Role of Marketing in Aston Martin: Roles, Responsibilities, and Functional Relationships

Role of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1. Roles and responsibilities of marketing...........................................................................1
P2. Functional relationship of marketing...............................................................................2
PART 2............................................................................................................................................3
P3. Comparative marketing mix.............................................................................................3
P4. Evaluating a basic marketing plan for Aston Martin.......................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is referred to as the interface of business with its customers. The main purpose
of any business is to sell its product and that is only possible when business has an outlet for the
product where it can interact with the potential consumer as well to maintain the contact with its
current customer. The present project is based on Aston Martin which is a renowned automotive
brand headquartered in UK. The project consists of roles and responsibilities of marketing
function. Also, it contains functional relationships providing aid to organisation in attaining its
objectives. Lastly, it includes comparison of marketing mix of 2 companies together with a
marketing plan to launch new product into market.
PART 1
P1. Roles and responsibilities of marketing
The significant approach to each and every level of market and to create a big picture of
the brand in the minds of potential consumers can be said to be marketing. Sometimes an
advertising campaign is not enough for company and its product’s introduction. When it comes
to a super luxury brand's product launch, the company and its marketing management makes sure
to cover each and every segment of their market on a distinctive level. Thus, marketing holds a
number of roles and responsibilities. These are explained in the light of Aston Martin as
follows:-
Managing the brand: It is quite essential for all the departments in the organization to strive
towards the common goal of the business. Thus such goals does also involves the managing the
effective brand position in the market. As this is the major function of the marketing department
within the respective firm. The roles and responsibility of the marketing functions in a global
luxury car manufacturer Aston Martin, is to significantly maintain the effective place among its
customer share. The growth of the ultimate brand is determined by its tools of promotion, market
and customer interaction, effective product development and so on. Thus all these roles are the
integral part to be played by the marketing team of Aston martin.
Producing Promotional policy: The product of any company holds significant qualities
and characteristics that fulfill the demand and necessities o respective customer segment. Thus to
analyses the demands and need of the market according the certain product portfolio is the
crucial role of marketing team in the company. In relation to Aston Martin all the decisions that
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are taken in favor of the promotion of any specific product is first determined by the marketing
records of the company. It helps the company in formulating the policies of promotion of the
product that leads to great capturing of the respective market base as per the appropriate product
range.
Finding the Suitable Mix: The placement of the company’s offerings in the respective
market segment is the responsibility of it marketing division. The mix of distributing the product,
promotion media, and other factors that connects the product to the direct customer is essential to
determine effectively by the company. In Regards to Aston Martin the most suitable mixes of
distribution channels and product promotion are chosen by the firm’s marketing experts. Thus
these tools help the company to get the effective model of a products life cycle in the market that
ultimately leads to the brand’s success and popularity.
P2. Functional relationship of marketing
Marketing and other departments interact on a wide level with a view to provide
assistance to corporation in timely achieving its goals as well as objectives. Such relationships
are briefly explained as underneath:-
Marketing and Production Department: No marketing manager can supply or produce
the product at the time of demand and same as no production manger can do the effective
marketing of product which can bring the lot of demand or order. Production and marketing
work together on new as well as on existing products. Marketing can do research on what people
want and desire. Production can convey marketing what it takes to produce the item, and how
adding features modifying price updating the technologies of production to save the total
working time.
Marketing and Finance Department: Basic factor to run each and every process of
company is finance. With respect to Aston Martin, for organizing a promotional event, launching
a new car running campaign, the important thing which is considered before actual planning is
the budget. The budget is prepared by finance department. It also provides funds to marketing in
order to produce commercials, fliers, packaging designs, logos and all those stuff which concerns
the company in a monetary way.
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