Marketing Essentials

This document discusses the key roles and responsibilities of marketing functions and how they relate to the wider organizational context. It also compares the ways different organizations apply the marketing mix to achieve business objectives. The document provides insights into the marketing strategies of H&M and Zara, two leading clothing retailers. It is a valuable resource for students studying marketing essentials.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1) Explain the key roles and responsibilities of the marketing functions.................................1
P2) Explain how roles and responsibilities of marketing relate to wider organisational context
.....................................................................................................................................................3
TASK 2............................................................................................................................................6
P3) Compare the ways in which different organisation apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 3..........................................................................................................................................10
P4) Produce and evaluate a basic marketing plan for organisation..........................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a basic phenomenon that is used within the business as in order to enhance
its market presence and attractiveness so that both short and long term goals and objectives is
achieved with perfection. In mostly includes publicity, sales technique, advertising under which
balanced level of belief is generated as by development of suitable products and services. It is
induced as per suitability and requirement so that selling and promotion of business is increases
that produces higher advantages in terms of sales and profit increment (Al Badi, 2019). It consist
of various activities such as market research, customer segmentation, selection of suitable
products and services, building of customers experiences, effective distribution of various
channels and promotional activities. It is also being used to reduces the complexity that get
revolved around four basic that is product, place, price, promotion and tactics by which higher
growth is measured in timely manner. The report below is based on H&M as it is a multinational
retailing company of clothes and mainly known for its fast fashion clothes for men, teenagers,
children, women etc. The report below includes role of marketing and its interrelationship with
other functional units, comparison of marketing mix in between two business so as to achieve
business objectives along with marketing plan.
MAIN BODY
TASK 1
P1) Explain the key roles and responsibilities of the marketing functions
H&M is is a clothing retail company that has operate its business over 74 countries and
along with this having 5,000 number of stores with different brands. It is also be the second
largest clothing retailer and also make availability of its online shopping in 33 countries. A
marketing department performs various roles and functions through which they have contribute
towards
Marketing Functions -This plays a vital role in the organization which helps in selling
goods and services into market (Alford, 2018). Company determine and source potentially
successful commodity for marketplace and encourage them by differentiating products from
existing one. It is a specialised activity performed in marketing to take goods from place of
extraction to point of consumption. It includes various factors which helps in increasing brand
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awareness into market. It comprises of promotion, selling, product management, marketing
information management, pricing, financing and distribution of the goods.
H&M is the largest fashion retailer in Europe it provides high quality products at a
affordable prices across worldwide. It supply wide range of cloths and accessories with lower
prices which creates customer satisfaction.
 Defining and Managing the Brand – H & M provides good quality products at a
reasonable prices thus it is trusted by the customers in providing easy to find items in
current fashions. It's styles are keep on changing hence customers enjoys fast fashion
culture.
 Conducting campaign management for marketing initiatives – Company identifies
goods and services to focus on the sales cycle (Blythe and Martin, 2019). H& M is
running campaign to encourage its clothes recycling scheme to increase awareness of its
sustainability efforts.
 Producing marketing and promotional materials – It promotes its brand by doing
outdoor advertising, direct marketing and by H & M magazine. Company also invites
press to show their collection which will work as word of mouth to promote its brand.
 Creating content providing search engine optimization for company website –
Customers search its brand by “H&M” on google SERP it's website link will appear. It
also uses paid referrals such as Ads on YouTube videos before the actual video
consumer want to watch.
 Monitoring and managing social media – H&M also uses unpaid referrals by using
social media sites such as Facebook and Twitter. They have million of followers on their
social media pages whenever company post its latest collection it notifies their customers
about the new collection.
 Conducting customer and market research – The target market of H&M is younger
generation but it provides clothing and accessories for all the age groups hence the target
customer is women. Brand analysis of company offers customers inspiring buying
experiences (Chernev, 2018). Company captures data of every possible customer touch
points like consumer purchase, sales force, website, customer feedback and marketing
research to understand the customer needs and wants regarding the product.
