Pearson BTEC Marketing Essentials Report: Dorothy Perkins Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the retail industry and specifically examining the marketing strategies of Dorothy Perkins. The report begins by explaining the key roles and responsibilities of marketing functions, emphasizing their significance in ach...Read More

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION.....................................................................................................................................2
MAIN BODY.............................................................................................................................................2
TASK 1.......................................................................................................................................................2
Explaining key roles and responsibilities of marketing functions along with concerned environment....2
Explaining significance of interrelationship between marketing and other functional units of Dorothy
Perkins.....................................................................................................................................................4
TASK 2.......................................................................................................................................................6
Comparing ways in which marketing mix is adopted by different organization in their concerned
process along with different tactics..........................................................................................................6
TASK 3.......................................................................................................................................................9
Producing and evaluating basic marketing plan for Dorothy Perkins......................................................9
CONCLUSION........................................................................................................................................13
REFERENCES........................................................................................................................................15

INTRODUCTION
Marketing is one of the important components of organization which aids business to
achieve its objectives in effective manner. It is basically including advertising, promotion,
publicity, sales etc that provides assistance in making customers aware about available products
and services. In current era, it is important for organization to develop effective marketing
strategies in order to have significance process in organized manner. The present report is based
on Dorothy Perkins that is part of retail industry and looking for innovative solutions to make its
employees alter about significance of mentioned field in respect to derive success. Current case
study will emphasis all aspects that can assist in giving knowledge for accomplishing
coordination it changing business environment. The present scenario has become advanced and
made customer aware about ethical practices, marketing concepts, etc that has increased
awareness. In order to comply with these requirements Dorothy Perkins will focus on various
criteria such as roles & responsibilities of marketing function. It will cover duties in the context
of organization with marketing environment. The present case study will comprise significance
of interrelationship with between marketing & other functional units of specified company.
Report will help entity to gain competitive advantages & drawbacks regarding the concerned
area through comparing utilization of elements of marketing mix to attain organizational
objectives. Present report will include marketing plan in detailed manner which will comprise
mission, corporate objectives, marketing audit, analysis, budget & SWOT evaluation.
MAIN BODY
TASK 1
Explaining key roles and responsibilities of marketing functions along with concerned
environment
Marketing is important function of organization which play crucial role in influencing
success of company. There are various roles of this specified function that can assist mentioned
company to fulfill its objectives. Marketing function is broad concept which comprises
marketing research, sales support system, product development, finance team, distribution, HRM
activities, etc in addition to this, the main role of this functional area are planning, promotion,

product development, communication, finance, market research, selling, etc. These mentioned
functional area of Dorothy Perkins (DP) is responsible for taking all necessary to accomplish the
purpose of attaining growth & development in industry. Marketing environment is ever changing
scenario that requires strong concentration to have crucial road map for moving towards success.
Marketing concepts includes production, product, selling, social media marketing that is
important for smooth functioning of company. These concepts comprises promotion, pricing,
distribution, sales, etc that can gives insights to DP to take suitable course of actions so that
business can carry forward its operational practices in systematic pattern.
Marketing strategies
The most important role of marketing is to develop strategies for Dorothy Perkins so that
it can place strong position in retail industry (Rangaswamy and et.al., 2020). Staff of DP needs to
understand the requirement of developing competitive strategies for attracting customers in order
to enhance its sale s& profitability. In respect to cope up with current trend of market it becomes
essential for company to have appropriate plan for meeting its customers’ requirement.
Marketing information system
Scope of marketing function is growing rapidly and needs to combine will advancde3d
technology. The main responsibilities of specified area to have appropriate information system to
derive data related to planning, implementation, product development, monitoring marketing
approaches. Dorothy Perkins can ascertain efficiency of distributional channel through executing
marketing information system into organizational process by evaluating available data with
implemented tool. Understanding this part as their responsibility managers of DP will be able to
make proper decisions through taking this into consideration.
Brand equity
Marketing gives base for building reputation and added value to products of Dorothy
Perkins.teh another role of marketing is to develop brand equity among stakeholders in sector so
reaching winning position in advanced from can become possible for DP. These are mentioned
responsibilities of marketing in Dorothy Perkins which need to understand by staff to have
appropriate knowledge for smooth functioning.
Monitoring of marketing environment

