Unit 2 Marketing Essentials.

Unit 2 Marketing
Essentials

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Explain the roles and responsibilities of marketing function........................................................3
P2 Discuss how roles as well as responsibilities marketing relate to organisational context.............4
TASK 2.................................................................................................................................................6
P3 Explain the ways organisation apply or adopts the marketing mix marketing planning to achieve
business objectives............................................................................................................................6
TASK 3.................................................................................................................................................9
P4 Prepare a marketing plan in relevance with chosen organisation..................................................9
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................12
Books & Journal:.............................................................................................................................12

INTRODUCTION
Market is wider and dynamic in nature which includes marketing concepts. It is the
process of promoting or advertising the product through selling. In marketing, it important to
use the functions and operations so that it becomes easy to carry out the business activities in
proper manner. Sainsbury, a multinational largest corporation headquartered in UK. Firm has
many competitors such as Tesco, Wal-Mart, Amazon etc. This report includes marketing
functions, roles and responsibilities of marketing with organisational, marketing mix and
marketing plan. It is important to be aware about marketing essentials so that decision
making is done in appropriate way. Marketing concept is time consuming but is effectively is
used by organisations so that strategies and tactics are implemented properly.
TASK 1
P1 Explain the roles and responsibilities of marketing function
Marketing has always been integral part of business which means that it drives the
firm activities sin market effectively. It is also crucial to analyse as well as examine the core
functions of marketing so that it is easy to make decision making during the process. It is
necessary to adopt and go through marketing as it helps organisation to run their business
smoothly. Marketing universal functions such as buying & selling of goods, information or
data mining, transportation etc. also play vital role (Andersen, 2020). Traditional and modern
marketing are different and some of firm still use traditional marketing for their business.
There are also different functions of modern marketing such as acquiring the information
regarding the competitors so that effective strategies are implemented. In relation with
Sainsbury they adopt the marketing function in most appropriate manner. The roles of
marketing functions are being discussed below-
Market research- To achieve goals and objectives in proper manner awareness is to
be created and managed regarding the changing trends and needs of customers. Market
research plays vital role in business of selected entity which is Sainsbury. Through this role,
they are able to adopt the trends and fulfil the customer needs as well as demands. Moreover,
it also helps them in analysing the market situation through which they can market their
product easily (Pricilla, 2019). Advertising- With proper research it is also possible to create
advertisement of the product & services which awareness of the increase the awareness of the
brand.
Internal communication- Market functions also help in internal communication.
With the help of this role, Sainsbury is able to communicate to their personnel regarding their
strategies, policies, programmes, channels etc. This results in eliminating of problems &

issues amongst the management and staff. Internal communication is crucial for every
business this assists entity in making a structured organisation within the business. Personal
selling- During the internal communication, they are able to sell their product personally
through effective use of communication.
Responsibilities of marketing functions are-
Track changes and market competition- In this, it helps firm in examining the
progress and position of business in terms of competition and other aspects. Through this, it
is easy to carry out the implement strategies as well as tactics. With help of tracking trends
and changes it is easier to know the customer demands and expectation and accordingly the
process is carried out. In relevance with Sainsbury, by using this function they will be able to
use correct measures for the business (Chauhan, 2020).
Innovation- Another important one is making innovation or innovative products in
the market for growth and development. Every organisation need to adopt or create a change
in a particular field to survive in market of longer period of time. In relation with chosen
firm, they are flexible in nature and employees are always ready to accept the change. As
they also focus on their innovation, this assists them in attracting customers, advertising &
promotion, etc. Through this, it is also possible to analyse the future perspective situation of
market (Cluley, 2020.
Market credentials- This is also considered to be important role which helps
business in collecting and gathering necessary data which is used by firm to enhance their
productivity of business at rapid level. Thus, Sainsbury use market information so they take
decision in most efficient manner without facing any issues or problems. With use of such
credentials it is also know about the competitors and gain competitive advantage.
Product designing- Marketing function focuses mostly in product development and
designing. Organisation have to be more focused towards their product and design because
this help firm to attract customers towards the enterprise. It is crucial process and which is to
be adopted by them in appropriate way. The chosen entity always have eye on their product
development which also help them to increase their market share and customer ratio.
Developing strategies- Adopting and implementing strategy is also necessary as it
helps firm to maintain and manage the tactics so that competition is faced in appropriate way.
Furthermore, it is also essential to develop the long term strategies so that according to which
resources are used. It is responsibility of manager to make ensures that al the strategies and
tactics are developed with proper consideration.
After a brief analysis of above matter, it is seen that roles and responsibilities of
marketing function is wider as well as broader and needed to be analysed in proper manner. It
is also necessary to have deep knowledge of marketing so that roles are carried out in

