Marketing Essentials and Functions Assignment

The provided text is an assignment that delves into various aspects of marketing, including its definition, marketing mix, functional areas of organization, and essential books and journals related to the topic. The assignment also mentions online resources for learning about marketing functions and strategies. It appears to be a study material or past paper for students, likely from a course on marketing or business studies.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and Responsibilities of marketing functions................................................................1
P2 Roles and responsibilities of marketing with wider organizational context..........................5
TASK 2............................................................................................................................................7
P3 Marketing Mix of two different organisation........................................................................7
TASK 3 ...............................................................................................................................11
P4 Marketing plan.....................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
In today's scenario of corporate world it has become an mandatory aspect in organization
as simple it also play a crucial role in growth and success in every business organization too.
Marketing is that particular aspect of company that manipulate people and catch eyes of more
and more customers from the large market and allow firms to sell there quality product and
services in effective manner (Dibb and Simkin, 2013). Even though, marketing department of
entities are having an responsibility to conduct research in market so that needs and wants of
customers can also be known. Moreover, entity is that who formulate various needed policy and
procedure which needs to be followed by marketing department so that they can work in
effective way and can pull in variety of opportunities for enterprise from market to earn higher
amount. Report is based on IKEA, which is known for modernist designs of furniture and
appliances. It was founded in year around 1943 and founded by the Ingvar kamprad and even
having more than 1,94,000 employees. Hence, organisation is also there in different parts of
country and having branches around 411 across various country too.
Assignment will discuss about the roles and responsibilities of marketing functions and
there interrelation with firm. Comparison between marketing mix of two companies. Although, a
basic marketing plan is also developed with goals and objectives in firm.
TASK 1
P1 Roles and Responsibilities of marketing functions.
Marketing is that aspect of organization which convert firm to work in effective manner
and earn a good amount of profit in market. Before understanding roles and responsibilities of
marketing functions, it is required to understand what the actual marketing is:
Marketing: It is that marketing process through which goods and services do move from
concept of customers. Basically, it do include coordination in four elements that called with 4P's
of marketing i.e. identification, selection and development of product too, it also determine its
price, selection is made of distribution channel to reach customers place and having an
development with implementation of promotional strategy.
Although “Marketing makes company to look smart and effective marketing makes
customers to feel smart”. Moreover, marketing department of firm is also liable for the different
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criteria for administration which do lead to connect and attain task in proper manner as well.
Basically, understands the functions of marketing department in organization:
 Marketing do help firm in defining as managing with brand at marketplace, even more
and more customers are there which needs to be attracted as well.
 It is such which also show product and focus having an gross sales cycle.
 Another responsibilities are there of marketing department as it needs to listen customer
needs and wants which do help in satisfying everything in effective way. Beside this, it is
such which do help in interacting with target market so that there queries and problems
can be solved within time period.
 Marketing manager is that who also develop marketing plan in better way which do help
in analysing necessary factor that affect business performance and productivity in
various ways.
Different marketing department also leads to manage the working in better manner;
marketing department of IKEA is that who also follow some of there functions in perfect way. It
also lead to attain goals and objectives in great way.
Roles and responsibilities of marketing functions.
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(Source: Johnson. M, 2018)
Marketing information management: It is also known as monitoring the marketplace
and also lead to organize the different thing in better manner and also lead to analyse the result in
data collection and formulate some better strategy and decision for the future context. Even
though IKEA has to use the information in effective way so that they can bring better plan and
also lead to earn a higher profit scenario in market. Marketing information should be collected in
right prospect so that analysis can also be done in organization of important information and it is
like which do help firm to attain goals and objectives in great way too (Wirtz, 2012).
Selling: In IKEA selling is the major concern which needs to be increased with the use of
marketing department, even it can help to attain higher profits in great way. Selling is that aspect
in organization which needs to be given as special attention in organization as this could make
firm to bring in more and more profit in better way. It is such which can result into expanding the
business as well in upcoming years in other countries too. Even though, making a delivery on
time can also lead them to create a satisfaction in the eyes of customers as quality product and
services is provided to them in right context.
