Roles and Responsibilities of Marketing Function in ASOS

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P 1 Roles and responsibilities of marketing function.............................................................1
P 2 Relationship of marketing function with other organizational functions.........................3
LO 2.................................................................................................................................................4
P 3 Comparison of ways in which different organizations apply marketing mix..................4
LO 3.................................................................................................................................................7
P 4 Evaluation and development of marketing plan...............................................................7
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers a procedure and activity that is being undertaken by an organization in
order to promote buying or selling of its products and service (Kotler and et.al., 2015). Marketing
plays a vital role because it mainly responsible for attracting customers and retaining them. This
present study is based on ASOS Plc. It is a British fashion online retailer that sell clothes,
accessories, beauty products and shoes. As seen on screen company was founded in the year of
2000 by Nick Robertson and Quentin Griffiths. This report is about to show main roles and
responsibilities of marketing department along with its interrelationship with other functional
departments. By gathering information of customers, marketing department share it with other
departments to develop new products. It will also show the importance of marketing mix which
perform as a tool for the company. Lastly, this report will analyse all activities and strategies
involved in marketing plan such as SWOT analysis, PEST, Porter's 5 forces, differentiation and
STP. Analysis of internal and external factors helps an organization in making changes in
strategies and attract customers.
LO 1
P 1 Roles and responsibilities of marketing function
ASOS stands for “AsSeenOnScreen” very firstly when this brand is introduced their logo is
written as an uppercase acronym. But after some time, the new logo was designed by “Ben Lewin”
in year 2008. In 2013 the company became big with the employees of 3000 (Ashley and Tuten,
2015).
On 3rd June 2000 “ASOS” is introduced to the public by Nick Robertson, Quentin Griffiths
and Andrew Regan. In 2004 “ASOS” introduced their own women label.
In year 2017, a launched campaign to take advantage of “Instagram Stories” for encourage
subscribers to upload videos or pictures of purchased clothes from “ASOS” and they also say to
use #AsSeenOnScreen to tag “ASOS” brand in their stories. After the successful of hashtag and
upload process, they launched a mobile application in year 2018 which downloaded by 10 million,
And then “ASOS” claims that 58 percent of public of UK purchase clothes from mobile
application (Finne and Grönroos, 2017).
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Roles
 Preferable Product Offering: Many companies in India & across India sell more than one
product. In this marketing manager plays an important role in product offering in ASOS.
 Demand Management: Manager analyse data gathered from market to determine demand.
Demand can be of any type like positive demand negative demand, no demand, latent
demand, irregular demand, fulfil demand and overfull demand and many more
Responsibility of marketing
 Expand Market: Marketing manager develops strategies to expand market share. It is
done through mass public like advertising, PR, Events, brand promotion to boost their
product as far and wide in ASOS.
 Originate utility: Every time utility only boosts or increase because of marketing. We can
only increase utility by giving samples or provide for free. The manager identifies
loopholes and improve it. Example Jio Net by Mr. Ambani and now he has maximization
of public, now-a-days everyone is using jio sim
 Growth of Economy and Social Responsibility: As it is said before market helps increase
demand or utility, also there is increase in demand of product means increase of profit to
company or organization. So, this means increase of employment and decrease of
unemployment so in simple words if economy increase so it helps to decrease the level of
unemployment so that company also helping in social cause by giving employment to the
peoples.
 Customer care: It is important responsibilities of organization to provide the better
customer services so as they can easily clear their all doubt related product and services in
global market.
 Legal obligation: in terms of legal aspects, it is important to maintain obligation or duty
which enforced by proper laws. ASOS always carried out the legal responsibility to
maintain services.
 Data protection: many customers are taking services through online where ASOS has
required to protect the personal information of customer. In this way, it can maintain data
protection which are important of organization reputation.
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