Marketing Essentials Report: Roles, Mix, and Plan for TK Maxx

This report provides a comprehensive analysis of marketing essentials, focusing on the key roles and responsibilities of the marketing function within an organization, using TK Maxx as a case study. It explores the relationship between marketing and other departments, examining the influence of marketing on finance, HR, production, and R&D. The report further delves into the application of the marketing mix (product, price, place, promotion, people, physical evidence, and process) by different organizations, comparing TK Maxx and Lidl to achieve business objectives. Finally, it culminates in the production and evaluation of a basic marketing plan, offering insights into current and future marketing trends, and concluding with a summary of the findings and a list of references. This report is a valuable resource for students studying marketing, offering practical insights into real-world applications.

Unit 2 Marketing
Essentials

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function..................................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context.........6
TASK 2.......................................................................................................................................................7
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives......................................................................................7
TASK 3.....................................................................................................................................................11
P4 Produce & evaluate a basic marketing plan for an organization.......................................................11
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................15

INTRODUCTION
Marketing is the department which is concern for the advertising their product and services
so that they can attract the large group potential customers in order to satisfy their needs and
wants. Every organisation needs to be concerned for the the marketing activities so that they can
easily boost the performance of overall organisation (Krishen and et. Al.,2021). With the
Specific marketing techniques and the trends present in the current market. Company can easily
spread some awareness about their product and services and also improve the advertisement of
their existing product. TK Maxx is the chosen organisation for this report, it is the American
company which is based in Framingham, Massachusetts in 1994. The companies dealing in
home goods and their stores is in the United Kingdom, Australia, Germany etc. This report will
cover the role and responsibilities of the marketing function and also analyse the inter
relationship between the marketing and other unit of an organisation. Compare and identify the
various marketing mix process and lastly make the marketing plan.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing Concepts
Marketing is the tool and technique which is used to advertise their product and services and
bost the overall performance of the company. Marketing concept is been divided into 5 parts
which are the four value of the marketing and relation to TK Maxx. Explanation of these five
concept are explained as below:
 Production Concept - the main consideration of this concept is to pay more attention on
the taste and preferences of their customers that we can identify the actual requirement
for their buyers so that TK Max implement some change in their product which results in
increasing the productivity of the company. Product Concept - In an market, customer likely to prefer the quality goods vichar price
effective. These are profit oriented so that they can retain search product and services that
are giving benefits to them.

 Selling Concept - sale of product and services must be required specific marketing and
promotion techniques so that they can attract the large group of potential customers.
Effective promotion technique boost the overall sale of the company.
 Marketing Concepts - The main consideration of this concept is to attract in terms of
delivering product and services. In the competitive market, organisation means to
produce the high quality products and services so that they can maintain the brand value
of the company.
 Social Marketing Concept - it is the concept which needs to be to their target customers
so that they can provide them high quality products with low prices. Use of social media
marketing organisation can effectively provide awareness about their product and
services and also offer various discount that can help in boosting the marketing of the
company.
Current & Future Marketing Trends
As per the current market conditions, the market situation it is important to concentrate on
the current temperature marketing trends so that they can identify various opportunities by which
TK Maxx can easily run their operation and performance.
Current Marketing Trends
 Internet Marketing - with effective use of digital technology, company can enhance their
marketing. Advertising and promotion can be done by various online platform like
Facebook Twitter Instagram and many more that can attract the large scale of potential
buyers(McDougal and et. Al., 2020).
 Content Marketing – The marketing mainly contain creating relevant value that can help
in creating profitable actions. TK Maxx needs to focuses on effective content strategy so
that they can attract the large group of their potential customers. It also improve the
customer engagement to the online platform bi publishing impactful content on websites.
Future Marketing Trends
 Relationship Marketing - it is the marketing which is focuses on satisfying the needs and
wants of their customers so that they cannot switch to the other brand. TK Maxx major

