Marketing Essentials: Marketing Mix and Business Planning Report

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization, using Marks and Spencer as a case study. It explores market information, planning, product development, branding, and the importance of content creation. The report further examines the interrelationship between the marketing department and other key departments, including finance, production, human resources, and sales, highlighting how these departments work together to achieve organizational goals. The report also delves into the application of the marketing mix on two different organizations and includes a detailed business plan to market products, providing a practical understanding of marketing strategies and their implementation.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Roles and responsibilities of marketing functions...................................................................................3
M1. Roles and responsibilities of company in relation with marketing environment .............................5
P2. Roles and responsibilities of marketing with regard to the wider organizational context.................5
M2. Importance of interrelationship between the marketing and other departments..........................6
TASK 2..........................................................................................................................................................7
P3. Marketing mix application on 2 different organizations...................................................................7
TASK 4........................................................................................................................................................10
P4. Business planning............................................................................................................................10
CONCLUSION ............................................................................................................................................13
REFERENCES ..............................................................................................................................................14

INTRODUCTION
Marketing is a process in which an organization educates its targeted audience about the
product or service they have to offer to them. Marketing includes the ways how the organization
publicizes its product or service to the customers. In that they show the features and the ways
they can help the customers in satisfying their needs. Marketing essentials are some frameworks
which any organization used in its marketing process. Performing the marketing activity is very
important for any organization. For reference purpose this report has taken an example of a
company, Marks and Spencer. It is a UK based company which has engaged its business in retail
industry in conspicuous exceptionally world class and global dare to work the exchanging of
item and administrations on the streamlined credible nature of crude materials intrinsic.
This report discusses about the way in which the company uses the Marketing mix framework in
its marketing process or activities. It also includes the roles and responsibilities for marketing
function and the interrelationship of marketing department with other departments or functions in
an organization. Apart from that the report also includes a business plan to market the products
for the company.
TASK 1
Roles and responsibilities of marketing functions
Marketing is an important business practice related to the procurement and selling of
products and services. It involves primary tasks such as finding out what consumers want and
stating whether or not something is able to achieve these goods at fair prices. After evaluating
this sector, strategy is taken to market and distribute goods in order to achieve the aims and
targets. In other words, marketing is the central practice used to consider the desires and value of
clients in business organizations (Akbar, Omar and Wadood, 2017).
Marketing function: Marketing functions are linked to an industry's responsibilities that
correspond to discovering and supplying reach the required merchandise in order to improve
effectiveness. The managers can better run a small business via the marketing function and can
enable it to complete the mission. For example, Marks & Spencer's marketing manager is
building a variety of marketing campaigns to sell processes and create performance. It includes
various kinds of marketing functions that are characterized as:
Market information: This is an important marketing feature that requires the recognition of
customer needs and preferences and the evaluation of relevant data in order to create goods and
services. The marketing manager of all commercial enterprises analyses the competition and
gathers marketing and consumer demand-related data. It needs to remember the tastes and desire
of the consumer to accomplish the objectives. For example, in order to accomplish targets, the

