Marketing Essentials Report: Marketing Mix and Planning for JD Sports

This report provides a comprehensive overview of marketing essentials, focusing on their application within JD Sports Fashion PLC. It begins by defining marketing and exploring its nature, including its role as an economic and managerial function. The report then delves into marketing concepts, such as production, product, selling, marketing, and societal marketing concepts, evaluating their relevance to JD Sports. Current trends like social media marketing and advertising campaigns, along with future trends such as AR shopping and visual search, are analyzed for their potential impact. The report also examines the structure and operations of marketing departments, including marketing research and product development, and outlines the marketing process, including situational analysis, marketing strategy, and marketing mix decisions. Furthermore, it explores the roles of marketing in both B2C and B2B contexts and details the interrelationships between the marketing department and other functional units such as human resources and finance. Finally, the report discusses the application of the marketing mix in market planning to achieve business objectives.

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibility of the marketing function........................................................3
P2. Explain how roles and responsibility of marketing related to the wider organisation
concept.........................................................................................................................................6
TASK 2............................................................................................................................................9
P3. Compare the way in which different organisations apply the marketing mix to the market
planning process to achieve business objective...........................................................................9
TASK 3..........................................................................................................................................12
P4. Produce and evaluate basic marketing plan for an organisation.........................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
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INTRODUCTION
Marketing is referred as continuous practices for capturing the attention of consumers
towards a goods or services. This is the core of whole business activity, without that any
enterprise will prove to be a colossal failure. Moreover, it is managing profitable consumer
relationship and its intent is to develop value for clients as well as capture value from consumers
in return. Generally, it have two fold goals first one is to grab the attention of new clients through
promising the superior value and another one is to develop present consumers through delivering
satisfaction (Akbar and et. al., 2017). As per the given scenario, the chosen organisation for this
report is JD Sports Fashion PLC. It is a leading retailer of fashionable sports as well a leisure
wear and having headquarters is in Bury, UK. This report cover some topics such as marketing
nature, concepts along with current and future trends, structure and operations of marketing
department, marketing process and interrelationship between functional units and marketing.
Moreover, marketing mix and marketing plan in respect of respective organisation are also
discussed in this report.
TASK 1
P1. Key roles and responsibility of the marketing function
Definition of marketing and the nature of marketing
As per the American Marketing Association definition:
“Marketing is defined as the set of institutions, activity as well as procedures in order to
develop, communicate, deliver and exchange offerings which have value for society, consumers
and others”.
Nature of marketing:
Marketing is considered to be a complex function and it does not sum up to sales alone.
So, some natures of it are marketing is managerial function, economic function, social process
and many more. Few of them are discussed below:
Marketing is an economic function: Marketing holds whole business practices that are
involved in obtaining products or services, from hands of manufacture into the hands of final
customers (Dioko, 2016). The step of business by which products progress on its way to final
clients is the concern of marketing.
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Marketing is a managerial function: Marketing is whole about effectively managing the
product, places, price and promotion of enterprises for generating income.
Moreover, there are some more function of marketing like it is both art and science,
human practices, dynamic process, goal oriented and others which is helpful for company like JD
sports to understand the marketing in effective and efficient way.
Marketing concepts along with current and future trends
Marketing concept is considered as the strategy which entity executes for satisfying the
requirements of customers, enhances sales, increase profitability as well as beat competition
(Duffett, 2017). So, there are some marketing concepts that can be helpful for JD Sports Fashion
PLC are discussed below:
 Production concept: It is considered as one of an earliest which came after marketing
conception, the philosophy that is supported through this concept describe that the
offerings that are extremely affordable would be suggested through clients. On other side,
this sometimes drives towards marketing development myopia as well as firms adapting
it consider huge risks of not attaining exact objectives.
 Product concepts: It is wholly centralised upon product. The philosophy which is
supported through it describes that only those product or services would be favoured
which are higher upon creativity, performance as well as facilitates most standard quality
of services to staff. The strategy that is adapted W this concepts focuses upon assuring
ongoing development into offerings.
