Unit 2 Marketing Essentials Report: Marketing Functions and Strategies

This report provides a comprehensive analysis of marketing essentials, using ASOS as a case study. It begins with an introduction to marketing and its core functions, including brand management, strategy formulation, customer need identification, promotion, and market research. The report explores the key roles and responsibilities of marketing functions, their interrelation with other organizational departments, and the importance of adapting to the marketing environment. It then examines the marketing mix, comparing how different administrations apply these tactics. The report also delves into the ASOS case, analyzing its marketing strategies and providing a detailed marketing plan for a product, incorporating the 7Ps. Finally, the report includes a critical evaluation of the key elements of marketing functions and their relationship with other functional units within an enterprise, concluding with key findings and recommendations.

Unit 2 Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Key roles and responsibilities of marketing functions......................................................1
P2 Discuss the key roles and responsibilities of marketing functions and in what ways they are
interrelated with wider organizational context.......................................................................3
M1 Roles and responsibilities of marketing in the context of marketing environment.........5
M2 Presenting the interrelation of marketing with other departments...................................6
D1 Explain critical analysis and evaluation of key elements of marketing functions and their
relationship with functional units in an enterprise.................................................................7
LO 2.................................................................................................................................................8
P3 Comparison of how various administration apply marketing mix and distinguished tactics
in their working premises.......................................................................................................8
M3 Different tactics applied by ASOS to attain objectives.................................................10
LO 3...............................................................................................................................................11
P4 Prepare a marketing plan for a product...........................................................................11
M4 & D2 Marketing plan that includes 7Ps ........................................................................15
CONCLUSION.............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing can be defined as an art of exploring, delivering and creating value in order to meet
the desire demand of the potential customers. This helps the organization to attain huge revenue
in the cutthroat competitive world. Marketing plays a critical role as this act as a bridge between
customers and enterprise who is actually offering goods and services to the market. Effective
marketing strategies aid the company to gain competitive advantages against rivalry. Whereas,
ineffective tactics close down the business and incur huge loss in the open market place. The
chosen firm for this report is ASOS which is British online fashion and cosmetic retailer shop
that sells over 850 brands in more than 190 countries. The products are sold across the
boundaries and are successfully satisfying customers demand. This assignment covers roles and
responsibilities of marketing function. However, study the interrelation between marketing and
other organizational functions. Also, compare distinguished ways in which firm apply marketing
mix in order to achieve set standards. However, design a marketing plan for the product or
services. Along with this critical evaluation is done of key elements of the marketing functions
and it's relationship with other functional units of the administration.
LO1
P1 Key roles and responsibilities of marketing functions
Marketing function: it is the role that assist organization to determine successful products that
are sell in market and then promote them by differentiating it from similar products. Therefore, it
is considered one of the most vital part of the company.
The roles and responsibilities of marketing are explained as follows:
Brand Management: In the competitive market place picture firm brand is very much
efficacious (Drucker, 2018). Through brand management organization is able to communicate
their new product systematically to their potential consumers. The role and responsibilities of
marketing is to evaluate competitors organization and their branding tactics accordingly and then
effectively moulding the other strategies for their own enterprise benefits in the open market
place.
Strategies formulation: In today's era marketing plays important role in designing
strategies for the growth and success of ASOS. However, the dynamic environment of the
business is complex in nature. In the intense market there are two types of forces such as external
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and internal which affect business associates and their goods and services. ASOS evaluate all
factors as it assists in compiling information and data and accordingly frame unique tactics
(Dwivedi and Chen, 2015). By doing so company is able to make effective plans and assure
business concern growth and success in the global market.
Identify customer need: It is another important function of marketing in which ASOS
identify the need and wants of customers and then implement the same into business function.
Such that through better market research, it gather information and also analyse information
through which company design a product and sell it into market.
Promotion: it is another important function in which company's marketing department
develop best promotional strategies such as advertisement, personal selling, sales and promotion
through which company increase sales. Moreover, ASOS also decide best promotion mix so that
it will help to attract wide range of customer towards it.
