Detailed Analysis of Marketing Processes and Planning: Unit 2 Report

This report provides a comprehensive analysis of marketing processes and planning, covering key concepts such as the marketing process, the role of marketing, brand positioning, and the functions of marketing. It explores the relationship between marketing functions and the wider organizational context, including the analysis of internal and external environments using PESTLE and SWOT analyses. The report further examines the application of the marketing mix within organizations, specifically comparing the strategies and tactical approaches of Sainsbury's and Morrisons. It reviews and evaluates their strategies and tactical approaches for achieving their objectives, culminating in the development of a detailed marketing plan and a media plan. This report is designed to provide a thorough understanding of marketing principles and their practical application.

Unit 2 Marketing processes
and planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Concept of Marketing..................................................................................................................3
Marketing Process........................................................................................................................3
Role of Marketing and Brand Positioning...................................................................................4
Functions of Marketing................................................................................................................4
Relation to Wider Organisational Context...................................................................................4
Structure of the organisation........................................................................................................5
Relationship of Marketing Functions with other Functions........................................................5
Role of Marketing Environment and analysis of External and Internal Environment................5
Application of Marketing Mix in the Organisations....................................................................6
Review and evaluation of strategies and tactical approaches applied by Sainsbury and
Morrisons for achieving their objectives.....................................................................................7
Marketing Plan.............................................................................................................................8
Media plan...................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing means to reach the target markets and target audience for selling of the desired
goods or services. The following elongated report thus explains the marketing concept along
with the explanation of marketing operations and role of marketing. Then the relation between
the marketing functions like market analysis, pricing, etc. and wider organisational operations
like finance, marketing, etc. Further, the role of marketing is analysed including the external and
internal environment in which the functions of marketing are operating through PESTLE and
SWOT analysis. Then the ways of application of marketing mix in two organisations are
compared for the achievement of business objectives. Then the strategies and approaches and
their application by the organisations is reviewed and evaluated. A detailed marketing plan is
then developed which is inclusive of the key elements of the marketing. And then finally a media
plan is produced including recommendations to meet the requirements of the budget.
MAIN BODY
Concept of Marketing
The systematic process of exploration, creation and delivery of value for achieving the
requirements of a target market for the particular goods or services can be defined as Marketing.
It will involve tasks like selecting target audience, selecting of specific themes and attributes for
concentrating on the advertising, campaigns of advertising and their operations, etc. The concrete
basis of all effective strategies of marketing is the Right principle in which it is targeted to
market right goods and services to the right people, at right time, at right place and at right price.
Marketing Process
Marketing planning process includes primarily 5 steps. First step is Mission. It is the
reason behind the existence of the company and the benefits it can provide to its customers. Next
step is Situation Analysis (Cao, Duan and El Banna, 2019). It simply means study of the market
to look for the internal and external factors that may be affecting the business. Next step is
Marketing Plan. In this step the opportunities that were identified in the previous step are lined
up according to their importance and prioritized to pursue them. Next step is Development of
Marketing Mix Decisions. It is based on the 7Ps of marketing mix. Next and last step is
Implementation and Control. All the plans made earlier are to be put in action at this stage and
thus requires critical thinking about how the plans will be launched. Reaching out to customer is
involved in this stage.

Role of Marketing and Brand Positioning
The concept of brand positioning can also be related here as it can be defined as the
process of positioning of the brand to the target audience. It is much more than mere name or a
logo as mainly, it is the strategies that provide the business with a unique selling proposition
(Fayvishenko, 2018). Here, role of marketing can also be understood. It will involve market
research which means researching of the target market for implementing the marketing
strategies, advertising which will involve communication about the product or service to the
target audience, direct marketing, integrated communications, management of brand after such
marketing and communications, partnership marketing and at last, relation with the public which
needs to be maintained.
Functions of Marketing
Market Research – Marketing involves research of market for its prospective target market and
audience for an organisation.
Advertising – Marketing also involves advertising of the goods or services of the organisation in
the target market to the target audience.
Direct Marketing – It is the form of advertising which involves direct communication to the
specific customers or companies for the specified goods or services.
Integrated Communications – It is a strategy for ensuring the consistency of the brand on all
the channels and alignment with the business objectives.
Brand Management – It simply means management of brand i.e., its strategies, policies and
monitoring.
Public Relations – It is one of the most crucial aspects for any organisation i.e., to maintain
harmonious relations with the public at large.
Relation to Wider Organisational Context
There are various marketing functions in this relation:
Market Analysis – It includes analysis of the market for the appropriate opportunities.
Market Segmentation – It includes segmentation of the market according to the interests of the
consumers for formulating the respective strategies.
Pricing – It means pricing of the goods and services that an organisation is to sell to earn
revenues.

