BTEC Marketing Essentials Report: Marketing Mix and Business Success

This report provides a comprehensive overview of the marketing function within an organizational context, specifically using Marks & Spencer (M&S) as a case study. It begins by defining marketing and its significance in modern business, emphasizing the importance of understanding customer demand and building profitable relationships. The report delves into the roles and responsibilities of the marketing function, including market strategy planning, marketing research, and profit generation. It explores the interrelationship between marketing and other functional units such as finance, human resources, production, customer service, and information technology. Furthermore, the report differentiates how different organizations apply the marketing mix (product, price, place, promotion) to achieve business success, comparing M&S with its competitor, Aldi. The report examines the marketing mix elements and their strategic application, offering insights into marketing planning and business achievement. The report is structured according to the BTEC Higher National Diploma in Business assignment brief and provides a detailed analysis of marketing concepts and their practical application.

Marketing
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Discuss about the roles and responsibilities of marketing function.......................................3
P2 Describe that how roles and responsibilities or marketing is related to wide organizational
context..........................................................................................................................................4
The interrelationship between marketing and other functional units..............................................5
TASK 2............................................................................................................................................6
P3 Differentiate the way on which different organizations apply marketing mix to marketing
planning in business achievement...............................................................................................6
TASK 3..........................................................................................................................................10
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing is based on the tool or platform within modern business which mainly involves
the understanding current situation of organization. In order to identify the demand of customer,
implement client driven market strategy, building profitable relationship with existing
consumers. Marketing will be performed the different dynamic environment which mainly
implementing of better services. In order to satisfy the customer need and requirement. Usually,
marketing can be considered as a process of investigating, creating as well as distributing good
or service in marketplace. In order to fulfil the demand of target audience across the world. It is
an essential step of business which help for making an effective plan within organization.
The report is mainly focused on the Marks & Spencer that has been used the marketing as
a platform for selling the product and services. The organization involves selling process to
attract customer to buy the particular products, whereas marketing include research and simply
help for maintaining long-term success in future. Furthermore, the documentation will describe
about the roles and responsibilities of marketing function and how it will relate to the wider
organizational context. The report will apply the marketing mix for purpose of business planning
while developing a marketing plan to improve overall business performance.
TASK 1
P1 Discuss about the roles and responsibilities of marketing function.
Marketing function refers to the role of manager that perform in the organization. In order
to determine the potential successful product as well as service in marketplace. It help for
increasing the promotion while providing the accurate information to the customers.
There are some common function in M&S which involves marketing research, promotion,
sales, accounting, customer service, and development process, product plan. These are
considered the important marketing function that always supports for enhancing overall business
capabilities of M&S. The marketing functions have identified the multiple responsibilities of
business towards the strategy management, finance team, human resource and other sales
(Cateora, Meyer and Graham, 2020). In M&S, Manager can perform the roles and
responsibilities of marketing function to increase business profitability and productivity.
On the other hand, marketing function is mainly focused on the selling and buying the
goods which help for satisfying the customer requirements. The primary function of marketing
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for promoting the best quality of product and service in marketplace. In this way, large number
of potential customer attracts towards the organization.
Roles and responsibilities of marketing function
There are major role of marketing performed by organization. Initially, it is mainly
focused on the planning process whereas execute the different operation and function.
Sometimes, it involves pricing, promotion, sales and distribution which are compliment the
target audience of M&S.
Roles
 Market Strategies planning: It is initial role of marketing which depicts the development
of marketing and planning of business organization. In M&S, Manager needs to
recognise the demand of target audience, providing the better quality of product as well
as service accordingly (Deepak and Jeyakumar, 2019). In another way, marketing
strategies always brings out balance between market opportunities and organizational
objectives.
 Marketing research: it is another important role of manager in M&S for anticipating the
requirement of potential customers. It provide the better opportunities to gather or collect
the information within marketplace. It always supports for M&S to do market research on
the basis of their team members. Sometimes, The advantage of organization to meet the
customer demand in current scenario. in additional, M&S use marketing as advertisement
of television whereas people recognise the brand of organization. In order to demand
among customer while identifying their unique perception.
