Unit 2 Marketing Essentials Report: Sainsbury's Case Study

This report provides an in-depth analysis of marketing essentials, using Sainsbury, a multinational supermarket chain, as a case study. The report begins with an introduction to marketing, its definition, and its importance in business. It explores the roles and responsibilities of various marketing functions, including HRM and finance, and the functions of a marketing manager and department. The report delves into Sainsbury's organizational structure, marketing mix (product, price, place, promotion, people, process, physical evidence), and inter-departmental relations. It also includes a marketing plan, covering the company's vision, mission, objectives, STP (segmentation, targeting, positioning), and a SWOT analysis. The report references various books and journals to support its findings, offering a comprehensive overview of marketing principles in a real-world context. The report is designed to provide students with a clear understanding of the key concepts of marketing and their application in a business environment.

Unit 2: Marketing Essentials
BTEC Higher National
Certificate in Business
Centre Code: 01018

TABLE OF CONTENT
 INTRODUCTION
 Definition of marketing
 Roles & responsibilities of marketing functions
 Brief introduction of company
 Functions and role of marketing manager
 Functions & role of marketing department
 Organisational structure
 Marketing mix
 Inter-relation between other departments
 Communication with other departments
 Marketing plan
 CONCLUSION
 References

INTRODUCTION
Marketing is defined as process or activity of set of actions which is used by
company to promote or advertise their product or service. Marketing essentials
comprise of important elements which are required for business promotion
(Heroux, 2017). Main focus of this presentation is to understand the concept of
marketing within organisation. Sainsbury, a multinational corporation of
supermarkets headquartered in U.K. This includes several topics which are key
roles & responsibilities of marketing function, roles & responsibilities of
marketing in firm viewpoint, marketing mix and plan, inter-relationship between
marketing & functional units and key components of marketing functions.

Definition of marketing
Marketing is defined as approach which is
utilized by entity to advertise or promote
their brand, product, or service.

Importance of marketing
In business sector, marketing is essential for development & growth of
activities at larger scale. It is crucial to use this so that products are
developed and have access to customers. To sell & gain profitability, it is
crucial to use this concept so that product or services are known to public.
 With help of this marketing, it is easy to promote products as well
as services.
 Assist in improvement of sales and profit margin of enterprise.
 Enhances recognition of a brand at global level (Heroux, 2017).

Roles & responsibilities of marketing
functions
Marketing functions are of various types such as human resource
management, finance, marketing department etc.
HRM- This function main role is to recruit talented employees for
Sainsbury & engage them with work environment. Whereas
responsibility is to make assure that deserving candidates are being
hired who can increase productivity of firm.
Finance- Role of this function is to record all transactions of business.
Whereas responsibility is to determine income and expenditure of
business.
Marketing- IN this role is to promote/advertise the product of a
company. Responsibility is to increase sales ratio of product/ service
(Hanzaee, 2019).

Brief Introduction (Sainsbury)
Sainsbury is largest supermarket headquartered in
U.K. It has large number of customer base and
operates its stores worldwide. There are number
of competitors of company such as Tesco,
Walmart, etc.

Functions and Role of Marketing
Manager
Marketing manager is one who enhances and
manager every activity of business. He is overall
responsible for development of work efficiency at
workplace. Roles of marketing manager at
Sainsbury is mentioned below-
 Solve problems by new accessing new
approaches.
 Comes up with new strategies/ tactics.

Functions and Role of Marketing
Department in Sainsbury
Functions & role of marketing department in Sainsbury
are essential as they are responsible for enhancing profit
level of business. Roles as well as responsibilities are
explained below-
 Access new opportunities by conducting research
analysis.
 Enhance competition level by generating more sales.
 Maintain goodwill of a brand – Sainsbury in market
(Zhulina, 2020).

Functions and Role of Marketing
Department in SAINSBURY

Organisational Structure of
Departments

Marketing Mix
Product-
Sainsbury has products such as consumer goods such as meats, juices & drinks
etc.
Comparing it with its competitor Tesco, they have diversifying products such as
cosmetics, apparels, etc.
Price-
Sainsbury uses low based pricing strategy and provide good quality.
Comparing it with Tesco, they also uses low value based pricing strategy
(Febriansyah, 2019).
Place-
It refers to location of firm where they are physically located. Sainsbury has
688 supermarkets & many convenience shops. In comparison with Tesco,
they also have stores globally and operate through online modes also.

