Marketing Essentials Report: Marketing Plan and Organisational Context

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly using Sainsbury as a case study. It delves into how marketing relates to the broader organizational context, highlighting the importance of coordination with departments like IT, sales, R&D, HR, and finance. The report then compares how different organizations apply the marketing mix (product, place, price, promotion, people, process, and physical evidence) to achieve business objectives, with a focus on Sainsbury and its competitors. Finally, it includes the production and evaluation of a basic marketing plan for an organization, offering insights into strategic marketing practices. The report aims to provide a clear understanding of marketing principles and their practical application.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the roles and responsibilities of Marketing function...............................................3
P2.Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................7
P3. Compare the ways in which different organisation apply the marketing mix to the
planning process to achieve the business objectives...................................................................7
TASK 3............................................................................................................................................9
P4. Produce and evaluate a basic marketing plan of an organisation.........................................9
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is defined as the activity of showing and advertising the products and services
of the company in a best manner so that they can attract the large group of customers. Market is
the point where the seller and the buyer meet in order to sell or purchase the products and
services with the motive of making money (Doshybekov and et. al., 2016). Marketing
department is the essential aspect for any business as they do the sales promotion of their
products and services and reach to the potential customers. There are various means through
which the marketing can be done in order to maximise the sale of their company. Sainsbury is
the chosen organisation for this report, It is the multinational company in the United Kingdom
and founded in 1869. It is the second largest supermarket in the London market. This report will
cover the roles and responsibilities of the marketing function and also analyse the different roles
that relate to the wider organisational context. Furthermore, It will compare the different ways
which the organisation apply the marketing mix to the planning process for the achievement of
the business goal. It will produce and evaluate a basic marketing plan for an organisation.
TASK 1
P1. Explain the roles and responsibilities of Marketing function.
Marketing is the department which is responsible for advertising their products and
services to their potential customers in order to maximise the sale of the business. When the
marketing person is doing their job at it best, this will leads to attract the large group of targeted
customer(Cardenas and Fuchs-Tarlovsky, 2018). When the marketer do the effective study of
the market then it will help in meeting the current trends of the customers and satisfy their needs
and wants. Marketing manager of the Sainsbury have the certain roles and responsibilities which
are discussed as follows:
 Listen to the customer needs: For a long term survival the marketing manager has to
concentrate on the needs and wants of their customers. By this the organisation has the
knowledge that what's more demanding in the market and may work upon it for staying
in the market for long run. It will help in increasing the efficiency of the organisation and
this will help in generating higher revenue and profitability from the large market.

Sainsbury will identify the customers needs and wants so that they can produce the goods
and services accordingly.
 Track trends and monitor competition: Marketing Manager has to keep an effective track
on competition in its existing market. As the functioning of the market plays an important
role by this, the organisation must be aware about what is going on in the market and on
the basis of that they can introduce the products and services that will meet the current
trends of the market(Dzyabura and Yoganarasimhan, 2018). Business have to analyse the
strategies which are using by their competitors so that it will be easy for their business to
establish a good brand image in the market. Sainsbury will keep an proper track on the
trending competition of the existing market so that they it will be easit for the
organisation to compete in the market.
 Work and brand values:Marketing Managers has to work on brand values also. As it is
very important for surviving them in the market. Brand value is the value of there brand
in the market by this the customers will more attract towards their product. The quality
and the services of the product is the major concern of every organisation that will leads
to attract the large group of customers (Hanzaee, Sadeghian and Jalalian, 2019).
Working procedure of the organisation is also important by this the services are taken
into the accounts in the growth of the organisation. Values of the organisation leads to
play an important role in the minds of the public by which the organisation has the has
the good brand values. Sainsbury will keep on working the brand value of the
organisation because it will help in the growth of them.
 Searching for new marketing tool:Marketing manager has to search for the new
marketing tools by those they can easily approach to the customers. This will leads to
enhance and innovate of the organisation's product so that company can establish a good
position in the target market and the company will increase their product rage that will
contribute in earning high profits.
 Innovation: Marketing Managers has to introduce the innovative ideas as that helps in the
development of the organisation in the existing market(Hyder, 2016). If they introduce
different innovative ideas then the company may attain the good position as by the
different strategies the organisation may easily compete with the competition. Innovation
can be done in the process of product's manufacturing, promotional activities.

