Marketing Mix and its Evolution

The provided assignment is a compilation of various research papers and studies related to the marketing mix and its evolution. It includes references to academic journals such as Journal of Marketing, International Marketing Review, and Managing Service Quality. The assignment also covers topics like service logic vs service-dominant logic, partial least squares structural equation modeling, and how brand awareness relates to market outcome, brand equity, and the marketing mix.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1Key roles and responsibilities of marketing function.........................................................1
P2 Roles and responsibilities of marketing relating to H & M..............................................3
M1...........................................................................................................................................5
M2...........................................................................................................................................6
D1...........................................................................................................................................6
TASK 2............................................................................................................................................6
P3 Compare ways in which different organisations apply marketing mix to marketing
planning..................................................................................................................................6
M3...........................................................................................................................................9
TASK 3..........................................................................................................................................10
P4 Evaluation of marketing plan for a firm..........................................................................10
M4.........................................................................................................................................13
D2.........................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is fundamental for each and every kind of organisation as this assists them to
attract numerous people towards goods and services. For this, there are many kinds of tools and
techniques which can be used by manager for example social sites, print media and many more
(Hair and et. al., 2012). If marketing is done effectually then, it will help firm to compete their
competitors at marketplace. Present assignment is based on H&M which is a famous fashion
store. They are having more than 550 outlets across the world. This report is going to highlight
various roles and responsibilities which is associated with marketing function. Departments of
companies are interconnected with each other either in a direct or indirect manner. In this file,
there is a comparison amongst marketing mix of two enterprises. Along with, marketing plan is
develop for firm; thus, they will attain coveted targets within certain period of time.
TASK 1
P1Key roles and responsibilities of marketing function
For every kind of company marketing department is essential as it aids them to improve
their sales and productivity (Tanner and Raymond, 2012). There are many kinds of policies or
strategies are formulated by manager which assist them to pull attention of numerous individuals.
As a result, profits of firm get improved. Henceforth, there are some responsibilities and roles are
related to marketing is stated as below:
Exchange of goods: It is necessary for H & M to utilize best material to develop goods.
There are many places where association is not operating their business; so that, person will take
franchisee from them and they can easily sell their products to individuals. Main aim of
marketing is to reduce issues which are present in working process; therefore, they will provide
best merchandise to customers. Apart from this, if communication skills are not adequate then,
this will increase issues related to goods transfer. It is required for enterprise to know about the
preferences of people; thus, they will provide products to people as per their requirements within
certain time duration. This will aid association to take benefits from competitors at marketplace
(McDonald and Wilson, 2016).
Understand competitiveness of industry: Superior of H & M needs to prepare strategies
for firm according to recent trends. For above stated purpose, they will take assistance of
marketing. As a result, organisation will able to develop appropriate approaches which is
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required for their growth and advancement. Therefore, coveted goals and objectives will
achieved within limited time period.
Find out what customer want: It is needed for firm to cater products and services to
clients according to their taste and preferences. Thus, employer will easily keep up their
expenditures which are associated with operation and along with, increase revenues. With
assistance of marketing, it is easy for manager to know about needs of people; as a result, H & M
will fulfil it within requisite time duration (Baker, 2014). It enables them to compete their rivals
at marketplace.
Competitive environment: All kinds of organisation want to be on top under which sector
they are operating their business. It is main duty of marketing department to analyse market in an
effective manner; therefore, they will make strategies more adequately as compare to rivals.
Like, enterprise will decrease cost of merchandise as it assists them in enhancement of sales and
production.
Assistance of distribution system: Company is operating their business in many places;
thus, it is must for them to make their distribution system more efficient. This enables them to
fulfil requirement of every segment of person. As a result, they can improve their customer base
in a proficient manner.
Building and maintaining demand: If firm is going to introduce any new product for
customers then, it is required for them to conduct marketing in an appropriate way. Therefore,
individuals will easily get information which is connected to that item. As a result, sales unit will
increase their sales which aid them in profit increment. Superior need to develop product's
awareness amongst persons as it helps them to keep up demand effectually (Strang, 2012).
Find target market: Employer will conduct research to know about needs and
preferences of people; so that, they will provide goods to them accordingly. For this, they will
classify market into many aspects, such as gender, age, income, culture and so on. It enables
organisation to remove unnecessary confusion and in addition employees will much clear about
their targets which they need to attain.
