Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation.................................................................................................................................1
LO2 Compare the ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives.............................................................................................4
LO3 Develop and evaluate a basic marketing plan.....................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as a process in which business organisations engaged in the process
of promoting and selling services and products with an aim to generate value from them. Within
this entities undertake advantage of market research and advertising as to attract customers
attention. Main motive behind this process is to maximise business revenue along with share
holding in respective marketplace (Varadarajan, 2020). It is an important process that allows
business entities to create awareness among consumers mindset by communicating them with the
features of products and services.
Present report include case study of ARGOS, respective entity is operating their business
in retail sector as British catalogue in the provinces of United Kingdom. Company is offering
services and products of high quality and undertakes attractive and influencing advertisement
process. In this report formative discussions has been made on, marketing roles and
responsibilities. In addition to this, report includes interrelation of various units operating their
functions in organisation. Along with this present project include marketing mix of Argos which
is further being compared to other rivals. At last, marketing plan is being developed in this
report.
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation
Different type of processes and approaches is being undertaken by an organisation in
marketing through which they aim towards improving their brand image in marketplace by
attracting attention of customers towards new or existing products and services. Marketing plays
important role that maximises overall sales and profitability of company. By taking effective
marketing practice into consideration an organisation can assure their ultimate success in
respective industrial sector.
Roles and responsibilities of marketing function
Marketing include different type of roles as well as responsibilities. All these processes
are being undertaken by marketing team of respective organisation with an aim to maximise
overall sales and profitability of entity (Sample and et. al., 2020). In order to assure success of
marketing objectives or aim, it is essential for an organisation to develop positive relationship
with employees, customers and stakeholders. According to the evaluation this has been identified
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that there are wide range of roles and responsibilities being operated in Argos premises with an
aim to assure success in retail industrial segment. In relation to this, mentioned below certain
roles and responsibilities is being defined:
Branding:
With the help of strong branding organisation can develop premium image of their
services, product and entity within marketplace. Branding facilitate business organisation to
retain customers for long period of time and make them purchase services and products of
company on regular basis. By taking advantage of branding company can increase loyalty among
customers. Thus, it is essential for marketing team of an entity to perform this role in effective
manner and develop strong emotional connection with customers. In context with Argos, it has
been evaluated that, Argos offer high quality products and services to customers which is being
further communicated by company marketing team to consumers in attractive manner with
different types of advertisement techniques (HR and Aithal, 2020). Main aim to Argos marketing
unit is to ensure maximum loyalty of customers that further develop trust worthy relationship
between company and buyers. For this respective unit take use of attractive advertisements
techniques and modes that aid them to develop good interaction with large base of consumers.
Creation of market awareness:
It is another important marketing role which is being undertaken by company. In this they
develop awareness in customers mind set related to services and products that entity offers. In
relation with Argos, this has been identified that marketing team of company perform this role by
determining potential consumers at initial level in order to further undertake preventive
measures. It benefits them to take use of preventive measures through which marketing team can
influence attention of consumers. In addition to this, company marketing team also perform role
related to formulation of marketing strategies as to improve sales through which Argos can
assure long term success and financial stability in market.
Market research:
It is the core function of marketing that facilitate an organisation to serve their customers
as per according to their taste and preferences. Market research allows entity to identify
consumer taste, preferences and expectations towards services and products. This function is
effectively being undertaken by Argos marketing team, in which they collaboratively engage in
the process of marketing research as to have proper understanding of actual needs and demands
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of customers. It allows marketing team to identify various opportunities through which overall
increase in company profitability can be assured. In relation with Argos, this has been evaluated
that marketing team effectively conduct in-depth research as to determine dynamic needs, taste
and demand of consumers (HR and Aithal, 2020). For this team take advantage of trust worthy
and appropriate sources in order to enhance efficiency of this role as through which Argos can
maximise their sales by satisfying customers accordingly.
Interrelation with other functional units
Marketing plays crucial role that allows an organisation to maximise their sales and
profitability in market. With the help of strong marketing tools and techniques entity can
influence behavioural mindset of customers. This process also facilitate an organisation to
increase their sales and profitability ration at great extent and emerge out as leader in respective
market. This has been identified that Argos perform their business operations as large sales
catalogue in retail segmentation and are operating their functioning with having headquarter in
UK and Ireland along with having franchise nations like China. Thus, inter-relationship plays
important role for company that coordinate their business operations for better sales.
HR with Marketing:
Human resource department is as essential unit of an entity which is engaged in the
functions related to recruiting highly skilled and potential candidates for different departments of
organisation. Main aim of HR unit is to strengthen workforce of entity with talented candidates
by undertaking activities related to recruiting, selecting, developing and training. Argos HR
manager effectively manage diversity in order to increase overall productivity of company.
