The Role of Marketing in Business Operations: Next Plc Case Study

This report provides a comprehensive analysis of the marketing function within Next Plc, a British multinational clothing retailer. It begins by outlining the key roles and responsibilities of the marketing department, including gathering market information, promotion strategies, and marketing planning. The report then explores the interrelation of the marketing function with other departments like Research and Development and Human Resources. Furthermore, it compares the marketing mix of Next Plc with Zara, examining product, price, place, promotion, people, process, and physical evidence strategies. Finally, the report develops and evaluates a basic marketing plan for Next Plc, focusing on the launch of a new kids wear product, including company overview, mission, vision, objectives, and strategies like SWOT and STP analyses.

Role of marketing

INTRODUCTION
Marketing is an activity of selling and purchasing raw material and finished goods to
fulfil the needs and demands of consumers. It is also a process of identify the needs and demands
of a customer so that company can offer goods and services as per their requirements. Marketing
essentials refers to those activities and actions that makes effective contribution in running the
business of a company (Alghizzawi, 2019). This assignment is based on Nest Plc which is a
British multinational clothing, footwear and home appliance company. This company was
incorporated in 1982 and headquartered in Leicestershire, UK. The report will cover information
about marketing function roles and responsibilities and interrelation it with different functions of
a company. Further will explain about marketing mix and formulation of a marketing plan for
organisation.
TASK 1
P1. Key roles and responsibilities of marketing function
There are different roles and responsibilities that are perform by the marketing function
of a company. In context of Nest Plc, there are different roles and duties that are execute by this
department. The brief explanation of them mentioned as below:
Gathering information from market- The marketing division of Next plc, is responsible
to collect market information in context of consumers needs and demands so that company
familiar with their taste and preferences. Marketing function play an important role in because
now these days fashion and trend change rapidly so according to that changes in consumer needs
also occur that affect the company in different manner. If marketing department provide required
information on time to company then it is beneficial for organisation because it offer needed
product on time and make development in sales and profit. But if this function does not perform
its duties in effective manner then it create negative impact on the business of respective firm in
term of customer turnover etc.
Promotion- Marketing division also play a crucial role in making promotion of the firm
by creating awareness about the product and services of a company. In Next plc, the marketing
department of this firm use different marketing channels and tools for the publicity of products
and services that offer by this enterprise (Bettiol, Capestro and Di Maria, 2017). For example, it
use social media tools Facebook, Instagram, Twitter and web advertisement etc. These tool help
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in providing information about goods and services of respective firm so that customer familiar
with it and ready to purchase it products as per their requirements. If the marketing function will
not promote goods then target audiences will not have information about Next and its products
which unfavourably affect its business.
Marketing planning- It is an effective component in which marketing function play an
effective role and responsible for the development of the company in order to maximise sales,
profit and productivity. In Next plc, marketing manger formulate plans and strategies to
maximise the sales by determining competition at global level (Deepak and Jeyakumar, 2019).
For example, if any product of this firm is liked by the target audiences of a particular nation
then they frame plans to make its more innovative so that they can provide high level of
satisfaction to them and make growth in the business. Apart form it, if this department will not
formulate plan of action then it negatively affect the company because there are number of
competitors in the market and they can take over the market of this respective firm.
P2. Roles and responsibilities of marketing related to the wider organisational context
A business of an organisation is run and operate in effective manner with the efficacious
contribution and interconnection of different functions of the firm. Because each business
function is related to another for different purposes. The interrelation among different function of
Next plc, with marketing department, is define as under:
Marketing with Research and development- In Next plc, marketing department of the
company work in effective manner and make contribution in growth and development of the
business. This function also help R&D division in term of offering support of marketing tools so
that this function can perform is investigation activity in effective manner and find about the
appropriate information about the taste and needs of consumers. Fro example, if the utilisation of
marketing tools like social media and others they can determine that which kind of shopping way
is liked by the customer. Such as in UK people prefer online shopping cause of lack of time due
to most of the population is working (Dewi and Darma, 2019). So when marketing function
aware with it then they can offer or marketing their products through online way so that they can
offer products as per target audiences preference.
