Marketing Concepts and Internal Relations (Part 1) Marketing Strategy and Application (Part 2)

This document provides an overview of marketing processes, the role and responsibilities of a marketing manager, the influence of marketing on other functional departments, and the value and importance of marketing in the context of an organization. It also includes a comparison of how two different organizations apply the 7Ps marketing mix and a marketing plan.

Unit Number and Title Unit 2 – Marketing Essentials
Project Title Marketing Concepts and Internal Relations (Part 1)
Marketing Strategy and Application (Part 2)
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Table of Content
Assessment Part 1
1.0 Introduction 2
2.0 An overview of the different marketing processes 2
3.0 An Explanation of the role and responsibilities of a marketing
manager in the context of the organization 3
4.0 An analysis of how marketing influences and interrelates with
other functional departments of the organization 4
5.0 An analysis of the value and importance of the marketing role
in the context of the organization 5
6.0 Conclusions 6
References 6
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1.0 Introduction
Marketing can be defined as a Process through which the marketers give the
information regarding the product and services of organization to the customers in order to
increase the revenue by achieving the goals and objectives of organization. There are various
trends which are followed by marketers for the purpose of attracting the customers towards
the organization. Trends help the business just not for survival but it also thrives in this age of
innovation. Artificial intelligence, programmatic advertising, chat bots, conversational
marketing, personalization, video marketing, influence marketing, social messaging apps,
visual search, micro moments, voice search and smart speakers are the various Trends which
are currently followed by the organization. It is not an easy task to work in the domain of
marketing. It is important for marketers to attain and connect with various people and drive
the information to them and it is also necessary for them to adopt various new Trends
according to the market which can be said as future Trends for marketing. Price of voice,
marketing virtual reality, block chain potential can be considered as a future Trends of
marketing. Below mentioned report is based on Marks and Spencer which is a a multinational
brand off clothing food and footwear having headquarter in in London England United
Kingdom. This report is divided into two parts. First part include the various marketing
process along with the roles and responsibility of marketing manager interrelationship of
marketing and other functional departments of Marks and Spencer and importance of
marketing role. Second part of this report includes the comparison of Tesco and Marks and
Spencer organization by applying 7 elements of marketing mix. Along with this it also
includes the reasons how the marketing mix apply in a business organization. At the end this
report will show the complete marketing plan.
2.0 An overview of the different marketing processes
Marketing can be defined as a process which the organizations follow for the purpose of
creating values for customers and building a strong relationship with them in order to
capturing the values from customer in return (Sun, N., Song, H., Kong, H. and Bu, N., 2020).
There are 5 steps in the process of marketing which are given below:
Understanding the Marketplace and customer needs and wants: The primary step of
marketing process is to understand what the customer exactly want and how any organization
can satisfy the demand of customer. It leads to the growth of long term customer equity for
the organization.
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Designing a customer driven marketing strategy: Under this is type of the marketing
manager focus on making the marketing strategies which include selection of customers to
serve and making decisions regarding the various ways better how they can serve the
customer in an effective manner (Silva, W.D.O. and Fontana, M.E., 2021).
Constructing an integrated marketing plan that delivers superior value: After making
various marketing strategy is the organization use various marketing tools for the purpose of
implementing their marketing strategies of. For the same purpose the organization create
customer relationships by transforming the marketing strategies into action.
Build profitable relationships: Every organization wants to make relationship with their
customers who lead to the profitability and productivity. Its main focus is on creating
customer values and provides satisfaction.
Capturing value from customers: The purpose of customer relationship management is to to
increasing customer equity (Windsor, D., 2020). The more loyal customer leads to the
profitability of organization. Customer equity can be considered as a best way of measuring
the performance.
Asset led marketing can be defined as the marketing strategy under which product and
services of any specific organization can be taken as strength because of brand name and
image of organization in the market.
Product led refers to those marketing strategies under which the product has been taken as
central point and all the activities has been undertaken within the relationship of customers
and products in order to increase sales.
Customer led marketing can be defined as the development of products and services for the
purpose of satisfying customer need and building a strong relationship.
B2B marketing covers all those activities which are undertaken by a business organization
byb targeting another business organization.
B2C marketing activities involve the activities which are undertaken by retailer or any
business organization for the purpose of reaching to their potential customers.
