BTEC Diploma: Marketing Essentials Report on Dorothy Perkins

This report examines the marketing essentials of Dorothy Perkins, a well-established fashion retailer. It begins by outlining the roles and responsibilities of the marketing function within the organization, as well as its broader context. The report then analyzes the marketing environment and the interrelationship between marketing and other functional units. A key focus is the comparison of how Dorothy Perkins applies the marketing mix (7Ps) compared to Marks & Spencer, highlighting the product, price, place, promotion, people, process, and physical evidence strategies. Finally, the report concludes with a basic marketing plan that the company can use to achieve success, demonstrating a comprehensive understanding of marketing principles and their practical application within a real-world business context. The report references relevant academic sources to support its analysis.

Dorothy Perkins

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1- Roles and responsibility of marketing function....................................................................1
P2 Roles and Responsibility of the marketing team related to the wider organisation context.. 2
M1- Analyzation of roles and responsibility in the context of marketing environment..............3
M2 interrelationship between Marketing and other functional unit of the organization.............3
LO2..................................................................................................................................................4
P3- Comparison of ways in which organisations apply marketing mix and their marketing
planning process..........................................................................................................................4
P4- Basic marketing plan for organisation..................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCE................................................................................................................................12

INTRODUCTION
The marketing process is depending an exhibiting of the promotion, prizing conceptions and
distribution of become please idea about goods and services to satisfy customer needs and
demand. Asian every organisation needs to be successful within their market by selling their
products. the marketing essentials can include pricing,! promotional and place and product
strategies.
This report will cover study of Dorothy Perkins Which is well established fashion retailer who
are having business from 90 years. This company is UK’s one of the top fashion retailer who are
having nearly 600 stores and 50 international outlets. currently this brand is acquired by the
Acadia group.
This report will explain the key responsibility and rules of the marketing function and also in the
context of wider organisation. it will compared marketing mix elements 7ps To achieve overall
business objectives and successful in their business. In the end of this report will produce basic
marketing plan the company can achieve success.
LO1
P1- Roles and responsibility of marketing function
Marketing team of the organisation have huge responsibility and roles that have to be played by
the marketing manager of the company. Marketing have essential roles to make customers aware
about product and services of the company so they can buy and satisfy their needs (Hansen and
Juslin., 2018). Without marketing company cannot be successful so it is necessary for the
company to have a strong marketing team and they should have a roles and responsibility for
their organisation.
Role of marketing team
Spread awareness
Marketing is less multiple to spread awareness among the customers and identify the buyers who
can purchase product and service from the company. marketing team used their advertisement
techniques to target the customers and look for the customers who can buy product and services.
They identify The Who are their customers and target accordingly.
Collect information
Another most important role of the marketing function is to collect information about markets
that have opportunity for the company. when company maker plan for expansion then they give
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responsibility to the marketing team to first collect information about the market where they are
looking to expand their business. They personally go to the market and collect information
identify opportunities and threats within the market that is helpful for the organisation to achieve
success and develop product and services accordingly.
Responsibility
One of the most important responsibility of the marketing team is too meet customers who can
buy product and services. marketing team of the company is responsible to identify the potential
customers who can buy product and services from the company Ann it’s their responsibility to
meet both customers to their organisation an organisation to directly their customers who can
provide product and services according to their needs. the progress and process of the marketing
and they are capable of identifying the best possible result for the company (Harley, Boler,
Landon and Taft., 2019). they increase the traffic by using the different different platforms
advertisement that is helpful for the company to be successful because they are able to get
customers who are directly converted into the loyal customers who was their efforts others to
buy product and services from the company.
P2 Roles and Responsibility of the marketing team related to the wider organisation context.
Marketing function as usual and responsibility for the Dorothy Perkins, It has to identify the
potential sources that is helpful for the organisation to be successful in their market and then it
also helps in promotion that is important for the organisations to achieve success Anna where
customers about product and services. Here are some roles and responsibility of the marketing
functions.
Collecting information
Marketing is responsible to collect information from the market about their customers needs and
demand. marketing team of Dorothy Perkins collect the information through the survey and
interviews and this information is directly provided to the research and development department
where they innovate the product accordingly and satisfy customer needs.
Aware customers
One of the major contribution by the marketing function is too aware customers about companies
product and services. it is helpful for the organisation becausr if the customers will buy product
and services which means that will directly have benefits and they were able to expand their
business and take competitive advantages within the market where they’re operating their
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business. Marketing function is 2 not aware only the customers but it also mean company their
potential customers who can buy their product and services which is beneficial for the company
to achieve success (Musyoka., 2019).
