Marketing Essentials

This report discusses the key roles and responsibilities of marketing function in the context of Marks and Spencer Company. It also explores the interrelation of marketing function with other functional departments. Additionally, it provides a comparative analysis of marketing mix and discusses the marketing plan for the company.

MARKETING ESSENTIALS

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1. Key roles and responsibilities of marketing function............................................................3
P2. Inter relation of marketing function with other functional department.................................5
LO2..................................................................................................................................................7
P3. Comparative analysis of marketing mix................................................................................7
LO3................................................................................................................................................11
P4. Marketing plan.....................................................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is about to promote the products ofer by company in front of the potential
customers associated with the market. This report is based on the case study of the Marks and
Spencer Company in respect to its marketing operations. The company is associated with the
retail sector. The organisation was established in the year 1884 by the founders Michael Marks
and Thomas Spencer. Headquarter of the company is located in United Kingdom. Company is
engaged selling high quality clothing, home products and food products. Company is also listed
in the London Stock Exchange. Company has been a global based retail sector organisation that
deals in different retail sector products. This project would summarises the precise information
about the company in context to its marketing and promotions. Henceforth, report will emphasis
over the roles and responsibilities marketing operations and functions play in context to the
organisation. Interrelationship of the marketing department with other functional department will
also project in this report. Furthermore, this project would emphasis over the marketing mix
functions of company. Comparative assessment about the marketing mix of company by
comparing it with other organisations associated with the business environment. In the end
project will discuss about the precise marketing plan that can meet the business objectives of
company.
LO1
P1. Key roles and responsibilities of marketing function
Marketing is about to promote the company's products and services in front of the
potential customers associated with the market. Following are the various roles and
responsibilities that marketing operations of company are associated with in against to
channelize the business operations of company.
Improving the growth rate of company
Marketing function play huge role in improving the growth of the company. Marketing
function lay significant role in improving and cherishing the brand value of company which
further allow the organisation to achieve the best level of brand value in the associated target
market. Enhancing overall growth of company is among the major functional activity that
company channelizes (Chaffey and Smith, 2017). Marketing campaign issue by the Marks and
Spencer Company attract the customers buying decisions that further favour the company in
improving its overall growth in against to channelizes the business operations.

Improve the sales of company
Marketing operations entertained by the Marks and Spencer Company improve the sales
of the company. Sales are all about attracting the potential customers to make the buying
decisions. Company give suitable offers to the customers in its marketing campaign that allow
the company in approaching the customers to buy the products offer by the Marks and Spencer
Company. Selling is a key functional activity associated with the company and by engaging the
customers in respect to the buying decisions company get to boost its sales in the respective
target market.
Influence customer decision-making
Marketing operations of company directly influence the buying decision-making of the
potential customer. Company give discounts and many other attractive offers in its marketing
campaign that can significantly influence the buying decisions customers make (Dewsnap and
et.al., 2020). Company can only attract the customers to make the buying decision by only giving
the suitable offers that can make customer look favourable to procure the product offer by
company. This is also considered as the key responsibility associated with the marketing
campaign channelizes by the company.
Improve brand value
This is the key role and responsibility marketing function play in company. IT is about to
cherish the brand value of company. Brand value is contained as the value of company's brand in
front of the target customers associated with the market. Improving brand value company is
among the key role that marketing operations of the Marks and Spencer Company could
channelizes in the business operations entertained (Elsharnouby and Elbanna, 2020). Over the
period of time apart from the aggressive level of competition company have always expanded its
scale of business operations. The basic reason behind is that only the effective brand value of
company. Due to the constant marketing and promotions of company it could continuously
develop and frame its brand value to achieve the best possible growth rate in market. Improving
brand value of company is a key outcome that marketing campaign of company could generate.
Attracting new customers
This is among the key objective associated with the marketing functions entertained by
company. Attracting the new customer base make the organisation more capable to entertain
growth. It is crucial in context to the organisation to attract the customers over a continuous

