Marketing Essentials: Roles, Responsibilities, and Plans Report

This report provides a comprehensive overview of marketing essentials, focusing on the key roles and responsibilities within a marketing function, and how these relate to the wider organizational context. It examines the marketing activities of Marks and Spencer, a leading British multinational retailer, and analyzes the importance of marketing information, planning, physical distribution, product development, and pricing strategies. The report also explores the interrelationship between the marketing department and other departments such as production, sales, finance, human resources, and information technology. Furthermore, it investigates how different organizations utilize the marketing mix (7Ps) for planning and achieving their objectives, comparing the strategies of Marks and Spencer and Tesco. The report also includes an evaluation of marketing plans, providing insights into how organizations assess and improve their marketing efforts to achieve their business goals. The report concludes by summarizing the main findings and emphasizing the significance of effective marketing for organizational success.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function.......................................................1
P2. Roles and responsibilities of marketing relate to wider organisational context...............3
TASK 2............................................................................................................................................5
P3 Different organisation using marketing mix for planning process to achieve objectives. 5
TASK 3............................................................................................................................................9
P4 Evaluation of marketing plans for an organisation...........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important activity of organisation that is related to the purchasing and
selling product and services. Essentially, marketing is concerned to create, promote and deliver
product and services to their consumers (Babin and Zikmund, 2015). These activities are not
only the goods or products that are purchase in stores. Scope of marketing is vast such as
products, places, people, services, organisation, information, events, property and also
innovations and ideas are marketed. Success of firm generally depends on marketing. In this
report the chosen company is Marks and Spencer which is a fastest growing British multinational
retailers. Its headquarters is in Westminster, London. The purpose of this to lead with roles and
responsibilities of marketing functions. Roles and responsibilities of marketing relate to the
wider organisational context are mentioned. As per chosen company marketing plans are
prepared for evaluating objectives. Report refers to examine which lead planning process for
accomplishing business objectives.
TASK 1
P1. Key roles and responsibilities of marketing function.
Marketing functions is essential for any organisations as this assists them to find out and
source potentially successful goods for the market on which company perform and then advance
them by distinguishing their products with others. Functions of marketing also help firm to
ascertain the success and profit of enterprises. Marketing manager of Marks and Spencer perform
various roles and responsibilities that help them to operate company effectively and efficiently.
Some functions of marketing are mentioned below:
Marketing information:
Marketing information is considered to be an essential function as it identify the
requirements, demands and wants of customers and after that analyse the identified data so that
they can make effective decisions for effectual marketing of company's services and products.
Marketing manager of Marks and Spencer analyse the information related to internal strength
and weaknesses of their company also social, political, demographical and legal data of
marketplace. So that they can utilise this information in market segmentations and also all
market information help manager to make effectual decisions related to products and services
(Baker, 2016).
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Market planning:
Marketing planning is crucial function as this focus to accomplish the marketing
objectives. The role of marketing manager to form an effectual plan so that firm can maximise
their sales, promotions and productions that assists them to attain their marketing goals.
Marketing manager of Marks and Spencer have to do the market planning in effective way so
that company can enhance their level of promotion and production. For that marketing manager
collects accurate data of target market and examine the market conditions.
Physical distribution:
Physical distribution considered overall activities that is related with the finished product
supply at each stage from line of production to consumers. In this marketing functions involves
order processing, transportation and logistics, inventory control and materials. The role of
marketing manager of Marks and Spencer is to transport goods from one production place to
another. Also store products until they required for sale (Barrales‐Molina, Martínez‐López and
Gázquez‐Abad, 2014).
Packaging, Labelling and Branding:
Packaging generally refers to design the package of products. Labelling is considered to
put the appropriate information on product covers.. is placing specified information on covers.
Branding differentiate generic name of products to brand name. The role of Marketing manager
of Marks and Spencer have to concern about the packing, labelling and branding as it only shows
the products quality and quantity and also through branding customer get to know about
company. This helps them to promote the products more and more.
