Marketing Roles, Responsibilities and Plan for an Organization

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly in the context of Morrison Supermarket plc. It details key aspects such as market planning, pricing strategies, market i...Read More

Marketing essentials

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1: Explain the key roles and responsibilities of the marketing function...................................1
P2: Explain how roles and responsibilities of the marketing relate to wider organisational
context.........................................................................................................................................2
M1: Evaluate the roles and responsibilities of the marketing in the context of of marketing
environment................................................................................................................................4
M2: Analyse the significance of interrelationships between marketing and other functions of
the organisation...........................................................................................................................4
D1: Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functions of the organisation....................................................................5
TASK 2............................................................................................................................................6
P3: Compare the way in which different organization applies the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
M3: Evaluate different tactics applied by the organization to demonstrate how business
objectives can be achieved..........................................................................................................8
TASK 3............................................................................................................................................9
P4: Produce and evaluate a basic marketing plan for an organization........................................9
M4: Produce a detail coherent evidence based marketing plan for an organization.................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a set of activities, process and institution, that helps the organisations to
promote product and services in the market. This is an activity that undertakes during the buying
and selling of product and services(Al Badi, 2019). Marketing includes advertising, delivering
product and services, selling to the customers or other distributors. In today's scenario marketing
is just not about sell of product and services it also includes providing customers satisfaction
level form those quality product and services in the market. Marketing helps organisations to
promote their business in the market and provide effective growth and profitability. Marketers
use various tools and techniques that helps in better functioning and proficiency in the market.
This report is based on Morrison supermarket plc, company is fourth largest chain of
supermarket in United Kingdom. It headquarter is in Bradford, West Yorkshire, England.
Company was founded in 1899 by William Morrison. This report include information such as
role of marketing and how it interrelates with other functions of an organisation. It also include
various ways in which different organisation apply the marketing mix in order to make planning
process to achieve business objectives. In the last it include basic marketing plan for the
organisation.
MAIN BODY
TASK 1
P1: Explain the key roles and responsibilities of the marketing function.
Marketing function in the organisation plays an important role by providing maximum
growth to the business and increase the level of profitability in the market(Beig, and Khan,
2018). Marketing function in the business plays important role by analysing the market and
introduce effective price strategy. In the context of Morrison, marketing function of the company
play vital role in promoting business in the retail industry and helps in the achievement of
various goals and objectives of the business. Marketing function helps the business to increase
the sale of production and it also ensure that company provide quality of product and services to
the customers in order to increase their satisfaction level. Below are various roles and
responsibilities of the marketing function in the context of Morrison.
Market planning: This is one of the major roles that marketing function of the company
fulfils in order to achieve competitive advantages. Market planning is the process of organising
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and defining the all the aims and objectives of the company that marketing could fulfil by the
gathering of strategies and tactics in order to achieve those objectives. Market planning is the
important part of the business because its helps to understand about the various external factors
that have an impact on the level of profitability in the market and increase the sell. In the context
of Morrison, managers of the company use this for the understanding of competitors, also they
analyse various demand of the customers so that they can fulfil those demands and increase the
level of the profitability.
Pricing: Effective price strategy also helps the organisation to gain better knowledge and
profitability in the business. Pricing is the process by where business set the price of product and
services that can be sold in the market. Effective price strategy helps the businesses to gain
insight about the market growth and level of profitability. In the context of Morrison, the
marketing manager of the company makes an effective price strategy that helps the business to
attract more customers and gain competitive advantages in the market.
Market information: Knowledge of the market is the key that can help the business to
gain growth in the market and increase the level of profitability(Cornwell, 2020) Marketing
function of the business play an important role by analysing the market of the business that helps
to understand about the needs and wants of the target market and how those needs and wants of
the market can be fulfilled in most effective manner. In the context of Morrison, marketing
manager of the company done effective marketing and gather all important information that can
helps the company to gain competitive edges. They collect information about current and future
trends in the market so that it can enhance the stability of business in the market.
Product distribution: It is a one of the most important part of marketing that helps the
business to provide product and services to the customers. Product distribution channels of the
company helps to increase the level of effectiveness in the market. They ensure that product
should place on the right place in order to gain sustainable growth in the market. In the context
of Morrison, marketing manager of the company focus on making effective supply channel for
the company so that they can achieve better goals and objectives in the future.
