Roles and Responsibilities of Marketing Function in Marks & Spencer

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
LO1..................................................................................................................................................4
P1 Roles and responsibilities of marketing function..............................................................4
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
LO2..................................................................................................................................................6
P3. 7 Ps of marketing mix:.....................................................................................................6
LO3..................................................................................................................................................9
P4 Strategic marketing plan of the company..........................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to the functions performed by an organisation to promote buying and
selling of products and services to customers. In this report, Marks & Spencer is chosen as a base
company. It is a British multinational retailer, headquarters in London, United Kingdom. The
company was founded by Michael Marks and Thomas Spencer in 1884. They are specialised in
selling of cloths, home products and food products. This report includes the role of marketing
and interrelationships of functional units, comparison of different organisation using elements of
marketing mix and development and evaluation of marketing plan.
MAIN BODY
LO1
P1 Roles and responsibilities of marketing function
Marketing function is a functions initiate by the need of customers to end with the
satisfying of customer. The different roles and responsibilities of marketing function is given
below in relation to Marks and Spencer:
 Defining and managing brand: It includes defining what the organisation is all about
and what are its offerings to the customers. In context to M&S, they are retailing stores,
serving worldwide since 1884 (Ahmad, 2018).
 Marketing strategies: It is define as the marketing planning and strategies developed by
manager for the implementation to the organisation. It includes the needs of the
customers and how they will satisfy them.
 Conducting marketing research: It includes research about the products information,
price and demand by the customers in the market. In terms of Marks and Spencers, they
produce a variety of goods and services according to the taste and preferences of the
customers, so that organisation can easily attract the customers to buy from them.
 Brand equity: Consumers tend to attract by the brand that offers value to their product
and services. Marks and Spencers produce variety of products and services almost in their
own labelling which attracts customers as they represents the value to them.
Marketing Process: It is a marketing framework where value is created for the customers and
capture value from the customers. The concepts involve in marketing are-

 Production: This concept says that consumers will attract by that products which can
easily affordable and available to the customers. In reference to company, people
shopping in their stores due to the availability and affordability of the products. The
product manufactured costs very less to the company that tends to more number of
customers.
 Product: Consumer choose those products which have value for price that they pay,
quality and uniqueness of the product. Marks and Spencers provide customers with
variety of products, due to the quality and innovative products, customer tends to
purchase because of its features (Bertoli and Valdani, 2018).
 Selling: The customers tends to buys products which are promoted aggressively in the
market. In context to Marks and Spencers, they aggressively promote clothing line in the
market which make the organization famous for clothing.
 Marketing: The organization main focus is on customer needs. They tries to offer better
value to the customers from the other competitors. In terms to Marks and Spencers, they
tries to cater customers by providing better services than other stores such as Zara, H&M
etc.
 Societal: This strategy focus on the delivering value to the customers as well as society
as a whole. In terms of company, they offer various products that customers happily buys
and which also packed in an environment friend packets. It increases the number of
customers and also maintaining environment sustainability.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing plays an very important role in an organisation, it is process of buying and
selling of goods and services with aim of earning profits. Marketing is process of creating
product awareness among buyers, cultivate brand credibility, building trust among the target
buyers, and providing buyers with necessary information (Caliskan, 2019). It is also analysed
that all the other departments of organisation are also linked with marketing departments like
production department, finance department, research and development, HRM department. The
main goal is to achieve objectives effectively and efficiently.
Relation between marketing and other department in context to Marks and Spencer is explained
below: