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Marketing Essentials: A Case Study of Ben Sherman

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Added on 2024/06/28

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This assignment delves into the crucial role of marketing in the success of Ben Sherman, a renowned clothing brand. It explores the key marketing functions, analyzes the external environment impacting the brand, and examines the interrelationship between marketing and other functional units. The report further outlines a comprehensive marketing plan, including SWOT analysis, Porter's Five Forces model, market segmentation, targeting, and positioning strategies. It concludes with a detailed budget and forecast for Ben Sherman's future growth.

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MARKETING ESSENTIALS
BEN SHERMAN
1

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Contents
INTRODUCTION......................................................................................................................... 3
LO1................................................................................................................................................ 4
P1...............................................................................................................................................4
M1............................................................................................................................................. 6
P2...............................................................................................................................................8
M2........................................................................................................................................... 10
LO2.............................................................................................................................................. 13
P3.............................................................................................................................................13
M3........................................................................................................................................... 15
LO3.............................................................................................................................................. 16
P4/M4...................................................................................................................................... 16
CONCLUSION........................................................................................................................... 21
REFERENCES............................................................................................................................ 22
2

INTRODUCTION
This assignment is going to study about roles and responsibility of the marketing and how
marketing relates with other areas of the business with respect to the Ben Sherman. Importance
of effective marketing strategies in order to get success in a competitive environment and to
maintain sustainability. Relationship between marketing and other functional units and how it
helps to accomplish the objective of the organization.
COMPANY OVERVIEW
Ben Sherman is a clothing brand that was established by Arthur Benjamin Sugarman (Ben
Sharman) in 1963. Basically, it provides apparels for men such as shirts, suits, accessories,
sweaters, shoes and outwears. The first store of Ben Sherman was in Brighton in 1967. The
parent company of Ben Sherman is Marquee Brands. Ben Sherman sticks to the youth culture
and the products of Ben Sherman is almost adopted by every youth culture. Initially, Ben
Sherman was making shirts for the people and then started making his own shirts. The basic
design of Ben Sherman shirts was influenced by American lvy League shirt (Ben Sherman,
2019).
3

LO1
P1
MARKETING
“Marketing refers to the set of activities that enables the organization to buy or sell the product
or services. It includes the activities to identify what customers want and find out whether the
business is able to make it at the right price or not”( Baker, 2016). In other words, it can be said
that marketing is a process in which through the development of the valuable product or services
need of an individual or group of individuals can be satisfied.
4
MARKETING FUNCTIONS
MARKET PLANNING
STANDARDISATION AND
GRADING
PRODUCT DEVELOPMENT
COLLECTING AND ANALYSING
INFORMATION
PRICING
CUSTOMER SUPPORT
SERVICES
BRANDING
PACKAGING AND LABELLING
PROMOTION

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MARKETING FUNCTIONS
Marketing function refers to the identifying and placing the product to the marketplace where the
company operates and then promoting that product to make it different from the other similar
product (Martensen and Mouritsen, 2017).
IDENTIFY KEY MARKETING FUNCTIONS
Market analysis=Market analysis is a part of the industry analysis. It is an examination which
enables the organization to identify the competence of a particular market for the industry (Kaur
and Kang, 2016). It helps Ben Sherman to analyse its existing market as well as the new market.
It is the process to examine the dynamics and attractiveness of the market.
Market segmentation=Market segmentation is the concept of the marketing that divides the
entire market into subgroups of related characteristics. One market segment is completely
different from the other market segment. The objective of the market segmentation is to create a
marketing mix that exactly suites the customer expectations (Venter, et al, 2015). Market
segmentation can be done on the basis of
 Behavioural
 Demographic
 Psychographic
 Geographical
Ben Sherman segments the entire market on the basis of predestines set of the segmentation
criteria before entering the market. Youth is the central market segment for Ben Sherman (Ben
Sherman, 2019).
Pricing=The process of the setting price at which the business can sell its product or services.
While deciding the price business takes into consideration the cost of the material, manufacturing
cost, market place, market condition, competition etc. Pricing is one of the marketing mix and
only marketing mix that generates revenue. It is an important aspect of financial modelling.
Distribution=It is a very important function of t marketing that means spread the product that it
will be available to the customer of the organization who needs it. Distribution is an integral part
of the marketing that can make or break the organization because to provide the right product to
the right people at the right place in a right way is a very important task (Todorova, 2015).
After sales services=As its name suggests it is a kind of service that customer needed after
buying the product. The company provides information or help to their customers while facing a
5