 Selling concepts: This concept undertakes the promotion as a crucial strategy that induces
interests into clients as well as trends for increasing product selling. Related with higher
risk, firms adapting respective concept consider executing aggressive selling programs.
 Marketing concept: This supports the idea which firms should consider by taking
marketing requirements as well as consumer desires in considerations that would
outcomes into profitability (Gillespie and Riddle, 2015).
 Societal marketing concept: It considers that products or service which will be beneficial
for firm and society as well. This assures that individual’s welfare is an imperative cause
of product development.
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So, from all the above concepts marketing is effective for JD Sports Fashion PLC as this
helps them understand the needs and want of their potential customers as well as gain more
profitability.
Current trends:
Presently, firms have been adapting various marketing ways for grabbing the attention of
various clients towards its product or services. So, some current trends that JD Sports Fashion
PLC opt for its marketing are as follows:
 Social media marketing: With rising access to social media, people get more aware as
well as are tending towards utilising numerous platforms for interacting with another
people (Griffitts, 2016). Moreover, it obtains knowledge regarding various products of
many firms. So, organisation like JD Sports Fashion PLC utilise some portals such as
Youtube, Facebook and others for introducing and demonstrating its offerings to people.
 Advertisement campaigns: Current trends involve many set up for campaigns through
entity in which specification of products are described through advertising on television,
internet and other. This enables organisation like JD Sports Fashion PLC to grab the
attention of huge people effectively and efficiently.
Future trends:
There are some future trends of marketing that JD Sports Fashion PLC may utilise for their
growth. So, few trends are discussed below:
 AR shopping: It is considered as to be the trends that can be utilised more in future in
retail sector. The augumeted reality, machine learning and artificial intelligent are here to
be. So, retail are leveraging AR technology which is helpful in bringing the gaps among
physical and digital. So, the organisation like JD Sports Fashion PLC who deals in
retailing fashionable sports and leisure wear can use this trends as this help them to
develop its own experiences through using easy to use toolkit and shows their offerings to
consumer in effective way.
 Visual search: This is considered to be an essential AI powered retail marketing trends as
it enables shoppers to identify as well as purchase goods just through snapping a photo.
AI performs their magic for determining the product across various sites as well as
retailer in just one click (Groucutt and Hopkins, 2015). So, the firms like JD Sports
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Fashion PLC can use this into their business as this assists them to assure that its visual
assets are of standard quality and also current (Future trends, 2020).
P2. Explain how roles and responsibility of marketing related to the wider organisation concept.
Marketing department of organisation is bound to work effectually with another functional
unit for assuring business operation growth.
Structure and operation of marketing departments
Figure 1,Marketing department structure.
(Source: Marketing department structure. 2020)
The structure of marketing department will vary as per the business requirements mainly;
there is a leader, high level executives who developed strategies and monitor team operations.
Every manager organises their team as well as specialist who perform work in its group (Hugos,
2018). Marketing department performs various operations in JD Sports Fashion PLC which are
discussed below:
Marketing research: This is considered to be the main operations that marketing
department performs in JD Sports Fashion PLC as it assists company to involve into
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investigation. It considers research upon various location, customer’s requirements, trends and
others.
Product development: It is another operation that marketing department of JD Sports
Fashion PLC performs. This operation is related with effective formation of their products.
Moreover, they are accountable for manufacturing products which are affordable and are of
standard quality. It is performed through marketing department by acquisition of feedbacks from
clients and through analysis of whole marketing.
Overview of marketing process
Marketing process involves several ways where value can be developed for consumers
for satisfying its needs (Larson and Draper, 2015). This is considered to be an endless series of
action as well as reaction as among clients and firms. Herein, situation is determined to find
opportunities, strategy is developed for value proposition, tactical decision are made, plan is
implemented and outcomes are monitored. So, JD Sports Fashion PLC can apply this process for
expanding their business in effective and efficient way. All steps are discussed below:
Situational analysis: In this, firms can able to identify themselves as the basis for finding
possibility of satisfying unfilled requirements of clients. Herein, JD Sports Fashion PLC can
perform situational and environmental analysis for identifying various marketing option for
getting knowledge about its own abilities and atmosphere where they are operating.
