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Module Name: Introduction to Marketing
Table of Contents
Introduction................................................................................................................................3

Definition of Marketing.............................................................................................................4

Defining the extended marketing mix........................................................................................4

Explanation of the use of SWOT Analysis in a competitive market.........................................6

Defining Ansoff’s growth matrix...............................................................................................7

Usage of the Ansoff Matrix to analyze growth strategies..........................................................7

Using marketing to grow on a global scale..............................................................................10

Digital marketing and its usefulness in improving organization performance and growth:....11

Conclusion................................................................................................................................13

Reference..................................................................................................................................14

Figure 1 Components of SWOT Analysis.................................................................................6

Figure 2 Ansoff’s Matrix...........................................................................................................8
Introduction
Marketing can be defined as several procedures for creating, distributing, communicating,
and exchanging superior value for its target customer (Silk, 2016). At the beginning of the
report, the 7Ps of marketing along with the definition of marketing will be presented. For
understanding and getting the current competitive scenario, the implication of SWOT
analysis will be presented in the later section. Ansoff’s model also helps marketers to know
about the market and product grid which will be discussed in the following part. Using
marketing efforts effectively, how an organization can expand its global market will be
explained. Finally, the study will be concluded by discussing how digital marketing can be
utilized to enhance the performance and expansion of businesses.

Need in-text reference and information

Definition of Marketing
Marketing is not only the single term of advertising or selling but it also defines the process
of marketing research analysis, communication with customers, setting a price, and
distributing the product (Jane Martin, 2019). Advertising and Selling are the only tips of the
marketing iceberg (Boshoff et al., 2019). Marketing is a technique of selecting a target
market through market screening, market analysis, test market, and market segmentation
(Harrigan and Hulbert, 2011). It identifies consumer purchasing behaviour and delivers
exceptional customer value.

Defining the extended marketing mix

The extended marketing mix (7P) is the combination of the seven elements of marketing that
can be used to achieve marketing strategies and organizational goals (Jane Martin, 2019). The
extended marketing mix consists of Product, Price, Promotion, Physical Distribution/Place,
People, Processes, and Physical Evidence (Boonpradub and Thechatakerng, 2015). These
Seventh elements also work together and are interrelated to each other to achieve
organizational objectives.

Product: Product can be anything that makes the utility and also that’s being sold. It may be
visible or invisible like the services, experience, event, ideas, physical product, or so on. All
the elements of a product can directly affect the marketing strategy and other related aspects
(Warrink, 2018). For instance, Ocado is the leading e-commerce company that provides
solutions for retailers and online groceries. In this case, they sell services that generate utility.

Place: The second element of place, refers to the location and method through which one can
able to sell the product. Marketers may decide to sell their goods and services in a wide range
of different ways, including in-store or online (Pistol and Ţoniş Bucea-Manea, 2017). For
example, McDonald's has numerous locations or branches in the United Kingdom where
customers can directly purchase their desired products.

Price: In this element, the company sets the price for their offering product by using different
kinds of strategies. There have also some pricing strategies to set a price such as pricing
skimming, dynamic pricing, psychological pricing, etc (Sam, 2017). For instance, Apple sets
its product price by following the pricing skimming strategy.
Promotion: This element connects directly to visible promotional materials that aim to
increase product recognition, and establish brand identification. There have also some
promotional tools for both traditional and digital to create awareness. (Boshoff et al., 2019).
For intense, Recently, Unilever shared a video about the benefit of using Vaseline on their
Facebook page.

People: The employees of the organization who work together. The representative of an
organization must interact with consumers – even the non-human chatbots are properly
trained sales experts with an accurate understanding of the product and it should enhance the
lives and also find solutions for the target customers (Wilhelmus, 2019).

Process: Process refers to the identification of consumer expectations and also the
development of strategies to achieve those expectations. Due to the growth of online
purchasing, organizations are forming digital partnerships to sell their products through
online presence (Peterson, 2017).

