Marketing Concepts and Analysis: A Report on Sainsbury's

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Marketing Concepts and Analysis
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Table of Contents
Introduction......................................................................................................................................3
Part - A.............................................................................................................................................4
Introduction to the concept of marketing, including current and future trends...........................4
An overview of the different marketing process.........................................................................5
Explain the roles and responsibilities of a marketing manager in context of the organisation...7
An evaluation of how marketing influences and interrelates with other functional departments
of the organisation.......................................................................................................................8
The value and importance of the marketing role in the context of the organisation...................9
Conclusion that emphasise the significance of having effective interrelationship between
different functional departments................................................................................................10
Part – B..........................................................................................................................................11
Task- 1 (LO2)................................................................................................................................11
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.......................................................................11
Evaluate the different tactics applied by organisation to demonstrate how business objectives
can be achieved..........................................................................................................................13
Design a strategic marketing plan that tactically applies the use of the 7 P’s is to achieve
overall marketing objectives......................................................................................................14
TASK – 2 (LO3)............................................................................................................................15
Produce and evaluate a basic marketing plan for an organisation.............................................15
Produce a detailed, coherent evidence-based marketing plan for the organisation...................17
Conclusion.....................................................................................................................................19
Reference List................................................................................................................................20

Introduction
Marketing basically, refers to the actions that are undertaken by the company in order to promote
the concept of buying and selling of the goods and services. It is a vast process with the
involvement of various actions such as advertising, promoting, selling, delivering, etc. This
assignment has focused on the main topic of “Marketing essentials”, which will discuss all the
dimensions of marketing in a company. This assignment based on the researcher who is a
marketing manager and will take interviews for a detailed knowledge about the marketing of a
particular company.
Background of the company- Sainsbury has marked its position being the second largest chain
of supermarkets in recent years. It is a public limited company that has been founded by the
founder John James Sainsbury in the year 1869. This company is being operated from Holborn,
London. This organisation is concentrated over the area of United Kingdom. They sell a wide
range of products in their supermarket giving their customers a large option to choose. They
generate revenue of around £28.456 billion with the help of around 186,900 employees
(Sainsburys.co.uk, 2019).

Part - A
Introduction to the concept of marketing, including current and future trends
Marketing concept is basically, about the belief, which is undertaken by the firms in order to
analyse the wants and needs of the customers. These concepts help the organisation in
developing their decisions in regards to marketing in the company. There are numerous concepts,
that helps the organisation in marketing and attaining the main goals and objectives of the firm
(Malhotra, 2015). These concepts can be termed as the product concept, selling concept, societal
concept, marketing concept. There is a detailed explanation of all these concepts, which is
provided below:
Production Concept: This concept is focused on bettering the production unit for fulfiling the
demand of their consumers by producing goods according to their wants.
Selling Concept: Selling concept is focused on selling the goods and services by promoting sales
in order to increase the profitability of the company.
Societal Concept: In this type of concept, the organisation focuses the potential customers need
and then plans the strategies and the goods accordingly to the need of the customers.
Marketing Concept: This concept focuses on overcoming the competitors in the competitive
market in order to increase their profitability and brand image in the market.
Product Concept: Product concept generally targets at bettering the products so that it satisfies
the customer, this will increase the efficiency in marketing as if the customers like the product
they will purchase the same product again and again.
There are multiple trends, which the organisation adopts in order to increase their business to a
large extent. These trends are termed as relationship marketing, societal marketing and industrial
marketing, which are explained in details below:
Relationship Marketing: This is a type of marketing trend, which is performed by the
organisations who are the believer of customer satisfaction rather than the number of sales of
their product (Larson and Draper, 2015). This trend is very helpful in enhancing the business for

the future growth prospects as with the customer satisfaction the companies can expect the future
footfall in their company.
Societal Marketing: This trend is followed by a numerous number of companies in order to
comprehend the need of their customers in order to enhance their goods and services. This will
eventually help the company is growing with the help of their customer reviews and this will be
proven beneficial for the company in the long run.
Industrial Marketing: This trend is practised by the companies who sell their products to the
other manufacturing companies with the aim of improving the quality of the product. The
companies try to incorporate innovation in their products with the help of improved
manufacturing units and improved technology. The companies who follow this strategy are
mostly into focusing on innovating and bettering their products so that they can provide quality
products to their customers.
An overview of the different marketing process
There are different procedures, which if followed properly the companies can attain growth in a
very short period of time. These processes lead the companies towards the successful and
profitable growth for the organisation. These processes include:
Situational analysis process
Situational analysis is the process, which is helpful for the organisation in analysing the
customer’s wants and needs in-depth so that they can develop their business while providing the
customer satisfaction to their customers (Henríquez, 2018). This process involved many steps
such as gathering data for the analysis, conducting the internal as well as the external analysis,
etc. In this assignment, the researcher has suggested that companies can use the situational
analysis, which includes the SWOT analysis for the internal environment of the organisation and
the PESTEL analysis for the external environment analysis.
Marketing Strategy
Segmentation: This is the first step of the organisation, which the companies tend to follow
while implementing the marketing strategy. In this step, the organisation segments and divides

