Marketing Analysis: Role, Functions, Elements, and Business Objectives

This report provides a comprehensive analysis of the role of marketing within an organization, focusing on how marketing functions interrelate and contribute to overall business objectives. It begins with an introduction to marketing and uses H&M as a case study to illustrate key concepts. The report delves into the core responsibilities of marketing, including meeting consumer needs, driving growth, and expanding market reach. It examines the interplay between marketing and other functions such as production, HR, and finance. The report further explores the marketing mix (product, price, promotion, place, people, process, and physical evidence) and how these elements are strategically employed to achieve business goals. The report also includes an executive summary, an overview of the company, mission, vision, objectives, SWOT, PESTLE and STP analysis, marketing mix, and budget of the H&M company. The report aims to provide a clear understanding of marketing principles and their practical application in a real-world business context.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Role of marketing and interrelates with function of organisation...............................................1
Market and Production functions.....................................................................................................2
Way organisation use element to achieve business objective......................................................2
Marketing plan.............................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the most misunderstanding discipline in today management. It commonly
used synonym for an activities related for an shopping, but it has beyond selling an product.
Hennes & Mauritz(H&M) is Swedish multinational clothing retail organisation that are known
for fast-fashion clothing for women, teenager men and children. H&M associate companies that
operate in 62 countries. This report highlight the role of marketing and function of organisation
ans also various element to achieve the organisation goal
TASK
Role of marketing and interrelates with function of organisation
Marketing is business process where it create the relationship to satisfy the consumers
and also focus on consumer (Djordjevic, 2018). It is primary components of an business
management. Some of the role of marketing are-
Meets needs and wants of consumer:
Needs are already exist in the market. Marketers finds the wants of the buyer and try to
use marketing strategies. Marketers influence the wants as it is shaped by an individual
personality and cultural. And through exchange process all needs are to be satisfied.
Growth, reputation for organisational survival
Business survive in the market because of increase in market share and consumer
retention (Harris., 2016). To achieve the organisation objective marketing helps because of an
consumer-centric. Also marketing helps the buyer to satisfy beyond its expectation. It helps the
organisation to increase in sales which result in more growth & reputation of the company.
Wide market:
Marketers use large volume of communication tools like sales, promotion, advertising,
marketing event and also try to promote its products widely. Additional to it public relation
program that build & try to protect organisation picture and product. Marketing can be made
more interactive through revolution in the media technology. Hence it increase the awareness of
the organisation product in the market and widen the market which is beneficial for the growth of
the organisation (King, , 2018).
Offer better product
As many organisation sell products in the business market. Such as physical product, the
product have to well labelled and design. Marketing plays essential role in designing the product
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and managing the product. So that the customer can get attract towards the product by seeing the
best design and packaging of the product. Hence offering best product to the buyer it increase the
sales of the organisation (Jørgensen, 2016.) .
Market and Production functions
To meet the buyer expectation and try to satisfy the consumer. H&M Company can mix
the marketing with the production function. It is very essential for the close relation to increse
the performance of an firm. As the cooperation between the function of marketing and
production it helps in friendly communication, which results in fulfil the needs of the customers
and raise in the organisation profits and increase the production of the company. Marketing
function mainly focuses on buyers satisfying and require of the customers. As the production
department helps the marketing by informing the stock of products and its availability. It support
the marketing function as through this marketer can marketing the product and services in the
market. Hence both function are essential for each other (Salwa. and Sudarsan, 2018).
Marketing and HR function
As the marketing have the connection with an customer, Marketing help and promote
mission and values of an organisation. Through promotion , it help to attract the workers.
Marketing help an HR department and workforce by adapt method of communication and
marketing the workforce that have experience of an communication with that of the buyer.
Where as the HR department serves an organisation employees. HR having the connection with
the workforce, HR helps the marketing by share brand message make in the marketing with
workforce by an training sessions,worker orientation and evaluation (Prasomsap and
Laothamatas., 2017) .
