Responsibilities of Marketing Department in Next plc

This report covers the various responsibilities of the marketing department in Next plc, including market research, merchandise design, brand equity, formulating strategies, and identifying customer needs.

Marketing Essentials

Table of Contents
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
P1 Various responsibilities of marketing department..................................................................1
P2 Various obligations of marketing in accordance of chosen company....................................4
P3 Marketing mix applied by several organisations so as to achieve business objectives..........5
P4 Evaluate a market plan...........................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing involve the interaction takes place between buyers and sellers that aims to satisfy
the expectation of customers across the globe. Moreover, marketing is a wider concept that
covers positioning, segmentation, branding and many more as it each aspect differ from each
other (Andaleeb, 2016). This report covers Next plc that is most popular leading retailing
industry in UK. It deals with varieties of products like clothing, footwear and other home
essentials that emphasise on rendering quality products at a reasonable price. This report
comprises of wider responsibilities of marketing department as well as in context of a company.
This report covers elements of marketing mix and its plan so as to attain business goals within
limited time.
P1 Various responsibilities of marketing department
Marketing is understood as the involvement of exchange amongst two parties such as
buyers and sellers of merchandises or amenities in return for money (Baker and Magnini, 2016).
Furthermore, it is understood as meeting the taste and preference of clients so the company
provide such merchandise which develop maximum satisfaction. There are various roles and
obligations of marketing function due to the reason that several departments are there in an
organisation such as finance, marketing, human resource and many more. This assist the firm in
deciding a best alternatives which in turn assist in proper completion of target.
Various obligation of marketing department:
Proper Market research: It is regarded as the most necessary element as the manager of
Next plc would conduct proper market research as it would identify the taste and preferences of
customers, nature of competitors, latest trends, advancement of technology and many more
which provide greater access to customers (Dibb, 2017). This provide information to the
respective firm which in turn generate more and more sales in case of retailing sector.
Merchandise design and development: This strategy emphasise on designing
merchandise in such a manner that win the hearts of customers in first appearance and hence
switching cost is low for them. The manager of Next plc provides new and creative products
with good packaging which grab the attention of customers and thus increase the revenue
prospects.
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Brand equity: This is one of the major roles of marketing as customers once become
habitual of brand which in turn decrease the switching cost. The manager of Next plc provide
new and innovative designs of merchandise which catch the attention of users and thus boost the
sales of company.
Formulating strategies: The manager of Next plc makes an advance planning of the
goods or services that are required by the customers so that it could beat its competitors and thus
achieve a significant position across the globe (Harrison and et.al., 2016). this increase the brand
awareness as well as maximise the revenue in retailing industry.
Identification of needs of customers: This is one of the important concepts of marketing
which emphasise on identifying the expectations of customers which in turn generate greater
sales and generates greater revenue. The manager of Next plc emphasises on providing excellent
offerings with fast and efficient services which in turn generate maximum satisfaction and also
develop positive reputation across the globe.
Obligation in relation to marketing environment
Marketing departments has numerous responsibilities towards customers, competitors,
suppliers and so on as it has to deal in different manner while integration with other departments
(Hollensen, 2019). Lots of factors and environment has to be kept in mind while dealing with
them. With reference to Next plc, the same is presented as follows:
Towards customers: Customer are very precious for an organisation as they always
prefer quality products at reasonable cost. The manager of Next plc provide products with latest
trends that meet the expectations of customers and thus generate more sales and maximise the
revenue in case of retailing sector.
Towards competitors: The manager of Next plc makes an appropriate planning and
prepare a strategy so as to beat the competitors as it provides quality specification which
generate more and more customers from several locations of the country (Kotler and et.al.,
2017).
Towards government: The senior authority of respective firm provides fair and efficient
information to the government and paid tax that ensure greater transparency and accountability.
Also, this also develop positive image in the eyes of government as proper and fair transaction is
taken place and develop brand loyalty.
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Towards suppliers: the manager of Next plc maintains strong distribution of network by
opening its stores in different locations and also it maintains mutual relation with suppliers so
that there is easy availability of goods at any time (Iyer, and et.al., 2019). Also, it also
emphasises majorly on excellent offerings in order to gain maximum exposure at a global level.
