Marketing Roles and Responsibilities in Arcadia

This document discusses the key roles and responsibilities of the marketing function in Arcadia, a British multinational clothing retailer. It explores the relationship between marketing and other departments, and compares Arcadia's marketing mix with Zara. The document also provides a basic marketing plan for Arcadia.

Marketing
Essentials

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
The key roles and responsibilities of the marketing function:.....................................................4
Roles and responsibilities of marketing relates to the wider organisational context:..................6
TASK 2............................................................................................................................................8
Comparison between Arcadia and Zara in context to marketing mix:........................................8
TASK 3..........................................................................................................................................10
A basic marketing plan for an organisation:..............................................................................10
CONCLUSION..............................................................................................................................13

INTRODUCTION
Marketing is the process of attracting customers for buying firms goods and services. In
this process marketing team of organisations makes campaigns in order to attract customers by
products qualities. This is the process which helps in communicate qualities of the products by
promotional activities of the organisation. It helps firms to achieve target market, increase in
sales, profitability of the company. It has marketing mix which refers 7 PS includes product,
place, price, promotion, people, process, physical evidence. It is helpful in transferring goods and
services from the producer to customers (Braciníková and Matušínská, 2017). It provides
opportunities to the companies to attaining customers. The company which is selected for this
report is Arcadia. It is British multinational company deals as clothing retailer. It was founded in
2002, headquarter situated in London, UK. This report covers topics such as roles and
responsibilities of marketing department in the organisation, relation between marketing
department with other organisational departments, comparison of organisations related to its
marketing mix. Apart from this it also covers topics such as marketing plan for the company for
its new products.
TASK 1
The key roles and responsibilities of the marketing function:
Role of marketing in organisation is important and maintaining the relations with all
department is very necessary and consider all major activities and functions -
 Defining the brand- It refers to considering the fact that marketing is delivering the
message to costumer about brand and company and helps in spreading name of
organisation. This also helps in building the recognition of brand in market through
conducting advertising and branding for the organisation.
 Promotes communication- It refers to improving in understanding about company for
employees and building the goals and prioritise of them. It helps in awareness of
organisation among employees and serves as medium of communication between firm
and employee.
 Helps in market research- Marketing is normally gives major help in conducting market
research for every organisation, so it assist in identifying the target market and

understanding the market condition and its upcoming opportunities. This helps in finding
out and grabbing the best as fast as possible to achieve desired objective,
Achieving the profit- It also helps in enhancing the organisational profit and productivity and
analyse the way in which it promote the efficiency and effectiveness so that it able to compete
with other companies (Charlesworth, 2020).
Responsibilities of marketing department: Marketing department has various
responsibilities for the organisation which are mentioned below:
 Listening to customers needs: To establish for marketing strategies it is necessary to
listen customers needs what they wants, finding their needs. It is marketing department
for planning about receiving customers feedbacks. It is about creating customers channel
for customers support which helps in marketing enhancing marketing strategies.
Marketing departments creates channels for social networking which helps in better
understanding of the customers.
 Tracks trends and monitor competition: Marketing department helps in tracks trends
in the market. It is important to know latest trends and competition related to the
company. To know competition is important so that firms can avoid mistakes which
organisation follows because tracking helps firm to know customers needs.
 Work and brand values: Marketing department helps in defining brand value as it
promotes firm as images, messages, ideas in order to communicate the brand values. It
represents the feeling which goods and services has so that customers buy their products.
 Performing marketing campaign management campaigns. Effective marketing
identifies products and services to be focused on during the sales cycle, and produces
communication and voice output. In Arcadia group there is the need of the marketing
campaign for the distribution of the products and services in the market.
 Producing marketing and promotional materials- Marketing department should create
things that define and promote the core products and services. They should be kept
update as those products and services change. In Arcadia group, their products through
various promotional techniques (Chinn, 2017).
 Creating content that provides search engine optimization for your website- In this
stage website is often the first (and probably the end) destination for people to find out
about the marketing department which is responsible for maintaining Web content right

