Higher National Management Diploma Marketing Report: Morrisons

This report provides a detailed analysis of the marketing process and planning, focusing on the application of marketing principles within a business context, specifically using Morrisons as a case study. The report begins with an introduction to the concept of marketing in the 21st century, emphasizing its importance in a dynamic business environment. It then describes the role of the marketing function, illustrates its operations with examples from Morrisons, and examines its interaction with other departments such as manufacturing and finance. The report also explains the extended marketing mix (7Ps) and evaluates how these elements contribute to organizational success, concluding with recommendations and conclusions on effective marketing strategies. Key topics covered include customer needs analysis, market share gain, product quality, competitive analysis, and the impact of marketing on economic growth, providing a comprehensive overview of marketing's strategic importance.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
In 21 St century business world has become so dynamic that marketing plays an
important role for an organisation to become successful. Marketing refers to an
activity and effort that a business organisation puts to promote as well as the
products and services (Deepak and Jeyakumar, 2019). This basically involves
selling, promoting and delivering the products and services to buyers. The
competition is increasing so rapidly that organisation should focus on this
department so that it can sustain for the long term. It involves the action that is
undertaken by the company to maintain the strong relationship with the customers so
that they can generate more revenues. This following report will have based on
Morrisons company which is the fourth largest supermarket chain of the UK. The
Morrisons is a well-known company founded by William Morrisons in 1899. The
companies headquarter is situated in Bradford, England having around 497 more
stores till 2021 across the nation. The report also covers the role and responsibility of
the marketing departments and analysis on how marketing departments function to
achieve the mission and success of the chosen company. The function of marketing
department that interrelates with other the department of the business is also
discussed. In addition to it the marketing mix is also explained that is adopted by the
respective company to achieve the overall business objectives.
2.0 An explanation of the concept/definition of marketing in
the 21st century
In 21 St century the customer’s preference and demand are so unique that new
technology and development should be used by business organisation to be
innovative. So, to make the product familiar to the customers they invest and focus
more on marketing. So marketing basically refers to the action of the business that
analyse the wants, needs, demand and queries of the customer in an effective
manner for which techniques are applied to a targeted market. Marketing helps in
finding out want customers wants and innovate the products according their demand
so that their satisfaction and expectation can be increased (Agzamov,
Rakhmatullaeva and Giyazova, 2021). This helps in customer’s retention which will
lead in increasing more profits. Marketing is basically done for the targeted
customers that includes the products description in a very creative manner that
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attracts the customers. In 21 set century the organisation uses marketing tool to
achieve the targets.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Role of marketing function:
Marketing is the process that enables the business organisation to achieve
the goals by promoting and advertising the products and services. This department
helps the business to make strategic planning that helps in fulling the demand and
needs of the customers. In respect to the Morrison’s company the role of marketing
function is discussed below:
 Customers’ needs and wants: By adopting proper marketing strategy the
company can determine the customers’ needs and wants. According to the
Morrisons, it examines the recent trend and culture that is going on the market
to fulfil and meet the expectation of the buyers (Tien, Phu and Chi, 2019). To
survive in the market, the organisation should work according to the
customer’s trends and preference.
 Long term survival and growth: The business main focus should be on
meeting the demand and needs of the customers so that it can survive in the
long run. With respect to the Morrison’s, it provides customers with the good
quality of products that helps in maintaining good reputation along with the
customer's loyalty. This will help the business organisation to build the good
brand image in the Market targeted.
 Gain in market share: The market share can be increased of an organisation
by using different techniques of marketing such as advertising, public relation,
direct marketing etc. In relation to Morrisons, it attracts customers by using
different marketing media such as advertising, event marketing that leads in
growth and success. Due to this many people will start investing in the shares
of the respective company which will lead in efficient operation of the
business.
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 Quality product: If the organisation sells the quality product than it helps to
increase the customers pace and this leads to greater profitability. In context
to Morrison it provides the customers with the quality products that helps in
customer retention and belief along with the loyalty of customers will be
beneficial for the organisation (Heggde and Shainesh, 2018).
 Increasing competition: By observing the market very closely, the
organisation can provide the customer with the innovative product that they
are expecting. This helps the organisation to build the intense competition in
the markets. Morrison’s have lots of competitor in the market such as TESCO,
Sainsbury etc. By providing quality and innovative products to its customers it
has gained good market share. The company not only one areas in the
economy but also has spread its stores among other nation too which helps
them to increase their market pace more effectively and efficiently.
 Growth of economy: As lot of investment is done on the marketing by the
business organisation so that customer can be attracted towards the product.
As a result, this will be increase the demand of the products which leads in
increase in employability and profitability level. With respect to Morrison it
provides customer with the innovative and diversified products which helps in
economic growth.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing is one the most important pillars of the business organisation that
includes strategic planning and research. This is done by the marketing department
that helps in creating relation with the other departments also. Some of the function
of marketing that interrelates with other are as follow:
 Marketing and manufacture departments: Before developing any products
the respective organisation needs to do adequate research. Further the
company needs to understand the recent trends and markets that helps them
to manufacture product according to the market expectation. Benefits over the
competitors can be gained by putting more efforts in research and providing
quality services to the customers.
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 Marketing and finance departments: The marketing department needs to
coordinate with the finance department so that they can work according to the
budget allocated (Thabit and Raewf, 2018). The budget requirements should
facilitate in different marketing techniques that used by business. The finance
department mainly focus on return on investment, high cash inflow and
increase in sales which helps in growth of the organisation.
