Marketing Essentials Report: H&M Analysis, Planning, and Strategy

This report provides a comprehensive overview of marketing essentials, using H&M as a case study to illustrate key concepts. The introduction highlights the importance of marketing in understanding and meeting consumer needs, particularly in the fashion industry. Task 1 delves into the roles and responsibilities of marketing, including the marketing concept, marketing processes, and the responsibilities of a marketing manager. It examines how H&M applies these concepts, considering market research, strategy development, and the importance of pricing and building relationships with the audience. Task 2 explores the roles and responsibilities of marketing within the larger organizational context, emphasizing the relationships between marketing and other departments like human resources and operations. The value and significance of marketing roles are also discussed. Task 3 focuses on applying the marketing mix (product, price, place, promotion, people, and physical evidence) to marketing planning to achieve business objectives, comparing H&M's strategies with those of Zara. Finally, the report concludes by focusing on the development of an effective marketing plan for evaluation.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 The roles as well as responsibilities of the function of marketing....................................3
P2 Roles as well as responsibilities of marketing in larger context.......................................5
TASK 2............................................................................................................................................7
P3 Application of marketing mix to marketing planning in order to achieve the business
objective.................................................................................................................................7
TASK 3 ...........................................................................................................................................9
P4 Marketing plan for the purpose of evaluation...................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is important study and management to exchange relationships. It helpful in
the business process to create relationships with consumers to satisfy their current as well as
emerging needs and wants. By focusing on consumers, marketing considers as one of
important component of business management. This report is based on H&M. This is the most
popular fashion brand that has global presence. It has physical outlets and also has online
presence. this report is based on major roles as well as responsibilities of function of marketing
With roles of marketing in wider organisational context. Further it includes marketing mix by
comparing with other competitors of the chosen organisation. At last it focus on build one of
effective marketing plan.
TASK 1
P1 The roles as well as responsibilities of the function of marketing.
Marketing concept:
Marketing concept is one of philosophy that utilize by firm for analyse needs and wants
of consumers and after that organisation make decisions regarding satisfying respective needs
and wants of consumers. In today's competitive world all organisations adopt marketing concept
(Babin and Zikmund, 2015.). In context of H&M they also adopt the marketing concept for
accessing needs and demand of consumers to remain always competitive in marketplace. There
are three factors consisted in the marketing concept that are production, sales and the marketing
concept. By adopting marketing concept organisation can be able to review most important
aspects such as what are demand of consumers. Is organisation capable enough to develop the
products as consumer want. Important factors to satisfy consumers wants.
Future trend and current trend included in the marketing.
In current environment of business consumer become more demanding day by day with
advent of technological driven society empowered by end user with a high level of choice
(Cabrera and Williams, 2014.). The one of major trend that consumers demands personalized
experience in which they can feel the major attribute of a product as well as services to be

having competition in marketplace. In current market trends use of digital technology that are
important for the organisation for the purpose of delivering right kind of value in products and
services.
In future consumers demands internet of things that focus on giving authentic brand
experience to consumers. The another major factor that are needs of future live video since it is
identified to get competitiveness in marketplace. In context of H&M they always by conducting
development which includes the research acknowledged about consumers taste and preferences.
Overview of marketing processes:
To evaluate the major factors to provide best products and services to consumers,
marketing process plays very major role. In marketing process consist of analysis of
opportunities in market (Cooper And et.al ., 2014). After that selection of target market after
that build suitable marketing mix to evaluate each and every important attribute to get optimum
outcomes. Further it evaluates management of marketing efforts to remain competitive and
sustainable in marketplace. In context of H&M they follow a systematic path to evaluate major
areas which are important for the purpose of remaining in the competition in marketplace.
Roles as well as responsibilities of a marketing manager:
Marketing manager is very much important person in the organisation that participate in
major activities of an organisation by contributing their best. Some of the roles and
responsibilities of manager of marketing that are as follows:
Role in market research:
Marketing manager plays a important role which includes conducting the market research
by gain the clear understanding about the requirement of consumers. In that context marketing
manager identify the market opportunities, enables to find out or create the niche market for their
products and services (Desai, 2013.). They evaluate organisational competitors so that they can
communicate with higher authority to implement in proper manner so marketing manager is very
much responsible to conduct market research and various factors associated with it.
Developing marketing strategy:
Marketing managers are responsible for the developing or conducting the marketing
strategies for their organisation. In that strategies the manager is responsible to evaluate
promotional methods regarding products and services to reach at target market with motive of
enhancing sales and their volume to gain advantage which is competitive. Relation of H&M

