Marketing Process and Planning: Strategies for Business Objectives

This report provides a detailed analysis of the marketing process and planning, focusing on Morrisons, a major supermarket chain. It covers the concept of marketing and operations, including various roles and areas, and defines how marketing functions relate to an organization. The report compares different factors of business that utilize marketing mix elements to achieve business goals, contrasting Morrisons and Tesco. Furthermore, it develops a marketing plan that incorporates elements of marketing planning to achieve business objectives and produces a media plan that includes recommendations and rationale for selected media activities, meeting budgetary requirements and campaign objectives. The report concludes by summarizing the key aspects of marketing and its strategic implementation for business success.

Marketing Process
and Planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
P1: Concept of marketing and operation and its several areas and roles....................................3
P2: Define how marketing function can relate with respected organisation..............................5
PART 2............................................................................................................................................6
P3: Compare factor of business that can use marketing mix elements to achieve business
goals............................................................................................................................................6
PART 3............................................................................................................................................9
P4:Develop a marketing plan which comprise elements of marketing planning for achieveing
business objective........................................................................................................................9
P5: Producing 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 .............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to an activity that can take by company to advertise their product and
services in market. It involves selling, providing and producing product according to consumers
demand. Marketing terms make a use of four elements which comprises product, price, place and
promotion. Basically, it is a way by which marketer identify their potential audience and also try
to grab their attention. And market planning helps to defines aims that can be process and
organise by marketer for combining several tactics that assist to achieve business goals. This
process aids to execute sales of a product(Ahmad, Khan and Baig, 2017). This report considers
Morrisons, It is a fourth largest supermarket that provides product related to apparel, food and
drink, home ware etc. It headquarters is in Bradford. UK. In this report, topics that covered is
concept of marketing and operations along with areas and role, define how marketing function
relate with respected firm, different ways of marketing mix that can apply by many businesses,
make a marketing plan include marketing planning relate to attain goals, Develop a media plan
that involves rationale and recommendation.
PART 1
P1: Concept of marketing and operation and its several areas and roles.
According to Peter Ducker- “ Marketing refers to a term related to planning and
execution activities such as promotion, pricing and delivering of products and services that can
enhance changes to satisfy people desire and business targets.”
According to Kotler- “ Marketing operations defines business function for maintain
program, individual performance, planning of campaign etc. It runs various number of
technology solution and analyse metrics that can create, review all over departments.”
Role and areas of marketing operations
Role and area of marketing
It refers to a field where marketer can take a responsibility to connect with high number
of customers and offer their products to them(Chung, 2020). It is totally based on needs and
demands of potential clients. Following are roles of marketing.
 Online Promoting: In this digital world all people are active on social media and this
way is very easy for marketers to connect huge audience through digitally and at any

place. Now a days, most of people don't have time to explore markets so this is a best
way to engage with them.
 Experience of Consumer: This refers to a important way that can perform marketing
role by promoting loyalty, and enhance brand acknowledgement. If customer feels happy
then they directly derive its loyalty towards brands. A good relation with them helps to
decrease business cost and try top generate more revenues. Basically, it defines heart of
marketing as it is best source that can grow awareness of products.
 Content Marketing: It refers to an approach of modern marketing which is crucial in
nature(El-Omari, 2019). Its basic aim to connect with a person and take an action.
Individual can provide a correct, valuable and correct information to public. This is very
important for business it provides a perfect solution to customer related to its query.
Thus, it helps to maintain trust , improve relationships and generate leads and revenues. Marketing Science: It performs a significant function in organisation as marketers try to
explore new markets. This derives an techniques for identify and understand needs of
customers and how to developed or satisfying them .
Areas- This terms four elements that can choose as sector where this function can performed.
 Research: It refers to a field where individual collect analyse and execute information.
This tool help to focus on several groups that can identify market products and
comprising efforts in terms of finding issues that can face by consumer and give them a
suggestion how top cope up with this.
 Public relation and advertising: These both terms is very significant to run any
business(Grubb, 2018). It comprise creativity and innovation in ideas which help to
conduct campaign and design media outlet for tracking brand attractiveness. This
technique help make a better relation with public as marketer provide their thoughts and
opinion to them and satisfy their desire.
 Retailing: In this function company put their efforts on providing products directly to
consumers. Thus this aid to improve perception of consumer, better data collection and
increases business sales.

