Report on Marketing Functions, Activities, and Planning at Morrisons

This report provides a comprehensive analysis of the marketing functions and planning strategies employed by Morrisons Supermarkets. It begins by examining the key functions of marketing, including analyzing customer wants, anticipating customer requirements, and ensuring profitability. The report then delves into the responsibilities and activities of the marketing department, emphasizing brand awareness and customer need identification. It also explores the interrelationships between marketing and other functional units such as HRM, Finance, IT, and Research & Development. The second part of the report focuses on the marketing mix, comparing Morrison's strategies with those of Sainsbury's across the 7 P's of marketing. Finally, the report discusses the marketing planning process, including situational analysis, SWOT analysis, setting marketing objectives, developing marketing strategies, and implementing control measures. This document is available on Desklib, where students can find a variety of study resources, including past papers and solved assignments.

: Processes and Planning: PART
1

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Analyses the key function and activity of the marketing function.........................................3
Analyses the factors of responsibility and activity.................................................................4
Interrelation of the functional unit of the company................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
INTRODUCTION...........................................................................................................................9
MAIN BODY...................................................................................................................................9
Task 2...............................................................................................................................................9
Marketing mix........................................................................................................................9
Analysation of the various traits of the organization............................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
INTRODUCTION.........................................................................................................................15
MAIN BODY.................................................................................................................................15
TASK 3..........................................................................................................................................15
Marketing plan....................................................................................................................15
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
Marketing refers to the activities for the organization that takes promotion activities for
buying and selling products. As a junior marketing analyst at Morrisons the provided report
document will focus on new product development to test trials in selected stores prior to full roll-
out and relative duties. This report contains the responsibilities and the activity done by the
organisation in a marketing function (Barari and et.al., 2021).
MAIN BODY
TASK 1
Analyses the key function and activity of the marketing function
The marketing function includes the process where buying and selling of the goods are
determined and with that, this helps the organization to achieve success of the organization. The
main key function analyses the collection of goods and displays them to sell for the betterment of
the company and for the sale of the goods and services that the company has. Such key function
is described below for more understanding (Du and et.al., 2021):
Analyze the customer wants- The key function of marketing is responsible to estimate
what types of changes need, wants, attitudes, and habits of the consumer. In an organization, this
department may focus on consumer requirements and effort to enhance their satisfaction level.
Anticipating customer requirements- They are also responsible to anticipate the
requirements of the target market. Department may evaluate the need and requirements of the
target market by taking their feedback and reviews about products.
Satisfying customers’ needs- the major role of the function of the promotional activity
of the goods and services determine the consumer wants. They may promote goods to gain the
attention of individuals and obtain their feedback, which is beneficial for the company to achieve
success and promote them.
Profitability- A function of marketing consists of the development procedure and
innovative process to promote and create awareness among the consumer organization have. For
example, they may increase profitability by gaining the attention of new people. They may
promote the value-added packages to increase sales and profitability (Goswami, Daultani and
De, 2021).

Analyses the factors of responsibility and activity
Marketing has different roles and responsibilities concerning the big organizational
context. For instance, they may help Morrison Supermarkets company by generating brand
awareness, through social media channels that help to gain the attention of customers. The
marketing department plays a vital role in terms of promoting a brand, by using social media
channels such as Facebook and Instagram. They may create an official account on specific or all
sources to generate brand awareness, by putting all the information about venture operations and
products like oil and gas (Mukeshimana and et.al., 2021).
They may identify the needs of consumers that focus on consumer requirements and
analyses the data to identify the market demand. The primary function of it is to satisfy the
consumer needs that they value money in Morrison’s. Furthermore, they also determine making
profit roles to increase the profitability and sales of the company. The key factor helps the
organization in order sustain the goals and objectives of the organization. This will help the
organization to perform and maintain its responsibilities towards the organization. The marketing
environment consists of all the factors of the organization that is external and internal factors.
For example, internal office culture in the company comprises values and attitudes of employees’
behavior.
In context to that, they analyze the roles and responsibilities of marketing by generating
brand awareness through social media that gain the customers. Promotion of the company
determines the value and brand evaluation for the betterment of the company. They identify the
needs of the consumer and developments in the marketing environment. These evaluate the
responsiveness of the organization which is evaluated and is beneficial for the firm. It also
anticipates the consumer needs or requirements of the target market. Furthermore, they also
satisfy the consumer needs by gaining the attention of individuals and obtaining their feedback
that helps to increase productivity. The marketing function is responsible to develop new and
innovative strategies to trade its product to the customers. It promotes profitability and increases
the sales of the product. The research and development in the marketing planning are considered
that the price and branding and the policy factor of the organization. The better the
communication with the consumer of the organization better the environment and marketing
activity of the organization becomes.
The importance of interrelationships between marketing and other functional units