problem after the purchase of the product. It is very important for the organization to maintain
the long term relationship with the customer or to retain the customer. High quality after sales
services is better for the organization because it is good for the customer and this ensures a more
satisfied customer and long term relationship with the customer.
Promotion= To make aware customer about the organization's product or services and motivates
them to purchase the product is called promotion. It is a combination of activities which inform
the customer about the brand, product and services of the organization. The aim is to
communicate the organization product and attract more customer then competitors.
Roles and responsibilities of the marketing function
 The marketing functions mentioned above enable Ben Sherman to fulfil the needs and wants
of the customer. Marketers of the organization analyse and identify customer’s needs and
implement strategies for the marketing accordingly.
 Through promotion Ben Sherman communicate its product to the customer there are different
tools of promotion used like advertising, event marketing, sales promotion internet marketing
to attract more customers and aware them about the products.
 Marketing function helps an organization to set up the right and fair prices of the product that
can be accepted by the customers. This makes the exchange process between organization
and customer flexible and easy (Studiowide.co.uk 2019).
 In today’s global market it is the necessity of the organization to compete with competitors
marketing functions enables the organization to compete in this highly competitive
environment and to offer the product superior than competitors.
 Marketing helps the organization to bring innovation in the product and identify changes and
improvement in the product which is very important to achieve success in the market.
 Marketing functions helps the organization to frame the suitable marketing strategies which
enable the organization to achieve the long term and short term goal.
M1
POLITICAL AND REGULATORY ENVIRONMENT
Political environment consists of the government rules and regulation that affect the business
negatively or positively and the marketing of the organization should be according to it.
Marketing also changes according to the rules and regulations of the country because different
6

countries have their own political environment (Kobe, et al, 2015). As Ben Sherman provide its
product in 35 countries and each country have their own rules and regulation marketing helps the
organization to flexibly operates in the different political environment
ECONOMIC ENVIRONMENT
The environment consists of those external factors that affect the operations and performance of
the organization by influencing the purchasing habits of the customer and behaviour also. It
includes both macroeconomic factor and microeconomic factor (Kobe, et al, 2015). Marketing
enables the organization to formulate strategies according to the economic factors because there
are many economic factors that cannot be controlled by the organization.
COMPETITIVE ENVIRONMENT
The environment in which business functions and competes is referred to as a competitive
environment. Competitors are the company that provides a similar product by operating in a
similar industry. There are two types of competitor’s direct competitors and indirect competitors.
Direct competitors are those who provide similar product and indirect competitors are those who
are not selling the same type of the product but still competes with the organization (Kobe, et al,
2015). Competitors of the Ben Sherman are Oasis fashions, Bjorn Borg, Wolford etc. they all are
operating in the same industry and providing a similar product. Effective marketing strategies
help the organization to compete with the competitors.
TECHNOLOGICAL ENVIRONMENT
This environment refers to the external environment that affects the performance of the
organization change in the technology impact the way of doing the business and technological
change can create both threat and opportunity for the business. With the help of the advanced
technology, Ben Sherman is able to make the quality product at an affordable price and is
capable to deliver them economically.
SOCIAL AND CULTURAL ENVIRONMENT
Every business is the part of the society and operates in the society and for the society belief,
custom, behaviour, values, norms and tradition of the people of the society is called as the social
and cultural environment. Marketing helps the organization to track the changes in the social
trends and then formulate strategies as per the trends (Kobe, et al, 2015). It also influences the
decision of the marketing manager and the strategic goal of the organization.
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P2
Importance of the marketing for the Ben Sherman
Without marketing, an organization is not going to recognize in the market-
 Marketing helps Ben Sherman to inform their potential customer and customer about their
existing product as well as a new product.
 Marketing is important because it helps the organization to sell their product for what the
organization is working marketing helps the organization to accomplish its objective of
making the customer aware about the product and influence the customer to buy its product
(Kasemsap, 2016.).
 Marketing helps the organization to make a segment of the entire market and then select the
target market or customers to whom the company is going to sell the product.
 Marketing is important because it enables Ben Sherman to maintain and build long term
relationship with their customer.
 Marketing is a very important strategy that ensures the growth of Ben Sherman in the market
and to compete with the competitors effectively.
 Marketing helps Ben Sherman to increase its customer base and then profitability. The main
aim of the organization is to make money or profit marketing plays an important role to
achieve this objective (Kasemsap, 2016).
 Marketing is important because it helps Ben Sherman to sustain in the market and to place
the name of the company in the customer's mind.
Structure and operation of the organization
PRODUCTION AND OPERATIONS DEPARTMENT
This department of the organization transforms the raw material into the final product by making
use of the available resources. This helps the organization to optimize the effectiveness and
efficiency of the final product. Product is what that represents the organization in front of the
customer it should be of good quality and made from the good quality raw material and this is in
the hand of the production and operations department to manufacture good and quality product
(Khanna, 2015.).
FINANCE DEPARTMENT
This department of Ben Sherman deals with the revenue, profit, and cost and to allocate money.
The finance department manages the company's money related day to day operations and
8