Marks & Spencer manager enters the marketplace and communicates with customers (Philip
Kotler and et al., 2013).
Market planning: This purpose is used to establish organizational strategy that helps meet
the marketing goals of the business. It helps to build a long term plan which can be used to
impact clients. The key goal of business management is to maximize the number of businesses
by planning. Marks & Spencer's marketing manager requires market penetration, increases
market share and, by market preparation, controls the market. This role also includes the amount
of performance, incentives and other services that help improve the satisfaction of the consumer.
Product design and development: Product design targets the core demographic, which tends to
maximize the amount of customer. In a competitive business setting, not only costs, but also
product development, design and appropriateness are essential (Braciníková and Matušínská,
2017). This ability to pick and buy various product designs is offered by Marks & Spencer, for
example. This method leads to increased product and service growth. Organizations should also
concentrate on the layout and production of goods and services as well.
Product development: This is a marketing feature that impacts new and current clients. In this
position, marketing managers plan to introduce new products and services in various market
places to broaden the company and increase customer loyalty. Marks & Spencer's manager aims
to launch fresh goods and promote them for product sales. The main objective of this role is to
develop new products and to improve the consumer (Frances Brassington and Stephen Pettitt,
2010).
Packaging, labeling and branding: It requires the creation of products, labeling and branding
items that are distinct from other goods. It acts as a promotional tool for attracting clients. Marks
& Spencer, for example, is one of the British multinational retailers that enjoy the highest
reputation due to its brand name. It is very well-known not only because of quality and results,
but also because it has a strong brand and reputation that is passed on to holders. The brand plays
a good role, as customers are very conscious of its goods and services, which sustain consumer
faith in its strong brand identity.
By making content and encouraging the website improvement: It is significant is to making
content and acquire it from use in various sources where it advanced by the directors and pioneer
through help of the showcasing perspective where it gave the data with respect to about pattern
within the sight of advertising where it manages requesting new ideal thoughts and imagination
set up and coordinate by the re-appropriated sway, where the Mark and Spencer's organization
are profoundly impacted to get site design improvement for different advantages through get and

new development get the chance to prepare in the positive way (Eletxigerra, Barrutia and
Echebarria, 2018).
M1. Roles and responsibilities of company in relation with marketing environment
From the conversation and investigation above it has been recognized that in promoting
and advertising capacity assumes a crucial part in each association and in Mark and Spencer also.
Showcasing capacity have isolated and various jobs and obligations which it plays for Mark and
Spencer's for making the association a triumph and development with all the special and other
advertising related activities. Rules and obligations which are played by the advertising capacity
are basic for the association for understanding the current showcasing climate picking up
information about changes occurring in the business and likewise creating plans for future for the
substance.
P2. Roles and responsibilities of marketing with regard to the wider organizational context
As there are having such a jobs and obligation of showcasing in association point of view
where it having steady and making the better coordination and joint effort of useful units of an
association is important to propounded. The organization like Mark and Spencer's is quality of
retailer industry where it involves their distinctive promoting capacity in significant office
through which the interrelation is more grounded and simple to moved toward the work
destinations in better perspective as follows: Interrelation between every one of the four offices
through Marketing targets working perspective in Mark and Spencer's features (Baines and Fill,
2014).
There is feature bury connection between of Marketing in Mark and Spencer's presence of office
just as the jobs are profoundly impacted through alternate point of view of expectations about the
destinations estimated are as per the following:
Marketing connection with Finance: As it is the need duty of the money office to acquire the
assets and reducing down the expense in powerful manner alongside the assets assignment to
conveyed the speculation purposes way. As the part of the showcasing in money are significant
key highlighted to giving the ideal assets to the promoting point of view through which they can
publicize and other limited time exercises improved through backings of account division. In any
case, there is significant function of M&S's promoting in fund perspectives as showcasing
creates the venture intends to offered to the monetary attribution concerned where they can put
away and increased more cash from the serious market (Eng, 2017). For performing the
advertisement and promotional activities the company needs funds and these funds can only be
provided by the finance department of the company. The marketing department prepares a
budget in which they specifies the funds which they might be needing in performing their tasks
and then send the same to finance department. Then the finance department looks upon it makes
the necessary amendments and transfer the finances.

