Marketing Essentials: Roles, Responsibilities, Market Plan - MORRISONS

This report provides an overview of marketing essentials, focusing on the roles and responsibilities within the marketing function, particularly in the context of MORRISONS, a major UK retailer. It examines the interrelationships between marketing and other functional units such as finance, production, and human resources, highlighting the importance of coordination and communication. The report analyzes the marketing environment and key elements of the marketing function, including market research, planning, and product development. It also compares MORRISONS' marketing mix with that of its competitor, ALDI, using the 7Ps framework. Additionally, the report evaluates a basic market plan and produces a media plan with recommendations for selected media activities, considering budgetary requirements and marketing campaign objectives. The analysis aims to provide insights into how MORRISONS effectively manages its marketing operations to achieve business objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
P1: Important responsibilities and roles in marketing............................................................3
P2: Roles and responsibilities of or marketing relating to organisation on a wider context. .4
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................6
M2 Analyse the significance of interrelationships between marketing and other functional
units within a selected hospitality organisation......................................................................6
D1 Critically analyse the key elements of the marketing function and how they interrelate
with other functional units within a selected hospitality organisation...................................6
TASK B...........................................................................................................................................7
P3/M3 Marketing mix applied on different organisations to achieve business objectives....7
TASK C.........................................................................................................................................10
P4/M4/D2 Evaluation of a basic market plan in an organisation ........................................10
TASK D.........................................................................................................................................13
P5: Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing refers to all those activities which result in consumers receiving satisfaction
through goods and services that is produced by an organisation. There are a number of different
functions which are included in marketing such as communication of goods and services, selling
as well as delivering them. It is also one of the functions of marketing to retain customers in
organisation for a longer period of time in order to make sure that company is developing
sustainably. In the following report is continued in context with MORRISONS which is a
retailing giant headquartered in UK. Various roles and responsibilities of marketing along with
its interrelation with other functions in organisation is discussed. A discussion on marketing mix
or MORRISONS and its competitor will also be conducted through the help of which marketing
plan will be derived. Marketing plan provides organisation with a pre determined path following
which organisations can effectively fulfil their goals (Perreault, 2018).
TASK A
P1: Important responsibilities and roles in marketing
Marketing process refers to the procedure in which an organisation takes a number of
steps regarding identification customers problems, analysation of customers problems as well as
creation of various marketing materials in order to capture the target market.
The business of MORRISONS have drastically grown resulting in the company to be one
of the greatest retailer throughout the globe which employees around 110000 people and have
6800 operating stores. Million of people are served by MORRISONS every week with the help
of offline as well as online services they are providing to their customers. Even though it has
maximum stores in United Kingdom but company have great market shares in foreign markets
including India, Ireland, China and so on (Nirschl and Steinberg, 2018). The marketing function
of company is one of the major reason behind development and growth of company. Below
mentioned are a number of functions that are fulfilled by marketing department at
MORRISONS:
Finance: It is essentially required to carry out any task in an organisation. In marketing also
finance is required. They need to create an estimated budget which will be used by them in order
to carry out all the activities. Major budget is allotted to promotional activities and market

