Marketing Essentials Report: Ben Sherman Case Study

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Marketing essentials

Table of Contents
Introduction...................................................................................................................... 3
LO1. Explain the role of marketing and how it interrelates with other functional units of
an organization.................................................................................................................4
P1-................................................................................................................................ 4
P2-................................................................................................................................ 7
M1-................................................................................................................................7
M2-................................................................................................................................9
LO2. Compare ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives...............................................................................11
P3-.............................................................................................................................. 11
M3-..............................................................................................................................16
Conclusion..................................................................................................................... 17
References.....................................................................................................................18

Introduction
Marketing is considered as the most important tool in this latest business organization
which includes demands of consumers, comprehension of marketplace, customer-
oriented market strategies, provide quality to the customers and building profitable
relations. Nowadays, businesses have noticed the significance of customer correlation
or relationships and due to this, companies are getting more innovative about their
marketing strategies and products in the business. In this current marketing scenario,
awareness of marketing essential has been increased all over the world. This study is
based on the small case study which will present the organization known as Ben
Sherman. This company is situated in England, Brighton. It was come into existence in
1963 by Arthur Benjamin Sugarman. Ben Sherman is dealing in brand clothing which
includes shirts, outerwear, sweaters, courts and other accessories, especially for males.
From its beginning, this company has made itself highlighted with fashionable short
sleeved and button-down collared shirts. According to Oxford industries report the
revenue is 87.1 million along with the 265 employees (Ben Sherman, 2019).
This report will discuss the marketing essentials in the business organization that will
depict the modern scenario of globalization. This report will state the marketing role
along with the marketing functions role and their interrelationships with another
functional department of the organization. Then after, it will compare the ways of the
marketing mix applications in the organisationy by which the company achieve
organizational objectives and goals.

Figure 1- Ben Sherman
Source- Economist, 2011.
LO1. Explain the role of marketing and how it interrelates with other
functional units of an organization
P1-
Marketing
According to the dictionary, marketing is defined as the business or activity of promoting
and selling the service and products which involves commercials and market survey.
Marketing refers to the process that makes the customers or people interested in the
products and services of your company (Blythe and Martin, 2019). This process
happens through, market analysis, market research and by understanding the
customers’ needs and interests. Marketing is related and concerned with all the aspects
of the business which involves distribution methods, product development, advertising
and sales.

Importance of marketing in the organization
Marketing plays a very important character in any business organisation. It undertakes
the main process of promoting and distributing of services or products and researching
in order to target the customers with respect to business goals. It is very significant for
the every business to market their products, offerings and brand through promotions as
it makes or breaks your company's sales. So, here is some importance in marketing:
 Increase sales- when people are aware of the presence of your business then
they there are probabilities to become your customers. And if the marketing team
of a company is doing their job properly then it will definitely show increment in
sales (Blythe and Martin, 2019).
 Develops credibility- people always prefer to make a purchase from that
company which is trustworthy and well reputed in the market. So customers want
trust from the business party. And build the trust and credibility it takes a lot of
time but after establishing trust and reputation then it generates loyal customers.
If your customer is satisfied with your product and services then they will
communicate about your business organization that is word of mouth or referral
marketing (Rogers and Davidson, 2015). Word of mouth is considered as the
most efficient marketing.
 Increase effective awareness- advertisement builds awareness and gets a
recommendation but often people do not buy the products and services just by
seeing the advertisement. But these advertisements raise awareness and helps
in building potential customers through marketing who are aware of who you are,
what the company offers and how to purchase the products and services.
Marketing functions
Marketing basically refers to all the business organization’s roles that help in examining
and determining potential sources to make the product successful by helping through
promotions of the business product and services. The function of marketing involves
marketing survey, growing process, and product plan, sales. Promotion, customer
support service, fund, etc.

