Analyzing the Marketing Function in Modern Organizations

Desklib provides solved marketing assignments and past papers to help students succeed.

Marketing essentials
1

Table of Contents
Introduction...................................................................................................................... 3
Part 1 (LO1)..................................................................................................................... 4
Part 2 (LO2, LO3).............................................................................................................8
Marketing mix 7P’s...........................................................................................................8
Conclusion..................................................................................................................... 18
Reference list................................................................................................................. 19
2

Introduction
Marketing is the core function of an organization that is associated with several major
responsibilities for growth and development of the organization. However, marketing
activities directly impact on accelerating the sales volume of the organization. As per the
consideration of the modern market researchers, the concept of marketing starts from
the analysing the market demands and ends with meeting those demands successfully.
In the entire process, business organizations are spending their huge amount money on
marketing activities in order to reach out more numbers of customers and enhancing
sales performance.
“Hennes & Mauritz” is also known as “H&M”, one of the most popular Swedish fast
fashion retail companies across the globe that has expanded its business operations
over 50 different international location. Mr. Erling Persson founded it in 1947 with the
burning desire of providing all the customers best quality fashion products at the most
affordable price rates. Last year, the company generated US$32.845 billion revenue in
their business.
This study will highlight the different effective roles and responsibilities of marketing
department in business operations improvement and higher organizational growth.
Along with this, it relationship with other marketing department will be evaluated. Lastly,
a basic marketing plan will be included in this study for overall understanding of the
entire project.
3

Part 1 (LO1)
Write an essay on the topic ‘The role of marketing in modern organisations’
analysing and evaluating key elements of the marketing function and how they
interrelate with other functions in a modern organisation.
Marketing is the process to success of business. It involves researching, gathering
market information, packaging and representing items to customers effectively to
influence them to purchase products from the company. Effective marketing team and
strategies allow an organization to achieve competitive advantage for greater market
sustainability (Lovelock and Patterson, 2015). Within an organization, marketing
department is associated with multiple numbers of roles and responsibilities for growth
and development of the organization. Apart from that, the importance of marketing
department in an organization is increasing day by day. In order to determine
profitability and success of business, marketing is considered as the most important
component. However, there are five functions, which clearly illustrates the significance
of marketing in business that are as follows:
Customer
All the businesses in market are only to cater the needs and demands of the customers.
How well an organization captures the attention of customer by marketing its goods and
services decides the future of the organization. Through capturing the customer base,
business organizations like “H&M” can accelerate the business profits successfully. On
the other hand, it is undeniable that without marketing and promotional activities,
customers do not find what the business organization is offering. Promotions are
conducted in such manner that it can attract attention of customers (Lusch and Vargo,
2014).
Finance
As per the consideration of market researchers, effectively marketed business
organization is considered as more successful and stable. Finances such affect how
many products a business can manufacture, since all the employees and persons those
are directly or indirectly linked with the company work for the organization are work to
4

earn money. Without proper marketing activities, business organizations might face
difficulty to sell products to customers and keep the market shares of the company
across the global market place.
Human resource management
Human resource department is one of the core department of business organizations
that directly influence the organization to accelerate the production rate and
performance standard. However, HR personnel take help of marketing department to
capture the market and customers and then the HR personnel lead the entire workforce
towards accomplishing the needs and expectations of the customers. Marking
department flourishes operations of ventures (Armstrong et al, 2014).
Production
More numbers of products a company manufactures, the more products the
organization has to sell as well as it must make potential earnings. Marketers opine that
business organizations can have a warehouse full of goods; however, without the
marketing for selling them company will not be able to generate profits in business
(Baker, 2016).
Competition
It is undeniable that market competition level has been increasing spontaneously. In
order to sustain in this competitive market place, marketing approaches and strategies
are such effective. Marketing allows creating loyal customer base that allows ventures
to compete with rivals in an effective manner and sustain in market successfully.
Apart from this, within an organization like “H&M”, marketing has several functions
such as market research, promotion of products, packaging and delivery, transportation,
risk assessment, increasing sales performance and others (Hackley and Hackley,
2014). All these marketing functions are designed and performed in such manner that it
can directly influence the performance, profitability and market shares of the company.
However, the design of marketing department consists of multiple managers and others
staffs to complete all the marketing related activities in an appropriate manner for better
accomplishment of the organizational sales target. For an example, the structure of
H&M’s marketing department is as follows:
5

Figure 1: Marketing structure of H&M
(Source: Created by learner)
Influence of marketing function and interrelation with other departments
Marketing functions influence other organizational functions and departments. It has
great interrelationship between different organizational departments. For an instance,
finance department, marketing department work together and set their business
activities according to the business objectives. Finance department is responsible for
conducting all the operations under the financial capabilities of the organization. It
allocates capital to marketing department for conducting all the promotional and
advertisement activities for representing new products of the company (Cacciolatti and
6

Lee, 2016). Human resource department is aimed at improving organizational
performance and influencing the organizational growth and success. HR department
also provides guidance to marketing department for conducting promotional operation
more effectively to capture more attention of new and existing customers. IT
department provides full support and assistance to marketing department and they
help the marketing department in all kinds of online promotion activities. Additionally, it
manages all the contents and SEO settings for better ranking in online sites and social
media channels so that marketing department can reach out more numbers of potential
customers (Feng et al., 2015). In short, all the business departments are inter related
with each other and influences other to better perform for organizational growth,
success and increased market shares.
7

