UNIT 2: Marketing Essentials: Mark and Spencer

UNIT 2 :Marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY A...................................................................................................................................3
P1 Describe the key roles as well responsibility of marketing function.....................................3
M1 Analyse the roles and responsibility of marketing in the context of environment...............5
P2 Explain the roles and responsibility of marketing related to wider organisation..................5
M2 The inter-department relation with other functional units:...................................................6
ACTIVITY B...................................................................................................................................7
P3 Compare the market-mix in the organisation to achieve objectives......................................7
M3 Figure out the different tactics applied by the organisation...............................................10
ACTIVITIY C................................................................................................................................10
P4 Make marketing plan for organisation.................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing refer to the different kinds of activities which are undertaken by the
organisation to promote and buying or selling there services in a well define manner
(Febriansyah 2019). Marketing include various elements such as advertising, selling as well as
selling of products to the consumers in a well defined manner. Along with this it help in
maintaining the relationship among employees and respective customers which help in growth
and development of firm. This report covers the brief analyses on the Mark and Spencer which
help in is most popular British brand in fashion industry. It headquarter is located in Westminster
London UK. There are various kind of roles and responsibility which are used in marketing
function. Along with this it is important for management to describe various roles and
responsibility with different department. Further this report help in comparing market-mix as it is
important factor in developing the organisation profitability. At last the business plan is made to
briefly understand the organisation aim and objectives in a well define manner.
ACTIVITY A
P1 Describe the key roles as well responsibility of marketing function
Marketing help in determining the various product and services offered by a firm and its
competitor which help in identifying the potential competitors. By proper planning organisation
can achieve its targets and also help in monetising the trends that indicate the need for the new
product and services (Ganjre 2019). Business entity can form strong customers relation by
creating product value for their customers.
Marketing concept is a techniques which are mainly used by the marketing companies in
order to fulfil the demand of the respective customers. This further help firm to maintain the
demand and supply for the organisation. Here are five marketing concept which are explained
down below:
Production Concept : This concept emphasis on the production and it was mainly
started in 1900. In this kind of concept organisation emphasis on fulfilling the demand of the

market rather than focusing in quality of the product. In the context of the Mark and Spencer it is
important for the organisation maintain the balance in demand and supply present in the market.
Product concept: It emphasis on the quality of the product and also help in offering best
product to the customers. For the organisation like Mark and Spencer manager have to focus on
developing high product rather than indulging in producing more product.
Selling concept : In order to attract customers it is crucial for the organisation to use
proper advertising to attract customers (Jovanov 2019). Hence in the case of Mark and Spencer it
important to have proper mode of advertisement such as offers and discounts.
Marketing concept: This concept help in improving the sales by analysing the market
with help of proper research and development programmes. In the regards of Mark and Spencer
it is important to have proper research for understanding the needs and wants of the customers.
Roles and responsibilities of marketing department
Marketing have the responsibility fro developing and implementing various kind of
advertising campaign which help in tracking sales data and maintaining promotional materials in
a well define manner. Here are some roles and responsibility for Mark and Spencer to capture
large market share.
Understand customer needs: To understand the customers need organisation have to
involve in proper research so that feedback can be taken to figure out the actual needs of the
consumers (Larsson and Jakobsson 2019). In the context of Mark and Spencer marketing
department have to evaluate the need of the customers by proper research and also figure out the
trends to provide best services to the customers.
Monitor competition: The main aspect of the organisation is to track the activities of the
rivals in the market. Mark and Spencer management must have effective monitory system which
provide all the information regarding the competition which help Mark and Spencer to gain
larger market share as well as profitability.
Advertising and promotional campaign: This is the major responsibility for the
marketing team to promote the product ans services for the organisation to the larger audience. In
the case of Mark and Spencer there are various kind of promotional tool like social media
campaigning, television ads and events which help in company to grow and expand their
business.