•Marketing connection with Production: The function of creation division in the any retailer
organization by which Mark and Spencer's as having their individual creation house where they
profoundly creates the ideal nature of items and administrations just as the creation having an
impact in advertising to conveyed the item according to the market changes and requests they
made in the orderly dissemination. Essentially Marketing group of M&S's are having
additionally determined function underway where they get the opportunity to secure the data
identified with the moving in market of item particular and other quality bases to give the
creation division as where they fabricated and improved their believability on the lookout. Some
way or another creation and promoting are both ward each other as they recommend the crude
material and request of item qualities on the lookout. The marketing of a product performs
accordingly to the production done by the company. If the company done the production activity
for a small scale targeting a small region only, then the marketing activity would only be
performed for that particular region only.
•Marketing connection with Human Resource Department: To taking care of and observing
the significant labor force viewing with the board working exercises just as to deal with the labor
force in separate to promoting upholds by expanding the labor according to the characteristics
and conduct of applicants satisfying by the representatives with respect to ascribes to creates the
more effectiveness and successful method of checked the inner appraisal alongside encouraging
of the Training and Development in Mark and Spencer's organization (Fill and Turnbull, 2019).
There is another stage where advertising permits to help in human asset as they consistently
associated with activity and managerial work to direct the item and administrations idea just as
the standards are produced through the promoting. The included of ability the board
representatives could produced by the showcasing wherein it simple to get recognized the likely
workers, advertising could recommends the innovation where labor force could undoubtedly
connected through effectively or adaptable path to the Human asset division. The human
resource department provides the necessary employees to the marketing department so that the
marketing department can attain their specified goal.
•Marketing connection with Sales division: In Mark and Spencer's organization they have joint
work together of showcasing and deals in the premises in different type of the valuing,
circulation of selling and client arranged administrations are featured inside correspondence.
Advertising having part to creates the correct guidance to deals branch of individuals of deals
about how to break and pitch the item to the client in sure and powerful wellspring of route by
feature the key arranging just as the enhancement of item introduction in polished methodology
drew nearer. There is having Sales impact in advertising discernment where the presentation is
completely needy of deals in showcasing where they recommends to one another about the input

creates through the client which is should be ad lobbed and getting examined through specialists
to continues in sure manner just as the business group proposes to promoting part to better usage
of assets obtained in which they can undoubtedly moved toward various sorts of deals working
work and achieve the objectives in capable manner (Eng, 2017). The scale of marketing
performed by the organization is done according to the level of sales target to the them. If the
sales objective is high then the scale of marketing activities would also be very large.
M2. Importance of interrelationship between the marketing and other departments
Marketing capacity assumes a critical function in business as the division examiner and
decides high likely ascribes for M&S. It is essentially decided in the above conversation that
promoting and other useful units of the substance are interrelated or interlinked with each other
as their jobs and duties are needy and each group must be effective in achieving their regular
targets on the off chance that they cooperate and in joint effort ( Dennis et al., 1995). Through
the conversation it unmistakable that both advertising and Finance Department are interlinked as
the assets are apportioned to promoting from money unit as per the necessities and financial
plans created. On a similar situation creation and advertising groups rules are interrelated as the
accumulated data by promoting unit is useful for the creation office to advance and create
proficient quality items that are ideal serving the clients and likely shoppers.
TASK 2
P3. Marketing mix application on 2 different organizations
The itemized depiction related with the showcasing blend is endorses about the data with
respect to inside item and administrations in context to advertise just as all detail identified with
the specific drew nearer of organization rules are exhibit through Seven Ps incorporate value,
place, item, advancement, physical proof, individuals and cycle which lead to usage of best
systems and strategies to convince the purchasers. Subsequently, for understanding the idea
driven of promoting blend is exceptionally basics to get ad libbed the exhibitions planned as the
organization which has been drawn closer through various division that contrast and Mark and
Spencer's organization, for example, McDonalds and Starbucks organization are planned through
their advertising blend factorization in given beneath:
Marketing Mix Mark and Spencer
company
McDonalds company Starbucks company
Product The item which
involves in valid and
quality savvy made to
secure the client in the
diverse wellspring of
conduct and
characteristics to
As the McDonald's
organization delivered
the item is non sterile
food item things as
food drinks that
propounded in various
division of
The Starbucks are
profoundly energetic
just as they
investigating in the
better development of
the appropriation in
better premium of