effective way. Furthermore, it is also important to have a skills related with marketing which
helps them in using of resources and capital in most efficient way. Moreover, it also
examined that when these roles and responsibilities are being properly carried out it becomes
easy for enterprise to achieve goals as well as objectives. A firm cannot perform its activities
without examining their responsibilities and market function.
P2 Discuss how roles as well as responsibilities marketing relate to organisational context
Marketing and organisational are related with each other. In organisation, marketing is
important for carrying out the functions and operations properly. As the competition is rising
at rapid scale, concept of marketing is also changing which is to be understood by each and
every firm so that decision making is done accordingly. Moreover, it has been also specified
that manager of company is responsible towards their development and growth of the
process. In relevance with Sainsbury, they use the marketing in their management with
different purposes and which are to be adopted by them in appropriate way. Main aim of
company is to attract large number of customers and increase their sales volume. This is only
possible for them when they have appropriate knowledge of marketing and market of their
business. When going through the marketing, organisation uses ample number of techniques
to market their brand and product such as through online promotion, digital marketing, and
many more which assists enterprise to have positive result or achieve the output within a
period of time (Martensen, 2017).
Thus, Marketing and sales organisation carried out simultaneously it become easy for
the company to manage and maintain their employees and management. So it is essential for
the every organisation to use the concept of marketing to survive in the market. In relation
with an entity, they use the both concept which helps them to achieve the objective within a
period of time. So various type of relationship between functions as well as elevation and
other department’s innovation Sainsbury has been discussed below-
Marketing in finance department- Each and every organisation has finance and
audit department in their management and business because with the help of that department
profit and loss, income and expenditure as well as financial position of the company is being
determined in proper manner main role played by the finance department days to monitor and
control the funds of the company which are being important. It is responsibility of the
manager to make sure that all the transaction within and outside the organisation is being
recorded in appropriate way (TAN, 2018) Without finance department it is not possible for
marketing manager to determine the position and financial performance of the business. So
show a proper analysis is to be done so that audit and finance team complete their work in
effective manner. Furthermore marketing manager and finance manager of the chosen

enterprise which is Sainsbury's communicate with each other so that planning objectives of
farm and department of both the sides perform their roles and duties properly.
Research and development department with marketing- In an organisation every
farm have R&D departments which are responsible for innovation and invention related with
product and services. A lot of capital and human resources required to implement research
and development department so that new products are being introduced in effective way in
the market. In relation with Sainsbury's, they have a deep focus on their research and
development department as with the help of marketing team. Moreover marketing manager of
this company ensures that effective strategies are being used by research and development
department so that positive outcomes and results are achieved within a period of time.
Through the use of effective strategies and tactics, manager of body department co-operate
and co-ordinate with each other which helps them to carry out the function as well as
operations in proper manner.
Marketing in Human resource department- Then company HRM department of
company in which recruiting selection of candidate is done at wider scale. Furthermore, every
company has HR which formulates and regulate policies as well as procedure in the
management through which discipline and relation is maintained and amongst the employee.
This is also relative marketing function as HR of the company hire the deserving candidate
for the vacant job role. And then in marketing manager of enterprise discuss the various job
opportunities with the public and HR department so that correct and suitable candidates are
being adopted by the company. When body functions are carried out simultaneously it
become easy for the enterprise to make decisions in the management and which also results
in using manpower in effective manner (Das, 2017).
Marketing and production department- Production department is also necessary
for the entity as in this department manufacturing and distribution of goods as well as product
is done at large scale. When coordinating with marketing manager it becomes easier for both
the department to attract customers and increase the productivity of the company. In relation
with Sainsbury's, superior authority of the entity analyse that production and marketing
department co-ordinate with each other through proper communication tools so that result is
being achieved in positive way. The chosen company has been able to attract the customer as
well as increase the trust of end users with the help of delivering the right product to the right
consumer. Also, both marketing and production department implement strategies and plan
mutually and by understanding every individual in the team (Datta, 2017).

