Marketing Essentials Essay

This essay examines the importance of marketing in achieving business success, using TK-MAX as a case study. It analyzes key marketing functions, their interrelationship with other business units, and compares TK-MAX's marketing mix with that of Zara. The essay concludes with a strategic marketing plan for TK-MAX, incorporating the 7 Ps of marketing.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a) How key roles and responsibilities of marketing functions relate with the wider
organisational context..................................................................................................................1
b) How the key roles and responsibilities of the marketing relate to the wider organisational
context..........................................................................................................................................2
c) Roles and responsibilities of marketing...................................................................................3
d) Significant of interrelationship between marketing and other functional unit in the business4
e) Critically analysis and evaluate key elements of marketing functions and how it is
interrelated with functional unit of business................................................................................4
LO 2.................................................................................................................................................5
1) Compare ways in which different business apply marketing mix in the planning process to
accomplish their objectives..........................................................................................................5
2) Tactics that are applied by the business to demonstrate objectives........................................8
LO 3.................................................................................................................................................9
1) Basic marketing plan for the business.....................................................................................9
2) Detailed coherent evidence based on marketing plan...........................................................10
3) Design strategic marketing plan with apply 7 ps..................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essential consider several activities and tasks that assists to perform desired
results in the business unit. In this regard, aims and objectives of the business develop with
marketing activities so that effectiveness also generated to focus on the creativity and
innovations in the business unit (Boateng, Owusu-Bempah and Ansong, 2018). Present report is
based on TK-MAX which has many store chain in different areas of the world. In these days, the
company appoint new manager to increase positive results in the business to cope up with
several activities and tasks. In order to gain insight information of the present report, it covers
roles and responsibilities which relate to the wider organisational context. Furthermore, it
explained about the roles and responsibilities of marketing that help to attain desired results in
the business environment. Moreover, it helps to critically evaluate elements of the marketing
functions in systematic manner.
LO 1
a) How key roles and responsibilities of marketing functions relate with the wider organisational
context
Marketing play very important role in the business success to produce systematic work
performances. In this regard, decisions are also made to focus on the high profits and revenue
that needed to perform different activities in the TK-MAX. Marketing functions includes
different elements that helps to focus on the systematic and creative consideration:
 Conduct market research: Marketing manager perform their functions and operations
to focus on the market research. This is because, it helps to gain and understand
systematic results and determine success in TK-MAX. Hence, manager of the chosen
business need to identify their customer demand and requirement to accomplish their
aims and objectives as well (Macchion, Moretto and Vinelli, 2015).
 Development of marketing strategy: Marketing manager also responsible to determine
strategy to attain more desired results in the new areas. With the help of the systematic
review of goals and objectives, marketing strategy help to make competitive results at
workplace. Manager plays very important role to consider competitive edge at workplace
with using marketing strategy.
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 Customer relationship management: Along with this, TK-MAX need to maintain their
concentration to create positive relationship in the business environment. In this way,
they need to focus on the collect relevant and proper information to access customer
database and attain desire results as well.
b) How the key roles and responsibilities of the marketing relate to the wider organisational
context
In the TK-MAX, marketing department consider increment in the revenue and profits to
attain more desired results. Therefore, they need to identify goals and objectives that help to
contribute participation to attain more desired results at workplace. In the wider organisational
context, following roles and responsibilities included in systematic manner: Product development: Marketing department of TK-MAX need to improve product of
the company to focus on the desired results. In this way, products and services consider
in different categories that help to improve performances and meet with desired results. It
is the best aspect to consider development team and information to meet with the
customer requirement (Macchion, Moretto and Vinelli, 2015). Hence, it makes better
goals and objectives to analysis the business and increase revenue to focus on the new
areas of operations. Communication: In the marketing, communication is another aspect that assists to
maintain effective results at workplace. In this regard, TK-MAX need to consider proper
communication and development program in the market that help to maintain implement
promotion activities in systematic manner (Power, Zook and Poorthuis, 2015). Marketing
manager need to set budget so that they are able to make proper communication in order
to attain goals and objectives. It is the best way to launch the product with
communication and maintain effectiveness. Product development process in the
marketing department helps to set price and prepare the budget plan for launching the
product.