The marketing function also involves various accountabilities of the business
organization such as these functions are majorly accountable for the overall
development of the company (Rogers and Davidson, 2015). These marketing functions
also include marketing survey, applicable management, distribution system, sales
support system, fund team, HR department, etc. These marketing elements play various
characters in order to promote the growth of business or organization. The key
charaters and accountabilities of marketing functions are product development,
marketing research, communication, finance, supplying, selling, designing,
communication and promotions (Blythe and Martin, 2019). These marketing functions
are playing a crucial role in the success of Ben Sherman as well as it creates links
between the marketing functions with the business functions of the organization which is
discussed in another part.
Figure 2- functions of marketing
Source- GKTODAY.IN, 2019.

P2-
Marketing has various distinct character and accountabilities in case of the progressive
organizational context of Ben Sherman. The first characteristics and accountability of
marketing are to gather the related information of customer opinion and analysis that
data to get the advantage. As per the market information, Marketing helps the company
in knowing the demand and likings of customers connected to the advertisement and
many others. Marketing helps the company in achieving company goals by creating
various relevant marketing plans (Muller, 2017).
Marketing has significant role in case of designing & developing the product as Ben
Sherman has developed attractive shirts and t-shirts to entice their target group.
Marketing also helps in the rapping or packaging of the product so, that the customer
can easily handle the product. And majorly marketing creates entice advertisement to
generate the brand of product and services.
Marketing also influences the manufacturing in the company. As the marketing team
firstly determines the standard for the production as per the customer demand which
determines the production capabilities. Marketing is also about the customer services,
as on the basis of customer services marketing team come to know about the
perception of the customers linked to their product (Muller, 2017). R&D helps marketing
in strategizing the product growth and to compete in the market by presenting the
research report.
The functional units of Ben Sherman are manufacturing, finance, research &
development and customer support service which are connected with the marketing
function. Other function units provide reports and information through which marketing
unit strategies in order to develop the product.
M1-
In an organization, the marketing manager can control 4 P's of the marketing mix but
unfortunately, there are many other forces which are less controllable by marketing

managers. These forces are the external marketing environments that are divided into
five factors that are shown in the picture below (Baker, 2016).
 Political and regulatory environment
 Economic environment
 Competitive environment
 Technological environment
 Social and cultural environment
Figure 3- factors of the marketing environment
Source- Baker, 2016
The political and regulatory environment-
The National, state and local government or bodies impose or determines some rules
and circumscription in order to operate the business organizations so that consumers
and businesses can be protected from unfair practices (Wedel and Kannan, 2016).
These regulations favour some companies and some not such as patent laws and

restriction on an advertisement on the tobacco industries. So many companies are
unhappy with these rules and restrictions.
The economic environment-
Economic conditions affect the marketing plans, sometimes the economic new
optimizes or improve the performance such as consumer confidence, decrease in
unemployment rates and growth of the economy which ultimately enhance the business
situations.
The competitive environment-
The marketer who doesn't give much consideration to their competitors are playing the
losing games, suppose a player is playing tennis without watching his opponent, so will
be able to win the game no, as he needs to monitor all the steps the opponent is taking.
For example Ben Sherman and jack spade, both are strong competitors of each other
(Wedel and Kannan, 2016). So, both the company keeps watch on each other activities
as well as on substitute products, each one of them tries to capture the customers and
higher market share.
The technical environment-
To keep up in the market organizations or business needs to monitor technological
trends so that they can protect themselves from huge losses. Thus, companies need to
do technological advancement to create innovations and new products (De Mooij,
2018).
The social and cultural environment-
Marketers also need to stay updated with the cultural and social apects that can
influence the business of the organization. The buyers in the UK are constant
unpredictable, here style changes every year. And the Ben Sherman is targeting men’s
only who are young and stylish. Thus, the company needs to know its customers well to
survive in the market.

