Marketing Essentials Report: Dorothy Perkins Marketing Analysis

This report delves into the core concepts of marketing, analyzing its crucial roles and responsibilities within an organization, particularly focusing on the fashion retailer Dorothy Perkins. The report examines how marketing interrelates with other functional units, such as finance, production, HR, sales, and IT, highlighting the importance of a well-coordinated approach. It addresses the need for employee training to enhance marketing effectiveness and examines the marketing mix (7Ps) of both Dorothy Perkins and Ted Baker, providing a comparative analysis. Furthermore, the report proposes a detailed marketing plan for Dorothy Perkins, aiming to address current challenges and improve business performance by leveraging various marketing strategies and tactics. The report emphasizes the significance of marketing in achieving business objectives and adapting to market trends.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Roles and responsibilities of marketing.......................................................................................3
Ways in which marketing interrelates with other functional units of an organization such as
Dorothy Perkins...........................................................................................................................4
TASK-2............................................................................................................................................6
Need of training...........................................................................................................................6
Marketing mix and comparison of 7P’s of marketing of Dorothy Perkins and Ted Baker.........6
TASK-3............................................................................................................................................9
Marketing plan.............................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to one of the important element with respect to every business. It is that
segment of company that will lead to have a creation of brand awareness among customers
(Kotler, 2021). marketing has major role with respect to company’s sales and revenue because it
will lead to have a rise in the sales percentage of the company. Dorothy Perkins is one of the
famous retailing fashion brand of UK. It sells both fashion and branded clothes. Its headquarter
is in London, UK. It sales a wide range of women’s fashion clothing. It has 600 stores in UK
along with 50 international outlets. Due to the existence of some extent of confusion the sales of
Dorothy Perkins is going down. However, with the adequate adoption and inculcation of
marketing concept, it can grab its objectives again. This report will discuss about the concept of
marketing and its importance along with its inter relationship with various other departments.
Likewise, a detailed analysis regarding the company’s issue along with its linkage with training
and comparison of two companies on the context of marking mix will also be presented in report.
Lastly, a detailed marketing plan will be presented with respect to Dorothy Perkins.
TASK 1
Roles and responsibilities of marketing
Marketing plays a vital and important role within an organization. It helps in promoting
business mission, vision, objective, as well as products and services sold by organization. It is
one of the best to increase market value of brand within market as well as to increase or generate
awareness for brand among people. Dorothy Perkins is a well-established fashion Retailer in the
country. In order to sustain within market, increase awareness among people, generate market
value they need to focus upon marketing of their brand, products and services sold by them in an
adequate manner. Marketing helps in building strong relationship of brand with their customers
and further helps in achievement of their main goals and objectives in an adequate manner. due
to this it becomes extremely important for organizations like Dorothy Perkins to educate their
marketing staff about role of marketing for an organization as well as its relationship with other
department or functions of an organizations. Some of the main roles and responsibilities of
marketing for Dorothy Perkins fashion retailer have been explained below:
 Meeting customers needs, wants and desires: Marketing helps in identification of needs and
requirements of customers so that organization can adopt their marketing strategy

accordingly (Rangaswamy and et.al., 2020). Effective marketing strategy can influence needs
of customers and though exchange process it can successfully fulfil or meet their customers
needs.
 Ensure growth, survival and reputation of organization: it directly helps in retaining current
customer base and effective marketing strategy can help in attracting a greater number of
customers which eventually help in increasing market share of organization (Cheung and
McColl-Kennedy, 2019).
 This directly helps in ensuring growth, survival of organization within market. Successful
marketing strategy many times further help in developing brand reputation. It further helps in
achievement of main objectives of organization and ensures that products and services are
being provided to customers as per their expectations, needs and desires.
 Maintaining overall sales of products and services of organization: effective marketing of
products and services can directly help the organization in maintaining or even enhancing
their overall sales in an effective manner. It further helps in identifying gaps in business that
can be used as an opportunity by organization for increase their sales by bringing
improvement within their products and services.
 Better product offering: Most of the organizations sell more than one product. marketing
plays a vital role in this by designing and managing their product offering so that people get
ware of their products and get attracted towards it (Llopis-Amorós, Gil-Saura and Molina,
2018).
Ways in which marketing interrelates with other functional units of an organization such as
Dorothy Perkins
It is important to understand ways in which marketing interrelates with other functional
units of an organization. Marketing is one of the most important part of an organization that can
directly impact effective working of organizations. For Dorothy Perkins as well marketing is
important and can impact effectiveness of other functional units of Dorothy Perkins as well.
Interrelationship of marketing within other functional units of Dorothy Perkins have been
explained below:
Marketing interrelation with accounting and finance: Marketing functional unit of Dorothy
Perkins is directly interrelated with finance functional unit because each and every marketing
campaign or strategy has some budget and without getting that budget approved from finance

