Marketing Essentials in UK - Top Shop

Marketing Essentials
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INTRODUCTION
Marketing of goods and services are essential part of the organization because it
generates revenue for the organization growth and development. It also builds relation and
communication with the customers. The main role and responsibilities of an organization is that
to adopt and applied different marketing approaches and theories which contribute to achieve a
long-term sustainability in the market. Marketing activities have a direct impact upon the profit
and sales of organization and these activities are performed by the marketing department of the
organization. This project report will discuss about the role and responsibilities of marketing
department in the organization in the context of Top Shop which is UK based company. Top
Shop is a British Multinational fashion retailer of shoes, make-up, clothing and accessories. Top
Shop has 500 shops all around world and approx. 300 shops in the UK. Its recent CEO is Ian
Grabiner. It is a type of private company. This report will also discuss about the marketing mix
of this organization and also formulate the marketing plans which helps the marketing
department and employees to accomplish the goals and objectives in an efficiently manner.
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LO 1: Explain the role of marketing and how it interrelates with other functional units of
an organization by:
a) Explain how the key roles and responsibilities of the marketing function relate to the
wider organizational context.
Marketing
Marketing refers to the organization activities which
is associated with selling and buying a goods or service. Marketing includes advertising,
delivering and selling products to customers of an organization. The marketing department of
the organization always try to get attention of target audiences by using packaging design,
general media exposure, slogans and endorsements with the help of celebrities (Wirtz, 2012).
With the help of four P’s of marketing the Top Shop can generate more sales and profits for
their company which are discussed as below:
Four P’s of marketing Descriptions
Product
Products refers to as an item a business
proposes to sell. Top Shop should produce
products according to the customers needs and
wants. The clothes and accessories are
produced according to the latest fashion and it
should not old .
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Price
Price refers to that how much the organization
will sell the product for. Top Shop can adopt
most suitable price for their product to attract
more and more customers. Price plays an
important role for the marketing department
of an organization.
Place
Place refers to product distribution by the
organization. It includes whether the company
will sell the product through online, physical
storefront and through both distribution
channels. In the case of Top Shop, the
company operates it business through online
or offline (Papasolomou and Melanthiou,
2012).
Promotion
Promotion refers to the combination of
marketing communications campaign. It
includes personal selling, public relations,
guerrilla marketing, advertising and direct
marketing. In the case of Top Shop, the
company offers various offers to their
customers which enhances their sales and
profits (Ottman, 2011).
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Following there are roles and responsibilities of marketing department which are
discussed as below:
It is observed that there are so many roles and responsibilities are posses by the marketing
manager and its department. The marketing manager has to perform various roles and
responsibilities to complete the goals within stipulated time period. Such various roles and
responsibilities are defined as below:
Product: Product is the core part of an organization which provides place and goodwill to the
organization in the market. But in this regard, the marketing department have a many
responsibility is to offer the best products or services to their customers which is not offer by
their competitors. In the case of Top Shop, the company provides shoes, make-up, clothing and
accessories to their customers in the market (Nguyen and Simkin, 2012).
Distribution: Distribution includes the process of suppliers’ identification which assists the
organization to supply their products in an efficiently manner to the various stores. Top Shop is
the multinational company need to appoint the suppliers in different countries to make
availability of their shoes, make-up, clothing and accessories (Mihart, 2012).
Promotion: Promotion includes the activities regarding products or services advertisement
which enhances the sales and goodwill of an organization. The main reason to adopt this
technique to provide information about the features of products to their customers. Top Shop
company uses various promotional techniques to attract more and more customers to their
products (Jones, and Rowley, 2011).
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b) Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing environment
The marketing environment is the environment which includes the external and internal factors
that surrounds the business and influence its marketing operations.
Figure: Marketing environment
By Author, 2018.
The marketing environment of the organization is classified into three parts which are
discussed as below:
Internal environment: This includes all the factors that are within the organization and
impacts the overall business operations. it includes inventory, labor, logistics, budget, capital
assets, etc. which are the part of the organization and impacts the marketing decisions (Baker
and Saren, 2016).
