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Marketing Essentials - ASOS PLC

   

Added on  2021-02-20

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Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................4TASK 1 ...........................................................................................................................................4P1 : Key roles and responsibilities of marketing function..........................................................4M1 : Analysis of roles and responsibilities of marketing in context of marketing environment6P2 : Roles and responsibilities of marketing in context of the organisation ..............................6M2 : Significance of interrelationships between marketing and other functional units ............7D1 : Critical analysis of elements of marketing function and interrelation with other function.7TASK 2............................................................................................................................................7P3 : Marketing Mix for the organisation that help in marketing planning .................................7M3 : Evaluate the different tactics that are applied by an organisation:...................................10TASK 3 .........................................................................................................................................10P4,M4 and D2 : Marketing plan for the organisation...............................................................10CONCLUSION..............................................................................................................................14REFERENCES................................................................................................................................1.........................................................................................................................................................1

INTRODUCTIONMarketing is a activity which is undertaken by the companies to make the people awareabout the goods and services offered by their organisation. To satisfy the customer marketingplays a crucial role as marketing department identifies the need of the customer on the basis ofwhich they formulate their marketing plan which can be done by taking the feedbacks from theemployees. While formulating marketing plan organisation need to identify various marketingmix which help them to determine the influences of various factors. For this report theorganisation that is taken into consideration is ASOS PLC, which is a online fashion andcosmetic retailers. To facilitate the detailed marketing analysis of the company the roles andresponsibilities of marketing department, key elements of marketing function, their interrelationwith other functions of the organisation are considered. Also a marketing plan is developed forthe organisation which will help them to achieve their goal of expansion. TASK 1 P1 : Key roles and responsibilities of marketing functionThe Marketing Function helps an organisation to identify the needs of the customersand delivering the value to the customers by establishing a channel of communication whichcreate awareness about their offerings. This function is followed in almost every organisationirrespective of the size of the company (Cant and Wiid, 2016). For detailed analysis of themarketing, various concepts are to be considered which are followed by the organisation. Production concept : The focus of this concept was on mass production with a believethat the consumer will consume those goods which are easily available and ofcomparatively lower prices. The prices can will be reduced as the cost of production forthe manufacturer due to increased production. Product concept : In this concept the focus was shifted towards the features of theproducts which they offers. They started considering the quality, quantity, innovation inthe products so that they can increase the values and benefits of the customers. Selling concept : In this concept the marketing department focuses on the advertising andpromotion of the goods and services in order to make the customer aware about theirproducts. This will help them to increase the customer base.

Marketing concept : This is the concept where their efforts increased because the focusis shifted towards the taste, preference, needs and wants of the target market. It is abroader concept which covers various aspects of the businesses such as brand value,customer satisfaction, planning for the new challenges etc. Societal concept : In this concept, the focus is over the needs and wants of the customer.Also the impact of their operations on the society that has to be reduced. The emphasis ofthis concept is the welfare of the customers and the society (Chan and Lu 2015). The role and responsibilities of marketing function : The marketing department of ASOSplays a crucial role in achieving the organisational objectives as they helps to identify the targetmarket and to plan various strategies . The various role and responsibilities of marketingdepartment are given below :Market Research : The marketing department conduct the research on the basis offeedbacks collected by the sales team. They also collect the data from surveys whichhelps them to determine the needs and wants of the customers on the basis of whichdecide the demand and supply. This will help ASOS to be focused towards a specifictowards one aspect. Product development : On the basis of identification of needs, wants and trends themarketing department suggest the feature which are required in the products which helpsthe production department to plan out the production and to decide the requirements ofraw materials. ASOS can easily develop their process and products as per the changestaking place (Chegwe and Anaehobi, 2015). Applying Customer centric approach : The marketing department maintains therelationship with the customers which helps them to meet up the demands of thecustomer and gain the competitive advantage. ASOS can update their online portals tomake it more convenient to their customers. Advertising and promotional campaign : The marketing department on the basis ofchanges and trends that are prevailing in the market plan for the advertising andpromotion campaign which will helps ASOS to create awareness among the customersabout their products. Managing Budgets : Marketing department manages the budgets for various activitiessuch as advertising, conducting research, introducing innovation in the process of

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