Roles and Responsibilities of Marketing Function

The provided report discusses the various roles and responsibilities of the marketing function in TK-MAX. It highlights the importance of intercommunication among different departments to ensure efficiency and productivity. The report also covers the process of market planning, which includes analysis, planning, implementation, control, and marketing strategy. Additionally, it touches upon the 7Ps of marketing mix strategy and its application in marketing.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibilities of marketing function in TK-MAX : ....................................1
P2 analysis of marketing role relate to the wider organisational context : ...............................3
LO 2 ................................................................................................................................................5
P3 Comparison of ways of using Elements of marketing mix in TK-MAX and WAHACA : ..5
.....................................................................................................................................................8
LO 3 ................................................................................................................................................8
P4 Evaluating and developing of marketing plan in TK-MAX .................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Illustration Index
Illustration 1: 7Ps of marketing mix................................................................................................8

INTRODUCTION
In order to define market essentials of TK-MAX, it is important to understand that market
is an essential tool in every organisation. Without market, a company can not make product or
sell a product. It covers various aspects such as supply chain, needs and satisfaction level or
preferences of customers. Marketing strategies are different as per the differentiation of
structures. Customers are the core essential in marketing essential. Because it is the factor who
influenced the organisation and affected by organisation as well. There are various types of roles
and responsibilities of a marketing department. The main responsibility is to find out the macro
environment. Micro and macro environment are two factors of environment. Macro environment
can be analysed by pestle analysis and micro environment can be analysed by swot analysis.
Swot analysis refers strengths, weaknesses, opportunities and threats of a company. While, pestle
analysis refers political, economical, social, technical, environmental and legal factors. It is
necessary for a marketing department to interrelate with other department such as finance
department, human resource department, production department and procurement. Furthermore,
marketing department can not make any strategy without inter communicate with other
department. Finance department ensure about the resources available in the organisation.
LO 1
P1 Key roles and responsibilities of marketing function in TK-MAX :
Roles and responsibilities of marketing functions in any organisation is vital and broad.
Marketing functions help in to the process of planning and execution of various concepts. Roles
of marketing functions are as follows:
 conduct campaign
 marketing information system
 analysis of market environment
 brand evaluation
 develop promotional channels
 evaluate social media channels
marketing functions are the combination of buying, selling, transporting, storing, standardization,
grading, financing, risk taking and market information(Baker, 2014).. To develop an internal
communication is also a role of marketing department. To evaluate the best social media for
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developing a plan is a core function in any organisation. To promote products and services of a
company, marketing department should conduct a campaign. Marketing department helps in to
find out the resources to develop a plan. It interrelates with all other department before going to
make any strategy relates to the campaign. Marketing department is responsible to create
websites. It conducts campaign to focus on sales cycle. Responsibilities of marketing department
such as :
 product planning
 price fixation
 evaluate the distribution channel
 sales forecasting
 communications
 sales support
 market researches
To develop marketing strategy is a main responsibility of marketing department. The main
component of market strategy is to develop and grow market share. Marketing strategy can be
built on market research. Market research is another responsibility of marketing department. It
can be done through various techniques or methods such as primary research or secondary
research. Market research helps in to provide informations related to the customer's preferences
and requirements(Baker, 2014).. To identify the target market is a process of market research. It
also analyses the strengths and weaknesses of a company and analyse the opportunities and
threatens as well. Roles and responsibilities can be varied upon the variation of structure of an
organisation. Develop a product as per the needs and requirements of a customer is necessary.
Because if a company is not producing a product as per the customer's requirements then it will
decrease the efficiency of productivity. Just making a strategy of a product is not enough. After
making a strategy, it necessary to implement the strategy as well. Gather informations related to
the target market. Roles and responsibilities in the context of marketing environment plays an
initial role for any organisation. Marketing information system gives the data related to the
product, planning, implementation and monitoring. Marketing department builds the brand
equity among the customers. customers prefer the product of only branded companies. It makes
the reputation and loyalty of the company among the customers.