After examining the above paragraph it has been seen that functions and department
when carried out at the same time optimistic result is being achieved by the company. Also,
this results in establishment of positive relationship between the different departments.
Through this, it is easier to implement new changes within the management. It is difficult to
management to carry out work between different departments but it is responsibility of the
manager to enhance and increase the performance of business at any cost. This will also help
them as by mutual understanding management will work more efficiently and it will be easy
for the enterprise to take competitive advantage in the market. When using the department
functions together it is crucial examine that proper market research is being conducted and
effective tools are being used during the process so that conflicts and error do not occur. In
context with both the topics roles and responsibilities and to be need to be fulfil so that
decision making is done in proper manner without facing any issues.
TASK 2
P3 Explain the ways organisation apply or adopts the marketing mix marketing planning to
achieve business objectives
In market, competition is rising at rapid level which has given a rise of the marketing
mix. Marketing mix is defined as set of strategies and tactics which is used by business
advertise and promote their product in the market in appropriate manner with use of correct
practices. There are various types of tactics measuring used in the marketing mix such as
product, price, place, promotion, people, physical evidence and process. It is a wider and
broader concept which is being adopted by many organisations so that they are able to use
their resources as well as capital in correct way. Through use of marketing mix, it is easier to
use the required raw materials for the product at the right place and right time. In relation
with Sainsbury's, they also adopt the marketing mix and through which the father implement
their studies in well define manner (Wu, 2018).
Sainsbury Tesco
Product Goods and services are to be
referred as product. Every
organisation has their product and
which they used to walk in their
business with the motive of earning
profit. In relation with Sainsbury,
they deal in variety of products such
as cosmetics groceries apparels etc.
The enterprise also introduces new
products to the public after a deep
market research and analysing the
Tesco which is also the
multinational brand in retailing and
provide varieties of product in the
market.Most of the products of
Tesco are at premium prices and
which makes it the competitor of
Sainsbury (Magalhães, 2020).

customer demand and requirements.
Price
Every product has a price in the
accident process of goods and
services. It is important to put a
value or say price on a product so
that decision is made and profit as
well as sales numbers are analysed
effectively. There are various types
of pricing strategies which are being
adopted by organisations such as
penetration, skimming price and
many more. In context to
Sainsbury's, they adopt the
psychological pricing strategy so
that customers are able to purchase
the product at affordable rate.
As Tesco is the leading retailer
market of UK they use the cost
leadership pricing which means
most of the product has lower cost
so that it can focus on all categories
of customers. With the help of this
strategy profit and sales volume has
been placed at higher level.
Place
A place or location is essential for
the business so that customer can
easily access to the store and
purchase the product without facing
any problem issues or
inconvenience. Chosen entity has
different branches across the globe
and in the country UK at various
places such as Borough high Street,
Kingsway which are easily accessed
by the customers and other people.
Tesco is also globally located
located but there are many stores
which are far away from me
customer’s hometown on nearby
places.
Promotion
In marketing promotion is necessary
so that there is a global awareness of
the product and people have
knowledge of the brand. A
promotion is a technique or a tool
through which entities are able to
advertise and market their product
inappropriate way. In relation with
chosen enterprise they also use
promotion techniques such as
brochures, free trial etc.
Tesco also uses promotional
techniques such as buy one get one
free offers club cards rewards points
and many more (Wood, 2016).
Physical
evidence
Physical evidence of entity depict it
is physically present. Product and
services can be tangible as well as
intangible. In relevance with
Sainsbury's, there was a physical
evidence of the product and services
such as packaging distribution
facilities paperwork and many more.
Tesco also has both offline and
online stores and other physical
evidences of their business (Dib,
2018).
People
People are those which directly deal
or encounter the end users such as
customer care people, delivery man,
Tesco has largest number of
employees in their management who
performed their duties in a given