Marketing interrelation with HRM- Marketing and HR share similar objectives related
to organizational success. Both departments may work together and are in a relationship by
conducting an effort to achieve the set aim. For example, the marketing section collaborates with
human resource management to identify the position infirm, which they expect to promote in the
market (Waisman, 2021).
Marketing relation with Finance- marketing and finance are the two important
characteristics of the organization which identifies the organization’s needs and creates
awareness by which they are also dependent upon the dependency of the company and also
consumer needs. Finance related to the monetary terms of the function and by this organization
will get help and determinant towards the achievement of the organization. Finance in the
organization deals with the sales and employee stipends in short monetary transactions and also
the capital of the company.
Marketing relation with IT- IT is the most important department in the organization
because they provide large-scale projects to support marketing activities. Information technology
helps the organization in the advancement of the company by which they will get maximum
customer and approach to them with the help of digitization. Example: - online selling and
dealing with the goods and services determine the IT.
Marketing relation with Research and development- The R&D department helps in
marketing to develop new products, processes, or services. It also improves the existing product
(Verma and et. al., 2021).
Cross-functional management and communication with the different departments of the
organization help them to fulfill the task and achievement with the help of communication. This
will help the company to sustain and maintain their standard because the interaction helps them
to make creative and skillful with the organization. Communication with the different sectors of
the organization helps in the solving issue of the company by taking advice or giving to the
different sectors.
Interrelation of the functional unit of the company
Market Research- As a key element of marketing, it may use in terms of conducting
depth research to identify customer needs and current trends that people prefer to adopt. The best
thing about this component is that it enables marketers to gather useful data, while their
drawback is that the overall process is time-consuming. This element is related to Human

Resource Management. For example, by conducting market research, a marketer may provide
people by hiring a suitable candidate from various process.
Marketing Planning- A marketing plan is an operational document that outlines an
advertising strategy. Its benefits are it allows the business to be proactive and aligned with vision
& goals, while its disadvantage is it leads to faulty marketing decisions. This element is related
to Research & Development department. For example, by conducting marketing planning,
marketers design a good market research plan for defining the needs (Shah and Murthi, 2021).
Setting Price Strategy- Implementing a competitive pricing strategy for a business may
help the business to grow. The best thing is it improves profit margin while their drawback is
premium pricing strategies that are difficult to initiate and maintain. This element is related to
finance service. For example, by setting a price strategy, a marketer may provide funds from
several sources for implementing the price strategy.
Identify customer needs- Identifying customers’ needs allows representatives to cross-
sell related products or services. That makes the original purchase better and is easier to use
while their disadvantage is that it takes more time for the identification of consumer needs. This
element is related to the production department. For example, by conducting market research, a
marketer may provide this information to the operation department which they may use to offer
products or services (Savina, 2021).
CONCLUSION
The main aim of the marketing is to create awareness and make the organization
recognized by which they will be able to promote their product very well. This report concludes
the traits significance and key factors of the function by which the organization will get help.

REFERENCES
Books and journals
Barari, M. And et.al., 2021. A meta‐analysis of customer engagement behavior. International
Journal of Consumer Studies. 45(4). pp.457-477.
Du, R.Y. and et.al., 2021. Capturing marketing information to fuel growth. Journal of
Marketing. 85(1). pp.163-183.
Goswami, M., Daultani, Y. and De, A., 2021. Decision modeling and analysis in new product
development considering supply chain uncertainties: A multi-functional expert based
approach. Expert Systems with Applications. 166. p.114016.
Mukeshimana, M.C. and et.al., 2021. Analysis on barriers to biogas dissemination in Rwanda:
AHP approach. Renewable Energy. 163. pp.1127-1137.
Savina, S.S., 2021. Theoretical fundamentals of competitiveness management of enterprise
products on the basis of marketing. Magyar Tudományos Journal. 2021.№ 50. Р. 24-33.
Shah, D. and Murthi, B.P.S., 2021. Marketing in a data-driven digital world: Implications for the
role and scope of marketing. Journal of Business Research. 125. pp.772-779.
Verma, S., Sharma, R., Deb, S. and Maitra, D., 2021. Artificial intelligence in marketing:
Systematic review and future research direction. International Journal of Information
Management Data Insights, p.100002.
Waisman, C., 2021. Selling mechanisms for perishable goods: An empirical analysis of an online
resale market for event tickets. Quantitative Marketing and Economics, 19(2), pp.127-
178.

