Paper Of Role And Responsibilities Of Marketing

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Explain the key functions and duties of the selling function............................................1
P2.Explain how role and responsibilities of marketing relates to the wider organisational
context....................................................................................................................................3
TASK2.............................................................................................................................................5
P3 .Defined the comparison between different organisation by applying the marketing mix:-. 5
P4. Produce and evaluate a basic marketing plan for an organisation...................................7
CONCULSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is defined as the activities which involves promoting, advertising of the
products in the most creative manner so that the mass of people get attracted towards the product
and services to buy them. Every organisation uses the function of selling to assess the demand of
the customers so that the products can be created on that basis for the full and final satisfaction of
the potential customers. The term merchandising consists of assorted task such as advertising,
promoting and delivering the goods to the end user. In this actual work document the chosen
association is Beauty Giant which deals in the merchandising of beauty cosmetic products across
UK. This study examines the functions and duties of merchandising and also how there are
linked to different operational department of the organisation. Furthermore it also focuses on the
creation of marketing mix and plans which would help the business in identifying the current
scenario of the market and would also assist them in executing the targeted objectives of the
organisation within a period of time. Lastly , it also considers the marketing plan to support he
business of Beauty Giant in introducing the new commodity in the market place.
TASK 1
P1.Explain the key functions and duties of the selling function.
The marketing serves as the most essential part for the organisation as to satisfy the
customers demands by providing them the commodity of their expectations. This would also
support the business to establish a relationship with their potential customers. Organisations have
to perform various functions and duties as these would take the business to a higher level and
would help the business in attaining their goals. Marketing is coined to be the premier part of the
business management(Babin and Zikmund, 2015). Below written are the roles and
responsibilities of the marketing functions which the manager of the company Beauty Giant
performs for building their strong customer base:
Formulating strategies is the most essential function that every organisation is focusing
now a days in accordance to full fill all their expectation within a given time frame. Formulation
of the strategies in the best possible way help the business of Beauty Giant in successfully
running their business by competing their rivals firms(McDaniel and Hair, 2012).
Market research is the best suitable way to analyse that what is prevailing I the market
and what is favourable for our business and what not. This support in analysing the market trends

and provides the association with all valid informations that would help them while selling a
product. The Manager of the business Beauty Giant must conduct proper market research so that
the business can easily determine their customers wants and desire and can work accordingly to
satisfy their customers.
Product designing and development is an important task of marketing and according to
the current scenario the customers are more focused about the commodity and its packaging. The
manager of the Beauty Giant must focus on producing a product with the best quality and in the
most fascinating packaging. So that they can attract more and more customers towards their
products and can enhance their revenue margin(Cooper, 2013).
Brand management is the business of Beauty Giant must focus on the management of
brands as now a days customers are more and more concern about the quality of the product
rather than the price. Maintaining a brand will increase the brand image and brand value of the
Beauty Giant so that the customer base of the association can be increased. Increment in the
Brand image will leads to increased recognition and recall of the brand in the mind of their
potential end users.
An thinking of key functions and obligation of the marketing in environment:
As marketing facilitate the products in the environment to the customers it is the essence
for the both an organisation and environment. The vital functions and duties of selling in the
environment are :
Monitoring marketing environment is required by the Beauty Giant to look into all
those factors of the environment which impact the business directly. Factors can be political,
social, economical, technological and legal. For improving the business the manager of the
Beauty Giant must continuously evaluate and monitor the environment to identify the altering
demand and desire of their customers so that the company can attain prime position in
comparison to their competitors(DONNELLY, 2012).
Creating customers belief and loyalty and customers are the goddess for the business as
they are the only one who serves the business with the medium of exchange. The company like
Beauty Giant must focus on the building of customers loyalty by rendering the customers with
the excel quality of the products and must focus on maintaining the relation with the customer so
that with the increase in customer belief and trust, the profitability of the company can also be
increased.

Dealing with competition is a necessary function as there is a immense level of
competition from its challenger in command to endure or beat their rival the institution must
consider the preparation of various scheme which may leads to the prosperity and development
of the organization. By distinguishing the strength and weakness of their competitor the company
can also have trenchant decision making process(Lipsman and et. al., 2012).
Hence ,it can be analysed that the marketing has a significant role in both the field organisation
as well as environment. As to organisation it provides with the details by analysing the
environment about the exact quality of the products and services which have been required by
the customers.
P2.Explain how role and responsibilities of marketing relates to the wider organisational context.
Marketing is a vast concept which can not be carried out with the help of single person as
an individual alone as the single person cannot perform the task of promoting, advertising and
delivering of the products.. Each department of the organisation has to connect with the other in
order to perform the task of marketing of the products and services. The linkage between the
functional department of the organisation will help the business of Beauty Giant to increase their
business productivity and profitability.
Marketing and Finance department are inter related as these both the department have
a connection established within themselves. Finance department is the one which give emphasis
on the allotment of the money to different different sectors of the association so that each
department and sector can execute their operation with the sufficient amounts of funds. And
marketing department refers to the departments which is more concerned with the distribution of
the products to the final customers as per their requirement. These both department are linked as
to carry out the task of marketing the manager will require the amount of money which will be
rendered by the finance division to the marketing manager. This will also support the finance
department to analyse the amount of the expenditure that the business is incurring.
Marketing and Human Resource Management are the only functions which is
essentially carried out within the firms. These divisions are associated with one another in
different manner(Papasolomou and Melanthiou, 2012). HR office are those which includes
enrolling, procuring, and determination of those competitors who encourages the abilities and
learning which is required to play out the assignment while showcasing division is the one
worried about the exercises of publicizing , advancement of items and administrations. This both

