Role and Responsibilities of Marketing Function in M&S

This report discusses the role and responsibilities of marketing function in M&S, including its impact on wider organizational context. It also compares the application of marketing mix by different business organizations.

Marketing essentials

TABLE OF CONTENT
INTRODUCTION .....................................................................................................................................3
LO1.........................................................................................................................................................3
P1 Role and responsibilities of marketing function............................................................................3
P2 Role and responsibilities of marketing related to wider organisational context ...........................6
LO2.........................................................................................................................................................7
P3 Comparing Application of the Marketing Mix by Different Business Organisations ....................7
LO3.......................................................................................................................................................10
P4 Marketing Plan for Marks & Spencer.........................................................................................10
CONCLUSION .......................................................................................................................................11
REFERENCES.........................................................................................................................................12

INTRODUCTION
Marketing essentials is considered to be one of the most important business objective for
gaining stronger position into world scenario through which higher rational positions can be
attained onto more dev eloped ethical working parameters. The 7ps of marketing essentials
are known to be one of the most important part which enables to bring high effective
segments within the set paradigms and to rationally bring marketing goals into practical
business sense. M&S company is one of the best retail fashionable brand within UK industry
known for large innovative products and services through which it has attained large goodwill
within business world. The report explains role and responsibilities of marketing function
where wider company business objectives are attained onto bigger levels through strong
innovation within various segments and the fundamental role it plays onto wider contexts
(Armstrong, Kotler and Brennan, 2018). The report discusses new company ways which
apply marketing mix to evocative planning to achieve higher business objectives for longer
effective development and the role marketing planning plays at M&S to bring strong
technicality within performance metrics. The report also brings forward marketing plan for
company M&S with all gaols, strategies and higher relative business positional parameters to
attain long term viable paradigms onto relative performance targets.
LO1
P1 Role and responsibilities of marketing function
Marketing function is one of the most important business segment which enables to
bring on higher scale services for gaining strong business positions and to pertain onto higher

reflective working segment for longer working hemispheres. The role of marketing function
is highly evocative to bring on more determinants through complete procedural functioning
onto more relative determinants where company aims to keenly develop rational paradigms.
Marketing function has been increasingly becoming one of the most stringent function of
business where technology works as an effective parameter to pertain onto more technical
parameters for gaining strong positions within business world. The role and responsibilities
of marketing within M&S company which is one of the most high developed retailer brand is
highly important and rational to bring on more advanced working determinants where the
brand aims to be highly functional onto strong innovative marketing demands (Brezak,
Vlastelica and Kostić, 2019).
 The M&S marketing department is highly functional to bring on best marketing trends with
strong innovation and advancement within the goals of company to program out larger
determinants for longer effective working paradigms. The brand has positioned itself as one
of high fashionable company to bring on long term goodwill among domestic as well as
international countries business segments for gaining stronger positions at higher levels.
M&S marketing is known to be one of the highly innovative marketing where brand has
been working onto various paradigms to bring on long term focus and rational functional
positioning within the set targeted customer markets (Yahia, Al-Neama and Kerbache,
2018). The brand is known to be highly precisely working with best innovation and
creativity within its marketing functions where social media has also played an active role to
keep on attracting large scale customers. M&S works with high précised synergy to market
out its products and services among consumers market share for gaining long term yielding
position within the yielding metrics and to potentially leverage onto best paradigms within
fashion industry. The brand has been working on twitter, Face book, YouTube and instagram
to bring on more relative innovative marketing parameters to reach large scale customers
market share and to rapidly work on the untapped business segments within global
marketing scenario (Chen, Van Der Lans and Phan, 2017).
 The M&S company has been partnering with best fashion industry companies worldwide
and enterprises to build on long term synergy of higher effective marketing and to rationally
build on keen marketing trends focus to develop long term marketing position within world
retail industry. The retail industry where M&S is known as one of the most innovative
fashionable brand focusing onto more technical advertisements, productively working on
higher innovation within working segments to promote on digital marketing. M &S focuses

