Marketing Fundamentals Analysis and Evaluation - Assessment 2

This report provides a comprehensive analysis of marketing fundamentals, focusing on the application of these principles to Sainsbury's, a major retail company. It begins with an introduction to marketing, defining its role in promoting and advertising products and services. The report then delves into the processes and stages of marketing, emphasizing the significance of the marketing mix (product, price, place, and promotion) and its impact on Sainsbury's operations. Furthermore, it explores the role of marketing in creating value for customers, highlighting strategies to generate awareness, manage expectations, and influence customer behavior. The analysis extends to stakeholder engagement, examining its influence on marketing activities and the benefits of engaging stakeholders. The report concludes with a reflection on communication tools used for project awareness and a list of references.

Marketing
fundamentals analysis
and evaluation-
Assessment 2

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 A........................................................................................................................................1
Processes and stages of marketing including role of marketing mix..........................................1
Role of marketing in creating value for customers.....................................................................4
Stakeholder Engagement and their impact on marketing activities of an organization..............5
TASK 1 B........................................................................................................................................6
Reflection related communicating tools used to aware about project.........................................6
CONCLUSION ...............................................................................................................................7
REFRENCES...................................................................................................................................9

INTRODUCTION
Marketing is define as a techniques which is adopted by a company in order to promote,
advertise, create and so on in order to differentiate their products and services which attract
customers and encourage to purchase offerings (Morrison, 2013). It is essential for a company to
conduct proper evaluation as well as analysis of marketing activities because it help in attracting
customers and enhance company profitability. Organization taken for this assignment is
Sainsbury which is a public limited company which operates its business at retail industry. It is
founded by John James Sainsbury in the year 1869 and its headquarter is situated at London,
United Kingdom. Topics explain in this report are role of marketing mix, roles of marketing
which help in developing value for customers as well as it will include stakeholder engagement
and its affect on marketing activities. Along with this it will also include reflection related to
tactical communication tools.
TASK 1 A
Processes and stages of marketing including role of marketing mix
Marketing is consider as process which is adopted by a company in order to develop
effective strategies and plans which help an organization in promoting and advertising their
business in order to attain objective at potential marketplace (Van, Moseley and Dessinger,
2012). There are certain processes and stages are consider in marketing. Marketing mix is
consider as foundation of business model. It refers to combination of marketing tools which is
generally adopted by a firm for conducting its marketing activities and function for achieving
goal at target as well as potential marketplace. There are certain major role played by marketing
mix at Sainsbury. Explanation of process and stages of marketing along with roles of marketing
mix in respect of respective company are explain below:-
 Mission
The first stage or process of marketing is to set mission so that staffs conduct as well as
develop strategies accordingly and in effective manner (The Definitive Guide to Strategic
Marketing Planning, 2019). In regards of Sainsbury their mission is to become an organization
which will be first choice for customers for purchasing food and beverage products. Along with
this they want to deliver quality products at competitive cost by conducting their activities faster,
together and simpler.
1

 Situation Analysis
This is second stage at which an organization management conduct analysis of internal as
well as external factors which will impact on business as well as market. In respect of Sainsbury
at this process they will identify their strength which help them in grabbing opportunities and
overcoming threat (Andersen and et.al., 2017). For which respective company may conduct
SWOT analysis, which is given below:-
Strength Weakness
 It is one of the largest supermarket at
United Kingdom (Karimi and Asemani,
2014).
 Promotional and advertising strategies
adopted by respective firm are very
innovative and creative.
 Customers switch brand due to which
respective organization faced lot of loss
and risk.
Opportunities Threat
 Sainsbury can expand their business at
village areas.
 They can improve their production
process which reduce cost.
 High competition at marketplace like
ALDI, Amazon, Boots and many more
(SWOT analysis of Sainsbury, 2019).
 Marketing Strategy
At this stage an organization management will develop marketing plan. In regards of
Sainsbury their manager will conduct analysis of several factors such as identify target
customers, their requirement and need, price of products and services and many morel. This will
help them in developing marketing plan that leads to attracting more and more customers and
enhance sales as well as profitability ratio.
 Marketing Mix
The next stage is developing marketing mix which basically consist of four elements of
marketing mix i.e. products, price, place and promotion and it will also include more three P's
i.e. physical evidences, process and peoples (Momoh, 2012). Marketing mix plays an essential
roles and helps Sainsbury in various ways such as help in satisfying customers, achieving
2

