Marketing Essentials Report: Role of Marketing in Business

This report provides a detailed analysis of marketing essentials, focusing on the core functions, the marketing mix, and strategic planning processes. It examines the role and responsibilities of marketing functions within an organization, emphasizing how these elements contribute to achieving business objectives. The report specifically uses ASOS PLC as a case study to illustrate practical applications of marketing strategies, including product design, pricing, branding, and promotional activities. It explores how marketing relates to organizational departments such as research, HRM, and finance, highlighting the importance of integrated approaches. Furthermore, the report delves into the application of the marketing mix (product, price, place, promotion) by companies like ASOS PLC and Urban Decay to attain business objectives, offering insights into how these companies create brand awareness and increase sales. The conclusion summarizes key findings and underscores the significance of effective marketing in driving organizational success.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) ROLE AND RESPONSIBILITIES OF MARKETING FUNCTIONS...........................1
P2) MARKETING RELATES TO ORGANISATIONAL AND RESPONSIBILITIES.....3
TASK 2............................................................................................................................................4
P3) Companies applying marketing mix for marketing planning process for attaining the
business objectives.................................................................................................................4
TASK 3............................................................................................................................................6
P4) Marketing Plan for an organisation..................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a set of action which involves the skill of management and exchanges of
different product and services in aspect to need the customer's. It is major element of business
and commerce. Generally marketing help in promotional activities which promotion of product
and services such as advertisement, selling and delivering of goods and service to those customer
who have need and potential to buy (Antczak and Sypniewska, 2017). An set of action usually
used by many of organisation in the context of enhancing the business activities and profit
margin of company and this lead to create the marketing impact and called marketing process.
This techniques is required by many of organisation which help to improve the sale margin and
create the opportunities for the maximum sale.
The marketing help to create the brand value and awareness between people. Also help to
create and attraction to purchase the product and services. The main objective of marketing is to
enhance the firm performance and the market share. To sale the maximum number of product
and services to customer help to raise the market share (Bhosale and Phadtare 2019). To know
more about the concept of marketing ASOS PLC started to sale the cosmetic product according
to customer, organisation have must fulfil the need and demand of customer in every aspect.
Recently, the organisation introduce new anti-ageing cream. In this context, there are different
concept are arises and covered in this reports like how marketing manager play important role in
organisation and their responsibilities. Major of the companies apply marketing mix to achieve
their organisational goals. Moreover, it will be about marketing plan which help the organisation
to enhance the firm performance.
TASK 1
P1) ROLE AND RESPONSIBILITIES OF MARKETING FUNCTIONS
The owners of organisation have their role to raise up the profit in order to make money
and enhance the sell by their product and services in the various marketplace. The role which
fulfil the expectations and want of the customer and all these are undertaken as per the aspect of
consumers. Marketing is the major function's which is generally followed by many organisation
which help the enterprise to enhance the performance and productivity. It is very difficult task
for organisation to attract the consumer for product and service. The selling of product is more
difficult without the marketing strategies and plan (Bridges and Hofacke2016). And this plan and
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strategies provide the way in aspect with organisation to promote the product. This function and
role is prepared and executed by the manager of that organisation that help to influences people
and make to improve their buying towards the product. In ASOS PLC the manager of marketing
is dealing with the various role and responsibilities that are discussed :
Analysis and collecting information:
To gather the relevant information and analysis them is important for the various
marketing techniques. The various function is drive by organisation to know about what are
customer expectations and their need (Hassan and et. al., 2018). The marketing manager of
organisation collect the data of market which help to observe the market while formulating new
idea and to introduce new product in market. The analyst of marketer of ASOS PLC play very
vital role in the market. The information data help to know about the customer's and what type of
product is order to perform in business activities. This function is provide the brief knowledge
about selected organisation to find out which product can give their best opportunities in
marketplace with their product and productivity.
Market planning:
The strategies and plans are stated by organisation manager for the purpose of setting the
goals and achieve the goals. Without nay proper strategies and planning no organisation have
enough ability to achieve the business organisation. The selected organisation ASOS PLC have
play marketing manager are playing very important role which help in to make new strategies
and applied in market to gain profit. In the context with ASOS PLC make a new plan to
increasing the production and enhance sales performance of cosmetic product from men and
women (Kautish, P. and Rai, S.K., 2019). In this condition marketplace have identifying new
marketer which play their role seriously as to make plan and perform responsibilities by making
plans that help to attract people and emphasis them with product and services.
Product designs and development: in current scenario the people are more attract with new
designs and development of product which helps for taking to such product. The designs of the
product should be very attractive which help to gain the market by the morphology of
attractiveness of product. The shape and flavour of the product changes many of time to gain
more market and continuous changing create a new concept of influences to people towards for
product.
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Standardisation and branding:
people are highly engaged with quality and standard and brand of the product which help
to change the various mode of the quality. The standard term is defined as the size, quality,
weight, colour and help to designs raw material which is use start the product. Where the
branding defines the image of particular organisation which help to enhance the sale is market. In
ASOS PLC, the marketer play very crucial role and responsibilities to maintain the quality and
standardisation of product and service which help to increase the sale of organisation (Klepek
and Matušínská 2016). Instead, the manager role is to analyse the situation and the information
help to create the better quality of cosmetic product which maintain the status of brand and
goods in marketplace. It also help to provide satisfaction to customer about the product and
services.
