Essentials of Marketing in an Organisation

This can be defined as the business procedures of building relationships to carry out improved sales and satiate consumers (Dibb and Simkin, 2013) Marketing essentials consist of basic marketing concept, targeting,positioning,differentiation, marketing mix and strategy which are implied to a company to meet standard pre-determined outcome. Hence, for this, it is requisite for enterprise to understand the basic concepts of marketing which demonstrate the core of TopShop elaborated as below: • Production Concept: It is assisted with consumer

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a. How the key roles and responsibilities of the marketing function relate to the wider
organisational context.............................................................................................................1
b. Roles and responsibilities of marketing in the context of the marketing environment......3
c. Significance of interrelationships between marketing and other functional units of an
organisation............................................................................................................................3
d. Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.......................................................4
LO 2.................................................................................................................................................5
1. Apply the marketing mix to the marketing planning process to achieve business objectives
................................................................................................................................................5
2. Different tactics applied by organisations to demonstrate how business objectives can be
achieved..................................................................................................................................8
LO 3.................................................................................................................................................8
1. Basic marketing plan for an organisation...........................................................................8
2. Detailed coherent evidence – based marketing plan for an organisation.........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an important concept which eliminates the gap present in between the
service provider and its user. This can be defined as the business procedures of building
relationships to carry out improved sales and satiate consumers (Dibb and Simkin, 2013)
Marketing essentials consist of basic marketing concept, targeting, positioning, differentiation,
marketing mix and strategy which are implied to a company to meet standard pre-determined
outcome. Present report is based on Topshop which is British Multinational apparel company
and fashion retailer of shoes, accessories, make-ups and clothing which owes more than 500
shops worldwide. In the report, different roles of marketing will be assessed along with their
interrelations with other functional division. Also, comparative evaluation of marketing elements
will be done to develop basic marketing plan.
LO 1
a. How the key roles and responsibilities of the marketing function relate to the wider
organisational context
Marketing refer to practices of an organisation related with selling and buying a service
and products. This consists of selling, delivering and advertising services or products to people.
The division of marketing has overall duties for growing market share, revenues and contributing
profitability and growth of company (Pike, 2015). TopShop is a British MNC which needs to
analyse different functions of marketing along with its significant within the enterprise in order
to meet their set target. Hence, for this, it is requisite for enterprise to understand the basic
concepts of marketing which demonstrate the core of TopShop elaborated as below: Production Concept: It is assisted with consumer perception that represents that customer
are more likely inclined to those commodities which are conveniently available in economic
cost. Hence, enterprise should focus on growing production rate. Product Concept: As per this aspect, customer likely selects those services which have
value of quality, money and creative approach. It derives that customer can be refrained by
service and products i.e. beneficial for them. Selling Concept: This states that aggressively promoted products are more preferred by
consumer relatively.
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 Marketing Concept: This affirms that those organisations which are branded or recognised
well can easily attract consumer’s attention. This concept needs the necessity of
concentrating over target customer for commodities delivery. Societal Marketing Concept: This demonstrates core focus over requirements and needs
have focused customer (Bastable, 2016). Hence, the consumer selects to purchase from
brand beside contemporaries in marketplace.
TopShop use selling and societal marketing concept in order to meet the benefits and
final outcome of the report. The company has great brand recognition and through opting better
advertising technique, organisation aims their target consumer. Therefore, this is coherent that
marketing departments does not only assist in meeting business requirements but also help in
meeting set goals to TopShop. Here are mentioned some of roles and responsibilities in TopShop
in context of organisation: Designing Marketing Plans and Strategies: Departments of marketing in TopShop is liable
for analysing different wants and requirements, render them through adding value in
commodities and aware superior values (Berkowitz, 2016). It helps in planning strategies
procedure which later carried out at four levels: product, business unit, division and
corporate. Controlling Environment: To corporate with the trends, identification of present
determinants and transformation of them into opportunities that can be done through the
help of marketing departments in TopShop. Hence, this has prior roles in division to handle
numerous obstacles which can restrain growth of enterprise and controlling their impact on
time according to different consequences (Creating a Marketing Department, 2018). Marketing Research: TopShop always require proper knowledge and information related to
organisation for controlling market environments and develops effective strategies. Hence,
this certain information can be accumulated through marketing research that delivers other
data as well associated with company’s situation, product, response, current market,
response of consumer etc.