 Marketing and human resources: Marketing department also works with
human resources as it hires the people who have good skills on research,
developing and promoting activities of the product. This department also
assist in providing training to the employee that helps in meeting the criteria of
the marketing departments. It helps in growth of the organisation by
developing more capable team of the marketing departments.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing Mix
Marketing mix is a part of marketing that mainly focus on accomplishing the goals
regarding the marketing strategy by using seven PS. With reference to this
Morrison's has considered this 7ps while marketing its products and apply these
frameworks gain market position and achieve goals and objectives. The seven P's
are discussed below:
 Product: This refers to that commodity that is built by the business
organisation that helps in satisfying the needs of the customers. The
organisation should design the product according to the customer preference
so that they can achieve the height of the success (Mahmoud, 2018).
 Price: It refers to the value that consumers are willing to pay for the products.
In relation to the Morrison's it provides its customer with wide variety of
products which ranges from medium to higher class people. According to the
seasons and festival it provides discounts and offers in the product.
 Place: The product should be available to the customers according to their
convenience so that it can gain competitive advantage. The respective
company also provide customers with the online services that make easily
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available of the products to the consumers.
 Promotion: It helps in attracting the large number of people towards the
products and influencing them to examine the products. By adopting different
techniques of marketing Morrison's has gained market position (Hanssens
and et., al., 2018).
 People: It refers to the people working for the business in provide services to
the customer's. This helps in increasing customer’s retention by providing
services according to them. This also leads to the employee motivation and
organisation give rewards on the basis of the performance.
 Process: It refers in providing services to the customers on time. It basically
focusses on the delivering the products according to need of the customers.
So that customers keep on purchasing the products (Sudari and et. al., 2019).
The respective company divides the areas and delivery the product
accordingly.
 Physical evidence: Here the customers basically attracts with product
packaging, labelling. In respect to the Morrison's the company provides its
customer with online services and physically products can be also bought in
stores.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
To achieve the organisational goals and objective marketing mix plays a vital
role. This helps in understanding the customers’ needs so that it can developed
according to the customers (Anjani, Irham and Waluyati, 2018). With reference to the
Morrison there are many benefits of these framework which are as follow:
 Allocation of resources: Morrison uses the resources very effectively and
effectively that helps in meeting the demand and the firms generate more
profit.
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 Customer's needs: By adopting the marketing mix it helps in understanding
the customer’s preference so that they can meet the needs by providing the
quality services.
 Responsibilities allocation: By providing training to the team’s members
and utilising their specialization the organisation gives more responsibility to
team’s members to give focus on customer satisfaction.
3.0Recommendations
 Marketing mix allows the company to gain more competitive advantage and
increase the profitability. This leads in adding more value in the organisation
so that success can be achieved. In context to the Morrison by utilizing the
resources properly it provides the customers with cost effective products.
 It also adopts different marketing techniques that leads in customer retention
which help respective company to maintain the brand image and increase its
profit regularly. This helps them to diversify the products and development
which leads in increasing sales.
9.0 Conclusions
From the above reports, it has been concluded that in order to achieve the
goals and success, marketing plays an important role in creating good brand image
and customer’s satisfaction. The company should use marketing function in an
appropriate manner so that it can lead to the growth of the organisation. It can also
implement different marketing strategies so that they can gain more competitive
advantage. The business concern gets many benefit by using marketing mix strategy
that helps in attaining the objectives.
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References
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Agzamov, A.T., Rakhmatullaeva, F.M. and Giyazova, N.B., 2021, June. Marketing
strategy for the competitiveness of modern enterprises. In E-Conference
Globe (pp. 1-3).
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in
international business strategy. International journal of research in marketing
management and sales, 1(2), pp.134-138.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging
concepts and applications. Singpore: palgrave macmillan.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase
intention. International Journal of Advanced and applied sciences, 5(2),
pp.127-135.
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P marketing mix
and consumers' loyalty in traditional markets. Agro Ekonomi, 29(2), pp.261-
273.
Hanssens, D.M and et., al., 2018. Consumer attitude metrics for guiding marketing
mix decisions. In Long-Term Impact of Marketing: A Compendium (pp. 557-
600).
Sudari, S and et. al., 2019. Measuring the critical effect of marketing mix on
customer loyalty through customer satisfaction in food and beverage
products. Management Science Letters, 9(9), pp.1385-1396.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
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5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
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1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
Strategic marketing plan is basically a planning process which comprises of the
development of marketing strategy that outlines the objectives, strategies to attain
the objectives and timeline to complete the task (Chernev, 2020). There are different
elements of marketing plan which are link with the mission, strategy and objectives
of firm. In context to Morrison company this has been discussed below: -
 Market research: -In relation to the Morison, the research which is conducted
by the company give them whole detail about the customer’s taste,
preferences, needs, wants and many more. This assist the firm in producing
goods according to the customers need which result in attaining the goals.
 Target market: - In context to the Morison, this basically comprises of
company market base on the basis of demographic, income, area and many
more. This assist the firm in understanding the consumer behavior and
formulate the corporate strategies according to them.
 Marketing mix: - In reference to Morison, this tactic is used by the firm in
order to promote their product in the market and attract the large base of
customers towards them. These 7 PS helps them in implanting the effective
marketing strategies.
2.0 Clear and SMART marketing objectives
This is basically a goal setting techniques which allow the team members to develop
the effective marketing plan to support as well as attain the company objectives. In
relation to the Morrison company, the setting up of smart objectives assist the
marketing team in clarifying that what to attain, how to attain and the areas in which
lacking off (Basil, Diaz-Meneses and Basil, 2019). The SMART objective in context
to the Morrison has been discussed below: -
Specific: The goals which are set need to be specific and clear so that it can
be attain by them easily. In relation to the Morrison, the goals which are set
contained the detailed information which helps the employees in understanding the
result.
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