Marketing Processes and Planning Assignment Sample

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Introduction to Marketing Processes and Planning Assignment

In the current times, for building and sustaining competitive position over rivals, business units lay more focus on undertaking competent marketing tools and techniques. Marketing process and planning may be served as a systematic approach which organizations follow for analysing opportunities and revenues. The Ocado Group has been established in the year 2000 within the UK, and it has taken the whole online grocery market by storm. The mission statement of the firm is to offer the best shopping experience to the customers. It also emphasizes empowering people to grow pioneering technology and develop advanced as well as market-leading solutions that take the world’s leading retailers to online success. Many students also explore Online Assignment Help UK while studying modern marketing cases like Ocado. The report will delve into explaining the role and concept of marketing within the 21st century. This will also shed light on how the marketing function interacts and works with other departments. Moreover, it will also present 2023 key trends within the grocery retail sector.

Explaining the concept and role of marketing in the 21st century

Marketing within the 21^st century is integral and dynamic part of the any kind of business. This includes meeting and understanding the needs of consumers via communicating, creating and delivering the value. The main objective of marketing is to develop the brand loyalty and drive the sales by engaging the consumer in an effective manner.

Main roles and responsibilities

Within business, marketing manager plays a significant role in enhancing brand image, market share and overall sale revenue. The marketing includes the targeting the audience with the different channels. The digital marketing is important and this mainly focuses on the content marketing and SEO. This helpful in reaching the broad and targeted audience, this is important for Ocado.

Market research: This can include the gathering the data related to the market trends, consumer preferences and different competitor strategies (Role of marketing in the 21st century, 2023). For instance, Ocado, by understating the preferences and choices of consumers for online shopping can help in developing the consumer satisfaction.

Product development: The different marketing departments’ works with the team of product development to make the product which meets the needs of market (Defining Marketing for the 21st Century, 2023.). Ocado introduces the fast delivery service via Ocado zoom which was developed by the market research which identifies the need for fast grocery deliveries.

Brand management: Maintaining and building the strong brand plays an important role within the marketing. This can include the creating the best brand identity and position of the brand within the market through the means of consistent messaging.

Advertising and promotions: By making competent advertising promotions and campaign firm can retain and attract consumers to the significant level (Chaffey and Smith 2022). Ocado utilises the online campaign to promote and reach out the potential consumers with the wide range of products.

Customer relationship management: By managing the consumer interactions firm can develop and maintain long term relations with the target market. This can include the making use of the data to boost consumer experience and customise communication (Jobber and Ellis-Chadwick 2019). CRM system of Ocado helps in tracking the buying habits, track out the consumer preferences and which makes sure about the marketing efforts.

Analysing how the marketing function works and interacts with other departments in the supermarket

Marketing function within Ocado supermarket is essential; this makes sure about the mission, vision and strategy of the business. the strategy needs to be effectively achieved and communicated. The marketing can’t operate within the isolation, this functions closely with the different departments to provide support within the organization. This is mainly supported by the Maslow’s hierchary needs, this showcases the consumer needs. The consumers’ needs mainly increase the understanding in the consumer preferences.

Product development interaction: The marketing offers the insight into the market research, this helpful for product development team to make the offering which can meet the consumer needs (Ferrell et al, 2022). For example, development of the Ocado Zoom has been developed by the identification of the marketing demand for the quick service deliveries. The collaboration makes sure about the product development which aligns with the market trends and consumer preferences.

Coordination with the operations and supply chain: The efficient marketing campaigns may impacts operations and supply chain. For instance, the successful promotion might increase the spike within the needs, developing the close management with the supply chain can make sure about the adequate levels of stock. At the time of pandemic, marketing efforts of the Ocado showcases the easy online shopping which demand for the seamless coordination with the teams of supply chain.

Collaboration with the technology and IT: Marketing dependent on the technology for the data analysis and digital advertising and consumer relationship management. Marketing team of Ocado functions with the IT to apply the progressive system of CRM; this makes sure about the customer engagement and customised marketing (Jobber and Ellis-Chadwick, 2019). Moreover, technological innovation such as Ocado smart platforms, these are marketed to highlight the pioneering technology of Ocado (Ocado, 2023).

The vision of Ocado to become the largest online grocer and the mission centered to the consumer experiences, market solutions and pioneering technology via the marketing strategies.

Evaluating 2023 key trends in the grocery retail sector in the United Kingdom (UK) and it impacts the role of marketing and other departments

Developed needs for online shopping: The pandemic has increased the demand of the online shopping of grocery and the trend has been continued within the 2023. The customers have enhanced accustomed to the easy online shopping which leads to increase demand. The marketing team of ocado need to focus on the efficiency and convenient online services, this showcasing the features such as Ocado Zoom for fast deliveries. Supply chain needs to be agile and robust to handle enhanced online orders. IT needs to make sure about the secure and scalability, the consumer service need to be prepared to provides support to the online consumers.

Ethical and sustainability consumption: The customers are more concern about the ethical and sustainable consumption. They mainly choose the retailers which mainly focus on the social and environmental responsibilities. The clear communication of the sustainable efforts may attract the customers which are environmental conscious (Morgan et al, 2019). The team of procurement should source the products which are sustainable.