the market on the basis of various needs of the customers. In this step, the organisation, have to
properly analyse the market for targeting their probable customers.
Targeting: In the second step, the company is focused on targeting their potential customers in
various ways in their segmented market. In this step the companies follow the idea of attracting
the customers with the help of advertisements, etc, which will eventually help in targeting.
Positioning: This is the third step, which is followed by the corporation in order to follow the
marketing strategy. In this step, the company is focused on positioning their products in the
segmented and targeted market. At this point the company need to keenly analyse the positioning
in order to get the maximum profit from the company.
Marketing mix Decisions
The marketing mix is consisted of the 7 P’s, in this section the company is focusing on the
evaluation of the 7 P’s for a better understanding. This will help the company in knowing the
strengths and weakness of their marketing department. There is an evaluation of the 7 P’s
provided below:
Product: This is the most important element of the market mix, as it is the element through,
which the companies earn the revenues. The company aims at improving the quality of their
product in order to increase sales and ultimately achieve the profitable growth of the company.
Price: This has the most significant effect on the marketing mix, as the marketing department has
the right to choose one appropriate price for the product, as the marketing department has the
most knowledge about type competitive market and they can choose the right price to attract the
number of customers towards their organisation.
People: The marketing mix also deals with the employees of the organisation, as they need to
provide them, special training and skills so that they can offer the finest services to their
customers that will eventually increase the brand image and profitability of the firm in the
market.

Process: Process basically, is a procedure which every organisation follows that starts from
manufacturing to selling. This will help the organisation to follow the systematic approach in the
organisation.
Promotion: This is also included in the marketing mix, as it is one of the most important
elements of this concept. Promotion helps the company in by providing various promotional
activities, which attract a number of customers towards the organisation as it spreads brand
awareness.
Physical evidence: Physical evidence is very important in order to create the trust factor among
the customers. With the help of the stores, employees, logo the companies can prove their
existence in the market.
Place: Sainsbury has its existence in all over U.K with more than 570 stores. The company is
looking for expansion of their business, which will help in growing their company and attracting
more number of customers towards their stores which will eventually increase the profitability of
the company.
Implementation and Control
The organisation needs to take special care about launching the product in the market and they
have to take the initiatives in order to satisfy the objectives of the company. With the help of this
process, the organisation can execute certain plans for the implementation process and control.
Explain the roles and responsibilities of a marketing manager in the context of the
organisation
The marketing manager who has been recently appointed in the organisation Sainsbury has
certain roles and responsibilities. These roles & responsibilities of the organisation include:
 The marketing administrator has the responsibility to manage the marketing department
of the establishment
 The marketing manager should religiously take care of the inflow and outflow of the
sales and supplies of the products.

 He has the responsibility for conducting the campaigns for the promotion of their
products in the market.
 He has the responsibility of formulating the plans for dealing with their opponentsin the
market.
 The marketing manager also has the responsibility to improve the brand name and image
in order to get the market shares that will eventually improve the reputation of the
company in the market.
An evaluation of how marketing influences and interrelates with other functional
departments of the organisation
Marketing has the interrelationship with the various other functions in the organisation and plays
a key role in the establishment (Kotler et al., 2015). It is one of the most important departments
in the organisation and it influences all the other functional departments such as:
 Relationship with the finance department: Marketing department has its influence over
the financial department of the organisation as with the assisting of the marketing
department the financial departments get for budgeting the products for the organisation.
Marketing also influences the financial team as the plans and the marketing team
develops strategies and the financial team need to finance these plans. This will
eventually lead to the influences of the marketing team on the financial decisions of the
company.
 Relationship with the production department: Marketing department has their own sway
on the production section of the organisation as with the help of marketing team the
production team gets the knowledge about the wants and needs of the customers which
will eventually help them in developing the product and manufacturing the products
according to the wants of the customers. This will lead the company towards the
profitable and successful growth in the competitive market.
 Relationship with the research and development department: Marketing team has their
influence on the research team as they provide the trending information of the customer’s
wants and interests to the research and development team that helps them to develop the
product by researching on the wants and interest of the product.

