H&M Marketing Strategy: Roles, Responsibilities, Marketing Mix Plan

This report provides an analysis of H&M's marketing essentials, focusing on key roles and responsibilities within the organization. It examines the relationship between marketing roles and H&M's operational activities, emphasizing the importance of the marketing mix (product, price, place, promotion, people, process, and physical evidence) in achieving the company's goals and objectives. The report also outlines a basic marketing plan for H&M, including mission and objectives, product definition, and current situation analysis. The document is contributed by a student and available on Desklib, a platform offering study tools and resources for students.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Promoting capacities: Key obligations and parts.............................................................3
P2 Relation of roles and responsibilities of marketing with H&M........................................4
TASK 3............................................................................................................................................5
P3 Importance of marketing mix to achieve goal and objectives...........................................5
P4 Basic marketing plan for H&M.........................................................................................7
M4...........................................................................................................................................8
D2...........................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The main factor in the good marketing is to know the target market and target customers. The
well marketed firms focuses on the customers while performing the marketing activity for the
organisation. The needs, wants and preference of the targeted customers must be analysed which
will help the organisation to provide quality service at affordable price and attain the complete
customer satisfaction (Malhotra, Birks and Wills, 2013). The marketing is the pure management
function of the organisation which focuses on increasing the customers and developing the brand
image among the targeted market through promoting there goods and services. All the success of
the business is dependent on the good marketing efforts taken by the organisation. In the
following assignment we will make the study on the marketing activities performed by the H and
m organisation and Zara which are fashion related businesses.
TASK1
P1. Promoting capacities: Key obligations and parts
The association's showcasing capacities is characterized as the sourcing and
distinguishing proof of the items which are conceivably fruitful inside a promoting place. The
advancement of the organization inside the commercial centre enables them to isolate their
administrations and items from different associations with same items and administrations. Due
to the proficient and viable elements of advertising the firm can accomplish the immense or wide
range of progress. For the addition in benefits and the offers of the items this capacities assumes
some essential parts
Fund: The primary thing which strikes the psyche of the higher specialists of the Apple amid the
arranging of technique is the prerequisite of the back to execute the readied arrange. Fund is the
foundation of any system, without this no arranging can be conveyed to the execution level. The

satisfaction of the arranged technique is guaranteed by the back (Lane, 2014). The significant
downside is that if there are a few erroneous conclusions about the necessity of the back, then it
might bring about the disappointment of the arranged system, this circumstance may happen
because of disgraceful financing.
comparison from their rivalries which helps in reaping the benefits in the competition. Moreover
proper marketing plan to be used by them so that they can attain the targets.
Circulation: Whether the administrations and results of the referred to association is successfully
conveying to clients over the globe or not, it can be guarantee by this capacity. The brand
unwavering of the referred to firm and general offers of the organization is expanded if the items
are conveyed inside as far as possible (Jain, Ahuja and Medury, 2013).
Evaluating: The estimating is the primary element on which the purchasing conduct of the client
depends. The cost can without much of a stretch change the conduct of the clients i.e. regardless
of whether they purchase the item or not. In reference to this, Apple has thought of some as
techniques, for example, skimming, showcase infiltration, and so forth. Showcase infiltration is
the method which is uses by the Apple.
Creating system: In an association, the advancement of techniques according to the showcasing
is helps by the creating procedure. It is an essential parameter for arranging and executing the
systems. There are numerous associations which uses the extensive variety of officially existing
assets to pull in the potential clients all through the world. This sort of techniques aides in
expanding the quantity of clients consistently.
P2 Relation of roles and responsibilities of marketing with H&M.
As to attain the success of the firm the organisation has to perform various roles and
duties, this will help the firm to carry out the operations in best effective manner. The manager
of the organisation will perform the operations and activities in such way that the growth of the
firm can be attained easily and the organisation can able to get various opportunities as well.
H&M can able to get the competitive advantages in the market (Hoványi, 2013). Following are
the roles and responsibilities-
 Market research- The most important thing that has to be considered by the organisation
is to analyse the market condition so that the needs, wants and the demand can be
understand by the organisation. The deep study of the market help the organisation to
operate the works in the effective manner.