P2: Define how marketing function can relate with respected organisation.
It refers to an specific activity that can perform by marketer. This is very essential for
business for taking goods from origin place and deliver it to consumption area. Following are
key operations that can directly relate with Morrisons.
Marketing & Distribution: It determines a process for deliver product throughout market where
there is a huge number of crowd who want to buy it(Hughes, Vafeas and Hilton, 2018). This
function can be directly performed by provider and producer through several indirect channels.
In relation with Morrisons, It determine best methods by which customers can easily able
purchase company items through various marketing tools and techniques, this will enhancing
brand loyalty and grabbing attraction of customer.
 Marketing & Management information: It refers to system where a team can
collaborate, examine and evaluating data that provides a relevant information to
customers. It is a group of activities that can perform by an individual according to
market research. In case of Morrisons , organisation can conducting various survey
related to identify basis needs and wants of customers. They can use or obtain correct
market information that aids to improve take right decision for customer well being as
well as company profit. This function can mange information which can done through
marketing process. It also maintain performance of business activities then help to move
forward with business success.
 Marketing & Selling: It is part of marketing after promoting this process can be made.
It determine a financial transaction where money can exchange for goods and
services(Jambulingam, 2018). It determine a section where person are willing to pay
certain amount for specific product by which thy satisfy their desire. Morrisons focus on
sell their product and services to customers that can assist to generate leads for business
and also through this process they can directly engage with target audience. They both try
to find out basic problem of customer and try to give them a better solution.
 Marketing & Financing: This relationship can maintain a team work. In any business
this function is refer to a process of acquiring and utilizing funds. Basically it denoted as
life blood of company because with this company can't working in proper and smooth
manner. But both of term are inter relate with each other as marketing is business process
for surviving life. This term directly create a impact on business whether it is positive or

negative. In context of Morrison, company can maintain a annual report for identify their
profit and sales and make a budget plan according to this which can provide a financial
assistance to its customer in respect to its image in market. And working together create
more advantages in company. With the help of this consumer try to increase their number
of purchase and deliver a value for business.
 Promotion: It refers to a term which can use to advertise brand of company that increase
its reputation in marketplace(Kirsch and Kutschker, 2019). It simple mean is to spreading
products and services in between consumer for building a healthy relation with them. In
case of Morrisons, company provide a low price with a quality of product to its customers
and also provide a scheme through match with cards. Thus, it helps a business to enhance
consumer traffic and generating awareness that brings a positive success for organisation.
PART 2
P3: Compare factor of business that can use marketing mix elements to achieve business goals.
Marketing mix is one of essential and vital piece of promoting plan. It incorporates every
one of the components that are significant for an association from manufacturing to offer an
item. It very well may be considered as the collecting an advertising tools that mixes together to
produce a marketing reaction on lookout. Each business utilizes this instrument to make its
advertising arrangement. Basically it comprises of 4p's, however presently it is stretched out to
7P's of showcasing.
 Product: It defines an item and services that directly influence target customer and stisfy
needs and desire. It comprises various things such as tangible products, clothes, software
etc. and also intangible goods which comprise experience and services.
 Price: It define a value that is relate to monetary term. It can make by company for
earning profit(Kumar, Shankar and Aljohani, 2020). This strategy is an art as well as
science as it can create an ideas to influence customers also make a clear calculation. This
way helps to maintain a balance between pricer and customer satisfaction. It is a very
crucial term as generating revenue for brand but it is important for company growth. It
create direct implication on supply profit and demand.
 Place: It refers to granting an ease of audience related to purchasing items. It is very
important that create a convenience for them. IT comprise digital area as well as real