Product designing and development:
The design of product assists to form the attractive product in market place. In current
scenario not only cost matters but also the design, shape, suitability, style of product matters
more in making decisions related to productions. The role of Marketing manager of Marks and
Spencer is to design and develop the products to attract more and more customers so that they
can enhance profitability. Also helpful in production decision making.
Risk taking:
Risk taking is an essential functions of marketing. This helps to know about uncertain
results that customer purchase product and avail services in future. In this marketing functions
the role of Marketing manager of Marks and Spencer is taking risk at certain level so that
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company do not have to bear more loss. This risk taking is helpful to market products and
services for future (Bean and Hussey, 2012).
Product pricing:
This is the price paid by customers at the time of buying goods and availing services.
Product price is ascertained by firm’s goal rate of profitability and competitors policy to gain
profits. Generally pricing have consequence on demand of product. The marketing manager of
Marks and Spencer has to do product pricing as per the demand of customers in target market.
Customer support:
Customer support is a method to assure that customers are satisfied with products and
services. Also this services help to solve the queries of consumers. The role and responsibilities
of Marketing manager of Marks and Spencer have to resolve the problem and listen the queries
like manage the complaints of consumers, pre sales counselling, providing credit services and so
on. All these assist them to satisfy their customers effectively (Bu and Zhang, 2013).
Standardization and grading:
Standardisation includes producing products at pre-planned specifications. This assure
that offered product should meet the expected quantity and quality. Grading is categorising
products in many groups according to their characteristics. This is consider to control the
standard of weight, size and so on. The role and responsibility of marketing manager to
standardise and grade the products so that it assists them to attain consistency and uniformity in
products output and also to decide price. As effective services and goods attract higher cost.
All the above mentioned roles and responsibilities of marketing function that are perform
by Marketing manager of Marks and Spencer so that they can satisfy the consumer effectually
and accomplished organisational objectives effectively and efficiently (Charter, 2017).
P2. Roles and responsibilities of marketing relate to wider organisational context.
Marketing is crucial methods to the success of company and it includes identifying,
packaging and representing goods and services to consumers. Effective marketing campaigns
assists to actualise sales and inform the customers about their firm. Functions of marketing
usually performed by particular departments. So, the marketing manager of Marks and Spencer
have closely link up with another functional areas of company to develop an effectual marketing
plans. Some roles and responsibilities of marketing that are interrelated with other departments
are mentioned below:
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Relationship of marketing department with production department.
Production is considered to be a functional area which is responsible for manufacturing
raw material into finished products in order of manufacture process. This department test and
develop products totally to assure that they cannot replace and repair defective goods. Marketing
department get products to marketplace as soon as possible to assure the competitive advantages.
Both departments of Marks and Spencer are interlinked to assure that:
 Products should be produce as per quality (Choudhary and et.al, 2013).
 Volume of orders that is manufactured by marketing should met the time period needed
for delivery.
 Competent research and development is planned so that they can satisfy the present and
future requirements of customers.
This shows that marketing department decide deadlines which may expand abilities of
production department.
Relationship of marketing department with sales department.
Sales department is having directly related with firm’s goods and services and their
consumers. This enhances business growth and retention of clients. In Marks and spencer many
different operations are done related to promotions so it assists them to maximise the level of
sales and consumers. This is interlinked with marketing department as it supports manager of
sales to accomplished predetermined goals and also enhances the efficiency of managers. It
ascertains that department of marketing helps sales areas to attain goals by selling goods to the
target consumers. This allows them to maximise profitability of company and also can sustain
for long periods in competitive market (Clagett, 2012).
Relationship of marketing department with finance department.
Finance department as well as marketing are crucial for firm. This department has overall
brief of company. The specify that each area will work as per their allocated budgets. Marketing
sections have to focus on volume of sales and build share of market where as finance division
concentrate on recording financial statements, paying back investments, cash flow and covering
costs. Both department of Marks and Spencer are interlinked because expenses incurred during
process of distribution, advertisements and selling all comes under marketing are recorded by
department of finance.
Relationship of marketing department with human resource department.
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Human resource department handle the important activities of company. The roles and
responsibilities of this areas to solve worker’s issues, recruit proficient candidate, maintain peace
and facilitate training to employees. This help Marks and Spencer to enhance and methods of
manufacturing. Departments of marketing assist to produce products effectively and efficiently.
