Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
Marketing and its concept...........................................................................................................1
The roles and responsibilities of marketing unit.........................................................................2
Importance and relation of Marketing unit with other units in organisation. ............................3
Task 2...............................................................................................................................................4
Application of marketing mix by different organisations to the marketing planning process....4
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the process of enhancing product or brand awareness among all individuals
and raising their interest to buy particular products and services (Purvis, 2015). In order to
sustain in the competitive environment there is need to market their products so that company
can attract more buyers and can make them positive towards business. Current assignment is
based on H&M firm which is the leading and popular fashion brand. It offers cloths and many
other items to wide range of buyers. Report will highlight role of marketing and its impact on
business unit. Relationship between marketing and other functional units will be explained in this
assignment. This report will prepare marketing plan for its product so that it can generate more
sales.
Part 1
Task 1
Marketing and its concept.
Marketing is the process which is apply by business to improve value of company and
develop positive image in the mind of consumers. This is the techniques that supports firm in
attracting new buyers and raising sales of H&M. Production concept states that companies need
to produce high quality goods that can satisfy consumers. Buyers like to spend money in such
kind of items that are widely available and people can buy it at affordable prices. Product
concept states that consumers like to spend their money in most valuable products that have
required quality and have some unique feature. If companies are able to offer them such
satisfactory goods and services, then consumers will like to buy such items. H&M follows
product concept in which it ensures top offer high quality material to its buyers. Selling concept
states that there is need to make high investment of marketing or promotion activities so that
people take interest and make their mind of buy such products (Puddle, 2015).
Marketing concept explains that needs of consumers matters a lot hence if companies are
considering their requirements then it would help H&M in gaining competitive advantage and
performing well in market.
Role of marketing
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Marketing is considered as tool which is used by business to make people positive and gain
competitive advantage. H&M is the leading fashion brand that ensures to serve consumers by
considering them latest trends. That is the reason that people are highly satisfied with its products
and services. Marketing plays researcher role in the H&M, it conducts necessary primary and
secondary research in order to understand buying behaviour of consumers. By this way
companies can offer goods to the potential buyers accordingly. This kind of tactics are helpful
for the organisation in managing business activities and satisfying demand as well. Apart from
this marketing plays role of relationship builder. Its major role is to make communication with
consumers and know more about their teste. By this way people can interact with firm and can
tell their actual requirement. By this way a strong relationship gets build up which supports
H&M in managing consumers and creating value for them successfully. This is the ways that
helps in retaining the consumers in business for longer duration (Perreault, 2018).
Responsibility
Marketing has some responsibilities towards the business:
 Making connections: This major responsibility is to manage administration things and
make communication with potential buyers. This is the best tactics through which
business can gain attention of buyers and can make them ready to buy products of
organisation. By this way firm becomes able to build relationship with the potential
buyers successfully.
 Planning: this is another major responsibilities of marketing, as it understands the needs
of market and accordingly manager of marketing can make proper plan and strategies so
that company can perform well in market and can again competitive advantage
significantly. H&M is the leading brand hence it has created huge competition in the
market but to maintain its position there is need to make effective plan through which
business can gain success in the market.
 Research: marketing have to perform another responsibility that is conducting research,
marketing team of H&M always ensures to have close eye over market. By this way firm
becomes able to know more information about latest trends. This helps business in
making necessary changes in its cloths and designs so that it can serve the consumers
well and can offer them satisfactory goods of cloths.
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