Unit 2 Marketing Planning and Processes PDF

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Planning and Processes
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Student Name Nguyễn Đăng Việt Student ID GBH200707
Class Assessor name Nguyễn Phương Tú
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Contents
I. INTRODUCE
II. THE CONCEPT OF MARKETING
III. OVERVIEW OF THE MARKETING PROCESS WHICH REFLECT THE KEY ROLES OF
MARKETING
a. Understand The Marketplace and Customer Needs and Wants
b. Design A Customer Value-Driven Marketing Strategy
c. Construct an Integrated Marketing Program That Delivers Superior Value
d. Engage Customer, Build Profitable and Relationship, Create Customer Delight
e. Capturing Value from Customers.
IV. THE ROLE AND RESPONSIBILITIES OF MARKETING FUNCTION IN THE CONTEXT OF
H&M ORGANIZATION
V. MARKETING INFLUENCES AND INTERRELATES WITH OTHER FUNCTIONAL
DEPARTMENTS IN H&M COMPANY AND HOW IT SUPPORTS THE WIDER
ORGANIZATIONAL CONTEXT IN TERMS OF VISION, MISSION AND PURPOSE.
a. Marketing influences and interrelates with other functional departments in H&M
b. Marketing supports the wider organizational context in terms of vision, mission, and
purpose
VI. References
I. INTRODUCE
Nowadays, as the market becomes increasingly competitive, businesses are constantly capturing and
updating the latest trends in the market to create an advantage for businesses. And one of the means to
help you reach the market and bridge the market and your business is marketing activities. So, in this
report I will cover the following issues: Definition and concepts of marketing, the role of marketing; and
the relationship between func as this world grows increasingly digital and interlinked, brands and
marketers are embracing modern content marketing strategies to allure potential customers and improve

international fashion brand, which opened its first store in Ho Chi Minh City. HMRC, Vietnam a few
years ago. Since then, the brand has grown rapidly, expanding its retail store system in different provinces
and cities in the country and becoming one of the most popular fashion brands for Vietnamese consumers.
So, you can understand better. We would like to introduce our students to marketing as an exciting career
path.
II. THE CONCEPT OF MARKETING
Market Orientation
A company uses Market Orientation to organize its activities products and services around its customers
wants needs. In the case of H&M it is seen that the company follows the philosophy, as H&M focus on
the needs and wants of their customers before creating their products. Constantly monitoring customer’s
desires and quality changing their products and services to what best suits their customers. “Putting the
customers 1st and the customer is always right”. H&M recognizes the ongoing dip in the world’s economy
and recognizes that it is becoming harder to buy expensive fashionable clothing. So, it is H&Ms concept
of trendy fashionable clothing but within reach of the common man. H&M have a strong standing with the
US and Europe but market and sell their products in 2 completely different ways. The US target the young
and most fashion-conscious females and in Europe they are more of a department store. When designing a
product H&M always keep their customers in mind. Designer Ann-Solie Johansson admits that finding the
customer’s needs is very important. She also states that she used to follow people off the subway and
question them about their fashion needs (scribed).
Market orientation viewpoints include the choice making perception, market intelligence view, ethnically
based behavioral perspective, strategic perspective, and consumer orientation perspective (Market
orientation, n.d.).

Generating value for consumers. “Selling concept: The idea that consumers are not capable to make
decisions on their own to buy products or services. Stresses a mind-set of constant pressure to make sales”
III. OVERVIEW OF THE MARKETING PROCESS WHICH REFLECT THE KEY ROLES OF
MARKETING
1. Understand The Marketplace and Customer Needs and Wants
It means that marketers really understand the marketplace and the customers, they need to create
relationships with customers, keep and increase value with the customers they reach. There is two-
part process. The first is customer and market research and the other is the management of
marketing information and customer data. These are the advantages that marketing brings that can
help us find leads and identify market trends in the business. As we know the needs and desires of
our customers, it is essential to create a fundamental market. Marketers who, after learning and
managing data about customers and markets, can help businesses design effective marketing
strategies and avoid unnecessary risks, we can take better care of our customers when we really
know what customers want or need. Overall, marketing plays an important role in customer
retention.
For example, Samsung, which is obviously proving that the power company can compete on a par
with Apple with only Samsung. The evidence is clear when the two sides constantly offer
competitive tricks to target product marketing and show customers the value of the item they want
to own.

2. Design A Customer Value-Driven Marketing Strategy
A customer-driven marketing strategy means shifting focus from a product to its user and basing
your marketing strategy, plans and tactics on customers’ needs and objectives in the first place
(Khlystova, n.d.). This is very important and affects marketing when we determine the value of
existing customers, exploitation and focusing on attention is a very necessary thing. H*M, for
example, focuses on the customer's wishes and then they determine what the goal is. They take
advantage of the age of their customers when the item is only focused on adolescence, and they
produce and market the item that is suitable for today's youth.
(H&M)
3. Construct an Integrated Marketing Program That Delivers Superior Value

competitor. The value of a brand occurs within the mind of the consumer. (Kotler &
Armstrong, 2014) When you think of the most successful companies in the world, the key
to their success is that you (the consumer) think of their brand first when you want to buy
a product that they sell. For example, let’s say your thirsty and you really want a Cola
product to quench that thirst, what is the first brand that comes to mind? The chances are
you answered Coca-Cola or Pepsi. But why do we think of them first? Because they are
the best at creating and capturing customer value, and because they are the best at
marketing to their target markets (Miller J.D)
(Coca-Cola.cp)
4. Engage Customer, Build Profitable and Relationship, Create Customer Delight
Customer relationship management. A simple enough concept that focuses on just that, managing
customer relationships. While everyone has their own methods of customer interaction, the
building and maintaining of profitable customer relationships by delivering superior customer
value and satisfaction is the biggest piece that needs to be honed(grxmktg). For example, H*M is
always interacting and in relationship with customers. The first is social networking, they always
post to update and announce about the product they market. They do this to show customers that
they are always welcome when buying products from them.