There are several types of role for which an organization’s marketing function is
responsible but giving emphasis on assessing, evaluating and controlling components to present
environment is essential (The Role of marketing department, 2021). In addition to this,
employees of DP can become able to identify changing taste & preferences, substitute available,
new rivals entering into industry, affordable price in market, etc. it aids company to garb
opportunities of market.
Market segmentation
DP’s employees of all level need to understand the importance of identifying target
segment of company in turn ability to move effectively on all platforms. Globalization has
increased competition due to diverse nature of market for promoting goods & services according
to need of customers (Zuhdi and et.al., 2019). To advertise & promote knowing targeted segment
of whole market is crucial to achieve objectives of financial as well non monetary field.
Market Research
Responsibility for which an organization’s marketing department need to put resources
and efforts so that company can get information regarding current & future trends. It helps
organization’s staff to get known with product, services and targeted audience so efficient
communication can become possible.
Explaining significance of interrelationship between marketing and other functional units of
Dorothy Perkins
Business functions are interrelated with each other departments which helps in
coordination of each activity to achieve organization objectives. Dorothy Perkins’s marketing
function are connected with human resource, operational, selling, finance, procurement, research
& development, etc for carrying forward activities of organization. DP being part of retail sector
require to identify, allocate and control resources for business requirement. Communication &
coordination among all segments of entity is necessary for having competitive edge and ability to
overcome limitations.
Finance department of Dorothy Perkins is related with marketing function as planning for
executing strategies requires monetary resources. Marketing function cannot perform effectively
if it does not have idea about available resources for attaining this purpose finance area provides
information to it. Monetary department provides budget for implementing, allocating, etc for

conducting process of research, tactics so that executing all planned activities in practical manner
becomes possible. This mentioned area with marketing gives insights about available strengths
of DP in terms of monetary resources for continuing its planned practices into market.
Production department of Dorothy Perkins can give information related to produce products so
mentioning characteristics developed through operational practices (Kubberød, Viciunaite and
Fosstenløkken, 2019). It aids DP to achieve product design & production through effective
market research becomes possible. Organization with help of effective marketing function
becomes available to achieve product cycle in optimistic pattern as market information can be
obtained. Implementing strategies like advertising, promotion by knowing sufficient amount of
products can be exerted by Dorothy Perkins which defines crucial role of this particular activity.
Research and development department of Dorothy Perkins should be combined with
efforts of marketing so that new product development, idea generation etc can be exerted
effectively. Marketing and R&D can both perform coordinate effectually to attain ability to
solve business problems. In addition to this, identification of market acceptance and launching of
new products is done by marketing and developing those activities in company achieved by
research and development. There are several functions in company which are integrated with
each other to develop effective carry forwarding of operational practices. It is as well interrelated
with procurement for assessing production capacity with determination of raw materials, etc to
knowing blunder resulting in organization.
Human resources department of organization is responsible for managing all
departments’ employees so that objectives of each area are integrated with organizational can be
evaluated. Various policies, structures, norms, etc are created by personnel department for
managing, retaining and developing some set of skills in its employees’ in turn fluent processing
can be obtained. There should be collaborate with personnel and mentioned area of organization
for developing job descriptions, designing training programs, etc for sustainable programs of
marketing. Internal evaluation is planned by HR to have appropriate functioning of marketing
strategies, approaches to built significant process to meet targeted audience. It is as well
connected with distributional channel in which marketing function assures that produced
products according to research & development for reaching targeted segment of market in
effectual manner. From the above mentioned points it can be understand that marketing decisions

