Marketing Essentials Report: ICON College, Unit 2, BTEC HND Business

This report on Marketing Essentials provides a detailed analysis of the role of marketing within an organization and its interrelationship with other functional units. The report examines how organizations, specifically Argos and Robert Dyas, utilize the elements of the marketing mix (7Ps) to achieve the...Read More

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation............................................................................................................................1
LO2 Compare the ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives........................................................................................5
LO3 Develop and evaluate a basic marketing plan................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as a formative process in which different type of initiatives has been
taken by an organisation in order to achieve more competitive edge and success of business in
respective industrial sector. Main motive of marketing is to undertake activities through which
overall revenue and profitability of organisation can be maximized. It is one of the most
important and crucial aspect that allow business organisation to influence purchasing behaviour
of customers and maximize company brand image in respective market place. In marketing
different type of function and activities provide effective assistance to organisation through
which they create awareness in the mind of consumer related to particular product or services
and further undertake different type of advertising measures in order to influence their behaviour
towards services or products.
Present report has been conducted on ARGOS, company perform their operations as a British
catalogue and operate their services in retail industrial sector in United Kingdom provinces and
Ireland. By offering highly qualitative product and services this entity is having maximum
number of consumer base. In this report formative discussion has been made on roles as well as
responsibilities of marketing along with interrelation of different units in organisation. In
addition to this report also include marketing mix in which respective entity is being compared to
other rival. Lastly report include marketing plan in order to bring new product in market place.
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation
Marketing is referred to as the integration several approaches and processes that are
adopted by the businesses in order to improvise awareness of customers about the products and
services offered by the same company in rightful manner. It also provides huge support to the
business organisation in order to enhance their sales performance within the same marketplace
that ultimately leads ton increase in sales performance of the company. In other words, it has
been analysed that effective marketing practices supports businesses association in developing
strong brand image at marketplace which ultimately contributes in influencing interest of the
customers to make purchase from the same company. In order to execute these activities at
marketplace business manager effectively emphasizes on providing adequate level of resources
to the marketing department so that they can simply execute the work in rightful manner.
1

Roles and responsibilities of marketing function
Marketing department includes range of roles and responsibilities which are required to
be performed by the marketing team members so that they can easily attain their sales objectives
in the rightful manner. It can be said that marketing department is also required to develop
positive long term relation with the stakeholders that ultimately allows them to attain positive
results. In context of ARGOS, it has been analysed that the respective company believes in
deciding several roles and responsibilities for its marketing department thus they can attain
success within the same industry. The most common roles and responsibilities of this company
are specified as below in detailed manner:
Branding:
Branding is acknowledged as the effective way through which business association
effectively develops premium brand image among customer. This simply develops the strong
image of the company among its customers which influences them to stay loyal with the same
company by simply making purchase from the same entity at regular basis. Here, the main role
of marketing head as well as their team members is to develop emotional connection among the
customers so that they can easily boost up their sales within the same sector in rapid manner.
While, the main responsibility of the same marketing team of Argos is to provide high quality of
products and services to its customers so that they can easily develop trust worthy relationship
with them. This also influences same company in retaining customers loyal with them. In order
to do so effectively, the marketing team of respective company believes in making use of
effective advertisement modes which supports them in having good interaction with the larger
number of customers.
Creation of market awareness:
This is another effective marketing function in which businesses believes in enhancing
their awareness among the customers at the public. With reference to ARGOS, it can be said that
the main role of the marketing team within this entity is to determine their potential customers at
the initial basis so that they can easily take some preventive measure by which they can easily
influence them to make purchase from the same company which leads to enhance their sales
performance in the rightful manner. Whereas, the responsibility of the same department is to
make important decisions towards the same in terms of developing strategies so that they can
easily improvise their sales performance for longer period of time and maintain their financial
2