Human resource and marketing areas are interlinked because training and development events
are organised by organisation for workers so that employees enhance productivity as per
customer’s demand. Also assists to sections of marketing to develop goods that attract
consumers.
Relationship of marketing department with information technology department.
Information technology is the department in firm which is responsible to establish,
monitor and maintain IT system and services. This area measures and install appropriate
software and hardware compulsory to support the functions of network appropriately. It
introduces advance applications and technology that assist company to maximise profit and
productions. Marketing department are related with information technology divisions which help
them to provide knowledge about advance technology comes in market. Also resolve some
problems and issues related with hardware and software systems (Gonzalez-Zapatero, Gonzalez-
Benito and Lannelongue, 2016).
TASK 2
P3 Different organisation using marketing mix for planning process to achieve objectives
Organisation is using 7p's of marketing which define by enhancing objectives. With the
use of this source Marks and Spencer has made selection of right product, at right time with right
price. As a marketing manager, company has to lead with marketing mix which is beneficial in
context to business and that can achieve maximum amount of objectives. These objectives are
accomplished by using resources in an effective manner (Huang, 2012).
Basis Marks and Spencer Tesco
Product This company is leading with
clothing products of men and
women. Their includes accessories,
foot wears, formal wears, beauty
This company includes wide range of
products like food, clothing,
electronics, financial services etc.
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products, furniture etc.
Prices They are selling their products via
keeping prices in between medium
to higher range. Company is
adopting use of competitive pricing
policy which increases mass market
consumption.
Tesco maintain lower prices of
product by reducing quality standard.
Their includes economies of scale
where measures low prices of product.
Place It is widely spread in international
market.
They are selling their products via
online and offline. Tesco is leading
with channel of distribution or by its
official website.
Promotion They are using campaigns with
visual and digital print and placed
for promotion with magazines,
newspapers, radio, television etc.
They are enhancing their brand image
by reducing costs and being true by
words which maximise profits from
market.
Physical evidence They are using brand name for
physical evidence.
They are making clear attracting
which easily navigate product by well
categorising them.
People Peoples are making input thoughts
with passion and growing scale by
attracting customers.
They are using programs which gain
loyalty of its workers and gain
customer attraction with high
contribution.
Process Their process is made by tweaking
and advancing business. They are
opting minimisation of costs and
maximising profits.
They are keeping customers happy by
speedy billing services and paying
attention on customer grievances.
7P's of marketing is an essential requirement of planning process which is define by
solving problems, developing objectives, implementing strategies, monitoring and evaluating
plans. This process is examined by systematic plans which are made by leading with marketing
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mix. As per marketing manager it is a best approach of finding issues while planning. Marks and
Spencer has resolved many of the issues which occur during process. Planning process is
considering below (Le Meunier-FitzHugh and Lane, 2013).
Recognizing need for action: It is first and foremost step of planning which are leading
business opportunities with prospect to recognise actions. Marks and Spencer is leading with
opportunities and realising need of customers. Their prospects are to build awareness and maker
realistic look on new opportunities.
Setting objectives: Second step of planning process is determining by objectives which
are based on long term and short term. In this Marks and Spencer providing employees a general
direction for making focus on end results. As per junior marketing manager, company used to
make push to their employees for using mix and guide them for focusing on correct direction.
Developing premises: This planning process is determine by mix on what to be kept in
mind for future that develop premises. It is a function of management which keep assumptions
on forecasting, existing plans and past policies. Marks and Spencer is leading internally and
externally with the environment. Organisation is making assumptions and managers are leading
with awareness on premises.
Identifying alternatives: This process is defined by identifying alternatives which are
chosen by manager. It is a multitude way for making choices of alternatives which is helpful in
achieving objectives. Marks and Spencer is making innovation of product with respect to
efficient results. Marketing mix product is useful in a manner to select appropriate alternative by
making effective choices.
Examining alternative courses of action: This planning process is evaluated closely by
examining each alternative plan. Mix is useful for planning and can build alternative plans which
is evaluated for organisational objectives. Marks and Spencer is examining plan which is helpful
in achieving objectives (Lusch and Vargo, 2014).