Responsibilities
 Making profit: it is another important marketing function in the organization, manager is
responsible to devise innovative way to sell the product and service in marketplace. It is
mainly include value added packages to easily increase overall sales and profit of M&S
(Lim, Jee and De Run, 2020). For instance, Marks and Spencer has a multiple branches
across global world. In order to increase the profit rate with the help of different
innovative activities.
 Identifying requirements of customers: It is another responsibility of marketing function
to identify the need and requirement of consumers. The primarily concerned about the
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identifying the needs, attitudes, wants and habits of potential client. In another way, it is
carefully analysing the data which are actually demanding in the marketplace.
P2 Describe that how roles and responsibilities or marketing is related to wide organizational
context.
The role and responsibility of staff members from M&S that need to develop the
personalities as reputed brand. For instance, staff member are performed the role of M&S which
provide the opportunities level of expansion business across the world. On the basis of pricing
strategy, it has been required to consider the client prospective for sustain in the competitive
environment of enterprise.
The interrelationship between marketing and other functional units
It can be discussed the interrelationship between marketing and other function in following:
 Marketing and finance: M&S use marketing strategies that are relevant to plan for
particular budget. It may include consideration of different profit, cost margin of brands
and product line. The finance department of M&S performed the function which
establishing the coordination with marketing team. In order to estimate the overall budget
in which marketing team can conduct the promotional campaigns (Roberts, Kayande and
Stremersch, 2019). Another way, Finance department also provide the marketing team
with managing the information or data related to price/cost that can include for carried
out multiple marketing activities. In this way, it has been developed the coordination
between marketing and finance department to know about the current financial position
of business in marketplace.
 Marketing and Human resource: The primary function of HR department is to do work
for human welfare and conduct the process of recruitment, selection. In order to hire the
right candidate for giving their best efforts in the business development. It also completed
the particular project within specific budget. The marketing department is interrelated
with human resource to ensure that vacancies are properly filled on time. M&S has been
selected the right candidate where they have skilled or knowledge to join within
marketing team (Deepak and Jeyakumar, 2019). Also marketing department coordinate
with HR department which must ensure that candidate have provided with proper training
session opportunities. In this way, each and every staff member can improve their skill or
knowledge. In M&S, human resource manager give staff member feedback on the basis
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of performance. Afterwards, marketing department has evaluating the entire performance
to target the audience in marketplace. In additional, HR manager helping marketing team
to ensure that each employee can adopt working environment or culture.
 Marketing and production department/ operation: In M&S, production department is
mainly focused on the development of new item which also relates to operations.
Marketing team establish collaboration with production department, operation and ensure
that new item must satisfy the customer requirement. It exactly manufactured on the
preference, taste according to demand of consumers. Therefore, it can easily established
the interrelated marketing and production department. They are working together to reach
new taste and then try to launch a new product in market. On the other hand, marketing
department also works with operation team to perform different function within
organization. In order to identify the marketing as well as business goal or objective.
Furthermore, both departments such as marketing, operations to work together, ensure
that marketing plan become suitable for operation (Venaik and Midgley, 2019).
Afterwards, it can easily schedule the production time and date accordingly. In
additional, departments are working together for maintaining better quality of raw
material from other suppliers. It is helping for providing the better opportunities to
customer in term of quality of product as well as services.
 Marketing and customer service: these are considerations as important functions
performed in both marketing as well as customer service within M&S. marketing team
has established the coordination with service provider for accessing that whether clients
are satisfied with particular item or services. The service department of manager provide
the client feedback to marketing team so that it can easily identify their opinion towards
product as well as service (Deepak and Jeyakumar, 2019). Furthermore, both departments
such as marketing and customer service are building the positive relation with existing
consumers. In order to achieve the specific goal and objective of M&S.
 Marketing and information technology: These are considered as important functions
plays in the M&S where it can easily established the interrelation between marketing as
well as IT team. Both are working together to ensure attainment of promotional activities.
Afterwards, it can achieve the possible result or outcome in proper manner (Xie, 2020).
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IT department work with marketing to establish collaboration ensure that all function of
marketing team properly equipped through modern technology.
TASK 2
P3 Differentiate the way on which different organizations apply marketing mix to marketing
planning in business achievement.
Marketing mix refers to the set of multiple tactics or actions which are generally used by
organizational. A business cannot run without the profitability so that it require to use an
appropriate marketing strategy in order to achieve the business success (Xie, 2020). Marketing
mix is consider as tool or platform that useful for identifying right time, right place requirements.
