Marketing Essentials: H&M Company Marketing Analysis Report

This report provides a comprehensive analysis of marketing essentials, focusing on the H&M company. It begins with an introduction to marketing, emphasizing its role in providing market information and its significance for businesses. The report then delves into the roles and responsibilities of marketing functions, including market analysis, strategy development, communication, and customer relationship management. It further examines H&M's specific responsibilities, such as sales promotion, employee retention, and revenue generation. The report also explores the internal and external marketing environments affecting H&M, followed by an examination of the interrelationships between various marketing functions, particularly the connections between marketing and production, and marketing and finance. Finally, the report analyzes marketing mix strategies employed by H&M and Zara, highlighting their different approaches to product, price, place, and promotion. The report concludes by summarizing the key findings and emphasizing the importance of marketing tools and techniques in driving productivity and profitability within the context of the H&M company.

Marketing Essential

Table of Contents
Introduction ........................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Roles and responsibilities of marketing functions. ..................................................................3
P2 Roles and responsibilities of H&M company............................................................................4

M1 Analysis marketing environment ..............................................................................................4
M2: D1 Different interrelationship with marketing functions and their significant role in
concerning organisation ..................................................................................................................5
TASK 2 ................................................................................................................................................5
P3 Marketing mix strategies in two different organisations...........................................................5
Conclusion ...........................................................................................................................................6
References ...........................................................................................................................................6

Introduction
Marketing is a service which may provide information about current market. Marketing
tools is essential for any firm where company communicate in marketplace. Marketing is a activity
to generate information and knowledge. Essential marketing is a based on effective marketing tools
and techniques which are helpful to achieve successfully goals. In this present report of marketing
essential is based on H&M company . It is retail outlet sector that offer different concept for
women, men teenagers and children. Along with that company provide high quality goods products
at in best price. In this report describe marketing tools and strategies which are laid on increasing
productivity and profitability of said firm. ( Bennett, 2010. )
TASK 1
P1 Roles and responsibilities of marketing functions.
Marketing function has plays a significant role in marketplace. Marketing functions are help
to describe working methods which are useful for the organisation. Company set their effective
marketing function to generating high revenue. Marketing function is precess of communication
where one information can be communicate to the concerning employees or customers. Marketing
activities are based on product selling and buying. In an organisation there are various roles and
responsibilities which are help to achieving great accomplishments. Here, various roles and
responsibilities which are followed by the H&M company. ( Dibb and Simkin, 2013.)

Market analysis: This is the one of best marketing function . In this function company firstly
analysis whole environment analysis. Whether is external or internal. Whereas, company analysis
internal workforce environment and then develop some area where it needed. Or along with that
company mainly analysis the external market environment where they analysis , current customer
demands and competitor which my affect the organisation. So this marketing function is most
important for the any organisation. ( Papasolomou and Melanthiou, 2012.)
Strategy: After proper market analysis company set strategies for their concerning firm. This is a
one of the best marketing function which mat help to established specific working methods.
Strategies are aid to achieving high profits. Strategies are making company effective and more
reliable. Organisation ensure set some unique and creative strategies which are different from the
others and it will aid to create a competitive advantage.
Communication: it is very effective tool of marketing function. In this tool company communicate
information from their concerning customers. In this marketing function company provide all
relevant information to their concerning employees and customers. Proper information is ery
effective for the organisation. It will help to spread a specific information to the current
marketplace.
customer relationship: Marketing activities is render impact on customers, where as marketing
functions is established for the fulfilment of customer needs and demands. So company ensue build
a effective relationship with loyal customers which are help to create a brand image and market
productivity. In this marketing function company provide high quality services to customers which
are laid to create a healthy relationship with their customers. ( Pike, 2015.)
P2 Roles and responsibilities of H&M company
H&M company has various role and responsibilities towards their organisation, where
company want to generate high productivity and profitability which can be helpful to build high
image in marketplace. Their are various roles and responsibilities of H&M company towards their
organisation to effectively managed. They do so many activities to create effectiveness in their
organisation. ( Nguyen and Simkin, 2012.)
sales promotion: Said company pays a major role in sales promotion activities. This is the one of
the biggest responsibility of H&M company . In this marketing function company set their some
promotional activities to introduce product range in concerning market. This is helpful to attract
large number of customers. So said company has responsible for doing effective sales promotions
activities, like advertisements, online marketing, personal selling, door to door selling . All these