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H&M has adapted outdoor advertising to increase the brand awareness amongst its
customers. It also focuses on consumers touchpoints to get to know about their needs which
leads to customer satisfaction. It provides quality products at affordable prices it also
communicates to their audience through store design, media and display. Marketing functions
helps company to create its own space into market. It also conducts campaigns to increase
recycling schemes and advertising its products through different platforms.
P2) Explain how roles and responsibilities of marketing relate to wider organisational context
H&M is a larger clothing company and with this they have also operate in many of the
countries as well by which it is essential to make higher competitive advantage for this every
department has plays vital role and responsibilities. In this marketing performs specialised
functions that assist to achieve long term sustainability with perfection. It is a department that
also make suitable coordination with other departments as well by which effective outcome is
developed within stipulated period of instance (Ferenczová and Józsa, 2018). There is various
roles and responsibilities of marketing as in relation to organisational context and that is as
briefly defined below as: Marketing department and Human Resource department: Marketing department is a
backbone of business and make an advertisement and promotion so as to promote its
products and services. In this they make an advertisement about the vacant places of a
business. In this larger amount of suitable candidates is attracted by which vacant places
is filled with right and skilled candidate. On the other hand HR department make sure
that they have recruit the best candidate from the pool by which working standards of
business is achieved with better suitability. Marketing department and Sales department: The marketing department represent the
business within the competitive marketplace as with perfection. In addition they have
also worked to enhance and intensify the working suitability of business by attracting
more of customers through their advertisements. In addition sales department induces
various strategies as per marketing analysis and then induce various strategies by
analysing market variations that helps to gain higher competitive benefits in timely basis.
 Marketing department and Finance department: A marketing department works to
collect and gather higher profit and sales for this make suitable modification in business
performance. In addition finance department has worked to manage and control assets
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and liabilities of business so that rate of credit and debit is managed parallelly. Marketing
department worked to raise funds while finance channelise that amount as per need and
requirement of business.
Analyse the roles and responsibilities of marketing in context to marketing environment
The marketing environment basically consider various elements such as product, price,
place, promotion and distribution (Ganjre, 2019). For this H&M maintain clear focus about to
enhance its working standards under which effective decision making is induced with perfection.
The marketing department plays differ roles and responsibilities in relation to marketing
environment and it is as explained below as:
Developing marketing plans/strategies: The marketing department has induces various
strategies and policies under which suitable planning is induced within timely manner. In this
business has induce various strategies that is perfectly match up with the emerging trends,
demand and need of the business so that long term effectiveness is achieved. In this H&M uses
social media in order to understand the mental ability of its customer's and furthermore make
relative changes as per perfection. It promotes working standard under which balanced level of
ideas and thinking is developed that make easy to gain more success.
Monitoring of market: It is a strategies under which H&M and its management has
monitored overall practices of business and along with this worked on to intensify the working
credibility so that working standards and its potential get enhanced over continuous period of
time. It is used by business to make better development and for this management keep an eye on
different strategies that is implemented by its competitors (Gupta and Nair, 2020). In this
effective strategies are implemented within the business so as to increases market sales and profit
share with continuity. In this management conduct market research that induces higher clarity in
systematic manner.
Improving brand image: It is a prior practice under which H&M induces various
operations that enhance market image and value of brand so that larger market is attracted for
regular basis. H&M having effective brand image and within this its market effectiveness and
accessibility is increases. In this ability of business to gain higher competitive benefits is
enhanced so that productive outcome and higher performance is induced over a repetitive basis.
In this marketing department make usage of various promotional tools such as social media
platforms, internet services etc.
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Analyse the significance of interrelationships between marketing and other functional units
of organisation
The marketing department offered supportive balanced to the business and other
functional units of an organisation as well such as finance, sales, human resource, operational
etc. In this effectual coordination in between different operations is induced by which better level
of clarity and transparency is developed in which quality services is produces that is also be
dependent on customers choice. As HR department make recruitment, financial department
manages the credit and debit sales, operational department make sure that production cost is
managed, sales department ensure that sales and profit of business is increases on repetitive basis
(Hanlon, 2019). Thus the major goal is to accomplish long term benefits and sales that increases
market presence and share of business. It also promote higher sales under which more of
customer's get satisfied and their need get fulfilled in systematic mode by which it is easy for
business to gain higher success.