now, while also working to ensure that your site appears as soon as someone is looking
for your business type. In Arcadia Group, there is the need of the content on the website
to attract the purchasers and through this they increase their sales and increase their
profit.
 Monitor and manage social media- Marketing should contribute to, manage and
manage your social media pages. It should also manage the accounts and carefully
monitor your online posts. In Arcadia Group, they manage the social media in the field of
the marketing to increase their revenue.
 Generating internal communication- In their organization employees need to
understand your company, its values, its objectives and its priorities. Marketing often
deals with employee communication through newsletter and intranet. In Context to
Arcadia group, they can make the internal communication through the use of the
marketing departments for their expansion of the business.
 Worked as a media consultant. When the company is quoted in the media, a member of
the marketing department often acts in the company's spokesperson, or directs
management in answering media queries. In Arcadia Group, they worked as the media
consultant in the organization for increase their profits.
 Conducting customer and market research. Research helps to define targeted markets
and opportunities and helps to understand the products and services are perceived. In
Context to Arcadia Group, they help in making the research for increase the customer
base in their marketing department.
 Managing foreign suppliers and agencies. Marketing is the task of selecting and
managing the agencies and vendors that produce marketing materials and providing
marketing assistance. This could include advertising agencies, print vendors, PR agencies
or professionals, Web providers etc. In Arcadia Group, there is the need of the foreign
agency for the expansion of the company (Cooper, 2020).
Roles and responsibilities of marketing relates to the wider organisational context:
Marketing department has relation with other departments such as production, sales,
finance etc. The marketing department done its in order to satisfied customers needs by firms
goods and services which affects all organisations activities. In context to Arcadia, firms

marketing department helps its HR, sales, finance department in order to make strategies for their
activities.
 Relationship between marketing and production department: Marketing department
helps production department for its manufacturing process. As this generates customers
needs and attract customers in order to buy firms goods and services. This tells
production department for setting its strategies according to customers demand how
much units are required. In context to Arcadia, it ensures company for research and
development strategies in order to satisfies current and future needs of the customers, the
quality of the goods, volume of the orders generated by marketing etc. Marketing
department sets time for capabilities of the production department. It ensures the
production department that goods and services deliver to the customers as soon as
possible for getting competitive advantage. It ensures product should be manufacture
acco9rding to customers demand that will satisfied their needs (Eng, 2017).
 Relationship between marketing and HR department: Marketing department helps
HR department for making its strategies as it allocates human resources in the company.
It ensures HR department for staffing level according to its strategies for research and
development new product ideas, meet production needs, create an ambitious, competent
sales team etc. HR department as hires employees marketing department helps it to know
about requirement for itself and for other departments. For marketing, it requires potential
candidates which helps by HR department in order hires potential candidates for the
department.
Relationship between marketing and finance departments: Marketing department and
finance department are directly connected with each others. As for formulating its
strategy marketing department needs for money and it goes to finance department for
arrangement of funds. It ensures finance department for meeting with adequate needs for
research, promotions, distributions etc. The finance department all departments for
running its activities by financial capabilities. These departments have to works in
expected budgets. The marketing department works for concentrate on sales volume and
target market while finance department works for cash flows, acquiring and managing
funds.

Relation of marketing department with sales department: marketing department is
related to sales department. Marketing department generates customers needs and sales
department distributes goods to customers. Marketing department leads and helps to sales
department for generating its activities. It gives its direction for selling firms goods so that it can
accomplish its objectives. Both helps organisations for achieving common objectives which
helps in increasing profitability. Marketing department pitch the customers so that sales
department can sell goods to customers in order to satisfied thier needs. It uses promotional
activities includes advertising, email, social media, texts, web sites etc. Sales department helps to
sell these goods to target market (Gupta and Nair, 2020).
TASK 2
Comparison between Arcadia and Zara in context to marketing mix:
Basis Arcadia Zara
Product Product refers to the goods and
services size, quality, colour
which company sells to
customers. Arcadia is as
fashion brand it has it has
product line for clothing. In
which it covers kids, men,
woman.
Zara is one of the fashion
fashion brand which has
earned lot of growth in short
period of time with a
reasonable rates. It sells the
products that suits local people
and the taste and preference of
the people.
Price Price refers to the pricing
strategy adopt by company in
order to sell its products. This
company using price
skimming strategy for selling
its goods.
It provided the price which is
easily affordable by the
people. It attract the customers
who want latest trends in the
affordable prices . It helps in
building the brand image and
growth in the market share.

