Roles and Responsibility of Marketing Function in BMW

This report discusses the significant roles and responsibilities of the marketing function in BMW, including fulfilling consumer needs, tracking preferences and competition, innovation, market information, and product designing. It also explores the interrelation between marketing and other wider organizational functions such as finance, human resources, sales, production, and research & development. Additionally, it compares BMW with Audi based on the marketing mix elements of product, price, place, promotion, people, process, and physical evidence.

MARKETING ESSENTIALS

Table of Contents
INTRDOCUTION ..........................................................................................................................3
MAINBODY....................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain significant roles and responsibility of marketing function.......................................3
P2 Explain how roles and responsibility of marketing is related with other wider
organisational context.................................................................................................................5
TASK 2............................................................................................................................................7
P3 Comparison between to firms on the basis of marketing mix...............................................7
TASK 3..........................................................................................................................................10
P4 Produce and evaluate a basic marketing plan for a company..............................................10
CONCLUSION .............................................................................................................................13
REFERENCE.................................................................................................................................14

INTRDOCUTION
Marketing included all those activities, process and function which are performed by the
entities of company for full filing the needs of consumers. This is considered as a core business
and carried out by all organisation so that they will able to run their business in effective manner
(Misni, Nor and Ahmad, 2017). The present report is based on BMW company which deals with
luxurious and premium cars. It is a multinational organisation, headquartered in Germany. In
which the present report carries the discussion about key responsibility of marketing function
along with interrelation among wider organisational function. Further it compares two different
company on the basis of marketing Mix. Lastly a business plan is devised in context of chosen
company.
MAINBODY
TASK 1
P1 Explain significant roles and responsibility of marketing function.
The term marketing refers to a process which mainly ensures that each and every
individual have awareness about product that is offered by company for satisfying them. For this
the entities of marketers need to adopt effectual strategies which assist them to retain their
potential consumers for longer period (Ramos, 2018). In which there are various activities or
function that is performed by the management team of company. In which some roles and
responsibility in context of chosen firm are as follows:
Responsibility:
Fulfilment of consumer needs: It is considered that it is the responsibility of marketing
team team to satisfied the need of consumers for enhancing sales and profit margin of company.
With the help of using effective strategies they will able to accomplish this goal. For making
effective strategies company needs to analyse the market trends and preferences in order to
deliver product accordingly.
Tracking of preferences and competition: It has been found that it is another
responsibility that holds by marketing entities of company. In this they need to assess the trends
of consumers and get knowledge about emerging preferences of individuals for attaining the goal
relate to creation of strong consumer base. Along with this it is vital for company to determine

the techniques or technologies that is followed by other players of market for grabbing more
peoples towards their offerings.
Innovation : It become necessary for company to introduce innovative and creative
products for this company need to adopt some new technologies. This will aids company to
influence ample number of peoples towards their services (Nguyen and Wait, 2015). In relevance
to chosen firm their main aim is to grab more people for their services and for this they are
launching new innovative product on continuous basis which can be seen by the image of
company at marketplace.
Market Information: This is also a significant duty that need to be performed by the
anti ties of corporation. In this they need to assess the market information related to product so
that they will able to attain their objective. In relevance to this the chosen firm carried out some
internal and external analysis of environmental factors for smooth running of operations.
Product designing: Product designing is the responsibility of company for producing
innovative and creative products in order to attract peoples for services. By this they will able to
provide full satisfaction to their consumers as well as it become easy for marketers to attract
more customers for business at larger scale.
Funding: This tends to an important responsibility, in which they have to adequate
amounts of funds within the management team so that the business operation will be carried out
properly. Without funds it is not possible for company to run their operations and in context of
this, promotional activities requires a lot of investment and for this it is the responsibility of
management team to collect funds.
Roles:
Managing brand: In this competitive era, it is necessary to manage the brand of
company because the perception that company posses with their brand, product quality of service
and products increase the vales of company at marketplace (Perreault, 2018). In relevance to
chosen firm they also maintain and need to focus on brand image by supplying high quality
products to consumers. Hence the promotional tool the is adopted by company need to be
effective for increasing the good will of company.
Market research: This is another role that mangers of marketing team possess and in
order to implement some changes after analysing the market research so that the requirements of
consumers will be fulfilled. In context of this, BMW need to carry out effective marking research

