Roles and Responsibilities of Marketing Function in The Body Shop

This report discusses the key roles and responsibilities of the marketing function in The Body Shop, a cosmetic, perfume, and skincare company. It explores the relationship between marketing and other departments, as well as the critical analysis of marketing functions.

Body shop marketing
officer

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Key roles & responsibilities of marketing function...............................................................3
Roles & responsibilities of marketing in relation of marketing environment........................4
Relationship between marketing function and other department of the company.................5
Critical analysis as well as evaluation of elements of marketing functions...........................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to activities in which goods and services of an organization is being
promoted in order to create awareness within the marketplace. It includes delivering, selling,
advertising, promoting products to the right customers, at right place, on right time (Brady,
2014). In the present report, The Body Shop, which is a cosmetic, perfume and skin care
company. It is a subsidiary of Brazilian company named as Nature & co. Company founded in
the year March 1976. In this report, essential roles as well as responsibilities of marketing
function are going to be discussed in detail manner.
ACTIVITY 1
Key roles & responsibilities of marketing function
Marketing refers to the science as well as art where different market opportunities are
being explored so that requirements of customers will be evaluated. For this, there must be
highly influenced marketing strategies need to be adopted by marketing officer of The Body
Shop, so that large number of customers will be influenced by them.
Marketing concept refers to a belief where requirements of individuals need to be
considered before taking any kind of decisions. This will assist in satisfying customers and will
be able to maintain sustainability for a longer period of time. There are mainly five types of
marketing concepts which are going to be discussed as follows.
 Production concept says that customers purchase those goods and services available at
the marketplace which can easily be affordable by them. This is the concept used by The
Body Shop so that they can raise their production as well as distribution efficiency. This
as a result made those products available to the marketplace. Product concept believe that user prefer high quality products and services which are
innovative and unique. With the help of regular improvement procedure in production
method, The Body Shop produce innovative & qualitative products. Selling concepts is generally based on the perception that users purchase products as
well as services which are highly promoted at the marketplace which develops huge
awareness.

 Marketing concept emphasises on identifying requirements as well as needs of
individuals so that customer satisfaction will be provided which develops positive
relationship within the marketplace (Dibb and Simkin, 2013).
 Social marketing concept is related to selling those products and services which help in
enhancing the living standards of the society.
Roles as well as responsibilities of marketing department assist in attaining
organisational goals by raising sales, increasing profitability along with developing long term
relationship with their customers (Jones and Rowley, 2011). In the present context of The Body
Shop, have their own marketing department with some key roles and responsibilities: Market research : It is very essential to identify current and future market trends before
producing goods and services. With the assistance of effective market research,
marketing department examine the needs and requirements of customers and develop
products accordingly. In reference to The Body Shop, marketing team of the company
identify customers taste and preferences and then develop products to satisfy their needs. Advertising & promotional campaigning : It is very essential to create awareness about
the products and services offered by the organisation among customers. For this,
marketing officer of The Body Shop, adopt social media and online platform so that they
can attract large number of customers towards them.
Roles & responsibilities of marketing in relation of marketing environment
Each and every organisation have various departments in order to perform their business
functions in an effective manner within the competitive marketplace. In the present context
of The Body Shop, there are some roles as well as responsibilities of marketing department
are as follows: Customers : Marketing department of an organization examine requirements and needs
of customers so that they produce goods accordingly and satisfy their wants. Therefore it
is the key role of a marketing team to identify requirements and then produce products to
satisfy them. Competitors : It is very essential for a marketing manager to examine strategies and
policies adopted by marketing team of competitor company in order to provide goods and
services to the customers. In the context of The Body Shop, marketing team develop

policies after examining the strategies adopted by rival organisations to beat the
competition available at the marketplace (Joshi, 2012).
Relationship between marketing function and other department of the company
There are different types departments which works in order to achieve their targets and
objectives in an effective manner. Some of the department which influences the functionality of
marketing department are as follows: Marketing & production department: It has been said that there is a close relationship
among both the department in order to satisfy customers requirements. With the help of
marketing department, research about quality, design, quantity as well as features
required by customers (Gregg, 2015). Through this, production department of The Body
Shop produce high quality cosmetic products as per the requirements of customers. Marketing & finance departments: Marketing department plays very essential role
within an organisation with the help of which sales and profitability of company will be
increased. This is the department which influences the funds of the company as adequate
amount of finance is required for smooth functioning. In the context of The Body Shop,
finance department of the company provide adequate amount of the funds to the
marketing department so that they can create awareness among the customers.
Importance of inter relationships among marketing & other departments of the
company: it has been analysed that it is very essential for marketing and other departmental
units of the company to maintain coordination between their functionality so that they can attain
their goals and objectives in an effective manner. All these departments need to perform their
task effectively and transfer information in an appropriate manner and within given time period.
In the context of The Body Shop, marketing team maintain effective coordination with finance,
HR, production, sales departments so that organizational goals and objectives will be
accomplished ().
Critical analysis as well as evaluation of elements of marketing functions
It has been said that marketing functions along with there inter relationships with different
departments are essential in order to attract large number of customers towards the
products offered by them. Along with this, marketing function assist in formulating

strategies so that they become capable enough to beat the competition available at the
marketplace.
Therefore, interrelationships do have some negative impact on the functions of the
company as lack of effectiveness within one department might affect the functioning of other
department. In addition to this, conflicts and disputes between different departments reduce the
overall efficiency and effectiveness of the whole company which reduces the whole profitability
of the company (Kakarot-Handtke, 2015).

CONCLUSION
With the above mentioned report, it has been concluded that marketing plays very
essential role in order to create awareness about the products offered by company within their
customers. There are various key roles and responsibilities which helps in maintaining the
sustainability of the organization at the competitive marketplace. In addition to this, it has also
been identified that there are various departments which maintain coordination in order to attain
organizational objective and goals.

REFERENCES
Books and Journals
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Gregg, J., 2015. The Implications, Negative Health Effects, Legal Issues, and Potential Solutions
Associated with the Shortage of Essential Drugs in the US Medical Care Market. Alb.
LJ Sci. & Tech. 25. p.381.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Kakarot-Handtke, E., 2015. Essentials of Constructive Heterodoxy: Financial Markets. Available
at SSRN 2607032.
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