department funds for marketing campaign etc. cannot be provided by Dorothy Perkins to
marketing department. Right direction marketing can directly help Dorothy Perkins in
achievement of their main business objectives and can eventually help in enhancing their overall
revenue and profitability in an effective manner.
Marketing interrelation production: Marketing functional unit of Dorothy Perkins is directly
interrelated with production and manufacturing functional unit because marketing helps in
conducting market research for identifying changing needs and requirement of customers so that
production and manufacturing unit can work upon updating manufacturing of their current
products and services. This relationship is vice versa because all the products and services
developed by production and manufacturing unit are required to be promoted or marketed
through marketing functional unit.
Marketing interrelation with human resource: Marketing unit of Dorothy Perkins has direct
relationship with HR functional unit because doing marketing of a project require employees
who are good in marketing and have knowledge of ICT systems and devices. For this they
require huma resource functional unit to recruit required employees for marketing department.
Marketing interrelationship with sales: Marketing functional unit further have strong relationship
with sales because if Dorothy Perkins need to enhance their overall sales they need to focus upon
effective marketing of their products and services as it will help them in generating awareness
about their products and services, new features introduced by them which will eventually help
them in increasing their overall sales in an effective and appropriate manner. It will further help
them in increasing sales of some stores whose overall sales is continuously going down (Franco,
201).
Marketing interrelationship with information technology: Information technology functional unit
is an important functional unit of Dorothy Perkins and it has direct relationship with marketing
because in today’s modern world marketing of a product and service require presence of
organization of digital media, internet and in this ICT department of Dorothy Perkins plays a
vital and important role. Support of ICT department helps marketing functional unit of Dorothy
Perkins to effectively promote their products and services on internet, social networking sites etc.

TASK-2
Need of training
As it is observed that the Dorothy Perkins was facing various issues regarding marketing
and business performance which lead to a decline in sales and revenue percentage of company.
this was also seen that with the existence of confusion and non-applicability of marketing
personnel, hard effects of the company with respect to business are not producing worth. Lack of
marketing personnel, existence of confusion, non-performing adequate and trending marketing
are counted as some issue that may have an impact over the company and its business.
It is to be noted that with the implication of training and skill development sessions,
employees of the company will be well trained and efficient that may further assist the company
to garb a high success. As marketing need continuous innovation and new thinking which will be
enabled and possible only if training will be provided to employees on regular basis (Höflinger,
Nagel and Sandner, 2018). Timely organization of training sessions will lead to have a efficacy
of employees and as a result they will be able to move as per the trending concept which
ultimately benefits the Dorothy Perkins. Training related with social media, digital marketing
will enable the employees of Dorothy Perkins to have a better marketing operation and creation
of company’s product awareness. This will also lead to have better grabbing of customer towards
the company which will again lead to have a raise in the sales and revenue of the Dorothy
Perkins. Thus launching of training session on timely basis along with making development of
skill will lead to have better work performance related with marketing and as a result the
Dorothy Perkins which experience low sales and various other issue will be easily soughed out.
Marketing mix and comparison of 7P’s of marketing of Dorothy Perkins and Ted Baker
Marketing mix:
It refers to a process that includes certain aspects which will initiates the company to grab
its marketing objectives in terms of raising sales and revenue. As per this concept company can
formulate and make evolution in the existing marketing strategies so that better and efficient
performance can be availed (Mintz and et.al., 2021).
Base Dorothy Perkins Ted Baker
Product Products sold by Dorothy Perkins are
women fashion products such as
Whereas products sold by Ted Baker
are Men's clothing, Women's clothing,