for gaining the competitive market edge. Along with this, it will aids them in using their
resources in effective manner and allows company to grab more opportunities.
Internal communication: This produces an effective communication which aids
company company peoples to follow right direction and path as well as it removes the obstacles
and conflicts among employees of company. In relevance to this, the chosen firm use emails, text
message and other modes of communication for passing information to employees. It relies on
firm to use which type of tool for communications.
Therefore, from above stated points, it has been found that it is the responsibility of
mangers to ensure that all rules and regulations are effectively carried out and managed properly.
Further all decision would be taken by considering all objective and goal of company as well as
by managing all duty in effective way (Rowley, 2016).
P2 Explain how roles and responsibility of marketing is related with other wider organisational
context.
Marketing function is considered as one of the important and essential component of
company. This is a business function which mainly interrelated with other departmental function
of company. In which each and every department are interlinked with each other for full filling
the common goal of company as well as this interrelation assist all mangers in reaching pre
defined objective of company. In relevance to this the marketing function of company is
interrelated with other functions of company and all these are as follows:
Marketing and Finance: It has been found that finance department within the firm plays
an essential role as it manges all inflows and outflows of cash. In context of BMW, it is
identified that there is a interrelation between both marketing and finance department. The
financial department of company is mainly concerned with the management of monetary funds
so that they can serve consumers in effective manner. Whereas the role that is performed by
marketing managers is to develop effective strategies for promotional & advertising activities so
that they can promote goods/ services in effective manner. For instance marketing department
perform various activities for raising funds and that assist them in attaining the goal of company
in effectual way. Hence the mangers of company need to coordinate and collaborate with finance
departments for enhancing the overall growth of company (Lewis, 2016).
Marketing and Human Resources: Human resources department of company mainly
emphasis on appointing and hiring highly skilled and qualified candidates within company. In

which both marketing and Human resources department share effective and positive relationship
and that leads them towards growth and development of company at marketplace. Marketing
managers of company promote vacant position in market which assist HR managers to hire best
and suitable candidate for attaining the objective of company. For example, HR mangers of
BMW takes whole responsibility in order to hire new and potential personnels whereas the roles
of marketing department is to promote and advertise for vacant job position. With the help of this
cross functional relationships, entities will able to get exact human resource workforce within
company.
Marketing and Sales: The main objective of company is to increase the sales and profit
ratio of company at competitive marketplace. With the help of this mangers of company will able
to retain their potential customers by provides best quality of services according to the
requirements (Wu, 2018). For this, the mangers of BMW required to determine the trends and
preferences of end users before providing them services. Hence, the consumer base need to be
strong for increasing the sales and profitability of company. For examples, marketing team of
BMW, determines that most of the peoples are prefers electric cars and autonomous cars in
today's 's environment. Therefore marketing team of selected company need to offer innovative
products according to the requirements of consumers which gives results towards enhancement
overall sales of company at competitive marketplace.
Marketing and Production: The role that is performed by the production is they convert
raw material into finished goods. Now it is the responsibility of marketing department to provide
information related to trends and preferences of consumers so that the team of production
department will able to manufactured accordingly. In context of BMW, the production
department will follow the guidance of marketing department in order to satisfied consumers. So
it become vital for both the department to mange effective and positive relation within the firm
so that they will able to accomplish their goal within given time framework.
Marketing and Research & Development- The duty that is conducted by the research
department is that they carry out all testing, research etc. within specific firm. Huge amount of
capital is invested by company for understanding the strategies and tactics of other competitors
along with trends of consumers (Uhl and Gollenia, 2016). For this company need to hire some
expertise in order to carry out effective market research so it is vital for firm to maint9in
effective relation with research department.