Marketing strategy: After finding availability of marketing option, a plan is formed for
pursuing the determined option. Herein, JD Sports Fashion PLC can develop effective plans and
strategy for their options.
Marketing mix decisions: In this, described tactical decisions are developed for
controllable marketing mix parameters. This involves decisions associated to development of
product, pricing, distribution and others.
Implementation and control: This is considered as the last step in which marketing plan
is implemented as well as marketing efforts outputs are observed for adjusting marketing mix
based on market changes (Muller, 2019).
So, these entire steps help JD Sports Fashion PLC to execute their plans effective and
efficient into competitive market.
Different roles of marketing in context of B2C and B2B
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Role of marketing is to transform the firms into consumer driven business. Business to
customer (B2C) considered as a procedures where products or services are sells directly among
customers and business who are end- user of their products. Whereas Business to business (B2B)
is a type of transaction among enterprises like one involved in manufacturer And wholesaler or
wholesaler and a retailer (Pappas, 2017). Marketing plays vital role in both B2B and B2C. In
B2B, role of marketing to develop demands, create awareness, product development, generates
business leads and many more. On other hand, in B2C role of marketing is to attract more
customers, navigate various touch points, develops opportunities to connect with clients and
others.
Interrelationship among functional units and marketing.
Marketing department of organisation is bound to work effectually with another
functional unit for assuring business operation growth. So, these interrelationships are discussed
below:
Marketing and human resource department: The marketing as well as human resource
department has some effectual relationship. Human resource department of firm is related with
hiring and recruiting competent staff within organisation. So, it takes accountability of brining
more proficient individuals in marketing department. On other hand, marketing section plays
crucial role into the promotion and advertisement of vacant position into market. This
interrelationship as well as role of marketing function assists in attaining human resource
department agenda in JD Sports Fashion PLC in respect of obtaining competent personnel for
firm.
Marketing and finance department: Finance section understand as well as maintain long and
short term monetary requirements of firm. There is co- relation among finance and marketing
units of JD Sports Fashion PLC. As finance is concern about funds management for serving
consumers effectually and marketing units focus upon gainful advertisement and promotional
practices for promoting its products (Rancati, Gordini and Capatina, 2016). So, the common
intent is to save funds as well as allocate a budget for marketing practices. Also effective
marketing is useful to obtain huge number of clients and thus, it gain more monetary revenue.
For this, JD Sports Fashion PLC marketing department needs fund to indulge in aggressive
marketing for their online and offline retails services, finance unit facilitates funds to them.
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TASK 2
P3. Compare the way in which different organisations apply the marketing mix to the market
planning process to achieve business objective.
Marketing mix is considered as a set of controllable tactical tools of marketing such as
product, price, place, promotion, people, process and physical environment which company
blends for producing the response they wants into targeted marketplace (Rowley, 2016). This
assists company like JD Sports Fashion PLC in selecting and deciding an effective marketing
strategy, tactics and other in order to attain their objectives. However, various firms use
marketing mix elements in different ways which are shown below:
ELEMENTS OF
MARKETING MIX JD Sports Fashion PLC NIKE
Product
Product is considered as a
goods and services which firm
provides to its target market.
Respective organisation sells
lifestyle products such as
sports wear ranges worn into
daily life and also some kind
of casual day wear etc.
It provides a board range of
apparel, equipments, and shoe
products. Moreover, it also
facilitates sports apparel,
athletics bags and accessory
items and many more.
Price
It is define as an amount that
consumer has to pay for
obtaining products. JD Sports
Fashion PLC uses competitive
pricing strategy and market
penetration for their business
and offerings. As this help
them to become competitive.
Respective organisation
pricing is based on the basis of
premium segment as targeted
customers. Mainly, it apply
competitive pricing strategy.