are taken by considering all aspects of organization so that Dorothy Perkins objectives can be
achieved.
TASK 2
Comparing ways in which marketing mix is adopted by different organization in their concerned
process along with different tactics
Marketing mix is formed with 7Ps like price, promotion, product, place, process, physical
environment, people which is significant part of organization. This tool helps marketing
department of organization to understand its product in depth manner. Its dimension concentrates
on selling, price structuring, promotions practices, etc for accomplishing firm’s objectives in
effective manner (Sudari and et.al., 2019). There are various types of organization which
follows marketing mix strategy irrespective their scale of operation. The reason behind executive
this particular strategy is attained to reach desirable position. The selected organizations are for
comparing marketing mix to the marketing planning process includes Dorothy Perkins and Next
plc. These is systematic procedure which can be taken into practice for getting deep insights in
order to gain knowledge regarding marketing mix of different company to achieve goals.
Next plc being part of fashion retail provides emphasis on having appropriate marketing
strategy through focusing one each step of marketing mix. This particular organization focuses
on 4Ps to meet its predetermined objectives in effectual ways. In order to make its promotional
procedure more systematic to offer developed products in organized manner. (Dost, Haenlein
and Libai, 2019) The company not just relies on this specific strategy of marketing to obtain its
purpose of business. For meeting objectives like high market share, product development, etc
Next Plc. concentrates on segmenting, targeting and positioning. At initial level the market has
made evaluation for its segmenting from market, focusing on selected segment and then
positioning whole procedure. It has extended its activities for making marketing procedure more
efficient.
Marketing Mix (MM) of Next Plc starts with offering products for range of 25-45 age
customers. It ensures that quality and current trends products are provided to customers. This is
largely focused to developed approach which can aid in achieving competitive advantage
through offering qualitative products. Price strategy adopted by Next Plc majorly impacts its

ability to move towards success. Pricing is set by developing research regarding customer’s
perception for quality so that attracting can become possible which includes occupying middle
ground. Current natural pricing strategy is followed by concerned company to appropriately
place in industry. Clear cut strategy for obtaining significant market share through placing in
sector is implemented for providing positive experience to customers. This mentioned firm puts
larger efforts in attaining attention of customer for fulfilling the main objective higher
conversion rate (Mintz and et.al., 2021). For this purpose proper channels in order to reach
clients in effective manner are implemented by Next plc. It comprises directory, catalogue via
buyers to purchase from website, mobile phones, business based platform, etc. Mentioned
organization pays attention on having emergence on social media, etc platform for attracting
targeted segment. The last step followed by concerned organization is to make customers aware
about available products for meeting their respective requirement. It is one of the significant step
as alerts users about presence of commodity for making appropriate decision. In addition to this,
price, promotion, product, place these steps of marketing mix are taken into consideration for
achieving its business objectives.
On the other side, Dorothy Perkins as being performer of fashion industry from past 90
years that has presence in international platform as well. This makes important for staff of DP to
understand marketing mix procedure for having knowledge regarding the same.

Product
The product portfolio of Dorothy Perkins must be appropriate so that meeting customers
taste & preferences according to changing circumstances can become possible. The mentioned
organization is large retailer as compared to Next plc so it has adopted extended elements of
marketing mix as well (Blut, Teller and Floh, 2018). In order to get competitive advantages
organization should focus on providing qualitative clothes to satisfy customers need. The main
object of this specified entity is to achieve all financial & non monetary components as success
determinate so that cut throat competition prevailing on all platforms can be tackled.
Price
Pricing strategies is essential component contributing to success so having appropriate
knowledge for developing sustainable as well affordable tactic for targeted segment becomes
important (How to use 7Ps marketing mix? 2021). This must be formulated according to value
perceived by clients in order to make good image of available offering DP pays attention on
promoting characteristics like quality as standardized mark, following trends, etc to justify its
setup price.
Place
Omni channel of distribution is adopted by Dorothy Perkins to as it ahs presence on both
offline & online platforms. In addition to this, standardized approach for all areas of internal
market is implemented which requires its employee to be prompt in decision making. These
attributes provides assistance in gaining significant knowledge for carrying forward business
practices in effectual method.
Promotion
It comprises social media, selling promotion, advertising, display & retargeting activities,
etc for making people aware about offering of firm. DP being international performer uses
various type of promotion according to both globalization and local strategy for achieving
objective of Dorothy Perkins. With respect to this, it ensures that maximum level of penetrating
marketing with adopted approaches for promotion can help in attaining goals. It helps all
customers to get convenience in obtaining products without facing any barriers

