Marketing Essentials Report: TK-MAX, Course ABC, Semester 1

This report analyzes the marketing strategies of TK-MAX, a multinational retail organization. It begins with an introduction to marketing and its importance in business, then explores the roles and responsibilities of a marketing department, including product, selling, pricing, promotion, marketing information systems, financing, and distribution. The report then examines how marketing functions relate to the organizational context, including the interplay between HR, finance, sales, and research & development. The second part of the report focuses on the marketing mix, comparing TK-MAX and Matalan across product, price, place, and promotion strategies. The report highlights how TK-MAX uses various marketing tools to enhance performance, understand customer needs, and build a strong brand image in a competitive market. The report concludes with a summary of the key findings and recommendations for TK-MAX.

Marketing Essentials

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Different roles and responsibilities of marketing department......................................................3
P2 Roles and responsibilities of marketing relate to organisational context.....................................5
TASK 2....................................................................................................................................................5
P3 Marketing mix ..............................................................................................................................5
TASK 4....................................................................................................................................................7
P4 Marketing plan .............................................................................................................................7
CONCLUSION.........................................................................................................................................9
REFERENCES..........................................................................................................................................9

INTRODUCTION
Marketing is one of the important activity for business organization which includes
various tools by which company enhance their performance level at market place. In addition
of this, it is crucial for firm to effectively use as well as implement all the tools in appropriate
way. Along with this advertisement, promotional activities, selling and so on consider as an
important tool of marketing (Fazlollahtabar, Aghasi and Forte, 2012). By using all these
company offer quality services to services user for fulfilling their demand. In addition of this,
it also helps in building better relation with their customers by proving them better services.
This will contribute in exploding profitability level of the company at market place. Current
assignment is based on TK-MAX, is biggest and multinational retail organization. They serve
diversified products such as clothing, bedding, furniture and many more to number of
customers. Various roles and responsibilities of marketing department and its interrelate with
marketing function is mentioned in this project. In addition of this, marketing mix is also
mentioned in this report which may helps in determinant users needs and wants towards the
company goods and services.
TASK 1
P1 Different roles and responsibilities of marketing department
In today's environment marketing is a curical concept which consider various tools
which helps in transferring final goods and services to end users by understanding their needs
and wants. By using this company easily enhance their profitability level at market place and
also create strong customers base. This will directly contribute in capturing larger market
share form its rivals. Along with this, manager of marketing also plays vital role in
conducting appropriate market research in order to evaluate customers needs and wants
towards the company products and services. With the help of this company easily attain
better success at market place. In addition of this various roles and responsibilities of
marketing department is also helps in executing entire activities of the marketing in which
manager needs to manage all the workers effectively (Babin and Zikmund, 2015). This will
help TK-MAX to acheive targets and objectives. Furthermore, it also important for manager
of marketing to evaluate as well as understand customers needs and wants in order to provide
them better satisfaction. For this, company provide variety as well as quality products and
services to customers accordingly. In this context, roles and responsibilities of marketing
department can be understood by following points:

Product: It refer to offering of the company which helps in grabbing customers
attentions its final goods and services. In this, TK-MAX serve diversified products and
services to its customers for fulfilling their needs as demands which leads in attaining better
success in market place by capturing customers attention. In this context the main role of
marketing department is to provide variety and quality services to its customers as compare to
its rivals (Coulon and et. al., 2012). Through this, company increase their sales and
profitability as well. Along with this, taking feedback and customers review is also play
important role in improving performance level of the company.
Selling: It is important function of market department in which firm sell their final
products to its end users in order to attain their satisfaction level. Mainly, this function is
related with the delivering of the products to its final customers with the purpose of attaining
desirable profits at market place. This, it is important for TK-MAX manager to use modern
promotional tools to make them aware towards the company its products as well. This will
aid in influencing them to buy company products as company capture larger market share
from its rivals (Sheikh, Shahzad and Ishak, 2016).
Pricing: This function of marketing department is one of the important because it
directly impact on the profitability level of the company at market place. For this, adoption
effective pricing policies helps in increasing profit margin which may contribute in
developing positive brand image at market place. Basically, price of the products is related
with its quality and feature. By this number of customers attracted and also accomplished
strong place at competitive market.
Promotion: For increasing public awareness, promotion is one of the best function
which perform by the marketing department to attract customers towards its products and
services (McDonald and Meldrum, 2013). Basically, it is one of the best tool by which
company easily communicate with their customers and at the same time also understand their
needs. With the help of this, TK-MAX increase strong customers base. Along wit this, it also
helps in proving better information of the company products in front of customers so that
they easily buy its products. It directly contributes in attaining higher success at market place
by capturing larger market share form its rivals.
Marketing information system: It is main system for organization to store data towards
the customers and market trends as well. This will help manager to take right action in order

