Marketing Essentials: Marketing Function and Achieving Objectives

This report explains the importance of marketing in business organizations, using Marks and Spencer and ALDI as examples to highlight the marketing environment. It presents the relationship between marketing and other functions within the organizational context and provides a marketing plan for better understanding. The report details the roles and responsibilities of the marketing function, analyzes its significance in the marketing environment, and evaluates the interrelationships between marketing and other functional units. It compares how different organizations apply the marketing mix (7Ps) to achieve business objectives and develops a basic marketing plan, strategically applying the 7Ps to achieve overall marketing objectives. The analysis includes SWOT and PEST analyses to understand the internal and external environments.

Marketing Essentials
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Contents
Introduction......................................................................................................................................3
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organization.....................................................................................................................................4
P1 Explain the key roles and responsibilities of the marketing function....................................4
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................6
M1: Analyze the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................7
M2 Analyze the significance of interrelationships between marketing and other functional
units of the organization..............................................................................................................8
D1 Critically analyses and evaluates the key elements of the marketing function and how they
interrelate with other functional units of an organization............................................................9
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives............................................................................................................10
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives......................................................10
M3: Evaluate different tactics applied by organizations to demonstrate how business
objectives have been achieved...................................................................................................13
LO3 Develop and evaluate a basic marketing plan.......................................................................14
P4 Produce and evaluate a basic marketing plan for an organization.......................................14
M4 Produce a detailed, coherent evidence-based marketing plan for an organization.............16
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D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives......................................................................................................18
Conclusion.....................................................................................................................................19
Reference.......................................................................................................................................20
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Introduction
In this report, the explanation is made about the importance and needs of marketing in the
business organization. The author takes the example of two companies Marks and Spencer and
ALADI and their business performance in the marketplace. This term would be able to highlight
the environment of marketing in context with the business. The relationship between marketing
and other function would be presented in context with the organization. The planning for the
marketing in context with the generation of good understanding also presented in the proper
manner. There the requirement and fulfilment would be provided in the needed manner and
organization would be able to make an effective decision. It is determined that marketing is the
important function which is used by company to achieve the desired customers.
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LO1 Explain the role of marketing and how it interrelates with other
functional units of an organization.
P1 Explain the key roles and responsibilities of the marketing function.
The marketing function is the main element in the organization that is useful for the awareness of
the item and facilities to the client. Marketing is the key to business that makes the awareness of
the product and service which is offered to the customer. Basically, this is a tool for this
organization able to get increase the profitability of the business. Quality of the product and
about the service of the organization, information will be delivered to the customer this provide a
great impact that they set their mind to buy things (Aguinis & Glavas, 2012). There are the
stages which in need to follow by an organization such as;
Roles and responsibilities
 Identify the customers need
It is important for the company and marketing department to evaluate the needs by
research and survey of market. This is the actual term of analysis where the situation of
the organization would be evaluated by the marketing management in context with the
marketing. Satisfy the needs of customers
It is the process where the needs of the customers are satisfied as per their desires, wants
and preferences in relation to the products and services. Development of products
Planning for the organization in order to development would be completed by the
marketing team context with the firm (Cherian & Jacob, 2012). Communication manner
This process of communication manner would be generated by the company context
with the customer to make trustable and managed relation. Management of events
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In the marketing essential there the several activities played by the marketing department
to maintain the relation with customer and attract customer toward the business.
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P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context.
Need of an organization to make more effective and appropriate strategies and planning for the
association which may able to fulfil the entire requirement of the association and generate new
strategies. To collect the smooth and feasible operation and function in the management of the
association manager would be able to optimize the latest technique in context with
communication of the association with the customer.
Manager of the organization able to do effective conversation with the customer that delivers
positive impact and it is a basic function of marketing essential, Director of the organization need
to change or implement the new strategies in management which is helpful to enhance the
business effectively. Management of the association needs to showcase their plan implements it
in the different branches of the association that is usable as reducing the effort of the association
to distribute brand products (Cherian & Jacob, 2012).
The some other functions are described in relation to the context of organization such are as
given:
Strategies development: It is important for the marketing department to develop such strategies
which increases the promotions and sales of services and products.
Monitoring the marketplace: It is important for the Marks and Spencer to monitor and evaluate
the marketplace so department analyses the current trends and develop strategies as per such
trends.
Marketing information system: It is managed by the company and marketing department and
makes a link between other departments of the company (Aguinis & Glavas, 2012).
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M1: Analyze the roles and responsibilities of marketing in the context of the
marketing environment.
Roles and responsibilities of the marketing are described as follows in specific manner.
Company operates in internal and external environment with different tools to understand the
environment as per below examples:
Internal environment (SWOT):
 Strengths: It helps is considering the important strengths which are possesses by the
company at marketplace.
 Weaknesses: It helps in considering the weaknesses of company.
 Opportunities: In helps in determining the opportunities which are available to the
company.
 Threats: It helps in evaluating the threats factors present in the company and
marketplace.