Micro environment: The micro environment of marketing includes all those factors that are
closely associated with the business operations and influences its functioning. It includes
employees, customers, distributors and retailers, government and competitors (Dibb and
Simkin, 2013).
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Macro environment: The macro environment of marketing includes all those factors that exist
outside the organization and cannot be controlled by the management. It includes economic,
social, political, legal, etc. (Berkowitz, 2016).
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c) Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
Marketing is vital function which helps to the other department of organization is to perform
their function with effectiveness. Marketing is also helping to introduce coordination in
different departmental activities which minimizes the duplication of efforts and chance of
mistakes. Marketing functions helps to the various departments in preparation of various
policies and procedures for respective departments.
The interrelationship of the marketing department with others is discussed as below:
Marketing with HR department: The main role of human resource department within Top
Shop is to hire the candidates who are knowledgeable and skillful. The skillful and
knowledgeable candidates do their work in an efficiently and effectively manner which helps
the organization to achieve their goals and objectives in prescribed time. By developing the
effective training programs, it helps in enhancing or improving the skills through which they
can use innovative technique in marketing like digitalization of marketing processes etc. (Baker
and Saren, 2016).
Marketing with finance department: The main function of this in Top Shop, is to maintain
cash flow and liquidity within the organization to perform daily functions in efficiently and
effective manner. In context with the marketing department, they formed budget according to
their activities and properly assign the funds which improves their productivity. This will offer
the opportunity to the Top Shop management to enhance the profit margin via minimizing in the
amount of unnecessary costs. The adequate amount of funds enhances the strength of marketing
department and also to the finance department of the company (Jeffery, 2010).
Marketing with operating: Top Shop is fashion retail organization which likewise designs
their products like shoes, make-up, clothing and accessories. Marketing department of Top
Shop convene research to identify the designs which are in trend in the market. Such kind of
convenient information is further implemented by the operation department is to bring changes
in their old design and cope with the new trends which are present in the competitive market.
The marketing department simultaneously assists in executing of new innovations and tools
inside organization for quicker designing activities of their products or services.
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d) Critically analyze and evaluate the key elements of the marketing function and how
they interrelate with other functional units of an organization.
Marketing functions in the firm are majorly inter connected to other departments. This
could be rightly said that Human Resource is somehow related to marketing department in order
to recruit employees and retain them. In any organization, marketing function needs planning,
research and assessment of diverse marketing strategies (Papasolomou and Melanthiou,
2012). These requires economic resources like planning, research and assessment of diverse
marketing related strategies. Marketing functions can only work if they are having a sound
communication skill. Henceforth, this is assumed that the marketing functions are inter-
connected to each other which are ultimately helps to attain its pre-set goals and targets.
Link with operational department: Marketing department is required to work closely
with production department in order to ensure that appropriate research and development is
planned for satiating existing and future consumer requirements. These products could be
produced to the quality and design specifications which are laid down by the consumers.
Various volume of orders is produced by the marketing could be met throughout the time
schedule needed for delivery. Marketing division fix deadlines which might stretch capabilities
of manufacturing division.
Link with finance department: Marketing department work with the finance department
in order to ensure that: there is an effective budget which is required to address requirements for
research, promotion and distribution.
Link with Human Resource Management: This would require to work closely with
HRM for ensuring that adequate skills and staffing levels are in place to research and emerge an
advance goods idea, address manufacturing targets and frame a sales team.
As, this is observed that the marketing department plays a crucial role for development of
company’s objectives. This would also have to balance with all other departments within the
organization. These all are integrated for attaining its pre-set targets.
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LO 2: Compare ways in which organizations use elements of the marketing mix to achieve
overall business objectives.
1) Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.
The marketing mix is used in the marketing planning procedure to attain the
organizational objectives in an appropriate manner. It is an effective tool which assists the
marketers to know the product. In the marketing mix, there are seven P’s which are product,
price, place, promotion, people, process and physical evidence (Wirtz, 2012). Under this, there
is a comparison among the Top Shop and H&M organization.
SWOT analysis of Top Shop organization
Strength Weakness
 Wide geographical existences
 Have 440 stores all around the world
 Innovative brand and focuses on digital
world
 Limited television advertising
 Not for larger people
Opportunity Threats
 Always new designer on the scene and
opportunities are more to involve
graduates.
 Oxford street features should be
stretched to other stores too.
 Competitors are there as Zara, river
island etc
 Copies on the high street are sold for
cheaper prices.
 Hand made merchandise is on trend
which is also a major threat for Top
shop organization.
Marketing Mix of Top Shop Marketing Mix of H&M
Product: Top Shop company, firstly
understand the need as well as preference
of customers and then offer different
variety of products which satisfy their
customers.
Product: H&M operates their business
operations all over the world and also
provides products as per the requirement of
the customers. H&M provides tough
competition to the Top Shop in the fashion
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segments.
Price: Top Shop company business
operations competed with various different
multinational retail chain and also with
local markets. The company can minimize
its cost to offer better prices to their
customers.
Price: The main focus of H&M is on making
effective strategies of pricing. H&M uses
various strategies of pricing after considering
the buying behavior of the customers.
Place: Top shop company, provides better
place of shopping to their customers. They
provide products on online and also in
physical stores which reduces the time of
the customers.
Place: In all over the world the company
operates stores about 1000 retail stores which
gives tough competition to the Top Shop and
other company.
Promotion: Company main focus is to use
effective promotional tools such as
billboards, print media, social media,
television, etc. to attract the more
customers to their products (Baker and
Saren, 2016).
Promotion: The company websites is
working in proper manner when their peak
and also provides various design which are
attractive to their customers.
People: The company’s goodwill and
brands are based on satisfaction of a
customers. Top Shop company provides
various effective discount to their
customers who are regular or loyal to the
company.
People: H&M conduct its business in all over
world and its main focuses in on satisfying the
demand and needs of people by giving quality
products at reasonable prices.
Process: The process of selling of Top shop
company is both online and also with
physical stores. Under this the buyer can
purchase the products by doing online or
offline shopping as per their requirement.
Process: The process at H&M stores is
effective as well as efficient in order to assist
the customers in an appropriate manner.
Physical evidence: Top Shop company has
a large number of shops in overall world
and they generate profits from these stores
which are situated all over the world.
Physical evidence: The physical evidence of
the H&M is seen through more than 1000
stores which are situated all over world. H&M
has many offices which are spread in all over
world and add some value to brand (Bastable,
2016).
PESTLE analysis of Top shop company
Political: One of the political factor which effect the Top shop organization is the new minimum
wage which need to be paid to employees aged25+ to be paid upto$ 7.20 an hours. In
addition to this because of BREXIT UK currency has also went done which is also an essential
factor effecting Top shop company.
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Economical: One of the economical factor which has lead the Top shop organization effected is
that the exchange rate for the pound has been decreases as 1 is current worth pound 1.11. thus
because of which export has become more expensive.
Technological: One of the technological factor which have affected the Top shop organization
is the increase use of social media by brands helps the consumer to connect better to the brand
(Berkowitz, 2016).
Social: Leaving standard is developing everyday because of which people o have higher
demand and women are Top Shop targeted segment for the organization. In addition to this
company takes into consideration the choices of the society and accordingly produce and
market products. Thus, it helps in achieving better and successful growth in the market place
(Papasolomou and Melanthiou, 2012).
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2) Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.
The organization with their various different culture applies the tactics to achieve their
respective business objectives. The Top Shop company can utilize the 7p’s of marketing mix in
their marketing planning process to attain the organisational objectives (Dibb and Simkin,
2013). Organisation such as H&M of UK which is a competitor to Top Shop utilize a marketing
segmentation process to attain the goals and objectives in an appropriate manner. The
segmentation process of H&M includes the following process which are listed below:
 Firstly, they define the market for their business operations.