Marketing and finance function
The marketing function helps the financial department as the marketing raise the sales
through the advertising & sales promotion. By this it increase the sales of the organisation and
organisation can earn good profit out of it. Where as finance department find how much fund
receive & investment can grow or reduce at what rate. If the company get more profit than they
can invest more on marketing.
Way organisation use element to achieve business objective
Marketing mix
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Marketing mix is an operational part for the marketing plan it is also known as 4ps and 7ps
Basis of difference H&M TESCO
Product A product of an H&M
organisation that produce to
satisfy the desire and needs of
an certain people and
customer. Where the product
may tangible and intangible in
nature and product are in form
of goods and service. To
achieve the organisational goal
it must ensure that right type
of product and quality are to
be made (Djordjevic, 2018).
During the development of
product the marketer do an
research on the life cycle of
product they creating.. It
essential to reinvent the
products and stimulate much
more demand as it reach at
sales. To expand the current
product with the help of
diversifying & raise depth in
product line. It increase the
sales of the product that can
help the H&M organisation to
achieve the firm goal.
It provide wide range of
products in clothing, food and
financial services etc. and
provide varieties of choice
ranging from regional product,
brand, international cuisine in
food and other choice.
Price It is an amount that the
customer pay to buy the
Tesco maintain the low price
without any reduction in
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product to fulfil it needs and
wants. It is an essential part of
the marketing plan as
determine the H&M
organisation profit. As
adjusting price of product have
big impact on whole marketing
strategy and affecting sales of
product and demand of
product. If the price of the
product is low as compare to
the competitor it increase the
sales rate and If the price of
the product is high than the
customer can shift to other
product an it can decline in
sales rate in the business
market and then it make
difficult for the organization to
achieve the organizational goal
(Harris., 2016).
quality of products. In order to
keep the customer happy. If
the company run in lose than
also it not hesitates.
Promotion It concludes that company tell
about its buyers and about its
products. Small changes in the
form of advertisement that can
help for immediately for
higher sales. Through
promotion of the product in the
business market time to time
and also make changes in the
way of marketing according to
As the biggest advantage of
the Tesco company is the low
price. Which make it highlight
from the other supermarket
and hence it increases the
brand image of the Tesco.
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the market sometime.. Which
help the consumer to identify
the difference between the
right products and consumer
get attracted toward the right
product and buy the product.
Like wise the promotion helps
the H&M organization to
increase the sales & helps the
organization to achieve the
firm goal (Jørgensen, 2016.) .
Place It is also an essential of
reviewing the exact location of
the business. Sometime change
in place make higher rate of
sales. To achieve an H&M
organizational goal the fitm
can make right choice or best
location according to the
customer review and also try
to find essential purchasing
behaviour of an product and
service that require to create an
buying decision. And find
which is best suitable place
that is convenient for the
customer. Where more and
more people can come to buy
the products. By choosing the
right location can improve the
profit of the company
Where the Tesco stores are
spread at distance end wide
area in the global and it
employs online and offline
channels for the distribution of
services and products.
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(Prasomsap and Laothamatas.,
2017) .
People People represents the
workforce,freelancers and
consultants that deliver an
service to the buyer. For the
successful of business, develop
the habit of thinking in order
to exact who going to take
every task ^ responsibility. In
many situation they not move
beyond till they attract the
right person and implement
into correct position. Many
business or best organisation
ever develop till not find key
people that can execute an
plan. And if the right people is
placed than the company has
to pay few attention for an
each singal decision that is
carried by an specific person.
So the right people is essential
at the right place for the better
performance and result of the
organisation (Salwa. and
Sudarsan, 2018).
Tesco company using the
excellent sales assistance that
are greatly responsible for the
success of the firm. It
employees are highly well
compensated and competent as
compare to H&M.
Process It is the step that are required
to provide the service to the
buyer. Advantage of the
In the case of Tesco company
keep its customer happy by
providing fast billing services
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organisation service delivery
that make an process of the
work in which is to be done
that includes the function,
process, activities and tasks. It
helps the H&M organisation to
share the process to its
workforce which make ensure
that work is not repeatable &
become successful. And also
help the organisation to
achieve the goal by following
the process in the organisation,
which can reduce the conflict
and misunderstanding among
the employees and increase the
productivity of the company.
and simple acquirement of the
products online as well as
offline.
