Marketing Essentials of Top Shop

Marketing Essentials of Top Shop
Figure 1 Marketing mix...............................................................................................................................6
1

Table of Contents
Introduction.................................................................................................................................................4
LO1 a).........................................................................................................................................................4
Lo1 b)..........................................................................................................................................................4
Lo1 c)..........................................................................................................................................................5
Lo 1 d).........................................................................................................................................................5
Lo 2- 1)........................................................................................................................................................5
Lo 2- 2)........................................................................................................................................................6
LO3.............................................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9
2

Introduction
Marketing as defined by Philip Kotler is the science as well as art to explore, create and
generate value for satisfying needs of consumers (Das, 2015). The present study thus focuses on
marketing strategies being used by Top Shop fashion Retail Company to increase its market
share. Focus will be given on discussing role of marketing and its interrelation with other
functions; use of marketing mix to attain business objectives and development of a marketing
plan.
LO1 a)
The roles and responsibilities of marketing have a huge relation with wider organizational
context in case of Top Shop. This is true as if Top Shop wants to implement marketing plan then
it is most likely to need help of other departments. For example, hr department is required to
recruit and select employees such as brand managers, social media experts and digital marketers
who can be the part of marketing plan (Nash, 2018). The finance department is needed for setting
budget to carry out activities in marketing plan. Production department is required to produce
clothes as per the research done by marketing employees of company.
Lo1 b)
Marketing department of Top shop has many roles and responsibilities to be performed in
context of prevailing marketing environment. The very first role is to promote overall brand
image of Top Shop in a positive manner by creation of promotional techniques such as TV ads,
designing banners, sponsoring big fashion events among others (Top Shop, 2018). This is
essential so as to be a step ahead of competitors in the prevailing marketing environment. The
next role is to create adequate content about clothing range offered by company. These can be in
form of blogs, articles, SEO content etc. so as to lure consumers towards Top Shop (Ashworth,
2016). The department also plays a role in maintaining/monitoring social media actions on
Twitter and Facebook. This is essential in terms of prevailing environment which is to connect
with consumers and get feedback about existing clothing range.
3