Marketing Process & Planning: Strategic Analysis of Jumbo Supermarket

This report provides a comprehensive analysis of Jumbo Supermarket's marketing process and planning. It begins by defining marketing in the 21st century and discusses the role of the marketing function within the organization, highlighting its interaction with other departments. The report analyzes the extended marketing mix (7Ps) of Jumbo Supermarket and compares it with competitor ALDI, evaluating its contribution to the company's success in meeting overall business objectives. Recommendations for improvement are provided, focusing on market research and customer engagement. The second part of the report delves into the strategic marketing plan, linking it to the organizational mission and objectives. It outlines SMART marketing objectives, emphasizes the importance of marketing research for new product launches, and conducts a situational analysis using tools like SWOT, PESTLE, and 5C analysis. Finally, the report identifies control and monitoring measures to ensure the achievement of objectives, including metrics like Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV).

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Contents
2.0 An explanation of the concept/definition of marketing in the 21st century ...................................3
3.0 Description of the role of marketing function with examples from the chosen organisation..........4
4.0 An analysis of how the marketing function works and interacts with other departments .............5
5.0 An explanation of the extended marketing mix and examples from selected supermarket............6
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................8
3.0 Recommendations...........................................................................................................................9
Part 2.....................................................................................................................................................9
1.0 How the strategic marketing plan links with the overall organizational mission, corporate strategy
and objectives........................................................................................................................................9
2.0 Clear and SMART marketing objectives...........................................................................................9
3.0 Marketing research to support the new product line launch........................................................10
............................................................................................................................................................10
4.0 A situational analysis......................................................................................................................10
4.1 Marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C
analysis................................................................................................................................................10
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).............................................................................................................................15
CONCLUSION.......................................................................................................................................16
References ..........................................................................................................................................17
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1.0 Introduction
Marketing means those set of activities and tactics which has been used by
an organization that makes brand image of an organization developed effectively
used for making customer satisfaction created over goods and services that has
been sold by an organization. In marketing various types of functions is included that
is important for communication with benefits over manufacturing and production
process within an organization. It is important for an organization to develop
marketing plan which is applied within process that makes product and services sold
in effective manner through satisfying customers needs and demands. The selected
organization within the report is Jumbo super market that is known brand within UK
and has its headquarters within Bradford, UK. This organization is fourth largest
supermarket chain of United Kingdom and operates within 492 outlets within nation.
The organization was formed in 1899 by William Jumbosuper marketand has been
successfully operating. Further, the report is based over compression of marketing
mix between two organizations and its impact within an organization. Also, marketing
plan of respective organization and media plan has been explained.
MAIN BODY
Part 1
2.0 An explanation of the concept/definition of marketing
in the 21st century
In corporation the control need to put together their marketing method in
keeping with their twenty first century due to development in generation the
opposition will boom in marketplace and competition need to put together their
strategy accordingly(Lidstone and MacLennan, 2017). This idea need to be satisfy with
the aid of using control as a way to make emblem focus of client in marketplace and
it assist management to boom their income of corporation in marketplace. There are
one-of-a-kind four roles of advertising and marketing which control need to carry out
of their corporation are:
 Digital Marketing: In corporation now control opt to run their enterprise on
virtual platform because of development of generation. It will become clean for
control to function their enterprise in marketplace. On virtual platform control
can enlarge their enterprise and generate extra sales in corporation. This is
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very powerful for control that they have to run their enterprise correctly in
marketplace and that they capable of make emblem focus in marketplace.
 Customer Experience: In corporation management have duty to make their
customer sense top revel in and lead them to snug in corporation so they stay
durable in corporation. They have created a brand new function that is known
as client engagement specialist. These roles is to create deeper and extra
clever conversation with their capacity with their clients wherein questions and
answers.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Roles and Responsibilities in Marketing
In advertising and marketing the employer of branch performs a very essential
function for selling their commercial enterprise and control additionally must
accomplish missions in their organization(Kurnianto and et.al., 2019). It serves as face
in their employer, coordinating and that they must produce all materials which
represents their commercial enterprise in advertising and marketing. In advertising
and marketing the control have assign duty to attain out their prospects, clients and
buyers or network control growing an overarching picture which represents their
employer of their superb way. There are differing types roles and obligations in
advertising and marketing are :
 Defining and coping with manufacturers: In this control must outline their
manufacturers in market that who they are, what they must stand for, what
they are saying approximately themselves. This will defines their reviews and
that they need to have clients and companions to must engage with them.