Product pricing:
pricing is an important factor which is help in organisation to fix the amount of product in
market. Which help the customer to get a decision making chance of buying decisions. Price of
nay product and services which is affected by cost, competing product, government policy, tax
rates and other profit rate. In ASOS PLC the role and responsibilities are termed as the setting of
price of cosmetic product and service by including the total expenses of organisation and
maintain profitability. The function are arises like gathering and observation, product, planning,
standardisation and branding, product pricing, etc. and these are helpful in marketing of ASOS
PLC to enhance the sale of product. In which the product and production is enhanced the service.
P2) MARKETING RELATES TO ORGANISATIONAL AND RESPONSIBILITIES
An set of activities which help in operation like promotion and sale of product and
services is consider as the tactic of marketing. This is major components followed by marketer
which help to promote their product in aspect to enhance the sale of the business. Moreover, the
business process that is used in order to maximise the overall production and productivity of
organisation, then they must go with promotional tactics and create a business plan to increase
the margins table. The marketing manger play various role in organisation of ASOS PLC that
help to make good decision with aspect of market (Lues and De Klerk 2016). The role of
marketer are:
Relation between marketing and research department: research and marketing both are the
organisation concern group in which research deal with new innovation which fulfilling the need
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of customer by their product and services after analysing the research, the marketing make their
strategies to launching of product which help to influence the customer by giving him
advertisement and new strategies and other marketing promotional tactics, the marketing
manager play the vital role in responsibilities by researching the market and obseevrd the
expectations of developed product and increase the demand of product according to customer
demand and needs.
Relation between marketing and HRM team: HRM refers to the human resource management
which help to manage the all activities by making policies and legislations. It is crucial for an
organisation to help and follow the guidelines which is provide the HRM team in the concern of
performance (Natakusumah and et. al., 2017). This role and responsibilities is managing by
marketing manager and HRM manager who are related with the organisation and helps to
improve the business performance. This department communicate with the HRM departments for
selecting marketing candidates which have know about the market and tendency to attract the
customers. This role is managed by marketing manager and HRM team who help to improve the
business performance.
Relation between marketing and finance: the marketing and finance are the same kind of part of
business organisation which is help with the organisation within the context of this. In ASOS
PLC marketing manager plays role by setting the goals and finance help in the improving set of
action which is provided by finance. There are many role which is performed by the marketing
and finance which help to manage the marketing plan and help in funds form the finance within
the organisation and help to evaluate the term of money and analyse about the organisation worth
with this.
TASK 2
P3) Companies applying marketing mix for marketing planning process for attaining the business
objectives
Marketing mix refers to the collection of different tactics and actions which the
companies used to promote their brand and product in the marketplace. The main objective of the
business organisation is to increase the sales for getting the higher profit from the market.
Marketing mix is used to understand the strategy of other business unit for to make the change
accordingly. It is all about putting the right product on the right place on right time for
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influencing the customer for the maximum sales. In context to the ASOS PLC's marketing mix id
the main concentration of the marketer for giving their concentration for effective business
activity (Niros and et. al., 2017). The marketing mix of the ASOS PLC and Urban Decay have
mentioned below:
Basic ASOS PLC Urban Decay
Product This company is selling
different types of product
which are related to the men
and women both. Company is
focusing on the women
product of cosmetic like eye
liner, lip gloss, lipstick, body
lotion, perfume, shampoos,
hair care products and
conditioners etc.
This is one of the best company
in UK which deals with the
cosmetic products. It is
maintaining the portfolio brand
which where it introduces its
now products and services
which is according to the
customer demand. It also
involves the men and women
cosmetics products.
Price This company is adopting the
price skimming strategy due
to having the big brand and is
charging higher price because
of not having any side effect
of their product.
Here, this company is focusing
on the price penetration
strategy. It offers the best
quality product to their
customer and having the
recognizable which gives the
satisfaction to their customer.
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Promotion It is the way of creating
awareness of your product in
the market. The ASOS PLC is
also using the celebrities for
the promotion of their goods
and services. They use
celebrities as a role model
which help to create the brand
awareness and setting up the
organisational goals.
Urban decay using many
celebrities face for the
promotion like Kate moss who
is on of the best popular UK
actresses with thousands of fans
that help to promote products
and change the people with the
person mindset. Moreover,
social platform and online
platform are using by such
companies to promote the
goods and services.
Place They have maximum store
outlet in market in which
people just checkout the
particular product. They also
go online with their website
to provide details information
about the product.
They also deal with offline and
online product in many
countries. Which help the
company to increase the
reachability of product to the
customers.
Process ASOS PLC provide the
service of deliver and
transportation which is in
delivery for home and many
more.
They have many technical
process like it support services,
physical supports and research
and development process
(Ratilla, M., 2016).