Promotion
IN relevance Sainsbury they uses approaches of promotion such as direct and
viral marketing. Whereas Tesco use digital marketing to promote their
products.
Physical evidence
Saiunsbury does have physical evidence as they have inventories, warehouses,
etc. Tesco has physical evidence such as promoting campaigns, door to door
services etc.
People-
These are those who encounter employees on daily basis such in Ssainsbury they
have staff, employees working around them. Tesco also have people like
salesman, delivery boys, etc.
Process-
It refers to actual workflow through which products or service are delivered to
customers. In this, Sainsbury have vendors across globe who carry out these
processes. Comparing it with Tesco, they also have suppliers, distributors,
who perform these process & deliver quality of products (Oh, 2020).

Inter-relations between other
Departments at Sainsbury
Relation with HRM department-
The HRM department of Sainsbury provide marketing
department updated policies & rules which can be used
by marketing department to manage employees.
Relation with Finance department-
Finance department provides a a detailed analysis of
market to marketing department which assist them to
make decisions effectively.

Inter-relations between other
Departments at Sainsbury
Relation with HRM department-
The HRM department of Sainsbury provide marketing
department updated policies & rules which can be used
by marketing department to manage employees.
Relation with Finance department-
Finance department provides a a detailed analysis of
market to marketing department which assist them to
make decisions effectively.

Communicating with other
Departments at Sainsbury

Critical Analysis of communication and
relations with other Departments
Benefits-
 Provide a detailed credentials about other
departments & how they impact productivity.
 Access to new ways of communication (Gunawan,
2020).
Drawbacks-
 It is time consuming process because of too many
people existence.

marketing plan
Company overview- Sainsbury is a multinational chain of
supermarket headquartered in U.K. It deals in number of products
such as dairy, groceries, drinks etc. It has more than 688 stores
located globally. It has many competitors such as Tesco, Walmart,
Amazon etc. Below is marketing plan which is described as follows-
Vision and mission- Vision of entity is to provide affordable and
quality of products to customers. Mission of entity is to be the fist
choice in retail market.
Objective- Their purpose is to increase larger customer base
worldwide & enhance their brand recognition.

STP-
It is also known as segmentation, targeting and positioning which is
process through which company determine and examine the position
of business in market (Koivunen, 2018).
Segmentation-
It is known as dividing of market on basis of different variables such
as demographic, geographic, psycho-graphic etc. So, Sainsbury
segment their market on basis of geographic based variables.
Targeting-
It refers to targeting specific market audience & market for
products. So, chosen firm targets 22-40 year old age people.
Positioning-
It is defined as building a image of brand in market. So, selected
entity positioned themselves as premium brand in target market.

SWOT
Strength
 Main strength of firm is that it located globally through which they can
access to resources at wider scale.
Weakness
 Due to different laws and regulation in different countries it is difficult for
them to sell their products. (Kimani, 2020).
Opportunities
 They have opportunity to partnership with local brands which will help them
in increasing their business.
Threats
 Due to large number of competitors, they get dominated by Tesco, Amazon
etc.

CONCLUSION
After a brief analysis of above presentation it is
seen that marketing essentials is an important
concept which is needed to be carried out properly.
So, discussions have been made about roles &
responsibilities of marketing function, marketing
mix and inter-relation between marketing function
with organization Then, marketing plan has been
produced with organizational context.

REFERENCES
Books & Journal:
Heroux, 2017. A Comparison of Marketing Strategies of Microbreweries in the
US and Canada.Journal of Tourism and Hospitality Management, 5 (2), pp.1-
11.
Heroux, 2017. A Comparison of Marketing Strategies of Microbreweries in the
US and Canada.Journal of Tourism and Hospitality Management, 5 (2), pp.1-
11.
Hanzaee, 2019. Which can affect more? Cause marketing or cause-related
marketing.Journal of Islamic Marketing.
Zhulina, 2020, March. The Role of Information Systems in Maintaining
Interrelation between Marketing Activity and Quality Assurance Activity
within the Company. InInternational Scientific Conference" Far East
Con"(ISCFEC 2020)(pp. 3331-3336). Atlantis Press.

Gunawan, 2020. The Role of Marketing Mix, Corporate Image
and Brand Equity in Purchase Decision of Daihatsu
Ayla.Journal of Management and Business Environment
(JMBE),2(1), pp.94-114.
Febriansyah, 2019. Marketing Mix 7Ps in Islamic
Perspective.KnE Social Sciences, pp.619-625.
Koivunen, 2018. Marketing plan for a hotel in Bali.
Oh, 2020. SWOT analysis on the potential growth of Football
5-a-side programme across the United States: an
exploratory case study approach for athletes with visual
impairment.Sport in Society, pp.1-15.

Kimani, 2020. Influence of Social Media
Marketing on Student Enrolment among Private
Universities in Kenya.Journal of Marketing and
Communication,3(1), pp.76-94.
Khalili, 2020. Knowledge creation essentials in the
data based forming world.International Journal
of Modern Engineering Technologies,2(1).