THE ROLES AND RESPONSIBILITES OF

MARKETING
Assignment 1

RESEARCHER: NGUYEN THI THU AN

INSTRUCTOR: Alelie Campana Zaragoza
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Word counts:
3000 words
 ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

Date Received 1st

Submission date January 24th, 2021
submission

Date Received 2nd

Re-submission Date January 30th, 2021
submission

Student Name Nguyen Thi Thu An Student ID GBD201867

Class GBD0903 Assessor name Alelie Campana Zaragoza

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of
plagiarism. I understand that making a false declaration is a form of malpractice.

Student’s signature Nguyen Thi Thu An

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P1 P2 M1 M2 D1

pg. 1
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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number: GBD201867

Unit Number and Title: Unit 2 - Marketing Essentials

Academic Year: 2020-2021

Unit Assessor: Alelie Campana Zaragoza

Assignment Title: Assignment 1 – The Roles and Responsibilites of Marketing

Issue Date:

Submission Date: 02-Feb-2021

Internal Verifier Name:

Date:

Submission Format:

The submission is in the form of an individual written report. This should be written in a course,
formal business style using Arial, 1.5 lines spacing and font size 12 with Justify Text to enhance the
legibility for markers. You are required to make use of headings, paragraphs and subsections as
appropriate, and all work must be supported with research and referenced using the Harvard
referencing system. Please also provide a bibliography using the Harvard referencing system. Any
suspicions regarding plagiarism will lead to failure in results of the assignment. The recommended
word limit is 2,500 words, although you will not be penalized for exceeding the total word limit.

Unit Learning Outcomes:

LO1. Explain the role of marketing and how it interrelates with other functional units of an
organization.

Assignment Brief and Guidance:

You are a new Marketing Executive of Company X (Choose a B2B company in Vietnam/or UK to apply).
The company has not had a Marketing Team since it was established as the Board of Director did not
think Marketing department is important for the business development in the B2B industry. However,
you need to build a strong Marketing team in order to achieve their business objective. A meeting is
held next week to finalise this decision, your task is to prepare an individual report, which clarifies the
important role of the Marketing function and its relationships with other functions of the company, in
order to persuade the BOD to establish a Marketing department.
Essentially, the report will contain the following matters: (1) Definitions and the marketing concept;
(2) The role of marketing; and (3) The interrelationships of functional units.

Structure of the Report:

1. General introduction of the company and the report.

2. An explanation of Marketing to clarify the functions of Marketing with BOD. Specifically, you need
to explain the definition of Marketing and the Marketing functions, as well as Marketing management
orientations. Also, you should clarify how the Marketing environment (Micro and Macro
Environment) influences the roles and responsibilities of Marketing in a B2B company.

3. An explanation of the role of marketing and how this department helps the company to
overcome issues and achieve the business objectives. Also, explaining the different roles of
marketing within both a B2C and B2B context.

4. Demonstrate the interrelationships of Marketing with other functional units. Determine how
Marketing department supports other departments and what are the potential conflicts between
Marketing department and other departments of the organisation. Also, critically analyse and
evaluate the importance of the marketing function and sort them base on the level of importance in
B2B context. Good examples, statistics or data should be provided to justify the analysis.

A conclusion to summarize all the key findings and analysis must be presented.

Recommendation – discuss what can the marketing department do for the company support with
evidence – statistics, report etc.
Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
LO1 Explain the role of P1 Explain the key M1 Analyse the D1 Critically analyze and
marketing and how it roles roles and evaluate the key
interrelates with other and responsibilities responsibilities of elements of the
functional units of an of the marketing marketing in the marketing function and
organization function. context of the how they interrelate
marketing with other functional
environment. units of an organization.