 Communication within the department: It is important to have the effective coordination
and the communication within the department so that correct information can be reach to
the potential employees in order to effective working of them with the consideration of
achieving the business goal in the organisation(Kayabasi and Mtetwa, 2016). When the
employees of the organisation is having the right channel to communicate within the
department it will help in meeting the prospective behaviour of the consumer and they
will work with the complete information and assign task can be done in an appropriate
manner.
 Produce the marketing and promotional material: These are the basis for doing the
marketing in order to do the growth of their brand. Company focuses on launching and
using the new promotional tool in their business operations so that employees can also
leads to learn the new ways of doing marketing as well as the large group of customer
will be attracted and leads to increase the profitability of the business. Sainsbury also
uses the new promotional tools so that it will help in launching of new products can be
done in unique and innovative ways.
 Creative content for the website: Marketing can done be on various platform and website
is the core platform where the company can promote their products and serveries in order
to get the large group of targeted customer and also leads to create good rand image in
the market(Caliskan, 2019). Content on the website must be clear and impressive that
attract the large group of customer. When the customer is planing to make the purchase,
they firstly check the website and explore all the products and services so it give the first
impression to the customer.
P2.Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing department uses various promotional tool in order to increase the brand value
in the market and It is important for every department to work with the proper coordination so
that each task can be done in an approached manner. The main motive of this department is to
increase the revenue and profitability of the business and the various roles and responsibilities of
are explained as follows:
 Information technology and the marketing: IT department handle the digitalization and
the innovation in the various operational activities in order to match the current trends
and preferences of the large group of targeted customer. It includes the use of social

media, email marketing and search engine optimization so that all the task and the
marketing can be done in an approached manner. Digitalization helps in creating the good
impact on the functionality of the business operation and also leads to completing of the
task in an approached manner. It also initiate the introduction of the new ideas so that
work can be done in an innovation manner. Sainsbury also work with the proper co-
ordination with the information department so that digitalization can be used in an
effective manner and marketing can be done in the innovate and creative manner.
 Sales and Marketing: Sales is the department which emphasis on increasing the sale of
the company by using the correct strategies in order to generate higher profitability. All
the objectives and the aim of the company will compile with the sale and then target can
be achieved(Borg, 2020). This department will coordinate with the marketing
department so that promotion can be done with the right approach and this will help in
increasing the sale of the company. It also help in smoothing achievement of the business
with the proper coordination of the sales and marketing department.
 Research and development and marketing: In any organisation, research and development
is the important factors that needs to be done on the regular basis so that business can
have the creative and the innovative technique that will help in easy marketing of the
products and services. R&D department will find the new ways of doing business and
also help in getting the new technique for promotion and coordinate with the marketing
department in order to do the advertising in an creative manner. This will help in
attracting the large group of customer. Sainsbury also work with the proper coordination
with the R&D department so that new innovative technique can be seen and uses in the
further business.
 Human resource and marketing: Human resources is concerned with the hiring the right
candidate that can meet the job requirement so that all the required work can be done in
an approached manner(Biroscak And et. al., 2019). It is important for the HR manager to
get the skilled and effective person for the easy completing of the task. This department
will coordinate with the marketing department so that candidate can be appointed who
can do the better marketing and achieve their target that will contribute to the growth of
the company. Marketing department of the Sainsbury will coordinate with the Human
resource department so that right candidate can be hired who have the proper skills and