 Determine strategies and plan: In order to attain desired results, TK-MAX need to
concentrate on the strategies and plan. This is because, it assists to ascertain proper
profits and revenue in the business environment. There are several activities handle by
the chosen organisation that assists to fulfil roles and responsibility at workplace. In
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respect to consider strategies and plans, effective functioning has been consider to
increase business performances (Ngai, Lam and Moon, 2016).
c) Roles and responsibilities of marketing
In respect to focus on the marketing activities, it is important to consider roles and
responsibilities. This is because, marketing department consider different activities to TK-MAX
that helps to maintain their effectiveness with increasing market share and contribute major part
for growth and profits. In the chosen enterprise of marketing department, advertisement, social
media, public relations, etc. elements helps to attain more creativity and innovations for
development of products and services (Ren, Chan and Ram, 2017). Following are certain roles
and responsibilities has been considered to focus on the marketing environment:
 Strategy: In TK-MAX, each member need to focus on the basic marketing activity. This
is because, in this way, they are able to play different roles and responsibilities for
marketing. In respect to increase enterprise activities, it is important to contribute
employees participation that assists to set strategy in the business. Overall targets and
outcomes helps to focus on the new era with channel of distribution. Hence, marketing
department will be reach to perform several activities in new areas (Ren, Chan and Ram,
2017).
 Market research: Market research is also important consideration that assists to focus on
the key responsibilities and identify opportunities to gain more market share. Therefore, it
will assist to maintain effectiveness to understand customers needs. It is the successful
strategy for manager of TK-MAX. Manager need to conduct survey with they will able to
contact with customers easily. Alternative option also assists to launch new product and
services.
 Product development: In the internal and external department of the chosen business,
product development is major role that play by manager. In this way, it is important to
focus on the assessment of gaps that create negative impact on the results. With this
regard, it is important to increase things that help to set price and plans as well (Boateng,
Owusu-Bempah and Ansong, 2018).
 Communication: Communication is also major role that play by the TK-MAX to
undertake creative results and outcomes. In this regard, it is important to develop
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promotional content with new design and profitability as well. Therefore, advertisement
agency also assists to implement new operations and functions in the company.
 Sales support: Cooperation between sales and marketing assists to develop effective
results in systematic manner. In this regard, it is important to make growth and profits in
creative manner. Marketing department provide high quality products and services with
sales support activities. They design and prepare presentation to make systematic
working results at workplace.
d) Significant of interrelationship between marketing and other functional unit in the business
In TK-MAX, there are several elements consider to focus on attain desired results and
outcomes in systematic manner. In this way, effectiveness also increasing to focus on the basic
elements of the enterprise. Therefore, it will help to promote and motivate people towards
business goals and objectives (Macchion, Moretto and Vinelli, 2015). Communication plays
important role which help to perform different tasks and activities towards the particular
decision. Different perspective of the chosen enterprise assists to increase business
performances.
Effective communication in the business also help to attain major effectiveness in the
business. It will assists to socializing and servicing that is important tool for the business
environment. In order to control the process, principles and guidelines assists to attain more
desired results (Ngai, Lam and Moon, 2016).
e) Critically analysis and evaluate key elements of marketing functions and how it is interrelated
with functional unit of business
As per the view of Ren, Chan and Ram, (2017)), marketing functions consider important
role in the business environment. In this regard, different activities and tasks helps to play
important role in TK-MAX. There are several elements of marketing functions that helps to
produce profitability in the business. For example, planning, organising, leading and controlling.
Communication also play important role to motivate employees and clarifying tasks as per the
chosen business requirement. Furthermore, Power, Zook and Poorthuis, (2015) argued that
communication is the best element that helps to create plan and motivate employees towards the
improvement in business. It is the best way to perform different activities and tasks to take
important decisions.
