Pearson BTEC Marketing Essentials: Analysis and Plan Report

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of a marketing department and how these functions interrelate with other departments such as finance, HR, R&D, production, and sales. It explores the application of the marketing mix (7Ps) in the marketing planning process to achieve business objectives, using Dorothy Perkins as a case study. The report compares Dorothy Perkins with its competitor, Ted Baker, analyzing their product offerings, pricing strategies, and distribution channels. The report also presents the development and evaluation of a basic marketing plan, offering insights into market information, marketing strategy, and research. The report concludes with a detailed analysis of the marketing strategies and provides a production of a marketing plan for the company, demonstrating how marketing principles can be applied in a real-world business context.

Marketing essential

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Roles and responsibilities of the marketing function..................................................................3
How roles and responsibilities of marketing relate with other functional units..........................5
TASK 2............................................................................................................................................7
Apply marketing mix to marketing planning process to achieve business objectives................7
TASK 3..........................................................................................................................................10
Produce marketing plan.............................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is one of the important concepts in the commercial and, at times, it is consistent
with the development and objectives of the group. It is likely to be consistent with the basic
assumptions and development of working and understanding the requirements of the business
centre, the customer, and adopt effective methods to provide customers with quality objectivity.
Marketing is careful to be a critical procedure in which the buying and selling of goods meets the
needs and desires of people in the market. In an organization, the manager plays an important
part in handling the activities of the organization in the most effective way to tool all activities
more effectively (Abraham, 2018). The organization's advertising suspicion is determined in
response to current global market conditions. Marketing accepts a basic part of the direct
movements related to the sale of services and products. It integrates multiple functions, such as
advertising to potential buyers, communication of articles and the management and acquisition
of new clients. In this report the organisation considered is Dorothy Perkins. As it is the British
women fashion brand which is situated in UK. It was founded in the year 1909. It is selling range
of clothes that are now converted into online stores. It deals with the women retail fashion
products. Company is having nearly about 600 stores in only UK. And having 50 international
outlets as well. They are maintaining their marketing department in most effective way and their
marketing manager is playing roles and all responsibilities in most effective way so that they
could meet the requirements of customers. This report consists of three tasks. In which there is a
roles and responsibilities of marketing department discussed. Then how their roles and
responsibilities are interrelated with another functional department. Then it compares marketing
mix of the company with marketing planning. At last, there is a production of marketing plan for
the company.
TASK 1
Roles and responsibilities of the marketing function.
Marketing department is the one who’s main responsibility is to promote and advertises the
products and services which company is going to sell (Das, and et.al., 2021). They are
responsible for achieving organisational gaols by satisfying customers’ needs and demands.
Marketing involves selling, promoting, advertising, making connection with customers and
fulfilling their demands. so, by this marketing department should have to promote company

products and services and create opportunity for them in future. Dorothy Perkins is the online
British fashion burns which is situated in UK and it is having strong marketing department who
are performing their roles and responsibilities in most effective manner. Some of the roles and
responsibilities of marketing function of Dorothy Perkins are discussed below:
 Market information: This is role of Dorothy Perkins marketing department, because it
must extract all kinds of info related to the market, customers, and competition
(DESTIYATI, Nisyak, and Tamsyah, 2021). The marketing data framework has a strong
sympathy with manufacturing data that is strong and consistent with organizational
development. These data are related to articles, management and opening can work and
monitor according to the market's advance interaction through various calculations and
convincing freedom. These assistances them to grow their info base more steadily and
better understand the risks they face in the near upcoming.
 Strategy of marketing: One of the basic tasks of the promotion director of a Dorothy
Perkins organization is to create a successful advertising system and be prepared to
ensure that the director establishes connections and completes the basic needs and the
need to emphasis on customers. They need to develop advertising procedures, research
and develop goals, and work in accordance with the managerial communication of the
group. Dorothy Perkins marketing managers attention on emerging new and latest
marketing plans for their business so that they can grow marketing and promotional
strategies effectively.
 Marketing research: The next role is to conduct market research and provide all the
details to the managers working in the operations department. It will be determined to
achieve feasible development and to motivate the director to work properly and develop a
methodology for the organization. As a manager, they will identify with the development
and interaction of the organization, and will work hard to handle and process customer
development and market progress estimates. In the context of the Dorothy Perkins
organization, its emphases on market research on the needs of competitors and customers.
 Meeting customer demands: This is considered the most significant part of Dorothy
Perkins marketing department (Erdmann, and Ponzoa, 2021). As a marketing manager,
they work towards the direction that can meet the needs of customers and their needs.
Any organization must solve the buyer's problem to create greater opportunities for