Critically analyse and evaluate the key elements of marketing function and how it
interrelate with other functional unit of organisation
A marketing function basically involve various activities such as advertising, pricing,
strategies, design, product, process etc. There are various elements that is as addressed below as:
Research: In this marketing department has conduct a research under which they have
analyse the working standards of marketplace. In this balanced level of knowledge and
information is collected so that better level of implementation is induced with support of it
corresponding strategies are induced.
Strategy: It is an activities that is performed by business to generate higher level of
strategies by which various opportunities are created and developed in systematic manner. In this
H&M matches the market preference and requirement of customer's so that productive amount of
outcome is developed and achieved with effective mode.
Planning: It is a stage under which management of H&M has induce adequate planning
and designing so that strategies are implemented with balanced mode. In this financial plan, sales
forecasting, channel distribution is managed (Jena, 2020). In addition business also perform clear
communication by which rate of redundancy is reduces and ability to maintain sustained focus is
increases.
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These are few elements that is essential for marketing department under which working
efficiency of business is getting managed and controlled with flawlessness.
TASK 2
P3) Compare the ways in which different organisation apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix define the set and action of marketing tools that is used by the business as
in order to pursue marketing objectives within the targeted marketplace (Uncles, 2018). It is
basic fundamental under which business has pursue its marketing objectives and target within
specified period of time. It provide detailed analysis about the various strategies that is
implemented within the business so as to complete sustained outcomes within which profitable
outcome is conceived with effectiveness.
BASIS H&M ZARA
Product A product is a item or substance that
is offered for sale at the market place.
H&M is multinational clothing
retailer which deals in wide rage of
clothing for men, women, teenagers,
children and its also manufactured and
sale bags, shoes, accessories and
beauty product (Jovičić, Vranješ and
Gašević, 2018). These product have
further several categories which target
different customers and offers varying
quality
Zara is a Spanish based company that
specialization in a fast fashion and deals
in wide rage of clothing, bags, shoes,
accessories, swimwear,beauty products
and perfumes . It is a largest apparel
retailer and has its stores over a 96
countries. Zara is renowned for its ability
to develop a new product and get it to the
stores within two weeks.
Price It is refers to the amount which is
charge by the company in exchange of
their product and services. Since
H&M has wide range of brand that
have targeted towards different set of
customer. They have a diverse rage
The price of the product provided by the
zara is comparatively low to its
competitors. It provides latest fashion in
much lower price in all its international
stores as compared to other international
brands. It follows low pricing strategy.
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for their products. Most of their
products are offered at a affordable
price for the middle level income
group while some of their brand are
highly priced.
As it does nor spent enamours money on
the advertisement. Zara set market based
pricing strategy according to target
customers who are willing to pay.
Place This is refers to the location where
company operates its activities. H&M
has its exclusive stores located around
the world through which company
sales its products and services. These
stores are locates in big cities, city
central and shopping malls which is
found convenient by the consumers
The product of zara is available in more
then 85 countries and over the 6500
outlets across the globe. Zara also sells
through its online shopping stores. It
uses unique supply chain to bring their
product and fashion in the market in the
shortest period of time. Most of the
stores are owned by the ZARA and not
by franchisees
Promotion This is refers to the set of all activity
which is used to communicate the
product, brand and service to the
users. Promotion of H&M is different
in each countries depending upon
what is needed. It market globally
through billboards, magazines,
fashion shows ans social media. And
it also very active on their digital
platforms including their app and
website
ZARA barely spend on the
advertisement tools. it is famous for its
press shy nature. Unique selling
proposition of this is less processing
time, wide variety of fashion and
reasonable pricing. Zara social media
reach is quite exceptional it has 2.5
million followers on Facebook and 15
million on Instagram (Li, 2018). This
provide unique feature to ZARA that
helps in to create strong brand
recognition.