Distribution – It means the availability of the products or services to the consumers through
various channels.
After sales services – It includes the services that an organisation is liable to provide after
selling of the product or services.
Structure of the organisation
The structure of the organisation includes various operations like:
Finance – It includes the funds that an organisation requires for its operations.
HR – It represents the employees and workers working in the organisation.
Marketing – It means communication to the target audience.
Customer service – It includes solving customer’s queries and issues regarding any product or
service. Etc.
Relationship of Marketing Functions with other Functions
Now these marketing functions like market analysis, pricing, after sales service, etc. are
closely interrelated with the organisational functions like finance, marketing, customer service,
etc. as the organisation will require efficiently operating organisational functions to address these
marketing functions (Rust, 2020). Marketing works tightly with the production department for
the required manufacturing, finance department for the required finances and HRM department
for the required human resources.
Role of Marketing Environment and analysis of External and Internal Environment
To understand the role of marketing environment and analyse the external and internal
environment we need to understand the following two concepts:
PESTLE Analysis:
Political – It includes the influence of government over the economy or an industry in particular
through various means like new taxes and duties (Casañ, Alier and Llorens, 2021).
Economic – It includes the factors that affects the economy which will be directly impacting a
company or an industry like increase in the rate of inflation, interest rates, foreign exchange
rates, etc.
Socio-Cultural – It includes analysis of the social environment and its related factors like
demographics, population analytics, cultural trends, etc.

Technological – It includes analysis of the factors which affects the innovations and
technologies relating to the organisation or the industry. The operations may be affected either
favourably or unfavourably (Gupta, Gupta and Gupta, 2019).
Legal – As the name suggests, it includes analysis of the legal factors affecting the organisation
like legal laws namely – consumer laws, labour laws, etc.
Environmental – It includes all the factors that are affected by the environment of the entity like
climate, geographical location, weather, environmental off sets and global variations in the
climate.
SWOT Analysis:
Strengths – These are the aspects of the organisation which are distinguishable from the
competitors and provide the organisation with USP (Unique Selling Proposition). It is critical to
analyse the strengths of the organisation as these will allow them to enjoy advantages over the
competitors and rivals.
Weaknesses – These are the inherent limitations of the organisation so focus shall be on the
people, systems, resources and procedures. Main thinking shall be diverted towards the
improvement of such weaknesses and the practices which shall be avoided at any cost.
Opportunities – Grabbing the coming opportunities is the most important step in the success of
any organisation and also the most difficult step. Such opportunities may come through changes
in lifestyles, social patterns, population profile, etc.
Threats – Any aspect that can adversely affect the organisation from outside are called as
threats. These threats may include issues in the supply – chain, market requirement shifts, human
resource shortage, etc. It is to be noted that such threats are specific to a particular organisation.
Application of Marketing Mix in the Organisations
Business objectives are the desired results which are very specific and measurable which
the organisation aims to achieve so as to grow and develop (What is 'Marketing Mix', 2022.). The
main objectives of the businesses may include profit, survival, provision of a service, social
responsibility, customer satisfaction, market share, sales maximization, etc. The two
organisations chosen are Sainsbury’s and Morrisons. Business objectives of these two
organisations also are the same as mentioned above. The marketing mix contains of 7Ps which
are utilized in various ways to achieve the objective of customer satisfaction. The 7Ps are
explained as below:

Product – It is what the organisation is selling.
Price – It includes the pricing strategy opted by the organisation for its goods and services.
Promotion – It includes the promotional strategies used by the organisation for making the
customer know about the goods and services (Fraser-Arnott, 2020).
Place – It includes and discusses the channels of distribution to make the goods and services
reach the target customers.
People – It includes the personnel working in the organisation like staff and salespeople.
Process – It includes the process of reaching the goods and service to the consumer.
Physical Evidence – It includes anything the customer notices in his interaction with the
organisation (Do and Vu, 2020).
The above elements of marketing mix will be analysed by the management of
Sainsbury’s and Morrisons for the effective achievement of their objectives and being of the
same industry i.e., supermarket company the above mix will be similar to one another as they are
also operating in the same business environment in the UK.
Review and evaluation of strategies and tactical approaches applied by Sainsbury and Morrisons
for achieving their objectives
Strategies and tactics are two important and different terms of business world. Tactics are
used by companies for achieving their strategic goals. Hence strategies are like guiding pathways
for accomplishment of goals. There are basically five main types of strategies and tactics used by
businesses for this purpose. Namely these are pricing, product, marketing, financial and
operations strategies. Sainsbury’s strategic goals are to know their customers best, being able to
provide them products and services at fair prices, available to them every time and every where,
and last making difference through value. The strategies that are adopted b y the company for
achieving such goals are differentiation and cost leadership (Wall, 2021). Strategic goals at
Morrisons are being being more competitive, better service to the customers, integration at local
level and serving community, creation of profitable growth. For meeting its strategic goals
tactics like making customer and their needs top most priority of the company are adopted by the
company. Further teamwork, flexibility in the frameworks, creating a feeling of being cared in
the minds of customers are some other techniques that helps the company in taking steps towards
its strategic goals.

