Marketing Plan for Ben Sherman: A Comparative Analysis

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MARKETING ESSENTIALS
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Table of Contents
Introduction............................................................................................................................. 3
Task 1 (Lo1).............................................................................................................................. 4
P1......................................................................................................................................... 4
M1........................................................................................................................................ 6
P2 & M2................................................................................................................................7
Task 2 (Lo2).............................................................................................................................. 9
P3 & M3................................................................................................................................9
Conclusion.............................................................................................................................. 13
References..............................................................................................................................14
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Introduction
This assignment laid emphasis on the company Ben Sherman which is a British Clothing
Brand and sells suits, sweaters, shirts, shoes, outerwear and accessories. This company was
founded in 1963 in Brighton, England by Arthur Benjamin Sugarman (Ben Sherman). This
assignment has been presented for the company by focusing on its marketing functions, its
importance as well as its responsibilities. This assignment will focus on explaining the
marketing of Ben Sherman.
This assignment will lay emphasis on the macro factors which affect the environment of
marketing. This will also analyse the importance of marketing and identify the operations
and structure of the company by showing their interrelation with the marketing
department. This assignment will define the business objectives of Ben Sherman with
Burberry as well as explain the marketing mix in application to the marketing process for
achieving goals. This will also identify the similarity and dissimilarity in both of the
companies.
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Task 1 (Lo1)
P1
MARKETING: marketing is the process of selling goods in the market by selecting the
targeted customers based on the choices of the products. It is a management process of
moving products and services to its end users. It includes product identification, demand
determination, deciding price and selecting channels of distribution (Blythe and Martin,
2019).
IMPORTANCE OF MARKETING IN BEN SHERMAN: marketing plays an important role in the
Ben Sherman as it helps the company in identifying its customers as well as the process of
selecting and deciding the product which is prevailing in the market and chooses by the
customers. The company Ben Sharman gets influenced by the marketing as it helps the
company in increasing the income by selling its products to effective users by effective
marketing researching and gaining information about the changes in the market, price,
demand, customer choices and preferences (Blythe and Martin, 2019).
Marketing is an important and complex aspect of the dynamic economy as it helps the
company in developing the ideas of the products and services in order to achieve its sales
and profit to the company. It helps in building awareness of the product and creates trust in
the customers. Ben Sherman also gets helped by the marketing, as the marketing manager
and the HR takes the major decision based on the market trends and products and
implement changes on the products of the company to gain the competitive advantage
(Blythe and Martin, 2019).
MARKETING FUNCTIONS: this helps the company in identifying and sourcing potential
products for the market and promotes them by differentiating them with other products.
 Market analysis: this is the main function of the marketing department of Ben
Sherman where the salesperson with the help of the research team goes into the
market for searching the market trends, opportunities and threats (Palmatier et al.,
2016).
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 Market segmentation: this is another function of marketing, where the marketer
decides the segment of the market as well as decides to target the customers for the
products of the company (Palmatier et al., 2016).
 Pricing distribution: the marketing manager of the company decides to set the
pricing strategies of the product which is based on market survey and on the price of
competitor’s goods (Palmatier et al., 2016).
 After sales service: this is also the function of the marketing department where the
marketer provides satisfaction to the customers by providing them effective and
affordable products as well as offering them after sales services for retaining them
(Palmatier et al., 2016).
ROLE AND RESPONSIBILITIES IN BEN SHERMAN:
 Meet the needs of customers: the marketing department of the company focuses
on meeting the customer’s needs in order to satisfy them. The company aims to
provide good quality material to the customer in order to make them satisfied and
retain their demand and supply of the company products (Baker, 2016).
 Wider market: the company aims to expand its product all over the world and this is
the role of the marketing department to follow up the market trends and improve
the product quality and efficiency up to the needs and demands of the market
(Baker, 2016).
 Managing demand: this is the responsibility of the marketing department to manage
the demand of the market of the company products in order to grow the company
by increasing sales and increase the production of the demanded products and
effective supply for managing the demand (Baker, 2016).
 Face competition: this is the role of the marketing manager to maintain the balance
between the competitor's offerings and customers by examining the market closely.
The marketer of the company can provide effective and affordable goods to the
customers in order to face the competition and retaining the customers (Baker,
2016).
