MARKETING PROCESSES AND PLANNING

Student ID:
Table of Contents
Introduction......................................................................................................................................3
Part-1: LO1......................................................................................................................................4
Explaining the concept of marketing and marketing operations including the different areas
and role of marketing...................................................................................................................4
Explaining how the marketing function relates to the wider organisational context...................8
Analysing the role of marketing in the context of the marketing environment...........................9
Analysing the significance of interrelationships between marketing and other functional units
of an organisation.......................................................................................................................10
Critically analysing the external and internal environment in which the marketing function
operates......................................................................................................................................11
Part-2: LO2....................................................................................................................................12
Comparing the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives......................................................12
Reviewing strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully......................................................................14
Evaluating strategies and tactical approaches to the marketing mix in achieving overall
business objectives.....................................................................................................................15
Part-3: LO3&4...............................................................................................................................16
Developing a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives............................................................................16
Producing a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives.....................................................................................................18
Producing a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics..............................................................18
Producing a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.....19
Devising an integrated multimedia plan, selecting appropriate digital, offline and social media
channels for communication......................................................................................................20
Providing a justified integrated multimedia plan based on quantitative and qualitative criteria.
....................................................................................................................................................20
Conclusion.....................................................................................................................................20
References......................................................................................................................................21
Introduction
As one of the most important aspects of managing a business, marketing is the subject of this
report. Key marketing concepts such as the marketing mix, the 7Ps of effective marketing, the
marketing mix, the marketing plan, interact with various marketing functional units and the
media plan are discussed. Here, the hybrid online/offline retailer Morrisons is used as a practical
example, and all ideas are explained from the retailer's point of view.
 Part-1: LO1

Explaining the concept of marketing and marketing operations including the

different areas and role of marketing.
The Concept of Marketing and Marketing Operations

Marketing refers to the activities undertaken by a business to promote the purchase or sale of its
goods and services. At every point of its life cycle, from creation to expansion, a company must
be firmly grounded in marketing concept. The concept's foundation in understanding customer
wants and needs also helps businesses like the company advance their standing in the
marketplace and get an edge over the competition.
The marketing concepts and operations are discussed below:

Production concept: Management at an organization like Morrisons has to use a more

economical method of production since customers will have a good idea of product prices and
availability thanks to this concept. As a result, the company will be better able to make strategic
choices in the face of competition.

Product concept: Product excellence, originality, and efficacy are at the center of this marketing
philosophy. To increase its client base, Morrisons' management must guarantee the store's
products and services are of the highest possible quality and are delivered promptly.

Selling concept: Based on this theory, Morrisons' upper management should put more effort into
informing consumers about the advantages of utilizing their goods and services. It will draw in
more consumers and lead to more revenue for your company (Kotler & Armstrong, 2013).

Societal concept: This approach suggests that the leadership of a company like Morrisons
should prioritize societal well-being alongside financial success. Thus, Morrisons' upper
management should increase spending on CSR initiatives (Shivani, 2021).
Areas of Marketing

Marketing Research: The purpose of marketing research is to determine how a product or

service may best stand out to its ideal consumers. It's the very first thing that happens in any kind
of marketing.

Content Marketing: Marketing using content attempts to enlighten customers on topics

unrelated to the brand by making material that is useful and not promotional.

Influencer Marketing: The use of social media channels like as Instagram, Twitter, and
Facebook to engage with customers is essential for any influencer marketing campaign. Instead
than using a corporate account, advertisers will employ influencers to disseminate information
about a company (Nidamarthy, D’mello & Sharmiladevi, 2020).
Roles of Marketing

To name just a few of the various roles marketing plays in ensuring a product is successful in the
marketplace:

 Respond appropriately to what people want.

 To safeguard a company's continued existence, expansion, and good name.
 Identifying the fair price to charge.
 Improving the overall quality of the item.
 Taking care of the company's social duties.
Explaining how the marketing function relates to the wider organisational
context.
Any successful brand relies on the marketing department's efforts to gain customer satisfaction.
Thus, the marketing management runs a wide range of functions, all of which must be
strategically sound and productive for the business.