It can easily approachable to market whereas automatically increases sales profit of M&S in the
marketplace.
The purpose of promoting the brand and its product in the marketplace. Sometimes, it
should be considered the elements of extending marketing mix in proper manner. Furthermore,
M&S compare with alternative competitors such as Aldi with the help of marketing mix concept
in business achievement.
These 7 P’s are compared by two different retailer organization. One company is
consider as M&S that is multinational enterprise. Another competitor is ALDI which is another
largest manufacturing product as well as services (Xie, 2020). By using marketing mix, these are
two different organizations compared in proper manner.
Product: M&S is based on the retailer which providing the better quality of products
such as clothes, shoes and other accessories. M&S offer the wide range of product and service to
their consumer which may include the clothing items. These type of items are developed by
M&S with purpose of assisting large number of consumer with their specific need and
requirement.
However, it is differentiate with another company ALDI which always providing the
better quality of item but consists limited edition as compare with M&S. There are large variety
of item for every age groups and providing many options across the countries so that it become
easier for targeting the more audience in marketplace (Deepak and Jeyakumar, 2019).
As compare with ALDI, they have also give option but minimum as compare to M&S. in
this way, it become easier for differentiating the both organization on the basis of product as well
as services.
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Price: It is another factor that directly affects on the preference, demand and choice of
customer due to the customer payment capabilities. It is mainly depending on their income where
how they have capability to buy particular product. In this way, it understand that price suit on
the customer so that it will increase sales and production. But nowadays, it has rapidly increasing
the competition level in marketplace (Lim, Jee and De Run, 2020). So that companies has
decided to low their price on increase profit rate. M&S use the pricing strategy to sell the best
quality of item within affordable process.
On the other hand, ALDI also providing the wide range of item with high price.so that it
become easier differentiate between both organizations.
Place: It is another important criteria in the marketplace where product as well as service
can be sold. In order to determine the consumer availability. The companies are expanding their
business in UK effectively and efficiently (Lim, Jee and De Run, 2020). Apart from that it also
selling the best quality of product through online website.
M&S has spread its wings all over the world but another company ALDI has made different
provision to sell their item. In order to achieve this target through selling its item through online
and satisfied into potential customers.
People: Human resource management is necessary part of organization that plays important
role within organization. The business can run with the help of Human resource (Lim, Jee and
De Run, 2020). HR manager plays significant role for examining the current performance of
each employees within organization. Another way, it also identified the organization behaviour
for company and its long term development. In M&S, employees are interacting with customer
and enable them to buy the best product as per requirement. Even it also considered the efficient
strategy for better marketing approaches. M&S has been selected the limited staff on the basis of
their quality so that they can help for improving overall business capabilities. In this way,
organization can easily achieve suitable goal and objective.
Process: It is another important element that help for identifying the business processes. It
make a certain criteria in which product as well as service performed in marketplace. Nowadays,
it is very important to deliver the product or service on time so that there is no problem arise in
the business activities. Both organization such as M&S, ALDI provide the better service in
relation with efficiency. As differentiate that M&S has limited tried to deliver service on time
because it always concern about the optimum quantity. In this way, it has increased the problem
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or issue in future of marketing (Lim, Jee and De Run, 2020). Another way, ALDI always focused
on the online service on time so that it has increased the market value while managing overall
business operational process in proper manner. In this way, it can easily differentiate between
both organizations in proper manner.
Promotion: In recently, it has excessive high completion level in market when it come
obligatory for existing user to promote product in marketplace. In order to use an effective
strategy and tool for targeting a lot number of customers. M&S use the different advertisement
channel which always promote its products. Another organization can use launch schemes to
attract the customer and increasing sales (Lim, Jee and De Run, 2020). M&S has been used the
advertisement channel through electronic medium with consideration of best approach to
increase sales rate.
On the other hand, ALDI also make a better promotional advancement to easily increase
sales and production. Sometimes, it is mainly preferred to sell particular item through online
platform such as social media and other e-commerce website with attracting more customers.
On the other hand. ALDI has examined the current marketing approach, identify the
behaviour of buyers for purpose selling product as well as service without any difficulties.
