HSBC Marketing Essentials: Roles, Planning, and Marketing Mix Report

This report provides a comprehensive analysis of marketing essentials, using HSBC as a case study. It begins with an introduction to marketing's role in organizations, specifically focusing on HSBC's operations. The report then delves into the roles and responsibilities of marketing functions, including collecting and analyzing marketing information, marketing planning, branding, and endorsement. It examines the interrelationship between marketing and other departments such as services, human resources, finance, and research and development. The report compares how organizations apply the marketing mix to the marketing planning process, focusing on the 7Ps of marketing: product, price, place, promotion, people, process, and physical evidence. The report concludes with a marketing plan, showcasing the application of these concepts within the context of HSBC. References are provided at the end.

Marketing
Essentials

Table of Contents
Introduction:.....................................................................................................................................1
Roles and responsibilities of the marketing functions............................................................1
Explain the role and responsibilities of marketing related to organisation;...........................2
Compare the ways organisation apply to marketing-mix to marketing planning process.....4
produce the basic marketing plan;..........................................................................................7
Conclusion:....................................................................................................................................10
Reference:......................................................................................................................................11

Introduction:
Marketing is a essential part of organisation as it provide a way to advertise its product
and services in the target market so sale its good and make profits in lieu of their services. It is a
process of promoting the goods and services of the company in the various different segments
to attach the lager number of audience in the market and take competitive advantage in the
work environment. Marketing is a way to make a demand of the product in the particular
segment of the market. In this context, HSBC is a British investment bank and financial services
company. It holds the 7th largest position in the world and headquarters in the London, United
kingdom. It operates at the international market with 7,500 offices in around 80 countries.
HSBC, has to do marketing of their product such as cards and accounts in the bank, providing
various home and personal loans and investing schemes in the wealth and insurance and online
services to its vast customer audience. This report, their will be discussion the role of marketing
and it interrelation with another department and examine of 7ps and design the marketing plan.
(Pike, 2015) HSBC bank has appointed a marketing manager as a trainee in their organisation to address the key
element of marketing function and important of interrelationship between the marketing and other functional units.
Roles and responsibilities of the marketing functions.
Their are different and various type roles and responsibilities which are functioned under
the marketing of the company. With the references of the HSBC, The manager has to follow
some function to have effective sale in the company:(Simkin and Dibb, 2013)
Collecting and analysing the marketing information: Under this function, the manger
focus on gathering the information about the customer taste and preference so that they can
produce product according to their demand in the market. In the context of HSBC bank,
company assemble information about the need investing banking and requirement of loan to
various customer, opening account in earlier way and various different services. HSBC is
organised within the four business concern operation such as commercial banking, investment
banking, retail banking and wealth management. Such services are required by various business
enterprise and individual person in the target market. (Kotler and McDougall,)
1

Marketing planning: It is important part of the organisation planning as it helps in
increasing the sale of its various product and services and to maximising the profits and
revenues in the company. In the HSBC bank, the management team forms the design and makes
various plans and policies for advertising the plans and goods and services in the target audience
and earn the revenues in lieu of providing the product and services. Here manager make a
strategies to increase the sale of the company and to take a sound business decision to expand
their business activities at the international levels . (Smith and Taylor, 2014)
Branding: It is procedure of making the brand image for the product and service of the
company so that such goods are different from the another rival product in the target
marketplace. With the references of HSBC, the manager tries to make good brand image for its
product so that customer can identified such goods in the market and use it for their respective
purposes. The company also provide its services thought online process under this brand image
the manager and leader make sure that all the policies are made under the brand name so that
customer can identifies the goods easily in the market and make good amount of revenues at
international levels.(Baines Fill, and Page 2015)
Endorsement: it is process of promoting the different product and service at various
location so attach the more customer in the market. In the context of HSBC , the promotion as a
important part of marketing planing as people are getting aware about the product and services.
The company can use various different tools and techniques to aware the target customer about
their goods and services and increases their sales and revenues in the coming years.
Explain the role and responsibilities of marketing related to organisation;
Their are various different duty and obligation of the marketing function in the company
to achieve the objectives of the organisation in the longer period of time. The main focus of
management team is make its product available to its customer by identifying the needs and
wants of the customer and make sure that their attach the audience by offering good deals about
loans and providing various benefit for opening account in HSBC and gives various prestiges to
be account holder in the bank. To accomplished the market demand, there is interrelated
marketing functions at the work place which can lead to generate more revenue when
implemented appropriate in the management team. Some of the interrelation are discussed as
follows:
2

