Roles and Responsibilities of Marketing Function in Marks and Spencer

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explaining the key roles and responsibilities of the marketing function...............................1
P2 Explaining how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................1
P3 Comparing the ways by using marketing mix in order to achieve the business objectives...1
P4 Presenting the marketing plan................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the activity which is used by the top companies in order to promote the
products and services in better way and also reach wide range of customers as well. In the same
way, current report also highlights the importance of marketing and its role in the success of a
business. The chosen firm for this report is Marks and Spencer, which is a top leading retail firm
in UK who provide range of products such that clothes, furniture, foods etc. Therefore, report
will describe the key roles and responsibilities of the marketing function and then explain how
roles and responsibilities of marketing relate to the wider organizational context. By using
marketing mix theory, report will further compare the ways of marketing planning in order to
attain business objectives. Lastly, it produce the basic marketing plan for M&S.
P1 Explaining the key roles and responsibilities of the marketing function.
In Marks and Spencer, there are different roles and responsibilities of the marketing
function, some of them are as mention below:
Marketing planning: It is the chief role of marketing function in which the marketing
department of Marks and Spencer, make proper planning to make sure that the defined
aim and objectives are attained. For example, company wants to attain the aim i.e. to
increase the sales up to 10% within 3 months (Ebbes, Germann and Grewal, 2019)
(Meire and et.al., 2019). Therefore, the marketing manager of the company make proper
planning which includes promotional activity, allocation of budget, proper analyzing of
environment etc.
Promotion: Marketing department of Marks and Spencer also an important function i.e.
developing effective promotional strategy that helps to attract wide range of customers towards
it. Moreover, using effective promotional technique, the company’s marketing department also
increases the financial performance. It also develop different methods of promotion such that
advertisement, personal selling, sales promotion, social media as well. Further, these decision are
also taken in order to keep budget in mind.
Defining and managing the brand: It is realized that every company wants their product
sell with the unique identity in the market (Cacciolatti and Lee, 2016). Therefore, it is also done
by the marketing manager of the company so that it will sustain the brand image in international
market. Every company have their own unique identity and symbols which make a firm different
and take the brand to different customers is done by the marketing manager of the company.
Marketing information system: It is the system which provides different information with
regards to the various factors such that planning, implementation and controlling different
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methods of marketing. Thus, this system is also used by the marketing manager of Marks and
Spencer, which further depicts the data that is related to logistics so that it will assist to distribute
the work in effective manner.
Market research: It is consider another important role of marketing in which the marketing
done proper research and for that they require proper knowledge of the products, price so that
they will properly communicate with the customers. Moreover, through proper market research,
the marketing department of the company will identify the customers in the large section and as a
result, they promote the goods and services of the company as well.
Monitoring the marketing environment: It is analyze one of the most essential role in
order to develop best and new developments in the marketing department. Such that hen Marks
and Spencer wants to introduce new product in the market, the marketing department will do
proper monitoring of marketing environment (Kirova, 2017). Therefore, it involves, sudden
changes in the marketing trends, socio- economic factors, fluctuation in the market, political
factor or legal factor that affect the brand in adverse way.
Develop marketing strategies: It is another important role in which the marketing manager
of the company develop in which it generate best marketing strategies so that the company will
easily reach to the wide range of customers. Further, through this role and responsibility,
company’s marketing manager may easily research different tools such that may organize
campaign in order to let people know about the new product offered by the Marks and Spencer.
P2 Explaining how roles and responsibilities of marketing relate to the wider organisational
context.
There is a wide relationship of the marketing department of the company
with other department and this is as mention below:
Marketing department with Human resource department: HR de-
partment of the company main work is to recruit the best candidate for the
vacant seat and also overlook the recruitment and selection of employees. In
the same way, the marketing department of the company also maintain the
relationship with HR department and through effective market research,
marketing department of the company let HR department to recruit the best
candidate that helps to satisfy the needs and wants of the customers.
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