 Conducting marketing campaign: In advertising and marketing control are
proactively and it identifies their services and products they must
consciousness on over their publications in their income cycle, after which
they must produce their substances and communications which they get their
phrase out.
 Producing advertising , marketing and promotional substances: In
employer advertising and marketing branch is answerable for growing their
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substances and they must describes and promotes that have centre
merchandise and that they have services. This ought to constantly be
maintain up to date of these services and products are involve.
4.0 An analysis of how the marketing function works and
interacts with other departments
In corporations control need to carry out advertising capabilities and that they
need to figuring out their clients want and desires that is crucial for company of
control to have responsibility to fulfil their consumer want and desires. This is buying,
promoting transporting, storing, standardizing and financing, hazard taking and
securing advertising records. There are unique capabilities which control need to
carry out in advertising are:
 Promotion: In this control need to to do their promoting of company at
massive scales in order that control growth their income and that they
generate extra income(Fotiadis, Mombeuil and Valek, 2018). The company of
income and income are primarily based totally on their promoting.
 Product Management: In company control need to expand their product and
enhance their layout and specification of merchandise in order that they
capable of fulfil their consumer want and desires of marketplace. The product
need to be select in keeping with marketplace and consumer want and
desires, then simplest clients like their merchandise of company.
 Pricing: The control of organization need to put together their rate strategy in
keeping with their merchandise if company do not have excessive
competition in their product then they fee shape clients and if merchandise is
having excessive competition in marketplace in order that they may promote
their product at marketplace rate or much less then marketplace.
 Marketing records in their control: It is important to acquire and shop data,
which incorporates customer opportunities and demographics. Often, this data
without delay relates for goal in marketplace for products and services. This
also can inform effective industrial company selections for the whole
company, so consider sharing your data and findings with unique
departments, as well.
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 Financing: A marketing and marketing and advertising institution can show
off its brought charge to its commercial enterprise company if income
continues to boom due to first rate marketing and advertising
campaigns(Brooksbank, Subhan and Miller, 2018). This upward trajectory can
also additionally allow that institution to constant future funding, as they are
capable of show off a quantifiable tremendous pass lower back on their
investment.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing Mix 7P's
Marketing mix is being considered as one of the most important tool which are
used by the organisation in order to promote their goods and services in the market
and communicate to the consumer in a very effective manner. The comparison of
the marketing mix in context to the Jumbo super market and its competitive firm
ALDI has been discussed below:-
Elements MORRISONS ALDI
Product Large range of products and
offerings like clean food,
groceries and plenty of extra has
been presented with the aid of
using the Jumbo super market
employer to their client.
The ALDI employer in
particular offers within the
retail items. The employer now
no longer best provide the
incredible best items to their
client.
Price Different sorts of pricing
techniques like price
management and pricing
constructing method has been
observed with the aid of using
the employer for placing the
Most of the goods wherein
employer offers are of
common best and common
price. The control of the
Jumbo super market employer
comply with the aggressive
pricing method so as
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expenses determined the expenses to
their items and offerings within
the market.
Place The headquarter of the
Jumbosuper marketemployer is
located within the England and
the employer majorly attention
on the ones client who clearly
desires the commodity.
Company has round 6800 shops
all throughout globe.
Company provide their
offerings in extra the 18
international locations and at
the side of this employer have
round 8000 bodily shops all
throughout the globe.
Promotion Different sorts of on-line and
offline promotional techniques
has been utilized by the
employer with the intention to
sell their product within the
market(Bran-Piedrahita, 2020) .
Social media strategies and
virtual advertising strategies has
been utilized by the employer to
boom the client base for the
employer.
For selling the products and
offerings the advertising
branch of the employer extra
attention at the adopting the
verbal exchange approaches.
