Key Roles and Responsibilities of Marketing Functions

This report discusses the key roles and responsibilities of marketing functions, the relationship between the marketing department and other functional departments, and the marketing mix strategies used by Dacia and Mercedes Benz. It also provides a marketing plan for the upcoming product launch of Mercedes Benz.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................6
LO1..................................................................................................................................................7
P1. Key roles and responsibilities of Marketing functions.........................................................7
P2. Relationship between marketing department and other functional departments..................7
LO2..................................................................................................................................................7
P3. Marketing Mix......................................................................................................................7
LO3................................................................................................................................................11
P4. Marketing plan for Organization........................................................................................11
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to promoting company's products and services in order to improve the
brand value of the company (Rivera, 2017). This includes various functions such as advertising,
selling and product delivery to target customers of the company.
Henceforth, this report will emphasis over key roles and responsibilities involved in
marketing functions. All roles and responsibilities associated with the marketing function will be
elaborated based on marketing environment attached with business organisation. This report will
also specify about the interrelationship of marketing with other functional departments in Apple
company. 7 P model will also be expressed in this report to analyse the key differences between
organizations based on the marketing mix strategical tool. Based on the business objectives of
Dacia company and Mercedes Benz company. Furthermore, this report will also discuss the
suitable marketing plan for the upcoming product launch of Mercedes Benz company.
LO1
P1. Key roles and responsibilities of Marketing functions.
Covered in PPT.
P2. Relationship between marketing department and other functional departments
Covered in PPT.
LO2
P3. Marketing Mix
Marketing department plays an important role in increasing sales and profitability of
company by influencing customer to prefer company product and services over competitors
product. It uses various strategies and marketing tool such as marketing mix to attract large
number of customers. Marketing mix is set of tactics that is used by firm to promote its product
or brand in the market. Thus, various marketing mix used by Dacia and Mercedes Benz to
promote its product and services are as follows:
Basis Dacia Mercedes Benz
Product It offers simple and four
models of product to
customers to choose among in
UK. Each of these have
One of the strongest marketing
tool of company is it product
that make it one of leading
premium car brand in the

separate products line sold
under brand name of Dacia
Duster SUV (Mahajan, 2017).
It sells cars that are famous for
traditional design thus
attracting large number of
customers. Its products are
available in different sizes and
prices thus offering various
option to customers to choose
among.
world. It has wide range of
light commercial vehicles and
passenger cars. Luxury car
such as Sedans, SUV's and
sports car attract large number
of people to buy company
products. Mercedes is able to
enhance sales of company not
only because of its design and
luxury but also by use of
innovative technology.
Price It focuses on hybrid price
strategy to gain maximum
value of its products. Dacia
Sanderio start from £5,995
then goes up to £10,630,00
which is still half than
Mercedes car. Thus, price of
Dacia car is lower as compared
to Mercedes cars. Company
being in luxury segment has
set premium price for its car to
attract customers.
It has huge variety of product
with price range from $30,000
to 100000 and above (Koo,
Kim and Kim, 2016). Thus,
company by using premium
price strategies based on its
competition and features is
able to expand its market
share.
Place Dacai is based in Romania but
have operation or production
facilities across world.
Customers can easily book
their cars through official
website of Dacia. Renault
Company has spread its
business across worldwide
with dealership and service
station across various nation.
Mercedes Benz cars are
available across whole world

own decai so many people
tend to join dealership with
Renault in UK (Amofah,
Gyamfi and Tutu, 2016). Thus,
company by spreading its
operation across world able to
increase profit margin and
sales.
such as China, Asia, Europe
and North America. Thus, firm
by spreading its business
worldwide is able to expands
its market share and
profitability.
Promotion Promotion strategies used by
company is also helps in
attracting large number of
customers. It uses 360 degree
approach in its promotional
activities such as digital
marketing, various rewards
program are organised.
Conventional marketing such
as advertisement through
hoarding, TV and magazines.
Mercedes Benz to promote its
products has use all channel of
advertisement such as TV
print, billboards. Product and
innovative technology are two
other method of company to
market its product. But due to
change in customer trends
company has change its
strategies and market its
product by use of social media.
Physical Evidence Physical evidence of Dacia
Duster SUV is exciting and
creative where customers feel
comfortable and relaxed. It
provides good experience to
customers by delivering
qualitative services and
products. Design, colour of car
is also differentiated and
unique that attract customer to
Company has effectively
established its brand name in
heart and minds of customers
as whenever a person think of
luxury car they link it with
Mercedes (Poljić, Tešić and
Košutić, 2018). It is known
for luxuriousness and elegance
across worldwide that provide
qualitative services to

