Unit 2 Marketing Report: Roles, Mix, and Planning for M&S

This report provides a comprehensive analysis of the marketing function within Marks and Spencer (M&S), a British multinational retailer. It begins by outlining the key roles and responsibilities of the marketing department, emphasizing their significance in driving sales, building brand image, and fostering customer loyalty. The report then explores how these marketing roles relate to the broader organizational context, highlighting the interrelationships between marketing and other departments such as Human Resources and Research & Development. A comparative analysis of marketing mix strategies is conducted, contrasting M&S with Zara, focusing on product, price, place, and promotion. Finally, the report culminates in the development and evaluation of a basic marketing plan for M&S, specifically for the launch of a new product: “Marks and Spencer Robotic Furniture.” The marketing plan outlines the organizational overview, current offerings, the new product concept, and strategic considerations to achieve successful market entry and expansion.

Unit 2
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INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................4
P1 Explain the key roles and responsibilities of the marketing function...............................4
P2 Explain how roles and responsibilities of marketing relate to the wider organisational...5
context....................................................................................................................................5
LO2..................................................................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
LO3..................................................................................................................................................7
P4 Produce and evaluate a basic marketing plan for an organisation....................................7
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing is an initiative in which company engage in the process of developing long term
relationship with consumers by offering them services and products while assuring profitability.
Marketing aim towards attracting attention of customers towards the organisational offerings by
making them aware about special and unique feature of services and products compared to other
rivals in marketplace (Uhl, 2020). With the help of this process organisation can significantly
enhance their overall sales as well as revenue and can assure long-term benefits. In addition to
this it is a process through which company can not only fulfil actual needs and demands of
consumers but can also assure their loyalty for long period of time which automatically enhances
entity brand image in marketplace. Marketing facilitate company to build a loyal consumer base
for long term sustainability.
Present report has been made upon case study of Marks and Spencer which is operating
their business function as a British multinational. Organisation engaged in retail sector and
headquartered in London, United Kingdom. Entity was established in 1884 and offer wide range
of high quality services to their customers worldwide. Present report includes formative
discussions upon roles as well as responsibilities of marketing function. In addition to this
marketing mix is also being discussed in this report. Lastly, project include marketing plan for
Marks and Spencer in order to successfully launch a new product in market place.
LO1
P1 Explain the key roles and responsibilities of the marketing function
Marketing is an essential process that allows organisation to provide consumers with
information of features and uniqueness of services and products in effective manner. This
process increases higher sales capability of company through which they can also build strong
goodwill in respective marketplace.
Roles and responsibilties of marketing function
There are different type of roles and responsibilities of marketing function in organisation
structure that acts as crucial element for company success. This process facilitates entity to
develop strong relationship with their stakeholders. Most important role of marketing is to take
use of different promotional strategies in order to build an image in marketplace for higher
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profitability and success. Marketing is the most important factor for Marks and Spencer as it is
the most important source of company revenue generation.
It been identified that retail market in which Marks and Spencer is operating their
business functioning is highly competitive. Thus, to ensure maximum success marketing
manager create a premium brand with the help of different marketing strategies that always
stays in the mind of consumers when they see for any service or product. In order to assure
success of this process Marks and Spencer marketing manager conduct the role of determining
actual consumers and then develop emotional connection with them in order to serve them better
and further assure higher competitiveness in marketplace. It has been evaluated that Marks and
Spencer marketing department hold the responsibility which is related to building and
maintaining trust and faith between individuals in context with organisational brand. They are
also responsible for conducting advertisement in ethical manner as to assure higher success and
long-term sustainability.
Awareness is also one of the most important aspects for an organisation that enhance
their brand image in marketplace. For this marketing manager of Marks and Spencer is
associated with the role of making customers aware related to each and every information of
services and products. They are having responsibility to undertake key decision related to
devising strategies and policies in order to create awareness in marketplace for organisational
offering. It ensures company growth and sustainability in global retailing sector.
Market research is also one of the most important role of marketing in which marketing
manager engage in the process of conducting in-depth research as to analyse latest trends,
techniques, consumer mindset and competitiveness in marketplace. It is the most important
function of Marks and Spencer through which entity assures higher competitiveness. In relation
to this marketing unit of company is authorised with the role of research and evaluation of unit
strategies and ideas by determining market trends. Further marketing manager is having
responsibility to determine need of researching and gather necessary resources to conduct
efficient marketing research.
Rationale behind use of marketing in Marks and Spencer
It has been evaluated that every organisation irrespective of its size and scope take
advantage of marketing research. Main reason behind this is to significantly influence large base
of consumer towards services of company. According to the analysis this has been underlined
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that Marks and Spencer is a leading organisation engaged in the extensive form of marketing
research in order to evaluate perception and wants of customers. Further it has been evaluated
start with the help of this marketing research company can effectively able to develop strategies
through which they can assure more competitive advancements (Martikainen, 2020). In addition
to this marketing research allow Marks and Spencer to identify the power of social media
through which they can influence large base of customers and can insurance high profitability.
