Marketing Process & Planning: The Marketing Concept, Functions and Mix

This report on Marketing Process & Planning covers the marketing concept, functions and mix. It includes a description of the role of marketing function with examples from Marks & Spencer, an analysis of how the marketing function works and interacts with other departments, and an explanation of the extended marketing mix with examples from a selected supermarket. The report also evaluates how the marketing mix adopted by the selected business contributes to the success of the organisation in meeting their overall business objectives. Subject: Higher National Diploma in Business Management. Course Code: Unit 2.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing is the most essential operation of business that enables
management in accomplishing their objectives. It generally includes preparation of
market plan and numerous marketing strategies that are required for growth and
survival of business (Beger, 2018). The report will focused on overall market
research of Marks & Spencer. There are many functions and roles are operated by
Marks & Spencer. These operations enhances the efficiency of organisation. Further,
the report will compare various ways in which business uses components of
marketing mix in order to attain overall business goals. Afterwards, it will develop a
marketing and media plan that will support the company in all their marketing
campaigns.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing is identified with the numerous techniques and tools of advertising
and selling or practices and theories that are all often invisible to consumer.
Marketing is found everywhere, formally or informally, people and organisations who
engaged in vast number of operations that are marketing. Financial success also
depends upon marketing. It is tricky and making the right decision is not always
easy. Skilful marketing is a never ending pursuit.
Marketing is art of developing, advertising and distributing goods and services
to customers as well as organisations. However, marketing is not just limited to
products and services it is extended to everything from places to ideas and in
between. This brings forth many challenges within that seniors have to take strategic
decisions (Rodriguez, 2020). Solutions to face these challenges depends on the
consumer market decision in regards to commodity, packaging and channels of
distribution.
Digital revolution and 21st century have made businesses fine tune the way in
which they conduct their business operations. One trend that has been observed is
requirement of stream lining process and systems with focusing on reduction of cost
through process of outsourcing. Another change is businesses are encouraging the
entrepreneur style of workplace environment with approach of both global and local
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as well. At the same time, marketers of businesses are looking forward to building
long term relations with all potential consumers. This coordination establishes a
platform that will understand needs and wants of customers. Marketers are looking
at distribution channels as partners in businesses and not as the consumers. A
marketing network includes the organisation and its supporting stakeholders such as
suppliers, distributors, retailers and customers with whom the company has built
mutually profitable business relationships (Li, 2018). For international market,
companies needs to taken into consideration various cultural diversities as well as
international trade laws, trade agreement and regulatory requirements of each
market.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marks & Spencer is a leading organisation that operates their business
operations in United Kingdom. The success of M&S is dependent upon the
marketing functions of business. All the marketing operations are appropriately
managed by the organisation. The role of marketing that is regulated by M&S is
described below:
 Defining the brand M&S: Marks & Spencer is a top brand, it deals in various
products such as clothes, furnishing, food and wellness goods. The major role
of marketing is defined by marketing department of business. At the beginning
of organisation the operations M&S were very small but with time, area of
marketing functions of business is develop at high level and it marketing
department also has the responsibility to define and enhance growth of brand
Marks & Spencer.
 Monitoring and managing the targeted market: These duties should be
operated by marketing department of M&S. All these functions are handled by
top level of management in department of marketing properly (Gobble, 2018).
The marketing manager of M&S functions the targeted market and always
monitors the overall market physically.
 Gathering and analysing the marketing data: All the data and information
about current trends and condition of market is appropriately analysed by
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Marks & Spencer. Marketing manager leads all these activities in a very
specific manner that do not cause any mistake. By conducting market
research the business is able to collect the required information and data and
on the basis of this data all the decisions about commodities and its prices are
finalized.
 Product design and development: With planning the marketing activities,
the goods of M&S are designed on order to fulfil the requirements of
consumers. Since, M&S is the organisation that deals in various categories of
products then it become crucial to give attention regarding the each product
and their consumers demands (Smirnova, Rebiazina and Frösén, 2018). The
business success is totally depends upon the goods of business then it is
necessary top look after the betterment in designs of the product.
