Roles and Responsibilities of Marketing Function in Dorothy Perkins

This report critically analyzes the roles and responsibilities of the marketing function in Dorothy Perkins, a fashion retailer. It explores the promotion of the brand, profit maximization, market expansion, sustainability, marketing research, introducing new products, and understanding the objectives of the organization. It also discusses the interrelationship between marketing and other functional units within the organization.

MARKETING
ROLE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Roles and responsibility of marketing function...........................................................................3
Roles and responsibilities of marketing related to the wider organisation..................................5
Analysis of responsibility and role of marketing in marketing environment..............................7
Analysis of significance by interrelationship between other functional unit and marketing of
organisation..................................................................................................................................7
Critical analysis and evaluation of all key elements of marketing function and also
interrelationship with other functional unit of organisation........................................................7
TASK 2............................................................................................................................................8
Comparison the ways in which other organisations apply marketing mix in the process of
marketing plan in order to achieve business objective................................................................8
Evaluation of different tactics that applied by your organisation so that they can demonstrate
how objectives can be achieved.................................................................................................10
TASK 3..........................................................................................................................................10
Marketing plan of organisation..................................................................................................10
Produce coherent and detailed evidence-based market plan.....................................................13
Designing of a strategic marketing plan which apply marketing mix in order to achieve
marketing objectives..................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
Books & journals:......................................................................................................................15

INTRODUCTION
Marketing is one of the important function that performed by a marketing manager in
order to achieve goals and objective of the company. Marketing is the function in which
organisation promote the goods and services in order to achieve their targets (Vinerean, 2017). It
plays a vital role in promotion of mission and business of an organisation. Company need to
make a separate department of marketing which termed as marketing department in which
marketing manager is a person who plays a vital role in order to manage the functions with other
organisational units. In this context, Dorothy Perkins is undertaken which is currently owned by
Arcadia Group. Dorothy Perkins is the company of fashion retailer that doing very well as they
have 600 outlets across UK and also doing international business in many countries. The success
and growth of Dorothy Perkins is depending on the marketing skills (Alsamydai, 2019). This
report critically analyse the roles and responsibility of marketing function and also compare the
ways of applying marketing mix by different organisations. In addition to this, it also covers a
marketing plan which is necessary in order to achieve strategic objectives.
MAIN BODY
TASK 1
Roles and responsibility of marketing function
Marketing function is defined as roles and responsibility of business organisation in order
to identify best promotion methods which help to launch their products and services in the
market (Olarewaju, Rufai and Gallage, 2019). It includes many functions such as marketing
research, product planning, promotion, finance, development process, customer service, sales,
etc. It is identified that marketing function include many responsibilities such as strategic
management, distribution system, product development, sales support system, etc. Some
important roles and responsibility of marketing function and mentioned below that gives a
detailed explanation:
Promotion of brand

It is one of the important functions in which Dorothy Perkins promoting their brands in
order to attract their customers towards products and services. It is one of the most important
functions of marketing as it helps in identification of organisation by its name or any other
identity.
Profit maximization
Every organisation has an ultimate goal that they maximize their profit which can be
done with the help of performing marketing function (Singh and Dhir, 2019). Marketing function
helps Dorothy Perkins to increase their sales and revenue which ultimately maximize profits of
the company.
Market expansion
In today's business environment, the success and growth of company does not stop to sell
products and services in the existing market. This is the reason that why Dorothy Perkins is
focusing on expansion of market with the help of international business.
Sustainability in the market
Sustainability is very necessary in the organisation as it becomes trend as well as
necessity of the current society. That’s why Dorothy Perkins is trying to focus on reducing
hazardous products in their fashion retailer stores which maintains sustainability in the market.
Marketing research
Marketing research is one of the important functions because it helps to critically analyse
the market conditions which guides organisation towards taking right decision in order to
launching products and services. This is also very helpful for marketing manager as it gifts idea
towards customer’s taste and preferences.
Introducing new products
The growth of success of a company depends on the creativity and innovativeness of their
production services (Donina and Vezetiu, 2019). This is due to continuous changing demands of
customers. Introduction of new products is the marketing function in which marketing does not