onto best radical marketing parameters with higher synergy of keen focus to leverage for
gaining strong marketing paradigms which has been increasing profits and goodwill among
consumers also. The brand strongly focuses on marketing functions to bring on working
paradigms where factors of fashionable approaches to gain customers share, leverage on
gaining strong fundamental position and to actively produce best fundamentals for technical
advancement (Wilson, Zeithamland Gremler, 2016).
 M&S is one of the most functional brand within retail industry producing high fashionable
products and services and positioning itself as most high developed brand governing onto
keen synergy of optimism for best marketing fundamentals (Davcik and Sharma, 2016).
Marketing professionals are highly active to bring before higher effective developed
business paradigms and to reflect onto best services as per developed customer oriented
facilities where marketing plays an active role. The brand has been working on the best
marketing functional paradigms to focus on best factors to leverage more rational functional
scaled services where active marketing works as one of the most important parameter. M&S
is one of the best retail brand where marketing has been highly productive to bring on
quested parameters onto best factors of gaining potential customers market share and to
develop long term position within world retail industry.
 Market research and customer satisfaction: It is the responsibility of the marketing
department to analyse the latest marketing trends and customer requirements so that
organisation can deliver services accordingly. The interaction and research of marketing
team also helps to improve the public relation and perception of organisation among
customers.
 The service attributes such as price, promotional methods and product attributes are decided
on the basis of marketing research and other marketing functions. Thus success of
organisational goals depends on marketing roles to a great extent.
These factor explains the role and functions of marketing within the global
dynamic business world where the rational synergy onto keen paradigms is to bring on
more developed functional scale services and to generate long term positioning into
marketing department (Newman and Trump, 2017).M&S is one of the most high
fashionable brand within retail industry to work onto innovative marketing and to program
on the best developed working standards which will further bring on more focused retail
marketing paradigms to pertain onto developed functional units. The brand has been

working onto marketing segments with best fundamentals of technological advancement
where all customer satisfaction services are governed with best metrics of development and
yield onto higher synergy of actions to program out the targeted revenue and to leverage
long term position with best synergy of creative marketing and advertisements through
digital platforms within world metrics. M&S being one of the most high developed retail
brands within UK and global industry focuses to build strong parameters of gained
innovation, creative advertising with best functional roles to develop new rational
development paradigms through which wider advertisements have been available to
develop onto more radical fundamentals with wider scope of services focused onto
consumer strength. .
P2 Role and responsibilities of marketing related to wider organisational context
The role and responsibilities of marketing related to company M&C company context
can be understood by the fact that there is wide relative development within marketing
fundamental to evolve on overall working scenario which enables to program out more
developed working standards (Dwyer, Dragićević and Knežević Cvelbar, 2016).
 The role of marketing in context of M&S is highly proactive to bring on stronger working
performance metrics to bring on stronger working parameters pertaining to vast generated
determinants, keenly work onto more rational strengthening along with stronger results of
profitability and goodwill among consumers. Role of marketing can be further analysed with
the fact that it enables to generate strong working paradigms within dynamic business world
with strong competitiveness and higher strength parameters. Marketing with strong branding
has successfully created M&S one of the biggest brand of UK retail industry to bring best
customer satisfaction services and high innovation within all portfolio of products through
which larger goodwill is developed and technically advancement to program out best
rational functional fundamentals. The various new responsibilities of marketing within M&S
company context can be understood with the following factors where the metrics of higher
relative development enable to bring on larger proactive functional strength for bigger time
frame (Percy, 2018).
 M&S company has been programming wide marketing rational activities and developed
higher innovative marketing responsibilities for gaining stronger business parameters
developed to bring on best proactive market demands (Felbermayr and Nanopoulos, 2016).
The responsibilities of marketing can also be understood with the fact that higher innovation

