Key Roles and Responsibility of Marketing Function in 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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