Unit 2 Marketing Essentials: Marks and Spencer Case Study Report

This report provides a comprehensive overview of the marketing operations of Marks and Spencer, a prominent retail company. It begins by outlining the marketing process, including defining the mission and vision, conducting SWOT and PESTEL analyses, creating marketing strategies, planning the marketing mix, and executing the marketing plan. The report then details the key roles and responsibilities of the marketing function, such as increasing sales, enhancing organizational growth, attracting new customers, polishing brand value, improving customer loyalty, and achieving product success. It further explores the interrelationship between marketing and other functional departments, including human resources, sales, finance, operations, and public relations. Finally, the report offers a critical assessment of the value of marketing, highlighting its impact on business objectives, value creation, brand value improvement, and product sales. The report concludes by emphasizing the collaborative nature of marketing, its alignment with other departments, and the importance of strategic marketing campaigns.

Unit 2: Marketing
Essentials

Table of Content
INTRODUCTION
Different marketing process
Key roles and responsibilities of marketing function
Interrelationship of marketing and other functional
departments
Critical assessment of value
CONCLUSION
REFERENCES

Introduction
Marketing is all about promoting company’s products n front of the target
customers in market.
This report is based on the case study of Marks and Spencer Company in respect to
its marketing operations.
Company is based in United Kingdom and conducts its operations in retail sector.
Company initiated business operations in the year 1884 by the founders Michael
Marks and Thomas Spencer.
Company has been well known selling for high quality food products, clothing line
and home products.

Different marketing process
 Defining mission and vision is the first step involve in marketing
process.
 Conducting SWOT and PESTEL Analysis is the second step of
channelizing marketing in Marks and Spencer Company.
 Creation of marketing strategy is the third step involve in the process.
 Planning the marketing mix is the fourth step.
 Execution of marketing plan is the final stage of the process.

Key roles and responsibilities of marketing function
Increase sales of company
 Marketing functions of Marks and Spencer Company has been involved
in enhancing the sales capabilities of company in market.
 Marketing operations play huge role for company in attracting new
potential customers available in market along with sustaining the existing
customer base of company so that company’s growth level can expand.
Enhance growth potential of organisation
 Enhancing growth rate of Marks and Spencer Company is another key
role that marketing department of company needs to play in order to fulfil
all its responsibilities.
 This is another key role that marketing department needs to play in
company.
 Growth is defined as how much the company has received the boost in its
sales capacity every year.

Cont..
Attracting new customers
Attracting new customers is also among the key role attached with the
marketing function company undertaken.
The aim of the marketing functions of company is to attract new potential
customers across the globe along with sustaining the existing customer’s
company hold.
Marks and Spacer Company has a business operations spread across the globe.
Polish brand value
Marketing functions company undertake also polishes the brand value of
company in market.
Brand value is another crucial component that contributes in the success of
company’s business in market.
In all the marketing campaigns Marks and Spencer Company undertake tries to
policies the existing brand value undertake by company.

Cont..
Improve customer loyalty
 Improving consumer loyalty is another key role and responsibility marketing operation play in company.
 Marketing department project all the strengths the brand hold in all its marketing campaigns that allow the
company to improve the customer loyalty in market.
 Customer loyalty is all about the buying superiority of existing customers of company towards the Marks
and Spencer Company and its products.
Achieve product success
 It becomes the responsibility of the marketing team of company to achieve the success
of products projected in the marketing campaigns of company.
 Marketing team highlight all products and in case of launch of new product it only
focuses over projecting that new product in its marketing campaign.

Interrelationship of marketing and other functional departments
Marketing and Human Resource Department
 Marketing department and human resource department in Marks and Spencer
Company are interconnected with each other in order to perform each other duties
in company.
 Marketing department of company support the human resources department in
promoting the recruitment drives human resource department channelizes in
company to meet the requirements of different designated position role in
company.
Marketing and Sales Department
 Marketing and sales both the departments are interconnected with each other in
order to perform individual roles and responsibilities in company.
 Both the operational departments are work to enhance the sales potentials of
company in target market.
 Both the departments in company carry the responsibility to achieve the sales
targets of company.

Cont..
Marketing and finance department
Marketing and finance department in company share strong relationship with each other.
Marketing department support finance department by providing research in relations to competitors of
Marks and Spencer Company, customer research, product research and many other researches.
All these researches support the finance department in Marks and Spencer Company to take the best
decision for company’s investments and strategic partnerships.
Marketing and operation department
Marketing and operation department in Marks and Spencer Company also work together to achieve the
individual objectives of each other department in company.
Marketing team help the operation team in company by allocating suitable research in relation to
competitors of company, market research, customer research and many other researches.

Cont..
Marketing and public relation department
Marketing team and public relation team both
the departments work together to achieve the
each other objectives in company.
Both the department work to establish the
relationship between brand and its potential
customer base.
Marketing department guides the public
relation team in respect to all the potential
buyers associated with the company.

Critical assessment of value
 Marketing allows the organisation in achieving all its various business
objectives.
 Marketing create importance for company in form of value creation and
brand value improvement.
 Marketing play an important role for the company in selling its products.
 In case of any wrong marketing campaign marketing can spoil the brand
image of company in market.

CONCLUSION
 This report have projected the roles and responsibilities like improving
sales of company, enhancing growth rate of company, building strong
relations with customers of company and all different roles and
responsibilities marketing team play in company.
 Marketing team work along with all other departments in company like
sales, operations, finance and all other to achieve its overall objectives
behind the operations of department.

REFERENCES
Agulera, J. and Vesoulis, A., 2020. How Multilevel Marketing Distributors Are Taking Advantage
of the Pandemic.
Bellin, H., 2016. Which Marketing Channel Is Right for Your Company?. Journal of Marketing
Channels. 23(3). pp.157-161.
Biaudet, S., 2017. Influencer marketing as a marketing tool: The process of creating an Influencer
Marketing Campaign on Instagram.
Hult, G. T. M. and Ketchen, D. J., 2017. Disruptive marketing strategy. Ams Review. 7(1-2). pp.20-
25.
Shahid, M. Z. and Li, G., 2019. Impact of Artificial Intelligence in Marketing: A Perspective of
Marketing Professionals of Pakistan. Global Journal of Management And Business Research.