Roles and Responsibilities of Marketing Functions

This document discusses the roles and responsibilities of marketing functions in an organization. It explores the interrelation of marketing with various functional units and differentiates the ways in which organizations apply elements of marketing mix. It also provides insights into the importance of interrelationship between marketing and various departments.

Marketing
Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
ACTIVITY 1..............................................................................................................................3
P1. Demonstrate the roles and responsibilities of marketing functions.................................3
P2. Discuss the interrelation of marketing with various functional units of organisation.....4
M1. Identify the function and accountability of marketing within business environment.....5
M2. Describe the importance of interrelationship between marketing and various
departments.............................................................................................................................6
D1. Examine the key elements of marketing function that interrelate in business................6
ACTIVITY 2..............................................................................................................................7
P3. Differentiate the ways in which organisation apply elements of marketing mix.............7
M3. Analyse the different tactics implemented by organisation to achieve its objectives.....9
ACTIVITY 3............................................................................................................................10
P4. Develop a basic marketing plan of the organisation......................................................10
M4. Produce detailed coherent evidence-based marketing plan..........................................13
D2. Design strategic marketing plan that tactically implement 7P’s of marketing mix.......13
CONCLUSION........................................................................................................................14
REFERENCES.........................................................................................................................15

INTRODUCTION
Marketing is the study and management of exchanging finished goods and services
from producers to its end-users by promotion through advertisements, print and social media,
etc. The marketing process consists of situational analysis, marketing strategy, designing
marketing tactics, implementation and control. This project is based upon Marks and Spencer
as being a British multinational retailer which is headquartered in London, United Kingdom.
It is highly specialised and well known for its clothing, home and food products (Andrews
and Taylor, 2017). This project demonstrates the roles and responsibilities of marketing with
its interrelation from various functional units of company. It also differentiates between two
organisations with the application of marketing mix elements and analyse the tactics
implemented to achieve objectives. Additionally, it develops a detailed coherent evidence-
based marketing plan for increasing its competitive strategies to sustain in global market.
ACTIVITY 1
P1. Demonstrate the roles and responsibilities of marketing functions
Marketing:- The marketing is described as the procedure to promote and position the
products of a company to end-users. This is most probably done through advertisements,
sales promotion, print and social media, etc. It plays major role in expansion, growth and
stability of business at perfect competition market. The marketing further focus on demand of
customers which has to be fulfilled by supplying them qualitative products for achieving high
level of satisfaction.
Marketing Process:-
 Situational analysis:- The situational analysis refers as company identify and
determine needs, desire and wants of customers. It further develops a product which
can satisfy the demand of its end-users at which they are ready to pay high prices.
Managers of Marks and Spencer use this process as customers are king of the
company and it is the main duty and responsibility to fulfil their desire for sustaining
in global market.
 Marketing strategy:- It is the process through which company develops a marketing
strategy as to analyse its competitive strategies. This is evaluated with internal
strength for controlling weakness and external opportunities to minimise threats.
Managers of Marks and Spencer use this to identify various strategies implemented by
their competitors that can create threat for company. The company further takes
precautionary steps to minimise these threats which are uncontrollable risk and
adversely affect the stability of business (Aslam and Karjaluoto, 2017).
 Designing marketing tactics:- The company focus on developing marketing tactics
as to apply various strategic decision through innovative thinking skills in planning.
Managers of Marks and Spencer produce a strategic marketing plan as to analyse

