TABLE OF CONTENT INTRODUCTION...........................................................................................................................2 LO1..................................................................................................................................................3 P1 Roles and responsibilities of marketing functions..................................................................3 P2 Interrelationship of marketing with other functional department...........................................5 LO2..................................................................................................................................................8 P3 Compare between marketing mix techniques used by different organisation to achieve business goals..............................................................................................................................8 LO3................................................................................................................................................11 P4 Marketing Plan of Marks and Spencer.................................................................................11 REFERENCES..............................................................................................................................14
INTRODUCTION Marketing is the set of activities or tactics that undertakes by organization to promote it’s products or services in the business market. Marketing is important functions of the business which assists to lead profitability in company. Currently, there has lots of business that undertakes different functions of marketing to target their specific market. In recent times top managementofthecompanyputshigheffortstomaketheirmarketingfunctionmore sustainable. In today’s world competition is raised by and by within each sector in which upper management must control over marketing team and orders them to use well-organized and well- improved marketing strategies and tactics in the regular marketing functions. So, marketing team of the business requires highly competent and creative employees for this job roles because they can give effective strategies to keep company stay in competitive market. In today’s world, only those corporations are successful and enables to achieve high profit in the business which uses modern marketing strategies such as digital marketing because these are cost-effectiveand gives more access to reach targetedcustomers as compared traditional strategies. To understand role and responsibilities of marketing functions has an exampleofM&Scompany.ItisaBritishmultinationsupermarketcompanywhichis headquartered in London, England. The brief study provides understanding about roles and responsibilities of marketing functions within organization’s success in the business market through this report. LO1 Roles and responsibilities of marketing functions There are various marketing functions that gives huge contribution to lead success within company because it offers opportunity to promote it’s products and services at the wide scale in the4 business market. Currently marketing functions plays excellent role in M&Splc. In recent years it become one of the most popular organization in it’s sector due to it’s top management level. Marketing functions are also another reason to maintain organization’s position in the UK’s retail sector. So, it will be valid to say M&S plc cannot maintain it’s brand image in the business market without involving marketing functions on daily basis. While marketing manager of retail company is also performed effective in it’s position to make company successful by implementing all marketing strategies in their regular operations.Top level management of M&S plc knows that competition in retail sector influences by and by so, HR department and
marketing department of company are working together to develop innovative strategies and tacticswhichhelpsM&Splctogainhighlycompetitiveadvantageinthesupermarket (Dabrowska and Podmetina, D., 2017). There are various roles and responsibilities of the marketing functions which will discuss as follows and this discussion supports to understand the realistic value of marketing functions in the retail company. Influence product and services Recently M&S plc offers wide variety in products along with extensive features at affordable price to the user or customer in the retail sector (Uysal, 2016). In that state promotional activities are highly required for the busines to influence it’s profit ratio in the UK’s retail market. So, marketing functions is only way for this retail company that gives huge contribution to promote and services on wide scale in the market and improves brand image in the business market.However, M&S plc already has taken extensive benefits through it’s marketing functions such as recently organization enables to promote it’s products and their services around the world. This function of marketing is quite sufficient to achieve large revenue in the retail market (Kuutsa, 2016). Improves customer base From past few years each retail company puts high marketing efforts for achieving large customer base within UK. However, when an organization has wide customer base in it’s sector then it become quite easier to gain more respective position like top most international companies. There is top level management of M&S plc also try to build large customer base like Primark, Waitrose and Tesco. In that state, marketing function is only way for the organization which can support to gain large customer base.However human resource management must instruct it’smarketing department for developing effective marketing campaigns in different market segments which improves customer engagement (Martensen and Mouritsen, 2017). M&S plccangetsuccessinthismarketingcampaignwhenmarketingteamintroducessome informative advertisement that can negotiate people or customer to buy product and services from M&S. With these steps, retail company enables to gain large customer base in the UK’s retail sector. Supports in achieving competitive advantage To gain highly competitive advantage in retail sector can play excellent role only marketing function within company. There are lots of corporation that have achieved large