make purchase. Brand logo of
company also promote sales
and profitability of company in
market. It website design is
also simple and easy so anyone
can use and can book car.
customer.
People Dacia duster SUV invest
highly in development of skill
and knowledge of people to
provide qualitative services
and products to customers. It
organises various training
session and supervise that all
employees attain such session
for overall development and
growth. It by building strong
relationship and providing
good working environment
able to increases customers
satisfaction and loyalty.
It provides qualitative after
sales services to its customers
because highly skilled and
knowledgable employees
working in an organisation.
Mercedes Benz has a strong
brand image so employees of it
are highly educated and
motivated to work for
achievement of goals.
Process It has systematic and organised
process for delivery of
products and services to
customers. It uses online
portals for operational process
of company (Eneizan,
Abdulrahman and Alabboodi,
2018). It has various policies
and process to maintain quality
It is able to provide quick
delivery of product as its has
dealership with number of
people and various outlet
spread across worldwide.
Thus, able to provide ease to
customers by delivering goods
quickly at their doorsteps.

of services and products.
Various stores and effective
channel also helps in smooth
delivery of products to its
customers.
LO3
P4. Marketing plan for Organization
Executive Summary
Company's board of directors are planning to launch a new car in electric car segment.
To have a successful launch and market presence company management has framed a suitable
marketing plan.
Objectives
 To improve market share by 20%
 To improve the product presence in target market.
 To achieve company's objectives by having a successful launch of new car in the auto-
mobile market across the globe.
STP
STP is a crucial process involve in marketing plan as it emphasis over segmentation,
targetting and positioning of the product in the target market.
Segmentation: Segmentation is a crucial process involved in STP. This process involve
framing marketing strategies for segregating total customer's of auto-mobile sector into target
customer's for the new product launch (Rivera, 2017). Auto-mobile is among the major
growing market sector that also comprises with millions of customer's worldwide. To segregate
the target customer's from such millions of customer base globally is a huge challenge
company management face. To implement this process effectively company management has
conducted the market research on the people in respect to using environment friendly products.

Company management has used the behavioural approach for product segmentation as this new
product will attract to such customer's who has the nature to use eco-friendly products and also
look keen towards environment protection. To assess the customer's behaviour company has
conducted both primary and secondary research to get the clear brief about the customer
choices. People across the globe are more keen towards using eco-friendly products and this
product will give the luxury experience of eco-friendly auto-mobile car range. Company
management has already segregated the target customer's as the research recognized that
majority of target customer's across the globe are very keen towards using electric cars.
Targetting: Targetting is also a crucial stage involve in STP process. Under targetting
company management frame a suitable marketing strategy to target potential customer's for
new auto-mobile car range of Mercedes company (Garcia, Usiski and Waken, 201). The
company management will target the elite customer's across the globe as this car will cover
under the premium range. Young customer's covers under the age group of 45 years will be
targetted specifically as young people are much aware towards environment protection and
conservation.
Positioning: Positioning is an important aspect of STP process. Under this process company
management frame marketing strategies in order to reach effectively target customer's for the
new electric car range of Mercedes (San Román, del Pilar and Morales Mediano, 2020).
Company will use advertisements, search engine optimization, social media marketing and
other strategical tool in order to effective reach of marketing campaign. Company management
also approach its existing customer base by conveying about the features involved in the new
car brand.
Marketing Mix
Product New car is belonged to electric car segment.
Price Price range of new car will be cover under premium range.
Place Company will launch this new car across the globe.
Promotion All effective promotional techniques will be used such as social
media, radio. Television and SEO.
Packaging Packaging will be conducted as per the normal process of company.

