Key Roles and Responsibility of Marketing Function in ASOS PLC

This document discusses the key roles and responsibilities of the marketing function in ASOS PLC and how it is related to the wider marketing context. It also compares the different ways the organization applies the marketing mix to achieve its business objectives. The document includes a marketing plan for ASOS PLC.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1 Key roles and responsibility of marketing function...............................................................1
P2 Explain how the roles and responsibility of marketing function is related to the wider
marketing context........................................................................................................................3
P3 Compare the different ways the organisation apply the marketing mix to the marketing
planning in process to achieve the business objectives...............................................................4
P4 Marketing plan for ASOS PLC:.............................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
ASOS plc has been termed as the global business market of the internet, fashion and the
retail brand. Asos plc is basically aimed at the client base ages between the age of 20-30 years
Organization offers own label products across women wears and the menswear. The company
have the operations all over the world around for which there is need for the different level of
marketing development. Marketing is about managing a profitable relationship between the
customer and the organization by to serving the maximum level of value and satisfaction to
customers. Marketing is all about having the promotion and selling of products and services for
the development of business. In this report there will be discussed regarding the key role and
function of marketing along with the achievement in organization goals and objectives. There
will be development of marketing plan for the further expansion of the business which need to
develop keeping all the market concept in the view of organization gaols and objectives.
MAIN BODY
P1 Key roles and responsibility of marketing function
Marketing refer to the function in which organization looks to developing, interacting,
delivering and exchanging the offering to create value for the clients, partners and whole
community in large. Marketing function includes researching about the product, after that
developing the product accordingly. After that the organization used to select the customer or the
target customer which need to be targeted by the organization and after that the way through
which the targeted customer will be communicated about the product (Arendt and Allain, 2019).
This function plays an important role in every type of organization whether it is non-profit,
small, large organization or manufacturer of industrial products. Function of marketer and the
department in Asos plc is are as follows:
Market Research: Common role of the marketing function is to provide the information
to the Asos plc about the different happening in the market. They generally used to research the
market and try to find out the opportunity available in the market or any sort of the threat
available in the market. Marketing also looks at the targeted market which can be targeted by the
company in to sell the product of the company. Marketing function of the organization
continuously look at the competitor strategies which is use by the other competitor to attract the
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customer in the organization (Bhatt and Gupta, 2018). On the basis of all the information which
is derived by the department organization use to perform the different activity in Asos plc.
Product Development: Marketing function of the organization use to play a very crucial
role in the product development of the company. As this function use to provide the information
on the basis of which organization use to develop the product. Not only that the this function of
Asos plc also use to decide the procurement of the raw material which can prove crucial in
improving the efficiency of the organization. GenerallyGenerally, the marketing department of
the company use to look at the raw material which is use by the competitor and on the basis of
that the organization use to procure the best raw material in the organization (Campbell, Martin
and Fabos, 2018). Marketing function also help the company in setting up of a price for the
product on the basis of the market research and seeing the profit margin of the company. Thus
this function of the organization use to play a crucial role in the development of the product as
from the starting stage of procurement of the product to the last stage of fixing the price of the
product marketing function use to provide good support.
Promotion: The biggest role which is played by the department of Asos plc is that it helps
the company in promoting the awareness of the company product in front of the targettedtargeted
customer. Generally the marketing department of the organization use to select the mixture of the
promotional tool and with the help of the same organization use to promote the awareness of the
product in the market. Asos plc use to generally use the social media and local platform to
promote the awareness of the product in the market which helps the organization in passing on
the message to the customer about the product which eventually result in creating the bonding
with the customer in the market (Feng, Huang and Avgerinos, 2018). Generally, the promotion
activity of the organization is targeted to make the targeted customer aware about the product
which is brought by the company and how it is beneficial for them in their growth.
Distribution Channel: Marketing function of Asos plc also plays a crucial role in
providing the product to the customer at their door. As marketing department of Asos plc use to
decide the best available method through which the product of the organization can be provided
to the customer of the organization. This department of the organization generally use to select
the distribution channel which can attained the larger market area and can touch the larger
number of the selected customer in the market. Asos plc uses direct distribution channel in which
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the product is sell through the store of the company. Company generally does not usesuse the
indirect distribution channel but sometime sell the product to the wholesaler in larger quantity.
