Marketing Essentials: Report on Marketing Mix and Business Objectives

This report provides a detailed analysis of marketing essentials, focusing on the British clothing brand Ben Sherman. It begins with an introduction to marketing and its significance, then delves into the key roles and responsibilities of marketing functions within the organization. The report examines market analysis, segmentation, pricing, and distribution, and applies PESTLE analysis to understand the impact of political, economic, social, technological, environmental, and legal factors on Ben Sherman's marketing strategies. Furthermore, it explores the organizational structure of Ben Sherman, highlighting the interrelation of the marketing unit with other functional units like finance, human resources, sales, and customer service. The report then analyzes how the marketing mix (product, price, promotion, and place) is applied to achieve business objectives, such as delivering quality products at affordable prices and strengthening brand value. The assignment provides valuable insights into marketing strategies and their practical application within a real-world business context.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Key roles and responsibilities of the marketing functions.....................................................1
P 2 Roles and responsibilities of marketing related to the organization......................................3
TASK 2............................................................................................................................................5
P 3 Ways in which two organizations apply marketing mix to the marketing plan process in
order to achieve business objectives............................................................................................5
TASK 3 ...........................................................................................................................................7
CONCLUSION................................................................................................................................7

INTRODUCTION
Marketing is one of the most important part of each and every organization as it helps the
companies to sell their services or products as per the market requirements. It is a kind of process
that involves both customers and organizations in order to exchange and create values with
others (Yousaf and Xiucheng, 2018). This assignment will lay emphasis on roles and
responsibilities of marketing functions of Ben Sherman, elements of marketing mix and they
they help in achieve business objectives and marketing plan. Ben Sherman is a British clothing
brand that sells cloths for all age group people founded in 1963 in Brighton, England.
TASK 1
P 1 Key roles and responsibilities of the marketing functions
Marketing and importance of marketing for Ben Sherman
Marketing can be defined as a business action that is used for selling and promoting
services or products including advertisement and market research (Baker, 2019). In simpler
words marketing is about managing customers needs and satisfaction for the business.
Marketing is an essential part for Ben Sherman in terms of business as it is beneficial for their
organization in many ways such as: it is one of the most helpful part which helps Ben Sherman
in movement, exchange and transfer of goods as it helps in making goods available to the
customers because marketing helps Ben Sherman in understanding customers needs so that they
can get an idea and transfer goods or products accordingly. It also helps in increasing awareness
about the product or services that are sold by Ben Sherman so that customers can get to know
about the product or services in a better manner. This will help them to increase their sales if the
product or service is liked by their customers. This will also help Ben Sherman to increase
customers trust within them which will also help them to attract customers towards their products
(Blythe and Martin, 2019). This shows that marketing is very much essential and important for
Ben Sherman for the growth of their business by increasing their sales.
Marketing Functions
Marketing functions is one of the most crucial and important part of an organization
which helps them to source and identify their successful products for their target customers so
that they can promote their product in such a way that those products and services can be
differentiated from other similar products. This helps the company to identify consumers needs
and satisfy their end users.
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There are various kinds of marketing functions that helps the company to identify roles
and responsibility of marketing. Key marketing functions are:
Marketing analysis: It helps the company to analyse the current marketing environment so that
strength, weakness, opportunities and threats of the company. Market analysis can be done either
by doing SWOT analysis or through PESTLE analysis.
Market segmentation: It helps the company to identify the market segment to which company
wants to provide their products and services to by dividing their customers into small business
segments.
Pricing: It helps the organizations to decide their pricing strategy as per their products or services
demand and according to their competitors pricing strategy (Cunningham, 2019). This will help
the organization to decide their products or services prices in order to increase their sales and
overall profit.
Distribution: It helps the company to make their products available for their customers through
various kinds of distribution channels. This also helps the organization to decide the marketing
strategy so that they can understand their complete distribution channel as per their products or
services demands.
Roles and responsibilities of marketing in the context of marketing environment factors can be
explained with the help of PESTLE analysis which will be done in context of Ben Sherman
organizations:
Political environment: As Ben Sherman is a British clothing brand company which operates in
UK, USA, Australia, Sweden etc., there are various kinds of political factors that affects the
company and influence their performance greatly. Political factors such as legislation acts, tax
rates etc. but mostly there is one factor that affects the company is stability of the country within
which they operate in. There are various political factors that can affect roles and responsibility
of marketing such as import duty (De Mooij, 2018). Import duty can affect Ben Sherman due to
which their product pricing will also get affected.