stability. This ultimately leads to enhancement of sustainability of the same company in rightful
manner.
Market research:
Market research also belongs to the core function of the marketing team in which the
marketing team collaboratively work to develop their understanding towards the potential market
trends and changing expectation of the customers front the business entity. It also allows
businesses in developing their core knowledge towards the available opportunities at
marketplace that can further provide them support in enhancing their profitability. In context of
Argos, it has been seen that the main role of the marketing function is to conduct in depth market
research so that they can easily develop their knowledge towards the new products as well as
services through which they can easily improvise their business performance by simply
promoting their products as well as services among the customers. On the other hand, the main
responsibility of market research function is make use of appropriate and trust worthy sources so
that effective marketing research can be conducted.
Interrelation with other functional units
Marketing is defined as one of the most crucial element for an organisation through which
company can assure maximum profitable advancements in respective industrial sector. This
process influence consumer purchasing behaviour towards organisational offerings, through
which overall profitability and sales ratio of entity can be maximized. It has been evaluated that
that Argos operate their business services in a large scale catalogue retailing sector and mainly
operated business in United Kingdom and Ireland with having franchised with countries like
China. It is essential for an organisation to maintain effective interrelationship between
marketing and other department and functions of entity in order to maximize company
profitability at global scale.
HR with Marketing:
HR department is one of the key essential departments in an organisation as this
department is having one of the most important responsibilities which is related to recruiting
talented, potential as well as skilled employees in organizational workplace structure in order to
increase workforce efficiency of company. In this different type of functions like recruitment,
selection, development and training, effective handling of diversity is being undertaken by HR
manager of Argos in order to maintain organizational productivity at great extent. In addition to
3

this company HR also undertake use of effective communication process in order to align
organisational objective with employee performance. It has been identified that HR is having
formative set of inter- relationship with marketing department as by offering highly talented and
skill employees department of marketing in order to fulfil workforce need. While in terms with
marketing it has been evaluated that with the help of different promotional strategies marketing
department enhance organisational profitability through which candidate seeks towards
undertaking job opportunity in respective industrial sector that automatically fulfil Argos
objectives. Thus, with the assistance of inter-relationship between HR and Marketing department
Argos effectively fulfil their goal and target with maximum efficiency and further fulfil
customers as well as employees satisfaction from entity in a well defined and effective manner.
Marketing with R&D:
Marketing and research and development department is crucial unit in an organisation as
both of this process effectively contributes their contribution in organisational maximum
profitability ratio and high productivity. It has been identified that in Argos marketing
department with the use of effective marketing strategy influence consumer purchasing
behaviour. While in terms with research and development this unit undertake different type of
research aspects in order to evaluate prevailing and factors that are prevailing in marketplace as
to facilitate production of process according to consumer needs. It effectively aid marketing
department to attract customer attention that enhance organisational profitability. While
marketing department it aid research and development by offering them information related to
the places in which research and development unit of Argos can conduct their research process in
order to enhance company sales ratio capability. With the help of inter-relationship between
marketing and research and development unit Argos effectively accomplish their project targets
in time effective manner while further assuring maximum growth in retail industruial sector.
Thus, according to the above mentioned evaluation it has been identified that
interrelationship between different departments play key essential role and provide different type
of advantages to Argos. It assists entity to perform their operations in different geographical
areas. With the help of interrelation they align function and activities of different departments in
order to accomplish organisational goals in effective manner. It further helps company to ensure
their long-term sustainability in retail industrial sector along with taking more competitive edge
in marketplace.
4

LO2 Compare the ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
Marketing mix is the process that includes the value exchanges by facilitating the 4Ps that
are as product, price, place and promotion. It includes the different factors that conjunct with
each other and basically used by the companies as the customer centric approach by focusing the
need and demand of the customers. It is the model that is used by the business by working with
the extended elements as well and that are as people, physical evidence and process. The
marketing mix concept of the ARGOS and Robert Dyas has been completed by motivating the
knowledge by making the continuous development and with this includes the different strategy
by which has gain the long term benefits with more easiness and induce more flexibility as well
and in this the sustainability will also get maintained that helps to raise the working performance
standards of the business. The marketing mix of the ARGOS and Robert Dyas will be as defined
below as in the form of comparison that is as follows as:-
Element ARGOS ROBERT DYAS
Product The ARGOS will work with the
catalogues as per their initial working
norms and with this they have
produces the catalogues that consist of
the total pages 1600 and that is twice
in the year. In addition to this ARGOS
also deals with the refrigerator,
insurance and the furniture as many
other services as well.
Robert Dyas is the larger retailing
company and also works with on larger
scale and provides the diversified range
of products and services in the market
that is more of as laundry, electronic
appliances, travel & leisure, security,
kitchen products, gardening items, and
many other to and that all are sold in the
England only.
Price ARGOS has worked with the low
pricing strategy and under this target
the larger group of customers with that
emphasis the sale and profit of the
business as most they have targeted the
particular economic zone of the
society. They have offer the different
products and services by which have
In addition to this ROBERT DYAS has
uses the affordable pricing strategy to
get target the maximum group of
customers and with this they have make
strong connection with more of the
customers in systematic and effective
manner.
5

