Marketing Essentials Report: Roles, Mix, Plan and Comparison

This report delves into the core principles of marketing, emphasizing the crucial role of marketing in effectively managing customer relationships and aligning with business objectives. It begins with an introduction that highlights the significance of marketing as a central function within organizations, using Marks and Spencer as a case study. The report then explores the roles and responsibilities of the marketing function, including its role as a guide, promoter, coordinator, and assistant, and discusses key responsibilities such as ensuring operational efficiency and product development. Furthermore, it examines the interrelation between the marketing function and other departments, such as production, logistics, and R&D, demonstrating how collaboration enhances business outcomes. A comparison of marketing mix elements is provided, contrasting the strategies of Marks and Spencer and Tesco across product, price, and place. Finally, a basic marketing plan is developed to address market competition, providing a practical application of the concepts discussed.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
LO 1...........................................................................................................................................3
Roles and Responsibility of marketing function....................................................................3
Function of Marketing in wider organization context............................................................5
LO2............................................................................................................................................6
P3 Comparison between the organizations using marketing mix elements...........................6
LO3..........................................................................................................................................10
P4 Marketing plan................................................................................................................10
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

INTRODUCTION
Marketing mainly accounts for effectively managing the customer relationships. The
core aim of marketing function is to make sure the company timely meets with the
customers’ needs and create value for them in return. Marketing is considered as the centre
point of all other functions as it helps the company in selling out and promoting the
organization’s products and services. For the current report, Marks and Spencer is taken as an
organization which is a multinational retailer which is specialised in selling out food and
home products along with clothing. This report, provides a discussion on the various roles
and responsibilities of marketing function/manager in attaining the business objectives. It also
covers the interrelation between marketing and other divisional units of the business
organization and its significance. Along with this, it provides a comparison between the
organizations in applying the marketing mix elements. At last, a basic marketing plan is
developed for meeting with the market competition.
LO 1
Roles and Responsibility of marketing function
Marketing generally refers as a group of the activity which are generally performed in
the organization with the motive of presenting the product of the company in the best way
possible in front of the customer in the market. Marketing department generally regarded as
back born of different operation of the company. There are variety of different type of role
and responsibility which are played by marketing faction of an organization. Some of the
most important roles and responsibility performed by marketing function of an organization
is as follows:
Guide: Marketing in organization generally used to play the role of guide as marketing
function generally used to understand the different opportunity which are present in the
market and on the basis of the same organization generally used to develop different product
and service in a way that it used to help the company in optimizing the opportunity present in
the market (Othman and Hafez, 2019). This also used to help the company in satisfying the
need of different customer in the best way possible.
Promoter: Marketing function of company also used to play the role of promoter in the
organization, it had been analysed that Marketing function of organization generally looks at
promoting the good of company in front of the other in the market. Marketing function
generally uses different sort of promotional tool to present the product of the company in a
way that it used to help the organization to seeing good number of customer toward the

product of the company in the market. Marketing function generally used to select the
customer base which company is looking to target and on the basis of same organization
generally looks to promote the product of the company in a way that it used to help the
company in seeing the needy customer in the organization.
Coordinator: Marketing in the organization also used to play of coordinator in the
organization, it had been highlighted that marketing function of the organization generally
focus on coordinating different activity of organization with each other. It had been analyzed
that organization generally used to look at the different aspect which are prevailing in the
market and on the basis of the same organization generally used to coordinate different
activity in a way that it used to help them in making variety of the different decision in the
best way possible in the organization (McVeigh and Director, 2017). One of the example of
this sort of the role is at the time of setting price of the product in the organization. It had
been analyzed that organization generally used to consider the different factor in the market
and used to coordinate with the procurement and logistic department in an organization in a
way that it used to help the organization in setting the price of company’s product in the best
way possible.
Assistant: Marketing function in the organization also used to play the role of assistant
in the organization. It had been analyzed that Marketing function generally used to provide
the information about the current happening as well as different activity which can occur in
the coming future. This information is generally used by the different organization in a way
that it used to help them in making variety of different decision in the organization.
Marketing function generally used to assist the management and different level employee in
the organization in making variety of different type of decision. Hence, it can be said that
marketing function in the organization used to play the role of assistant as well.
There are variety of responsibility which are also carried out by the marketing function of the
company. Some of the responsibility which are carried out by marketing function is as
follows:
 Marketing function of the company generally make sure that the efficiency of
different operation are generally maintain throughout the operation of the
organization. It had been analyzed that marketing function generally looks at optimum
utilization of different resources in term of different information present in front of
marketing department of company (Laczniak and Murphy, 2019).
 Marketing function in the organization also used to carry out the responsibility of
product development in an organization, it had been understand that marketing

