P2 Roles and responsibilities of marketing in relation to wider organisational context

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of marketing function .....................................................1
P2 Roles and responsibilities of marketing in relation to wider organisational context.............3
TASK 2............................................................................................................................................4
P3 Marketing mix of Beauty Giant.............................................................................................4
TASK 3............................................................................................................................................8
P4 Evaluation of a basic marketing plan of an organisation.......................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12
.......................................................................................................................................................14

INTRODUCTION
Marketing is a concept which is defined by creating, planning and developing business
operations and functions. It is an important tool which helps organisation to fulfil needs and
demands or customers. This is considered by almost all companies which helps them to develop
relationship with potential clients. In this report, the concept of marketing is discussed which is
under taken by famous organisation of UK (Al Khattab and As’ad, 2015). This project is
prepared in context of 'Beauty Giant'. The company deals in various cosmetic and accessories
products such as, hair extensions, wigs weaves, braids and many more beauty items. It also
offers various men and women toiletries from various world renounced brands. In this
assignment, the role marketing is discussed along with its interrelation with other functional
departments. Additionally, marketing mix and plan is also executed to carry out functions of
organisation in an appropriate and effective manner.
TASK 1
P1 The key roles and responsibilities of marketing function
Marketing function is a concept of research, producing a market plan, product
development, etc. This also helps company in promotional and distribution of products and
services at market place. There are some roles and responsibilities of marketing function which
helps company to achieve their goals and objectives in allotted time frame. In context of 'Beauty
Giant' some roles of marketing function are as follows:
Identifying most appropriate strategies is the role of marketing department to identify
appropriate strategies and implements them properly. Appropriate strategies helps company to
reach their targets. In marketing, tactics are used to promote products or services of company at
market place. This spreads awareness among consumers at market place about new launch of
organisation. The manager of Beauty Giant should also use effective and appropriate strategies to
increase their demand and profitability margins.
Identifying target markets is another important role for which marketing department is
accountable is to analysis and identify target market. It is also essential for company to determine
in which market they have to serve their services and which is their target market. After analysis
of market company can easily satisfy demand of potential customers (Lyus, Rogers and Simms,

2011). In Beauty Giant, the business enterprise should also identify their target market to
accomplish goals and enhance larger market share.
Producing internal communications with employees are considered to be very important part
of company. They contribute their efforts to achieve growth and success of company. It is also
crucial for manager of organisation to provide sufficient knowledge and training to its workers so
that they can perform their tasks easily and attain organisational goals in allotted time frame. The
manager Beauty Giant should also provide sufficient tools to their workers. They should also
communicate with employees so that manager can understand their mind set properly.
Appropriate communication skills will also help employees to share their views and opinions
with other members of company.
Developing new products is also an another role in which marketing function plays in
developing new products. Marketing section perform its role by promoting and advertising the
new launches of company at market place. They set up campaign programs and give
advertisements in newspapers so that more number of people can know about new service or
product of organisation (Chikweche and Fletcher, 2012). In Beauty Giant, the marketing
manager of company also contributes their efforts in promotional and distribution channels. This
helps them to get reviews from customers and enhances productivity levels.
Managing and monitoring social media is essential for company. In this, the marketing
manager of Beauty Giant should also monitor and manage their social media accounts. They
should update all informations timely posted on websites.
Producing marketing and promotional materials is done before selling products at market
place, the manager of company should produce proper marketing and promotional materials.
They should give proper adds in newspapers, televisions, radios, print pamphlets, etc. This helps
them to give all information of their products to customers includes its price. This should be also
considered by Beauty Giant to enhance sales level and profitability margins.
Key elements of marketing functions
Research refers to the process or technique of identifying target market and customers
desires related to products or services. It is an important key element of marketing function
which assist company in attaining or accomplishing their goals or targets. In context of Beauty
Giant, the marketing department of organisation considers program of research and development
to determine their target market. In this they analyse which product is mostly preferred by