Physical Evidence: Physical evidence refers to every physical component which is necessary
to accomplish the marketing plan. For intense, the physical evidence may be the receipt,
business card, or invoice both offline and online. Online transactional history also is a part of
physical evidence (Palmer, 2015).
Explanation of the use of SWOT Analysis in a competitive market
It’s a method of evaluating the performance, competitiveness, risk, the capability of a firm,
product line, division, industry, or other entity. A SWOT analysis brings a competitive
advantage for a company and able to see the current scenario (Garipova, 2019). In this
SWOT analysis, there have also discussed 4 dimensions strengths, weaknesses, opportunities,
and threats as shown in the figure below.

Figure 1 Components of SWOT Analysis

Source: (Seth and Probert, 2013)

Strengths: A company's internal activities are determined by its strength, which consists of a
variety of positive attributes (Pandi, 2020). For example, Burberry has developed its unique
fashion design that returns the whole market-beating outcome. It has a loyal customer base
around the United Kingdom, Unique technology, a strong brand, and so on. It also has a deep
diversified product range, presence in social media and reinvented product line.

Weakness: In terms of a company's internal strategy, a company's weaknesses are the

opposite form of its strengths. Weakness can interrupt a company's performance from
reaching its optimum level. These are the areas in which the company must make
improvements to gain a competitive advantage (Lee, Lee, and Jung, 2020). Burberry charges
a premium price range for its products, having fewer product lines and any changes badly
impact on Asian market.
Opportunity: Opportunity refers to the external elements which always provide a
competitive advantage to a company. Burberry can increase its product line and also change
its lifestyle (University of Nevada, 2022). Burberry is seeing a wide scope of opportunity in
entering other potential markets, such as Turkey, Libya, Thailand, and Mongolia. They can
succeed in the future due to the intense competition among industrialized economies.
Additionally, expanding the product line will be seen as another opportunity.

Threats: Threats are variables with the possibility of causing harm to an organization.
Burberry has strong competitors like Gucci and Prada (Garipova, 2019). There have also fake
products like Burberry in the UK market. As a company with significant operations in the
Asia-Pacific market, Burberry views exchange rate risk as a key issue. The changing of
customer lifestyle will be seen as another threat.

So, a company can measure its internal and external conditions by using these four
dimensions of SWOT analysis.

Need to give

2 example of weakness or strength

1 example of opportunity or Threat

Defining Ansoff’s growth matrix

The Ansoff Matrix is a fundamental structure that is taught by international business
institutions. It’s a method of entering a new or existing market where the organization can
able to know the product/market visual level (Kipley, Lewis, and Jeng, 2012). When the
organization gets the output from Ansof’s model, it provides the direction of business
strategy to develop the business growth (Jane Martin, 2019).
Usage of the Ansoff Matrix to analyze growth strategies
Ansoff’s matrix is the framework to enter a new or existing market. If growth strategies can
successfully run for an organization then it can enter a new market with an existing or new
product by following Ansoff’s Matrix (Dawes, 2018). This is the most widely used strategy
for achieving marketing goals where 4 strategies have been shown in the figure below.

Figure 2 Ansoff’s Matrix

Source: (Moussetis, 2011)

The strategic alternatives include a Market Penetration strategy, Product Development

Strategy, Market Development Strategy, and Diversification Strategy. Many organizations
are often using market development and the diversification Strategy to enter a new market.

Market development Strategy: This strategy is also called a market growth strategy where a
company looks to sell its merchandise in new markets. The management of “New Balance”
had decided to expand their business into the Asia market to sell their widely famous athletic
items (Jhon Liam, 2018). For that reason, they are offering a product in these markets to
establish a roadmap for reducing the inherent risks which are associated with constructing an
advertising and logistical infrastructure in that target market.

Diversification Strategy: Diversification is generally a highly risky attempt for developing a

product and also the market development which both are required for capturing a new market
with the new product. Due to the organization's lack of market expertise, this method is also
viewed as a risky strategy (Yin, 2016). For example, a restaurant would like to enter another
market to acquire additional market share by opening a new wine bar, coffee shop, and
canteen, but the product and production process will require additional research and also need
manufacturing expenditure. So, companies can use any of the strategic alternatives as per the
business situation.

