Roles and Responsibilities of Marketing in Business Organizations

This assignment discusses the key duties and responsibilities of the marketing function in business organizations. It also explains how the roles and responsibilities of marketing relate to the wider organizational context. The assignment further defines and distinguishes between diverse organizations by applying the marketing mix. The case study focuses on ASOS PLC, a British online fashion and cosmetic retailer.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 : Explain key duties and responsibilities of the marketing function................................1
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................3
TASK 2............................................................................................................................................5
P3: Define the distinguish between diverse organisation by applying marketing mix..........5
TASK 3............................................................................................................................................8
P4: Prepare marketing plan for the association ....................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an essential part of every business organisation as it includes all those
activities which are operating by the management in order to move the products and services to
the customers. This includes various activities like selling, advertising, promoting and
distributing in the marketplace. Also, it helps the business organisation in understanding the
marketplace, customers demand, importance of customers relationship and customer driven
market strategy. This assignment is based on ASOS PLC which is British online fashion and
cosmetic retailer and founded in 2000 in London. This report will cover about the roles and
responsibilities of marketing along with their relationship with other departments of the business
organisation. Furthermore, this will focus on application of marketing mix different firms in order
to achieve their goals and objectives. Also, this will develop and evaluate the marketing plan of
the organisation which will help the business in expanding their business in a most effective
manner.
TASK 1
P1 : Explain key duties and responsibilities of the marketing function
Marketing: Marketing is a vital part of the business organisation as it depicts as a process
of creating awareness among the customers about the products and services of firm with the help
of advertisement and commercialisation.
Marketing refers to the process of researching, selling, promoting, and distributing the
products and services among the customers by increasing the interest of potential customers
towards using the organisational products and services .
A marketing department with the organisation plays various functions which includes
marketing research, development process, promotion plan, finance solution, customer service etc.
All these functions are operating by them in order to identify the best products for the market and
promoting them in order to enhance the productivity and profitability(Babin and Zikmund, 2015).
Also, marketing department is give their major focus on developing the effective communication
channels so that they will be able to communicate with their customers easily and tell them about
the products and services of the organisation. In this, they have huge role and responsibilities
which are given below:
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Formulating marketing strategy: In this aspect the marketing department plays a huge
role as it is related to make strategies and plan for the business in order to operate all the activities
effectively. The marketing department of ASOS PLC needs to introduce innovative ideas and
strategies in the marketplace which will help them in reaching the customers effectively which
results higher attention of the customers in company's product and services.
Market analysis: It is the responsibility of the marketing department to analyse the
market appropriately as it will enables them to determine their targeted customers and helps them
in producing various products as per the customers requirement and expectation. This will help
the business organisation of ASOS PLC to attain their desired outcomes by providing great
satisfaction to their customers(Lane, 2016).
Product development: This is the important function of the marketing department which
will help the business of ASOS PLC to get higher success and growth. In this aspect, the
marketing division assist the internal and external employees to manufacture the products and
services according to the customers demand and needs which have been ascertained from the
market and customers analysis.
Explanation to the key role and responsibilities of marketing in environment
The marketing department within the organisation is executed various activities and
operations in the business by considering the business objectives and business environment also
as it will allow them in operating all the activities smoothly. The roles and responsibilities of
marketing in environment can be understood by below describe points:
Marketing information system: An effective MIS system helps the business
organisation in collecting all the information from the marketplace related to the customers,
business environment and implementation. For example, if the manager of ASOS PLC will
identify their business environment effectively then they will be able to maintain their
distribution channels and brand value also(Pike, 2016).
Monitoring marketing environment: the marketing process help the business in
identifying the new developments in marketplace so that business can operate all the activities
accordingly. The new development consist various factors like social and economic factors,
political changes, legal appliance, changing market traits and others. That will assist the manager
of ASOS PLC in operating their production activities by considering all these factors.
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Market research: This is the main function of the marketing department as it is related to
research about the identification of customers demand and needs in diverse market which will
help the business in delivering the best products and services among the customers. So that the
business can increase their productivity and profitability level.