P2 Various obligations of marketing in accordance of chosen company
There are various departments in a corporation like information technology, and many
more as each has different roles and responsibilities. In relation to this, marketing department
coexist with other departments in order to facilitate proper coordination and to bring harmony
which ensure greater growth and render a vast opportunity in future (Nirschl and Steinberg,
2018). The marketing manager of Next plc has interrelation with another branch which are
presented as follows:
Marketing and human resource: The role of human resource management is wide that
includes several terms such as hiring and selection procedure, increasing skills as well as
development of employees and performance management and many more. The marketing
manager of Next plc provide assistance to HR by recruiting and selecting the potential candidate
in hiring for vacant position that help in accomplishment of goal in a respective time period.
Also, the area of conflict is fewer in case of such integration with human resource department as
it provides motivation and compensation benefits to the employees that ensure maximum job
satisfaction and retention.
Marketing and research and development: The roles of R&D are incomplete without
marketing as it conducts proper research, identify latest trends, determine opportunities and
challenges and also render an expert advice that help in decision making of a firm in an effective
and efficient manner (Paluchová, 2017). The integration of research and development with
marketing provide an opportunity to the manager of Next plc to identify the taste and preferences
of customers with the motive of fulfil their requirements and generates maximum demand of
customers across the globe.
Marketing and finance: Finance is considered as the blood of business which involve
preparation of financial statements, balance sheet, estimated budget and cash flow that provide
details regarding the financial status of a business. In the context of Next plc, this is regarded as
one of the appropriate integrations with marketing department as it is depicted as finance is
blood of corporation while marketing is backbone of retailing industry and the former prepare a
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budget that provide details regarding availability of funds to the latter so that it could make
proper planning for investment in marketing campaigns and promotional activities.
Marketing and information technology: In an era of digitalisation, information
technology has taken place at every business enterprise as it ensures proper coordination and
cooperation which ensure recording of transactions in a systematic manner. The IT department of
Next plc has simplify the overall working procedures and aids in facilitating fast and efficient
recording of transactions in an effective and efficient manner (Perreault, 2018). Also, the
manager of respective firm combines marketing with information technology as the manager
monitor the activities through Enterprise Resource Planning which help in taking fast decision
and fulfilment of task in a respective time period.
Marketing and operation management: the role of operation management is to
produce the goods and make sure that they are delivered in a right time at a right place and also it
emphasise on making judicious usage of resources like men, material, machine and so on which
saves both time and cost in running a business successfully (Pyo, 2015). Also, the manager of
Next plc acquire product in a large quantity from producers which in turn decrease the cost of
production that ensure average quality of product while marketing department emphasise on tight
quality control which ensure greater coordination among them and aids in attainment of target in
a short period.
Therefore, the role of marketing is to render an effective solution and provide information
regarding the taste and preferences of customers which help the manager of Next plc to innovate
new and creative products in order to gain strong rivalry edge around the globe. This provide an
opportunity to the company to gain maximum exposure and enhance the brand image within the
confines of retailing industry.
P3 Marketing mix applied by several organisations so as to achieve business objectives
Marketing mix is understood as the process of preparation of an appropriate strategy and
planning which ensue maximum customers across the globe (Rowley, 2016). In other words, it
describes the combination of various elements such as product, price, place and promotion that
help in accomplishment of task within a shorter time. The main motive of Next plc is to earn
greater profits that ensure sustainability and help in fulfilment of task so as to contribute a most
precious place at a global level. The comparison of the elements of marketing mix of Next plc
and John Lewis are given below:
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Product: This involve the physical article that are being purchased by the consumers that
create exchange in return for money. John Lewis is one of the leading stores in UK that belong to
several sectors of product such as home and design, electronics, fashion and beauty products.
Also, it is regarded as the core element of marketing mix.
The manager of Next plc emphasises on high quality fashionable items such as clothes,
accessories and home appliances that gain large access of customers from different locations.