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3.0 An Explanation of the role and responsibilities of a
marketing manager in the context of the organization
Several roles and responsibilities of a marketing manager in the context of Marks and
Spencer are given below:
 Market research: It is necessary for organization to produce the products and services
according to the market Trends and these Trends can only be understand by doing
market research. It is the responsibility of marketing manager to know about the
market Trends by doing market research so that they can produce the products and
services according to needs and wants of customers which results in a satisfying ban
in an effective manner (Schreck, C.M., Weilbach, J.T. and Reitsma, G.M., 2020). In
the context of Marks and Spencer, the marketing manager is doing market research
continuously so that the organization get to know about the market trends and provide
the same type of products to the audience.
 Promotion and advertisement: Doing promotion and advertisement of products and
services related to the organization is the another responsibility of marketing manager.
Their main task used to convey the message which leads to the promotion of
organization to the customers in order to attract them towards the organisation.
Marketing manager of Marks and Spence is adopting various promotional activities
through which are they are attracting customers towards them which leads to the
increase in revenue.
 Searching of new marketing tools: For providing updated information to the
organization, marketing function is responsible (Hendriks and et. al., 2019).
Marketing manager should know about the various new digital tools and strategies
available in the market. This tool can be considered as product management tool
marketing automation tools and product information management tools. In the
organization of Marks and Spencer, the marketing manager is using various product
management software by using feedback and analytical tools.
 Brand Management: The marketing manager of Marks and Spencer is also
responsible for creating a brand image in the front of people of market which also
helps in beating the competition. Good brand image is the key source of smooth
surviving in the market.
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Decrease in the sourcing costs only because of the fair trade policy and continuous
change in the taxation policy works as political factors of Marks and Spencer. Financial
dispute with Frascati landlord is the legal factor. Various environmental factors of M&S
include sourcing of fresh milk from assured dairy farms, environmental friendly and
sustainable products.
4.0 An analysis of how marketing influences and
interrelates with other functional departments of the
organization
Below mentioned factors showing how the marketing function is connected with the other
functions of an organization:
 Research and Development: It can be considered as engine organisation as a teacher I
need new ideas innovations and create new product and services. Marks and Spencer
is dealing with footwear and cloth industry which is ever changing and developing.
For the purpose of surviving in clothing and footwear industry they are required to do
continuously research and development new trends in the market place (Gavareshki
and et. al., 2019). It is found tattoo the clothes which were found around 4-5 years ago
are now completely outdated.
 Production Function/Operations/logistics: The Production department of an
organization is required to do the work by doing cooperation with the marketing
department. Warehousing distribution and packaging comes under operations. It also
includes Production and Manufacturing of products and services (Vitiea, K. and Lim,
S., 2019). In the context of Marks and Spencer, they have to make the decision with
the corporation of marketing department as how they can use their house and logistic
in order to using all the Technologies for real-time tracking. Marketing manager give
a brief summary to the production department then how much products are required to
store.
 Human resources: This function is responsible for recruiting selecting and providing
training to the employees in order to develop professionally. Human Resource
Department will help the marketing department by recruiting a good marketing
assistant (Chiarini and et. al., 2019). In the context of Marks and Spencer, Human
Resource Department is responsible for hiring the employees for the organization.
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Marketing manager give the brief summary of requirements to the Human Resource
Department in order to do perfect recruitment. Marketing function is required to hire
good quality employees so that they can easily influence the audience for making
purchase. High quality employees can influence them easily and human resource
department is responsible for the same. They have to find the candidates with perfect
quality and skills.
5.0 An analysis of the value and importance of the
marketing role in the context of the organization
Marketing department is doing a various activities in order to promoting the business
and Mission of an organization. Below mentioned are the values and importance of marketing
role in the context of Marks and Spencer:
 Defining and Managing the brand: It include priceless definitions which define who
the organization is, what they stand for, what they are saying about their selves, what
the organization do and how the organization act. The customers of Marks and
Spencer want to know about all these concepts which is the responsibility of
marketing function. Hence, past role of Marketing department is to define the the
brand.
 Conducting campaigns management for making initiative: Marketing helps in
analyzing the products and services by making a focus on complete course of the sales
cycle. Only after completing sales cycle, marketing function make materials and
communication which get out from word (Chad, P., 2020). Marks and Spencer make a
campaigns for management for the purpose of collecting initiatives which leads to the
increase in repetition of organization.
 Producing marketing and promotional materials: The Marketing department of
Marks and Spencer create the materials which describe and leads to the promotion of
products and services of organization. Marketing manager of Marks and Spencer is
keeping up to date these promotional tools in order to doing promotion of products
and services.
