Exploring Marketing Functions and Marketing Mix Strategies of Dorothy Perkins

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION.....................................................................................................................................2
MAIN BODY.............................................................................................................................................2
TASK 1.......................................................................................................................................................2
Explaining key roles and responsibilities of marketing functions along with concerned environment....2
Explaining significance of interrelationship between marketing and other functional units of Dorothy
Perkins.....................................................................................................................................................4
TASK 2.......................................................................................................................................................6
Comparing ways in which marketing mix is adopted by different organization in their concerned
process along with different tactics..........................................................................................................6
TASK 3.......................................................................................................................................................9
Producing and evaluating basic marketing plan for Dorothy Perkins......................................................9
CONCLUSION........................................................................................................................................13
REFERENCES........................................................................................................................................15

INTRODUCTION
Marketing is one of the important components of organization which aids business to
achieve its objectives in effective manner. It is basically including advertising, promotion,
publicity, sales etc that provides assistance in making customers aware about available products
and services. In current era, it is important for organization to develop effective marketing
strategies in order to have significance process in organized manner. The present report is based
on Dorothy Perkins that is part of retail industry and looking for innovative solutions to make its
employees alter about significance of mentioned field in respect to derive success. Current case
study will emphasis all aspects that can assist in giving knowledge for accomplishing
coordination it changing business environment. The present scenario has become advanced and
made customer aware about ethical practices, marketing concepts, etc that has increased
awareness. In order to comply with these requirements Dorothy Perkins will focus on various
criteria such as roles & responsibilities of marketing function. It will cover duties in the context
of organization with marketing environment. The present case study will comprise significance
of interrelationship with between marketing & other functional units of specified company.
Report will help entity to gain competitive advantages & drawbacks regarding the concerned
area through comparing utilization of elements of marketing mix to attain organizational
objectives. Present report will include marketing plan in detailed manner which will comprise
mission, corporate objectives, marketing audit, analysis, budget & SWOT evaluation.
MAIN BODY
TASK 1
Explaining key roles and responsibilities of marketing functions along with concerned
environment
Marketing is important function of organization which play crucial role in influencing
success of company. There are various roles of this specified function that can assist mentioned
company to fulfill its objectives. Marketing function is broad concept which comprises
marketing research, sales support system, product development, finance team, distribution, HRM
activities, etc in addition to this, the main role of this functional area are planning, promotion,

product development, communication, finance, market research, selling, etc. These mentioned
functional area of Dorothy Perkins (DP) is responsible for taking all necessary to accomplish the
purpose of attaining growth & development in industry. Marketing environment is ever changing
scenario that requires strong concentration to have crucial road map for moving towards success.
Marketing concepts includes production, product, selling, social media marketing that is
important for smooth functioning of company. These concepts comprises promotion, pricing,
distribution, sales, etc that can gives insights to DP to take suitable course of actions so that
business can carry forward its operational practices in systematic pattern.
Marketing strategies
The most important role of marketing is to develop strategies for Dorothy Perkins so that
it can place strong position in retail industry (Rangaswamy and et.al., 2020). Staff of DP needs to
understand the requirement of developing competitive strategies for attracting customers in order
to enhance its sale s& profitability. In respect to cope up with current trend of market it becomes
essential for company to have appropriate plan for meeting its customers’ requirement.
Marketing information system
Scope of marketing function is growing rapidly and needs to combine will advancde3d
technology. The main responsibilities of specified area to have appropriate information system to
derive data related to planning, implementation, product development, monitoring marketing
approaches. Dorothy Perkins can ascertain efficiency of distributional channel through executing
marketing information system into organizational process by evaluating available data with
implemented tool. Understanding this part as their responsibility managers of DP will be able to
make proper decisions through taking this into consideration.
Brand equity
Marketing gives base for building reputation and added value to products of Dorothy
Perkins.teh another role of marketing is to develop brand equity among stakeholders in sector so
reaching winning position in advanced from can become possible for DP. These are mentioned
responsibilities of marketing in Dorothy Perkins which need to understand by staff to have
appropriate knowledge for smooth functioning.
Monitoring of marketing environment