Below, we will talk about the interaction between the marketing department and the many other
departments.

Accounting & Finance department: When it comes to budget approval and making strategic
decisions, the marketing department often consults with its counterparts in accounting and
finance. Morrisons' marketing department would then have to pitch its proposed budget to the
company's accountants for approval, as well as submit a business plan to the head of the finance
division (bbc.co.uk, 2022).

Human Resource Department: The marketing department has to hire the most qualified people
possible, particularly those with strong interpersonal skills, in order to carry out its marketing
duties in a variety of locations. In such situation, Morrisons' marketing manager should let HR
know about the company's hiring requirements, and the HR team would then work with
marketing to find suitable candidates and keep them motivated.
IT department: Presently, it is the most crucial, and all other departments rely on it for
assistance in adopting and implementing more advanced technological solutions to improve
productivity in the workplace. IT staff at Morissions, for instance, assist the marketing
department in making good use of customer relationship management (CRM) systems, data
warehouses, and content management systems (CMS) (Kotler, 2012).

Analysing the role of marketing in the context of the marketing environment.

When taking into account a variety of marketing tasks, it becomes clear that setting clear
expectations is crucial. The Morrisons marketing department pushes several company initiatives
to keep the company's innovative spirit alive. There is a strong correlation between the expansion
of a company and its financial success. As an example of the emphasis on marketing
environment, the following roles and responsibilities are taken into account:

Market Strategy: Every employee at Morrisons is responsible for some kind of fundamental
marketing work. This is due to the fact that each one of them has a unique function in the
marketing process. Positive engagement that is planned for strategically in the workplace is also
crucial.

Research: Marketing research is mostly responsible for what we do in the industry. In order to
deliver the best products and services available, the company must do in-depth market research
about its products, prices, and target demographic (Business Queensland, 2022).
Segmentation of the Market: In order to effectively discover and target prospective consumers
in a big, diverse market, the marketing manager must first accurately segment the market. It also
acts as a promotional tool for the company's products (Burnett, 2018).

Analysing the significance of interrelationships between marketing and other

functional units of an organisation.

The success of the marketing department's activities depends on the other functional units'
willingness to provide their expertise, time, and materials to the marketing department. For
instance, Morrisons' marketing department has to coordinate with the company's other
departments, including accounting, finance, HR, IT, and marketing department. Morrisons'
marketing division receives assistance from the HR division in meeting its need for a skilled
labor force. The marketing department's top ranks enlist the support of the IT division to set up
various pieces of software, such as customer relationship management and content management
systems. The accounting and finance division aids the marketing division by formulating a
workable spending strategy. The accounting and finance team assists marketing management in
tracking the company's real growth and identifying areas where it has the most potential for
development. Finally, it can be said that all the functional units are interconnected to each other
to reach the maximum strategic goals, and that the success of any marketing strategy is
dependent on how the marketing managers and leaders are dealing with the new difficulties with
the support of other departments and functional units (Orsini & Joseph, 2015).

Critically analysing the external and internal environment in which the

marketing function operates.

The marketing roles and responsibilities of Morrisons are influenced by both the company's
internal and external environment. The company, its clients, its distributors, and its competitors
make up what is known as the internal environment. The company places a premium on creating
a positive workplace culture by caring for its people, helping them advance professionally, and
making sure they have satisfying personal lives (Shatilo & Oksana, 2020). The staff at Morrisons
enjoys their employment and makes progress toward their goals. According to research,
Morrisons places a premium on brand loyalty in the hopes of fostering long-term growth and
strengthening its market position. Morrisons knows that its long-term success is tied to its
commitment to maintaining an ethical supply chain. Because Sainsbury is the biggest
supermarket chain in the United Kingdom, it offers competitive pricing to its rival, Morrisons.
Morrisons' primary rival, Sainsbury, has emerged as a provider of similar goods to its customers.
 Part-2: LO2
Comparing the ways in which different organisations apply the marketing
mix to the marketing planning process to achieve business objectives.
Morrisons has a number of rivals in the UK that must be taken into account when developing a
winning marketing strategy. The selected company must place a premium on delivering efficient
services to customers. Therefore, after comparing Zara and Morrisons, the following marketing
mix has been established:

Points Morrisons Zara

Product Morrisons offers a wide On the other hand, Zara's
variety of high-quality goods, goods and services provide
all of which are organized great outcomes for men,
precisely into their own women, and children. After
product categories. All of the giving it some thought, a
company's products come in a design and layout emerge for
wide range of customized Zara.
flavors. The company's
products are timeless classics
that customers will find
useful in everyday life.
Price Morrisons' current price Zara, on the other hand, puts
structure is a result of the an emphasis on low prices by
company's strategic use of promoting what they believe
price competition to boost to be easy access from a
product sales. If the selected clothing organization that
company wants to survive in relies on low-quality labor.
today's competitive industry,
it must provide innovative
products at varying price
points.
Place Morrisons is marketing their Furthermore, Zara uses its
 location via both direct and brick-and-mortar stores to
indirect method. This entice people in their daily
highlights the need of lives. In light of this fact, the
promoting a website's online company places a premium
presence so that it can on frequent and speedy
accommodate several clients checks with the shop, which
at once. aid in the collection of useful
data.
Promotion Morrisons advertises their Similarly, Zara distributes its
goods through a variety of products by using a wide
global media outlets. As part range of advertising methods.
of the conventional approach, In this sense, aided by
media such as television and computerized results, multi-
radio were used to spread channel advertising, print
advertisements. media, etc. (MBA Skool
Team, 2021).
People The company has a dedicated But within Zara, employees
sales force that mostly deals are more focused on driving
with clientele needs. If a the company forward via
company wants to provide creative problem solving.
real value to its customers, it Therefore, the company's
has to implement a training reputation aids in delegating
and development program. effectively in the workplace.
Process Morrisons' procedure Further to this, Zara places an
guarantees that there will emphasis on the company's
always be consumables unique processes, which
accessible in the workplace. allow for more inventive
Using a computerized method outcomes.
that aids in online distribution
to carry out exhaustive
market research with a
 variety of possibilities
Physical evidence The product must have some Here, the customer sees and
kind of physical evidence, experiences administration,
such as a distinctive color or which is a stark contrast to
packaging, so that it can be the alternative. Customers are
readily identified on store forming fair opinions about
shelves (Yuyan, P.A.N & Zara based on their in-store
Nedelea, 2019). experiences. Construction,
packaging, the World Wide
Web, etc.

Reviewing strategies and tactical approaches applied by organisations to

demonstrate how business objectives can be achieved successfully.
Small enterprises, large corporations, and everything in between them employ tactics to achieve
their own objectives. Morrisons Plc is only one example of a company that uses the 4Ps of the
marketing mix as part of its strategic planning process. Competitors of Morrisons', such as
Sainsbury of the UK, employ marketing segmentation to achieve their goals. The supermarket
chain Morrisons uses the following approach to divide its target market into several subsets:

Identifying who will be interested in the company's goods or services is the first stage. Following
this, new subsets of the market emerge.

 Several different types of segments are evaluated in comparison to certain specified

standards.
 We have implemented the segmentation method.
 The segments' overall appeal is taken into consideration at this step.
 Target demographics have been established.
 A defined and implemented positioning strategy for the organization.
 Evaluation and documentation of segmentation (Singh, 2012).
Evaluating strategies and tactical approaches to the marketing mix in
achieving overall business objectives.
Strategic marketing plans like Morrisons' 7ps help businesses gain substantial advantages and
advance toward their objectives. Taking into account the product, pricing, place, promotion,
people, physical evidence, and process is essential to achieving corporate goals and objectives
(Išoraitė, 2016). The selected company also has to adjust its pricing approach to better capitalize
on the company's many strengths so that it can meet its internal goals.
 Part-3: LO3&4
Developing a marketing plan that includes key elements of marketing
planning for an organisation to achieve marketing objectives.
Marketing Plan for Morrisons