6.0 Conclusions
From the above report it is concluded at marketing function of an organisation is an
influential factor which leads to the promotion of products and services and result in the
increase in revenue. Marketing function is interrelated with various other functions available
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in the organisation which include production finance human resource research and
development and many more. By doing coordination with these functions, marketing
manager can show effective result to the organisation. It is necessary to have a common
interest of all the employees of organisation so that they can put efforts in order to achieving
organisational goals and objectives. Marketing manager has various roles and responsibilities
and it is necessary for them to complete all the roles and responsibilities for an effective
result.
References
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Table of Content
Assessment Part 2
Section A: Briefing Paper p-p
Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps
marketing mix 8
How the marketing mix is applied to achieve business objectives,
relating to the two chosen organisations 9
Section B: Marketing Plan 10
Marketing goals and objectives based on marketing mix
analysis/situation analysis 11
7Ps marketing plan 11
Tactical action plan 12
Measures for monitoring and evaluating progress 12
References 13
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Section A: Briefing Paper
Comparing how two different organisations within the
same competitive market apply the various elements of the
7Ps marketing mix
Marketing mix can be saved as a business concept which has a vital role in a business
organisation for the purpose of achieving the goals and objectives of organisation. 7P’s of
marketing mix include product, price, place, promotion, people, process, physical evidence.
Product implies that the products or services provided by organisation should according to
the needs and requirements of consumers. Place should be nearby the target people. Price
replies that the prices of products and services should affordable. Promotion defines all those
methods which an organisation uses for the purpose of providing information to the audience.
People refer to the target audience. How the services are delivered to the customers comes
under processes. Some evidence which the customers get in the exchange of money comes
under physical evidence. Below mentioned table include the same in marketing mix elements
which are applicable on both Marks and Spencer and Tesco:
Marketing Mix
Elements
Marks & Spencer Tesco
Product Marks and Spencer is
providing eco friendly and
fair trade products in order to
achieving the organisational
goals and objectives. It is
responsible they are
providing women, men and
kids wear along with beauty
products, home products,
furniture, food, flowers and
wine.
This company is providing
products such as food
clothing financial electronics
and many more. They try to
offer all the possible products
required by customers.
Price They are using dynamic
pricing policy and at the off
seasons and festival Seasons
they offer various incentives
Tesco is using low prices
strategy which leads an
important factor while
beating the competition in
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and discounts for the purpose
of attracting the customers.
the market.
Place This company is available in
international market such as
the Egypt, Ireland, Canada,
Jordan, France, Kabul,
Morocco, India, Chains and
many otbers. They are selling
various products through
their outlets.
The stores of Tesco are
available in the world. They
are providing products online
and offline.
Promotion M&S is using various tools
such as magazines radio
television newspaper for
doing promotion of their
organisation full stop along
with this they are also
including celebrity in their
advertisement for making its
brand.
They are using television
advertisements and offering
various promotional
discounts along with
arranging various charitable
events for promotion.
People M&S is focusing on both
employees as well as
consumers. They are
performing their Corporate
Social Responsibility in a
best manner.
Tesco is a brand which is
generating huge amount of
revenue so they are required
that their employees show
loyalty towards organisation.
They are focusing on their
employees and their
development.
Process They are using sustainable
process while delivering the
the products.
They are following various
processes in order to making
customers happy buy speedy
building services and making
products offline and online.
Physical Evidence M&S is providing their
products in the market. It can
Tesco stores all notice show
advance as of Saints very and
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be considered as a physical
evidence of organisation.
other companies.
How the marketing mix is applied to achieve business
objectives, relating to the two chosen organisations
Marks and Spencer is providing products eco friendly along with providing various
offers and discounted coupons which helps the organization in attracting the customers.
Tesco is providing products online and offline on a very affordable price so that every person
can purchase the products which lead to the increase the productivity as well as profitability.
It also helps the organization in making a positive reputation in the market which work as a
competitive advantage for them and it also make a brand image in the market. The physical
evidence of both companies can be considered as the products which they are offering to
customers. By providing good quality goods, they can move towards the success of
organization. Marks and Spencer is using stable and suitable processes which is good for
organization in maintaining the processes. On the other hand, the Tesco is using various
multiple processes, it seems that Tesco is flexible in nature. They can adopt the changes
quickly in the organization. It also works as a advantage for organization which help them in
achieving the organizational goals and objectives.