While if it is talked about marketing unit, this segment holds most important responsibility which
is related to attracting large base of customers towards company services and products with
attractive marketing techniques. It has been evaluated that there is formative inter-relationship
prevails between Argos HR and marketing departments. In this, HR unit benefit marketing
department by providing them with highly talented candidates through which marketing unit
increase their work efficiency that automatically fulfils marketing objectives. While on the other
hand, marketing team aid HR unit by increase organisation brand image in respective industrial
sector that allows HR unit to seek attention of candidates from different locations towards job
opportunity of company (Jindal, Chintagunta and Dhar, 2020). This inter-relationship enhances
Argos capabilities for success in retail sector.
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Marketing with R&D:
Marketing and research and development department plays essential role that enhances
overall profitability of company at great extent. It has been evaluated that both function
effectively contributes in success of organisation. According to the evaluation, it has been
determined that marketing team of Argos undertakes advantage of various forms of marketing
strategies and techniques through which they attract attention of customers. While if it is talked
about research and development department of company, they are engage in the important role of
identifying actual needs and demand of customers. This is being determined that both of the
departments plays crucial role of company profitability and growth. These units have inter-
relationship among each other in which marketing aid R&D by providing them information
related to areas in which R&D department can conduct their research for higher sales. While on
the other hand, research and development benefit marketing unit by offering them necessary
details of actual taste, preferences and trends which is prevailing in marketplace (Dizdarevic,
Evanschitzky and Backhaus, 2020). It increases opportunities for marketing team for generating
higher consumer attention.
According to the evaluation it is evaluated that, with having strong inter-relationship
different departments of Argos conduct their operations towards same objective which is to
enhance overall sales and profitability of company.
LO2 Compare the ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
Marketing mix is defined as a procedure in which exchange of vales undertakes place
according to different factors like product, price, place and promotion. With the evaluation of
these factors company can effectively satisfy their customers. By emphasising upon different
elements of marketing mix elements business organisation can have consumer centric approach
through which they can assure high success (Dizdarevic, Evanschitzky and Backhaus, 2020).
Mentioned below marketing mix of Argos is being undertaken along with the comparison with
Robert Dyas. With the help of marketing mix organisation can have access of different strategies
through which they can assure long term benefits, sustainability and flexibility in operations.
Along with this it also enhances working performance standards of organisation in effective
manner.
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Element ARGOS ROBERT DYAS
Product Argos is offering wide range of
products to customers and mainly
deals in furniture, refrigerator,
insurance and other services. Company
is having catalogues.
Robert Dyas, offers diversified range
of products as well as services to
customers. Main products of company
include gardening items, laundry,
security, kitchen products, travel &
leisure and more in England only.
Price Argos is emphasising upon low pricing
strategy in order to effectively target
large base of customers as to enhance
their overall sales. Company is having
different pricing range according to
products and services and mainly
targets customers of economic zones.
ROBERT DYAS, is undertaking
advantage of affordable pricing
strategy in order to target large base of
consumers.
Promotion Argos effectively concern on this
element, as have better range of
consumer. Thus, to retain them with
company for long period of time
company undertakes advantage of
different types of advertising measures
such as social media platforms, online
banner, digital media marketing and
more.
ROBERT DYAS, undertake significant
use of offline and online advertisement
methods in order to conduct their
promotion activities in effective
manner. Company mainly emphasise
upon newspaper, television and more
to aware customers about company
services and products.
Place Argos is operating their business
functioning in both offline and online
manner. With this company aim
Comparatively, Robert Dyas
effectively make easy access of their
services as well as products in England
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towards satisfying their customers via
all measures (Donndelinger, and
Ferguson, 2020). It has been identified
that company is operating with 900
stores in the provinces of UK and
Ireland.
and South East part. In addition to this,
entity is also offering 24/7 assistance to
consumers.
Process Argos management team ensures that
they perform their business operations
with highly advanced processes,
however they makes sure that process
are comfortable and simpler for their
employees. Company offer their
customers with the facility of online
booking along with fastest delivery
services.
Robert Dyas management makes sure
that their customers are satisfied with
the high quality of products and
services and as per according to the
need.
People Argos is operating their business
operations with having more than
30000 employees. In order to enhance
their work efficiency company offers
adequate training and development
courses to them.
Robert Dyas is offering equal
opportunities to both male and female
employees. Along with this they are
having 11% reservation for their
female staff. It signifies company
efforts towards improvising working
standards.
Physical
Evidence
Respective company developed the
catalogues through which approximate
75% of household services to
individual by which physical evidence
get effectively balanced (THIS,
T.M.I.L., 2020).
Main aim of Robert Dyas is to make
sure that entity products and services
are effectively supplied to potential
consumers in easy manner and within
this supply chain will also get
efferently balanced.
