Marketing Essentials: Roles, Responsibilities, and Interrelationships

This document discusses the key roles and responsibilities of marketing function, its interrelationships with other functional units in an organization, and how organizations use marketing mix for planning process to achieve business objectives. It focuses on Hennes & Mauritz (H&M), a multinational retailing company, and provides insights into their marketing strategies and plans.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK1.............................................................................................................................................1
P1 Describe key roles and responsibilities of marketing function. ............................................1
M1 Examine roles and responsibilities of marketing in terms of marketing environment.........3
P2 Describe how roles and responsibilities of marketing which have relation in wider context
of organisation. ...........................................................................................................................4
M2 Analyse importance of interrelationship among marketing and other functional unit of
company......................................................................................................................................5
D1 Critically examine and evaluate key elements of marketing function and in what manner
they are interrelated with other functional unit of company. .....................................................5
TASK2.............................................................................................................................................6
P3 Compare various ways in which organisations use marketing mix for planning process to
attainment of objectives of business. .........................................................................................6
M3 Examine different tactics which is applied by company for demonstrating business
objectives which have been achieved. .......................................................................................9
TASK3...........................................................................................................................................10
P4 Create and evaluate basic marketing plan for company. ....................................................10
M4 Produce detail evidence which is based on marketing plan of company. .........................12
D2 Design strategic plan of marketing which are tactically applied with use of 7P's for
achievement of marketing objectives. ......................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is define as all activities which a organisation attempts for promoting buying
and selling of their services and products. It basically helps company for maintaining good
customer relationship with their guests and also helps in gaining loyalty towards business. It
mainly involves various activities like market research, promotional activities, selection of
suitable services & products, customer relationship and so on. It basically reduces complexity
which includes seven elements like product, price, place, promotion, process, physical evidence,
people which helps in higher growth and success of company (Blythe and Martin, 2019).
Marketing essentials is define as techniques which is mainly in terms of advertising, publicity
and promotional tools which are helpful in identifying right customer segment which helps for
generating growth and success of organisation.
In this report, it covers Hennes & Mauritz (H&M) which is considered as multinational
retailing company which is known for its fast fashion clothing mainly deals for women, men,
children and teenagers. It have almost 5000 stores which are operates in 74 countries.
In this it includes key roles and responsibilities of marketing function by relating
marketing concept in wider concept with relation to organisation. There is also comparison of
two organisation by applying concept of marketing mix which helps in achievement of
objectives of business. Furthermore report also involves a basic marketing plan which is for
company.
MAIN BODY
TASK1
P1 Describe key roles and responsibilities of marketing function.
Marketing function is define as a process of buying and selling of products & services
which helps in satisfy the needs and wants of customers. Key roles and functions of marketing
mainly involves storage of goods, data collection which is related to marketing which is in
fulfilling desire of customer and also transportation of goods where they are need. Basically
marketing function involves expectations of needs and wants of customer, analyse need of end
users and also examine methods which helps in enhancing profitability and productivity of
organisation (Gupta and Nair, 2020). In terms of H&M there are many key roles and
responsibilities of marketing which are discussed below:
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 Meets customer wants and needs: As there is needs and desires are always exist in
market segment. So it is a responsibility of marketers for identifying needs of customers
and by this they have adopt marketing strategies in accordance. They play a role as for
influencing wants which helps in shaping individual and cultural personalities. Needs of
customers are satisfied by exchanging process (Biroscak and et. al., 2019). Ensuring organisational growth, survival and reputation: Basically business is
surviving this is because of customer retention and increasing in market share. Marketing
plays important role as organisation attain their objectives & goals this is due to customer
centric. As marketing helps in satisfy expectations which is beyond customers (Proctor,
2020). Widen the market segment: Marketing manager use various mass communication
techniques such as event marketing, promotion, sales, advertising which basically helps
in promoting products and services of company. With help of promotional programmes
there is build and protect brand image of organisation. In media technology when there is
revolution this creates marketing in more effective manner. Adopting right price: Price in marketing mix is considered as critical element of a
producer because this helps in generating revenue for company. With help of marketing
strategies this helps in setting fair prices, prepare right approach, incorporating changes in
appropriate manner. Exchange process work with smooth manner as prices are fixed
which is in favourable manner. Better offering of product: As all enterprises are sell more than one product and services.