boycotts in the market. Therefore, the marketing office understands and recognizes the
needs of buyers and uses advertising methods when necessary. As buyers, they are very
important to any association because they most need influence and a unique personality
form. In the future, their aspirations will be satisfied with intensive trade measures. This
can be complete because clients are the most important people and they must be satisfied
in order to make a profit (Flight, 2021).
The responsibilities of the marketing department of Dorothy Perkins are discussed below:
 The Marketing Division of the Dorothy Perkins organization performs numerous
marketing activities and is very effective for increasing income and profits. Therefore, in
the context of Dorothy Perkins, it is responsible for the marketing sector.
 They are developing several campaigns to provide client needs to meet the needs of
customers and meet their needs and provide them, and provide better products and
services.
 Adjustments have also been developed between the company's internal department and
the department sector in the external department.
 A focus on monitoring and training in the Marketing Department.
How roles and responsibilities of marketing relate with other functional units.
 Finance Department: The Finance Department ensures that the overall workout of
business capabilities is carried out within the scope of the organization's monetary
capabilities. In this way, the marketing office ensures that there are enough spending
plans to meet all examination, circulation, and advancement needs. The currency group
analysis uses your distributed spending plan for each department. In any case, advertising
groups should spend more on their exhibition exercises in case they find energy
opportunities. The marketing team pays more attention to the industry in general and the
volume of transactions. On the other hand, the exchange office will pay more attention to
cash inflows or outflows and will cover overdrafts or settle attention in a convenient
manner (Grill, Hotels, and Kitchens, 2021). In order to carry out all marketing activities
in the market, the marketing department must contact the finance department to tool
marketing plans in the market in front of clients. Therefore, in the context of the Dorothy
Perkins organization, marketing managers must rely on financial managers to implement
promotions and publicity in the market in obverse of clients.

 HR Department: The HR department is responsible for selecting and screening new
recruits, so the promotion office must interact with the HR team to ensure that specific
skills and staffing levels are at the right level. Dorothy Perkins, they do promotion of new
products and the exact location of the workforce and conducts real exams. If the entire
collaboration and organization are ready to achieve its creation goals. The HR team is
very popular throughout the organization, preparations and elections, and must also
maintain accountability to other departments.
 R&D department: As a functional department, the marketing department depends on the
R&D department. Because the main task of the R&D department is to identify new
tendencies and customer wants and requirements to warn of high levels of profitability
and success (Li, and et.al., 2021). Therefore, when the R&D department conducts
research and provides information, only the marketing department can promote its
products and services.
 Production department-This is the most effective role of a manager related to
marketing to classify current trends and conduct market research. Once the marketing
manager has collected all trend-related data and information, he should consult the
production department. Since they are the people who will crop these products and
services in the marketplace and serve customers. Then, under the mutual sympathetic of
the production and marketing departments, they can make essential changes to the market
and its products and services to bring profit to the market. In the case of Dorothy Perkins,
the company’s marketing manager shares his data and information with the production
department, and then only puts new products on the marketplace.
 Sales department: This is the department which is interrelated with the marketing
department as when marketing department works on promoting and advertisements of the
products and services. So, they find out and the potential customers and identify
customers’ needs and demands. So, this will help the sales departments in selling their
products and services in order to increase their profits and revenues. In context with
Dorothy Perkins, there marketing department provides details about the potential
customers who are willing to purchase their products and service online (Mosca, Giacosa,
and Zagni, 2021). So, this helps sales departments in searching for selling of their