provide the goods at different places
with different range and cost.
Promotion The ARGOS will always has more
concern and standardised focus on the
customer and with this have target the
better range of the customer and
always try to make the suitable relation
with the customers. To get make it
more smother they have choose the
support of digital media marketing as
like social platforms, print media,
online banner and with the help of
these have make better connection
with more suitability.
As ROBERT DYAS is the retailing
company thus they have uses both type
of promotion that is online as well as
offline too and with that perform their
promotional strategy. They have given
the major concern and preference to the
television, newspaper, etc. It helps to
spread more awareness in the market by
which their sales and profit will get
enlarged.
Place ARGOS will manages their operation
and function as from both online and
offline platform and with this make
easy and comfort access of the
catalogues. ARGOS having around
900 stores all across the UK and also
covers the Ireland as well.
On the opposing, ROBERT DYAS have
made the easy access of their product
and services in the South East part and
England as well. In this they have also
provide the 24*7 services to their
customers.
Process ARGOS and its management team
have worked with the more advanced
process but with that ensure that their
working function is even simpler and
comfort for the employees. They have
make the online booking as well and
with that make the suitable and fastest
delivery as well.
While, Robert Dyas ensures that they
have maintain the better quality
products and services and that all is to
satisfy the need and demand of the
customers in satisfactory manner.
People ARGOS has provided the priority to
their employee and staff as well and
While, ROBERST DYAS has provided
the equal opportunity to both male and
6

with that get supported it with the
managerial team. They have worked
with the 30000 numbers of employee
and have gain the adequate training
and development by which the equal
opportunity has been provided to them
by which their performance ratio will
get developed that helps to attain the
goals and objective with specified
manner.
females and with this have provide the
11% reservation to the female
employee. It reflects the concern and
preference that is provided to the
employees by which they have put more
efforts to improvise the workings
standards.
Physical
Evidence
ARGOS has developed the catalogues
and with this 75% of the household
services to the people by which the
physical evidence will get balanced.
The ROBERT DYAS has worked with
the aim under which have ensure that
services and products will get supplied
to the customer with more easiness and
in this the supply chain will also get
more balanced.
The various elements of the marketing mix enable an organisation to effectively craft a
marketing strategy which can appeal to the large base of audience and pull their attention
successfully. The mix elements tend to set a direct communication of a brand with the extensive
customer base, thereby stipulating a positive image of the organisation in market place. In this
relation, it can be said that by thoroughly deciding and devising the course of action for each
element, a company lays down the foundation to its growth and development prospects. Thus,
these elements collaborated in the form of marketing mix assists a corporation to achieve its goal
and objectives in due course of time.
LO3 Develop and evaluate a basic marketing plan
The marketing plan is basically the written document that will includes the overall
planning under which more awareness will get spread in the market about the different served
products and services of the company. In this, ARGOS is the multinational corporation and has
provided the catalogues to their customers at wider level and covers the globe. ARGOS didn’t
7

sell their products and services under their name instead of the catalogue services and other that
get associated with that. In addition to this Argos has launched the new services that are under
the name “ARGOS Robotic Furniture” that get worked under their own name. To get manage
the new launch the marketing plan will get proposed as it helps to lunch the new services of
robotic furniture in the marketplace by which effective outcomes will get achieved.
Overview of the organisation: ARGOS is the British multinational retailer of catalogue
and with that have performs their function in UK and Ireland. It has been acknowledged as the
subsidiary of the Sainsbury’s and have operated its functions by both online and offline modes.
Current organisational offerings: ARGOS has offered the catalogues as under their
brand name. ARGOS also provides items such as electronics, furniture, consumer good, kitchen
ware, beauty along with skin care, DIY equipments, technological gadget, sports items, health
care items etc. on its website on “click and select basis”.
Overview of the New Product: ARGOS Robotic Furniture offer the new products and
with that provide the validate opportunity to the UK public by making their dreams into the
reality. In this they have develop the designed by which the small space will get more advanced
and covert that into the dream house. The Robotics furniture has worked to manage and covert
the small space into the more luxury one that has make the easy access of the expediency and
console.
(Source: Self Generated)
8