4.0 An analysis of how the marketing function works and
interacts with other departments
All the marketing operations are not separated from other functions of Marks
& Spencer. All other activities within M&S should be pointed towards their
consumers means they must be customer oriented. Below is the breakdown of the
ways in which marketing operations are interconnected with other organisational
functions:
 Human resources: It is the function that overlooks recruitment and selection,
training and development of workforce within the organisation. It also consists
of employees well being, motivation, health and safety and performance
management of employees according to legal aspects of organisations
regarding human resource management. Marketing manager take support
from human resource department in order to find and recruit right candidate
for marketing department. They will help marketing manager with scoping out
the job, job description, advertisement for the job vacancy and profile of the
particular role (Basit and Medase, 2019). HR will also support in assessing all
the application forms and also schedules interviews along with other
recruitment stages.
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 Finance department: Marketing department always need support from
finance department. There is an definite budget to meet the requirement for
research, promotion and distribution. Finance department has the brief of
organisation in order to ensure that all business operations must be operates
with organisational financial capabilities. They ensure all other functional units
should work within their allocated budget. Such as marketing departments
wants to make over expenditure if profitable marketing opportunities emerge
over the time period. The marketing department is likely to focus on volume of
sales and increasing market share whereas finance department might be
focused towards cash flow, paying back investment and covering the cost
incurred as quickly as possible then with setting coordination and mutual
decision finance department may allow marketing department for over
spending.
 Information technology department: To provide support regarding the use
of technology that contains websites development, digital marketing, email
marketing and on the ways through which marketers can get required data
with sites, processing of information and ways to store the data (Asseraf,
Lages and Shoham, 2018). It is vast field and marketing department
n=requires to recognize the necessity of websites, intranets and extranet.
Website or app of company is an electronic object through which consumers
get to interact with commodity and purchase the product, more essentially
consumers start building a relationship with marketing department of business
that customer relationship management.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
 Place: The Marks & Spencer make sure that the locations of their stores must
be sustainable with conserving energy with utilizing better systems in stores in
order to support their objectives of corporate social responsibility.
 Product: The business M&S has been collaborating with sustainable things
and uses sustainable material in their products and services in order to
acquire more share in the market with environmental friendly goods and
services. Such commodities are also produced with the use of sustainable
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techniques (Schneider and Clauß, 2020). Packaging of products is done using
recyclable material. This strategy has boost their customer base in market.
 Promotion: The organisation has provided their vision to customers about
their practices regarding corporate social responsibilities. Their promotional
strategy encourages more customers towards conserving natural resources.
Supply chain is also completed with the use of best exercises that can
safeguard their goals and objectives with sustainability.
 Price: The Marks & Spencer's products are not much expensive, usually they
produced and make their pricing strategy targeting each level of customers.
This approach makes it easier for more consumers to purchase M&S goods
and services.
 People: Every employee of Marks & Spencer is equipped with adequate with
CSR skills in order to fulfil the requirements to accomplish the predefined
objectives and goals of organisation (Pick, 2020). The marketing process also
seeks in order to provide support to the sustainable practices performed by
M&S. These exercises make it easier for M&S to promote the most
sustainable strategies whenever customers requires.
 Process: The distribution channel of organisation has been sustainable.
Consumers are also encouraged to recycle their goods in order to conserve
environment and natural resources.
 Physical evidence: The Marks & Spencer uses facilities that are sustainable
whenever they perform marketing practices for their goods. Employees and
other workers are encouraged to wear appropriate attires defined by
management while conducting manufacturing and other process.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
 Identifies targeted market: Business can not sell their products without
appealing to the customers most likely to purchase those goods. That group is
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known as targeted audience and marketing mix strategy is the most effective
way to reach that all important group of customers. If Marks & Spencer has
targeted their customers appropriately then they know the behaviours,
purchasing habits, requirement and preferences of their customers
(Rajagopal, 2019). This information helps in shaping the techniques and
methods that the business will use in promoting their business. Marks &
Spencer founds that digital marketing can be beneficial for them in
comparison to traditional ways of marketing.
 Branding of business: The marketing strategy of company is not just limited
to boosting the market leads and convert them into potential buyers, it also
includes the ways of expressing the culture, values and purpose of business
along with their CSR policies. The process through which Marks & Spencer
communicate their vision and mission to their targeted market is the essence
of branding. M&S uses the marketing strategy that is all about elegance,
simplicity and design of commodities. Their goods are sleek and simple that
offers multiple functionalities. It is the organisation whose always cut the
edges of technology and sustainability due to their marketing mix strategy.