function in an organization generally looks at different aspect of product or offering
of the company and on the basis of the same, they generally used to make sure that the
different offering of the company is liked by the customer in the market.
Function of Marketing in wider organization context
Marketing function generally used to help the different department in the organization
as well, it had been analyzed that there are wider responsibility of marketing function to other
department in an organization.
Marketing function and production department: Marketing department generally
used to pass on the different information about the market to the production department of the
company. Information may be in regards of different trend and need of the customer which
are prevailing in the market. On the basis of the same need and preference of different
customer in the market. Production department of company generally looks at developing the
product which can help the company in seeing good sort of customer interest toward the
product of the company. At the same time Production department of company generally used
to pass on the good sort of the information about the product of the company to the marketing
department of the company. Marketing department of company generally uses the same
information in the organization in a way that it used to help the marketing department at the
time of promoting the product of the company in the best way possible in the market. For
example, marketing department used to select the target customer base of the company on the
basis of information which is provided by the production department of the company.
Marketing and logistic department: Both the departments are also connected with
one another. The marketing division provides support to the logistic division for the
performing the actions effectively. The logistic functional unit makes use of the research
conducted by the marketing function in respect to the customers and the target market (Baird,
Su and Munir, 2019). This research helps in the logistic department in ensuring timely
availability of the products in the market, in all the stores of the company. This is a very
important to ensure that the products of the company are easily available to its customer
which is possible only through having an effective logistic division and its communication
with the marketing department for determining the lot of supply required or if there is any
increase or decrease in the customer demand.
Marketing and R&D department: The R&D department of the organization is
mainly responsible for researching on the various needs and expectations of the customers
and then developing the quality product which can result into bringing and organization in

attaining the high level of revenue and incurring profits and achieving greater growth
(Elsbach and Stigliani, 2018). The R&D department undertakes extensive analysis that the
information collected by the marketing department for the purpose of ensuring better growth
of the company. The coordination among the R&D and the marketing department helps the
company in achieving its desired objectives in an effective manner.
Marketing is an important function which works on effectively coordinating with
other divisional departments of the organization so the business goals can be achieved on an
effective manner. For instance, while preparing the budget for the marketing plan the
marketing department requires to coordinate with the finance department in order to ensure
that financial resources are allocated in an appropriate way. Along with this, the marketing
department gathers useful information pertaining to the customers’ needs and the changing
market trends so that the R&D department carry out research over the same and then the final
report is end to the production department who works n producing product and services based
on the customer preferences. All these factors have a huge impact over the business growth
and results into accomplishing the set goals.
Marketing is considered as an important function for all types of business
organization which helps it in effectively promoting its business which results into
maximizing its customer base. There are mainly 2 crucial factors of marketing which ae
product development and the market research (Sahibzada and et.al., 2020). Based upon the
research carried out, the marketing team gathers the relevant market information considering
the customers requirement which is then implemented into the production function. For the
purpose of providing better services and meeting with their requirements. All the divisional
units are interrelated to one another, for instance, the R&D division helps in identifying the
market needs so that important changes can be made within the production process in order to
provide high quality product and services to the organization’s target market.
LO2
P3 Comparison between the organizations using marketing mix elements
Marketing Mix elements Marks and Spencer Tesco
Product The product portfolio of
M&S is very wide covering
products for all age group. It
is into footwear, clothing’s,
bags and accessories. The
Tesco is having a wide
range of products which
includes food, clothing,
electronics, furniture and
other financial services. It

company also provides
products in relation to the
home and furniture along
with the food and wine
section (Thabit and Raewf,
2018). Along with this, the
company also provides
flowers and other gift items
and the organization mainly
focuses on selling in house
brand instead of other
international brands.
has expanded its business in
the online marketing
segment as well. The
company provides grocery
delivery services along with
eth music downloads other
than its existing product
lines.
Price M&S has implemented the
competitive pricing strategy.
As the company has its own
n house brands for all
purpose thus, these are
priced in between medium
to high because of the
premium quality. But then
to, the company follows this
strategy because of
availability of more options
to the customers which ahs
resulted because of increase
in competition. During the
seasonal time, it follows
dynamic strategic under
which it offers greater
discounts for attracting more
customers.
Tesco endeavours to keep up
as low costs as conceivable
without decreasing the
nature of its items or
operating itself in losses. So
as to pass all cost
preferences to its clients and
keep them cheerful, it
utilizes various estimates
which incorporates the
economies of scale it
appreciates (Tesco
Marketing Mix (4Ps)
Strategy. 2020). Tesco's
system of low costs is the
thing that has prescribed it
to clients throughout the
long term, making it feasible
for Tesco to outperform all
desires and become the main
market leader in Britain