Selecting alternatives: This step of planning process is to make selection of material
which can achieve effective goals for an organisation. Marks and Spencer is selecting best
alternative which is useful in taking effective decision. As per manager, company used to choose
right alternative by making combined plans in various aspects.
Formulating supporting plans: By using promotion stage of mix it is useful for an organisation to
make supporting plans. These plans are implemented by an organisation while launching new
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product. Marks and Spencer is making effective product which is formulated by plans made by
manager.
Implementing plans: It is a last step of planning process which is describe by tools that is
useful for implementation. Marks and Spencer is leading with policies, budgets, rules and
standard etc. As per junior manager company used to make effective use of mix which lead
higher growth in market.
Marketing theories are describe for achieving objectives and helpful in determining
structure. Marks and Spencer is using porter's five forces model which define level of
competition in market. Porter's five forces model is described below (Tyre, 2015).
Porter's five forces:
This forces model is determined by industry structure which is based on level of
competition. Company is using substitute products and competitors which makes lower
profitability in market. In this model threat of new entrants, threat of substitutes, bargaining
power of customers, bargaining power of supplier and competitive rivalry is included.
Threats of new entrants: This force is determined by easily entering in industry. Marks and
Spencer is leading with this new competitor who are entering in market. In this force profits
starts to fall and creating high barriers. As per junior manager of company, their used to make
establishments for brand reputation. Their lead many of the circumstances like.
 No government regulation
 Low switching costs
 Lower customer loyalty
 Nearly product are identical Economies of scale can be achieved.
Bargaining power of supplier: This force is define by higher prices with lower quality of
product. Marks and Spencer suppliers having strong bargaining power which is having various
circumstances like (Velásquez and et.al, 2014).
 Few suppliers but many buyers
 Having raw material with few substitutes
 Switching cost of raw material is very high. Suppliers are holding scarce resources.
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Bargaining power of buyer: marks and Spencer buyers are having power to demand for lower
process or higher product quality which makes bargaining power stronger. They are resulting
with lower profits and lead with various circumstances are define below.
 Buying larger quantity of product by accessing final customer.
 Their having existence of few buyers. Switching costs are lower to other suppliers.
Threat of substitutes: This force is determine when customer has buy substitute product with
attractive prices and better quality that make threaten for an organisation. Marks and Spencer
buyer are switching costs which is relating with close substitutes.
Rivalry: This force is define by competitive and profitable industry. In this, Marks and Spencer
has competed aggressively for market share and resulting with low profits. As per manager,
company uses these forces which are helpful for business. Their having many circumstances like
 Higher amount of existing barriers
 lower and negative growth in industry.
 High amount of competitors in markets.
TASK 3
P4 Evaluation of marketing plans for an organisation
Plans are made by manager in business document which is formulated by strategies
(West, Ford and Ibrahim, 2015). These are made by an organisation is context with having
variety of detail cost, action, goals and objectives.
Executed Summary:
Marks and Spencer is launching new product with a purpose of attracting wide range of
customers. In this product innovation takes place for promotion and describe by pre-determine
price and attractive place for wide range of customers. This approach is totally depend on using
marketing mix. An organisation has used mix with respect to build plan for product innovation.
Clothing product is made by effective plan and procedure which is leading with essential
objectives and gain creativity. As per junior manager, plans are useful in context to make useful
product for customers (Walker, 2014).
Vision and Mission:
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Vision plan is essential for marketing future aspects. Marks and Spencer is ensuring
process by making proper plan with measurable steps and progress. Company is leading with
clothing products which is determine by effective plans and procedure in achieving quality
products. As per chosen organisation, they are continuing production with highest level and
ensuring services in marketing places. It is defined by future state and can be achieve. They are
contributing towards accomplishments with long term objective. As a manager of Marks and
Spencer, vision plans are useful in context to make effective future prospects.
