Marketing Essentials: Top Shop's Marketing Strategies and Analysis

This report delves into the marketing strategies of Top Shop, a fashion retail business, with a specific focus on its approach to the student market. The report begins by outlining the key roles and responsibilities of a marketing function within an organization, emphasizing their significance in the wider organizational context and the marketing environment. It explores the interrelationship between the marketing department and other functional units, such as production, finance, and sales. A critical analysis and evaluation of key marketing elements are presented, highlighting their interconnections. The report then compares Top Shop's marketing mix with that of Boohoo, another fashion retailer, to understand the application of different marketing strategies. The comparison encompasses product, price, place, promotion, people, process, and physical evidence. Finally, the report examines the tactics employed by Top Shop to achieve its business objectives, including market segmentation, targeting, and positioning.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
a) Key roles and responsibilities of marketing functions relate with wider organisational
context.........................................................................................................................................1
b) Roles and responsibilities of marketing in context of marketing environment......................1
c) Significance of interrelationship between marketing and other functional unit.....................2
d) Critically analysis and evaluate key elements of marketing function and how it is
interrelated with other functional units.......................................................................................2
LO 2.................................................................................................................................................3
1) Compare ways in which different organisations with apply marketing mix..........................3
2) Tactics that applied by organisation to demonstrate how business objectives can achieve
their objectives............................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
According to Phillip Kotler, marketing can be define as the science and art of exploring,
creating and deliver value to satisfy customer needs and demand. As a result, it assists to assess
unfulfilled needs and desires which define, measures and quantifies size of market (Boschetti and
Massaron, 2015). Present study based on Top Shop which deals in fashion retail sector business
and develop their significant advantages in UK. In order to focus on company's aims and
objectives, the chosen business also focus on demographic segment to target students. For
gaining insight information of the present report, it includes roles and responsibilities of
marketing function in Top Shop regarding student sector. Furthermore, it covers comparison of
marketing mix with different business.
LO 1
a) Key roles and responsibilities of marketing functions relate with wider organisational context
Marketing department of Top Shop have following responsibilities that is related with
marketing function: Strategy building: In the business, marketing manager of Top Shop have responsibility
for setting overall goals and objectives to target student with new product with online
selling jacket. This strategy increases share of business in student market to gain more
effectiveness. Planning for new product for potential growth is also needed to reach
towards wider geographical areas. Market research: It is another responsibility of marketing manager function that helps to
assess opportunities to gain better understanding towards students. It helps to find weaker
point of business towards them. Department carry own research to assess needs and
attitude of students and their specific requirements.
 Product development: Marketing department of Top Shop also work with internal and
external products' development teams. As a result, it contains different product range in
fashion retain where opportunities may be expanded in student sector.
b) Roles and responsibilities of marketing in context of marketing environment
Marketing activities of business includes following roles and responsibilities: Communication: Marketing department consider plan campaign to develop
communication and promote products and services. Depending on availability of budget,
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it can be stated that Top Shop will create promotional content for company website
(Baker and Saren, 2016). Sales support: Another role and responsibility of marketing is to build relationship with
sales department so that profitability can be enhance. In this way, sales performances can
be improve that speed up business growth.
 Events: Marketing department are responsible for organisation events program with
exhibitions, sales conferences, customer hospitality events, etc. They create plan logistics
to meet with appropriate facilities (Linton, 2018).
c) Significance of interrelationship between marketing and other functional unit
Marketing consists essential role in success of every business because it includes key
process of researching, promoting and selling products and services in target market. It helps to
promote business brand to make desired level of results. Marketing with production department: Marketing department of Top Shop has positive
relationship with production department because, it assists to assess market demand and
requirements. Consequently, it ascertained appropriate functioning in business with
market needs and demand. Marketing with finance department: Furthermore, it can be stated that marketing consider
function with finance department with consider proper budget. In this context, manager
of the chosen business determine different activities to prepare finance activities (Baker
and Saren, 2016).
 Marketing with sales department: In sales department, marketing consider relationship to
promote products and services of Top Shop. It assists to focus on goals and objectives
that ascertained creative results at workplace.
d) Critically analysis and evaluate key elements of marketing function and how it is interrelated
with other functional units
There are different key elements of marketing functions exists that ascertained with other
functional units. They are as follows: Research: In business, research play important role which consider as marketing
function. This is because, without successful market research Top Shop unable to
implement valuable information. In this regard, different activities has been included
such as finance, raw material, resources, etc. (Stern and Porr, 2017).
