This assignment explores the significance of marketing mix in ensuring proper working of an organization. It highlights the importance of developing a strategic marketing plan, which helps know various aspects of business. The assignment also discusses the role of marketing strategies and plans in achieving organizational goals.
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Table of Contents INTRODUCTION..........................................................................................................................3 LO1..................................................................................................................................................3 P1. Roles and Responsibilities of Marketing........................................................................3 M1. Marketing's roles and responsibilities in marketing environment context.....................4 P2. Role and responsibility of marketing relate to wider organisational context...................4 M2. Significance of interrelationship between marketing and other functional units..........5 D1. Critical Analysation.........................................................................................................5 LO2..................................................................................................................................................5 P3. Marketing Mix..................................................................................................................5 M3. Evaluation.......................................................................................................................7 LO3..................................................................................................................................................7 P4, M4. Detailed Evidence based Marketing Plan.................................................................7 D2. Strategic Market Plan by using 7P's................................................................................2 CONCLUSION................................................................................................................................3 REFERENCES................................................................................................................................4
INTRODUCTION Marketing can be defined as a set of actions or businesses for promoting and selling products and services that includes advertising and market research. It is the process to create and develop relationships with customers in order to satisfy them. This report is based upon ASOS PLC, which is a British based online fashion and cosmetic retailer. It deals with clothes, shoes, accessories and beauty products for both men and women (This is ASOS,2019). This report covers the significant responsibilities and roles of marketing function in this organisation and in context of marketing environment. It also includes the way in which these roles of marketingareinterrelatedwithotherfunctionsofabusinessentity.Further,itincludes comparison between ways in which different companies uses marketing mix for the purpose of achieving overall business objectives. At the end, it covers development and evaluation of a detailed coherent marketing plan for ASOS PLC to attain the business goals. LO1 P1. Roles and Responsibilities of Marketing Marketing is defined as a process of a business that is used to create and develop relationships with customers.(Aswathappa, 2013).This function helps a business entity to grow in a positive manner and making customers aware regarding existence of a product by indulging in various promotional activities. ASOS PLC usesfunctions of marketing for promoting its products and services and to know what customers prefers and desires. The different roles and responsibilities of marketing function can be defined as follows- Marketing Strategy-The basic role towards which marketing function operates is to develop an appropriate marketing strategy and planning for a business enterprise. This strategy is basically developed to attract large number of customer and to enhance market share. The managers of ASOS PLC recognise the requirements and needs of target audience with the help of these strategies and provide goods and services in accordance. An effective marketing strategy helps in bringing out a balance between marketing opportunities and business objectives. Market Research-It is concerned as an organised effort for the purpose of gathering required information about the target market and audience. This research includes particular knowledge of price, product, market and customers for the purpose to communicate the best quality goods and services of a company in market. ASOS PLC before launching a new product or before entering into a new market do an appropriate marketing research to identify the consumer behaviour. Promotion-Itrefersto a marketingcommunicationthatisutilisedfor informing customers about the benefits of a particular brand, product, or service. The major role and responsibility of marketing function is that it helps in promoting products and services among customers and make them aware regarding existence of that product or service. ASOS PLC uses both online and offline promotional measures to promote its products in market. ProductDevelopment-Marketingplaysanvitalroleindevelopingaproductby introducing a brand new product or by making essential changes in an existing product(Anche, Hozouri and Mehdizadeh, 2014). The product is developed by analysing customers needs and preferences through market research. ASOS PLC keep on developing its products according to customers demands.