P2: Explain how roles and responsibilities of the marketing relate to wider organisational
context.
Marketing is an important part of the organisation that helps in the better growth and
achievement of goals and objectives. It assist organisation towards the success and achievement
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of goals and objectives so that company can fulfil the needs and wants of the business. Various
roles and responsibilities fulfil by the marketing function could lead company towards the
achievement of goals and objectives. Below is the explanation of how marketing function of the
organisation helps business in wider context.
Meeting with customer requirements profitably: It is a responsibility of marketing
function of the company to analyse all the needs and requirements of the customers in the market
so that they can fulfil those needs and wants in order to gain effective customers loyalty
(Dzyabura, and Yoganarasimhan, 2018). Fulfilment of customer's needs and requirements is an
important context of the business it helps to attract more customers towards the brand and can
increase customer base. Meeting the requirements of the customers also increase the profit share
of company. Managers of Morrison, effectively analyse the market and identify the needs of their
target customers so that they can make strategies that helps them to fulfil the needs and wants of
the customers.
Developing pricing, promotion, and distribution strategies: It is one of the major
responsibilities of marketing function. That helps in better growth and achievement of various
goals and objectives of the company (Gumparthi, and Srivastava, 2020). Development of
effective pricing strategy includes market analysis of substitute product which is similar to the
goods and services of the company. It helps the business of Morrison to gain effective
competitive advantages. Marketing managers of the company also focus on the effective
promotion of product and services in the market in order to gain effective proficiency. Effective
promotion of product and services helps customers to know about the various services that
company offer in order to provide them increasing growth. Morrison can use effective
advertisement strategy in order to gain competitive advantages.
Changing role of Marketing through relationship Marketing: In order to retain the
customers for the long term company use the term of relationship marketing that helps in better
to gain better customer base and success in the market (Hanzaee, Sadeghian, and Jalalian, 2019).
In the context of Morrison, marketing managers of the company play various roles and
responsibilities so that company can gain effective profitability in competitive market.
Relationship marketing helps the business to retain their loyal customers in the market so that it
can increase the growth of organisation in most effective manner. It also enhances the market
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image in the market so that business can build strong image in the mind of the customers and
increase the level of loyal customer’s base.
M1: Evaluate the roles and responsibilities of the marketing in the context of of marketing
environment.
Various roles and responsibilities of the marketing function enhance the performance of
the business in the marketing environment (HR, and Aithal, 2020). Marketing managers of the
company play significant role by following all the strategies that helps business to gain effective
knowledge and profitability in the business. Product distribution strategy of the marketing helps
to place the product and services at right place so that customer can purchase the product and
services of the market. Market planning of the product and services that helps in growth of the
business in the business. Product planning and growth of the business could be beneficial for the
customers to gain effective growth in the market.
M2: Analyse the significance of interrelationships between marketing and other functions of the
organisation.
There are various function in the business that have inter connection with the marketing
function. These functions works with the marketing department of the business in order to gain
effective growth and proficiency in the business (Klepek, and Starzyczná, 2018). In the context
of Morrison, there are various function in the company that have interrelationship with the
marketing function. These functions of the organisation help in the better growth and
profitability in the market. Thus, below are various functions of the organisation and how they
linked to the marketing function.
Finance and marketing function: In the business finance function play vital role by
providing funds to all the department of the organisation (Malhotra, 2018). Finance function of
the company ensures that they record all inflow and outflow of the funds that helps in better
functioning of the business. Whereas marketing function of the Morrison ensures that they
provide effective sell of product and services so that finance department could have efficient
funds in order to provide the effective functioning of the business. Also finance function of
Morrison provides funds to the marketing department in order to promote product and services in
the market and gain better growth. Thus, marketing and finance department of the Morrison,
perform various task of the organisation together in order to gain effective profitability.
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HR and marketing: Human resource department of Morrison manage all the people at
work place in most effective manner so that they can provide better growth and proficiency in
the production system(Sharma, Ahuja, and Alavi, 2018). Human resource department of the
organisation ensure that they recruit most talented and skilled employee in the business so that
they can enhance the success rate in the competitive market. Also the skilful and talented
employees in the business help the marketing function because this employee of the organisation
helps in the promotion of the business in most effective manner. Thus, human resource and
marketing function of the company are interrelated and helps business in better growth and
profitability.