 Managing Consumer Relations: Consumers are core essentials which are also known as
value maximizers. They purchase service from TopShop that are highest consumer delivered
value. Marketing department serves organisation quality management program, consumer
loyalty, satisfaction and effective consumer value.
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Therefore, the notions affirm that marketing carry out various benefits to the enterprise
guiding TopShop toward the global expansion of trends. It provides knowledge, information and
awareness about certain products and overall enterprise among consumer persuading them to
retain with brand.
b. Roles and responsibilities of marketing in the context of the marketing environment
Cooperation in dynamic environment of market is complex procedure which require
considerable amount of skills and work (CW Hair and McDaniel C, 2011). Hence, marketing
management is performed within an organisation to create a potential change and controlling
numerous practices as per the attained responses. This can be seen that it is significant to perform
functions and adapt change as per dynamic environment of business. There are numerous roles
and responsibilities which marketing department have in context of marketing as this is liable for
assessing internal and external environment of market of TopShop. Some of the major roles are
promoting the brand name and assisting the enterprise in raising the overall revenue for the
organisation. Also, the organisation can manage their brand image, deploy business, understand
the suitable strategies, evaluate their target consumer and persuade them with better marketing
plan. Proper market research, consumer satisfaction management and other administration are
managed by the help of marketing. Therefore, this is indispensable for TopShop to perform
various actions and attain business objectives of enterprise.
Swot analysis of Top Shop
Strengths
 Variety of product lines at affordable
prices.
 Huge collection to attract large number
of customers.
 Top Shop offer various services to
make the life of customer easy.
Weakness
 High management cost due to various
product line.
 Average quality of products.
 Big stores cannot offer personal care
like small shops.
Opportunities
 Young customers which are very
cautious for fashion and spent more on
fashion clothes.
Threats
 Huge competition from other brands
such as H&M and ZARA which offer
designers clothes.
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 Charity work help company to attract
and retain a large number of customers.
 Overseas government and policies
create a hurdle in company’s
expansion.
PESTLE analysis of Top Shop
Basis Description
Political This is known as one of the largest element of uncertainty in fashion sector.
Every country has its government and has its own rules and regulations.
Change in policies of government of every nation affect the expansion of Top
Shop.
Economic Level of economy in which company operates largely affect its profits.
Economy is known as a significant element in terms of business. Top Shop
follow a strategy of affordable pricing.
Social This is another element that is significant for every kind of business. For
sustain in market for long run, it is essential for every business to work as per
the needs and requirements of people living in society.
Technological Technology is changing business activities at a fast speed. From supply chain
to marketing of products and services all is affected by the technology
company use to perform its business activities. TopShop utilize technology in
an efficient manner and this is the main reason today it millions of customers.
Environmental Nowadays, Sustainability is a trend and is one of the most important concern of
companies which operate on a global level. Top Shop equipped better
recycling and energy efficient resources,
Legal Laws and regulation of the area in which company operate largely affect its
business operations and decisions. Top Shop operate at a global level and
different rules and laws of every country affect company’s decision.
c. Significance of interrelationships between marketing and other functional units of an
organisation
Marketing can refer to the administration procedure by which services and goods move
from a concept to consumer. This is one of the premier determinants of business management
procedure that has impact on not only one departments but entire enterprise. TopShop is a
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multinational fashion firm which operates each function as per the strategy i.e. based on the
marketing department (Brychkov and et. al., 2017). Each functional unit of firm in interrelated
with this division for information, awareness and evaluation of market. This helps in the
development of overall productivity of the organisation. How this interrelation ship helps the
Topshop is discussed below:
Research: This is the main duty for marketing division of TopShop. The interrelationship
among different departments further help in doing better research. Organisation in assessing
opportunities from market and gain more effective understanding of consumer requirements.
This can aid the in considering the weaknesses and strengths of TopShop in market to carry out
more effective business practices and according products. Hence, through better research,
organisation can meet effective outcome and meet consumer needs in an effective manner.
