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P 1 Roles and responsibilities of marketing function

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Added on  2021-02-21

P 1 Roles and responsibilities of marketing function

   Added on 2021-02-21

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P 1 Roles and responsibilities of marketing function_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P 1 Roles and responsibilities of marketing function.............................................................1P 2 Relationship of marketing function with other organizational functions.........................3LO 2.................................................................................................................................................4P 3 Comparison of ways in which different organizations apply marketing mix..................4LO 3.................................................................................................................................................7P 4 Evaluation and development of marketing plan...............................................................7CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15
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INTRODUCTIONMarketing refers a procedure and activity that is being undertaken by an organization inorder to promote buying or selling of its products and service (Kotler and et.al., 2015). Marketingplays a vital role because it mainly responsible for attracting customers and retaining them. Thispresent study is based on ASOS Plc. It is a British fashion online retailer that sell clothes,accessories, beauty products and shoe. As seen on screen company was founded in the year of2000 by Nick Robertson and Quentin Griffiths. This report is about to show main roles andresponsibilities of marketing department along with its interrelationship with other functionaldepartments. By gathering information of customers, marketing department share it with otherdepartments to develop new products. It will also show the importance of marketing mix whichperform as a tool for the company. Lastly, this report will analyse all activities and strategiesinvolved in marketing plan such as SWOT analysis, PEST, Porter's 5 forces, differentiation andSTP. Analysis of internal and external factors helps an organization in making changes instrategies and attract customers.LO 1P 1 Roles and responsibilities of marketing functionASOS stands for AsSeenOnScreen very firstly when this brand is introduced there logo is writtenas an uppercase acronym. But after sometime the new logo was designed by “Ben Lewin” in year2008. In 2013 the company became big with the employees of 3000 (Ashley and Tuten, 2015).On 3rd June 2000 the “asos” is introduced to the public by Nick Robertson, QuentinGriffiths and Andrew Regan. In 2004 “asos” introduced their own women label.In year 2017, a launched campaign to take advantage of “Instagram Stories” for encouragesubscribers to upload videos or pictures of purchased clothes from “asos” and they also say to use#AsSeenOnScreen to tag “asos” brand in their stories. After the successful of hashtag and uploadprocess, they launched a mobile application in year 2018 which downloaded by 10 million, Andthen “asos” claims that 58 percent of public of UK purchase clothes from mobile application(Finne and Grönroos, 2017). 1
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Top roles and responsibility of marketing1.Expand MarketMarketing manager develops strategies to expand market share. It is done through masspublic like advertising, PR, Events, brand promotion to boost their product as far and widein ASOS.5. Preferable Product OfferingMany companies in India & across India sell more than one product. In this marketingmanager plays an important role in product offering in ASOS.6. Originate utilityEvery time utility only boost or increase because of marketing. We can only increase utility bygiving samples or provide for free. The manager identifies loopholes and improve it. Example JioNet by Mr. Ambani and now he has maximization of public, now-a-days everyone is using jio sim 7. Demand ManagementManager analyse data gathered from market to determine demand. Demand can be ofany type like positive demand negative demand, no demand, latent demand, irregular demand,fulfil demand and overfull demand and many moreGrowth of Economy and Social ResponsibilityAs it is said before market helps increase demand or utility, also there is increase indemand of product means increase of profit to company or organization. So this means increase ofemployment and decrease of unemployment so in simple words if economy increase so its helps todecrease the level of unemployment so that company also helping in social cause by givingemployment to the peoples.With the help of these roles and responsibilities of marketing functions the “asos” isincreasing their sales, demand and utility in market(Armstrong and et.al., 2018).P 2 Relationship of marketing function with other organizational functionsMarketing is not just the process of selling the products and it is spread to the entireorganization. Marketing is separated from manufacturing of product to selling of product. Datagathered from market helps in manufacturing of product to target market. All the department of thecompany works together efficiently in the selling the products in the markets. The efficientworking of the all the department is increasing the sales of the company.Interrelation of the marketing department to other department of the organization2
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