to enhace their performance level in most effective manner. It also helps in strong customers
information which may helps in grabbing customers attention.
Financing: For executing activities of business, enough financial fund is more
essential to produce as well as deliver quality products and services to customers. By
allocating proper financial funds marketing department easily undertake an effective research
and also use new and advances tool to evaluate customers taste. By this firm easily enhance
their profitability level taking strong position at market place.
Distribution: It consider as an important role of marketing which define effective
process of delivering quality product to its end users. In this, company having various stores
and outlets where they sere their services to its customers by attracting them towards the
company products. Along with this, it is also important for manager of marketing is to
determine the actual needs of the products in market. By this company provide quality
services to customers for building positive relation with their customers.
All these are major roles of marketing department which aid in improving the overall
poductivity level of the company at market place (Chitakornkijsil, 2012). This will provide
support TK-MAX to established strong brand image as compare to its competitors.
P2 Roles and responsibilities of marketing relate to organisational context
The marketing activities are the most valuable factors in order to performs all
business operations effectual and planned manner according to set business goals and targets.
For this, various types of strategies used by company to promote their goods in market place.
Along with this, one of the main role of marketing is to provide better services to its
customers by understanding wants in appropriate manner. In this, it is important
responsibility of manager to gather as well as collect relevant information of customers taste
to attaining better results in appropriate time frame (Finch, Nadeau and O’Reilly, 2013). In
this context, interrelation between marketing and organization also helps in enhancing the
productivity level of the company which can be understood by following points:
HR with marketing: Skilled and talented workers are important for marketing
department so tat they easily customers needs and wants of the customers towards the
company products. In this HR department play important role in recruiting as well as hiring
best workers who effectively perform their duties in appropriate manner. Along with this, HR
of the frim also provide training program to enhance their performance level at workplace.

By which employees easily build better relation with their customers and also retain them for
longer period of time.
Marketing with finance: For executing activities every department required proper
funds for performing all the terms in effective manner. This will aid marketing department
easily formulate budget which define better ways to complete task in appropriate time frame
(Rossi, Allenby and McCulloch, 2012). Thus, by finance devotement, marketing manager
easily manage their activities in effective manner to attain better success at market place by
serving quality services to its customers.
Sales department with marketing: Under this marketing department promote their
products and services to influence their customers to buy company services. Basically, the
main of this is to increase overall sales of the company in which manager of marketing use
various promotional to invite larger number of customers towards the company products.
This will contribute in capturing larger market share form kits rivals.
Research and development with marketing: It is essentials for company to bring better
coordination between both department which may leads inviting number of customers in
appropriate manner. In this, R&D gather information towards the marketing trends and
customers preferences as well. With the help of this marketing department easily serve
quality services to kits customers in order to attain set goals and objectives.
TASK 2
P3 Marketing mix
Marketing mix play vital role in determining customers needs and wants towards the
company products and services. It includes various elements by which TX-MAX easily
enhance their profitability level at market place form its rivals by delivering quality products
and services in most effective manner. Products, place, price, promotion, people, process and
physical evidence all are the main element of marketing mix which directly contribute in
attaining better success at market place (French and Russell-Bennett, 2015). In this context,
for effectively understand about marketing mix of the company, there are effective
compression between two business organization are as follows:
Basis TK-MAX Matalan
Product Under this, company serve
quality products in over the
Matalan also serve clothing
and home products to its

world in which they provide
home products and clothing
products to its customers with
quality. For this company use
new and innovative technologies
to manufacture quality services
for attaining satisfaction level of
customers in appropriate way.
customers to increase
satisfaction level. This leads in
attaining competitive
advantage at market place in
most effective manner.
Price TK-MAX operate their business
in retail sector in which they set
competitive price of the products
which may leads in attarcting
number of customers towards its
products and services in most
effective manner. As a famous
company.TK-MAX set their
product price affordable which
easily affordable by every
customers.
Matalan also use effective
pricing strategy in which they
set their product price as per
customers willingness to pay.
It helps in increasing their
productivity level at market
place and at the same time also
enhance sales volume (Dahnil
and et. al., 2014).
Place TK-MAX set business activities
in various countries with the
purpose of inviting large number
of customers. As they having
approx. 515 stores through
which firm deliver quality
services to customers. With the
help of this company easily
increase their profitability level.
As company set their outlets in
various location to cover
number of customers to satisfy
their needs. In this context
they make their stores more
attractive and convenient for
customers to enhance their
customer base.
Promotion For increasing public awareness,
TK-MAX use appropriate
promotional activities to invite
number of customers towards
the company products. In this
As Matalan also operate their
business in retail sector in
which they also use various
marketing strategies to
promote their products and