vision, mission and objective to compete with its rivalries with improving
effectiveness.
 Implementation and control:- It is the ability of managers to monitor and control
actions performed by their workforce. The main duty of manager is to identify errors
and to restrict it by taking strategic decision through innovative idea for its corrective
measures. Managers of Marks and Spencer use this procedure as to restrict errors
which might create delay in goal accomplishment.
Functions of Marketing:-
 Strategic decision making:- The marketing analyse the needs of customers through
which it suggests producer to develop a product that can satisfy demand of its buyers.
The role of managers in Marks and Spencer is to produce qualitative products with
creative thinking skills in order to attract large number of end-users to purchase it.
 Distribution channels:- It is the duty and responsibility of marketing managers for
promoting and positioning the goods and services to its customers through direct and
indirect channel of distribution (Awad, 2017). Managers of Marks and Spencer focus
on this as to develop brand awareness among their potential buyer for increasing sales
and profits.
 Consumer Support Services:- It is the process through which manufacturers produce
qualitative products at least-cost effective price which attracts large number of
customers to purchase. The role of managers in Marks and Spencer are advantageous
as they are able to meet the requirements of customers with their support and loyalty.
P2. Discuss the interrelation of marketing with various functional units of organisation
The marketing is very essential in an organisation to promote finished goods and
services to their end-users for increasing brand awareness among customers. It creates
opportunity for business to sustain in perfect competition marketing by expansion and
enlarging buyers in consuming more products. There are various interrelationships of
marketing with various functional units. Some of them are mentioned below as:-
 Marketing with Finance:- The Finance is described as management of money which
deals in budgetary control, preparation of final statements, etc. Marketing refers as the
expenditure done on advertisements, print and social media for enlarging customers to
purchase it. Managers of Marks and Spencer are advantageous as they are able to
control the unwanted expense which may result in price of product.
 Marketing with research and development:- The research is defined as to analyse
the needs, desires and wants of customers for increasing sales. Development refers as
the ability of producers to produce a new product with the motive to fulfil the desire
of customers (Bridges and Hofacker, 2016). Managers of Marks and Spencer are
beneficial as they attract large number of buyers to purchase the product in order to
achieve high level of satisfaction.
 Marketing with Production:- The production is described as capability of
manufacturers to develop a new product which is able to fulfil the demand of buyers.

The managers of Marks and Spencer are profitable in producing qualitative goods and
services at which consumers are ready to pay high prices.
 Marketing with Sales:- The sales is defined as to sell large number of products or
services at a given targeted time period. Managers of Marks and Spencer are helpful
as they are able to analyse verbal and non-verbal behaviour of customers while
purchasing the product.
 Marketing with Information Technology:- The information technology refers as
use of computers, electronic media to share data and information. Managers of Marks
and Spencer are beneficial as they implement new technologies to produce their
products which improve effectiveness and efficiency and further reduce cost. It
encourage buyers to purchase goods at least price which result in high sale and profits
(Delaney, 2014).
M1. Identify the function and accountability of marketing within business
environment
The external macro-environmental factors affect the stability of business either
positively or negatively in a perfect competition market. It is further described with the
implementation of PESTLE Analysis which is as follows:-
PESTLE Analysis:- This analysis refers as a tool or technique used by marketers to
monitor and analyse the favourable or unfavourable impact of external macro factors towards
the stability of business. Managers of Marks and Spencer implement this framework as to
analyse the positive and negative impact of these factors on business. It is further explained
as under:-
 Political:- The political factors include political stability or instability, foreign trade
policy, labour and environment law, trade restrictions, etc. The managers of Marks
and Spencer are favourable with this element as the rules and regulations of
government in United Kingdom do not change as there is stable government of
political leader.
 Economical:- This element include economic growth, interest rates, disposable
income of consumers, foreign exchange rates, etc. The United Kingdom is one of the
largest economies in the world and also has an open economy. Managers of Marks
and Spencer are adversely affected by this factor as it affects the purchasing power of
customers which result in low sale and les profits.
 Social:- This socio-culture factor involve population growth, age and income
distribution, health consciousness, career attitudes, etc. Managers of Marks and
Spencer are favourably affected as the population growth which result in high birth
rates encourage customer to purchase modernised products. This result in expanding
company’s brand name with changing trends in market (Dewar, 2017).
 Technological:- The technological factor consist of automation, new technology,
mobile and electronic equipments, etc. Managers of Marks and Spencer are
favourably affected by this factor as it provides opportunity for business to develop
their products with good quality for enlarging customers.