P2 Explain how roles M2 Analyze the

and responsibilities of significance of
marketing relate to the interrelationships
wider organizational between marketing and
context. other functional units of
an organization.
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Contents
ASSIGNMENT BRIEF (RQF).................................................................................................................................................... 2

HIGHER NATIONAL CERTIFICATE/DIPLOMA IN BUSINESS........................................................................................................................2

I. INTRODUCTION:.......................................................................................................................................................... 1

II. METHODOLOGY.......................................................................................................................................................... 1

III. FINDINGS AND DISCUSSION......................................................................................................................................... 2

1. BACKGROUND OF CHANEL.................................................................................................................................................... 2
2. VISION -MISSION – VALUES..............................................................................................................................................4
3. WHAT IS MARKETING ?.......................................................................................................................................................... 5
4. ROLES AND RESPONSIBILITIES OF MARKETING..............................................................................................................................5
5. THE MARKETING PROCESS....................................................................................................................................................... 6
6. MARKETING MIX (4PS).......................................................................................................................................................... 6
7. STRUCTURE OF THE MARKETING DEPARTMENT...........................................................................................................................8
8. MARKETING MANAGEMENT ORIENTATIONS................................................................................................................................9
9. CONTEXT OF MARKETING ENVIRONMENT..................................................................................................................................10
10. THE CONCLUSION OF INFLUENCES OF ENVIRONMENT ON CHANEL’S MARKETING........................................................................13
11. ACHIEVEMENT OF MARKETING STRATEGY.............................................................................................................................13
12. THE INTERRELATIONSHIP BETWEEN MARKETING FUNCTION AND OTHER FUNCTIONAL UNITS OF A COMPANY:.....................................14

IV. CONCLUSION......................................................................................................................................................... 14

V. RECOMMENDATION.................................................................................................................................................. 14
 I. INTRODUCTION:
CHANEL is a French fashion house that focus on providing high-fashion clothes, luxury
goods and accessories. CHANEL has been run for 109 years and become a great mandarin in
fashion industry.

This assignment will point out the role and responsibility of marketi ng in developing the
whole company and proving the importance of marketi ng to business.

II. METHODOLOGY
The research based on the marketing theories to clarify the data. Beside, it will concentrate on CHANEL’s
marketing concept and strategy.
These information were taken from CHANEL official website and other documents.

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III. Findings and discussion
1. Background of CHANEL

 Profile
No. Category Details
1 Company name CHANEL

2 Establish year
3 Founder
4 Owner
5 Employer type
6 Product portfolio
7 Major office locations
1910: first opened a hat boutique name “CHANEL MODES”
1912: first opened “CHANEL” boutique in Deauville
Gabrielle CHANEL
Or “COCO CHANEL”
Alain and Gérard Wertheimer
Privately owned
Fragrances,clothes, watches, and skin care & makeup
accessories.
9 w 57TH st bsmt 2B
New York, NY 10019-2790
Phone: 1 (212) 688-5055