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P2 analysis of marketing role relate to the wider organisational context :
Marketing plays an important role in implementing and successfully managing the whole
market. It also managing the companies marketing policies. The market oriented and market
functionally are depended upon to each other. The basic aim of TK-MAX is to manage the whole
market functionality. It also improves the business performance and finding the new firm should
be re allocate the power between marketing strategies and their functionality(Baker, 2014)..
There are different ways to reflect the strengths of your product and responsibilities:
Market segment: the basic role of the members of your sale and marketing team assumed and
depend upon your product. How can you offer product in markets is very important.
If some times our product is technically strong so that it is very effective for industrial purpose.
The role of marketing team member is very responsible for an industry and it will be expert for
your product.
Marketing Strategy : sales and marketing team know about the market segment and they make
sure the marketing strategies and apply for the profit. Each team member has responsibility to
manage the whole sales department. The strategies will provide the valuable guidance and
succeed the market environment. The strategies build a realistic possibilities and that will be
measured the research.
Marketing planing: marketing team developed the overall strategies, each member has
responsibilities to manage the whole sales department and implementing the marketing plan for
the responsible areas. The whole team has to work together to preserve the overall company
image and identifies the requirement of market segment(Baker, 2014).
Marketing tactics: this is important role of sales and marketing because tactics are short and
small term plan that will be used in marketing which are implemented and that can be attracted
to the target consumers. They have limited time offer which provide the incremental boost in the
marketing plan. It will help the initial pressure from one competitor to other and that will boost
the sales and marketing.
Marketing Outcome: Team member does not meet the same objective of a particular segment,
the role of other team support and improve the performance. Each member has own
responsibilities for his own work if all target has been completed it defines as success of
effective team member. The main aim to achieve a common approach that will balance the sales
and marketing team.
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Developing market plan is interrelates with many other functions and departments of TK-MAX
such as :
 With operations management
 With finance department
 With human resource management
 With production department
 With procurement
 With research and development
 With personnel
marketing and finance department is interrelated as :
Activities of marketing department Type of relation Activities of finance dep.
Sales forecast → Cash flow analysis
Marketing mix ← Financing needs
Management activities ← Financial profit
Decisions related to policies ← Categories of clients
Communication activities → Final result
marketing and human resource management is interrelated as :
it includes sales team, production target, research and development. It is necessary for marketing
department to interrelate with human resource management as well.
marketing and production department :
Activities of marketing Type of relation Activities of production
Sales evolution forecast → Capacity planning
Portfolio management ← capabilities
marketing and procurement:
Activities of marketing Type of relation Activities of procurement
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Research of new material → Procurement of new material
Research of new suppliers ← Procurement of new suppliers
marketing and research & development :
Activities of marketing Type of relation Activities of R&D
Market researches of new
product
→
←
Developing new product
LO 2
P3 Comparison of ways of using Elements of marketing mix in TK-MAX and WAHACA :
Marketing mix is a main part of market planning. It covers all the factors from
manufacturing to the end of sale process. All organisations are using this tool to make strategies
of marketing. Primarily it includes 4Ps but now it includes 7Ps of marketing. 7Ps of marketing
are :
 Product : the product of company have quality, customer service provided, availability of
branding properties. They must full fill the requirement of consumer and their product,
services. The product should complete the task when the customer wants and it should
work on that product.
 Place : the product should be available from market where the consumer easily find the
shop. It is very high performance that will be available on the market and online you will
order the product many options are available as e-commerce or an online shopping. If our
product is available in the markets so that it is important for company growth. The
location of online store must be approachable and the product delivery part must be good
in online e-commerce website.
 Price : the product should be available on online market with affordable prize and it
should always be seen as a representing as a good value. It should be available on
cheapest prize. The main motive of online marketing is to provide a good product and
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customer satisfaction and usually customer are happy to pay more for something that
work really very well.
