Analysis of Marketing Mix, SWOT, Ansoff Matrix & Digital Marketing

This report provides a comprehensive overview of key marketing concepts and strategies. It begins by defining marketing and elaborating on the extended marketing mix (7Ps), using Cadbury as an example. It then delves into competitiveness, employing SWOT analysis to assess internal and external factors influencing a company's performance. The Ansoff Matrix is presented as a strategic tool for growth, outlining market penetration, product development, market development, and diversification strategies. Finally, the report discusses the significance of digital marketing, highlighting content marketing, social media marketing, email marketing, and online PR as essential tactics for improving performance and growth in the digital age. The report concludes that marketing is a fundamental aspect of any business, and digital marketing tools can be used by companies for growth and development.

Introduction to
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Marketing and 7Ps...........................................................................................................................3
What is meant by marketing?......................................................................................................3
The 7Ps........................................................................................................................................3
Marketing and Competitiveness......................................................................................................4
SWOT analysis............................................................................................................................4
Ansoff's Growth Matrix...................................................................................................................5
Description of Ansoff's Growth Matrix......................................................................................5
Using Ansoff's Matrix to analyse growth strategies...................................................................6
Digital Marketing ............................................................................................................................7
Using digital marketing to improve performance and growth....................................................7
CONCLUSION ...............................................................................................................................8
REFERNCES:..................................................................................................................................9
Books and Journals:....................................................................................................................9

INTRODUCTION
Marketing is a fundamental process in any business which involves a set of activities that
flows goods and services from producers to consumers in the market. It is an important aspect of
business that impacts positively or negatively. Many organizations spend million dollars in their
promotional activities. This report will going to discuss the brief explanation of marketing and
marketing mix (extended). In a huge competitive market, business environment can be analysed
by SWOT analysis (Alhawamdeh, Alghizzawi and Habes, 2020). This report will also outlines
the ansoff matrix which is consist with four quadrants. As the world is becoming digital day by
day, digital marketing can be a wonderful tactic that can enhance the growth and performance of
the business.
Marketing and 7Ps
What is meant by marketing?
Marketing refers to the activities which consists advertising, selling and distributing
products and services to the prospective customers. Any actions taken by organization to attract
their viewers to the product / services through high quality content. The ultimate goal of
marketing is to create a long term value to the product, service and brand.
The 7Ps
Marketing mix is a wonderful tool that is used by company to promote their product or
brand. Initially, the 4Ps make up a marketing mix i.e. product, price, place and promotion.
However, it increasingly extended with another 3Ps i.e. people, process and physical evidence. It
can be better understood with an example of an organization named Cadbury, which is British
confectionery brand in UK. It is highly known for their chocolates and other milk products. The
following will discuss the 7P's of Cadbury: Product: Cadbury has a wide range of products. They classified their product range on
seasonal basis and varied according to the number of sales in each nation. They sell
chocolates, biscuits, ice-creme, beverages, desserts and many more. For example, Dairy
Milk, eclairs, Perk, 5Star, BournVita, Oreo and many more. Pricing: Cadbury prices are depend on the quality of their products. They have both
premium prices and basic prices on the products. For example, Bournville has high

prices whereas products like eclairs, 5Star, Perk and many more have low prices. The
pricing strategy of the brand depends on the demand, packages and competition. Place: The brand delivers their product all over the world and have a vital impact on the
national and international market. They focus on both rural and urban areas. Promotion: Cadbury has a unique range of promotional techniques which make a
significant impact on the products. Their promotion can be done through online, posters,
newspapers, television and many more. Physical Evidence: Cadbury packaging depends on the seasons, festivals and occasions.
Their every product has a different and unique packaging which attracts their customer. People: Cadbury highly focus on their employees and facilitates with suitable training
and makes every employee familiar with brand.
 Process: Cadbury produces their products in bulk and have a huge quantity of the
products through which they never face the problem of shortage when demand rises
(Sanaei and Sobhani, 2018).
Marketing and Competitiveness
SWOT analysis
SWOT analysis is a proven framework that helps to analyse the internal and external
factors of company. The internal factors are strengths and weaknesses, whereas opportunities and
threats are external factors. In context of Cadbury, it is a proven framework which helps to weigh
the business performance against competitors and the industry.
Strengths Weaknesses Opportunities Threats
 Cadbury has a
wide and
strong range of
products such
as dairy milk,
oreo, 5Star,
Perk or
Bournville
which can be
 It has
limitation to
the rural areas
and more
focusing on
urban areas.
 Few incidents
damages the
reputation such
 It can offer
some new
tastes and
flavours as
many
customers have
a sweet tooth
to eat
chocolates.
 Change in
government
rules and
policies can
affect the
growth of
business.
 Health
awareness is