and best brand products can be delivered with marketing parameter which plays an important
role to keenly bring customers close to company products for yielding on to best sanctioned
paradigms. Marketing plays an important responsibility to deliver best technology
advancement, company fashionable products and larger determinants for gaining higher scale
of relative gaining strong market share. The brand has been aiming to use marketing as one of
high role within global dynamic business world with proactive rational factors to bring on
strong marketing, enhance the untapped business segments within various countries and also
yield onto best channels of innovative marketing.
 The responsibility of marketing at M&S company is known to be one of the most higher
functional as company has been investing with large funds onto marketing channels to
program out all fashionable outputs and customers services based onto demands of market
share. Marketing also enables company to build strong brand within global business arena
and to relatively bring higher keen synergy of best radical paradigms and to yield onto larger
determinants of international marketing. Globally M&S is one of the biggest brand within
retail industry producing large innovative items and products, services pertaining best rational
fundamentals to bring higher profits and goodwill among consumers. Role of marketing is
also highly important to develop within business world globally where the quest of
innovation is highly proactive to change based on customers demand and preferences.
Marketing builds brand globally through digital networks within international paradigms and
influence to build best proactive functional paradigms within quested synergy, leverage
higher profits and larger goodwill among consumers within untapped customers business
segments.
 Marketing responsibility can also be programmed within M&S company sales services where
best innovative products, fashionable outlets are rationally developed onto larger working
paradigms to bring on more connected global viability within world hemispheres. The brand
marketing focuses to bring on best determinants of digital marketing where the company has
been progressively working on to bring on best radical high ethical functional role to get
higher profits and larger effective marketing determinants. The marketing plays an important
role by working on the responsibility of one of the most important department to proclaim
onto best factors of gaining synergy among consumers business world where the dynamic
strength of marketing is focused. Marketing plays one of the highly important role to
technically bring advancement and raising the standards of marketing to leverage onto more
innovation within set metrics of working strength by working onto the parameters where

success is focused to bring on best relative synergy of profits and goodwill among consumers
(Wakefield and Blodgett, 2016).
 Marketing is also related to wider organisational department. For instance, marketing
department must work in alignment with the operational department. In the promotional
tactics used by marketing team product attributes and features are also informed to customers.
Thus it is also important that these details must be confirmed to operational team so that they
can assure the timely production and delivery of services. Similarly marketing activities and
pricing deicsions are also controlled by accounting and financial budget of the organisation.
Thus marketing functions must also be aligned with the financial department. Marketing
practices can be accomplished by talented and skilled candidates only. Thus marketing teams
must be formulated by section of skilled candidate by HR department. For this purpose,
marketing managers must clearly specify their needs to HR team.
LO2
P3 Comparing Application of the Marketing Mix by Different Business Organisations
Marketing mix is a strategic framework that details a set of strategies, tactics or
actions used by a business organisation with the intention to promote and advertise its goods
and services to the public with the population. This section compares the application of
marketing mix between Marks & Spencer and Primark business organisations, both of which
are competitors to each other, within the retail industries of UK. The marketing mix consists
of 7 components as follows:
Marketing Mix Marks & Spencer Primark
Product: Marks & Spencer includes two brands
within its operations one dedicated to food
products and the other dedicated to clothing
and homeware products. The products
manufactured and sold by Marks & Spencer
within the retail industries of UK are
primarily focused on satisfying their
Primark on the other hand
only includes one brand
that is dedicated to
clothing and homeware
products. While the
products offered by
Primark are also focused

customer’s needs, preferences and
requirements within the retail markets,
placing great focus on the quality and
fashion style of their customers which the
administration of Marks & Spencer
identifies through consumer analysis and
consumer insights (Chaffey, 2019).
on design, fashion style,
these are manufactured
solely to meet the
demands and
requirements of their
customers.
Price: Marks & Spencer sells its products within
the retail industries of UK by making use of
skimming pricing strategy with the prices of
their innovative goods and products
eventually decreasing in the retail markets.
The product prices offered by Marks &
Spencer are dependent on the quality of
materials used and innovative design of the
products.
Contrastingly, Primark
offers product prices to its
customers which are
highly affordable,
competitive and reduced
on account of using
cheaper source materials
at the cost of product
quality as part of its
business model.
Place: Marks & Spencer offers its services and
goods for sale within the retail markets
from a number of physical retail stores,
online stores and franchise establishments
in an effort to effectively provide its
services to a large base of customers within
the retail industries of UK. Marks &
Spencer also has considerable international
operations (Kotler and et.al., 2017).
Primark only offers its
goods and services to the
consumer through its own
dedicated physical stores
which are strategically
located to service a large
number of customers.
Promotion: Marks & Spencer makes use of both
traditional and digital marketing channels
and tools such as online websites, social
media platforms, magazines, newspapers,
billboards, TV and radio commercials etc.,
Contrastingly, the
marketing operations of
Primark are limited when
compared to Marks &
Spencer, as these only