 Promotion : promotion is process when we are communication with the consumers by
using marketing selling advertising, sales promotion. Social media is the biggest
communication tool for an organization with the help of social media we promote the
product and quality of product. it is the best way to used in organization(Armstrong, and
et.al., 2014). .
 people : it includes all the human force which are directly or indirectly connected in
making a strategy or a product. This factor is important in any organisation because
without human resource, company can not produce any product.
 Process : it includes all the activities which are accomplished in an organisation to
achieve goals. This factor mainly consider the flow of activities such as human activities
and financial activities.
 physical evidence : physical evidence includes logo, brand name, signs or labelling and
packaging of a product.
Comparison of marketing mix :
Tools of marketing mix TK-MAX WAHACA
product This company is providing
restaurant services to the
customers. Service and
product of the quality is the
most important factor for this
company.
The quality of the product is
worst. It did not provide the
best quality of products and
service to their customers.
price It is using differentiation
strategy by giving new
products and innovative ideas
in existing product.
It is using penetration strategy
of marketing. Due to this,
company's profit margin is
low. The indirect cost of this
company is high. Thus, it
charges higher amount of price
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with cheaper quality of the
product.
place Place is wide and broad. It also
includes international level
restaurant as well
Place is very small and narrow
of this company. It does not
cover both areas such as rural
and urban.
promotion According to this company,
public relation is the best
method of promoting the
products.
This company is using direct
call and advertising techniques
to promote the products. These
promotional techniques are
very useful in to promote the
products in to the market. It
helps in to maintain the
position of an organisation in
competitive market.
people Main aim of this company is to
increase the numbers of
customers and increase market
coverage.
The objective of this company
is to increase the satisfaction
level of their customers.
process The company provides sales
after service as well. Because
the main objective of this
company is to satisfy the
customer.
Process is very complex to
understood of this company as
it is hard and unmanaged.
Physical evidence This company do not use
physical evidence to attract the
customers.
Physical evidence are used by
this company to attract the
customers.
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Illustration 1: 7Ps of marketing mix
Source : 7Ps of marketing mix, 2016 (https://www.locusassignments.com/solution/unit-2-
marketing-essentials-assignment-solution)
According to this diagram 7Ps includes all of these factors.
LO 3
P4 Evaluating and developing of marketing plan in TK-MAX
Every plan requires a systematic method to be followed. Market planning is a complex
process as it is a process of understand the level of customer's satisfaction. To reach to the
customers with the right approach is essential for successful marketing strategy. For this, there
are some stages which should be followed such as :
 analysis
 planning
 implementation
 control
 marketing strategy
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analysis of marketing situation : To develop and evaluate the marketing plan, it is necessary to
find out internal and external factors. Which can be done through internal analysis and external
analysis. Internal analysis means the examining of internal factors which affects and influence
the functions of a company. These factors include financial analysis, swot analysis and value
chain analysis. Internal factors can be controlled by an organisation because it happens within
the business. It helps in to improve the plans and improve the position and in to gain competitive
advantage.
Value chain analysis : it is also an internal analysis technique. This tool presents the relative
value of activities which are accomplished in an organisation. By this method, company get
knowledge about those areas which has to be improved. It includes inbound logistics, operations,
outbound logistics, marketing and sales, service. It involves four activities such as firm
infrastructure, human resource management, procurement and technology. If these all activities
and factors will be in value chain, then a company will get profit margin(Armstrong, and et.al.,
2014). .
External analysis :
this analysis includes the factors that belongs to outside of the business but affects the internal
functions. This analysis can be done through pestle analysis and porter's five force model. Before
starting a marketing process, it is necessary to do pestle analysis. It consists internal and external
environment. Pestle refers to political, economical, social, technological, environmental and
legal factors. Political factors include government position and policy on the economy, view of
government on culture, political system, protection law, service tax, income tax or political
systems. Economic factors includes bank financing, restrictions for imports, incentives for
exports, interest rates, bank financing and inflation rate. Avenues for capital creation is also a
part of economic factors which covers size of the capital market, role of the regulator, nature of
the investors and types of the instruments. Social and cultural factors includes demographics,
consumerism, social mobility, educational level and distribution of income. Demographic and
distribution of income includes division of population, age group and disposable family income.