end with the promotion of goods and services. But it continues with introducing of new products
successfully in the market so that every customer can adopt them.
Understanding objective of organisation
Dorothy Perkins has an objective of making the brand recognisable in every customers
mind. This is the part of marketing function in which company need to provide an effective
understanding to the employee so that they can understand the objective of company.
Understanding the objective of organisation is very necessary for the success and growth of
company. This can be done only with the help of effective marketing functions.
The discussion of roles and responsibility of marketing function clarifies that Dorothy
Perkins is taking a good step in order to perform their marketing function. Dorothy Perkins has
to train the marketing staff in order to perform best market in function so that they can achieve
their objectives and goals. The company can get success only when they have a good knowledge
of marketing function.
Roles and responsibilities of marketing related to the wider organisation
It is identified that marketing functions should be related to other organisational context
as without coordination they cannot success and grow the business practices. It is very important
for an organisation that they should focus on effective analysis of marketing functions related to
the organisational context (Webster and Hume, 2018). There are numbers of roles and
responsibility which need to be affective so that it interrelated with other organisation functions.
It is identified that on the marketing department is not enough to get success and growth of
company. So that’s why the need to be related to other organisational units which are explained
below:
Finance department
The finance department of Dorothy Perkins is arranging the funds requirement of
marketing manager as the want to promote their goods and services with the use of
advertisement and other promotional tools (Guercini, Bernal and Prentice, 2018). Promotional
tools need funds so that they can promote goods and services effectively in order to attract
customers towards their products. This can be done only with the help of department as they
have to allocate funds for the marketing department in order to fulfil their needs and

requirements. For that purpose, marketing department of an organisation need to make a budget
in order to provide an estimated amount to the finance department so that they can make
available in order to achieve their goals and objectives. Marketing department of Dorothy
Perkins is tried to effectively use the funds which provided by financial department so that they
can maximize the profits of company.
Human resource department
Human resource department is one of the most important departments of an organisation
as the recruit the marketing person for the department of marketing. That’s why Dorothy
Perkins’s marketing department need to co-ordinate with human resource department as the get
marketing people (Rustamova, 2017). Both departments are interrelated and that’s why they have
to co-ordinate with each other so that day can make the success real. Marketing department need
to work closely with human resource department of an organisation as they ensure that they get
appropriate skills in their staff. They also need to engage with human resource department in
order to research and develop of new product ideas, creating ambitious sales teams, meeting of
production targets, etc.
Research and development department
Research and development department is one of the most important department or unit of
organisation as find out the upcoming latest technology and other information related to trends.
Marketing department needs a help of research and development department in the process of
market research as they have to analyse a customer taste and preference which cannot be done
without the coordination between the departments (Taherdangkoo, Ghasemi and Beikpour,
2017). Dorothy Perkins always is focusing on coordination between marketing department
managers and research development managers so that they can achieve the organisation
objectives and goals.
With the discussion of all departments of organisation, it is analysed that they are
interrelated with marketing as an organisation cannot achieve their goals and objectives without
coordination between departments or units. This is the reason of Dorothy Perkins that why they
are always looking for coordination and collaboration with each department or unit.

Analysis of responsibility and role of marketing in marketing environment
Marketing department has many roles and duties and that's why they have different
responsibilities with each role. For example, marketing department has a duty of making
strategies but at the same time they have a responsibility to do a marketing research as without
this research strategy cannot be possible to formulate (Adamashvili and Fiore, 2017). There are
many more roles and responsibilities including in the marketing department of an organisation
which should be effectively performed by the person who are appointed in the marketing
department. So they can achieve and meet their goals and objectives. Company also need to
introduce new products and services in the market so that they can sustain for the long term
period.
Analysis of significance by interrelationship between other functional unit and marketing of
organisation
Interrelationship between organisational functional units needs to be very coordinated
and collaborative as they enjoy the success and growth. With the better interrelationship between
organisational units with marketing department make the success possible. For example, human
resource department of Dorothy Perkins needs to recruit the person with related to the marketing
department. So in this case, company need to be very coordinated with other functional unit in
order to get best employees who have all skills in order to achieve goals and objectives.
Companies need to analyse that without coordination between other functional units and
marketing, they cannot get success and growth.
Critical analysis and evaluation of all key elements of marketing function and also
interrelationship with other functional unit of organisation
From the brief discussion of key elements of marketing function should be very effective
if organisation want to get success and growth. It include all possible functions and operations
which helps company to achieve their target such as introducing of new products and services,
sustaining in the market, marketing research, etc. These functions are very important and should
be effectively performed by marketing manager in order to achieve their goals and objective. At
the same time, Dorothy Perkins needs to understand that they have to make better relationship
with other functional unit of organisation as they cannot enough to make the success possible.