(H&M.cp)
5. Capturing Value from Customers.
According to Philip Kotler, “Marketing is managing the profitable customer relationship”. It
signifies those businesses have to create customer value if they are looking to boost customer
retention and profitability.
In order to sell a product or service to the potential customers, a business needs to create value
which captures or caters the exact need or want accordingly. Satisfied customers will feel happy
and will return to use your service again. Therefore, organizations must pick a worthy
recommendation that should focus on customers, brand position, and help them fill the void in the
commercial center. Here are three useful ways to understand how customer value can be created

H&M is the largest fashion retailer in Europe at the present. Like ZARA, fashionable designs, high
quality, affordable prices and its distribution system are keys to its success and rapid expansion
worldwide. However, fast fashions, the most important factor of ZARA’s success, is not the one to make
H&M more thriving in the market.H&M’ physical stores are also located in the largest cities around the
world. Its strategy is quite similar to ZARA’s; that is, H&M tries to let its customers have an image that it
is a brand focusing on stylish designs with good quality at the affordable prices. In fact, H&M’s prices are
lower than ZARA’s because it provides its products to all people who want to be fashionable without any
scruple about the prices. H&M has a mission that it is possible for everyone to find his or her own
dressing style in its collection.
The Role of Marketing Function in the H&M Organization
The marketing department is the company's global advertising unit, which creates every multi-
channel media campaign and releases marketing material. This is where the brand is built and
strengthened. The marketing department is responsible for providing promotional materials
from packaging shopping bags to media campaigns and promotional products. Its core, the
mission of the marketing department is to attract the attention of customers, make them care
and love H%M, ensuring an interesting and attractive brand.
Responsibilities Of Marketing Function in The Context Of H&M Organization
As an H*M marketer, you must have basic responsibilities such as Being responsible for planning,
implementing, coordinating, and monitoring global campaigns across all acquired media channels and
building working relationships Working closely in collaboration with local media, Production agencies
and each campaign team in H*M.'s global office. In addition, the marketing department is responsible for
establishing communication strategies and budgets together with the Marketing Director, identifying new
opportunities in the media, and responding to all long- and short-term sales situations to come up with a
plan. The best for each strategy. Marketers need to work closely with sales, visual, and PR teams on media

V. MARKETING INFLUENCES AND INTERRELATES WITH OTHER FUNCTIONAL
DEPARTMENTS IN H&M COMPANY AND HOW IT SUPPORTS THE WIDER
ORGANIZATIONAL CONTEXT IN TERMS OF VISION, MISSION AND PURPOSE.
1. Marketing influences and interrelates with other functional departments in H&M
Our department consists of Project Management, Production Management, Purchase, Art Buying
and Fashion Coordination, all working together to provide our global market with top-notch
advertising materials covering everything from bags and packaging to campaigns and promotional
products(H&M). This shows the connection of the marketing department with other departments.
The marketing department is tasked with finding customers to provide products to the purchasing
boards so that they make decisions about the product. Not only that, but the marketing department
is also closely involved in providing the market to the company.
2. Marketing supports the wider organizational context in terms of vision, mission, and purpose
The vision statement of H&M is to “lead the transition to circular and renewable fashion while being a
good and equal business.”
The mission statement of H&M is to “invest in people, communities and innovative ideas to drive long-
lasting positive change and improve living conditions.” The statement highlights how this organization
delivers its fashions and crafts to the world(H&M)
VI. References
All Answers Ltd. November 2018. H&M Marketing Analysis. [online]. Available from:
https://ukdiss.com/examples/marketing-analysis-h-and-m.php?vref=1 [Accessed 8 December 2021].

HelpCrunch blog. 2021. 5 Steps to Creating a Customer-Driven Marketing Strategy. [online] Available at:
<https://helpcrunch.com/blog/customer-driven-marketing-strategy/> [Accessed 8 December 2021].
Jordan Miller. 2021. Creating and Capturing Customer Value. [online] Available at:
<https://jmiller489.wordpress.com/reflection-essays/creating-and-capturing-customer-value/> [Accessed 8
December 2021].
Grxmarketing.com. 2021. [online] Available at: <https://www.grxmarketing.com/the-art-of-pharmacy-
marketing-blog/categories/growing-your-business> [Accessed 8 December 2021].
2021. [online] Available at: <https://www.yourdissertation.co.uk/samples/explain-the-key-roles-and-
responsibilities-of-the-marketing-function-in-relation-to-handm/> [Accessed 8 December 2021].
2021. [online] Available at: <https://career.hm.com/content/hmcareer/vi_vn/workingathm/what-can-you-
do-here/corporate/marketing.html> [Accessed 8 December 2021].
How I Got The Job. 2021. H&M Mission, Vision Statement & Values Analysis - How I Got The Job.
[online] Available at: <https://howigotjob.com/mission-statement/hm-mission-vision-statement-values-
analysis/> [Accessed 8 December 2021].