Thus, from the above discussion it can be stated that marketing not only helps the
business organisation in assessing all the internal factors but it also helps the business in
considering their outside environment also so that the business can operate all the function
accordingly and can get their desired outcomes in the limited period of time(SHUKLA, 2016).
P2: Explain how roles and responsibilities of marketing relate to the wider organisational context
As marketing department in the organisation conduct various functions like advertising,
promoting, finance, distribution channels etc. Due to the vast portfolio of their activities they are
closely link to the other departments of the organisation. The ASOS PLC is indulging in fashion
and cosmetic industry so in order to carry out all the activities effectively a positive interrelation
of the marketing department with other departments is essential. Here are described some points
that how the marketing department in linked with the other departments:
Marketing and Human resource department: The interrelationship between these both
departments have huge role in the business as the without a healthy relation the business will not
able to perform their activities effectively. The HR department is responsible for conducting all
the activities for hiring and recruiting the candidates. In this aspect the marketing department will
help them in bringing the best candidates in their business by adversing the job position in the
marketplace which will help the business in appointing potential candidates in their organisation.
This will also help the ASOS PLC in achieving their goals and objectives with the higher support
of talented and skilled employees. Along with this, the HR policies must be made by the manager
by considering the marketing department convenience in order to increase the sales, production
and profitability of the business(Baker and Magnini, 2016).
Marketing and Finance department: The finance department is the backbone of an
organisation as the success of all the operations depends on it. As the marking division needs
various economic resources in order to implementation, research, planning and formulating all
the marketing strategy. In this aspect the finance department helps them in providing the funds
for operating all activities effectively without any crisis. Along with this, the finance department
is concerned for maximising the profit so in this aspect the without any kind of advertising and
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publicity business will not able to improve and enhance their sales due to which the overall
profitability of the business get affected.
Marketing and Production department: In order to satisfy the needs and expectation of
the customer the business organisation must stay concern for improving the relationship between
the marketing and production department. As the production department is responsible for
manufacturing the products, maintain the quality and quantity and maintaining proper delivery
system in the organisation. In this, the marketing department helps the business in giving all the
information about the market trends and customers perceptions so that the production department
will be able to produce all the products accordingly. This interrelationship will also help the
ASOS PLC in satisfying their customers needs and expectations which will direct contribute in
increasing the overall profitability and brand value of the company(Brooks and Simkin, 2012).
Marketing and research and development department: The interrelationship with
these both department have huge benefits to the company. As the without maintaining the proper
flow of innovations and development marketing division will not able to remain effective. And
without an effectual marketing team the R&D department will not able to utilise all the useful
resources and technologies in raising the overall profitability of the organisation. For example, if
the ASOS PLC is concerned for developing a new product with using the higher technology and
innovations in this case the marketing department will help in giving the details about the new
product which includes demand of the customers, perceptions of them, latest technologies in the
marketplace and the chances of succession of new product in the marketplace. By getting all the
information the R&D department will be able to produce their new produce accordingly which
will driven the organisation towards the higher success and growth.
The significance of interrelationships between marketing and other functional units of an
organisation
As per the above discussion it can be seen that the marketing department have huge role
in each and every function of the organisation. The main motive behind maintaining a healthy
relationship of this department with other departments is to determine the purpose of launching a
new product, its pricing strategy, supply chain management and how can the profitability of the
product can be increased. Along with this, this department also helps the business in maintaining
appropriate relationship within the organisation as well as customers of the firm. This will
enables the manager of ASOS PLC in increasing their profit and sales ratio, brand value and the
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growth of the business(Mueller and et. al., 2015). It will also assist them in managing an
appropriate relationship among all the functional units by rendering effective communication
channels within the organisation so that higher support of all the subordinates can be attained
towards achieving a specific task or goal of the business.