prepares profit and loss account, financial statements and balance sheet of the organization. The
finance need by the different department is provided by the finance department and manage the
finance of the organization.
HUMAN RESOURCE DEPARTMENT
This department of the organization refers to recruit, select and induct the employees for the
organization. To select the right people for the right job at the right time is the responsibility of
the human resource management department. After selecting the right candidate, to provide
adequate training and to decide how much should the company pay to the employees who are
working at a different level (Bratton and Gold, 2017.). People are an original asset for Ben
Sherman and it is important to select the right kind of people for the particular task.
INFORMATION TECHNOLOGY DEPARTMENT
IT department of the organization refers to develop, maintain and monitor the information
system and to implement the advanced technology for the betterment of the organization. The
person who looks up to all these things in the Ben Sherman is Chief information officer
(Schwalbe, 2015.). The information and technology department now a day plays an important
role in the success of the organization. Because technology keeps on changing and to adopt the
change in the technology sometimes act as a challenge for the organization this department tries
to make it easy for the organization.
RESEARCH AND DEVELOPMENT
This department of Ben Sherman helps the organization to develop or innovate new product, it is
an integral part of the development process. The main aim of the R&D department is to bring
new product in the market and expand the product line of the organization.
The interrelation of the marketing with other functional units
Marketing and production= Interrelationship between marketing and production are dual.
Production department deals to produce the product and marketing helps the production
department of Ben Sherman to conduct market research and the produce the product accordingly.
Marketing and finance= To promote the product of the Ben Sherman through the advertising,
online marketing, event marketing, direct marketing etc. finance department is going to allocate
money for this (Askoul, et al, 2016). Marketing inputs are required when the organization
develops a financial plan.
9

Marketing and HRM=HRM department of the Ben Sherman should collaborate with marketing
for the description of the job, screening of the candidates and to design an incentive system and
appropriate training program for the employees. Marketing provide help to develop HRM
research project
Marketing and information technology= Marketing manager of Ben Sherman concentrates on
the different types of resources to communicate the product to the customer. Marketing and
information technology helps Ben Sherman in internet marketing, digital marketing and
customer relationship marketing (Askoul, et al, 2016).
Marketing and research and development=Marketing efforts and R&D efforts of Ben
Sherman are linked very closely. Marketing research inputs are very helpful at the time of the
design and development of the product. The interrelation between marketing and R&D revolve
around the development of the new product efforts of the organization (Askoul, et al, 2016).
M2
Discuss the structure and operation of the marketing department.
OPERATION
Marketing department first operation is to conduct market research to define the target market for
the product and services. To define and manage the companies brand and to conduct and manage
a marketing campaign. Creating marketing material for marketing activities such as to promote
companies product. Creating attractive content for search engine optimization to bring more
traffic to the company's website. The marketing department of the organization is responsible to
monitor and manage the company's social media pages. To handle media and train executives to
how answers media queries if the company quote in the media (Thehartford.com 2019).
STRUCTURE
10