basis. Marketing campaign aim to sustain the existing customers associated with the organisation
along with attracting new potential customers that can buy products offer by company. Attracting
new customers is also among the key purpose behind the marketing campaign channelizes by the
company (Falahat and et.al., 2020). This is the key aspect behind the marketing operations
entertained by the organisation. This is among the key objective behind the business operations
entertained by the company. Attachment of the new potential customer is the only way to
approach the overall growth of company. This strategic tool makes the marketing campaign more
essential in respect to the organisation.
The above mentioned points indicate about the roles and responsibilities marketing
operations play in respect to the organisation.
P2. Inter relation of marketing function with other functional department
Marks and Spencer Company follow the participative approach to channelize the
business operations of company. Following are the different points indicate about the company
approach to channelizes business.
Marketing and sales department
Marketing team support the sales team in achieving the sales target of the department.
This is among the key functional activity associated with the company. Marketing team
channelizes promotion campaign that can motivate the customers to buy the products offer by
company. The campaign marketing team channelizes to achieve the sales target of company
support the customers to make the buying decision in favour of the organisation (Wiedmann,
2018). Marketing team allow the sales department to make the product of company as a trendy
products of company. Marketing department project the product of company in such a way that
customers get to allow and motivate towards buying the products offer by company. Sales team
also guide the marketing department in respect to the product detail that can make them capable
to channelizes the best level of marketing and promotion campaign in favour of the organisation.
Marketing and human resource department
Marketing and human resource department of company work collaboratively to achieve
the overall objectives of the business operations entertained by the company. Marketing team
promote the recruitment drive channelizes by the company. They make the human resource team
more capable towards delivering the best level of recruitment drive campaigning that can attract

to the skilful human resources in favour of the organisation. The recruitment campaigning of the
company is the only way to approach the skilful fresh graduates along with attracting the
experienced professionals towards the recruitment drive of company. Human resource
department further support the marketing team in recruiting the best possible talent in favour of
the organisation. Human resource department support the marketing department by recruiting
both skilled and talented human resources at different designated position role in company
(Hastings and Domegan, 2017). Human resource department further channelizes the training and
development campaign of employee which further allows the employees to gain new knowledge
and skills hat can support them in deliver the best possible functions related to the organisation.
Both the departments marketing and sales work together to achieve the overall objectives of the
company. In the overall growth and development of the Marks and Spencer Company both these
department work together to achieve the overall objectives of the company.
Marketing and finance department
Marketing team and finance department work collaboratively to achieve the overall
objectives of the company. Marketing team support the finance department by providing the
crucial information and knowledge about the market, competitors and many such information
that can guide the finance department to make the best level of investment decision in favour of
the organisation. Finance department further support the marketing team by allocating suitable
financial resources that can allow the marketing team to deliver different marketing and
promotion camping of company (Kotoua and Ilkan, 2017). Both these department are immensely
dependent over each other in order to achieve the overall objectives behind the business
operations entertained by the company. Marketing team and finance department interact with
each other so that company can achieve the overall objectives behind the business operations
channelized by the company.
Marketing and public relation department
Marketing department work along with the public relation department to achieve the
overall business objectives of company. Both these departments carry the responsibility to
improve the customer relationship of company. Both the departments continuously interact with
the potential customers of company so that better relationship between customers and company
can developed (Krafft, Sajtos and Haenlein, 2020). Marketing team guide the public relation

team to conduct the interaction campaign and the department also support the public relation
department by channelizing promotion drives in respect to such campaigns. Public relation team
further support the marketing team by giving the exact briefing about the potential customers
associated with the company. Both these departments cherished the public relationship of the
company by conducting and operating different operations that can guide company in delivering
the public relations in the best way possible.
The above mentioned points indicate about the inter relations of the marketing team with
other fictional department associated with the Marks and Spencer Company. In order to achieve
the overall objectives behind the functional activity both these departments work together to
achieve the overall objectives of the company.
LO2
P3. Comparative analysis of marketing mix
Marketing mix is an strategy that is used by marketing manager of Marks and Spencer in
order to attract more and more individuals within organisation so that it can enjoy higher
sales volume and profitability. The way Marks and Spencer and ASDA has make used of
marketing mix strategy to induce maximum individuals within organisation can be stated as
follows:
Marketing mix elements Marks and Spencer ASDA
Products M&S has make use of its
products and services to add
more customers in the firm. It
provides products for all age
group or gender that is men,
women or even children.
Products for women are jeans,
skirt, Blazers and many more.
There are several accessories
(Medrano and Olarte-Pascual,
2016), bag for women at the
Asda Company could not
offer such a vast product line
as the Marks and Spencer
Company could produce to
its customers.
The product line of company
is stretched that make the
Marks and Spencer Company
capable to take strategic
advantages.

