Roles and Responsibilities of Marketing Function in Marks and Spencer Company

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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