Marketing Essentials: Roles and Responsibilities in Marketing Function

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Marketing function and its role and responsibilities.........................................................3
P2 Roles and responsibilities in marketing function .............................................................6
TASK2.............................................................................................................................................8
P3 Marketing mix for achievement of firm goals..................................................................8
TASK3...........................................................................................................................................11
P4 Marketing plan...............................................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing is the step of attracting customers towards organisation product by the help of
establishing intangible relationship between product and customer of product. This the most
important function of management in any commercial organisation which want to sell there
goods and services in a target market. It includes number of activities like advertising,
identification of target market and research of market. In context of this report, H&M will be
base company. Hennes & Mauritz(H&M) is a Swedish faction clothing retailer which have
operating 74 nations with 5000 stores. It has become a most loved fashion brand in currant times.
Company is also present on online platform in 33 countries where it sell its products on online
basis. In this report all the factor related to marketing of the product will be discussed. All type
of product mix and competitor of company are analysis in this report. There will also analysis of
function of marketing that how they influence profitably of firm in long run and attracting new
customers towards firm product.
TASK1
P1 Marketing function and its role and responsibilities
Marketing function is a part of business operation in which a company identifies products
which will be successful in market place and then promote that product in order to increase
revenue.
Concept of marketing : Philosophy of marketing essential states that it is required by a firm to
identify needs and wants of a customer and then fulfil those needs in a way which is better than
its competitors(Kayabasi and Mtetwa, 2016). Almost every firm in today's scenario uses
marketing concept.
Current and Future marketing trends: In today's marketplace industry is growing and
developing rapidly. This happens due to new technologies and innovations brought in by
competitors. H&M used to go with traditional ways of marketing. It used various kinds of print
media and outdoor media. Magazines and billboards had the major marketing budget. Ways of
marketing for H&M have changed a lot lately. Now the firm uses internet as a platform to
promote its products. It has a vast media presence. It promotes through a number of social media
platforms. These includes Instagram, Facebook, Twitter etc. It has also joined hands with some

online shopping sites which are now promoting H&M. Other than this they have made contracts
with fashion influencers, bloggers and You Tubers. In this way H&M is dealing with today's
changing market scenario.
Process of Marketing: Marketing process considers of four steps which states that how can
marketing function be implemented on an organisation and functioning of business so as to
influence masses of population towards their product and services. When followed correctly it
helps an organisation to fulfil its goals(Sharp, 2016). The four steps of this process are
mentioned below- Situation Analysis: In this first function of process of marketing. In this a suitable
situation is analysed on which marketing will be implemented. This function includes
analysis of needs of consumer in order to market their product. In context of H&M
consumer taste, preference and styles are studied well in order to develop a market plan. Marketing Strategy: This step include analysis of all different types of marketing
strategies. There are a number of strategies available in the market. It is required by firm
to choose the best fit for their organisation type based on their objectives. H&M is an
apparel brand which focuses on youngsters. So its strategies will be based up on its target
market and its objectives(Suuronen, 2016). Marketing Mix Decision: After identification of marketing strategy next comes decidion
regarding marketing mix. In it performance of company is compared with one of its
competitors. This helps company to attain competitive advantages. H&M is compared to
Zara which is one of its major competitor.
 Implementation and Control: In the last step of marketing all above mentioned steps are
applied in same series. It happens when company is ready to launch its product or
service. This requires an effective control as well as management system. H&M has a
marketing team which takes care of this fact and evaluates effect of marketing strategy as
well as changes brought by it.
H&M is a famous brand which has a large range of apparels for men, women and kids.
Its marketing department works effectively so as to increase revenues and profits of firm. In
order to function correctly and be an asset for company marketing department have some
responsibilities. Below mentioned are responsibilities of marketing department of H&M-