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M1. Marketing's roles and responsibilities in marketing environment context Marketing is a wide concept and its roles and responsibilities are not only limited within an organisation but, it has certain roles and responsibilities in marketing environment also. The roles of marketing function in context of marketing environment are- Marketing Information System-This helps in providing information and data about different factors such as planning, product, implementation, and controlling the strategies of marketing. For instance, it depicts the data about logistics on real time basis that helps distribution network to work in an effective manner(Chang, Yu, and Lu, 2015). Monitoring Marketing Environment-Marketing plays an important role in monitoring and developing the marketing environment. Such developments helps in providing constructive responsefordevelopingaspecificproductorserviceofanorganisation.Thesenew developments involve changing in marketing traits, social and economic forces, internal or external market changes and legal and political changes. P2. Role and responsibility of marketing relate to wider organisational context Marketing play a very vital role in achievement of organisational goal through increasing productivity and printability of organisation but, theses objectives are not achieved by marketing alone(Chang, Yu, and Lu, 2015).For meeting targets and goals of organisation on time, proper interrelation and coordination between different departments and function of organisation is necessary. Marketing act as a support system in wider organisational context as it acts a bridge between customers and all other departments of organisation. ASOS plc is a British online fashion and cosmetic retailer which is operating in a highly dynamic environment thus, it become essential for this organisation to have proper collaboration between all function to deliver most suitable products to its customer. Interrelation between marketing and other functional area in ASOS plc is described below: Marketing and HR Department-HR department is responsible for recruitment and selection of talented and skilled employees and also provide timely rewards and gifts for motivation of employee. Proper interrelation of HR department with marketing function ensures availability of most talented and smart employees in organisation for formulation and execution of marketing functions. Timely incentives provided by HR are also helpful in improving performance of marketing team which will yield better profit for organisation. On the other hand, marketing plays an important role in promotion and creation of brand image of organisation which provide a pool of talented individual for HR to select the best candidate for organisation. In ASOS plc, proper coordination between HR department and marketing has facilitated timely achievements of targets as marketing team of ASOS is very talented and timely rewards are also provided to improve their efficiency and performance. Marketing and finance department- Proper management of money and funds is the responsibilityoffinancedepartmentwhichincludesplanning,organising,auditingand controlling of organisation's finance. Finance department is also responsible for preparation of timely budgets and for allocation and distribution offunds among different departments thus, proper coordination between marketing and finance department ensure availability of adequate funds for proper execution and implementation of marketing plans and strategies. For e.g.: money needed for meeting advertisement and promotion expenses is provided by finance department(Gengler, and Mulvey,2017). In ASOS plc, interrelation between marketing and finance has reduced the wasteful activities and expenses as finance department prepare timely budgets for marketing and also have proper control and check over unnecessary and wasteful activities of marketing function.
Marketing and production- Timely supply and manufacturing of a product is done by production department. Marketing act as a link between customers and production department as marketingdepartmentisresponsibleforanalysisofmarketandalsodeterminecurrent trends,taste and preference of customers. This information is required by production department to produce or deliver a product which is most suitable for fulfilment of customers needs and demands. Marketing department provides information regarding needsand preferences of customers to production department so that products can be manufactured accordingly. M2. Significance of interrelationship between marketing and other functional units Interrelation between marketing and other functional unit ensures timely achievement of targets as it reduce the chance of confusion and provide marketing strategies which are exactly parallel to the overall objectives of organisation. Proper communication and link between marketing and production department is helpful in meeting the demands of customers which will ultimately attract more number of consumer for organisations thus, improve productivity and profitability(Glanz, Bader and Iyer, 2012). For ASOS, proper interrelation and connection between marketing and other department has facilitates timely achievement of targets through reducing chances of confusion and providing an effective marketing strategy which is properly coordinated with objectives of all other functional area. Interrelation between marketing and financedepartmentplayscrucialroleinrunningbusinessactivitiessmoothly.Finance departmentprovides adequatefunds to marketingdepartmentthathelpsit