knowledge of marketing and can perform the better marketing in order to attract the large
group.
 Finance and marketing: Finance is necessary aspect for any business and this department
is concerned with the procurement of the funds from the different sources and do the
allocation with the consideration of effective use of financial resources. It make the
budget plan on the basis of their analysis that will help in easy approach of all the
task(Arslanagic-Kalajdzic, Žabkar and Diamantopoulos, 2019). This department will
coordinate with the marketing department so that right allocation done and all the
promotional activities can be done in an right approach. Sainsbury also coordination
within the organisation so that financial resources can be effectively used in the
promotional activities so that large group of targeted customer can be attracted in order to
make the purchase the goods ad services.
TASK 2
P3. Compare the ways in which different organisation apply the marketing mix to the planning
process to achieve the business objectives.
Marketing Mix is the business tool that focuses on the marketing plan and also help in
uplifting the value of company in order to achieve the higher profitability in the business. This
strategy is introduced by the professor and author E. Jerome McCarthy in 1960 (Alford, 2018).
Marketing manger use the various approaches in order to understand the Ps of any business. It is
comprises of product, place, price, promotion, people, process and physical evidence. Marketing
mix of Sainsbury and its competitors is explained below:
Marketing Mix Definition Sainsbury Tesco
Product It is the item which the
company manufacture
with the consideration
of the selling of
products in the large
market.
The company is
dealing in food and
beverage, household,
beauty , baby
products.
It is dealing in various
range of products like
food, finance,
electronics and
clothing.
Price It is the cost incurred
on the manufacturing
The company is using
the competitive pricing
The company is using
the leadership strategy

of the products and
finally sell the product
in the large market.
strategies in which
they set the price of
their products by
analysing the
competitor's price.
They use the price
discrimination of the
products to establish
the brand in a good
position .
as they change the
price according to the
market condition.
Place It is the place where
the company is
operating their
business basically the
region they are serving
their services.
This is the largest
retailing company in
the United Kingdom
which is operating the
business in more than
1400 shops and also
using the online
platform to sell their
products.
The company is
having the 3400 stores
in the UK and having
strong bricks and
motor presence with
the online presence of
their business(Ahmad,
2018).
Promotion It is the activity of
advertising the
products and services
of the company in
order to build the good
brand image in the
market.
The company is using
the ATL and BTL
promotions strategy in
their business by using
the newspapers,
television in their
advertising strategies.
They are using the
various promotional
tools as to increase the
advertising of their
products. It is using
the YouTube and
newspaper for giving
more details about
their brand.
People These are the
employees of the
Company is focusing
to hire the skilled and
The company is divide
the employees on the

organisation that are
working in attaining
the business goal of
the
company(Eletxigerra,
Barrutia and
Echebarria, 2018).
potential employees so
that they can work
with the consideration
of achieving the
business goal.
basis of their
efficiency so that the
can work in their
assigned field.
Process It is the method which
is used in an
organisation to
produce he goods and
services to sell in the
large market.
They are using the
outstanding services in
delivering their
products and services.
The company is using
the advance techniques
of production so that
best products can be
produced in order to
satisfy the needs and
wants of the
customers.
Physical evidence It includes the
infrastructure, physical
environment so that
costumer can be
attracted on the large
scale.
They have designed
their store where the
customer can easily
make the purchase of
different items.
They ensure the proper
hygiene at their strore
and also give easy
assistance to their
customers.
TASK 3
P4. Produce and evaluate a basic marketing plan of an organisation.
Overview of the company
Sainsbury is the second largest chain of supermarket in the United Kingdom and founded
by the John James Sainsbury in 1869. It is the largest retailer of groceries and offering quality
products. Company is not dealing in the electronic furniture and just simply offering the home
decor furniture but now the company is planning to launch the Wi-Fi inbuilt chair. This will

