Marketing Processes and Planning: Morrisons Case Study Analysis

This report delves into the core concepts of marketing processes and planning, highlighting their significance in achieving competitive advantage. It outlines the roles and responsibilities of the marketing function, emphasizing brand management, customer communication, and the use of digital marketing strategies. The report further examines the interrelation of the marketing department with other departments within an organization, such as human resources and finance, illustrating how these interdependencies contribute to overall business success. Specifically, the analysis provides a case study of Morrisons, demonstrating how the marketing function is crucial in achieving organizational goals and objectives, including customer acquisition and sales growth. The importance of financial budgeting for marketing campaigns is also addressed, underscoring the strategic role of marketing in promoting a brand and gaining a competitive edge.

Marketing Processes and
Planning

INTRODUCTION
The marketing is a concept of promoting the various
products and services in a appropriate way. There are
various steps which need to be considered in order to
communicate to customers in an effective and efficient
manner. The organisation need to focus on the marketing
planning and processing in order to attract customers. The
marketing processes and planning is the systematic
approach in order to gain competitive advantage.

Roles and responsibilities of the
marketing function
The marketing department of the business organisation has various
roles and responsibility which need to be accomplished in order to
achieve the goals and objectives within the business enterprise. The
various roles and responsibilities of marketing function are discussed
below in context of Morrisons:
 it is very essential for the marketing function or the department to
define and manage the brand in the most appropriate way in order to
attract customers. This means that the marketing manager need to
define what the company is accomplished in order to chive the goals
and objectives to be successful. (Asseraf, Lages, and Shoham,
2018)
 The role of marketing function is to conduct the marketing

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 The another role of the marketing function is to practice the
various activities by suing the digital methods such as social
media in order to communicate to customers about the brand
and the product in order to gain the wide market in to account.
 As in context of Morrisons it is very important for the
marketing department to perform the various roles and
responsibilities in order to achieve success and growth by
accomplishing the goals and objectives.

Roles and responsibilities of marketing relate
to the wider organisational context
It is identified that the roles and responsibilities of the marketing department is related
to the wider organisational context. There is interrelation of the marketing department
with the other department of business organisation. The interrelatedness of marketing
function with other department is explained below:
 The marketing department and the function which is performed helps the human
resource management department of the organisation. It is very important for the
human resource department to hire the talented workforce which can help in
marketing department to perform the various functions in an effective and efficient
manner.
 The role of performing the campaigns and communication of the brand to customers
helps the organisation to achieve succession growth. The role of the marketing is to
achieve the customer attention in order to increase sales. (Yezhova, 2021)

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 The finance department of the business organisation helps the marketing
department to know in which campaign the company can invest and
manage the financial aspect in order to develop a marketing plan in an
appropriate manner. It is very important fro Morrisons to develop the
financial budget for the marketing function.
In context of Morrisons it is identified that the roles and
responsibilities of marketing is related to the wider organisational context
because the marketing department helps the organisation to achieve the goals
and objectives. The marketing is the main function which promotes the brand
in front of the customers and public. The marketing function related to the
wider organisation and helps in gaining the competitive advantage.
(Pavenkov, and Rubtcova, 2019)