People
In of recruitment, retaining and retaining staff for carrying operational practices in
effectual manner is done by company. Dorothy Perkins majorly focuses on having right
candidate for particular job at appropriate time. There are various nations in which firm operates
so having appropriate employees that can cope up with changing business circumstances become
essential in marketing mix plan of DP. Developing ability to provide standardize services to all
local and international market is important for company.
Process
This company has outsourcing policy for reducing cost related with continuing activities.
It is important for company’s staff to have significant information regarding each and every
aspect of Dorothy Perkins in turn proper knowledge to all related parties can be provided (Thabit
and Raewf, 2018). Provides competitive benefits to company in terms of effective
communication channel, prompt decision making etc for meeting business objectives.
Physical evidence
The appropriate standardized approach and techniques should be adopted by Dorothy
Perkins to have smooth processing. It will help company to have proper marketing mix strategy
in order to meet organizational objectives.
From the evaluation of marketing mix strategy & tactics it can be identified that Dorothy
Perkins should focus on providing training to staff in turn appropriate skills can be attained.
Tactics required to effectively performing and continuing prevailing marketing mix can be
enhanced through encouraging & motivating its participants in effective manner. It helps in
achieving predetermined objectives through implementing these suitable course of actions.
TASK 3
Producing and evaluating basic marketing plan for Dorothy Perkins
Mission statements-
Organization mission is to increase profitability and productivity by offering quality
products to target customers, according to their needs.

Business objectives-
 To increase web traffic by 50% within 1 year
 To gain competitive edge.
 To generate revenue up to 50% within 12 months
 To maximize profits margin and customer base.
Market analysis-
It is a kind of qualitative and quantitative investigation of a target market, in term of
consider volume and its value. It allows marketer to completely and clearly understand buying
behavior of consumers, targeting customer segments and comprehending key competition within
current or in the future market place, where several factors in term of barriers may exist. In order
to shape marketing plan, organization may take initiative to form effective objectives of its
venture and that are;
 To understand and adopt current market trends
 To boost productivity to give tough competition to rivals
 To gain the attention of potential and profitable customers towards purchase.
Marketing audit-
Advertising audit is defined as understanding, systematic, and strategic analysis of
venture promotion circumstances. It may also refer to comprehensive evaluation and
interpretation of marketing environment where internal and external factors may accessible and
affect aims and objectives achievements in the context of Dorothy Perkins. In term of assessing
situation of marketing in organization, management may take initiative to focus on each element
that marketing audit may encompasses that are;
Product-
It is quite important for success of marketing plan that administration may offer quality
items and develop each by considering expectations as well as preferences of customers. In term
of product, firm may focus on improving its products quality, which marketer may promote in
market to gain profits and increase it more than competitors.
Resource-

In term of key resources, skilled and experience workforce is requiring within Dorothy
Perkin, who may have better skills and capabilities to make effective contribution in goals
achievement and marketing plan success. Human resource manager may hire talented people that
may enhance organizational productivity and operational efficiency.
Distribution approaches-
In term of place, management may take decision to establish their own outlet, through
which they may efforts to enhance customer satisfaction and permit each of them to conduct
word of mouth promotion activity which is quite beneficial for company growth and brand image
in the market.
Market shares-
It is important for manager and other stakeholders to develop those plan that may help to
generate more market share, more than currently they invest money to get success after
launching marketing plan and conducting into practical manner. It may lead to enhance
organization capability.
Competitors-
Before taking any initiative, manager is accountable to get appropriate information about
their business rivals and that are Ted Baker, Buffalo David Bitton, CYC design and Surmesur.
As they may also efforts to reach at top position within fashion industry and to gain competitive
advantages.
Promotion methods-
Marketer may utilize particular approach for purpose of marketing which make their plan
successful. Social media channels are the best example of promotion tools that help them to
reach at expected outcomes and gain it as faster as possible. It allows marketer to promote
business and its products quickly all over the world.
SWOT analysis-
Strengths-
Number of outlets-