TASK 2
P3: Define the distinguish between diverse organisation by applying marketing mix
Marketing mix: This is refers to the combination of factors which can be controlled by
an organisation to lead the impact on the customers to purchase their products. In other words,
marketing mix is very important model for the business organisation as it consist all those factors
within which helps the business from their initial level that is start from manufacturing the
product and end by selling it. Also, it will help the business in promoting their products and
services in the marketplace effectively. This is an effective marketing tool which comprises all
the components which lead great impact on the demand of the product (Rancati, Gordini and
Capatina, 2016). The application of marketing mix in the context of the ASOS PLC and ZARA
is define below:
Distinguish between the market strategy of Beauty giants and the Body shop:
Elements Description ASOS PLC ZARA
Product Product depicts as
tangible and intangible
in nature which is
offered by the
organisation in order to
satisfy the needs and
and wants of the
customers.
This a e-commerce
retailer of fashion
industry. This company is
offering various products
in the marketplace such as
shoes, clothes, beauty
accessories. They are
rendering the products for
every age group of
people.
This organisation is
listed in luxury fashion
brand as if offer a range
of high quality products
to the all age group
people. Their products
includes clothes, shoes,
bags, accessories and
others.
Price It is define as the
amount which is
decided by the
ASOS PLC has followed
the affordable pricing
strategy for their products
The main focus of them
on adopting the low
pricing strategy which
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organisation for their
product. While
determining the price of
the product business
needs to be consider
various factors like
competitors price, sales
conditions, list price and
others.
in which they are offering
high quality of product at
cheaper rates. They also
offer discount to their
customer at the duration
of mid sale and end sale.
Apart from some
exceptional cases they are
not taking the shipping
charges from their
customers.
they easily afford as
they does not spend
higher amount in
advertisement due to
which they are able to
offer their product as
per the market based
price.
Place It refers to that location
where the products and
services are available.
The place decided by
the firm must be easy to
reach by customers.
They are basically
providing an internet base
platform to their
customers in which their
customers can purchase
the products online and
get the delivery after paid
their amount.
Zara is operating their
business at global level
which can seen by their
outlets that are almost
6500 in approx 88
countries. Also, it offers
their products through
online stores.
Promotion It is related to those
activities which is
adopted by the
organisation in order to
create the awareness
about the product in the
marketplace(Hashim
and Hamzah, 2014).
For promoting their
product they are mainly
using their websites and
mobile apps. They also
using the leaflets and
booklets as a promotional
tool. Various social media
platforms like Facebook
and twitter are also using
by them in promoting
their products and
As it is already a well-
known brand due to this
they does not have to
spend more amount on
advertisement. It
depends on social
media and word of
mouth promotion rather
than the other
expensive advertising
method for attracting
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services. more customers in their
products and services.
Process This refers to that
process which is
included all those
practices which is
followed by the
organisation in order to
make easy availability
of the product in the
marketplace.
As they are completely
based on the online
system due to this
customers can select the
products which they want
to buy and ordered them
online. After that, the
product will deliver to the
customer address.
This company has
adopted effective
delivery process in their
organisation in order to
attain the higher
customers satisfaction
and profitability. They
are using the
efficacious in-store and
online delivery process
to deliver their
products.
People It includes all those
human which are
involved directly or
indirectly in offering the
products and services in
the marketplace like
employees.
As it is web-based
company due to this they
have employed fewer
employees. They have
hired only for customer
support, warehouse
purpose, technical support
and other. At present they
have more than 250
employees in their
organisation(Ionita,
2012).
They are concern for
appointing highly
skilled and experienced
employees in their
organisation. Also, they
are using persuasive
techniques to give
effective training to
their employees so that
the needs of the
customers can be
satisfied easily. The
total number of the
employees in this
organisation is almost
150,000.
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Physical
evidence
This element refers to
the physical appearance
of the various
components of the
organisation like
packaging of the
products, its logo,
labelling, outlets and
others.
As it is has huge online
appearance as it is an
internet based company
which provide facility to
the customers to interact
with them as per their
own convenience. The
ASOS website and
application is very
attractive as it represents
all those thinks which
customers want to see
before purchasing a
product.