Part 2 (LO2, LO3)
As the marketing manager for Beauty Giant, design a strategic marketing plan for
the new product ‘Forever Young’ that tactically applies the use of 7Ps to achieve
the overall marketing objective.
Marketing mix 7P’s
Due to high competition level in modern business market, most of the successful
business organizations use different tools and techniques to achieve competitive
advantage in market. Marketing Mix is one of the most effective tools that can be used
by ventures for making the appropriate marketing plan and increasing sales
performance (Khan, 2017).
Factors Beauty Giant Rimmel London
Product Products are the most
important element in
business that is actually
served or delivered to
customer. Beauty giant is a
small company compared
to Rimmel London and
other rivals. Therefore, the
company has limited
product variants. However,
they focus on quality of the
products and meeting the
expectations of the
customers through their
products (JAIN, 2017).
Rimmel London has wide
product portfolio that
consists of more than 7000
beauty products and
services to meet all types of
needs and demands of the
customers. The company
has targeted to become the
best beauty brand across
the globe and due to this
reason they always high
quality standard in their all
products, which have
resulted in wide loyal
customer base of the
company.
Price Pricing is another important
factor that directly impacts
The company is well-aware
regarding the effectiveness
8

on number of potential
customers and sales
revenue as well. Due to
this reason, the company
named, Beauty giant has
adopted economic pricing
strategy and set affordable
price rates of the products.
of setting appropriate
pricing. However, the
company has set the
premium pricing strategy
and segmented their beauty
products in premium
products that are costly
compare to lower cost skin
products. The company
says, their products are
best and efficient for all
types of skin. Though the
company has wide
customer base, Rimmel
London has set high price
rates of products, which will
may impact on the
company’s functioning in
future.
Promotion Promotion is the process of
informing the customers
about the products and its
value so that customers
show more intention to
purchase the product.
Beauty giant uses mainly
online promotion along with
the usage of multiple social
media channels such as
facebook, linkdln, youtuve,
twitter and others to reach
Being one of the most
popular UK based cosmetic
companies, Rimmel London
must conduct effective
promotion activities. Tehe
company uses both
traditional and modern
techniques of promotion.
Rimmel London uses radio,
tv advertisements,
billboards, magazines and
others as traditional
9

out more numbers of
potential customers.
However, the company
invest small unit of
business profits in
promotion of new products
(Boonpradub and
Thechatakerng, 2015).
mediums of promotion,
where multiple social media
channels have been used
to gather attention of more
numbers of global
customers. Thus, the
marketing and promotional
activities of Rimmel London
are appreciable in attracting
customers to them.
Place Selection of the place also
impacts on customer
engagement and business
profitability. Beauty giant
has decided to conduct
business operations at both
offline and online methods.
In the offline methods they
have targeted the UK
marketplace as their target
market place for increasing
the sales revenue of the
firm.
The company has multiple
numbers of stores
throughout the United
Kingdom area that are well
maintained for customers.
Rimmel London has
generally targeted the UK
market place as their key
place of conducting
business operations. Apart
from the UK premises, the
company has its presence
in different locations across
the globe that the company
also has considered as
their place of business.
Process Processes need to be
efficient and effective
enough that it can grab
attention of customers.
Beauty giant uses
The entire process that is
being followed by Rimmel
London are effective
enough to provide high
satisfaction to their
10

convenient shopping
process in the stores to
enhance the satisfaction
level of the customers. It
has provided customers the
opportunity to shop from
both offline stores and
online websites that has
resulted in high sales
revenue and higher growth
of the company. In online
shopping, delivery and
payment details are needed
at the time of check out and
in offline stores, customers
can take products that they
want as well as are billed
before leaving the store. It
has increased the security
and acceptance of products
and customer satisfaction
level as well. Apart from
that, the customer service
process and maintenance
is also appreciating that will
lead the company to
increase profitability.
customers. The company
also deals with online
purchasing, where they
provided the best class
delivery and service system
to their valuable customers.
They maintain all the
required processes and
methods that are required
to meet the expectations
and demands of the wide
range of global customers.
Apart from this, to make the
organizational processes
more effective, the
company has adopted a
range of advanced
technologies within their
firm (Yu, 2018).
people People in the company
provide services to
customers that actually
influence them to come
Within Rimmel London,
employees are recruited
through multiple effective
selection and recruitment
11

back again in the company.
Employees engage
customers in order to
represent products to them
along with their values. The
company has small
workforce unit that are
trained and capable
enough to handle any kind
of business situation. High
performance of employees
will bring positive changes
within the firm. Additionally,
this effective employees will
accelerate the business
productivity, sales and
profitability altogether.
methods so that they are
skilled. Additionally, their
organizational knowledge
helps the organization to
fulfil the demands and
needs of the customers.
However, the organization
has huge numbers of
employees those are
capable enough to present
products to customers
effectively and increase the
sales revenue of the firm
(Sinkovics et al., 2014).
Physical evidence The company has offline
stores or physical
evidences. In modern
business context, it is
undeniable that ventures
are focusing making their
stores attractive to gain
attention of wide range of
customers. Beauty giant
has multiple stores across
the UK premises and all the
stores are well designed
and well equipped for better
customer engagement. The
Rimmel London also
maintains hygiene and
cleanliness around all their
stores in order to provide
better satisfaction to
customers. Architecture
engineers are used for
designing the anterior of the
stores so that more
numbers of customers will
be engaged. Additionally,
the company has used
multiple technologies within
their stores to better
12