Role of Marketing Department PDF
Added on 2020-12-24
15 Pages4444 Words79 Views
Marketing Essentials
ContentsINTRODUCTION.................................................................................................................................3TASK 1.................................................................................................................................................3P1: Roles and responsibilities of marketing department....................................................................3P2: Roles and responsibilities of marketing relate to organisational context.....................................6TASK 2:................................................................................................................................................7P3: Various organisation apply marketing mix to the marketing planning........................................7TASK 3...............................................................................................................................................10P4: Basic marketing plan.................................................................................................................10CONCLUSION...................................................................................................................................14REFERENCES....................................................................................................................................15
INTRODUCTIONMarketing is an essential element which supports an organisation to reach to theirtargeted customers with the products and services offered in market. The main objectives ofadopting several marketing activities is to inform and convince customers to buy company’sproducts and services if want to get maximum satisfaction level. Therefore, it plays animportant role in increasing revenue and customer base of company through attracting theirinterest and buying behaviour towards company’s products and services. The presentassignment report is based on IKEA, a multinational retail organisation which deals inproviding multiple numbers of products such as kitchen appliances, furniture and homeappliances across worldwide... It was first established in 1943 and now it becomes as one ofthe largest retailer of the furniture. The project includes the functions and roles of marketingdepartment along with their interrelation with other departments. The project also summarisesthe marketing mix of an organisation with similar sector organisation. In addition with this,marketing plan has been also prepare under this report for the purpose of assisting employeein achieving desired goals and objectives (Baker and Saren, 2016).TASK 1P1: Roles and responsibilities of marketing departmentOverview of IKEAIKEA was first established in the year 1943 in Sweden as a small retail organisationand at current times it becomes on the recognised retailer organisation which deals inproviding multiple range of products such as furniture, home accessories and kitchenappliances throughout the world. Due to offering innovative furniture and home accessorieswhich are eco-friendly, IKEA are able to successfully generate huge amount of products. Inthe year 2016, it has been recorded approx. €35.074 billion as revenue of company. In orderto sustain in competitive market for longer period of time, the company has taken manyinitiatives such as controlling of their expenses, making operations more effective so as todevelop their products and services as per the needs and preferences of customers. This willhelp them in expanding its business to a large scale and earn maximum revenue every year(Cleverley, 2017).Marketing
It refers to activities which are essentially required to be performed by marketingdepartment in order to reach company’s products and services in the market and promotethem in towards their targeted customers with an objective of influencing their interest andbuying behaviour. The main functions of marketing department is to identify and analyse thecurrent market trends and conditions according to which needs and preferences of customersare identified. It will direct the organisation to make changes in their existing products so asto maximise the satisfaction level of customers. It will also help in determining the number ofrivals exists in market along with their strategies due to which the management of IKEA areable to make an effective decisions and suitable plans in order to move ahead than theirrivals. Marketing is considered as combination of 4P’s. Such 4P’s and their role is describedas below”Improvement and selection of suitable products according to the needs andpreferences of customers and market trends.Identification of prices which maximises the satisfaction level and attract largenumber of customers.Selection of best distribution channels through which products has been distributed todifferent stores on time so as to meet customer’s demands.Formulation of promotional strategies which informs customers about the newofferings and product lines of company (Desai, 2013).One of the main functions of marketing is to make promotion of existing products andservices with a hope of achieving huge customer base. This is the way through which IKEAcan able to expand its business in market. Digital platform is one of the best promotionalmethods with the help of which the company can able to reach its products to their customers.For example, Social media is such a platform where large number of customers are active andavailable thus attracting them and maintaining good relation with them, such platform is moreuseful. Roles and responsibilities of marketing departmentThere are several roles and responsibilities which are possessed by marketingmanager thus required to perform in order to achieve desired goals and objectives of anorganisation within pre-determined period of time. Such roles and responsibilities are brieflydescribed as below:
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