in conducting promotional activities in an effective manner which results in improved profitability of company. D1. Critical Analysation Marketing function is the vital function of a business enterprise and it is very important for to balance it with other functional units. If marketing function will not operate efficiently then all the other functions such as production, HR and finance will not be able to function in an appropriate manner. Finance department provides funds to marketing department that helps it in running its promotional activities smoothly and effectively promote its product in market. Marketing department also forms a link between production department and customers by identifying consumer's needs and preferences. All the information regarding market trends and needsareprovidedbymarketingdivisiontoproductiondepartmentwhichassistsin manufacturing those products that satisfy needs and requirements of customers. The appropriate interrelation of marketing with other departments will enhance the overall productivity of a firm (Gummesson, Kuusela and Närvänen, 2014). Proper coordination between all the department helps in ensuring successful business operations of firm. LO2 P3. Marketing Mix Marketing Mix is determined as various tools and actions that an organisation use in order to influence customers to buy its products and services. There are 7P's of marketing mix which are product, price, place, promotion, people, physical evidence and process. Here, marketing mix of ASOS PLC is compared with another fashion retail organisation named named ZARA which is a Spanish based company. MARKETING MIXASOS PLCZARA ProductThisorganisationdealsin variousrangeoffashion Thisorganisationdealsin clothes,shoes,accessories,
productsforbothmenand women such as clothes, foot wears,cosmeticsand accessories. It includes its own designer and branded wear that shows that it has high range of qualityproducts(Henriksen, 2012). swimwear,beautyand perfumes.Itsellsthose products that suits local culture andtasteofpeopleandits productsareknownforits unique style and latest designs. PriceThisenterprisepriceits productsatdifferentprices whichisdependentupon brand,quality,etc.For designerproducts,itcharges high prices but, it also provides same looking products without brand name which are easily affordable by customers. Zara's pricing strategy focuses uponaverageshopperswho wantstrendyfashionable productsataffordableprices (JobberandEllis-Chadwick, 2012).Firmusecompetitive pricingstrategyforsetting prices of its products. PlaceASOS.comisrapidly becoming the market leader in UK online fashion world and alltheproductsofthis companyaresoldonline. Therearenoofflinestores availableforcustomersto purchase its products. It has both online and offline stores available for customers. Ithasaround7000stores across the world that provides qualityproductstoits customers.Itoperatesin variouscountrieslikeUSA, UK, Japan, India, Singapore, Russia, Malaysia, China, and so on. PromotionBusinessofASOSPLCis completelydependentupon internetsoitpromotesits products online by using world widewebanditsofficial website. It has a feedback page in its website which helps in maintaininghealthyrelations with customers. Althoughthisbranddonot promoteitselfasmuch aggressivelyasotherbrands but,whenitcomesto promotion then, it uses social mediapromotionalstrategy effectively and efficiently. PeopleThis business entity consists of helpful and polite employees thathasappropriate knowledgeofbusiness (Möller and Parvinen, 2015). ASOS.comhasvarious employeesthatupdateits website and reply to emails on TheemployeesofZARA stores treats their customers in anappropriatemannerand makes sure that they solve all the queries of its consumers. Moreover, its digital marketing team also updates its website ondailybasisandinform
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daily basis. Its employees has appropriate knowledge and are trained properly that helps the businessinachievingits objectives. peoplewhenanewproduct arrives. ProcessThis organisationhas control overitswebsiteandits informationandimagesare represented without any kind of doubt. Also, it offers online paymentfacilitytoits customers.(Nagle and Muller, 2017). Theprocedureofthis organisation is very simple and easytounderstandby customers. The customers can easilyvisititsstoresand purchaseitsproducts. Moreover, customers can also purchase its products online by making online payment. Physical EvidenceThephysicalevidenceof ASOS is that its customers will be provided a receipt with their products whenever they make anorder.Thisenterprise providescertainarticlesand annualreportstoshow customers that ASOS products are worth of their value. It also providesinformationand description about the product. Its stores are well maintained and it has well trained staff that canbeconsideredasits physicalevidence.Moreover, itsonlinewebsiteiskept updated from time to time by itsdigitalmarketingteam (Tanner and Raymond, 2015). M3. Evaluation There are various tactics applied by ASOS PLC to achieve its overall business objectives by using the marketing mix. It uses online mode to promote its products which covers large number of customers. This enterprise targets all types of customers as it provides designer products at high price and also produces non branded products that can be easily affordable by low and medium income groups. Use of effective promotional channels for promoting products in market helps company in attaining its business objectives in successful manner. LO3 P4, M4. Detailed Evidence based Marketing Plan A strategic marketing plan is a report that includes marketing strategies of a business enterprise for attaining future goals and objectives(Viswanathan and et. al., 2012). It also helps to identify targeted audience and competitors that exist in the market. It also includes overview of a specific business and its objectives towards which the organisation operates its activities. An