Market research: H & M is a clothing store and in this sector requirements and taste of
people will modify on continuous basis. Thus, it is fundamental for them to conduct research on
monthly or quarterly basis. As a result, association will be able to compete their competitors at
competitive world and improve brand image at international level. For research, there are many
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tools which will be utilized by superior like social sites, survey, interview and many more;
henceforth, circumstances of losses will get reduced.
Developing management information system: Association needs to evaluate their
growth and development on quarterly basis. It is not needed for all units, but it is must for
marketing department because this will assist them to prepare proper policies or strategies
(Gnizy and Shoham, 2014).
Synchronisation the objectives: H & M is very popular company across the world; so
that, this will be difficult for them to prepare plan for each store effectively. Therefore, it is must
for manager to find out requirement of people as per their religious. This enables enterprise to
fulfil wants of person within certain time span. Additionally, superior needs to determine profits
of outlets of every country where they are doing their business.
Assistance to research and development department: It is fundamental for manager to
communicate about need of people to the R & D unit because with assistance of this, they will
create goods and services. As a result, they will compete their rivals at marketplace and in
addition able to survive at market for longer period of time. This aids them to increase customer
base.
Growth of business: Each and every kind of company needs success and development;
therefore, they will increase their goodwill. By accomplishing goals and objectives within
requisite period of time they will able to improve their revenues. Growth of firm will assist them
to survive at international market for long time (Grönroos and Gummerus, 2014).
P2 Roles and responsibilities of marketing relating to H & M
There are various kinds of department in firm and they all are having their own
importance. They need to accomplish work which is allotted to them. In relation to marketing
division, it is needed for them to develop an appropriate strategies or policies to conduct
marketing of goods effectually. Thus, they have to keep up proper relations with logistic
department. Association wants to enhance their goodwill and along with profits as it assists them
into long term survival.
H & M is operating their business internationally; therefore, it is difficult for them to sell
merchandise by opening outlets in every nation (Leeflang and et. al., 2014). To maintain it
effectively, they have to provide it online also which help them to reach each client who are
residing distinctive places. As a result, they will able to fulfil needs and demands of individuals
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within limited period of time. To acquire growth and advancement, manager of firm needs to
create friendly relationship between marketing as well as finance unit. If enterprise is having
sufficient amount of fund then, they will run business and their operations appropriately. If
organisation has proper fund then, they will conduct market activities efficiently which help
them to increase goodwill at marketplace. Along with, they will take benefits from their rivals at
competitive world.
Rather than this, there is another way to maintain relation between marketing and finance
department which can also be evaluated. If marketing department is not have sufficient fund
then, they cannot accomplish their activities effectually. Preferences as well as taste of people
will change according to time (Kumar, 2015). Therefore, it is needed for firm to take efficient
decision regarding investment. For above stated aim, it is essential for employer to know about
the needs and wants of customers as this will help them to fulfil it within certain time span. As a
result, they will compete their rivals at marketplace and along with, increase revenues.
Instead of this, superior needs to utilize unique techniques as well as methods to develop
goods and services. It enables them to gain attention of numerous people. Along with, company
will alter their current merchandise which assist them to increase its effectiveness. By knowing
requirement of people, manager will also launch new items and services. This help to enhance
client base and in addition reputation at competitive world.
Relationship between marketing and production function: They both are interrelated
with each other because by conducting marketing in an effective manner, manufacturing unit will
develop goods and services for people as per their requirements (Tanner and Raymond, 2012). It
is needed for them to maintain product's quality as this help to improve customer base. If
company know about demand of individuals then, they will manufacture items accordingly. This
assists them to reduce unwanted loss.
Relationship between marketing and human resource function: HR department is
foremost part for all sort of company. It is essential for manager to appoint right candidate to
right job as per their skills and abilities. There relations never provide impact to customers but it
can influence entire operational activities of firm. Because if employer not hired suitable person
for marketing division then, he or she will not accomplish their task in an effective way.
Moreover, he needs to possess essential info related to market as this will maintain their goodwill
at marketplace. Along with, they will able to complete their task within limited period of time.