Vision: The Robotic furniture has worked launched by the ARGOS and with that work
with the vision “to be the world of mouth for the public of all across the globe”
Mission: The Robotic Furniture of ARGOS works with the mission to be the leader of
the retail sector and develop the products and services with the concern of customers
Objectives: ARGOS has the objective that is more of to launch to Robotic Furniture and
that is as “To develop more profit and enlarges it with the 20% as per the upcoming 5 months
after the launch.
SWOT analysis: It is analyses that will define the internal working environment of the
business and with that provide the effectual framework of ARGOS that is as defined below as:
Strengths Weaknesses
 ARGOS has more brand value in retail
sector and with that having the better
market share as well.
 ARGOS has more talented employee
by which their working performance is
being more standardized.
 The ARGOS has provided the
catalogue only under their brand name
while the other sold products and
services are not under their brand
name.
Opportunities Threats
 ARGOS have gain better opportunity
in the market by offering the effective
products and services by which more
of the customer will get attracted.
 ARGOS will gain more benefits by
selling the different services under
their brand name only.
 The competitor has been increases as
like B&Q, IKEA, Habitat and the
home base services as well by which to
attract the customer is the biggest
threat for ARGOS.
STP: The marketing manager of the ARGOS uses the STP model to make the better
analysis of their new launched services Robotic Furniture and it will be as defined below as:
Element Description
Segmentation Segmentation of the Robotic Furniture has been done on the basis of
9

demographic.
Targeting Robotic Furniture has target the middle class and more of them in order to
maintain their sales and profit.
Positioning Robotic Furniture uses the Positioning and with this they have use the
multimedia marketing, advertisement at newspaper to make the promotion
and with that attract the potential customer with more conveniences.
Budget / Action Plan: ARGOS has developed the budget that is as defined as below:
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
TOTAL 9149 4171 11899 5474 7500
Evaluation of Action Plan: It is important for an organisation to constantly monitor the
results of the marketing plan in order to make sure that the progress is received as per the
organisational expectations. In this regard, the management of ARGOS will evaluate the
progress of marketing plans so as to guarantee the alignment with achievement of goals set at the
beginning of the marketing plan.
Monitoring: The Marketing manager of ARGOS uses the KPI that is key performance
indicator and benchmarking to monitor and control the marketing plan for launch of robotic
furniture. This will provide aid to the organisation in taking corrective actions whereby felt
necessary by the management of ARGOS after ascertainment of results of marketing plan.
10

CONCLUSION
It has been concluded from the above report that the marketing is more important for the
business and with that they have company will reach to the customer with more easiness and
with that the better image of the brand will also get developed. The marketing mix will get used
by the company and with this the better customer will get targeted by which more sales and
better revenue will get generated on continuous basis. In addition to this the marketing will use
to make the effective relationship with the employee and customer that help to make continuous
success. Furthermore, the marketing plan will get developed by which more awareness will get
circulated about the offered product and service in marketplace.
11

REFERENCES
Books and Journals
Chuang, C. C. and Hu, F. L., 2017. Experiential Marketing Strategy: The Empirical Study of 85
C Bakery Cafe. International Research Journal of Applied Finance. 8(3). pp.129-142
Cluley, R., 2018. The construction of marketing measures: The case of viewability. Marketing
Theory. 18(3). pp.287-305.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers. 18(1). pp.19-39.
Eletxigerra, A., and et. al., 2018. Place marketing examined through a service-dominant logic
lens: A review. Journal of destination Marketing & Management. 9. pp.72-84.
Manion, C. R. and Widder, R.M., 2017. Essentials of essential oils. American Journal of Health-
System Pharmacy. 74(9). pp.e153-e162.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Srinivasan, L. and Humes, M., 2017. Behavioral interviewing essentials (and why you should
care). Strategic HR Review. 16(2). pp.81-85.
Uchino, K., 2018. Piezoelectric energy harvesting systems—essentials to successful
developments. Energy Technology. 6(5). pp.829-848.
Uddin, S. F. and Khan, M.N., 2018. Young consumer's green purchasing behavior: Opportunities
for green marketing. Journal of Global Marketing. 31(4). pp.270-281.
Uncles, M. D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ). 26(2). pp.187-193.
12