Marketing Process & Planning: Analysis of Marketing Strategies

This report provides a comprehensive overview of the marketing process and planning, focusing on the marketing concept, functions, and mix, with specific examples from Asda. It begins by defining marketing in the 21st century, emphasizing consumer experience and the shift from production-focused to research-driven approaches. The report details the role of marketing within Asda, including warehouse clearance, new product introduction, demand creation, customer retention, and brand recall. It analyzes the interaction between the marketing function and other departments such as sales, HR, administration, distribution, and production. The extended marketing mix (product, price, place, promotion) is explained with examples from Asda, followed by an evaluation of how the marketing mix contributes to the organization's overall business objectives. The report concludes with recommendations for improving marketing strategies, including aggressive promotional activities, seasonal promotions, and better warehouse management, to enhance sales, profitability, and the achievement of organizational targets. This document is available on Desklib, a platform offering a range of study tools and resources for students.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
1

Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
2

1.0 Introduction
In this report the following topic are covered, meaning of marketing in 21st
century, role of marketing function in Asda company, overview about marketing
function work and interact with each department of Asda, brief about extend
marketing mix in the Asda company, how marketing mix can be successful in
attaining the marketing objective and recommendation (Lahtinen, Dietrich and
Rundle-Thiele, 2020). Asda group is one of the largest food retail chain in the market
of the United kingdom, Associated Dairies & Farm Sores Limited established in1949
in Leeds. Company mergers with Asquith chain of three supermarkets and
Associated Dairies. In the second part of the of of the report how strategic marketing
plans help in achievement of organisational mission, corporate strategy and
objectives. Finding CLEAR and SMART marketing Objectives. How market research
help in the lunching new product line. Situational analysis using SWOT, PESTLE and
5C analysis. Competitor analysis including the market segments, Sub- segments
and analysis the value proposition of the products in the eyes of the customers,
Strategies can be applied to the extended marking mix, Allocation of recourse to
marketing budget , Tactical actions to increase sales of the products ,Return on
marketing investment and customer lifetime value to known the success of the
marketing strategies, full fledged media plan according to marketing plan. Personal
recommendation towards the selected and integrated multi media activities with the
set budgets that can achieve targets, effective selection of the digital, offline and
social media channels for communication, Qualitative and qualitative benefits to the
organisation of the strategies.
2.0 An explanation of the concept/definition of marketing in
the 21st century
As marketing in the 21st century is all about providing the best consumer
experience, new generation of consumer have more disposal income, less time and
3

more option to choose from. Consumers are diverse in the characteristic due to
difference in age, geographic and wealth, resulting in employing different assets to
create association with the group which have their influence in the society. In new
age marketing is a combination of particular medium to market the products in early
times the products are manufactured on first place then influencing activities in
perform to create demand in the market for the product. But in today's world
organisation invest for research on consumer behaviour, consumer demand and
consumer experience all these things keep in mind before designing the products
and it promote the product itself when launched in market (Wichmann, and et.al.,
2022). Companies have their invest more in the marketing then costing of
manufacturing the products as new age people want images of branded clothes and
accessaries to showcase status to be rich. In the old marketing concept production is
done first then promotion is applied to sale the products creating influences, product
concept focuses on to the scale of production providing product in low costs as
compared to other competitors. Selling concepts in this products are produced in
bulk with considering the consumer need but through certain tools of promotion
influencing the sales. Hybrid use of marketing according to the products and target
markets in a necessities in modern world.
3.0 Description of the role of marketing function with
examples from the chosen organisation
As marketing in the activities used by the organisation to increase the demand
of the products in the target market so company's sale targets can be achieved.
Some of the important function of marketing in Asda company are:-
 Warehouse clearance:- As Asda have huge scale of operation so
maintenance of huge inventory is necessary for smooth operation creating
huge costing, marketing boost the sale of the goods so increasing flow of
goods resulting clearance in the warehouses reducing per unit shortage cost.
 Introduction of new products:- When company lunches new products of
ranges, information transmission is done with the help of the marketing, come
first spread awareness of new ideas of products then survey on the demand
and then according produce the products.
4