Goods which are well labelled and packed. On other hand, services are basically
characterised by inseparability and intangibility. So marketing plays important role by
managing and designing offering of product (McGruer, 2019). Creates utility: With marketing product creates utility. Mainly this is described as ability
of a product which helps in satisfy wants. Role of marketing is to create place, time,
information, form, possession utility. Managing demand: Basically marketing manager are skilled professional which plays in
influencing time, level and composition of demand. A demand is mainly considered as no
demand, negative demand, declining demand, irregular demand and so on. With help of
marketing there are varied levels of demand is consider.
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 Face competition: In today's global market there is competitive orientation. With the
help of marketing it maintains balance of expectations of consumers and also offering
which is of competitors in market closely (Ivanov, 2019). Efficient dealership, superior
services and premium products are used by marketing manager for retaining market share
of company. Discharge social responsibilities: Organisation have to practice high level of social
responsibilities with help of government pressure, environmental degradation and rise in
customer expectations. In this, social marketing plays important role which helps in
widen the corporate houses in significant manner (Fernando and et. al., 2020).
 Economic growth: As it is considered with help of marketing it creates or generates
demand. Enhancement in demand helps in encouraging distribution and promotion
activities. With this, there is a growth in industrial sector and also improvement in
income level which is due to increase in job opportunities. So this leads to improvement
in standard of living which is due to providing improved and superior products. Thus,
there is overall boost in economic growth.
M1 Examine roles and responsibilities of marketing in terms of marketing environment.
The marketing management is a process of planning and executing many concepts of
marketing such as promotion, pricing, sales, distribution and so on which helps in attracting
target customers for organisation. In context of H&M marketing plays various roles such as,
marketing strategies, this is considered as initial role which depicts development of marketing
planning and strategies for organisation. So marketing manager of company recognise needs and
wants of customers at market segment which helps in balance among opportunities and
objectives of organisation in marketplace (Kotler and et. al., 2019). In addition, there is also
responsibility of manager of respective firm by properly research marketing and segmenting
which helps customers for identifying large diversification of market. Marketing also plays
information system which offers many factors like product planning, implementing and
controlling of marketing strategies. Marketing manager of respective organisation have to
monitor marketing management which helps in identification of marketing environment which
helps in examine changing in market traits. With help of marketing this helps in managing the
brand equity as by building strong brand value of organisation in between of their customers.
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P2 Describe how roles and responsibilities of marketing which have relation in wider context of
organisation.
In organisation there are various different departments that are collectively work and for
this business have required for managing different operations and working in efficient and
effective manner (Zlatanov and Popesku, 2019). There is a collaboration of all marketing
functions with all other departments of company which helps in attaining importance
modifications on timely basis. In this there must be appropriate and moderate outcome which is
developed by marketing department of H&M which helps marketer for increasing competency
and acceptance. Marketing is term which consider many aspect under respective organisation
which advertise their products and services in successful way. In this many set of actions which
is included in market investigation and advertisement which helps in grabbing more customers in
comfort manner (Hair Jr, Page and Brunsveld, 2019). In context of respective organisation,
marketing department perform many activities and function for smooth operations in suitable
manner. Furthermore, there is a interrelationship among different functions which leads to
complexity within working which is decreases and also leads for developing outcome which are
favourable. Some of interrelationship among different department are discussed below: Marketing and Finance Department: With help of suitable budget there must be
relevant strategies and plans of marketing are considered. It mainly involves profit
margin and cost of product line and brand organisation. In terms of H&M finance
functions helps marketing department by defined budget which are helpful for conducting
campaign in by defined cost. Function of finance department is to give relevant
information which have relation to cost which helps in considering activities which have
their relation to marketing department. It is responsibility of manager for having proper
communication with finance department for knowing current position in terms of
financial of company which helps in carry out task and activities in appropriate manner. Marketing and Human Resource: Role of HR department is to work in appropriate
manner which leads to welfare of employees and also staffing or recruiting right
individual for job according to their knowledge and experience in given budget. In
context of H&M marketing manager have linked with HR department which helps in
ensuring vacancies must be filled on appropriate time by right individual which is
according to their knowledge and skills. Moreover, marketing department have proper
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coordination with HR department which ensuring candidate which is been offering
proper training facilities which helps for cope up with issues or challenges of market
segment. HR manager helps marketing department as make sure about candidates for
satisfy at their enterprise and also helps in achievement of goals in efficient and effective
way.