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11
VICE PRESIDENT OF MARKETING
MARKETING MANAGER
MARKETING RESEARCHER
PR EMPLOYEES
DESIGNE
R

Overview of the marketing process and how it interrelates with other functional units.
Marketer of Ben Sherman wants to implement modern marketing strategies to attract more
customers than the traditional marketing because there are a continuous change and growth in the
technology that leads the marketer to employ modern and digital marketing to attract more
customers, to gain competitive advantage and to increase sales and profitability of the
organization. So there is a significance relationship between marketing and information
technology (Askoul, et al, 2016).
The finance department of Ben Sherman plays a vital role with the integration of marketing
department as competition increases day by day it is very important for the finance and
marketing department to work together to increase the market share of the organization and to
compete with the competitors.
The production department of the company collaborates with marketing to satisfy and meet the
customers’ expectations and demand. The close relationship between both departments enables
Ben Sherman to enhance performance and productivity.
12

LO2
P3
BUSINESS OBJECTIVE
It can be defined as the result, aim, goal, or purpose of the organization that an organization
wants to achieve. This includes strategies and tactics that an organization formulate to
accomplish those objectives (Páscoa, et al, 2016)
IMPORTANCE
Business objective directs and guides employees of Ben Sherman it is a kind of road map.
Without an objective, there is no path where the organization wants to go, what the purpose of
the organization to working is. The business objective helps Ben Sherman to evaluate this. It
encourages and inspires employee of the organization to work for the target and help Ben
Sherman to evaluate performance.
MARKETING MIX (7 P’s)
The marketing mix is a combination of various marketing elements that will ensure the
achievement of the organizations' objectives. It can also define as the process of developing and
combining various components of marketing (Mallik and Farhan, 2018).
1. PRODUCT=Product is an item that is developed by the company to satisfy the needs and
wants of the customer.
2. PRICE=Price is the money that the customer pays for the product or services to occupy it or
use it. It is a very essential element of the marketing mix.
3. PLACE=It can be defined as the location where the product of the company is going to
distribute.
4. PROMOTION=This is a very critical element of the marketing mix because it increases the
sales and informs the customer about the product of the company. It helps an organization in
brand recognition.
5. PEOPLE=People can be defined as employee, customers and management of the
organization. People are a very important component of the marketing mix because people
are going to represent the organization (Mallik and Farhan, 2018).
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6. PROCESS=The way of providing products to the customer referred to as a process. It can
also define as the different procedure and mechanism which help an organization to deliver
its product to the target market.
7. PHYSICAL EVIDENCE= It acts as a differentiator that enables the organization to
communicate the benefits of its product and USP to the customer (Mallik and Farhan, 2018).
MARKETING MIX BEN SHERMAN MICHAEL KORS
PRODUCT Shirts, suites, outwear, shoes,
sweaters, accessories basically
for men.
Accessories, watches,
footwear, jewellery and
fragrance for men and women
both (Michael Kors, 2019).
PRICE Cost based pricing and market-
oriented pricing use by Ben
Sherman to set price.
Mid premium pricing strategy
used by Michael Kors.
PLACE Provide products in 35
countries and also make use of
the online channel. Ben
Sherman has three traditional
distribution channels that make
it different from others (Ben
Sherman, 2019).
Spread its brand in several
countries of the world and
well-defined distribution
channel.
PROMOTION Engage more in the publicity,
sales promotion, sponsorship
programs, and fashion and
music events to promote its
product. Also, use digital
media platforms.
Utilized tools like public
relation, personal selling,
advertising, sales promotion
and social media marketing to
promote its products (Michael
Kors, 2019).
PROCESS Ben Sherman provides its
product through both online
channel and physical stores.
Michael Kors use the process
that provides products to the
customer at the right time.
14

