Marketing Essentials: Strategies, Tactics, and Plan for Morrison's

This report provides a comprehensive overview of marketing essentials, focusing on the key roles and responsibilities within a marketing function. It explores the significance of interrelationships between marketing and other functional units, such as HR, finance, and production operations, using Morrison's as a case study. The report delves into different marketing tactics employed by organizations to achieve business objectives, including an analysis of how these tactics contribute to overall business success. Furthermore, it outlines the roles and responsibilities of marketing in relation to the marketing environment and concludes with the development of a basic marketing plan for an organization. The report highlights the importance of customer research, brand management, and monitoring competitive trends, providing valuable insights into the strategic aspects of marketing.

UNIT 2 –
MARKETING
ESSENTIALS

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Key roles and responsibilities of the marketing function and their function with organizational
context.....................................................................................................................................................3
Significance of interrelationships between marketing and other functional units....................................5
Roles and responsibilities of marketing concerning the marketing environment....................................7
Significance of interrelationships between marketing and other functional units within a selected
organization.............................................................................................................................................8
Key elements of the marketing function and how they interrelate with other functional units within a
selected organization..............................................................................................................................8
TASK 2.......................................................................................................................................................9
Different tactics applied by the organisations to achieve business objectives..........................................9
Different tactics applied in organizations to demonstrate how business objectives are achieved..........12
Basic marketing plan for a organization................................................................................................13
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................16

INTRODUCTION
Marketing is an essential function which helps out to provide growth for the companies
and the country as it is the main and important methods to sell and distribute the products for the
business range and also to cover a proper communication with the companies regarding the
promotions and the product is offering (Limón, 2018). Marketing is mainly referred to as a
method which helps out to promote all the goods and services that are being provided by the
organisations as in order to get the benefits. It mainly covers out selling, advertising, delivering
and all other ranges through which the customer can thereby gain the maximum advancement
and sufficient means through which they can buy the resources of the favourable attention. It
mainly covers out all the audience and customers by the methods through advertisement and all
other traditional marketing and advertising facilities. This mainly provides of the activities
through which the institution and the important process can be communicated and it helps out to
exchange and also deliver the product and the offerings with the proper value of the client,
customer and the partners in order to make the proper communication with them. Marketing
helps out to maintain the business practises to gain a long-lasting event and also to maintain their
elaborated relationship with the customers and the audience. The organisation chosen in this
report is Morrison’s it is there well-known retailing company headquartered in UK. This report
will cover out important roles of the marketing with all the inter-relations that are being made in
the departments as in context to marketing mix and all the important areas for the marketing
plans.
TASK 1
Key roles and responsibilities of the marketing function and their function with organizational
context.
Marketing plays an important function unit in all the companies and the organisation as it
is the most important pervasive role which helps out to promote the business missions and also
the goals through which the company can gain the materialistic approach through the business
activities (Vijayan, 2019). Morrisons thereby need a talented marketing force through which they

can serve out a proper marketing department in order to enhance their business some of the
important roles are being mentioned below:
 Managing and explaining Brand: It serves out an important unit through which
Customer can thereby get the proper experience and the knowledge about the brand and
the offering that is being given by them and the organisations. Customer will gain and
know about the product they want and it helps out to define and also to manage all the
brand with a proper image and also in the business environmental factor the customers
also provide a proper knowledge through which they will be well aware about the
managing and functioning of their products. The marketing unit of Morrison’s thereby
implements out and tries to manage the customers to get more attraction towards your
products and also try to manage to a branch (Xu, 2018).
 Marketing materials and the production of promotional activities: This mainly source
out all marketing department which used to cover the materials through which they can
promote and also enhance their services and products for the business enhancement. It
covers out an offering and the details regarding to their products through which they try
to communicate in the market segment. Morrison can thereby implement out some
important promotional activities through which they gain the familiar approach and also
lead to their customers in order to give them proper information regarding the products.
 Conduct of customer research: It is an important role in the marketing segment as it
helps out to provide all the research work that is being taken in the target market segment
and also provide opportunity through which all the clear understanding regarding the
offerings can be gained. It helps out to know the demands and requirements of the
customers by taking the valuable feedbacks. Morrisons have a marketing unit which used
to cover out all the expert opinions and try to gain proper research work through which
they try to adapt and identify the research on the demand that are being needed by the
company for the customers enhancement (Pederse, 2021).
Responsibility in marketing
There are some important responsibilities in marketing segment which are for Morrisons
as mentioned below:

 Elaborating marketing plan: The Company will have to produce a proper cost effective
strategy in order to implement proper marketing unit through which they will provide a
plan in which the clear objective and the actions can be given out for the target market
segment. It helps out to implicate the important marketing strategy through which they
can maintain their objectives and goals for the company and the growth of the
organisation. Morrisons and thereby cover all the containers preparation through which
they timely manage their marketing plan in order to make their objective to work
smoothly and also to gain the production and profitability regarding their sales and their
Work.
 Examining customers need: It serves out important responsibilities in which all the
customers are thereby being identified in order to maintain the serving of products
through which they can enhance out and figure out the needs and the requirements for the
marketing strategy in order to make the organisation to gain proper consumers
requirement and it helps out a monitor and access to listen to the customer and also to
develop the products and the strategies through which they can satisfy customers needs
and demand. Marketing unit also helps out in developing a proper plan for the company.
Morrisons can thereby make their marketing unit to develop and indulge sales in a proper
consumer plan through which they can serve the customers the better facilities (Cifci .,
2018).
 Monitoring the competition in the changing trends: It is the most important
responsibility of the marketing department as they have to evaluate all the changing
requirements and the trends in the market and also have to closely monitor the
competition that is being rising in the organisations. As it provides out to gain and to
know about the changes that are to be needed for the company in order to expand and to
increase their production (Chong, J., 2018). The marketing unit in Morrisons used to
develop and properly monitor all the important competitive advancement for the business
and also analyse the loopholes and the issues that can make them to fail in the market
segment. It covers out the communication through which to try to maintain all the trends
that are being needed.

Significance of interrelationships between marketing and other functional units
In order to maintain important roles and responsibilities as in context to Morrison’s some
of which are mentioned as for the organisational functions below:
 Marketing and HR: The HR department is the most important department as it creates a
major role in all the companies and the company it helps out to maintain all the daily
activities through the analysis and also by maintaining the strategic hiring conducts and
the process. This mainly helps the marketing department to gain skilled employees and a
high potential workforce through which they can enhance their developing marketing
skills. Marketing and HR are mainly work together as HR department helps out to hire all
the talented workforce and the knowledgeable employees for the company and it helps
out in advancement to provide the training sessions through which employees can do
their jobs in a favourable manner (Chaffey, and et. al., 2019). HR department also helps
to give the marketing department a proper valuable feedbacks regarding to the working of
the performance of the employees and the evaluation that is needed to be made in the
working area. HR department helps out to implement out performance appraisal, rewards,
incentive, salaries, compensation and all the important departmental areas through which
development can arise.
 Marketing and finance: It is an important department for all the companies as it helps
how to provide a proper growth and promotional activity through which advertisements
regarding to the services and the products can be upgraded and it also helps out to deliver
the important area through which the selling and improvising of the organisational
growth can be implemented. It helps out to maintain the strategy through which the
financial budgets can be allocated and a profit regarding to the cost margin can be
sustained through these valuable services and the growth of products. The marketing and
the financial areas are mainly related to each other as it helps out to provide Morrison’s
an important budget through which they can implement their department and also can
frame out expenditures that are being needed in the company. Marketing department also
help maintain the financial department to maintain their allocating of budgets and cost
cutting through which all the further expenses can be adjusted.
 Marketing and production operations: this is mainly a production department which
helps out to enhance new products and also to develop the services through the existing

products. As marketing in production helps out to be an inter-related at Morrison’s can
thereby make their customers to analyse the requirement of the new products and
marketing helps how to make them prepare the products through the modification data be
needed for the customer satisfaction.
 Marketing and research and development: The research and development is an
important department which helps out to provide a function through which marketing of
the organisation can be implemented. Morrison’s R&D helps out to conduct an important
market research and also to analyse the requirement and the demands that are being made
by the customers by taking their valuable feedbacks and also by increasing their
promotional strategies with influential method (Coman, and et. al., 2019). It helps how to
gain a market research through which the Morrison’s can thereby priorities the products
and also prepare a report through which they can frame out the valuable areas of
company and also create more serving products in areas.
Roles and responsibilities of marketing concerning the marketing environment
As for the marketing environment the important role of marketing for Morrison’s is mentioned
below:
 Monitoring marketing environment: It is mainly a process which helps how to provide
and identify all the methods through which they can develop of the skills through which
marketing can gain and enhance their marketing skills in the environment. It helps out to
provide a response to which all the offerings and thereby be developed for the
organisation and it also helps to play an important role for the company as in contacts for
Morrison’s the development and thereby be made by changing the scenarios in the traits
in the marketing conditions. As for the external and internal environmental change in the
market it is important to maintain the requirements that are being needed by the
customer.
 Marketing strategies: This plays out an important role in the companies as it helps out to
depict all the important development strategies for which plans can be executed for the
business. It helps out to manage and identify all the requirements that are being made in
the market and also to target the segments through which offerings can be served out for
the purpose and the products. It creates an important method through which marketing

