Roles and Responsibilities of Marketing Function in ASOS PLC

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1 ...........................................................................................................................................4
P1 : Key roles and responsibilities of marketing function..........................................................4
M1 : Analysis of roles and responsibilities of marketing in context of marketing environment 6
P2 : Roles and responsibilities of marketing in context of the organisation ..............................6
M2 : Significance of interrelationships between marketing and other functional units ............7
D1 : Critical analysis of elements of marketing function and interrelation with other function.7
TASK 2............................................................................................................................................7
P3 : Marketing Mix for the organisation that help in marketing planning .................................7
M3 : Evaluate the different tactics that are applied by an organisation:...................................10
TASK 3 .........................................................................................................................................10
P4,M4 and D2 : Marketing plan for the organisation...............................................................10
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1
.........................................................................................................................................................1

INTRODUCTION
Marketing is a activity which is undertaken by the companies to make the people aware
about the goods and services offered by their organisation. To satisfy the customer marketing
plays a crucial role as marketing department identifies the need of the customer on the basis of
which they formulate their marketing plan which can be done by taking the feedbacks from the
employees. While formulating marketing plan organisation need to identify various marketing
mix which help them to determine the influences of various factors. For this report the
organisation that is taken into consideration is ASOS PLC, which is a online fashion and
cosmetic retailers. To facilitate the detailed marketing analysis of the company the roles and
responsibilities of marketing department, key elements of marketing function, their interrelation
with other functions of the organisation are considered. Also a marketing plan is developed for
the organisation which will help them to achieve their goal of expansion.
TASK 1
P1 : Key roles and responsibilities of marketing function
The Marketing Function helps an organisation to identify the needs of the customers
and delivering the value to the customers by establishing a channel of communication which
create awareness about their offerings. This function is followed in almost every organisation
irrespective of the size of the company (Cant and Wiid, 2016). For detailed analysis of the
marketing, various concepts are to be considered which are followed by the organisation.
 Production concept : The focus of this concept was on mass production with a believe
that the consumer will consume those goods which are easily available and of
comparatively lower prices. The prices can will be reduced as the cost of production for
the manufacturer due to increased production.
 Product concept : In this concept the focus was shifted towards the features of the
products which they offers. They started considering the quality, quantity, innovation in
the products so that they can increase the values and benefits of the customers.
 Selling concept : In this concept the marketing department focuses on the advertising and
promotion of the goods and services in order to make the customer aware about their
products. This will help them to increase the customer base.

 Marketing concept : This is the concept where their efforts increased because the focus
is shifted towards the taste, preference, needs and wants of the target market. It is a
broader concept which covers various aspects of the businesses such as brand value,
customer satisfaction, planning for the new challenges etc.
 Societal concept : In this concept, the focus is over the needs and wants of the customer.
Also the impact of their operations on the society that has to be reduced. The emphasis of
this concept is the welfare of the customers and the society (Chan and Lu 2015).
The role and responsibilities of marketing function : The marketing department of ASOS
plays a crucial role in achieving the organisational objectives as they helps to identify the target
market and to plan various strategies . The various role and responsibilities of marketing
department are given below :
 Market Research : The marketing department conduct the research on the basis of
feedbacks collected by the sales team. They also collect the data from surveys which
helps them to determine the needs and wants of the customers on the basis of which
decide the demand and supply. This will help ASOS to be focused towards a specific
towards one aspect.
 Product development : On the basis of identification of needs, wants and trends the
marketing department suggest the feature which are required in the products which helps
the production department to plan out the production and to decide the requirements of
raw materials. ASOS can easily develop their process and products as per the changes
taking place (Chegwe and Anaehobi, 2015).
 Applying Customer centric approach : The marketing department maintains the
relationship with the customers which helps them to meet up the demands of the
customer and gain the competitive advantage. ASOS can update their online portals to
make it more convenient to their customers.
 Advertising and promotional campaign : The marketing department on the basis of
changes and trends that are prevailing in the market plan for the advertising and
promotion campaign which will helps ASOS to create awareness among the customers
about their products.
 Managing Budgets : Marketing department manages the budgets for various activities
such as advertising, conducting research, introducing innovation in the process of