 Demand creation:- When ever the sale turns to drop marketing play a very
important role in boosting it through reminder of the utilities they are lack
when no choosing their products.
 Customer retention:- As customer substitute the products with different
brands of products, due to low substitution cost consumer easily swifts to
combat that effects companies take marketing as tool to regular maintain the
sales of the products.
 Brand recall:- marketing continuously create a recalling effects in the mind of
the customer ( Hanaysha, Al Shaikh and Alzoubi, 2021). So customer remind
of the brand name and their existing products in the market, different
promotional activities play very important part in image creation and brand
association among target market of the company.
4.0 An analysis of how the marketing function works and
interacts with other departments
marketing department analysis the objectives of marketing accordingly targets
the planning of the organisation polices, There are main three motive of the
marketing function are first to spread aware about product and services among the
potentials consumer to induce immediate sales, another is to make brand known to
the people and the product so future consideration is given to their company when
customer want to purchase product company is dealing in and last one is to recall
old customer about the brand and product to keep them retained with the
organisation.
Marketing function have diverse internal roles to other department such as to
the sale department, HR, Administration, distribution and production. As marketing
department interact with the sale to make the sale target effective promoting the
products on to right time and potential customers, HR department marketing
department take relevant information regrading the requirement of the vacant post
and promote it to all the potential human resources centre providing leads of such
customers. Administration department have close relation with marketing team as
they have close contact with the distributor and whole-seller providing essentials
information to the administration department through which important decision can
5

be facilitated (Dost and et.al., 2019). Distribution department co-ordinates with the
marketing to known the exact time to promote the products when products available
for local purchases or distribution provide information of the reaction of consumer
accordingly aggressive and passive mode of promotion is adopted.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing mix is the promotional tools and techniques to promote its brand or products in the
market to induce the sale as to achieve the organisational objectives as soon as possible. Marketing
mix provide the organisation with competitive advantages to the organisation compared with other
consist the following factors:- Product:- Asda deals in the major categories such as financial services, food
& beverages, retail, consumer goods, e-commerce and supermarket (Anjani,
Irham, and Waluyati, 2018). These are combined are the products being
offer by the company to the consumer to enhance the market share through
satisfying multiple target audiences at particular time to achieve
organisational goal. Price:- As Asda operating in the supermarket chain having very deserve
product mix unable to assist the pricing on particular products in totality.
Competitive pricing is adopted by Asda in order to achieve leadership in
market share, low prices as compared to the competitors and low substitution
cost make Asda better choice .
 Place: Asda have mixed Places of market as target potential customers are
distributed over large area to access them company provide physical stores
in all over United kingdom as well company operates website to take order
from distinct places completing with the help of delivery partners.
 Promotion: Asda strongly take aggressive marketing techniques as it also
deals in fast moving consumer goods which have high substitutes and low
cost is involved that why multiple channels of communication is involved to
transmit the advertisement to the general public.
6

2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
As aggressive promotional strategies help the organisation to induce demand
at time of reduced demand of certain products or new product lunches providing
awareness about the product to the potentials customer. Places such as shopping
mall or e-commerce website get effects of promotions in forms of orders and
purchases from the markets. Products mix are selected in a way that diversified
consumer can be targeted to particular time increasing the market share in are the
sectors company dealing in (Mahmoud, 2018). prices are kept at competitively low
rates to attract the costumers of different brands to their brand and maintaining the
existing customer base. All combined factors attracts more and more customer that
benefits through increase in sales and profit margin. Creating a successful path to
achieve organisational targets.
 Proper monitoring the target and performance:- As the targets are clearly
specified by the administration department, monitor the targets with the
performance actually achieved will provide insights to the management about
the investment on marketing and impact on performance as sales.
 Corrective actions on to the marketing:- After execution of the monitoring,
evaluation of the data take place if it proved to be successfully kept for future
implementation of same kind of action for receptive results. If results are
unsatisfactory deviation is recorded and accordingly action is taken in
consideration.
 Regularisation of promotional strategies:- After the specified period the
strategies need to apply different promotion according to the market condition.
If company seasonal products arrive at that time aggressive promotion taken
into action after season promotion rate in decreased.
3.0 Recommendations
7

As company is dealing in multiple consumer goods which don't have much of
shelf life as to stock sold out of the products can only be possible with aggressive
behaviour of promotions. So regular promotional activities need to be board-caste on
different channels of communication such as television, radio, newspaper, websites
and social media as consumers are diverse in characteristic are placed at distinct
places, combination of all the mode provide optimum result in case of selling targets
of the company. Company can adopt a seasonal promotional activities, management
need to buy data or collect data own self to analysis the trends when to invest more
in advertisement. This can result in low operating cost and more profits for the
organisation will help achieve organisational objectives in early times. Asda needed
to swift on to warehouse system for the providing orders from websites as when
order is placed which is arranged from the retail outlet resulting in shortage of items
in the stores for physical purchases, As it put bad impression on the consumer that
company is selling liftout products. Asda need to make sure the proper inventory
control for the products as promotion along cannot provide any benefits as cost is
incurred in promotion will be loss for the company if products are not available at
point of purchases wastage of all the resource can result in failure of marketing and
promotional activities.
9.0 Conclusions
From the above report these conclusion can be drawn that organisation
success is dependent on both the marketing as well on selling activities as selling
provide for all the operational activities, profits of the organisation and marketing is
the main support functions to sales so effective and efficient marketing is key to the
achievement of organisational goal. If companies assets are not much in number but
have marketing sector strong can expand its business as marketing can raise money
in advance to production of employees. Asda focuses on to providing high quality
products on cheap prices to everyone at every places, influence people with
aggressive promotional activities and retail physical and online distributions.
Marketing not only factors influencing sales but most of the departments including
human resource, sales, distribution, administration and production. All the decision
are involving the data collected on ground level of the market through marketing
team provide insights about the specification of products to productions to design
and produce according to the quantity and quantity of the products, to sales
8

