Marketing. Essentials of Top Shop
Added on 2021-01-01
9 Pages2022 Words470 Views
MarketingEssentials of Top Shop1
Table of ContentsIntroduction.................................................................................................................................................3LO 1 a) Roles and responsibilities of marketing function in context of Top Shop....................................3LO 1 b) Roles and responsibilities of marketing in context of marketing environment..........................3LO 1 c) Significance of interrelation between marketing and other functional units of Top Shop...........4L0 1 d) key elements of marketing function and how they interrelate with other functions of Top Shop.................................................................................................................................................................4LO 2- 1) Compare ways in which different firms apply marketing mix to marketing planning process to attain objectives ......................................................................................................................................4LO 2- 2) Different tactics applied by Top Shop to demonstrate ho objectives can be attained...............5LO3..............................................................................................................................................................6Conclusion...................................................................................................................................................7References .................................................................................................................................................82
IntroductionMarketing as defined by Philip Kotler is the science as well as art to explore, create andgenerate value for satisfying needs of consumers (Das, 2015). The present study thus focuses onmarketing strategies being used by Top Shop fashion Retail Company to increase its marketshare. Focus will be given on discussing role of marketing and its interrelation with otherfunctions; use of marketing mix to attain business objectives and development of a marketingplan. LO 1 a) Roles and responsibilities of marketing function in context of Top ShopThe roles and responsibilities of marketing have a huge relation with wider organizationalcontext in case of Top Shop. This is true as if Top Shop wants to implement marketing plan thenit is most likely to need help of other departments. For example, hr department is required torecruit and select employees such as brand managers, social media experts and digital marketerswho can be the part of marketing plan (Nash, 2018). The finance department is needed for settingbudget to carry out activities in marketing plan. Production department is required to produceclothes as per the research done by marketing employees of company. LO 1 b) Roles and responsibilities of marketing in context of marketing environment.Marketing department of Top shop has many roles and responsibilities to be performed incontext of prevailing marketing environment. The very first role is to promote overall brandimage of Top Shop in a positive manner by creation of promotional techniques such as TV ads,designing banners, sponsoring big fashion events among others (Top Shop, 2018). This isessential so as to be a step ahead of competitors in the prevailing marketing environment. Thenext role is to create adequate content about clothing range offered by company. These can be inform of blogs, articles, SEO content etc. so as to lure consumers towards Top Shop (Ashworth,2016). The department also plays a role in maintaining/monitoring social media actions onTwitter and Facebook. This is essential in terms of prevailing environment which is to connectwith consumers and get feedback about existing clothing range. 3
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