their marketing manager always find out major changing needs and wants of the consumers, that
they remain always stable in marketplace.
Key roles and responsibilities of marketing function:
The major role and responsibility of marketing function that are as follows:
Pricing of product:
The main role and responsibility included in marketing functions is to determine one of
best price by analysing different factors such as competitors strategy, economic environment,
purchasing power of consumers and buying patterns of consumers and many more (Ehret,
Kashyap and Wirtz, 2013.). So in context of H&M they with help of marketing department that
evaluate each and every aspect to determine best price of products and services to get optimum
results. So role of marketing function is to get accurate knowledge and information that helps to
determine one of best price.
Building relationship with audience:
The another major function of marketing is to build strong relationship with consumers
by creating awareness in people regarding products as well as services to be in competition
included marketplace. The major role of that marketing function is to gather potential knowledge
and information regarding consumers taste and preferences, current and emerging market trends
and with that marketing department acknowledge target market and their needs and also wants.
P2 Roles as well as responsibilities of marketing in larger context.
There is the level of close relationship in between the various level of department in the
firm which are considered to be closely related with each other. This help in having proper
accomplishment of organisational gaols and objectives in order to gain the competitive
advantage in firm for companies for further development.
Relationship with marketing with human resource department
The role of marketing department is to have proper promotion of various product of
company. For which company has the major dependency towards human resources department
to have suitable workforce with essential skill and staffing requirement. Marketing department
have requirement in order to have proper communication of market research in order to build
effective teams and strategic plans to achieve the goal and objectives. On the other hand the
human resources department have to provide training and development to employees to meet the

further level of demand in production to make the team work more effectively. With consent of
company H&M there are various department on company acco0mpalish goals and objectives.
Marketing and operation's department
Marketing and operation's department has been considered main pillars to build the
effective team work in organization. The marketing department helps the company by having
proper research over demand forecasting along with recent level of trends existing market . This
helps the operation department to have the proper productions per the demand of current trends
along with volume and product design. On the other operation helps in making marketing
department the knowledge in about product development and various technology with will make
the building of team more effective.
Value and importance of marketing role:
Marketing is very much important and valuable in different areas that are as follows:
Value of marketing role:
Value of marketing for an organisation:
Marketing is very much important for an organisation to identify, satisfy and build
loyalty towards organisation. With help of marketing organisation can easily acknowledge about
the problems that an organisation have to solve and major areas in which organisation have to
work (Fırat, 2013.). It brings improvement in products to turn into profitable transaction. It
enables to build and sustain productive relationships with people and group of people to get
potential outcomes. So the major value that delivered by marketing role is to build one of
meaningful connection and relationship with consumers. In context of H&M that always pay
attention on selecting and retaining one of most competitive individuals in all departments but
they majorly focus on marketing department that are very much important to get sustainability
in the marketplace.
Significance of interrelationship in different departments:
Interrelationship in different departments are very much important as they collaborative
contributes in achieving organisational goals and objectives in positive manner. If they work in
isolated manner then not share proper roles and responsibilities to each other then it proved
harmful for an organisation in delivering the right kind of value to ultimate consumer base. So
they have to work like a team in which each and every collaborate to one another rather than

work separately. So it is very much important for an organisation that different departments work
in harmonious way to remain always competitive in the marketplace. In context of H&M they
have various departments that work for each other commonly so that desirable objectives should
be achieve.
TASK 2
P3 Application of marketing mix to marketing planning in order to achieve the business
objective.
Marketing mix H&M ZARA
Product H&M have the large product
portfolio of products. In their
business of chocolate which are
major products cloths, accessories,
sportwear, cosmetics, and many
more ( Kahn, 2014.).
In context of ZARA they have four
strategic units that provide different
fashionable cloths, ethic wear etc.
(Guffey and Loewy, 2012. ). The
company have the portfolio of large
products in order to have
professionalization of customer from
different segment.
Price Product quality devotes towards
price. As the product are of high
level quality is high in context of
H&M the price of some products
are affordable H&M uses cost
based prices where it offers cheaper
goods and services to its large
consumers that help business in
attracting new consumer and
raising profit of business unit
(Muller, 2019).
ZARA provides goods and services
at higher range, it uses competitive
pricing strategy and set the prices of
its products by looking at price range
of competitors. Mostly products of
company are available at higher rate.
Place They by using one of best
distribution channel reached at
Company has many outlets but
people are unable to get products of

