Marketing Essentials Report: Unit 2 - Pearson BTEC HNC Diploma

This report, a student submission on Desklib, comprehensively addresses marketing essentials within the context of a Pearson BTEC HNC Diploma in Business. It begins by outlining the roles and responsibilities of the marketing function, including market planning, research, and customer service, with a focus on the fashion retailer H&M. The report then explores the interrelationships between marketing and other organizational functions, such as HRM and finance. A comparison of marketing mix strategies between M&S and Zara is presented, although the analysis of the case company's marketing process could be improved. Finally, the report includes a basic marketing plan developed for H&M, outlining proposed strategies, including promoting eco-friendly products, and analyzes the company's strengths, weaknesses, opportunities, and threats. The report provides a good theoretical foundation, although it would benefit from a more in-depth application of marketing tools and strategies to achieve specific marketing objectives. The document is well-referenced and includes an assessment record sheet with feedback from the assessor.

Project front sheet

ASSESSMENT RECORD SHEET
Programme Pearson BTEC HNC
Diploma in Business
Student
Name
Project Title Marketing Essentials Assessor
Name
Unit No. and
title
Unit 2: Marketing
Essentials
Targeted
Assessment
Criteria
Issue Date
First
Submission/
Resubmissio
n?*
Resubmissio
n
Authorisatio
n
by Lead
Internal
Verifier*
* All resubmissions must be authorised by the Lead Internal Verifier. Only one
resubmission is possible per project, providing:
● The student has met initial deadlines set in the project, or has met an agreed
deadline extension.
● The tutor considers that the student will be able to provide improved evidence
without further guidance.
● Evidence submitted for assessment has been authenticated and accompanied by
a signed and dated declaration of authenticity by the student.
**Any resubmission evidence must be submitted within 10 working days of receipt of

results of assessment.
Grading Criteria/Learning Outcomes (LO)
C
ri
t
e
ri
a
/
L
O
To achieve a Pass grade the
evidence must
show that the student is able to:
C
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ri
a/
L
O
(
Y
/
N
)
Assessor Feedback
(including action where necessary)
P1
Explain the key roles and responsibilities of
the marketing function.
Y
Good attempt. You have been able to explain the
key roles and responsibilities of marketing
functions such as market planning, market
research, advertising, promotion, relationship
management, communication etc. You have also
presented different functional structure of
marketing department. However, you could relate
this structure to the case company.
P2 Explain how roles and responsibilities of
marketing relate to the wider organisational
context.
Y Good attempt. You have explained how
marketing functions are interrelated with other
functional areas such as HRM, finance,
operation, R&D, information technology etc to
achieve the company’s overall business
objective. However, you could have also
presented a diagram related to this explanation.
Additionally, you could have further explained

using relevant examples to strengthen the
connectivity between marketing management
functions and other departmental functions. For
instance, how efficiently marketing functions at
this context could be delivered to accelerate the
operations in the R&D leading to manufacturing.
P3
Compare the ways in which different
organisations apply the marketing mix to
the marketing planning process to achieve
business objectives
N
You have presented a comparison between two
organizations: M&S and Zara on the basis of
how they use 7Ps of marketing mix. However,
you have not presented the marketing process at
the case company. Your basis of comparison
should have been marketing process as well.
Additionally, your presentation could be further
tuned for a comparative analysis while explaining
marketing process and usage of marketing mix.
For instance, you could have considered product
portfolio/product quality, brand image, or
particular product features for make it more
comparative. In addition, you could have also
outlined the marketing process for other
company chosen for comparison.
P4 Produce and evaluate a basic marketing
plan for an organisation.
Y You have produced a basic marketing plan for
H&M. For instance, you have proposed to
promote eco-friendly products in London store.
You have conducted internal environmental
analysis to indentify the main strength, weakness,
threats and opportunity to redefine the marketing
objective. But you have not presented PESTLE
as background analysis. You have also
considered STP, marketing mix and penetration
strategy to achieve the set objective. Your
marketing mix is somewhat consistent with your
proposed objective; for instance, you have

proposed to increase price based on the
justification of increased price of R&D and raw
materials for eco friendly products. However,
you could further focus on budget,
implementation, measure and control.
C
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a
/
L
O
To achieve a Merit grade the
evidence must
show that the student is able to:
C
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a/
L
O
Assessor Feedback
(including action where necessary)
M1
Analyse the roles and responsibilities of
marketing in the context of the marketing
environment
N
Not achieved.
M2
Analyse the significance of
interrelationships between marketing and
other functional units of an organisation.
N
Not achieved
M3
Evaluate different tactics applied by
organisations to demonstrate how business
objectives can be achieved.
N
Not achieved
M4 Produce a detailed, coherent evidence-
based marketing plan for an organisation. N Not achieved
C
ri
te
ri
To achieve a Distinction grade
the evidence must
show that the student is able to:
C
ri
t
e
Assessor Feedback
(including action where necessary)