Market Research: In the intense competitive environment the role of marketing is to
investigate internal and external environment of marketing. Whereas, ASOS internal marketing
environment covers staff members, suppliers, distributors etc. while external forces include
competitors, customers, supply and demand etc. and there are many other forces which directly
or indirectly impact company and their products. Moreover, marketing function need to examine
those components effectively in order to ascertain various aspects which hinder their goods. By
this set standards of the organization are meet on set time frame.
Maximising the brand image: In order to formulate tough competition for others
maximising the brand image is important. In order to sustain for longer time period, it is essential
for ASOS to maximise its image of the brand and increases sales volume accordingly.
Additionally, marketing department analyse the preferences of the customers to assist
information and accordingly add value to the product to raise the brand reputation in the
international market (Fan and Zhao, 2015).
For every organisation marketing department is very essential. For promotion and selling
of goods and services the functional unit of business is accountable in the open market place.
Marketing activities starts with investigating the preferences and desire needs of customer and
ends up in interrelations with another functional unit in ASOS. This organization is a leading
chocolate company which is successfully serving its product across the globe. The interrelation
of marketing function with other function of firm is important as it aid in attaining set standards
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of the company. The existence of ASOS depends on satisfying consumers desired needs and by
selling the product in uniform quality.
P2 Discuss the key roles and responsibilities of marketing functions and in what ways they are
interrelated with wider organizational context.
Marketing can be stated as activities undertaken by a administration in order to advertise
the goods and services in the global market. Effective marketing strategies adopted by company
helps to capture huge market ratio as compared to their rivalry. This plays a essential role in
making innovate product or services successful across the boundaries. Whereas, marketing
function is defined as set of specialized activities carried out so as to meet the desire standards.
There are various marketing functions carried out in the working premises such as, identity
customers need, product development, standardisation and grading, branding, pricing,
distribution, promotion etc. Moreover, through this strong customer relationship can be built in
the competitive market place.
The roles and responsibilities of marketing functions are discussed as follows:
Product concept: ASOS design the innovative product as per the needs of the customers.
The roles and responsibilities of this marketing function in an company is to come up with
distinguished flavour in chocolates. By doing so sales volume of the product can be raised in the
competitive market place. Goods and services promoted by adopting effective marketing tools
helps to attract potential customers for longer time period. This act directly or indirectly helps in
achieving set objectives of the customers (Byrd, 2019).
Standardisation and grading: This are very essential to maintain standardisation and
grading of products in the global market. ASOS ensures uniformity in the goods so as to build
goodwill in the eyes of the customers. The roles and responsibilities of this marketing function
in quoted firm is to monitor the quality, grade and standard of product. So that huge revenue can
be generated and tough competition can be built for rivalry. Whereas, grading refers to as
categorization of product as per their similar quality and feature. This act ensures consumers that
ASOS goods are of high quality.
Setting up customer support services: ASOS management provide effective customer
support services to their customers so that best results can be achieved. The roles and
responsibilities of this marketing function is to provide services such as, consumer helpline, pre-
sales services, etc. by doing so loyal customers can be bind for longer time period. It is very
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important to carry out this marketing function in order to raise goodwill in customers eyes. This
directly or indirectly helps organization to gain competitive advantages against competitors in
the global market (Marketing function, 2018).
Illustration 1: Marketing Functions
Source: Marketing functions, 2018
Selling Concept: Customers are more attracted towards those goods and services which
are highly promoted in the international market (Carvalho and Santos, 2016). ASOS pull their
potential customers by advertising the chocolate ad at a large scale. The roles and responsibilities
of this marketing function is to promote the chocolate aggressively in order to raise the increase
the sales ratio.
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Marketing Concept: In this case, it depicts that brand value of the company need to be
upgraded in connect more with targeted consumers. ASOS adopts this marketing function so that
strong connection can be build with king of the market (customers). The roles and
responsibilities of this marketing function is to promote the goods such a way that wider range of
customers gets attracted either by adopting 3D technology, celebrities, social media platform etc.
To survive for longer time period marketing concept is adopted as it adds better value to
innovative product and services.