 Marketing and IT Department: This department work with simultaneously manner
which helps in ensuring for attainment of organisational goals in efficient and effective
way. This department mainly works with cooperation by marketing department which
ensures as all tasks and activites are done with help of changes in technological
advancement and all processes which have to work according for needs and desires at
marketplace. With help of IT department, marketing manager have proper knowledge
about current trends with help of digital technology with helps in targeting appropriate
audience for product (Chiguvi, Madondo and Tadu, 2019).
M2 Analyse importance of interrelationship among marketing and other functional unit of
company.
Marketing is define as a strategic discipline which underpins many activities of
organisation and it is important ingredient of corporate strategy which helps in planning the
corporate sector. There is interrelationship between finance department with marketing which
helps manager for ensuring as business have to operates in its financial capabilities. As with help
of finance department this helps all departments to work with allocated budgets. In addition,
marketing department work closely with HRM which helps in ensuring appropriate skills and
level of staffing (Gravetter and et. al., 2020). So HRM department have to recruit and training
demand which is across H&M company. So these interrelationship helps organisation for
increase market demand and also satisfy needs & desires of buyers by appropriately examine
these terms.
D1 Critically examine and evaluate key elements of marketing function and in what manner they
are interrelated with other functional unit of company.
Marketing functions helps in enclosing many different functions such as finance,
distribution system, advertising and so on but these activities are come under marketing process.
It mainly includes various key elements of marketing functions which is used by H&M for
increase in growth and success of organisation (Castaldo, Grosso and Premazzi, 2020). There is
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market research which helps in identifying valuable information in regards of all factors which
are concerning process of business. In respective organisation there is many marketing strategies
which helps in identifying strength and weaknesses of business. Basically marketing functions
are interlinked with functional unit of company (Muller, 2019). As there are many departments
in organisation so there is a closely linked of all departments with marketing department. For
instance, as marketing department with finance department and so on. This helps H&M for
increase target audience and growth of organisation by satisfy demands and needs of
organisation with current market trends.
TASK2
P3 Compare various ways in which organisations use marketing mix for planning process to
attainment of objectives of business.
Marketing mix helps the organisation to attain the objectives which relates with the
operational activities of marketing that are used by the marketing manager. In order to examine
the current and present situation of the market place areas in which they are going to serve in the
market through there various sources which are allowing the marketing manager to deal with the
external sources for implementing the planning process by the help of marketing mix. The main
focus of the company and industry is on 4P's of marketing mix which help the organisation
marketing planning process through these 4 aspects of the marketing mix , and to enhance the
long term objectives of the company which includes the three aspects of the company too which
includes the planning on people, physical evidence and process (Chernev, 2019). By
implementing these three value in the clothing industry it will direct it to the profitability into the
company through its planning focus on process of the industry through increasing the production
process as well as to reach the customer in large by making an efforts in the people and physical
evidence this aspects of marketing mix helps the organisation in respect to the clothing fashion
industry H&M .
