Analysis of Marketing Essentials: Processes, Roles, and Interrelations

This report provides a comprehensive overview of marketing essentials, focusing on marketing processes, the roles and responsibilities of a marketing manager, and the influences of marketing on other functional departments within an organization, using Marks and Spencer as a case study. It details the four types of marketing processes: strategic marketing analysis, marketing mix-planning, marketing implementation, and marketing evaluation and control. The report outlines the responsibilities of a marketing manager towards employees, the enterprise, and customers, emphasizing the importance of understanding consumer needs and wants. Furthermore, it analyzes the interrelation between marketing and other departments such as Research and Development, Human Resources, Finance, and Production. The report also highlights the value and importance of marketing in meeting consumer needs, organizational growth, pricing strategies, facing competition, economic growth, and better product offerings. Finally, the report includes discussion on the marketing mix (product, price, place, promotion) and marketing plan.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Overview of different marketing process....................................................................................3
Roles and responsibilities of a marketing manager.....................................................................3
Analysis of marketing influences and interrelates with other functional departments...............5
Values and importance of marketing role...................................................................................6
PART 2............................................................................................................................................7
Marketing mix.............................................................................................................................7
Marketing plan .........................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to the process of finding the wants and needs of the buyers and giving
them the products and services which satisfy there needs. The marketing can be done by social
media, video advertisements, targeted emails etc. Marks and Spencer Group Plc is a
multinational retailer having its headquarter in London. It was founded in 1884 in U.K. This
report will outline the different marketing processes and role and responsibility of the manager.
Further it will outline the marketing influences and its interrelation with the other functional
department and the value and importance of the marketing.
PART 1
Overview of different marketing process
There are four types of marketing process:
Strategic marketing analysis: It consists of market segments which helps to get the
profit in the competitive market. Company should mention the needs and that they can satisfy of
their customers. This marketing is also consisted of market niche. Niche is the small group made
by the Marks and Spencer company to achieve its small target.
Marketing mix-planning: There should be a proper marketing planning to achieve the
strategic goal of the cited company. It consists of product, place, price and promotion.
Marketing implementation: it is very hard for the company to do sales promotion,
advertising etc. An effective implementation should be done by the cited company which help in
achieving the goals.
Marketing evaluation and control: As market is changing regularly so the company
must evaluate and check the market before implementing and adding anything new to the
company.
Roles and responsibilities of a marketing manager
Roles:
Work with top management: Marketing manager should work with the top-level
management of the company (Alvarez-Milán and et.al., 2018). The marketing manager helps the
top-level in determining the plans of the marketing, rules and policies which helps to reduce the

hindrances and problems of the company. The marketing manager of the Marks and Spencer
must co-ordinate with the top management for determining the marketing plans. He must assist
with the top department to determine the marketing plans and remove the problems of the that
are occusing in order to do the good marketing.
Study the Economic and Political environment: The marketing manager should study
the external environment which affects the growth of the company. He should know the new
rules and policies of the government before launching of new products or services in the market.
The cited company manager must study the social, economic and political environment which
helps him to know about the new rules and policies related to the tax. By focusing on this
environment the organization should develop its marketing plan.
Co-ordinate and supervise business activities: It is the duty of the marketing manager
to co-ordinate with the activities of the business related to sale, purchase, inventory,
advertisements etc. The marketing manager of cited company must supervise and co-ordinate
with the business activities of the company related to selling, purchasing, advertising etc. The
good co-ordination will make the manger to have increase the marketing which will increase the
profitability of the company.
Responsibilities;
Responsibility towards Employees: The marketing manager must motivate their
employees which helps in the development of the company. He should provide training and
salary to the employees of the company. The marketing manager of the Marks and Spencer helps
there employees to improve their performance by motivating them and giving them good
suggestions related to their problems. The marketing manager must commence the schemes for
the welfare of their employees and should co-ordinate with the different activities of the
employees.
Responsibility towards Enterprise: Marketing manager has a great responsibility
towards the goal of the organization (Bernyte, 2018.). It helps to increase the earning of the
company. He makes proper plan and procedure related to market activities. He used to do sales
forecasting, fixation of price, planning of the product etc. The marketing manager of cited
company should focus on these responsibilities for the smooth flow of the organization. The

