Roles and Responsibilities of Marketing Function in Marks and Spencer Company

This report analyzes the roles and responsibilities of the marketing function in Marks and Spencer Company, including improving sales potential, polishing brand value, increasing brand awareness, improving company growth, and expanding customer base.

UNIT 2 MARKETING
ESSENTIALS
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Roles and responsibilities of marketing function........................................................................3
Interrelationship of roles of marketing function to the wider organizational context.................5
Comparison of marketing mix factors.........................................................................................8
Marketing plan...........................................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing is defined as promoting company’s products and services at various
promotional channels so that potential customers for such products can be attracted towards
buying such products. This report is based on the marketing aspects of Marks and Spencer
Company. The organisation was established in the year 1884 by Michael Marks and Thomas
Spencer. Company is engaged selling high quality food products, clothing line and home
products. Company is running its stores at approximately 14000 locations all across the globe.
Headquarter of the company is located in London, United Kingdom. This report would
strategically analyse different aspects of company’s marketing operations. Henceforth, report
would assess the roles and responsibilities marketing functions play in the company. Inter
relationship of marketing department with other functional department will also assess in this
report. Comparative analysis in respect to various elements of marketing mix would also assess
in this report. Furthermore, this report will also discuss the strategic marketing plan in respect to
the Marks and Spencer Company.
Roles and responsibilities of marketing function
Marketing function play the following roles in the Marks and Spencer Company.
Improve sale potential: Marketing functions undertake by company results into improved sales
potential of Marks and Spencer Company in the same dealing market. In the marketing campaign
team try to polish the brand as the most reliable brand and the products as the most useful
products. All these aspects of marketing campaign of company put a direct impact over the sales
capability of company (Kaplan, 2017). Over the period of time company’s sales figure have
always increased and it can be precisely stated that marketing campaigns channelized by the
marketing team at Marks and Spencer Company has put a significant impact over the sales
increase of company. Increasing sales potential is a role of the marketing team and also it is
attached responsibility of the marketing team.
Polishes brand value: Marketing operations undertaken by company also polishes the brand
value of Marks and Spencer Company in target market. In all marketing campaigns company
launches marketing team always focuses over projecting the brand value of company. Company
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also use various taglines that can showcase the brand values company offer through its
operations.
Increase brand awareness: Marketing campaign launched by company also play role in
increasing the brand awareness in market. Brad awareness is a tool that denotes the fact that how
much the potential customers in the target market are aware about the company’s business. How
much the target customers aware in respect to products offer by company, organisation values,
structure and different other factors associated with the business of company (Matheson, 2017).
In all marketing campaigns marketing team launch at Marks and Spencer Company it also
highlight different aspects of company like its values and ethics, organization structure and
different factors along with giving product details in the campaign. All these approaches team
channelizes directly improve the brand awareness in the market front of the target customers of
company.
Improve growth of company: Marketing team carry the role and responsibility in respect to
improving the growth potential of company in market. Growth is denoted as how much the
company has expanded its market share, profitability ratio and other such factors. Marketing
team at Marks ad Spence Company also carry targets in respect to increased sales figures which
they need to achieve with the support of all their campaigns. This is the core responsibility
attached with the marketing team of company. Improving profitability of company play
aggressive role when it comes to increasing the sales potential of company in target market.
Expand customer base: Marketing campaigns launch by the marketing team in Marks and
Spencer Company always target to new potential customers available in market. Along with
providing the product detail to such existing customer base of company it also try to attract ew
customers towards such products offer by company. Marketing team usage various promotional
channels like social media, digital platforms and many others to engage with the potential buyers
of all such products offer by company. Expanding existing customer base of company becomes a
role and responsibility of the marketing team. Different taglines like “you are our family” and
many other taglines that usage by the marketing team so that new customers can rely over the
brand and its products and becomes aware to buy company’s products (Shahid and Li, 2019).
Expansion of current customer base of company allows company to entertain effective growth
rate in market.
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Planning: This the key responsibility of the marketing team to plan the entire marketing
campaign. The team need to plan the campaign on the basis of the needs and requirements of
organisation. As the marketing directly impact over sales and public relation of company so the
role of marketing team is to plan the campaign accordingly.
Organising: On the basis of the planning this is the responsibility of the team to organise the
entire campaign. Marketing needs to be implemented based on the planning. This is the role of
the team to organise all different events based on the planning.
Commanding: Marketing team command the other functional departments of company different
operations in the best of their capacities. They command all different functions this department
can undertake.
Coordinating: This is the responsibility of the marketing team to coordinate with other
operational departments about the aim and objectives set vbehind the marketing operations of
company.
