Marketing Essentials Report: Analysis of Accent's Marketing Strategy

This report delves into the core concepts of marketing, examining its significance within the business context. It specifically analyzes the marketing operations of Accent, an independent family-run business. The report begins by defining marketing and its role in creating, communicating, and delivering value to customers, while also identifying current and future trends, such as digital marketing and the use of AI. The main body of the report explores various aspects of marketing, including the marketing process, the roles and responsibilities of a marketing manager within Accent, and how marketing influences and interrelates with other functional departments like finance and HR. The report emphasizes the importance of effective inter-relationships between departments for smooth business operations. It highlights the value and importance of marketing within Accent, focusing on customer engagement and brand image. The report concludes by summarizing the significance of integrated marketing strategies for maximizing customer satisfaction and sales volume. Relevant references from books and journals are also included.

Marketing Essentials

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Task One..........................................................................................................................................1
Introduction to the concept of marketing along with current and future trends.....................1
Overview of different marketing process...............................................................................2
Brief explanation of roles and responsibilities of marketing manager within Accent...........2
Analysis of how marketing influence and inter-relates with other functional department of the
organisation............................................................................................................................3
Value and importance of marketing within Accent................................................................4
Conclusion and summarise the significance of having effective inter-relationships between
different functional departments.............................................................................................4
Conclusion.......................................................................................................................................5
References:.......................................................................................................................................6
Books and Journals.................................................................................................................6