Price: This involve the amount of money that is being paid in return for goods or services
by customers to salesman or suppliers. The pricing strategy opt by the Next is neutral pricing
strategy so as to gain giant customer base and provide a competitive edge in a retailing industry
whereas the John Lewis use competitive pricing strategy by providing excellent offerings at low
cost that gain maximum customer satisfaction.
Place: This provide an ease of accessibility as firm ensure that goods are delivered in
right time at a right place. Also, it involves distribution of channel through several intermediaries
such as wholesalers, retailers and producers. The top manager of Next uses multi-channel
retailing strategy and offer an opportunity to order by catalogue or online platform that provide a
great ease of comfortable amongst the buyers from several locations as in case of John Lewis has
several outlets in England that provide a greater access of individuals at a global level and also it
uses several channels like E-commerce websites and many more.
Promotion: The promotional strategy adopted by Next plc is social media platforms as it
has great number of followers such as Facebook, Instagram, You Tube, Twitter and many more
that persuade customers to buy the product. This indulge customers to buy the product in the
form of several campaigns such as words of mouth, publicity, public relation and many more that
boost the sales and increase the profits. John Lewis use promotional strategy such as online
platforms and Christmas campaigns and also it sponsors for London Olympic that generate
maximum satisfaction of customers.
Process: This involve series of activities or multiple steps that determine the method of
working in an organisation which facilitate smooth operations in a business entity.
The Next uses advanced technology that simply the overall working procedure and provide
assistance in proper recording of transactions with great efficiency in a systematic manner
whereas the John Lewis follow a smooth process as it has its own warehouses that provide
systematic conduct of business and allow consumers to shop online that create easy accessibility.
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People: The people involve the staff or subordinates that ensure systematic working in an
organisation and play a major role for achievement of objectives in a limited time. The
employees of Next plc are specialised trained that render an effective and efficient amenity
among the group of clients within less time period. This increase the productivity and efficiency
in a workplace. John Lewis has more than 38,000 employees and also they are highly trained that
provide a great experience of shopping to their customers and thus generate more sales.
Physical evidence: This involve an environment which determine the appearance of
product and layout that grab the attention of customers in a quicker manner.
The manager of Next sold its product with a distinct packaging and also goods are assembled in
a proper place that aids in easily identification of product and also this could grab the attention of
buyers. The stores of John Lewis have a distinct look that provide loyalty cards and better
atmosphere which make customer delightful.
Tactics used by Next plc are given below:
The manager of Next plc uses different tactics in order to accomplish business goals as it
has excellent offerings at a reasonable cost which gain various and several groups of individuals
at a global level. Also, the respective firm enjoys greater economy of scale as it has several
stores in different locations that create maximum customer satisfaction. This generate positive
brand image and help in achieving sustainable advantage. Another tactic that is used by the
respective firm is its pricing strategy that allow them to create a significant position and thus
achieve business objectives in a respective time period.
P4 Evaluate a market plan
A marketing plan is in written form that specify the various outcomes and results in order
to accomplish business objectives in a short span of time (Stephens, 2016). In other words, it
provides an appropriate strategy by identifying the target market, nature of competition and so on
in order to achieve a strong rivalry edge. With reference to Next plc, the market plan is presented
as follows:
Overview of company: Next plc is renowned brand headquartered in United Kingdom as it
renders various types of merchandise like clothing, accessories, footwear and other household
essentials. The company is plan to introduce an organic perfume as this is going to hit the market
due to the reason that it is made up of natural ingredients and thus increase the share of market at
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an international level. The respective firm has covered greater portion of market in different
countries so as to contribute more sales and acceleration of revenue in case of retailing industry.
Executive summary: The respective company is introducing and plans to bring a new
product such as organic perfume which is going to boom the market (Stern and Porr, 2017). the
strategy implemented by company is new product development which provide introduction of
new product in an existing market that cover large base of customers across the globe. Also, the
product that is being launched by company is going to be fascinated by younger generations and
also, they are so much conscious of their health.
Vision: this is to be the more profitable corporation that generate greater return on
investment and also to create a strong financial position in case of retailing sector.