Process Company will follow STP to position the product in the market.
People People from elite class will be a target customer base for the new car.
PESTLE Analysis
PESTLE Analysis will enable the company management to assess impact of external
factors associated with business environment over market performance of new product.
Political Factor: Political factor involve government policies associated with auto-mobile
sector. UK's government has a very supportive approach towards the corporate sector as the
corporate organization play a major contribution in the GDP growth of the company.
Government in UK is also had a stable position which causes to longer sustainability in
government policies and strategies that give a suitable basis to companies to make effective
strategical decisions (Armstrong and et.al., 2018). Electric car also support the environment
friendly campaign of UK and various other governments across the globe that will also create a
suitable business environment for the new product launch of Mercedes. Company will also get
taxation benefits for the new car launch as this product supports to UK government
environment protection campaign.
Economic Factor: Economic factor emphasis over economic situation of country such as
economic growth, GDP and other economic aspects that influence over product performance in
the auto-mobile market. Government policies such as taxation policy and other associated
policies related to the corporate organisations also influence the economic growth of the
country. UK's economy is among the stable economies across the globe and it will also support
the product performance in target market. Stable economy also denote to good flow of liquidity
in the market that also improves the purchasing capacity of customer's. Management of
Mercedes is aiming to take the complete advantage with the launch of its new electric car.
Social Factor: Social factor reflect the approach of target customer towards electric cars in the
market. As per the recent surveys claimed as Euro-barometer survey that indicates the people's
mentality in Europe towards environment protection (Casey, 2019). Society in Europe and
across the globe is more keen towards using environment friendly products and services in
order to keep the environment safe for the next generation. Pollution has become a huge
challenge for governments across the globe specifically in developing nations like India where

government and society both initiated the use of environment friendly products and services.
With the launch of this new electric car company can improve the sale by utilizing an
environment protection campaigns.
Technological Factor: Technological factor is also among the major factor impact over
product sales in the target market. Among all other challenges electric cars face the major
challenge of facing restrictions in respect to covering the distance once it compete charged. As
per the technical auto-mobile experts electric cars cover the distance of around 100 to 120 km
on an average basis over one time charge. Company management has also addressed this issue
by incorporating better technologies and more efficient battery power. This feature of the new
product will enable the company management to create an unique brand identity with the
launch of this new car.
Legal Factor: Legal factors depicts to various legislations and government regulation
associated with the corporate organizations and products. Electronic car has a huge scope in
European countries and also in other part of the world. Electronic car companies also get the
advantage in Europe as per the aggregant call 2011 White Paper Roadmap (McDonald and
Wilson, 2016). This agreement focuses over improving the use of electronic auto mobile
products in order to protect the environment. The aim of this agreement is reduced the use of
conventional cars by almost 50% till 2030 and also the green house gas emission from transport
should be restricted to 40% by 2050. All such aspects covered under the agreement provide an
effective basis to this new car segment in order to generate profitable outcomes from the sales.
Environment Factor: Environment factors covered under business environment is also a
crucial aspect play under the external factors that impact over product performance in the target
market. As per the recent development in society people became more keen towards using eco-
friendly products and services in order to contribute for the betterment in the society (Williams,
and Williams, 2017). This new car segment effectively justifies the eco-friendly aspects by
giving luxury car experience. Company can achieve a huge growth in the target market by
channelizing an impactful marketing campaign.
SWOT Analysis
The new car line carry the various strengths, weaknesses, opportunities and threats that
will incorporate the company management to take competitive advantages in the target market.
Strength:

 This car is eco-friendly in nature (Aquila, 2016).
 Due to electric feature this car will also reduce noise pollution level
 This new car will provide efficient car experience with low maintenance cost.
 This car includes simple mechanism system.
Weakness:
 Electric cars seek extra time to recharge the battery power.
 Recharging infrastructure is also not sufficient across the world that create a huge
hurdle in the decision-making process of the target customer's (O’Connor, 2018).
 It takes a lot of cost for the car users to change the battery.
 Even the eco-friendly nature people not look keen towards buying this car segment as
they are more used too towards using oil segment cars.
Opportunities:
 Government across the globe provide special subsidies to environment friendly
products.
 This car seek no extra congestion charges which make this car segment more
affordable.
 This car segment has a sustainable business opportunity even in future perspective.
Threat:
 Competition is a huge threat from other competitors like Tesla and other electric
auto-mobile companies.
 Rise of cost of electricity is also a huge threat for this car segment.
Budget
Board of Directors of Mercedes has set a marketing budget of 25000 £ Pound for the
marketing campaign of this new electric car segment.
Investment Techniques
To meet the requirements of this budget company management is planning to approach
banks and financial institutions in order to take a loan.
Monitoring and Evaluation
Monitoring and evaluation is also a crucial aspect of the marketing plan. Company
management will utilise two techniques such as benchmarking and KPI evaluation to monitor
and evaluate the success of this new product line (Dib, 2016). Under benchmarking strategy

