Marketing Essentials: Evaluation of Processes and Strategies

This report covers evaluation of different marketing processes, responsibilities and role of a marketing manager, marketing influences and interrelates with other functional departments, comparison of marketing strategies of Mark and Spencer and ASDA, and effective marketing plan for growth and development of organization. It also includes PESTEL analysis.

Unit 2 - Marketing Essentials

TABLE OF CONTENTS
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Evaluation of different marketing processes...............................................................................3
Responsibilities and role of a marketing manager.......................................................................4
Marketing influences and interrelates with other functional department....................................5
The value and importance of the marketing role in organization................................................6
Significance of having effective interrelationships within different functional departments......6
Roles and responsibilities of marketing relate to the wider organisational context....................7
PESTEL analysis.........................................................................................................................7
CONCLUSION................................................................................................................................8
PART 2............................................................................................................................................9
INTRODUCTION...........................................................................................................................9
MAIN BODY..................................................................................................................................9
Comparing the ways in which different organizations has adopted the marketing mix element
in order to achieve the over all objective of the business............................................................9
Marketing plan...........................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

PART 1
INTRODUCTION
Marketing activity play major role in organization success. Its major essential term for
promoting product and identification of customer and market activities. Marketing executive has
responsibility to handle and manage various aspects of business with effective manner (Hosseini-
Motlagh, Ebrahimi and Zirakpourdehkordi, 2020). Mark and Spencer is all above retail industry
in UK. It mainly provides clothing, food and home essential good into multiple areas. It mainly
considers engaging marketing executive for performance effectiveness and revenues expansion
and long term substantiality in business. This study will useful for provide information about role
of marketing and how other functional department interrelate with marketing activity.
MAIN BODY
Evaluation of different marketing processes
Application of effective process of market makes sustainability into business
performance. Its important that marketing executive apply this process with effective manner for
product promotion to revenue generate activities.

Mission: Top management and marketing executive has power to decide which essential product
they do have to promote into market and it will attract audience attraction towards with products
and services or not. Mark and Spencer marketing executive firstly consider preparing mission
and set mission about which sources essential for product promotion and specific amount of
revenues achieve within specific time. So it includes that using the best quality and innovative
product service expansion.
Situational analysis: Identification of competitive advantages and disadvantage for evaluation
of that new product has power to survive into competitive market or not. Mark and Spencer
marketing executive continuously evaluate competitive industry for identification of their new
activities. Competitive industry performance identification and other similar brands or products
evaluation is major essential approach without consideration of competitive industry activities,
its not easier to found which activities important to involve into business for making and creating
more consistency in organization activities.
Marketing strategy: This term manly consider when business decide to launch new product and
services into existing market. Expansion of product at specific area, identify the growth and
customer behaviours towards with the new goods, expansion of brand loyalty makes long term
sustainability towards with business (Raza and et.al., 2020). Mark and Spencer marketing
executive uses great strategy like they mainly consider continues identify fashion activities.
Marketing mix: Continuously evaluate customer requirements and engage new products and
services at effective price and many more aspects. Individual retail industry or other when decide
to provide their survives into market with effective manner they do have to consider 7 marketing
P's. Mark and Spencer marketing executive mainly concern towards with the engagement of
Marketing mix practices because its beneficial term for long term substantiality within product
promotion to customer engagement towards the business products and services.
Implementation and control: Consistency and long term loyalty development into market,
application of this term is important because marketing executive continuously identify product
efficiency for brand effectiveness development (Bhagwat and et.al., 2020.).
Responsibilities and role of a marketing manager
Analysing the performance of advertising campaigns: One of the mots essential role of
marketing is best source of identification for advertising, like investors, new technology, digital
application and many more. Mark and Spencer consider multiple type of advertising process like