Section B: Marketing Plan
Marketing goals and objectives based on marketing mix
analysis/situation analysis
Executive Plan
Marks and Spencer wants to expand their business in United Kingdom where they are not
doing business operations currently (Duening, T.N., Hisrich, R.A. and Lechter, M.A., 2020).
They want to give more efforts in the business of food. They are planning to start various
restaurant as well so that they can also provide various food items with a good bran image.
External Market Analysis
Political Factors: Political stability and importance of Retail sector in the country's economy.
Risk of military invasion
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Level of corruption - especially levels of regulation in Consumer Services sector.
Bureaucracy and interference in Retail industry by government.
Legal framework for contract enforcement
Intellectual property protection
Trade regulations & tariffs related to Consumer Services
Favored trading partners
Economical Factor: Skill level of workforce in Retail industry.
Education level in the economy
Labor costs and productivity in the economy
Business cycle stage (e.g. prosperity, recession, recovery)
Social Factors: Culture (gender roles, social conventions etc.)
Entrepreneurial spirit and broader nature of the society. Some societies encourage
entrepreneurship while some don’t.
Attitudes (health, environmental consciousness, etc.)
Leisure interests
Technological Factors: Technology's impact on product offering
Impact on cost structure in Retail industry
Impact on value chain structure in Consumer Services sector
Rate of technological diffusion
SWOT Analysis
Strengths Weaknesses
 Clear Brand Image
 Innovation
 Diversity
 Inability to penetrate successful in
foreign market
 Customer satisfaction
 Supply chain scalability
Opportunities Traits
 New segments  Competition
Aims and Objectives
 To increase the market share by 45%
 To attain the customers by 30%
 To increase the profit by 25%
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7Ps marketing strategy
Product: Marks and Spencer is planning to offer food items to the audience and expand their
business.
Place: They are planning to open various restaurants on various crowded locations in order to
attract the customers. They are required to make available their products online as well in
order to cover the complete audience (Ki, C.W.C., Cuevas, L.M., Chong, S.M. and Lim, H.,
2020).
Price: They are required to decide prices on fair price policy as it is starting of business and
people want to purchase good quality products at less prices. It may work as factor of
attraction of people (Goffi, G., Cucculelli, M. and Masiero, L., 2019).
Promotion: As it is a new business so the organization is required to use various promotional
tools in order to provide the information regarding the products and organization to the
people of a specific market (Woyo, E. and Slabbert, E., 2019).
People: They can target working people who are working in the offices and looking for a
place where they can complete their lunch and the colleges where the young students are
looking for a place where they can take snakes with their friends and spend quality time. Also
it is found that the young age people have high power of doing expenses on food items
(Greenfield, B., 2019).
Process: They are required to follow multiple process so that they can make the organization
in flexible nature in order to adopt any change in the environment either it can be in macro
environment or micro environment (Baray, J. and Pelé, M., 2020)..
Physical Evidence: They are providing various products, it will work as physical evidence
of their business as people will get products in the exchange of money.
Finance Plan
Sources Amount (£)
Advertisement 30000
Employees Salary 70000
Stationary 10000
Total 110000
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HR Plan
The Marks and Spencer is following a complete process of recruitment under which
they are posting advertisement at various platforms. After this, they are conducting various
interview rounds and finding the right knowledge and skills in every candidate. In this way
they are hiring the employees in their organization.
Target Analysis Implementation
The organization is using STP analysis for the same and they are targeting on demographic
basis audience. They are targeting on young generation people as they are ready to pay extra
money on food products.
Tactical action plan
It refers to day to day business operations which an organization do for the purpose of
reaching at the desired position. They have to plan all the activities which are related to their
food providing business service (Halagian, M., 2020). Such plan will help the Marks and
Spencer in making a outline of actions which are going to be done in the organization for the
purpose of achieving short term goals. A short term goal refers to those goals which are made
for a time period of one year or less than one year (Mukonza, C. and Swarts, I., 2020).
Measures for monitoring and evaluating progress
Organisation of Marks and Spencer is required to hire a team which will responsible for
measuring the performance of organisation. Along with this, the management of organisation
have to make sure that all the business strategies should apply in the organisation which leads
to the improvement of performance of organisation with the achievement of goals and
objectives of organisation (Agyemang, G. and Owusu, A., 2021). Managers are responsible
for monitor all the employees and guide them, if they are not completing their tasks in an
effective and efficient manner. Progress in any organisation can only be effect if the
management provide various rewards to their employees so that they can feel motivated at
workplace (Lenggogeni, S., Ritchie, B.W. and Slaughter, L., 2019).
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References
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