 Legal:- This factor is described as the policies and procedures imposed by
government which are legal and lawful obligation to be implemented by every
company for sustaining in global market. Managers of Marks and Spencer are
adversely affected as they are bound to pay minimum wages to those workers who are
not performing actively in business with their monetary and non-monetary rewards.
 Environmental:- The environmental factor refers as restriction in environmental
pollution, planting more trees, healthcare of surroundings, etc. Managers of Marks
and Spencer are positively impacted as they plant more and more trees in their
surroundings and restrict environment pollution by effective utilisation of garbage.
M2. Describe the importance of interrelationship between marketing and various
departments
The essential requirements of interrelationships between marketing and various
departments are as follows:-
 Utilise scarce resources:- It is essential for every organisation to utilise their scarce
resource effectively for remaining stable in perfect competition market. The Marks
and Spencer managers focus on utilising their scarce resource by creating job
opportunities for various workers (Hofacker, 2018). It results in recruiting more
employees in workforce which result in division of work with improving
effectiveness to achieve demand of customers.
 Customer relationship management:- The main purpose of companies is to develop
customer relationship management by supplying them qualitative goods and services
for fulfilling their desire. Managers of Marks and Spencer analyse the satisfaction
level of their customers for purchasing their product. It creates opportunity for
business as the buyers are ready to pay high prices for good quality of products which
increase their loyalty and support.
 Maximise revenue and profits:- The company used to keep low price for their
qualitative product as it encourage potential target market to purchase more of their
goods and services. Managers of Marks and Spencer are advantageous in developing
high revenue and profits which increase their competitive strategies and leads to
compete with rivalries such as Mc Donald’s, Starbucks, etc.
D1. Examine the key elements of marketing function that interrelate in business
The key elements of marketing function that interrelate with functional units of Marks
and Spencer are to meet the essential requirements of customers in providing and supplying
those qualitative products (Hutchison, 2016). This creates opportunity for business by
enlarging customers with their good quality products and improve the loyalty and support of
buyers by building customer relationship management. It further results in achieving goals
and objectives efficiently for sustaining in perfect competition market through developing
their competitive strategies.

ACTIVITY 2
P3. Differentiate the ways in which organisation apply elements of marketing mix
Marks and Spencer:- The Marks and Spencer was formed in 1884 by Michael
Marks as a Polish refugee opened market stall in Leeds. The ISIN number of Marks and
Spencer is GB0031274896. It is headquartered in London, England, United Kingdom. The
Chairman of Marks and Spencer is Archie Norman and Chief Executive Officer is Steve
Rowe. It further supplies various products that are Blazers, Cardigans, Jeans, Linen, shirt,
skirt, footwear, bags, jewelleries, etc.
Starbucks:- The Starbucks was founded by Jerry Baldwin, Zev Siegl and Gordon
Bowker on 31st March, 1971, that is 49 years ago. It is headquartered in 2401 Utah Avenue
South, Seattle, Washington, United States. The ISIN number of Starbucks is US8552441094.
The Chairman of Starbucks is Howard Schultz and Myron E. Ullman. The President and
Chief Executive Officer is Kevin Johnson. The products of Starbucks are coffee beverages,
smoothies, tea, baked goods and sandwiches (Martin, 2017).
McDonalds:- The McDonald’s Corporation is an American fast food company which
was established in 1940. This restaurant is most probably operated by Richard and Maurice
McDonald at San Bernardino, California in United States. The ISIN number is
US5801351017 with 210,000 numbers of employees at 37, 855 restaurants in 2018. Its
products are Hamburgers, chicken, French fries, salads, desserts, soft drinks, coffee,
breakfasts, etc. The company generates revenue of US $ 21.076 billion in 2019 with the
website is www.mcdonalds.com and corporate.mcdonalds.com.
Marketing Mix:- The marketing refers as the ability of producers for selling the
goods to its customers which reduce the hindrance of place. It is possible that marketing
creates opportunity for manufacturers by promoting goods to buyers for purchasing the
product. The consumers are also beneficial as they are able to receive goods within their
place and result in high sale and profits. Managers of Marks and Spencer implement these
elements of marketing mix to sustain in global market by developing its competitive
strategies.
Elements Marks And Spencer Starbucks McDonalds
Product:- The
product refers as
the tangible or
intangible goods or
services produced
by manufacturers
for supplying to
consumers in
fulfilling their
requirements.
The Marks and
Spencer is a popular
and well-known for
top retail chain brand
in the United
Kingdom. The
products of Marks and
Spencer are available
for all category of
human beings such
men, women and kids.
It products include
Blazers, Cardigans,
The Starbucks is
leading coffee chain
brand globally. The
products of
Starbucks are coffee,
tea, baked goods,
frappuccino,
smoothies, other
foods and beverages
such and hot and
cold drinks. It
further includes
merchandise
The McDonalds is
referred as one of the
largest fast food chain.
Its products are
Hamburgers, chicken,
French fries, salads,
desserts, soft drinks,
coffee, breakfasts, etc.