investors, television, social media application which useful for build customer attraction (Cai,
and Lo, 2020).
Managing marketing budget: Marketing manager has responsibility to develop effective plan
within the specific amount which given by company financial department and organization
capacity. Budget decision is one of the most important practices without consideration of this
activities badly affects on overall business activities.
Managing customer services: Customer demand and services identification is important aspects
because without consideration of client needs identification business not properly survives into
competitive market. Timely service distribution makes long term sustainable relation so its also
useful approach for promoting products. Mark and Spencer marketing manager has responsibility
that they continuously develop efficiency in product services according to customer requirement
analysis.
Brand management: Marketing department has potential to develop continues product
performance which means people like products and services or not. Consideration about
marketing activities and product demand is easier to develop best and sustainable brand
management. Business has power to influence revues with proper identification and engagement
of new product development and from the quality reviews' evaluation from customer its easier to
develop more effectiveness in brand.
Marketing influences and interrelates with other functional department
Marketing is effective activity which uses by almost every type of organization. Without
marketing activity revues and new opportunities' expansion in business is not possible (Razak
and et.al., 2020). Marketing activities connect by almost every department of organization like
Mark and Spencer company mainly provide cloths, food and home essential goods.
Therefore, marketing department evaluate customer demands throughout marketing
research, so they inform to operation department for new product manufacturing, pricing
decision about new techniques for product marketing and others resources engagement into
business with financial department and human resource management for hire new employee on
the basis of business requirement evaluation. So from the identification of relations of marketing
into business makes creativity that marketing activities affects and interrelates with overall
business functional department.

Marketing executive when decides to analyse external business activities then can easily
provide information to other department like in context of Mark and Spencer they provide new
changes in clothings product, price effectiveness, resource involvement for sales improvement,
variation in operational activities, human resources requirements and many more. Therefore, its
clear that marketing activity has potential to connect and makes effective relation with other
department for continues quality improvement of business product and services.
The value and importance of the marketing role in organization
Marketing department play major role in business success with promoting good and
identification of audience demands. Marketing executive and department has responsibility to
engage right sources of product advertising, target customer evaluation, investors who help to
promote goods and many more. It's beneficial to information development about customer
demand with application of technological sources
On the basis of recent market trend company' senior management team highly prefers to
engage marketing experts and require and essential marketing tools which helpful for employees
who have great skills to identified marketing activities towards with their products and services.
So from the evaluation about multiple aspects its determined that marketing concept and
approach play effective role in business success and continues product quality changes and
improvement according to customer requirement. Utilization of marketing activity is one of the
mots sustainable and impressive approach for promoting good, client preferences evaluations and
many more.
Also, its mange business performance with great manner. Its very clear that marketing
role in organization is one of most impressive approach which provide all the beneficial and
useful information to different functional department for new changes and variation involvement
in business with impressive manner.
Significance of having effective interrelationships within different functional departments
Marketing and finance: Marketing department networks and connects to finance department in
context of marketing tools involvement require specific budget. And when marketing manager
identified that they require specific cost for technological application its essential to concern with
financial department for buying technology.
Marketing and human resource: Human resource has power and potential to manage
multiple task with engagement and selection of right human resources which has idea to applying

innovative techniques into business for growth and new opportunities' expansion. Marketing and
human resources department has great relation to meet production target, expansion of effective
sales team from evaluation of customer demands evaluation (Esper, 2021).
Marketing and operation: Marketing department has one of the major relation with operation
department. From the identification of customer activities and demands marketing executive
identified and evaluate which resources essential for involve into business for more effectiveness
development into product selling and revenue generate.
So marketing department seniors or team management provide information to operational
department about they have to engage new resources and new product development on the basis
of audience demands. Mark and Spencer organization manager mainly concern towards effective
marketing executive, so they effectively mange good and effective interrelationship with other
department and continues performance improvement with proper denazification of marketing
strategies evaluation.
Roles and responsibilities of marketing relate to the wider organisational context
Define and managing brand into new area: Company when decide to enter into new area and
launch their goods and service into international market. It’s essential term to define new goods
and services into new place with very effective manner because when people have no idea they
not consider buying goods and services. Mark and Spencer industry has duty define and explain
their service with powerful marketer’s involvement.
Monitoring and managing social media: Applying social media tools for promotional aspects
and its not easier to connect with social media but when people has idea that Mark and Spencer
industry provide multiple range of product in UK. Audience who has idea of this brand or
company product they can easily search on social media and found product and fulfil their needs
or wants.
Producing marketing and promotional materials: Marketing has power and potential to
influence profit with effective manner. Producing marketing mainly refers to uses and analyse
which social media technical tools they prefer to buying goods and services. Also they do have
duty to learn new language as well for promotional aspects.
PESTEL analysis
Political On the basis or retail industry it mainly affects from political aspects like
government decision and their rules on business expansion policies badly