P2 Explain how the roles and responsibility of marketing function is related to the wider
marketing context
The functions of marketing department are interrelated with other functional units of the
organization. As it provides the support to the different department of the organization to achieve
their departmental goal. Satisfying the need and demands is not the sole responsibility of this
department but is the responsibility of other departments also. Interrelated function of the
marketing function with the other department are as follows:
Production Department: Marketing department use to provide the information about the
market to the production department of the Asos plc. The information includes information about
the need of the customer in the market, also about the opportunity which is present in the market
and also information regarding the competitor product and etc. In return production department
also help the marketing function by providing the information regarding the changes which has
been brought in the product and how it can affect the customer positively in the market (Grudin,
2017). This information is then use by the department to promote the product of the company in
front of the targeted customer so that they feel happy to buy the product of the company.
Human Resource Department: HR department of organization generally looks at
managing the employee in the organization in such a way that the organization is able to increase
the efficiency of the organization so that the organization objective is achieved effectively. This
function of the organization use to provide the information regarding the type of the skill set
which will be require in the organization to carry out the operation of the business and on the
basis of that the organization use to recruit the best available talent from the market. Also
department helps the HR department in knowing what amount of the Human resources which
will be require in the organization to carry out the future operation of the business on the basis of
same HR department use to plan the activity of the business (Haywood, 2019). In return the HR
department of Asos plc use to provide the best talent for the department of the organization to
carry out the marketing function of the organization.
Sales Department: Sales department of the organization use to look at selling the
product of the company in the market. Marketing function of the company use to provide the
basis to the sales department by fixing the price at which the product of the company can be sold.
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On the basis of which the sales department of the organization use to sell the product of the
company in the market. Marketing function of the organization use to provide the information to
the sales department about the customer which can be targeted by the organization to sell the
product of the company (Jackson and Ahuja, 2016). In return the sales department of the
company use to provide the variety of the input about the product to the this department of Asos
plc on the basis of which marketing department use to plan the promotional activity of the
organization. As the information which has been provided by the sales department of
organization can be used as slogan or the tag line to attract the eye of the customer in the market.
Procurement Department: Procurement department of the organization use to look at
the platform through which the raw material in the organization can be procure and product can
be developed in the organization. This function of the organization use to provide the
information regarding the best platform through which the raw material in the organization can
be procure as the marketing function include researching the market. In the market research
organization use to look at the different source through which the product in the organization can
be procure on the basis of the quality of the raw material, price at which source is providing the
raw material etc. (Grudin, 2017). On the basis of that the procurement department of the
company use to purchase the product which is best suitable for the organization. It also provides
the variety of the information regarding the product to the marketing which then use in
promoting the product in the market (Haywood, 2019).
P3 Compare the different ways the organisation apply the marketing mix to the marketing
planning in process to achieve the business objectives.
Particulars ASOS plc ZARA
Product The company is the leading the e-
commerce retailer based in UK. The
company have the major selling of the
clothes, shoes along with the beauty
accessories to the target consumer
directly (Perreault, 2018.). The company
has the separate brand for the kids along
with that they are having the promotion
ZARA is one of the famous stores
in terms of leading brands under the
luxury product having the offering
regarding the jeans, tops, t shirts and
many more. The company has been
the one stop solution for all the
related style demanded by the
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of some major brand Nike, Adidas
Calvin kelvin.
customers.
Price The company is using the strategy of the
hypothetical pricing as there is the
visibility of wide range of products. The
company is having the low pricing
penetration in the market. The company
don’t have the delivery charges.
The company is targeting high end
customer or for better understanding
it can be said as the high income
group people. The company is high
on the brands along with the process
hiking to sky. It is defined as the
local brand having the viability to
target customers. Hence, it can be
concluded that the company is suing
the price skimming strategy.
(Rajavi, Kushwaha and Steenkamp,
2019.).
Place The company has the internet based
platform for having the shops of the
apparels and the footwear. They are
promoting both in android and iPhone
apps, the products are delivered to the
address area and the COD facility in
provided. The company is the online
website having the sell over 850 brands
and ships to 196 countries including UK,
USA and EU.