TASK 2
Comparison the ways in which other organisations apply marketing mix in the process of
marketing plan in order to achieve business objective
Marketing mix is the model that used by organisation in order to pursue its marketing
objective so that they can achieve the target market (Pantani and et. al., 2017). It consists of four
important Ps in the case of product and three more important Ps in the case of services. This
model came in 1960s which becomes widely accepted by every organisation. It is necessary for
Dorothy Perkins that they should analyse marketing mix by applying on their marketing plan in
order to achieve target market. This can be done with the help of comparing the ways applied by
Dorothy Perkins and other same business competition of marketing mix in order to achieve the
business objective. Comparisons between two organisations are mentioned below:
Basis Dorothy Perkins Zara
Product Dorothy Perkins has many
varieties of clothes and
branded fashion goods which
they provide to their
customers.
Zara is focusing on providing
luxury fashionable products
to women, man and children
(Aljumah, Nuseir and
Alshurideh, 2021). They are
designed by their own
designers which make them
different from other
companies.
Price Dorothy Perkins has adopted
low pricing strategy in which
they try to attract their
customers.
It is analysed that Zara is
using premium pricing
strategy as they are focusing
on latest fashion trends with
fashionable products to the
customers.
Place They have currently 600
stores across UK and also
have stores and outlets in
Zara has many physical stores
as well as online stores under
crossing 88 countries which

other countries. Currently
they are also focusing on
online stores after pandemic
situation.
becomes the distribution
strategy of a company.
Promotion They are using social media
in order to promote their
goods and services as they
believe that it is the best
platform in order to achieve
the target market.
Zara is not spending much on
promotional activities as they
believe that their product
quality becomes the
promotion tool of company.
They are using there just
social websites for the
purpose of promotions.
People They have skilful and
talented employees which are
always ready for hard work.
Zara is always focusing on
those employees who are
skilful so that they can
achieve their target market.
Process The process that adopted by
organisation is to
manufacture their products
with consideration of
continuous and single process
so that they cannot face any
ambiguity.
They are using a single
process as they believe that
frequently switching in
processes maybe leads to
unsatisfaction as well as
reducing in the performances
level.
Physical evidence The physical evidence of
Dorothy Perkins is their
online and offline stores.
As they provide products so
the physical evidence of Zara
is there outlets and stores
which provides fashionable
clothes to the customers.

Evaluation of different tactics that applied by your organisation so that they can demonstrate how
objectives can be achieved
It is analysed that organisation should be need to apply some important at different tactics
in order to achieve their objectives. With the help of different tactics or tools, companies is just
not focusing on achieving their goals and objectives but also they are able to improve their
continuous performances which ultimate give success and growth of organisation. This is the
reason of success and growth of Dorothy Perkins as the just focusing on continuous
improvement with the help of using different tactics and approaches such as marketing mix
which consists of seven Ps that include those elements which are very crucial for achievement of
target market.
TASK 3
Marketing plan of organisation
Marketing plan is a roadmap or a blueprint which provides guides and directions to the
organisation that how they can perform their marketing functions in order to achieve their target
market (Khantimirov, 2017). Every organisation need to have actively make a marketing plan so
that they can make possible the success and growth of a company. In this process, they need to
first identify the customer tastes and preferences so that they ensure about success and growth of
a company. It is also analysed at marketing plan is one of the most important duties of marketing
managers as it is not easy for them. They have to perform many other activities in order to make
a effective marketing plan. Marketing plan ensures the success of organisation as they can
effectively sell their products and services to the consumers. That’s why Dorothy Perkins’s
marketing manager need to focus on analyse the market conditions. Marketing plan consists of
some important considerations which are mentioned below:
Overview of organisation
Dorothy Perkins is the well-established fashion retailer which is currently owned by
Arcadia group. This retail organisation is one of the biggest fashion retailers in the country as
they have nearly 600 stores in UK and approximately 50 international outlets (Duthie and et. al.,
2017). They are currently looking forward to boost sales in non performing branches as they

analysed that 67% of managers has energizing and high-performance culture. But they are
focusing on recruitment of marketing manager so that they can make the success by 100%.
SWOT analysis
SWOT analysis is an important tool which is very important for an organisation in order
to analyse the internal strengths and capabilities. SWOT analysis is necessary in order to analyse
the internal environment of an organisation so that they are able to handle with external
environment factors which are uncontrollable (Sharma and Verma, 2018). Dorothy Perkins has
some strength and weakness which are mentioned below with the help of using this framework.
Strength Weakness
 The main strength of Dorothy
Perkins is their wide range of
products which reduces the risk of
product failure. They are also
providing fast delivery of latest
trends in the market which becomes a
most attractive point for customers.
 They have centralised distribution
system which becomes a weakness for
company as it delays in decision
making process.
Opportunities Threats
 Dorothy Perkins has an opportunity
to expand the business practices in
the emerging markets such as Asia
and Africa.
 Competitors are the biggest threat of
organization as it increases day by
day.
Strategic objectives
It is necessary for an organization that they should make and set strategy objectives in the
marketing plan so that they get directions and guide to their employees in order to achieve those
objectives (Hughes, Vafeas and Hilton, 2018). But at the same time, Dorothy Perkins needs to be
making SMART goals which are a specific, measurable, attainable, realistic and time bound.
Some strategic objectives are mentioned below on the basis of SMART goals:

 The current aim of Dorothy Perkins is to enhance and increase their market share by
15%.
 They compare their result with the previous year performance so that they can analyse
their performance.
 Time allotted to their marketing plan by organisation is approximately 6 months in which
company needs to be achieving their objectives.
Strategy
An organisation can achieve their objective only when they have a good strategy and
approaches which makes the path easier (Katsikeas, Leonidou and Zeriti, 2019). Dorothy Perkins
gets success with the strategy of STP which is the acronym of segmentation, targeting and
positioning. These three strategies or approach is very helpful in order to achieve goals and
objectives. The detailed explanation of segmentation, targeting and positioning approach is
mentioned below:
Segmentation
Dorothy Perkins is segmented their market according to the age as they are focusing on
teenagers by providing new products and services. For that purpose, they segmented their whole
market on the basis of age.
Targeting
The target area that decided by Dorothy Perkins is teenagers. That's why they are
focusing on analysing the data from social media website as they used widely by teenagers.
Positioning
Dorothy Perkins analyse that E-Commerce platform is very helpful for organisation in
order to position their products successfully in the market. That's why they make their own
website in order to positioning of the products.
Marketing budget
Marketing budget is very important for the success of marketing plan as it gives estimate
expenditure to the marketing manager. That's why below is the budget mention for a marketing

plan in order to achieve their goals and objectives which should be considered by marketing
manager. Marketing budget gives estimation of cost that bears by organisation.
Cost:
Particulars Amount in euro
Marketing 10000
Human resource management 5000
Raw materials 15000
Assets 8000
Total 38000
Monitoring and control
Monitoring and controlling is in very important function for Dorothy Perkins as it decides
the success of the marketing plan (Gorai). For effective monitoring and controlling some
important key indicators uses such as profit margins, sales, increase in online traffic, etc. These
things are analysed by the organisation in order to control the marketing plan which gives the
clear idea that their plan should be well executed or not.
Produce coherent and detailed evidence-based market plan
Marketing plan is very important function of marketing manager as it gives direction and
guidance to the company that how they can achieve their target market. It worked as a evidence
based comparison of their marketing. Dorothy Perkins is able to adopt number of different
opportunities with the help of effective marketing plan in which they have to include all
important activities which they are perform will be in future. It consists of approaches, strategic
objective, budget, internal analysis, etc. These things are very important in the marketing plan as
it gives a positive result to organisation. Dorothy Perkins can achieve their objective with the
help of monitoring and controlling process in which they use many key indicators.
Designing of a strategic marketing plan which apply marketing mix in order to achieve
marketing objectives
A strategic marketing plan should apply a marketing mix as it helps them to achieve the
target market of a company. Marketing mix include seven important elements which are product,

price, promotion, place, people, process and physical evidence. These are very important
elements which should be considered by Dorothy Perkins in the process of strategic marketing.
Dorothy Perkins has providing wide range of products and services in order to fulfil the needs
and wants of customers. They are providing products at low cost strategy so that they can attract
their customers. The distribution channel of Dorothy Perkins is very effective as they have online
as well as offline stores. Human resource is one of the most important element which comes
under people element of marketing mix. Dorothy Perkins is focusing on effective recruitment
plan so that they can get higher quality of employees. Supply chain and production of products is
always done with one single process. For the purpose of physical evidence, company has their
many outlets as well as stores. They are using social media platform in order to promote their
products and services.
CONCLUSION
It can be concluded from the above the discussion that marketing is one of the important
function of an organisation as it always focusing on promotion of goods and services in order to
achieve their goals and objectives. For that purpose, this report is critically analysed the roles and
responsibilities of marketing function which are interrelated with other functional units of
organisation. In addition to this, it is also focusing on making a marketing plan with application
of marketing mix as it helps in achievement of target market. Marketing plan is the summary of
future activities that performed by marketing department in order to achieve their strategic
objectives.

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