research. It is necessary for marketing department to choose such options which is affordable by
organisation as well as bringing good results for it.
Market Information: The major function of marketing team at MORRISONS is to study the
market fro information regarding trends, needs and requirements of consumers, competition in
market, strategies of competitors and so on. All the tasks in organisation are dependent upon the
information that is collected by marketing team and then communicated to all other departments
in organisation.
Market Planning: The businesses are required to understand the relationship between cost and
its effectiveness. They need to derive a plan as per the needs of consumers. Marketing team of
MORRISONS develops a plan which works as a guide for them.
Designing and development of product: The designing and development of product should be as
per the needs of consumers. It is therefore required by marketing team of MORRISONS to
understand the needs of consumers and help production department in packaging and designing.
Location of products in stores is also designed by marketing department (Chernev, 2019).
Exchange Function: It is duty of marketing team in MORRISONS to look after the function of
exchange various ways in which customer satisfaction can be increased while providing goods
and services to consumers. Marketing team or MORRISONS is responsible for execution of
exchange and is also required to provide consumers with maximum satisfaction while exchange
process is taking place.
Channel of distribution: Logistics is one of the major factor that have to be taken care of by
marketing department as well. While deciding on various target market they are required to take
decision on how the products and services will reach to those potential customers. MORRISONS
is effectively using offline as well as online medium in order to reach all their customers. They
have set up their physical stores and are also selling through their own website.
P2: Roles and responsibilities of or marketing relating to organisation on a wider context
There are ample of companies in which functional unit of marketing is considered as an
important factor that assists gaining its goal. It involves key roles to collect the information on
competitors in respect to conduct analysis on their sales, prices, and methods of distribution and
marketing to learn about the challenges. In presenting benchmarking analysis, the management
can determine where changes are to be made to enhance the performance. It is needed in every
company to improve functional unit of marketing which can perform work in cooperation with

various units of business organisation to appropriately satisfy the need and wants of company
( Rowley, 2016). It is important for organisation to improve functional unit of marketing that
assists organisation to compete at marketplace, satisfy need of user and bring profit margin of
organisation. There are different department of marketing in relation to MORRISONS that is
given below:
Marketing And Research:
Research department is considered as a group of individual person inside the organisation
in addition with institutional expenditures that assess economic matter and also organisations.
Hence, it is significant for organisation to get innovative ideas from research sector for future
perspectives. In reference of MORRISONS, research department helps organisation to gather
necessary information that assists them in increasing products and services in the market. By
gathering necessary information, the organisation is capable to get actual need of individual
person and they can also pay penalties on those actions which offers then advantages and profit
. Therefore, marketing department of organisation requires discussion before implementation of
innovative action plan. It shows superior relationship among research department as well as
marketing department.
Marketing and Finance:
The finance department identifies different activates that is connected to banking, capital,
investment and many more. It also covers study of money, liabilities and also financial system.
In respect of MORRISONS, financial team always focuses on generating superior action plan
for marketing department for superior quality of goods and services along with low cost. In
addition to this, they sets appropriate budget for organisation in order to implement on costing
tool. The management team can contact with financial sector to accomplish goal.
Marketing and Production:
Production department signifies to produce products and services in an effective manner.
There are different functions performed by manufacturing department like machining, grouping
and finishing. In reference of MORRISONS, it is important concern of them. For satisfying
market need, production as well as marketing team inter-connect with one another. It helps
them in accomplishing objectives and increasing productivity at workplace (Campbell, Martin
and Fabos, 2018).
Marking and Human resource:

Human resource department is very important for every business organisation. The role
of HR team is to recruit, hire and provide training that helps in enhancing growth and
development of organisation. In reference of MORRISONS, there are various kinds of person
perform their work for goal and they emphasis on performance that helps in achieving target in
timely manner. Hence, HR professional of company give their views or opinions with
marketing department for accomplishing objectives.
Through description in respect of inter-connection of different department of
MORRISONS, it has been analysed that it is important for marketing team to perform work in
cooperation with another department. It is important that communication among these
departments for completing task in an appropriate manner. It assists subordinates to perform
work together for offering superior goods and services to its end user.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
There are different roles which are played by the unit of marketing that helps the company
to promote and communicate its offering. The market department undertakes the marketing
research so that the demand and needs of the customers can be identified. Then it also promotes
the offering to the target audience so that people are aware of the offering which Morrison’s is
offering.
M2 Analyse the significance of interrelationships between marketing and other functional units
within a selected hospitality organisation
The marketing and other departments work inter-relatively with each other and the importance of
these inter relationship includes that there is coordinate being built of various departments with
the marketing that helps in smooth functioning of all the units. Moreover, it helps in eliminating
the confusion and chaos so that there is no conflict being arisen among any of the unit in
Morrison’s.
D1 Critically analyse the key elements of the marketing function and how they interrelate with
other functional units within a selected hospitality organisation.
Concept of Marketing: Concept of marketing explains that it is necessary for organisations to
analyse various needs, requirements and demands for their customers so that decisions regarding
satisfaction of their needs can be taken.