External environment (PEST):
• Political: It helps in evaluating the political factors which affects the functions and
operations of company.
• Economical: It helps in evaluating the economic changes in marketplace.
• Social: This helps in evaluating the social actors that are needed to be followed by the
company.
• Technological: It helps in determining that of the company is working as per the recent
trends or not (Halinen, 2012).
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M2 Analyze the significance of interrelationships between marketing and
other functional units of the organization
The significance of interrelationship between marketing and other sources are as the staff of the
association need to keep up their durable effort context with the improvement of association and
keep the entire things related to improvement in customer relation and management behaviour
context with the association. The staffs of the association keep going with their effort and they
would be able to transmit correct data and help to convey customer in the process of purchases.
Management of the association keeps their actualization and arranges the entire thing in the
several offices through this customer able to collect the things in a proper manner and with less
effort (Halinen, 2012).
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D1 Critically analyses and evaluates the key elements of the marketing
function and how they interrelate with other functional units of an
organization.
Mark and Spencer able to maintain the relationship with customers and staff along with
management that is helpful as motivating them to increases the marketing strategy and give their
complete performance during the service that is deliver a great impact of marketing. This
strategy would be helpful for the M&S to maintain the relationship between customer and staff
in context with service. M&S give a motivation to staff that is helpful for the company to achieve
success in context with organizational goals, this type of functional unit able to create the
positive environment among of company (Mihart, 2012).
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LO2: Compare ways in which organizations use elements of the
marketing mix (7Ps) to achieve overall business objectives.
P3 Compare the ways in which different organizations apply the marketing
mix to the marketing planning process to achieve business objectives.
Marketing mix Mark and Spencer ALDI
Product It gives reasonable items, for
example, sustenance items to
the clients. The sustenance
item which it gives is of a
similar quality that the other
brand gives. It is viewed as
that the items which it source
is by a portion of the chose
providers, at that point a short
time later it does its creation
according to their decision,
this is the explanation for the
minimal effort of M & &items
than the other aggressive
general stores. Or maybe the
sustenance items M&S gives
items, for example, drinks,
veggies, magnificence items,
electronic thing, stationary,
and so on.
As it is a store it gives the
items like garments,
nourishment, budgetary
administration, and so on. The
items which Mark and
Spencer produce is given in
the market in much costly the
results of M&S. the items are
given by Mark and Spencer to
the clients through various
ways so due to that, it takes
some additional charges on the
items which it has (Garrigos-
Simon, et. al., 2012).
Price It is viewed as that M&S has a
decent client base been on the
grounds that it gives shoddy
items to the clients and the
quality which they give to the
client is great. M&S utilizes
the Unit estimating procedure,
showcase entrance as it
fundamentally charges a low
sum on the new items which
the organization delivers. At
the season of rivalry, M&S
utilizes aggressive valuing
technique with the goal that it
can pull in a larger number of
clients than its rivals. The low
As Mark and Spencer give
items on minimal high sum
than M&S give, it a few or the
other way influence the
clients. Mark and Spencer
utilize high-value
methodology in the items and
administrations which it gives
to the clients. Mark and
Spencer likewise utilize a
framework called club
framework which gathers the
focuses as indicated by the
items and administrations
which clients buy (Halinen,
2012).
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cost and high calibre of M&S
draw in the clients to the
organization in more number.
Place M&S works in more extensive
regions; it has at least 4000
outlets in the diverse nation. It
is viewed as that M&S opens
new stores inconsistently. The
design of the outlet which
M&S has is particularly
straightforward with the goal
that the cost which is taken
from the clients can be
limited. M&S buy it required
things in mass from different
places by dealing with the
quality so clients can get
minimal effort items of great
quality. It has an earth well-
disposed thing which is taken
is used in the organization.
As Mark and Spencer give
items on minimal high sum
than M&S give, it a few or the
other way influence the
clients. Mark and Spencer
utilize high-value
methodology in the items and
administrations which it gives
to the clients. Mark and
Spencer likewise utilize a
framework called club
framework which gathers the
focuses as indicated by the
items and administrations
which clients buy.
Promotion The limited time
methodologies which M&S
utilizes are less expensive. It
centres to give better offers to
the general population with
the goal that they purchase the
items and administrations
which M&S gives. Other than
the super offer system, it
additionally gives pamphlet,
bulletin, and so forth in which
all the data identified with the
items which the organization
has distributed on it. M&S
utilizes over the line and
beneath the line limited time
methodologies (Detmering &
Sproles, 2012)
As due to a bunch of rivalry in
the commercial centre Mark
and Spencer completes a few
offers for its clients. It gives
little commercials through
broachers, and so on with
respect to the items which it
gives. It utilizes the club
framework as a special system
to pull in clients.
People It is viewed as that the client
administration of M&S is low
than its rivals as the staff don't
help the clients to choose the
items as M&S as of now
ponders its clients and it made
the design of the store in such
Mark and Spencer do not have
that numerous office which
M&S gives to its clients. The
staffs must be included with
the clients for every last item
which they require as it
doesn't have the isolated
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