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.