 Product development- The main role of the marketing is to developing the new products.
The marketing act plays a very important role in the development of the products and
services of the organisation. As to fulfil the demands of the customers it is very necessary
for the firm to innovate and develop the products this will help the organisation to sustain
and grow in the competitive market (Jain, Ahuja and Medury, 2013).
 Sales- The organisation is more focus upon the marketing then it will help in the increase
of the sales of the products and the services of it. The company can improve the
productivity in effective manner and with the help of this the organisation can improve
and raise the sales of it.
 Communications- The major role of the marketing is to convey the message and the
information of the related products and the services to the customers (Joshi, 2014). The
organisation will able to promote their activities and the products to the public this will
help in attracting the customers towards the firm's products and services. It is the most
important factors for the firm as the organisation wants to grow and for this the
awareness of the products and the services are to be known to the customers of the
society.
 Market segmentation- Marketing helps the organisation to carry out the market
segmentation so that the firm can be able to target and the customers can be attracted
most according to the products and the services that the firm is planning to avail to the
customers. The market segmentation is the method through which the firm can be able to
segregate the market where large number of population is present. Hence the firm can
target the only customers whom they have to directly ping.
TASK 3
P3 Importance of marketing mix to achieve goal and objectives
Marketing mix is the tool that is used to identify and analyse the offers that are provided
by product. It is required for management of company to consider every aspect of marketing
mix. It is helpful to achieve the success and to make the development so that they can achieve
their goal and objective (Beatty and Samuelson, 2014). H & M is leading company that is
providing their services in may country. It is required for company to focus on the every factor

so that they can achieve great success in their business. It is retail company that is dealing in
clothing. This company is providing best product to the customers as per fashion trend.
The cited company should apply effective marketing strategies for achievement of
objectives and goals of company which further results in the improvement in profit and sells of
company (Dioko2016).
There are many factors of marketing mix that are required to consider by the business. It is
important for company to consider such factors so that they can provide better services and
product to customers.
Marking mix of H & M and Zara:-
There are seven factors that are required for company to consider as:-
 Product: This company has many product that are provided to the customers. It is
required fir the company to consider every aspect of product so that effective
development can be made (Braslow, 2015). It is required to provide better product to the
customer as per the market demand so that more and more customers are attracted toward
their organisation.
 Price: It is required for the organisation to paste the price of product so that customers
can easily afford it. It is required to consider every aspect and pricing strategies to make
the effective piece of the product. Customers are more attracted toward the product that is
as per their pocket. So it is important task for company to consider price of product.
 Place: Place is the important part that is required to consider because it helps company to
achieve large customers support. It is important task to available the product to customer
at place where they need it. Before providing their services it is required to consider place
where they are providing their services.
 Promotion: It is essential part of organisation. There are many platform that are available
to promote the product. It helps to attract large number of customers toward company.
Online marketing channel can be used by company because it is effective channel that
provide large success to achieve more and more customers.
 People: It is required for company to provide their product and services as per the need of
people. It helps company to achieve large success in their business. The product and
services that are provided by company required to be as per demand and need of