Process It is refers to a particular set of
activities that is performed by the
business as in order to deliver quality
services to its potential customers . In
Zara is an international company and
have worked with the different market
portfolio which increases its recognition
and market presence. And its also using
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this H&M optimize the product and
services which is offer to the
customers in order to increases the
customer satisfaction to support the
profitability and efficiency of the
business. H&M also adopt the
effective processes in various
functions like updated machinery and
technology that provide support in to
the smooth running performance of
the company
updated technology and machinery so
that good quality product can be
produced. The company has selected
supply chain with the less time
processing and company also following
free billing programme to attract the
potential customers.
People Marketing tool is also focusing on the
employees of the company who are
putting their maximum efforts and
help in achieving the organisational
goals. H&M also focusing on the
enhancement of the skills and
knowledge of the employees. They
have a efficient communicational skill
and learning programmes are
providing to them in order to retention
of loyal customer towards the
organization
Employees of ZARA are enchanted with
skills like communication, technical,
interpersonal etc due to which they are
working in a effective manner to achieve
the desired goals. it also providing them
development and training programmes to
enhance their personal skills and provide
them future growth. Zara has also
develop policies and strategies for its
employees so that they can enhanced
their ability and in this way they could
satisfy the demand of the customers in a
effective manner
Physical
evidence
H&M is offering its goods and service
in a wide range with the different
colours of packaging which makes
easy for customer to recognise (Lu,
Poon and Weng, 2018). And for that
they use certain technology and
Zara has sold its products only on its
advanced and specific stores. Which
make comfort for customers to easily
recognise and can identifies its suitable
services. It uses different styles, quality
and models that attract the more
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innovation to make their product
different from others. The websites
also helps in to promote the product
with the name, benefits and prices that
makes easy for the customers in to
recognise the product.
customers in order increase the sales
revenue.
Evaluate different tactics applied by organisation to demonstrate how business objectives
achieved
Tactic is defined as short series and conceptual actions with aim of achieving short term
goals. This action is implemented when there are one or more tasks is given (Shen and de la
Garza, 2019). In H&M different tactics are used to take actions tom support strategy that is
implemented by top level management. Most of business organisation use five types of tactics
for achieving strategic goals such as pricing, product, marketing, financial and operational
strategies. High and low pricing:When organisation apply pricing strategy does not mean that they
are employing low pricing strategy to gain dominance of industry but this is main
strategy to achieve business objectives. Some companies provide high price as a tactic by
offering high quality product to customers as they prefer to brand. Company like H&M
uses low price tactics as by special sales, presenting rebates and deep discounting. Other
tactics business face is inexpensive financing and delay in payments. Product and service strategy: When business comes in market segment there is
competition is between company as they have to present new and better services and
products to keep up with changes in demand of consumers. In context of respective
organisation, it uses updated technology and machinery to meet all requirements of
customer needs and market segments. Operational efficiency strategy: This strategy used by company as lowering cost of
products to produce profits by lowering operational cost by installing or uses updated
technology to facilitate close to target customers, improve in servicing facilities, moving
to less expensive quarters. In H&M organisation, it uses well equipment and provide
leave facilities to their employees to enjoy trust loyalty relationship.
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 Marketing strategies to target customers: By making strategies to seek target consumers
with advertisement that are most likely to make their attention (Malhotra, 2018). It can
be done by using seasonal advertising and provide special promotion tactics to achieve
customers dominance in market. In context of respective organisation, Zara and other
clothing companies are competitors. So that's why company use advertisement and
marketing strategies to attract customer gain.
 Finance and investment strategy:For running a company finance is like blood to it. With
help of money it can acquire all market segments. Tactics to achieve strategy is growth in
money which may involve borrowing or factoring against accounts payable of it.
TASK 3
P4) Produce and evaluate a basic marketing plan for organisation
Marketing Plan can be define as a report which outline marketing strategy of organisation
for coming quarter, month and year. It typically includes, overview of business's marketing and
advertising goals, description of its position in market segments and budget that needs to satisfy
customer needs. It is a part of overall plan of enterprise which are well written so that goals and
objectives may be achieved. It act as blueprint that provides overview of efforts that are done by
advertising and marketing for coming year (McCabe and Weaver, 2019). Generally, these are
formal structure that provides documents about company which makes it flexible.