 Enables understanding about consumers behaviour: Performing the
market research before finalizing a marketing mix strategy can provide
support with important data and information that Marks & Spencer can use
over refining their goods and services along with development of commodities
that will keep them up with new market trends and shifts in the preference of
their targeted customers. With evaluation of digital marketing, business can
easily access the details and information about the prospective of consumers,
it can be happen with the help of big data. Large sets of data that provide a
deep analysis to management of Marks & Spencer about consumer behaviour
that is based on components and other factors such as consumers activity on
social media platforms, their purchasing activities and way of interaction at
stores.
3.0 Recommendations
The importance of marketing is essential for businesses like Marks & Spencer
as the success of the company purely depends upon the plans and strategies that
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are formed on the basis of marketing and information collected through market
research. Marks & Spencer requires to choose appropriate marketing plan. For
increasing the sales of number of units, numerous steps are required to take by
management of M&S that will improve the overall business organisation. M&S firstly,
needs to analyse the information and areas where they are facing problems then use
analytical tools for determining the aspects of their marketing strategies. Making
adjustments is the foremost need of M&S in their plans and also eliminates
ineffective marketing techniques such as in their social media campaigns they are
facing challenges that is sites are showing traffic then they must use their alternate
strategy. This can establish their presence in market and increase their interaction
with customers on digital marketing platform. Consistency is the most important thing
in every function as everything will take time to give tangible results that's the same
case with every marketing technique. Taking the correct steps in to improve their
efficiency should prevent them from repeating the previous same mistake.
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9.0 Conclusions
With the concepts explained in above report, the conclusion can be drawn
that marketing plays an essential role in sustainable growth and development of
business. Marks & Spencer making an immense use of all tools and methods of
marketing in order to enhance the value of their goods and services that increase
their share in global market. With the helps of marketing techniques M&S can
analyse and identifies the current trends of market and needs or wants of their
potential customers, then make strategies for customization in their commodities
according to preferences and requirements of their customers. Marketing is very
crucial and useful tool for development and survival of every company.
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References
Asseraf, Y., Lages, L.F. and Shoham, A., 2018. Assessing the drivers and impact of
international marketing agility. International Marketing Review.
Basit, S.A. and Medase, K., 2019. The diversity of knowledge sources and its impact
on firm-level innovation: Evidence from Germany. European Journal of
Innovation Management.
Beger, R., 2018. Present-Day Corporate Communication. Springer Books.
Gobble, M.M., 2018. Digital strategy and digital transformation. Research-
Technology Management, 61(5), pp.66-71.
Li, S., 2018, August. Application of blockchain technology in smart city infrastructure.
In 2018 IEEE international conference on smart internet of things
(SmartIoT) (pp. 276-2766). IEEE.
Pick, M., 2020. Psychological ownership in social media influencer
marketing. European Business Review, 33(1).
Rajagopal, A., 2019. Managing startup enterprises in emerging markets: Leadership
dynamics and marketing strategies. Springer Nature.
Rodriguez, M., 2020. Brand storytelling: Put customers at the heart of your brand
story. Kogan Page Publishers.
Schneider, S. and Clauß, T., 2020. Business models for sustainability: Choices and
consequences. Organization & Environment, 33(3), pp.384-407.
Smirnova, M.M., Rebiazina, V.A. and Frösén, J., 2018. Customer orientation as a
multidimensional construct: Evidence from the Russian markets. Journal of
Business Research, 86, pp.457-467.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
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5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Marketing plan is a framework that lays down the marketing strategies for an
upcoming time period. It will present a summary in order to accomplish objectives
that are related with promotion of goods and also increase their share in market,
timeline of task completion (Thomas, Fay and Berry, 2020). Marks & Spencer uses
strategic marketing plan that help them in differentiating itself from their competitors
with focus on their strengths to provide better services and goods to consumers.
2.0 Clear and SMART marketing objectives
 Digitization: Marks & Spencer has plans to optimize their online stores
with redesigning their homepage, enhancing images of goods,
simplified closing of the web page and improving their channel for
delivery of products. The company is also focused towards easing their
on-site navigation that can provide customers a personalized
experience. Marks & Spencer invested a huge amount of funds for
improving their online stores and introducing new technologies that
would increase their customers.