Production and marketing: Production functions of Morrisons, ensure that they
produce all the product in most effective manner and with the high quality so that they can
enhance the experience of the customers and increase the proficiency of business in the industry.
High quality of product and services provide competitive advantages to the customers and
increase the growth of business. Whereas marketing function of the company promote those
product in the target market segment of that it can easily assessable by the customers. Also
marketing function distribute those product and services in the market so that customers can get
better satisfaction and growth. Thus, both product and marketing function of the company work
together for the better growth and promotion of product and services.
D1: Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functions of the organisation.
In business all the functions perform for the achievement of organisational goals and
objectives so that it can enhance the performance of the business in the market. Various function
of the business work together so that company can achieve objectives and goals in the market.
Finance and marketing department of the business works together for the achievement of goals
and objectives of the business so that it can enhance the level of profitability of the business in
the market. Whereas marketing and production department helps the business to provide
effective quality of the product and services sin the market so that business can provide high
customer satisfaction and retain the customers with the business. Further, human resource and
marketing department of the company helps to enhance the performance of the employee in the
market so that it can helps in better growth and proficiency of the business.
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TASK 2
P3: Compare the way in which different organization applies the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is strategic plan that businesses use in order to gain better competitive
advantages and growth in the business. It is the set of marketing tools that increase the
effectiveness in the market and enhance the growth of organization. It helps in the achievement
of goals and objectives in the future and increase efficiency of the business. Marketing mix helps
the business to identify various strategic options in the business that can help business to increase
sell of product and services in the market. It explains the way in which business can introduce
product and services. It helps organization to define marketing options and growth in the market.
It also assist business towards the understanding of customer needs and demands so that they can
fulfil those needs and demand in order to gain better competitive advantages. Below is the detail
explanation of marketing mix in the context of Morrison:
Marketing Mix of Morrison:
Product: This refer to the physical product, services or experience that business sell in
the market for better growth and achievement of competitive advantages. Product is the main
factors that help business in better growth and gain of profit in the market. In the context
Morrison, company distribute their product in five categories, each product serves as separate
product lines. The entire product is sold under the brand name and categories. There are lot of
variety of product that business offer to their customers, which allow customers to use those
products according to their preference.
Price: This explains the value of product and services in the market that customers
willing to pay for it. In the terms of Morrison, the current price strategy that company follow is
they use price strategy that is based on the competitive prices in the market. Competitive price
strategy helps business in better growth and achievement goals and objectives in competitive
market. Company has different price policy of lower prices for the various product and services
that can increase the level of customer base and growth in the market.
Place: It is the place where companies choose to sale its product and services to the target
market. Company use specific market position that helps its customers to purchase various
product and services. In the context of Morrison, company sell its products through two
marketing channels, the first channel is organization sell their product and services to direct
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customer. The second channel is where company sell its product to the wholesalers who sell
product and services retailer located all over the country. At present company on over 500
retailers throughout the country.
Promotion: Morrison uses multiple media channels to promote its product, company use
traditional media which includes advertisement on the television and radio. This is beneficial for
the company due the large reach and ability of the channels to attract customers and increase
customer base in the market. Organization use various social media platform that helps in better
growth and attract new customer base in the market.
Process: In order to make the product available in the market Morrison company ensure
that their products are always available at the retail stores has system installed where retailers
can notify the business about the low level of inventory. It helps the business to provide more
products to the customers and increase the level of customer base.
People: In the context of Morrison, there is high level of employee turnover in the
business that play vital role in the growth and success of organization. People have trained
according to the skills and job profiles so that they can provide effective services and products to
the customers.
Physical evidence: Morrison sells its product and services with distinct colour
packaging that can easily recognized by the respective customers.
Mix Morrison ASDA
Product Five broad category
of product.
Wide variety of
products.
Price Price is based on
competitive
advantages.
Company follow low
cost strategy.
Providing customers
outstanding value of
money.
Place The target market of
the company is
online websites and
sell through the
direct customers.
Two distribution
channel online and
offline.
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Promotion Company use social
media platforms for
the promotion of
product and services.
Company use
newspaper,
television, and other
media.
People In the different
department of the
business people
work and help in the
growth.
145,000 workers in
the company. Both
on the job and off
the job.
Physical evidence Logo and brand
image of the
company refer to the
physical evidence.
Company’s logo and
brand image refer to
the physical
evidence.
