Marketing Essentials: Roles, Interrelations, and Strategic Plan of Marks and Spencer

Marketing
Essentials
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Role of marketing........................................................................................................................3
TASK 2............................................................................................................................................5
Marketing 7ps..............................................................................................................................5
TASK 3............................................................................................................................................8
Strategic Marketing plan of Marks and Spencer.........................................................................8
CONCLUSION..............................................................................................................................10
REFERENCE................................................................................................................................12
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INTRODUCTION
Marketing is defined as promoting company’s products and services in market. This
report is based on the case study of Marks and Spencer Company in respect to its marketing
activities. Company initiated its operations in the year 1884 and currently is a part of the retail
sector. Michael Marks and Thomas Spencer are the founder of the company. Company operates
in more than 1400 locations all across the globe. Company is specialises in selling high quality
clothing products, food products and home products. Marks and Spencer Company is listed in
London Stock Exchange. This report will demonstrate different aspects of company’s marketing
activities. Henceforth, report emphasis on different roles marketing department play in company.
This report will also project the interrelationship between marketing department and other
functional department in company. Different aspects related to marketing mix will also
summarise in this report. Furthermore, report also emphasis over strategic marketing plan for the
company.
Task 1
Role of marketing
Roles and responsibilities associated with marketing department in Marks and Spencer
Company can be summarises in the following points.
Improve brand value of company: Marketing department in Marks and Spencer Company
channelize different campaigns to improve the brand value of company in target market.
Improving brand value is among the key role and responsibilities associated with the marketing
department in company. As the brand value play a huge role in improving company’s growth
potential in market. This also influence the buying decision made by upper class category
customers. It can be stated that in process to achieve all objectives of company brand value of
company play an important role.
Channelizing marketing campaigns: This is also a primary role marketing department play in
Marks and Spencer Company. Department needs to launch different campaign and other
campaigns such as recruitment campaigns on the basis of the needs of different functional
activities in company (Ferreira and Coelho, 2017). Department also play role in controlling and
managing such campaigns. This is the responsibility of the marketing department to improve the
reach of such campaigns also. Campaigns launch by marketing team put a huge impacts over
sales potentials of company as it attracts customers in market towards buying company’s
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products. Marketing campaigns drive company to make its products trendy and fashionable in
the target market all across the globe.
Improve sales of company: Marketing department of the Marks and Spencer also play a crucial
role in improving sale potentials of company. All campaigns launch by company aimed to
improve the sales potential of company and also to improve the profitability. Improving the sales
potential is among the primary objectives behind the operations of the marketing department.
Marketing team make the campaign relevant that can attract customers.
Conduct market research: Marketing department of the Company play an important role in
conducting market research. This is among the important functional role marketing team play in
company. With the support of market research marketing department provide brief about current
trend, fashion, expectation of customers and other key features that can also improve the growth
potentials of company in market (Eissa and Lester, 2017). The research conducted by marketing
department also involves research about different brands associated with retail sector. As the
company do not manufacture retail product and only engaged with selling retail products
manufacture by other brands. Marketing team conducts research about performance and potential
of different brands so that company can make strategic alliances with such brands to improve its
growth potential in market.
The above mentioned points project about the key roles and responsibilities associated
with the marketing department of the Marks and Spencer Company.
Interrelations of marketing department with other functional department in
company
Organisation hierarchy of the Marks and Spencer Company is segregated into different
departments based on the functional activities. In order to achieve all business objectives it is
important for the company that all functional departments of company work collaboratively to
achieve all objectives of company.
Marketing and sales department: Marketing and sales department in Marks and Spencer
Company put combined effort to achieve company’s sales potential in market. Both departments
share a very close professional relationship due to nature of operations (Ghosh and Sarkar,
2016). Sales department take the support of marketing department in launching different
campaigns to entertain sales in market. Marketing department also take support from sales
department in projecting different features associated with products in its marketing campaigns.
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