Place It is referred to firm activity
which creates availability of
products to target customers.
It sells their products in around
20,000 retail stores across the
world. Moreover, it has
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JD Sports Fashion PLC
performs in e-commerce,
shopping centres, out of town
location and high streets. As it
wants to develop the shopping
experience distinctive from its
competitors. Such as it stores
is in Cardiff won a UK retail
interior of the year award.
production facilities into Aisa
and another operational unit of
world.
Promotion It is considered to be firm
activities which deliver the
merits of product as well as
persuade potential client to
purchase it. JD Sports Fashion
PLC wants to place themselves
away from their rivals to
provide competitive
advantage. It means that high
profile brand and producers
will prefer to release its goods
to JD instead of their
competitors. It uses above the
line and below the line
promotional techniques. Into
above the line it use newspaper
advertisement, TV, radio and
other where as below one
provide opportunities to
communicate directly with
customers such as Email,
sponsorship and product
Promotion is hugely depends
upon determining accessible
stores location. It provides
advertisement on newspaper as
well as developing strategic
alliances. Moreover, they also
sponsors events like Hoop it
up and others which enhances
their brand image.
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endorsement by celebrities and
so on.
People
People are considered as
employees who serve the
offerings and perform for
them. JD Sports Fashion PLC
have about 32, 125 staff who
are having good customer
supportive skills. It also
facilitates them training to
enhance their competency
level as they are vital for
building consumer relation.
The people performing under
respective organisation sales
team plays crucial role into its
marketing. These has been
trained into persuasive
techniques which help them to
perform effectively. it has
about 73, 100 staff who are
working with them and
develop its business in
successfully.
Process
JD Sports Fashion PLC have
systematized as well as
organised procedures for
assuring that its business
experiences a consistent
development.
Nike assures that their
products are always at retail
stores so they installed a
system through which they get
notification that their
inventories are low. Moreover,
it also has online delivery
process in which order are
received into system as well as
based on this appropriate
products from inventory is
shipped to delivery services
facilitator.
Physical Evidence The physical evidence is
essential as now also people
have more faith into physical
products. As JD Sports
For this, it sells their products
into a distinct packaging so
that it can be identified easily
in retail shelves. Moreover, its
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Fashion PLC performs towards
influencing the customers in
favour of its offering so it
involves atmosphere of stores,
unique packaging and others.
websites are customer friendly
as well as enables them to
view their goods in higher
quality images.
TASK 3
P4. Produce and evaluate basic marketing plan for an organisation
Marketing plan is considered as a comprehensive document or blueprint which highlights a
advertisement of business as well as efforts of marketing for future (Scarborough, 2016).
Moreover, this also states the activities of business which are involved in attaining particular
objectives of marketing at specified time duration. It has some importance and value that are
described below:
Importance and value of marketing plans
Marketing plan is valuable and important for organisation as it assists them promotes their
products or services which accomplish the requirements of their target marketplace. for this, it
needs research, commitment and time but it is valuable procedures which may contributes
towards its business success. So, JD Sports Fashion PLC planning to open new online store for
kids and teenager fashion only in which they target the children of age in between 5 to 18. For
instance they have to develop a marketing plan which helps them to be successful. Therefore,
marketing plan for respective firm are discussed below:
Executive summary: JD Sports Fashion PLC is planning to open new online stores for kids
and teenager fashion where they show all products related to kids and teenagers are available in
all sizes. Such as sport shoes, clothes, watches, and other accessories.
Strategic objective: The main objective of JD Sports Fashion PLC “ To open a new online
store for kids and teenagers for expanding their business operation and gain 15% profitability
within two years”.
SWOT Analysis:
Strengths Weaknesses
 Its main strength is that they are well  Sports industry is highly competitive
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known brand within UK.
 Due to online store so there will be not
any time constraints.
 Cost effective no longer chain of
middle man will be there.
 They can have flexible target market
segmentation.
marketplace that outcomes into slower
growth within market share.