This organisation
highly concerned for
the physical appearance
of their outlets,
products, employees
and others. This brand
spends higher amount
of money in
maintaining the décor
of their stores and their
products.
Evaluate different tactics in order to accomplish business goals and objectives.
The manager of the business organisation of ASOS PLC is utilising various tools and
techniques in order increase the sales of their products in the marketplace. The several tools
which are above mentioned are very useful for them as it will help them in competing their
competitors in an adequate manner. Also, it will help them in understanding the customers needs
and expectations from the organisation so that all the activities of the business can be carried out
accordingly in order to meet the customers requirements. Apart from this, this will assist them in
formulating an appropriate marketing plan for their business so that all the strategies can be
formed in a most effective manner with higher efficiency which will help the business in
achieving their organisational goals and objectives effectively(Nguyen and Simkin, 2012).
TASK 3
P4: Prepare marketing plan for the association .
Marketing plan is a most appropriate document for the business organisation as it consider
all those strategies within which will acquire by them in order to reach its target markets. This
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will help the organisation in introducing new product in the marketplace. Marketing plan of
ASOS PLC is describe beneath:
Executive Summary: As per the current scenario the ASOS Company is focussing on launching
a new Organic face wash which makes it essential for them to formulate an effective marketing
plan in order to successfully introduce their product in the marketplace. As it will help them in
ascertaining the mission, vision, strategies, marketing environment, budget and many other
elements which will enables them to carry out all their activities in a significant manner.
Overview of the company :
ASOS PLC is a online fashion and cosmetic retailer company which headquarters are
situated in London and UK. This organisation in web-based which is offering various products
through its online sites. They have their own websites and apps on which they are dealing in over
850 brands. This company is launching a new Organic face wash in the marketplace in order to
increase their products category and attain the competitive advantage (Rundle-Thiele and et. al.,
2013).
Mission: The main mission of this company is to become the world most renowned fashion
industry.
Vision : The major vision of the company is to expand their market share by satisfying their
customers by offering a range of products in the marketplace.
SWOT analysis:
In order to evaluate the internal environment of the business organisation for successfully
developing the new product ASOS PLC can use the SWOT analysis. This will help the business
manager in ascertaining the strength and weaknesses of the business organisation. Along with
this, it will help them to take the advantage of opportunities and reduce the risk of threats of the
business.
SWOT analysis and PEST analysis of the association :
Strength Weakness
The major strength of this company is that it is
the largest and recognised independent online
and fashion beauty retailer in the UK.
The organisation requires to invest more in
technology and increase the use of data
analytical so that they can integrate all their
processes across the world and can increase the
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profitability of the business.
Opportunity Threat
As per the current market world people
perceptions change very speedily so it is the
great opportunity for the business of ASOS
PLC to diversify in new products categories so
that the higher customer attention can be
attained.
The competition is the biggest threat for the
ASOS due to this the organisational success
going in the downfall position. It is essential
for them to focus on marketing their products
in order to maintain their business position and
gain competitive advantage.
Objective: For introducing new product in the marketplace the business organisation have
determined SMART objectives which are as follow:
Specific: In this aspect the organisation will set a specific goal for which they are
introducing new product in the marketplace. ASOS PLC aims to compete the competitors by
implementing effective plans and strategies for their new product(Fırat, 2013).
Measurable: The organisation wants to cover a huge marketplace that is from 60% to
80%.
Achievable: The business of ASOS PLC seeks to attain the higher growth in the
marketplace within the 4 months by launching a new product.
Relevancy: The manager of the ASOS PLC wants to be on a leading position in the
marketplace as compare to its competitors.
Time bound: The organisation wants to achieve its pre-determined targets and goals of
launch a new product in the period of 6 months.
STP Strategies :
Segmentation: The process helps the business organisation of ASOS PLC in ascertaining the
market segments and customers perceptions towards launch a new product. For their new product
they are segmenting on the basis of the age group and income level of the people.
Targeting: This strategy will help the business in identifying their target as ASOS PLC is
targeting young age people who are very concern for their skin. This will enables the business in
achieving higher profitability and success in the market.