Controlling: Marketing team also needs to control the marketing operations. The controlling is
conducted based on the aims and objectives behind the marketing operations.
All the above points denote about the various roles and responsibility marketing
department play in company.
Interrelationship of roles of marketing function to the wider organizational context
Marketing department plays a significant role in exploring wider opportunities and
expanding the services of the company. The marketing department alone cannot perform all the
functions in Marks & Spencer (M&S) but needs support and cooperation of all other department
for the smooth functioning of the organization. The marketers along with other managers of the
departments must work in collaboration in order to bring the best possible outcome for the
company (Cacciolatti and Lee, 2016). The organizational structure of M&S is flat which means
the level of management between the front line employees is limited. The main aim of the
structure is to encourage the employees which are the biggest assets of the organizations in the
decision making processes. This structure helps the different functional units in M&S to
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communicate with each other easily in order to achieve the organizational goals. It also helps in
changing the policies and practices rapidly and finding the solution of any problem which arises.
Every department is having a head which works in coordination with each other. In order to
achieve the goals of M&S the different functional units must coordinate with each other
effectively.
The main objective of M&S is to build a sustainable business through profitable and consistent
growth which can only be achieved when different departments come together like the marketing
team analyses the fluctuating demands of the customers and report the needs to the production
team which provides the products according to their demands thereby increasing customer base
and the profitability (Insight into Marks and Spencer Government, 2020). In order to increase the
accountability to the stakeholders which is the second main goal of m7s can only be addressed
when the finance department comes together with the marketing team which facilitates the
company with the interested investors. The interrelationship of marketing functions with other
business units in M&S can be assessed as follows:
Human Resource Department
The marketing department comes in contact with the market directly so the HRM guides
the marketers for the need of particular kind of candidates. The responsibility for the recruitment
process is at the end of the HR but to gather a pool of candidates can be done by marketers only.
Also when the HR of M&S needs the trainers for providing the trainings to the employees in
order to enhance their skills, they need to consult the marketers to have professional and skilled
trainers. Therefore, it is important to have a strong relationship between the HRM and marketing
department of M&S so that the company can have most talented employees to perform different
tasks and more proficient trainers can be hired by the company. The marketers also suggest the
HRM to exercise its practices in such a way that they become able to compete in the emerging
markets.
Production Department
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The marketing department knows about the needs and the changing demands of the
customers. It surveys the people to gain an insight about the quality and the quantity of– the
products demanded by the people and the same information can be reported back to the
production team so that they can produce the products accordingly. The marketers also convey
information to the production team about the products which are disliked by the customers or
needs some sort of improvement so that it becomes easy for the production team. This will also
make easy for the marketers to target certain products in particular areas according to the quality
and the price of the product as informed by the production team. So, there must be a
collaboration between the production and marketing team of M&S so that the company can have
maximum number of satisfies customers and an enhances productivity.
Finance Department
The marketing department considers the finance department as the backbone of the
company (Beneke and et.al., 2016). The marketers of M&S must be aware about the financial
condition of the company which can only be informed by the finance department who decides
the budget for all the marketing activities. The promotional activities need much investment from
the company so it must ensure that those activities which do not come in the budget of the
company that must be completely avoided or can be done by expending less. The marketing
activities must not disturb the financial stability of the company as it can disturb all other
activities. The financial department must inform the marketing team about the budget in which
they can perform all the marketing activities like producing commercials, fliers, designing logos
and everything artistry that is done to attract more number of customers.
Therefore, there must be a strong relationship of marketing functions with the other
departments so that they can be facilitated and supported by each other and perform their roles
effectively in order to increase the customer base and the profitability of M&S.
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Comparison of marketing mix factors
Marketing mix is a strategy which is used by businesses to be able to evaluate the
products and services and their performance as well in the market so that future decisions and
planning can be done accordingly. Businesses need to understand the business environment
according to the affects of external and internal factors (Arunachalam and Sharma, 2019).
Competitive advantage is essential in market and increase the productivity as well so that there is
the result can be in higher profitability and market share. For that Marks & Spencer is going to
be compared with Tesco in the further report to have better understanding of this framework.
Marketing mix
element
Marks & Spencer Tesco
Product The company has expanded themselves in
a lot of products like clothes, beverages,
food halls, petrol service station, etc for
which the quality of the products have to
be maintained which is going to make the
company have more customers. There are
rewards which are being provided to the
employees so that the products can be
delivered on time to the customers. This is
a great competitive advantage which
Marks & Spencer is having so that there is
going to be better and higher products
and profitability is going to be present for
the organization.