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 Strategy: As critical evaluation, after collecting relevant information data from research
processed to judge strength and weakness among different business operations. It makes
effective idea that utilised in chosen business to gain success to target students (Boschetti
and Massaron, 2015). Planning: After successful research and strategy, Top Shop need to consider planning for
strategy and procedure so that marketing department involved sales figure, distribution,
communication, etc. As a result, it concerting organisation goals into success.
 Tactics: It is important functioning that includes tactics with small and short term plan. It
helps to attract several target consumers students for limited period.
LO 2
1) Compare ways in which different organisations with apply marketing mix
In order to compare marketing mix of Top Shop, following comparison has been taken
which develop with Boohoo to accomplish organisational goals and objectives:
Basis Top Shop Boohoo
Product Top Shop deals in variety of products of
fashion retail for several products such as
clothes, shoes, etc. In this consideration,
they need to focus on innovation and
quality management on students jackets
(Rancati, Gordini and Capatina, 2016).
Quality products and services must be
delivered to customers.
On the other hand, Boohoo
contain huge range of fashion
products for students offering on
their online website. For instance,
including selling of clothes, shoes,
bags, etc.
Price Top Shop using penetrating pricing
strategy through they can maintain quality
of products and services to ensure
students attraction. This pricing strategy
also assists to obtain more positive
consideration with pricing strategy.
As compared to this, in Boohoo
follow strategy of cost leadership
which provides lowest priced
goods to maintain quality.
Economies of scale also used with
best channel for procurement to
maintain low price for students’
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jackets (Pappas, 2017).
Place Top Shop provide their product for target
students on their online website and
physical stores as well.
Moreover, Boohoo place their
operations and functions for
students in different areas of UK
and other countries. In addition to
this, they are also deals in different
kinds of aspect such as Metro,
Express, superstore, etc. to target
several students together.
Promotion Top Shop using online advertisement,
discount, etc. to target students for new
product jacket. With using different
tactics, marketing activities can be deliver
to gain successful results.
Beside this, Boohoo has strong
brand that contain positive brand
image which relies on low prices
on students' attraction. Therefore,
promotional activities centred in
large context.
People Top Shop has good consideration of
expert people who are totally aware
regarding students As a result, new
employees are trained on the job to satisfy
their needs and fulfilment of business
goals (Baker and Magnini, 2016).
Boohoo is one of the leading with
several employees in all over the
market. This is because, selection
process assists to target customers
to accomplish goals. Hence, there
are more than 50,000 employees
continuously work in 11 markets
to target students.
Process Online shopping is convenient process
that consider by Top Shop to deliver
products and services to students sector
and make changes in its pricing and
allocation of delivery slots.
Process of Boohoo company is
attaining market tasks and design
policies to reduce deviations for
students attractions.
Physical
evidence
Top Shop has excellent strategy to market
their products for students with using
Physical evidence stands as
authentic proof for products to
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physical evidence. Different store design
and layout address to accomplish varied
needs of customers (Stern and Porr,
2017).
provide student customer segment
in successful market development.
2) Tactics that applied by organisation to demonstrate how business objectives can achieve their
objectives
In Top Shop, there are different organisational culture can be successfully applied to
accomplish business objectives. Furthermore, it includes following market segmentation process: Segmentation: Top Shop consider demographic segmentation in which they target student
for new product Jacket. Targetting: With the help of customised marketing campaigns, the chosen business target
their customers. In this way, advanced features, media, apps, etc. used by Top Shop to
develop new product in the market.
 Positioning: Positioning can be made with target perception of the products and
implement key benefits and features that are relative offering of competitive products.
Main goal of Top Shop with online selling of jacket in market to target students group
and building marketing campaign (Baker and Saren, 2016).
CONCLUSION
From the above report, it can be concluded that marketing consider important role in
success of business. Therefore, it includes different roles and responsibilities that assists to gain
more profitability and effectiveness with students target. Furthermore, it summarised about
comparison between Top Shop and Boohoo on the basis of marketing mix to accomplish desired
objectives at workplace.
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REFERENCES
Books and Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Boschetti, A. and Massaron, L., 2015. Python data science essentials. Packt Publishing Ltd.
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.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies
for the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.
Online
Linton, I., 2018. Responsibilities of Marketing Department. [Online] Available through:
<https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>.
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