Contents Introduction................................................................................................................................2 LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation................................................................................................................................4 P1 Explain the key roles and responsibilities of the marketing function...............................4 P2 Explain how roles and responsibilities of marketing relate to the wider organisational context....................................................................................................................................5 M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment............................................................................................................................6 M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation..........................................................................................................7 References..................................................................................................................................8 2|P a g e
Introduction The management report that has been provided below is critically developed in order to give the reader with brief details on the development and functioning of the marketing department of the company. The report has been prepared keeping in mind the marketing department of Your Destination which is an emerging company in the industry of transportation in the business environment of UK. In order to do so, the author has prepared business reports and memo such that the reader would be able to get an easy understanding about the various jobs and responsibilities that are performed by the marketing department and the marketing manager of a company. 3|P a g e
Part 1 LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation P1 Explain the key roles and responsibilities of the marketing function Marketing has been identified to be an essential element of the working of the business. Marketing can be defined as the process which is undertaken by the company to convey their values and products to the general public and compelling them to buy the same. In marketing, the activities conducted are customer sensitive which makes it important for the company to undertake this function in such a manner that the values and expectations of the customers are also respected. It should be noted that the marketing has been developed in the recent years in a major way and the major developments have been identified in the techniques that have been used by the marketing managers in order to excel in the industry. The external and the internal environment of the business also impact the marketing function which would be analysed later in the report using the tool of SWOT and PESTLE analysis. There are various functions of the marketing department/ officer which have been stated below as follows: Create brand value in the market:It is important for the marketing manager to reflect a positive image of the brand and the company in the market. Promotion of products:This is another essential responsibility of the marketing function in which it is required by the marketing manager to use tools and techniques such that products and services can be easily promoted in the market. Market research and planning:the marketing department of the company is also responsible to undertake a critically evaluated research of the market such that the company may be able to harness potential opportunities (Kotler, 2015). 4|P a g e
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P2 Explain how roles and responsibilities of marketing relate to the wider organisational context. It has been analysed that beside the promotion of the product there are various other processes that should be effectively covered by the marketing department of the company. These have been stated below as follows: Market analysis:It is the responsibility of the marketing department to conduct a brief analysis of the market in order to study and identify the current and future trends. Strategic Planning:The marketing department is also required to strategically plan its activities such that the contingencies may be addressed and outcomes of the activities can be calculated. Marketing Mix:It has also been analysed that the marketing mix of the company should be conducted by the marketing department in order to process and identify the various essential elements of the marketing department (Johnson et. al., 2017). Business to business context:It has been analysed that the marketing department should also convey their message and products to the businesses as well. The marketing department in Your Destination is made responsible to deal with the clients and communicate with them which increases the scope of functioning of the department. Business to customer context:It has been identified that the main function of the marketing department at “Your Destination” is to deal with customers and promote their products and services in such a manner that the company is able to effectively promote the sales of product and services (Moorman & Day, 2016). 5|P a g e
M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment It should be noticed that in the context of marketing environment, the external and internal environment of Your Destination is required to be considered which has been presented in this report using the tools of SWOT and PESTLE analysis: Macro Environment (PESTLE Analysis): Political:In this the legal claws and politics that affect the business are determined. Economical:The economic policies of country, deficit, position of currency and various taxes that affect the operating of company are determined. Social:The social elements such as rules and regulations of society and expectations of customers with company are analysed. Technological:In the technological environment it is required by the company to take care of the technical developments in the industry and implement those which are possible. Environmental:It isalso requiredby thebusinesstowork accordingtothe environment which helps the company to create a positive image in the market. Legal:The legal rules and laws in the industry are required to be effectively considered while planning to penetrate the market (Armstrong et. al., 2015). Micro Environment (SWOT analysis) The microenvironment of the business would be analysed taking into consideration the tool ofSWOTanalysiswhichenablesthecompanytoidentifyitsinternalstrengthsand weaknesses and apart from this, it also helps the company to get insights on the available opportunities of the market and helps to analyse the factors which may pose threats to sustainability of company in the long run (Armstrong et. al., 2015). 6|P a g e
M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation. Image: Marketing linking with other departments Image source:E2M Solutions, (2018) It has been identified that the marketing department of Your Destination is in a significant relationship with other departments of the company. For instance the marketing department and the research and development department work together in order to identify the latest trends of the market and develop the product accordingly while on the other hand, the marketing department also relates their functions with the finance department in such a manner that it analyses the various financial implications of the company accordingly the marketing plan is formulated. The HR department is also dependent on the marketing departmentof the company for theirfunctionsas the marketingdepartmenthelps in advertising resource requirements which are then hired by the HR department. The marketing department also analyses the demand for the product by critically undertaking the research in market which in later stages is fulfilled by the sales department of the company (Tomczak et. al., 2018). 7|P a g e
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References Armstrong,G.,Kotler,P.,Harker,M.andBrennan,R.,2015.Marketing:an introduction. Pearson Education. Johnson, P.F., Leenders, M.R. and McCue, C., 2017. A comparison of purchasing’s organizational roles and responsibilities in the public and private sector.Journal of Public Procurement,3(1), pp.57-74. Kotler, P., 2015.Framework for marketing management. Pearson Education India. Moorman, C. and Day, G.S., 2016. Organizing for marketing excellence.Journal of Marketing,80(6), pp.6-35. Tomczak,T.,Reinecke,S.andKuss,A.,2018.Introduction.InStrategic Marketing(pp. 1-18). Springer Gabler, Wiesbaden. 8|P a g e