Roles and Responsibilities of Marketing Functions in ASOS

Unit 2 Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Key roles and responsibilities of marketing functions......................................................1
P2 Discuss the key roles and responsibilities of marketing functions and in what ways they are
interrelated with wider organizational context.......................................................................3
M1 Roles and responsibilities of marketing in the context of marketing environment.........5
M2 Presenting the interrelation of marketing with other departments...................................6
D1 Explain critical analysis and evaluation of key elements of marketing functions and their
relationship with functional units in an enterprise.................................................................7
LO 2.................................................................................................................................................8
P3 Comparison of how various administration apply marketing mix and distinguished tactics
in their working premises.......................................................................................................8
M3 Different tactics applied by ASOS to attain objectives.................................................10
LO 3...............................................................................................................................................11
P4 Prepare a marketing plan for a product...........................................................................11
M4 & D2 Marketing plan that includes 7Ps ........................................................................15
CONCLUSION.............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing can be defined as an art of exploring, delivering and creating value in order to meet
the desire demand of the potential customers. This helps the organization to attain huge revenue
in the cutthroat competitive world. Marketing plays a critical role as this act as a bridge between
customers and enterprise who is actually offering goods and services to the market. Effective
marketing strategies aid the company to gain competitive advantages against rivalry. Whereas,
ineffective tactics close down the business and incur huge loss in the open market place. The
chosen firm for this report is ASOS which is British online fashion and cosmetic retailer shop
that sells over 850 brands in more than 190 countries. The products are sold across the
boundaries and are successfully satisfying customers demand. This assignment covers roles and
responsibilities of marketing function. However, study the interrelation between marketing and
other organizational functions. Also, compare distinguished ways in which firm apply marketing
mix in order to achieve set standards. However, design a marketing plan for the product or
services. Along with this critical evaluation is done of key elements of the marketing functions
and it's relationship with other functional units of the administration.
LO1
P1 Key roles and responsibilities of marketing functions
Marketing function: it is the role that assist organization to determine successful products that
are sell in market and then promote them by differentiating it from similar products. Therefore, it
is considered one of the most vital part of the company.
The roles and responsibilities of marketing are explained as follows:
Brand Management: In the competitive market place picture firm brand is very much
efficacious (Drucker, 2018). Through brand management organization is able to communicate
their new product systematically to their potential consumers. The role and responsibilities of
marketing is to evaluate competitors organization and their branding tactics accordingly and then
effectively moulding the other strategies for their own enterprise benefits in the open market
place.
Strategies formulation: In today's era marketing plays important role in designing
strategies for the growth and success of ASOS. However, the dynamic environment of the
business is complex in nature. In the intense market there are two types of forces such as external
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and internal which affect business associates and their goods and services. ASOS evaluate all
factors as it assists in compiling information and data and accordingly frame unique tactics
(Dwivedi and Chen, 2015). By doing so company is able to make effective plans and assure
business concern growth and success in the global market.
Identify customer need: It is another important function of marketing in which ASOS
identify the need and wants of customers and then implement the same into business function.
Such that through better market research, it gather information and also analyse information
through which company design a product and sell it into market.
Promotion: it is another important function in which company's marketing department
develop best promotional strategies such as advertisement, personal selling, sales and promotion
through which company increase sales. Moreover, ASOS also decide best promotion mix so that
it will help to attract wide range of customer towards it.
Market Research: In the intense competitive environment the role of marketing is to
investigate internal and external environment of marketing. Whereas, ASOS internal marketing
environment covers staff members, suppliers, distributors etc. while external forces include
competitors, customers, supply and demand etc. and there are many other forces which directly
or indirectly impact company and their products. Moreover, marketing function need to examine
those components effectively in order to ascertain various aspects which hinder their goods. By
this set standards of the organization are meet on set time frame.
Maximising the brand image: In order to formulate tough competition for others
maximising the brand image is important. In order to sustain for longer time period, it is essential
for ASOS to maximise its image of the brand and increases sales volume accordingly.
Additionally, marketing department analyse the preferences of the customers to assist
information and accordingly add value to the product to raise the brand reputation in the
international market (Fan and Zhao, 2015).
For every organisation marketing department is very essential. For promotion and selling
of goods and services the functional unit of business is accountable in the open market place.
Marketing activities starts with investigating the preferences and desire needs of customer and
ends up in interrelations with another functional unit in ASOS. This organization is a leading
chocolate company which is successfully serving its product across the globe. The interrelation
of marketing function with other function of firm is important as it aid in attaining set standards
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