concern twin stablish good relationship with the customer so that they can retain the loyal
customers.
 Ethical Marketing - it is the marketing which is concerned with the following with the
legal social and environmental consideration in the process of production, selling,
delivering and promotion. TK Maxx needs to provide high quality products so that taken
take care of the customer.
Explain the key roles and responsibilities of the marketing function
There are different functions by the manager in relation to marketing of the company. The
roles and responsibilities of marketing function analysed by the manager of TK Max is explained
as follows:
 Buying & Selling - it is considered as a important function of marketing which needs to
be considered by every organisation. Selling and buying is the main concern of the TK
Maxx manager so that taken easily improve the level of product and maintain the
effective delivery system. Transportation - it is the function in which distribution of the product to their retailer
wholesaler distributor and consumer. TK Maxx is responsible for focus in each and every
distribution and transportation activities in an right approach. Standardization, Grading & Branding - Marketing manager can create effective
standards of their product and services that can influence the grading and branding of the
company by which the large pool of people can be attracted and contribute in attaining
higher profitability (Layton and Duffy, 2018). Market Financing - Marketing management can effectively make the budgeting and
each and every expense which can help in investment and analysing the future
requirements of the company. Manager is responsible for considering and improving the
profit margin.
 Risk Assuming - Marketing function help in measuring the risk factor as per the current
and future purpose. Marketing manager of the TK Maxx is liable to evaluate the risk and
make strategies accordingly so that they can't reduce the chances of uncertainty by which
business operation can be operated in a smooth manner.

P2 Explain how roles and responsibilities of marketing relate to the wider organizational context.
Various roles and responsibilities of marketing in relation to TK Max and their interrelationship
between other departments of the organisation are discussed below:
 Marketing & Finance - Marketing department is concerned with the advertising and
promotion of the product and services so that they can improve the selling and delivery of
the company. Marketing strategy plan must be part of financial budget that contain the
profit and losses model of the product and services. Voter departments are coordinating
themselves and finance department of are required to make financial budget for the
marketing department so that they can use appropriate and advanced technique and their
promotion. Marketing & HR - the main role of Human resource department is to recruit the
deserving candidate by evaluating their skills and competencies that can be beneficial in
their given job role. Human resource manager of the TK Max company is focuses on
hiring the candidate who can be best suited and advertisement and marketing activities so
that they can attract large group of potential customers in order to increase the overall
sale of the company. HR department also concerned with the performance appraisal
compensation and salary of the individual. HR department also give the valuable
feedback to the marketing employee that can help in enhancing their performance. Marketing & production operations - production department is focuses on developing
new product and services by conducting effective market research so that they can meet a
change in the amount of their potential customers. Both marketing and production
departments are interrelated is there analysing the requirements of their customers so that
they can offer product and services accordingly. With the help of Marketing department,
production department can prepare a new product and do some modifications in the
existing product on the basis of customer needs that can be helpful in gaining customer
satisfaction. Marketing & Research and development – research and development unit play a
significant role in an organisation and in relation to TK Maxx they are responsible for
conducting effective market research and identify the needs and demands of their

potential customers so that they can take the valuable feedback from the product and
services and also analyse the promotional strategy that can be best suited in the
market(Samiee, 2020). TK Maxx can identify the needs of their customer and prepare
report so that Marketing department can make some change in order to create more value
within the organisation.
TASK 2
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.
Figure 1, How to use the 7Ps Marketing Mix, 2021
Marketing Mix TK Maxx Lidle
Product The companies offering
clothing footwear domestic
furniture and giftware
ensuring the quality product
The organisation is offering
various range of frozen goods
like meat vegetable and fish.
Food and grocery product

to their customers so that we
can meet the needs and wants
of them. They are concerning
about the wide range of
products that the customer
can have the more options to
choose.
also offer by company that
are killing various discounted
rate in order to satisfy the
customer.
Price On the basis of market
demand, TK Maxx using
various pricing strategy and
cost leadership strategy is
majorly used by the company
in the UK market and they
are also using promotional
pricing strategy for the
seasonal product coupon
codes and discounted rate so
that they can attract the large
group of their potential
customers.
Companies adopting the
psychological pricing strategy
so that they can enhance their
sale. Lidle following
geography file price in
strategy for the various cities
in the United Kingdom so that
they can include the sale and
also the premium pricing
strategy in order to meet the
expectation of the customers.
Place The companies having more
than 500 stores in the United
Kingdom Australia Germany
Netherlands and so on. They
are using various distribution
channel in different location
so that they can sell their
product with the use of online
platform and also having
stores. The companies using
The companies using the
effective placement structure
of goods and services so that
all the operations can be
effectively utilised. With the
help of proper distribution
channel organisation can open
their store in different
location(Charter, 2017).