Marketing with services facilities: Marketing department has a interrelation with the
services department process as product and services are produces according to the need and
desire of the customer. Marketing function make sure that there is proper arrangement of good
and services and the production level so that customer are provided with such offering in the
company. These product can be commercial” banking and investment banking services “to the
customer and are available to audience from time to time. The organisation required
information about what customer are looking in the market so that they can provide such services
to the target audience and achieve the objective of the organisation. (Larson and Draper 2015)
Marketing with human resource: marketing is concerns about the communicating
with the customer at different time period. The human resources department is interlinked to
marketing department as company needs workforce in their management team to complete the
task in the effective manner. The manager of the HSBC bank, make sure that there are enough
number of employees at the bank branch to serve the customer in opening their account and till
taking the various loans form the bank for different location. The HR manager hire skills and
talented candidates who are good with relationship with the client and offers the various
schemes to customers. The marketing department share the requirement of human resorces in the
management so that HR manager can implemented the recruitment process so that bank have
enough number of employees which will helps in achieving the goals in time. (Lamb, Hair and
McDaniel, 2011)
Marketing with the finance department: Under this function, financial department
have very essential part in the success of the organisation. In the HSBC bank, the finance
manager are responsible for providing timely fund to the marketing department so that there is
effective marketing strategies and better plans to advertise various product and services to the
target audience. The fund is required to make the policies for the betterment of the customer in
the terms offering loans and investment schemes. The marketing manager need fund to promote
the goods and service to the customer so that there are aware about the various schemes.
Financial functions are very important for the company as fund are needed for different part of
activities in the organisation. The cost in also included into making various investment plan for
the customer and providing them more banking facilities at reasonable prices.
The marketing and finance department share their requirement with each other so that funds are
available for performing various activities .
3

Marketing with research and development: the department of research and
development need to conduct the market research to know the needs and wants of the customer
such type of loan which are looking for and where to invest in the market is also very important
to produce the product in accordance of customer needs. The R&D department find out the
requirement of the customer have conducting survey about the financial needs of the audience
and make policies in accordance of such desire of the people. (Kumar Aaker and Kumar 2002)
Marketing and sales department: these both department are interrelated to each other
in the terms of that commercialism of product and services in the marketplace. Marketing
function collect the information regarding the needs of the customer and tell to sale department
to make available goods to the customer. In the context of HSBC bank, the manager of sale look
for the audience made by the marketing team so that goods and services are offered to target
market and make perfect revenues in the longer period of time. The marketing team tries to
advertise the various schemes of the bank in the online platform to aware more and more
customer to attach them to the company. (Daniel and Gates 2014
According to the above discussion. It can be conducted that marketing function are very
important for the HSBC as these functions are interrelated to each other and helps in improving
the performance of the organisation in the competitive market.
Compare the ways organisation apply to marketing-mix to marketing planning process.
Under the marketing plan, it include various different multiple areas of focus which have
impact on marketing mix. The marketing mix helps in making more strategic decisions when
launching new product and services to the target market. In the context of HSBC, the marketing
mix is helpful in placing the right product and services at the right time in the correct market
place. The marketing mix includes 7 p's of marketing in its plan to expand and grow is
business operations and place the product in the market.
Product: it is defined as a item or the services which are designed by the
company to satisfied the large number of audiences in the target market. It is important to
identify want make product different from another goods and services in the market.(Lancaster
and Massingham, 2010)
4