services users and at what prices (Pappas, 2016). This also assists company in getting feedbacks
from buyers related to services or goods. It is related with research and development department
which helps them to do researching related to customers demand and preference. By this,
organisation can easily accomplish their goals.
Planning refers to the concept of drawing and creating business plans. This is also an
essential key element of marketing function which assist organisation in managing entire
operations. By this, company can easily attain their objectives or tasks. The process of planning
is also considered by manager of Beauty Giant which helps them to operate business operations
in an effective and efficient manner. The manager of company also involves all its employees in
planning process so that they can also performs their activities properly and systematically. This
key element of marketing is essential and interrelated with production department. As production
takes place after making proper plans and functions.
Strategies are techniques which manager of company implements to achieve business
objectives and goals. Strategies are considered after planning and researching relevant
information from market. This also helps Beauty Giant as by this they can identify all strength
and weakness of business operations. It also provides valuable guidance to organisation to
compete with their rivals and gain competitive advantage. The marketing section is
interconnected with strategies as these are implemented according to needs and demands of
market condition.
Tactics are also an essential element of marketing which helps company in achieving
their goals and objectives (Conradie, Roberts-Lombard and Klopper, 2014). It is a short or term
plan which is considered by organisation to attract more customers towards them. In this, they
provides limited period offers or value added promotions to increase their sales or productivity
levels. Tactics are also implemented by Beauty Giant to boost their sales allure buyers towards
them. It helps marketing department in implementing new ideas by which they can accomplish
their goals.
P2 Roles and responsibilities of marketing in relation to wider organisational context
In every organisation, marketing department is interlinked or interconnected with other
functional departments of organisation. This is essential and beneficial for company in achieving
their goals and objectives in time. In context of Beauty Giant, the marketing section of company
is also interlinked which are as follows:

Marketing and production: In Beauty Giant, these departments are interconnected with
each other and plays significant role in attaining market objectives. The marketing department
generate relevant information from market about customers needs and demands. They give this
information to production department so that they can manufacture only those products which
are customers willing to buy. In this way, they helps each other in their functions and operations.
Marketing and sales: Sales department of Beauty Giant also plays a major role
achieving company objectives and targets. In this, marketing section of company provide details
about desires of their target market (Ting, 2011). This helps them to sell those goods or services
which customers wants to buy at their affordable prices. This will be easy for company in
achieving their goals and objectives time and enhance their revenues.
Marketing and Human resource: In this, the human resource department of Beauty
Giant helps company in recruiting candidates for job. In this, marketing section post on social
websites of company about vacancies with all required information. By this, candidates can
apply online according to their profiles (Plomaritou, Plomaritou and Giziakis, 2011). This assists
HR division to hire best and capable employees to accomplish targets of organisation.
Marketing and finance: In Beauty Giant, the finance or accounting department of
company also helps company to attain company functions. It provides funds to marketing section
in order to set up campaign programs and do promotions about products and services of
company. This assist company to spread awareness and increase level of productivity. Finance
department also keeps records of all transactions done by company such as cash inflows and
outflows. This aid organisation in managing and operating functions in well and defined manner.
TASK 2
P3 Marketing mix of Beauty Giant
Marketing mix is a tool considered by company to achieve their goals and carry out their
business objectives. This model is also used by the manager of Beauty Giant to improve their
level of performance and gain competitive advantage at market place (Dioko, 2016). In this
context, marketing mix of Beauty Giant is done under this statement.
Basis Beauty Giant Yardley
Product Beauty Giant is a brand of UK
which sells cosmetic and
Yardley is an international
English based company which

beauty items. The company
offers several cosmetic items
and accessories such as, hair
extension, braids, wigs
weaves, etc. In addition to this,
the company also deals men
and women toiletries from
various world renounced
brands. The organisation
provides superior quality
products at affordable rates to
its customers. In order to
increase sales and attract more
customers company uses uses
skimming pricing strategy.
operates its business in UK by
William Yardley. The
company deals in various
cosmetic and beauty products
such as, perfumes, toiletries
body wash, oral care, etc. It
provides products at affordable
and reasonable rates to its
customers. In this, the
company adopts low costs
pricing strategy to sell their
products.
Promotion Promotion means advertising
or introducing new products at
market place. It is said to be an
essential factor of marketing
mix. In this, the manager of
Beauty Giant adopts several
techniques and channels of
promotion to introduce
products at market place. It
involves billboards, by posting
on social media, printing in
newspapers, etc (Ezekiel, Eze
and Anyadighibe, 2013). This
spreads awareness about
product among customers in
The manager of Yardley
focuses on maintaining good
relations and coordination with
its customers through
promotional modes and
sponsorship. In this, company
also uses various
advertisements and marketing
channels such as, print media
adverts, television adverts,
social media, etc. to attract
customers towards them.

