Roles and Responsibilities of Marketing Function in Modern Organisations

This report discusses the key roles and responsibilities of the marketing function in modern organisations. It explores how marketing is related to other departments and how it contributes to the overall success of the business. The report also compares the marketing mix strategies of two different organisations and provides a basic marketing plan for an organisation.

Marketing
Essentials

INTRODUCTION
Marketing refers to the study of management which deal with exchanges of products and
services with customers (Pike, 2015). Marketing can be define as a set of various activities
which help organisation in creating or developing product, communicating its features to
customers, delivering product as well as exchanging offering by providing valuable products
to customers. This report is based on Beauty Giant which is a cosmetic selling company
located in UK. This company has 50 branches spreads all over UK market area and it is
providing cosmetic products for both men and women. Beauty Giant is selling products of
different famous brands and it is not manufacturing its own products. This repost consist of
various roles and responsibility of marketing function which help modern organisation to
grow its business and enhances profitability. Marketing function are interrelated to other
department of business and effective marketing plan will help organisation to achieve set
goals and objective.
P1. Key roles and responsibility of the marketing function.
Marketing function plays a very crucial role in organisation and achieving set goals or
objectives. Roles and responsibility of marketing function is modern organisation is
integrated with needs and wants of customers as well as other departments of business such
as production, research and development, personnel, finance etc. There are various roles and
responsibility of marketing which help organisation to grow and develop.
Marketing function role is to develop various marketing strategies and plan which
help business to grow and enhance its profitability. In order to achieve set goals and objective
of company, it is function of marketing to develop a strategic plan and strategies (Simkin and
Dibb, 2013). These strategies are related to developing an effective products as well a
promoting it in market area. Strategic planning will help in developing products and
improving overall productivity of organisations. By developing and implementing effective
strategies company will be able to gain competitive advantage over other rival companies.
Researching about market area where company is offering its products is very important for
an organisation.
It is responsibility of marketing function to conduct an effective market research in
order to analyse and evaluate market conditions. This will help in identifying needs and
wants of customers as well as market place. Market research will provide better
understanding about requirements of customers and developing and products which help in
satisfying needs or requirements of customers. Role of marketing function is to conduct a
proper market research to get knowledge about market place and target customers as well as
their response about products and services of company.
Marketing function of modern organisation is responsible for developing and
designing of products. It is responsibility of marketing function to develop a product which
helps in satisfying needs and wants of customers. Design of product play a major role in

attracting and influencing customers. Marketing function needs to design and develop an
effective products which attract customers and full their needs and wants. It is responsibility
of marketing function to developing pricing strategies to attract customers towards
organisation. Pricing strategy of modern organisation depends upon various factors such as
cost involved in developing products as well as pricing strategy of rival companies (Malhotr,
Birks and Wills, 2013). Organisation has to develop right and appropriate strategies because
if a price of products is let low then it will directly affect the profitability of company. If a
price of products is set higher than competitors, it can have huge impact on sales of product.
Promotion and distribution is one of the major role and responsibility of organisation.
Modern organisation needs to develop and implement creative and innovative promotional
strategies. It is responsibility of marketing function to use both traditional as well as Morden
marketing tools and techniques. Traditional methods include TV advertisements, sales
promotion, publicity, direct selling and modern methods are digital marketing, online sales,
social media marketing etc. Marketing function role is to deliver products which are
manufactured by organisation to end customers so that they can purchase and consume it.
There are various channels for distributing and delivering products to ultimate customers. It is
role and responsibility of marketing function to chose right distribution channel so that
company will able to deliver products safely without any damage.
P2. Explain how roles and responsibility of marketing related to the wider organisation
concept.
Marketing roles and responsibilities are interrelated to other departments of company.
There are various departments in organisations which are responsible for carrying out
different functions. It is very important for marketing department to work closely with other
departments of business. All functions of marketing needs to be integrated with each and
every departments of company (Clow and James, 2013). Different departments of
organisations are finance, human resources, production, sales and so on. For smooth
functioning of organisations it is very essential that marketing roles and responsibilities
interlink with other functions of organisations.
Marketing roles and responsibilities are interrelated with finance department.
Marketing function is responsible for developing various strategies which help organisations
to increase its sales and enhance its profitability. Finance department is responsible for
providing budget for different departments of organisations. Marketing function cannot be
carrying out with any financial resources. In order to carry marketing function effectively and
efficiently this department needs budget. Marketing function is responsible for monitoring
market environment and identifying new trends and innovative techniques. This department
will analysis innovative and creative tools or techniques in market area that can be used by
finance department. By using new and creative strategies finance department can increase its
effectiveness and perform better.
Marketing function needs to work closely with human resources department. This
department is responsible for finding and hiring right candidate for organisation. Marketing