objective of company, develop brand loyalty, enhance brand image and name, accomplish social
responsibilities and many more. The respective company conduct 4 P's marketing mix which are
explain below:-
Factor Description
Product The role of product factor is that through it offering of a
company can easily known by others. There are various
products offer by Sainsbury such as fresh salads, fruits,
vegetable, frozen and organic food products, fish, meat, pork,
sausages, chicken, smoothies, fruit juice, dairy and bakery
products, wine. Along with this they also offer baby,
household, health and beauty products and many more
(Marketing mix of Sainsbury’s, 2019).
Price This factors also plays an essential roles because through it
other know about pricing strategy used by a company on which
they offer offerings to customers. Sainsbury adopt different
pricing strategy for different products and services. Their price
is basically depend upon quality and quantity of products. They
want to ensure that their customers will retain for long term.
Along with this they also adopt competitive pricing strategy for
fixing price of the products and services.
Place The role played by respective factor is that through this it can
be determine that in how many places or location an
organization is operating (Mihai, 2015). The respective
company start operating its business in Drury Lane at London
in year 1922. They are operating its business at various
locations such as Dartford, Redhill, Guildford, South East
London, Wolverhampton and many more. Sainsbury also
provide online platform for their potential customers that they
also place their order online.
Promotion Sainsbury adopt both BTL as well as ATL strategies of
3

advertising in order to market their products and services. They
also launch attractive and innovative ad campaigns through
newspaper, television, leaflets, radio and many more. Moreover
they also offer Nectar Reward Card by which they earn point
and redeemed next time (Ang, D'Alessandro and Winzar,
2014).
 Implementation and control
It is the last stage of procedure at which an organization put their plan into action. At this
management of Sainsbury will implement the strategy in effective manner so that they can attain
their goal successfully. Along with this at this stage their manager manager will track and control
whole process in order to ensure that each and every stage is conducting in effective manner.
These are the major stages or procedure which are adopted by Sainsburry management in
order to conduct their marketing as well as business functions effectively. Through this
respective company also able to identify role of marketing at their workplace.
Role of marketing in creating value for customers
Marketing plays an essential role in attracting as well as educating customer about the
market, products and services. Through it an organization also able to attract potential service
users as well as encourage them to buy its offerings effectively. In respect of Sainsbury,
marketing plays various role in order to develop values for customers, from which some major of
them are given below:-
 Generating awareness and educating customers: By effective marketing an
organization management able to generate awareness about the products and services as
well as it will also help them them in educating services users about effectiveness of
offerings (Ismyrlis and Moschidis, 2015). In respect of respective firm their management
conduct various activities as well as programmes so that they can create value for
customers and aware them about their products. Through this respective company
management also able to educate their potential as well as target customers that how their
products and services are more effective then other competitive company products and
services. For this they conduct various activities like camping, advertisement and many
more.
4

 Help in managing expectation of customers: It is essential for a company to provide
essential information to its potential customers about products and services, but it is also
necessary for them to develop as well as maintain their experience. This is so because
through it they able to satisfy and retain their potential service users for long time
effectively and appropriately (The Value of Marketing to Society, 2019). In respect of
Sainsbury they can regular communication with their service users in order to take
feedback as well as suggestions by which they able to maintain effective customer
expectation and experience by creating value in their mind (Lu, 2015). Through this they
also able to develop brand loyalty by attracting customer by fulfilling their requirement
and needs.
 Help in modelling behaviour of customers: By effective marketing activities an
organization can also change customers decision making process. This is so because
through impressive activities an organization able to attract customers by providing
proper information about the products and services (Jakada and Gambo, 2014). In respect
of Sainsbury they conduct several attractive activities and programmes which help them
in attracting potential service users as well as encouraging them to purchasing their
products by influencing their decision making procedure.
These are major role which are played by marketing at Sainsbury in order to create value
for customers. Through this they also able to attract as well as motivate them to purchase their
offering so that they enhance their profitability ratio along with market shares. For this company
may conduct various marketing activities such attractive promotional activities, providing
attractive discounts and other offers and many more.
Stakeholder Engagement and their impact on marketing activities of an organization
Stakeholder engagement is define as a procedure that is adopted by an organization in
which they involve those peoples that may affect through decision taken by company
management or they may also influence decision of a firm (Everett, 2014). It is consider as
essential portion of corporate social responsibilities as well as it also consider achievement of
triple bottom line. Through stakeholder engagement an organization get various opportunities by
which they can operate their business effectively for long duration of time through fulfilling
society need as well as requirement. In respect of Sainsbury, stakeholder engagement plays an
essential role their because they get several opportunities by which they can expand their
5