in order to promote and advertise their
goods and services to a large base of
audience within the UK population. Marks
& Spencer also makes use of digital
marketing software such as Google
Analytics and Hootsuite in order to
dynamically monitor and record the
performance of their digital marketing
operations and analyse recorded data to
improve marketing operations of Marks &
Spencer. The promotional operations of
Marks & Spencer place great focus on their
brand awareness, value and reputation
within the retail markets.
include use of basic
traditional marketing
tools in addition to social
media platforms for the
promotion and
advertisement of their
goods and services to
consumers within the
retail markets.
Processes: The operational processes of Marks &
Spencer for all their varied operations are
smooth, well managed, efficient and
delegated between distinct departments in
order to allow Marks & Spencer to provide
their customers with effective and efficient
service that is customer friendly at its core
(Cateoraand et.al., 2020). The various
processes of Marks & Spencer include
traditional tills, online shopping stores and
self-service kiosks.
Primark’s operational
processes are also well
managed and
distinguished allowing for
customer friendly process
but does not include on
line stores as part of its
operational processes.
Physical
Evidence:
As Marks & Spencer’s operations are
highly varied, it places great emphasis on
product packaging in order to increase its
brand awareness amongst the public. Marks
& Spencer also places significance on the
interior design and store layout of its
physical establishments in order to attract a
On the other hand,
Primark does not offer
any additional facilities to
its customers except for
focusing on their
packaging, interior design
and store layout in order

wide range of customers with the
establishments also including other optional
facilities such as food halls, rest rooms and
baby care facilities in order to satisfy the
varying needs and requirements of their
diverse customers.
to maximise their limited
profitability.
People: Marks & Spencer tries to recruit highly
skilled and talented individuals for its
various operations, with many of Marks &
Spencer’s employees being skilled, trained
and experienced in IT skills and customer
service (Hollensen, 2019). This helps Marks
& Spencer perform with increased
performance and efficiency as its
operational workforce is highly skilled,
talented and experienced.
While Primark does
recruit skilled and
talented workforce, they
mainly focus on recruiting
employees who are
trained and skilled in
providing effective
customer service to their
customers.
LO3
P4 Marketing Plan for Marks & Spencer
A marketing plan is a strategic report that includes the marketing objectives of the
business organisation, its target markets, marketing mix, marketing strategies, control
processes etc. Marketing plans are of immense importance for a business organisation’s
marketing operations to become successful and contribute towards the business organisation
accomplishing its own strategic objectives and vision. With the marketing mix of Marks &
Spencer already evaluated the marketing plan for Marks & Spencer is made by making use of
the SOSTAC model as follows:
Situational Analysis:Marks & Spencer is a global retail business organisation that specialises
in selling home products, clothing and food products to its customers within the retail
industries. Marks & Spencer enjoys a very high brand awareness, value and reputation within
the retail industries on account of their long sustained successful operations. Marks &

Spencer has around 959 distinct establishments all across UK with 615 establishments that
exclusively sell food products to the customers within retail markets.
SWOT:
Strengths:
• High Brand value, reputation and awareness.
• Developed operational infrastructure.
Weaknesses:
• Unable to acquire or merge with competitors.
• Less investments into new technologies.
Opportunities:
• Digital operations through online stores.
• Expand to global markets.
Threats:
• Inflation decreasing UK consumer's purchasing power.
• High competition within the fashion and retail industries.
Objectives:
 Marks & Spencer are required to increase their total sales by 15% within the next
fiscal year.
 Marks & Spencer are required to increase their new customers acquired additional by
10% within the next 12 months.
 Marks & Spencer are required to increase their current market share within the retail
industries of UK by 5% within the next 12 months.
Strategies:In order to effectively be able to achieve their marketing objectives, Marks &
Spencer has strategically segmented and targeted their customers and have positioned the
business in order to service this targeted segment. Marks & Spencer have segmented their