Physical Evidence It is the combination of
environment and the branding
of the organisation, where it
provide the service to the
buyer through an service
representative. The capital of
physical evidence that are
service broacher, social media,
request proposal and other
different deliverables from
H&M firm. It help the
organisation to attract the
customer towards the products
and the organisation and make
Here the Tesco does not view
the point of spending more
than necessary amount for
furbishing the stores. And keep
its store neat and clean &
arrange in such a manner that
attract the customer.
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the customer loyal to the
organisation or its product
which helps the firm to raise
the sales and to achieve the
goal (Djordjevic, 2018).
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Marketing plan
Executive Summary- This marketing plan shows the vision, mission and objective of the H&M
company and also include the SWOT of the organisation to find out the strength and weakness of
the firm. Includes an pestle of the company which help the company to find the changes in the
market. And also include the STP, marketing mix and budget are made and finally control and
monitor the marketing plan for the successfully achieve the goal of the H&M company.
Overview of company- H&M (Hennes & Mauritz) is an Sweden based organisation that are
active in clothing industry. It is operate under an such brand of names such as H&M, COS,
H&M homes, weekday, monki, Cheap Monday and many more stories. H&M also engage in
manufacturing, design and marketing of an related accessories and cloth items. Where as the
organisation product, footwear, accessories and home textiles. The firm offer an products in
number of an branded shops that are spread across an over Forty markets. Also the industry
offers an catalogue sales and online in Sweden, Denmark, Norway, Germany, UK and Australia
and among others.
H&M
Mission- It drive an long lasting that have positive changes to improve the living condition
through investing people, innovative ideas and communities.
Vision- Vision of the H&M company to change an circular and the renewable fashion of
industry., to become an equal firm (Jørgensen, 2016.) .
Objective- Its main objective to achieve the climate value chain positively by 2040. In addition
to it H&M also has an aim to educate and inspire the customer that how to care of garments for
the prolong an lifespan.
SWOT of H&M
Strength Weakness
 H&M has its presence with an strong
brand value at global world.
 It continuously remain stable at the
financial stage
 Its mall strategy are failed in the united
state
 H&M can easily replicate the design
which is one of the weakness of the
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firm.
Opportunities Threats
 Its popularity is increasing day by day
of an online stores.
 As it presence at global market it
purchasing power increasing at global
level.
 H&M require and continuous for more
innovation line with the current trends.
 Dynamic changes in the global that
creates an threat to an organisation.
PESTLE of H&M 500
Political Due to changes in the economic and trade it create impact on H&M firm.
Also this factor affect the H&M and are restriction on the export and
import & the relocation of the production facilities. Where as restriction
in the goods are not an major concern. Relocation of an outsourcing and
the manufacturing which continue to became an continuous problem
where the organisation seek an maintaining the profit margin and
reduction of cost as well try to reduce the incentive so to locate an
production in the particular area. Also the organisation has pressure to
show contribution in the social responsibility(Melchiorre and Johnson,
2017).
Economical As changes in tax system of an Asian market because of this the market
market became an little bit unstable for an international organisation as
there can shift in the tax regime. As overall shift in geopolitical of
dynamic over across the world . VAT or value added tax that is going to
introduce in kingdom of an Saudi Arabia and UAE in 2018. Serbia and
Namibia that are working over an improvement an the digital technology
& are trying to convert into an economical digital one(Roberge,
Eisenmann and Cespedes, 2016). Where the China is also not far behind,
when such changes are considered and working not converting the tax
process into an digital but also working to change an culture of the tax
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authority & source that interact with an taxpayers.
Social H&M company's target consumer are young and youth and adult of an
both sexes. Where the consumer are segregated on the basis of location
with an various regional preferences. The preference between markets
and regional that differ an significant as the customer are segment into an
perception of product and people which originating from the various
location. Even within the countries there are various in perceptions. For
example in US the two main fashion want that are California and New
York. Where the information of diffusion that has accelerated trend
adoption and spread leading to an style which changing an more faster
than the past with an consumer to separate into an tighter niches. As keep
on changing taste and preference of the customer create an issue for the
organisation for decision making (Jarach, 2017).
