Marketing Essentials Report 2022

MARKETING ESSENTIALS

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Contents
INTRODUCTION.................................................................................................................................1
Roles and responsibilities of marketing department..............................................................................1
Roles and responsibilities of the marketing department in the wider organisational context.................3
Marketing mix of H&M and its competitors..........................................................................................4
Marketing plan......................................................................................................................................5
Conclusion.............................................................................................................................................9
References.............................................................................................................................................9

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Introduction
One of the most critical aspects in the modern day organisational operations is the marketing
and hence it is essential that company utilises the best of strategies and tactics in their
marketing plan so as to achieve desired objectives. Proper evaluation of the marketing
environment along with identification of the challenges faced by the organisation is very
much critical for the firms in order to develop their marketing plan (Kotler, et al. 2015). Since
heavy competition is present in the fashion industry at the global levels hence understanding
their marketing mix is necessary so as to make better marketing mix strategy. This report will
discuss the role of marketing department within the firm along with its relationship with other
functional units. It also discusses the roles and responsibilities related to marketing
department in the wider organisational context. In the latter section of the report, a
comparison between marketing mixes of H&M with their competitors has been provided. In
the last section of the report marketing plan will be provided.
Roles and responsibilities of marketing department
Marketing department has a critical role in the development and success of the firm and
hence its roles and responsibilities are wide ranging. Roles and responsibilities have to be
according to the marketing department however interrelationship between each unit becomes
critical. For the success of the organisation, it is essential that marketing department works
with all the other departments by hand in hand so that smoothness gets maintained in the
overall business operations (Kerin and Hartley, 2015). Some of the roles and responsibilities
of marketing department are as follows:
 Market Research: For any company, it is essential that they do marketing research
before actually making the marketing plan and designing the marketing campaign. It
is the role and responsibility of the marketing department to make sure that market
research is done appropriately. In the fashion industry, since the demands of the
consumers is changing at much faster rate hence it is critical that marketing
department of this company does continuous market research so as to produce
products that are according to the market demands.
 Product planning: On the basis of the market research that they have done, it is critical
that product planning is done according to the market research that has been done by
the marketing department. Product planning has a major role in the success of the

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organisation and for improving the sales. For achieving the sustainability in the long
term H&M has to make sure that they have done product planning in an appropriate
manner (Jobber and Ellis-Chadwick, 2012).
 Development process: Marketing department has a role in the development process as
well. Since they have done the marketing research hence they show the path to the
company about the way in which product and services will have to be developed. This
helps in streamlining the process. Since it is critical that firms like H&M has better
development process hence it is essential that marketing department of H&M designs
a development process that addresses all the challenges faced by the H&M.
 Promotions: Marketing department also has the role in doing promotions. This is
necessary for achieving the desired objectives. They have the role in the planning and
development of the promotional strategies. The better the promotional strategy, the
better is their chance to achieve higher sales. H&M needs to make sure that
promotions are being done by the company better than their competitors that too at the
lower cost.
 Relationship development: Marketing department has the role in the development of
relationships with different stakeholders. This is necessary for achieving higher co-
ordination. The better the relationship between different stakeholders better is the
chance that they will be able to achieve marketing as well as organisational success.
Since H&M has large numbers of stakeholders attached with it hence the role of the
marketing department becomes more critical (Kotler and Armstrong, 2010).
 Standardisation and grading: It is critical that in order to achieve success in the
market, an organisation has products that are of higher standards. This standardisation
and grading is done with the help of marketing department. For H&M it is critical to
maintain the standards so as to manage its brand name.
The interrelationship between the different departments in any organisation ensures that there
is smoothness in the overall processes and also ensures that lesser numbers of operational
flows arises. This is also true in terms of the fact that interrelationship allows firms to
streamline their business operations so that they are able to meet the common objectives in an
appropriate manner. Since from the process of market research to the sales need to be done as
per the demand of the market hence at every stage of the marketing process they need to have
effective relationship with all the departments. Marketing department’s relationship with