same time footwear ranges so
that customers can easily
make shopping at one
particular place only.
Furthermore it also provide
furniture and electronic
products so that need of all
customers can be fulfilled in
best possible manner.
Price It can be stated that M&S has
make use of competitive
pricing strategy in order to
grow and sustain business for
longer time frame. Company
by making use of dynamic
pricing strategy is able to
provide tough competition to
other enterprise that are
operating in retail sector of
United Kingdom. M&S put
lower price for its old stock
and offer discount in seasonal
time so that individual can be
motivated to pursue it for
fulfilment of their
requirements.
Prices supported the comp-
0any to achieve the business
objectives.
Prices of company are more
than the Marks and Spencer
Company. Due to the over
pricing company could not
compete against the Marks
and Spencer Company.
Place M&S is an international Place is almost similar of the

organisation that have more
than 1000 stores operating in
different parts of world in
order to delivered qualitative
services to end customers.
Company have its most of the
business operation just in UK
as it has across 850 stores
thereby it can be stated that it
is highly depended on UK
market for growth. Official
website is another place of
M&S where customers can
easily go and make purchase
as per their needs and
preferences thus it contributed
in generating maximum sales
volume and profitability of
organisation.
ASDA Company as compare
to the Marks and Spencer
Company (Nuvriasari and
et.al., 2020).
This is one element that are
competitive in between both
the companies.
Promotion There are numerous method
which has been used by M&S
in order to promote its
products and services and
brand image of company to
several individuals living
across worldwide. Such as it
has made use of Billboard,
advertisement in newspaper
and TV, promotion or
discount offers at occasion so
Company also follow social
media marketing, digital
promotions and such
promotion tools.
The organisation gives more
emphasis over the traditional
approach of promotions.

that people are motivated to
buy in order to satisfy their
wants. Recently it has also
make used of Email
marketing, social media to get
attention of people and
enhance overall sales volume
of firm (Othman and et.al.,
2020). At the same time
people can find tips or fashion
tip on official website that
helps in providing better and
personalised experienced to
customers. Therefor both
online and offline method of
promotion helps in adding
more customers within
organisation over years.
All the promotion strategy has
guided the company in
achieving business objectives.
Physical distribution Employees are one of the
strengths of M&S as it has
provided them competitive
salary and good working
environment so that they can
make best use of their existing
capabilities and talent for
benefits of organisation. There
are approx 83000 employees
working in different stores of
Company also prioritises
quality of products.
This is one clinical practice
that allow company to
compete with the Marks and
Spencer Company.

M&S to delivery better and
qualitative services to end
customers in limited time
frame.
People Company will target to all
types of customers associated
with the product portfolio of
company.
Company also attract to all
types of potential customers
part of retail market.
Process Company follow the more
diversified process to
channelizes the marketing
campaign of company (Sarker
and Ashrafi, 2018).
The resources of company
more waste which allow the
company to channelize
marketing campaign in more
diversified level.
Company also follow all
process as the Marks and
Spencer Company is
following to deliver the
marketing campaign.
LO3
P4. Marketing plan
Executive summary
Marketing plan will be based on digital promotion strategies.
Aim
 To achieve the sales growth of 20%.
Objectives
 It is specific to achieve the 20% hike in sales turnover of company.
 The increased sales of company are measurable by analysing the sales turnover of
company.