market. Every activities related to company as well as customer benefits are choosen
specific stores where customer are likely to attract with product. This can influence
overall experience of potential clients.
 Promotion: This term helps to build a relationship between business and
customer(Mullins and et.al., 2020). Marketers can choose several areas for promoting
their product such as social media. Emails, direct advertising etc. This factor use to
increase growth of business and grabbing attention of audience. This promotion
placement can make to easily reach to consumer and deliver a right message to them
related to particular product and services.
 People: It refers to a person who are directly and indirectly involve in marketing process
that start from manufacturing and end up to sales. IT comprises salespeople, customer
service and other who is indulge in this process by which employee can work more
effective or in perceived manner that create a positivity in customers.
 Process: This determine a term which involve all business activities that can comprise
products availability in specific area. It generally focus on flows of these activities in
order to achieving a better result. It include activity, tasks, functions etc. that can keep by
organisation, because it can create smooth and efficient functioning in process. It also
provide a guarantee for improving and generating revenue. Physical Evidence: It define to a material part that can associate it(Perry and Breier,
2018). It can build a presence or any proof of product existence. It generally involve
signs, packaging, labelling and so on that makes a rely of consumer. In short, it creates a
validation of tangible items that can boost experience of audience while purchase any
thing also derive a value of their purchasing.
Following is comparison between Morrisons and Tesco on basis of marketing mix tools.
Morrisons Company Tesco Ltd.
It mainly focus on freshness in item related to
food along with handle extreme quality. It
delivers product by operating several brands.
These differentiated items provide many
options for audience to choose a unique
quality. Food and grocery items granting an
It mainly focus on selling a wide range of
items which comprise food, clothes,
electronics, cosmetic etc. It can deliver a great
brand of product which can generate a high
profit margins. It can possible through numbers

advantage to consumers in relate to fulfil their
psychological needs.
of clients visit.
It can make a strategy of price according to
new trends as well as demand(Salwa and
Sudarsan, 2018). It can use cost leadership as
it gives a competitive advantage in price.
Morrisons also use premium cost for high
profile clients and bundle price for medium
level consumers. It also provide discount and
several coupons that can increase attractiveness
of audience.
It can make a competitive price of products as
they never compromise with quality. It helps to
increase economic range and effective supply
chain that can efficiently decrease price.
It can maintain around more than 600 stores in
which 150 convenience stores in several place.
It can provide their items in regions or
nationally. Morrison also have a good supplier
network that can comprise approx 500
distributor across world.
It can comprise two channels such as offline
and online store. It also consist six offline store
that can use through various channel of
distribution and also increase reach.
Morrisons can use various techniques for
promotion. They offer reward scheme to it
clients which can create a positive impact on
enhancing business sales. Through social
media it can spreading brand awareness and
value and by personal selling in various store it
improve presence of product in customer er
mind.
Tesco use modern and as well as traditional
tool. It can deliver a right message to its
audience through television , newspaper as
well as social media that means over
Instagram, twitter etc. It also offer club card
system by which they can redeem discounts.
Morrisons can hire very skilful people who can
easily handle all the operational activities of
business, customer service section can solve
clients query related to items and sales a
person increase sales volume of business and
Tesco have a great number of staff that can
play an important role to derive success for
business(Stewart and Ladik, 2019). It can
invest hight amount of money and time for
give then better training by which they can