department will communicate to human resource team about needs and requirement in
candidate to full fill vacant position in marketing department. Human resource department
will conduct various activities to recruit and select right candidate for marketing department.
It is responsibility of human research team to find highly qualified and skilled candidates who
can effective perform required task (Campbell, Martin and Fabos, 2018). Marketing
department role is to creative promoting vacant job and inform large number of candidates
who are interested in working in this organisation. This will help human resource department
in selecting right skilled and capable employees as per need and want of organisation.
Marketing department activities are interrelated with production department of
organisation. Marketing team is responsible for conducting marketing research. This research
will help in identifying and evaluating need and wants of customer. Production department of
organisation is responsible for manufacturing of product. Marketing department needs to
communicate needs and requirement of customers as well as market area so that production
department can develop product will is help in satisfying requirements of customers.
Marketing team will also evaluate and forecast about demand of product in market and set
quality as well as quantify standards for production department. This will help organisation in
manufacturing product as per requirement of customers and accurate demand and supply of
product.
P3. Compare the way in which different organisations apply the marketing mix to the market
planning process to achieve business objective.
Marketing mix refers to strategic tool which help organisation is taking various
decision that help in increasing sales and profitability of company. Comparison between
marketing mix of Beauty Giant and the body shop is mentioned below.
Basis Beauty Giant The body shop
Product Product refers to anything
which company is selling in
order to gain profits. This
company is dealing in
toiletries products for both
men and women. It is selling
various products of different
brands. Products range of
Beauty Giant organisation
includes soaps, shampoos,
deodorants, eye liner, facial
tissues, moisturizer,
toothpaste body wash and so
on.
This is a British company
which is dealing in cosmetic
industry. This company is
developing thousands of skin
care, cosmetic and fragrance
products. It has diversified
product range which includes
products for all skin type.
Some product of this
company is ginger shampoo,
rainforest Radiance hair care,
Olive body scrub etc. In
order to provide natural and
health skin.
Price It is a amount charged from
customer in exchange of
products offering. Prices of
Beauty Giant products are
very affordable. Pricing
strategy of this company is
The body shop is using
competitive pricing strategy
in order to gain higher profits
from its rival company
(Lane, 2016). Its prices are
higher than its competitor’s

based on cost involved in
purchasing products from
manufactures and earning
some percentage of profits
over it. Prices of this
company is very affordable
to middle and upper-middle
class customers.
price. It is providing quality
products and it is also a well
known brand so company has
set premium prices for its
products.
Place Beauty Giant is providing its
services in UK market area.
Place is area where company
is selling its products to end
customers (Purvis, 2015).
This company is offering
products to large numbers of
customers through its
different branches in UK
country. This company have
50 branches spared over UK
market place and it is
purchasing products from
different famous brands and
directly delivering it to
ultimate customers.
This company is providing
its services in many countries
of the world. It has spread its
products and services
through more than thousands
of outlets around the globe. It
is offering its products by its
own stores of through
franchises. It has very strong
distribution channel that
helps in bringing raw
material as well as delivering
products to ends customers.
Promotion This is very important part of
organisation in order to
attract customers and
increase sales. There are
various methods used by
Beauty Giant to influence
customers and improve
profitability of organisation.
This company is using
various tools and techniques
to promote its products such
as pamphlets, attractive
holding, online marketing,
social media marketing, sales
and other discount offers.
It is using several marketing
and promotional tools to
inform customers about
products as well as its
features. The body shop is
using both traditional as well
as modem methods for
promoting its products (Khan
and Adi, l2013). For
traditional method, company
is advertising its product in
fashion magazine whereas
for modem methods
company is more focusing on
social media advertising.
People People are essential part of
organisation. They are the
human capital of Beauty
Giant company. This
organisation is providing
training to its employees and
staff members so that they
can work more effective and
efficiently. Training will help
in improving their skill and
ability to complete required
The body shop has highly
skilled and trained employees
who have knowledge about
market trends. Employees of
this company are specialised
in their work and they are
working with motivation and
enthusiasm to achieve set
goals and objective of
organisation.

task as well as enhance their
performance. Company is
training its employees which
help in developing strong
relationship between
organisation and its
employees.
Process Beauty Giant process
includes purchasing of
products from different
brands and selling it thought
their own company (Pike,
2016). It has only branches
where it is buying products
from various famous brands
and re selling it to satisfying
needs and wants of
customers.
Process of Body shop
company includes its
production and
manufacturing process. This
company is manufacturing
products which as completely
natural and does not harm
any skin type. It is using
more natural ingredients in
developing products which is
preferable for oily, normal
and dry skin.
Physical evidence Physical evidence of Beauty
Giant includes its different
branches. These branches a
place where company is
selling products to
customers. Branches of this
organisation have very
relaxing and positive
environment as well as staff
members are very kind and
friendly towards their
customers. Ambience of
Beauty Giant company as
well as positive attitude of
staff members leads to build
strong relationship with
customers and increase sales
of company.
The Body shop is located in
many countries with its
highly maintained outlets.
These outlet help customer to
shop easily and
conformability with support
from their effective
employees. Stores and outlets
of Body shop are very
attractive and smartly
managed so that customer
can search their preferred
products without any
problem.
From the above comparison it can be understood that elements of marketing mix can
help company to take various important decisions. Both of these companies are using
marketing mix in different way.
P4. Produce and evaluate basic marketing plan for an organisation.
Marketing is a process which is related to goods and services offered by organisation
in order to creating strong relationship with customers (Muralidharan and Raval, 2017). It is
very important for Beauty Giant to develop an effective marketing plan so that company can
attain its set targets. Marketing plan is a strategic frame work that leads to successful
completion of process and achieve goals and objective. Marketing plan includes setting