leaving all other brands like
Sainsbury lacking behind.
Place M&S is an international
brand having its store in
over 50 countries. The
company is having its major
business in UK where it is
having nearly 850 stores.
The company is having its
official website through
which the customers can
easily buy the products and
get it delivered at home.
The stores of Tesco are
located all across the world
and it has two main channels
for providing its products
and services which are
online and offline. The
company is having different
types of stores such as Tesco
Compact, superstore, Extra,
metro and so forth. Tesco is
having over 6900 stores in
across 11 countries.
Promotion M&S made use of different
types of marketing strategies
which are selected very
carefully in order to align its
advertising campaigns with
the digital marketing and
other strategies related to its
stores (Marketing mix of
Marks and Spencer. 2019).
It makes use of the print
media, mobile ads and the
social networking sites for
promotion. The company
also uses it website for
advertising its products.
M&S also promotes its
season sale to its loyal
customers through the way
of providing special
The major benefit to Tesco
is its lower price strategy. It
has implemented TV
advertising, offers huge
discounts and offers to the
its customers. Along with
that, it provides sponsorship
to various charitable trusts
and events and makes use of
point of sales strategies. The
company has offers
implemented all year round
it is very easy for any person
to find this grocery store
having offers such s buy 1
get 1 free and so forth. It
also works on making its
customers buy more making
them feel that they have

discounts. It also has its
loyalty program named
‘Sparks’ under which points
is provided to the customers
based on the amount spend
on shopping.
saved more.
People The organization is having
the employee strength of
approximately 83000 and
the company pays special
concentration on its
employees and follows a
competitive payments
system in order to retain its
employees. Along with it,
M&S reward its employees
based upon their
performance or on achieving
target. It also provides
special discounts to the
employees on its M&S
products which can be either
purchased online or offline.
It also promotes diversity
emphasizing more on female
employees.
Tesco is the largest retail
brand providing
employment to many. There
are more than 480,000
workers in 11 business
sectors around the world.
Variety is exceptionally
energized in Tesco. Workers
are esteemed or valued more
with the goal for them to
perform better for the
organization. The workers of
Tesco are urged to help each
other and to be steady.
Special promotional offers
are given to the staffs that
are recognized to have more
noteworthy potential.
Process The stores of M&S are
designed and organized
beautifully which are
divided into floors which
results into they are having
separate section for different
needs. The customers can
The process which is being
followed by the Tesco is
designed and structured in
such a way that the
attainment of the task can be
accomplished (Išoraitė,
2016). It is organised in a

also easily claim their
reward point if they are
having Sparks card.
simple way so that deviation
in regard to the company
policies can eb reduced.
Physical evidence The is having 1000 stores,
having 83000 employees all
across the globe. These
stores and its products act as
the physical evidence of the
company. The company also
has its website through
which it can buy products.
The logo, labels, brand, its
physical stress all are the
few evidence which
describes its physical
evidence as a proof to its
customers. The company is
also having its online e-
commerce site.

LO3
P4 Marketing plan
Executive Summary
The marketing plan provides a road map following which the organization can
implement its practices which will help it in achieving its desired objectives. This provides
a right direction along with the tactics and action plan resulting into accomplishing the
goals. In this marketing plan, the company is looking for its further market expansion.
Company Overview
M&S is headquartered in London providing broader range of products and
services meeting with the all types of customers’ requirements (ABOUT US. 2020). It was
founded in the year 1884 and is currently in existence having 850 stores in UK and it has
its online food delivery service as well.
Mission and Vision
The mission of M&S is to make a inspirational quality of products which will be
accessible to the others.
The vision is to be the standard against which the others are being evaluated and
measured as a benchmark.
Situation Analysis
SWOT analysis
Strengths Weaknesses
 Strong product offerings with the
changing trends and purchasing
patterns.
 Strong e-commerce platform.
 Effective in providing improved
customer service and experience
(Brnjas and Tripunoski, 2016).
 Instable financial position and
performance.
 Heavy dependence over the UK
market.
 Increase in the tendency of product
recall has led to decline in customer
confidence level.
Opportunities Threats
 To expand its business in the Indian
market and in UK as well.
 Boosting its e-commerce site for
improving its market presence.
 Simplifying its existing business
 Increase in competition in UK food
industry.
 Regular change in the clothing
trend.
 Negative impact of Brexit on the