Introduction
Marketing is defined as the business term which plays a significant role in business as it
undertakes several activities to create, communicate, delivering and exchanging good and
services which derive value for customers, suppliers, partners and clients including other
stakeholders. These activities are aimed at attracting the customers for the products and services
and maintain positive relationship with them through high quality message or content (Songkhla
and et. al., 2021). Advertising, selling and distribution of the products are the part off marketing
activities designed at educating and increasing awareness of the brand. Accent is an independent
family run business, founded way back in 1984, situated within the Queen Arcade in Leeds city,
United Kingdom. Considered as “Denim Specialist”, Accent is an award winning business,
dealing in selling designer clothes online and in-store. The objective of the report is to determine
the role of marketing in Accent in relation with other functional departments along with
indentifying current and future trends in marketing.
Main Body
Task One
Introduction to the concept of marketing along with current and future trends
Any set of activities, process or institutions undertaken by the business firm to create,
communicate and deliver the goods and essential which contains value for customer, clients,
partner’s and society as a whole. The main objective of marketing is to create a desire and arouse
interest of people in the offerings of company and this thing could only be possible if company
had already conducted detailed research about the market, industry and unsatisfied needs and
wants of customer. Marketing is a broad term which takes into account research, development,
promotion, selling and distributing good and services to match their expectations and provide
them optimum solution with a maximum value (Uzunboylu, Melanthiou and Papasolomou,
2020).
Current and future trends in marketing
Traditional and modern way of attracting, communicating and promoting the brand was done
through print media, radio, TV, or advertisement posted on huge billboards, and posters on
streets. However, technology advancement and easily available internet has made the significant
impact and marketing is not an exception. Currently, companies are taking a support of digital
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marketing, especially social media sites to grab more attention of customers and reach to
maximum target audience. No doubt, technology will keep evolving and create better
opportunities for marketer to make a significant impact over target customers. Artificial
intelligence and machine learning is on the top of marketing trend list which will improve
customer support and satisfaction along with other additional benefit. Another future of
marketing will be use of voice assistance such as voice chatbots, making marketing activities
more personalised and profitable (Intyas and Primyastanto, 2020).
Overview of different marketing process
Marketing is associated with the finding a way to discover unsatisfied needs of customers and
develop a product that satisfy their needs in a better way. The process of creating value for
customer and establishing long term relationship with them to capture value in turn is known as
the marketing process. The first stage of this process starts with the situation analysis in which
Accent evaluates the situation in which it operates to identify better opportunities to meet the
customer needs and wants. And to do so there are several frameworks such as PESTLE, SWOT
analysis and 5’C analysis (Customer, climate, competitor, company and collaborators). The next
step is to develop a marketing strategy plan for the identified opportunities to meet customer
needs and wants. Market research is essential for Accent to select the target audience and
positioning the brand to that target segment with the help of segmentation, targeting, positioning
and value preposition for the target market. There are five best ways to select customer driven
marketing strategy such as production concept, product, selling societal and marketing. After this
detailed tactical decisions are made for controllable parameters with the help of four P’s product,
price, place and promotion (Thanasi-Boçe, 2020). Furthermore, at the last stage marketing plan
is developed and product is commercialised, Accent has to ensure that the company’ culture is
adaptive and flexible to opt for a changes prevailing in market.
Brief explanation of roles and responsibilities of marketing manager within Accent
Below mentioned are the few roles and responsibilities of marketing manager:
 Marketing manger within Accent works with executive members such as chief executive
officer or managing director to make and decide on marketing strategies and policies.
Marketing manager ensures that other employees follow strictly strategic path and
guidelines to attain common objectives.
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 Marketing managers are also responsible for conducting detailed planning for the events,
promotional campaigns, trade shows and conference along with equal participation in the
same.
 Marketing managers with the help of public relation maintain positive image of the
company in the market and communicates effectively with the other stakeholders such as
partners, vendors, advertising agencies, media staff etc.
 Another significant role of marketing manager within Accent is to manage their projects,
promotional campaigns and tools as per the defined budget and makes sure that activities
are delivering minimum rate of return (Zunaidin, 2021).
 Marketing managers also provide support to other functional department such as sales
department to provide necessary training to employees on how to achieve sales target and
educate customer about unique features of offerings.
Analysis of how marketing influence and inter-relates with other functional department of the
organisation
Marketing with operation department
Marketing department of Accent works in sync with production department to ensure that good
and services manufactured are as per the desired standard and quality as per the expectations and
demand of customer. Along with this, marketing department work closely with production
department to meet the order capacity generated by them within a specific period of time and
there is adequate amount of supply in the market as per the demand.
Marketing with finance department
Finance department of Accent, along with planning and forecasting for the funds requirement in
future, prepares and allocate budget for each functional department so that business activities are
performed within financial capabilities (Tsopatsa, 2020). Marketing department in coordination
with finance department ensures that there is optimum amount of budget allocated to support the
activities of research, promotion and distribution and makes sure that these activities don’t
exceed the budget limits.
Marketing with HR
Marketing department meets the requirement of working personnel with the help of HTR
department by ensuring that right candidate with right set of skills and expertise is hired at
workplace and gets proper training to work efficiently and effectively. Marketing department
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needs working professional Research and Development, sales, production, and advertising
department with appropriate skills and knowledge to work towards the common goals (Tumbas,
Berente and vom Brocke, 2020).
Value and importance of marketing within Accent
Marketing is a core part of business which makes on-going efforts towards maximising
customer satisfaction and profitability of company through value driven good and services.
Below mentioned are the value and importance of marketing within Accent:
 With the help of social media platforms, marketers at Accent is making efforts in keeping
customers engaged in the business activities through providing necessary information
about the features of products and services in an interesting way which creates a sense of
belongingness.
 Marketing helps business in creating and establishing strong brand image in the market
through meeting the expectations of customer and their level of satisfaction by delivering
value they are looking for. With the help of effective communication, public relation and
CSR strategy marketers maintains positive and responsible image in a market.
 Marketing helps Accent to maintain relationship between business and customers as
while segmenting the customers; Accent understands their needs through demographics,
psychographics, and consumer behaviour that in turn helps in gaining the customer trust
and loyalty (Dreifaldt and Drennan, 2019).
 Marketing contribute significantly towards increasing the sales and profitability of a
company as it makes use of different marketing tools and techniques to promote and
increases customer awareness. Customer gets influence by the marketing efforts and
decides to make purchase and if customers are happy they become brand ambassador of
Accent.
Conclusion and summarise the significance of having effective inter-relationships between
different functional departments
From the above mentioned information it has been observed that marketing department is
closely associated with other functional departments to for the smooth functioning of business
operations and having integrated goals and objective. Inter-relationship of marketing with other
functional department brings productivity and efficiency as all the department follow specified
strategic path towards the common goal which leads to harmony and unity, contributing towards
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positive and collaborative working culture. Marketing consists of several activities such as
research, product development, promotion, selling and distribution towards the customer
satisfaction and maintaining healthy relationship with them, and these activities are conducted
with different functional department, therefore marketing department is not the specialised or
isolated department rather it is permeable through entire organisation.
Conclusion
Therefore, from the above mentioned report it is concluded that marketing is crucial for each
and every business as it encompassed broad range of activities within the business aimed at
maximising the customer satisfaction and sales volume of a company. It has also seen that roles
and responsibilities to marketing function is not limited to a specialised department but it is
permeable among all the areas of business including HR, finance and operations. Furthermore,
the report has also seen the current and potential trends in the marketing industry creating and
developing potential opportunities for business to attract and retain more customers.
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References:
Books and Journals
Dreifaldt, N. and Drennan, T., 2019. DOES YOUR BRAND NEED ONLINE INFLUENCER
MARKETING? IT DEPENDS: A mixed method approach to country of origin, brand
image, and online influencer marketing on consumers’ purchase intention online.
Intyas, C.A. and Primyastanto, M., 2020, May. Marketing mix development analysis of
preserved tongkol (Euthynnes affinis) on customer satisfaction in Malang, East Java,
Indonesia. In IOP Conference Series: Earth and Environmental Science (Vol. 493,
No. 1, p. 012043). IOP Publishing.
Songkhla, R.N., and et. al., 2021. The Marketing Efficiency Development to Create Value-
Added for Product and Service of Community-Based Tourism. Study Case for
Phatthalung Province. Journal of Environmental Management & Tourism, 12(1),
pp.266-276.
Thanasi-Boçe, M., 2020. Enhancing students' entrepreneurial capacity through marketing
simulation games. Education+ Training.
Tsopatsa, B., 2020. Digital marketing impact on the growth of small and medium size enterprises
in Cameroon: Case study Jumia.
Tumbas, S., Berente, N. and vom Brocke, J., 2020. Three types of chief digital officers and the
reasons organizations adopt the role. In Strategic Information Management (pp. 292-
308). Routledge.
Uzunboylu, N., Melanthiou, Y. and Papasolomou, I., 2020. Hello Brand, let’s take a
selfie. Qualitative Market Research: An International Journal.
Zunaidin, S.E., 2021. The Influence Of Expanded Marketing on Visiting Interest to Lawata
Beach in Bima, Indonesia. Journal of Business and Management Review, 2(1),
pp.012-022.
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