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competitive advantage with the cooperation of marketing functions. M&S plc also has achieved competitive advantage on it’s certain products.However, marketing team of the retail company must create innovative marketing strategies and tactics which leads profitability rather than it’s competitors like Tesco, Asda and others (Sharma and Chan, 2017).Generally,M&S plc also plans to gain sustainable competitive advantage for long time with the support of marketing functions. So, it is the major reason that manager of marketing department must create productive marketing strategies and techniques so that it can achieve large competitive advantage in it’s retail sector. Increase market share Marketing function also support in gaining large market share. In this instance, human resource management of M&S plc requires to use effective marketing functions for capturing it’s large market share within retail sector. However, M&S plc has already captured large market share in the UK’s retail sector. But organization needs to capture large market share like Tesco and Primark on it’s products because threats of new entrants are increased in the UK’s retail sector. So, it is essential for M&S to implement all marketing function in increasing market share effectively.In that case marketing team of retail company must divide it’s whole market into small segments for precisely understanding the realistic demand of customers (Nuseir, 2019). Then marketing team requires to target it’s customer based on the disposable income, attitude, spending behaviour and others. In last, marketing team needs to conduct different marketing campaigns to influence product promotion in different market segments. This type role of marketing manager will supportM&S plc to gain wide market share in the UK’s retail industry. Establishing customer relationship Currently each corporation takes innovative steps in it’s business environment for establishing effective relationship with users or customers in the business market. In this state, marketing function is one of the better waysfor the corporation to build and establish good relationship with external stakeholders. However, most of the people or customers like to prefer goods and services only from those organizations in the business market which builds effective relationship with customers.it is not easier task to builds and establish good relationship with customer because it requires more efforts ad high involvement of employees to provide best customerexperience.Aspertheviewofdifferentbusinessexpertsmaintaineffective relationship with consumers requires to focus on their demands and needs then organization can
gain trust of them on it’s brands and products as well (Sarkum, Pramuka and Suroso, 2017). So, M&S plcmust take support of it’s marketing team to establish good relationship with customers. However, marketing team of the retail company is responsible to target different market segmentsandcommunicatewithcustomerseffectively.M&Splchaswell-developed communication skills which can play effectiverole for establishing excellent relation with customer and users (Searle and et.al., 2018). From the above discussion of marketing functions can be analysed that marketing functions plays essential roles in leading profitability within business. but the major drawbacks of the marketing functions are that it requires excellent managerial skills of marketing managers then they can practice all marketing functions productively. If marketing manager of the company unable to practice all marketing functions effectively then organization cannot achieve it’s goals as well as cannot compete with it’s competitors. So, marketing manager of M&S must recruit such staff who have excellent skills and can support to raise good will of the business within business market. Interrelationship of marketing with other functional departments HRM and Marketing HRM and Marketing function of the M&S plc are completely interlinked with each other and helps company to meet it’s objectives on time. There has an example to understand interrelation between HRM and marketing such as when marketing needs some skilful and talented staff in their marketing functions, then they directly contact with human resource managers of retail company to recruit new skilful and talented candidates for marketing team role. In contrary, human resource department of M&S plc is responsible for undertaking all instruction of marketing team while recruiting employees for the marketing department. HRM of M&S plc must practices effective recruitment and selection strategies for recruiting some talented and skilful staff for the marketing team (Parola and et.al., 2018). However, it is the main system whereas all department comes together for cooperating each other so that they enable to achieve M&S’s main goal in predefined time. in addition, when marketing department of the retail company requires to improve skills and competencies in it’s team member, then also marketing team direct communicate with human resource department. The reason behind is that human resource management of the M&S plc always responsible to offer different training and development sessions for it’s staff so that enables to improve their working performance as well
asmaintainstheirwellbeingwithinworkplaceeffectively.Themajordrawbackofthe interrelationship is that both HRM and Marketing department must have high understanding to determine risk and opportunities which helps to take appropriate decision in the context of business. Marketing and sales department:Marketing department supports the sales department in Marks and Spencer Company. Marketing department provides all necessary information to the sales department about the market position, trends in market, customers expectations and other relevant information that supports sales department in company to achieve its overall targets. Sales department channelizes different marketing and promotion campaign with the support of marketing team in company. All such campaigns are planned, managed and monitored by the marketing department in company (Siddiquee, Sammy and Hasan, 2019). Sales department in company carry huge dependency over the marketing department in order to achieve all theory departmental targets and objectives. Marketing department play huge role in creating a brand value of the company which further utilises by the sales department in order to achieve the individual goals of the department. Marketing department also conducts research over market and trends of products which also supports sales department to launch new products that can support such changing trends in market. Sales department also supports marketing department in company by allocating all necessary information related to the products that further utilises by marketing department in channelizing promotional campaigns. It can be projected that both the department carry the inter dependency over other departments in order to achieve the overall objectives of the department functions. Marketing and public relationship:Marketing and public relation departments are also inter related with each other. Both the departments carry the inter dependency over each other. Both departments play the role of dressing the potential customers of company in relation to different products offer by company. Marketing department supports public relation department by guiding in respect to the potential customer base of company. Public relation department also supports marketing department by establishing a long term relationship with potential customers of company. Every time marketing department channelizes specific marketing campaign it supports the sales of company as a result of the relationship established by the public relationship department. Both departments in company support each others to achieve the overall objectives of the department operations.
