Marketing Essential Assignment : TOPSHOP

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of marketing function......................................................1
P2 Roles and responsibilities of marketing relation to the wider organisational context...........3
TASK 2............................................................................................................................................4
P3 Marketing mix of TOPSHOP ................................................................................................4
TASK 3............................................................................................................................................8
P4 Evaluation of a basic marketing plan of an organisation.......................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................11

INTRODUCTION
Marketing is a study of exchanging goods or services in turn of earning high profits. It is
the process which is considered by an organisation to create relationships with customers and
satisfyingthem. (Ajagbe, 2011). In this report importance of marketing in TOPSHOP is carried
out. TOPSHOP is a UK based brand which is a British multinational fashion retailer company.
Its headquarter is in London and is operated by Raymond Montague Burton. The company offers
various products such as, clothing, make-up, accessories, shoes, etc. In this project, the key roles
and responsibilities of marketing function is explained. In addition to this, marketing mix is also
considered by company to analyse its position and its performance at market place. Along with
this, marketing plan is also evaluated by company to carry out its business operations effectively
and in a systematic manner.
TASK 1
P1 The key roles and responsibilities of marketing function
Marketing plays a dominant role in maintain relationship between customers and
business enterprise. It is a function by which company promote or introduce its goods and
services at market place among all customers. It also helps company improve overall
performance of organisation functions. In context of TOPSHOP, there are some roles and
responsibilities of marketing function which are as described below:
 Selling: The first and most important function of marketing or organisation is selling. It
is important for company to sell their products at affordable rates to customers. This aid
them to maintain relationship with their potential clients (Akaka, Vargo and Lusch,
2013). Selling of commodities by company leads to increase profitability margins and
level of sales. In this, the marketing manager of TOPSHOP should focus on their selling
tactics which helps them to retain most customers at market place.
The role of selling in marketing function is to exchange amount of money with goods and
services offers by company. It plays an important role as it deals with customers with of
increasing sales and revenues.
 Market information: The another basic function of marketing is market information.
This is also important for all business organisation to have proper knowledge of market.
This helps company to know all needs and demands of consumers along with their tastes

or preferences. This function also results in maintaining coordination and relationships
with its customers. By this, company can able to know which product they should
produce and what time. In addition to this, the marketing manager of TOPSHOP also
consider this function and generate relevant information from market. This helps them to
improve their level of production and increase their sales.
Marketing information plays an important role in production process. By this company can able
to produce goods according to consumers demand (Daniel, 2011). This will also help company to
attain larger market share.
 Transporting: Transportations refers to means to carry to out goods and people from one
place to another. It is said to be a indispensable function of marketing. This process is
concerned with carrying out goods form production place to consumption place. In
context of TOPSHOP, company also transport goods form one place to another to sell it
to their customers. It plays an important role in development of agriculture and
industrialisation. The company considers this function while deciding location of
industrial unit.
The roles and responsibilities of marketing in context of marketing environment
Marketing plays an essential role which n managing and carry out their activities
systematically. It helps company in their promotional and distribution channels by giving
advertisements of products at market place. In context of TOPSHOP, the concept of marketing
also helps company to achieve their goals and objectives. This method also helps in working of
other departments of organisation. For example, marketing helps production and sales section in
their manufacturing and distributing products by generating information from market. In this
regard, there are some roles and responsibilities of marketing in context of marketing
environment which are as follows:
Roles
 Defining and managing brand: This is the first role of marketing which helps company
to manage their working and brand. In this, company understands and analyses how to
act and perform working in company.
 Conducting campaign management for marketing initiatives: The another role which
marketing department plays is to conduct campaign management for marketing
initiatives. They also helps the manager of TOPSHOP to promote products and services

by setting up campaign programmes. This results in increasing their sales and
profitability margins.
Responsibilities
 Product development: Marketing department also perform its functions internally and
externally with production department. They provides them relevant information which
helps them to manufacture product according to requirements of costumers. It is also
essential for TOPSHOP in their production process.
 Sales support: The another significant responsibility of marketing department is that it
supports and helps sales section in selling useful products to customers. They generate
information about preference and tastes of consumers. They give this data to sales section
which assist them to distribute products liked by users.
P2 Roles and responsibilities of marketing relation to the wider organisational context
Marketing function plays an important role in relation to other departments of
organisation. The section of marketing is interlinked and interconnected with other departments
which includes, sales, finance, human resource, etc (Hsu, 2011). Marketing department assist
these department in carrying out business operations. In reference of TOPSHOP, the marketing
and other department of company are interconnected which helps them to achieve goals and
objectives which are as follows:
 Marketing and finance department: These departments also plays a dominant role in
company. They both are interlinked and assist in attaining set targets. In TOPSHOP, the
finance department of company helps marketing department by providing funds during
campaign programs. This aid marketing department in their promotion and distribution
channels. By these funds raise from finance department, they can introduce and advertise
their products at market place to spread awareness among customers. This helps company
to attract their service users towards their products.
 Marketing and production: This is the other departments which are interlinked and
assists company in accomplishing their targets is relation of marketing section to
production section. In TOPSHOP, the marketing department plays an important role and
responsibility. It generates relevant information regarding demands and needs of
consumers related to products (Khan and Adil, 2013). This data collected by them is
given to production department which helps them to manufacture products according to