Different sorts of campaigns
and gala has been advanced
with the aid of using the
employer to unfold the
advantages of the goods to the
client.
Physical
evidence The control of the Jumbo super
market employer in particular
attention at the hygiene in their
shops and most significantly at
In the bodily shops of the
employer, they now no longer
best hold their very own
emblem merchandise however
additionally hold the opposite
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the surroundings of the shops. emblem product.
People For handling the proficient group
of workers of the employer,
distinctive sorts of programmes
like personnel welfare
programme.
For handling the group of
workers of the employer, the
control offer extra salaries to
their personnel in assessment
to their competitor.
Process The fundamental cause of the
employer for growing the
product is to hold the consumer
continually happy(Anwar and
Campus.HAsseraf, Lui and
Shoham, 2017). In addition to this
powerful deliver chain procedure
and on-line distribution
procedure has been observed
with the aid of using the
employer to attain to the client
The format of the goods that
are advanced with the aid of
using the employer is quite
simple and smooth to use.
Along with this for billing
procedure barcodes strategies
are utilized by the employer
which makes the billing
procedure too simple.
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
It plays a big role in growing price and satisfaction for the client. In particular,
the marketing and marketing and advertising combo or 4Ps (product, price,
promotion, and place) operates because the number one forces close to meeting the
wishes of client and growing a long, profitable relationship with them. i
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3.0 Recommendations
It has analyse that jumbo supermarket still required effective strategies and
potential to meet the consumers needs and give tough competition. As Tesco is
taking lead in the market which enables great customer engagement. Therefore, in
order to operate in luxurious product line. Jumbo supermarket needs to make proper
market research, interacts with customers and listens to their needs. Also, involve
more In promotions through social media for being stable for long term in the eyes
of customers.
Part 2
1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
The advertising plan that's advanced through the corporation is being taken into
consideration as a blueprint and written record for them. In
the advertising plan unique kinds of techniques has been written in terms
of the advertising of the merchandise. With assist of this
plan corporation can experience the aggressive benefit over their competitor.
 Mission :The challenge of the corporation is to offer the excellent excellent
merchandise in step with the wants and needs of the customer.
 Vision: The imaginative and prescient of the respective corporation is to
emerge as the maximum precious organization within the retail region in the
front in their customer and within the globe marketplace.
 Marketing Objectives:The first and goal of the corporation is to offer high-
satisfactory excellent merchandise to their product(Costacurta, 2019). In
addition to this additionally they attention on growing the income margins of
the corporation through 10 % and in conjunction with they greater attention at
the innovation and the marketplace trends.
2.0 Clear and SMART marketing objectives
Smart objective:
 Specific: The jumbo grocery store desires to diversify merchandise in
new steeply-priced meals product line.
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 Measurable: itmightbe degree eleven
though boom in earnings which corporations targets to obtain at 20%.
 Attainable: jumbo grocery-store has suitable recognition and consumer enga
gement which enables in accomplishing the objective.
 Relevant: the steeply-priced meals product line is essential to fulfil call
for for clients via organics and wholesome meals merchandise.
 Time-bound: it is going to be executed inside 1 year.
3.0 Marketing research to support the new product line
launch
4.0 A situational analysis
STP Approach:-The STP version has been utilized by the special forms of
corporation to be able to enhance and execute their advertising techniques within the
marketplace in a totally powerful manner. In context to the Jumbo super market
employer STP version has been mentioned below:-
 Segmentation: Geographical segmentation has been utilized by the
employer to be able to phase their goal marketplace(Goldberg and Jansen
van Rensburg, 2020). The humans of Urban and semi Urban regions has
been goal with the aid of using the employer.
 Targeting: Mass media targetting strategies has been utilized by the Jumbo
super market employer. This approach assist the employer to goal the
complete marketplace in a totally powerful manner.
 Positioning: The advertising branch of the Jumbo super market employer
location their product in the front of the consumer as medium product. The
control of the employer recognition at the making courting to their consumer.
4.1 Marketing audit, making use of appropriate analytical
tools including SWOT, Pestle and 5C analysis
Pestle analysis:
 Political: The thing consists of all of the rules concerning political events and
alternate barriers. Jumbo grocery store has many regulations over alternate in
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Europe because of the impact of Brexit. This effect would possibly get solved
via making splendid political family members with different countries.
