The role of marketing in business

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Table of Contents
1.Introduction..............................................................................................................................................2
2. Definition of marketing and the role of marketing in business................................................................3
2.1. Definition of marketing.....................................................................................................................3
2.2 .The role of marketing.......................................................................................................................5
a) Overview of the marketing process.................................................................................................5
b)The role of marketing.......................................................................................................................6
3. Analyze the roles and responsibilities of the marketing function of ADIDAS...........................................7
The role of the marketing function..........................................................................................................9
Responsibilities of the marketing function........................................................................................10
M1. Critical analyze the roles and responsibilities of the marketing function influenced by marketing
forces.........................................................................................................................................................13
Impact of internal marketing conditions...............................................................................................13
Competition comes from substitute commodities................................................................................14
Competitors...........................................................................................................................................16
4. Analyze marketing influence and interrelationships with other parts of Adidas...................................18
Marketing department with finance branch..........................................................................................19
Marketing department with human resources office............................................................................19
Marketing department with the information technology department.................................................20
M2. Analyze the importance of the interrelationship between marketing and other Adidas functions. . .20
5. How marketing has supported the broader organizational context of vision, mission, and purpose....21
D. Critical analysis of Adidas' internal and external environment.............................................................24
6. Conclusion.............................................................................................................................................28
7. Reference list.........................................................................................................................................28

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ADIDAS
1.Introduction
I am working in the Marketing Department of the business. I am sustaining an entry-level
position as a marketing analyst. In that, my role is to research and develop some innovative
products. Currently, I have chosen a brand called ADIDAS, a very powerful fashion brand in Ho
Chi Minh City that has been developed considerably in the last few years.ADIDAS is always
aimed at childlike people in today's prime time. Adidas is a trade name of a multinational
corporation from Germany with essential products including shoes, clothes, accessories, bags,..
Made from the most excellent materials with a very meticulous, durable, sophisticated design
that brings comfort to the user. Today, Adidas has become a fashion brand specializing in
producing fashion items with an athletic style sport ranked second in the world (Thuy Vui,
2020). Therefore, my job is to research the key ingredients, develop a unique product from
competitors to customer investigation, to clearly identify the market potential. The factors that
can influence it to product needs.
Figure: Logo Adidas ( inboundmarketing,2020)

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2. Definition of marketing and the role of marketing in business
2.1. Definition of marketing
Figure: what is marketing? (VietnamFinance,2018)
Currently, we have seen marketing has many different definitions, understood in terms of
whether it is a method of advertising, introducing new products to consumers, or just a way to
sell goods. But this is not an appropriate interpretation of this definition. It is a significant way
for suppliers and manufacturers to ensure that the right needs and wants are met for each
customer.

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According to the definition of Chartered Institute, Marketing can be understood as one of the
management processes responsible for anticipating, identifying, meeting needs, and satisfying
customers' requirements beneficial demand (CIM, 2021).
On the other hand, marketing can be understood granting Kotler's definition as a developer of
modern marketing methods. Marketing remains a social and managerial performance by which
groups of individuals and organizations can convince what they desire and require through
creating and exchanging products, services, and values with others. For example, like
consumers and obtain a form of sympathetic activity aimed at satisfying needs and requires
them through an exchange (Kotler, P. 2021).
According to the American Marketing Association, Marketing is the process of planning,
implementing, planning, formulating products and pricing activities, promoting and
disseminating ideas, distributing goods, and providing services oriented toward the conference
of goods to satisfy individual and organizational goals (AMA, 2021).
They find that promotion obtains many distinct understandings of marketing in modern trends.
In the way of stating the definition of the American marketing association, there are limitations
such as focusing exclusively on the development of products and ways of delivering products to
users and hitting the reputation of the business to improve the company's position. And the
Philip Kotler family evaluates the marketing process, which means that anyone can do
marketing. They focus on customers and their needs and wants, expressing the essential
demands of consumers as the goal to create top values, exchange content to represent the
bridge, though the exchange is different from AMA is towards exchange.