Run campaign
One of the essential role and responsibility of the marketing function is too run marketing
campaign for the organisation which means that company can advertise their product and
services through the campaign. Marketing team know how to run the campaign and how they can
add you success and make aware people about their product and services. This is one of the most
important function of the organisation that is helpful in success in their business.
Analyzation
On another best function of the marketing team is to analyse the marketing campaigns another
advertisement related activities by the company. marketing team have knowledge how to analyse
the progress and process of the marketing and they are capable of identifying the best possible
result for the company. they increase the traffic by using the different different platforms
advertisement that is helpful for the company to be successful because they are able to get
customers who are directly converted into the loyal customers who was their efforts others to
buy product and services from the company Dorothy Perkins.
M1- Analyzation of roles and responsibility in the context of marketing environment
Marketing is responsible to collect information from the market about their customers needs and
demand. marketing team of Dorothy Perkins collect the information through the survey and
interviews and this information is directly provided to the research and development department
where they innovate the product accordingly and satisfy customer needs. it is helpful for the
organisation becausr if the customers will buy product and services which means that will
directly have benefits and they were able to expand their business and take competitive
advantages within the market where they’re operating their business. Marketing function is 2 not
aware only the customers but it also mean company their potential customers who can buy their
product and services
M2 interrelationship between Marketing and other functional unit of the organization
Marketing Plays important role And it is also having into relationship between all the other
functional unit of the organisation. marketing give their contribution to the different different
organisation functions like finance with marketing where marketing team help finance
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department to bring information about the funds from the market so finance manager can bring
funds for the company. similarly marketing team also helps human resource department to
collect information about talent pool availability and also they help them to advertise their job
vacancies. Similarly information collected about the companies customer needs and demand
from the market can be helpful for the production department because they use this information
to innovate and develop new products for the company that can satisfy customer needs and
demand.
LO2
P3- Comparison of ways in which organisations apply marketing mix and their marketing
planning process.
Marketing mix is the tool that is helpful for the organisation to complete their planning process
and I help them to achieve success (Chernev., 2020). it covers different different marketing
elements like price , product, play and promotions. here is the comparison of marketing mix of
two companies.
Marketing mix 7ps
Element Dorothy Perkins M&S
Product Dorothy Perkins Sells quality
product to their customers.
The raw material used by
organisation is with higher
quality that attract customers.
Their products are also
affordable for the customers.
they're selling clothes for
both male and female and
their category also include
clothing for child and old
people.
On the other side Marks and
Spencer is one of the most
famous brand in United
Kingdom where they are
selling varieties of product
with higher quality. they are
not only selling clothes but
they are also selling other
products like furniture, home
appliances and many more
other.
Price Dorothy Perkins is using
competitive pricing strategy
Marks and Spencer using
mainly 2 competitive pricing
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so they can take community
advantages within the market
where they are operating their
business. They’re selling high
quality products in lower
rises so they can attract more
and more customers an gain
their loyalty.
strategy and premium pricing
strategy. Most of the products
cover within the competitive
pricing strategy that helped
them to attract customers
while premium pricing
strategies for the higher
quality products within the
clothing segment of the
company.
Place This company is UK’s one of
the top fashion retailer who
are having nearly 600 stores
and 50 international outlets.
currently this brand is
acquired by the Acadia group.
They are also looking for
expand their business in some
more other countries so they
can expand their business and
show their presence within
the newmarket’s. Another
most important role of the
marketing function is to
collect information about
markets that have opportunity
for the company. when
company maker plan for
expansion then they give
responsibility to the
marketing team to first collect
While Marks and Spencer is
already having international
brand having huge reputation.
the number of stores are more
as compared to the Dorothy
Perkins. They’re having their
expansion in various
countries including the China,
India and most of the Asian
markets are covered by them.
when company maker plan
for expansion then they give
responsibility to the
marketing team to first collect
information about the market
where they are looking to
expand their business. They
personally go to the market
and collect information
identify opportunities and
threats within the market that
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information about the market
where they are looking to
expand their business.
is helpful for the organisation
to achieve success and
develop product and services
accordingly (Neaman., 2019).
Promotion Currently company is using
digital marketing strategy to
attract customers. mainly they
are targeting people from
United Kingdom so they can
expand their mistress more
and attract customers from
their own country. their
marketing strategy also
include TV advertisement,
newspaper and many more
other but mainly they are
focused on social media
marketing.
Marks and Spencer marketing
team is specializing social
media marketing and they
know how to attract and
analyze campaigns that are
run by them. They are also
expert in TV advertisement
because they know they are
having business in all over
the world which means they
can attract customers through
the TV advertisement. this is
helping them to get various
customers who can buy their
product and services.