store manager, and many more. In
relevance with selected enterprise
they also have the people in your
organisation which perform various
functions and deal with customers
properly.
period of time. Moreover, people of
Tesco always help customers and
take feedback from them so that
positive relationship is maintained
between the entity and management
Process
A process is referred as activities
which are being performed by
employees for staff of the company
status maintaining and managing the
record how many times customers
have been facing any problem
regarding the product, their
feedback and other activities. As the
chosen entity provide cheap
products at affordable rate but many
customers are not satisfied with their
product and due to which many
problems having faced by customers
and it is difficult for company to
solve every individual issue in a
period of time.
Tesco is always concerned about
their customers and solve their
issues please like them or any other
individual within a day or in a week
and this increase their goodwill in
the market and also so they have a
benefit of positive word of mouth.
After examining the above stated marketing mix of companies, it is seen that without
the use of marketing mix it is not possible for any organisation to carry out their activities in
appropriate way. Moreover, with the help of mm will become easier for the entities to make
decisions effectively and eliminate the rescore issues which can be called during the process.
All the elements of marketing mix are to be considered properly by the manager so that
resources and strategies are implemented accordingly. This has been also seen that it is a time
consuming process and requires a deep knowledge of market as well as changing behaviour
of customers (Pricilla, 2019).
SWOT Analysis
STRENGTH
 It is the largest supermarket after
Tesco in UK and has strong network
chain.
WEAKNESS
 Many other stores are not performing
well due to the changing needs and
demands of people and culture.
OPPORTUNITY THREAT

 Company has chance to develop its
business more digitally while merging
up with Argo.
 It has many competitors such as Wal-
Mart which is big threat for their
business as it has strong customer
ratio.
Strategy marketing plan- Strategy marketing plan is important so that marketing
mix is used by the organisation in appropriately.
Sales Analysis- The sales volume of selected entity is positive in nature and is
increasing with good ratio which also shows that it is correct to use marketing plan by
considering the sales analysis.
Marketing goals- Main goal of Sainsbury is to provide total satisfaction to customers
and increase their market share growth.
Risks- Impact of Brexit is the biggest risk which is faced by company at larger level.
Marketing strategy- Their main strategy is to acquire the and increase the customer
ratio by adopting market development. (Wuryandani, 2018)
Evaluation-
Benefits-
With help of marketing strategy plan, it is easier to examine the future goals and
tactics.
Drawbacks- To conducts this, deep level of knowledge and management skills are
required.
With the help of above stated marketing plan, it will be easier for chosen enterprise to
carry out their marketing mix variables in most efficient manner.
TASK 3
P4 Prepare a marketing plan in relevance with chosen organisation
Marketing plan is essential for the company so that goals and objectives are achieved
in a given interval period of time. It is defined as a written document in which various
activities of business as well as strategies are stated briefly. In context to selected enterprise,
they also make decision after going through the marketing plan prepared by the superior
authority and managers.