effective market plan consist of business objectives, organisation's overview, budget required to implement the plan, vision and mission towards which plan is developed and made. ASOS PLC is launching new collection of waterproof shoes that targets both men and women.For this purpose, a strategic marketing plan is developed that covers the following points- Overview ASOS PLC is an online British based retail organisation that deals with fashion and cosmetics. This business enterprise was founded in the year 2000 and its headquarter is located at London, England. This business entity sells over 85 brands in its website and it ships its products in around 196 countries. It deals with apparels, foot wears, accessories and cosmetics at internationallevelandisfamousforprovidingqualityproductstoitscustomers.This organisation is launching waterproof shoes for both men and women and for this purpose an strategic market plan is developed. This market plan has various objectives such as to increase the market share and profitability of this firm. Mission The mission towards which ASOS PLC works is, “To be ahead of its competitors by providing customer satisfaction through quality products.” Vision The vision of ASOS PLC is, “ To become the number one fashion retailer in the world.” For this purpose, it is working hard by developing and bringing changes in its products.” Objectives The objectives of launching new waterproof shoes by ASOS PLC are as follows- To increase company's sales by 20% in upcoming one year by producing such goods that satisfy customer needs and preferences. To enhance market in up coming year and enhance its share up to 15%. STP approach This is an effective approach which is sued by organization in order to perform all business functions effectively(Gengler, and Mulvey,2017). It involves segmentation, targeting and positioning that helps marketers to deliver their products according to needs and wants. It also helps to achieve the business objectives by completing task in particular period. Such as the marketer of ASOS organisation using STP approach in which they make strategy to develop the itsnew product that is ASOS shoes(Glanz, Bader and Iyer, 2012). The description of segmentation, targeting and positioning of ASOS are as explained: Segmentation -ASOS organisation is mainly focusing in demographic and geographic segment in which they mainly involves 15 to 60 years old people and UK market where marketer is going to launch new products. It will attracts customers more by providing water proof shoes. Targeting -The management of ASOS shoes company targets people aged between 15- 60 years who needs water proof shoes. Positioning -The marketer of ASOS shoes company has explained that it will maintain a upper level position in market by providing water proof shoes. This organisation has perfectly positioned its water proof shoes in market in terms of innovative positioning. Therefore, this strategy will helps ASOS to sell its new products by focusing on STP approach and capture more market share. It is important approach for organization who uses this to analysis the market segment in order tointroduce new products and services(Gummesson, Kuusela and Närvänen, 2014).
Swot analysis Swot analysis allows companies to measure business activities and performance by comparing with competitors in the industry. ASOS plc is one of the leading company in fashion and cosmetic industry (SWOT Analysis of ASOS,2019). This analysis is used by this company to identify the internal and external forces that has impact over its overall functioning. Strengths- Itisengagedinsellingaround850 brandsinclothingandvarious accessories. Adoption of innovative and attractive waysindisplayingandadvertising products to the customers. ItisUnitedKingdom'slargest independentfashionretaileronboth online and offline platforms. Strong distribution channel established by company in potential market. Expansion&growthofbusiness activities in international market. Weaknesses- Freedeliveryservicesprovidedby company increases the costs annually. Around30%customersreturnsthe products to firm resulting in loss in expenditureincurredforadditional shipping costs. Lowinvestmentinresearch& developmentascomparedwith competitors. Rise in level of attrition rates in human resources. Opportunities- Thewillingnessofcustomerson spending on new and unique products. Increaseinthemobilepenetration assists individuals in purchasing more products from mobile application. New amendment in taxation policy by government like decrease in corporate tax. Free trade policy in country allows firm to expand its retail shops in markets. Threats- Increasing efforts of various retailers in capturing the online market. Imbalance in the economy of United Kingdom. Shortageoftechnicallyskilled employees in global marketplace. New environment laws framed by the government. Developmentofnewandadvanced technologies by strong competitors. Budget MARKETING BUDGET (£) PARTICULARSIst YearIInd YearIIIrd YearIVth YearVth Year Initial money30006400121001426019870 Investment930010500238303163013550 TOTAL1230016900359304589033420 MARKETING OUTLAY 1
