Strategic Marketing Plan: Key Elements for Achieving Objectives

This report provides a comprehensive analysis of the marketing process and planning, focusing on achieving business objectives. It begins by defining marketing and its various roles, highlighting its interrelation with the wider organizational context. The report then applies the marketing mix (7Ps) to different organizations, comparing Morrisons and ALDI, to demonstrate how these elements contribute to achieving business goals. A detailed marketing plan is developed, incorporating key elements essential for reaching marketing objectives, followed by a media plan that considers various principles and funding necessities. The report concludes by emphasizing the importance of effective marketing strategies for organizational success. Desklib provides this and other solved assignments for students.

Marketing Process &
Planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the meaning of marketing and the different areas and role of marketing............3
P2 The interrelation of the marketing function to the wider organisational context..............5
TASK 2............................................................................................................................................6
P3 Marketing mix applied on different organisations to achieve business objectives :- .......6
TASK 3............................................................................................................................................9
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives:-......................................................................9
TASK 4..........................................................................................................................................11
P5 Make a media plan that regards confide and principle for chosen media act that fits fund
necessitate and clinical of a selling cause concise................................................................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing may be define as the set of all activities and tactics that are used by the
organisation to spread the brand image of the company and satisfies their consumer form goods
and services(Anwar and Campus). In marketing different types of functions has been include
like communicate the benefits of the goods and services which are offered by the company,
selling and distribution of the goods to the end consumer. The sustainability of the company in
the competitive market is totally depend on the effective functioning of this department. The
following report is going to give information on the Morrisons company which is a well known
brand of UK and the headquarter of the company is situated in Bradford, UK. The respective
company is the fourth largest supermarket chain of the United Kingdom which have around 492
outlets in the nation. The company was founded in 1899 and the founder of the company is
William Morrison. This report cover the role and responsibilities of the marketing department
and hoe this department is interrelates with the other business functions. This report also cover
the comparison of marketing mix tool between the two companies which helps the company in
achieving the overall objectives of the company. Afterwords this report cover a marketing plan
for the respective company which comprises the key elements which helps the company in
achieving the marketing objectives and along with this, media plan has also been covered which
assist the organisation in developing the marketing campaigns in a very proper manner.
TASK 1
P1 Explain the meaning of marketing and the different areas and role of marketing.
The term marketing is a process in which firms takes number of actions in order to
identify the need, demand and problems of the customer in a very effective manner and various
techniques to identify and capture the target market. The business of the Morrison company has
came in the top 5 largest supermarket chain all across the globe in which around 110000
employees has been work all across the globe in around 6800 outlets. The main reason behind
the success of the company in the international market is the effective functioning of the
marketing department. In relation to the Morrison company, following are the different functions
of marketing which have been discussed below:-

Finance :- Finance function plays a very vital role in operating all the business functions. In
marketing finance is also needed. The marketing department of the company prepared a
estimated budget to carry out all the activities related to promoting the goods and services
(Asseraf, Luis and Shoham, 2017). The marketing department of the Morrison’s company give
more weighted to the promotional activities and market research. It is important for the
marketing department to make an appropriate budget which is affordable by the company and
gives more output.
Market Information :- the employees of the Morrison company who work in the marketing
department do the market study and collect the information which is important for them. The
study of the marketing employees comprises the market trends, needs of the consumer, strategies
to face the competition in the market and many more. The task which are carries out by the
marketing team is totally depend on the information which is collected by them.
Market Planning :- The planning is also being done by the marketing team of the respective
company in order to take out all the task in a very effective manner. The plan which is prepared
by the this department is drive as per the need and wants of the consumer.
Designing and evolution of product :- the marketing team of the Morrison company develop
and evolve the product according to the need and wants of the consumer. In addition to this the
information which is collected by the team members of the marketing department help the
production department to develop the product. In addition to this geographical locations of the
stores has also been determined by them.
After sales services:- the employees of the Morrison company who work in the marketing
department do the after sales services like exchange of the goods and services which is purchase
by them. Due to this not only the image of the company has been improved but also customer
satisfaction has also been increased(Bran-Piedrahita, Valencia-Arias and Palacios-Moya, 2020).
Supply chain management :- the marketing department of the Morrison company is also
responsible for managing the logistic. The team members of the marketing department make the
appropriate decisions to deliver their product to their end consumer. In addition to this, the
marketing department of the respective company use the online as well as offline methods in
order to reach to their customer. Physical stores has also been developed by the company in the
form of warehouses to sale their product from online websites.