smooth flow will make the organization to grow in the competitive market. They must make the
good marketing strategy in order to make their enterprise to grow and get success.
Responsibility towards Customers: Marketing manager has a big responsibility towards
the customers as customers are the main source of market. The marketing manager of cited
company must check the needs, wants, taste and preferences of the consumers and must satisfy
their needs (Di Gregorio and et.al., 2019). He should make the continuous supply of the products
and services in the market. Marketing manager make their customers to know about the new and
innovative products that the company has launched and also attracts the customers to buy that
new products.
Analysis of marketing influences and interrelates with other functional departments
Marketing and Research and development departments: Research and development
department creates new and latest products and services for the company. Marketing department
helps the research and development department to make them know about the changes and
innovations in the market (Feng, Huang and Avgerinos, 2018). The marketing department of the
Marks and Spencer company helps the research department to make them do research on those
factors which are innovative in the market. The cited company must do proper marketing which
must satisfy the needs of the persons and should co-ordinate with the research and development
department to research on the those factors which are taken by the marketing department.
Marketing and Human Resource Department: Human resource management of the
company helps the company to recruit and select the employees in the company. It also gives
training to the employees of the company. The marketing department of the cited company will
help the human resource management to select the most appropriate person having good skills
which are required in the market for the development of the company. It also helps the company
to meet their targets and ensure a quality of staff in the company. Human resource department
helps to the marketing department that which type of employees are needed in the company. The
marketing department will research the employees which are required by the human resource
department.
Marketing and Finance Department: Marketing department has to work with the
finance department of the company. The finance department maintains the overall budget of the
company. The cited company marketing department must work with the finance department

because this department gives the budget for doing marketing in the market. Marketing
department helps the finance department to know about the sales volume and market share of the
company. If the company earns more profit than the marketing department can have more budget
of exploring the external environment.
Marketing and Production Department: The marketing department should co-ordinate
with the production department to know that proper research and planning is done according to
the market for the production of the new products. It can also determine the quality and quantity
of goods to be produce by doing the proper marketing of the environment. Both departments of
the cited company should ensure that production must be done according to the market which
must satisfy the needs of the customers. The production department of the cited company should
produce the products and sell in the market. By having the good marketing by the marketing
manager will increase the production of the company and makes the company know about the
new taste and preferences of the customers.
Values and importance of marketing role
Marketing meets the consumer needs and wants: By doing proper marketing it makes
the company to know what exactly the consumer wants. It identifies the wants and needs and
satisfying their customers by providing their needs and wants. Marks and Spencer should have a
proper marketing and research and must satisfy the need and wants of the customers. As needs
and wants of human changes on regular basis so the organization should have good marketing
strategy to meets the wants of their customers.
Marketing helps in the organizational growth and survival: The business survival is
depends on the customers and increase in the market value of the company. The cited company
should do better marketing which helps the company to achieve its objectives by satisfying the
wants of their customers. Marketing helps the cited company to know what their customers
actually want from the company. This makes the company to have the organizational growth,
success and survival in the competitive market.
Marketing helps in adapting the right price: Price is the most important factor of the
marketing mix. By doing marketing it helps the company to decide the price of their products. As
price is the most important factor for the cited company because it decides profit of the company.
The cited company must decide the fair prices of the products which attracts the customers to

buy that product. The company should do proper exchange of goods and services which makes
the company prices favorable in the market.
Marketing helps in facing competition: Competition is growing in the global market.
Marketing helps the company to know about the competitive firms in the environment
(Pomering, 2017). Its makes the cited company to distinguish its products quality and price by
doing proper marketing of the other competitive companies. It helps the organization to make
their product better from their competitors by having the proper marketing by the marketing
manger.
Marketing helps in economic growth: By doing marketing it creates the demand in the
market. Proper marketing helps the company to increase their production by seeing the demand
in the market. Marks and Spencer company can increase their production by analyzing the
market which helps the company in their economic growth.
Marketing helps in better product offerings: There are many companies which sell
many types of products in the market (Purchase and Volery, 2020). The products sell by the
company should be properly packed and labeled. The cited company must make good products
which are properly labeled with the products name and packed. Proper and unique packing
attracts the customers to buy that products.
PART 2
Marketing mix.
The marketing mix is a study of marketing strategy tools used by company to sell
services or products in order to target their customers (Wróblewski and Lis, 2021). This strategy
help understand what the services can offer and how to plan for business success and product
offering. It is used by every company to promote and improves its brand name or product
demand in the competitive market.
Basis Marks & Spencer Waitrose
Product strategy M&S provides various item
and services that satisfies the
customer needs and wants.
This company is top retail
On the other hand, The product
mix of this company differ
from area to area because of
customer needs and

brand offers varieties of
products for women, men and
kids.
M&S also provides home,
furniture, food and wine, bags
and accessories.
preferences. Such as the
canary wharf store is
establishing to achieve
satisfaction level of people as
they offer wine bar, exclusive
wine and vintage wine. The
products are being planned by
expert teams keeping in mind
the quality of products. The
company manufactures
branded products which is
beneficial for satisfaction of
customers.
Retailers here have the
opportunity of tracking market
trends and needs of customers
and can make changes if
necessary such as ethnic food,
take away system and healthy
food items.
Price strategy The in-house brand of M&S
are priced between medium to
high category just because of
its premium quality.
Due to increased competition
M&s follows a competitive
pricing and marketing strategy
as customers now have more
options to choose on the basis
of taste, fashion and trends.
During seasonal time the
On the other side, the company
focuses on all goods sold at
identical prices it means they
try to operate a national price
structure. To keep market
position, stable the company
use price flexing method in
order to gain competitive
advantages. Due to high
operating cost of trading
within the UK city, a