a/
L
O
ri
a/
L
O
D1
Critically analyse and evaluate the key
elements of the marketing function and
how they interrelate with other functional
units of an organisation.
N
Not achieved
D2
Design a strategic marketing plan that
tactically applies the use of the 7Ps to
achieve overall marketing objectives
N
Not achieved
Overall grade for this unit: Referred
General comments
Good theoretical reflection and background research in most of the sections. But, you
would need further focus on marketing process stages. You should also focus on the
application of the relevant marketing tools and strategies for producing a real
marketing plan in the given context. Think more concretely that how each tool could
be practically viable to achieve your each marketing objective you have planned.
Overall, good use of Harvard referencing, though few places are inconsistent.
Assessor
Declaration
I certify that the evidence submitted for this project is the student’s
own. The student has clearly referenced any sources used in the work.
(To the best of my knowledge) I understand that false declaration is a
form of malpractice.
Assessor
Signature Mostain Dat
e 10/3/2018
Student
Comments

Student
Signature
Dat
e

Marketing Essentials

Table of Contents
INTRODUCTION 3
TASK 1 3
P1 Roles and Responsibilities of marketing Function 3
P2 Relation of Roles and responsibilities in wider context 6
M1 Analysing roles and responsibilities of marketing 8
M2 Significance of interrelationship between marketing and other functions 8
D1 Critically analyse key elements of Marketing functions 9
TASK 2 9
P3 Comparison of marketing mix of two organisations 9
M3 Evaluation of different tactics applied by companies to achieve the objectives of business 12
TASK 3 12
P4 Marketing Plan of H&M 12
M4 Evidence based marketing plan 15
D2 Strategic marketing plan that tactically applies 7p's 15
CONCLUSION 15
REFERENCES 17

INTRODUCTION
Marketing is an important factor in an organisation. It is very important for the
companies to achieve success. All the other functions of the company are dependent on
marketing department only in some or the other way. There are various functions that are
performed by the marketing department like advertising, promotions, sales etc. it is also a
process through which the products are introduced in the market. It is also a medium through
which the company tries to maintain their customers for a longer time. It also helps in spreading
awareness in the market so that more and more people gets to know about the new product. To
perform the major marketing functions, a good marketing professional are appointed by the
companies. There are various channels that are used by the marketing teams so as to reach the
target customers and making a good sale. The company that is referred here is Hennes and
Mauritz (H&M). It is a largest fashion retailer in Europe at present. They are leading in clothing
and cosmetics sector. Apart from this, the report will discuss about the roles and responsibilities
of marketing functions, relation of marketing with another department. Also, marketing mix of
two companies and a basic marketing plan is also created.
TASK 1
By-XYZ
Date- 25th November 2017
Roles and Responsibilities of marketing Function along with its interrelationship with
other departments
P1 Roles and Responsibilities of marketing Function
Marketing can be defined as one of the main functions in an organisation. It helps the
company in generating value from the customers so that more and more customers are
attracted towards it. It helps the managers in connecting with their potential customers in the
market by using various types of marketing tools. It provides them all the knowledge that is
necessary for making good marketing strategies for the company. So, the company is making
various policies that are helping them in achieving high competitive advantage in the market.
Basically, the marketing department is the main source through which the company aims to
increase the sales and profitability.
H&M is also using effective strategies of marketing in the company and also various
new policies are also being designed by the management so as to attract more and more

customers to their stores. Since they are into clothing brand, so they are planning continuously
to bring more and more clothes with latest designs in the market. The importance of marketing
in H&M in as follows -
● it plays an important role in developing a high competitive advantage in the market by
providing good quality products and services to its customers.
● Marketing department provides all the necessary details to the company which is
required by the manufactures and the producers so that they can make the good and
services as per the needs and demands of the customer.
● Marketing department conducts market research in the company because H&M will
require information regarding the choices and preferences of the customers in the
market so that they producer goods and services as per the market demands only.
● It helps the company in facing all the risky situations in the company.
The structure of marketing department is different in various companies. If the
company is small, then the structure is small but if the company will be a large organisation
then the structure will be big and will contain so many departments in them. Marketing
structure in a company is always very much useful as it helps in determining that which
employee is on what position and in which department. Through this, distributing the
responsibilities is also very simple for the company. The organisation structure looks like this -