Jeans, Linen, shirt,
skirt, footwear, bags,
jewelleries, etc.
products that are
mugs, instant coffee,
etc.
Price:- The price
of goods and
services are based
in accordance with
the expense done
on particular
product with
profit-margin of
producers.
The managers of
Marks and Spencer
follow competitive
pricing strategy in its
marketing mix for the
product portfolio.
Generally, it supply
qualitative brands that
are priced between
medium and higher
category because of its
premium quality.
The managers of
Starbucks follow
premium priced
coffee seller as being
justified due to high
end technology that
varies in accordance
with best customer
experience.
The managers of
McDonalds follow
promotional pricing
strategy by offering
discounts on its
products by supplying
it on combo pack. It
further competes with
its rivalries that are
KFC, Subway, Pizza
Hut and Dominos.
Place:- The
company most
probably focus on
supplying their
products through
direct and indirect
channel of
distribution in
order to remove
the hindrance of
place.
The Marks and
Spencer company is
an international brand
that have more than
1000 stores and
operates it in among
50 countries of the
world. This company
consists of 850 stores
in United Kingdom
itself.
The Starbucks is
spread all over world
in 70 countries
which include
Africa, North
America, Oceania,
Asia and Europe.
The Starbucks have
a well-designed
website that contains
information on each
and every aspect of
coffee making
procedure with its
quality and farmer
support.
The McDonalds
promotes its products
and services by having
branches in more than
110 countries of the
whole world with
37,855 restaurants. It is
further categorised as
Mc Drive, Mc Donalds
Next, Mc Express, etc.,
with the execution of
their own
differentiated taste.
This attracts large
number of people to
consume its products
at least price.
Promotion:- The
promotion is
described as ability
of company for
promoting and
positioning its
brand to various
customer that
result in
maximisation of
revenue and
wealth.
The Marks and
Spencer selects its
marketing strategy
very carefully as it
aligns advertisement
campaign with digital
marketing. It further
emphasize in
providing a common
message on all
medium of
communications
(Molnar, 2015).
The Starbucks is a
top of the mind
brand through which
various activities and
initiatives. It further
focus on brand
promotion from
marketing mix
through channels
like online, TV, print
advertisements, etc.
The McDonalds focus
on promoting their
services at vast level
for enlarging
customers. It further
adopts various
promotional activities
that are
advertisements, print
and social media,
event, Olympic games,
FIFA world cup, etc.
People:- The
people are
described as staff
members working
in a company with
The employee
strength of Marks and
Spencer is around
83,000. The company
pays special attention
The Starbucks is a
customer centric
company and
provides best
services and
The employees
working at McDonalds
are used to wear
company dress code as
well they are instructed