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2.2 .The role of marketing
a) Overview of the marketing process
When they discuss the marketing process of a business, we see there are five marketing
processes including elements such as defining marketing objectives, analyzing marketing
strategies, planning the marketing mix, marketing implementation, and marketing control
(Britannica, nd).
Figure: The marketing process (Kotler.P, 2021).
The preceding table remains a marketing process to implement for a business, setting up a
specific and detailed marketing performance will convey many benefits such as helping to
clearly define goals and directions for a business. Business constitutes the basis for initiating an
overall effective marketing strategy, controlling the strategy implementation process. This is
also a five-step model for capturing value from valuable customers. In the first step, there will
be an implementation phase to get to recognize customers to understand the psychology,

MARKETING ESSENTIALS 1
Marketing essentials
Essay
Student Name
[Pick the date]

MARKETING ESSENTIALS 2
Role of marketing as a function of business
In the present world, for any organization marketing plays a very important role which cannot be
ignored. It is the power of this marketing which has brought smaller and big companies together
on the same platform of competition by offering them same market (Gronroos, 2011). It is
because of this marketing that present has recognized the value of even small organization and is
offer all the necessary help which support the sustainability of their development.
It is this marketing which establishes an association between the organization and the customers
by offering the same platform. Marketing helps in providing confidence to the organization to try
a new product or introduce a new product in the existing market or create a new market for their
product (Sharm et al., 2010). Also, marketing helps in creating a unique image of the
organization in the minds of the potential customers, it is not wrong to say that in present time
organization are able to achieve their name because of this marketing for both profit-making and
non-profit making organizations. For the profit-making organization, marketing help in
increasing the revenue and profitability along with helping in expanding customer base which is
one of the important aspects to generate sales (Sarkees, Hulland, and Prescott, 2010). It also
helps in cracking deals with the corporate customer and partners where more than one party is
involved.
Structure of the marketing department of
CMO
President
Marketing
manager
Vice
president
Analytic
manager
Public
relation
manager

MARKETING ESSENTIALS 3
The marketing department structure of the Unilever is formulated in such a pattern that at the top
of the marketing pyramid, the position belongs to CMO which is known as Chief marketing
office. It is the responsibility of CMO to formulate the major marketing strategy of the Unilever
along with the necessary processes in the marketing department. It is the duty of the CMO to
report the possible outcome of all the marketing strategy to the board of directors. Then comes
the president of marketing department whose role is correct to implement the formulate strategy
in the Unilever and also helps the CMO in some business decisions (Rugman and Verbeke,
2008). Then, comes the vice president of marketing department whose responsibility is to work
with department managers to ensure the right implementation of the marketing strategy which
has been decided by top executives. Then comes all the three managers of the marketing
department who are marketing manager whose responsibility is to put light on the work of the
vice president and help them in implementing marketing strategy on groundwork in the form of
creating messages, selecting the modes of medium like websites, social media, and television
ads. Then analytics manager whose role is to conduct all the researches related to the formulate
marketing strategy for their product, market in which they are going to launch their product and
finally comes public relation managers whose role is to maintain the good reputation and
goodwill of the Unilever in the eyes of the potential business partners which includes customers,
suppliers, investors, and employees.
Role of Chief marketing officer
Currently Keith weed is serving as CMO for Unilever and according to him as a CMO of this
organization it is the responsibility is that this organization must work on long-term vision in
command to Unilever organizations structure, image in the market both in domestic as well as
international market, position of organization in terms of financial capital and its geographical
presence. It is the duty of the CMO to develop a group strategy which will be helpful for both
organizations as well as for their employees (Unilever, 2018). It is also the duty of the CMO to
analysis the amount of risk with the strategy with respect to geographical presence, customer
groups, supplier groups because as they all are related with the organization so this strategy will
also impact in the same proportion as it will on the Unilever organization. Hence, in case of any
change, it becomes CMO duty to involve these entire stakeholders in the new vision of the
Unilever. As the present business world is of volatile nature, so it becomes very important for the