larger consumer base that are
situated in both urban as well as
various categories of towns
(Ottman, 2017.). It has many retail
stores and also sell products
through its online website.
ZARA through its website so easily.
It uses wholesale distribution
channel to reach to target consumer.
Promotion The promotional strategy of H&M
for each and every product vary
from each other. Company uses
advertisement campaign, video
advertisement & print
advertisement to promote the
brand.
In promotion the one of well known
tune of Nescafe that have
consideration over best
advertisement which have two
decades old campaign. The company
tends to have usage of wise and
innovative one which helps the
customers to give the best
moments .mainly the sales
promotion technique along with
ATL is used to have proper
solubilization.
People People in the context of H&M are
very much important as they
directly involved in the brand
establishment as well as
marketplace recognition (Rundle-
Thiele And et.al ., 2013.). Their
majorly target market are young
people along with children as
compared to the remain greater
ones.
ZARA working along with team of
sales with the best working activities
and management. . Their people are
constantly trained in techniques and
show their respect in business by
focusing on consumers needs and
preferences. They work along with
suppresses to have transgressing of
raw material I along with
malvertising and improving the
product quality.
Physical evidence To give one of best products and By selling products in various

services H&M recorded all
experiences of their consumers that
they getting with help of physical
questioning, observing purchasing
patterns of consumers and by
giving guidelines to them regarding
their products at time of shopping
by brochures and pamphlets.
colourful package will helps to
identify their products (Wilson and
Gilligan, 2012.). The company have
separate level of shelf in there
respective store. The customer are
using the websites and helps to
consumers to perceive things at high
quality. The company have
performance to collect the feedback
form consumer which will help in
improving the product and service
level of quality so to gassing the
competitive advantage in market
place..
Process H&M have the customer base in
which all information is being
recorded to have providence
services that proved helpful to
consumers or not.
To make sure that their products are
available at retail stores in which
retailers can have notification at the
inventory management is very low.
TASK 3
P4 Marketing plan for the purpose of evaluation.
For an organisation expansion is very much essential to remain always competitive in the
marketplace. In context of H&M they aimed to launch the juices to enlarge segment to remain
always segment in the marketplace. For that they have to plan and coordinate each and every
aspect in proper manner that are as follows:
Executive summary:
Marketing is one of most essential part for every organisation that enables to get aware
people about the products and services of the particular firm (Rundle-Thiele And et.al ., 2013.)..
To remain always competent in marketplace organisation aimed to launch juices in market.

Objectives
While launch a new product and services into the marketplace organisation have to frame
goals and objectives so that team members can put efforts to achieve it in positive manner. They
aimed to launch juices that helps to fulfil emerging needs and wants of consumers.
 To launch variety of juices to enhance market share by 20% in a year.
Strategy:
For an organisation after planning to bring into action they have to avail STP to build
products and services as per the choice of consumers.
Segmentation: The major consumer base the consumers who are previously are potential
consumers and willing to consume the juices of H&M.
Targeting:
The major target market of H&M is children's and youngsters who likes sweets and
prefers to eat healthy.
Positioning
Positioning refers to place where brand takes place in the mind of consumers. In context
of H&M they give space to their new product juices in their existing stores so that consumers
easily buy their products (Wilson and Gilligan, 2012.).
Situational analysis:
To analyse the situation organisation have to pay attention on each and every important
aspect that helps in taking important decisions that are as follows:
Strength:
The major strength of the H&M that they are established brand name in the whole world
and by launching a new product easily get popularity.
Weaknesses:
The area of weakness that they faced some issues regarding the quality of their products
where insects found in products that hinders image of their products.
Opportunities:
The major area of their opportunity that they have rural markets and distribution in same
markets which work as an great area of strength for them.
Threats:

The major threat that the importance of festivals decreasing day by day and H&M spent
years to get position in the marketplace. So that are the one of important sector to get high sales
and profit share to remain always competitive in the marketplace.
Product plan:
Product: The major product of H&M is chocolates, biscuits and souses and many more
that are very much important for them to remain always competitive in marketplace
(Zimmerman and Blythe, 2017). In order to they aimed to launch a new product which is juices.
Price: The range of their product is both the high and moderate level that depends on the
category of products.
Place: There products stores are operated in most of the nations so that they have potential
opportunities to get competitive advantage.
Promotion: The way to promote their products and services that they build positive image by
giving relate with festivals and to gift someone.
Physical evidence:
As their stores are very much attractive and packaging of products helps in taking the
buying decisions to remain always competitive in the marketplace.
Process:
By recorded experience of consumers with using both direct and indirect channel to sell
products and services to ultimate user.
People:
They select and retain one of most competitive staff members that helps to enlarge
business opportunities.
Monitoring and control:
for an organisation after implementation of the whole plan and procedure organisation
evaluate each and every aspect so that important outcomes should be attained. By using the
benchmarking they set standards.
CONCLUSION
From the above study it has been find out that marketing contains the most important tool
for an organisation that helps, aware individuals about product and services to remain
competitive in the marketplace. Marketing plays very much crucial role to build loyalty in front

of consumers regarding goods and services by creating distinctive features in comparison to
competitors. In an organisation departments plays major role by sharing the roles and also the
responsibilities to each other by delivering the values to ultimate consumers to remain strategic
and ready for the competition in marketplace.