Roles and Responsibilities of Marketing Department in Marks and Spencer Company
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This report discusses the roles and responsibilities of the marketing department in Marks and Spencer Company, including launching marketing campaigns, improving sales and growth, enhancing brand value and loyalty, and interrelationships with other functional departments.
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Table of Contents INTRODUCTION.................................................................................................................................3 LO1........................................................................................................................................................3 P1. Roles and responsibilities of the marketing department...............................................................3 P2. Interrelationship of marketing department with other functional department..............................5 LO2........................................................................................................................................................8 P3. Marketing mix factors..................................................................................................................8 LO3......................................................................................................................................................10 P4. Marketing Plan...........................................................................................................................10 CONCLUSION................................................................................................................................11 REFERENCES....................................................................................................................................12
INTRODUCTION Marketing is defined as a process to promote company’s products and services in the target market. This report is based on the case study of Marks and Spencer Company in respect to its marketing essentials. Company was established in the year 1884 by the founders Michael Marks and Thomas Spencer. Company operate its business operations in retail sector and currently dealing in high quality clothing, home products and food products. Company carry the business operations at more than 1400 locations all across the globe. Company is also listed in London Stock Exchange. In this report marketing activities of the company will bediscussedinthebrief.Henceforth,reportwillemphasisondifferentrolesand responsibilities marketing department play in the company. Interrelationship of marketing department with other functional department will also discuss in this report. How the organisation utilises elements associated with marketing mix will also discuss in this report. Furthermore, report will also discuss the suitable marketing plan. LO1 P1. Roles and responsibilities of the marketing department Marketing department play an important role in the Marks and Spencer Company. Role of marketing department can be projected in the following points. Launch marketing campaigns:Marketing department in Marks and Spencer Company play the huge role in launching different marketing campaigns. Marketing play an important role for company in improving its potential of doing business operations. With the support of marketing campaigns launch by the marketing department of company organisation achieve all its sales targets. Marketing team project all essentials about the products of company in its marketing campaigns. Marketing campaigns launch by the marketing team supports company in improving its growth potentials. Improve company sales:Marketing team of the company play a crucial role in improving the sales potentials of the company in the market. Marketing team projects all important factors that make the products look dynamic in the market and also project all utility about the products (Abtin and Pouramiri, 2016). All such aspects of the marketing improving the potentials of the Marks and Spencer Company to sale company’s products in the market. With the support of marketing campaigns company could meet all its sales targets every year.
Improve growth of company:Marketing team play an effective role in improving the growth of the company in the market. Growth directly relates to company’s sales potentials. Marketing team launches differently campaigns that have supported Marks and Spencer Company in establishing a unique brand image in the market. All such campaigns have enabled company to establish a unique brand image in the market. Brand image plays a huge role for the company in selling its products easily in the market. As per the recent statistics it is stated that the company is growing at the rate of more than 5% every year (Ahmad and Al- Yamani, 2018). Constant efforts of marketing team towards polishing company’s brand image has supported company in improving its sales potentials which further channelizes into effective growth rate of company every year. Improving brand value:Marketing team play a huge role in improving the brand value of the company in the market. Brand value is an important tool that support company in achieving all its objectives (Barbu, Buzoianu and Margina, 2017). Marketing department of company plays role in channelizing different marketing campaigns of company that supports company in improving its brand value. Over the period of time marketing department of the Marks and Spencer Company has channelled man marketing campaigns that has supported company in improving its brand value in the market. Improve company image:Marketing department of the company play a huge role in improving the brad image of the Marks and Spencer Company in the market. Company launch different marketing advertisement with the support of its marketing team to polish company’simageinthemarket.Company’simageplaysahugeroleininfluencing customer’s decision making process towards buying company’s products. All the marketing and promotional activity marketing department conducts influences sales team of company to attract customers easily towards buying company’s products. Improving brand loyalty:Brand loyalty is a huge factor that plays a role in improving the brand value of company in market. Brand loyalty is an important element that influences the buying decision of customers (Campbell and Thompson, 2018). Brand loyalty sustains customer base of company for the longer time. It also provides company a base that support in taking competitive advantages in the market. With the support of different marketing activities launches by marketing department of Marks and Spencer Company has supported company in enhancing the brand loyalty of company in market. Brand loyalty of the company