: Processes and Planning: PART
2

INTRODUCTION
Marketing is the activity done by the organization in context to fulfill the consumer
wants. The report has two parts, the first part will comparison between the organization of
marketing mix and the planning procedure of the organization. This report also includes the
various characteristics and the goals and objectives of the company which they achieve success.
MAIN BODY
Task 2
Marketing mix
7 P's of marketing mix Morrison’s Sainsbury
Product In order to be profitable, firm
may attempt to develop effective
strategy, related to product. For
example, Morrison’s is value-led
grocer and is famous for
preparation and delivery of high
quality fresh foods. The brand
serves their customers and
suppliers high quality, featured,
well packaged food products.
On the other hand, Sainsbury’s
may develop unique product
design, name and features to
stand out in the competitive
market (Lim, 2021).
Organization may focus on
adding key elements within
existing products to make these
valuable. For example, product
strategy quality, variety,
features, packaging and brand
name.
Price Price is the biggest advantage of
the Morrison’s as due to this
customer chose Morrison’s
products. Morrison’s use
different pricing strategy such as
premium pricing, product bundle
pricing and promotional pricing.
The company also use price
While pricing strategy of
Sainsbury’s focus on setting the
list price, credit terms, payment
period and discounts. various
products and services may work
out what it takes to produce the
product and put a markup based
on the profit that needs to be

comparison tool such as match
and more cards which help in
pursuing customers to choose
Morrison’s over other brands.
earned. It may employ this
pricing strategy where it
launches a new product either at
loss or very low margin.
Place Morrison’s deliver all across the
UK and operates through both
online and physical stores. The
wide presence over the different
geographical location is the key
distribution strategy of the
Morrison’s. the company fresh
food products have great portion
supply chain and most of the
foods are sold online after the
Covid-19.
Place or Distribution channel is
a set of processes through
which deliver about various it
products to the customers.
Distribution & Marketing
channels fulfill various
purposes such as enabling
product customization options
at the point of sales. The
company needs to choose
whether it wants to implement a
distribution system that is
direct, indirect or both.
Promotion For the advertising and
promotion, the company
operates with their suppliers with
the most explicit program
“Morrison’s farming program”
in order to maintain the unique
selling proposition of fresh
farming which is sustainable and
competitive. Company also use
customer rewarding strategy to
aim more customers.
While in Sainsbury promotion
methods are advertising, sales
promotion, personal selling,
public relations and digital
marketing (Purohit, Paul and
Mishra, 2021). That promoted
through various social sites like
YouTube, Instagram etc. From
which the promotion of product
takes place.
People Morrison’s aims to provide their
people a pleasant place to shop
While the Sainsbury may focus
on strengthening their

and work by providing them a
healthy and fresh environment.
Morrison’s also originate the job
opportunity for local people as a
part of CSR. Morrison’s have
qualified workers such as
fishmongers, greengrocers,
butchers etc. to make the
products highly fresh and
excellent in quality (Lim, 2021).
workforce and because of this
reason management prefer to
train employees whether they
are existing or new. With the
help of their training strategy,
they may reach desire outcomes
and get success in the planning.
Process Morrison’s has multi channels
experience and expertise in their
physical and online stores.
Morrison’s selects to deliver the
lowest prices on a permanent
basis and try to make their
processes easier. Also,
Consistent customer
communication leads in focused
delivery in the distinctive
shopping environment by
showcasing the wide range of
fresh food and giving customers
the flexibility to choose the right
product at the right price.
Sainsbury may organize
systematic processes in order to
make sure that the business
experience its continues growth.
Its process aim is to focus on
maintaining high quality levels,
people management, quality
maintenance and store
management. Using the website
for the online branding is very
useful for the organization.
Physical Evidence Morrison’s is operating
approximately 600 stores all
across the world. Morrison’s
runs one national centre and
seven regional distribution
While Sainsbury may utilize its
own website, unique packaging
in term of strategy. It sells its
products in a distinct color
packaging, that easily find by

centres. Company has its
physical presence in the UK
through supermarkets,
Morrison’s M local, online
Coverage and manufacturing
units.
the customer. It distinct color
and design gain the customers.
Analysation of the various traits of the organization
The organization applied different method for achieving the business objectives by using
Ansoff and Porter's Generic Strategies. Ansoff Matrix is defining as a tool that is comply by
company to evaluate the strategy for success while porter's model describes the organization
purpose and their competitive advantage of the organization market. The tactics utilize by
company may define via a marketing plan.
Through the following strategies the company has planned to develop itself into the new luxury
line of products that is beauty products and cosmetics. The company has planned to develop a
high quality, vegan, natural and organic beauty and cosmetics product for the customers.
CONCLUSION
Furthermore, also comparisons the ways in which different organization apply the
marketing mix to achieve business objectives. A proper marketing plan is developed for improve
their performance in target market.