Product Development: TopShop’s division of marketing work with extrinsic and intrinsic
service improvement team to improve existing commodities and improve new products. This
assists in assessing sales of existing services and assesses the gap in the range of products where
there may be numerous company opportunities (Blythe,2012). Marketing team deliver
information of preference, need and trends among customer to the production department of
TopShop which will further help in producing products which can successfully feature in market.
Through this, company can meet satiating consumer service and products and will remain
productive in the competitive market.
Communication: This division plans advertisement campaign and design communication
matter to support and promote service to consumer and prospects. Relying on the give budgets,
effective programs, advertising campaigns and other promotional contents is created and
delivered to customer to meet the requirements and attentions (Cabrera and Williams, 2014).
Hence, TopShop can meet their business objective through reaching the effective outcome of
enterprise in significant manner.
Sale Support: Marketing and sales division cooperation can enhance the performance of
sales and pace the growth. The division can deliver team more sales with value-added leads
through aired advertisements which consist of reply mechanism etc. Hence, through gaining
more sales, TopShop will be facilitated in achieving goals and objectives of enterprise which can
only be possible through assistance of marketing.
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Human resource: This is known as one of the most important department of every
organisation as it performs various functions such as recruitment, selection and training of
employees so they can perform their roles and responsibilities in better manner. Interrelationship
between marketing and human department is that, manager offers training and transform the
behaviour so they can easily interact with customers which improve the overall performance of
company. Interaction between HR and marketing department should be there as this improve
performance of both functions.
d. Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation
According to Dibb and Simkin (2013), each marketing function is directly and indirectly
interrelated with functional units of an organisation so as TopShop’s. Such as production
division is related with marketing as it aid in analysing target consumer choice, analysing preset
trends and help in meeting consumer requirements. On the other hand, sales and marketing are
interlinked as more advertisements and promotion will lead to more awareness of service among
consumer and potential buyer. On the other hand, it will promote better communication
relationship among buyers and Topshop as well as lead to effective marketing analysis of
enterprise. Hence, this can be seen that TopShop significantly require proper marketing
functioning to meet target of other divisions.
LO 2
1. Apply the marketing mix to the marketing planning process to achieve business objectives
Concept of marketing mix indicate all tactics and actions which a company take to promote
its product and service in market and to attract large number of customers. This is make up of
seven elements known as product, Price, place, promotion, people, process and physical
evidence. Further, it can be said that combination of all elements which a company control in
order to influence its customers to take purchase decision is come under the concept of
marketing mix.
Marketing mix is set of marketing techniques to tools which organisation utilise to pursue
their targets and marketing objectives (Lipsman, 2012). TopShop is one of popular fashion
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company which need to compare their marketing mix with their competitor to understand their
current situation. Zara is a Spanish fast-fashion retailer which is compared with Topshop below:
Determinants TopShop ZARA
Product Product refers to an item which is
offered by company for sale. Overall
product is idea, method or information
which is created to satisfy the needs of
individuals. TopShop provide their
consumer wide range of services and
products including shoes, cloths,
accessorises, cosmetics,
undergarments etc. The products are
delivered in reasonable cots with the
sitting of Fast-fashion and value-
added quality of services.
Organisation has website with more
than 50 brands over it including Olivia
Burton to Kurt Geiger. Along with
these, the company also manufacture
sportswear garments for consumer as
well.
Zara is one of the most popular
multinational successful apparel
retailers which trade footwear,
cloths, accessories carried for
women, men and children. The
organisation has wide range of
services and numerous different
collections to satiate their large
audience.
Price TopShop’s price focuses on mid-high
and elite market. Although, the
organisation is fast-fashion, the
company use and premium pricing
strategy (Brassington and Pettitt,
2013). TopShop has high cost of their
products comparatively to their rival
companies such s Zara, New Look etc.
The company is a fast-fashion
organisation of clothing which
optimises cheap labour to attain
the fast-paced ever changing
ability of fashion trends. Zara has a
strong market position and it
provide economic fashionable
clothing which are easily available
to fashion chases in inexpensive
cost. Company use value-based
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pricing techniques.