Marketing with Human Resource- Marketing deportment also interconnect with Human
resource division of Next plc. For example, in respective company when the company required
employees to fill the vacant positions of marketing function then human resource department
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organise recruitment and selection activity to hire skilled and qualified workforce. In it
marketing manager also help by offering marketing tools and channels like social media, email
etc. to provide information and notification to people regarding the vacant posts. So that
individual can get brief and clear information about job role (Fleming and Coulter, 2017). HR
manager also use different methods of recruitment and selection so that the person can hire and
chose knowledgeable and talented applicants who make their contribution in running the
business of the organisation.
TASK 2
P3. Compare the ways in which different organisations apply in the marketing mix
Marketing mix indicates to the set of activities or strategies that an organisation utilises to
promote its brand or goods in the marketplace. It can be an activity of offering a right product in
right place by using effective pricing strategies through appropriate distribution process so that it
cam be able to satisfied individuals. The comparison among Next plc and Zara, by applying
marketing mix, is as under:
Marketing mix Description Next plc Zara
Product It refer to the activity an
procedure of converting
raw material in to
finished good to fulfil
consumer demand.
The management of
company offer different
products like clothing,
footwear and home
applicants to fulfil the
need of all age and
gender people (Fuentes-
Blasco and et. al., 2017).
It is one of the leading
luxury fashion labels in
the world and offer
different clothing
products for all make,
female and children etc.
It al;so offer accessories,
shoes, swimwear, beauty
and perfumes.
Price It indicates to those
pricing strategies that are
used by the management
of a company to sell its
goods and services to its
customers. For example,
The management
department of this
company used penetration
pricing strategy. It also
set the lower price than it
competitors and to
The mangemnt of the
company offer its
products at reasonable
prices but mostly it
follow premium pricing
strategy for the growth
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penetration, skimming,
competitive etc. some
pricing strategies that
can be used different
enterprises.
increase market share it
also used discounted
pricing.
and development of the
firm (Gilligan and Lowe,
2018).
Place It mention to that place
where product and
service is available to
take the benefits of it.
For instance, the firm
can offer its goods an
commodities by shop,
retail store, outlet and
online way.
The company offer its
products by its stores and
online way. It has approx
700 stores in which 500
are in UK and less 200
are across Asia, Europe
and Middle east.
The company offer its
products in more tan 30
nations and have 10,000
stores across the world.
It use both online and
offline way to distribute
its commodities.
Promotion It states to that
marketing tools and
techniques that are used
by a company to
promote its goods and
services. An
organisation can use
social media, web
advertisement and others
for promotion.
To create awareness
about its goods and
services, the
administration of Next
Plc use social media, web
advertisement and TV
advertisement. It also
share its videos through
YouTube and share
pictures on Instagram to
provide information
about its business and
products (Jin, Jung and
Jeong, 2018).
The administration of
the firm use strong
communication and
promotion tools like
social media tools such
as Instagram, Facebook,
Twitter, web ads, word
of mouth promotion and
TV advertisement etc.
People It refer to those
individual who make
There are number of
people like suppliers,
Suppliers, distributors,
retailers, employees and
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their contribution in
manufacturing goods
and also those who
buying product. In it,
employees, suppliers,
distributors, retailer and
customers are included.
distributors, retailers,
storekeepers and
customers who are
making their contribution
in running its business in
across the work.
target audiences are the
people who make their
participation in
operating the business of
this company.
Process It indicates to those
activities that are used
by a firm to produce
goods, distribute them
and taking feedback of
customers regarding its
products and services.
The management of the
company use distribution
process in term of
delivering its products to
its target audiences
through online way.
Apart form it take
feedback and responses
towards its services and
products.
The administration of
this company use
distribution process to
deliver its products to its
customers when they
prefer online shopping
(Kotler and et. al.,
2017).
Physical
evidence
It mention as the
tangibility of the goods
in term of size, structure,
design, packaging etc.
The company establish a
good structure of its
stores and all the products
are segregated in
effective manner so that
customer can easily
search their required
products in store. Apart
from it it use adequate
packaging so that product
can be deliver in better
situation to consumer.
The management of Zara
segregate its stores in
different parts in term of
male, female and kinds
wear. So that people can
separately purchase
them take the advantages
of their shopping.