the offices are associated with one another somewhat as the showcasing offices requires a work
force who could play out the assignments of advertising an item in the market for which it gives
total detail to the HR division as per their necessity on that premise HR offices enlists the
individual who are very talented and can play out the action of promoting.
Marketing and Production departments both the departments of the offices are linked
to each other as the marketing department keeps on updating the production department about
the requirements of the customers and their expectation regarding the products and services.
After the information given by the marketing department , the production department produces
the goods and services which helps the firm to satisfy their end and potential customers with the
available resources(Purvis, 2015).
Marketing and research and development departments are the one responsible for the
market research these departments are established in the business so that whenever there will be
requirement in the market for the introduction of new products these departments can produce
the required commodity accordingly. The requirement of the new product is analysed by the
marketing department as they keeps on considering the needs and requirement of their
customers. Which helps them in increasing the profitability and customer base towards the
commodity of the business.
Analyse the significance of interrelationships between marketing and other functional units
of an organisation.
The dependence of these division have a critical job in an association like Beauty Giant
as this would prompts the advancement of better association with the client and will likewise
build up an association with various useful branches of the association. This between connection
between the division will likewise help the matter of Beauty Giant in expanding the business
edge, brand worth and picture, altruism and will acquire an idea of coordination an association .
Notwithstanding this would likewise assist the business with improving their capacity of
promoting just as the presentation level of the workers to accomplish their objectives inside a
term of time with the assistance of open correspondence about the various jobs and duties of the
individuals(Baker and Magnini, 2016).

TASK2
P3 .Defined the comparison between different organisation by applying the marketing mix:-
Marketing mix is the collection of the factors which enables the company to attract the
buyers and also influence them to buy the particular commodity so that they can satisfy their
needs. This serves as the model and the foundation for the business. It is utilized by the
company for determining the issues which are affecting the business of promoting, advertising,
etc. This is helpful for the business of Beauty Giant as it provides them with the suitable tools
and tactics and also support them in formulating strategies so that the expectations of the
customers can be full filled by rendering them the product of better quality(Zaccagnini and
White, 2015).
Deviation between the market scheme of Beauty Giant and Lush.
Elements Beauty Giant Lush
Product The company focuses on
satisfying their customers by
providing variety of cosmetics
commodity such as Make up
products, products of personal
care and the body care
products.
The business of the Lush deals
in providing the variety of
products which are related to
skin care , soaps, shower gels
etc.
Price The business of Beauty Giant
focuses on the strategy of price
penetration and low cost
method at the initial level.
Lush work with the pricing
strategy of price skimming as
the product are basically of
high quality and expensive.
Place The company operate their
business across the UK with
the establishment of 50
branches by giving huge
competition (Mueller and et.
al., 2015).
Lush is operating their
business to the different
different countries and has
open their 30 branches in the
UK with the aim to provide
better quality of products .

Promotion The company has use
diversified promotional tools
to promote their brands such as
online marketing, digital
marketing, marketing with the
help of newspaper and
magazines.
The business of Lush focuses
on the promotion of their
products among the customers
with the tools of direct
marketing through interacting
with the email and mouth
marketing to the potential
customers.
Process Here , the company focuses on
the delivering of goods with
the help of online sites and
retail shops which are onto the
business of selling cosmetic
products in the market.
Lush focuses on the delivering
of the products only through
the online sites by sponsoring
and through the franchising.
Physical evidence The company have opted
different style of packaging
and has used unique method of
delivering the products which
has made the brand recall and
recognition strong in the mind
of customers(McDaniel and
Gates, 2012).
In this, the brand of Lush sell
their all products with the
unique attributes and colours
which supports them in
attracting the mass of the
customers towards their
brands.
People The company has focus more
on the arrangements of the
training and development
programmes which enables the
business to invites large
number of customers towards
their brands.
In this the business is more
and more concern about the
crowd marketing so that the
large number of customer base
can be built and business can
be enhanced with the
increment in the profitability.