activities which are followed by the company to generating attraction of customers.
Employee retention activities: H&M company main focus on Employee retains. In this
responsibilities company ensue their satisfied existing employees where they perform effectively.
Company provide some benefits, compensations, incentives to retain their employees. Employees
are the assets for the whole organisation. Where employees is only one who take ahead company as
in profit ratio. So H&M have a one bog responsibility to keeping valuable employees. ( Potter,
2012.)
generate high revenue: this is the one major responsibilities of HRM company where they ensure to
generate high profitability from the concerning market. Said company want to make high effective
products which would be according to their consumer needs, and established high productivity to
give some great revenue.
CRM: Marketing activities is render impact on customers, where as marketing functions is
established for the fulfilment of customer needs and demands. So company ensue build a effective
relationship with loyal customers which are help to create a brand image and market productivity.
In this marketing function company provide high quality services to customers which are laid to
create a healthy relationship with their customers. So in this situation H&M company has a major
responsibilities toward their loyal clients and customers. Which may be help to established great
productivity. ( Dibb and Simkin, 2013.)
M1 Analysis marketing environment
Marketing function are affected by the external or internal environment. company analysis
internal workforce environment and then develop some area where it needed. Or along with that
company mainly analysis the external market environment where they analysis , current customer
demands and competitor which my affect the organisation. So this marketing function is most
important for the any organisation. Both are the aspect are affected to the whole organisation
working practices. There are so many factor which are create a influence in business concern. (
Mudie and Pirrie, 2012)
Internal Environment External Environment
In an internal environment there are so many
factors is present which are create a influence in
business concern. These factors are affected the
External business environment is based on
customers, whereas in current market customer
choice is changeable as according to trends. So

all working practices and methods. Such as like
top management policies some times affect the
individuals practices which means in an
organisation some of the policies are not flexible
of their existing employees. Which may affect
the individual performance. In an organisation
some conflicts and biasness are also create a
render impact the whole process of the
organisation. In that problematic situation
employee can't be able to perform effectively.
this thing will create a render impact on the
whole organisation process. On the other side
competitor. In current market there are so many
market competitor which are plays a effectively
and achieve high profits. These are the factors
are affect to whole organisation. ( Michaelidou,
Siamagka and Christodoulides, 2011. )
M2: D1 Different interrelationship with marketing functions and their significant role
in concerning organisation
In an organisation there are so many marketing functions is available. These marketing
functions has their own specifications and responsibilities. All above sated marketing functions are
helping to managed overall activities of cited organisation. In H&M company so many function are
depend upon the other functional actives such as like market analysis is render on production
activities where company analysis current market demand and then produce their product range.
There are so many factional areas which are interrelated to other functional areas. Along with that
those function areas are create a significant role in said organisation. ( Forshier, 2012.)
Marketing and production department: in an organisation all marketing functions are related to
other one's Market environment analysis is render on production activities where company analysis
current market demand and then produce their product range. In this functional activities company
properly analysis all process of internal factors and along with that effectively analyse current
market situation and future possibilities So according to that analysis company produce their
products ranges and build some new product developments. Where in this department cited
company managed all over inventory control and it provide information about the existing stock
inventory. It can also aid to provide customers needs and expectations informations.
Marketing and finance department: Finance department is interrelated to whole marketing
functional activities. Finance department is for develop budgets as according to the company
capabilities. This department is analysis all over the costing of organisation activities. It aid to
create balanced with future possibilities and estimated budgets. In this department H&M company

will take any of investment decision with the concern of finance manager. This department is totally
connected to the all marketing functions. Whereas in marketing promotional actives company set
estimated cost which are the apply in this functional areas, same as production department company
set product cost to applying on development of new products. So these functional ares are widely
interconnected to the finance department. This interrelation help to managed organisation cost
estimation as effectively. ( Dibb and Simkin, 2013.)
TASK 2
P3 Marketing mix strategies in two different organisations
Marketing mix strategies are established for the systematic way of working methods and
other practices. Before set any strategy company make marking plan for effectiveness. There are
various steps in marketing plan. First of all organisation set their objectives which will be fulfil in
end of this process, then after , analysis the whole business environment after all these analysing
company set their strategies to established effective working practices. After making strategy
company implement all these above process to making organisation effective. After all these
process H&M and Zara both are operating in same industry but are using marking mix in different
manner. H&M is using marking mix and under this is focusing on selling its product online in
different nations of the world. This is done because in the most of the nations so many people are
buy product online. Zara is also applying a marketing mix on the marketing planning process under
this. It is focus on the product and price where they develop effective product in effective price.
Firm is provide wide variety of the products and firm can successfully meet needs of the concerning
customers. It is offering every type of garment to the people in terms of different variety. In
comparison to Zara and H&M does not evaluate business environment in term of marketing. The
other point where both firm are difference from each other is that H&M is offering online sale of its
Zara products
but Zara is focusing on product and its price in order to enhance sale of the product. It can be said th
at both firms are focusing on different factors to do marketing of the product in terms of use of mar
keting mix in the marketing plan in order to achieve organization objectives. (Thrassou and et.al.,
2012.)