 The 20% growth is achievable with the support of reasonable and effective strategy.
Situation analysis
Strength
Company carry suitable resources that support organisation in achieving business
objectives. Resource management has been among the major strength associated with business
entity. Employees are skilful that favour the company. Training programs of company also
supported to meet business objectives. High brand value of company. Customer loyalty is also
a key area where company is strong enough.
Weakness
Company carry the business in retail market that is volatile in nature. The limited
amount of innovation is a key weakness part of company. Inflation in retail sector is also huge
that create a negative impact over business growth. The innovation is less in retail products
that restrict the scale of growth in favour of business entity.
Opportunity
Digital marketing is a huge business growth opportunity. Company contain the
opportunity related to business expansion at an online mode. Business expansion over internet
will strengthen the customer base of business entity. This will further support the company to
achieve business objectives.
Threat
Competition in market is a huge threat for company. This can over shadow company in
market. Customer also get confused if more number of options available in front of them.
PESTEL Analysis
Political factor: Policies of government is very supportive enough for businesses. The
sustainable government allow the company to frame long term policies related to business
growth.
Economic factor: The per capita income of people allow the company to easily sale luxury
products in market. Inflation in economy is also controlled that allow the businesses to easily
sale products in market.
Social factor: Society is very open that allow the company to innovate in its practices. People
in UK like to explore new fashion which further provide a scope to company for easily selling
products in market.

Technological factor: UK is well advanced in context to its technological development. This
will allow the business entity to support its online mode or e-commerce mode of trading in
respective market.
Environment factor: Company can involve in eco-friendly products. Health conscious
products or herbal products can also launch in market. Company is also engaged in serving
social responsibilities in market that can cherish the brand value of business entity.
Legal factor: Company need to fulfil all laws and legal regulations such as equality act, anti
discrimination law and many such legal regulations applicable over customers.
Porter five forces
Competition in industry (High): This force is high. Retail sector contain high demand that
further increased the level of competition for business entity.
Potential of new entrant (High): Retail sector contain huge demand in market. The huge
product requirements of retail sector allow the market to easily attract new stakeholder. This
further allow the market to potentially attract new entrant in market.
Power of supplier (Medium): Suppliers are engaged in supplying products at different stores
of company. This force is medium in nature as supplier are more dependent over company
rather than company dependent upon its suppliers.
Power of customer (High): All operations is designed according to potential customers of
company. This force is high as the involvement of customer is huge in every single business
operation.
Threat of substitute product (Low): Retail sector is less innovative. The scope of innovation
is less which allowed this force to be low in nature.
Marketing mix
Company is associated with the following aspect that will support the organisation to
deliver the following objectives behind the marketing campaign entertained by company.
Product: Company offers all different product part of the retail sector. Company offer product
segment in food, clothing and different home products that can serve the best level of customer
experience in favour of the organisation. Company is good known for its diversified product
portfolio that allows the organisation to achieve all different business objectives of company.
Further management has formed strategic alliances with different stakeholder group that can
further support the company in delivering objectives behind the strategic marketing

campaigning.
Price: It is anticipated that Marks and Spencer Company offer affordable price structure to its
customers. The pricing strategy of company has been among the major strength part of the
company. It is emphasised that pricing policy of the company will allow the organisation to
deliver the business objectives (Unemyr and Wass, 2018). Company has also formed strategy
where company will offer discounts on the bulk purchases of different retail products. This
pricing strategy will allow company to motivate the buyers to procure the purchases in bulk.
Pricing policy of company will be a key reason behind the overall growth and success of the
marketing plan of company.
Place: This marketing campaign will be launched at all the business locations of Marks and
Spencer Company. Company will launch the campaign at all its locations which approximately
14000 locations at a global level. This would make the business more diversified and
expanded. Company will be able to take competitive advantages through the channelizing
process of the marketing campaign.
Promotion: Company will use different promotion strategies such as social media marketing,
digital marketing, search engine and many such strategies that can allow the organisation to
take strategic advantages. The diversification in the promotions of company makes the entire
campaign more successful in favour of the organisation. Promotions of company will make
this entire campaign more successful (Ungureanu and et.al., 2019). In marketing operations it
is essential that company channelizes proper marketing operations that can make company
more engaging with the potential customers in respect to the products offer by company. The
entire marketing campaign is more significant and precise which will make the promotions
more fruitful in respect to the organisation.
People: Company will target to all types of customer segment based on the age, gender,
culture and other social factors. All these social elements or the fundamentals involved in the
discrimination in the customer segment part of the company. Company will target to all types
of customer group for this marketing campaign that can effectively buy the products offer by
company.
Process: Marks and Spencer Company is following the precise process of research, formation
of strategies, segmentation, targeting and positioning related strategies that can derive the best
possible results in favour of the organisation. All these practices will allow the company in