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M1
ROLES AND RESPONSIBILITIES OF MARKETING IN CONTEXT OF THESE FACTORS BELOW:
 Political and Regulatory Environment: decisions of marketing get affected by the
legal and political environment. The marketing manager of the Ben Sherman tends
to follow the policies and laws of the government because the company gets
affected by the degree of economy and tariff of government as well (Banerjee,
2017).
 Economic Environment: the marketing manager’s responsibility is to manage the
inflation rate in the economy, development of services and goods, price
determination etc. and reduce the unemployment and poor sales. It is the duty of
the manager to enhance the development of the economy (Banerjee, 2017).
 Competitive Environment: every brand and product of the companies getting
affected by the competition. The marketing manager of Ben Sherman aims to fight
with the competitive market by offering better products and services to the
customers in order to satisfy them (Banerjee, 2017).
 Technological Environment: the technology is increasing day by day which starts
becoming important for humans and industries. This is the responsibility of the
marketing manager of Ben Sherman to control the cost, improve the quality of the
product and lead to innovation in order to make the business environment
technological (Banerjee, 2017).
 Social and Cultural Environment: the marketing manager has to keep eyes on the
changing social trend which impact the demand for the company's products, this
also affects the population trend (Banerjee, 2017).
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P2 & M2
IMPORTANCE OF MARKETING IN WIDENING BEN SHERMAN:
Marketing is an important and complex aspect of the dynamic economy as it helps the
company in developing the ideas of the products and services in order to achieve its sales
and profit to the company (Blythe and Martin, 2019). It plays an important role in the Ben
Sherman for widening the business as it helps the company in identifying its customers as
well as the process of selecting and deciding the product which is prevailing in the market
and chosen by the customers. In order to widen the company, the marketing department
innovates new products and offerings for attracting the customers for satisfying and
retaining them (Feng et al., 2015). Some of the components used by the company in
widening the company:
 Market research for analyzing and identifying the market trends and target the
market for the widening the company (Feng et al., 2015)
 Strategy formation after researching the market which helps in identifying the
company’s strengths and weaknesses
 The company needs a planning process for fighting with the competition In order to
remain in the market and wider the company. Planning involves forecasting sales,
strategy communication, financial planning etc. for achieving the strategic objectives
of the company (Feng et al., 2015)
 Tactics help the business in increasing sales by attracting the customers and
decreasing the competition as well as valuable customers so that they can achieve
their target and wider the company (Feng et al., 2015)
FINANCE: This is the functional department of the company which develops a budget and
cares for the money of the company. This department charge of payroll and ensure the
payment of the employees at the time. This department handles forecasting, budgeting and
process of decision-making (Nathan, 2019).
MARKETING: This is the functional department of the company which involves the process
of moving products and services to its end users by effective advertising and marketing as
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well as product identification, demand determination, deciding price and selecting channels
of distribution (Nathan, 2019).
PRODUCTION: This is the functional department of the company which turns input into the
finished products during the process of production. The products are meant to be sold to
the end users by ensuring quality and defects (Nathan, 2019).
HUMAN RESOURCE: This is the functional department of the company which ensures the
company in getting the best employee for the business by hiring the qualified and
experienced employee. This department also provides them with training and learning
facilities for the development of the company (Lane, 2016).
CUSTOMER SERVICE: The customer service department comes in contact with the
customers in order to solve their queries about products and services as they have concern
for the customers. They also tend to build an effective relationship with the customers as
the customers pay somewhat more when they get good customer service (Nathan, 2019).
INTERRELATIONSHIP OF MARKETING DEPARTMENT WITH OTHER FUNCTIONAL
DEPARTMENTS:
The marketing department plays an important role in the Ben Sherman in order to make the
company effective so that it can gain a competitive advantage. This functional department is
interlinked with other functional departments (Nathan, 2019). The marketing department
linked with production department as it allows the production department of Ben Sherman
to innovate the new product which the customers and market demands and this result in
increasing the productivity (Feng et al., 2015). The HR department provides effective
employees for the marketing department for increasing the sales of the company in order to
achieve profit. The marketing department gets support from the finance department as it
helps in managing the funds for producing commercials, logos, packaging designs etc. The
customer service department helps the marketing department about the queries of the
customers related to the product and service of Ben Sherman which can get improved by
the marketing manager (Feng et al., 2015).