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Illustration 1: 7 Marketing Functions

Distribution: It is that aspect of marketing function which distribute the product and
services to there customer with help of better distribution channel. Even creating a better
working environment in organisation and also formulating proper distribution channel in firms
does help them to bring in various aspects which help them to have an proper working, a proper
channel chose by firm also help entity to provide there services and product on time to various
customers and make themselves to earn higher profits too.
Product service management: Product and service development is considered as the
marketing functions which do involve obtain, develop and maintain different aspect and
improve the product and services mix in response to have market opportunities in great manner.
Thus, once identified the target market which needs to set the prices of product and services in
great manner and with this goal do become effective that needs to manage product and services
in perfect way. Basically, it involves listening to customers, respond with there needs and wants
as it is such which keep the product and services fresh and leads to up to date working ( Pike,
2015).
Promotion: This part of marketing function needs to be performed in better way and
many of the business owners of company like IKEA are somewhere familiar with the idea of
promotion in effective way. Advertising product and services are those which is essentials to
attract new customers and keep existing customers coming back for the longer period. When the
changes in marketplace on time, will have an respond to appropriately tailor some promotion
messages with new media.
Pricing: It is that which needs to be set according to the market requirement and even
though IKEA is required to formulate same according to competitors price as well. Basically,
price is that element of marketing functions which needs to be reasonable so that people can buy
there product and services in right manner and attainment of goals and objectives can be there
too. Pricing is that aspect which needs to be set according to competitors and effective strategy
with this will make them to earn higher amount as well. Moreover, it is be like which help
company to attain a great competitive advantage in market. Price is that which set the future of
product in proper way.
Financing: It is considered as backbone of organization and finance is the base to
perform any of the function in market and it convert firm to bring in effective resources in entity
to earn a good amount of profit too (DLamb, Hair and McDaniel, 2011). Basically, finance needs
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to be used by every department in better manner. Top executives of enterprise do divide the
finance in different department so that effective and needed resources can be called in quality
products and service by IKEA can be provided to others as well.
P2 Roles and responsibilities of marketing with wider organizational context.
To gain a competitive advantage in market it is required for organisation to work with
every department which do lead to increase the working activities and functions. In context to
marketing, every function unit that also lead to work together and this is such that lead to revamp
the performance and productivity as well. Basically prime objective of IKEA is too expand there
business to other countries where they don't have a branch and also having an main objective to
earn more and more profit too. Even though, there are various and some responsibilities of
marketing is there with other functional unit of firm:-
 Finance department:- It is that department which is considered as main aspect of
organisation and this department is such in which all the financial resources of firm needs
to work in systematic way. Finance department do divide the money according to
different department for there effective working and it do include long and short term
investment criteria. It is such which do fulfil the activities managers that is required for
huge funds or amount too (Malhotra, Birks and Wills, 2013). Hence, marketing plan is
produced with recognising a financial condition of it in market as well.
(Source:- Functional areas of organization, 2017)
 Human resource department: IKEA is a well known company and growth with success
in which skilled and qualified employees are the reason in better way. The HR
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Illustration 2: Functional areas of organization, 2017

department of firm is liable to call in those candidates who can meet up and firm can
satisfy marketing needs and wants of customers in effective manner and leads as
capability to communicate with customers in proper way. Therefore, departments needs
to consult with each other in great manner. Human resource is that aspect of organization
who has to perform there functions in effective way and make organization to earn higher
profit as well (Perreault, 2010).
 Production and operational department: It is that department of organization who do
produce quality product and services in right context and thus required to determine the
advance firm's growth and success. Operational department is that who bring in different
approaches to have an quality manufacturing of product and services in order to gain
there sales and profitability in company. Various feedbacks and reviews are there of
buyers and make it essential revamping in existing product and services as well. Beside
this, marketing officers are those who make aware towards the future challenges and
threats too. Information is such which is assistive for operational department and needs to
work accordingly, even it also render effective facilities to people too. Even marketing
also assist the worker and employee to work in right direction as well that could lead to
market the product in right format.