The company is operating in more
of the retail outlets achieving more
than 6500 outlets in more than 88
countries. The company is also
identified on online store but having
the more emphasis on the retails
store the company.
Promotion The company is using the promotion
strategy through the website and the
mobile app. They have the contact to
their target customer through mails and
the updates. They also need to send the
leaflets along with having promotion
The company is paying more
emphasis on product advertisement.
The company don't have any
engagement over the televisionary
as they are having the unique selling
proposition techniques in the short
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through internet and social media sites. processing of times.
People The company has the less number of
employees as compared to the
competitor firms (Mikkelsen and
Johnsen, 2019). The company have the
online potalt for the 850more brands
shopping. Customer is having
maximum satisfaction with the feedback
services of company.
The company has most of the
employee as companied to the
company which are promoting the
brand on the online basis. There is
the inclusion of specific target of
customer which high income group
or the customer demanding for
luxury products.
Physical
evidence
The company is internet based company
through which there can be
establishment interaction for the
convenience of company. The company
have the representation of product
physically with receipt of products. The
company use the latest discount offers
and the displayed consumers to get
maximum level of benefit.
The company have the existence of
the retail store displaying their
maximum trendy products. . The
company have the identification of
the loyal customer by providing
them the loyalty cards and the
premium discounts to increase the
level of satisfaction among
customers (Lovelock and Patterson,
2015).
Process The shopping process of the company is
more of the internet based as compare to
the physical evidence. The company
have the application of online portal
where they can only see the product but
cannot use it. The product is delivered
on cash or delivery along with shipping
of product to address.
The process of the store is on the
both way in the having the retail
store and both online stores. The
company have the retail stores so
that the consumer can simply buy
the products from the retail stores.
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P4 Marketing plan for ASOS PLC:
The marketing plan is concerned with applying resources of a company systematically in
order to achieve the goals and objectives. Every company develops a marketing plan to
systematically achieve its goals and objectives.
Objective: The ASOS PLC company have three simple aims and objectives that will help
the company to grow in the near future. These aims and objectives include uncompromising
presentation regarding the display of their products and services, ensuring incredible choice to
the customers by providing them good quality products at competitive prices and also delivering
impeccable after sales services. Also, the company follows SMART goals (specific, measurable,
attainable, reliable and time bound) which means leads to optimum utilization of resource while
achieving the objectives and also these goals are realistic hence achieved on time.(Arendt, and
Allain, 2019).
Strategic segmentation, targeting and positioning:
It is imperative for every organization to perform STP as it helps in shaping up its
behavioural pattern. It helps an organization to identify its target customers, their needs and
wants and develop product accordingly. The STP of ASOS PLC is as follows:
Strategic segmentation:
The ASOS PLC has distinguished the market on the various basis in order to understand
the customer in a better manner. On the basis of demographics, the company has divided its
customers on the basis of age, gender and education whereas on the basis of geographical
location, the customers are divided on the basis of country, state and region. Psychologically the
division is made on the basis of attitude, values, culture and beliefs (Haywood, 2019).
Targeting: It is imperative to target a certain set of customers as it can further help the
company in developing products accordingly. ASOS PLC'S target customers include teenagers
and millennial between the age group of 16 to 25 that follow the latest fashion trends and are
inspired by celebrities. It has helped the company significantly in developing products and
services as per their expectations.
Positioning: The positioning of customers means providing them the products and services by
identifying their needs and wants accordingly. Once, the audience is targeted then they are
positioned and the product are sold to them accordingly.
PESTLE analysis:
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 Political factors: Political factors are concerned with the tax rates, subsidy and the
exchange rates in the country. The Political factors have hugely impacted the growth
prospects of ASOS PLC because the BREXIT has led to increased taxes in the European
union and also cause various problems to the employees of the country.
 Economic factors: Economic factors are concerned with the pricing level, inflation and
economic condition of the country. With the increasing inflation and the entry of new
competitors in the market the sales of company has reduced. The competitors are
providing products and services at a very cheap price thus it has also reduced the marketr
share of ASOS company.