Place Place refers to where the
company sells its goods such
as wholesale, retail, hawkers
etc. This company sells its
goods at hyper markets, super
markets etc.
Zara has spread all over
nations having more than 7000
brands . Not only on stores
they also sell their products
online also . Their is both
online and offline shopping in
Zara.
Promotion Promotion refers to the
marketing strategy of the
company in order to
communicate customers about
the brand. This company uses
offline and online marketing
strategy for communicating
customers. It do's its
promotion through advertising,
radio, social media, TV, web
sites etc.
The marketing expense of Zara
is much lower as compared to
the other brands the most of
the marketing of Zara takes
place by Word Of Mouth and
the loyalty is high. Zara used
social media for its publicity.
People People refers to those person
who are involved in
manufacturing process to
distribution process. In this
people are employees,
managers,customers etc
(Hanlon, 2019).
People work in Zara are the
own workers and have proper
sales force with their own
designers and all of them are
efficient in their work and
fulfilled all the demands of the
customers and fulfils the Zara
mission statement.
Process Process refers to product
development from
manufacturing to distribution
to customers. This company
Zara involves the fast
production of the goods from
the designed store with in a
week there is no delayed in the

has manufacturing>
wholesaler> retailer>
customers etc. in its process.
work and have a proper
attractive presentation of the
product in the shop windows.
Physical evidence Physical evidence is refers to
existence of the goods it
includes packaging, style of
the goods. This company
presents its goods by good
quality.
It provide a high quality of
product which is purely made
up of organic and eco-friendly
materials they are very
fashionable and includes the
latest trends of the market as
we come to the stores the
stores are spacious and
products are located properly.
TASK 3
A basic marketing plan for an organisation:
Marketing plan: It could be described as the document in which detailed information of
different activities that are performed by the organisation for the purpose of spreading awareness
about all the products and services. With the help of it, the businesses can attract large number of
customers as it facilitates the attainment of business goals such as increased profits and revenues
for business. Arcadia merchandise is one of the large retailers of United Kingdom which is
operating business all around the world (Uncles, 2018). It is very important for the organisation
to be focused with marketing efforts so that it can attract large number of customers and reach to
the long-term business foals such as higher profits. The following marketing plan is generated by
the organisation for the purpose of attracting more customers in the markets where it is operating
its business. All the key elements of marketing plan are discussed below in context of the
organisation:
Overview of organisation: Arcadia Merchandise is one of the largest retailers of United
Kingdom which is focused with providing good quality products to the customers. It is a well-
established fashion brand which is operating its business in various locations (Ivanov, 2019).

Mission: Mission of Arcadia Merchandise’s new marketing plan is to attract more and
more customers in its existing market so that success for future could be attained.
Vision: Vision of the marketing plan of the organisation is to become the market leader
by increasing the number of customers in upcoming period.
SMART objective: The marketing plan of Arcadia is formulated for the purpose of
increasing profits by 20% in upcoming five years by attracting large number of customers.
SWOT analysis: It is a strategic management tool which is used by businesses for the
purpose of analysing different key aspects for business. Some of them are strengths, weaknesses,
opportunities and threats. While formulating a marketing plan it is very important for all the
entities to make sure that they are able to analyse all the elements of SWOT analysis so that
effective strategies could be formulated effectively (Kuntonbutr, 2019). The analysis in context
of Arcadia Merchandise is as follows:
Strengths Weaknesses
 The market image of the
organisation is very good which is
one of the main strengths of it which
is facilitating it to capture large
market share.
 The enterprise is focused with
formulating of effective marketing
strategies which helps it to spread
awareness about all the items that
are sold by it in the market.
 One of the main weakness of the
organisation is high level of
competition which is affecting
growth of business.
 The entity is facing the challenge of
weak profitability which is affecting
the market image of it in the market.
Opportunities Threats
 The organisation can expand its
business in different locations all
around the world which can
facilitate it to capture more market
share.
 The entity can launch new product
line which will help it to attract more
and more customers (Zadnipranna,
2017).
 High level of competition and small
fashion retailers are the main threat
for the organisation which may leave
negative impact upon business.
 The governmental policies changes
with time and if organisation will not
be able to comply with them then it
may result in legal interferences in
business.
Marketing P’s or marketing mix: It is a strategic marketing technique which is focused
by business for the purpose of formulating effective strategies for marketing. There are various
elements of it which are product, price, place and promotion (Proctor, 2020). For successful