Physical evidence: Marks and Spencer has more than 1000 stores in over 50 other
countries. It has begun its primary operation and function in global marketplace. M&S is a
leading organization which has been establishing the 850 physical stores in different countries.
The stores act as physical evidence for organization and sell wide range of product as well
as service related the accessories, furniture, flowers and other home accessories. M&S use their
own website to give many options. So as that many customers preferred to choose brand.
On the other hand, ALDI is another organization which always tried to increase the visibility
of business in global marketplace. As compare with M&S, Aldi has 80% of stock at its physical
store. Aldi has already existence of physical store and target local consumers.
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TASK 3
This marketing plan is about the Marks & Spencer to improve the sales of organization in
the target market. various considerations has been considered in the report that can be used by
the organization to get better result with the performance of the organization in target market.
aim and objective of the marketing plan will be developed in the marketing plan. Through the
STP process Segmentation, targeting and positioning of the organization marketing plan will be
analysed in the report. SWOT Analysis of the organization will be presented in the marketing
plan. Different strategies that can be used by the business organization for the marketing plan.
Aim and Objective of Marketing Plan
Aim
To improve the sales of the organization with 50 % till year
Objective
 Decrease the customer turnover by 5% with the end of the year.
 Improve the digital presence of the organization to increase the sales of
organization.
 Improve the market share of the company in target market with the end of year.
SWOT of Marks & Spencer
Strengths
 Organization have good experience in market place that can help the organization to
improve their business performance in target market.
 Marks & Spencer is one of the most famous organization around the world and
effective brand recognition can be used by the organization to gain more attention
from the market place and get more effective result with customer of the company.
 The presence of the organization is on international level that can help the company
to target different markets in effective manner. This process can help them them to
access different market on the international level.
Weaknesses
Some the weaknesses which are observed in Marks & Spencer are-
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 The falling sales of the of the organization is one of the biggest weakness of Marks &
Spencer that can affect the business profit of company in the national and international
market.
 The public perception about the organization is quite different from the need of the
organization. negative image in the mind of customer can reduce the brand image of the
organization in target market.
Opportunities
Some of the main opportunities for the business organization are -
 Still there are some countries where organization is not present yet. Business expansion
could be the best process for the business organization that can help the business
organization to improve their profit from the international market.
 Currently the online presence of the organization in limited. Online or e commerce is one
of the most effective process that can the based by the business organization to generate
higher profit from the target market.
Threats
The main threats that are faced by Marks & Spencer are-
 International competition is largest threat for company in international market. there are
many organizations are there which are selling similar products to the customer with cost
effective process. This can affect the performance of the organization in local and
international market.
 Market situations are more crucial for organization that can affect the performance of the
organization in the market place. Poor economic situation in the international market can
affect the performance of the company in the different part of the world. economic crisis
can reduce the sales of organization in market place.
Marketing Strategy for Marks & Spencer
Product
There are different changes can be implemented by th organization in the range of
clothing that is sold by them in global market. various factors like sustainability and
innovative changes can be implemented by the organization in the products to attract more
customers with the unique factor of the products that are sold by them.
Price
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There are certain changes can be made by the organization to sold products and services
to the customers at effective pricing that can attract more customers to the physical and
online stores of the company. In the process organization can include recycling and reusing
processes to reduce the cost of the raw material that is used by them in the production of the
clothing products.
Process
The current business processes that are used by the organization are not that much
effective with sustainability and innovations. These two factors can be added to the
production of the organization to improve the quality of the services that are provided to the
customers.
Promotions
Promotional activities are used by the business organization to promote their products
and services in local and international market. Various new technologies can be used by the
organization in the marketing process to generate better result from the target market.
People
There are different people are associated to the organization who are need to be
considered by the organization to get effective result in business operations. By considering
the needs of people or stakeholders organization can effectively meet high satisfaction level
in their employees.
Place
By selecting proper process of supply chain in the market place company can effectively
perform their operations in the market place. Better and effective processes can improve the
operations of the company in process of the supply chain. For example block chain
technology can be used by the organization to get effective result in market place.
Physical evidence
All the tangible and intangible resources available to the company are need to be
considered by the company to keep the impression of the organization on the target audience.
This is how physical evidence like company property and brand image can be used in the
effective manner for the marketing operations. Products are manufactured by the
organization.
Segmentation
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