their prescribed
roles for achieving
goals and
objectives such as
entrepreneurs,
managers, leaders
and employees.
to its employees by
developing good
relation among their
workers to share their
views and
information. The
company follows a
competitive payment
policy to retain its
workers.
ambience to create
most beautiful
memories for any
individual. The
company also have a
lot of focus on its
employees, which is
more than 200,000
across the whole
world.
to behave friendly,
cheering and affection
for one another by
sharing values, beliefs,
ethos, norms and code
of conduct.
Process:- The
procedure through
which the product
is developed has to
evaluated
repeatedly in order
to realise the errors
for controlling it
with corrective
measures.
The Marks and
Spencer stores can be
found at malls, sub-
urban areas. These
stores are beautiful
and properly
organised as
compared to other
company stores such
as pantaloons, wills
lifestyle, etc. The
Marks and Spencer
stores are divided into
floors which mean
they have separate
sections for clothing,
gifts, furniture, shoes
and flowers.
The Starbucks focus
on providing loyalty
cards to its
employees by
upgrading from time
to time that attracts
customers more and
more. The supply
chain management
of company is to
supply its coffee by
delivering it through
indirect channel of
distribution. This
includes
manufacturers,
agents, wholesalers,
retailers and
customers.
The food preparation
at McDonalds is totally
transparent that is the
whole procedure of
making food is
familiar with customer
that builds trust and
faith among its target
market. It further
increases customer
support and loyalty for
supplying superior
products and services.
Physical
Evidence:- The
physical evidence
refers as an
material or object
that plays major
role in litigation,
justification that
product is
developed as per
its descriptions on
labelling and
packaging to meet
the needs of
customers.
The Marks and
Spencer have
expanded its business
in United Kingdom
and other countries
such as Turkey, Spain,
France, Ireland,
Hungary, etc. The
company has got its
own website from
where the customers
can buy products
through online or
digital marketing by
ordering products
from their home.
The physical
evidence of
Starbucks is mainly
mentioned on its
products. The
Starbucks stores,
ambience, coffee
mugs/glasses with
logo printed, paper
napkins, etc.
The physical evidence
of McDonalds
describes that interior
designing of
restaurants are
attractive by
maintaining clean and
hygienic atmosphere to
breathe. It further
develops food with
fresh ingredients by
being aware of
consumer protection
right and health
consciousness.
M3. Analyse the different tactics implemented by organisation to achieve its
objectives
The various tactics implemented by managers of Marks and Spencer for achieving
their short and long term goals and objectives are mentioned below as:-

 Brand Awareness:- The managers of Marks and Spencer focus on increasing brand
awareness among their customers by promoting and positioning it with
advertisements, sales promotion, print and social media, etc.
 Improve effectiveness:- Managers of Marks and Spencer improve effectiveness by
concentrating on the activities of production through total quality and time
management (Perevalov and Tatarnikov, 2015).
 Enlarge customers:- The managers of Marks and Spencer enlarge their customers by
restricting their price which encourage them to purchase more of goods and services
and result in high profitability ratios.
 Customer equilibrium:- Managers of Marks and Spencer develops consumer
equilibrium point by meeting the demand and supply at same point. This is described
as to satisfy the needs and wants of buyer by selling the products at a price on which
the producer also gains profit-margin.
ACTIVITY 3
P4. Develop a basic marketing plan of the organisation
Strategic Marketing Plan:- This is defined as developing a marketing plan by
establishing goals and tactics of company. The strategic plan identifies vision, mission, plans
and objectives of an organisation to encourage workers for producing their products through
total quality management. It creates opportunity for growth and stability of business to
sustain in perfect competition market by increasing their competitive strategies. This mainly
focus on developing qualitative products and services in order to meet the needs, desires and
wants to customers for remaining stable in global market (Perrin, 2016).
The Strategic Marketing Plan for managers of Marks and Spencer are
mentioned below as:-
Features Explanation
Vision The vision of Marks and Spencer is to provide a standard
against which its competitors may be measured, from customer
best experience. It further focuses on developing good
environment and community for its employers at workplace.
Mission The mission of Marks and Spencer is to build their company’s
brand with core value of quality, service, innovation and trust.
Plan The future plan of Marks and Spencer is to increase their sales
by 50% from healthier products in 2022. The managers of
company are further planning to produce comprehensive growth
in wide range of vegetable-based protein convenient meal
solutions and components for cooking as to supply healthy meal
for their end-users.
Objectives The main purpose of Marks and Spencer is that they aim to
excite and inspire their customers for purchasing their products
as the manufacturers keep on improving the quality of products
(Sandle, 2015).