The upscale retailer has a marketing plan that ensures increasing brand awareness and pleasing
customers in the United Kingdom. Through such means, the company will be able to focus its
efforts and resources on the methods that best showcase the product's qualities and
specifications. The company needs a marketing plan that incorporates the distribution of raw
materials to its suppliers. This strategy has the potential to build a strong bond with the involved
parties. Morrisons' management has to be well-respected in the business world if the company
wants to enhance its ties to the sector (Podnar, 2014).

Vision, Mission

Seeing as how vision is the concept or plan and mission is the implementation of that concept or
plan, it would seem that the two are intimately related. A company's "vision" is its long-term
strategy for sustained success and growth in the market and bottom line. If you've been given an
assignment, don't consider yourself successful until you do it. Morrisons is focused to its mission
and uses several strategies to get there (Kotler & others, 2015).

Objectives

If the company's vision and mission are linked, then its marketing objectives may be realized.

 Between 2020 and 2021, Morrisons plans to increase revenue by 20% to reach its
primary objectives.
 Intend to increase earnings by 8% in the gross and 5% in the net by the end of the
financial year 2022.
 From a projected 10% share of the local market in 2022, we aimed for 16% share by
2021.
 The target for customer satisfaction is an increase from 75% in 2021 to 80% by the end
of 2023.
  Business conducted entirely online, often including promoting one's own or a third party's
website or web-based product or service.

Segmentation, Targeting, and Positioning

Segmentation: Young and middle-aged individuals will make up the bulk of Morrisons'
intended audience, thus the company's marketing managers should concentrate on families,
students, and office professionals. When promoting goods or services to a certain demographic, a
marketing manager must take into account that demographics’ culture, values, and norms.

Targeting: Targeting is an important part of analyzing a market strategy. Morrisons' first

priority is making sure their customers are happy, therefore they work tirelessly to improve their
products and services so they will continue shopping with them and ultimately help the company
expand and become more successful.

Positioning: Morrisons will need to have a solid and well recognized presence in international
markets if it is to thrive (Embapro.com, 2022).

Marketing Mix

Products: Foodstuffs, both fresh and preserved, and dry goods are all included in this category.

Price: Prices that are both low and competitive.

Place: The products may be purchased online, through mobile app, or in-store.

Promotion: To be successful, physical and internet marketing efforts need to be coordinated.

Action Plan

Activities Amount in billion

Production 120
Staff Salary 200
Promotional exp. 150
Dealership exp. 80
R&D cost 250
Producing a detailed tactical marketing plan that integrates the extended
marketing mix to achieve marketing objectives.
Morrisons Plc's marketing managers place a high priority on the 4Ps of marketing. Tactical
marketing may be made more practical by addressing a few additional considerations. The
marketing mix matrix has to be enlarged to include these considerations. The traditional "4 Ps"
of marketing are expanded here into "7 Ps": product, price, place, promotion, people, process,
and physical evidence (Išoraitė, 2016). Earlier, I went into depth on the first four Ps of
marketing. The extended marketing mix is going to be the topic of discussion in this section.

People: All of the people associated with the firm, including employees, supervisors, clients,
and customers.

Process: The Company’s operations must be focused on satisfying its clientele. The
organization's principal objective is to provide customer-centric service.

Physical Evidence: The organization expects its staff to behave in a businesslike manner while
delivering items to customers.