affects. It includes factors such as import and export policies, new business
dvelopmeenet policies. Mark and Spencer when decide to expand their business
into new are they do have duty to properly analyse government policies.
Economic Mark and Spencer affects from international economic factors when it decides
to establish their business into new market they do have duty to analyse
economic factors like tax charges, inflation rate which provide idea that this
company product has power to survives into new market or not.
Social Cultural differences analysis is major essential for perfect and effective
promotional or product. So different cultural activities identification is
important aspects of Mark and Spencer.
Technological Application new technology within in business’s practices is one of the most
powerful tools for boosting marketing and selling because people can easily
search their requirement and buy goods. So Mark and Spencer when decides to
situate their business into new are they do have duty to involve effective
marketing strategy with social media application.
Environmental Unwanted weather and climate baldy affects on product service expansion. So
company has responsibility to evaluate this factor before they enter into new
market.
Legal Business expansion into new are require property for store their goods and
services so its essential that company properly follows government legal laws
and rules in business expansion process or activity.
CONCLUSION
It has been summarized from the above reflect study that business makes more
consistency in business activities when they mainly consider expansion of marketing executive.
This study has been effectively provided information about marketing process and role of
marketing into Mark and Spencer. This study has been evaluated that marketing connect with
every department and is useful for overall business mission achievement with successful manner.
Also, it has been calculated from the study that Mark and Spencer build hinger efficiency in
business throughout expansion of marketing executive.

PART 2
INTRODUCTION
Marketing strategy refers to those strategies that ensures the growth of the organizations.
Effective application of the marketing strategies results in providing various benefits to the firm.
The marketing strategies are basically concerned with the marketing mix elements. And each
element ensures the effectiveness in the business. This report will illustrate the main element of
the marketing mix. The comparison between the marketing strategies of Mark and Spencer and
its competitor firm ASDA will be cover in this report. Lastly, the report will highlight the
effective marketing plan that leads to the growth and development of the organization.
MAIN BODY
Comparing the ways in which different organizations has adopted the marketing mix element in
order to achieve the over all objective of the business.
Marketing mix is consist of 7ps and that is product, price, place, promotion, people, process and
physical evidence. In order to understand this with clearance, here is the comparison among the
M&S and ASDA in relation of their marketing strategies.
7Ps Mark & Spencer ASDA
Product The company is selling the
goods in the field of food,
clothing, personal care items
and so on.
The company is producing
different range of clothing for
all age group (Thabit and
Raewf, 2018).
The clothing department of the
company is highly effective.
The firm is selling the
consumer goods such as,
shoes, clothing, food and so
on.
Price The firm is using the
affordable pricing strategy. It
enables to have large number
of consumers in the favour of
The firm has approached the
competitive pricing strategy in
order to set the prices

the firm. The firm focus over their
competitors price and on the
basis of that the prices has
been set by the company.
Place The company has approached
the direct and indirect channel
of distribution (Ndofirepi,
Farinloye and Mogaji, 2020).
Along with this, the firm also
ensures the online delivery of
the products.
It has been analysed from the
various studies that, the
company makes the large
number of sales at the online
platform in relation of
clothing.
The company has adopted the
indirect channel of
distribution.
The organization has
approached the different
wholesalers and then the
wholesaler approach the
retailers and finally the goods
are available to the consumers
(Naudé and Sutton-Brady,
2019).
ASDA has opened up its stores
especially for the food
products.
Promotion In order to promote the
product of the company. M&S
has approached the
advertisement, public relation
and CFS system (Mahmoud,
2018).
In public relation, the company
launches the programmes such
as, charity and perform their
social ethics.
The CFS refers to the customer
feedback system the firm has
The major promotional tool
that has been adopted by the
company are advertisement,
social marketing ( Tuomi,
2018).

opened up the software in
which the customers give their
reviews in relation of product
and the reviews has been taken
in consideration.
People Mark and Spencer
organization mainly provide
their product at affordable
price like teenager who mainly
concern towards with fashion.
So this company marketing
executive evaluate that they
have to prepare low to high
range products and different
[prices so individual can easily
buy products on the basis of
their buying capacity.
ASDA company is competitive
industry of Mark and Spencer
but the major things is its not
mainly concern towards with
they clothing products its
provide multiple range of
products so they do have to
focuses on different range of
customers and application of
multiple essential approaches
for people attraction
development towards with
business products and services.
Process Regular quality and customer
performance identification
activity, and regular attraction
with customer for quality
control and management
mainly refers to includes in
marketing mix process activity
(Parsons and Lepkowska-
White, 2018). Mark and
Spencer management team has
responsibility to apply this
term for that they continuously
ASDA company concern and
uses social media platform,
television, and other sources
for product promotional
activity. Also, its beliefs and
continues quality checking
with effective manner for log
term audience attraction. Also,
it uses different process and
approaches like buy one get
one free, discounts, and
multiple offers as well.