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Task 2 (Lo2)
This section will compare the business objective and marketing mix of Ben Sherman and
Burberry and will also apply tactics for obtaining the business objectives. Burberry is a luxury
fashion brand in London, England, which is famous for accessories, cosmetics, sunglasses
and outerwear. This was founded in 1856 by Thomas Burberry and the company serves its
products all over the world.
P3 & M3
BUSINESS OBJECTIVES OF BEN SHERMAN:
 To understand the needs of the targeted customers
 To improve the target of sales (Ben Sherman, 2019)
 To make a link between a company and its customers
These are the objectives of Ben Sherman so that the company can retain in the competitive
market. The main objective of the company is to increase sales and make a profit by giving
satisfaction to targeted customers and retain them. These objectives help the company in
producing many innovative products which attract the customers which results in gaining
effective results to the company (Ben Sherman, 2019).
BUSINESS OBJECTIVES OF BURBERRY:
 To collaborate with the customers (Burberry, 2019)
 To attract the customers towards new products and designs
 To maximize the profit by satisfying the customers
These are the objectives of Burberry which are important for the company so that it can
achieve its targeted goals and objectives as well as by introducing new products into the
market gives positive feedbacks from the customers. It is important to collaborate with the
customers in order to make them satisfied by providing good quality products (Burberry,
2019).
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MARKETING MIX: this refers to the combination of tactics or actions, which a company uses
for promoting its products or brand into the market. There are main 4 Ps of marketing mix
Product, Price, Place, Promotion and additional 3 Ps are People, Process and Physical
evidence (Marketing mix, 2019).
Marketing mix BEN SHERMAN BURBERRY
Product The company has a wide range of
products for targeted customers
like accessories, footwear's,
clothing, and lifestyle accessories
(Ben Sherman, 2019).
Its products are core segmented
which includes men, kids and
women’s accessories and beauty
products which are luxurious in
nature (Burberry, 2019).
Price The company follows a cost-based
pricing strategy and market-
oriented pricing.
The company has a premium
pricing strategy and does not match
with the competitive pricing.
Place The company uses the channels for
the distribution for its products as
the company uses traditional
marketing process for reaching
towards the customers.
It has presented in 50 countries and
has 475 stores all over the world.
The company don’t need more
places as it started using online
business services for the customers.
Promotion The company uses direct marketing
via email, catalogues, events,
newsletters etc. It has also
collaborated with the MTV channel
and Gibson Guitars. It also provides
discounts, coupons to the
customers for promoting sales.
The company has advertising and
promotional strategies, it uses
online ads, TV, billboards, print ads
etc. It also promotes its products
online via digital marketing to
communicate with people and rely
on celebrity commendation.
People The company has an effective team
of members and well-managed
staff. It has follows divisional
structure where the members are
divided into particular sections
(Ben Sherman, 2019).
The company also follows the
divisional structure where the
members are divided into particular
sections for satisfying the
customers with best quality
products (Burberry, 2019).
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Process The company serves its products
via traditional marketing strategy
where the customers come into
contact with the distributors and
retain transparency.
The customers get ensured by the
company about the safety of the
products by highlighting the
clothing material, price and
exchanging details.
Physical
Evidence
The company has physical evidence
in its market place (Ben Sherman,
2019).
It has situated in 5o countries all
over the world (Burberry, 2019).
SIMILARITIES AND DISSIMILARITIES:
Basis BEN SHERMAN BURBERRY
Similarities  The company provides
transparency to its
customers
 It follows the divisional
structure
 Deals in accessories and
clothing (Ben Sherman,
2019)
 It also provides
transparency to its
customers (Burberry,
2019)
 It also follows the
divisional structure
 It also deals in clothing
and accessories
Dissimilarities  The company uses direct
marketing via email,
catalogues, events,
newsletters etc.
 The company uses
traditional marketing
 It follows a cost-based
pricing strategy and
market-oriented pricing for
its products (Ben Sherman,
2019)
 The company uses
advertising, promotional
strategies, online ads, TV,
billboards, print ads etc.
 The company uses digital
marketing
 It has a premium pricing
strategy and does not
match with the
competitive pricing
(Burberry, 2019)
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