Roles and Responsibilities of Marketing Function in Marks & Spencer

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function....................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................3
Task 2...............................................................................................................................................4
1) Compare the marketing mix of two different organisations to achieve business objectives:.4
TASK 3............................................................................................................................................7
P4) Produce and evaluate a marketing plan for an organisation ................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a general process which is concerned with the developing, promotion and
offering products for the purpose of satisfying the needs and wants of the customers in order to
build strong customer relationship with the customers of the company. Marketing function helps
the organisation to gain competitive advantage in the business environment (Ahmad, 2018).
Marks & Spencer is a UK based company which was founded in 1884 deals in the variety of
retail products such as home essentials, food products and a range of clothing outfits. The above
report includes the roles, importance and the various marketing used by the company to excel in
the market.
MAIN BODY
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
The marketing performs different roles and responsibilities for performing the operations
of the business for the purpose of generating high revenue along with the profit so that it leads to
success. Below are some of the roles and responsibilities explained:
 Attainment of customer satisfaction: The marketing department is concerned with
identifying the needs and wants of the customers by analysing their feedback obtained
through the intermediaries. This information is used by the marketing department for
making the improvements in the products and services so that the needs and wants of the
customers would be fulfilled. The department should focussed on making the
advancements in the product as per the changing business environment as with the
change, the expectations of the customers also get increased (Al Badi, 2019). In the
context of Marks & Spencer, the organisation is getting the data from the outlets through
their feedback system so that the department can get to know about the shortcomings in
the products and services being offered by the company to their customers which helps
them to make strategies to make improvements in the products and services.
 Promotional strategies: The department is involved in making the business strategies
for the promotion of the products and services based on the analysis of the potential
customers so that promotion decisions can be taken which generally includes promotion
method, target customers, budget allocation etc. In the regard of Marks & Spencer, the
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organisation are promoting its products and services on the various platforms such as TV
ads, search engine optimization, print advertising etc. which helps the organisation to
attract a large number of customers to the company's products and services.
 Brand Building: The department is engaged in developing the image of the company at
the market place in the eyes of the customers which helps the organisation to build its
brand through a range of high quality products and services which are being sold to the
customer. Building a brand is essential for the organisation as it helps in retaining the
customers for a longer period of time (Avila-Robinson and Wakabayashi, 2018). In the
context of Marks & Spencer, the organisation is making efforts through providing
excellent after sales services for the purpose of building strong image among the
customers which helps the company to retain their customers for a longer period of time.
 Identification of target market: The department helps in the identification of the target
marketing by analysing the features of the product and evaluating that the product would
be suitable for which category of people. It helps the organisation to segment the market
and develop their marketing strategies for the purpose of promoting the products and
services to a large number of potential customers. In the context of Marks & Spencer,
there are different variety of products available to different target market which aids in
gaining competitive advantage for the company.
 Managing marketing budget: The department involves in raising funds for the
marketing operations and allotting the available funds for the purpose of promotional
campaigns, product development, market research and so other activities. It helps the
organisation to get the optimum utilization of the funds available in the organisation. The
marketing department of the Marks & Spencer allot its marketing budget to different
departments for the purpose of making effective marketing strategies which helps the
organisation to achieve higher financial results along with the satisfaction among the
customers of the organisation (Brown, Crosno and Tong, 2019).
 Maintaining relationship with intermediaries: The department is also involved in
developing a healthy relationship among the wholesalers, retailers and customers by
continuously dealing with them and providing relevant information to them which
increases the satisfaction among them in respect to the organisation. The marketing
department emphasize much on their suppliers and customers by providing timely
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