achieving the success for this entire marketing campaign. Process is one fundamental that will
allow the organisation to achieve the immense success against the marketing operations
entertained by the company.
Physical evidence: Physical evidence is also a key aspect that will support the Marks and
Spencer Company in achieving the overall objectives behind the marketing operations
entertained by company. This is another key factor that will support the company on achieving
the success under the marketing operations entertained by the company. This is key factor that
influence the business operations of company.
Ansoff matrix
Market penetration
This involve increasing sales of existing products in existing market.
Product development
This involve introducing new product in existing market.
Market development
It involve entering into new market with existing products.
Diversification
It involve launching new product in new market.
Company will follow market penetration strategy. This strategy do not required much
investment that will further motivate the business entity to easily increases its sales in existing
market.
Strategies
Company will channelize the following strategies to promote and marketing the entire
campaign of company.
Social media marketing: Social media marketing is a key strategic choice that company will
deliver inn against to the marketing campaign channelizes by the company. Under this
approach company will issue promotions strategies over social media application like
Facebook, Instagram and other such applications. As per the secondary research entertained by
the marketing team it is identified that majority of the young customers and also the old age
group customers are immensely active over all these social media applications. This strategy

would support in achieving all the different objectives behind the marketing campaign of
company.
Digital marketing: Company will launch digital promotion strategy. Under this strategy
company will target customers over digital platforms like Amazon Prime, Netflix and many
such platforms. This is an effective way to promote the products offer by company (Yousaf
and Xiucheng, 2018). Majority of customers are immensely active over the digital platforms
which would allow the company in achieving the objectives behind the marketing campaign
entertained by the company.
Search engine optimisation: Search engine optimisation will also be a part of this marketing
campaign channelized by the company. In this company will target customers over internet.
Under these strategic aspects interest ratings of the products of company will improve by
company.
Email marketing: Company will offer attractive discounts to its existing and loyal customers
over the email. In this company will give them offers of quality discount that can make the
purchase of such customers more economical. This is a key strategic choice available with the
company in respect to its existing marketing campaigns.
STP Strategies
Segmentation
Company will use demographic segmentation practice under this marketing and
promotion campaign. Under this strategic direction company will target customers on the basis
of age group, gender, income and on the ground of associated factors. This will allow company
to easily cover all types of potential customer for the marketing plan of business.
Targeting
Company will target customers of age group of all age and also to every gender. These
are not any specification under the targeting customer zone for this marketing campaign. The
product line of company makes it capable to target all types of potential customers associated
with the retail sector.
Positioning
Company will position its products over social media, digital platforms, radio,
television and other form of communication. It can be projected that all these would allow the

organisation to achieve the immense growth and success against the marketing activity
entertained by the company.
Evaluation and control
Company will monitor the campaign on the basis of the outcomes generated by the
company. The organisation will evaluate the success and failure of the entire marketing
campaign on the ground of the reach of the marketing strategies. Sales of company will be
analysed under this campaigning where company will monitor the sales of company to identify
the success behind the marketing campaign.
Budget
Company has set a budget of £ 500000 for this marketing campaign. Planning require
50000 implementation require 350000 and control need 100000.
Time scale
Activi
ty
1 2 3 4 5 6 7 8 9 10 11
Planni
ng
Imple
menta
tion
Contr
ol
CONCLUSION
Marketing is about to promote the products offer by company. Marks and Spencer
Company can utilise strategies like social media, digital promotions and many such strategies to
achieve the success against the marketing campaign launch by the company.

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