In this section, there is a focus on the application of marketing mix with the company
which relates with the clothing industry a competitor of H&M ,the company is ZARA clothing
fashion industry, they have both the same processes which deals in same product industry having
the similar sets of customers base as well so as to compete in the international market through
proper formulation of marketing mix is that:
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Comparison between Marketing mix of H&M and ZARA
Marketin
g Mix
Factors
H&M Zara
Product The product in which they are catering is
clothing fashion offerings which deals
mainly in women swear, there product
advertisement also communicated that
approach, Menswear in H&M takes a
back seat, they have an extensive range or
varieties of sports wear known for its
fashion oriented or forward approach
clothing and also deals in the product line
of accessories for men, women , teens and
kids, its large product pool includes tops,
jackets, underwear's jeans, shoes and many
more related product in the H&M industry.
Zara splits between the departments by
more balanced way which shows the
strong branding of this industry having
the products relates to the clothing and
accessories. In cloths they are dealing
the customers groups which is pre-
teens, teens, men and women, there
outlets operates in both the formal and
casual product line, right now if
talking about the reach in other
countries they are not dealing in the
categories of infants and toddlers In
India, accessories which relates with
the women chain , necklace and
bracelets.
Price The price of H&M are relatively cheaper
as compare to the similar stores online,
they are dealing in the product which are
bit low with their competitors and that is
the main benefit of this clothing fashion
industry, here customers are drawn and
takes interests in this industry primarily
because of its product affordability and
qualities in which they are dealing right
now.
The websites of Zara offers higher
quality products and services which are
chargeable accordingly is that on the
basis product price value, this
company deals in vast product line and
have a different prices too. The prices
of this company are quite reasonable
compare to their competitors market.
Promotion H&M are continuously making an efforts Zara introducing with various loyalty
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to attracts their customers through its
versatile advertising efforts to recent
accumulation. This company deals in the
SMS text coupons which are related with
the offers and enrolment of the H&M
club .H&M are right now dealing in big
names is that Karl Lagerfeld, Roberto
Cavalli.
program for the customers in which
they are catering which relates with the
particular age groups, they are highly
focused on their logistics system which
is very important for the company in
enhancing the success in the clothing
industry. Zara relies on more location
in which they are settling their
business more than there advertisement
aspect to attracts the customers.
Place H&M deals in the most physical areas
rather than their mark on the online selling
factor basically they are operating mainly
through physical areas of the three
organisation with more than 5070 all over
world with the aim to cater more customer
base by giving them facilities of physical
outlets in their cities,H&M invasion into
the USA with having more productive
stores.
Zara enhancing their value in respect
to their physical stores in the cities
boast with 2000 stores in calculating
the total stores of 2250 with having the
600 Zara stores home which is right
now in operations so the basic aspect
of this company is to deals in the both
online and offline manner through
proper customers line base (Malara and
Ziaeian, 2019).
Physical
Evidence
H&M having the visual exteriors that
attracts the customer in dealing with their
product services which shows them a
confidence to provide sales on discounted
offers items displays on banners by
introducing the new packaging style for
selling out and converting the aware point
of the customers relates with physical
evidence.
This company has a show windows at
the front of Zara stores has a couple of
capacities which attracts the customers
inside and enabling them to see the sort
of stock which relates with the
unsupported installation and
mannequins inside. Physical evidence
in this brand related with the identical
packaging and logo which attract the
customers through which they
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determine their products.
People This fashion industry of clothing deals in
the approach of cater the customers by
targeting the woman customer line in the
lower middle class and working
class .They are relatively target the market
which relates with the younger customers
base or people (Jiménez-Zarco and et. al.,
2019).
This clothing and accessories industry
relates with the customer through
particular product line in which they
are serving there customers is that the
perfect Zara client is a design
cognizant and advance lady. This
company deals in mid value point of
serving the customers according to
their product choices.