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Marketing and finance department:Marketing and finance department carry the strong professional relationship. Marketing department of Marks and Spencer Company support finance department by allocating the market research on retail sector. Finance department needs to take improtant decisions related to brand partnerships, investment decisions which is immensely based on the market research allocate by marketing department. On the basis of the information allocate by marketing department about the retail market, competitors and other information finance department making investment decisions that can support growth of company (Roach and et.al, 2018). Finance department also support marketing department by allocating the potential marketing budget. This is among the key part of relationship between both the departments. Finance department allocate effective budget to marketing department that can supportmarketingdepartmentinchannelizingallmarketingandpromotionalcampaigns. Marketing department also involves in corporate social responsibilities function which also funded by finance department additional to the normal marketing department budgets. It can be stated that both departments need to work together in order to achieve the objectives of individual department. Production Department with Marketing:Production department of Marks and Spencer is responsible for making products and services that can cater needs and demand of each individual so that company can sustain its business in competitive market.So, it coordinate with marketing department to know about recent trends in technologies and customers preferences so that appropriate changes can be made to retained customer’s satisfaction level and loyalty. Marketing department of Marks and Spencer have strong interrelationship with production departments that helps it to know about Uniqueness of products and services so that customers can be influenced by putting minimum efforts. Marketing department also provide information to production department to make specific modification in products so that people can be attracted and company can grow. LO2 P3 Compare between marketing mix techniques used by different organisation to achieve business goals Marketing mix is a tool that is used by marketing manager of Marks and Spencer to induce various individual to select products and services of company so that it can gain competitive
advantages. It helps in increasing brand image and overall sales volume of organisation as more and more customers are ready to buy products of company (Siddiquee, Sammy and Hasan, 2019). Different firm uses different marketing mix tools in order to motivated or attract individual to make purchase of products and services of firm so that it can achieve its objectives within limited time frame. Therefore marketing mix tool used by manager of Marks and Spencer and ASDA can be illustrated below: BASISMarks and SpencerASDA ProductsCompanydealsinwide product portfolio in order to fulfil needs and wants of each age group individual such as men, women and kids.It has footwear, clothes, accessories and jewellery for women and furniture, decorative items for home and gift. At the same timeprovidedfinancial services to customers so such wide range of products and serviceshaveinfluenced individual to choose products of marks and Spencer Brand. Some of the brand name are Per Una, Indigo, ASDA deals in products and services such as fresh food, homeandpersonalcare products,andhealthand beautyproducts.Thereare various financial services in which ASDA deals such as Travelinsurance,personal loanandCreditcardsthat provide ease and comfort to customers to make purchase fromsinglestoresfor fulfilmentofneedsof customers.Strongbrand imageandvarietiesof products and services helps in bettersatisfactionof customersrequirementsand future growth of firm. PricePrice plays important roles in influencing individual to take decisionforpurchasingof specificproductsand services.ThereforeMarks It can be stated that in term ofpricingstrategyASDA have made success as firm is well known for high discount providers that have influence
andSpencerhavechosen competitivepricingstrategy asitdealsinqualitative productsandservices (SharmaandChan,2017). Companyprovideproducts form medium to high range sothatwantsofdifferent individual can be fulfilled.It alsoprovidesvarious discountsonoccasionin ordertoincreaseitssales volume and market share. maximumnumberof individual to make purchase andfulfiltheirrespective requirements.Therefore ASDA aim is to provide more benefit or value to customers throughofferingqualitative productsandservicesat discount. PlaceCompany have its operation in international market with more than 1000 stores in 50 differentcountriesthatare used to delivered qualitative services and products to end users. Marks and have more stores in UK as compared to othercountrysuchas approximately850stores. Customerscanalsomake purchaseofproductsand servicesthroughonline sources as it have its official websites. So, it have provided ease and comfort to people to select products while staying attheirhomeoroffices Companyinorderto deliveredproductsand services to large number of individual that are living in society have used both online andofflinemediumthat helpedinimprovementof overall market share and sales volumeoforganisation. ASDA have only525 stores that are less than marks and Spencer.StoresofASDA have different formats such as Supermarket and superstores orsupercentres.Among various format supercentre is largeststoresfromwhere customers can shop. Online