can be prepared out for the organisational development and goals and to gain out the
opportunity for Morrisons.
Significance of interrelationships between marketing and other functional units within a selected
organization
For all the working organisation it is important to maintain a proper interrelationship
between all the functional units and the market segments as it helps out to build a strong
coordination and communication between them in order to maintain a smooth functioning and to
access the important growth and development (ZELISKO, and et. al., 2020). It helps out to
provide effective communication through which and clear and a healthy friendly environment
can be created in the working sections. It helps out to maintain the inter-relationships through
which the market can help us out to serve the proffering through which customers can gain of the
profitable advancement and a growth in the approaches and the ideas. It helps out to provide the
marketing functions through which they can effectively manage their customer’s base and the
profitability.
Key elements of the marketing function and how they interrelate with other functional units
within a selected organization
This is mainly the function through which marketing and thereby be enhanced and can
maintain the important functions like distribution, finance, advertisement etc. It helps out to
provide the marketing process in order to undergo the changes and the requirements. Important
key elements in the marketing segments are mentioned below:
 Research: The market helps out to implement an important role in order to maintain the
essential functions through which they can evaluate the business performance to work in
a smooth manner it helps how to provide information through which business can be
analysed and maintained. Research can thereby helps out to maintain the logistic, finance
and all the increment in the market segments through which more customers can be
attracted to words the company and the brand can be expanded over the world.
 Strategy: It is mainly the method through which marketing research used to collect the
important information is regarding the strength and also the weakness through which

business can be operated and the data can be served out for a strategic approach in the
company. It helps out to provide a competitive and in small strong areas through with
success in the market a growth can be framed. As in context to Morrison it helps out to
maintain the effective marketing strategy through which the growth can be implemented
for different departments.
TASK 2
Different tactics applied by the organisations to achieve business objectives
Figure 1 7 P'S of marketing
Marketing Mix Morrisons Lidle
Product It mainly provides out all the
important fresh quality of food
and the services of the products
through which they try to sell the
products in their operating
manners and covers out some
important brands like NuMe, M
kitchen and M signature etc
(Bonaparte, 2019). As they also
provide by train for the kids and
also provide a gift their products
and services for the customers
This is mainly covers out all the
frozen goods and vegetables,
fish, meat. And deals with the
food and grocery products as
their organisation trains to offer
various discounts and satisfaction
for the customers.

with varieties of options to
choose.
Price Every changing market
scenarios and demands
Morrison’s tries to evaluate and
use the pricing strategies in
which they try to analyse their
cost leadership and also try to
maintain the strategy for pricing
in an enhanced manner
(Matidza, and et. al.,2020).
They use promotional pricing
strategies through which all the
coupon codes, offers, discounts
etc.are being confirmed. The
organisation thereby use a
premium pricing strategies for all
the high budget customers and
try to handle their pricing by
maintaining the lower budget
type in the customer segment.
It helps how to adapt all the
psychological changes in the
pricing through which they
enhance and improve the sales
and also tries to follow the
geographical areas of strategy as
in according to the UK . It
promotes out and improve your
national growth through
premium pricing strategies and
also implicate out customers
expectation.
Place Morrison’s having this outlet and
they cover so many stores are
there approximately 600 stores
which covers about 150 outlets.
To which all locations are being
covered in order to maintain the
beauty and the form of the
products through different
mediums like online and the
traditional stores. Organisations
tend to maintain the partnership
in a strategic manner and also
unable to fast for delivery
It adapt important placement
structure through which they help
out to gain the distribution sector
in also operate the effective areas
through which the proper
distribution in their channel and
organisations and thereby
maintain their products in their
store.

through which they can maintain
their suppliers and a medium.
Promotion Morrison’s try to maintain all
the important influential
strategies for promotion through
which to try to attack the
customers it’s also going to
watch games for which we do
some clips can be game and also
the same can be enhanced
through online marketing like
social media platforms
Instagram, Facebook, Twitter and
many more.
It tries to maintain both digital
and print media channels in order
to give the advertisement for the
customers as it helps how to
search out digital platforms in
order to serve their products and
also to maintain the large reach
to the customers.
People This provides out that the
employers mean people for the
company and customers used to
be treated as the most important
person (Mahal, 2020). It is and
thereby cover strategic hiring in
order to get skilled workers and
employees to get a strong
relationship with the customers
and also to implement out a good
workforce. Organisation thereby
implement out a training
procedure through which they try
to maintain all the skills through
which the employees can thereby
learn and gain the services to
satisfy customers.
This mainly cover about all the
people management concerns as
Lidl focus out on the customer
relationship and also maintain all
the profit advantages through the
meaning of it.
Physical Evidence It mainly focus on all the
important areas in purchasing
through which the packaging can
This mainly covers out all the
appropriate methods in which
packaging can be in strategise for