business operation as well as operate it effectively. Moreover they also impact on marketing
activities of respective firm, from which some major of them are given below:-
 Ensure engagement of stakeholders: It will help a company in engaging their
stakeholders in effective manner so that they can attracted towards firm as well as also
get convince to invest in their business operations (Fenton, 2013). In respect of Sainsbury
they are operating in retail sector due to which they required huge investment. Proper
stakeholder engagement also help respective company to conduct their marketing
activities in impressive style which leads to attracting of more and more customers. This
is so because through proper stakeholder engagement company able to convince them to
invest in their firm as well as business activities.
 Ensure corporation to build resources: This will one of the essential impact of
stakeholder on an organization as well as it will also help them in conducting their market
activities in impressive mode (Pike, 2015). This is so because when stakeholder get
convinced with company then they also get invest in company. By which respective
organization able to adopt most appropriate resources for conducting marketing activities
which help them in attracting potential services users. Along with this respective
company also conduct their marketing activities like promotion, advertising and so on in
effective manner because through proper stakeholder engagement they get huge funds or
investment by which they can adopt resource effectively.
 Promote business: Effective stakeholder engagement help a company in promoting their
business by effective marketing activities as well as with through increased goodwill at
marketplace (Burford and Chan, 2017). In respect of Sainsbury, by developing and
maintaining engagement of stakeholder they able to conduct impressive as well as
attractive marketing activities that help them in promoting their business in effective
manner.
These are some of the major impact of stakeholder engagement on the marketing
activities of Sainsbury. Along with this it will also help them in enhancing their goodwill.
Attracting huge number of customers, provide budget and many more.
6

TASK 1 B
Reflection related communicating tools used to aware about project
While I am conducting this project I use various communication tool or techniques so
that I can effectively communicate and interact with my potential service users. This will also
help me in interacting with this customers so that I can successfully know their need as well as
requirement. Communication tool which I used for my project are advertising, social media,
direct mailing, conduct seminars, newsletters and many more. In advertising I develop or design
various attractive advertisements which help in promoting products and services as well as it will
also help me in aware my potential or target service users about my company's offerings. At
social media I continuously post about my project or products which attract customers as well as
I also ask them for suggestions and feedbacks so that I can develop products according that fulfil
their requirement. Moreover I also conduct seminars in order communicate with potential service
users at which I describe detail information about project and offering. Though this
communicating tool I also able to interact them effectively as well as this will also help me
understanding their requirement and needs. Communication tool is define as a method or
technique which is generally adopted by an individual or an organization in order to interact with
others such as service users (5 Marketing Communication Tools, 2019). Through this they able
to know about other's feeling, requirement, get suggestions and many more. I also adopt other
communication tool like direct e mailing in which I forward or send e mails to my potential
service users in order to interact with them about the project. In addition to this I also adopt
newsletter communication tool at which I publish articles about my project as well as products.
By this customers can easily read article and know about project along with this if they have any
queries they can communicate with m properly. By all these tools I can easily communicate as
well as interact with potential service users effective, this will help me in aware them about the
project that I am conducting in order to conduct evaluation about market and customers. In
addition to this through effective as well as proper communication tool I also able to generate
interest of other's or service users in my project. This will help me in developing strategies as
well as plans in effective manner so that I can complete my project properly with proper
outcome.
7

CONCLUSION
By evaluating above mentioned points it can be summarised that for an organization
marketing activities is essential because through it their management able to develop products
and services in effective manner. That will be according to requirement and need of customers
which will attract them as well as also encourage to purchase, that will leads to enhancement in
company sales and profitability ratio. For conducting effective marketing analysis and evaluation
an organization can adopt several methods and theories such as marketing mix, stakeholder
analysis and many more. By this firm's management also able to identify role of marketing
which lead to increase in numbers of customers, market profit, market shares and many more.
8

9