 Voice of stores: The front end workforce of Marks & Spencer that
connects directs with their customers will now be able to facilitate
insights in the preferences of customers towards their feedback as well
(Gilmore, 2020). The workforce at their physical stores could now
present a more profound clarity regarding the store management with
its stock, revenues and losses incurred.
 Links the data of customers: Marks & Spencer is more focused
towards creating holistic profiles of customers through combining the
data of online consumers and data from other stores. They invest in
data analytics that would enhance their capability to keep customers
data safe which increases reliability of their consumers.
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 Re-scaling the prices: Marks & Spencer manages their supply chain
in a way that encourages fast selling product lines.
3.0 Marketing research to support the new product line
launch
Marks & Spencer requires to search the market for understanding the taste
and preferences of consumers and competitors or their strategies in the
marketplace to provide support to new product line of business. The M&S can adopt
the techniques for conducting research of targeted market (Agyapong, Essuman and
Afia Kesewa Yeboah, 2021). Marks & Spencer can perform surveys, observe various
groups, on field trials and customers interviews to understand the preferences of
customers for performing their market research.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Strengths Weaknesses
Their goods are worth, have value for
money and are available in wide range.
They have their own brand labels.
Has more than 1000 stores over 40
nations.
Face strong competition from other retail
brand that indicates they have limited
market share.
They need to protect their brand and
goodwill from fake imitation goods and
misuse of brand name because they are
very good brand.
Opportunities Threats
Marks & Spencer can develop their own
online store.
They can also introduce new market
segments that offer them more revenue.
Other retail companies are biggest threat
because of discounts and offers.
Policies of government.
Being a international retailer they are
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They also have opportunity to expand
their brand in Asian countries.
exposed to various political situations in
different nations.
Political Changing government policies and laws
such as taxation.
Brexit to have significant implications for
business.
Economic Conflict with small retailers over product
prices rise due to currency impact of
Brexit.
Social Initiatives that support the whole
surrounding.
Chain of product recalls creates negative
social trends.
Technological Technological partnership that
strengthen security, risk management
and compliance.
Legal Financial dispute with landlords.
Environmental Environmental friendly and sustainable
products.
Company M&S has a flexible supply chain so they
can face the challenges of managing
success arising from highly successful
marketing efforts.
Customers Their market share will grow at a high
pace and then will show numerous
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opportunities to expand market share.
Competitors Critical marketing decisions is their
strategic position to choose the best way
for facing these challenges.
Collaborators If there are various suppliers then it will
become expensive foe business to
manage all of them.
Context Inflation affects the overall pricing
strategy of business as high inflation can
result in lower income from present
sales.
4.2 A competitor analysis including the market segments
This is the process for identifying competitors, M&S is introducing a new
product line for which they have done an analysis to identify the market segment that
is described below:
 Demographic segment: Marks & Spencer has categorized its goods and
services into different segments according to the various age groups or
gender so that a new product line would be as per the taste of customers.
 Geographic segment: Marks & Spencer has classified their commodities as
per the different regions, cities and nations (Ekici and Toksoz, 2021). So that,
it would help the business to understand the taste of customers and being
new product line as per their preference.
4.3 Sub-segments
Marks & Spencer has segmented their market according to various
demographics where they will bring their new product line on the basis of all age
groups. It also consists of genders whom they would provide goods and services as
per their preferences. Marks & Spencer also taken into consideration income of
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people. The company will introduce new products keeping the perspective of
customers and demographic segments.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It would define the value and satisfaction level that a particular customer will
get with the use of Marks & Spencer's product. Therefore, M&S always uses their
unique selling proposition (USP) that would make their new product unique and
different from others retailers and brands in market. This will also help the business
in motivating their potential buyers to buy their new goods in spite of having a greater
price (Morrison, 2022). However, M&S has very widest selection process of factors
of production in their product that will promote business in making their brand image.
4.5 Development of the marketing strategies applied to the
extended marketing mix
The marketing mix is congregation of 7's of marketing that provide assistance
while implementation of different marketing strategies in order to reach the objective
and goal of Marks & Spencer. In terms of Marks & Spencer, their new product line
will be organic and its packaging will be done with the recyclable materials that will
boost the confidence of potential customers while buying their products.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
The overall budget for marketing is a calculated amount that will needed by
the company for promoting their new products with direct and indirect marketing cost
that are incurred for upcoming accounting year. It should be considers that all such
type of costs which incurred in advertising, public relation, office costs, employing
staff and other expenses for marketing (Handayani, Shihab and Azzahro, 2019). This
marketing budget is maintained for estimation of the costs that are crucial in
flourishing the business operations. Marks & Spencer will definitely set their
marketing budget with considering all the essential costs that would incurred on the
functions of promotions.