M2-
The most important thing for any organization is that meeting customers demand and
needs through their product. The marketing functions basically helped out by various
specialized departments and marketing normally penetrates the whole organization. To
create marketing design and business growth, it is essential to have a close link with
various exploitative units of the business organization (Krush, et al, 2015). The
interrelation of the marketing with other departments and functional units of an
organization-
Relationship with finance department-
Fund is the key aspect in every process of the business company. Thus, the finance
department of Ben Sherman encourages the marketing department by providing huge
statistical information regarding the prices which are expected by the customers for the
particular product and services. Along with the fund it also provides an appropriate fund
to carry out the market survey, distribution and promotions. The finance cabinet is
considered as the main pillar or support of the business according to all the marketers
(Hatch, 2018). As it helps in strengthen the financial capabilities of the organization.
Relationship with production or operational department-
The marketing department requires operates closely with the manufacturing department
in order to satisfy the current and future requirements of the buyers through the
appropriate development of the plan and adequate research. The design specifications
and the quality product that is needed by the consumer and the quantity which is
generated by the marketing team to meet the demand within the time frame (Krush, et
al, 2015). Basically, it stretches the capabilities of the production department by setting
the deadlines. Marketers try to get a competitive advantage by ensuring the quality of
the product and also by replacing the defective product so that safety and health
requirement can be met.
Relationship with HRM-

Marketing department requires working closely with the HRM department of the
organization in order to ensure the adequate staffing, knowledge and skills at every
level at right place so that marketers can do research properly with development of new
product ideas, develop versatility and ambitious sales team in order to meet production
targets (Hatch, 2018).
LO2. Compare ways in which organizations use elements of the
marketing mix (7Ps) to achieve overall business objectives
P3-
To market, the products successfully company needs to generate a proper marketing
mix of the fair product, in the right place, sold at the fair price and using the right justified
promotions.
Ben Sherman is a highly recognizable lifestyle and enlightenment brand especially for
the quality shirts from the beginning of its business in 1963 and now it is being
distributed in thirty-five countries all over the world. This firm has accelerated its
business in Europe, the USA and Australia also. In 2004, Ben Sherman was adopted by
the company based in America, Oxford industries. This is a group of global apparel
design, marketing gathering company that licensed and owned lifestyle brands. Ben
Sherman is attracting young males and the leading style (Ben Sherman, 2019). This
company includes high profile consumers such as models, bands, musicians and
actors, for example, Oasis, Kaiser Chiefs and Blur. The target markets of Ben Sherman
are the group of buyers who are having similar characteristics and needs such as
gender, age and lifestyle.
Ben Sherman has created stable or balanced marketing mixes that consist of product,
price, promotion and place. Through this adequate marketing mix, this company
ensures that its products are reaching the right place in the right segment of the market.
Ben Sherman has chosen the right mixture of each and every feature in order to meet

the buyer’s needs. Here, the comparison will be done between Ben Sherman and jack
spade.
Product
First of all, this company has created the product and then market that product in the
target groups (product oriented) or they have found what market is wanting and then
render accordingly (market-oriented) so, in order to gain, this company has produced
large number of products entice the potential segment of market which includes formal
wear, footwear’s, casual clothes, denims, lifestyle amenity such as watches, belts, bags,
underwear and fragrances (Ristevska-Jovanovska, 2017). The collection of Ben
Sherman has created an umbrella theme. In 2007, the product theme was "this sporting
life" whereas the marketing theme was developed “British music and style”. This
company conducts major fashion shows in order to grandly introduce its clothing and
accessories collection to the press.
Jack Spade is offering fine quality style with utilitarian, durable and functional designs.
They are offering durable cotton wax coating in order to protect from all weather,
Knurled zippers, angled straps and tech products.
Price-
There are many pricing tactics that can be considered by businesses to sell their
products such as:
 Market-oriented pricing- this pricing technique includes various different
approaches such as market penetration, premium pricing, market skimming,
economy pricing, etc.
 Cost based pricing
 Low price products mainly copy the market leaders in order to show the value for
money but these companies do not assume loyalty from buyers whereas the
designer wears charge high and these brands are not priced sensitive as they
target only those customers are capable to pay higher prices for the trending
styles (Tripathi, 2018).