 As technology is getting advance so
there will be more chance of frauds
such as fake sites and all.
Opportunities Threats
 As now a day more people are moving
towards online shopping, they do not
prefer to go store and buy it. So, these
will an opportunity for respective
organisation into business expansion.
 Also, even parents are busy they can do
online shopping for their children at
single sites which automatically
enhances number of users.
 Its main threats will be their
competitors which are operating into
similar industry such as nike, sports
direct and many more.
 The changes occur in regulations and
environment due to some reason.
Strategy: For new marketing plan , JD Sports Fashion PLC requires to formed several
strategies which assists them to attain their objectives. These strategies will facilitate an effective
framework so that firm may target appropriate and effectual clients.
 Segmentation: It is considered as a procedures of categorising huge market place into
small portion. So, JD Sports Fashion PLC is segmenting their consumers for new online
store on the basis of geographical so they deliver their kids and teenager products in UK
region only.
 Targeting: This is considered as opting the appropriate candidates who are interested in
buying goods. JD Sports Fashion PLC is targeting both male and female kinds and
teenagers who come under age of 5 – 18.
 Positioning: This is considered as procedures of promoting goods or services as well as
developing affirmative brand reputation into consumer’s mind. JD Sports Fashion PLC is
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positioning their new online store into client’s mind as it become convenient form them
to see all their kids product at one sites only and also get various option.
Action plan: Herein, firm requires to place strategies into exact action plan. There are 7
marketing mix elements that may be control through them and formed effectual strategies for
business development.
 Product or services: JD Sports Fashion PLC is introducing new online store for kids and
teenagers in which they only shows all the products related to kids and teenagers as well
such as shoes, watches, clothes and many more.
 Price: Its prices will depend upon the products which customers choose and also all
goods cost will be available at affordable price.
 Place: The product that is available in new online store will be delivered across UK only.
 Promotion: JD Sports Fashion PLC utilise both above line and below line methods such
as news paper advertisements, Social Media, TV and others.
 People: JD Sports Fashion PLC recruit new sales, customer support and delivery team for
their new online stores and provide effective training to them which will enhance their
competency level.
 Process: JD Sports Fashion PLC online delivery process in which order are received into
system as well as based on this appropriate product from inventory is shipped to delivery
services facilitator.
 Physical evidence: JD Sports Fashion PLC websites will be developed in such a way so
that it will be customer friendly as well as enables them to view their goods in higher
quality images.
Marketing budget
PARTICULARS I II III IV V
Start-Up Capital 5400 11000 12450 13030 17140
Investment 4300 7800 5500 4465 8636
TOTAL 9700 18800 17950 17495 25776
MARKETING
OUTLAY
Marketing 6500 7800 6900 12700 13660
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Publicity 8800 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
Evaluation and control:
It is consider being the last step of marketing plan as well as this is essential for firm to
evaluate and control whole practices related to respective plan. It will assist in ascertaining either
specified objectives is attained or not (Wirtz and Lovelock, 2016). For this, they can utilise
various methods such as taking feedbacks, using new techniques and setting sales target. In
addition to this, respective organisation can also perform cost profitability analysis as its
objective to enhance 15% profit. As this help them to delegate cots and income to single
positions. Also, the outcomes get summarised based on several criteria. As per market
segmentation, product and consumers as well as based on organisational units- profit centre,
firm’s code.
CONCLUSION
As per the above report, it has been concluded that marketing is considered as an essential
part of organisation as without this any enterprise will prove to be a colossal failure. Moreover,
this is helpful in capturing the attention of consumers towards a goods or services and gain
higher profitability. Also, there are various current and future trends that are social medial
marketing, AR, visual search and many more which assist company to excel in competitive
market. Also, there are some roles of marketing department which they play for developing
firm’s offering. Along with this, marketing mix assists company in selecting and deciding an
effective marketing strategy, tactics and other in order to attain their objectives. Apart from all
this, marketing plan is valuable and important for organisation as it assists them promotes their
products or services which accomplish the requirements of their target marketplace.
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