Process Company use direct
sell and retail stores.
In the market.
ASDA use retailers
as a process
channels.
M3: Evaluate different tactics applied by the organization to demonstrate how business
objectives can be achieved.
Use of marketing mix helps the business to gain better growth and achievement of goals
objectives in the market. Price strategy of ASDA helps in better growth and achievement of
competitive advantages in the market. Also it increases the level of effectiveness in the business
and its growth in the market. Whereas promotion strategy of Morrison helps them to attract more
customers and increase the level of customer base in the market. Organization use different
social media platform that promote its business in the market and increase the level of
organizational growth in the market. Different tactics used by the businesses that helps in
achievement of goals and objectives and gain competitive advantages.
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TASK 3
P4: Produce and evaluate a basic marketing plan for an organization.
Marketing plan of the business outline strategy that business use for the future growth and
achievement of gaols and objectives in the organization. It explains the market goals of the
business and overview about the strategy company can use for the better growth and
development of objectives in the market. In the context of Morrison, company use marketing
plan to gain competitive edges in the market and increase the level of customer base.
Executive Summary:
The marketing plan of Morrison explains about the goals and objectives of the company
and effective strategy that help in the better development of competitive advantages. The main
objective of the company is to attract new customer base in the market and increase the level of
profitability. Marketing plan helps in better achievement of organizational goals and objectives
in the market.
Goal Setting:
The main objective of the company to make marketing plan is to attract new customer
base in the target market. In this company wants to introduce organic beauty product to the
customers and provide them effective quality of product and satisfaction form those products.
Morrison use beauty product and the organic products for the better customer experience and
growth of the business in the market. From the organic product their goal is to increase the level
of customer base in the market.
Situational Analysis- The current situation of comp any is increase in the cash reserve
by the 15.13% or 41.00 million. Company earn operating cash flow of 823 million with the
margin of 4.7%. Current situation of the company is effective in the market and this could help
the company to attract more customers and increase the level of customer base in the market.
Target Market & Market segmentation- The target market base of the company will
be the female and young generation who is focused on the purchase of organic product for better
health and beauty treatments. Market segment of the company will be the age of 20 to 40 that
company can easily attract towards the brand and increase its profitability.
Marketing objectives- the main objective of the business is to attract new customer base
and increase the level of profitability in the market. This can help business to gain competitive
advantages in the business and gain better growth. Business objective of the company is to attract
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target customers and provide them effective quality of product and services so that they can
remain with the brand from the long term and helps in the success of business in the market.
Budgeting- The starting budget for the plan is 10 million; this could assist company towards the
better production of the organic beauty products.
Evaluation & Control: company can use strategic marketing tool that helps in the better
understanding about the needs and wants of the target customers and help increasing the
customer base in the market. This helps the business of Morrison to gain better profitability and
growth in the market. Strategic planning helps in the better growth and achievement of goals and
objectives in the market.
Conclusion
From the above analysis it can be understand that marketing plan of the company helps in
the better growth and effective profitability in the market. Also it helps business to gain better
insight about the various business objectives in the market. Also strategic plan helps business in
better growth and success in the competitive market and increase the level of new customer base.
M4: Produce a detail coherent evidence based marketing plan for an organization.
Marketing plan of Morrison helps in better growth and achievement of goals and
objectives in the market. Also it explains the better insight about the needs and demands of the
customers in the market for the better growth. Introducing new organic beauty product in the
market help in the better growth of the business also it helps in achievement of various goals and
objectives. Marketing plan of Morrison for the new customer base, assist business towards better
growth and achievement of goals and objectives in the market. Company choose age group of
young generation so that they can easily attract them towards the product and services.
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CONCLUSION
From the above information it can be conclude that effective marketing of product and
services helps in better growth and achievement of goals and objectives in the market. There are
various roles and responsibility of the marketing function that assist business towards the better
growth and achievement of objectives in the market. Roles and responsibility of the marketing
function helps business to gain better insight about the growth of business in the market and level
of customer base attract towards the brand. Marketing mix of different organization helps in
better growth and achievement of goals and objectives in the market. Also marketing mix helps
business to use strategic tool that increase the level of effectiveness in the business. Marketing
plan of the company helps to gain better success at the organization and increase the level of
effectiveness in the business. Also marketing plan increase the level of new customer base in the
market.
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