Production concept: In the open market place customers are more inclined towards the
goods which are easily available in affordable prices. ASOS focus on raising the production rate
so that set standards can be achieved. The roles and responsibilities of production concept is to
commercialize the product in the market at reasonable rate so that easily every section of the
society can purchase it. By this step emerging needs of the customers are satisfied and market
value of the product get raised respectively (Chang and Lu, 2015).
Risk taking: This another marketing function which is widely carried out in the global
market. ASOS perform this marketing function so as to capture huge market share in the
competitive market place. The roles and responsibilities of this function is that scan the market
conditions as well as loop holes of other so that tough competition can be created for others. Risk
taking directly or indirectly helps to grow and develop the business at a rapid scale in the neck to
neck competitive world.
Hence, it can be said that the above discussed roles and responsibilities plays a vital role
in administration. It is very important to be performed in effective manner in order to get best
results as compare to competitors. Here, ASOS adopts standardization and grading marketing
function in order to attain profit.
M1 Roles and responsibilities of marketing in the context of marketing environment
The role and responsibilities of marketing in the context of marketing environment is as
mention below:
Developing the marketing strategic plan: In this, the marketing manager of ASOS
determine the customer needs and wants and then deliver the same by adding value to the
product. For instance, marketing department wok with ream and superior team leaders in order to
develop the best plan to identify customer needs.
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Monitoring Marketing environment: The marketing department of ASOS determine
the trends and then convert the same into opportunities. Such that with the changing global
scenario, the marketing main function is to determine the socio- cultural factor in which they
determine the taste of customers and then implement the same by implementing strategy.
Marketing research: The marketing manager of ASOS also main function is to perform
marketing research and determine the competitors. By identifying the rivalry firm, it is quite easy
for the firm to develop the strategies that help the firm to stay ahead in the competition.
Moreover, by identifying the target customer of the firm and then marketing main function is to
response to their communication efforts will help companies to stay top in the competition.
M2 Presenting the interrelation of marketing with other departments
Interrelation of marketing with production department: In a firm there is strong
interrelation of marketing function with production department. This function inter-dependency
in the company directly leads in satisfying the emerging need and wants of the customer (Fforde,
2019). As well as establishes high market share in the competitive market place. Whereas, ASOS
marketing department needs to work closely with production department so that set objectives
can be achieved. By doing so it aids in investigating relevant data of product to be manufactured
for customers according to their preferences of ASOS. In the working premises marketing
division set deadlines for volume of order generated so as to meet the desire results.
Interrelation of marketing with finance department: Finance is the backbone of every
firm. In ASOS finance sector frame required budget for all departments of enterprise. The
function of Marketing department is to do research about distribution of products to end
customers, promotion and marketplace. The marketing function of ASOS focus on growing
market share of company and sales ratio with set budget. However, functions of marketing of
ASOS products are linked with finance department for smooth functioning of business. Here,
marketing and finance department are interconnected with one another as marketing sector need
monetary value so finance division is accountable for providing adequate amount of funds (Kerin
and Hartley, 2015).
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Illustration 2: Interrelationship between finance and marketing department
Interrelation of marketing with human resource department: The function of human
resource department is to motivate, provide compensate, hiring, training etc. to the employees of
company. This function of HRM provide helps the marketing department by hiring right
candidate with qualified knowledge. This directly helps ASOS in building strong marketing
team. HR department train marketing and sales team to raise their efficiency. In working
premises when tactics are set for accomplishing objective the HR and marketing divisions work
unitedly to achieve it.
D1 Explain critical analysis and evaluation of key elements of marketing functions and their
relationship with functional units in an enterprise.
In the global market there are numerous marketing functions prevailing in the market
which are to be examined by ASOS. Here, are some of the elements which are analysed and the
explained as follows:
Research: This is the best way to gather data from external environment (Layton, 2015).
This directly helps ASOS in product marketing and their improvements so as to achieve the
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desired goal. Research plays a vital role in gathering relevant information from all available
resources. However, market research assist in determining the appropriate administration
practices that can be executed by quoted firm. In the dynamic environment various challenges
are faced by the company for which unique tactics are framed to overcome them.