Implement the process that
delivers the product at the right
time without deteriorating its
quality.
PEOPLE Ben Sherman has dedicated
employees and marketing team
which are working to provide
the best quality product to the
customer.
Customers and employees of
the company. Michael Kors has
dedicated customer support
team.
PHYSICAL EVIDENCE Website of the Ben Sherman
and colour branding used by
Ben Sherman.
Michael Kors user-friendly
website.
M3
Application of marketing mix to the marketing planning process to achieve the objective
A marketing mix helps Ben Sherman to achieve its objective by evaluating all the factors and
then implement the strategy accordingly. Market penetration can be used by the company to set a
low price of the new product initially to attract more customers and to increase sales volume this
will help Ben Sherman to achieve its objective of the higher customer base. Premium pricing can
be used by the organization to set high prices initially because the product is unique and
premium this will help Ben Sherman to achieve its objective of high revenue and profit.
15

LO3
P4/M4
Marketing plan
A marketing plan is a road map that defines activities which are necessary to achieve the
marketing objective of the firm. It can be a part of a business plan or can be the standalone
document. Market research plays an important role to develop a market plan because market
research provides information about potential customers (Chernev, 2015).
IMPORTANCE OF MARKETING PLAN
A marketing plan enables the organization to reach the target customers to whom the company
wants to sell its product.
This helps an organization to prepare a budget which is required in different marketing activities.
A marketing plan enables the organization to identify the needs of the customer and then provide
products accordingly.
It helps an organization to develop, manage and monitor expectations of other functional units.
It helps an organization to focus on the available resources and to plan for the growth of the
business (Chernev, 2015).
SWOT
STRENGTH
 Well-defined distribution channel.
 Collaboration with celebrity.
 Quality of the product is very high.
 Pricing strategies of the company is
operative (Ben Sherman, 2019).
 Recognized brand and strong brand value.
WEAKNESS
 Discount at physical stores results in
decreased profit.
 High processing cost.
 Limited inventory.
 Investment in physical stores is less.
16

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OPPORTUNITY
 Growing and profitable sector.
 Opportunity to spread in other countries.
 Expand product line i.e. new range
product.
THREAT
 Presence of other unique brands in the
market.
 Well -known brand such as Amazon.
 Strong competition.
 A threat to loss customer to new brands.
MISSION
The mission of Ben Sherman is to provide a high-quality product to the customer and to modify
the product to meet customer need. To satisfy the customer and build long term relationship with
them (Ben Sherman, 2019.).
OBJECTIVE
To increase the customer base by attracting more customer.
To increase sales in other countries also.
To expand the product line by introducing new products.
To encourage sales performance.
STRATEGY
PORTER’S FIVE FORCE MODEL
Threat from substitutes=Presence of the substitutes will definitely affect the profitability and
sustainability of the organization. For Ben Sherman the threat from substitute is high because
substitutes directly affect the prices and demand of the product. Availability of alternatives for
purchasing product like from online shopping, payment can be done through different modes,
home delivery services available and cost of the product of substitutes can boost threat from the
substitutes (Asiedu, 2015).
The threat of new entrants=New entrants has the advantage to learn from the mistake of the
existing player and to enhance performance. New entrants can offer improved feature product at
low cost to attract more customer. Threat of new entrants is moderate for Ben Sherman because
there is an entry barrier for the new entrants to enter the market (Asiedu, 2015).
17