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Promotion46461559469319751111 Sales publicity1365800245214921050 Direct selling21351800475110004334 TOTAL814641591189644676405 Monitoring and Controlling It includes to keep an eye upon business objective and to ensure that all the activities of marketing are executed in an appropriate way for achieving these goals. It also helps to monitor that all activities are performed in an appropriate way. ASOS PLCmonitor and control its marketing activities for recording, evaluating and tracking the work progress. It also ensure that digital marketing team must indulge in all activities that are related to launching of these waterproof shoes. The tools that is used for this purpose are metrics and by checking that there is effective flow of communication.(Henriksen, 2012). D2. Strategic Market Plan by using 7P's Strategic plan refers to the document which provides guidance for performing future activities in order to achieve a specific goals or objective. Objective: To improve sales of company by 20% in next 1 year. To enhance market share up to 15% in upcoming year. STP: The market is segmented on the basis of geographic and demographic segmentation in which firm targets15 to 60 years old people who needs water proof shoes. Company will use innovative technology to positioned itself in market. Marketing Mix ProductTheproductwhichthecompanyisgoingtointroduceis Waterproof shoes which will prevent the buyers from being dirtied by water inside their shoes. These shoes will mostly be used in rainy seasons. PromotionIn order to promote the following product, company will make use of online and social media promotions along with media advertising as well so that customers could be made aware about the products and services of the company to much extent that could help them in making their decisions about making purchase of the products of ASOS(Jobber and Ellis-Chadwick, 2012). PriceAs the products will be sold to middle and high class people, so the waterproof shoes will also be provided to customers at two different prices which are£15 and £50. Customers could make their purchase decisions according to their suitability. PlaceThe products of company will be made available to customers 2
with the help of different online service provider companies who makes delivery of products and also with official retail outlets of ASOS(Möller and Parvinen, 2015). ProcessThesewaterproofshoeswillbedirectlydeliveredtoits customers when they will place order of these shoes from its official website or mobile application. Customers can make payment by online payment method. PeopleTraining will be provided to employees so that their skills and capabilities can beimproved and high quality services will be offered to customers. Physical EvidenceIts physical evidence will include the receipt which customer will get after they receive these shoes which is a proof that payment is made for this particular product. CONCLUSION From the above assignment, it has been concluded that marketing is an important function with the help of which different activities in the organisation are performed in an efficient manner. In addition to this, it has also been concluded that managers have important role in ensuring proper working of the organisation. Further, the conclusion has also been made that marketing mix of an organisation provides relevant information about different concepts related to products and services of organisation. At the end, the conclusion has been made that it is very important for an enterprise to develop a strategic marketing plan as it helps to know various aspects. 3
REFERENCES Books and Journals Anche, F., Hozouri, S. and Mehdizadeh, A., 2014. An exploration investigation on important factors influencing e-marketing: Evidence from banking industry.Uncertain Supply Chain Management. 2(1). pp.49-54. Aswathappa, K. E. M. A. L., 2013.Human resource management: Text and cases. Tata McGraw-Hill Education. Chang, Y. T., Yu, H. and Lu, H. P., 2015. Persuasive messages, popularity cohesion, and message diffusion in social mediamarketing.Journal of Business Research.68(4). pp.777-782. Gengler, C. E. and Mulvey, M. S., 2017. Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators.Journal of Brand Management. 24(3). pp.230-249. Glanz, K., Bader, M. D. and Iyer, S., 2012. Retail grocery store marketing strategies and obesity: an integrative review.American journal of preventive medicine. 42(5). pp.503-512. Gummesson, E., Kuusela, H. and Närvänen, E., 2014. Reinventing marketing strategy by recasting supplier/customer roles.Journal of Service Management.25(2). pp.228-2 Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price and place.Tobacco control. 21(2). pp.147-153. Jobber, D. and Ellis-Chadwick, F., 2012.Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education. Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business marketing research: Introduction to the Special Issue on “Implementing Strategies and Theories of B2B Marketing and Sales Management”.Industrial Marketing Management. 45. pp.3-11. Nagle, T. T. and Muller, G., 2017.The strategy and tactics of pricing: A guide to growing more profitably. Routledge. Tanner, J. and Raymond, M., 2015.Principles of marketing. University of Minnesota Libraries Publishing. Viswanathan, M., and et. al., 2012. Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy.Journal of Public Policy & Marketing. 31(2). pp.159-177. Online 4
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This is ASOS.2019. [Online]. Available Through: <https://www.asos.com/> SWOTAnalysisofASOS.2019.[Online].AvailableThrough: <https://www.marketing91.com/swot-analysis-of-asos/> 5