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has supported company in achieving all its objectives and targets every year from conducting business operations. The above mentioned roles are among the key roles and responsibilities marketing department play as a part of its functional activities. Apart from the above mentioned roles andresponsibilitiesmarketingdepartmentplayotherroleslikeimprovingcustomer relationship, solving issues, improving customer connectivity and other effective roles that improves the brand value of company in market. Functions performed by the marketing team dominate company in achieving all its objectives. Sales of company directly attached with the profitability of company. All campaigns and functional activity marketing team play in companyplayahugeroleforthecompanyinachievingallitsprofitabilitytargets. Profitability of company has a direct connection with the stakeholder trust in respect to company’s operations and leadership. It can be stated that marketing department is among the key functional department Marks and Spencer Company’s organisation hierarchy posses which play a role in achieving all objectives behind conducting business operations. P2. Interrelationship of marketing department with other functional department Marks and Spencer Company’s organisation hierarchy is segregated into different functional departments. On the basis of nature of operations all functional activity of the company is distributed into various departments. All departments put collaborative efforts to achieve all objectives of the company. Interrelationship of marketing department with other functional department can be projected in the following manner. Marketingandsalesdepartment:Marketingdepartmentandsalesdepartmentare interrelated with each others. Both the departments put collaborative efforts to achieve all objectives of company. Sales department of the Marks and Spencer Company launches different promotional campaigns with the support of marketing department of company. All such campaigns launches by marketing department play huge role in achieving all objectives of the company. Marketing department monitor and control all such promotional activities on behalf of the sales department in the company (Chan and Astari, 2017). These campaigns launches by the department supports sales department in achieving all objectives and sales targets of the company. Sales department also support marketing department of company in providing all necessary information in regards to launching promotional campaigns of the company. Marketing department collects precise information about the products of the
company from the sales department so that reliable marketing campaigns can be launched by the company. Marketing and public relation department:Marketing department and public relation department are immensely interconnected with each other in respect to performing individual roles and responsibilities in the company. Both the department conducts the interaction with the potential customers of the company. Public relation department of company take support from the marketing team about the potential customers of the company (Conick, 2017). Marketing department also provide necessary information about the competitors of the company to the public relation department. The information provides by the marketing department allows public relation department to perform the duty effectively. Public relation department of company launch different campaigns with the support of marketing team of the company in respect to conducting its functional activity. Marketing and Human resources department:Marketing department and human resource department put the collaborative efforts to meet each other objectives. Human resource department in the company launch different recruitment advertisement with the support of marketing department of company. Marketing team launch and control the entire campaigns so that human resource department can meet up all its objectives. This supports company in making the work force of company diversified in nature (Hurwitz and et.al., 2016). Human resource departmentof company provide effective and skilled human resource to the marketing department so that different functional activity of the marketing department can be meeting up. As the marketing department of company needs skilful human resources who can monitor and control different marketing activity of the company. Human resource department also plan skill development programs time to time on the basis of the requirements of the marketing department of the company These skill and employee development campaigns allows company to improve the skills of employees part of the marketing department. Marketing and operation department:Marketing and operation departments are also interconnected with each other. Both the department works together to meet objectives of the each other department. Marketing department of the company provide relevant information to theoperationdepartmentaboutthemarketandcurrentfashionandtrend.Operation department of the company conduct its functional activities on the basis of the information served by the marketing department. Marketing team of the company also conduct precise
market research which also supports operation department of company to perform all its roles and responsibilities in the company. Marketing and logistic department:Marketing department and logistic department also interconnectedwitheachotherinordertoperformindividualrolesinthecompany. Mar5keting team support logistic department to perform its actions. Both the departments are not directly interconnected with each and other and also not carry the Styron dependence over each other but still both department are inter related t each other. Logistic department utilises research conducted by marketing department about the customers of the company and the competitors of the company. The research conducted by marketing department allows logistics department to ensure the proper availability of the trendy and fashionable products in all stores of the Marks and Spencer Company. Marketingandfinancedepartment:Marketingandfinancedepartmentisalso interconnected with each other in order to perform each other roles in the company. Marketing department provide precise information by conducting research over the market andthekeycompetitorsofthecompany.Thisresearchconductedbythemarketing department allows finance department of company to make investment decisions in respect o expanding the business operations of the company (Islam, 2019). Finance department also make decisions in respect to making strategic partnerships and alliances with other key competitors and distributes networks. The research conducted by marketing team supports finance department to collect required information about all such stakeholders that can help in makinginvestmentdecisionofcompany.Financedepartmentalsosupportsmarketing department by allocating suitable budget for conducting various promotional activity of the company. Finance department provide budget to the marketing department so that all campaigns of the company can be effectively controlled and monitored by the marketing department of the company. Theabovementionedpointshaveprojectedtheinterrelationshipofmarketing department with other functional department of the Marks and Spencer Company. As the company is distributed into multiple departments it is essential for the company that all functionaldepartmentofthecompanyputcollaborativeeffortstomeeteachother’s responsibilities so that all objectives of the company can be achieved by the company.