women’s dresses, tops, shoes, coats,
petite clothing and many more.
Children's clothing products. They do
not specifically focus upon women
products only, in fact they sell all kinds
of fashionable products or women, men
and children as well.
Price Pricing policy of Dorothy Perkins is
generally competitive. This means it
determine its prices as per extent of
market competition and market
pricing. It usually charges high
prices with regard to its high quality
branded clothes.
Its pricing strategy is also competitive
because the data of market is readily
available and it is less costly too. it also
enable the company to move as per
marketing trends and moves.
Place It make sales of its product on online
platform and through its physical
stores too. Being operating its
business on digital platform it make
avail its sale as 24*7 on its websites
as per its mobile application from
where its customer can make
purchase at any time.
It operate physical stores along with
digital platform of website. Being a
large retailer it deals with its customer
through both the modes of selling
directly through website and through
the involvement of wholesaler who will
make sales of company.
promotion It make promotion of its product5s
with the involvement of digital
concept and digitalization. This
means that Dorothy Perkins make
promotion of its products through the
use of digital means and mediums
including social media and digital
platforms. Being a wider scope of
digital and online platform it can
target a large share of customers
easily.
It use traditional means of
advertisement. It also focus on making
public relations, direct selling, trade
fair, direct mail as well as digital mode
including social media too.

People Posses efficient workforce in the
form of customer executives,
adequate personnel in production
department. Well trained staff with
knowledge. It also have a good sales
team but lack of adequate marketing
personnel.
It also employ and engage a good
workforce. It has adequate presence of
staff across various departments
including production, sales and
marketing, human resource and various
other departments too.
Process Its operational process with respect
to business is good. This is because it
has adequate processing with respect
to inventory that before its finishing
it can make timely order. Likewise, it
track its online sales and delivery
with well organized IT system.
Its process with respect to company is
efficient wherein it adopt almost every
possible steps and indulge every
process by which it can make its
operation efficient. Cost and wastage
saving, adequate controlling and
tracking are the main features of the
process of this company.
Physical
Evidence
The physical evidence of the
products of Dorothy Perkins are as
per current trends. It make adequate
packaging and use the concept of
eco-friendly packing so that it can
not harm environment at large.
The physical evidence of this company
is customer friendly. It enable best
packing and looking of products. Being
a fashion retailing company it enable
gift packing services too.
From the above analysis of all the seven P’s of marketing mix it would not be wrong to said
that the operational and marketing capacity of Dorothy Perkins is good but still it need some
improvement in terms of adoption of penetration pricing for time so that it can make and grab
better customer share. Likewise, engagement of adequate personnel in marketing department is
also required to be engaged in Dorothy Perkins so that better marketing activities will be
performed. Likewise, as the company’s sales in declining so it is again needed that the Dorothy
Perkins must indulge discounts, or other benefits policies to its customers so that it can attract
more customer share. Likewise, adding of additional features in terms of warranty, adequate
packaging, more use of social media and other consumer oriented channel and various other

tactics enable the Dorothy Perkins to have better marketing and as a result better earning of
revenue and sales percentage.
TASK-3
Marketing plan
It refers to a plan that includes various activities which will assist an organization to direct
its efforts towards the direction of accomplishment of its goals in the form of raising sales and
revenue percentage.
Aim:
To raise the awareness of brand also with boosting sales percentage.
Objectives:
 To achieve 80% sales within the end of 3 months.
 To raise online sales of products by 75% at the end of 6 months.
Company overview:
Dorothy Perkins is one of the fashion retailing company of UK. It is famous for sale of
fashion brands and clothing. It sales latest fashionable clothes majorly for women. It operate its
business in UK along with other countries too. It sales its product in its stores as well as on
online platform too.
External analysis:
It refers to the analysis of external environment or the macro environment which has a
major impact over the company and its business (Shtal and et.al., 2018). Dorothy Perkins can
make analysis of its external environment with the adoption of:
PEST analysis:
Political:
It includes the political environment and condition of country along with its impact
(LEYVA and et.al., 2018). Trade restriction due to Brexit, political pressure, rules and policies,
political parties and associated environment have major impact over the Dorothy Perkins and its
sales. It need to be careful and considered with reference to these factors.
Economic:
It includes the economic environment in terms of employment rate, currency rate,
economic situation in terms of inflation and deflation, changes in currency rate and various