products and service to women’s. So that is why they both are interconnected with each
other.
TASK 2
Apply marketing mix to marketing planning process to achieve business objectives.
The marketing mix plays the most important role in analysing the real location of the
company in the market. This tool plays an important role in maintaining a high market position,
and organizations are very concerned about applying this tool to the market to introduce new and
attractive products. In a modern business environment, where market competition is so fierce,
organizations are very concerned about gaining a competitive advantage in emerging new and
striking products in the market, thereby providing greater competition for their main competitors.
Ted baker is a biggest competitor of Dorothy Perkins (Olurunlambe, 2021). The comparison
between the two is as follows:
Basis Dorothy Perkins Ted baker
Product Dorothy Perkins is the women
online fashion brand which is
selling women products. They
are selling their products
online and attract customers
towards their services. Then
they’re also operating 600
stores in all over the UK. They
are selling products with
variety of products in cloths
which can differentiate them
with other (Peterson, and
et.al., 2021).
Ted baker is the British luxury
clothing retail sector
organisation which is
considered as the biggest
competitor of Dorothy
Perkins. it is selling products
under in 5 categories and each
of the product is operate from
each other. It is selling
products which is having a lot
of variety and which
customers to satisfy their
needs and demands. It is
selling highly differentiate
products and they are having
different features to make
them unique.

Price The pricing strategy of the
company is that they’re
offering price of the clothes
slightly low as compared to
Ted baker. They are having
various competitors so for that
they have to make their
marketing strategies stronger
and this helps them in
developing more their
products and service which
can attract customers.
The present pricing strategy
for setting price stages is
based on competition. This is
since due to the great number
of competitors in the business,
it is easy to obtain data on the
competitors. It is selling
products prices which are high
as compared to another brand.
As it is more costly as
compared to Dorothy Perkins.
they are currently using
bundle of pricing in which
products are bundles together
and sell at lower price (Pham,
Nkhoma, and Nguyen, 2021).
Place The place in which company
is selling their products is
through online retailer stores.
They are having more than
600 stores in UK and about 50
international outlets. So, this is
the distribution channel of
collecting their products and
services. they are also
innovating their products in
such a manner that it could
meet customer requirements
(Prothero, and Tadajewski,
2021).
Company is selling their
products through two
marketing channel that can be
online and wholesalers. They
are selling about more than
500 retailers and followed
intensive market strategy.
Also, they are following omni
channel distribution in which
both online and offline
channels allow customers to
collect their products. Further,
they are maintaining
relationships with suppliers
that helps them in innovating a

new feature in their products
and services.
Promotion Dorothy Perkins is using
online advertisements in
promoting their products and
services. they are using online
platforms like Instagram and
Facebook etc to promote their
brand and meet customer
demands.
Ted bakers are using multiple
media in promoting their
products. It is using traditional
method that is advertisement
through television. And
another method is online
method which is through
social media sites. They are
using various other platforms
which are Facebook, twitter
and you tube. They are using
personal selling also.
Physical evidence Physical evidence is selling
their products and service
online and they’re providing
their products to customer in
such manner that they will get
more demands. There delivery
process is better (Reimann,
Carvalho, and Duarte, 2021).
It is selling products in
different packaging styles and
special shelves provided by
the companies as well.
People Company is having people
who are trained and they are
having more marketing people
in order to promote their
products and services.
It has people who are working
in a sales team and laying vital
role in marketing tam. They
are having people who are
working in a customer service
department who can solve the
issues and problems of
customers facing any
complaints (Reimann,