Promotion One of the main promotion strategies
of TopShop is 10% student discount
targeting students for their products.
On the other hand, TopShop provide
other promotional discounts on
specific products styles accessible at
certain durations (Griffitts, 2016). The
organisation mainly uses online media
for promotion as it has strong presence
at social media to communicate their
consumer. Besides, they use event
promotion and organise promotion
campaign for other advertisements
activities.
Zara interact their value of
products after determination of
their cost. Zara has different
promotion strategy in which firstly
they develop primary demands,
later brand awareness and then
creation of purchase intention
among consumer and lastly deliver
the purchase through providing
easy access. Company avoid
promotion and advertising mainly
comparatively to other stores as it
believes that its strategic placing
zones and eye-catching visual
display of windows advertise
itself. Hence, it uses zero
investment in marketing and use
mouth publicity promotion
technique.
Place TopShop’s stores are mainly situated
on the high stress in centres of city.
This has more than 300 departments in
UK and more than 140 stores globally
(Brassington and Pettitt, 2013).
Organisation has very effective online
presence that deliver consumer option
to buy through website
www.topshop.com or Topshop APP
that can be accessed through tablet
device or mobiles.
Company often select core
locations and most expensive
locations of real estate worldwide
to start their flagship departments.
Zara has now more than 7475
stores in approximate 15 countries.
Availability of stores is at key
areas, cities, market and places
where the consumer can easily
access them.
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People People play vital role in the success of
TopShop. Organisation has performed
numerous operations with range of
collaborations involving Jonathan
Saunders, Christopher Kane, Louise
Goldin, Kate Moss and many more.
Company use numerous fashion
bloggers to influence people about
marketing campaigns and collection of
enterprise. On the other hand,
enterprise has designed great
appreciation strategy for their worker
to prosper their basic growth and
develop their overall personality.
Zara is employee oriented
organisation which gives success
credit to their sales assistant,
designer and people contribute in
process of retailing (Hoeffler,
Herzenstein and Ginzburg, 2015).
Company select iconic people for
promote brand like Cara
Delevinge.
Physical
Evidence
Stores design more trendy and bright
in TopShop with more consistent
appearance and layout in each store.
Company use upbeat and trendy
music, bright lighting and minimal
walls. These are often more tidy and
facilitates sitting areas (Hoffman and
Turley, 2015). Graphics are used
vitally to interact and attract consumer
and sections are classified to make
products available easily.
Company opt this determinant as
marketing strategy as consumer
can experience and observe a
service. Zara provide consumer a
comfortable environment by
creating correct ambience, music,
layout and using certain colours. It
has unique packaging, interiors,
building, brochure etc.
Process Topshop use quality control test to
testify the manufactured and designed
products. Through effective
distribution chain, products are
distributed to the web and offline
stores. Consumer can style and fit the
Company create numerous
processes such as process of
manufacturing, purchasing,
delivery etc. Zara makes products
easily available worldwide by
using APPs, social media, Bricks
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commodities before purchasing it. In
Online shopping, company continue to
communicate with consumer until
they receive the product.
and Mortar, internet etc. Through
keeping feedback policy, company
keep effective communication
strategy in enterprise that lead to
better marketing mix (Karasar and
Öztürk, 2014).
2. Different tactics applied by organisations to demonstrate how business objectives can be
achieved
There are numerous tactics which an organisation can apply for better marketing and
promotion. Here are discussed most optimised by Topshop: Social Media: Topshop use social media marketing tactic for promotion, attracting
consumer and building better brand image.
 Marketing Strategy: Through developing proper marketing strategy, Topshop can grow
their business and meet effective outcome in effective manner.
LO 3
1. Basic marketing plan for an organisation
Marketing plan can refer to business document that undertaken tactics and strategy of
marketing cover numerous marketing essentials such as action steps, price etc. In this report,
Topshop is going to launch winder kid wear product line for which marketing plan is needed to
develop mentioned as follow:
Executive Summary: In order to launch winder kid-wear product line, Topshop is
preparing a marketing plan to influence growth and future sales of enterprise. TopShop was
established by Philip Green in 1964 which is British fashion retailer.
