Marketing Concepts Webinar: Role, Strategies, and Jumbo Supermarket

This presentation provides speaker notes on marketing concepts and strategies, emphasizing the crucial role of marketing in the 21st century business environment. It explores key functions such as managing brand image, conducting campaigns, listening to customer needs, monitoring competition, and fostering innovation. The presentation delves into the 4Ps of marketing—Product, Place, Promotion, and Price—and how these elements are interconnected with other functional areas like Human Resources, Finance, and Product Development within an organization, using Jumbo Supermarket as a case study. A SWOT analysis is also presented, highlighting the strengths, weaknesses, opportunities, and threats faced by Jumbo Supermarket, along with an examination of the external environmental factors influencing the company's operations, such as supplier bargaining power and competitive rivalry. Desklib provides solved assignments and past papers for students.

Marketing concept
webinar

Speaker notes: It controls all the operational activities related to product development selling
and promotion in market from transportation and many more. Therefore, marketing is required in
all the department and area of activities to achieve growth and profits constantly by the
organisation. It develops strength and potential in the organisation to create a better place to

provide goods and services in market. It involves decision about all the design, labelling, pricing
common distribution and Advertising activities in order to gain customer satisfaction.
Role of marketing in 21st century
Marketing play an important role in the current business environment. Businesses
organisation facing a lot of competition in terms of offline and online selling. This competition
are rising due to rise in technology and constant changing demands of customers. Every
organisation trying to be the market leader by enhancing products and reducing prices in order to
attract large number of audience (Greco, 2018). Therefore marketing is all about pulling
customers towards making purchase of organisation product. The marketing departments
perform various role in the organisation that ascertain important task in relation to product
deliveries. These roles are defined below:
Managing brand: This defines how a company represent its position and their products.
How the organisation acts in the market is shown through how they market their products and
what will be customers reaction on it. Marketing plays important role in managing brand by
being active in the eyes of customers.
Conduct campaign: The roles of marketing department are to launch marketing
campaigns. These campaigns help in enabling great promotions through social media. It is an
effective way to engage customers. It helps in producing products which could give best
response in the market.

Speaker notes:
listening to customer needs:
Customers are the first priority so marketers enable best practices to make sales and attract
customers. Listening to customer needs will maintain sales and profitability in the organisation
(Fine, 2017). As it demonstrate current trends and customer needs so, marketing departments
makes communication and revelations to analyse their preferences which will lead to making
better strategies.
Monitor competition:
The more effective marketing will be, the more customers will attract. Competition is really high
in business organisation among different business sectors. It will lead to carry out analysing the
strategies of other business and make creative ideas for better performance in market. The
organisation needs to identify why they lacks or fall in making success through monitoring
competition. Due to huge digital presence, it creates many rivals for small as well as large
companies. This will help in watching what competitors do and identify what the organisation
could do to give tough competition to them.
Innovate:
This will done through analysing customer demands and provide them something new through
great marketing. The marketing department carry out new concepts of branding, promotions and
events eliminate any mistakes in old strategies and product launch. Therefore, it is important to

survive in competitive market and attract consumers with new techniques and creative ideas.
This department is responsible to think about new ways to influence customers with great
promotions and improvements.
The above discussion shows that marketing is scattered in different areas. There are various roles
and responsibility which are important to consider by organisation. Therefore, these marketing
operations consist function which contribute in managing sales and customer engagement.
Speaker notes:
They make decisions for every essential process of marketing that would fulfil customer needs
and attain profitability (Camilleri, 2018). It undertakes formulation of strategies which includes
vital key areas of 4ps which are discussed below: Product: The marketing departments focus on
producing products which meets with customer demands. Product is the essential factor to attract
customers (What the Marketing Mix Is and Why It's Important, 2021). So, all the products related
decision took by marketing department in Jumbo supermarket. Their main products include all
kinds of goods in groceries, fashion, health and beauty and many more. Their products are of
high quality continental styles which satisfy modern trends and needs of customers.
Place: It is also the crucial function of marketing. The place of distribution is vital to
reach effectively to the customer. It involves decision of putting right products at right place in
order to reach customers. Jumbo supermarket has their logistics and distribution centres across
various platforms which enable wide reach in the market. They provide in-store pickup facility to
provide convenient deliveries and adopt direct selling method.

Promotion: promotion is the main process of marketing which enables customer
engagement and brand reach. There are various promotional tools such as advertisement,
campaign, social media presence and many more. regular promotion keeps the organisation
products active in the market that creates competitive position. Therefore, Jumbo supermarket
promote products through social media platforms, banners and advertisement.
Price: It is the value of products which companies charge from the customers. Price must
be competitive as well as flexible to make large customer engagement. Jumbo market is known
for great pricing policy as they use penetration pricing through which they charge price as per
market segmentation and targeted location.
Speaker notes:
Therefore, marketing function could only be performed effectively with best coordination and
interconnection among other functional areas (Goldberg, and Jansen van Rensburg, 2020). In
jumbo supermarket, the interrelation of these departments are described below:
Marketing and human resource:
In jumbo supermarket, marketing department maintain coordination with the human resource to
ensure that they must get proper knowledge and training about marketing role. Therefore, these
departments both interacts and keeps in touch to get better results.
Marketing and finance

Finance department is responsible to check effective investment decision and make strategies for
cost effective policies, create balance sheets and monitor cash inflows and outflows. In jumbo
supermarket, finance department and marketing both interconnects as they need to take together
decision before making investment in advertisement and raise funds for product design,
innovation or branding (Grönroos, 2017). Finance departments helps marketing manager in
deciding best promotional areas by giving necessary information and suggest whether the option
will be suitable or not for the company.
Marketing and product development
Therefore, marketing department also plays a crucial role in the connection with production
department. In jumbo supermarket, the marketing manager keeps in contact with production
manager to acknowledge all the information, features and other element of products to better
deal with customers and solve their queries. This helps them avoid confusion and any
overlapping of work so that, the organisation could deliver effective customer services.
Speaker notes:
Strength:
Jumbo supermarket has its value food products which are made to fulfil quality demands of
consumers.
The company serve zero waste policies which impact on their profitability.

Weakness:
The company have less number of varieties due to which customer could not make choices.
Jumbo supermarket has irregular promotions which keeps the fear of competition.
Opportunity:
The company has opportunity to develop technological up gradation in their marketing
strategies.
Jumbo market could establish stores at worldwide level through both online and offline stores.
Threat:
The company face much competition in the UK market due to have great rivalry strategies.
External environment:
The external environment of jumbo supermarket includes various factors like supplier
bargaining power, buyers power, availability of substitutes and threat of rivals. These factors
influence on the working of company. Jumbo supermarket source and take supplies of their
product from UK market as they do not have large number of supplier which somehow affect on
the productivity of company. These suppliers may charge high price in future. The company has
affected with the threat of competition and availability of substitutes (Opresnik, 2018). Due to
having large number of supermarket in UK like Tesco, Asda and many more which has already
present as a the reputed firm in market, therefore these competition has high impact on company
which must be minimising by making great strategies and enable marketing to attract large
customer through giving discounts, offers, attractive schemes and many more.