Roles and Responsibilities of Marketing in Aston Martin

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Key roles and responsibilities of marketing and its functions.........................................3
P2. The roles and responsibilities of the marketing within organisational context................4
P3. Difference in marketing mix of Aston Martin and Audi UK..........................................5
P4. Marketing Plan.................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing is an activity that focuses the money, efforts and initiatives of organization
towards the promotion of offerings of enterprises among the public so to convince them to buy
the product. Marketing plays a crucial role in increasing the sales and revenue of any enterprises
by promoting the brand and giving crucial information regarding the products and services
offered by organization within the marketplaces. This supports the business venture in nurturing
and maintaining a loyal consumer relationship by meeting the commitments created to
consumers while marketing the offerings among people. This report had been carried out to gain
knowledge of marketing and to assigned practices within Aston Martin. The organization is well
renowned in the premium sports car industry. The project report is going to access roles and
responsibilities of function of marketing and its application within the organization. Further, the
marketing mix of organization is distinguished with rival firm. Further, a marketing plan is also
formulated for the effective launch of product and branding.
P1. Key roles and responsibilities of marketing and its functions
Marketing can be referred to the integration of all those practices and processes that
strive to establish an image of organisation and its offerings among people within the
marketplaces. It comprises of activities such to research, merchandise promotion, advertisement,
consumer service, after sale and etc. With respect to Aston Martin, the roles and responsibilities
of function of marketing are given below:-
The marketing campaigns: One of the effective roles of function of marketing is to
improve the campaigns of marketing to short or long period of time. According to these
campaigns, organisations aim at strengthening its company image and market positioning.
Function of marketing’s obtains a control over all the campaigns that are run by the organisation
to various types of products of organisation. In this context, Aston Martin had been a firm that is
largely relying on this to maintain a favourable image in the minds of consumers so to retain
them to a long duration of time in future.
Brand promotion: Yet another crucial role of function of marketing is to promote the
company’s positive image among the consumers. According to this, firm communicates the
beliefs, ideologies and the features of products to consumers. When the attributes communicated
to consumers match the actual quality of products and services, this tends to generate their
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satisfaction level and instil a sense of loyalty and trust among them. Through marketing, Aston
Martin promotes a positive image of company in the mind-sets of people.
Market research: Consumers are treated to the most supreme factor to an organisation. A
crucial role of marketing is to carry out constant market research to identify the needs and
preferences of people. With the determination of lifestyle of population, it is much easy to Aston
Martin to bring up with products that cater to the expectations of consumers and keep them in-
tacked with the enterprise. This supports the enterprises in enhancing its sales and productivity.
P2. The roles and responsibilities of the marketing within organisational context
Marketing plays significant role within an organisation. The importance of marketing
within enterprises can be easily comprehended by gaining knowledge of the interrelationship of
this department with other functional departments of enterprises. To enable growth and success
of an organisation, it is required that coordination and cooperation is set among various
departments. In context of Aston Martin, it is seen that marketing department operates in
collaboration with other units to attain the organisational goals and objectives in the desired
manner within given course of time. The strategies are devised by marketing department after
communicating with the other units of business. This supports in effective execution of activities
and processes within the organisational premises and generates the productivity and performance
of organisation. In this context, the interrelation of marketing with other departments of Aston
Martin is discussed as bellows:-
Marketing with HR: The major role of HR department is to select and recruit skilled,
competent and knowledgeable persons who possess the potential to most effectively execute the
activities of organisation. In this context, the marketing department within Aston Martin
communicate the skills and tactics that are required to be present within marketing personnel. In
response to this, HR then hires candidates to marketing department so that awareness about
offerings of organisation can be effective made, thereby enhancing the sales and productivity.
Marketing with R&D: The primary role of R&D is to carry out research about the latest
trends and lifestyles of people and marketplaces. In this context, the R&D department
communicate the latest trends and techniques being taken into use by rival firms to create
publicity of offerings of enterprises. The marketing department of Aston Martin then undertake
similar or good activities to build awareness about the organisation's merchandise portfolio and
to create a loyal consumer base within the marketplaces.
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