conveyed in
reasonable exchange
items as each segment
peculiarity, for
example, man, ladies,
kids, excellence,
skincare and other
wellspring of item and
so on As they are
exceptionally
fabricated and costly
in nature. The marks
and Spencer has also
engage its business in
Food products. They
provide good quality
food products.
appropriated just as in
Non veg and
Vegetarian by which
they satisfying
breakfast, lunch and
supper feast as in
combo included
portrayal that pull in
each segment conduct
of client focused on.
item as they conveyed
the high idea of crude
material food and
refreshments item to
the privileged level
where they are
focused on just
premium clients (HR
and Aithal, 2020).
Price Price is said to be the
cost for the products
which is set by the
company. The
company set a
reasonable price for
the food products.
They have used the
strategy of
competitive price in
which the price set by
the company can
helps them in gaining
the competitive
advantage.
By featured the
components of the
showcasing in valuing
of McDonald's
organization are
moderate in nature
where as they are
offering in occasional
and non occasional
days to give
substantial limits and
combo suppers in
short scope of
monetary cost as on
the grounds that they
have high rivalry in
the market to boost
the net revenue just as
the business volume.
The estimating
models of Starbucks
organization having
the enormous
endeavor so they give
more extensive scope
of item esteem in their
item just as posting
the best offers high
estimation of item
towards the client. By
one way or another,
they need to confront
enormous rivalry in
the market where they
need to losing
scarcely such a buyer
yet they didn't
diminish their costs,
as their espresso is
having $ 1 of jug
value which isn't half
less expensive to

other standard
espresso.
Place The company has
opened by many
stores where the
customers go and
make their purchases.
Apart from it the
customers can also
purchase the products
at online platform
also.
The accessibility of
the McDonald’s
organization in
agreeable areas in
universally just as
they have opened in
roads to which client
can undoubtedly get
to them as they have
upgraded more
adaptable to meet
their client through
versatile applications
close by great cafés.
Starbucks
organization are
having their
passageway in the
worldwide level,
where it is inception
in United States and
furthermore it nearby
dispersion channels
they moved toward
where they could
undoubtedly sell their
item in better
development direct
retail framework
administrative brand
names
Promotion The company uses
various promotional
activities. In that they
take the help of
advertising media like
television, newspaper,
social and digital
media marketing and
the like. The company
also organise various
events for their
customers which do
contribute to their
promotional activities.
As they have basic
approach to advancing
their item and
administrations
through open
correspondence as
they drew nearer the
disconnected and
online stations like
paper, radio, TV just
as the online sites
through you tube and
so on
In which Starbucks
organization doesn't
go through a cash in
mass for putting
motivations behind in
the market as they just
recognized the
particular area where
their client could
without much of a
stretch get mindful
about their item like
in yards region.
People They have all out
81,000 individuals are
mutually cooperated
universally and the
policies are made in
McDonald’s having
all out number of
representatives 4500
to working in day and
night shifts.
As they having the
gigantic number of
workers are current
premise worked the
organization.

such a way that they
take care for the
interest of these
people.
Process Process defines the
method used by the
company in
transferring their
products to actual
customers. The M&S
company uses the
advance technological
methods to deliver the
products fast to the
customers. They uses
the fastest courier
services when their
customers ordered the
product form online
and tries to deliver the
same within 5 days or
so.
The Mcdonald's
organization having
ceaseless cycle as in
the brisk time in
support of work in
inside a little moment
and they get their own
results of food things.
Starbucks are likewise
having the enormous
cycle in substantial
sturdiness where they
thought about the
credibility and not to
contain in quality and
where they have
distinctive trend
setting innovation of
conduct.
Physical evidence The company hires
well trained
employees who has
the skills to talk
properly and politely
to the customers and
give them the good
services.
By acquiring the
physical proof of
McDonald’s in a
portion of the
neighborhood and
worldwide viewpoint
territory in the
territories as they are
very celebrated for
their glad dinner item
in food refreshments.
Despite the fact that
globally level the
Starbucks are impact
their physical proof
through client situated
to convey their better
help quality in high
arranged factor.
M3. Strategies applied by organization to achieve objectives
According to the term strategies it is characterized as cautious and mindful arranging of
techniques and activities that is led by advertisers for achieving different separate objectives of
the business element. Each extraordinary association have separate objectives for their tasks