identify customer requirement
and product process for
business revenue and
expansion of new
opportunities. This company
mainly provide heir own brand
products and it mainly
develops product low to high
range.
Physical evidence It includes activities which
develop by organization for
customer experience
development and effective
reputation expansion of
business. Also, its last element
of marketing mix. Mark and
Spencer has great physical
evidence with attractive
multiple stores, lights and
many more.
ASDA company has great
physical evidence because it
has limited stores, but they all
very attractive and
effectiveness also regular and
festival offers, discount mainly
attract audience attraction.
Marketing plan
Here is the marketing plan for the Mark and Spencer:
Executive summary- This marketing plan will cover the objectives, strategies and ways in
which the vision and mission of the company can be achieved. Also, its provided major essential
activities which improve business quality and manage various activities with sustainable manner.
Goals & objectives- The major objective of the firm is to increase the share in the market for
their clothing brand by the end of next year. The main aim is to create the consumer for the
company.

Market research- This will include the needs and wants of the consumers. IT is important to
analyse the desire of the consumer and on the basis of that the strategies has been made.
Target market- The targeted market for the company will be the kids, youngsters and adults.
That are fond of fashionable cloths. The targeted market has been decided on the basis of
behavioural segment and demographic segment. Under demographic segment the consumers
with all age group are targeted and under the behavioural segment the consumers who are fond
of fashionable clothing has been targeted.
Positioning- This stage of market plan is to analyse the current position of the M&S. It has been
found from various studies that, the company captures the large number of share in the market.
As a result, the company has the effective position in the market.
Competitive analysis- The firm has the rivalry firm like ASDA and TESCO. But, the internal
strengths of the firm such as, producing large range of products in affordable price along with
ensuring the quality is enabling the M&S to have competitive advantage. Further, here is the
effective marketing strategies that has to be adopted by the company in order to beat their
competitors
Market strategies: It involves all the 7Ps. This is the major strategies of the company.
Product- The company will produce the different product in the field of clothing. The assurance
of the brand has been given in the cloths of the company. The cloths itself determine the brand
value.
Price- The prices for the products has been after studying the consumer behaviour of the targeted
market. The cloths of the company will ensure the quality and brand in the affordable prices that
can be afforded by the customers.
Place- The direct channel of distribution has been chosen by the company in order to reduce
extra additional cost. The stores will be opened and also the online selling has been done.
Promotion- For promoting the products, the influencer has been appointed. As the customers are
highly active on social media and following the influencers. Therefore, the company will appoint
the influencer in order to promote the products.
People- The major people that are the part of the part of marketing strategies are, supplier,
producer, marketer, consumers and distributor. The supplier ensures the effective raw materials
for clothes. The producer will ensure effective production while the marketer ensures that the

products has been made in accordance of the customers demand. The distributor makes products
available to the consumers. And finally the consumer use the products.
Process- This element ensures that, the delivery standard remains same each time. So, the
consumers gets attracted towards the products and services of the company.
Physical distribution- This involves all those tactics that has been noticed by the customers
while buying the products (Chernev, 2020). The M&S use effective branding and packaging of
the products and the stores where the clothes are delivered has been designed in effective
manner.
The 7PS of the marketing are the major marketing strategies of the M&S in order to increase
there customer base for the clothing production. Every element of marketing mix has been
designed in order to satisfy the customers (Girton, 2018). The satisfaction level of the customers
determines the profit of the company. Therefore, it has been considered as important aspect to
look upon.
Budget- After analysing all the tactics and marketing strategies the cost has to be calculates. The
cost that arrives from each element contributes in the over all budget of the marketing plan.
Then, the budget has to be used while implementing the marketing plan.
Monitoring- The marketing plan does not end after implementing. It needs to be monitor as well
so, the success of plan can be known. M&S will monitor the plan with the help of effective
market observation and customer feedback system.
Action- If there will be any variation found in the plan than action will be taken by the company
within adopting the emergent approach of strategy.
CONCLUSION
The above report has concluded that, marketing strategies plays an important role in the growth
and success of the companies (Surać, I., 2017). The 7Ps of marketing are the base that adds glory
in the over all business of the firm. Organization uses effective marketing strategy in terms of
getting the competitive advantage. The report has described the comparison among the two
leading organizations with the help of their adopted marketing strategies. It has been analysed
that the firm with efficient marketing strategies experiencing the competitive advantage. Apart
from this, the report has highlighted the marketing plan steps that can leads to the success for the
organization.

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