People company is currently
providing training and
development programmed
that is based on skills which
means that employees are
getting chances to improve
their skills and develop their
career as a professional.
employers are getting new
skills that will be helpful for
them in future.
to motivate employees
company provide rewards and
additional benefits to them. it
is making their employees
more highly motivated and all
the time focus toward
achieving goals and
objectives. This is impacting
on the companies
performance and they are
able to take competitive
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advantages.
Process There are various process that
are used by the organization.
this is helping organizations
to achieve success in their
market. One of the effective
process used by the Dorothy
Perkins is Inventory
management system that is
helpful for them to predict the
needs and demand of the
customers in future. They are
able to calculate the needs so
they can store an increase the
capacity of inventory (Le.,
2021).
Marks and Spencer is also
using the various ideas
functions and processes at
their workplace that is
helping them to provide a
higher quality of product and
services so they are able to
satisfy their needs and
demand. processes make their
work more easy an employee
scan as you success an
objectives of the company.
Physical evidence it is helpful for the
organisation becausr if the
customers will buy product
and services which means
that will directly have
benefits and they were able to
expand their business and
take competitive advantages
within the market where
they’re operating their
business. Marketing function
is 2 not aware only the
customers but it also mean
company their potential
customers who can buy their
These companies operating
their business all over the
world and that well known
organisation and competitors
of the stop organisations like
Tesco. Their proof of
physical evidence is their
online websites where
millions of users by product
and services everyday and
this is one of the because
every time that companies
operating their business on
the international level.
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product and services.
P4- Basic marketing plan for organisation
A marketing plan may be part of an overall business plan. Solid marketing strategy is the
foundation of a well-written marketing plan so that goals may be achieved. While a marketing
plan contains a list of actions, without a sound strategic foundation, it is of little use to a
business. Here is the marketing plan of Dorothy Perkins. it will help complete to ensure their
growth and profitability.
Marketing plan
Executive Summary
as per the marketing plan has been covered mission and vision, objectives I’m tactics for the
Dorothy Perkins. this plan is to increase companies probability and sales and also they are
coming up with the new strategies through the marketing plan so they can achieve success.
Mission
Dorothy Perkins mission is to Make aspirational Quality accessible to everyone through the
range and depth of their product.
Vision
Vision of the company is to be number one in the United Kingdom and expand their business all
over the world.
Objectives
 To increase sales of product and services by 20% till the end of 2021
 To expand business in other countries till the end of 2021.
 To increase traffic on official website of Dorothy Perkins till the end of 2021.
Tactics
SWOT
Strength
 This company is UK’s one of the top fashion retailer who are having nearly 600 stores
and 50 international outlets.
 Products are made up of high quality raw materials that not only increase the durability
but also satisfy customer needs.
 Employees are well trained and having effective skills to satisfy customer needs.
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Weakness
 Technology used by organisation is older which is letting other organisation to overtake.
 Lack of innovation in the product is become weakness of the company that is not letting
them Increase their sales of product.
Opportunities
 Implementation of latest technology can be helpful for the organisation to take
competitive advantages. they should adopt advance marketing techniques so they can be
successful.
 It is necessary for the company to innovate their product and services and they can also
take help of their employees by considering their ideas. this will help them to achieve
success.
Threat
 Top companies within the retail industries belong to the United Kingdom which means
that Dorothy Perkins Have huge competitive force from the top competitors.
 Conflict situation due the diverse workplace of the Dorothy Perkins is creating threat
upon company (Ekonu., 2019).
PEST
Political
political factors have huge impact on the companies performance and their business. Whereas,
company is looking to expand their business in the other countries which means they can face
huge political threats and one of them is black money demand from the political leaders from
other countries.
Economical
Economical factors like Corona where the situation is affecting all over the world mostly to the
businesses. do the pandemic countries go in a lockdown state That means most of the work and
businesses are not able to perform and affecting their business. Still that is a huge impact of
Corona which means Dorothy P
Social
company is currently providing training and development programmed that is based on skills
which means that employees are getting chances to improve their skills and develop their career
as a professional. employers are getting new skills that will be helpful for them in future. It is
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necessary for the company to understand the needs and demand of the customers so they can
satisfy their needs and achieve success within the market where they are operating their business.
Technological
Implementation of latest technology can be helpful for the organisation to take competitive
advantages. they should adopt advance marketing techniques so they can be successful.
technology can have huge impact on the company if company adopted new technology to
achieve success. Leaders and managers of the Dorothy Perkins should look for training
technology Within the industry show they can achieve success their workplace.