Price: it is value of the product and services offered by the organisation to its target
customer. In the another words, it can be stated that it is price at which customer are willing to
pay for the product and services.
Place: It is refers to point of sale where customer can buy them easily and company have
good distribution strategies to offers their product and services. It include distribution channels
which are required by the company to distribute the goods to the accurate audience.
Promotion: it is a process where customer are made aware about the product and
services by adversing the by word of mouth, press conferences, incentives and various different
type of advertisement.
People: it includes every individual person who contributes to production and
distribution of the product and services in the target market place. It can also involve people
who are purchasing the goods in the market.
Process: it is process of production of goods and service according to the needs of the
client requirement in the market. It also involved distribution process where goods are reached
to the last audience.
Physical evidence: It is a evidence of presence of goods and services at the work
location and distribution of the goods to the target customer in the right time and right places.
To understand the marketing mix in better ways, the comparison between companies are done to
examine the marketing mix. (Zimmerer and Scarboroug, 2014)(
Marketing mix HSBC Deutsche bank
product The bank offers various
product and services such as
home & personal loans,
investment in insurance ,
banking facilities to target
audience .
The bank provide different
goods and services such as
investment banks and
financial services& private and
commercial bank facilities.
price The bank has different branch
at various location around the
global, providing product and
services according to their
The Deutshe bank have a vast
audience which belong to
different segment and prices
are charged according to
5

legal rules of the countries.
The prices of the product and
services are different for
various location, it goes
$461.60 as high and low
depends on the market
condition.
different location. The prices
are charged according to the
market variance
place The organisation operates at
the global platform, it is 7th
largest company and largest in
the Europe.
The organisation have a
headquarter in the Germany.
And spans in the 58 countries
in the Europe.
Promotion. It is a process of promoting the
goods and services , so that
target audience are aware
about such product.
The company uses different
modes of promotion method
which help in attracting more
customer
process It is accurate process to
making product available to
the customer according to the
needs and wants of the
company.
Here goods and services are
provided to the target segment
and make revenues are earn
ed.
people It refers to the employees
involved under the
management team as well as
customer who wants to use
product and services.
The company have presences
at the international levels
which require different
customer at various location.
Physical evidence It is physical evidence of the
company in different location,
offering different goods and
services.
The company offers product
and services which are
available at different location.
6

This marketing mix is important for the company to attach the customer in the target
marketplace by offering various product and services by the banks in the target segment. The
HSBC bank have able to take completive advantage in the market by providing various product
and services to the customer at the reasonable prices so that they are able to enhance their market
share in the target market.
produce the basic marketing plan;
The marketing plan is a process which contains of various action and procedure so that
company can performed various activities starting from performing the various policies and
service till such goods are delivery to the target audience in the longer period of time. It is
written document which stated that plan of action and a procedure need to be followed for
achieving the
business objectives in the long run. It is salutary to the company because with the effective team
,the company can set is mission and vision of the organisation. This marketing plan are design to
introduces the new investment plan for the small and medium enterprise, who are looking
forward to expand and grow their business. The HSBC, will be using SOSTAC model to make
effective marketing plan: (Lammenett, 2011)
SOSTAC model:
This model is used by the organisation to make a plan of action and to make product and
services which are in demand in the target market place. In the context of HSBC, the manager
need a plan to offer various kind of goods and services to right costumer. The situation analysis
are as follows:
Situation: under this analysis , the companies internal and external work atmosphere is
examine d at the organisation and effect steps are taken to examine the their capabilities with the
opportunities present in the environment.
SWOT Analysis: it is analysis of internal factors with the factors present in the external
work places. Its act as strategies tools and techniques which help company to examine various
factor and make most suitable strategies for the betterment of the organisation. It shows the
strength and weakness of the organisation and opportunities and threads of the company.
(Malhotra, 2015)
SWOT of HSBC:
Strength weaknesses
7