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(Titus, 2018).presencehavealso contributedinattracting existingaswellasnew customers ranges within firm. PromotionItisanothermarketing strategy that is used by Marks and Spencer to retained and expanditsmarketshare. Companyhaveuseddigital marketingstrategyandin storestoattractmaximum numberofcustomersfor growthandexpansionof services.Variousmedium wereusedbyMarksand Spencer’stopromote products and service such as mobilesadd,TVadvand socialmediamarketingthat have contributed in effective achievementsofgoaland increaseinawarenessof brand image of enterprise. Company have mostly used sales promotion techniques in ordertoretainedand influenced more customers in theorganisation.Reducein prices or discount offers have contributedinincrementof sales volume and profitability of organisation.Buy one get onefreearesomeof promotionstrategythatis usedbyASDAtoretain customersloyaltyand satisfaction level. Television, socialmediaordigital technologyaresomeother meansthathaveusedby marketing manager of ASDA toinfluencedvarious individualthatliveacross various countries. Physical distributionCompany have strong supply chain that helps in effective deliveryofproductsand servicesformwarehouseor storestoenduserswithin limited time frame and cost Customers can easily known about details of products and servicesinwhichASDA dealsthroughopeningits officialwebsites.Better customerscareservices,
so that needs and demand of customerscanbefulfilled. Wide area of operation and 24 hours after sales services ofASDAhelpsinbetter exchangeofproductsand servicesfromcompanyto customersthusenhance customersloyalty,brand image and retention of people within organisation. timelydeliveryofservices have helped in maintain and developingstrongbrand imageofproductsand services of ASDA. Customers arehighlyawareabout companynamebecauseof innovative pricing strategy. ProcessEmployeesof marks and Spencerneedtofollow standard process or procedure to perform different task in organisationsothat customersrequirementscan bemeet(Ungureanuand et.al.,2019).Leadersof marks and Spencer guide and support employees to perform newtaskoractivitiesso chance of error, mistake and wastage can be reduce at the sametimemaximum utilisationofavailable resourcescanbedonefor overall growth and success of enterprise in retail industry. ASDAgetproductsand services from suppliers that it haveeffectivearrangedin racks of stores so that people caneasilycomeandselect products as per their taste and preference. Standard process helps employees to provided bestcustomersservices withoutanydelayor mistakes.Selfservices machineryhelpspeopleto makeonlinepaymentsfor purchasedmadewithin ASDA stores. PeopleHR Manager have recruited and selected employees that More than 160000 people are working in different stores of
are highly talented and skilled so that they can effective face different challenges and put theirbestforattainmentof specificobjectives.Ithave continuouslymotivatedand provided good working hours to employees that contributed inmaintainingqualitiesof productsandservicesand satisfactionofcustomers needsbeyondtheir expectancy so that company canearnsufficient profitability. ASDA to render products and services to end users so that companycaneffectively achieveitsobjectives. Employeesareappreciated andrewardthrough promotionorincrementin their salary so that they can be future motivated to work hard for growth and success ofenterprise.Equal opportunitiesandrespect provided to employees helps in continuous improvement in their performance. LO3 P4 Marketing Plan of Marks and Spencer Marketing plans is used to formulate different strategies in advance so that company can easily expand its market share and earn more profitability.It also helps in identifying various able opportunities and threat for business in future circumstance so that effective strategies can be planned to removed them and make effective utilisation of opportunities. Marks and Spencer is planning to introduced organic products ranges and increase its presence in social sites so that customers can be offered qualitative services. Therefore marketing plan of Marks and Spencer can be evaluated and analysed through implementation of SOSTAC model Such as: Situation analysis or current position of organisation:Company have firstly evaluates its existing position in the market so that it can be identify key areas that need to be improved for effective achievements of goals (Kuazaqui and Lisboa, 2019).Swot analysis helps in better understating of company strength and weakness for better planning of future growth of
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organisation. Strength:Marks and Spencer have strong brand image in term of qualitative and standard products and services that are offered by company to large number of customers. Wide range of products have helped in better satisfaction of needs of different individual that exist in society thus contributed in effective growth and success of organisation. Weakness:Company brand image have been affected as younger generation though that Marks and Spencer have products that satisfy needs of older generation. Therefore manager have planned to innovative its technologies and make certain modification or launch of new products such as Organic food range to build new brand image. Opportunities: Marks Spencer have opportunities to use innovative and digital technologies to attract more and more younger generation to prefer products and services of company as compared to another (Chernev, 2018). Social media is one of the innovative marketing strategies that can helps in effective increasing sales volume of enterprise and reduction in marketing cost. Threat:Increase online presence of various companies such as ASDA, Tesco and Sainsbury in retail industry is one of the threat for Marks and Spencer so company have planned to make use of digital medium and launch organic food range for people that are highly concerned about their health and safety. Objectives To increase market share by 20% till 2021 by introducing organic food products range. To enhance customers satisfaction and loyalty by 10% for long term growth and success of organisation in retail industry. To increase brand awareness among customers so that it can easily get competitive position in market and influenced number of individual. To make use of digital medium to promote various products and services so that home delivery services can be provided in limited time period Strategy