If an organization would like to enter a new market by using Ansoff’s model they have to
follow the above 2 strategies. The rest of the two strategies like Product Development and
Market Penetration refer to the existing marketing by using existing products which is not
applicable in this case.
Using marketing to grow on a global scale
There have some strategies, benefits, and processes for using marketing to grow on a global
scale. In this modern era, These can transform traditional marketing into digital marketing
where it can easily enter the global market and also connected globally (Poon, 2012).
Through customer interaction strategies, marketing enables companies to reach their target
customers globally and in specific demographics. Through advertising, SEO, and business-to-
consumer (B2C) marketing, which also helps increase sales globally. In business, marketing
has been used in many ways to acquire potential customers by using promotional activities
such as sales promotion, advertising, public relation, word of mouth, social media marketing,
content marketing, and so on (Ratten, 2017). It also helps an organization to build a strong
brand and also encourages communication where boundaries no longer exist. They can reach
their target customers across the world and also expand their business globally on a high
scale. For Instance, Unilever is also trying to do responsible marketing practices. First, they
applied traditional marketing methods to build their business in Europe, and then they used
digital marketing strategies to expand their business worldwide (Liam, 2015). The campaign
of Dove name is the Real Beauty Challenge where one’s real beauty has existed

Comfort One Rinse marketing informs its target customer that they have only one bucket of
water needed for washing their clothes instead of three; as a result, it will help them to save
water. ( need to talk about digital marketing, social media – email Facebook Mobil app, etc
Digital marketing and its usefulness in improving organization
performance and growth:

Digital Marketing: The marketing methods are conducted through electronic or digital
media instead of traditional communication (Chaffey, 2011).

Social Media: The term "social media marketing" refers to the practice of utilizing various

Figure 3 Digital Marketing

Source: (Makrydakis, 2022)

social media platforms to interact with a large number of online audiences (Alves, Fernandes,
and Raposo, 2016). For intense, YouTube, Facebook, and Instagram Ads Manager.

Search Engine Marketing: Search engine marketing, known as SEM, is a form of online
marketing that aims to raise a website's rankings with the results of search engines (Al Faruq
and Mustafidah, 2021). For example, Google and Bing Ads.

Email Marketing is the one-to-one marketing strategy of sending direct mail to a company's
target customers. It is also a technique for retaining customers and follow-up sales over the
long term (Goic, Rojas, and Saavedra, 2021). For Intense, eBay provides a daily email
newsletter.
Content Marketing: It aims to engage prospective customers and find opportunities by
delivering relevant and useful information such as videos, blogs, and social media postings
(Tsiakali, 2018). For example, Tesco’s effective campaign.

E-commerce and m-commerce: it’s a direct method of buying and selling products by
using the internet and payment can be made by cash or e-payment (Radcliffe, 2022). For
example, Argos buying and selling process.

F-Commerce: Facebook Commerce, often known as F-Commerce, is a function enabled by

the Facebook social network platform that enables users to conduct retail transactions
(Chaffey and Ellis-Chadwick, 2014).

Affiliate Marketing: Affiliate marketing is an excellent strategy that may both raise
awareness and bring in sales. When affiliates or other parties or agencies promote the
organization’s brands, for that reason they are eligible for financial reward (Marketing <
University of Florida, 2022). For example, Groupon’s affiliate campaign.
Conclusion
Throughout the report, the implications of different marketing tools have been discussed. In
the first part of the report, it was found that the extended marketing mix can serve well-
structured guidelines for marketers who wish to develop a plan that fulfils their objectives
and accelerates the organization to its optimal capacity. In the later part, it was shown that to
get a competitive advantage, marketers may follow the SWOT analysis which shows their
internal capability and the numerous external factors. Finally, In Ansoff's model, market
penetration is a low-risk strategy where the company cannot enter a new market, whereas
diversification is a high-risk strategy to enter a new market.
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