Evaluation of strategy is the last step of strategic management. Establishment of strategic
intention, formulating strategies, its implementation, strategic evaluation and control are the fives
steps of strategy management process. Evaluation is the most crucial part of the process as it is
that stage which let the management to know whether the chosen strategy or strategies were
correct or not, whether they were accurately implemented and to measure their success. Hence
strategy review, appraisal and measurement of organizational performance are key elements of
strategic evaluation (Ebrahimi and et.al., 2020). At Sainsbury’s BOD, chief executives,
departmental heads, financial controllers and managers at middle level participates in this
process. The company gets benefited from the entire evaluator y procedure as the company’s
strategic goals are checked for their validity, decisions taken were actually with the strategic
intent are ensured and experiences are forms basis for reformulation of strategies. Further the
areas where improvement are needed gets highlighted. The cost leadership and differentiation
strategies adopted by Sainsbury’s are evaluated through firstly identifying establishing the
standards. Standards are basically the resulrs desired by the company (Mutiara and Koesmawan,
2020). For this performance indicators both qualitative and quantitative are set. The standards set
acts as the benchmarks to which the performance of the company is measured. Actual
performance is compared from the standards to get knowing about the variances. Lastly
corrective measures are adopted to rectify the areas that caused deviations. Gap analysis is the
technique that the company uses for this purpose.
Marketing Plan
A marketing plan is defined as a document of the operations of a business representing
how it plans to use the advertising in order to be able to reach its target market. A marketing plan
is important for business as it helps in avoiding uncertain events of the future, managing the
business based on its objectives, it facilitates controlling and coordination of department, and
helps customers to be fully satisfied (Chernev, 2020). Key terms of marketing plan are marketing
goals and objectives, defining targeted audience, market research, planning for marketing tactics,
development of timeline and formulating budgets. The marketing objectives of the marketing
plan of Sainsbury’s are to achieve a market reach of 25 % by the end of year 2023 and the
targeted sales of the company is an increase of 20 % of total sales in the year 2022. the chosen
market segment is demographics. From the selected market segment the targeted audience is
people of all ages. The position of the company in the market is among the leading retailers of

the country. Strengths of the company includes its consistent quality over the years. The quality
of the products and services of Sainsbury’s is its biggest strength. Further the another strength of
the company company is its loyal customer base (Westwood, 2022). Among the weakness of the
company are difficulty in maintaining its cost of production low and financial instability.
Opportunities for the marketing of the company are promoting its 24 * 7 service and global
expansion. Identified threats are high level of competition in the industry and controversies about
the company. The next element of the marketing plan is market research. The size of the market
of company is quite large as it includes all those areas in which the business currently operates
and also the regions in which the company wishes to expand. There is high potentiality of the
business growth. The latest market trends as analysed by the research are health conscious
snacks and drinks. The environment of the business is highly competitive. Market strategy of the
company is product development in the regions in already exists and market development for the
regions it aims to expand the business. The products of the company are all grocery items.
Pricing strategy is competitive pricing. Company sells its products both through conventional
methods that is physical stores and modern ways through its website and application (Grabeel
and et.al., 2019). For promotion social media advertisements, personal selling and TV and radio
commercials are used. The budget allocated for advertisements and promotional activities is
50000 pounds.
Media plan
Media plan is defined as the process of determination of when, how and to what audience
will the advertisement of the company will concentrate (Salimovna, 2021). With media planning
the right marketing channels for capturing the targeted audience are selected to deliver right
message, in right place and time. The objectives of media planning is to make the media plan
efficient, effective and reliable in achieving the long term media objectives of the company. The
components of media planning are target audience: as the company has products for people of
every age group the targeted audience is people of all ages, Message: it is the thing that company
want its customers know. Further components are channels: mediums that will be used by
company like TV, social media, radio, etc. Timing: when will be the message gets delivered is
covered in this component. Budget: amount that company plans to spend on its media plan. KPI:
indicators of the success of company’s media plan. Message frequency is the number of times a
message will be delivered. Message reach means the amount of people media campaign will