businesses like Arcadia Merchandise, it is very important to be focused with all of them so that
effective marketing strategies could be formulated. All the elements of it are discussed below in
context of the enterprise:
 Product: These are the offerings that are made by the organisation to the targeted audiences. In
order to meet their expectations, it is very important for all the businesses to make sure that they
are they are offering the products according to demands. Arcadia Merchandise is offering all the
products to the customers according to their expectations which is facilitating it to meet all the
business goals.
 Price: It is very important for all the businesses to set appropriate prices for all the products so
that they can attract large number of customers. In the new marketing plan the organisation has
decided to follow the competitive pricing so it can sustai9n in the market and compete with the
competitors.
 Place: It is the location where the products are sold. It has been planned by Arcadia Merchandise
that it will offer all its products at such locations where the customers can reach easily. It will
facilitate it to assure the accomplishment of all the business goals (Perreault, 2018).
 Promotion: It could be described as the main element of marketing mix which should be focused
by all the entities because without paying attention towards it, it will be very difficult for the
organisation to attract large number of customers. It has been planned by Arcadia Merchandise
that it will be promoting all its products with the help of social media marketing. It will help it to
attract large number of customers.
STP (Segmenting, Targeting and Positioning): These are three different elements that
are required to be focused by businesses while formulating marketing plan. Discussion of all of
them in context of Arcadia Merchandise is as follows:
 Segmenting: Under this element of STP analysis businesses are required to select the specific
segment which will be focused to launch the new product or market the items. There are four
different types of segments which are behavioural, geographic, psychographic and demographic.
Under all the segments the businesses try to pay attention towards different elements such age,
location, preferences, behaviour, psychology etc. The marketers of Arcadia have planned that
they will be focused towards a specific location where it will market all its products (Okumus
and Cetin, 2018). The market will be London where the headquarter of the company is
established.
 Targeting: Under this element of STP analysis the organisations needs to select the targeted
segment. The markers of Arcadia Merchandise have planned that they will be targeting the
customers who buy the fashion products of the organisation. The main targeted customers of the
organisation will be women which are buying the fashionable clothes from the company.
 Positioning: It is last element of STP analysis in which the entities are required to formulate
decisions regarding positioning of business. By paying attention towards it Arcadia Merchandise
will be able to attract large number of customers. It has been planned by the organisation that it
will position its products with the help of online as well as offline modes.

Marketing budget: It is very important for all the businesses to formulate marketing
budget as it can help to perform all the planned activities in systematic manner. The budget
which will be required for Arcadia Merchandise will be as follows:
Particulars Amount
Market research 5000
Promotion 8000
Advertising 7000
Salaries to staff 15000
Compensation of marketers 9000
Total 44000
Total budget required for the marketing plan will be around 44000 pounds and it is very
important for Arcadia to make sure that it arranges these funds ton execute the planned activities
successfully.
Monitoring and controlling: These are two different aspects which are also required to
be focused by all the businesses because if these two activities will not be focused then it may
result in failure of the plan. The marketers of Arcadia Merchandise will be monitoring all the
activities and then they will evaluate errors form them. At last of any type of issue like lack of
funding for business will take place then it will be resolved with the help of effective planning
and controlling (Nirschl and Steinberg, 2018).
CONCLUSION
From the above report it has been concluded that marketing is the process of communicating
customers about goods and sercices of the compaby. It helps company in order to attract
customers for buy firms goods so that it can helps in accomplish company objectives. Marketing
department works for sales strategy, attracting customers, satisfied customers needs etc.
Marketing department is related to all organisations department such as production, HR, finance,
sales etc. Marketing mix includes product, place, price, promotion, process people, physical
evidence. Marketing plan is the process for creating strategies for new business and
development. Marketing plan includes value, mission, vision, segmentation, targeting,
positioning. Every company makes budget for knowing expenses and income for the business.

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