TASK 2
P3 Comparison between to firms on the basis of marketing mix
Marketing mix is a well known technique used to formulate marketing strategies which
help a company in increasing its market share, attract new customers and gives the company
competitive advantage over its rivals. Before marketing mix considered of only four elements but
this tool has been improved over the years and now has seven elements which should be
examined by every organisation before making a competitive scheme (Werner and Tang, 2017).
The seven concepts used in devising a competent and successful marketing strategy through
marketing mix are product, price, place, promotion, people, process and physical evidence.
Audi BMW
Product Car manufacturer Audi has
always been connected with
luxurious and fast cars . The
organisation offers its
customers a broad variety of
luxury cars. The company does
not compromise with quality
and as result has a loyal
customer base from affluent
sections of society. The
conglomerate produces sports
cars for wealthy buyers .
German car maker BMW is
involved in the production of
SUV.s sport scars bikes and
provides its customers a luxury
car sharing services. The
company was the earliest to
enter the electric car sectors
and has invested in an app
which takes it's users to the
nearest charging point for their
e-vehicle.
Price The company aims to target
segments of the auto mobile
industry who are able to pay
high prices for their product.
The firm charges extra fee for
availing optional car
accessories or for making
The company aims to sell it's
products to affluent clients all
around the world and therefore
offers it's products at high
price although the company
has lowered the price of it's
latest 3 series in Indi. This

custom changes in the car. The
company provides its
consumer finance services so
that buyers from destitute
background can get it's luxury
cars easily.
showcases the organisations
flexibility to decrease prices to
bring new consumers to it,s
doors. However company
achieves profitability by
maintaining quality
Place The company has 9
manufacturing bases
worldwide and has invested in
after sales service centres to
give it's customers maximum
satisfaction,
The company has operations
in10 countries and top of the
notch dealership contacts
Promotion The organisation sells to a
small number of wealthy
consumer and it's advertising
strategy focuses on capturing
the same sense of luxury and
opulence. The company
spends it's resources on
promotion through print and
electr5onic media to
merchandise it,s products and
solidify an image of wealth
into the consumers mind. The
company makes sure that it's
easily accessible through
online spaces such as
Instagram, Facebook
(Williams, 2017).
BMW markets it's products by
sponsoring many sports events
and participating in numerous
motor sports events. Thus
connecting it's name with
speed and quality. The auto-
mobile enterprise focuses on
advertising it's well known
commodities and latest
services by promoting them
digitally while keeping in
mind the significance of the
corporates image of luxury and
richness.

People The company has an army of
skilled engineers mechanics
and experts for improving it's
technology and it has invested
in human resource training
program for it's staff overseas.
The company believes that
having skilled and loyal
workforce committed to give
it's best is essential for the
growth of the business. Hence
the HRM is tasked with
creating productive and
motivated employees.
Process The corporate wishes to have a
healthy and positive workplace
and for this they invest in their
employees. Training sessions
conducted by the company
evaluate the workers skills and
help them improve and grow
with the company. Since the
finished vehicle is as good as
the mechanics and engineers
hired by the company, the
development and satisfaction
of the employees is the first
priority of the company.
The company creates a
motivating and stimulating
environment for it's workforce
by valuing their employee's
opinions and involving them in
the decision making process.
The company sees that the it's
workforce is diversified so
different viewpoints abut
various operations happening
before and after sale of it's cars
are shared.
Physical Evidence In context of the company the
related physical company is
that whenever the
organisations name is
announced an image of
magnificence and splendour
enters the customers mind. The
company has centred itself as a
The multinational car producer
ensures that it,s logo is
associated with elegance and is
considered the symbol of elite
society. This is achieved by
investing in sophisticated
packaging and graceful
website construction. The

synonym of precision , class
by not only investing in it,s
products but also in it's
showrooms which are
designed to give a grand
impression to it's customers.
employees in the showrooms
are trained to give their
consumers a look of class (Yan
and et. al., 2019).
TASK 3
P4 Produce and evaluate a basic marketing plan for a company.
Marketing plan: It is defined as the detailed documented report that includes various
marketing strategies of a company which is required to communicate with the consumers. This
provides assistance to mangers of company in determining competitors and target market that are
present at marketplace. In context of BMW, management team of company also use marketing
plan for developing their strategies (Spiteri, Olstad and Woods, 2018). With the help of this, it
become easier to achieve vision and mission of company. All the points that marketing plan
includes are discussed below:
Overview of company: BMW is an automobile company which deals with cars, engine
and equipments globally. This corporation possess huge fan following and that makes them
popular at marketplace (Nguyen and Wait, 2015). This company operates its business at global
level for increasing the sales and profit margin of company.
Vision: To be the premium manufacture in auto mobile industry as well as to increase the
sustainability for longer period.
Mission: To enhance the market shares by developing strong consumer base.
Marketing objective: To increase the sales of company with 30% by launching electric
and autonomous car within in a 1 year for delivering the satisfaction to consumer with quality.
STP approach:
This refers to a strategic tool that is adopted by the entities of company in order to reach
out all consumers. The word STP stand for segmentation, targetting and positioning. All thses
term as as follows:

Segmentation: In this entire market is divided into sub division on the basis of some criteria.
Such as behavioural, geographical etc. in which the chosen firm is mostly segment their markets
on the basis of income level which comes under behavioural.
Targetting: In this company targets the segment group in which those people who comes under
a higher income level company target that peoples.
Positioning: It refers to image of company in mind set of people in which the selected firm
posses a good value and image at marketplace. This give them strength to maintain their good
will at market by offering qualitative products to end users.
SWOT analysis of BMW
Strength Weakness
 Well known and established company
at marketplace as well as possess a
string consumer base.
 Poor automotive brand portfolio that
enables to foster market shares.
Opportunity Threat
 Introduction of electric car is a great
opportunity for BMS as people are
moving towards that due to increment
in fuel rate.
 The competition at marketplace is the
biggest threat of BMW like Bentley,
Jaguar etc.
 increment is fuel price is another threat.
Marketing mix:
It is considered as one of the most essential component of marketing strategy which assist
entities to gain competitive advantage at marketplace. In context of BMW, management team
conducted marketing mix which are as follows:
Product: By providing innovative and unique products to consumers according the
demands and preferences such as autonomous, electric and hybrid trains etc. they can maximize
their productivity and profitability.
Price: With the help of cost leadership strategy, BMW can adjust their cost price of
products without minimizing the quality. So that a mid ranged individual will also be also by
afford that products

Place: BMW are present in UK and highly depended on dealership system globally for
increasing their sales. They prominently depended on importing and exporting it products on
consumers requirements. In which they are globally present across 100 countries with 4000
dealers.
Promotions: They mainly emphasised on key tools in order to promote their products
and with the help of effective marketing events, internet based branding, product launches etc.
they will able to spread awareness about their innovative products.
People: In order to determine the demands of consumers, effective R&D team ned to be
hired by the chosen firm as well as they need to use CRM for examine the trends, preferences of
end users.
Process : In order to manufacture new innovative product company new to adopt some
innovative technology such as artificial intelligence
Physical evidence: In this the product need to be user friendly.
Marketing budget: While making any plan, it is important to have awareness about budget as it
is required for execution of plan. Finance and audit team manages this functions in order to
prepare notes of transactions on daily basis.
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000
Total 22000 27000 12000 10000
Marketing
outlay
15000 2000 3000 5000
Sales
publicity
2200 1000 1000 1000
Direct selling 4800 3500 1000 1000
Promotion 5000 1500 5000 2000
Total 27000 8000 10000 9000
Monitoring and controlling:

There are various types of effective tool available for monitoring the marketing plan. For
this it has been found that the one best and effective methods used by chosen company is the key
performance indicators (Lewis, 2016). So by using these elements company will able to analyse
whether the performed task is according to pre defined goal or not. In relevance to BMW,
entities monitor and control all marketing activities so that they will able to track, record and
assess all works in effectual manner.
CONCLUSION
With the assistance of above mentioned report it has been analysed that marketing plays
vital role in an organisation for attracting large number of consumers towards services or
products. For this an analysis of concept, role along with responsibility is studied for performing
business function effectively. Further, interrelationship of various business units with marketing
departments is aids company to develop a positive relation among departments for producing
high quality services to their consumers suitably. Comparison among various companies base on
marketing mix assist company to develop effective business strategies as well as policies so that
the predefined goal will be achieved. Lastly, with the help of effective strategic marketing plan,
entities of firm will able to offer products according to requirements and demands of end users
within in the market.

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