co.uk/about-us/our-
vision>.
Sainsbury's Marketing Mix (4Ps) Strategy. 2018. [Online] Available
through: <https://www.mbaskool.com/marketing-mix/services/16809-sainsburys.html>.
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