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LO2 P3. Marketing mix factors Marketing mix can be projected as the different element of the company that supports marketing team to frame precise marketing campaign of the company. The concept of the marketing mix comprises with factors like product, price, place, promotion, people, process and physical evidence. Product:Product is an important elements part of the marketing mix. Marks and Spencer Company engaged with selling in high quality clothing products, food product and home products. Company serves all top brands part of the retail sector. Company’s product portfolio is well diversified in nature. Brands like Per UNA, Autograph, Limited, Rosie, Blue Harbour and many other brands part of the retail sector. All such products allow company to cater all needs and requirements of the potential customers of company. Product involve in marketing mix put a huge impact over the presence of the Marks and Spencer Company in the market. Customers in market look up for the product portfolio of company before entering in the storesof company.Due to effectiveand attractiveproduct portfolioof company management could effectively attract key and potential customer base that can support company’s sales targets. Price:Price is a key tool associated with the concept of marketing mix. Price is among the key factor part of the decision making process of the customer while making buying decisions. Customers all across the globe look for attractive and quality products in the most affordable price range. Management of the Marks and Spencer Company aims to give the best customer experience in the most affordable price range (Išoraitė, 2016). Company serves all its retail products’ in the most affordable p[rice structure which also supports company in taking competitive advantages in the market. Company also launches different discounts offers time to time on special occasions to attract customers. These discount offers given by company also make the products of company more affordable for the customers. Due to its price ranges company’s potential customer base also comprises with middle class background peoples. This has also supported company’s growth rate in the market. Place:Marks and Spencer Company conducting its business operations from the year 1884. Over the period of time company has continuously expand its business operations. Today company is associated with more than 1400 locations all across the globe. This can be projected as the key strength of the company that allows company to take competitive
advantages in the market. Management of Marks and Spencer Company also make expansion policies and strategies that can support company in further expansion of the business of company so that more customers in the world can be served. Company also sale its products over internet. E-commerce is also an emerging place to operate business operations. Marks and Spencer Company also active over internet network to sale its products. Company is among the top brand over e-commerce trades to sale its products. After the inclusion of e- commerce trade of the company growth rate of company has also boosted at different level. Promotion:Promotion involves all such tools and strategies company use to promote its products and brand. Marks and Spencer Company is well known for its promotional campaigns. Marketing team of the company launches marketing campaigns of the company at all key promotional channels (Mailankody and Prasad, 2017). Department channelizes the marketing campaigns at all radio channels, television networks, internet, digital mediums, social media sites and other platforms. Company also use holdings to promote its products and brand. Diversification ion the promotions of company allows Marks and Spencer Company to polish the brand image of company in market. People:People involve potential customersof company. Due to its pricing strategies company could attract all economic background peoples. Company also attract the social classesassociatedwiththesociety.Companyalsodealsinallsexualityandgender background in society. It can be projected that company is able to serve all background and category belongs to retail market. Process:Process is the factor that project that policies of company in forming are marketing ad sales activity. Company channelizes all segmentation, targeting and positions strategies thatcansupportcompany’ssalestargetsandobjectives(Schneiderandet.al.,2017). Company use behavioural segmentation process. Targeting involve all social background peoples. Physical evidence:Company ensures proper geniuses in its products. Company has made the special team that ensure proper assurance in the products offers by Marks and Spencer Company. In case of frauds company take strict actions to deal with the situation. Customer satisfaction is among the top priorities of the company. The above mentioned factors are the part of the marketing mix concepts. Company consider all such elements while framing its marketing strategies.