Processes H&M deals in the process of depends on
the local tastes and buyers preferences,this
fashion oriented clothing industry deals in
the outcome which is concerned with both
the offline and online platform that
comprises of process which having a large
distribution channel to operates the various
department of the company.
This company deals in the large
branding assembling process which
directs them to help in reacting and
sending garments to their shops, Zara
are continuously works on processes
deals in both the channel offline and
online marketing they are mostly caters
in large customer base .
M3 Examine different tactics which is applied by company for demonstrating business objectives
which have been achieved.
Organisation have their various different culture by applying tactics for achieve business
objectives in terms of H&M. This is successful retailing company which deals in clothing of
women, men, teenagers and children. Organisation use 7P's of marketing mix in their planning
process of marketing. Other company such ZARA, which is considered as competitor of H&M
which also uses marketing segmentation process. In H&M, marketing mix is use as Product
which is company offers must be appropriate to satisfy needs and wants of customers. In relation
to Place, it basically deals in retailing stores by segmenting each product which helps in
consumer for easily identify their products. There are also online shopping app which is created
by respective organisation for satisfy need of consumer. In terms of Price, there company uses
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relatively low price which are affordable by all levels of individuals (Fill and Turnbull, 2019).
Organisation also uses many promotion tools which helps to target audience by social media
promotion, advertising and so on. Company also use process which involves services of it. In
terms of people, H&M includes employees, management, organisational culture and also
customer service which is done with help of providing them proper training and development
programmes.
TASK3
P4 Create and evaluate basic marketing plan for company.
A marketing plan is a approach which decides about the policies and techniques which
are used in the formation of achieving the goals and objectives of the business areas in which
they are dealing right now having an aim to built marketing strategies which are necessary in the
company to take any decision regarding the new marketing plan in relation to introduce any
product or services. Marketing plan can be for short and for longer period of time depends upon
the objectives and task activities (Budanov and Aseeva, 2019). The planning allowing the
fashion industry is that H&M to switch onto other products or services as well depending upon
the customers they are dealing by taking their views and taste, preferences they will starts the
planning process in making the product implementation by enhancing the marketing value
through several marketing strategies.
Executive Summary:
H&M is a Swedish multinational clothing retail company which deals in all customers
base line having the large channel of catering their customers by enhancing the value through
product brand value and deals in fast fashion clothing for men, women, teenagers and children,
this company deals in overall 74 countries with over 5070 stores under the numerous company
brand .its the second largest global cloth retailer. This industry relates with the retail
type ,founder was Erling Persson ,headquarter Stockholm,Sweden. H&M is offering new product
line which are going to introduce in the market globally a deodorant that is a having an organic
fragrance that is suitable for both men and woman with a motive to avoid the harmful chemicals
which are not suitable for all the skin types ,this company introducing the deodorant which is
suitable for all skin type.
Mission of H&M:
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Due to their working in the fashion clothing industry, this company is having a mission to
build the brand image across the countries by serving through their affordable and quality
product and services, the mission of this company rely on long lasting positive change and by
improving the living conditions through invest in people, communities and innovative ideas, and
the motive to meet the people with the fashions and designs.
Vision of H&M:
This company deals in the vision of having the change towards the circular and
renewable fashion while bring fair and and equalization in company through providing the
sustainability in the industry by making change with a view to take care for the future aspect as
well.
SWOT analyses of company:
While making any marketing strategies its necessary to adopt the SWOT analysis in the
context to determine the value of the company in respective of their internal as well as external
environment which deals with the strength and weakness of the company and opportunities and
threats from the external sources so by adapting these changes company can further go for their
marketing plan and hence to achieve the new product value as well so here are the SWOT of
H&M is that :
Strength This fashion retailing industry having the wide range of products which
includes shoes and cosmetics for catering the wide range of customers,
products in which this company deals will having the brand image through
which customers can determine about their product and due to their global
diversified presence in the international market.
