Marketing Essentials

Marketing
Essentials
1

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................5
TASK 3............................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation.........................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
2

INTRODUCTION
Marketing is an tool used to build and maintain demand, relevance, reputation and
competition and other factors. It majorly refers to the activities undertaken by an organisation to
promote buying and selling of products and services in order to gain competitive advantage.
Respective report is based on the H&M which is an Swedish multinational clothing retail
company known for its fast fashion clothing for men, women and teenagers and children. This
report is based on significance of marketing by including the roles and responsibilities of
marketing function and ways accountabilities related to the wider organisational context. Further
it includes the marketing mix for achieving the business objectives in proper manner. At last it
includes the marketing plan while introducing new products and services into marketplace.
3

TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing is the process which comprised of all the actions or activities which involved
from he concept of product till it reaches up to ultimate consumer base. In context of H&M they
use various kinds of marketing functions as per the organisational needs and wants to remain
always competitive in marketplace that are as follows:
Evaluation of consumers needs:
first and foremost step that are most required by an organisation is to conduct research
and development to acknowledge the consumers needs and wants to serve in best manner to
them (Arendt and Allain, 2019). In context of H&M they by taking reviews and feedbacks from
consumers always determined to improve their level of performance and satisfy the consumers
emerging needs in proper manner. So in that context the major role of the marketing department
is to collect necessary knowledge and information about consumers taste and preferences and
accordingly add feature in them. So accessing consumers needs and wants is one of the most
important function of marketing to gain competitive advantage in positive manner.
Product designing and development:
Product designing and development is one of the most crucial function of marketing in
which organisation by collecting the through research and development that are most preferred
by consumers (Caliskan, 2019.). Product designing and development helps to attract consumers
and able to give potential knowledge and information about product so that they can take quick
decision making which proved beneficial for organisation to enlarge business opportunities in
positive manner. In context of H&M they appoint a specialised team of designers that access the
trends and accordingly add features and attributes in their products so that consumers can easily
purchase their products.
Physical distribution:
Physical distribution refers to the supply of products and services to the ultimate
consumer base (Chatterjee and Chatterjee, 2019.). In respective function of marketing, it is the
responsibility of marketing department is to take decisions regarding transportation and storage
as if they not properly managed occurs high cost and decreases value. In context of H&M they
locate their warehouses at locations that are most convenient for purchasers and suppliers also so
that operating cost should be saved.
4