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  History of CHANEL
Over 100 years of operation CHANEL has a long history of business development and expansion. Here are
some highlights of the evolution of CHANEL:
1910: “COCO” or Gabrielle CHANEL starts a business is a hat boutique named “CHANEL modes”.
Her hats were worn by a famous actresses of the era, and helped her to build her reputation.
1912: Gabrielle CHANEL opens her first CHANEL boutique in Deauville.
She begins to sell a line of sportswear made of jersey, a material that was previously used to
make men’s underwear. This approach revolutionized fashion and women's relationships with their
bodies. It was an instant success.
1915: opening the first CHANEL couture house
Mademoiselle CHANEL employs 300 workers and designs her first collection.
1918: the “31” rue Cambon boutique
Miss CHANEL purchases the building at 31 rue Cambon and sets up her couture house there.
The building housed a boutique, salons and workshops.
1921-1922: launch of CHANEL no. 5 and no.22 perfume
1924: the first makeup collection
1925: Gardenia perfume
It was extracted from CHANEL’s iconic flower and itself has distinctive olfactory signature.
Reproduced in 1983 and has formed part of les exclusifs collection since 2007.
1927: launch of cuir de Russie perfume
It was used by Russian soldiers to waterproof their boots
At the same time was launch of first skincare range
1928: construction of the “la pausa” villa
The bois des îles was released either and it represented the typical trends of this era were exoticism and
tourism.
1931: Gabrielle CHANEL in Hollywood
She played as an actress in these 2 films “Tonight or never” (1931) and “The Greeks had a word
for them” (1932).
1932: presentation of the bijoux de diamants high jewelry collection.
Gabrielle CHANEL presents bijoux de diamants, her only high jewelry collection.
1939: closing of couture house
Due to the world war ii, only the “31” left to be opened.
1950: Marilyn Monroe & n°5
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1954: THE COMEBACK
Gabrielle CHANEL decides to reopen her couture house, with a fashion show event on February
5TH, which was extremely well-received by the American press
1955: creation of the 2.55 handbag
This functional bag equipped with a soft sliding chain allowed one’s hands to be free.
1960s: celebrities dress in CHANEL
1987-1988: first campaign by Karl Lagerfeld
Karl Lagerfeld creates his first advertising campaign for CHANEL as a photographer.
1990s: creation of new perfume, clothes and accessories
1997: opening of fine jewelry boutique at 18 place Vendôme
On November 18TH 1997, the mansion at 18 place Vendôme is inaugurated. The 18 place Vendôme
collection was presented for the opening of this beautiful new site devoted entirely to the watches and
fine jewelry collections.
2002: chance advertising film
2003: first year of participation at the Baselworld world watch and jewelry show in Basel
2005: first fashion show at the grand palais
The 2006 spring-summer ready-to-wear fashion show is held at the grand palais. It was the first CHANEL
show to take place there, and collections are presented there still today.
2009: opening of fine jewelry studio
2011: creation of the fondation CHANEL
The fondation CHANEL was created in 2011 with the goal of passing on this heritage by supporting
projects aimed at improving the economic and social conditions of women around the world.
2020: "Gabrielle CHANEL. Manifeste de mode" exhibition at Palais Galliera

2. VISION -MISSION – VALUES

 Vision :
The visionary of the company is for fashion to be functional. The company was shaped on Coco
Chanel's term of reshaping femininity for women of her time. Chanel continues after almost a
century to inspire women with it's timeless taste of fashion. Coco Chanel is also famously quoted
"fashion fades, but style remains."
 Mission :
-  It is said that Chanel's mission statement is "To be the Ultimate House of Luxury, defining style
and creating desire, now and forever." The mission of Chanel's "look" has always portrayed an
image of elegance, grace and style from the beginning of the brand up until to modern times.  (

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 - “Designer, visionary, artist, Gabrielle ‘Coco’ Chanel reinvented fashion by transcending its
conventions, creating an uncomplicated luxury that changed women’s lives forever. She followed
no rules, epitomising the very modern values of freedom, passion and feminine elegance.”
 Values :
- Humanity
- Uniqueness
- Inclusion

3. What is marketing ?

Marketing is known as the function to deals with customers. It is responsible for identifying, anticipating
and satisfying customer requirements. Marketing can be understood in the easiest way is this one:
“marketing is managing profitable customers relationships”. The 2 big goals of marketing is to attract
new customer by promising superior value and build strong customer relationships in order to capture
value from customers in return.

4. Roles and responsibilities of marketing

Due to the “principles of marketing” book there are 5 major customer value themes:
 Creating value for customers in order to capture value from customers in return.
Understanding the market, what customer wants and needs.
For example: CHANEL offers variety of product to satisfy customer’s needs in both side psychological and
physical. Such as the no.5 perfume brings confidence to the user or in some case it help Russian soldiers
boots be water-proofed.

 Building and managing strong, value-creating brands.

“well-positioned brands with strong brand equity provide the basis upon which to build customer
value and profitable customer relationships”. The company must position their brands powerfully
and manage them well to create valued brand experiences.

For instance: CHANEL has been opening a bunch of different international shops under the name
stick with “CHANEL” in advance to push their brand to higher level and spread their reputation to the
community. Celebrities wear CHANEL that takes CHANEL to be one of the top high fashion universe.
CHANEL also hold exhibition annually to attract people.

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  Harnessing new marketing technologies

“no other force is having more impact than technology on marketing strategy and practice.” (Kotler
and Armstrong, 2014, p.17)

For example: With the technology CHANEL can make sure that their advertisement approach
everywhere on the world.

