Marketing Essentials Assignment : Ben Sherman and Apple Inc

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Key roles and responsibilities of marketing function.............................................................1
Explaining roles and responsibilities of marketing related to wider organisational context..3
TASK 2............................................................................................................................................4
Comparing the ways in which Ben Sherman and Apple Inc. apply the marketing mix to the
marketing planning process to achieve business objectives...................................................4
TASK 3............................................................................................................................................8
Producing and evaluating marketing plan..............................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The world of marketing is becoming more and more focused on directly connecting with
customers and company aims to make the marketing experience more personal. The term
marketing refers to an activity of the organisation that is concentrated on marketing the products
and services effectively in the marketplace. Essential of marketing are important to understand
by an industry in order to build good relationship with consumers. The study of Marketing
essential is based on Ben Sherman a lifestyle brand that recognised globally. The business has
began in quality shirts in 1963 and expanded in 35 more countries (Ben Sherman, 2019).
The study will evaluate role and responsibilities of marketing function and assess that
how it interrelates with other functional unit of an organisation. Furthermore, the report will
compare various ways in which different organisations; Ben Sherman and Apple Inc. use
elements of the marketing mix to achieve overall business objectives by applying this in the
marketing planning. Lastly the study will develop and evaluate a basic marketing plan for the
new product of Apple Inc.
TASK 1
Key roles and responsibilities of marketing function
Definition of Marketing and its importance
Marketing can be defined as an activity that undertakes by the industry to promote the
purchasing and selling of goods and services. According to the Charted Institute of Marketing
UK defines the term as; “Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirement profitability” (Baker, 2016).
For sustainable growth and development and to build recognise image worldwide,
various marketing techniques utilise by Ben Sherman. The marketing process enable company to
create value for their consumers. It also help the industry to understand the marketplace and
gaining knowledge regarding consumer's need and managing marketing information.
Definition of marketing function
Marketing function is a role of marketing that assist organisation to identify and source
potential successful products in the marketplace. In order to let the marketing bridge work
effectively and providing consumers opportunities to buy goods and services as per their need,
the process of marketing must accomplish functions (Blythe and Martin, 2019).
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The function of marketing includes various responsibilities of the business organisation
these functions are responsible for further growth and development of the company. There are
various functions such as; market research, product development, distribution, promotion,
finance, selling, marketing, etc.
Market research
The very primary function of marketing in Ben Sherman is to identify the market needs
as well as consumer's need, want and demand. The market research includes understanding the
market opportunity as well as strength and weakness of the industry (Goworek, McGoldrick and
McGoldrick, 2015). The information regarding market further utilise by the industry in market
segmentation.
The marketing manager of Ben Sherman carries out the market research to gain clear
understanding of what the consumer of lifestyle sector really wants. For that purpose, the
marketer conducts questionnaire as well as analyse the buying behaviour of the potential
consumers.
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Illustration 1: Functions of Marketing

Product designing and development
Product development and designing help the industry to make the product more attractive
to target the market. In the competitive market, companies are require to not only focus on cost
matters but also on product design, suitability, shape and style (Ryan, 2016). The role of
marketer of Ben Sherman to develop the products and service in an attractive manner that enable
industry to attract more and more consumers.
Promotion
This is the foremost function of marketing. Promotion refers to informing consumers
regarding the products of the organisation and influencing them to make purchase. There are four
main methods of promotion; sales promotion, advertising, personal selling and publicity. Every
decision by the marketer of Ben Sherman in this respect affects the sales of the industry. Along
with it, marketing manager take decisions keeping in view the budget of the industry. Ben
Sherman take decisions on the basis of its marketing mix.
Distribution
Under this unction of marketing, marketer of Ben Sherman focuses on making decisions
regarding carrying products from the place of manufacturing to the place of consumption. This
function emphasise on four factors; Inventory, transportation, warehousing and order processing.
Here the organisation is require to select the correct distribution channel for all of its product.