PR Smith’s SOSTAC Planning System:- This is a fundamental facts of marketing
which includes situation analysis, objectives, strategy, tactics, action and control. It is a
general marketing strategy which is implemented by companies to identify the marketing
efforts which may be beneficial in future for accomplishing goals and objectives of business.
Managers of Marks and Spencer implement this model as to analyse the strategies of
company which will be beneficial in developing its intrinsic strength and extrinsic
opportunities to overcome weakness and threats.
Situation Analysis:- The managers of Marks and Spencer analyse the varied situation
of business which result in developing competitive strategies to compete with rivalries for
sustaining in global market.
SWOT Analysis Internal Strength Managers of Marks and Spencer have
the strength for high recognition of
brand as they have wide variety of
products with large number of stores
and popular brand design.
Weakness The managers of Marks and Spencer
have high cost of their products as
they are not able to control their
expenditure over particular
commodity.
External Opportunities Managers of Marks and Spencer are
highly benefited with their large
number of varied products which
encourage customers to purchase it.
Threats The managers of Marks and Spencer
have threat for large number of
competition available in global
market that is Uniqlo, Gap, Tommy
Hilfiger, Zara, and United Colours of
Benetton.
Marketing Objectives:- The managers of Marks and Spencer focus on their
marketing strategy as to analyse the change in taste and preference of customers
which result in providing customer satisfaction.
Features Explanation
Specific (S) Managers of Marks and Spencer focus on developing their
products with good quality, clear motive to satisfy desire of
customers and unmistakable by improving efficiency.
Measurable (M) The managers of Marks and Spencer analyse the specific criteria
for measuring progress from previous year to current goal
achievement.
Achievable (A) Managers of Marks and Spencer focus on developing attainable
target and they does not believe in impossible as for them
everything is possible to achieve success.

Relevant (R) The managers of Marks and Spencer main purpose is to produce
their qualitative products as prescribed over advertisements
through realistic and relevant to remain stable in global market.
Time Bound (T) Managers of Marks and Spencer aim to produce their products
within specified duration in order to meet the requirements of
customers and increase their support and loyalty for being stable
in perfect competition market.
Strategy:- The marketing strategy is defined as the strategic decision making
procedure for a company through innovative idea in planning function. It is essential for an
organisation to analyse the intrinsic strength and extrinsic opportunities of company which
can control weakness and threats for stability of business (Sharp, 2016). Managers of Marks
and Spencer implement this marketing strategy as to identify the strategies adopted by their
competitors that might create threats for company and result in instability at global market.
These marketing strategies are described as under:-
 Market segmentation:- This is defined as the market segmented from the whole
target market as to focus on a small group of individuals by analysing their needs and
to supply them with prescribed and specialised goods and services. Managers of
Marks and Spencer focus on their small group as to fulfil their needs and wants by
producing goods and services in accordance to provide them high level of satisfaction.
 Market Targeting:- It is described as the process through which a small group of
individuals is targeted in order to analyse their needs and wants. Managers of Marks
and Spencer concentrate on them as they ascertain their specialised and similar
demands and to produce goods for them that result in increasing sales and profitability
ratios. The company is advantageous as customers are ready to pay high prices for
their qualitative products.
 Market Positioning:- The positioning refers as capability of marketing managers to
increase brand awareness among customers. This takes place while promoting
products and to position its place in mind of customers that attracts them to purchase
product. Managers of Marks and Spencer are advantageous as it results in high
revenue, profitability rations and market share. This increase the opportunity of
business to remain stable in global market (Spry, 2016).
 Product Differentiation:- The main purpose of managers in an organisation is to
develop specialised product with their innovative idea to generate strategic decision
making procedure. Managers of Marks and Spencer focus on developing
differentiated product for their differentiated target market in order to enlarge
customers with superiority that result in high satisfaction of customers.
Tactics:- The managers of company mostly focus on their potential customers as they
produce their products and services in accordance to meet their requirements. Managers of
Marks and Spencer concentrate on their buyers by considering them as king for company. It
is essential for managers to analyse the change in taste and preference of their end-users and
to realize them their quantitative product can fulfil their demands.