 It is a one of the best investment bank
in the UK.
 Provide services in the field of
commercial banking, global banking,
asset and wealth management are
unique in their own ways as
organisation make these services
available to the customer on demands
at affordable prices.
 Difficult to handle various activities
and task such as offering services at
different locations.
 The organisation have to collect the
securities in lieu of providing product
and services which is time consuming
process.
Opportunities Threads
 To expand their business at different
segment.
 To increase larger number of audience
and customer are becoming more aware
about the different product and
services.
 Their are number of another
competitor at the market place.
 consumer can switch to another bank if
they find better idea in the market.
Objectives: It refers to the goals and objectives of the company which are to be achieved
in the certain period of time. The main objectives of the HSBC , it to provide a path goals to
attach more customer so that they can invest in their small business and take personal loans for
various different purposes. Some of the objective of the marketing plan as stated as bleow:
 To maximising the number of customer so that revenue can be increased
 To provide fund to small business operations and medium enterprises.(Lukito Lukito, and
Arifin, 2015)
Mission: The mission of the HSBC is to provide funds to the needful customer and
provide loan to various customer.
Vision: the vision of the company is to offers product and services to target audience and
expand their business at international levels.
8

Strategies: it is a plan of action for the management team of the company for achieving
the goals and objectives in the long period. The HSBC bank, has to follow the various set of
plan which are made by the manager to provide various schemes to target consumer from time to
time.
7P’s for the HSBC bank are as follows”
Product: under this marketing mix, the product and services of the HSBC bank are introduced in
the target market so that customer can use of such product.
Prices: here, the prices of the services offered by the organisation are stated so that customer
can compare the prices with the another completer and choose their product wisely.
Promotion: under this situation, the organisation tries to advertise its product and services in the
target market so that customer are aware about such product are offered by the company.
Place: the organisation tries to places their product and services at the right kind of market so
that customer and company are able to make profits in the market.
People: it include the human resources of the organisation who work for achieving the commom
goals of the company in the long run.
Process: under this mix, the process which organisation must used is stated so that product and
services are provided to the target market.
Physical : under this mix, the organisation have its office at different location so that customer
can reach out to them and uses the goods and services.
STP: its stands for the segmentation, targeting and positions of the consumer according to the
needs and wants of the organisation. (Ghale, and Singh, 2015)
Segmentation: under this strategies, the company have to make a segments and
separation of the target customer and make small segment basis on the demographic, geographic
areas. The manager of the HSBC make sure that they make effective segment of the customer.
Targeting: it refers to the targeting the customer who are in need of fund and loans or
to made a effective investment in the market.
Positioning: the manager has to market its product in the proper position so that customer who
needs can be provided with the respective needful.
Tactics: The manger of the company has to focus on solving the short term issues and
achieve the goals and objectives of the organisation.
9

Actions: under this strategies, the company have to take action according to their set
produces so that they can be reach to larger number of audiences.
Control: the company has to control over are the important activities of the organisation
so that goals and objectives can be achieved in long run.
The organisation must also have plan B if any how the marketing plan is not working for the
organisation in the long run. The company needs to the alternate strategies to overcome the
problems which comes in the ways of performing the task at the work places.
Conclusion:
According to above discussion, it can be conducted that marketing is a important part of the
organisation as it can aware its target audience about their product and services which are
beneficial for the customer and company can earn lot of profit by attaching the more consumer .
Their are various roles and responsibilities of the manager to make its product more attracting to
the customer in the long period.
10