With the help of marketing research Mark and Spencer can not only enhance the overall
profitability but can also assure higher growth and development in a well defined and effective
manner through which company can also ensure longer sustainability.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context
Marketing is an important aspect for an organisation that allows entity to attract large
number of consumer attraction towards their services and products for higher profitability. It has
been identified that there are different type of roles as well as responsibilities of marketing that is
being performed by Marks and Spencer marketing manager in organisation for higher growth. It
has been evaluated that respective entity marketing manager engage in the roles and
responsibilities of conducting campaign management for marketing initiatives, monitoring and
managing of social media promotion of products, developing mission and ideas for Marks and
Spencer, finding new customers and attracting existing with different marketing promotion
techniques. As Marks and Spencer are performing their business operation worldwide thus
management of company assure strong interrelationship between different departmental units in
order to align their activities at global scale.
Interrelationship between business functions
Human Resource Department engage in the process of recruitment, selection, training and
development of employees in order to fill vacant job positioning in entity. This has been
evaluated that Marks and Spencer marketing and human resource management department are
performing their operations with strong in-relationship, as human resource aid marketing by
offering them talented candidates for high performance. While on the other hand marketing
department effectively attract candidates from effective marketing activities that assist human
resource department with more potential candidates. This inter-relationship assists long-term and
sustainable growth of Marks and Spencer.
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Research and Development Department conduct in-depth evaluation of recent trends,
practices and perception of customers through which entity generate strategies and ideas for
product development. In terms with Marks and Spencer, research and development department
take advantage of NPD process through which they provide effective information to marketing
team related to needs and demand of customers along with competitors information. While on
the other hand marketing team aid research and development department by providing them
information related to the areas in which are R& D can conduct their research and logistic
process. This strong in-relationship aid Marks and Spencer to assure successful accomplishment
of their objectives while higher profitability.
LO2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
There are different types of elements in marketing mix such as price, place, product and
promotion that are required to be focus by an organisation as to align their marketing activities
accordingly in order to effectively accomplish organisational goals in effective manner. In
context to this, marketing mix of Marks and Spencer is being done along with the comparison
between Zara (Calzada, 2020). This analysis aim towards identifying areas in which entity is
required to develop strategies for having more information’s in order to assure higher
profitability. Mentioned below marketing mix of both the organisations are given:
Marks and Spencer operate business functioning as a leading organisation in retail sector
and offer wide range of services and products to customers in the range of furniture, clothing
home ware and more. While if it is talked about Zara, company is operating their business
functions as apparel retailer. According to the evaluation it has been identified that respective
organisation is specialised in fast fashion and offer consumers with the products related to shoes,
clothing, beauty, swimwear and perfume.
Marks and Spencer is operating their activities in both physical and online stores, from this
company satisfy large number of customers with their offerings. Marks and Spencer conduct
their business with having 900 physical stores in the provinces of United Kingdom (Jindal,
Chintagunta and Dhar, 2020). While on the other hand Zara is offering the services and products
24/7 through online mode and stores.
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Marks and Spence take use of lower pricing strategy as to effectively assure high
competitive advancements along with maximum number of consumers. Company is having
different price range in order to serve customers of different income group of UK and Asian
countries. While on the other hand Zara provides services and products in comparatively higher
price range to their customers.
Marks and Spencer take advantage of marketing and strategic practices in order to
influence attraction of large number of consumers (Tamilia, Ferrell and Hopkins, 2020).
Company take advantage of direct advertisement as to fulfil objectives of their promotional
activity. While if it is talked about Zara company take use of online as well as offline promotion
in order to attract customers via print and social media.
Marks and Spencer’s satisfy their customers having more than 80,787 employees. Entity
continuously engages in the process of enhancing performance of employees by providing them
training and development courses. While on the other hand Zara provide equal opportunities to
their employees and company is specially maximize staff ratio of female employees by 12% in
their stores around the globe.
LO3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan is a formal documentation through which an organisation can
systematically layout their plan with set of defined objectives in order to have proper knowledge
of prevailing macro and micro business situation. With the help of this entity can develop
strategies through which they can bring their service and product in marketplace by assuring
higher success. Marks and Spencer operates their business role as a multinational organisation
and offers different type of product and services in their own name (Tsopatsa, 2020). Entity is
looking forwards to expand their business reach by bringing new product “Marks and Spencer
Robotic Furniture” in the provinces of United Kingdom as to have more competitiveness and
consumer base. Thus, to successfully launch the new product marketing manager of respective
company developed a systematic marketing plan which is being further elaborated below:
Marketing Plan
Overview of the organisation:
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Marks and Spencer is operating the business operation as a British multinational
organisation it is offering wide range of products and services to customers. Main products of
company include clothing, home product and food range of high quality. Entity was founded in
1884 and satisfies their customers with 959 stores in United Kingdom.