Mission: The mission of respective firm is to render new and innovative merchandise
amongst their customers by making use of advanced technology and also emphasise to deliver
greater and effective speed of services to their clients as this develop positive reputation and also
ensure greater customer loyalty.
SMART Objectives
 To maximise the revenue by 10% within six months which in turn increase the
profitability and productivity in a marketplace.
 To provide training to their staff within three months in order to accelerate their
knowledge base and necessary skills and thus inculcate confidence among them.
 To develop great communication skills so as to improve the productivity and promote
new and innovative ideas which facilitate coordination.
Strategy: The respective firm would use penetration strategy so as to capture the large
market share and conduct advertising campaigns so as to boost the sales and profitability
within a marketplace.
SWOT analysis: this analysis provides the framework of consider both strength and
weaknesses as it focus on combatting threats and making best use of opportunities. The SWOT
of Next plc is given below:
Strength Next plc is planning to invent organic perfume which generate greater sales due to the
reason of its strong brand image in the market.
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 The firm ensure greater quality specification that create customer loyalty and develop
maximum satisfaction.
Weakness
 One of the weakness is that there are some outlets that are not doing well which
minimise the sales of newly launched product.
Opportunities
 The respective firm is launching a chemical free perfume that would be highly fascinated
by younger generations as they are very particular about health conscious.
 Next plc would promote its product through social media platforms as it has giant number
of followers on Facebook, Instagram and so on which generate greater sales and thus
maximise the profitability.
Threats
 There are several competitors of Next plc like John Lewis, Zara and many more that
possess a major threat and aspect for a firm.
 Due to this, the company would decrease the prices of products which in turn decline
the profitability.
STP approaches:
Segmentation: This involve the division of market on the basis of demographic and
psychographic characteristics. The manager of Next plc divide the market on the basis of income
group, lifestyles and social status.
Targeting: The targeting group adopted by the manager of Next plc is high class people who
could buy organic perfumes and generate a strong brand image in case of retailing sector.
Positioning: The manager of respective would emphasise on value-based strategy. The chemical
free perfume would generate large base of customers on the basis of attributes such as natural
ingredients that generate maximum customer satisfaction.
Tactics: the tactics used by Next plc while launching a new product is presented as follows:
Product: The product that company is planning to launch is organic perfumes that consist
of pure and chemical free ingrdients.
Price: The pricing strategy adopted by the firm is premium pricing which is available in
existing markets.
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Place: The manager of company would provide the availability of products both as
offline and online detailed customers with its benefits so as to develop large base of customer.
Promotion: The promotional strategy that could be adopted by the firm is social media
sites and print media.
Budgetary plan: In the context of Next plc, the budget is presented below that would aids
company to make implement the plan and deciding an appropriate course of action.
Particulars 1st year 2nd year 3rd year 4th year
Initial
money
10000 5000 5000 5000
Investment 10000 10000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Promotion 4000 1000 5000 2000
Sales
publicity
2000 2000 1000 1000
Direct
selling
4000 3000 1000 1000
Total 25000 7000 10000 9000
It has been determined that the initial investment incurred by the manager of Next plc in
first year is 20000£ and then gradually it declines to 10000£ in fourth year. Initially in first year,
the company spent a huge amount on promotional efforts that is 25000£ and then it declines to
9000£ due to the reason that its product is well known by the consumers.
Evaluation: The manager of Next would monitor and control the overall activities by
making comparison between actual performance and standards that determine the accuracy and
help in attainment of goal within respective time period. The senior authority of respective firm
would motivate its subordinates with proper guidance so as to achieve desired level of output. It
improves the efficiency and effectiveness in a workplace.
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CONCLUSION
It has been comprehended that that marketing plays a crucial role in a corporation which
help in achievement of objectives within limited time. There are several obligations of marketing
such as brand management, market research and many more that are discussed in this report.
Also, the interrelation of marketing with finance, HR, operation management is discussed as
marketing is core element of every business enterprise. Several elements of marketing mix and
marketing plan is provided that provide complete information regarding the investment outlaid
by the company.
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REFERENCES
Books and Journals
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