Physical evidence It has more than 50 branches
and also they have either own
website in which they offer
product for shopping which
act as physical evidence.
Its offer super market and
online website to see the
product. Instead, they provide
lots of image of product in
website for customers.
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TASK 3
P4) Marketing Plan for an organisation
A marketing plan refers to a document which is used by an organisation in order to
govern them through the changes that are to be brought in functions of the business. There are
various objectives decided beforehand and the marketing plan consists of different strategies that
are to be undertaken by a business in order to achieve all these objectives (Suchada and et. al.,
2018). Below mentioned is a business plan derived for ASOS Plc.
Overview of the organisation
It is a British online fashion store which was founded in 2000 in London. It is aiming at
young adults by selling over 850 brands along with various own brand clothing and accessories.
They are shipping their products to more than 196 countries from the Centre is present in United
Kingdom, United States and Europe. The following business plan consist of various objectives
that the organisation is focusing upon in order to achieve in upcoming six months.
Vision statement: Vision of the organisation is to provide the consumers with best fashion
products.
Mission statement: Mission of the organisation is to set themselves as the best online selling
website and fashion retailer throughout the world.
Objectives:
 To enhance the sales of organisation by 15% in next six months. To expand the business into developing economies in next six months.
STP approach:
Segmentation: The segmentation for organisation is done on the basis of psycho graphic,
geographic and behavioural segmentation. In psycho graphic the product are divided in between
consumer based upon their buying patterns. The geographic segmentation focuses upon national,
international and local boundaries. On the other hand the behavioural segmentation is focusing
upon nature of consumers along with their customs and beliefs.
Targeting: The major target for the organisation is young adults. These are ranging from the age
of 15 years to 23 years. They are focusing upon both men and women providing them with latest
fashion clothes and accessories.
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Positioning: In order to successfully position themselves in market the organisation is using
online platforms along with their retail stores. There are a number of different social media
platforms through which the organisation is reaching out their customers worldwide.
Budget: Budget is an essential plan when an organisation is establishing and developing new
products and services in market. Below mentioned is an expenditure budget which will be
required by ASOS in order to fulfil all the objectives of their marketing plan.
Monitoring: The last step in preparing a marketing plan is to review the performance of the
overall plan and implemented successfully on the business organisation. It is majorly concerned
with comparison between the results and the actual performance along with the plan. It is
necessary that the plan is successfully executed according to the strategies described (Wawira,
P.L., 2016). It is necessary that the top level management of ASOS plc. is providing the
responsibility to their managers and employees to make sure that the plan is completed within
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the given time period. They are also required to assist them in order to make various changes in
plans so that the plant can be more effective and successful for the organisation.
CONCLUSION
As per the above discussion, marketing is an activity operation which is help in the
promotion of product and service. Every organisation have their various strategies and plan
which help in market to grow. In the above context, ASOS PLC is as example and various tactic
and tools were applied to details the topic.
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REFERENCES
Books and Journals
Antczak, A. and Sypniewska, B.A., 2017. Personal Selling in the Service Sector as One
Marketing Promotional Tool. In Cross-Cultural Personal Selling (pp. 35-56). Palgrave
Macmillan, Cham.
Bhosale, J. and Phadtare, R.G., 2019. Is social network marketing a disruption to traditional
marketing?. Asian Journal of Multidimensional Research (AJMR), 8(3), pp.476-485.
Bridges, E. and Hofacker, C.F., 2016. Service marketing and adoption of promotional
technology: A qualitative study. Service Science, 8(4), pp.368-385.
Hassan and et. al., 2018. SMEs' intention towards the adoption of mobile marketing: a case of
Pakistan. International Journal of Business Forecasting and Marketing Intelligence,
4(4), pp.400-425.
Kautish, P. and Rai, S.K., 2019. Fashion portals and Indian consumers: an exploratory study on
online apparel retail marketing. International Journal of Electronic Marketing and
Retailing, 10(3), pp.309-331.
Klepek, M. and Matušínská, K., 2016. Marketing communication effects on the specific segment
of Czech singles. Scientific papers of the University of Pardubice. Series D, Faculty of
Economics and Administration. 36/2016.
Lues, H.T. and De Klerk, N., 2016. Gender differences amongst African Generation Y students'
perceptions of fashion marketing activities.
Natakusumah and et. al., 2017. The Impact of Marketing Communication in Attracting Customer
(Case Study at Fairmont Hotel Jakarta). TRJ (Tourism Research Journal), 1(1), pp.68-
80.
Niros and et. al., 2017. Effective marketing of mobile telecom services through brand
personality: Empirical evidence from Greece.
Ratilla, M., 2016. Quantitative marketing research (Doctoral dissertation, Masarykova
univerzita, Ekonomicko-správní fakulta).
Suchada and et. al., 2018. Hotels and Resorts Rent Intention via Online Affiliate Marketing.
KnE Social Sciences, pp.132-142.
Wawira, P.L., 2016. Marketing strategies and performance of large hotels in Nairobi County
(Doctoral dissertation, University of Nairobi).
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