Economic environment: It is one of the most important point for Ben Sherman as it affects their
leverage cost, profit, price and demand. Companies should be well aware of change in the
policies such as taxation policy, labour law etc. Such as Labour cost is one of the factor that that
can affect the overall manufacturing cost of Ben Sherman's products which will eventually
increase the overall price of their services and products. These economic factors affect the
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overall performance of the company and most importantly it affects the marketing roles and
responsibilities of the company. As Ben Sherman deals in clothing sector so they need to focus
on economic environment in a better way as it will affect the organization in a different way.
Social environment: Today customers needs and demands are changing continuously due to
various social changes which is affecting the clothing changes drastically with all the
organizations that operates in it (Dietrich Mulcahy and Knox, 2018). Ben Sherman mostly deals
in clothing and sales products related to it such as bags, watches, clothes, footwear, fragrances,
belts etc., so they need to continuously bring changes within their products in order to move with
all the social changes. They also need to bring changes within their marketing strategies and
functions accordingly as all the products and services that customers demand are mostly
influenced by the changing social conditions.
Technological environment: Advancement in technology is changing the way companies
operates, does their business or the way they do marketing. Ben Sherman can adopt new
advanced technology in order to reach their customers in a better manner.
Environmental environment: Today many organizations are becoming environmentally aware so
that they can benefit the society. Many customers today even prefer products that are
environment friendly. Ben Sherman need to bring changes within all of their processes such as
manufacturing, production and marketing etc. so that they can produce environment friendly
products which will also help them to attract more customers.
Legal environment: It is one of the most important factor that can affect roles and responsibilities
of marketing because if there is any change within the rules, regulations or legislation then the
company need to adhere those changes otherwise it can hinder the marketing of the organization.
P 2 Roles and responsibilities of marketing related to the organization
Structure and operation of Ben Sherman and inter-relation of marketing unit with other
functional unit
Ben Sherman is a British clothing company which includes huge staff and various outlets in UK,
USA, Australia etc. so in order to carry out the systematic procedure for the flow of information.
Ben Sherman uses Hierarchical Organizational structure which allows the company to divide the
work and authorities according to the position of the employees (Giroux and Pons, 2018).
Hierarchical organizational structure ensures the systematic flow of responsibilities and
commands in which the lower authority have to report the work to their leaders while the leaders
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have to report such status to the managers and this is followed by the upper management staff as
well. This structure allows the company to follow the top down approach in case when the higher
management people wants to communicate the information to lower level staff members.
As the company deals with the variety of goods and services so the managers of the Ben
Sherman have divided the operations according to the nature of the work (Webster and Hume,
2018). So in order to carry out the different operations within the organization, Ben Sherman
company have categorised such business into various different types of functions in order to
carry out the different functions within the organization. Such functions are as follows:
Finance: This department carry out the financial information of the company. This function
helps in maintaining all the cash flow of the Ben Sherman whether the expenses or the incomes
generated within the business are all recorded by the finance department of the company
(Gölgeci and Kuivalainen, 2019). Also this function is concerned with the actual budget and
investment policies of the company. Along with this, The finance department is aimed at
recording all the economical and financial activities that effect the main operations of the
business. However, it also helps in setting the budget for the trainings of the employees and cost
of production as the effective financial information helps in growth and sustainable development
of the organization.
Human Resource: This function of the Ben Sherman is responsible for the human resource
management within the company. Also HR department is concerned with the recruitment,
promotion and training of the employees within the organization (Hassan and Dadwal, 2018).
HR function also maintains the payslips of the employees within the organization and the main
purpose of developing this department is to resolve manage and control the human resource of
the company also they resolves the issues of the employees.
Sales: This function deals with the sales of the goods and services which helps the company in
generating the profits and wealth in order to sustain the company for the long time. Sales
department have to coordinate the supply chain management within the organization in order to
maintain the inventory of the firm.
Customer service: This function is responsible for the customer services which helps in gaining
the loyal customers of the Ben Sherman (Kimmel, 2018). As the customer satisfaction is the key
to the success so this department have to resolve the queries and complaints of the customers
regarding the products of the organization.