MARKETING MIX
Product
Companies looking for improving their product through the innovations and for that they will
considered employees to provide them ideas so they can innovate their product and achieve
success. company is also coming up with the new product in the clothing segment where they
will come up with the new dresses designs that will attract customers.
Price
The prices of new product will be affordable for each and every person. company will use
competitive pricing strategy wise which is they already using so they can attract customers and
they will able to take competitive advantages within the market whether operating their business
and they will able to show their presence in a new marketplace as well.
Place
Dorothy Perkins Look for expansion of their business in the new countries like China an
Indonesia becausr this countries are in a developing form which means opportunity for the
company is higher. Company well look for expansion of their business through the market entry
strategies like joint ventures strategy so they can take easy and green within the new markets and
achieve success.
Promotion
To promote their initiative company well continuously use their social media marketing strategy
to achieve success in their business. they will advertise their product and services through the
social media campaigns on the Instagram and Facebook where they will attract customers who
can buy their product and services.
People
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company is currently providing training and development programmed that is based on skills
which means that employees are getting chances to improve their skills and develop their career
as a professional. employers are getting new skills that will be helpful for them in futur.
Process
Dorothy Perkins Will implement the new technology at their workplace that will be advance and
it will increase the quality of the product and also the quantity. New machinery will help
organisation to achieve success within the market and they were able to show their presence.
Physical evidence
it is helpful for the organisation becausr if the customers will buy product and services which
means that will directly have benefits and they were able to expand their business and take
competitive advantages within the market where they’re operating their business. Marketing
function is 2 not aware only the customers but it also mean company their potential customers
who can buy their product and services
Budget
Budget is overall calculation of the expenses within the whole marketing plan. the estimated
value for conducting this marketing plan will be $20,000. In which 10,000 will be used for
marketing an advertisement, whereas 5000 will be used to research for the new market another
things will be covered within the $5000. The remaining 5000 amount will be used for
implementing new technology so companies production an quality and quantity both can be
increased succumbing anti competitive advantages within the market where they are operating
their business and they can show their presents and I do successful in their business.
Monitoring and controlling
Monitoring and controlling of the marketing plan is necessary Because it is necessary for the
marketing manager to ensure the progress and process of the marketing plan so how trends can
be produced. there are various methods of monitoring and controlling techniques that can be
used by the marketing manager of Dorothy Perkins To achieve success. And this project our
marketing plan there will be two mainly my controlling and monitoring techniques will be used
that will be feedback and key performance indicator.
Feedback
Feedback is most effective technique that can be helpful for the organisation to be successful in
their marketing plan. the marketing team will I take feedback from superiors and identify the
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progress and process. it will also help them to improve their marketing campaigns so they can
attract more customers an increase their reach.
Key performance indicator
Key performance indicator is also technique that is used for monitoring and controlling.
marketing manager of this report will also use this technique where they will set some key
performance indicators and that indicator will help too provide process in progress.
CONCLUSION
As per the report has been covered study of Dorothy Perkins Which is well established
fashion retailer who are having business from 90 years. This report has been explained the key
responsibility and rules of the marketing function and also in the context of wider organisation. it
has been compared marketing mix elements 7ps To achieve overall business objectives and
successful in their business. In the end of this report has been produced any valued the basic
marketing plan the company can achieve success.
REFERENCE
Books and journals
Hansen, E. and Juslin, H., 2018. Putting together a Marketing Plan. Strategic Marketing in the
Global Forest Industries.
NASAR, D., MANAGERIAL PERSPECTIVE ON MARKETING. PERSPECTIVES ON
BUSINESS MANAGEMENT, p.141.
Harley, J., Boler, S., Landon, B. and Taft, B., 2019. Trailhead Marketing Plan.
Lam, J.S.L. and Li, K.X., 2019. Green port marketing for sustainable growth and
development. Transport Policy, 84, pp.73-81.
Musyoka, R., 2019. Marketing Planning (Market Analysis, Goals And Marketing Strategies.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Neaman, C., 2019. Branding the Barre: A Strategic Marketing Plan for STARS Dance Academy.
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Le, T., 2021. Digital marketing plan for a mobile application: Case Memoa.
Doan, T.H.Y., 2021. Digital Marketing Plan for an Asian Market in Finland. Case study: Mokka
market.
Ekonu, P., 2019. A marketing plan for LDC Library services (Doctoral dissertation, Makerere
University).
Hysenbelliu, F., 2021. Digital Marketing Plan for Case Company Techie Solutions.
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