Planning: Proper planning helps company to grow and develop the business across the
nation. This is effectively adopted by ASOS in order to design numerous tactics in the cut throat
competitive world. This key element is concerned with sales forecast, monetary planning,
distribution and communication. However, in an organization long term planning is quite risky
so they modify the plan as per the current trends which are homogeneous in nature during the
period of time.
Strategy: In the modern era the information and data are collected by conducting
research activity in the cut throat competitive world (Lerner and Tirole, 2015). This is
determined and developed by relevancy, opportunity and strategies. For organization it is a
critical element and aid in making unique strategies for marketing and organization. By doing so
huge market value is captured as well as set objectives is achieved.
For functions of marketing to manager it is very difficult to build effectual relations with
another functional unit of the company. This take place due to lack of consolidation among
executing efficacious strategies which directly aid in maximising companies revenue. Therefore,
it is suggested that organization has to incorporate with other functional unit such as,
production, marketing, finance etc. department for efficacious firm's performance.
LO 2
P3 Comparison of how various administration apply marketing mix and distinguished tactics in
their working premises.
Marketing Mix can be defined as set of actions or tactics which a business associates
adopts to advertise its product or brand in the marketplace. In order to grow and flourish in the
cut throat competitive market place it is very important to carry out marketing mix in their
operations. There are 7p's of marketing mix which are, product, process, place, promotion,
physical evidence, people and price. This tool plays a significant role in generating right
marketing strategy and executing it through unique tactics in the premises (Mazzarol, 2015).
This marketing tools are adopted so that set standards can be achieved in the given time frame.
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Here, comparison is done between ASOS and Alibaba and for respective enterprise marketing
mix is carried out accordingly. The expatiation of marketing mix are as follows:
Elements of
Marketing
Mix
ASOS Alibaba
Product Asos sells clothes, shoes and different range
of beauty accessories to the customer
directly through online. The company
offered products for men, women and
recently it also started new brand for kid's
clothes.
Alibaba is another leading e-
commerce website company that
provides Albab.com which is global
brand for Chinese customers,
Juhuasuan which is group shopping
in China. On the other hand, it also
provides services such as Autonavi,
cloud computing etc.
Price ASOS opted affordable pricing strategy and
it have wide range of products that covers
the entire spectrum of prices. For example
at mid-season and end-season sale company
provide low rate products to enhance its
sale.
Company uses penetration as a
pricing strategy and also offered
variety of discount to their products
(McDonald and Wilson, 2016). for
example, it focus on current
products and current market with
strong promotional to sell women
products.
Place The quoted firm is actually internet-based
platform for the shopping of clothes and
footwear and it operates its business in
around 196 countries at international level.
The company is web based and its
services are online. Thus, it is
distributed through website only. It
is also identified that almost 80
percent of the e-commerce in China
is occurred on this store only
(Marketing mix of Alibaba, 2018).
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Promotion The promotional strategy adopted by ASOS
is website and mobile application. Such that
it continuously main and updates the
registered email id. Sometimes it also uses
traditional promotional marketing strategy
such that leaflets, booklets and mostly uses
social media websites such as Facebook and
Twitter.
The company promotes its channel
by using many traditional channels
such print media, radio, TV. On the
other side, it also uses modern form
of online marketing strategy such as
social media and it also been a
sponsor for many international
events such as Beijing Olympics.
People As the company is deal in e- commerce
therefore, it has less employees. Such that it
has more than 250 employees which are
hired for management, technical and
customer support.
Its employees, CEO and BOD are
the key people and it also have
skilled engineers who adapt the
changes in technology and
implement the same. (Pavela and
Benelli, 2016).
Process ASOS shopping process is quite different
from physical store. For example, it has its
online portal where customers may see the
pictures and then they add it to their cart
and checkout through credit and debit card
or cash on delivery.
It process is simple such that the
shopping can be done on wholesale
basis, group and customer to
customers. For example, the
manufactures make the product and
ship them. Further, customer who
want to sell may directly sell to
their customers and they pay
through Alipay or cash.
Physical
Evidence
As ASOS is web- based company and its
physical evidence are its website and
mobile application. Further, its traditional
promotional techniques such as leaflets,
booklets are also considered in it.