department with competitors sales targets and tactics, promoting the advertising job
requirement and inviting best of the talents from all round the world. Marketing is
responsible for both the failure and success of the organisation proper adaptation
and execution is needed to achieve organisation goal on time with minimum costing.
References
(Lahtinen, Dietrich and Rundle-Thiele, 2020)(Wichmann, and et.al., 2022)(
Hanaysha, Al Shaikh and Alzoubi, 2021)(Dost and et.al., 2019)(Anjani, Irham,
and Waluyati, 2018)(Mahmoud, 2018)
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P marketing mix
and consumers' loyalty in traditional markets. Agro Ekonomi, 29(2), pp.261-
273.
Dost, F and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth
program interactions for fast-moving consumer goods. Journal of
Marketing, 83(2), pp.62-81.
Hanaysha, J.R., Al Shaikh, M.E. and Alzoubi, H.M., 2021. Importance of marketing
mix elements in determining consumer purchase decision in the retail
market. International Journal of Service Science, Management, Engineering,
and Technology (IJSSMET), 12(6), pp.56-72.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a social
marketing context. Journal of Social Marketing.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase
intention. International Journal of Advanced and applied sciences, 5(2),
pp.127-135.
9

Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
10

5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Organisation mission is the long term target that will be achieved in the life of
the company, all the efforts of the organsiation is directed in the direction to achieve
that predetermined goals. Corporate strategies are the method is to incorporate
efforts of more people to ease the process and fast track the achievement of the
objectives (Zhu and Gao, 2019) . Objective are the fundamentals of the existence of
the organisatons, in Asda's context organisation mission is to provide each and
every product under on roof of the Asda, Corporate strategy is to merger small
efficient business competition in own company to expand the market coverage and
reducing competition, objective of Asda to reduce the footprint of the pollutant from
the environment and providing better different experiences to customers.
Strategic marketing planning help the organisation
achieve its objectives, mission and planning of cooperate strategies, as marketing
provide backbone to sales and sales result in profits then utilized to complete the
objectives, regular achievement of objectives help to complete the mission of the
organisation, accordingly the cooperate strategic are planned to support all of them.
2.0 Clear and SMART marketing objectives
Marketing objective are the expected outcome from the activities of marketing
most business have the objective to boost sales of the product, introduce new
products, increase brand recognition and retaining customer base. In case of Asda
want to promote new ways of retail to increase the sale through competitive
advantages (Bilińska-Reformat and et.al., 2018). SMART is the structured approach
of marketing to reach at the marketing objective at minimum costing. SMART stand
for the following factors:-
11

 Specific :- The strategies have the detail in the information regarding
problems or opportunities of the real world. As most of the goals and
efforts needed specified in the plan (Ferrell, Hartline and Hochstein,
2021). In context of the Asda want the plan to be specified enough that
not confusion in the employee working on it.
 Measurable :- As strategies need to have some reasonable a
measurable outcome which can help in knowing the success of the plan,
In case of Asda follow full target plans having expected outcomes which
can be compared with the original condition after execution.
 Actionable :- The target or objective can result in the improvement of
operation among the employee or not much. Asda only set the targets
which can mutually benefits in the motivation of the employee as well to
the organisation.
 Relevant :- this objective can improve the current suffering in the
marketer or improve the performance according to the requirement, Asda
set only the targets which help In achievement of organisational goals.
 Time bound :- The targets or objective need to have a dead line that the
planned will be achieved in certain time periods. Asda provide the team
with the execution period that will provide the plan with guide for inducing
efforts.
3.0 Marketing research to support the new product line
launch
Market research including the investigation of the existing products of the
competitors with reference to own products, what efforts can company put in to
compensate the competitive edge of other brands (Ishfaq, Davis‐Sramek and
Gibson, 2022). This also provide the company with the opportunities to exploit and
combat the ill effects in the organisation. Asda chooses the online serve and
sampling method to lunch new product line, company firstly only produce sample
products review on try on experience then decide on to the situation what to be
done.
12