Marketing Essentials Report: Role of Marketing in ASDA (2019/2020)

This report examines the core aspects of marketing within the context of the ASDA company, fulfilling the requirements of a marketing essentials assignment. It begins with an introduction that highlights the significance of marketing in achieving customer satisfaction and maintaining a competitive edge. The report then delves into the key roles of marketing in both B2C and B2B environments, illustrating how ASDA tailors its strategies to engage both individual consumers and other businesses. Following this, the report details the responsibilities of the marketing function, including its interactions with finance, operations, and human resources. Furthermore, it provides an overview of essential marketing processes, such as market analysis, strategic planning, and the marketing mix, with an emphasis on the 4Ps and additional 3Ps. The report concludes by summarizing the critical importance of understanding and implementing effective marketing strategies to achieve business objectives and gain a competitive advantage. The report also includes references to various books and journals to support the analysis.

MARKETING ESSENTIAL

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
Key Roles of Marketing in B2C and B2B Organization.............................................................1
Responsibilities of the Marketing Function Within the Organization.........................................2
Overview of Marketing Processes...............................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is the process of generating in different types of activities which is according
to needs and wants of customers to increase their satisfaction effectively. It is very essential of
business to formulate marketing strategies to compete in market and achieve core competency
to gain higher profit margins. This report provides brief explanation of role of marketing in ASDA
company.
Key Roles of Marketing in B2C and B2B Organizations
It is very essential for business to understand the role of marketing in external market.
As it helps to increase the potential of business to attract more customers and increase profit
margins effectively (Cluley, 2018). However, there are different aspects of marketing in business
environment which is business to business and business to customer marketing. It is very
essential for ASDA to determine both marketing factors to increase its potential in market and
increase market share effectively.
B2B Marketing Roles
 Marketing in B2B is directly targeted in other business to increase the sales of the
business effectively.
 Main aim of business is to increase the relation with other business as it is for long term
benefits. Marketing helps ASDA to improve its business relations with other businesses
in market to reduce cost of products and increase sales to gain higher profit margins.
 Company uses different strategies which help to increase the sales to other business
and make them satisfied (Steenkamp and Sloot, 2018). As the main objective of the
company to increase market image and goodwill. This also helps company to attract
more investors to increase capital resources to improve productivity effectively.
 As business have large amount sales it is very essential for ASDA to provide detailed
product marketing which helps other business to classify with market products and take
faster decisions.
 Marketing department helps to develop low pricing strategies for ASDA to increase
productivity.
B2C Marketing Roles
 Main aim of companies is to produce products which are according demands of
customers (Piercy, 2016). This also helps marketing of company to increase its
efficiency to improve sales and gain higher profit margins effectively.
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 Marketing in business to consumers focus on consumer awareness to influence buying
behaviour of consumers and increase sales of business.
 Loyal customer are the output of effective marketing activities by business this also help
organization to grow and expand faster in market to compete with existing competitors.
 Marketing has the role to develop better market share of business and provide effective
benefits with quality products due to high competition which increases the innovation of
products to motivate consumers to engage in business marketing activities.
 Marketing department has responsibility to analyse the entire distribution channel and
reduces the cost of the company effectively.
 It also has effective responsibility to ensure the quality of products and monitor them by
analysing customer trends effectively.
 The main role of marketing of ASDA is to improve the pricing policies of the company
and improve profit margins to grow in the market effectively.
Responsibilities of the Marketing Function Within the Organization
There are many responsibilities of marketing functions which helps business
organization to increase its productivity in market and improve sales effectively. As there are
many departments which helps ASDA to formulate its business activities to achieve its
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objectives effectively. It is also very essential for business to understand all the roles and
responsibilities of marketing department which influence productivity of company overall.
Marketing with Finance
Marketing department in ASDA is responsible to analyse all the resources which are
required to conduct all marketing activities and communicate with finance department to
develop effective budget to reduce cost and allocate sufficient funds to increase efficiency of
marketing skills and attract more customers effectively (Simkin, 2016). This also helps to
increaser the communication between both the departments of ASDA Company to increase
shared values.
Marketing with Operations
Marketing and operation are also interrelated and also helps ASDA to increases its
productivity. As marketing helps operation department by providing research data collected in
marketing activities to develop effective products and services to increase customer satisfaction.
Marketing with Human resource
Human resources have the responsibility to increase the potential of the ASDA by
managing employees at right job and at right time with adequate skills and knowledge. As
marketing department needs potential employees to increase the customer engagement level in
company and human resource department provides required talents by job analysis and
designing job description to conduct recruitment and selection process effectively Kotler, P.,
2017).
Overview of Marketing Processes
Marketing Analysis
Marketing analysis is the process of examining internal and external factors of market
which can impact business activities and reduce opportunities to grow in market. This
examination is projected in specific industry to understand micro factors which are suppliers,
customers, investors which influence the business activity (Lancaster and Massingham, 2017).
Competitors are also the part of this analysis as they play an important role to impact business
growth. Change in market trends due increase in customer demand and globalization has also
increased opportunities of ASDA to grow in market and increase its productivity.
Strategic Planning
Strategic Planning is based on the analysis of business environment and macro
environment which are political, economic, social, technological, environmental and legal factors
which indirectly impact overall industry and reduce the opportunities of business (Zook and
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Smith, 2016). Strategic marketing planning helps to evaluate different available resources to
formulate effective action plan and achieve those opportunities and increase growth in market.
Marketing Mix
This is the types of strategies which are formulated according to research market in
different segments. It is combination of different strategic actions and techniques which helps
ASDA to increase it brands value in market by focusing on its activities (Lancaster and
Massingham, 2017). Marketing mix contains 4P and additional 3P which are product, place,
price, promotion, process, physical evidence and person. All these factors are analysed and
focused to develop overall marketing activities efficiency and achieve growth opportunities in the
market effectively. It is very essential for ASDA to determine all the marketing process to
increase its productivity to compete in the market and achieve core competency to gain high
profit margins effectively.
CONCLUSION
This report provided information about all information which helped business to
understand the importance of marketing function in the organization. B2B and B2C marketing
roles had been explained to increase sales of business organization effectively. Report also
provided a brief overview of marketing process with strategic planning and effective marketing
mix explanation.
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REFERENCES
Books and Journal
Cluley, R., 2018. Complaining about rivals: Indifference, cooperation, and competition in the
governance of advertising. Regulation & Governance.
Lancaster, G. and Massingham, L., 2017. Sales forecasting. In Essentials of Marketing
Management (pp. 308-324). Routledge.
Lancaster, G. and Massingham, L., 2017. The development of a strategic approach to
marketing: Its culture; internal macro-and external micro-environmental issues.
In Essentials of Marketing Management (pp. 1-32). Routledge.
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market.
Taylor & Francis.
Simkin, L., 2016. 11 Segmentation. The Marketing Book, p.271.
Steenkamp, J.B. and Sloot, L., 2018. Retail disruptors: The spectacular rise and impact of the
hard discounters. Kogan Page Publishers.
Zook, Z. and Smith, P.R., 2016. Marketing communications: offline and online integration,
engagement and analytics. Kogan Page Publishers.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
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