partnership with the other
brand in the food industry so
that they can maintain more
than 500 suppliers in the
country.
Promotion Companies using effective
promotion strategies so that
they can attract the large pool
of customers. They are
providing various reward
schemes in the outlet so that
they can enhance their sale.
Organisation needs to use the
various online marketing
channels like Twitter
Instagram Facebook in order
to promote their product and
services.
The companies focuses on
print and digital media so that
they can advertise their
product and services. Lidle is
promoting their product in
order to reach the large group
of their potential customers.
People The main consideration tips
to help the potential
employees and the manager is
conducting the effective
hiring process in order to
higher the potential employee
who can perform their job
role and maintain the strong
relationship with the
customers. The companies
providing various training
session to the employees with
The company is concerned
about the people
management. Lidle is focuses
to manage the customer
relationship so that they can
establish good brand image in
the market.

that they can easily solve
their various queries and
problems in order to satisfy
the needs of their customers.
Physical Evidence TK Maxx is focuses on their
packaging so that they can
attract the large pool of
potential and invest in
improving the quality of their
packaging so that they can
high quality image on their
website and social media
channels that will help in
gaining competitive
advantage and also increase
the sale of the company.
They are following
appropriate strategy so that
they can gain the attention of
customers. Brand logo of the
companies very attractive
which they can spread
awareness of their product
and services in order to meet
out the objectivity of the
company.
Process Companies adopting the the
appropriate and advance of
regional product so that they
can provide positive impact
on manufacturing and
production of goods and
services. TK Maxx is focuses
on supply chain management
so that the product are
available in the stores and
they can also maintain online
delivery in order to reach out
their potential customers.
Lidle consider the strategic
process that provide the
business growth. Organisation
is maintained in the operation
production in manufacturing
process in an effective
manner.

Promotion
It is the technique of advertising the products and services of the company so that they
can attract the large group of potential customers. In context to TK Maxx, promotion helps the
company to make the best use of their available resources so that they can get the establish the
good brand image in the market. There are different tool and technique which is used by the TK
Maxx, which is explained as follows:
 Online platform: It is the technique of advertising the products and services of the
company and TK Maxx is using the Twitter, Instagram and Facebook as to cover the
large group of buyers who can contribute in enhancing the sale of the company.
 Advertising: It is the technique in which the company is advertising their brand by using
various online and offline platforms so that they can increase the sale of the company.
 Newspaper: It is the traditional approach of promotion but it can be reach to the local
people as well so the TK Maxx is advertising in newspaper so that the awareness can be
generated to the large audience.
 Television: It is the most effective tool of promotion which can be used by most of the
organsiation as the people are approachable to this tool. TK Maxx give the advertisement
in the television so that they can reach to their potential customers.
TASK 3
P4 Produce & evaluate a basic marketing plan for an organization.
Marketing Plan
TK Maxx is the American company e which is dealing in the home products giftware
clothing. The main consideration of this organisation is to offer the quality product and services
at affordable prices so that they can satisfy a large group of potential customer by which they can
enhance their profitability. Are the companies planning to expand their market in other locations
and looking forward to work on a marketing plan. Company wants to expand their business in
the local market so that they can reach to the large group of potential customers and also take
advantage in order to recognise their brand.
Situational Analysis

It is important for the company to use the situation analysis so that they can identify the
strengths and weakness and before framing marketing plan it is important for the pk maths to
conduct the situation analysis in order to substance in long term. SWOT analysis is discussed
below:
SWOT Analysis
Strengths Weakness
 The companies having 1000 stores in
more than 5 countries.
 They are also expanding their
business by using online stores over
the years.
 Stores are excellent presence and
having strong focus on customer
services.
 People are finding it contradictory that
the companies offer in designer
clothes in bulk.
 Various departmental stores have
limited category of items which can
reduce their sale.
Opportunities Threats
 The company can expand their
market into global level by increasing
their market share.
 The companies having different store
merchandising activities in order to
attract new pool of customers.
 Credit card fraud had happened in the
store that has affected the reputation
of the company.
 Increasing competition in the the
retailing industry.
Marketing Objectives
 To increase the market share and home textiles by 15%.