 Social factors: The social factors involve the culture, beliefs and values of people in the
country. With the changing trends and attitude of people, there has been a significant
reduce in the consumption of products made up of animal products. Therefore, ASOS
PLC needs to restrict the sale of such clothes and accessories in order to improve their
brand image and increase the profitability (Lovelock, and Patterson, 2015).
 Technological factors: ASOS PLC uses latest and upgraded technology in order to
reduce their manufacturing cost and to increase their profitability. The company has also
started selling their products and services online which has reduced their cost of physical
stores and maximized their profits significantly. Selling of products online also helps in
adding new customer base and thus helps in increasing the market share.
 Legal factors: It is imperative for every organization to follow the legal rules and
regulations in order to ensure smooth functioning of the business. The ASOS company
complies with all the legal rules and policies which has helped in enhancing their brand
image.
 Environmental factors: The company has banned the use of plastic bags in order to
protect the environment. Also, the organization uses its social media to promote
protection of atmosphere.
SWOT analysis:
Strengths
 The company operates in 196 countries thus it has a strong customer base in the entire
world.
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 Provides good quality products at fair prices which has helped them in achieving
competitive advantage.
 Strong E-commerce infrastructure which helps in adding more customers and thus
increases market share.
Weaknesses
 Frequent product recalls hashave led to loss in customer confidence and hampered the
brand image.
 Poor financial performance in Asian and African markets has reduced the profitability of
ASOS PLC.
Opportunities
 The company has the opportunity to diversify its operations by providing new range of
clothing for kids and women and also to provide additional accessories.
Threats
 Entry of new players into the online market that provide the latest clothes and offerings at
a cheaper price can affect the future growth of the business.
Marketing mix: It is concerned with 4P's use to market and sell the products.
 Product: ASOS PLC identifies the needs and wants of consumers and develop products
accordingly. The company creates those products that create value for the customers and
help in increasing the sales and profitability of the company by providing maximum
customer satisfaction (Jackson, and Ahuja, 2016).
 Place: The company mainly operates online thus saving the cost of physical location for
the organization. It helps ASOS PLC in providing goods and services at much cheaper
rates from a single place globally.
 Price: Price is the most important factor for a company as it decides its success and
failure. ASOS PLC provides good quality products at competitive prices which helps in
their profit maximization. Also, the organization follows market penetration strategy to
cover large market share and then earn profits accordingly.
 Promotion: The ASOS PLC promotes its products through social media, advertisements
and print media. Also, the company provides attractive, discounts and rebates to its
customers in order to increase its sales effectively and efficienctlyefficiently.
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Financial analysis and evaluation
Marketing Budget
Particulars Figures (in £)
Traditional tools (television, newspaper and
magazine)
700
Social media marketing 500
Sales analysis: Forecasted
Particulars January February March April May June
Sales revenue 2500 2550 2601 2653 2706 2760
The above depicted table clearly shows that business entity will undertake both traditional
and modern tools for marketing purpose. Accordingly, £500 will be spent on social media
marketing which in turn helps in developing awareness among the customers at global level.
From evaluation, it has identified that marketing strategy place positive impact on sales revenue
generated. It can be stated that as a result of marketing sales will incline by 2% each month.
CONCLUSION
From the above file it can be concluded that there is the importance of the marketing
essential for the development of the business in global development. The company has been
identified as the fashion brand which has the targeting market with price penetration and e-
commerce platform proceeding varsity of facility of the development of the organization. There
is the proper establishment of the relationship among the various department of the organization
for the achievement of success and goals for the longer productivity. There is the importance of
marketing plans which provide value and linkage between the company’s objectives and
marketing strategies. There should be proper development along with market segmentation and
target for the effective and efficient development of company. Market selection for the creating a
market strategy and proper allocation of resource.
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REFERENCES
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integrate: The influences of market newness and competitive
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Grudin, J., 2017. Obstacles to participatory design in large product development organizations.
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Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing mix.
Journal of Direct, Data and Digital Marketing Practice. 17(3). pp.170-186.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
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Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Rajavi, K., Kushwaha, T. and Steenkamp, J. B. E., 2019. In Brands We Trust? A Multi-
Category, Multi-Country Investigation of Sensitivity of Consumers’ Trust in Brands to
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