Background of H&M
HENNES & MAURITS is a Swedish brand of multinational clothing retail company
known is for fashion clothing for men women teenagers and children it founded in 1947 and
founder is Erling Persson. It is a retail industry, headquarters are situated in Stockholm Sweden
numbers of location is 5076 since 30 November 2019 . This organisation serve our product
worldwide. Company makes its online shopping around 32 countries, key people of organisation
are Stefan Persson which is chairman of the organisation and chief executive officer is Helena
Helmersson. Number of employee working in organisation are approximately 126376 since
November 2019.
VISION
The vision of H&M is to maintain a lead and change fashion trends into circular and
renewable.
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MISSION
Mission of H&M is to drive long lasting change that basically improvise the living
conditions as by making sustained investments towards innovation, people, community.
SWOT Analysis:
Strength This is refers to the internal part of the organisation. H&M has a global
market presence as it deals in a 74 markets across all 6 continents. Global
operations reduces risk and increase companies sustainability and stability.
It has competitive pricing as it offers high brand quality in a cheaper price.
This provides variety of products with the valuable brand that increases the
profitability and efficiency of the business (Onozuka, 2019).
Weakness Weakness of the H&M is that its is overdependent on outsourcing rather
then manufacturing in house it outsource most of its production over 900
independent suppliers. It has controversial products as in 2018 it promotes
racism that effects the proficiency and growth of the business.
Opportunity H&M can gain a opportunities while offering diversified products it can add
sports apparel and by promoting themselves on the online platforms like
social media, digital media etc. H&M can also acquire the opportunity of
expansion through merger and acquisition.
Threat H&M can face the threat from its competitors like ZARA, BOOHOO, GAP
etc. that offers same or similar product and services in a market place.
Clothing industry is changing on a immediate basis this could be tough
situation for the company to judge the preferences and the requirements of
the customers which will results in decline in the sales and profit of the
company.
Produce a detailed coherent evidence based marketing plans for an organisation
STP Model
It is a model that is used for Segmentation, Targeting and Positioning under which
balanced level of changes and modification is induced as per according to requirement of
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business (Perreault, 2018). In this H&M make relative changes as per suitability of business so
that long term benefits and advantage is attained with better suitableness.
Segmentation
Demographic- In this H&M has targeted the market on the basis of age, sex, family
background, habitation, occupation of marketplace. For this H&M maintain target towards young
market as they are more attracted towards fashionable clothes.
Targeting
Market focus on- In this H&M and its management maintain focus towards the
achievement of higher potential under which customer's satisfaction and acceptance is always be
in priority. In this rate of profitability is increases and market potential as well as share is
increases over continuous period of time.
Positioning
It is a stage under which H&M has maintain certain outline in which they have mapped
about the requirement of marketplace and along with this transfer the information in marketplace
as per demand of customer's (Plant and et. al., 2019). It assist to attain better opportunities so
that productive amount of changes is addressed over repetitive basis.
Monitoring and Controlling
It is a stage at where H&M has monitor and control the working criteria under which long
term effectiveness is achieved as with the adequate implementation of actions and activities, in t
his H&M and its management uses benchmarking model that helps to achieve standardised goal
and objectives by which business performance and productivity get increases.
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CONCLUSION
It has been concluded from above report that marketing essentials is the basic prospect
that is selected by the business as in order to enhance the working suitability so that highly
working standards is achieved with perfection. It assist the business to gain higher success and
growth by which ability to attain higher market position and share is increases on continuous
basis. In this various roles and regulations are performed by business as in relation to marketing
so that higher competitive advantage is attained. In support of marketing functions business has
achieved its standardised goals and objectives is systematic manner. Furthermore marketing plan
is conducted that help to increases profitability and market performance so that long term
sustainability is achieved in timely basis.
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