 Research and development department: It is that department of IKEA which identify
different aspects in market and leads to have an proper working in better way. Marketing
is related with research department too and with particular department firm can collect
needed information so that they can pull in effective strategy and decision, even needs
and wants of customers are also be attained and marketing is also be done according to
that only and content they will chose for advertising will be appealing as well which
could help firm to attract many customer and earn higher profits too (Jones and Rowley,
2011).
 IT Department: In organization there are various department and IT is one of them
which do help firm to use technology in effective manner to increase income of company
and will make firm to gain growth and development of firm. Marketing department use
technology to analyse the market and with the help of digital tools they do bring in
effective working in better way. IT department manipulate working in organization and
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thus they help firm to attain goals and objectives in right manner (Peter and Donnelly,
2011).
 Customer service department: Even though customer service department of company is
somewhere liable for solving the issues and problems with queries of buyers in better
way. Basically, there are various thing which do focus on how firm develop there public
relations in right format. Marketing officers do help in managing healthy and positive
relationship with customers in right manner. Moreover with this assistance, employers
are those who take feedback and reviews as well from customers.
 Technical support department: There are various technical issues and problems are
there which do hamper customers interest in better way. Department is also responsible
for having am generation of innovative tools and techniques in having production from
firm which it can achieve its performances goals and objectives in better manner.
Basically it is considered as beneficial for marketing department in order to attain and
retain different thing in better manner (Linoff and Berry, 2011).
TASK 2
P3 Marketing Mix of two different organisation.
Marketing Mix is that which do help in having an foundation model in marketing as well.
It is considered as the merchandising tools which will be utilised in order to pursue goals and
objectives of company in proper manner too. Marketing mix is having an seven key elements
such as- product, price, place, promotion, people, process and physical evidence. Therefore,
marketing mix of two different enterprise and there comparison, which is described as under:-
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Illustration 3: Marketing Mix
(Source:- The Marketing Mix, 2017)
Basis IKEA ALDI
Product IKEA is that company who serve
million of people with there
product and services. Main product
of company is to sell furniture and
different home products, they do
focus on different design in
product which could lead them to
earn higher goals and objectives
too in right format.
ALDI is that retail store which do
provide various product and services to
large people and satisfy them with there
product and services. Basically, ALDI
sells cloths and earn higher amount of
profit which looks forward to attain a
good work in market too.
Price IKEA is that firm who changes its
price according to the market
environment and leads to set the
reasonable prices so that they can
sell there product and services in
right manner. Prices must be set
according to the competitors as
well that could lead to make firm
to attain an higher goals and
objectives in right manner. Price
ALDI is that company who do not set the
prices according to requirement they set
such according to there needs to earn
higher money. ALDI is having an better
working environment in organisation and
such leads to earn higher profits in
proper way. Moreover, prices by ALDI
is set by there own with analysing the
market in perfect way. Price has to be set
by organization so that they can sell
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should not be so high and not
should be so low, which direct
firm to attain a better working in
environment and leads to change
different working in organization
as well (Blattberg and Deighton,
2010).
there product and services in great way.
Place IKEA is among in the different
parts of country and thus also serve
millions of people with there
product and services that could
help firm to earn good amount of
profit. Place should be considered
as the important aspect and should
locate the thing at that place which
can be convenient to every
customer and consumer can come
up and buy there quality product in
right manner. Place is that part of
marketing mix which needs to be
considered as the crucial part of
organization and set according to
market place where competition is
low too. IKEA chose place by
analysing market scenario and
having an perfect assembling of
work even in systematic way.
ALDI is also among famous firms in
world and provide different product and
services in great way and thus it is such
which do lead to make them attain goals
and objectives in right context as well.
ALDI also goes with choosing that place
which can be profitable to them in better
manner and can lead to earn profit in
great way as well. Even though place do
play an crucial role in stability of firm
and make everyone to gain an better and
proper competitive advantage too.
Promotion IKEA is that company who goes
with promotion part but not that
much like others do. IKEA is
ALDI is that company who believe in
earning huge amount of money and also
help firm to promote there product and
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having an competency to cope up
in huge market and make firm to
attain goals and objectives in right
manner. Promotion should be done
according to requirement and make
people aware about the availability
of product and services that could
help them to attain effective goals
and objectives in right contrast.