Define strategic marketing plan: The most cost effective strategies are those who are
planned for the long term. Marketing plans help in defining the task and for the organisation
which help them to make more market share in a well define manner (Kivimäki 2019). For the
organisation like Mark and Spencer it is important to develop the marketing plan which leads
towards expansion and growth. Along with this, it help in strengthen the companies aims and
objective while preparing the plan.
From the above analysis it has been identified that by the marketing department must
ensure about their roles and responsibility which help them to gain market share as well as
profitability in the market. Mark and Spencer marketing department must make sure about there
roles and develop effective marketing strategies by doing proper advertisement as well
promotional campaign to aware about the product and their services effectively.
M1 Analyse the roles and responsibility of marketing in the context of environment
Marketing help to identify the needs of the customers by using various kinds of strategies
which are useful for growth and development. It helps in meeting the need and wants of the
customers in a well define manner. Marketing shapes the environment, culture and individual
personality which help in growth and as well as expansion. Along with this it help in retention
and increase in the market share . Marketing helps companies achieve their objectives because it
is customer central approach and helps in satisfying customers beyond their expectations.
P2 Explain the roles and responsibility of marketing related to wider organisation
Every organisation has many department in which all the operational activities take place.
Further there are various kind of roles are assigned to the employees from which they can work
effectively (Lippold 2019). In the context of the Mark and Spencer there are various kind of
department such as HR, marketing and operational department which together work effectively
to achieve organisation desire goals. Here are some inter-department relational in help them to
expand their effectively as well as in well define manner.
Interrelationship between marketing and/HR departments: It is essential for any
organisation to have good relation and communication among the department which help in
taking decision effectively and also help in promoting the product to the larger audience.
Operation department usually help the in making product as per the requirements and develop
and design the product so that employees can offer best quality product in the market. Whereas
HR department have the responsibility to hire best employees from the market which help

organisation to smoothly to operate successful business. Both must have proper coordination
where operation department tell the requirements regarding the employees to HR and it is the
duty of the human resources department to fulfil the demand of the customers.
Interrelationship between marketing and finance department : Marketing help in firm
improve sales as well as profitability in the organisation. Finance and marketing are the two
pillars on which the growth and profits of company are dependent (Malynka and Perevozova
2019). Finance is concerned with all financial aspects like profits, costs, feasibility of projects,
sales growth, financial performance at the end of year and so on while marketing is basically
concerned with sales targets, sales volume, sales in comparison to competitors, advertising and
publicity, data mining as well as research. In the regards of Mark and Spencer it is important to
have proper communication which help them to work effectively in the organisation. As all the
monetary funds are controlled by the finance department so in this case marketing department
have to manage and make proper use of resources in a well defined manner. As they have the
major responsibility in which promote the product of the company in a well define manner.
Interrelationship between marketing and IT department : Communication between the
marketing and IT has been the most important department in the organisation where all the
business activities take place. Nowadays there must be open communication with the both
department which help making profit and expansion. In the case of Mark and Spencer it is
important more marketing team to aware about there market tends as well as changing demand
of the customers which help them to understand effectively about the market and help in offering
the satisfactory services to the customers. IT department have gain importance due to change in
technology which help marketing department to get feedback from the customers in minimum
time.
M2 The inter-department relation with other functional units:
Coordination as well as interrelation with the other department help organisation to grow
as well as expand effectively in a well define manner. Hence it also improve the efficiency of
employees as communication help them to take effective decision which in result in leads
towards success and growth (Marčeková and Pompurová 2019). All the department of Mark and
Spencer it is important to have interaction and communication harmoniously which help in
achieving overall objectives. All the department need to work as team which finally help in
fulfilling the demand of the customers. Marketing and financial department work on the proper

use of resources as it has direct relationship with the funds (Onozuka 2019). Where as marketing
and IT department help to understand the market as well as gather the information regarding the
customers needs and wants. This department must work together because team work help in
achieving task effectively.
ACTIVITY B
P3 Compare the market-mix in the organisation to achieve objectives
Marketing-mix is the process in which organisation use to manage their sales and
influence the customers to purchase their product in a well define manner. It involve 7Ps which
help in developing strategies aim and objectives which help in growth and expansion in the
organisation. Along with this they make up the business plan for a company and handled right,
can give it great success in limited time (Othman 2019). Further this help in new product
development and increasing the product portfolio by guiding the management in taking
appropriate decisions. The organisations can modify their aggressiveness and adaptability by
appropriately applying the market-mix to their products and services. Here is the comparison of
marketing mix which is applied on Mark and Spencer with Zara are compare down below:
Basis Definition Marks and Spencer Zara
Product These are consider as
the commodity which
are use by the
customer in order to
satisfy there needs and
wants. The product are
made as per the
requirements and
changing demand of
the customer.
Mark and Spencer is
the British
multinational fashion
brand which help in
which headquarter is
London. They deal in
high quality product
and services like
clothings for men and
women. They also
deals in home
appliances for their
respective customers.
Zara have
diversification product
line which fashion
clothing, accessories,
shoes, swimwear,
beauty products,
perfumes and many
more. Zara is consider
as one of the biggest
firm which deals in
apparel and mange
different product range
effectively.
Place It is area or location In the case of Mark The fashion brand like