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Relationship between marketing and purchase function: It is must for an organisation to
buy sufficient crude material; therefore, they will produce products within certain time frame. It
enables company to keep up supply chain; thus, needs and wants of people will accomplished
timely. This will aid firm to enhance their revenues as well as market share (McDonald and
Wilson, 2016).
Relationship between marketing and sales function: There is lots of difference amongst
marketing and sales department, but many people think that, they both are similar.
Fundamentally, selling is associated with sale of items and services to persons. Instead of this,
marketing is mush broader term. It is essential for organisation to identify requirements of people
with assistance of marketing activities as this aids them to fulfil needs and wants of individuals
within minimum period of time. They have to provide data and information to sales department;
so that, they will sale merchandise accordingly. It helps to gain attention of numerous persons
which enable association in enhancement of customer base. There are various kinds of tools will
be utilized by company for marketing, for example: advertisement, social sites, pamphlets and so
on. This helps H & M to improve goodwill and revenues at marketplace effectually (Baker,
2014).
Henceforth, it has been understood that if there is an effective relationship amongst all
units then, company will attain coveted goals and targets within certain time span. If any division
is not able to accomplish their task appropriately then, this will influence activity of other units.
As a result, profits of firm will get reduced. Therefore, it is required for all departments to fulfil
their work in an effective as well as efficient manner.
M1
Internal and external components will provide influence to entire operational activities
which are related to marketing. Some of them are controlled by firm but some will
uncontrollable. By controlling it, superior will reduce unwanted obstacles from their business
procedure. Market segment: According to this, employer will classify marketplace according to
gender, age and income of people. Strategy: To achieve desired targets and goals within limited time duration, some
strategies will be adopted by manager (Strang, 2012).
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 Planning: It is necessary for employer to make proper plan as this aids them to
accomplish requirements of individuals as per their needs.
M2
Interrelationship between marketing and other unites are essential because this helps H &
M to compete their rivals at marketplace. Finance department assists firm to maintain their
records in an appropriate way. It is required for manager to conduct research as this enables them
to know about the requirements and prerequisites of individual. Therefore, they will fulfil it
within time and take benefits from competitors at competitive world. By maintaining
coordination amongst all units, association will acquire growth as well as advancement (Gnizy
and Shoham, 2014).
D1
Each and every function of organisation is much related with each other; therefore,
desired objectives will attained within minimum time frame. This enables them to accomplish
needs of people; therefore, they will enhance client base. Along with this, it is needed for
association to keep up quality and price of goods and services because it assists them to pull
attention of other persons (Grönroos and Gummerus, 2014).
TASK 2
P3 Compare ways in which different organisations apply marketing mix to marketing planning
With assistance of marketing mix company will conduct entire marketing activities in an
effective manner. This assist them to improve market share and in addition revenues. There are
seven elements which is include into this, such as product, place, price, promotion, people,
process and physical evidence (Huang and Sarigöllü, 2014). Thus, in relation to this there is
comparison amongst H & M and ZARA are mentioned as beneath:
Basis Meaning H&M ZARA
Product Company needs to
provide goods and
services to target
customers; therefore,
they will maintain
They are having wide
range of portfolio and
providing numerous
items to individual,
like jumpers,
It is very famous store
which is operating
their business in many
countries. They have
proper control over
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their living standard
effectually.
jewellery, bags,
dresses, jeans, tops
and many more.
Quality of their items
are much effective
which aid to attract
people towards them.
their products and in
addition provide
immediate response to
needs of people to
fulfil it timely.
Price It is related with
product that in how
much amount
company is selling
their items and
services to people.
Value of their goods
are much reasonable
which help to attract
individuals towards
them. Along with this,
there are some
discounts giving by
them to people which
will assist to pull
attention of numerous
persons towards them.
Prices of their
merchandise is higher
as compare to H & M;
thus, to take
competitive advantage
it is must for them to
reduce value of goods.
This will improve
customer base which
leads to increase their
profits.
Promotion This is foremost
technique which
utilized by each and
every kind of
association. Therefore,
there are various kinds
of promotional
techniques which can
be used by firm, such
as print media, social
sites etc.
They are much famous
at international
market; thus, they do
not need to promote
their products. They
will use fund to
expand their market
into new places.
Organisation will
provide some
discounts or vouchers
to individuals to attract
Manager of enterprise
is using best tools for
promotion as it assists
them to attract many
individuals towards
them; thus, they will
increase revenues.