 Secondly, creation of market segments.
 Assessment of different segments are done for particular criteria.
 The target market is selected and evaluated.
 Evaluation and feedback process of segmentation.
But in case of Top Shop, the company can use extended marketing mix in its business
operations for the achievement of goals and objectives which are discussed in 1 point.
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LO 3: Develop and evaluate a basic marketing plan.
1) Procedure and evaluate a basic marketing plan for an organization of your choice.
Top Shop requires to develop a clear understanding of their customers who are potential.
The company should do clear research in the market and know the customer taste and
preference. The marketing plan refers to an outline of the marketing components which helps
the company to achieve their goals and objectives in an appropriate manner (Wirtz, 2012). By
way of marketing plan, organization can ensure it whole actions in a systematic manner.
Determination of target customers is the main thing in marketing planning procedure
after doing research by the marketing department. The organization must be preparing the plan
and policies accordingly while considering the requirements of customers. Company must
recognize their competitors which are pursuing their targeted buyers. Rivals examination causes
the business to search about market patterns, advantages and disadvantages of market. Assess
the examination and make techniques as per the necessities and prerequisites of market.
Financial plan help in utilize all the funds available to business. Top Shop use different digital
tools for carry out promotion of its products (Jeffery, 2010). Formulation and implementation
of marketing strategies in effective manner is very important for a company to achieve its set
marketing objectives. From all marketing strategies, relationship marketing is one of the
effective strategy for company. With help of this company can create and maintain good
relations with its customers and can retain them for long time period.
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2) Produce a detailed coherent evidence- based marketing plan for an organization.
Figure: 7Ps of Marketing Mix
By Author, 2018.: Marketing mix is concept of seven P's known as products, price, place,
promotion, people, process and physical evidence. Further all other marketing tools and
concepts which company use to achieve its marketing objectives is all come under the concept
of marketing mix. Seven P's of top shop can be understood by the following points:
Product: This is known as a mix of all tangible and intangible elements which company offer its
customers to satisfy their needs and wants (Jones and Rowley, 2011). Top Shop offer different
type of designer and quality products to its customers to satisfy their needs.
Promotion: This concept reflect all communication tools and techniques which company use to
promote its products among target customers (Ottman, 2011). Top shop use advertisement and
social media tools to promote its products.
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Price: Financial amount which company charge from its customers in exchange its products
and services is known as price, it is very important for company to set right price of its
products as it help in offer maximum value to the customers and help in generate large number
of profit.
Place: It is very important that product offer by company should be accessible by customer as
this help in attract more customers and satisfy their needs (Mihart, 2012).
People: All the individual who do efforts in organization so company can attain its set goal is
come under this.
Process: This aspect reflect the process which company use to manufacture product and to
satisfy the needs of its target market. Whole business process should be customer centric so
company can generate large number of revenues (Nguyen and Simkin, 2012).
Physical environment: This reflect that client encounter should be great as this make customer
loyal toward brand.
Following are the importance of marketing mix which are listed as below:
 It helps to the organization in a clean mix creation.
 Marketing mix assists the organization in increase the product portfolio.
 Marketing mix also helps in new product development.
 It is also helping in differentiation.
 Marketing mix is also guide to the organization to improve a business.
Conclusion
It has been concluded that the marketing is essential part of an organization which helps in
generating profits and sales for it. With the help of marketing the organization produce goods
and services as per customer requirements. The growth and development of an organization is
depending upon the successful planning regarding marketing. Marketing is essential for all
departments whether it is finance, HR, production, research and development, etc. Under this
project report various roles and responsibilities of marketing department and its manager are
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discussed in this report. By using various strategies of marketing, the Top Shop can enhance
their products or services. In mention report also studied about the differences among the
marketing mix of H&M and Top shop companies. The Top Shop company uses marketing mix
to enhance productivity and profitability for their business operations. This project report
concluded that the marketing and its functions plays an important role in an organization and
also helps to the company in achieving the goals and objectives in a systematic manner.
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