 Economical: The Retail Industry is thought for contributing in monetary
welfare and continues task possibilities and cash flow. Jumbo Supermarket
desires to make techniques for higher increase and improvement of financial
system in addition to organisation.
 Social: Social elements consist recognition upon gratifying society desires
with the aid of using following all of the Trends and options of
customers(Greco, 2018). Jumbo supermarkets desires to greater recognition
on types in product improvement to provide purchasers a whole lot of
alternatives for selection. The corporation desires to recognition on
tendencies of the society which might be useful for keep society and way of
life beliefs
 Technological: Technology is the handiest thing in organisation.
Supermarket desires to encompass technological elements which will get rid
of poor effect of marketplace uncertainties. The corporation need to inspire
use of era like social media, internet, virtual equipment which might be
maximum trending to draw customer.
 Legal: Legal rules encompass all of the provisions and duty over personnel
operating hours, fitness and protection. Therefore, Jumbo supermarkets
comply with all of the felony law to keep requirements and wonderful
influence. The corporation comply with legal guidelines associated with
employment, fitness and protection and equality as in step with UK act. Environmental: The thing consists of all of the practices concerning
preserving the surroundings secure and Secure for each gift and destiny
requirement(Hanlon, 2019). Jumbo Supermarket has its wonderful effect
because of its waste guidelines and sustainable improvement. Such as,
recycling, reusing and emissions. All are those growing a energy for the
corporation to manage up in enterprise surroundings.
Swot analysis
Strength Weakness
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 Supermarket has type of
merchandise a good way to
without problems fulfil client
needs(Grönroos, 2017).
 The grocery store save is placed
on the coronary heart of town that
is the principle factor of appeal for
them.
 The jumbo grocery store does now
no longer have notable advertising
and marketing coverage because of
which day go through opposition at
excessive phase.
 The enterprise do now no longer
concerned in collaboration because
of having low earnings margins.
Opportunity Threat
 The enterprise suitable beautify
the grocery store save through
adopting E-Commerce enterprise
and offer product through Omni
Channel Marketing(Naseri and
Noruzi, 2018).
 Technology use is a notable
possibility to draw massive variety
of client
 Covid-19 is the simplest danger for
the jumbo grocery store that effect
on their profitability.
 The enterprise couldn't wherein
opposition with competition likes
Tesco and Asda.
5C analysis
Company Jumbo supermarket is working to achieve customer
engagement through forming marketing tactics.
Consumers The jumbo supermarket will target the customer above the age
group of 10 both high and middle class income group.
Collaboration The supermarket wants to collaborate with other brands like
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Tesco.
Competitors The company is facing huge competition with Tesco, Asda and
Walmart.
Climate The company is going well for sustainable practice by avoid
plastic packaging.
4.2 A competitor analysis including the market segments
There are diverse competitors of Jumbo grocery store which can supply
difficult combat to the company(Opresnik, 2018). These are Tesco, Asda, walmart
which have excessive consumer base and emblem name. The Jumbo grocery store
wishes to be one step in advance from them to attain achievement within the
marketplace with the aid of using making correct and powerful strategies.
4.3 Sub-segments
An included advertising plan is all approximately social media channels want
to assist in awesome promotional approaches for organisation. This media plan
entails clever goal and centred clients who might be reached out via social media
structures like Instagram, Facebook Twitter and websites.
Particulars 1st year 2nd year 3rd year 4th year
Investment 20000 10000 6000 5000
Initial
money
20000 10000 4000 5000
Total 40000 20000 10000 10000
Marketing
outlay
10000 2000 3000 4000
Sales
publicity
2000 2000 4000 2000
Direct
selling
4000 3000 2000 2000
Promotion 4000 2000 5000 2000
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Total 20000 9000 15000 10000
4.4 Articulation of the new product value-proposition in the eyes of
the customer
Value proposition
The new variety of diverse product might be precious for the consumer as
they may get new and wholesome experience(Selitskaia, 2019). The clients will
enhance their way of life via getting nice items at affordable prices.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Digital Media Plan
campaign and
rationale
objectives target
audienc
e
medium content run time evaluation estimat
ed cost
Social media
platforms
Instagram twitter
and TV
advertisement will
be used for the
campaigns. This
is required to
attract customer
through creating
challenges.