 Relationship with the human resource department: The marketing team interrelates with
the HRM as with the help of the creation of brand image and advertisement people get
attracted towards the organisation and take interest in doing the job in that particular
company. In that periphery, marketing department influences the human resource
department.
The value and importance of the marketing role in the context of the organisation
Marketing has a very significant role in the organisation and it has great values in context to the
organisation (Blut et al., 2018). There are some of the values and significance of marketing role
in circumstance to the organisation that are provided below:
Establishing a relationship with the consumers: Marketing department is valued in the
organisation as they generate a relationship between the organisation and the customers.
Nowadays it is vital for the organisation to create customer loyalty towards their organisation in
order to sustain in the market. This department identifies the needs and interest of the customer
and provides them the products accordingly which helps in developing customer loyalty.
Increasing the revenue of the organisation: This department helps the organisation in increasing
their revenues, which can be achieved by increasing the sales and market shares. Marketing team
conducts various campaigns and advertisement for increasing the sale of the organisation and
creating a good brand image that will eventually increase the revenue of the company.
Creation of brand name and brand image: Brand image is one of the key drivers that help the
organisation in growth in the market. It helps the organisation in having their own recognition in
the market, the customers also get attracted towards the organisation that has a superior brand
image in the marketplace because brand image of the organisation create trust factor among the
customers and also it helps the organisation in gaining market shares in the market.
Helps the organisation in decision-making: This department is important as it also helps the
organisation in taking decisions as marketing team has the most knowledge about the
competitive market it can make the strategic decisions that will be helpful for the company.

Conclusion that emphasises the significance of having effective interrelationship
between different functional departments
In the above section, the researcher has developed the idea about marketing functions and its
importance, which it has in the organisation. Marketing functions are essential in the
organisation as it helps the organisation in various processes that will eventually help the
company in profitable growth. In this section, the marketing researcher has covered various
important aspects about marketing that are the importance and values of marketing, the main
functions of marketing and the interrelation of marketing with different other functions in the
organisation. This part has also sheltered the main roles and responsibilities of the marketing
manager.

Part – B
Task- 1 (LO2)
Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives
7 P’s Sainsbury Tesco
Product Sainsbury has a very wide
range of collection of products
in their stores. They are
always focused on developing
their products in order to
attract customers. There are
more than 30,000 product
lines in their stores.
Tesco has also a wide range of
products in its stores. They are
determined in increasing their
product line so that they can
offer a huge variety to the
customers. They have more
than 40,000 product line in
their stores (Tesco.com,
2019).
Price This company follows the
strategy of “value for money”
that means that they focus on
maintaining the quality of
products that will eventually
provide customer satisfaction
as the customers will pay for
what they receive
(Mohammad, 2015).
Tesco keeps their prices low
for attracting more number of
customers towards their brand.
It is human psychology to get
attracted to low prices. This
pricing policy helps the
organisation to meet its
customer’s wants and needs.
Place Sainsbury has grabbed its
position as the second-largest
supermarket chain in UK.
There are more than 598
supermarkets and around 714
Tesco has its stores in globally
ranking its position as the first
largest chain. They have more
than 6900 stores speeded in 11
countries. They have large

conveniences stores in all over
UK. They also provide
facilities that include home
deliveries to customers.
supermarkets, which have all
the range of products under
one roof.
Process This company has made the
process very simple as they
provided the facility of online
shopping that is very
convenient for the company.
With the simple process, the
customers of the organisation
can easily do their shopping.
Tesco follows the strategy of
providing maximum customer
satisfaction to its customers.
They follow the simple
process that is for both the
online and offline mode
(Išoraitė, 2016).
Promotion Every company has its own
promotional strategies. There
are two types of promotional
strategies, which include
above the line strategy and
below the line strategy. These
strategies help the company to
attract the targeted audience
towards their stores
(Sainsburys.co.uk, 2019).
Tesco follows various
promotional strategies for
enhancing the business of the
organisation. They have a
good brand image, which
helps the company in getting
more attraction from the
customers. They also have the
facility such as the loyalty
cards, which is a major
attraction for the customers in
getting discounts.
People Sainsbury focuses more on
training their employees
towards providing excellent
customer satisfaction to the
customer. With the customer-
centric approach, this
company enhances the skills
Tesco has a huge employee
base. The employees of the
company have to go through a
different selection process. In
that case, the company gets
good employees who can be
beneficial for the company in