Role and Responsibilities of Marketing Function in H&M

This document explains the role and responsibilities of the marketing function in H&M. It discusses how marketing helps in generating sales, building the reputation of the company, and getting the attention of customers. It also explores the interrelationships between marketing and other functional units in the organization.

HENNES AND MAURITZ
(H&M) Marketing essentials
TASK 1
P1 Explaining the role and responsibilities of the marketing function.
Marketing is the process of satisfying the customers by giving them the best
form of products and service. This is the study of exchanging of ideas
and knowledge about company and its products and service which
they will make available to its customers. Also, marketing is the
function of creating, communicating, delivering and exchanging of the
offers which have been made available to end user or customer. The
structure of marketing department in Hennes and Mauritz (H&M)
which is a Swedish multinational company and operating throughout
the world is very much simple and is not kept complex. In the modern
times, marketing is very much significant as without this, the customer
will not be able to identify which product to be bought and which
service to be availed. Other roles and responsibilities of marketing
function or marketing department are as follows:
Higher amount of sale- This is the most common role and responsibility of
marketing department as with the help of marketing, H&M will be
easily generating higher amount of sales revenue and thus, increasing
the profit of the firm. If H&M is spending a higher amount in the
marketing of its products, then more customer will be attracted towards
them which in turn will aid in generating higher amount of profit.
Building the reputation of company- As H&M is the largest fashion
retailer in Europe and selling high quality of products at affordable
prices and this is the key to success of company. So, marketing helps
H&M to build up the reputation of company in the eye of customer.
This is because buyer will be knowing the company only with its brand
image and this will be thereafter good marketing skill of company
INTRODUCTION
Marketing is very much essential in
any organisation without which the organisation
will not be able to perform in a better way. It is
that function of any organisation which will be
allowing them to make decision regarding what
and how to sell. The customer of the company
will be able to know about the product and
service of the company only after the company
has done the correct communication by means
of marketing to them. The present report is
based on H&M which is a Swedish
multinational corporation of clothing retail store
operating all over the world.
Marketing Essential.

Getting the attention of customer- This will help in creating an image in the eye of customer and then he will be
pursued to buy the product if it looks attracted to him. As there are number of seller and buyer of the same product in
market, so with the help of marketing, it will be easy for customer to identify the best product among various choice.
Mission: “We believe in better fashion future- one that makes fair and sustainable fashion affordable and desirable for
all.”
Vision: “Our vision is that all our operations are run in a way that is economically, socially and environmentally
sustainable.”
P2 Explaining how these will be relating to the wider Organisational context
Both these missions and the vision statements are related to the wider organisational context and linked to the role and
responsibilities of H&M. As there are many departments in H&M which are operating within the organisation to
achieve the overall objective, departmental objective and also mission and vision statements. There are different
departments of H&M, which are working all together to achieve the goal, and targets of H&M and all these are
related to roles and responsibilities of the marketing function. The different types of departments of H&M and their
interrelationship with marketing department are as follows:
Production- Without this department, H&M will not be able to secure its market positioning as production department
help the company in making the best quality of products. As at present, H&M is not having any of its factories which
is producing the clothes for company but all the garments are supplied by 800 suppliers all around Europe and Asia.
Marketing department will be helping them to get in touch with the best supplier as this also connects H&M with its
B2B customer as well.
Human resources- H&M without having highly qualified employees in company will never be able to achieve set
mission and vision of the company. They recruit and then train most suitable personnel for the firm and in this work,
marketing department will be helping by giving advertisement so that more number of candidates are attracted
towards the company.
M1 Analysing the roles and responsibilities of marketing in the context of the marketing environment
All the roles and responsibilities which are that of marketing department will be helping H&M in better growth and
development of company. Marketing will always be helping both customer and H&M in obtaining their goal. As customer
will come to know which product is best for them and H&M will be able to sell that product to their end use customer.
M2 Analysing the importance of the interrelationships between marketing and other functional units.
This interrelationship which is been mentioned above is very much important in the course of business. As if
marketing department is not there in H&M then human resource department will not be able to find the best candidate for
the vacant post and production department will not be able to find out the demand and supply of the products of company.

D1 Critically analyses and evaluate key elements of marketing functions and their relationship with others.
The element of marketing function are the 4P's and 7P's of marketing mix which is products, price, place,
promotion, physical evidence, people and process. All these help marketing department in analysing the need of customer
and then setting that need with the goal of company. The marketing function will also be using these 7P's for achievement
of monthly and yearly targets of H&M.
Conclusion:
From the above section of marketing essentials it has been noted that all the role and responsibility of marketing
department will be assisting H&M in its growth and development. The element of marketing function will be helping
H&M in building up relationship with the customer both B2B B2C. It is also illustrated that role and responsibility of
marketing will be connected with wider organisational goal and thus achieving mission and vision of company.

REFERENCES
Books and Journals:
Edvardsson, B.,. and et.al 2014. Institutional logics matter when
coordinating resource integration. Marketing Theory. 14(3). pp.291-
309.
Hattula, J.D., Schmidt, M. and Reinecke, S., 2015. Is more always
better? An investigation into the relationship between marketing
influence and managers' market intelligence dissemination.
International Journal of Research in Marketing. 32(2). pp.179-186.
Mac Chang, C., Bei, L.T. And Lou, Y.C., 2014, July. Does External
Environmental Uncertainty Determine Power Structure In The New
Product Development Process? The Role Of New Product
Development Duration. In 2014 Global Marketing Conference At
Singapore (pp. 1435-1438).
Contact Us
COMPANY NAME- HENNES
AND MAURITZ (H&M)
STREET ADDRESS- H & M
HENNES & MAURITZ LTD.
1ST FLOOR, 25 ARGYLL
STREET
LONDON W1F 7TS
UNITED KINGDOM
PHONE- [phone]
EMAIL CUSTOMERSERVICE.
[e-mail].
COMPANY NAME: - HENNES AND
MAURITZ (H&M)
STREET ADDRESS- H & M HENNES &
MAURITZ LTD.
1ST FLOOR, 25 ARGYLL STREET
LONDON W1F 7TS
UNITED KINGDOM