needs of service users. By this, they can produce useful products without wasting
resources and satisfy consumers at fullest.
 Marketing and Sales: These section are also important to be interlinked with one
another to increase level of sales and profitability margins. Marketing department assist
sales department in their product distribution process. They analyse and identify
information about products liking by their customers at which rates. They do marketing
research to understand needs for goods at market place. After generating information,
they give details to sales department so that prices are set accordingly and they can sell
only those products which consumers likes the most at their preferred rates. This helps
them to attract more customers and increase their sales.
Importance of interrelationships between marketing and other functional units of
organisation
Interrelationship between marketing and other functional units plays an important role in
organisation. These helps company to achieve their goals and objectives in allotted times frame.
This also results in increasing sales along with level of revenues. These assist company to
improve their overall performance and productivity. In addition to this, the marketing manager of
TOPSHOP can able to attain larger market share and production level. So, it is important for
company to have interrelation of marketing with other functional units.
TASK 2
P3 Marketing mix of TOPSHOP
Marketing mix refers to combination of different factors which are controlled by
company to influence service users to purchase commodities produce by business enterprise.
This method is also considered by TOPSHOP to attain their goals and objectives in time
(Ogunmokun and Hsin Tang, 2012). Thus, the marketing mix of TOPSHOP is done under the
following statement with its competitor H&M.

Basis TOPSHOP H&M
Product TOPSHOP is a British multinational
retailer company which operates its
business in UK. The company offers
various products of fashion such as,
clothing, shoes, make-up products,
accessories,etc. To its costumers at
affordable rates.
H&M stands for Hennes & Mauritz. This
is a UK based brand operated by Erling
Persson. This is a Swedish multinational
retailer company which deals in clothing
items. The company offers various
products such as clothing and accessories
for men, women, teenagers and children
at reasonable rates.
Promotion Promotion refers to advertising or
introducing products at market place
among customers. This method is used
to create awareness of products and
brand loyalty. The company uses
several methods of introducing goods
such as, direct promotion ,
advertisement in newspapers, sales
promotions, etc. This helps TOPSHOP
to expand their business enterprise.
H&M has also focus on promoting their
products in market through various
channels. Their promotion is mainly
focused on the image of apparel which
are reasonably priced. They introduced
their goods by using electronic media
such as television, newspapers, etc. The
company also sponsored many hit and
trendy shows such as MTV to advertise
their products.
Place It refers to the location from which
organisation sell their products to its
consumers (Odunlami and Ofoegbu,
2011). There are approx 440 stores in
worldwide opened by TOPSHOP to
serve their products. The company
focus on areas and started off their
stores to which consumers can easily
approachable. The organisation has
also started to ship their products to
many countries worldwide.
The another important factor of marketing
mix considered by H&M is place. They
opened their stores in areas which are
convenient and easily approachable for
their customers. The company has spread
its outlets in approx 55 countries world
wide. They also serve their services
through online modes to their service
users.

Price It refers to the rate which company
applies on product to sell their
products. Every company uses its
pricing scheme to sell its commodities.
In this regard, TOPSHOP also uses
several pricing strategies for their
products. They applies these schemes
according to market demand and
seasons such as, penetration pricing,
price skimming, promotional
skimming, destroyer pricing and
demand oriented pricing (Popescu,
2011). Company uses all these
strategies but the mostly they applies
demand oriented pricing. According to
this, they reduce their prices if demand
is low and increases when demand is
high for goods in market.
H&M has also adopt pricing strategy to
sell their products at reasonable rate and
to attract more consumers towards them.
They applied broader pricing strategy to
their goods which is suitable to each
buyer or consumer. The company also
maintain median pricing strategy in which
keep some of their stock in discount. In
addition to this, they also give many
coupons and offers to allure more buyers
towards hem.
Physical
evidence
It is also an important component of
marketing mix which company should
consider first. The manager of
TOPSHOP also focuses on physical
evidence of stores which includes,
interior, cleanliness, packaging of
products, etc. It is important for
company to look after cleanliness and
also the environment must be
attractive to their customers.
The manager of H&M also focuses on the
design and interior of their outlets. They
maintains cleanliness in stores which
helps buyers to stay for longer period of
time.
People The manger of TOPSHOP also looks
after the benefits of its employees as
There are approx 148000 employees
which are performing their activities in