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Positioning: This will help the business organisation in maintaining the higher position in the
marketplace in the limited period of time(Cabrera and Williams, 2014).
Ansoff matrix model:
In order to successfully launch a new product in the marketplace the business organisation
of ASOS PLC needs to consider this model in their business as it will help them in analysing the
effective strategies for their business which will give their contribution in attaining the higher
growth. This model comprises four strategies within which help the organisation in growing and
also evaluating the risk with every strategy. These four strategies are market penetration, market
development, product development and diversification. As the ASOS is launching a new product
in the marketplace so in this case the product development strategy is most appropriate for them
which is given under:
Product development: This strategy is useful for the business when they have high
knowledge about current market. In this case the business manager of ASOS needs to invest
higher amount in R&D so that the information related to the customers and market can be
attained. Also, for successfully launching the product business needs to consider their
competitors resources and product so that they will be able to determine the best decision for
them in order to successfully introduce the new product (Bačík, Štefko and Gburová, 2014).
Action plan:
It is a document that helps in outline all steps in order to achieve goals and objectives. The main
purpose of an action plan is to identify resource requirement and formulates a timeline for doing
task in a specified time period. For making effective action plan ASOS PLC needs to choose an
appropriate goals and objectives along with developing a strategic plan.
Budget Allocation: A budget is a plan to spend money for achieving the objectives.
Estimates are required to prioritise strategies based on the risk and return factors. To
implementing the marketing plan budget is required that should be described in the following
manner:
Particulars Amounts (£)
Initial investment 80000
Marketing activities 20000
Training and development 50000
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Safety measurement 35000
Total 185000
From the above budget estimation, ASOS PLC focused on safety measurements to secure
their potential customers by facilitates harmless products after sampling and testing all products
as well as protect them from frauds. Although it invests in training and development mechanism
to skilled and educate their employees regarding the features, benefits etc. of a specific product.
This will done to satisfy their consumers by providing clear and detailed knowledge about new
products like Organic face wash (Brooks and Simkin, 2012).
Product Product refers to the combination of goods and services which a company offers to
their target market. ASOS introduced a new product which is “Organic Face
Wash” in order to fulfil the requirements and expectations of their customers. The
only way to good marketing strategy is to make sure that product is up to the
standard, promoting quality part of particular goods and services.
Price Price refers to an amount which the consumer must exchange to receive the
offerings. It is decided through number of factors such as material cost, identity of
product, competition, market share etc. The ASOS PLC launch their new product
at a economic pricing strategy, at initial stage the price of organic face wash is low
and changes according to the economic conditions and demand of market.
Place Place is a location where a company market their products or services to target
customers. The products of ASOS are sold online and not located anywhere from
people can purchase its items. Organic face wash will be sent to customers
registered address after that they have paid for this product.
Promotion It includes the various activity that are undertaken by the marketers to inform and
aware their customers and encouraged them to buy those products. ASOS
promotes their products effectively by using visual tools such as 360 degree view,
video and pictures to enhance the goods quality. As well as organic face wash will
be promoted through their website and mobile app and also send leaflets as well as
booklets via post(Mueller and et. al., 2015).
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Monitoring and controlling:
It is essential for the manager of ASOS PLC to estimate the budget before launching a
new product and needs to focus on maintaining the flat organisational structure in their business
so that proper flow of ideas and thoughts can be maintained. Also, they should focus on
establishing appropriate monitor and control on the employees so that they can give their higher
efforts in achieving the organisational goals and objectives of launch a new product.
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CONCLUSION
From the above file, it can be understood that marketing plays a vital role in the business
organisation in promoting the products in the marketplace. The marketing department within the
organisation conduct various functions in the firm in which they have played various roles and
responsibilities. Moreover, this department is interrelated with each and every department of the
organisation due to which the positive relationship of this division with other departments of the
business is necessary. Along with this, the marketing mix and marketing plan is very helpful for
the organisation in order to successfully introduce a new product in the marketplace.
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