Marketing Essentials - ASOS Plc Assignment

Marketing Essentials

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
marketing are interrelated with other functions of a business entity. Further, it includes
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 uses functions 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- It refers to a marketing communication that is utilised for 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.
Product Development- Marketing plays an vital role in developing a product by
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.