which is set by the
organisation where
customers can avail
the product and
services offer by the
company.
and Spencer they have
stores at big cities. It is
an multinational brand
which provide high
quality product for
their customers. They
also have effective
aftersales services for
their customers.
Zara have the store
which are located at
different places all
across the world. Its
products can also be
ordered through online
portals such as
Amazon and E bay.
Price It the consider as the
perceived value which
help in determining
the price of the single
commodity (Öztürk
and Batum 2019.). The
price is kept for the
services which they
are offering to the
customers.
The company like
Mark and Spencer use
premium pricing
strategy through which
they aim at target a
specific group of
customers who can
afford the premium
price and costly
product. The high
price is charged for the
product as they offer
high quality services
to the high income
people.
The organisation use
competitive pricing
polices in order to
expand and grow the
market share
effectively. The
company keeps its
price respectively low
in order to maintain
the demand and supply
in the market. They
offer product and
services at affordable
price to the customers.
Promotion This is techniques
through which
organisation attract
more and more
customers by the help
of various promotional
The firm try to
promote with the help
of different
promotional tools such
as newspapers,
radio, ;print media,
The organisation
depends upon the local
advertising company
as they do not have
high funds for
spending on

tools and techniques. digitally and many
more. Along with this
brand also use
celebrity endorsements
for developing brand
image in the market.
advertisement.
People They are the
individual who works
for the organisation to
achieve its aim and
objective in a well
define manner. Along
with this they are
person who build
relations with the
employees.
The employees of
Mark and Spencer are
well trained and well
behaved which able to
provide better
experience for the
customers. The
various services
offered by the
organisation is like
thanks giving and
home delivery offers
for respective
customer's.
In the context of Zara
employees are
developed and experts
regarding the job
work. The workers are
friendly and always
maintain the relation
with customers in
order to provide
satisfactory services to
the customers.
Process It is known as a
method by which each
and every organisation
try to emphasis on
operational activities
and make product with
quality and without
wasting resources.
The Mark and Spencer
have high end process
which help in them to
make quality product
for the customers.
They have high
experienced
employees which
make sure that product
are made to fulfil the
The support team as
well as staff are
present in the stores
which help in
customer to interact
with the customers and
make their shopping
experience more
effective.

demand of consumers.
Physical evidence They are consider as
the physical evidence
for organisation as
well as for customers
through which they
can provide services to
the customers in a well
define manner.
In the regards of Mark
and Spencer the stores
and factory where
product are made
consider as the
physical evidence for
customers.
The receipt, employees
and billing transaction
are consider as the
physical evidence for
the organisation.
M3 Figure out the different tactics applied by the organisation
Tactics are the techniques which are used in for short term goals which are used in
identification the goals and objective of the company. Organisation use various objective which
are used to understand the market and their aims through which they able to maintain the demand
and supply in the market. The organisation is using various tactics which are explained down in
the form of STP:
Market segmentation: It is a method through which organisation try do divide into
smaller group which make easy for the company as well as customers to understand the product.
In the context of Mark and Spencer it is important to have proper market segmentation which
help company to differentiate users on the basis of gender, age and background.
Targeting: It is the process in which organisation target the specific audience for their
product so that a particular audience can be made. For the organisation like Mark and Spencer
management is targeting the high class people who can afford the luxury living and can high for
their services.
Positioning: It help in creating the goodwill as well as brand image in the market. For
better positioning the organisation have provide best in class services for there clients which help
to attract more and more customers. In the context of the M&S there must be proper positioning
regarding the company image and by offering high quality product which help in developing
market share as well as growth. All these factor help in gaining competitive advantages from its
rivals and also help n developing sustainable business model for firm.

ACTIVITIY C
Covered in PPT
CONCLUSION
From the above mentioned report it has been analysed that marketing plays an vital role
in expansion and growth. With the assistance of marketing function organisation can improve
their performance in the sales as well as profit. It important for department to have healthy
relationship in order to achieve organisational goals and objective in limited time frame. The 7ps
in marketing help companies to attract more customers by understanding there buying behaviour
in the best possible way. The firm can avail various kind of competitive edge by targeting and
positioning in the market.
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