have (Opresnik, 2018). That way of marketing which cannot be done without payment is known
as paid media. For example: social media ads, search engine ads, etc. The marketing content that
is owned by the company and can be published free of cost is categorized as owned media. For
example company’s website, blogs, social media pages, etc. The content in which third parties
talk about the company is termed as earned media. You tube reviews of products, influence rs etc
are its examples. It is recommended for Sainsbury’s to use social media marketing because it is
free of cost and large number of audience can be captured.
Marketing campaigns are the systematically planned and organized series of actions that
are directed towards achievement of business goals. The purpose of marketing plan is to increase
the level of brand’s awareness and attract new customers (Moreno and et.al., 2021). The different
types of marketing campaign are: product launch, brand launch, repositioning, re -branding, re -
launch, seasonal push, revenue push, and brand awareness. The document which outlines
creative project’s strategy is called creative brief. The objectives of Sainsbury’s marketing
campaign is to increase the brand awareness and sales and change the attitudes of customers.
MARKETING
CAMPAIGN
OBEJECIVES PARAMETER Resources
Required
Budget Timeline
Brand
Awareness
Enhancement
of brand
image.
Creation of
brand
awareness
Companies
social media
pages will be
marketing
campaign
channel for 6
times for the
year 2023.
Money,
time, social
media
expert,
content
designer.
£10000 Jan- 2023
Product Sale Hike in sales
volume
Increasing
profitability of
company.
Sale at the end
of each quarter
of year 2023.
Market
researcher,
money, time,
human
resource.
£15000 March,
June,September
and December
2023
Attitude
Changing
Creation of
positive
Radio and TV
advertising for
Money,
time,
£9500 2023

customer
attitude.
Emphasizing
customer to
purchase
online.
12 months in
year 2023.
advertising
agency.
CONCLUSION
Based on the above report the concept of marketing has been made clear. The report has
highlighted the role of marketing. It has outlined the how the marketing function relates to the
wider organizational context. In the report the role of marketing in context of the marketing
environment has been analysed along with the external and internal environment. The report has
compared the ways marketing mix is applied in planning process of organizations to achieve
their goals. Further the report has reviewed and evaluated strategies applied by Sainsbury’s and
Morrisons. Lastly the report has produced marketing and media plans.

REFERENCES
Books and Journals
Cao, G., Duan, Y. and El Banna, A., 2019. A dynamic capability view of marketing analytics:
Evidence from UK firms. Industrial Marketing Management. 76. pp.72-83.
Casañ, M. J., Alier, M. and Llorens, A., 2021. A collaborative learning activity to analyze the
sustainability of an innovation using PESTLE. Sustainability. 13(16). p.8756.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Do, Q. and Vu, T., 2020. Understanding consumer satisfaction with railway transportation
service: An application of 7Ps marketing mix. Management Science Letters. 10(6).
pp.1341-1350.
Ebrahimi, A. and et.al., 2020. Evaluation Of Strategic Management Attitude In Services
Description Of Spatial Planing Studies. Political Spatial Planning. 2(3). pp.219-231.
Fayvishenko, D., 2018. Formation of brand positioning strategy. Baltic Journal of Economic
Studies. 4(2). pp.245-248.
Fraser-Arnott, M., 2020. The marketing mix in parliamentary library websites. Journal of
Library Administration. 60(8). pp.875-888.
Grabeel, K. L. and et.al., 2019. How one library's health information center expanded its
marketing plan. Medical Reference Services Quarterly. 38(3). pp.218-227.
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The
impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws. 1(1).
pp.1-11.
Moreno, M. A. and et.al., 2021. Effect of a Family Media Use Plan on Media Rule Engagement
Among Adolescents: A Randomized Clinical Trial. JAMA pediatrics. 175(4). pp.351-
358.
Mutiara, D. and Koesmawan, M., 2020. Strategic Management in Achieving Service Standards
at the Center for Community Learning Activities (PKBM). Asian Journal of
Contemporary Education. 4(1). pp.57-68.
Opresnik, M. O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Rust, R. T., 2020. Outside-in marketing: Why, when and how? Industrial Marketing
Management. 89. pp.102-104.
Salimovna, T. O., 2021. The role of media while teaching youngster learners. Academicia: An
International Multidisciplinary Research Journal. 11(3). pp.793-799.
Wall, W. P., 2021. Strategic management and evaluation of the performance of family firms
using management control system. Transnational Corporations Review, pp.1-16.
Westwood, J., 2022. How to write a marketing plan: Define your strategy, plan effectively and
reach your marketing goals (Vol. 4). Kogan Page Publishers.
Online
What is 'Marketing Mix'. 2022. [Online]. Available through:
<https://economictimes.indiatimes.com/definition/marketing-mix>
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