Trends in marketing: There a number of new opportunities arising in marketing
environment. Organisations are dynamically changing their values and functions in order to cope
up with changing needs of consumers ( Purvis, 2016). MORRISONS have successfully changed
their promotional style in order to make sure that with the changing market environment the
communication of information about their products and services is done in the best way possible.
They are issuing various loyalty cards to their regular customers. It is necessary to enhance
relationship with customers and also increase customer engagement. This is necessary to retain
the loyal customers and also gain new customers from competitive market.
Marketing process: Below mentioned are four steps that are followed by MORRISONS in their
marketing process:
 The first step include conduction of surveys in market place by team. All the external
threats and opportunities are analysed which can either bring them profits of save them
from losses.
 Once the survey is finished MORRISONS gains insight of market and categorises the
customers demand according to their various needs and requirements.
 After identification of customers and categorisation of market a marketing plan to
achieve the vision of organisation is developed in MORRISONS (Faßmannand Moss,
2016).
 At the end the plan prepared by marketing team is brought into action. It is made sure
that the execution of plan is done accurately to avoid any deviation from required
objectives.
Every department in the Morrisons works with coordination with other units which hellps he
company to have smooth functioning. The trends or elements of marketing helps the company to
promote their working effectively so that they can raise their profitability. For instance, HR and
marketing work together wherein the former makes recruitment as the demand of latter and both
have their functions and duties being done effectively.
TASK B
P3/M3 Marketing mix applied on different organisations to achieve business objectives
Marketing Mix 7P's

Marketing department is integration of 7 factors of marketing that helps in accomplishing
goal connected to strategy of marketing. The comparison of MORRISONS and its competitive
firm ALDI that is given beneath:
Elements MORRISONS ALDI
Product MORRISONS deal with large
number of goods and services such
as fresh foods and many more. It
assists in satisfying need of its user
by offering required goods to its
user. It offers differentiated offering
to customers with many options so
that they can choose the best for
them.
They are specifically connected with
retail goods. The main purpose is to
offer superior quality goods and
different luxurious things to its end
user. They also provide alcohols and
vegetarian as well as non-vegetarian
products to its customer as per need
of its user.
Price There are ample of benefits that is
achieved by MORRISONS for
offering user with less cost goods
with superior quality products. It
makes use of different strategies of
pricing such as cost leadership,
premium, price bundling etc. so that
it can attract many customers
(Brychkov and Domegan, 2016).
They emphasised on economic price
and also offer average quality goods
according to low costs. They
emphasised on competitive pricing,
unit pricing and so on.
Place The headquarter of MORRISONS
is located in England. There are
large number of outlets of
MORRISONS who focuses on
meeting the need of its user. There
are 600 outlets of Morrison’s and
150- convenience stores with
There are nearly 8000 outlets of
organisation in 18 countries. There
are large number of outlets of ALDI
that prevailed their operation online
and it permits user to check inventory
prevailed in nearby outlets.

significant channel of distribution
together with 7 regional distribution
outlets and many others. .
Promotion MORRISONS adopting different
online and offline techniques in
order to promote goods and
services. They adopt online
facilities in order to reach to a large
number of user at same time. It also
makes use of the social media
platform in order to attract
customers.
They adopts superior communication
approach in stores for promoting
products and services. They are
emphasising on different type of
campaign for maintaining brand
image like SWAP and many more.
Physical evidence MORRISONS emphasis on putting
all their outlets hygienic and
manage favourable atmosphere in it.
It emphasizes on the attractive
packaging, customer friendly
websites and many others which
attract customers.
Outlets includes goods from different
renowned brands and also from their
own brand. They also emphasis on
managing same costs in their outlets
globally.
People MORRISONS offers talented sales
person at outlets to meet need of its
user. They also offer different
programmes such as colleagues
privileged card for sustaining talent
with organisation.
They focuses on paying their
subordinates more than its
competitors for sustaining them and
also provide regular training to them.
They emphasis on layout to meet the
need or wants of user and employees.
Process The primal purpose is to manage
procedure for getting user happy.
They offer goods and services in
order to gain satisfaction and goal
must be accomplished. For
The layout of outlets make it simple
for its user to get goods and also
eliminates need of employees. Billing
is also made simple sue to bigger