specific objective, analysing situation, developing strategies, action plan, as well as
evaluating and controlling task.
Objective
This is the first step in marketing plan as it leads to developing effective objective for growth
business. It is very important for organisation to develop smart objective which help is setting
objective that is specific and measurable. Objective set by organisation should be achieved in
within set time period. Beauty Giant is planning to launch its new anti ageing products called
‘Forever Young’. Objective of Beauty Giant is:
 To launch new Forever young products within 6 months in order to increase
profitably 30%.
Situation analyses
It is very important for Beauty Giant to analyse situation so that company can achieve set
goals and objective (Brennan and et.al, 2014). In order to analyse situation company needs to
evaluate its internal and external environment of business. Beauty Giant needs to conduct
SWOT analyse so that company can identify its strength and weakness as well as different
opportunity and threat in market environment. Strength: Beauty Giant is well developed and known organisation in UK market area.
It is advantage for new Forever Young product as strong image of business will leads
to increase in sales of new launched products. This products is made up with all
natural ingredients that helps in providing healthy skin to customers.
 Weakness: This company is only dealing in UK market area as well as its competitors
are providing their products and services in all around the world. It is a weakness of
Beauty Giant that is it covering small market area as well as offering its products and
services in UK area only.
 Opportunity: There are various opportunity for Beauty Giant company in market area
such as company can develop various growth strategies for business. Company can
offer its products and service to different countries and expand its market share. It is
opportunity for organisation to effective and efficiently promotes its products in order
to increase profitability of organisation.
Threat: Beauty Giant company have threat from other rival companies who are providing
their products is different parts of world. These company deals in a cometic industry and it
have to face strong completion (Hashim and Hamzah, 2014). Strong brand image as well as
effective strategies of rival company is the biggest threat to company and its new launch
product.
Strategy
After analysing situation Beauty Giant company needs to develop various strategies that
help in achieve set goals and objective. These strategies will provide a proper framework so
that company can targets right and potential customers.

 Segmentation: This is a process of dividing large market area into small parts.
Segmentation of large number of customers into different parts on the bases of
geographical, behavioural, demographic and psychographic needs will help company
to select right and potential customers. Beauty Giant is segmenting its customers for
new launch product on the bases of needs and demand.
 Targeting: It refers to selecting and choosing right candidates who are interest in
purchasing products. Beauty Giant is targeting on women of UK market area who are
of age 30 in orders to solve their skin ageing problems by providing anti ageing
product. Targeting will help in selecting potential customer segment
Positioning: Positioning is a process of promoting products and creating positive brand
image in customer’s minds (Desai, 2013). Beauty Giant is positioning its product in
customers mind as a natural product that helps in solving ageing problems as well as
providing healthy and clear skin. Beauty Giant is using both online and offline methods of
promoting Forever Young products in marketing area.
Action plan
In this step company needs to put strategies into actual action plan. There are several
elements of marketing mix which can be control by organisation as well as developing
effective strategies for growth of business. Product: Beauty Giant is launching its new Forever Young product which is a anti
ageing product. It is developed with all natural ingredients that is suitable for all skin
types.
 Place: Company is planning to launch this new product in UK market area. Beauty
Giant is offering this product through its different branches spreads all over UK.
 Price: Prices of Forever young product is very affordable for all customers. Pricing
strategy of this product is based on manufacturing cost of new product.
 Promotion: Beauty Giant company is using traditional as well as modern methods for
promoting its new launched product. Different methods of promotion include
advertisement, social media and so on.
Evaluate and control
This is the last step of marketing plan and it is very important for company to evaluate
and control all activities conducted by organisation. This will help in determining whether set
goals and objective is achieved or not (Cabrera and Williams, 2014). There are different
methods which can be used by Beauty Giant to evaluate and control performance of new
launched products. Various methods include taking feedback from customers and setting
target sales
CONCLUSION
From the above report it can be that marketing function of business is very essential
as it deals with promoting and selling of products. Marketing is a study of management which
help in increasing sales of business as well as enhance its profitability. Marketing mix helps

organisation to take various important decisions and strategies. These strategic decisions lead
to gain competitive advantage from other rival companies. Apart from this, developing
effective marketing plan is very important for organisation to achieve set goals and objective.

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