Lifestyle changes and consumerism includes attitude of living such as availability of media
resources, joint or nuclear families or different age groups. Technological factors includes
advancement of technology, rate of obsolescences, innovations, new discoveries and cost of
transformation.
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Competitive analysis
it can be done through porter's five force model and swot analysis. Porter's five force model
includes :
 threat of competition
 threat of new entrants
 bargaining power of consumer
 bargaining power of suppliers
 threat of substitutes
swot analysis includes strengths, weaknesses, opportunities and threats of a company.
STRENGTHS : this is one of the most well known company over the world. The strong point is
its dominating position in the competitive market. It has a huge strong network of outlets.
Increased professionalism, the fastest delivery of products and cost savings are the strengths of
this company(Armstrong, and et.al., 2014).
WEAKNESSES : there is higher amount of customer's complaints and brand and quality of the
product is also not good.
Strengths and weaknesses are controllable factors. But threats and opportunities are the
uncontrollable factors. By focusing on strengths, company can get opportunities and by
overcome the weaknesses, company can get advancement of its threats. Strenghts and
weaknesses are the internal factors and opportunities and threats are external factors.
After analysing the environment as internal and external of the company, company has to
focus on achieving smart goals and objectives. There are several objectives of a company which
should be focused ;
 improve customer base
 improve number of satisfied customers
 improve communication such as internal and cross functional communication
 increase customer relationship
market should be divided into different parts to more focus on all activities of all the
departments. It can be divided into following parts :
 segmentation
 targeting
 positioning
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segment can be done on the basis of demographic, behavioural and geographical. Targeting
means to target the customers to whom product should be sold. By segmentation and targate,
company can maintain its position in the market. The last stage in the development and
evaluation of market planning is market control. This is the basic and fundamental process in
every market planning. Controlling is a statistical; tool by which company can compare the
actual performance and standard performance. Standard performance is made on the basis of past
facts and data. By controlling, company can correct the wrong activities. It is a process of
matching the objectives with the result. To find out that why objectives are not achieved ? What
are the reasons behind this situation ? Identify these situations' ans solve these situations are the
responsibility of marketing department in market planning process.
CONCLUSION
From the above report, it can be concluded that there are many roles and responsibilities
of marketing function in TK-MAX. But this is varied according to the organisation structure.
Marketing function includes all the functions of an organisation such as buying, selling,
branding, advertising and so on. If there is no intercommunication in the organisation, then
efficiency of productivity will be fall down. There are chances of decreasing level of satisfaction
as well. Marketing department should communicate with production department and financial
department before making or implementing strategy. Market planning includes analysis,
planning, implementation, control and marketing strategy. The process of marketing planning
includes goal setting, analyse current and recent trends of competitive environment, create and
make market planning and allocation of resources and the last but not least is to control and
monitor. There are different ways to apply marketing mix strategy. Marketing mix strategy \is
also known as 7Ps of marketing which covers product, price, place, promotion, people, process
and physical evidence.
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REFERENCES
Books and journals
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Armstrong, G. and et.al., 2015. Marketing: an introduction. Pearson Education.
Babin, B. J. and Zikmund, W .G., 2015. Exploring marketing research. Cengage Learning.
Baker, M. J., 2014. Marketing strategy and management. Palgrave Macmillan.
Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Burns, A. C., Bush, R. F. and Sinha, N., 2014. Marketing research (Vol. 7). Boston, MA, USA:
Pearson.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), pp.1-9.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Mix, M. and Brand, C. B., 2017. Marketing management.
Online
7Ps of marketing mix, 2016 [online]. Available through :
<https://www.locusassignments.com/solution/unit-2-marketing-essentials-assignment-
solution>.
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