generate more profit which create a direct
implication on growth.
develop themselves. It also offer reward for
employee on basis of its performance, this can
build motivation of workers.
Morrison comprise impactful procedure
related to supply chain that helps to increase
availability of products in various stores and
online process make it reliable and easy (Tang
and Hsu, 2018).
In Tesco, customer can buy products and
receive services through offline stores. This
can assist to reach of audience and by self
service machine enhancing brand loyalty.
This company always concerned about
packaging by which they can attract more
customers and also handle a beneficial website
related to customers by which their target
consumer can easily see high quality
packaging. Thus, this can derive physical
evidence.
Tesco consist attractive logo which can make
through various colours. This can derive
physical proof for customers also categorise
product section that make an easiness for
consumer for choosing product.
PART 3
P4:Develop a marketing plan which comprise elements of marketing planning for achieveing
business objective.
A successful marketing plan helps to attract more customers and also enhance reach of
target market. For defining this very clearly following model is to be used.
SOSTAC
 Summary: Morrisons try to bring new service in their stores that is order online and
pickup it from stores as it attract those people who are avoid purchase due to high crowd
in supermarkets (Vos and Armstrong, 2019). This mainly create to increase company
growth.
 Objective(SMART):
◦ Specific: This new services create a high implication on high class people or business
tycoon who don't have so much time to waste for surfing in stores
◦ Measurable: This service can examine on basis of customer traffic.

◦ Achievable: It is a realistic target that really want to attain by company for increasing
positive growth. This can highly influence elite people.
◦ Realistic: This new service can accomplish a better success and maximise cost along
with generating revenue.
◦ Time Frame: This derive a particular time period for achieving that goal. Within 7-8
months this service provide a positive or may be adverse result.
STP
 Segmentation: This services can segmented on demand of their audience as more of
individual highly influence this service (Wang and et.al., 2020). So that company have to
make another section for this.
 Targeting: It can target every individual such as business man, families , middle class as
well as as lower class people. But usually high society people became influence for this
as they have not enough time for shopping.
 Positioning: This service have to positioned on basis of clients desire.
Situational Analysis
Strength
Morrison contain strong market share in
supermarket area and this service bring their
new image in customer mind.
Weaknesses
This company are covered a largest
supermarket chain but sometimes they are slow
to take right decisions. This service help to
make proper decision that increase customer
reach.
Opportunities
This company continuously run with
developing technology. And this services help
to attract most of customers who don't have
enough time and who are usually get irritated
while purchasing.
Threats
This new services engage more audience and
with this new entrants rivalries also inspire so
this service generate a hike in market
competition.
PESTEL Analysis

 Political: This factor affect entire organisation. Due to severe lock down in Covid. It can
create a negative impact on super market. So government try to support them to recover
with this. Hence, this help to make this service successful.
 Economical: This create a adverse implication on supermarket during lock down. There
is no buying and selling services occur and stores was shutting down. But at present there
is a flexibility in market customer can derive services on daily basis. This will assist to
make a success of this plan through generating profit.
 Social: Morrisons try to generate more customer crowd and make a product according to
taste and preference. For examples: now a days there is huge crowd on super market
customer cant easily select item whatever they want so this new service help to reduce
crowd at stores and also feel customer satisfy.
 Technological: It can posses new quality in their product and carry out new trends. This
new service upgrade techniques as well as customer experience.
 Environmental: A physical condition create a high implications on business (Wilson,
2018). It comprises several elements such as natural disasters, sudden change in climate,
high pollution level. This new services create an impact of customer purchase and
number of reach. This factor creates health issues.
 Legal: Morrisons follow all rules and regulation that can made by government. This new
upgrading service also covered with certain policies which affect company growth and
high market share in a positive way.
5 Cs
 Company: Morrisons Supermarket
 Collaborators: Suppliers, Trade Union, Charities, NGOs, Stakeholders
 Customers: Single, working couples, Bachelors and occupies people.
 Competitors: ASDA, Tesco, Sainsburys
 Climate: It can follow all the rules and regulation that can make by government, pay
taxes on regular basis which will give them a higher competitive benefits.
Tactics
 Product: Morrison's try to come up with new services (online order and pick up from
stores) in market which can connect with several audience.
 Price: It can set competitive price which can derive its higher benefits.