Technological development: The development of the technologies such as machine learning, AI and robotics is changing the whole grocery store; this improves the consumer experience and effectiveness. The marketing may leverage the AI and data analytics to make the customised marketing strategies; this boosts the consumer loyalty and engagement. Operations and IT manage and adopt the technologies.

PEST Table

Political factors	Economic factors
The UK’s departure from the main EU which has impacted the overall supply chain. In the year 2023, the government of UK has been more focused on the trade agreement which can shape the logistic strategies and sourcing of Ocado (stastista, 2023).	The increase in inflation can affect the consumer spending. In accordance with the Stastista, the Uk inflation was more than 7.9% in the year 2023(stastista, 2023).
Social factors	Technological factors
The consumers are now more focuses on the ethical consumption and sustainability. Ocado needs to focus on the sustainable packaging.	The development of the technologies plays a major role such as automation and AI which permits ocado to increase the online presence. In the year 2023, the automated system of Ocado has decreased their cost of operations by 15 % (Ocado, 2o23).

Using an Ocado product, comparing the extended marketing mix with a close competitor

The marketing mix is known as the 7ps which mainly includes the product, promotion, price, process, people and physical evidence.

TESCO and Ocado’s banana

Product	Price
Ocado offers the banana via the partnership of the TESCO. The bananas are mainly known for the nutrition and organic practices; this provides the consumer which is seeking for the high quality and organic options bananas. Tesco also provides the organic bananas via own channels within the both in physical and online store. TESCO is mainly recognised for the organic bananas, high quality organic certification.	The pricing of the Ocado for organic banana showcases the premium nature of Ocado brand, this positioned as providing high prices and justifying the high cost with the organic and quality. Tesco has the wide series of prices from the pocket friendly to the basics and too expensive, this provides options of high end. The pricing strategy can be developed to cater the broad customers which make sure about the accessibilities to the diverse segments. For instance, the price of organic banana is 1.89 GBP per kg; this mainly focuses on quality commitment. On the other hand, within the TESCO, price of banana is 1.35 GBP, this is more affordable but it is not organic.
Place	Promotion
The bananas are mainly available at the online platform of Ocado. The consumers may order the bananas with the groceries; they can enjoy the easy delivery options. Tesco sells the organic bananas via the online and offline platforms. The different Omni-channel permits the consumers to choose among the in-store and online shopping experiences.	Ocado promotes campaigns via their digital channels which mainly include the social media advertisement, email campaigns and featured on the website. The promotions mainly showcase the convenience, premium quality and organic benefits (Ocado, 2023). Tesco makes use of mix of digital and traditional marketing strategies. The promotion can include the display in stores, campaigns of social media and TV commercials.
People	Process
The Ocado’s consumer service team has trained to resolves the issues and inquiries of the customers which makes sure about the knowledgeable support. On the other side, the staff of TESCO is trained to offer the expert advices (Perreault Jr et al, 2021). This makes sure about the helpful and consistent consumer experiences.	The process at Ocado is developed for the online shopping which makes it smooth for the consumer to purchase, select and browses the organic bananas. Tesco offers the seamless experience of the shopping for both in-store and online as well.
Physical evidence Ocado’s sell the bananas via the premium quality of the Ocado by making use of the sustainable materials. Whereas, the packaging of the Tesco is designed functional and attractive which showcase the sustainable and high quality commitment of the brand.

P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.

Marketing mix of ocado is mainly emphasise on the premium product range and convenience which is technology driven, as compared to the TESCO. The TESCO is providing the affordable and broad range of products which is mainly targeting the mass market customers. Ocado mainly positions as the online and premium grocer, this mainly focuses on the convenience and high quality. For example, the place strategy of ocado which involves the sophisticated logistics to make sure about the appropriate and timely delivery, on the other hand TESCO focuses on the vast networks within the physical stores. The different approaches majorly reflect on the target market and unique business objective, this is highlighting that the how marketing mix might be provide support to the organization goals.

Marketing Processes and Planning Assignment Sample

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Debra Steele 5 Years | MBA

Evaluating the marketing strategies and tactical approaches adopted by Ocado Retail and contribute to the success of the organisation

Consumer centric approach: The primary strategy of the Ocado revolves the around offering the best consumer services. It can be achieved via the customised recommendations, online platforms and effective delivery services.

Technological innovation: Ocado focuses on the cutting edge and emerging technology to boost the consumer experiences and streamline operations. The utilisation of the AI for customised marketing, Ocado’s smart platform and automated warehouse, this demonstrates the strategy.

Strategic partnership: Join venture with M&S has developed the brand value and product range of Ocado. By providing the products of M&S, the Ocado may attract the consumer base which is seeking the high quality groceries.

Sustainability: The commitment of the sustainability is the apparent via the initiatives such as sustainable packaging, Waste division of Ocado and direct sourcing from the suppliers which are sustainable (Berndt et al, 2023). The strategy mainly focuses on the growing segments of consumers which are environmental conscious.