 Maximise sales by 50% in 2022:- The main purpose for managers of Marks and
Spencer is to evaluate the work done by their workers through performance
management. This result in justification for identifying the task completed and at how
much time period. The managers further decide that there is a need of change in
leadership style or not. Managers of Marks and Spencer are advantageous as their
performance appraisal leads to encourage workers in improving effectiveness that
result in goal achievement efficiently.
 Increase profits by 15% in 2021:- The Company plans their expectations in
accordance with the work performed in present. Managers of Marks and Spencer
focus on this as they aims to promote and position their brand in front of customers
through supply chain management.
Action:- Managers of Marks and Spencer focus on their action with the motive to
match their actual performance with the budgeted revenue and expenditure. It is essential for
an organisation to measure their task with their budgeted plan in order to minimise their
expense as to manufacture commodities with least-cost effective and good quality product.
This results in attracting large number of customers to consume more products for achieving
high level of satisfaction at which they are ready to pay high prices.
Control:- The managers of Marks and Spencer aims to manage and control the
actions of their workforce by restricting errors through developing innovative idea with
corrective measures to solve it. This further focus on controlling and monitoring techniques
as to restrict errors through providing employees training and development programs in order
to improve their skills and proficiency. It creates opportunity for growth and stability of
business to sustain in global market by developing competitive strategies to compete with
rivalries.
M4. Produce detailed coherent evidence-based marketing plan
The coherent evidence-based marketing plan refers as to use business objectives by
developing and designing corrective measures for achieving success efficiently. It creates
opportunity for business to compete with its rivalries through their competitive strategies.
Managers of Marks and Spencer focus on improving intrinsic strength for controlling
weakness and developing extrinsic opportunities to minimise threats in order to sustain in
global market. The managers of Marks and Spencer generate their strategic marketing plan by
forecasting on vision, mission, plan, objectives, marketing strategy, tactics and potential
customers.
D2. Design strategic marketing plan that tactically implement 7P’s of marketing mix
The strategic marketing plan is developed by managers of Marks and Spencer in order
to generate their capital by undertaking high risk during investment and managing it
effectively which result in high return in future period. The managers of Marks and Spencer
are emphasized to implement these elements of marketing mix as to analyse which product
has to be developed at what price which encourage customers to purchase more. It further
analyse that how the product has to be promoted for increasing brand awareness among its
potential target market (Tarka, 2018).

CONCLUSION
From the above discussion it have been concluded that marketing plays major role in
an organisation by analysing and identifying the change in taste and preference of their
customers. It is very essential for business to develop marketing strategy in order to examine
and evaluate the performance management of workforce which leads company in achieving
success. This project demonstrates the roles and responsibilities of marketing by situational
analysis, marketing strategy, designing marketing tactics, implementation and control. It also
interrelates with various functional units of company such as production, sales, operation,
finance, research and development, information technology, etc. It also differentiates between
two organisations with the application of marketing mix element that are product, price,
place, promotion, people, process and physical evidence implemented to achieve objectives.
Apartly, it develops a detailed coherent evidence-based marketing plan with vision, mission,
plan, objectives, marketing strategy and potential customers for increasing its competitive
strategies to sustain in global market.

REFERENCES
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