Carvalho, and Duarte, 2021).
Process Their products are being
selling at online stores and
they are getting orders from
customers through online
platforms only so that they
could pay online. Online
payments method helps in
developing the company.
It is making sure that products
are available at the retail
stores. They are an online
delivery process in which
orders are received from the
computer system. They are
also involving in the research
activities and opportunities.
They are developing
understanding of the customer
needs.
TASK 3
Produce marketing plan
Summary: A marketing plan is a plan for a company to use marketing plans to attain its
competitive advantage in the marketplace and its contestants. The marketing plan aids Dorothy
Perkins organizations to prudently study what issues and doings can be carried out in the
commercial environment to ensure the smooth progress of their business activities (Saleem, and
et.al., 2021).
Smart objectives: The smart objective of the company is to boost sales in non –
performing branches that has been advertised within the branch. It also focuses on internal
recruitment of the members and to gain more profits in the future.
External analysis: The external analysis is conducted by Dorothy Perkins in order to
analyse the external environment. These can impact internal environment of the company. his
extremal analysis can be analysed through PEST analysis.
 Political factor: Political factors such as tax rates, inflation policies, export and import
rates, etc., if these variations are major changes, this will directly affect the company's
performance and internal environment. This will cause the price of your product to rise
and fall.

 Economical : This factor comprises huge changes, and the company's profits may be
affected. Therefore, since Dorothy Perkins does business in different countries, it should
be affected by the currency conditions of that particular country (Sârghie, 2021). It seems
that there is no price distribution, and people can also switch to another brand.
 Social : With the development of online media platforms, many people need to show off
their photos in friendly destinations, which significantly affects the buying behaviour of
buyers of new fashion products. This is considered an extraordinary move in the fashion
industry, but no reasonable progress can be seen in a few years.
 Technological : The advancement of innovation has had an additional impact on the
entire fashion industry and has produced tremendous development in this field. Due to
various developments in the fashion industry there is a seen in market related to women
outfits. So if they provide a high level of technology, which will have an impact on the
company, then this will become an opportunity (Sarkum, and Syamsuri, 2021).
Budget:
Elements 2021(in £) 2022 (in £)
Maintenance of the e-commerce 8000 8100
Cost to maintain the human resource 41200 42153
Promotional strategy 412563 542153
Cost required for market audit 4120 3323
Promotional strategy 124523 214633
Cost regarding sponsorships 2142336 5234333
Grand total 2732742 6044695
STP approach: This is the most important element of the company, because for an
organization, it must target its customers when formulating marketing strategies. A better
understanding of customers helps companies achieve rapid growth over suitable marketing
strategies. Dorothy Perkins has broken down its products based on demographic data,
psychological statistics, and behavioural bases. They segmented and positioned the products

according to the necessities of the goal customers. The company does not focus on segmenting
its products based on women target groups.
 Segmentation : Segmentation is suitable for the organisation which is reached by unique
marketing mix (Sharma, and Bumb, 2021). This can enhance premium sectors that can
turn into their profits. Company is segmentation their customers into gender, social class
and stage in life also in regional and national differences.
 Targeting : targeting of the company is feminine fashion for women and they are
targeting the age group of 25-35 years old people who are ready to implement new trends
in their life (Segmentation, Targeting and Positioning, 2020). For them company is
having good and reasonable prices which can enhance customers towards their brand.
 Positioning: At last positing is their outlets in the mid of the city, London. They are
providing customer latest trend outfits to enhance them. The client asked Dorothy Perkins
for stylishness motivation for new tendencies and advice on how to wear them, and how
to dress her body.
Monitoring and controlling : The movements and events selected above help to
demonstrate the plan and work to implement the arrangement. In addition, it would be useful to
have financial plans and many other events for inspection and control to accomplish market
goals and points. In the context of the Dorothy Perkins organization, they are investing more in
online advertising to help them improvement in more client appointment and rise profits
(Tajeddini, and et.al., 2021). The company is applying numerous marketing strategies and
applying them in the organization. Therefore, this can be viewed and monitored by the company
manager because of whether the employees are performing well in the organization or whether
the needs and requirements are met.
CONCLUSION
Finally, the above report clarifies the work and responsibilities that marketing follows, so it
generally improves the execution of the association. Through work and responsibilities, the
association is able to interact with its clients and is ready to accommodate all client prerequisites.
The report spoke of the possibility of an association prepared to follow the drift and observe their
opposition through publicity, thus expanding their resistance. Subsequently, the report also
explained how key competencies play a very important role in gaining development partnerships.
An association is also ready to interact with different organizations, so it is ready to expand