Promotion is merely or less time is
done in IKEA as because they
have trust on there own products
and services as they can satisfy the
customers needs and wants in
perfect way which do lead to attain
a healthy environment in right
contrast as well.
services which can lead to attain goals
and objectives in right manner. Even
though ALDI rely on marketing as they
believe that marketing is that concept
which will help in increasing sell of
products and lead to attain a big part of
market share that could help them to
attain a competitive advantage in various
ways as well.
People IKEA provide full attention on
building conducive relationship
with their customers by satisfying
their needs in effective manner.
Apart from it, employees are also
trained in order to increase their
skills and knowledge at significant
level so that ultimate purpose
could be comp0olleted in set
period of time.
ALDI offers less customer service due to
presence of different segments of
products this, result that there is no need
of workers at every section in
departmental store of ALDI. They treat
their employees very effectively and
impart proper training to them.
Process The process which is conducted by
IKEA is simple and effectual.
They have their own sawmills
They carry out their work process easily.
They have segregated their products very
properly so that customer do not find any
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hence do not face problem in
production process. They imparts
high customer care services by
providing them various
opportunity in respect of delivery
function.
problem in respect to it. They deliver
high quality of products and services to
their customers so that final objective
could be accomplished in set period of
time (Hair, Sarstedt, et. al, 2012).
Physical
Evidence
IKEA have large in size stores that
are located in market place. They
continuously make efforts to invest
in utilising solar power energy in
to their organisational system so
that work process could be
conducted. They have additional
characteristic which they offer to
their customer which include
facility of restaurant, car parking
facility to their consumers so that
they remain satisfied.
They have attracted stores in market
place and contain products ranging from
home items. Apart from it they do not
charge high price so that it could be
easily affordable by them in order to
satisfy their needs and want effectively.
It is among the only organisation that is
charging same price of their goods in
market area.
TASK 3
P4 Marketing plan
Marketing plan of an organisation describes many essential points which help employees
to carry out their work in proper manner and in right directions. Plan also includes certain
activities which are to be performed with the aim to achieve organisational objectives and goals.
They help in planning out the activities and tasks so that company can maximise their profits and
sales (Kozinets, et. al, 2010).
Overview of company
IKEA is a private company and it mainly manufacture furniture, kitchen appliances and
home accessories. It is one of the largest retailer store. It was founded in Sweden and was
established in 1943. its headquarters is situated in Leiden, Netherlands. Company manufactures
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latest designs of furnitures and other interior appliances which is eco – friendly. They have been
operating in more than 45 countries with hundreds of stores.
Vision and mission of the company
The vision statement of the company is ' to create a better everyday life for the many
people'. They wants to provide well designed and functional home furnishing at affordable and
economic prices so that people can buy them easily. They want to create a better everyday for the
people that are impacted by their business. IKEA mission and vision statements both serves the
purpose of company. They provide proper direction to company to help manager to develop
effective strategies that can achieve their vision statement (Murphy, 2010).
STP of IKEA
Segmentation, positioning and targeting reflects the core of company's marketing
strategy.
 Segmentation: It is referred to the division of population into different groups depending
upon traits and characteristics. By this company can easily focus on different groups and
offer them products according to their tastes. It helps in reaching target market and
customers easily. With this, company can maximise their profits and revenue.
 Targeting: It involves choosing of groups that are result of the segmentation after
research as consumer for the brand. The target market of IKEA is very broad. The
organization aims at targeting people who are cost conscious and go for price variations.
 Positioning: It help in selecting the marketing mix that help in targeting customer
segment. There are different types of positioning such as mono – segment, multi –
segment, standby, anticipatory, imitative, adaptive, defensive and stop – gap types of
positioning. IKEA mainly uses mono – segment type of positioning by making appeal to
needs and wants of single customer segment that are cost conscious and prefers to get
value for money.
SWOT Analysis of IKEA
STRENGTH WEAKNESS
 It offers unique designs of furniture,
home appliances, etc., at low prices.
 IKEA is having an approach of do-it-
yourself.
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 It is a global brand and is operating in
more than 45 countries.
 They provide value to customers
irrespective of their market conditions.
