Marketing Essentials Assignment: Sainsbury's Case Study

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Marketing Concepts and Analysis
Marketing Essentials Assignment

Part - A
LO1: Explain the role of marketing and how it
interrelates with other functional units of an
organisation.
P1: Explain the key roles and responsibilities of the
marketing function.
P2: Explain how roles and responsibilities of
marketing relate to the wider organisational
context.

Table of Content
• Introduction
• Company Overview
• Definition of Marketing
• Concepts of Marketing
• Marketing Evolution
• The Processes of Marketing
• Marketing Manager – Roles
• Marketing Manager – Responsibilities
• Marketing and Other Organisational Functions
• Marketing and R&D
• Marketing and Finance
• Marketing and Purchase
• Marketing and HRM
• Marketing and Management
• Marketing – Value and Importance
• Conclusion

Introduction
Marketing is an important aspect of successfully
operating a business in today's business environment
(Dann, 2010). For an organisation like Sainsbury's that
belongs to the retail sector where the competition is
stiff, it becomes critical for survival and growth.
Marketing function focuses on the promotion of the
products offered by Sainsbury's while establishing,
maintaining and developing its brands. Hence it has a
significant role in defining the organisational
profitability of Sainsbury's.

Company Overview
Sainsbury's is the third-largest retailer in the UK
in terms of market share. It has a large product
portfolio in the food, general merchandise,
clothing and financial services. It employs
178000 people to service over 28 million
customers through its online platform and over
2300 physical stores. Its profit for the year 2018
was £635 million with revenue of £32.4 billion
(Sainsbury's, 2019).

Definition of Marketing
• American Marketing Association defines Marketing as activities
and processes responsible for the creation, communication,
delivery, and exchange of offerings valuable to the customer,
partners, society, and clients (Dann, 2010).
• Philip Kotler defines marketing as “the science and art of
exploring, creating, and delivering value to satisfy the needs of
a target market at a profit. Marketing identifies unfulfilled
needs and desires. It defines, measures, and quantifies the size
of the identified market and the profit potential. It pinpoints
which segments the company is capable of serving best and it
designs and promotes the appropriate products and services.”
(Blanco-Gomez, 2013)

Concepts of Marketing
Marketing
Customer Needs
Target
Market
Integrated
Marketing
Profitability
and Customer
Satisfaction
Source: (Authors Work)

Marketing Evolution
Marketing Eras – Evolution of Marketing
Source: (Boone and Kurtz, 2013)

The Processes of Marketing
The Marketing Process
Organisational
Vision
Situation
analysis
Marketing
Strategy Marketing Mix Enactment and
Regulation
Source: (Authors Work)

Marketing Manager – Roles
 Developing and managing Channel-based marketing
activities
 Lead Acquisition
 Supporting organisational goal and objectives
 Supporting Business Development
 Brand Building and Management
 Sales Support
 Promotion of activities to enhance customer retention
(Gök and Hacioglu, 2010; Sainsbury's, 2019).

Marketing Manager - Responsibilities
 Contributing in and Supporting the marketing strategy
 Creating marketing programs focused on objectives of organisational
channels to support the strategic marketing plan
 Suggesting Marketing tactics
 Management and development of the Brand
 Overseeing the Marketing Budget
 Overseeing and Managing marketing communication and its
effectiveness
 Coordinating marketing campaigns
 Marketing related documents creation and publication
 Working with design agencies for product launches
 Coordinate and communicate with different business functions to keep
them abreast of marketing goals (Gök and Hacioglu, 2010; Sainsbury's,
2019).

Marketing and Other Organisational
Functions
Senior
Management
Finance
Marketing
R&D
HR
Purchase
Source: (Authors Work)