Explaining roles and responsibilities of marketing related to wider organisational context
Marketing is an essential part of the industry that enable them to promote their products
and services. The organisation structure of Ben Sherman categorised in various department that
include; finance, Human Resource, Marketing, Customer services, etc. The marketing also
relates directly or indirectly to the other functional department of Ben Sherman (Baker, 2016).
Marketing and Human Resource Department
Both the department of Ben Sherman work closely with each other. For example; HR
department recruit and select in order to fill the vacant position in the marketing department with
the best skilled and talented candidate and in opposed, marketing department promote the vacant
position in the industry and influence people to apply for the interview. Along with it, HR
department ensure that the necessary resources with the potential skill and talent are in proper
place to meet the objective (Blythe and Martin, 2019).
Marketing and Finance Department
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Both the department are depends on each other in order to effectively work in their own
area. The marketing department of Ben Sherman requires to work with the finance department in
order to ensure that there is enough budget for doing various marketing activities such as;
advertisement, research and distribution (Baker, 2016). On the other hand, the cash flow within
the finance department of the industry raise and continue by effective marketing of the products
and services to attract consumers and enhance the sales.
Marketing and Production Department
Production and marketing department of Ben Sherman are require to work with each
other. The marketing department gathers information regarding the needs of consumers and also
conduct survey to understand the quality, valuably of the products (Barker and Richardson,
2015). Hence, the report of the survey transferred to the production department in order to
develop what people are demanding as per their price point. The marketing department.
Marketing department requires working with production department for analysing and knowing
the volume and orders which is made and generated by marketing in order to provide goods on
time to customers. Marketers require getting products into market, whereas production
department wants to develop products in order to meet safety and healthy requirements
(Goworek, McGoldrick and McGoldrick, 2015).
The interrelation is necessary as it enable manager of Ben Sherman to maximise the
profits as all units interact and interrelated with each other. Along with it, it also helps to develop
environment of cross functional activity. The interrelation result in more effective execution of
the functions, high productivity and innovation (Ryan, 2016). It also improve the performance of
brand.
TASK 2
Comparing the ways in which Ben Sherman and Apple Inc. apply the marketing mix to the
marketing planning process to achieve business objectives
Business objectives refers to measurable and specific ends. They are acknowledgeable
goals towards which all the business activities are directed. Establishing objectives and goals is
important for the Ben Sherman and Apple both the industry as it provide basis for all the
managerial functions in the organisation (Blythe and Martin, 2019). Organisational objectives
render standards of performance against which actual performance is measured.
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Comparison of Marketing mix
Marketing mix is an essential part in the marketing planning process that enable
company to achieve the organisational goals and objectives. Marketing mix refers to the set
of marketing tool that utilise by companies to pursue its marketing goals in the target
market. Thus, the marketing mix is mean to 7 broad level of marketing decision namely,
product, price, place, promotion, people, physical evidence and process (Folinas and
Fotiadis, 2017).
Base for comparison Ben Sherman Apple Inc.
Product Ben Sherman is a well known
clothing brand. The products
include; sports wear, sweaters,
shirts, shoes, outerwear and
accessories predominantly for
men.
The products of Apple known
for the innovation. They offer
a wide range of products for
the consumers such as; Mac,
iPhone, iPod, Apple Watch,
Apple TV, Software and
services such as, apps, music,
etc.
Price The industry is using cost
based pricing strategy where
their selling price is set to
cover the manufacturing cost.
Along with it, Ben Sherman
also follow market oriented
pricing strategy. The price
range of the products is mostly
high to premium that targets
celebrities and high income
people.
The pricing strategy of the
industry is mostly based on
premium pricing strategy for
their innovative technology,
clutter breaking design of the
products and high quality
products. Along with it, price
skimming and geographical
pricing also consider before
setting the price of the
products and services
(Goworek, McGoldrick, and
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McGoldrick, 2015).
Place The distribution channel is not
so wide of the industry as the
products are available at the
Ben Sherman online store as
well as they also sell their
products through other online
stores and have their collection
in other offline store.
The distribution channel of the
organisation is diverse. The
products distributed through
their own retail store to offline
and online channels. Apart
from it, the products are also
make available at other online
retail stores and in the local
markets.