P2 The interrelation of the marketing function to the wider organisational context.
The first and the foremost objective of the all the department of the company is to
achieve all the set objectives of the organisation in well effective manner. The main objective of
the marketing department is to collect all the information related to their competition and spread
the benefits of the companies into the minds of the customer. From the organisation point of
view it is very important for the company to improve the functioning of the marketing
department. Due to this team members effectively analyse the need of the consumer and
sustainability of the company has also being improved (Brooksbank, Subhan and Miller, 2018).
In addition to this the competitive advantage has also being enjoy by the company. In relation to
the Morrison company, the relation of marketing functions to the different department of the
company has been discussed below:-
 Marketing And Research :- The research and development department of the company
make changes in the products in which they are dealing company or developing the new
product according to the need and demand of the consumer. In relation to the Morrison
company, the marketing department of the company is responsible for collecting the
important information from the market which is related to the market trends and
preferences of the consumer. The information which is collected by the marketing
department helps the R&D department to evolve the company product. If the product
needs change and new product has to be launch has been decided by studying the report
which is collected by the marketing team. So before making any changes in the company
product a discussion from the marketing has been required. So in that way the marketing
department is related to the Research and development department.
 Marketing and Finance: the finance department of the company is also being
considered as one of the most important department of the company which deals with the
banking, capital and investment activities(Fotiadis, Mombeuil and Valek, 2018) . In
relation to the Morrison company, the finance department set the budget for the
marketing department and along with this provide funds to the marketing team so that
they can properly do the market research and develop the effective campaigns for the
company development.

 Marketing and Operations:- the manufacturing division of the company is responsible
for converting the raw material into the finished goods. In relation to the Morrison
company, the marketing department is directly connect with the productions area. The
operational department of the company has to produce the goods according to the quality
standard which are set the marketing team. Due to this the productivity and the objectives
of the company has been attained in a very effective manner.
 Marking and Human resource: the human resource department of the company is
responsible for hiring the persons according to the skill and knowledge need in each
department of the company. In context to the Morrison company, the employees of the
HR area is responsible for salaries of the marketing employees and along with this
training programme has also been developed by the HR department for the marketing
team(Kurnianto and et.al., 2019) . So that;s why the marketing department is directly
interrelated to the each other.
TASK 2
P3 Marketing mix applied on different organisations to achieve business objectives :-
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 consuTASK 2mer in a very effective manner. The comparison of the marketing mix in
context to the Morrison and its competitive firm ALDI has been discussed below:-
Elements MORRISONS ALDI
Product Large number of goods and
services like fresh food, groceries
and many more has been offered by
the Morrison company to their
consumer. Different types of
product has been offered by the
company to their consumer so that
they can choose the best option
The ALDI company mainly deals in
the retail goods. The company not
only offer the super quality goods to
their consumer but also provide
different types of luxurious things to
the end consumer. In addition to this
company also deals in the alcohols,
vegetarian as well as non-vegetarian

which satisfy their needs and wants products
Price Different types of benefits has been
attained by the company by offering
less pricing of good with extra
ordinary quality to their consumer.
Different types of pricing strategies
like cost leadership and pricing
building strategy has been followed
by the company for setting the
prices.
Most of the products in which
company deals are of average quality
and average price(Lidstone and
MacLennan, 2017). The management
of the Morrison company follow the
competitive pricing strategy in order
decided the prices to their goods and
services in the market.
Place The headquarter of the Morrison
company is situated in the England
and the company majorly focus on
those consumer who actually needs
the commodity. Company has
around 6800 outlets all across globe
and in addition to this 150 plus
convenience store with appropriate
distribution channel.
Company offer their services in more
the 18 countries and along with this
company have around 8000 physical
stores all across the globe. With the
help of these outlets they effectively
operates their online operations (Rozi
and Arifin, 2020) .
Promotion Different types of online and
offline promotional strategies has
been used by the company in order
to promote their product in the
market (Moosavi Tabatabaei,
Sadjadi and Makui, 2017) . Social
media methods and digital
marketing methods has been used
by the company to increase the
consumer base for the company.
For promoting the goods and services
the marketing department of the
company more focus on the adopting
the communication approaches.
Different types of campaigns and
fairs has been developed by the
company to spread the benefits of the
products to the consumer.
Physical evidence The management of the Morrison In the physical outlets of the

company mainly focus on the
hygiene of their stores and most
importantly on the environment of
the stores. In addition to this
attractive packing methods and
customer friendly techniques has
been used by the company in order
to attract the consumer.
company, they not only keep their
own brand products but also keep the
other brand product. The main focus
of the company is to earn more and
more profit.
People For managing the talented
workforce of the company, different
types of programmes like
employees welfare programme and
colleagues privileged cards has
been developed by the company to
retain the talent within the
organisation.
For managing the workforce of the
company, the management provide
more salaries to their employees in
comparison to their competitor. They
provide training to them and paid
more emphasis on the employees
need and wants.
Process The main purpose of the company
for developing the product is to
keep the user always satisfied and
happy. The goods and services
which are developed by the
company accomplish the
satisfaction goal. In addition to this
effective supply chain process and
online distribution process has been
followed by the company to reach
to the consumer.
The layout of the products which are
developed by the company is very
simple and easy to use. Along with
this for billing process barcodes
methods are used by the company
which makes the billing process too
simple.