Technological Today raising the essential of an online channel may affect the sales of
the company. As the little technology within the organisation that except
regarding that improved an logistic communication technology and
capability. An advantage in the logistic capability that can allows the
organisation for an better utilization of the inventory & try to reduce the
wastage throughout the world supply chain. Such changes are driven by
increasing the communication capability that allows the speedier and
greater diffusion of the information in the company. As changes and
improvement in the communication technology that also open the various
avenues through with communicate to the consumer(Kotler and et.al.,
2017).
Legal Regulation and Stricter norms for an foreign organisation: As with
changing in the geopolitical of an scenario that in terms of an
immigration, H&M that pay an almost attention to underlying an
dynamic. Also it check an favourable market that sustain its profits and
business. It thoroughly weigh and access an option before decision
taking. Where it make an informed decision instead of an calculated risk.
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H&M also care about changes in the different laws which across an
countries that change the social and political system(Lidstone and
MacLennan, 2017). As it considered an various system FDI norms that
are particular to geography and location. They also maintain the healthy
an ethical work place environment that abide by guidelines and
international laws that has to be followed by an organisation. Whereas
labour union and labour laws that can dealt carefully.
Environmental An environmental factors also play an significant role in H&M company.
As the weather condition that impact an ability to an H&M the
transportation of an both finished products and resources. It create issues
for the delivery of final products. Changes also make an some product
useless. Company which produce large amount of waste they follow the
law to manage the environment habits. The company has to pay pollution
fines which place an financial strain to an H&M(Trotter and et.al., 2019).
STP of H&M 300
Segment- H&M operating clothing and accessories company that mix different psycho graphic,
demographic and geographical segmentation. Such as gender, race , brand loyalty etc. Through
the segment the H&M company can easily find the particular needs of the mature market which
help to find out the new consumer, that can help the H&M company to deliver more focus on the
new buyer and for the effective marketing messages. Here the needs of an every segment remain
the same, so the marketing message are to be design for an every segment that emphasise an
relevant features and benefit that needs rather one size fits for all consumer types. This approach
is efficient for an delivering an right mix for same group people, rather than scattergun approach.
Targeting Strategy- It operating with various sub -brands in business market and with an varied
offering (Prasomsap and Laothamatas., 2017) . H&M company use this targeting strategy to
evaluate an commercial attractiveness and potential of an every segment. Such as Criteria size
where the market are large enough to justify an segment. Difference- it can be measurable that
can be exist between the segment. Money- Anticipated profit that exceed an cost of an additional
pklan of marketing & other change. Focus- different segment can require an unique benefits.
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Positioning- As H&M is based on visionary where it outlook on become ahead that offer the
trend style & quality at the best price. As positioning are the last element of STP process.
Company require an two variable that are to be illustrate an market overview(Trotter and et.al.,
2019).
Marketing Mix
Product- As H&M group has many retail stores around whole world. Firm deals an fast of an
fashion products for the gents, Ladies and kids. Portfolio product is large where brand that
introduced an clothing fist & increase to an other fashion of an products. Today H&M sells and
manufacture shoes, bags, cloths and but products. Men, women and kids around an world that
trust on the H&M foe fast fashion require Because the firm mainly focus on the introducing and
improvement new trends by the products which help the company to achieve large consumer
around from the world.
Price- As H&M has various brand that are targeted towards the various set of an consumer it
has many price range of the products (The segmentation, targeting and positioning model, 2019).
where many products are offer an affordable rate for an middle income. Some of brand price are
little huge price it cannot call an premium rate since it not compete that brand like Prada and
Gucci.
Place- H&M has exclusive stores that are located around world where the company sell of its
product(Roberge, Eisenmann and Cespedes, 2016). Mostly the stores that are located in huge
cities, shopping malls and city centres. This because of type of people that are targeting through
an brand. Where the H&M has expanded in form of placement of an brand worldwide in last few
decades.
