Marketing Essentials for H&M

Marketing Essentials
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Contents
Introduction................................................................................................................................3
LO 1 Explain the role of marketing and how it interrelates with other functional units of an
organisation................................................................................................................................4
P1 Explain the key roles and responsibilities of the marketing function...............................4
P2 Explain how roles and responsibilities of marketing relate to H&M...............................4
M1 Analyse the roles and responsibilities of marketing in the context of marketing
environment............................................................................................................................5
M2 Analyse the significance of interrelationships between marketing and other functional
units........................................................................................................................................7
D1 Critically analyse and evaluate the key elements of the marketing function and how
they interrelate with other functional units............................................................................8
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives............................................................................................9
P3 Compare the ways in which H&M and ZARA apply the marketing mix to the
marketing planning process to achieve business objectives..................................................9
M3 Evaluate different tactics applied by H&M and ZARA to demonstrate how business
objectives can be achieved...................................................................................................11
LO3 Develop and evaluate a basic marketing plan..................................................................13
P4 Produce and evaluate a basic marketing plan for H&M.................................................13
M4 Produce a detailed, coherent evidence-based marketing plan for H&M.......................17
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives for H&M................................................................................18
Conclusion................................................................................................................................19
References................................................................................................................................20
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Introduction
In the management report provided below, the author has explained the importance of the
marketing function of the organisation in order to identify the impact that marketing has on
the business practices of a company. The author of the same concern has taken the use of
newsletters, reports and marketing plan such that the essentials of marketing can be
understood. It has been identified that the marketing is a process which enables the
movement of goods and services from the concept to the customers. In simple words, the
marketing function is used to convey the offerings of the company to the customer. In this
report, the author has taken the example of H&M UK in order to identify various essentials of
marketing function of an organisation.
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Task 1
LO 1 Explain the role of marketing and how it
interrelates with other functional units of an
organisation
Image source: Clean Technica (2018)
P1 Explain the key roles and responsibilities of the
marketing function.
P2 Explain how roles and responsibilities of marketing
relate to H&M
It has been identified that the marketing is dynamic in nature and its
concepts change every day with developments and trends in the
market. It is thus important for the organisation like H&M to
identify and understand the roles of marketing. These are explained
below as follows:
 Identify the needs of customers: this is one of the most
important roles of marketing function of the organisation as
it is the duty of marketing to analyse what the customers
want in products and services of the company. in the same
context, it is the duty of H&M to provide optimum quality of
services to customers to ensure their trust and loyalty in
company (Moorman & Day, 2016).
 Anticipate: this is another important objective of the
company and in this the organisation analyses what the
consumers want today and what they would require in future.
The H&M conducts research on a weekly basis in order to
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identify the needs and trends of the market. This help in
satisfaction of the needs of the consumers.
 Satisfy: after anticipating the needs of the consumers,
another step for the company is to develop the goods and
services in the same manner in order to satisfy the needs of
consumers and compel them to come back and stay loyal to
the company (Moorman & Day, 2016).
Responsibilities
The marketing department of a company has various responsibilities
too which have been explained below as follows:
 Communication: The marketing department of company
must have effective communication in order to plan the
campaigns and promote the goods and services of company
in an effective manner.
 Strategy: the marketing department of H&M plans strategies
such that the company may be able to penetrate potential
markets and reach a wider base of consumers (Writz et. al.,
2014).
 Sales support: the sales department and the marketing
department of H&M has identified to be in collaboration in
order to maintain good sales and thus increasing the profits
of the company.
 Events: The marketing department of the company should
organise various events such as fashion shows, exhibitions,
etc. in order to promote the goods and services of the
company. H&M also organises and sponsors various events
in order to ensure effective promotion of the products (Writz
et. al., 2014).
M1 Analyse the roles and responsibilities of marketing in
the context of marketing environment
It has to be kept in mind by the marketing department of the
company that there are various forces that may have an impact on
the marketing strategy which makes it essential for the company to
undertake a critical study of the marketing environment of the
company. It has been identified that there are two main
environments of the marketing which have a huge impact on the
marketing strategies of the company which have been explained
below as follows:
 Macro Environment: The macro environment of the
company can be stated as the external environment which is
out of control of the business. There are various external
forces of the external environment which can be studied by
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taking the PESTEL analysis into consideration. The PESTEL
analysis is the tool which helps the business to identify the
forces of external environment which have been explained
below as follows (Arrigo, 2018):
Image source: Change Factory (2018)
o Political: This shows that how the rules and
regulations of government affect the business
practices.
o Economic: In the economic factor, the organisation
studies how the company is growing and the
development status of company.
o Social: Here the company studies social factors such
as attitude of people, preferences of consumers,
social issues etc.
o Technological: In this constraint, the company
studies its technological levels and identifies the
development in the same respect. The H&M is
technologically updated.
o Environmental: Here the company studies that if the
company is following the environmental standards
and is not harming environment in any sense (Arrigo,
2018).
o Legal: this is important and company is required to
comply with these in order to avoid any kind of
government intervention.
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