model. pricing of products.
Marketing objectives
 To expand the business in the other parts of the UK in small areas as well.
 To increase the market share of the company by 5% in the coming 5 years.
 To enhance the customer service and satisfaction level.
Strategic formulation
STP analysis
Segmentation: The company would take into account demographic and
geographic factors which will help in determining or segmenting the market into smaller
parts. The company will large medium to higher income group people irrespective of age.
Targeting: For the purpose of meeting its desired goals and objectives, it is
important for the company to specify the target group. Therefore, the company will be
using the niche and differentiated targeting in order to target only those people can actually
result int gaining larger market share even if the profit is low.
Positioning: In order to attract the decided target group of customers, the
company would make use of different types of promotional practices along with the
advertising tools.
Marketing tactics
Product: The most important aspect of M&S products is that it is of high quality
which differentiate it from its competitors.
Price: Company would provide value for money and price will be competitive in
nature so that people for the selected target can afford it.
Place: For the purpose of attaining objectives along with competing with the
market competitors, the company will provide its service and open its stores in that areas.
Promotion: The company will take help of pamphlets and social media platforms
for grabbing ad promoting its products.
People: The company will provide training to its employees as the objectives
cannot be achieved without having competent employees.
Process: All the relevant practices are structured in a systematic way through
which organization can smoothly achieve its objectives.
Physical evidence: Highly satisfied customers and employees will act as a proof
for the organization.

Budgeting
Particulars Amount
Market research 1000
Advertising campaigns 1500
Email marketing 1200
Salaries to personnel’s 2000
Product development 3500
Total 9200
Action plan
The company will provide training to its employees which will help in effectively
dealing with the customers’ needs and requirement resulting into improving and enhancing
the customer satisfaction level. Along with it, M&S will provide training in making use of
the digital technology which will provide support in promoting the products and services of
the company in an effective way. The company will make use of the IT technologies for
the purpose of gathering the data so that relevant control actions can be implemented which
will assist in attaining the objectives in a desired manner.
Monitoring and control
In order to ensure that the above mentioned marketing plan is executed in an
effective way it is essential to regularly monitor the performance of the plan. This will help
in identifying the areas where the outcomes are not in accordance with what is expected.
This will help in coming up with the plan to implement strategies in order to get back on
track and in the right direction (Brown and Crosno, 2019). This is useful in effectively
dealing with any of the loopholes. For the purpose of exercising control over the budget the
company will use cost benefit analysis along with the rating scale technique which will
consequently result into increasing the effectiveness along with the effectiveness of the
plan. Along with this for measuring the performance, the company can use benchmarking
or 360-degree feedback system for determining the efficiency level of the business and the
level of success it has attained.

CONCLUSION
It can be inferred form the above that the marketing is a very important function or
department in an organization as it helps in evaluating the various aspects of market which
are essential for attaining the desired goals. Through the way of conducting the market
research, the marketing manager can implement various types of marketing by preparing
marketing plan for which requires complete support from eth other functional units such as
finance, production, R&D etc. there is a interrelation between every department which helps
in effectively carrying out the business activities. For the purpose of developing the company
requires to make use of marketing mix along with comparing it with its competitors to know
the differences so that right strategy can be implemented.

REFERENCES
Books and Journals
Baird, K., Su, S. and Munir, R., 2019. Levers of control, management innovation and
organisational performance. Pacific Accounting Review.
Brnjas, Z. and Tripunoski, I., 2016. Situational analysis in the function of developing
company competitive advantage. Bulletin of economic research. pp.134-153.
Brown, J. R. and Crosno, J. L., 2019. Process and output control in marketing channels:
Toward understanding their heterogeneous effects. Journal of Business & Industrial
Marketing.
Elsbach, K. D. and Stigliani, I., 2018. Design thinking and organizational culture: A review
and framework for future research. Journal of Management. 44(6). pp.2274-2306.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Sahibzada, U. F., and et.al., 2020. Refuelling knowledge management processes towards
organisational performance: mediating role of creative organisational
learning. Knowledge Management Research & Practice. pp.1-13.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Othman, A. A. E. and Hafez, M. G., 2019. A framework integrating corporate social
responsibility for marketing architectural design firms in developing
countries. Journal of Engineering, Design and Technology.
McVeigh, N. and Director, S. S. S., 2017. Sustainability & Responsibility in Marketing.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Online
ABOUT US. 2020. [Online]. Available Through:<
https://corporate.marksandspencer.com/aboutus>.
Marketing mix of Marks and Spencer. 2019. [Online]. Available Through:<
https://www.marketing91.com/marketing-mix-of-marks-and-spencer/>.
Tesco Marketing Mix (4Ps) Strategy. 2020. [Online]. Available Through:<
https://www.mbaskool.com/marketing-mix/services/16731-tesco.html>.