Marketing Essentials Report: H&M's Key Roles and Processes Analysis

This report provides an in-depth analysis of the marketing essentials for H&M, a multinational fashion retailer. It begins with an introduction to the core concepts of marketing and its significance for business operations. The report then delves into Task 1, which examines the key roles and responsibilities of the marketing function within H&M, including market research, advertising, and product development. It also explores the marketing function's relationship with the organizational structure. The report further analyzes the roles and duties of marketing and their interdependency with other departments, such as production and suppliers. It also covers the external factors affecting H&M's operations, including political, economic, social, and technological influences. The report discusses H&M's marketing mix, including product offerings, pricing strategies, distribution channels, and promotional techniques. The report concludes by summarizing the key findings and emphasizing the importance of marketing essentials for H&M's success in the fashion industry. The report also includes a PEST analysis and illustrations of the organization's structure and marketing process. This assignment is available on Desklib, a platform that offers AI-based study tools and resources for students.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibility of marketing function for H&M..............................................1
P2 Roles and duties of marketing with organisational structure.................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing essentials is an important concept as it consist of all those factors that helps
business organisation in carrying out its day today operations. H&M is a Swedish based
multinational organisation that deals in fashion products (Dibb and Simkin, 2013). The following
report will talk about the marketing function and its role in the refereed organisation which will
help user in understanding the concept in more detail
TASK 1
P1 Key roles and responsibility of marketing function for H&M
Marketing is a huge concept which helps business entities in delivering product from the
origin to the place of consumption. It performs various crucial roles for H&M which helps it in
achieving its goals and objectives. Some of the key functions performed by this department are
like market research. Since the organisation is dealing in a business type in which customer is
king it is important to collect the data regarding what is being demanded by consumers (Wirtz,
2012). Marketing function helps the management in getting that information as through research
all the quality information is provided to the business. Adverting and communication, product
development are other areas through which the marketing function facilitates management of
H&M. In order to do all the work in a managed form a proper organisation structure is followed
so in which each dependent perform their own function.
Illustration 1: Organisation structure of H&M

P2 Roles and duties of marketing with organisational structure
In an organisation the interdependency of marketing function is high with the various
other departments. It helps in identifying the needs and wants of the customers so that
accordingly production is done as this way total sales can be maximised (Baker and Saren,
2016). Suppliers also communicate with the department of marketing as they put the need of raw
material as per the demand in the market. There are various factors through which the operation
of refereed organisation get effected among which the most common one are :
 Political – It consist of change in the government policy towards the industry which has
its direct impact on the business (Pike, 2015).
 Economic – Change in the present economic condition may influence the sales of
products to a great extent.
 Social – Change in trend and fashion may result into shift in demand by the customers.
 Technology – When an advancement in applications are done it helps the organisation in
increasing the efficiency and capacity of production. It also add total cost to the business.
Marketing mix of H&M
 Product – It deals mainly in the clothing products along with other accessories and
provide variety of outfits to customers of almost all the age group.
 Price – It follows the strategy of premium pricing but keeps its value lower than GAP
and Zara which are its major competitors
 Place – Products are made available to customers through different outlets which it has
around the globe.
 Promotion – The major technique used by this brand is of multi channel so that more
and more clients can be covered at the same times (Berkowitz, 2016).

Illustration 2: Marketing process of H&M
Given above is the chart of marketing process adopted by H&M in order to deliver the
final products to the ultimate customers.
CONCLUSION
From above report this has been summarised that concept of marketing essentials
performs a number f functions for H&M through which it is developing in the fashion industry.
Tools like PEST and marketing mix are also discussed which shows how the company is taking
its decisions regarding the important functions.

REFERENCES
Books and journals
Dibb, S. and Simkin, L., 2013.Marketing essentials. Cengage Learning.
Wirtz, J., 2012.Essentials of services marketing. FT Press.
Pike, S., 2015.Destination Marketing: Essentials. Routledge.
Berkowitz, E.N., 2016.Essentials of health care marketing. Jones & Bartlett Publishers.
Baker, M. J and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Chamorro-Mera, A., Miranda, F. J and Rubio, S., 2014.