Weaknesses This company because of their affordable pricing they have to depend upon
the third party suppliers in respect to its merchandise, they outsource their
product to approx 800 independent suppliers ,due to their affordable price
they have compromise with the quality aspect of products sometimes (Hoque
and et. al., 2019).
Opportunities H&M deals in focusing on the expansion to improve the profitability ratio of
the company , this stores added 400 new stores outlets by having the
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opportunity to reach the maximum potential customers, by adopting the
various activities through e-commerce websites in various countries this
company can generate more profits from them .
Threats Due to the situation of Covid -19, they have to enhance their productivity
level so as to aware the customers about the new offering this will leads to the
new entrants market of the same industry to compete with that industry by
their pricing strategies .
Objectives of the company:
This industry deals in the objectives of providing the sustainable growth to the industry as
well as by providing the 100% circular and by making leads to sustainable fashion industry ,the
motive of this industry is to provides the quality product with affordable prices on particular
product or services. As this industry works on the basic principle of enhancing the fashion
statement of their customers base by giving them, lot of option regarding the different product
line.
Strategies Segmentation:Its an process by which H&M retail industry of clothing have to segment
their customers base in the context of new product line deodorant as this product relates
with both the genders if this company commits for both gender usage in respect of all
body type they have to categorized their customers through particular age groups by
offers on the products. Targeting:This marketing strategy of targeting the customers on the basis appropriate
aspects is that age group or by considering the particular location market as well so as to
achieve the particular objectives and tasks which are concerned with new product
segment.
 Positioning:Due to the fashion retail industry this company having the appropriate image
set in respect to its previous product lines and services because of that strong positioning
in the market of their product they will take an advantage to build the newly introduce
product “deodorant”.
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M4 Produce detail evidence which is based on marketing plan of company.
Tactics: Product: This fashion retail industry are introduce new product a deodorant with a
motive to cater the customers by giving them services of their newly based product line
segment this will enhance the reach of the company for their potential customers as well
due to the new product line segment. Promotion: Due to the new product line implementation in the market , this industry
have to deals in some promotional activities like new advertisement for the new product
or service , by taking their products on online platform through offering of services on
their websites as well . Price: Company is providing this product on their basic principle of introducing their
product a deodorant on affordable price by catering the customers through there lower
price setup which can be of quality statement as well for the customer point of view
(Andersen, Weisstein and Song, 2020).
 Place: H&M are deals in the process of catering their customers through physical outlets
and by online marketing as well by their appropriate websites they will deals their
customers in respect of their new product a deodorant by adopting the newly based
physical outlets as target market.
Controlling and monitoring:
H&M fashion industry having the aspect to focus on their market planning execution by
controlling and monitoring the industry by enhancing the operational activities of the
organisation through its several programs in initiating the newly based product .Its necessary for
both the company and customer to better the value of the branding of the industry by giving
responses by the customers on particular product by controlling the risk over it and enhancing
the execution process by continuous monitoring (Mahajan, 2019).
D2 Design strategic plan of marketing which are tactically applied with use of 7P's for
achievement of marketing objectives.
Marketing mix is define as group of interrelated variables which includes 7P's for satisfy
target customers over contemporaries of organisation. In terms of H&M strategic plan of there is
a marketing mix by offering product which have customer service, branding properties, quality
and availability (Shen and de la Garza, 2019). In addition by using effective communication
13

tools this creates targeting audience for satisfy their needs and wants. By offering suitable price
at significant place by providing at suitable place. There must be proper training programmes
which are made for employees as this helps company for growth and success in efficient and
effective manner.
CONCLUSION
It has been concluded from the above report is that marketing plan is important for every
business organisation which helps in maintaining proper customer experience. In this report there
are many strategies which are offered in marketplace. This creates attainment of goals of
organisation and also market segment. There is also marketing mix which is helpful in
examining the qualities which are helpful in explaining services and products.
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