well as customers. They provide
training to their employees which
helps them to assists service users
about details of products properly.
company. The organisation gives full
attention to their employees and buyers.
They also provides rewards and incentive
to workers according to their work
performance which keeps them motivated
towards their work.
Process The manager of company also focuses
on methods of product preparation.
They manufacture products according
to the tastes and preferences of their
customers. This helps them to attract
more consumers towards them.
Company uses high end technological
processes to provide services to
customers.
In H&M, the main focus of manager of
company is on production process. They
uses retail inventory control process
which helps them to reduce wastage and
producing products by proper allocation
of resources.
TASK 3
P4 Evaluation of a basic marketing plan of an organisation
Marketing plans refers to a business document which company considers to carry out
their functions an objectives. The manager of TOPSHOP also develops marketing plan which
assists them to achieve their goals in allotted time frame. In includes all details such as , vision of
company, mission, marketing objectives, etc.
Overview of company
TOPSHOP is a UK based brand, headquartered in London. It is a British multinational
fashion retailer company which manufacture products for men, women, teenager, children. The
company is founded by Raymond Montague Burton. It offers various products such as, clothing,
make-up, accessories, shoes, etc. at low and affordable rates. In this, there are approximately
148000 employees which are working in company (Shahin Sharifi and Rahim Esfidani, 2014). In
addition to this, it has also started approx 440 stores in worldwide to serve its goods and services.
The company also hires various candidates which are suitable to jobs and provides them training

which helps them to enhance their performance. By this, company also increase their their
market share and revenues. The company going to launch their new product at market place
which is new and advanced technology watches with aim of increasing their sales and attract
customers.
Mission: The mission of TOPSHOP is satisfy its customers on international basis without
compromising their brand image.
Vision: The vision of TOPSHOP is to become renowned brand in country and in eyes of its
potential customers.
Marketing objectives:
 The main objective of company is to increase their level of sales by 20% within 2
months.
 To produce watches with advanced features with aim of increasing market share by 30%
within 2.5 years
STP:
STP is a process which includes three approaches such as, segmentation, targeting and
positioning. This helps company to produce products according to their demands in different
locations. Along with this, company can also target their customers to serve their services. In
addition to this, it is also beneficial for TOPSHOP to identify their brand position at market place
from their rivals. In this, the manager of company uses this process to segments its customers
according to their needs and demands.
Segmentation: It refers to dividing markets in small groups of customers (Walliman, 2015).
This is beneficial for company as they can easily serve their goods and commodities to their
buyers according to their wants. The company can segment its markets into different groups
which are as follows:
 Geographic: In this company can segment its market on the basis of consumers who are
living geographic regions, state and city.
 Psycho-graphic: According to this element, company can divide its market on basis of
people's lifestyle, personality, standard of living, etc.
 Behavioural: By this, company can segment markets according to their behaviour
towards products and their loyalty.

 Demographic: In this, company segments market according to their gender, marital
status, ethnicity, education, occupation and many more.
In this, TOPSHOP segments its market on basis psycho-graphic factor which involves lifestyle
and standard of living of people.
 Targeting: In this, the manager of TOPSHOP segments those people who invests more
in their clothing and focus on their lifestyle.
 Positioning: By this, company can identify its brand image and reputation at market
place. It is very important for company to know and compete with their rivals.
marketing strategy
TOPSHOP uses relationship marketing strategy which helps them to maintain relations
and coordination with customers. They provide superior quality products at affordable rates. This
enhance them to attract more customers towards them and create larger market share.
Swot analysis of TOPSHOP
Strength
 Prices are affordable and reasonable.
 Trendy style clothing and accessories.
Weakness
 Difficult to manage staff member as
they are large in number.
Opportunities
 Targeting young group of people as
they invest more in clothing.
 Opportunity of expanding business
internationally.
Threats
 Competitors at market place.
 Change in legal policies.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 15000 10000 5000 6000
Investment 10000 10000 5000 6000
Total 25000 20000 10000 12000

Marketing
outlay
15000 2000 5000 5000
Promotion 5000 3000 5000 2000
Sales publicity 3000 1000 1000 2000
Direct selling 4000 3000 1000 1000
Total 27000 9000 12000 10000
Monitoring and control
Marketing plan development is important for company to execute their operations
properly and systematically (Rascati, 2013). This also helps them to achieve goals in allotted
time frame. By this, company can determine information about their total investments. Thus, it is
essential for manager of organisation to check and examine plan timely before their operations.
CONCLUSION
The above report is about marketing and it has been concluded that this concept is useful
for company to attain their business objectives. In organisation, departments are also
interconnected with each other which helps them to carry out their goals. Along with this,
marketing mix is applied which assist company to analyse their position at market place from
their rivals. Lastly, marketing plan is also formulated by manager which is essential for them to
estimate their budget before operating their functions. This will help company in effectively
promote its product in market and gain competitive advantage over rivals.

REFERENCES
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