leads to easy in assessing the internet and also help in moving from their setting. The company
also launching the new products that will help in creating good brand image in the market.
Executive summary
Sainsbury is the leading company in the retailing industry which is having the
supermarket across the world. Company is planning to launch the new product in order to
establish strong brand image in the market. Company is planning to launch the WiFi inbuilt chair
so that it will help in easy accessibility of the internet and the user will enable to use the internet
at the different place. Company is planning to launch the product in the London market and will
use the premium price policy so that it will contribute in enhancing the living standard of the
population.
Vision
The vision statement of the Sainsbury is to be the most trusted retailer where the people
love to work and shop that means it ensure the harnessing the talent, creativity and diversity of
the employees to ensure the best quality of services every time they shop.
Mission
The mission statement of the Sainsbury is to be the first choice for food and also offers
the outstanding quality and great services at a competitive cost through faster , simpler and
together. They believe in giving the quality services so that large group of customer can be
attracted to their brand.
SWOT Analysis
STRENGTH WEAKNESSES
 The company is having the financial
capabilities for the future growth and
also having the good brand image in the
market.
 The business philosophy of Sainsbury
is to offer the low cost strategy and
helps the customer to live in less.
 Sainsbury is facing the brand switching
that split the loyalty of the costumer.
Company is running the loyalty
program.
 The company is working with low
margins and facing reduction in the
revenue generation that is leading to
slow slow down of business operations.
OPPORTUNITIES THREATS

 Company can expand their business in
to rural areas as there will be high sale
in that areas.
 Company can use the various modes of
business in order to increase the
profitability.
 There are many competitors in the
market and it is the big risk in the
United Kingdom.
 Sainsbury is facing the economic crises
due to global pandemic COVID-19.
Objectives
The company is focuses on quality product and planing to increase expand their market in
order to generate higher profitability that will leads to establish a good brand image of the
company and also using the innovative techniques to introduces a unique products.
STP model
 Segmentation: It is the process of dividing the large population in to different groups on
the basis of their demographics, behaviors and geographical profile. This is tough to
cover the whole market in to serve the all types of customers. The company is not having
the sufficient financial resources so they they can not serve everyone. With the
consideration of new products, the company will divide the people who are belonging to
the same behavior, demographics and demographics.
 Targeting: It is the method of targeting the segmented population in to small group on
the basis of their income, age, taste, culture etc. Sainsbury is targeting the high-class
population so that they can make the purchase of WiFi inbuilt chair and also understand
the use of the products.
 Positioning: It is the process of creating the good brand image in the market and also
help in meeting the competitive advantages in the large market. It is the place which is set
by the loyal customer in their mind and that is called the positioning of the brand.
Sainsbury will establish the good brand image in the market so that loyal customer will
retain the business for a longer period of time.
Tactics- Marketing mix
 Product: The company is planning to introduce the WiFi inbuilt chair to their loyal
customers so that they can have the contribute in the digitization and also help in
establishing the good brand image in the market.

 Place: The company is launching their new products in the London market as this is the
developing city in the United Kingdom and will help in generating higher profitability.
 Price: The company is using the premium price policy as the chair will incurred the high
invest cost on their production. Majorly attracting the high-class people who can easily
make the purchase of such products.
 Promotion: The company is planning to use the social media platform to advertise their
product. It is the place where large group of customer can be easily reached by the firm
and make the promotion of their products at the larger scale.
Action plan
Controlling and monitoring
The company will use the bench-marking to effective monitoring and controlling of their
business and this will leads to establish a strict code of conduct and right flow of work will be
done in their business operations. It is the process of setting the best practices to meet the high
competition in the market by comparing their business activities.
CONCLUSION
It is concluded from the above report that marketing department play an important role in
the easy running of the business. Marketing manager is having the various roles and
responsibilities in order to perform the effective marketing of the products and services. Each
department coordinate within the organisation so that they can effectively work in order to
acheive the business goal. Research and development helps in getting the innovative techniques
so that products and services can be uniquely manufactured and sell. Furthermore, This report
have done the marketing mix of Sainsbury and its competitors. It also covered the business plan
in which the Sainsbury have introduced the Wi-Fi inbuilt chair that will leads the company to
digitalization.

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