Promotion- As the promotion of the H&M that are varies from the each country that is depend
on what is required. Globally it markets through an magazines, billboards, social media and
fashion shows. Where the digital media has become an extremely essential medium for an
promotion and H&M is very active on the digital marketing including the app and website which
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interact with its consumer. It make aware about the product and services of the products of the
organisation and also make aware about the quality of the products as compare to the other
competitor in the market (Salwa. and Sudarsan, 2018)
People- H&M company the employees are an essential for an marketing because they are the
assets for the organisation who are responsible for the delivery of an services. It is essential to
hire an right candidates that can deliver an good service to client, when the company feel that the
employees are performing well and providing the best services to the client than the employee of
the company become honest about the organisation which help the business tp grow an business.
Process- It is the procedure through which the organisation perform its task by using this for
better work. The H&M make sure that for an well tailored procedure to minimise the
cost(Melchiorre and Johnson, 2017). It may be entire system that is distribution, pay and other
procedure and take step for an working business to run an business effectively.
Physical evidence- It pertains how the business and its products and services are to be perceived
in marketplace. It is an business establishment and presence. It is the branding of the H&M
company in the market. For example when the people think of fashion cloths, they think of H&M
company. By physical evidence the company know the actual position or presence in the
marketplace(Kotler and et.al., 2017)
.
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Budget
months Jan Feb March April May June
revenue 20000 30000 40000 50000 60000 70000
cost
S& D 1000 1100 1300 1500 1800 2000
marktig cost 2000 2200 2300 2500 2800 3000
promotion 1000 1100 1300 1500 2800 2000
total 4000 4400 4900 5500 7400 7000
profit 16000 25600 35100 44500 52600 63000
Control and monitor 100
H&M Company will use test marketing to monitor the progress and will use
benchmarking system for controlling over the marketing process (Djordjevic, 2018). Here the
marketers implement the marketing strategy in the business market and try to keep on monitoring
the marketing plan and, if any problem is their than, they can try to minimize the issue. So that
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they can easily over the marketing plan to run the business and try to keep the marketing pan on
the right track by keeping continuously control over marketing plan.
CONCLUSION
From the above study it can be concluded that marketing is the supporting tool which
helps in managing work and raising sales in the company. Social media supports in attracting
people and generating sales in the firm. It also conclude the marketing plan which is essential
part of organization success as bi implement plan in business market to increase the sales and
productivity of the organization.
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REFERENCES
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Routledge.
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CORPORATIVE MANGEMENT. Knowledge International Journal.26(1). pp.129-136.
Harris, P., 2016. Political Marketing, Business & Management Video Collection, Sage
Publications.
Jørgensen, O. H., 2016. Counter narratives inplace and city branding and their influence on brand
mangement. InConference Proceedings of the Inaugural conference og The
International Place Branding Association (pp. 109-110). International Place Branding
Association.
King, T., 2018. Method and system for regulating consumer-generated participatory evaluations
within a reputation mangement framework. U.S. Patent Application 15/497,117.
Kotler and et.al., 2017. Marketing for hospitality and tourism.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Melchiorre, M. M. and Johnson, S. A., 2017. Finding New Ways to Reach Older Students:
Creating a Social Media Marketing Plan for Professional and Continuing Higher
Education Programs. The Journal of Continuing Higher Education, 65(2), pp.73-81.
Prasomsap, Y. and Laothamatas, A., 2017. Poverty Mangement strategies for Small-Scale
Farmers through Alternative Economics: The Philosophy of Sufficiency
Economy. PSAKU International Journal of Interdisciplinary Research. 6(1). pp.92-102.
Roberge, M., Eisenmann, T. and Cespedes, F., 2016. InsightSquared: Developing the Sales and
Marketing Plan.
Salwa, C. H. and Sudarsan, N., 2018. Conceptual Framework for Marketing Strategy in the
Context of Small Business: A Review. IJAME.
Trotter and et.al., 2019. SuperSelfie Marketing Plan.
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Online
The segmentation, targeting and positioning model. 2019. [Online]. Available Through:
<https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-
targeting/segmentation-targeting-and-positioning/>.
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