company management will compare the market performance of new electric car as per the
standard mark. Company will monitor the product sales from time to time under this approach
and will introduce possible development on a timely basis. Company management will also use
KPI technique in order to set the benchmarks for analysing performance. For KPI indicator
company will follow the monitoring investment approach. Company will also focus over
monitoring adoption in order to assess the performance of new electric car in auto-mobile
market.
CONCLUSION
From the above report it can be concluded that marketing plays an important role in
increasing sales, market share and profitability of company. Interrelationship between marketing
and other functional units of company is necessary for achievement of organisational goals. It
can also be concluded from above report that different firms use different marketing strategies in
order to gain competitive advantages in the industry. Company focus is to build strong brand
image in the market by providing qualitative services and products to customers. As strong brand
image helps in increasing sales of new products by attracting existing and new customer. Lastly
it can be explained that marketing plan of Dacia and Mercedes Benz helps in expansion of
market share, sales and profitability of company in auto mobile industry.

REFERENCES
Books and Journals
Rivera, J., 2017. Marketing Principles.
Garcia, E., Usiski, M. and Waken, B., 2016. Intermix Marketing Plan. Marketing. 1009. p.11.
San Román, M., del Pilar, M. and Morales Mediano, J., 2020. Marketing Management.
Armstrong, G. M., and et.al., 2018. Marketing: an introduction. Pearson UK.
Casey, R., 2019, April. External marketing. In BSAVA Congress Proceedings 2019 (pp. 298-
299). BSAVA Library.
Williams, R. L. and Williams, H. A., 2017. The Marketing Differentiation Process. In Vintage
Marketing Differentiation(pp. 5-18). Palgrave Macmillan. New York.
Dib, A., 2016. Marketing plan: Get new customers, make more money, and stand out from the
crowd.
O’Connor, A., 2018. Marketing & Distribution Calendar (SEMIs).
Aquila, A.J., 2016. The Marketing Plan: An Audit‐Based Approach. Bull's‐Eye! The Ultimate
How‐To Marketing & Sales Guide for CPAs, pp.39-64.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Nykiel, R. A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.
Amofah, O., Gyamfi, I. and Tutu, C.O., 2016. The influence of service marketing mix on
customer choice of repeat purchase of restaurant in Kumasi, Ghana. European Journal
of Business and Management. 8(11), pp.102-112.
Eneizan, B., Abdulrahman, S. A. and Alabboodi, A. S., 2018. The influence of environmental
marketing mix on the non-financial performance of solar energy firms: The mediating
role of corporate image. IJAR. 4(7). pp.190-196.
Koo, K. R., Kim, S. J. and Kim, K. H., 2016. The effects of internal marketing capability on
export marketing strategy, B2B marketing mix and export performance. Journal of
Global Scholars of Marketing Science. 26(1). pp.51-65.
Mahajan, P., 2017. Incorporating 11 p's of service marketing mix and its impact on the
development of technical education. Journal of Entrepreneurship Education. 20(2).
Poljić, M., Tešić, D. and Košutić, N., 2018. Participation of digital promotion in the promotional
mix of small enterprises. Strategic Management. 23(4). pp.32-39.
Online
Root, G. 2017. Role of Marketing Strategy. [Online]. Available Through:
<https://bizfluent.com/info-7807235-role-marketing-strategy.html>.

How to write your marketing plan. 2019. [Online]. Available Through:
<https://www.business.gov.au/Planning/Business-plans/How-to-write-your-marketing-
plan>.