Overview- Sainsbury’s which is the largest supermarket of UK after Tesco provides
varieties of products such as groceries healthy nutrition apparels and many more and is
planning to expand their business worldwide so that more profitability is acquired by the
company (Andersen, 2020).
Vision- Main vision of entity is to be the global leader across the globe.
Mission- Company’s mission is to provide quality of products and goods to the
customers.
Objectives- To enhance profitability and increase sales volume of the product
Innovation- Digitalising the all stores of Sainsbury and also they have established the
self-checkout service due to which customers do not have to wait for the checkout of their
product.
To achieve the above marketing plan organisation uses STP approach of marketing
which is mentioned below-
STP approach which is a method of marketing and is used by how many entities to
understand the customer and examine the market situation properly for the business. In this
three elements have been discussed and which is segmentation targeting and positioning
(Chauhan, 2020).
Segmentation- Segmentation is defined as dividing of market on the basis of different
variables such as psychographic lifestyle demographic and many more it is important to
divide the market for the business so that planning is done in proper manner. So choose an
entity segment their market with the help of market research and information. They also
segment their market on the basis of psychographic variable.
Targeting- Another element is targeting in which the segmented market is targeted
which helps the company to decide which market will give more for higher rate of return to
the business.
Positioning- Every product or brand has a position or a value in the market for shop
opposition refer to value of a product which is being decided by the customer and company
there are various types of positioning such as brand positioning and repositioning and many
more. In context to Sainsbury's, they also have goodwill in the market and which also help
them to increase their value of product as well as services (Cluley, 2020)
Sales analysis- It is defined as mining of the data to examined the progress and
performance of sales against its goals. It gives a brief knowledge about the higher performer
and lower performance of the company.
Advantages-

 Opportunities- With help of sales analysis it provides a deep knowledge about the
own and competitors product which could be used by firm as opportunity.
 Decision driver- It also help in making the most suitable decision of firm so that
resources are used effectively.
Disadvantages-
 Reliability- It is not important that sales analysis always gives right
information and sometimes wrong information provided by the tool is also not
reliable.
After a brief analysis of about marketing plan it is seen that with the help of STP
approach and other marketing elements it is easier for enterprise 280 mission and vision of
the company inappropriate way (Martensen, 2017).

CONCLUSION
After examining the above report it is concluded that marketing essentials are needed
to be understand in proper manner so that for the processes carried out effectively. It has been
also analysed that functions of marketing, marketing mix and outline plan play a crucial role
with the help of which enterprise is able to perform their roles and responsibilities in well
organised manner. During the process decision making is to be done properly so that changes
are not in frequent ranges and which will results in use of resources as a less manpower
properly.

REFERENCES
Books & Journal:
Pricilla, 2019. The Marketing Essentials. pdf.
Andersen, 2020. Consumer response to marketing channels: A demand-based
approach.Journal of Marketing Channels,26(1), pp.43-59.
Chauhan, 2020. Effect of Marketing Communications on the Consumer Decision Making: A
Study of Indian Life Insurance Industry.Sustainable Humanosphere,16(1), pp.504-
515.
Cluley, 2020. The changing role of the marketing researcher in the age of digital technology:
Practitioner perspectives on the digitization of marketing research.International
Journal of Market Research,62(1), pp.27-42.
Martensen, 2017. Prioritising marketing activities in different types of marketing
functions.Total Quality Management & Business Excellence,28(11-12), pp.1264-
1284.
TAN, 2018. Funding by the Masses: Crowdfunding Platforms and Their Disruption of
Traditional Marketing Functions.Handbook of Advances in Marketing in an Era of
Disruptions: Essays in Honour of Jagdish N. Sheth, p.167.
Das, 2017. Marketing functions of Super Star Group.
Datta, 2017. How well does consumer-based brand equity align with sales-based brand equity
and marketing-mix response?.Journal of Marketing,81(3), pp.1-20.
Wu, 2018. Marketing mix, customer value, and customer loyalty in social commerce.Internet
Research.
Magalhães, 2020. Canvas marketing plan: How to structure a marketing plan with interactive
value?. InHandbook of Research on Emerging Technologies for Effective Project
Management(pp. 158-168). IGI Global.

Wood, 2016.The marketing plan handbook. Pearson.
Dib, 2018.The 1-Page Marketing Plan. Page Two Books.
Wuryandani, 2018. STP analysis in marketing pigmented rice as functional food.KnE Life
Sciences, pp.128-135.