 IKEA focuses on cost leadership and
due to that, company has evolved as the
world's leading retailer of furniture.
 They focuses on customer requirement.
 Constantly using the concept of
innovation.
 Strong supply chain and distribution
channel.
 They have diversified product portfolio.
 They have strong marketing strategies
and also known as smart marketer.
 They do not have an weak online
support in effective manner.
 Many branches is not having an
locations convenient.
 They do have a great misconception of
quality.
THREAT OPPORTUNITIES
 The huge one is change in needs and
tastes.
 Economic boom and downturn are
there for many a times.
 Huge competition is there.
 There is a mature market preferences
 There is an opportunity to make an
economy condition in better manner.
 There is a great emerging market is
there which needs to be analysed in
perfect way.
 E-Commerce opportunities are there
which leads to make them to earn
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that could lead to make them to attain a
perfect way of working.
 Fluctuating market preferences and
exchange rates too (Hoffman and
Fodor, 2010).
higher profit too.
 There are many social-cultural
environment s there and even trends
too.
PEST analysis is there of IKEA and some of those are as:
Political factors Economical factors
It is such which do include rules and
regulations which do impact in work task.
IKEA is being under the pressure of
international market and community which
also deny in political stances.
In 2009 a recession was there and even the
population of country was not be able to spend
amount on various needed supplement.
Technological factor Social factor
In this competitive era, technological
improvements are there which do upgrade
business functions. But there are not possible
companies which use advance technology with
lack of resources
IKEA is that firm which lead to classified into
some differential regional preferences. Global
market is there which do differentiate in
between needs and wants with locations.
Segmenting, targeting and positioning: It is that which is familiar approach of modern
marketing. STP is also used by IKEA and needs to produce marketing communication plan, it is
such in which firm prioritise with proportional too. Through managers are those who deal in with
target audiences which do deliver the personalised messages as well (Kotler, 2011).
Develop a marketing mix: Marketing mix is develop by having an 7p's of firm. It is
such which useful in marketing planning which put right product at right place. This could help
in attracting large portion of market.
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Budget: £700000 is a total budget of plan and in which around 70% of amount will be
somewhere utilised by digital marketing and discount strategies are there which remain in
revamping product.
Monitoring and controlling: Over all plan is going to be monitored and controlled with
top management to make it successful in right prospect and in last conclusion will be there of
plan which include all the aspect of firm which needs to be followed by maximum sales and
profitability (Chen, Wang, and Wang, 2010).
CONCLUSION
From above report, it is concluded that marketing play an vital role in organization and
earn higher competitive advantage with growth. Different roles and responsibilities of marketing
in right manner. Various types of functions are there as product designing with development,
finance, transport, selling etc. different department and there interrelation with each other. Even
basic marketing plan is required to be achieved with high growth rate which do share in effecitve
way.
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REFERENCES
Books and journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Linoff, G.S. and Berry, M.J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
Blattberg, R.C. and Deighton, J., 2010. Manage marketing by the customer equity test. In
Perspectives On Promotion And Database Marketing: The Collected Works of Robert C
Blattberg (pp. 205-213).
Hair, J.F., Sarstedt, M., et. al., 2012. An assessment of the use of partial least squares structural
equation modeling in marketing research. Journal of the academy of marketing science.
40(3). pp.414-433.
Kozinets, R.V., et. al., 2010. Networked narratives: Understanding word-of-mouth marketing in
online communities. Journal of marketing. 74(2). pp.71-89.
Murphy, P.E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Chen, W., Wang, C. and Wang, Y., 2010, July. Scalable influence maximization for prevalent
viral marketing in large-scale social networks. In Proceedings of the 16th ACM
SIGKDD international conference on Knowledge discovery and data mining (pp. 1029-
1038). ACM.
Hoffman, D.L. and Fodor, M., 2010. Can you measure the ROI of your social media marketing?.
MIT Sloan Management Review. 52(1). p.41.
Online
7 Marketing Functions, 2018. [Online]. Available through:
<http://slideplayer.com/slide/5874508/>.
Functional areas of organization, 2017. [Online]. Available through:
<https://sites.google.com/site/wikisolarcity/home/strategy-into-action>.
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