Another essential thing
is that the company is
use recycling material in
its product packaging
(Martin, and Murphy,
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2017).
TASK 3
P4. Produce and evaluate a basic marketing plan for a company
Marketing plan
It is a set and unit of written document that outlines different plan of action that can be
used by the firm to achieve its set business objectives. With the help of it, an organisation can
establish its mission, vision, mission, business objectives so that formulate goals can be
accomplish appropriately (Mu, 2017). The new product that will be launched by Next plc is Kids
wear. The company will do it so that people can purchase clothes form one place and save their
time. The marketing plan of Next plc in context of this new product is as under:
Company overview- Next Plc is a British international clothing, footwear and home
products retail company which was established in 1982 by Joseph Hepworth. This firm is
headquartered in Leicestershire, England, UK and operate its business globally with the help of
its 700 stores. There are 43,970 people make their contribution in running the business of the
firm in more effective manner.
Mission- The mission statement of the company is to be the natural choice retailer in the
UK to people who are fashion aware in term of male and female that expect style and quality in
clothing.
Vision- The vision of the firm is to accomplish the expected success by offering quality
and effective services and products to its target audiences.
Objectives- The business objective of the company are define as under:
 To maximise 20% sales of the company within 1 year by offering quality products to its
customers.
 To increase the customer base of organisation approx 10% in 6 months by offering kids
wear product and using effective promotion tool regarding it.
Strategies- In context of accomplishing business objective the company can use different
business strategies like SWOT analysis and STP analysis. In context of Next plc, the company
can use STP model regarding its new product. STP model is framework that simplifies the
activity of market segmentation, targeting and positioning (Sarkum, Pramuka and Suroso, 2017).
In term of marketing segmentation, the company can segmented its products on demographic,
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geographic and behavioural basis. In context of kids wear they can segmented customer on the
basis of age gender, occupation because working peop0le have not much time so they have the
need that they can get all goods at one place.
In term of targetting phase, the management can target parents so that that can purchase
kids cloths at the same place where they buy for themselves. In positioning, the company offer
its products by online and offline way (Alghizzawi, 2019). In offline term, they provide kids
wear in their stores and online way through mobile application or company website.
Marketing budget
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 4000 8400 13500 13860 17640
Investment 11500 12000 26840 31500 15470
TOTAL 15500 20400 40340 45360 33110
MARKETING OUTLAY
Promotion 6450 2950 4150 3420 3330
Sales publicity 2500 1900 3500 2000 1000
Direct selling 3800 1500 5000 2900 5600
TOTAL 12750 6350 12650 8320 9930
Tactics- It refer to those plans and plans of action that are used by the management of a
firm to minimise short term issues that negatively affect the company. In Next Plc, if the
company face problem regarding promotion of products then it can use different tools of
publicity like word of moth promotion and through paid advertisement. It will help in creating
awareness and attracting them toward new launch commodity. It will help is maximising sales
and customer base of the firm.
Action- It is a process of making plan to accomplish set business objective in granted
time frame (Bettiol, Capestro and Di Maria, 2017)). In reference to Next plc, the management of
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firm frame plan of action so that the establish aims and goals can be achieved on time in
effective and efficient manner with out facing any kind of issues.
Control- It is an activity in which the management of respective company make control
on business actions and operations. In Next plc, if any kind of issues arise then the administration
take action towards it so that then can be resolve on time (Deepak and Jeyakumar, 2019. Apart
form it, the enterprise also analyse and control the impact of external factors on the business so
tat it can not hamper the business in unfavourable manner.
CONCLUSION
It has been analysed from the preceding define information the at marketing is an
effective function within a company because it help in identifying consumer needs and demands
so that company can manufacture products as per their requirement. It also formulate plans and
strategies so the business can operate in effective manner in a competitive environment.
Marketing function of a company also interconnected with other function of the firm because
they all are essential to run the company. Marketing plan of a company also effective to
accomplish the future growth and set objectives in a planned way.
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Online
Marketing Functions. 2020. [Online]. Available Through:
<https://www.businessmanagementideas.com/marketing/marketing-functions-12-
essential-functions-of-marketing-discussed/2288>.
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