Marketing Concepts and Internal Relations
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Added on 2020-12-10
Marketing Concepts and Internal Relations
Added on 2020-12-10
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Marketing Concepts andInternal Relations
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................1P1: Key roles and responsibilities of the marketing function................................................1P2: Roles and responsibilities of marketing related to the wider organisational context......2TASK 2............................................................................................................................................4P3: Comparing the ways in which different organisation apply marketing mix 7Ps to achieveoverall business activities.......................................................................................................4TASK 3............................................................................................................................................5P4: Producing and evaluating a basic Marketing plan for an organisation............................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7.........................................................................................................................................................7
INTRODUCTIONMarketing management is continuous process of developing strategies for products orservices, advertisement, promotion, sales in order to reach the desires of customer segment andattain customer satisfaction. The marketing management process deals with various activitieswhich includes optimization of marketing mix, sourcing new marketing mix ideas, implementingthe ideas and analysing the results. In order to increase customer value and increase businessgrowth marketing plays important role (Biswas, 2014). The marketing process deals with theanalysis of the opportunities in the market, selection of the target market, developing themarketing mix and managing the marketing process. This report mainly emphasis H&M stores,one of the famous global fashion company. H&M offers a wide variety range clothing thatallows customers to find their own personal style. This assignment covers about the H&Mmarketing process and their interrelation with other functional units within the organisation. Thisreport also covers about the marketing mix 7Ps of H&M to achieve overall business objectives. Italso includes marketing planning and strategies of H&M to achieve organisation goals.TASK 1P1: Key roles and responsibilities of the marketing functionMarketing deals with the groups of activities of a company that is associated with buyingand selling of a product or services. It also includes advertisement, selling and deliveringproducts and services to customers. There are different concepts of marketing that is adopted andimplemented by H&M stores in order to gain competitive advantage. Each concept of marketingvaries in the function that they deal with. H&M are using different marketing concepts as per astheir market share and demand of the product. Some of them are discussed below:Production concept: As customers favour those products that are easily available andaffordable (Chow, Lai and Loi, 2015). H&M are focusing on their own operationmanagement along with improving production process and distribution channel.Product concept: H&M focuses on their products and produce best quality clothes fortheir customers to gain customer loyalty.Selling concept: H&M focuses on expanding the companies promotional strategies.Marketing concept: H&M focus on understanding the market and other undertakenactivities which includes market research. 1
Different marketing process:Marketing process deals with the analysing the opportunities, selection of targeted market, developing the market mix and then managing the marketing efforts. H&M has competentmarketing process which includes setting up the mission, situation analysis, marketing planning,developing and taking marketing mix decisions. They find out the opportunities to expand theirmarket, then makes appropriate marketing planning to develop marketing mix and implementtheir marketing strategy to achieve competitive advantage (Dinnie, 2015).Roles and responsibility of marketing managers in context with H&M:As marketing manager at H&M the main roles and responsibility that should be coveredare follows: To build up strong sales force in order to give proper demonstration about productquality.Pricing and building reputation for the company.Customizing for different market shares and reporting different external opportunities.Developing the marketing strategy and managing customer relationship management.Managing the marketing mix and agencies.P2: Roles and responsibilities of marketing related to the wider organisational contextIt is necessary for the company to coordinate the plans of its various functionaldepartments to achieve desired goals. The interrelationships of marketing department with otherfunctional department of H&M are as follows: Marketing and Human Resources: HR Department recruits, selects and train the bestpossible employees for the firm. It helps recruiting potential employees for marketingdepartment of an organisation. . Along with this, the human resource department would alsoundertake appraisal and enhancement of each employee’s performance (Huang and Rundle-Thiele, 2014). If the marketing managers H&M wants to hire employees for marketing research,then the HR department would help them in scoping out a person profile, job descriptions andadvertising required for the job.Marketing and Research & Development:Effective research process of a company helpsmarketing in various ways. R&D department of an organization is responsible for generatinginnovative ideas and creation of new products for the firm through extensive research.2
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