company follow dynamic
pricing strategy as it offers
more special discounts and
coupons to attract customers.
The old stock is put for sale at
low cost as compared to new
arrivals.
company’s store which is
establish in the London have
high price products as
compared to store which is
situated out of town.
Place strategy and physical
evidence
M&S is famous brand of UK
which has got more than 1000
stores (Riva and Pilotti, 2021).
The company has established
offices in china, Hong Kong
and Malaysia and others.
This company has got its own
website from where the clients
can purchase products and get
fast home delivery.
The brand also offer an option
for international delivery for
few products to satisfy
customers.
On the other side, the company
is situated mainly in the area
called south east in the country
UK. The selling space of the
fir is 2000 sq meter, which is
small in size as compared to
other companies. The firm has
started expanding its business
out of town locations, so that
people can make purchase
easily.
Promotion strategy M&S follows its marketing
strategy very carefully to align
its brand name advertisement
campaign with the help of
digital marketing.
This company uses mobile ads,
social media platform and
others.
The company uses its own
Nevertheless, the firm
motivate shoppers to increase
them spend within the physical
store so that customer can
make purchase comfortable
manner. They are spreading
awareness about new store
with the help of promotional
offers.

website and keep updating it to
promote its brand so that
clients can find out blogs and
fashion tips easily.
They promote its season sale
to their loyal customers by
providing them special offers
and discounts.
The company also offer
loyalty program named as
'sparks' which adds points on
the basis of amount spent on
shopping (Radojevic and et.al.,
2021). This points can be used
as a reward points on future
purchases.
People The company pays special
attention to the employees and
workers as they follow a
competitive payment policy to
retain its employees.
M&S rewards its employees
on the basis of their
performance in order to
motivate them (Marketing mix
of marks and Spencer, 2021).
To give boost the company
provides special discount on
M&S items purchased.
On the other hand, The
company is capable to respond
the needs of its loyal present
and future customers. They use
various types of; method to
evaluate customers opinions
and customer satisfaction.
process The stores are well-organized However, the company focuses

having separate section for
gifts, flowers and others.
The customers can choose the
products, and they can pay
bills at checkout counter.
on new store with many
options available to choose
from store and winning
satisfaction of customer needs.
Marketing plan
Overview/ background
Marks & Spencer has made potential efforts to attract their customer's preferences by
providing them quality products. The company is moving in right direction with their business
plan with the focus on growth and development.
Vision
To focus on environment and society and provide facilities to working environment for
staff members.
Mission
In order to satisfy employees and customer needs and preference the company make
aspirational quality of products worth every penny.
Objectives
The company main aim is to build social interaction between communities and improve
work environment. The major objective of this brand is to create social relationship with society
by improving the safe and positive atmosphere nearby.
Pestle analysis
Political factors
The company has advantage of trade
agreements thus, it leads to decrease in the
sourcing costs.
Economic factors
Currently, tax rate is high, thus the company
needs to pay more tax and interest this will
create negative impact on firm.
Social factors
The continuous chain of products and services
recalls creates negative social trend within the
company.
Technological factors
The company is focused around using creative
and new technology. Therefore, it announced
technology transformation plan.
Legal factors Environmental factors

Presently, the company conducted training
programmes on areas like health and social
welfare. This creates positive impact on the
performance of the firm.
Additionally, the company established their
own green policy and worked on areas such as
reducing use of energy and promoting true
value of trade and focus on sustainable items.
SWOT analysis
Strength
The company have their own branded labels
which attract customers. Promotional
activities of the company help grow their
business in a strong manner.
Weakness
Due to strong competition, the company
market share is on risk, so they need to take
supportive action and protect their image from
misuse of fake imitation items.
Opportunity
M&s needs to focus on improving its website
in order to introduce new marketing segments
that provide more profitability and expand its
store worldwide.
Threats
Other company providing discounted prices is
a threat for M&S. So, the firm must keep track
on policies and marketing strategies of others.
Competitor analysis
Basis of difference M&S Waitrose
Physical evidence based The firm offers various
reports in order to inform
more customer about its CSR
campaign (Raewf, Thabit,
and Jasim, 2021). The staff
members are motivated to
wear attires manufactured
using sustainable methods.
The company offers and
manufacture branded products
that show little difference
which has created
differentiation strategy in the
company.
Payment mode The company accepts
contactless payment mode
securely debit card, credit
card and others.
The company provides
facilities to purchase products
store and make payment
through digital method.