Marketing Essentials: Topshop

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Explain how the key roles and responsibilities of marketing functions relate to the wider
organisational context.................................................................................................................3
Analyse the roles and responsibilities of marketing in the context of marketing environment.. 4
Analyse the significance of interrelationships between marketing and other functional units of
an organisation............................................................................................................................4
Critically analyse and evaluate the key elements of the marketing functions and how they
interrelate with other functional unites of an organisation..........................................................4
TASK 2............................................................................................................................................5
Compare the ways in which different organisation apply the marketing mix to the marketing
planning process to achieve business objectives.........................................................................5
Evaluate different tactics applied by organisation to demonstrate how business objectives can
be achieved..................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a very important division of any organisation as they help in targeting,
promoting and distribution of products in order to achieve high profit levels. This assignment
will help in better understanding about the marketing function and its key responsibilities.
Additionally, this file also study inter relation between different division in an organisation.
Also, there are various elements that affects the sales and growth of the company which can be
understand by practising marketing mix on Topshop (Dibb and Simkin, 2013). The respective
organisation is a multinational fashion retail company which deals in various products such as
apparel, shoes, make-up and accessories.
TASK 1
Explain how the key roles and responsibilities of marketing functions relate to the wider
organisational context.
Overseeing outside vendors and agencies:- Marketing division of Top Shop are
responsible for the selecting and managing the appropriate agencies and vendors, these are one
who produce marketing products or give support for the marketing. It includes agencies, print
vendors, PR agencies or specialists, web providers, etc.
Conducting customer and market research:- Top Shop's marketing division helps in
identifying the target market and opportunities for the product and services to be recognize in
that market.
Producing internal communication:- Marketing department of the Top Shop is also
responsible for the communication of the employees within the organization, it can be done
through newsletter or intranet. Their main motive is to make employees understand about the
company, its values, its goals and its priorities.
Monitoring and managing social media:- Marketing department contribute in mange
and maintain the social media accounts and pages of the company, they also take care of postings
done on the social media.
Creating content providing SEO for website:- Company website is most obvious place
where people visit to seek information about the company. So, it is the work of marketing
department to make it up to the mark with correct and meaningful content and ensure that site
comp up quickly when someone search for company.

Analyse the roles and responsibilities of marketing in the context of marketing environment.
Developing the marketing strategies and plans:- Marketing division of Top Stop
identify its customers need and wants, after that they make Strategical plans for the new arrivals,
discounts, off ,gifts etc. to attract the new customers and retain the old one.
Monitoring market environment:- Marketing department has to do research on
demographic, economic, socio-culture, nature,technological, political and legal forces and
identify trends and convert it in opportunities. Like Top Stop's marketing division focus their
product for young women, middle and high income group and western style cloths (Scarborough,
2016).
Analyse the significance of interrelationships between marketing and other functional units of an
organisation.
Importance of Interrelation between the departments:
Building Trust:- Effectively communication and interrelationship between departments
create and maintain trust within the organization. When departments trust each other they deliver
accurate information with improve the operational efficiency.
Better customer services:- If there is no interrelation between the departments, customer
service will get affected. So to improve the services for customer, company's departments should
maintain the interrelationships within them.
Conflict Avoidance:- If the departments didn't maintain relationship with each other it
result in the conflict, arguing and finger-pointing with affect the productivity of the
organization. So to avoid the conflict situation in company departments should maintain
relationship.
Critically analyse and evaluate the key elements of the marketing functions and how they
interrelate with other functional unites of an organisation.
Topshop is consist of many functional division such as marketing, HR, finance,
Production, etc. However,there is an interrelation between the marketing division and other
departments of company. These are studied below:
 HR and Marketing- The HR division of Topshop is responsible to hire skilled candidate
for all the divisions of company. Hence, the Human Resource department of Topshop
can help marketing division of company by selecting efficient candidates which helps in
increasing the productivity of the marketing department.

 Finance and Marketing- The Finance division helps in providing funds to the departments
in order to conduct their operational activities. Similarly, the Finance department can help
the Marketing division of Topshop by providing adequate finance which can help in
conducting effective promotional activities (Baines, Fill and Page, 2013).
 Production and Marketing- The Production division of Topshop is responsible for
producing products which are served to the customers and maintain inventory. Hence, the
Marketing department of company can help in promoting the products and services which
are produced by the production division of Topshop in order to earn more revenue.
TASK 2
Compare the ways in which different organisation apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing Mix is a tool of marketing which helps in achieving the objectives of company.
Hence, the marketing mix of Topshop and H&M is given below:
Marketing Mix Topshop H&M
Product Topshop is a multinational
company which deals in
various product range such as
clothing, footwear, make-up
products and accessories
H&M is a retail company
which deal in clothing for
women, men, teenagers and
children. Additionally, it also
deals in accessories.
Price The price range of products is
comparatively expensive. This
is due to the quality of the
products and services provided
by Topshop.
The price range of the
company depends on the type
of products as it is different for
all the categories. However, it
concentrates on high class
customers. Hence, the price is
expensive.
Place Topshop is conducting its
operations in 58 countries all
H&M is providing its services
across 62 countries worldwide.

across the world with more
than 300 outlets in United
Kingdom (Brassington and
Pettitt, 2013).
Promotion There are many promotional
activities which are practised
by Topshop such as
advertisement, digital
marketing, PR, etc.
In order to promote its
products and services, H&M
conducts many promotional
activities such as sponsorship,
advertisement, print media,
etc.
People Topshop provides various
training to the employees in
order to enhance the customer
experience.
The employees of the
company are professional and
well trained. It has more than
1,48,000 employees working
in the company.
Process The products are uniquely
designed in order to target a
particular market. Also,
customer satisfaction is given
high importance.
Customer relation is given
high importance in the
company. The employees help
customers in selecting right
merchandise for them.
Physical Evidence There are near by 500 stores of
Topshop out of which 300
stores are in UK which can be
considered as physical
evidence.
The official website,
employees and 4,500 stores
can be considered as physical
evidence of H&M.

Evaluate different tactics applied by organisation to demonstrate how business objectives can be
achieved.
There are various business tactics which are taken in consideration by Topshop in order
to achieve the companies objectives. These are mentioned below:
Product Strategy- The competition in the market forces Topshop to keep introducing
new products and services in the market. As the respective company belong to fashion and retail
industry, it is very important to present trending products which helps the company to keep a
grip on the market and helps Topshop to stay ahead from its competitors.
Marketing strategies- These are the tactics which are consist of promoting products and
services to the desired target market which helps in increasing the number of sales for Topshop.
Hence, the respective company involves in various promotional activities such as advertising,
print media, special offers and promotions, etc. These business tactics helps in achieving
objectives of the company (Jones and Rowley, 2011).
CONCLUSION
From the above discussion, it can be analysed that marketing is one of the most complex
division of the respective company. Also, the roles and responsibilities of marketing as a
function is very wide. There is an interrelation of marketing division with all the other
departments of company which helps in achieving goals of organisation.

REFERENCES
Books and Journals
Dibb, S. and Simkin, L., 2013.Marketing essentials. Cengage Learning.
Scarborough, N.M., 2016.Essentials of entrepreneurship and small business management.
Pearson.
Baines, P., Fill, C. and Page, K., 2013.Essentials of marketing. Oxford University Press.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration.International Small Business Journal,29(1), pp.25-36.