Threat from competitors= Competitors increases challenge for the organization competitors are
the companies that are providing a similar product and operating in the same kind of the
industry. Threat from competitors is high for Ben Sherman because it has strong competitors like
Oasis fashion, Michael Kors, Amazon etc.
Bargaining power of suppliers=Suppliers provides required inputs to the organization to
produce a specific product. These inputs can be raw material, technology, finance or manpower.
If the quality of the raw material or input is good and unique then bargaining power of suppliers
is high and bargaining power of supplier is low when many suppliers are available to the
company to provide inputs (Asiedu, 2015). Bargaining power of supplier is low in the case of
Ben Sherman.
Bargaining power of buyers=Buyers is the ultimate purchaser of the company’s products.
Bargaining power of buyers will be high if there are options to switch from one product to other
and low if there are no or fewer options to switch from one product to another (Asiedu, 2015).
The bargaining power of the buyers is very high for Ben Sherman because of the availability of
substitutes which can offer a better product to the customers.
MARKET SEGMENTATION
Market segmentation is the marketing strategy that divides the market into the group of potential
customer who is sharing similar characteristics and traits. Custom marketing mix can be created
for each segment of Ben Sherman with the help of market segmentation. Market segmentation
can be done on the basis of gender, age group, income, place, occupation, lifestyle and usage
(Venter, et al, 2015). Ben Sherman segmented its market on the basis of age it can also segment
its market on the basis of lifestyle and occupation.
MARKET TARGETING
Targeting is a marketing strategy that helps an organization to select its potential customer to
whom the company want to sell its product or services. There are various segments in the market
but most of the companies select a few of the segments through the targeting. Targeting can be
done on the basis of the attractiveness of the segment (Daga, et al, 2019). The target market of
Ben Sherman is the youth of age 25-35 it can target youth of age 18- 25 to increase its sales and
profitability.
MARKET POSITIONING
18

Positioning is a market strategy that helps an organization to place its brand in the customers'
mind and to create an image of the company in the mind of the customer (Deppermann, 2015). It
includes
Product development means developing a new product or making changes and improvement in
the product to offer a current customer. Ben Sherman can implement this strategy to expand its
product line.
Market development refers to the strategy by which the company can enter the new market
with the existing product (Deppermann, 2015). Ben Sherman can use this strategy to acquire new
market or to increase the market share and to increase its customer base.
IN WHICH MARKETING MIX IMPROVEMENT NEEDED
Product of Ben Sherman is basically for man there is the product for women but not in a wide
range company should increase its product line for women.
Physical evidence there is need to make improvement in the physical evidence of the company
website of the company should be more user-friendly that customer can get all information
easily.
BUDGET
How much amount a company is going to allocate in the different functional units and going to
spend in a different area of the business will be included in the budget.
The overall estimated budget for Ben Sherman will be 15 million.
For the promotion, the estimated budget will be 3 million.
For the new product development, the estimated budget will be 4.5 million.
To expand business in other countries the estimated budget will be 3 million.
To implement new marketing strategies estimated budget will be 4.5 million.
FORECAST
This represents an estimated increase in the profit, sales, customer base and market share of Ben
Sherman.
Profit of Ben Sherman will be increased by 10%.
Sales of the company expected to increase by 15%.
Market share of the company will also increase as the company is going to expand its product in
the other countries also where the presence of a company is not much significant.
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The customer base of the company also expected to increase as the market share of the company
will increase.
CONTROLLING AND MONITORING
This refers to see a track record of all marketing activities that are necessary to ensure the
completion of those activities within the time and to make necessary improvement and changes.
In other words, it can be said that it is a process that measures the performance of all marketing
activities and to take corrective actions to that will assure that the marketing plan is on the right
path to meets the goal of the organization (Kerzner and Kerzner, 2017.). To monitor and control
marketing plan company is going to implement a monitoring system that will enable the
organization to track and regulate marketing activities. Evaluation and monitoring will be treated
as an integral part of the marketing process and assign a marketing manager to keep an eye on
activities.
20

CONCLUSION
This report has studied how marketing contributes to the success of the organization. It also
includes importance, roles and responsibility of marketing and its function and how they help
Ben Sherman to achieve its objective. It has represented interrelationship between marketing and
other functional units of the organization and the importance of links between marketing and
other functional units. A new marketing plan also developed for the organization that illustrate
marketing strategies to achieve objective and estimated budget for the year.
21

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22

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