example, supply chain and logistic
process, online delivery process
which is very effective.
barcodes.
TASK C
P4/M4/D2 Evaluation of a basic market plan in an organisation
Marketing plan is considered as a blueprint and written document of organisation that
provides strategies in relation to marketing within organisation. And it also provide information
regarding how organisations attract ample of user at marketplace. It is also determined as future
directed document that assists organisations to accomplish goals and that results in
accomplishing them in timely manner. A marketing plan is determined as a competitive strategy
or tactics of company that assists in compete with its target market (Kotoua and Ilkan, 2017).
Overview of Firm
MORRISONS is international brand that deals in retailing company and it is considered
as a largest private company located in Europe. This organisation listed their business in London
Stock Exchange named as MORRISONS outlets limited and it is the biggest supermarket of UK.
It was started their grocery business as well as now it become biggest food retailer around the
globe in which around 600 outlets (Stephens, 2016).
Mission
TO offer superior quality products as well as services to its user for satisfying their need
or wants at marketplace.
Vision
The vision of MORRISONS is to be extremely valued organisation in front of its user,
colleagues and communities and so on.
Marketing Objectives:
 To offer advantages to its stakeholder and gain trust level in respect of different types of
brand.
 To emphasis on market trends and launch innovative goods to increase shares in market. To enhance profit margin and sales of company by 8% and 16% in upcoming 7 months.

STP Approach:
Segmentation, targeting and positioning is considered as a strategic techniques that assists
in assessing user for organisation and it assists in providing guidance to organisation for
improving and executing proper strategies. Therefore, MORRISONS adopts STP strategy that is
given beneath:
Segmentation: MORRISONS adopts the geographical segmentation in which they
operate their business in different countries and they deal with their good in both urban as well as
semi urban areas of different nations it based upon population of specific country. Segmentation
assists in sub grouping of whole market (Dioko, 2016)
Targeting: This tactics considers target customer of business organisation. It assists in
assessing whole target target market of organisation. MORRISONS adopts strategy which is
named as mass media marketing in order to target its user in which they operate their
organisation.
Positioning: Positioning is considered as a strategy that assists in generating brand and
goodwill in front of customer at marketplace. MORRISONS focuses on building effective
relationship with its user and offer them superior quality goods which satisfies their wants and
demands.

SWOT Analysis
Strength Weakness
 When taking other supermarkets into
context MORRISONS have developed
itself to be one of the largest retailers in
Great Britain
 The market share of MORRISONS is
far better than other retailers in United
Kingdom.
 The market share of MORRISONS in
Ireland is also at peak.
 There are a number of other brands
related to MORRISONS which include
physical outlets, convenience stores.
 There were negative effect of BREXIT
seen on MORRISONS. The shares of
MORRISONS faced huge downfall in
the year 2018.
 Due to introduction of debit and credit
cards financial performance of
MORRISONS have been affected a lot.
 The profit margins are falling due to
introduction of various low price
policies by company (Mohamed and et.
al., 2019).
Opportunities Threats
 There are a number of new ventures
introduced by MORRISONS. There
are new discounted stores of Jack
opened by company which provides it
better opportunities than that of their
competitors such as ALDI and LIDL.
 MORRISONS can also go for forming
joint ventures which will help them to
get knowledge of various new markets
and they can perform well at local
level as well.
 There are a number of legal as well as
taxation matters that are to be handled
by MORRISONS in different countries
they are venturing. They may face
problem due to various legal crisis.
 A number of competitors for
MORRISONS are also resulting to be a
threat for the company. Sainsbury,
ALDI and LIDL are their major
competitors.
Marketing budget