The careers within the Ocado retail are spanning and diverse role within the consumer service, logistics and corporate functions. This mainly focuses on the sustainability and innovation; the workers can grow within the dynamic environment which can motivate the collaboration and creativity. This offers the different opportunities for professional advancement and development.

M1 Analyse the role of marketing in the context of the marketing environment.

The marketing plays a major role in piloting the dynamic environment in that the business operates. This includes market trends, consumer needs and competitor strategies, these are essential for the Ocado. The marketing permits the ocado to positions the products as the Ocado Zoom within the competitive market by understanding the unique selling proposition and attract the consumers. Within the larger context, Marketing within the Ocado determines the sales and influences the consumer services, product development and brand experiences. This makes sure that the Ocado stay competitive and relevant within online grocery market.

M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation.

The marketing within the ocado is mainly interrelated with the different functions of business which includes consumer services, technology and operations. For example, the marketing strategies need to be aligning with the advancement in technology development by enhancing the tem of tech to make sure about the smooth consumer experience. The Ocado Zoom’s launch, for instance, this demands for the coordination among the logistics and marketing to deliver and assurance on the convenient and fast grocery delivery. These kinds of interrelationships make sure about the marketing campaigns which are engaging and creative, this also grounded within the effective operational realities, thus, this boosting the whole business performance.

M3 Reviewing strategies and tactical approaches applied by organisations to demonstrate how business objectives can be achieved successfully.

Ocado uses the different tactical and strategic approaches in the marketing mix to gain the objectives of business. For instance, organization emphasise on the unbeatable product range, this majorly showcased via the targeted online partnership and promotions with the different brands such as Marks & spencer. The effective and tactical approaches majorly involves the customised marketing via data analytics, permitting the Ocado to focus on the consumer preference and tailor the promotions, this boosts the consumer loyalty and drive the sales.

D1 Critically analysing the external and internal environment in which the marketing function operates.

Ocado mainly operates within the rapidly and highly competitive market environment; this is mainly influenced by the internal and external factors. In the external context, the increased demand of online grocery because of the intensified competition, pandemic, this demanding ocado to boost the adaption and innovation within the marketing strategies. In the internal context, the major change from the Waitrose to M&S products, this has been marketed as the major change on brand positioning and product offering. In which the marketing team can communicate with the consumers.

D2 Evaluating strategies and tactical approaches to the marketing mix in achieving overall business objectives.

The marketing mix of the Ocado is mainly developed to gain the business objectives. For instance, the effective products strategy focuses on the high quality, wide range of product offering, the pricing strategy makes sure about the fair value and this makes it premium and competitive. The place elements mainly exemplified within the expansive and efficient online network delivery, this includes the ocado Zoom for the effective and rapid services. The promotions are mainly digitalised, this levering the customised email campaigns and social media. The ocado makes sure about the effective marketing efforts which provide support in consumer satisfaction and growth of the goals.

Conclusion

Conclusively, it states that the marketing in the 21^st century play a crucial role in each business, this is a dynamic and integral part. The roles and responsibilities of the marketing emphasises on the emerging technology and creating the awareness among the consumers. The various marketing departments functions with the product development team to manufacture of the product which can meet the demand of customers. The organization introduces the services of fast delivery, this is essential for best services. Ocado’s marketing function within the supermarket plays an important role. This ensure about the vision, mission and strategy of the business.

References

Books and Journals

• Berndt, R., Altobelli, C.F. and Sander, M., (2023). International Marketing Management. Springer Berlin Heidelberg.
• Chaffey, D. and Smith, P.R., (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.
• Ferrell, O.C., Hartline, M.D. and Hochstein, B.W., (2022). Marketing strategy: Text and cases. Cengage Learning, Inc..
• Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed. Maidenhead: McGraw-Hill.
• Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, pp.4-29.
• Perreault Jr, W.D., Cannon, J.P. and McCarthy, E.J., (2021). Essentials of marketing: A marketing strategy planning approach. McGraw-Hill.

Online

• Defining Marketing for the 21st Century, (2023). Online. Available through https://www.managementstudyguide.com/marketing-for-21st-century.htm Accessed on: 19.07.2024
• Ocado, 2023. Online. Available through <https://www.ft.com/content/6b25c4b2-b881-455c-9d78-7699cdc2e3a8>
• Ocado, 2023. Online. Available through <https://www.ocado.com/webshop/startWebshop.do> Accessed on: 19.07.2024
• Role of marketing in the 21st century, 2023. Online. Available through <https://imm.ac.za/the-importance-of-marketing-in-the-21st-century/>
• Statista, Ocado – statistics & facts, 2023. Online. Available through <https://www.statista.com/topics/10996/ocado/#:~:text=Over%20the%20years%2C%20the%20company,2.8%20billion%20pounds%20in%202023.>
• The UK Grocery Market: Five Key Trends, 2023. Online. Available through <https://www.retaileconomics.co.uk/retail-insights/thought-leadership-reports/the-uk-grocery-market-five-key-trends-to-2025-report>