customers so that they can get success in their business (Chamorro-Mera, Miranda and
Rubio, 2014).
 Process: It is required for business to consider process that does not harm to the society.
It is required for the business to consider such factors so that no harm is caused to people.
The process that is adopted in manufacturing is required to be effective that can make
more and more effectiveness in their business.
 Physical evidence: It is required for product and service to consider physical evidence of
product. It is required for growth and development of business. When customers thinks
about purchasing clothes then it required to the mind of buyer that first name must be of
Cited company (Clow and James, 2013).
These are factors that are required to consider by the business. It is important part that provide
growth and development of business of the company. It is important task for business to consider
such factors so that they can provide better product and services to customers. This company is
provide very effective product and services to customers and most of customers are satisfied with
their product and services. It is required for business to consider such factors so that they can
provide better services to customers. It helps them to achieve great success in their business
(Cua, Reames and Chai, 2013).
P4 Basic marketing plan for H&M
There are distinctive elements of marketing plans which includes some steps:
Mission and objectives: H&M company is the market leader in the retailing industry and
they have to achieve the success with the help of research and development. The mission of the
firm is to provide the best quality product at reasonable price so that every person can afford that.
The business entity started their business by a women's clothing store and they got very famous
in that which will help them in providing the encouragement to start the firm in a big way ( Basic
elements of the marketing function, 2012).
Product definition: They have to provide proper information related to the products which
they want to sell. They have to do proper designing of the shirts which helps in attracting the
consumers and that design should be unique then only company attain the success.
Current situation analysis: In the recent years, company is increasing and by selling the
more products and services they are generating more revenue. There are so many obstacles in
front of them which will assist in expanding the growth of H&M in the market (Al-Hasan,

Thomas and Mansour, 2016). When the company is selling the product at a low price then the
consumers think that they are not providing good quality. There are many other new businesses
in the marketplace which includes the supermarket and local market this will affect the firm as
they delivering the cheaper options to their business.
Market or industry analysis: In UK, H&M is the strongest clothing retail industry and the
company having the high value in the market as it helps in providing boost to the large
supermarket and also assist in entering into the retail clothing business. At the time of recession
in the economy, supermarket has to be increased in the market share of the business entity
because the consumers was uncertain on spending and they have to choose or adopt appropriate
alternatives (Babin and Zikmund, 2015).
Methodology: The employees of H&M have to use appropriate method which helps in
doing proper research as it is based on secondary data which aid in developing the report.
M4
The employees of H&M have to use appropriate strategies as well as policies on the basis
of their vision, mission, goals as well as objectives so that they can not face any obstacles and
attain them. When the business entity start their business by using the proper and appropriate
knowledge and skills in the field in which they are starting the business. As a marketing advisor
of H&M, some advice are to be follow:
They have to proper research as well as internal and external analysis of the market which helps
in identifying the needs and wants (Baines, Fill and Page, 2013).
The employees of H&M have to evaluate the current situation in a proper manner and on the
basis of that proper action needs to be taken.
The manager of the firm have to make proper report which includes all the above steps of
marketing plan so that H&M can increase their market share and generate more revenue.
D2
At the time of designing of marketing plan the employees have to use 7P's of marketing
which is helpful for H&M in promoting the products and on the basis of that they have to use
relevant marketing strategies. The 7P's of marketing mix are:
Product: The employees of H&M have to provide the products and services according to
needs and wants of consumers so that they can increase the sales and on the basis of that
satisfaction level of service users should be increased. Along with this they have to provide

appropriate quality of the products and services should be delivered which will succour in
attracting large number of consumers (Baker and Saren, 2016).
Price: They have to provide the product at a reasonable price and the value should be
appropriate so that every person can afford that.
Place: The availability of the merchandise to the consumers.
Promotion: The employees of H&M have to adopt appropriate tools and equipments for
promotion which helps them in attracting large number of consumers and according to that they
can generate more revenue (Banerjee, 2013).
People: They have to choose right people for the right job which will help in attaining the
success.
Process: The employees of H&M have to use appropriate process of making the payment
and it should includes the consumer.
Physical evidence: It includes the payments bill for the different type of goods and
services whether it is tangible or intangible in nature (Marketing Plan, 2016).
CONCLUSION
After summing up the assignment it has been interpreted that the manager of the
marketing department have to fulfil the roles and responsibilities so that they can not face any
issues and attain the goals and objectives. This will helps in providing the proper and appropriate
quality of the products and services so that they can accomplish the success in the competitive
market. The staff members have to use proper elements of marketing mix by doing the

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