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LO 2
1) Compare ways in which different business apply marketing mix in the planning process to
accomplish their objectives
In respect to compare the marketing mix of TK-MAX, it can be stated that in UK there
are several competitors exist that provide same products and services as the chosen business. In
this way, comparison consider between Zara and TK-MAX:
Basis TK-MAX Zara
Product In order to gain leadership
position, TK-MAX
continuously trying to make
innovative products and
services. Therefore, it will
assists to look for the business
development (Power, Zook
and Poorthuis, 2015). Mainly,
the company deals in fashion
industry to sell kids, men’s,
women, etc. Wears. In addition
to this, they are also develop
more significant advantages in
the UK.
Zara mainly target women so
that they determines different
kinds of products in term of
fashion. This is because, they
selling fashion wear clothes,
bags, etc.
Price In respect to determines the
price, it can be stated that the
company using competitive
pricing strategy so that they
are able to compete with
different large businesses
easily (Power, Zook and
Poorthuis, 2015). This is
because, in the market there is
Zara charge premium pricing
on their products and services.
This is because, they consider
large amount of investment to
attract customer with
qualitative products and
services. In this way, the
company maintain their
standards and uniqueness to
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high competition exist which
create negative impact on the
desired results and outcomes.
make themselves market
leader.
Place In order to deal with the
several functions and
operations the company
producing products and sold it
with online and offline
methods in different areas of
the world (Macchion, Moretto
and Vinelli, 2015). They are
looking for the market demand
and then supply products at all
places.
Zara provide desirable
products at proper place from
where customers could easily
purchase. Hence, they fulfil
customers needs and
requirement in systematic
manner. Therefore, it will
assists to maintain brand
equality and reaching towards
each customers easily.
Promotion There are several ways
through TK-MAX promote
their products and services in
the international market. For
instance, they can use
advertisement, social media
tools, television, magazines,
etc. All these elements helps to
perform systematic functions
and operations in the
international market.
Furthermore, the company also
implementing personal selling,
advertisement medium, mass
selling, etc. It will help to
develop target market and
Zara also using different kinds
of promotional tools that helps
to attain more customer
attraction at workplace. In this
regard, the company
implement more tools such as
magazines, seminar, articles,
social media, newspapers, etc.
All these elements take major
consider to focus on the
desired results. Some times the
company also making
promotion with brand
ambassador, etc. The company
taking more consideration to
focus on the different customer
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enter in new areas of the
world. Therefore, effectiveness
will be develop in successful
manner at workplace (Adam,
Strähle and Freise, 2017).
demand and needs. As results,
it will assists to undertake
more creative results in the
market.
Physical evidence Physical evidence consider
with the qualitative products
and services that assists to
attain more creative work
performances in the business
environment. In this way,
business will be able to focus
on the things that make
innovative and creative results
at workplace.
Zara has advantages to attract
customers with using physical
evidence element in the
business. This is because, it
assists to focus on the
systematic working pattern to
attract customers. With the
help of the some creative and
qualitative features in the
business to focus on the
desired results and activities
(Boateng, Owusu-Bempah and
Ansong, 2018).
People In the TK-MAX, there are
several people work to develop
target market and increase
profitability of the company.
There are more than 70000
employees work together to
increase profits and revenue of
the company. As results, the
company able to deal at
different areas with focus on
the desired results an attain
profitability as well. At
In the Zara, there are more
than 100000 employees work
to increase profits and revenue
to attract customers in
systematic manner. In this
way, the company mainly
target to new customer with
consider several activities and
tasks. Hence, it will make
more desired results to attract
new people at workplace.
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different places, it could be
seen that it will help to attain
more profits and revenue
through ascertain several
results (Boateng, Owusu-
Bempah and Ansong, 2018).
Process In order to set desired results,
the chosen company using
process to attract maximum
customer at workplace. In this
regard, TK-MAX using
transparency in respect to
make products and services in
the market. It will help to
attain more desired results and
attain effectiveness as well.
Therefore, company will attain
their leader position easily.
Furthermore, Zara also
consider process with different
elements such as document,
validation, remediation, testing
and reporting. It will assists to
focus on the more innovative
functions and operations which
help to attain creative results at
workplace. With the help of
these elements, the company
can make innovative tools and
techniques at workplace
(Thomassey and Zeng, 2018).