4.7 Tactical actions
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Marks & Spencer should implement specific techniques in order to achieve
their defined marketing objectives. It might consist of individual marketing strategy
and activities such as publishing blog posts, conducting social media campaigns,
generating leads and host events for existing and targeted customers. The strategies
will depend upon particular marketing of new product line that would develop a
realistic phase that can take business towards their goals. The association
membership can introduce numerous marketing tactics such as inviting visitors to
view their web page of them and placing adverts on billboards, TV, radio, online and
print.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
 Customer life time value: It is whole value of Marks & Spencer to a
consumer over the period of time. This would help M&S in boosting the value
of the existing consumers as it costs less by keeping their existing consumers
that to acquire new one.
 Return on marketing investment: This is the contribution of profit
attributable to market divided by investments or risks. It will measures a
degree to where cost incurs for the promotion of a new product that
contributes to profits of Marks & Spencer.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Expenditures done on printing, broadcast and other sections of advertising
rely on the financial resources in Marks & Spencer in their media budget. It falls
under allocation of all resources in effective manner. It is an estimation of
promotional expenditures over a certain period of time.
Particulars Amount
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Media house 1,60,000
Promotional tools 40000
Equipments 10000
Advertising 10000
Total 2,20,000
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
 Campaign type and relation: This component is the designation of market
competition. Marks & Spencer media plan should concentrates in a building
goodwill of company in front of the management that will give the satisfaction
in goods and services to them.
 Medium of market campaign: This option is the collection of media plan.
M&S targets some different media platforms such as twitter, Instagram and
print media like newspaper and templates.
The leading business, Marks & Spencer has been recommended before
propulsion any media plan, it should consider all the internal and external
components that must be used in it with the ever-changing trends for making a better
feeling on the spectator.
5.3 Appropriate digital, offline and social media channels for
communication
Marks & Spencer always tries to drive up their social media platforms
although after operating the activities over the years organization still check their all
resources and other availability of those, that company needs in performing their
operations (Matidza, Ping and Nyasulu, 2020). Despite the fact that every business
utilize digital marketing that includes social media platforms for various reasons and
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one of the major reason is that social media users generally attracts with these
campaigns and other stakeholders as well.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Quantitative measuring mainly focused on various beliefs that facilitates
growth over the time period. A better way to plan about decimal metrics is through a
framework of base, battle and changeover. Whereas, the qualitative measuring is a
more proper attack for collecting insights and better done on a post on the basis of
other post, such as Marks & Spencer might have determined their goals and
objectives in order to increase action on their homepage of their website.
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References
Agyapong, A., Essuman, D. and Afia Kesewa Yeboah, L., 2021. Performance
implications of strategic planning and marketing capability in micro and small
businesses in an emerging African economy: a contingent resource-based
view. Journal of Small Business & Entrepreneurship, 33(1), pp.29-48.
Ekici, R. and Toksoz, D., 2021. New trends in event marketing. In Impact of ICTs on
event management and marketing (pp. 156-176). IGI Global.
Gilmore, A., 2020. SME marketing networking. In Handbook of Entrepreneurship
and Marketing (pp. 35-47). Edward Elgar Publishing.
Handayani, P.W., Shihab, M.R. and Azzahro, F., 2019, October. The development of
digital marketing strategy for tourism startup: a case study of atourin. In 2019
International Conference on Advanced Computer Science and information
Systems (ICACSIS) (pp. 337-342). IEEE.
Matidza, I., Ping, T. and Nyasulu, C., 2020. Use of digital marketing in estate agency
industry in Malawi. E-Learning and Digital Media, 17(3), pp.253-270.
Morrison, A.M., 2022. Marketing. In Encyclopedia of Tourism Management and
Marketing (pp. 128-131). Edward Elgar Publishing.
Thomas, M.B., Fay, D.L. and Berry, F.S., 2020. Strategically marketing Florida’s
cities: An exploratory study into how cities engage in public marketing. The
American review of public administration, 50(3), pp.275-285.
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