Marketing Essentials: Sainsbury's Case Study and Strategic Analysis

This presentation provides an overview of marketing essentials, focusing on key concepts, processes, and the role of a marketing manager. It starts with an introduction to marketing and its core concepts, including the marketing concept, and then delves into different marketing processes. The presentation highlights the responsibilities of a marketing manager and the interrelationships between the marketing function and other departments, such as finance and human resources. A case study on Sainsbury's is used to illustrate these concepts, examining the value of the marketing role and the importance of effective interdepartmental relationships. The presentation concludes by emphasizing the significance of marketing in organizational growth and success, along with its impact on brand image and profitability. References are provided to support the content.

Essentials
(PART 1)

Contents
• Introduction
• Concept of marketing, including current and future trends
• Different marketing processes
• Analysis of the role and responsibilities of a marketing manager
• Inter relationship and influence of marketing function with and on
other functional units
• Value and importance of the marketing role
• Significance of having effective interrelationships between different
functional departments
• CONCLUSION

INTRODUCTION
Marketing is the procedure of promoting goods and services using
tools of advertisement and selling. Marketing is a procedure which
helps an organisation to increase their sales revenue and enhancing
their profitability. The main aim behind developing this presentation is
to build an understanding about concepts of marketing along with
various marketing processes. For effective completion of this
presentation, Sainsbury’s organisation is selected which is a
supermarket company engaged in retail industry.

Concept of marketing, including
current and future trends
Marketing concept is a philosophy which analysis the needs and demands of
consumers in order to satisfy them. This marketing concept is further divided into five
concepts which covers each and every aspect of promoting a good or service. These
concepts are:
•Production concept
•Selling concept
•Marketing concept
•Societal marketing concept
•Product concept

Different marketing processes
Marketing involves various processes which helps an
organisation to capture their target market. These market
processes are developing mission and aims of the marketing
activity, situational analysis, developing appropriate marketing
strategy, marketing mix and finally implementation and control.

Analysis of the role and responsibilities
of a marketing manager
Marketing manager and marketing function of an organisation plays an
important role and has various responsibilities to be fulfilled. These
responsibilities and roles are played against the wider organisational context. In
context of Sainsbury’s, various role and responsibilities are discussed below:
•Market Research
•Public Relations
•Marketing strategy
•Branding

Inter relationship and influence of
marketing function with and on other
functional units
Marketing function is a department of organisation which covers
all the activities of branding, promotion, advertisement etc. This
department is inter related with various other functional units of
Sainsbury’s. this inter relationship is discussed as follows:
•Marketing and finance department
•Marketing and human resource department
•Marketing and Sales department

Value and importance of the
marketing role
Marketing role of Sainsbury’s is highly important for the
effective operations and functions. Marketing role of this
company works on the demands and needs of customers by
which fuller satisfaction is obtained. Along with it, marketing
role also hold high value organisations as it helps in attaining
competitive advantage and enhancing corporate image in market.

Significance of having effective
interrelationships between different
functional departments
Inter relationships which are discussed prior in this presentation
holds an important value as by which effectiveness and
efficiency in an organisation enhances. There are various points
which can state importance of this inter relationship and are
mentioned below:
•Effective flow of funds
•Enhance brand image

CONCLUSION
From the above presentation, it has been concluded that
marketing department of an organisation plays an important role
in the growth and success of the organisation. There are various
functional departments in an organisation which are inter related
with other. These inter relationships helps an organisation to
enhance their brand image and earn high profits.

REFERENCES
• Uchino, K., 2018. Piezoelectric energy harvesting systems—essentials to
successful developments. Energy Technology. 6(5). pp.829-848.
• Werner, C. H. and Tang, M., 2017. Essentials of the Management of Creativity
and Innovation in Education, Business, and Engineering. In Handbook of the
management of creativity and innovation: Theory and practice (pp. 347-364).
• Yadav, S. K., Khandelwal, U. and Tripathi, V., 2017. Determinants of Green
Purchase Intention: An Empirical Study in India. International Journal on
Customer Relations. 5(2). p.42.

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