2) Tactics that are applied by the business to demonstrate objectives
In respect to maintain effectiveness in the business environment, there are different
strategies and tactics has been implemented that assists to attain desire objectives at workplace.
In this way, profits and revenue could be enhance with define and meet effective communication
in TK-MAX. Following tactics could be applied in the selected business: Senior manager: Senior manager of the business work to grow their effective results and
outcomes in systematic manner (Thomassey, and Zeng, 2018). In this regard, profits and
revenue will be develop continuously in TK-MAX to assign work with team. Senior
manager has duty to provide task and role to each person to attain more creativity and
effectiveness. As results, they are able to gain successful program in the business.
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 Individual: Furthermore, individual also play major role in the company to focus on the
successful results. In this way, it is important to align strategic objectives and goals in the
chosen business so that they are able to attain more creative performances. In this way,
management tactic need to focus on the customers needs and requirement (Valaei and
Nikhashemi, 2017). Performance review session help to ascertain several advantages and
update business profile in systematic manner. Team: In this aspect TK-MAX consider team with certain aims and objectives. This is
because, it assists to develop qualitative nature and deliver quick services in the market.
Therefore, they are able to attain more creative process and focus on the several tasks in
systematic manner.
 Performance measurement tool: Individual and team both are important part to focus on
attain more desired results at workplace. Therefore, it is important to maintain creativity
and relationship to increasing performance of the business (Ren, Chan and Ram, 2017).
LO 3
1) Basic marketing plan for the business
Marketing plan consider important role in the TK-MAX so that they are able to
communicate in systematic manner. In this regard, it is important to focus on the advertisement
and operations that are carried with several things to develop future performances. In this way, it
is important to includes following elements that are essential part of the business success:
 Current market analysis: In this regard, the chosen business need to identify current
demand and requirement of the marketing. This is because, with the help of identifying
market, they are able to grow with the latest fashion and effectiveness. It will help to
focus on the products and services growing in the market (Thomassey and Zeng, 2018).
 Assessment of competition: In the UK, there are many competitors exist that helps to
promote significant results and maintain effectiveness as well. In this way, it is important
to TK-MAX to focus on the effective marketing functions to develop effectiveness. For
instance, Marks and Spencer, Zara, H&M, etc.
 Implementation of aims and objectives: In respect to look towards the current market
analysis and assessment of competition, it is important to look for deliver effective results
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in the market (Power, Zook and Poorthuis, 2015). In this regard, the chosen business need
to focus on products and services development in the market with ascertain advantages.
2) Detailed coherent evidence based on marketing plan
In order to consider detailed coherent evidence of marketing plan in TK-MAX, following
elements could be included: Marketing plan for segmentation: Marketing plan is the important element that help to
develop segmentation, targeting and positioning criteria. In this way, it is important to
deliver effective results in the market (Jo and Lee, 2016). In this regard, segmentation
consider on the basis of demographic, psycho graphic, etc. On the basis of demographic,
the chosen business operate their functions so that they are able to attract several
customers easily. Marketing plan for target: In respect to target the people, it is important to focus on the
approaches that help to run successful business operations. In this regard, different
marketing strategies consider develop more systematic results and outcomes at workplace
(Li, Zhao and Li, 2014). Goals: In the different consideration, marketing activities consider operate systematic
work performance. Therefore, TK-MAX need to focus on the several kinds of products
and services that help to ascertain systematic results at workplace. Pricing strategy: Pricing is also important element of the marketing plan. In this way, it
is essential to increase market share and profitability as well. The company using
penetration pricing strategy to increase operations in new areas (Macchion, Moretto and
Vinelli, 2015). Distribution strategy: In the chosen business, different operations and functions cater
which signify through online and offline method. In this way, it is important to lead with
the franchising so that effective distribution activity consider at workplace.
 Promotion strategy: Promotion strategy stimulate to attain more creative results at
workplace. In this way, it is important to attain more positive results with using
advertisement, newspapers, etc. It helps to deliver effective products and services in the
market to increasing market share (Pongratz and Diehl, 2017).