Tesco is dealing with a lot of products like
books, clothing, electronics, toys,
furniture, etc which the company has
expanded themselves into. Tesco will
have to work on their products since they
are not going to lose on their market
share is going to make the company have
a good functioning. Tesco is dealing with
a lot of products but the focus is on the
basic needs of the customers so that they
can be fulfilled and make the company
have better experience (Pater and
Cristea, 2018).
Price Pricing strategy which is being used by the
organization is very effective and
economic benefits of the organization. The
pricing strategy which the company is
focusing on is the mid-range and the high
quality of products for the customers. The
company has expanded themselves in a
Tesco is using penetration strategy which
is making the products and service of the
organization is going to be low which is
going to make the organization have low
profit margins. The quality of the
products is high of Tesco which is why the
organization will have to maintain this
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lot of countries which is why the strategies
of the organization have to changes so
that there is going to be more sales
(Kornegay and Ursiny, 2020). Discounts
and offers are provided by the
organization which is going to make the
company have higher sales and attract
more customers in the line. Exchange is
also possible in this organization which is
making the organization have more
competitive advantage.
factor so that there is going to be higher
market share for the firm. The market
situation and selling products of the
company have to increase. There are
going to be more products which Tesco is
going to have better functioning which is
going to be better functioning.
Promotions The administration of M&S has taken up a
lot of measures so that there is going to be
better sales. There are strategies which
the management of the company have
picked up so that there is going to be
more customers which can be taken into
the organization. There are VIPs which are
present and models which are promoting
the products of M&S in market.
The company has not been using any
model or VIPs to promote themselves
and they have not had a high profitability.
Tesco has still been using traditional
methods which they have been using by
promoting themselves on Televisions and
radio.
Place M&S is in collaborated with EBay, Amazon,
etc so that there is going to be better
functioning and more sales of the
products which M&S are producing for the
customers.
Tesco is distributing their products
effectively in the market which is why the
organization is having a good competitive
advantage in the market (Malhotra,
2018).
People There are faithful workers which are
present in M&S so that there is going to
be good changes which can come in the
organization. Clients and goals have to be
achieved on time so that there is going to
be better profitability.
There are a lot of changes which Tesco is
planning to make which is according to
the employees of the organization so that
there is going to be better performance in
the organization.
Physical M&S has invested a lot of developed in As compared to Marks and Spencer,
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evidence online stores so that the organization will
be able to understand the customers and
get in the trends effectively (Stephens,
2016). It is very important for the
company to provide the customers with
comfort in the organization and also there
has to be smart and attract factors which
has to be provided to the customers so
that there is going to be better operations
which can take place. The company is
having a very good infrastructure and well
designing research and development team
according to the customers.
Tesco has invested very less in online
appearance which is why the company is
not having a market share as large as
M&S has created for themselves. There
are a lot of facilities which the
organization is providing to customers
which is making the experience of the
customers have a better satisfaction.
Process Marks & Spencer has a strong network
which they have created for themselves
globally over time. The company services
their products online and offline which is
making the products reach to the
customers effectively.
Tesco is focusing on the delivery system
so that the demands of the customers are
being fulfilled. Tesco works on the
satisfaction level of the customers which
is why the company is being able to grow
easily. Tesco is having good technologies
for self check out as well which is making
the satisfaction level of the customers
increase.
From the above table it can be concluded that the business must have a strong base and
understanding about their services and products so that the future planning and strategies can be
developed on this factor. Companies have a growth in competitors which is why the organization
will have to analyse and compare themselves with their competitors so that improvement can be
done.
Marketing plan
Executive summary
Marks & Spencer has been in the industry from a long run which is why they have
experience and the skill to launch and make the product be able to capture the market effectively.
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The businesses in the market are increasing and this is a great threat for the organization which is
why the company will have to expand themselves so that there is going to be good operations
and higher profitability in the market.
Objectives
 To increase sales of new product of Marks & Spencer by 45% till the end of year 2023.
 To enhance consumer experience by 40% in upcoming 10 months.
 To increase the profitability by 45% till the end of year 2024. To increase the market share of Marks & Spencer by 50% till the end of year 2025.
PESTLE
 Political Factors
Stability in the country which is in United Kingdom is present which is going to make the
policies and laws remain the same (Alford, 2018). Marks & Spencer will not have to get in a lot
of changes but have to analyse each policy and use them wisely for the organizations benefit.
M&S can even expand themselves because there are free trade policies which can be taken
advantage of by the organization.
 Economic Factors
The GDP of the country is improving since the unemployment is reducing in the country.
The people are having higher expectations and demands for products are increasing. The lifestyle
has to be matched by the organization and Marks & Spencer focuses on the comfort and quality
of the services and products so that there is going to be higher sales.