others. Being operated in more than one country Dorothy Perkins will be affected with regard to
currency and exchange rates.
Social:
This factor work in favour of company because a major attraction of people with respect
to fashion and clothing. With the involvement of online and digital sales Dorothy Perkins can
grab more customers. Likewise, use of social media for promoting product also help Dorothy
Perkins to create brand awareness.
Technological:
It is also a major factor and its adoption may lead to have efficiency among the business
operation (Cavaliere, 2020). Adoption of 3D-printing, body scanning, technologically advanced
distribution channel enable the Dorothy Perkins to have better work operations.
Internal analysis:
It includes the analysis of company’s internal environment. It enables the company to
have knowledge of its own capabilities and loopholes (Stoyanova and Angelova, 2018).
SWOT analysis:
Strength:
These are the capabilities that enable a company to have better working (Gürel and Tat,
2017). Global presence, customer devoted and latest products, technologically advanced
operation, digital sales and marketing, fashion icon capabilities are some strength of Dorothy
Perkins.
Weakness:
These are the loopholes and drawbacks of company which may affect its working and
functioning (Vlados, 2019). Confusion in department, low co-ordination, improper marketing,
low brand awareness are some of the weakness of Dorothy Perkins.
Opportunities:
These are the future best opportunities and chance which company can grab with the use
of its own strength and capabilities. Online selling, high demand of fashion clothing and
products, digitalization across globe, craze of people regarding fashion are some opportunities
which can be grabbed by Dorothy Perkins.
Threats:

These are those factors which may affect company and its business (Teoli and An, 2019).
Impact of Brexit, covid pandemic, changing customer preferences, raising competition are some
threat Dorothy Perkins may face.
Apart from this following analysis also plays an important role with respect to marketing plan.
these are:
STP analysis:
Segmentation:
It refers to dividing market into segments on the basis of demographics, lifestyle,
customer need and various other aspects (Jain, 2019). However, with regard to Dorothy Perkins
it make segmentation on the basis of lifestyle and customer trends.
Targeting:
After making segmentation, the next step is to formulate strategies that will lead to have
grabbing of respected segment. Dorothy Perkins main targeted group include women for which it
produces and sales latest and fashionable clothing as per their need.
Positioning:
It is the step wherein company can determine its own position in market and among the
customers (Nadube and Didia, 2018). Dorothy Perkins by enabling best quality and latest clothes
may meet customer needs and achieve good position.
Marketing mix:
It refers to various tactics and actions taken by company in order to grab objectives along
with raising brand awareness and raising customer share.
Product:
It is the main aspect of marketing mix because it include the physical product which is
offered by company to its customers (Thabit and Raewf, 2018). with regard to Dorothy Perkins
its product mainly include fashionable clothes and branded wears. It is the major element
because it is that thing which is sole among customers.
Price:
It refers to the value or price which is paid by customer with respect to products of
company (Braciníková and Matušínská, 2017). It is a crucial element. Dorothy Perkins make its

pricing strategy as per market competition and situation. It also makes charge of its price as per
value and quality of product say branded product in high price.
Place:
It includes distribution channel and shops wherein products of company are generally
sold. It is very important that the distribution channel are well advanced and efficient that will
enable the company to have better availability of its products among its customers (Bahl and
Chandra, 2018). Dorothy Perkins use technologically advanced distribution channel along with
24*7 digital stores.
Promotion:
It refers to the creation of brand awareness regarding the company’s products and
services. It includes the use of promotional media and other means in order to have company’s
product promotion. Dorothy Perkins use social and digital media for promoting its products and
services. Being a user of social media it raises its presence in the market and among its
customers.
Budget and finance:
This is also a major aspect with regard to company and its marketing. This is because
with the adequate availability of funds company can make better marketing operation in terms of
using advertisement or other means. As finance is the blood of every organization that run its
functions so with the availability of finance better performance of company can be grabbed. It
will also assist the management of cost along with earning of profits.
Projected financial plan for Dorothy Perkins:
Financial plan
Revenue 2021 2022
Net revenue 3000 4000
Operational cost/expenses
Sales and marketing 1000 1500
Research and development 500 700
Administrative cost 500 500
Miscellaneous expenses 300 300
Total cost/expenses 2300 3000
Net Income/profits 700 1000