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Inter relation of marketing unit with other functional unit of the Ben Sherman
Marketing Unit with Finance: Finance department helps the organizations to keep marketing unit
on track i.e. it helps in managing money flow within marketing unit (Martell, 2018).
Marketing unit with Human resource: HR department helps the marketing unit to work together
in order to build and strengthen companies relationship with their customers.
Marketing unit with sales: Sales unit helps in identifying organizations sales such that marketing
unit can design and improve their marketing strategy for Ben Sherman products.
Marketing unit with customer service: Reviews of customers acquired by customer service
department can help marketing unit to understand customers requirements and needs such that
they can work on their marketing strategies (Parsons and Lepkowska-White, 2018).
TASK 2
P 3 Ways in which two organizations apply marketing mix to the marketing plan process in order
to achieve business objectives
Business objectives and its importance for Ben Sherman
main business objectives of Ben Sherman are: to deliver best quality products to their
customers in an affordable price and another is to strengthen their brand value. These objectives
are important for Ben Sherman as it will help them to fulfill their customers desires, needs as per
their expectations in order to increase their brand value.
Marketing Mix explained and Application of marketing mix for Ben Sherman
It helps the organizations and marketers to determine what their company is offering to
their customers and what type of products they sell to their target customers (Pechmann, 2019).
Product: All the products of the of the organization should be according to the needs of the
customers and should fit their target market segment.
Price: Product features and quality should always fit to good value of money which they target
customers can afford.
Promotion: promotions should be done in such a way that customers can easily understand and
get to know about their products really well.
Place: product should be available to the places where their target audience can easily reach and
shop.
Process: products or services are delivered to the customers as per their requirement and the
amount they are paying for.
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Physical evidence: All the products or services have some physical elements even if the
customers paying is intangible (Pooler, 2018).
People: All the organizations relay on people who sell their products whether they are from sales
department or is the managing director of the company.
Marketing mix 7 P's of Ben Sherman
Marketing mix 7 P strategy of Ben Sherman has been discussed below which will explain
product, price, promotion, people, process in details.
Product:In order to provide their customers products as per their needs and requirements Ben
Sherman provides a wide range of products to their desired market segment (Rana and Dwivedi,
2018). This range includes cloths, formal wear, lifestyle accessories, bags, watches, belts etc.
Price: Ben Sherman uses medium priced products range for their clothes which are completely
based on their style and quality. Price range for their products varies from quality to style of the
product.
Promotion: Promotion helps in retaining and increase organizations customer base and also helps
in reaching their target audience easily. This promotion of brand name, products of Ben Sherman
is done in both the ways i.e. above the line and below the line i.e. through independent media,
magazines, direct mailing etc.
Place: Ben Sherman has limited the placed where their products will be made available and only
sells their products in USA,UK, Australia etc. They have various outlets and stores in all the
above mentioned countries so that their customers can buy their products (Shaw and Bagozzi,
2018).
Distribution channels: Ben Sherman uses all the new channels through which they distribute
their products such as: they make their products available online for their customers whether
though their websites or through e-commerce websites or applications, in stores etc.
Process: they use product map to check their products and brand name position in the market.
Their complete process is focus on customers and their needs and to make it more better Ben
Sherman focuses on their research and development department.
People: Ben Sherman have culturally diverse people working for them in different countries.
Similarities and dissimilarities
Tesco Ben Sherman
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Similarities  Cloths are their main
retailing section in
which they deal.
 Focus on average price
ranged products with
better quality
 Sells and deals mostly
in clothing section.
 Sell medium priced
products with high
quality cloths
Dissimilarities  Also operates in food
sector.
 Is a multinational
company with global
presence
 Only sells cloths does
not focus on selling
food.
 Is a British clothing
company that operates
in UK, USA, Australia
etc.
TASK 3
Covered in presentation
CONCLUSION
From the above assignment it has been summarized that marketing is an essential part of
almost all the organizations. All the marketing functions plays different role which helps the
organization to understand their strengths, weakness, opportunities and threat. There are various
external factors that affects the brand, their marketing strategy, due to which roles and
responsibilities of marketing affected. With the help of marketing mix 7 P strategy Ben
Sherman's products, pricing had been explained in detail.
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