enjoyed by
both premium
and common
customers.
 It build a
positive brand
image in the
marketplace
because of its
good branding
and marketing.
 It has a strong
social media
presence.
 It has strong
distribution
network and
operations in
UK, US,
Australia and
India.
as cockroaches
and rodents
were found in
the product
(Smith,2018).
 It can well
establish their
presence in
rural markets
as people over
there are like to
consume
premium
products.
 Acquiring
rivals can
increase the
market
dominance of
brand.
 It can diversify
the product
rang into
related food
segments.
significantly
increasing day
by day.
 Competitors
such as Mars,
Nestle,
Hershey's,
Kinder Joy and
many more.
 Costs of raw
material is
continuously
increasing.
Ansoff's Growth Matrix
Description of Ansoff's Growth Matrix
Ansoff's Matrix is also known as product/market expansion grid and the corporate ansoff
matrix. It is a strategic tool that is used by firms to achieve growth and development. This matrix
includes four strategies that can be used business for their growth and development. This also
supports in analysing the risks linked with each strategies (Taoketao and et. al., 2018). It also
views whether the marketing tactic is targeted at current customers or new ones and if current

product should be used or new products should be created. The four strategies of Ansoff's Matrix
are:
 Market Penetration
 Product Development
 Market Development
 Diversification
Using Ansoff's Matrix to analyse growth strategies. Market Penetration: This strategy is the safest among all strategies, where company
focuses on the expansion of sales of their current product into the current market. It is
safe as they know how the product deals in the market and where they can create
opportunities for growth. For example, Cadbury attempt to gain growth through current
products in the existing market segment in order to increase their market share.
 Diversification: This is the most riskiest strategy among four quadrants, where company
totally develop the new product in the new market. It is risky as company might not know
and understand the new market or new product as it is unproven. Cadbury to adopt this
strategy from the ansoff matrix (Yeh, Chen and Chen,, 2019). The firm aims to diversify
into new business and introduce new product which never exists before into the new
market.

Digital Marketing
Using digital marketing to improve performance and growth
Digital marketing or online marketing can be meant by the advertising offered through
digital channels such as websites, search engines, email, social media or mobile applications.
Using such kind of modes or channels, organisations endorse products, services or brands.
Nowadays, customers heavily rely on digital modes to search anything about the product or
service. For example, on google, 48% of customers search and start their inquiry on search
buttons while 33% views on official websites of brand and remaining 26% search within mobile
apps. Content marketing: As the term denotes the creation and promotion of brand or their
products and services for the purpose of creating awareness, lead generation, traffic
growth and increase customer. It helps to educate and inspire customers who are seeking
content or information about something. If one can pass the relevant content about the
product, service or brand then it can secure them as a trustworthy source of information.
This type of marketing gets three times more lead generation than paid search marketing.
Hence, it is worthwhile the additional efforts. For example, blog posts, e-books and
whitepapers or infographics. Social media marketing: This tool helps to promote the brand and their content on social
media channels to boost the awareness about the brand (Yunus and et. al., 2019). Social
media marketing can be done through various platforms such as Facebook, Twitter,
Instagram, Snapchat, Pinterest and many more. Many businesses create social media
accounts on such platforms where they attract customers by communicating messages
about offers, discounts and other contents. Email-marketing: It has been found that email is one of the effective and quickest digital
media tool that connect customers to brand. At present times, successful email marketing
must be relevant, entertaining, engaging and informative to not get buried in the inbox of
customers. Email essentially satisfy those five attributes. For example, blog subscription
newsletters, customer welcome emails, follow up emails and many more.
 Online PR: It refers to the practice of securing attained digital coverage with blogs,
publications and other content based websites. It is aligns with traditional PR but in
online form (Chang, 2020).

CONCLUSION
It has been concluded that marketing is an fundamental aspect of any business which
includes promotional, selling and delivering activities of products and services. Marketing mix
includes 7Ps such as product, price, place, promotion, process, people and physical evidence.
The Ansoff's matrix is consist with 4 quadrants that are market penetration, product
development, market development and diversification. There are various digital marketing tools
that can be used by company for the growth and development such as social media marketing,
email-marketing and many more.

REFERNCES:
Books and Journals:
Alhawamdeh, A.K., Alghizzawi, M. and Habes, M., 2020. The relationship between media
marketing advertising and encouraging Jordanian women to conduct early detection of
breast cancer. no. May.
Chang, W.J., 2020. Experiential marketing, brand image and brand loyalty: a case study of
Starbucks. British Food Journal.
Sanaei, M.R. and Sobhani, F.M., 2018. Information technology and e-business marketing
strategy. Information Technology and Management. 19(3). pp.185-196.
Smith, W.A., 2018. Social marketing: Beyond the nostalgia. In Social Marketing (pp. 21-28).
Psychology Press.
Taoketao and et. al., 2018. Does sustainability marketing strategy achieve payback profits? A
signaling theory perspective. Corporate Social Responsibility and Environmental
Management. 25(6).pp.1039-1049.
Yeh, T.M., Chen, S.H. and Chen, T.F., 2019. The relationships among experiential marketing,
service innovation, and customer satisfaction—A case study of tourism factories in
Taiwan. Sustainability.11(4).p.1041.
Yunus and et. al., 2019. The effectiveness marketing strategy for ride-sharing transportation:
Intersecting social media, technology, and innovation. Entrepreneurship and
Sustainability Issues.7(2). p.1424.