Because of the cov-19 the annual fashion show of CHANEL could not be hold and they showed it online
everyone now can get closer to CHANEL that mean CHANEL have more chance to sell their product.

 Measuring and managing return on marketing.

“marketing managers must ensure that their marketing dollars are being well spent.” (Kotler and
Armstrong, 2014, p.17) all the marketing investments have to be spent in the most reasonable way.

Gabrielle CHANEL spent a large amount of money on advertising and successfully had the Marilyn
Monroe’s attention. Thanks to the big reputation of M.Monroe everyone now start to use CHANEL
No.5 perfume.

 Sustainable marketing around the globe.

“As technological developments make the world an increasingly smaller and more fragile place,
marketers must be skilled at marketing their brands globally and in sustainable ways.” (Kotler and
Armstrong, 2014, p.17)

5. The marketing process

Table 1 (Kotler and Armstrong, 2014, p.17)

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 6. Marketing mix (4Ps)
This marketing process will help the company to give the price that they have designed for target
customers, in this case is B2B customers. There are 4 parts for this process: Product, Price, Place,
Promotion.

Source: maisonnombreux.fun

 Product
Product refers to a good or service that a company offers to customers. Ideally, a product should
fulfill an existing consumer demand. Or a product may be so compelling that consumers believe
they need to have it and it creates a new demand. “The product orientation assumes that
consumers are primarily interested in the product itself, and buy on the basis of quality.” (Frances
Brassington, 2005)
CHANEL provide many kind of product like: Fragrances, clothes, watches, and skin care & makeup
accessories. Using high technology and expensive material that helps CHANEL to have a large
number of customers.
 Price
Price is the cost consumers pay for a product. Marketers must link the price to the product's real
and perceived value, but they also must consider supply costs, seasonal discounts, and
competitors' prices.

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 Follow this definition, CHANEL usually offers a lower price for their loyal customers or create a
limit edition of some product that make people want to have it immediately.

 Place
The company are trying to determine where they should sell a product and how to deliver the
product to the market. The goal of business executives is always to get their products in front of
the consumers that are the most likely to buy them.
As you can see CHANEL always available in the mall or CHANEL’s product are selling in every
cosmetic store.
 Promotion
Promotion includes advertising, public relations, and promotional strategy. The goal of promoting
a product is to reveal to consumers why they need it and why they should pay a certain price for
it.
Celebrities or idols have CHANEL makes people believe that CHANEL is good and they should buy
CHANEL. In another case, they also think that they can have a cheap moment with their idol.

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 7. Structure of the Marketing Department

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 8. Marketing management orientations

 Production concepts
Costumer will buy the products that are available and affordable; therefore, the company should
focus on how to improve the efficiency of production and distribution. (Kotler, 2014)
 Product concepts

“The idea that customers will prefer products with the best quality, performance, and
functionality; therefore, the organization should devote its energy to continuous product
improvement” said Kotler (2014)

 Selling concepts
Customers will not get enough of the company’s product unless the company operates a wide
spread promotional and selling effort
 Marketing concepts
A philosophy in which achieving the organization’s goal depends on understanding the needs and
wants of the target market and delivering better-desired satisfactions than the competitors
(Kotler, 2014)
 Societal marketing concepts
Marketers decisions should take into consideration the consumer’s wishes, the company’s
requirements, the long-term interests of consumer and the benefit of society (Kotler, 2014)

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 CHANEL has followed the Product and Marketing concept. CHANEL has paid attention on the
material and the texture of their product. They make sure to give the customer the best
experience. Beside, understanding the needs is the primary care of CHANEL in order to get to the
needs quickly, appropriately and profit from customers.

9. Context of marketing environment

The marketing environment of a company is composed of the people, institutions, and forces
outside marketing that influencer marketing management’s ability to develop and maintain a
successful relationship with its target customers.
Constantly watching and adapting to the changing marketing environment is important because
the marketing environment offers both opportunities and threats.
For example : CHANEL has bought a stake in Italian leather good makers Renato Corti and Mabi,
as well as French clothing manufacturer Grandis.
“ If we want to remain the leader in luxury over the next 20 years, we have to make investments
and take risks in areas we consider key for the future” stated the executive.