Apart from this, they
call celebrities like
Jimmy Choo for
promotion of
merchandise.
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more users as it
enables them to
enhancement of
customer base.
Place It portrays where
goods and services are
providing to targets
clients.
They come under top
stores as they have
wide range of
portfolio. They are
selling items to people
in both ways, i.e.
online and offline.
This enables them to
increase their
profitability. They are
having more than 550
outlets across the
world.
They are following
vertical integration
into their business
which assist them to
manage entire
activities into an
effective manner. They
are also giving after
sales services to their
customers which aid
them to increase brand
image and goodwill.
People Company needs to
find out persons for
their items; therefore,
they will accomplish
their needs timely.
They are basically
concentrate on
requirements of
customers which help
them to compete
competitors at
marketplace. They are
using pricing approach
into their business.
Organisation is selling
goods to people as per
their culture which
assist them to keep up
customer base.
Process It is required for every
kind of firm to use
latest techniques into
their business.
For distribution of
goods and services to
people, they are using
best methods like
They are using latest
techniques for
production of
merchandise which
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online. help them to attract
people towards them.
Physical evidence This is related to that
how an individual will
determine firm at
market.
It is associated with
their location, items
and many more.
Fundamental evidence
for it, their outlets,
staff members, goods
etc.
Henceforth, above mentioned comparison amongst H & M and ZARA help them to
develop marketing strategies in an effective manner. Therefore, they will accomplish coveted
targets and goals within limited period of time. This aid them to improve productivity and
profitability (Gordon, 2012).
M3
To acquire more growth and advancement, management needs to formulate objectives,
vision and mission effectually (Mintz and Currim, 2013). It will assist them to gain positive
results. It is required for manager to develop and implement appropriate strategies and policies as
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Illustration 1: Marketing Mix
(Source: Allen, 2017)

this will help them to improve client base. Price and quality of goods are much affordable which
assist firm to take benefits from competitors at marketplace (Armstrong and et. al., 2015).
TASK 3
P4 Evaluation of marketing plan for a firm
It is essential for every firm to have proper kind of marketing plan which helps business
growth in marketplace. Also, it is important for enhancing productivity and profitability of the
company (Hollensen, 2015). Manager or leader can both make a market plan according to goals
that they want to achieve and it needs to be executed properly so that targets can be attained in
stipulated time frame. H & M also should follow an appropriate plan so that it can enhance its
business in other countries also in which they do not have stores or business.
Executive summary- Under this market plan, it has been expressed that H & M can use different
sorts of strategies by which it can increase its profitability. A marketing plan includes objectives
or goals of company then according to the plan, managers measure analytical statistics of
marketplace and it can be both internal and external. There is description about STP which aid to
improve sales of company. It is fundamental for association to formulate budget for business as it
aids to control unwanted expenditures (Miles, 2014).
Aims and Objectives- It is necessary for organisations to have clear aims and objectives so that a
proper plan can be formed and this plan needs to be execute properly so that desired targets can
be attain in a specific time manner. This scenario helps in enhancement of both productivity and
profitability. Main aim of H & M is to provide quality products according to updated fashion
which are reasonable in price to their consumers. By this they can increase sales of products and
this leads them to make profit at its maximum.
Marketing planning Objectives- A marketing plan's main objective is to increase the sales of
products and services which H & M is producing, launch of new commodities and make people
into consumer which maximises the profit for a long term. Also, it is necessary for managers to
see if the plan is going right on track otherwise, it causes loss to company.
H&M's Overview: Hennes and Mauritz is a Swedish multinational brand which deals in clothing
sector. Company manufactures clothes for all age humans. Most of the retail stores of this
organisation are in the United Kingdom and running its business in most of the countries, it has
given employment to thousands of people all around the world. This enterprise also puts a huge
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impact on economic growth of UK. Continuously, H & M is trying to enhance its business in all
over the globe.
Mission of the corporation: H & M's mission is to become leading brand in the clothing sector
where they can provide quality products and services to its consumer at a lower price (Robinson,
2012).
Vision of the company: Organisation believes in better fashion future where they can raise the
style of every individual by providing them quality goods at an affordable price so that end users
get satisfied according to their requirements.
H&M's SWOT analysis:
Strengths-
 H & M is doing business in more than
60 countries and also trying to increase
its business in other countries as well.