The physical evidence of Alibaba
involves some intangible aspect of
service such as delivery schedule
and its e- commerce platform is
considered as a physical evidence.
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M3 Different tactics applied by ASOS to attain objectives.
In order to stay competitive in the business, the company uses different tactics that helps
to attain its defined objectives such as:
 Exclusive twitter discount is considered one of the best tactics in which it regularly
tweets the outfit suggestion to their followers. Therefore, it encourages people to follow
the company so that they regularly get the information about different deals and as a
result it leads to generate sales.
 As ASOS deals with clothes and that is why, it put trend in its top priority and that is
why, company changes its stock in every week (Puffer and Braithwaite, 2016).
 In order to strengthen its brand image and draw large audience, ASOS also uses branded
fashion magazine which is sent to most loyal shoppers of the brand. Even the secondary
research shows that the magazine is consider most widely read quarterly fashion
magazine in UK.
 As most of the e- commerce clothing company mainly focused on using personalized
marketing tactics to deliver the target marketing messages but ASOS uses mass
marketing as a comprehensive strategy that helps to gather data to market for right
customers. Therefore, it is essential for the company to use best marketing startegy that
helps to attain the defined aim and objectives.
LO 3
P4 Prepare a marketing plan for a product.
Marketing plan is a written blue print document in which all the details regarding the new
product is mentioned. This cover sets objectives, marketing tools, targeted consumers, number of
employees needed, required amount of resources, time period needed etc. It is a formal and
structural plan which is important to carry out as it leads in attainment of emerging needs of the
customers (Ryan, 2016). However, ASOS is planning to raise its sales up to 25% in next 6
months. The marketing plan is discussed as follows:
Executive summary: The marketing plan of ASOS is consist of objectives which should
be attain by the firm. As it is one of the leading online business who provide best variety of
clothes to their customers at reasonable rate. Further, this marketing plan describe segmentation,
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targeting and positioning of ASOS, further, by using SWOT analysis, it describes company's
strength, weaknesses, opportunities and threats. Lastly it shows the budget which needs to attain
the defined aim and then describe monitoring and controlling ways that helps to attain aim.
Vision: To provide best quality of products to their customers by providing a range of
variety.
Mission: To become one the world's first destination for fashion loving peoples and it
provides unique and multi- platform experience to their customers.
Objectives:
 To increase the sales up to 25% in next 6 months.
Situational analysis:
SWOT Analysis: It is the strategic management tool that helps to determine the strength,
weaknesses, opportunities and threats of the firm, this are as mention below:
Strength:
 The company provide best variety of products to their customers and it sell over 850
brands with its own range of clothing.
 ASOS consider UK's largest independent online and fashion beauty retailer that connect
with customers through social media platform.
 Its business is spread around 196 countries and offers innovative products to interact with
customers in better way.
Weaknesses:
 The company did not invest a lot in its Research and development department and as a
result, it did not provide best variety of innovative products to their customers.
 The brand offers free shipping and as a result, more than 30 percent of the customers
returned the product to the company, so the firm has to bear additional shipping charges.
That is why, it is consider as a weakness.
 Innovation is also considered as a weakness, in which company needs to invest in
technology, so that it helps to improve the customer experience. As the firm is expanding
at rapid scale, therefore, there is a need to invest in advance technologies for innovation.
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Opportunities:
 Sudden changes in customer buying behaviour open up new markets for ASOS and it
develop an opportunity for quoted firm to introduce new products in each week so that
brand can leverage this to diversify into newer product categories (Sajid, 2016).
 Having a brand image, the company has to invest in marketing strategy such that it may
plan to launch a TV advert campaign and should also use real time data from social
media, blogs so that it will help to improve its customer base.
 It has strong financial base which means that it may expand in US market that allow
customer to shop and access additional brand content.
Threats:
 ASOS faces threat from High competition is such that there are lot of competitors who
also provide the same products. That is why, it is consider a threat.
 Uncertainty in the economy of country also consider as a threat for a company.
Strategy:
Segmentation, Targeting and positioning: To bite the competitors prevailing in the
open market ASOS needs to figure out customers and market before marketing and selling its
products. Positioning of product to targeted market and segmented market will help in earning
market share and profits which are discussed as under:
Segmentation: ASOS segment its fashion and beauty products in different way. By
doing so the targeted consumers are identified and profit is maximized.