 Social Factors
The customer’s values and beliefs have to be followed so that the company will be able to
improve their products and make the organization have higher profit margins (Waite and Pérez-
Vega, 2018). The trends and expectations have to be matched and changed in M&S so that the
population of the country is going to have better experience.
 Technological Factors
Marks & Spencer understands the importance of investment in technological aspect which is
why despite of so much of competition the organization has been able to operate effectively. The
demands are being met on time and the errors are less since there is information technology
which is being used in M&S which is making the customers increase their loyalty and
satisfaction level.
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 Legal Factors
Laws and regulations for the right of employees and customers are being followed in M&S
because of which there is higher satisfaction of them. There is right to information for both of
them which is being provided and gets in a better reputation and standard for the organization.
Right wages are being provided to the employees according to their working and pricing of the
products according to the customers (Klepek and Starzyczná, 2018).
 Environmental Factors
There are more measures and planning which M&S has done in the market in respect to the
environment so that there is going to be a better government policies which are being taken care
of. The company is having zero carbon footprints and use the resources very wisely so that there
is going to be a long run of the products and the demands of the customers are going to be
fulfilled.
Segmentation, targeting and positioning
 Segmentation
M&S has always been focusing on the psycho graphic and demographic aspect of the market
and for getting in higher customers satisfaction for launching their products. The organization
segments their products according to age and gender so that their new products will be able to
capture the market faster than they had planned.
 Targeting
The standards of the products have to improve and quality has to be good so that the trends
are being followed so that the customers are going to be having better satisfaction. The
competition in the market is increasing which is why there has to be a good placing of the
products in the market so that the product will be able to pick up a place for itself in the market
(Khalili, 2020).
 Positioning
The new products of M&S is going to be positioned for the middle and upper class females
so that there is going to be higher sales. There is going to be comfort which is going to be added
and product will be able to make a place for themselves.
SWOT
 Strengths
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The company is been operating in the market from 136 years and has 1463 locations
worldwide which is why M&S knows the best for the organization. The company has gathered a
lot of knowledge and brand image which is going to help the company be able to increase their
market share and expand further on different platforms.
 Weaknesses
The company is very much dependent on the retailers of the organization which is why the
company is not being able to perform better in the market. There is not the right fund which are
being used for the new products which are being used by the organization in the market and that
limits the production of Marks & Spencer.
 Opportunities
The organization knows how to target and have different methods to be able to get in the
changes which are coming in the market effectively which is going to make the organization be
able to increase their profitability (Hole, Pawar and Bhaskar, 2018). The customers can be turned
loyal and the research and development team is also very experienced so that the improvement in
the products can be done effectively.
 Threats
Retailing industry has always had a lot of competition and there is local market also which
takes away the market shares of the organization. The major competitors of Marks & Spencer are
Tesco, Sainsbury’s, Unilever, etc which have to be analysed and more right measures and
techniques have to be adapted by the organization to be able to operate in the market effectively
and efficiently (Nieminen, 2017).
Budget
Particulars Amount
Direct Materials £650.00
Labour £350.00
Production £100.00
Marketing and advertising £350.00
Other costs £700.00
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Total £3,500.00
Investment Technique
Venture capital is a very safe and secure method for Marks & Spencer to use in the
market to get in the funds to be able to get in the new products in the market. The competition in
the market is increasing which is why the organization will have to take the right measures so
that they can compete and get in more customers which are going to make the risks reduce.
Monitoring and evaluation
The employees have to be monitored and controlled of Marks and Spencer so that there is
right training and development which is being provided to them. The objectives and goals have
to be achieved therefore the leaders and managers of the company will have to use benchmarking
or 360 evolution methods to be able to analyse the employees and improve them effectively so
that the company will be able to maintain their standards in the market effectively (Wirtz and
Lovelock, 2018). The company will have to work upon the productivity since the rise in
competitors is present which is why it is very important for the company to have good
functioning and performance in the market which makes the standards of M&S be present and
stable.
CONCLUSION
From the above report it van be concluded that the businesses in the market must have a
strong base for themselves in the market so that they can take risks and measures accordingly.
The competition in the market is increasing due to which the organization will have to get in
brand image and reputation so that the company will be able to operate effectively in the market.
Techniques and right measures have to be taken by the organization which is going to be
beneficial for a long run in the market and the company will be able to compete as well. There is
social, media, digital marketing, etc strategies which can be used by businesses to promote
themselves and get in higher sales and profitability.
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Online
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https://corporate.marksandspencer.com/investors/corporate-governance#:~:text=Insight
%20into%20Marks%20%26%20Spencer%20Governance,to%20shareholders%20and
%20wider%20stakeholders.>
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