Mission is determined by present growth and improvement which is made in an
organisation. An organisation specific mission is to make optimum utilisation of resources of
product for building growth. Plan has lead successful accomplishment which is define proper
mission. Company have particular mission with prospect to clothing product launched by Marks
and Spencer. They are building attraction of peoples for enhancing goals and objectives. As per
manager of marks and Spencer is leading with vision and mission which is implemented by an
organisation with effective plans and procedures. Clothing product of Marks and Spencer is
building public relations with strong marketing concepts and services.
SWOT analysis:
It is useful tool which is made on planning and making focus on issues which is leading
with marketing concepts. This plan is identify by strength, weaknesses, opportunities and threats.
Marks and Spencer clothing product is determine by finding positive and negative aspects which
is define below.
Strength: Marks and Spencer is making higher quality of product which make
profitability in market trends. They are using higher level of products that attract large number of
customers. An organisation is leading with plans and procedure that make courageous
environment.
Weakness: They are providing poor quality of product which make negative aspects for
business environment. Clothing product of Marks and Spencer is reducing level of reputation in
market which affected by large number of competitors. As per manager, company used to lead
with higher productivity on the basis of competition level.
Opportunities: In this, organisation is using channel of distribution which is define by
online and offline sources. This source is helpful and lead opportunity with higher attractiveness.
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Marks and Spencer is selling products in international market for achieving profits. They are
moving in different segments with a popular market operation.
Threats: Clothing product is facing price wars with competitors that is threaten for an
organisation. Company is leading with new marketing trends for accessing channel of
distribution.
Objectives:
 To introduce uniforms for school students within 6 month in order to maximise business
profitability at approx. 10% more.
Marketing mix
Product: Product has introduce in market by Marks and Spencer for producing school
uniform. It is a best work in delivering actual item which is needed by customers.
Price: Price of product is determine by Marks and Spencer employees in order to
production cost. Price estimation is also made by willingness of customer to pay on product.
Place: This marketing mix is determine by location where product is to be distributed.
The main aim of customer is to buy product which catches eye and easy to buy.
Promotion: It refers to activity in which Marks and Spencer is advertising of uniform
product with the help of social media.
Peoples: This is an essential part of product and service which is impact came on uniform
product. In this, Marks and Spencer collects public perception on product which is figure out by
employees.
Process: Process is a sequential order which undertaken by employees who are part of
job. This process is determine by uniform product which is to deliver customers of Marks and
Spencer.
Physical evidence: It refers to abstract more components which encounter services
through school uniform design, colour and layout. This evidence is determine by tangible goods
and brand of Marks and Spencer.
Budget:
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This is define by financial plans which is determine by particular period of time. This
includes expenses, surplus, capital income and deficit. As per manager of Marks and Spencer,
they are intended by meeting Physical. An organisation is leading with production process in
order to budget. Their lies an impact of government policies and organisation which are relating
to budget. Taxation policy is also affected on product of Marks and Spencer. This is determine
by Marks and Spencer with effective budget formulation with quantified objectives. Company is
using administrative tool of budget which is reflected by financial conditions and goals.
Particulars Amount
Marketing activities 5000
Promotions 3000
Research and development 6000
Raw material 8000
Total 22000
Company should have at least 22000 amount for implementing plan.
Monitoring and Control: This is define by corrective action which measure uniform
product by making assurance in meeting goals. Marks and Spencer is realising by meeting long
term goal which is to be fulfilled. Employees are controlling wastage of material which is used in
production process of school uniform. They are monitoring in respect to reduce sort coming
problems and errors in production.
CONCLUSION
From the above report it is concluded that marketing is essential for every organisation.
Roles and responsibilities of marketing functions helps to make marketing plan, standardise and
grades the products and services. Marketing department roles and responsibilities are closely
related with other functional areas for the growth and profitability. Marks and Spencer is
growing with enhancing the productivity with the utilisation of marketing mix to market plan
process. The planning has been done for accomplishing organisational objectives. For forming
innovative products this is useful for firm in attaining whole objectives of marketing. They apply
various plans in evaluating strategies, research, vision and mission, budgets and SWOT. There is
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made conclusion on marketing research which implements plans and procedures that build
opportunities.
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Marketing functions. 2018 [Online]. Available through <https://www.gktoday.in/gk/functions-
of-marketing/>
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