market.
Place The company operates its
business in UK and has
approx. 50 branches all over
the country. Beauty Giant is
famous for its beauty and
cosmetic items which they
offers to their customers at
affordable rates. They also
focus and serve only those
locations which are convenient
for their customers to reach.
They also provide online
services and cost free
deliveries on door steps to
buyers.
Yardley is a global brand
which operates its business in
UK. It also serves its services
in many other countries such
as USA, Asia, Europe, etc. It
supplies its products
throughout the world through
multi-brand retail outlets. The
brand also provides several
discount vouchers and coupons
to its buyers.
Price Pricing refers to the concept
which company applies on its
products to sell them in
market. It is an essential
component considered by
organisation. In context of
Beauty Giant, the company
adopts skimming pricing
strategy to sell their products
to consumers. Skimming
pricing strategy is a technique
which is designed and
implemented by organisation
to maximise sales and
In this, the manager of
company uses premium
pricing strategy to sell their
products and justify their
quality. According to this
strategy, organisation charges
higher prices from their rivals
without compromising in
quality of their raw materials.
This helps them to enhance
their productivity level and
sales revenues.

revenues (Goldstone, 2011). In
this, company introduce their
products at high rates but
gradually reduces their costs as
their competitors appears in
market. By this, company can
easily attain their goals and
objectives in allotted time
frame and allure more
customers towards them.
Physical evidence It refers to the environment
and packaging of products.
According to this component
the manager of company
maintains friendly and
atmosphere of outlet (Sever,
Sever and Kuhzady, 2015). It
includes logo, design,
structure, etc. of company. In
Beauty Giant, the manager of
company also focuses on
cleanliness and hygienes to
retain customers in store for
longer period of time. This
also helps business
organisation to develop strong
customers base and enhance
larger market share.
The manager of Yardley also
focuses on store and packaging
of products to attracts
customers towards them. The
physical evidence and
structure of company is
attractive that more buyers
come to visit the store. It is
beneficial for them as it
enhances larger market share.
People The manager of Beauty Giant
focuses on its employees as
In this, the manager of
company provides professional

well as customers. They
provides all benefits to its
employees and service users.
They give training session to
their employees so that they
can assist customers who visits
store. This also helps them to
perform their activities easily
and in systematic manner
(Haydon, Dunay and Krueger,
2012).
training and knowledge to their
employees about product. This
helps them to provide details
of products to consumers. The
company also offers incentives
and promotions to their staff
members according to their
performance. The organisation
also provides various discount
coupons and deals to their
customers so that they can buy
various products by redeeming
vouchers and points.
Process It refers to the method of
production or preparation of
products (Rosenbaum, Moraru
and Labrecque, 2013). By this
company produces products by
allocating all resources
properly and effectively. It is
an essential component which
company considers to attract
more customers. The manager
of Beauty Giant uses
inventory control process
which to reduce wastage of
products. This leads them to
produce more products by
enhancing larger market share
and profitability margins.
Yardley adopts well-tailored
process to minimise their costs
of production. By this they can
easily attain their goals and
objectives and maximise their
revenues. This also aid
organisation to attract more
buyers towards them.

TASK 3
P4 Evaluation of a basic marketing plan of an organisation
Marketing plan refers to the tools which shows overall efforts contributed by company to
achieve objectives. It involves market situation analyses, action programs, budgets, sales
forecast, etc. It has a formal structure used to create flexibility in plans or operations of company.
In context of Beauty Giant, the manager of company also considers and execute plan to enhance
larger market share and sell products to their targeted customers.
Overview of company
Beauty Giant is a UK based cosmetic company which has approx 50 branches all over
country. The company provides products such as, body care items, hair extension, braids, wigs
weaves, etc. It also provides men and women toiletries from various brands. The company sell
products of other companies and have achieved a good name at market place (Khatwani and
Srivastava, 2015). The manager of organisation provides training session to their employees
which helps to perform well and enhances future opportunities. It is going to launch new anti-
ageing product in market named as 'Forever Young'. In this, organisation targets over 30's
market.
Mission: The mission of Beauty Giant is provide best and superior quality products
which do not affect in any way.
Vision: The vision of Beauty Giant is to become a first choice of customers in category
of beauty products.
Marketing objective:
The main objective of Beauty Giant is to increase their level of sales by 30% within 3 months.
To produce product with aim of increasing market share by 20% within 2 years.
STP: It is a concept which helps company to segment its market according to product
category and customers preference. It stands for Segmentation, Targeting, Positioning. It is
beneficial for Beauty Giant as by this they can sell their products and identify their position at
market place.
Segmentation: In this, the company can segment its market in different categories and
serve its products to fulfil demands of buyers (Scott and Flynn, 2014). By this, organisation can
achieve its objectives and goals in allotted time frame. It involves different categories of buyers
in which business enterprise can divide its market as follows:

(a) Geographic: If the manager of Beauty Giant is segmenting its market according to
this factor then they have to focus on buyers who resides in geographical locations such as, state,
region, city, etc.
(b) Psycho-graphic: In this company have to focus on lifestyle and living standard of
people if they are segmenting their market on psycho-graphic factor.
(c) Behavioural: As per this factor, company have to deal with consumers attitudes and
behaviour towards products if they are segmenting their market on behavioural factor. They
should serve products which buyers are willing to buy.
(d) Demographic: It involves education, occupation, annual income, gender, etc. In this
company should apply prices according to per capita income of buyers if they wish to segment
this category.
Thus, from the above category, the organisation target its market according to psycho-
graphic factor. These people focus much or their lifestyle and living standard.
Targeting: In this, company targets those service users who are more likely to buy
cosmetic and beauty products.
Positioning: In this, organisation can identify its brand position at market place in
comparison form their competitors. They can also analysis their strength and weaknesses of
goods.
Marketing strategy
It is a long term approach which helps company to achieve their goals and competitive
advantage at market place (Laiwechpittaya and Udomkit, 2013). In Beauty Giant, the company
uses relationship strategy to make their customer base strong and enhance productivity level.
Swot analysis of Beauty Giant
Strength
Prices are affordable and reasonable.
Large range of options in category of cosmetic
and beauty.
Weakness
High number of competitors at market place.
High costs of raw materials.
Opportunities
The stocks more organic products.
Threats
Fluctuations in foreign exchange rates.

Opportunity of expanding business all over UK
and across the country.
Changing in government policies.
Marketing mix of new anti-ageing product “young forever”
(Source: Marketing mix, 2018)
Product: The company Beauty Giant is going to launch new anti ageing product 'young
forever'. They should provide superior quality product at affordable rate which consumers can
easily.
Price: The company should use skimming pricing strategy to increase their sales and
attract more customers towards them.
Place: The organisation should serve their products at places which are convenient and
easily reachable for customers.
Promotion: The marketing manager of organisation should promote their products
market place through various modes (Laran and Tsiros, 2013). They should give advertisements
in newspaper, television, etc.
Process: The manager of brand company should provide easy transaction process to their
customers such as, payments through cash, credit cards or bank transfer.
Illustration 1: Marketing mix

Physical evidence: The outlets should also be attractive, hygienic and healthy. They
should consider decent colours packaging of product to allure more buyers towards them.
People: The manager of Beauty Giant should provide training to its employees about
details of new products so that they can assist buyer related to goods (Marketing mix, 2018).
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 15000 6000 7000
Investment 10000 10000 6000 8000
Total 20000 25000 12000 15000
Marketing
outlay
15000 3000 5000 5000
Promotion 5000 3000 5000 3000
Sales
publicity
5000 2000 5000 3000
Direct
selling
3000 3000 5000 3000
Total 28000 11000 20000 14000
Monitoring and control
Marketing plan is essential for company which helps them to carry out their operations in
set time. The manager of Beauty Giant should implement marketing plan and monitor it timely.
This aid them in reducing risks and obtain better results and outcomes (Luchs, Griffin and Swan,
2015). Thus, by this company can easily accomplish their goals and objectives with increasing
profitability margins.
CONCLUSION
From the above report it has been concluded that marketing is an essential factor for
achieving success and growth of company. By this organisation can advertise its products at
market place and gain competitive advantage. Along with this, interrelation of marketing with
other functional units is also discussed in this report which helps them to produce valuable
products. In addition to this, marketing mix and marketing plan is also specified in this
assignment which assist organisation to keep record of all activities done by staff members.

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