which are set up after an exhaustive examination and assessment directed alongside the systems
created. There are barely any strategies applied by M&S for accomplishing their predefined
targets in huge recognized. These strategies were characterized in the above segment which the
assistance of promoting blend device distinguish and separate 7 components there the principle
item bodice M&S is giving garments, magnificence items alongside skin health management
products for all segment portion of the general public. The estimating technique that is embraced
is of premium valuing of items circulating include holding its quality in worldwide business
sectors receiving new special systems and devices which are costly just as big names are
included. Moreover, the labor force of M&S is around 80000 individuals who are the best in the
business with proper and information and skill mutually cooperating in National and global
Operations (Uncles, 2018). Subsequently, executing such strategies and plants produce an
effective physical proof for the association in causing it to develop and grow routinely by
embracing fitting plans.
TASK 4
P4. Business planning
A Marketing plan is fundamentally an operational report which is otherwise called a
diagram set up laying out the promoting and publicizing techniques of the association which are
should have been actualized by the advertising capacity via conveying the rationale of producing
leads towards the focused on crowd and contacting them. The promoting plans should be definite
and completely assessed created with suitable confirmations and credibility (Kotler, Philip and
Keller Lane Kevin, 2011). The arrangement is arranged and empowers the business to recognize
focused on market portion, leading their missions and other incentives of items alongside various
measures to be used for evaluation of viability and productivity of the endeavors made for
showcasing. In this way, an advertising plan is produced for M&S which is depicting, managing
and coordinating all the activities that add required and important to be taken. The showcasing
plan of M&S is includes various components and apparatuses which are as per the following:
Vision Statement
A statement of purpose of an organization is intelligent in nature that features what the
association business is and what are the key purposes. Imprint and Spencer have a basic mission
to make rousing quality and available items and administrations for individuals that are their
likely clients (Wilson, 2017).
Statement of purpose
A Vision articulation of a business causes it working with extreme objective harmoniousness and
it originates from inside just as outside. The vision proclamation of M&S is to be the norm
against which others are estimated. That implies the element needs to turn into a benchmark for
the business and contenders.

Qualities
•Quality
•Service
•Innovation
Objectives of M&S
•To increment their worldwide presence and web-based media handles in not so distant future.
•To improve profit per share rate for investors by 7% in next one year.
Segmentation, Targeting, Positioning (STP) Model
•Segmentation system is concerned and centered over isolating the entire market into more
modest gatherings and parts of clients nations and organizations with the sole goal of
distinguishing specific regular needs, premium and attributes which are useful for the association
in creating and executing diverse advertising techniques so as to transform them into focused
crowd. M&S portions its market in social division where the market is isolated based on conduct
of a specific area (Kotler, Phillip, 2003).
•Targeting is an action for distinguishing the focused on gathering of individuals and clients
which the focal point of impacting their conduct and buying choice by proper special and
showcasing techniques. The focused on crowd of M&S are guys, females and children of higher
working class and Elite groups of the general public.
•Positioning factor diagrams the necessary moves to make place so as to present the
contributions of the association on the lookout and change the mentalities of the focused on
clients. M&S utilize advertising blend plan or 7P's to change the planned of individuals and draw
in them towards their image.
Marketing Mix of M&S
•Product of M&S is wide giving items to all age gathering of the focused on clients and
beginning from men ladies and children. M&S offer dress, footwear, packs and different
adornments for ladies, men and children.
•Price that is offered by M&S on its contributions is created with serious evaluating
methodology alongside premium quality and valuing of items. the organization has its own home
brands for dress for ladies men and kids and these house brands are for the most part estimated
between medium to high class as the organization follows premium quality and valuing strategy
(Zahay and et al., 2019).