 High quality products at an affordable
price so that consumers can get
satisfied by fulfilling their needs.
Weaknesses-
 Customer service of H & M is said to
be very poor or weak which annoys end
users and this may become a loss for
the company.
 Production cycle is said to be poor.
 Online marketing is also weak in some
countries which leads H & M to a
miserable position.
Opportunities-
 Company can enhance its business by
selling its products through online.
 Increase its business by doing business
in other commodities as well.
Threats-
 New organisation with new fashion can
give a hard competition to H & M
which may affect both productivity and
profitability.
 Cost of products needs to be relevant
according to quality of products.
External analysis: It is necessary to make profit at its maximum to take business at international
level. Here, H & M also keeps on trying to grab most of the marketplace in clothing sector but
there are some obstacles that company can face at the time of expanding its business. Every
country has different type of laws which may affect the productivity of the company. Managers
and leaders have to analyse every aspect and try to follow rule and regulations which has been
11

made by government so that they can run business easily (Arasti, Falavarjani and Imanipour,
2012). There are some other factors also like economic, social, technological, environmental and
legal which needs to be properly maintained by H & M so that profit can be made at its
maximum.
Marketing Mix of H & M: Product: H & M's manufacturers makes goods according to requirements of consumers
so that they can reach to their satisfactory level. This can be part of a plan that enhances
sale of their products and services.
 Price: Organisation keeps prices of goods reasonable so that every single individual of
any class can by its products. This process is also a part of marketing plan which can
attract more and more end users.
 Place: A strategy of a marketing plan where H & M targets places or build its stores
where it can grab most of the consumers. Promotions: Firm follows different sorts of ads like in newspaper or online so that sale
can get increased. This also stated as a part of a marketing plan by which most of the
people starts knowing the name of the organisation (Vaňa and Černá, 2012). People: A staff member should be properly trained so that it can find the requirement of
confused consumer and give them proper services according to their need to make long
term relation with them. A long term relation with end users helps H & M to make profit
for an extended period of time. Processes: This can be stated as part of a plan where H & M should adapt new
technologies from time to time, to keep its brand name maintained in the marketplace.
 Positioning: One of the main part of a marketing plan where It is said to be a leading
brand in market place which is enhancing business in other markets as well.
Some Strategies that H & M uses are as follows:
Segmentation: Organisation aims mostly on people culture of countries, as countries have
different culture H & M targets them accordingly. This helps them in decision making as per
analysis of markets.
Targeting: H & M targets most of the people who like trendy clothes according to fashion
updates without paying huge cost. Their main targets are young women and children from all
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classes: lower, middle and high. There are various clients who recommended about this brand to
their friends or family because of their qualitative products and services (Hollensen, 2015).
Positioning: Currently H & M is giving hard competition to companies like ZARA and has
maintaining its brand image high in marketplace which is keep on enhancing its business.
Budget: It is important for H & M to have a proper money spending plan on advertisement and
other stuff which do not cost much to company as this can reduce the profit.
Marketing plan monitoring and control- After setting a marketing plan per above discussion it
is managers responsibility to keep on monitoring and controlling things so that set target can be
achieved in an efficient time.
Conclusion- H & M can easily attain set targets and increase sale of products by a successful
marketing plan. This directly puts positive effect on production and profit of the company
(Miles, 2014).
M4
A marketing plan is necessary in every aspect for a company so that desired targets can
be achieved in a set time frame. To attain objectives managers and leaders of the organisation
uses many strategies. And after implementing plan it is essential for them to keep on monitoring
the status of the plan if its going perfectly on the way or not (Robinson, 2012).
D2
Price, product, promotion, places, people, process and physical executions all of these are part of
a market plan where it leads company to attain desired targets in a set time frame. This will help
them give hard competition to rivals and also can improve goodwill of organisation (Arasti,
Falavarjani and Imanipour, 2012).
CONCLUSION
From above assignment it has been comprehended that marketing is must for company as
this assists them to gain attention of numerous people. If it is properly then, they will able to
compete their competitors at competitive place. In this assignment, there is description about
various roles of marketing function. Comparison of 7P's are mentioned amongst two firm which
enable them to accomplish targets within certain time frame. At last, there is a description about
market plan which works as a guidelines for manager.
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