The
campaign
has
purpose to
aware
people
about
healthy and
organic
food range
with great
taste(SOE,
2020).
Above
the age
group
of 13
and
middle
and
high
class
income
group.
The
campai
gn will
be
launch
through
TV and
social
media.
The ad
includes
message
of health
concerns
and
enable
an
experien
ce of
food with
delicious
taste.
It will run
in the
mid of
Decemb
er and
ends at
the last
of
month.
The
customer
engageme
nt, likes
and views
will be
mange by
Google
analytics.
It will
take up
to
$10000
for
develo
ping
softwar
e,
resourc
es and
physica
l
outlay.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
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Media budget - The media technique of the considered corporation want to
embody list of prices which assist the enterprise now not in on foot the campaigns in
a completely effective style but moreover aids in imposing the campaigns(Tomczak,
Reinecke and Kuss, 2018). A budget present a easy thoughts within the the front of
the executives people as a way to results easily differentiated their capital as
constant with to the desires of each region.
Particulars Amount
Equipment 180000
Advertising 42000
Promotional tools 12000
Media house 12000
4.7 Tactical actions
Tactical plan: The Jumbo grocery store desires to apply promotional
approach like giving discounts, loose gives and giveaways to draw help at
preliminary level(Tran, 2020). Once they' will construct trust, they'll get geared up to
pay excessive expenses for the fine products.
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)
Control and Monitoring: It is the maximum important step for the agency to
govern all of the steps and targets inside the company(Yaghin, 2020). The jumbo
grocery store will effortlessly confirm the marketplace through controlling with the aid
of using the usage of KPI strategies like benchmarking, scorecard. This will assist
them to enhance the techniques and actions.
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CONCLUSION
The report has concluded that marketing is a great function which leads to help
the organisation in achieving brand name into market. Marketing involves decision
for product price place a promotional decision is necessary to build strategies in
order to make objective achieved. The report has identified a comparison which will
lead to help the company in order to launch a new luxurious product line and
analysing competition in a better way. Also there is an effective marketing plan that
provide external Research and analysing target markets.
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References
Books and journals:
Bastiaanssen, G., 2019. Implementation of expiration date visibility at Jumbo
Supermarkten.
Costacurta, R.Z., 2019. The effect of promotional push notifications from
supermarket branded apps on purchase behavior (Doctoral dissertation,
Instituto Superior de Economia e Gestão).
Goldberg, R.H. and Jansen van Rensburg, L.R., 2020. Investigating the place
marketing levels of Business Improvement Districts in South Africa. Journal
of Contemporary Management, 17(2), pp.278-294.
Greco, F., 2018. The Rule of Persuasion in the Marketing Process. Psychol Behav
Sci Int J, 9(5), pp.1-15.
Grönroos, C., 2017. Relationship marketing and service: An update. Journal of
Global Scholars of Marketing Science, 27(3), pp.201-208.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Naseri, Z. and Noruzi, A., 2018. Content marketing process model: a meta-synthesis
of the literature. Webology, 15(1), pp.8-18.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to
Develop a Digital Marketing Plan. In International Conference on Social
Computing and Social Media (pp. 333-341). Springer, Cham.
Selitskaia, E., 2021. The B2B Marketing Plan for Punnu Games.
SOE, Z., 2020. An Analysis of Strategic Marketing Management on Organizational
Performance (Doctoral dissertation, SCHOOL OF BUSINESS, SIAM
UNIVERSITY, BANGKOK, THAILAND).
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Planning the marketing mix.
In Strategic marketing (pp. 171-221). Springer Gabler, Wiesbaden.
Tran, H.D., 2020. The effects of color on the decision-making process of young
customers in the Finnish supermarket grocery retail sector.
Yaghin, R.G., 2020. Enhancing supply chain production-marketing planning with
geometric multivariate demand function (a case study of textile
industry). Computers & Industrial Engineering, 140, p.106220.
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