Measure different plan of action in order to execute business objectives and goals:
Every business organisation have their own strategies and tactics which they used to
accomplish the business long term goals(Brooks and Simkin, 2012). The Company like Beauty
Giant have also adopted the tactics so that their can satisfy their customers with the exact quality
of the products which they requires. The business have given more emphasis on the use of
different promotional tools and have considered more on the altering taste and preferences of the
customers so that the needs can be full filled. Apart from this the company have also used wide
distribution network to deliver their quality of products in the market for increasing their
business profit margin.
P4. Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is created by the business organisation to identify the marketing strategy
that is to be used by the company in the near future. This assists the business to formulate tactics
and strategies which will support them in generating leads for their fresh products and services
which they are going to launch in the market(Carr, 2014). The Marketing plan for the business of
Beauty Giant has been designed below :
Overview of the company :
Beauty Giant is known for selling of cosmetic products for both males and females. The
brands deals in rendering diversified products in the UK economy by launching their 50
branches. The association has now planned to introduce new product that is anti-ageing cream
named Forever Young. For the launch of this product the company have mark 30 segments of the
market with the zeal to achieve the success by this product launch.
Mission of the Beauty Giant- The mission of the beauty giant is to cover the large market as
much as they can by the launch of new branch.
Vision of the Beauty Giant- The company has its long term vision which is related with
becoming the renounced brands across the world.
Objectives : The business of Beauty Giant has set and targeted the SMART objective that is to
be achieved.
Specific- The specific objectives of the business is to operate with different tactics and schemes
so that can perform better than their rival firms.
Measurable- The company give more emphasis on increasing their market value from 70% to
85%.

Achievable- The business aims towards the success and growth by the launch of new product
within the period of 3 months(Brennan and et. al., 2014).
Relevancy- The company seeks to have valuable status in the market place.
Time bound – With the launch of new products in the market the company aims to gain success
within the 6 months.
SWOT analysis of the Beauty Giant :
The activity of SWOT helps the business to determine the quality of strength and
weaknesses which they possess and all those opportunities and threats with the competitors:
Strength Weakness
 Clench wide range of distribution
channel with the large market share and
status in the UK economy.
 The company has a drawbacks as it
cannot expand their business in the
rustic areas.
Opportunity Threats
 By the launch of new and innovation
product the business have the
opportunity to increase their profit
margin.
 Due to the availability of vast
competition the demands of the
customers towards the products of the
brands may transform to the another
reputed brands.
PEST analysis of Beauty Giant :
Political factor : As the government legislation does not alter in a frequent manner in the
economy of UK the brand holds high chances of their sustainability and will support the business
in introduction of their fresh commodity in the market place(Ionita, 2012).
Social factors : As the customers of the UK economy are more curious towards the consumption
of the cosmetic products so the business can capture the market share in a wide range.
Economical factor : The business have high chances of their survival as the economy of the UK
is of developed nature and through this the business will be benefited with the launch of new
commodity.

Technological factor : Company can maintain their sustainability by the launch of new products
produced from the better quality and advanced technology.
Marketing Mix of the fresh commodity ' FOREVER YOUNG ':
Product :Introduction of fresh commodity will rise sales and revenue margin of the Beauty
Giant and will render the customers with better quality of products(Desai, 2013).
Price : The must use the pricing strategy of price penetration so that the customer base can be
built at the initial level.
Place : The selection of the areas should be such for launching new products where there is more
consumption of the cosmetic items.
Promotion: For the promotion of the new products the company must use promotional tools
such as mouth publicity and direct marketing so that customers get more attached to the brand.
Process : The structure of the business operation should be simple and easier so that the products
can be distributed in the proper manner(Eng, 2017).
People : More skilled employees must be hired so that the company can operate their business
easily while launching new product in the market.
Physical evidence : Innovative and unique attributes must be considered to launch commodity.
STP for the Beauty Giant :
Segmentation : The strategy of segmentation would assist the business of Beauty Giant in
evaluating or identifying the area which will give them maximum profit margin by the
introduction of new commodity.
Targeting : This will allow the business to focus on the segmented market which have high level
of consumption of cosmetic products.
Positioning : By this Beauty Giant may position their product in such a marget segment which
will lead to great success(Rundle-Thiele and et. al., 2013).
Marketing Budget For Beauty Giant :
estimated budget which help the business of Beauty giant to introduced new commodity :
Particulars 1st year 2nd year 3rd year
Initial
investment
10000 15000 4000
advertisem
ent
20000 30000 9000
Marketing 15000 3000 5000

Promotiona
l activities
5000 3000 5000
Total 50000 51000 23000
Monitor and control :
Continuous monitoring and controlling process will assist the business of Beauty Giant about
how and in what sense the profitability of the business can be increased and will also support
them in identifying that what is prevailing in the market at the present time so that the business
of Beauty Giant can attain a level of success by the launch of fresh commodity that is Forever
Young in the market place.(Cabrera and Williams, 2014).

CONCULSION
In this current frameworks, the study examines the importance of the tool of marketing is
for the business and also how these inter-related to each other so that the company can earn
higher amount of revenues in comparison to its competitors. Along with this the report also give
emphasis on the creation of marketing plan which support the business to launch their fresh
commodity in the market place in the most significant manner. Lastly the hard hitting of
marketing mix is also given more emphasis which helps the business in the process f their
decision making.

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