Objectives: To increase 30% revenues of Winder Kid-wear Product Line within next 6
months.
Aims: Manage market value and better growth, company has aimed over increment of
30% revenues on Winter Kid-wear product line in next 6 month (Siricharoen, 2013).
Situation Analysis: Through SWOT analysis of Topshop, company will analyse its
current market condition:
Strength Weakness
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 Economic Brand.
 Hit-the-trend style
 Wide range of cloth availability
 Multiple choices at price points
 Established market position and brand
image
 High management cost
 Average Quality
 Bad quality management and consumer
services
 Lack of information and proper details in
online shopping
Opportunities Threat
 Young target consumer
 Opportunities of expansion at open
economies.
 Strong competitor such as H&M, Zara
etc.
 Kate Moss’s reputation can affect brand
recognition.
Strategy: Organisation has in order to expand the business and meet the outcome, used
market P’ strategy in relation off effective organisation growth (Jones and Rowley, 2011).
Topshop need to make modification in some of their P’s such as pricing strategy to increase their
consumer base relatively. This can help them in attaining their business objectives.
Tactic (STP): Through effective segmentation, targeting and promotion, Topshop can
meet determine target. Here are elaborated these terms: Segmentation: Company has segmented their consumer on the basis of demographic and
psychographic segment. Their customers are eliminated on the basis of mid or high earnings.
Also, enterprise aims UK people as main target. Targeting: After the segmentation, targeting should be done. Topshop focus on students,
female customer and elite and middle class consumers as their main target. Positioning: Through product attribute strategy, company has aimed to create positioning of
their product line to their targeted consumer.
Budget: This is the estimation of required expenses to be made in developed marketing
plan (Kennedy and Parsons, 2014). This is essential to create with authenticity so that after its
execution, there will be less financial loss. Topshop has determined £10milion Euros to launch
the line.
Marketing Budget:
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
Control and evaluation: Through evaluation by proper report in structure, TopShop will
control the activities within certain period of time and monitor the outcome accordingly (Desai,
2013).
2. Detailed coherent evidence – based marketing plan for an organisation
Marketing mix can refer to a group of interrelated variables that include 7P’ target
customers over generation of Topshop. The clear plan of marketing of chosen company using
7P’s marketing mix is as follows:
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 Product: Product of organisation should have better consumer service, quality, branding
properties and availability of service. Company require fulfilling requirements of their
consumer with company’s products (Lane, 2016). Topshop offer variety of products to its
customers in order to better satisfy their needs. Company deals in clothes, accessories and
cosmetics. Promotion: Effective communication with customer using proper tools of promotion such as
advertisement, personal selling etc. are required for enterprise. TopShop offer discount on its
products in order to attract more individuals and to achieve its set sales target. Company also
use digital technology and tools to promote its product to create a relationship with its
customers. Price: It is one of most important of marketing mix; Topshop’s store location must be better
and approachable for the target customer s along with effective pricing strategy. TopShop
use premium pricing strategy as main target of company is high income individual and to
generate more number of profits. People: The procedure of TopShop must have consumer concentrated operations of
business. Company formulate and use an effective strategy to manage the employee’s
actions at workplace and to better satisfy the needs of its target customers. Process: The key objective of organisation is to deliver a consumer focused practice to excel
their business. Company use good quality material to manufacture its products in order to
satisfy the needs of its customers. Physical appearance: Company use bright colour and trendy design in its outlets in order to
appeal large number of customers. Light music in the stores and bright lighting provide a
great experience to customers.
 Place: All stores of top shop are situated in the high street areas of the city. This help in
maintain the number of customers in stores and also help in achieve the set sales objective.
Customers can also buy company’s products online.
CONCLUSION
Assessed report propound that marketing is a significant functions and division of an
organisation which not only satiate consumer and enlarge sales but also assist in creating better
relationship between organisation and its public. An enterprise can plan expansion strategy and
evaluate their current market situation through analysing their marketing mix elements which is a
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combination of different determinants such as price, promotion, products, place etc. A marketing
plan needed to develop by an organisation for expansion of enterprise which need assessment of
strengths and weaknesses, market situation, financial statements and many more other
determinants.
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