 Place: For establishing this new item company can choose United Kingdom as a locality.
 Promotion: Company can choose online platform as a promotional tool.
Action Plan:
Particulars Amount
Equipment 150000
Promotional tools 30000
Marketing 10000
Media house 10000
Total 2, 00,000

P5: Producing a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief
The media plan refers to a process of determination of how, where and when a company
would run its advertisements so that can maximise the company's return on investment. A media
plan for Morrison includes different elements such as Campaign type and rationale, objectives of
media plan, the target customers or audience, medium of running a campaign, content or a
message which is needed to be conveyed, run time of the campaign, recommendation. The media
plan for Morrison is developed for new service( order online and pick up from stores) are as
below: Campaign type and rationale: The type of campaign in this aspect is Brand awareness
campaign which includes promotion of company's products or services through a specific
or a combination of tradition and digital media platforms(Zenker, 2021). The main
rationale behind this is to enhance Morrison's sales as well as their brand image in
market. The brand awareness campaign aims at promoting organisational brand name at
national as well as international level through which Morrison would be able to attain
sustainable competitive advantage as well as high market share. For this Morrison would
use social media as well as print media mode through which they will promote their
brand name. Objectives: The main objective of this media plan is to enhance company' brand image in
industry along with a higher sales of nearly 20% increment at national and international
level both. Morrison also sets its target to increase their profitability ratio or annual
revenue by 33% in a single financial year. Target Audience: The target audience for Morrison's is the customers from households
who uses different items such as vegetables, fruits, bears, or seafood(Zhao and et.al.,
2021). The company attracts its customers from the markets of UK as well as at
international market. Morrison majorly focuses upon those customers who are willing to
pay good price for fresh product and wish to buy their items with continence. Medium of Marketing Campaign: The mode through which Morrison would achieve
success in its media campaign would be social media as well as use of print media. Social
media includes campaign over Facebook page, Instagram stories or reels, Twitter,

LinkedIn or even could be via Snap Chat. Whereas on the other hand the print media
would include banners, hoardings, etc. Content: The ads by Morrison's for its products would include company's vision, mission
along with an eye catching phrases that caters more customers towards company's
products. The content element in media plan would include a message for their customers
towards the respect for animals as well as for nature. They will also convey the
importance of fresh foods and vegetables for a healthy and fit body. Run Time: The company Morrison would run its media plan for a period of six months
over both social media as well as through print media so that can achieve its objectives as
well as earn enough revenue. The main aim behind this run time is to have a long impact
upon the customers of Morrisons through which they would be able to accomplish their
one year revenue target. Recommendation: It is to be recommend to Morrison that a company before launching
its media plan should scan the environment as well as determine the traffic where the can
attract more customers and can have successful campaign (Ziemba, Jankowski and
Wątróbski, 2018). Since a campaign involves high expenses so it is necessary to look for
each aspect that is associated with plan. Justification of media plan: A media plan for Morrison would include a proper analysis
of its customers through gathering customer feedback as well as by knowing their views
for their products. This would include an effective and strong market analysis on the
basis of qualitative as well as quantitative data. The qualitative criteria would include the
views of customers whereas the quantitative would cover feedback through
questionnaire.
 Media Budget: A media budget for Morrison's includes a list of expenses that would be
required to conduct and execute their marketing campaign. A budget is important as this
provides a clear idea as well as an estimation of different expenses so that funds for each
can be arranged with time.

Particulars Amount
Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
CONCLUSION
It is being conclude from above analysis is that marketing function is very essential for
any business as it helps to increase customer traffic that can enhance business sales. Basically is
a heartbeat for every successful organisation. This tool continuously explore new things and
technologies that can help to boost level of competition and enhance sales. IN this above report
various function and marketing plans define their effectiveness in Morrisons supermarket, this
can done only by help of well defined strategies.

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