Marks and SpencerTesco ProductMarks and Spencer Company offer wide range of products in all segments of retail as compare to Tesco Company. Companyoffersalltop brands in clothing and other retail products. TescoCompanyserves limited range of products as comparetoMarksand Spencer Company. PriceMarks and Spencer offer the best quality products in the most affordable price range. Tescooffershighpriceas comparetoMarksand Spencer. PlaceMarks and Spencer owns its storesatapproximately 14000locationsacrossthe globe. Tescoownsstoresat approximately 5000 locations across the globe. PromotionCompanykeepsahigh marketing budget. It usage mediums like social media, search engine, radio and other modern technique of promotion. Tescostillgivepriorityto traditionpromotion techniques. PeopleCompanytargettoeach customercategory irrespective of gender or age. Tesco products are limited so companydonoteffective meettheneedofdifferent customer group. ProcessMarksandSpencerfollow thewideprocesslike research, STP and all other key processes for promotions ascomparetoTesco Company. Duetolimitedpromotion budgetcompanydonot approachtoeachprocess involve in promotion.
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Physical evidenceCompany give huge priority tophysicalevidenceas compare to Tesco. Company do not give much emphasisonphysical evidence. LO3 P4. Marketing Plan Objectives To improve the brand value of company in retail sector. To create the strong dominance of company in market. To expand the growth rate of company in market. To improve the customer satisfaction rate. SWOT Analysis Strength: High promotion budget. High brand value. All technological advancement. Weakness: Lack of uniqueness in marketing. Inexperience in modern promotion techniques. Opportunity: Expand market share. Digital marketing. Threat: Competition. Strategies Marketing department will channelize following strategies to conduct its promotional activities of company. Digital marketing:Company will use digital marketing for conducting its promotional activities. Digital marketing involves channelizing marketing campaigns of company at
different social media network and other marketing platforms (Shukla and Sanghvi, 2017). This is a key strategic tool Marks and Spencer Company will use to promote its products. Radio and television marketing:Company will also use radio and television marketing to achieve all objectives behind the marketing campaigns. Radio and television is an traditional marketing approach but stile generate effective returns out of the marketing activity of company. Search engine optimisation:Marketing department of the Marks and Spence Company will channelizes search engine optimisation for conducting promotion activity of company (Singh and Crisafulli, 2019). This is an effective approach that supports company in improving its brand value and customer loyalty in the market. In this approach company will channelizes internet to promote the brand value of company. Sponsorship:Sponsorship is also a part of the marketing campaigns of company. In this strategy company will sponsor its products with the support of famous peoples. This is an effective technique to conduct promotional activity of company. STP Analysis Segmentation:Company will follow demographic segmentation in this marketing plan. This would allow company to cover all its target customer base. Targeting:Company will target its customers over social media, radio, television and internet. Positioning:Company will position its products over social media and internet. Marketing mix Product:Company will involve all its products in its marketing campaign. Price:Marks and Spencer is not changing its pricing strategy in its marketing campaign. Place:Company will launch this marketing campaign at all its business locations across the globe. Promotion:Company will promote its products over social media, radio, television and internet. People:Company will target all types of customer category in its marketing activity. Physical evidence:Company will also support physical evidence in marketing. Process:Company has followed the precise process for this marketing campaign. Control and evaluation Company has framed a special team to control the entire marketing campaigns. This team make necessary changes in the campaigns during the monitoring of the campaign. Budget
Company has set the budget of£50000 pound. Time frame This marketing campaign will sustain for the nest one year. CONCLUSION This report has projected the different roles and responsibilities of the marketing department of company. Marketing department pays huge role in improving the brand value of company, improving sales potential of company, improving the growth potential of company, improving the customer trust in respect to the company and other key functions of company.Marketingdepartmentalsosupportotherfunctionaldepartmentlikesales department, operation department, logistic, finance department and other department in achieving the objectives of such departments. While developing the marketing campaigns of company department also utilises the concept of marketing mix. Marketing plan of company will involve different strategies like radio and television marketing, digital marketing, search engine optimisation and other key strategies.
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