BTEC HNC Business Unit 2: Marketing Essentials - Sainsbury's Report

This report analyzes the marketing roles and responsibilities within Sainsbury's, a major grocery retailer. The report begins with an introduction to the concept of marketing and its importance in improving organizational productivity. It then delves into the key activities performed by the marketing department, including understanding customer requirements and current market trends, product placement, setting product prices, and innovating based on customer needs. The report also examines the relationship between the marketing department and other organizational departments such as R&D, production, and finance. It emphasizes the importance of collaboration between these departments to achieve the company's goals. The analysis highlights how marketing decisions impact Sainsbury's overall success, especially through customer engagement and loyalty. The report concludes by summarizing the key findings and emphasizing the crucial role marketing plays in organizational communication and strategy.

ASSESSMENT

Table of content
• INTRODUCTION
• ROLES AND RESPONSIBILITIES OF MARKETING
• RELATION OF MARKETING WITH WIDER ORGANIZATIONAL
CONTEXT
• CONCLUSION
• REFERENCES

INTRODUCTION
• Organizational activities for improving its productivity is called as marketing.
Sainsbury is chosen for the analysis in this report, it provides groceries and other
house hold equipment‘s.
• The presentation will analyse different roles and responsibilities of marketing
functional for improving organizational activities.

ROLES AND RESPONSIBILITIES OF MARKETING
Following are the key activities done by marketing
functional within Sainsbury:
• Understanding customer requirements and
current market trend
• Type of product
• Setting price of product
• Establishing distribution channel
• Innovation according to customer need

CONTINUE…
Understanding Customer Requirements And Current Market
Trend:
• Marketing department is responsible for understanding current
market trend and with that it also has to understand customer
requirements from a particular product.
• By these activities marketing department make sure that
Sainsbury is getting new customers without loosing existing
customers.

CONTINUE…
TYPE OF PRODUCT
• It is the role marketing department to efficiently
understand the current and future market trend, so by
proper product placement department can attract existing
as well as new trendy crowd towards organization.
• Since Sainsbury uses demographic segmentation therefore
it can provide new products.

CONTINUE…
SETTING PRICE OF PRODUCT
• Marketing department is responsible for pricing the product. Since Sainsbury uses mixed
pricing strategy for its products.
• Therefore commonly available products are priced little lesser in context of current
market competition and rare products are priced comparatively higher for gaining high
profit margin.

CONTINUE…
INNOVATION ACCORDING TO CUSTOMER NEED
• It is the role of marketing department that it showcases a
new and rare product to customers.
• By doing so the department enhances customers
engagement with organization.
• Through these new products Sainsbury would be able to
attract new and trendy crowd which increase its customer
count.
• Since organization is able to attract new customers towards
them, then by proper implementation of creative marketing
their loyalty towards Sainsbury can be increased.

P2: Relation of marketing with wider
organizational context
• Marketing department is responsible
for playing several roles at both inside
and outside of the organization for
improving company's goal achieving
capabilities.
• Following are the key roles played by
marketing functional with other
organizational departments for
improving Sainsbury's productivity.

CONTINUE…
MARKETING WITH R&D
• Marketing department has to showcase the product developed by R&D department, since
they are in direct contact with customers and are well aware of their requirements.
• Therefore marketing department has direct contact with operations of R&D, such that
R&D has to make product developments according to the instructions provided by
marketing functional.

CONTINUE…
PRODUCTION DEPARTMENT WITH MARKETING FUNCTIONAL
• Production and marketing department has to work in proper collaboration with each other
because the marketing department is responsible for delivering the product to end customer.
• With that production department also has to provide the final date till which product can be
made available, so marketing department can make its distribution strategy as per that
scheduled date.

CONTINUE…
FINANCE DEPARTMENT AND MARKETING
• Marketing department has to develop marketing strategy such that company reaches
wide range of customer and for that it has to make creative advertisements and for
achieving that it has to make direct contact with finance department.
• Finance department on the other hand has to make sure that the company is having a
good economical condition and for that it has to make a limited marketing budget.
Now marketing department has to develop its complete marketing strategy such as
per the allocated budget.