customer base on the basis of their economic prowess with segments forming of customers
belonging to the middle and upper economic classes of the population as these possess
required personal disposable income for the goods and services of Marks & Spencer. Further
Marks & Spencer has targeted customers from this segment belonging between the age
ranges of 18-40. Targeted customers can belong to all genders, nationalities, cultures,
religions etc., allowing for Marks & Spencer to service a large base of targeted customers
(Armstrongand et.al., 2018). Marks & Spencer have strategically position their marketing
strategies in order to effectively market to their targeted customers in an effort to achieve
their marketing objectives.
Tactics:Marks & Spencer makes use of both traditional and digital marketing channels and
tools for their marketing operations in an effort to promote and advertise to a huge range of
audience within UK. Using digital marketing tools such as online websites, social media
platforms etc., allows for Marks & Spencer to promote and advertise to a very large base of
customers through the internet, while incurring significantly less costs attached to their digital
marketing operations (Philip, 2017).Marks & Spencer also makes use of traditional marketing
tools such as newspapers, magazines, billboards, TV and radio commercials etc., irrespective
of their combatively higher costs attached, in an effort to promote and advertise their products
to a very large base of audience within the UK.
Actions:In order to accomplish their marketing objectives through mentioned tactics, the
marketers of Marks & Spencer have effectively delegated tasks amongst the members of their
marketing team with respect to which employees of Marks & Spencer are required to look
after digital marketing operations and which employees are responsible for the traditional
marketing operations respectively in order for their overall marketing operations of Marks &
Spencer to be successful. For their marketing tactics, the administration of Marks & Spencer
has also allocated necessary marketing budget that is required for the marketing operations of
Marks & Spencer to be conducted successfully.
Budget: Marks & Spencer's marketers can procure the required financial resources from the
financial department of the business. The budget needs to incorporate financial resources
required for the various strategies and operations of marketers discussed in the marketing
plan, for them to be able to achieve their marketing objectives such as individual costs of
using various marketing tools, marketers salaries, SEO costs etc.

Marketing Activities Financial Resources £
SEO 500£
Marketers Salary 2500£
Social Media Marketing 800£
TV and Radio Commercials 1500£
Total 5300£
Monitoring & Controls:The marketers of Marks & Spencer can dynamically monitor, record
and evaluate the performance of their digital marketing operations by making use of strategic
marketing software such as Google Analytics and Hootsuite, which are capable to
monitoring, recording and storing various marketing metrics related to the digital marketing
operations of Marks & Spencer, which the marketers can analyse in order to gain insights into
how their digital marketing operations can be further enhanced and improved so that these
can be implemented in order for M&S to be able to achieve their marketing objectives.
CONCLUSION
The report can be concluded with explanation of marketing essentials and various
factors where M&S has successfully enabled to bring before higher evocative working
fundamentals of larger strengthen services. The report concludes higher role and wider
responsibilities within marketing department where all products and services are focused as
per customers market demands to bring on larger diversity. Report concludes M&S company
has been coming up with best viable metrics and functional channels of communication
networking with innovative marketing where brand has been successful in gaining strong
position for itself within the set paradigms of rational working standards (Rundh, 2016).
Report concludes the role and function of 7Ps of marketing where M&S focuses to attain
stronger synergy of marketing and to develop long term position for itself within business
world. The report concludes strategic marketing plan where brand has been successful in
developing long term place for itself within business world of dynamic scenario where it has
been aiming to bring before best paradigms of marketing within global business world and to
yield onto higher promotional parameters to attain developed marketing fundamentals. M&S
is one of the best retail brand within UK and global industry to bring on higher proactive

working determinants and invest on innovative marketing segments within business world for
higher profitability among consumers and goodwill attainment
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