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3) Design strategic marketing plan with apply 7 ps
In respect to produce effective results, strategic marketing plan consider with 7ps of TK-
MAX. This is because, it assists to develop effective results in the market: Product: The selected business consider important part to attain more creative results in
the business. In this way, they develop different kinds of fashion products in the market
to produce effective results. In this way, new unique products need to provide by the
chosen company to attract several customers. Price: Furthermore, TK-MAX need to use competitive pricing strategy that help to
produce creative results at workplace. In this way, they are able to attract maximum
customers in the business easily (Vittayakorn, Yamaguchi and Berg, 2015). Place: The chosen business consider their operations and functions with online and
offline store so that they are able to make creative results in the business. It helps to reach
towards the all customers. Promotion: TK-MAX also consider promotional activities through they are able to make
effective results in the business. In this way, advertisement, internet marketing, public
promotion, etc. tools could be used to produce systematic results at workplace. People: New manager has been appointed in the chosen business so that effectiveness
will be increasing to produce systematic work performance (Turker and Altuntas, 2014).
In this way, it is important to gather all people to undertake effective results. Physical evidence: Proper cleaning and hygienic need to maintain in TK-MAX so that
they are able to attract several customers towards fashion.
 Process: Manufacturing process in the selected business consider important role to
maintain transparency to attain desired results at workplace (Ngai, Lam and Moon,
2016).
CONCLUSION
From the above report, it can be summarised that marketing is important activity to focus on
the desired results in systematic manner. In this way, present report consider operations and
functions on TK-MAX which deals in the fashion stores in different areas of the world. The
company focuses on the innovative and creative characteristics that help to maintain more
systematic work performances in the business environment. With the help of certain aims and
objectives, the organisation able to maintain their effectiveness in desired manner. Furthermore,
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report articulated about the different activities that assists to make systematic work performances
that undertaken new customers at workplace. With the help of the marketing activities the chosen
business able to maintain their effectiveness in the different areas of the world. Moreover, report
discussed about the comparison between different tools and techniques in fashion industry with
the using more effective functioning.
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REFERENCES
Books and Journals
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and Corporate Environmental Management (CEM): Can PSS Drive Today’s Fashion
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249.
Boateng, R., Owusu-Bempah, E. and Ansong, E., 2018. An Absorptive Capacity Perspective of
Organizational Learning Through Social Media: Evidence From the Ghanaian Fashion
Industry. In Evaluating Media Richness in Organizational Learning (pp. 49-81). IGI
Global.
Jo, J. and Lee, Y.Y., 2016. An Analysis of Fashion Design Inspiration Sources for the Creative
Advancement of Fashion Industry. Journal of the Korean Society of Costume, 66(2),
pp.90-102.
Li, Y., Zhao, X. and Li, X., 2014. Governance of sustainable supply chains in the fast fashion
industry. European Management Journal, 32(5), pp.823-836.
Macchion, L., Moretto, A. and Vinelli, A., 2015. Production and supply network strategies
within the fashion industry. International Journal of Production Economics, 163,
pp.173-188.
Ngai, E.W., Lam, S.S. and Moon, K.K., 2016. Design and Development of Intelligent Decision
Support Prototype System for Social Media Competitive Analysis in Fashion Industry.
Journal of Organizational and End User Computing (JOEUC), 28(2), pp.13-32.
Pongratz, N. and Diehl, S., 2017, July. GLOBAL OR LOCAL MULTI-CHANNEL SOCIAL
MEDIA STRATEGY? A CROSS-CULTURAL ANALYSIS OF FASHION SOCIAL
MEDIA CHANNELS-IMPLICATIONS FOR CROSS-CULTURAL SOCIAL MEDIA
OPTIMIZATION (UNITED STATES, FRANCE, GERMANY AND AUSTRIA). In
2017 Global Fashion Management Conference at Vienna (pp. 355-364).
Power, D., Zook, M. and Poorthuis, A., 2015. The world tweets Norway: The Norwegian music
and fashion industry in global social media.
Ren, S., Chan, H.L. and Ram, P., 2017. A Comparative Study on Fashion Demand Forecasting
Models with Multiple Sources of Uncertainty. Annals of Operations Research, 257(1-
2), pp.335-355.
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