Marketing teamof Marks and Spencer Company isplanning to implementthe following strategies. Digital marketing:Promotions in marketing plan will be conducted with the support of different digital marketing channels. Company will use this promotional strategy to promote all its products. In this marketing strategy company will channelise its promotional video at different digital platforms like YouTube, Amazon Prime and other trendy digital applications. Digital marketing will support company to attract all internet users. Specially the young people college going students school going students will be targeted in this strategy (Gordon, 2017). Company will give main priority on promoting its clothing brands as student consist more interest in clothing rather than look forward to groceries and other retail products. Marketing team will portrait all its retail products in this strategy. Social media marketing:Social media marketing will be used to promote products of company in this marketing plan. In this strategy company will target all social media users. Different social media applications like Facebook, Instagram and other applications like gaming applications will be targeted who are trendy and fashionable. Social media marketing will support company to attract all social media users active over these applications and it will also support in attracting all gaming enthusiasts all across the globe (Udayana, 2017). The objectives behind the marketing campaign also involve enhancing the brand value and goodwill of Marks and Spencer Company all across the globe. This strategy will drive company to channelise effective brand value for further growth in market. Search engine optimisation:Marketing team will also use the strategy denoted by search engine optimisation. This strategy allows company to utilise internet for its promotional campaign. In this strategy company will influence the internet in order to take strategic advantages for the success of the marketing campaign (Srinivasan, Bajaj and Bhanot,2016). Marks and Spencer Company also engage selling retail products over internet. This strategy will target the online retail customers available in market. Marketing team will also improve the company's rating in this strategy to gain competitive advantages in online retail market. Radio and television marketing:Marketing team will also promote its products with the support of different radio stations and television channels. This strategy will target the food customers of company. Grocery market of company will be targeted in this strategy. Radio and television marketing is an old technique of marketing still it allows company to take
competitive advantages by offering specific discounts other benefits. Company will use discount strategy under the campaigns in case of fetching order online to boost the online retailing of Marks and Spencer Company. Holdings:Marketing team will also use holdings of company at different locations to attract customers. This strategy is also an effective tool company use to promote its products in market. Tactics Marketing team has already conducted a proper planning that has involved collecting data and statistics about active social media users, subscribers of applications like YouTube, Amazon Prime, YouTube Prime and all different sites. Company has also done a research over most engaging radio stations to run the radio marketing campaign. Marketing team will also use the method of emailing to reach the customers. Discount coupons will be granted to such customers over every purchase (Bokek-Cohen, 2016). To monitor and control the marketing campaign company will also use google analytics to identify the success of its digital marketing and social media marketing strategies. To assess the success of digital media marketing numbers of views over company's advertisement will be monitored. Action To control and monitor the marketing plan company will need experienced staffs who carry the expertise in managing and control the digital marketing strategies. With the support of human resource department entire team also allowed to access the training pr4gram over using all different technical tools like google analytics and other tools. Orientation of the team has also started by experienced marketing staffs to motivate team for the success of the campaign. Control Marketing team will monitor the success of campaign with the supports of Google Analytics, you tube views and other related techniques. Sales of the company will also be monitored on a monthly basis to gain the complete detail about the effectiveness of different marketing strategies. ON;line retail sale of company will evaluate to address the success of company's digital marketing and social media marketing strategies.
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CONCLUSION Marketing play huge role for improving the brand value of company and further it allows company to achieve all objectives of business. Marketing team coordinate with all other departments like sales, public relation, finance, human resources and other department to conduct its functions. Marketing strategies like social media marketing, YouTube marketing, radio and televisions and other strategies can be channelizes to promote company's products in market.
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