Promotion For promoting the products,
Ben Sherman use various
promotional tools and
techniques such as; advertising
through traditional channel and
modern channel, digital
marketing, print media via
catalogue, fashion magazine
and poster (Harmeling,
Moffett and Palmatier, 2018).
The company also use both
below-the-line and above-the-
line promotional tool.
Apple promote the brand in the
marketplace as premium brand
that delivers premium value to
its consumers. The industry
follow conventional and
unconventional technique to
market the brand. Along with,
the products is marketed
through its official website,
social media, television and
print media.
People The organisation is concerned
with the satisfaction of the
people to the industry such as;
consumer, employees and
other stakeholders. The brand
is premium and exclusive, thus
there are 265 employees work
The staff is highly trained to
do their job effectively. Apple
well understand the need, want
and demand of the consumers
in detail to deliver the best
consumer service and create
strong value proposition
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with the company. For the
employees, industry creates a
positive and creative
environment that promote
innovation amongst the staff.
(Rancati, Gordini and
Capatina, 2016).
The company have effective
technical support team and
promotes an engaging, relaxed
and fun culture for the staff
and consumers.
Process Ben Sherman make sure that
its products are always
available at the stores. The
company has online delivery
process, where orders are
received in the computer
system, thus the relevant
product shipped. The process
is free from any complexity,
consumer can directly order
from its online store.
Apple Inc. is known or their
simplicity of the products and
have manufacturing plant
across the world.
Both in-store and online
delivery is available for the
consumers. The supply chain
management of Apple include;
consumer comes first, simplify
the products and processes and
enhance relationship.
Physical Evidence The website presentation looks
luxurious and attractive as well
as it is user-friendly that allow
consumers to make purchase
easily. The images of products
are taken from various angles
in high quality and present
with specific prices (Ryan,
2016).
The physical evidence of the
company's products are
attractive and seems luxurious
that attract or influence people.
The retail store of the industry
and uniform of the staff also
deliver a sense of premium and
the website presentation is also
attractive with less words and
more art that appeals to its
premium consumers.
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Application of marketing mix
Both the company implement their marketing mix to the planning process that help the
companies to achieve the organisational objective. The product strategy help in evaluating the
existing product of Ben Sherman and provide an understand of the new trend and demand of
consumers that help the industry to enhance their market share and sales. The promotional
strategy of Ben Sherman helps the industry to attract more and more consumers towards the
products and services (Sajid, 2016). The goal of promotion is to obtain and retain consumers.
Thus above-the-line and below-the-line strategy help them to effectively retain the potential
consumers in the marketplace. The distribution strategy and channel ensure that the products
availability is sufficient that consumers do not have to wait to feel sad. The website of Ben
Sherman make the process more easy and effective where they can achieve the objective in cost-
effective manner. The effective distribution strategy also enable company to build brand
philosophy and value in the marketplace. The planning process of company focuses on
enhancing the product reach, satisfying consumers need, etc. The proper implementation of
marketing mix in the planning process help the company to gain competitive advantages as well
as extend their market share. Thus, marketing mix applies in mostly all the activity in planning
process from developing new product, set price for the product, channel selection for distribution
and enhance awareness through effective promotion. The marketing mix help the industry to
resolve the issues regarding marketing of the products and attaining the consumers. It also enable
the sustainable growth of the industry (Stern and Porr, 2017).
TASK 3
Producing and evaluating marketing plan
Covered in PPT
CONCLUSION
From the present study it has been analysed that marketing is an crucial element in the
industry that plays various function in the organisation from market research, promotion and
distribution, after sales services, etc. Furthermore, the marketing department of Ben Sherman is
require to coordinate and work with other department of the company to effectively achieve the
desired outcome. The interrelationship between various departments have positive as well as
negative effect on the industry. Comparison between Ben Sherman and Apple Inc. stated that the
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strategies differ from each other to achieve their own organisational objective. The final
objective of both company is to fulfil the consumer's need.
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