In term of strength, firm is able to enhance customer satisfaction by offering better
services when they visit outlet as it has more than 600 where employees are ready to make their
consumers happy and give satisfactory experience to each.
Marketing capability-
Dorothy Perkin may efforts to advertise its goods that help to drive the attention of new
customers and aware existing along with them about new offerings, which contribute to achieve
set goals and corporate objectives.
Weaknesses-
Lack of consistent posts-
Due to this weakness, firm may face issue in term of decreasing percentage of web traffic
and sales in return.
Lack of sales-
It is another weakness of brand that may lead to decrease customers base and
profitability.
Opportunities-
Technology advancement-
By using advance technologies in the context of marketing plan, marketer may achieve
above set aims.
Current market trend-
Dorothy Perkins may gain competitive benefits by focusing on analyzing and
understanding current market trend that recently its customers adopt in term of fashion such as
blush trench coat.
Threats-
Intense competition-

High competition within fashion industry may put negative impact on success of
organization marketing plan in term of putting pressure on management to choose effective and
unique tools.
Pandemic-
In term of emerging threat, it negatively influences strategic marketing practices of
marketer and increase pressure to manager everything systematically.
Marketing budget-
Resources Cost £
Market research 2000
Recruitment 2200
Create web site 1000
Social media page development 1500
Total 6,700
Marketing
Objectives
By Whom By when Resources needed
(Financial/Physical/Human)
To increase
profitability
by 50%
Marketing
department
21/06/2022 Finance and human resource
To conduct
market
analysis
Marketing and
research &
development
departments
20/09/2021 Skilled employees, finance, strategic
plan and techniques.
CONCLUSION
On the basis of above analysis, it has been concluded that marketing department by
making coordination and collaboration with other departments within organization has increased

the productivity and performance level of workers and business as well. By taking varied
initiatives, marketer has achieved set goals and objectives of brand and make its marketing plan
successful that in returned has gained competitive edge and allow to enjoy the experience of
increasing profits margin. Furthermore, from above discussion, it has been determined that by
providing training and appropriate guidance, manager has built strong workforce at workplace
that has made effective contribution in aim achievements. With proper marketing plan and
approaches used under it, marketer has reach at top position and allow firm to give tough
competition to its rivals in fashion sector. It has reached at target customers and generate brand
awareness by using social media. By conducting market audit management has determined
competitor’s efforts and then modified their own tactics successfully to become company a
market leader.

REFERENCES
Book and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
Dost, F., Haenlein, M. and Libai, B., 2019. Seeding as part of the marketing mix: word-of-mouth
program interactions for fast-moving consumer goods. Journal of Marketing. 83(2).
pp.62-81.
Kubberød, E., Viciunaite, V. and Fosstenløkken, S. M., 2019. The role of effectual networking
in small business marketing. Journal of small business and enterprise development.
Mintz, O and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Rangaswamy, A. and et.al., 2020. The role of marketing in digital business platforms. Journal of
Interactive Marketing. 51. pp.72-90.
Sadchenko, О. and et.al., 2020. Modern marketing to scale the business. International Journal of
Advanced Research in Engineering and Technology (IJARET). 11(4).
Sudari, S. and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
Letters, 9(9), pp.1385-1396.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Zuhdi, S. and et.al., 2019. Role of Social Media Marketing in the Successful Implementation of
Business Management. International Journal of Recent Technology and Engineering. 8.
Online
How to use 7Ps marketing mix? 2021. [Online]. Available through:
<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/>
The Role of marketing department. 2021. [Online]. Available through:
https://www.thehartford.com/business-insurance/strategy/creating-marketing-
department/role