 Micro-environment structure

Table 2 (Kotler and Armstrong, 2014, pg 30)

- Customers: CHANEL’s customers are present everywhere on the world that means CHANEL have
to provide a wide range, connection, human resources and so on in order to satisfied customer’s
needs

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 - Suppliers: CHANEL gets their material from Italian leather good makers Renato Corti and Mabi,
they also hide a French clothing manufacturer Grandis.
- Intermediaries: CHANEL intermediaries consists of nationwide distribution and branch. When the
customers come to the showroom they can actually touch and feel the product, the service will
bring them a special experience.
- Competitors: In the fashion world, CHANEL have to face with many others fashion companies like
LV, Dior, Hermes, etc.
- Publics: The publics will listen to the CHANEL’s promise and rate the company’s performance. If
CHANEL can make their promise be truth, it will get to more and more people to know about
CHANEL.
- Substitutes: These days, the fashion market in VietNam has a fair number of competitors. There is
variety of models but it still have the similar in the material and the cost of the product affect a
lot to customer thinking.
 Macro environment

Figure 2: Macro environment

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 Figure 3: PESTEL analysis
- Political: government policy, political stability, corruption, foreign trade policy, tax policy,
labor law, trade restriction
- Economic: interest rate, inflation rate, disposable income, unemployment rates,
economic growth, exchange rate
- Social: population growth rate, age distribution, career attitudes, safety emphasis,
health consciousness, lifestyle
- Technological:
- Environmental:
- Legal: Obeying the rules, laws and policies of the government in VN

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 10. The conclusion of influences of environment on
CHANEL’s marketing
No. SWOT factors Analysis
1 Opportunity Technology is more and more
modern, expensive material
like real leather can be
changed with imitation
leather. Lower cost, more
humanity and still have that
standard quality.
2 Threat Shipway have been hit hard
because of the disease
Disease cause the reduction of
the global economic that lead
to the number of customer
decrease.

11. Achievement of marketing strategy

No Difference B2B B2C

1 Customer relationship Focus on building Attract customer to sign

personal relationship in your website or visit
your store and increase
the sales
2 Branding Focus more on One of the most
relationships and importance thing
branding because it helps
marketers create
reputation, give
customers satisfaction
and make them buy
your product
3 Decision making Understand customer Create ads to inspire
process needs and wants their customer
4 Audience targeting Understand your Operate a larger
business’s target market, in fact there are
customers more difficult because
demographic analysis is
way harder than B2B
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 marketing demographic
analysis
5 AD copy Focus on the customer Using a relevant voice
and always ready to to entice consumers to
make a deal with them watch their ads

12. The interrelationship between marketing function

and other functional units of a company:
 R&D department:
R&D department supports Marketing department. Understand the market, trend and customer needs
through the social media.
CHANEL sends their new product to the celebrities and by doing that they can advertise their stuff with
commercial. CHANEL main customer is the age from 20 and older.
 Finance Department:
Spend the money for advertising in effective ways.
CHANEL always do a research about the celebrities before asking them to be CHANEL’s Ambassador. The
more famous the celebrities are, the more CHANEL’s product will be known.
 Top management:
Mission is setting goal, mission, policies of company.
CHANEL biggest goal is becoming the leader in luxury over the next 20 years.
 Human Resources Department:
Human resources unit of CHANEL require a marketer who has experience. This will help Marketing
department of company stronger and stronger.

IV. CONCLUSION
This report analyses the definition of marketing, the roles and responsibilities of Marketing with the business. The
research helps you to understand about the interrelationship between marketing and others department, what is
B2B B2C and the meaning of them. To run a business you have to know the important role of marketing then you
can start your business with less problem in finding customers.

V. RECOMMENDATION
CHANEL has it long history then the things that the company need to do is focus on marketing. If CHANEL do their
marketing good enough, their business will become bigger and stronger.

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