Controlling the Execution of Marketing Plan

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) Explaining the key roles and responsibilities of marketing function....................................1
P2) Way in which roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................2
M1) Roles and responsibilities of marketing in context of marketing environment...................3
M2) Significance of interrelationships between marketing and other functional units within
H&M............................................................................................................................................4
D1) Key elements of marketing function and way in which they interrelate with other
functional units within H&M.......................................................................................................4
TASK 2............................................................................................................................................5
P3 & M3) Different marketing mix to the marketing planning process to achieve business
objectives by H&M and Zara......................................................................................................5
TASK 3............................................................................................................................................8
P4, M4 & D2 Producing and evaluating the basic marketing plan for H&M using 7Ps to attain
overall marketing objectives........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In the present era, marketing plays the most important role in making a firm successfully
as it is the biggest reason behind making a customer satisfied and thus, earning higher revenues.
Several activities are there that are essential in marketing and help the business to run in a
smooth manner with sustainability (Dibb and Simkin, 2013). In the present report, as per the
given case study, Hennes and Mauritz (H&M) has been chosen which is running its operations in
an economically, socially and environmentally sustainable manner. Here, there will be discussion
on the key roles and responsibilities of marketing function in relation to H&M and its
organizational context. Apart from that, ways in which H&M and Zara apply the marketing mix
to the marketing planning process to achieve business objectives will be highlighted. In addition
to this, a basic marketing plan for H&M will be produced and evaluated.
TASK 1
P1) Explaining the key roles and responsibilities of marketing function
In relation to H&M, various key roles and responsibilities that marketing function has
with respect to its business are:
Market research – First and foremost responsibility of marketing department is to
conduct effective market research by which better understanding about the target customers can
be gained as well as various available opportunities for the growth and development of business
can be grabbed. Along with that, if marketing department would perform the market research in
an effectual manner, strengths and weaknesses of competitors can be understood and accordingly
H&M can take suitable initiatives (McDaniel, Lamb and Hair, 2012).
Product development – Most important role of marketing department is to develop the
products in such a way that customer’s demands can be effectually met and market share can be
increased as well. Marketing department is having an important role to improve existing products
and enhance the sales of company as well as in providing information related to actual needs and
preferences of customers. In accordance with that, H&M sets the prices of products and prepares
suitable plans in order to launch a new product in the market.
Strategy – In marketing department of H&M, senior managers are the responsible people
for formulating the marketing strategies in line with overall goals and objectives of the
organization. These strategies can be formulated with an aim to increase share in a particular
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market or to launch a new product as well as for entering in a new sector (Babin and Zikmund,
2015). However, before planning the campaigns, marketing department needs to communicate
the same senior management team of company.
Innovation – To sustain and survive in the long run, it is highly significant for H&M to
keep on bringing innovation in the firm so that changes can be done as per the changing needs
and expectations of customers and they can be made satisfied to the utmost level. However, for
innovation, it is important for company to adopt advanced and latest techniques in business.
P2) Way in which roles and responsibilities of marketing relate to the wider organizational
context
To the wider organizational context of H&M, various roles and responsibilities are there
that marketing department of firm needs to perform. Some of them are stated as below:
Increased scope of business – With the help of conducting effective market research,
H&M can search for various opportunities existing in different markets and accordingly, it can
make efforts to grab them. Through this, one of the objectives of organization, that is, increased
scope of business, will be achieved. Along with that, company will gain the advantage of
enhanced market share and customer base (Lamb, Hair and McDaniel, 2011). Also, the market
share and profits will get increased by which H&M will gain a competitive edge over others.
Optimum use of resources – Company is offering fashion and quality at the best price and
thus, it is making an optimum use of resources by which it is gaining the advantage of saving
cost of business. In this, marketing department plays a crucial role as it performs activities in
such a way that maximum profits can be earned by using the minimum resources, that is, in an
optimum manner, in activities like promotion and distribution.
Rise in loyalty of brand – One of the major objectives of H&M is to make the customers
loyal towards brand so that they can be retained in the long run. For the same, marketing
department needs to perform all its activities in a fair and ethical manner so that customers can
be made satisfied (Malhotra, Birks and Wills, 2013). Firm is already charging the reasonable
price from customers for their offered quality of products which is helping in keeping them
satisfied that is the key to win their loyalty.
Enhanced satisfaction level of customers – As per the organization’s main goal, main
emphasis of marketing functions will be on increasing the satisfaction level of customers. It is
because; the firm believes it to be the best suitable manner through which customer’s satisfaction
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