context, TK-MAX promote their
products through social media,
T.V and many more which may
leads in grabbing customers
attention. This will creating
customers base within the
organization which directly
contribute in attaing
profitability level.
services in front of customers.
Advertising, sales promotion,
social media and many more
used by the company to
enhance public awareness
towards company services.
This will aid in increasing
profitability level at market
place.
People TK-MAX having skilled and
talented workers as they easily
serve their quality products and
services its cust9mers by
understating their needs and
wants. Along with this they also
focus on customers preferences.
Matalan focus on customers in
which they manager their
workers effectively in which
they serve better services to its
customers in order to attain
their positive response. With
the help of this they improve
their performance level at
market place.
Process For attaining better results,
company use appropriate
process in which they produce
quality services and also
influence to its customers to buy
its products in most effective
manner (Chan, He and Wang,
2012). Along with this they also
monitor all the activities to
maintain their quality products
in order to attain better
satisfaction level of the
customers.
Under this, Matalan also use
effective manufacturing
process to produce quality
products and services but
some time they fail in making
quality products which
negatively affect the overall
performance.
Physical evidence It is related with the various
outlets and company goodwill as
Under this, Matalan also use
attractive outlets in which they

well. This will aid in grabbing
customers attention towards the
company products and services.
For attaining better success
company should use attractive
outlets to invite customers and at
the same time also influence
them to consume.
serve their services to satisfy
customers needs and wants in
appropriate manner. For
grabbing customers attention
company should make their
goodwill string in market
place.
TASK 4
P4 Marketing plan
The marketing plan is described as the document which are formulated so that all the
operations are performed according to the set aims and the effectiveness of business can be
enhanced. In addition of this marketing plan consider as an important document which define
various activities to determining the actual performance of the company at market place
(Laczniak and Murphy, 2012). In context of this the appropriate marketing plan can be
prepare by following points:
Company Profile: TK Max is an American association and its headquarter is located in
Massachusetts, was founded in 1994. The Co-founder is Berbard Camerata in United States.
As a famous company, they operate their operations in various countries and also deliver
diversified products and services. They also having skilled workers who perform their
activities and also understand customers’ needs and wants in appropriate manner.
Mission and Vision of TK MAX:
Missions: The main mission of firm is linked with making their workers familiar with the
working operations which have to be performed by them in order to achieve success in their
ventures.
Visions: This is the major goal of firms in order to achieve strong positions at market place.
Objectives of TK MAX:
 They are mainly focusing on attaining loyal and satisfied customers by delivering
quality goods and services to all their potential customers (Morgan, 2012).

 The firm wanted to see themselves at the highest position at market place.
Situational Analysis: The plans and policies of TK Max are formulated and designed by
analysing all the environmental; factors. This is the most vital factor as they are Valuable in
order to collect data which are beneficial for enhancing their overall sales and profitability
ratios.
 Strength: one of the main strength of TK-MAX is strong brand image at market place
in which they serve diversifies products and services to its customers. Company
having talented as well as skilled workforce who effectively execute business
activities in appropriate manner.
 Weakness: Competition in market if one of the biggest drawbacks for company
because number of companies operate their business in same line. This will reduce the
profitability level of the company.
 Opportunities: TK-MAX tries to expand their business activities in various countries
to attain success at market place. Along with this, firm also add variety of features to
invite number of customers. Threats: Number of substitutes products is one of the biggest threats for company in
which they reduce their performance at market place.
Target Market: TK Max is mainly focusing on the segmentation, targeting and positioning
factors in order to sell their products at market place. With the help of this company
effectively serve their services as per customers preferences which may leads in establishing
positive brand image at market place.
Monitoring and controlling: This is the most important factor and management should focus
on controlling all the operations in order to achieve their set targets. By implementing all the
activities of marketing plan helps in increasing the efficiency level of the company because it
helps in improving the performance level of the company (Satit and et. al., 2012). For
attaining the manager have to monitor as well as control entire activities in appropriate
manner which may leads in attaining strong place competitive market place.
CONCLUSION
As per discussed report, it is examined that marketing is the most crucial concept as they
are beneficial in order to set business goals and objectives so that firms will enhance their

overall sales and profitability ratios can be easily enhanced. Along with this marketing roles
and responsibilities are also helps in improving the overall performance level of the company.
In this TK-MAX serve quality goods and services to its customers for fulfilling wants in
order to attain their beer satisfaction level. This will aid to company easily attain better
success at market place. In addition of this marketing plan and mix also highly contribute in
establishing brand image of the company as compare to its rivals.

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