TASK 3
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives:-
The marketing plan which is developed by the company is being considered as a
blueprint and written document for them. In the marketing plan different types of strategies has
been written in relation to the marketing of the products. With help of this plan company can
enjoy the competitive advantage over their competitor.
Overview of Firm :- Morrison company is a multinational retail brand of Europe which listed in
London Stock Exchange. The company is a private firm and operate their functions in 497 stores
within the UK. The revenue of the company for the year of 2020 is 17536 million Euro.
Mission :- The mission of the company is to provide the super quality products according to the
needs and wants of the consumer(Nikta, 2019) .
Vision :- the vision of the respective company is to become the most valuable firm in the retail
sector in front of their consumer and in the globe market.
Marketing Objectives :- The first and the foremost objective of the company is to provide best
quality products to their product. In addition to this they also focus on increasing the profit
margins of the company by 10 % and along with they more focus on the innovation and the
market trends.
STP Approach :- the STP model has been used by the different types of organisation in order to
improve and execute their marketing strategies in the market in a very effective manner. In
context to the Morrison company STP model has been discussed below:-
 Segmentation :-Geographical segmentation has been used by the company in order to
segment their target market. The people of Urban and semi Urban areas has been target
by the company.
 Targeting: Mass media targetting techniques has been used by the Morrison company.
This strategy help the company to target the whole market in a very effective manner.
 Positioning: The marketing department of the Morrison company place their product in
front of the customer as medium product. The management of the company focus on
the making relationship to their customer.
SWOT Analysis:-
Strength

 The supermarkets of the Morrison company came in the list of most largest supermarket
chain all across the globe.
 In the Unites States the market share and the physical outlet of the company is far better
then other retailer(Reeves, 2018).
Weakness
 Due to Brexit in 2018 a negative impact has been seen on the different operations of the
business. Due to the low prices polices of the company decrease in the profit margin has also been
seen.
Opportunities
 As company has good image in the market they have a option joint their business with
other companies to develop their business.
 Boom has been seen in the online market, so company has an opportunities to expand
their business on the online platforms.
Threats
 One of the biggest threat which have been faced by the company is the competitors of the
company. The main rivals of the company are ALDI, LIDL and Sainsbury.
 Different types of legal and taxation matter has been handle by the Morrison’s company
to operates in the different parts of the countries. Due to this legal crises has been faced
by the company.
Marketing budget
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
Total 20000 9000 15000 10000
TASK 4
P5 Make a media plan that regards confide and principle for chosen media act that fits
fund necessitate and clinical of a selling cause concise.
This term refers to the strategy that may be explain as the process of determining and
hiring the best media outlet from the available options. Commonly this procedure
considered the how, where and when institution can conduct their promotions in a very
effectual style(Perevozova and et. al., 2020). An effective media plan not only assist in
institution in attaining a objective successfully condition. In the market place but also aids in
communicating with the people and creates a good image in the sight of the consumers. In case
of Morrisons, compares the various elements like campaign kinds and rational, target market,
customer goals of the media plan. Powerful content which attracts the consumers, time
duration of the movement and citation. For improving new work like bid online or picking up
from the outlet the media plan of the consider institution has been listed in below.
 Movement sort and principle: the crusade of the institution has been planned in
command to improve the trade image of the various services of the institution. This
component of the media plan Involve the publicity of the services from various
integer media techniques. The primary logical of the institution products in order to
increase the sales volume however trade value of the institution goods In the market
place. With the assistance of these promotional drive the Morrisons is capable to
improve the groovy brand value not only at the regional level but at global level.
 Because of this management can attain a property enhancing in the competitor
market place with the assistance with this the company can savour the competing
benefits in comparison of their rivalry. Various digital media techniques like
Facebook, Instagram and many others. whereas indication techniques has been
implemented by the institution in order to upgrade their trade name.

 Verifiable - the goals of this media plan is to finish there campaign in a very
impressive style which assist in growing the trade name of the Morrisons. This leads
to maximising in the income of the organization by good percentage not only at
domestic level also on the global level. In terms to growing the lucrativeness as well
as the yearly receipts of the institution, they sets a reference in the about 35 % in a
per financial year.
 Reference Assemblage – this factor is linked to the household goods the market and
audience(Savina, 2021). The pointed consumers of the company is those households
which is utilise the various products like vendors, beverages and food products. The
institute is effort to mark not only the consumers of the united kingdom but also the
global market. The direction of the reputable organization leading concentration on
those users who can give more value to the firm for their food goods and beings a
their loyal users.
 Instrumentality of merchandising movement - the relation direct which institution
is going to be run their market campaign are digital media like Instagram, Facebook,
twitter, linked in and many others techniques in relation of improving a great trade
name image in the eyes of the users. On the other extremity indicant media techniques
like big broads, poster, news paper , superior in order to convey with the mark
consumers.
 Complacent - This helps in betterment of the Morrisons in order to spreading barnd
awareness of the company in comparison the varied components like goals, vision,
mission and influence content which attracts the consumers . These helps in
improving the brand image of the firm. The content which institution is active to
communicate to their gathering should considered esteem towards the social group,
sensual and surroundings. This content also consist the sequentiality of the firm wares.
 Attempt time - the authority of the Morrisons is going to conduct the media plan for
a time period half yearly (Tarsakoo and Charoensukmongkol, 2019). The firm is going
to conduct strategy on both digital and interpersonal platform techniques in a very
effectual style. Because of this institution can attain all its fit mark and attain a
booming place in the marketplace. The primary accusative backside conducting the
media plan for a long duration of instance is cracking and impelling for lengthy period