Targeting: The targeted customers of ASOS are young adults whose age is in between
18-40 because they may easily invest in online business (West and Ibrahim, 2015).
Positioning: ASOS is positioned in top brand such that it inspires different customers to
purchase the products by using effective promotional strategy. This also, helps the firm to gain
competitive advantages in the open market place.
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Action plan:
Marketing Budget:
Monetary amount plays a vital role in expanding the business across the globe (Wheeler,
2017). Funds are the backbone of the organization and accordingly the budget is designed. In
order to attain the aim, ASOS also describe its budget which is as mention below:
Estimated Budget
Particulars Amount (£)
Direct selling 600
Catalogue 400
Advertisement 1000
Plant and Machinery 3000
Promotion 800
Miscellaneous expenses 500
Total 6300
Forecast: In order to attain the define aim, ASOS should develop best promotional
strategy that helps the firm to reach at wide range of customers. Further, quotes firm also develop
a good market share by introducing best and innovative products to their customers so that it will
creates direct impact upon business financial performance. The cost of its products should also
be reasonable so that it helps to sustain the brand image at international level.
Marketing Tactics: ASOS adopts social media platform to promote their new arrival in
the global market. This marketing tactics helps organization to attain set objectives in the set
time frame and motivates workers to perform better.
Controlling and Monitoring: ASOS management monitor and examine all the activities
of the business operations so that errors can be eliminated and improvements can be done
respectively. They also use key performance indicator such that benchmarking in which it set
the scores which needs to be attain and then verify the same that it is attain or not in next 6
months. ASOS manager should also keep monitor its objectives at regular basis. For example,
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the target is of 6 months but by implementing Benchmarking firm may determine whether there
is any increment in 3 months or not. So it helps to forecasting whether company is able to attain
the goal or not. Therefore, proper monitoring and controlling should be done at regular intervals.
M4 & D2 Marketing plan that includes 7Ps
Marketing mix: Marketing mix is a tool which is adopted by firm to make the organic
chocolate successful and assessable for all the targeted customers. The explanation is as follows:
Product: ASOS provides all variety of clothes and footwear for men and women and the
good and fast delivery system of ASOS helps to attract wide range of customers towards it and
also raise the brand image at international level.
Price: The set prices of ASOS products are reasonable and can be purchased by
customers easily. This helps the firm to gain huge profit which can be further used for growth
and development in the competitive market place.
Place: ASOS new arrival are available at online stores and mobile application. Place
plays a significant role in making the goods accessible easily for targeted customers.
Promotion: Social media platform like, Instagram, twitter, Facebook etc. is largely used
by ASOS to promote the new arrival at globally. Effective promotion activities help the firm to
attain competitive advantages against rivalry.
People: ASOS is web-based firm and to attain define objectives, it is necessary for the
firm to hire more employees for management so that they all assist to raise the sales up to some
percent. Its key people are customers, employees and suppliers.
Process: The process of ASOS is so simple and different from the physical store such
that firstly customers will select the clothes which they want and then add it to their cart and
check out it by paying money through online mode or cash.
Physical Evidence: The company's physical evidence is its website, mobile application
and its customers.
CONCLUSION
From the above mentioned it can be summarized that roles and responsibilities of
marketing function plays a vital role in the administration. This helps the organization to attain
huge market ratio in the competitive market place. Marketing assist the company to
commercialize their creative product to the potential customers. Along with this inter-
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relationship among marketing and other organizational functions are explained so that best
results can be achieved accordingly. However, critical analysis is done of marketing functions
and other functional unit so that improvements can be done accordingly if there is any weak
point. Moreover, comparison is done how distinguished enterprise apply marketing mix to the
marketing process in order to attain set goals and objectives. By studying this employee will be
encouraged to work effectively and efficiently to meet the set goals. Additionally, marketing
plan is designed to gain competitive advantages in the global market. This plan is designed by
scanning the market scenario and studying the loop holes of other. This act makes the marketing
plan more successful in the neck to neck competitive world.
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