be there by invested it helps out
into the quality through which
they can enhance the packaging
skills Morrison’s deals with the
high quality of products and try
to improvise various media
channels in which determines
how to maintain the customer
retention and also improve their
sales in the growth and
organisation.
to gain the attention and
attraction of customers. This
mainly implement out an
important attractive methods
through which they can
understand out important
objectives regarding to the spread
of organisations goals.
Process For all the operational methods it
is important to maintain the
production and also through
manufacturing the important
services and products (Al-
Noori,2019). Morrison’s
increases with important to
prevent issue regarding to the
enhancement of supply chain
Management and also try to
improvise the products by
maintaining deficient online
delivery process so that
customers can thereby be
convinced with the services that
are being provided by the
company.
Reduced to deal with all the
manufacturing, delivering and
the production process in an
effective manner with a strategic
and processing approach.
Different tactics applied in organizations to demonstrate how business objectives are achieved
For all the organisational culture it is important to adapt different business objective for the
growth and attacked and thereby be implemented. Morrison’s and thereby maintain the marketing mix as
an important promotional strategy through which they can try to maintain the marketing segmentation and

also in handset business objective programs. It also helps out to know about the changes and the
classification as in regard to the changes in he company and there working areas and the zones.
Basic marketing plan for a organization.
Marketing plan: Morrison as a well-known British multinational retailer company used to cover
out all the important chains of supermarkets. They try to motive to provide the high-quality
products and also at a lower cost to the customers and also satisfy them and gain maximum
profit. Company thereby tends to maintain a new objective to expand your business in some
more locations. And also to maintain the local market segments through which UK thereby can
easily purchase and also make the high-quality of advancement (Abaev, and et. al., 2020).
Situational analysis: As in order to maintain a marketing plan Morrison thereby need to
maintain a proper situation analysis on their long-term success methods like:
SWOT Analysis
Strengths Weakness
 It covers out a strong supply chain
management and also have efficient
distribution channels.
 It is with providing the wide range
of services and products like food,
household, clothes and music.
 It has a satisfactory method of
online shopping and digital
payment.
 This cover out all the limited areas
in a geographical region as in
context of their competitors.
 It mainly deals with all the
important rights and also covers out
an effective brand image for the
products.
Opportunities Threats
 It can covers out all the global
expansion is in the business in
order to enhance the market share.
 It can maintain the acquisition
through which all the small firm
 This mainly provides out a high
competition in regarding to the
retail industry is for the effective
marketing strategy in Morrison’s.
 It covers out all the important

can thereby build a proper
partnership in the strategy planning
for their business enhancement and
growth.
changes regarding to the policies of
the government and all the
effective performance evaluation.
STP analysis
 Segmentation: Morrison’s thereby needed to maintain all the populations to deal with the
groups and also to the geographical and the demographic segmentation in order to expand
the business to different locations.
 Targeting: It has to target and all the selective areas in groups in order to maintain the
age, groups, income, culture etc.
 Positioning: Morrison’s have to maintain their social media and online platforms through
which they can improvise their marketing channels through traditional mediums outlets ,
Newspaper, banners in order to gain the attention of people.
Marketing tactics
 Product: It mainly covers all the diversify range in the products through which they try to
maintain a good product line. As it helps to satisfy all the population by providing
optimum quality of products.
 Price: Morrison used to cover out low-cost pricing in order to adapt the price penetration
and also to develop a proper strategy.
 Place: Morrison get there by expand their outlets and stores to local market and various
areas through which the customers can easily attract and purchase a product from there.
 Promotion: It usually atop the print media, newspaper and the traditional medium of
platform with digital marketing segments and the social media platforms (Ike, 2018)
Action plan
Particulars Amount in Euros

Advertising 5000
Printing and media 2000
Other expenses 3000
TOTAL 10000
 Cost and budget: It covers out all the execution regarding to the marketing plan as
Morrison’s require proper budget expenditure is in order to analyse their plan (Braun, and
et.al., 2017).
Monitoring and evaluation process
 KIP: Key performance indicator used to provide a measurement tool which helps out to
analyse important values in the organisation and it also covers out Methods through
which the success and thereby begin and in performance can be evaluated in a proper
objectives.
CONCLUSION
It is concluded from the above report that marketing essential implements out an
important function through which the marketing managers enables to perform their strategies and
also operate their work efficiently. It helps out to know the effective strategies. The finance and
the research and development department are all interlinked with marketing. It helps out to
evaluate the measure the method through which they try to maintain the challenge and the
tactics. This report thereby concluded that all the roles and responsibilities Cover out important
functions for the marketing and it deals with the interrelationship through which the departments
and thereby enhance the performance. Further it can also be concluded that marketing plan is an
important area for business expansion.
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