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By focusing upon each and every element of marketing mix Argos marketing manager
can effectively develop strategies of marketing through which they can appeal to large number of
customers and can further influence their purchasing behaviour towards company products and
services (Adebayo, and Govender, 2020). It has been evaluated that various elements of
marketing mix set direct communication of brand with potential consumer base, that further
develop positive brand image of entity in respective marketplace. With the help of formulating
significant course of action for every marketing mix element Argos underline foundation for
their business development and growth.
LO3 Develop and evaluate a basic marketing plan
Marketing plan basically is a written document in which systematic planning procedures
is being undertaken. It aim towards developing or increasing awareness among customers related
to different type of services and products of company. It has been evaluated that Argos perform
their business operations as leading multinational organisation and offer products and services to
customer worldwide (Lučić, 2020). ARGOS didn’t sell their products and services under their
name instead of the catalogue services and other that get associated with that. In order to
maximise their share holding in marketplace Argos is planning to launch a new service under the
name “ARGOS Robotic Furniture” that get worked under their own name. In order to assure
success of this product an effective marketing plan is being duly proposed by company:
Overview of the organisation:
Argos perform their business operations as a British multinational retailer of catalogue as
have their headquarter in United Kingdom. Respective company is Sainsbury's subsidiary and
are operating their functioning in both mode online and offline.
Current organisational offerings:
Company is offering wide range of products and services like consumer goods,
electronics, skin care, consumer good, furniture, DIY equipments, sports items, beauty, heath
care items and more on their business brand website “click and select basis”.
Overview of the New Product:
New product of company, ARGOS Robotic Furniture provide customers with significant
opportunity of having smart furniture in small space with advanced feature. The Robotics
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furniture has worked to manage and covert the small space into the more luxury one, that has
make the easy access of the expediency and housing.
(Source: Self Generated)
Vision:
Main vision of Argos new furniture is “to be the world of mouth for the public of all
across the globe”.
Mission:
By launching their new product the Robotic furniture in marketplace Argos aim to
emerge out as market leader in retail industrial sector while offering high level of satisfaction to
customers.
Objectives:
Main objective of Argos associated with launching of new product is “ To increase
overall profitability of organisation by 20% in upcoming 6 months after launch.
SWOT analysis:
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This analysis facilitate Argos to have proper understanding of factors prevailing in
internal environment along with its impact of business objectives:
Strengths Weaknesses
 Argos is having strong market presence
in retailing sector. Along with this,
entity is having highly talented
employees that standardise
performance of company in effective
manner.
 Major weakness of Argos is that, they
provided the catalogue only under
their brand name while the other sold
products and services are not under
their brand name.

Opportunities Threats
 By selling services and products under
their brand name Argos can have more
growth opportunities through which
they can maximise their consumer base
(Abid, Abid‐Dupont and Moulins,
2020).
 Company is facing threat from
increase in level of competition by
Habitat, B&Q, IKEA and other home
base services.
STP:
STP framework is being undertaken by Argos marketing manager as to have effective
evaluation of their new product Robotic Furniture in order to offer them effectively to customer.
Element Description
Segmentation Robotic Furniture segmentation has been undertaken by company marketing
manager on the basis of demographic.
Targeting Argos targeted both middle and luxurious class consumer for higher
profitability and sales.
Positioning Argos aim towards effectively proposition their products in target marketplace
with the help of advertisement at newspaper, multimedia marketing in order
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to effectively attract attention of potential consumers.
Budget / Action Plan: ARGOS has formulated the budget which is outlined below:
Evaluation of Action Plan:
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Proper evaluation of marketing plan is being undertaken by Argos marketing manager in
a systematic manner in order to assure overall success of their marketing objectives (Calzada,
2020). For this marketing manager continuous progress of marketing plan will be done from
beginning.
Monitoring:
Effective monitoring of marketing plan is being done by Argos manager manager. For
this they will undertake use of KPI which is mainly a key performance indicator and
benchmarking (Chernev, 2020). This aim towards having efficient control of new robotic
furniture marketing plan as to make sure that corrective actions is undertaken for accurate
success.
CONCLUSION
According to the above mentioned report, this has been concluded that marketing is an
essential element for any business organisation, as it facilitate them to communicate customers
related to quality and attractive features of products and services as to make them buy the same.
With this process entities aim towards enhancing their overall profitability as well productivity in
a well defined and effective manner. In order to attract customers as per according to their taste
and preferences, organisation can take advantage of marketing mix. It will not only allow
company to maximise their overall sales but also ensure them to strengthen their positioning in
marketplace. In addition to this, it has been evaluated that, it is essential for an organisation to
make sure that there is effective coordination and cooperation among each and every
departmental unit, as it is an crucial aspect through which business operations can be conducted
with great effectiveness. Along with this, it has been evaluated that with the help of effective
marketing plan organisation can ensure success of their product launch in respective
marketplace.
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