Producing a strategic marketing plan for an organisation that measures

achievement of marketing objectives within key performance metrics.
Doing a competitive analysis is another crucial stage in building a marketing plan. The specific
amount of income needed to meet the organization's overhead costs will be determined through
this analysis. The likelihood of turning a profit increases dramatically if sales volumes are higher
than the corporation's break-even threshold, and if sales revenues are higher than the amount
required to cover operating costs. Therefore, the company plans to build a holistic
communications strategy. Paid advertisements, email marketing, social media marketing,
promotional offers, etc., all fall under this strategy.
Producing a media plan that includes recommendations and rationale for
selected media activities that meet budgetary requirements and objectives of a
marketing campaign brief.
The marketing manager may better predict how their goods will be promoted, what kind of
material will be used in ads, and for how long they will be shown online by developing a media
plan. In this case, we develop Morrisons' media plan.

Market research: Here, Morrisons' marketing manager has to do in-depth market research to
learn about consumers' habits and preferences, such as their preferred online shopping platform,
daily routines, and ideal shopping experience. Learning about consumers' tastes and shopping
tendencies is also beneficial. In the end, it will aid in the development of a solid media strategy
(Business Queensland, 2022).

Determining Media Goals and Objectives: Morrisons' marketing executives ought to be able
to clearly state the company's goals. Here, the onus is on the marketing department to make
crystal obvious to the client what the product or service will do for them in the long run, what it
entails, and how it will be delivered. By facilitating information openness, it will aid in raising
consumers' level of understanding. All of the media's goals and objectives must be financially
motivated. Certain forms of media should not get advertising dollars (Bjerke & Renger, 2017).

Determining Target Audience: Morrisons' executives can concentrate in on prospective

customers thanks to the company's strong presence on social media platforms like Facebook,
Twitter, etc.; in this situation, the company's marketing executives should concentrate on
reaching young and middle-class consumers. It is possible for marketing managers to conduct an
online survey to get consumer input and then use that data to implement adjustments that are
more likely to please the target audience (Budhwar & Debrah, 2013).

Considering Reach & Frequency: Think about how far your message can go and how often it
may be seen. The term "reach" refers to the cumulative number of people who are exposed to a
campaign. What we mean by "frequency" is the number of times a client is exposed to the ad
during the campaign.

Setting budget: Managers in charge of marketing must keep detailed records of all expenses in
order to choose the methods that will have the most impact on the bottom line. Here, the
marketing department must pay for things like paid media, display ads, viral marketing, and paid
media placements. Additionally, the marketing department is responsible for determining which
of the company's marketing channels should get a higher budget allocation (Westwood, 2013).

Devising an integrated multimedia plan, selecting appropriate digital, offline

and social media channels for communication.
Morrisons has to invest heavily in its online presence if it wants to attract its ideal customers.
When doing business, the rules of conventional marketing may not always be useful. More and
more businesses and opportunities may be reached via digital marketing methods. Morrisons
can't possibly use all of these online advertising strategies. Morrisons' marketing team has to map
out a process for analyzing the digital marketing tool's results and performance. Morrisons might
use these factors to choose which brand-marketing strategies to implement.

Providing a justified integrated multimedia plan based on quantitative and

qualitative criteria.
Whether using qualitative or quantitative techniques is a crucial decision to be made when doing
market research. Questions and votes are common tools of quantitative market research. Motives
for making a purchase may be seen in a more intimate setting, such as an interview session or a
face-to-face meeting, during qualitative market research. Moreover, many market researchers,
whether they work in-house or as advisors, don't have a solid grounding in both approaches.
Regardless matter how good or bad the other partner is, people stick with the familiar one. They
may be prejudiced toward certain techniques and approaches, even if their work mixes
quantitative and qualitative methods, which might lead to poor or inaccurate outcomes (Hanson
& others, 2007).

Conclusion
The importance of marketing to a company's success has been established, and the many
marketing-related consequences inside a business have been discussed. At the end of the
research, the marketing mix used by Morrisons and Zara are contrasted. This research found that
marketing departments placed a focus on their connections with other departments and their
ability to generate revenue for the company. Plans for reaching the desired audiences via
advertising and other forms of media coverage are also discussed.
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