Current organisational offerings:
Marks and Spencer currently offer home ware, beauty products, clothing, furniture and
other product. Company satisfies their customers with high standards and quality as to assure
long term loyalty from customers.
Overview of the New Product:
In order to generate more competitiveness Marks and Spencer launch a new product
“Marks and Spencer Robotic Furniture” in UK market segment (M&S FURNITURE STORE
FINDER. 2020). From this product company is aiming towards serving customers with advanced
furniture that can be used by customers in confined space with easy and convenient manner.
Illustration 1: Proposed Structure of Robotic Furniture
(Source: Self Generated)
Vision: In order to effectively launch new product within UK provinces, M & S have mentioned
below vision:
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Mission: As to launch Robotic Furniture within marketplace, company laid down mission:
Objectives:
As to assure accomplishment of their marketing plan company is having formative objective
which is related “to make increase in company shareholding in United Kingdom Market by 25%
in next 2.5 years with their new product launch.
Micro environmental analysis:
In order to ensure maximum success micro environmental analysis is being done by
marketing manager in order to evaluate strength, weakness, threats and opportunities
organisation in market segment with the help of SWOT analysis
Strengths Weaknesses
 Marks and Spencer is having strong
brand image in market segment that
ensure its long term sustainability and
maximum loyalty from customers.
 Entity serves their customers with high
quality services, for this company is
having skilled and talented employees
that acts as their major source of
revenue generation.
Technological advanced products and
services always attract mindset of
customers from all around the world.
 As per compared to other rivals Marks
and Spencer is offering comparatively
less range of services and products that
makes customers to shift their tends
towards other brands.
Opportunities Threats
 Marks and Spencer is having
opportunity to take advantage of
expansion and serve customers in
 Marks and Spencer is facing high
threat from other competitors like
Gucci, Zara and more, as they are
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Asian countries where their services
are still unreached.
engaging in aggressive competition for
higher profitability.
Macro Environmental Analysis:
As to evaluate impact of external environment factors upon operations of company,
PESTLE analysis proves to be an effective measure that allows entity to develop strategies and
policies as to gain opportunities and generate higher profitability. Mentioned below pestle
analysis of Marks and Spencer is being defined:
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STP:
Segmentation
In relation to Marks and Spencer new production segmentation, company management
undertake use of economic statues which is basically a demographic aspect.
Targeting
For their new product Marks and Spencer management have targeted both upper middle
as well as elite class consumers in the provinces of UK.
Positioning
As to successfully launch new product new Robotic Furniture in market segment,
marketing manager of Marks and Spencer undertakes use of broadcast media, newspapers and
social media.
Marketing Mix:
Marketing manager of respective organisation mainly aim towards serving customers as
per according to the taste, requirements and preferences (Asekome, 2020). For this Marks and
Spencer manager undertake use of marketing mix in order to take use of effective advertisement
channels, pricing strategies and strategical advantage. In relation to Robotic Furniture, mentioned
below there is a marketing mix.
Marketing
Mix
Description
Product Marks and Spencer aim towards higher profitability and share holding in
market segment. For this, they are launching Robotic Furniture within UK
marketplace that will provide customers with advanced furniture features even
in small space.
Promotion Entity manager will undertake use of different advertising measures such as
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social media, broadcast media, radio and T.V.
Price As to ensure higher sale of their new product Marks and Spencer management
undertakes use of Premium pricing strategy.
Place In order to reach out customers, company at initial stage limited to UK.
Further when this product reach to successful heights company will make
expansion in their geographical area.
Process Marks and Spencer for higher customer satisfaction provide customers of
Robotic Furniture with the facility of after sales.
People Employees those who indulged in this project will be provided with high
class training as to serve customers in better manner.
Physical
Evidence
The physical evidence for the new product launched by Marks & Spencer
would be the receipt of high customer contentment after use of Robotic
Furniture by them.
Budget:
With the aid of efficient budget entity can assure accomplishment of all their activities in
effective and systematic manner. In relation to this in order to assure success of Marks &
Spencer Robotic Furniture budget is being framed:
MARKETING BUDGET (in £)
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 4050 7425 12230 14370 20890
Investment 8350 11525 23920 31540 12570
TOTAL 12400 18950 36180 45910 33460
MARKETING OUTLAY
Promotion 4647 2600 4691 1976 2113
Sales publicity 1366 805 2453 1493 1052
Direct selling 3136 1806 4752 2005 4331
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