Reference:
Books and journals:
Pike, S., 2015. Destination marketing: essentials. Routledge.
Simkin, L. and Dibb, S., 2013. Marketing essentials. Cengage Learning EMEA.
Kotler, P. and McDougall, G. H., 1984. Marketing essentials(Vol. 556). Englewood Cliffs, NJ: Prentice-
Hall.
Smith, P .R. and Taylor, J., 2004.Marketing communications: an integrated approach. Kogan Page
Publishers.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Larson, J. and Draper, S., 2015. Internet marketing essentials: A comprehensive digital marketing
textbook. Stukent, Incorporated.
Farese, L., Kimbrell, G. and Woloszyk, C. A., 2009. Marketing essentials. Glencoe/McGraw-Hill,.
Hair, J. F., Celsi, M., Ortinau, D .J. and Bush, R. P., 2008. Essentials of marketing research. New York,
NY: McGraw-Hill/Higher Education.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Kumar, V., Aaker, D .A and Kumar, V., 2002. Essentials of marketing research (pp. 431-8). New York,
NY: Wiley.
Shanklin, W. L., Ryans, J. K. and Ryans, J. C., 1987. Essentials of marketing high technology. Lexington
Books.
McDaniel, C. D. and Gates, R. H., 1995. Marketing research essentials (Vol. 15). St Paul, MN.: West
Publishing Company.
Lancaster, G. and Massingham, L., 2010. Essentials of marketing management. Routledge.
Clow, K .E. and James, K. E., 2013. Essentials of marketing research: Putting research into practice.
Sage Publications.
Zimmerer, T. W. and Scarboroug, N .M., 2005. Essentials of entrepreneurship and small business
management. Prentice-Hall.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Lammenett, E., 2011. Online-Marketing Essentials für Online-Shop Betreiber. Verlag-Haus Mainz.
Jerome, M. E . and Perreault Jr, D.W., 1991. Essentials of Marketing. Boston, Irwin.
Shukla, P., 2010. Essentials of Marketing Research: Part I. Bookboon.
Still, R R. and Cundiff, E .W., 1972. Essentials of marketing. Pearson UK.
Haig, M., 2002. Mobile marketing: The message revolution. Kogan Page Publishers.
Moore, K. and Pareek, N., 2006. Marketing: the basics. Routledge.
Donovan, R. J. and Henley, N., 2003. Social marketing: Principles and practice. Melbourne: IP
communications.
Level, Q.F.C., Unit 2 Marketing Essentials Solution.
11

Level, Q.F.C., Unit 2 Marketing Essentials Assignment–Primark.
Lukito, R. B., Lukito, C. and Arifin, D., 2015. Implementation techniques of search engine optimization in
marketing strategies through the Internet. Journal of Computer Science. 11(1), p.1.
Ghale, K. and Singh, D. D., 2015. Study on Advertisement, Promotion and Supplemental Aspects of
Integrated Marketing Communication. International Journal of Advanced Research in Management
(IJARM). 6(1), pp.50-59.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials for the
positioning of an organization. AI & society. 31(3), pp.371-379.
Uncles, M.D., 2018. Directions in higher education: A marketing perspective. Australasian Marketing
Journal (AMJ). 26(2). pp.187-193.
Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic Approach.
Routledge.
Abushadi, E., Moore, T. . and Tutwiler, I., 2015. The NGO handbook of volunteer management essentials.
Wang, Y.H., Chen, S.T. and Chen, N.N., 2016. An empirical study of the effect of green marketing on
purchase intention-evidence from Green Restaurant. Advances in Management and Applied Economics,
6(4), p.1.
Wilson, E. J., McCabe, C. and Smith, R.S., 2018. Curriculum innovation for marketing
analytics. Marketing Education Review, 28(1), pp.52-66.
Onişor, L .F., 2015. Marketing Techniques enhance Closed Innovation to form Open Innovation. Procedia
Economics and Finance. 32, pp.298-306.
Groucutt, J. and Hopkins, C., 2015. Marketing. Macmillan International Higher Education.
Wirtz, J., Tuzovic, S. and Kuppelwieser, V.G., 2014. The role of marketing in today's enterprises.Journal
of Service Management 25(2), pp.171-194.
Ali, R., Abd Razak, A.Z., Mohamad Yusof, A.R. and Ahmad, R., 2014. Usage of e-Marketing in the
Scholarly Publishing Sector in an Emerging Economy and its Relationship to Profitability. International
Journal of Science Commerce and Humanities, 2(5), pp.1-9.
Hair Jr, J.F., Page, M. and Brunsveld, N., 2019. Essentials of business research methods. Routledge.
(Pike, 2015)(Simkin and Dibb, 2013)(Kotler and McDougall, 1984)(Smith and Taylor, 2004)(Baines Fill,
and Page 2015)(Larson and Draper 2015)(Lamb, Hair and McDaniel, 2011)(Kumar Aaker and Kumar
2002)(Daniel and Gates 2014)(Lancaster and Massingham, 2010)(Zimmerer and Scarboroug, 2014)(
Lammenett, 2011)(Malhotra, 2015)(Lukito Lukito, and Arifin, 2015)(Ghale, and Singh, 2015)
12