Marketing Planning and process

Assignment 1 of the Marketing Planning and process subject will make readers understand the role of marketing in an organization, which main research object is HM company. It is a global fashion group and has a significant influence on the fashion industry. Marketing is known as a department responsible for representing the companys image in front of the community and society. In the current context, the Covid19 epidemic is still very complicated. Therefore, marketing becomes more critical for every company to pay attention to new customers and maintain relationships with loyal customers. This article will dig deep into modern marketing research and its process to demonstrate its necessity for businesses, especially HM.

5033 MARKETING PROCESSES AND PLANNING Pham Van Luong ID student: GBD201449 ASSIGNMENT FRONT SHEET Qualification BTEC Level HND Diploma in Business Unit number and title Unit Marketing Planning and Processes Submission date 5/10/2021 Re-submission Date Date Received 1st submission Date Received 2nd submission Student Name Pham Van Luong Student ID GBD201449 Class GBH1007 Assessor name Dang Son Tung 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 Grading grid P1 P2 M1 M2 D1 3.1  Summative Feedback:  Resubmission Feedback: 4.1 Grade: Assessor Signature: Date: Internal Verifier’s Comments: Signature & Date: Table of Contents A B INTRODUCTION COMPANY BACKGROUND COMPANY PROFILE MISSION, VISION AND CORE VALUE ANALYSIS 7 10 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION 1.1 DEFINITION OF MARKETING 1.2 KEY ROLES AND RESPONSIBILITIES OF MARKETING THE ROLES AND RESPONSIBILITIES OF MARKETING DEPARTMENT TO THE COMPANY 2.1 MODERN MARKETING STRUCTURE 2.2 THE ROLES AND RESPONSIBILITIES OF MARKETING DEPARTMENT INTERRELATIONSHIP BETWEEN MARKETING DEPARTMENT AND OTHER FUNCTIONS IN THE COMPANY 3.1 MARKETING AND HRM 3.2 MARKETING AND FINANCE 3.3 MARKETING AND SALES 3.4 MARKETING AND R&D 3.5 MARKETING AND PRODUCTION DEPARTMENT MARKETING ENVIRONMENT AFFECTS TO CONTEXT OF H&M GROUP 4.1 MICRO ENVIRONMENT 4.2 MACRO ENVIRONMENT EXTERNAL AND INTERNAL ENVIRONMENT THAT STRONGLY INFLUENCED H&M 5.1 CASE STUDY 5.2 CASE STUDY 10 10 11 16 16 17 18 18 18 19 19 19 20 20 21 22 22 24 C CONCLUSION 25 D REFERENCE 26 Table of Figures Figure 1: Profile of H&M Group (forbes.com, 2021) Figure 2: The Board of Directors (HM Annual Report, 2020) Figure 3: Vision and Strategy - H&M (hmgroup.com, 2021) 10 Figure 4:H&M and Zara's Gender Segmentation (Phong, 2017) 13 Figure 5: Revenue and Profit of H&M from 2017 to 2019 (My, 2021) 13 Figure 6: H&M ranks by number of Britain's consumer from 2013 to 2020 (Statista Research Department, 2021) 15 Figure 7: Image is cut from the video (Woo,2021) 24 Figure 8: Image is cut from the video (Woo, 2021) 24 Figure 9: The image is taken from Anh (2018) 25 Figure 10: The image is taken from Anh (2018) 25 A INTRODUCTION Assignment of the "Marketing Planning and process" subject will make readers understand the role of marketing in an organization, which main research object is H&M company It is a global fashion group and has a significant influence on the fashion industry Marketing is known as a department responsible for representing the company's image in front of the community and society In the current context, the Covid-19 epidemic is still very complicated Therefore, marketing becomes more critical for every company to pay attention to new customers and maintain relationships with loyal customers This article will dig deep into modern marketing research and its process to demonstrate its necessity for businesses, especially H&M Company background According to hmgroup.com (2021): https://hmgroup.com/about-us/history/ From 1940 to 1950: H&M was a chain of women's-only fashion stores built by Erling Persson called “Hennes” in Sweden • From 1960 to 1970: H&M opened more fashion stores for men, children, and teenagers In addition, chain stores began to appear in Norway, Denmark, the United Kingdom, and Switzerland • 1980 - 1990: The company started to open branches in Germany and the Netherlands At the end of the 20th century, H&M was present in France, known as the world's fashion capital • In the 2000s, H&M expanded its online business and built East branches in Shanghai and Hong Kong in 2007 • From 2010 to the present, the company started to pay attention to the value of school and launched collections with recyclable materials In 2019, H&M was the first corporation to pioneer materials for each product to increase customers' belief Company profile About H&M group (Forbes.com, 2021): Marketing cap $40.9B Founded 1947 Territory Sweden CEO Helena Helmersson Employees 11,900 Sales $19.1B Industry Fashion Retailing Headquarters Stockholm Figure 1: Profile of H&M Group (forbes.com, 2021) H&M Group was established in 1947 in Sweden called the first name "HENNES" with the desire to create a modern fashion trend for classic women so that people have a different view of fashion After the great success in women's fashion, the company also expanded into men's fashion and different ages After two centuries of establishment, H&M has become a large corporation with headquarters in many countries and provides the fashion demand of many different customer segments with a particular trust in them In addition to Helena – CEO of H&M, the group's Board of Directors also includes 12 people: The Board of directors: Figure 2: The Board of Directors (HM Annual Report, 2020) Mission, vision and core value According to hmgroup.com (2021), the company emphasized that: Mission: “To drive long-lasting positive change and improve living conditions by investing in people, communities and innovative ideas.” Vision: “To lead the change towards circular and renewable fashion while being a fair and equal company” Core values: “We are one team, we believe in people, entrepreneurial spirit, constant improvement, cost-conscious, straightforward and open-minded, and keep it simple” Figure 3: Vision and Strategy - H&M (hmgroup.com, 2021) B ANALYSIS Key roles and responsibilities of marketing function 1.1 Definition of marketing Marketing is considered a self-contained process that includes planning, executing, pricing, improving, and distributing ideas, products, and services to satisfy consumer needs (Armstrong, Adam, Denize and Kotler, 2014) In the age of high technology, marketing proves its importance in every company It is a communicative tool to help to advertise the company's products/services for customers Moreover, the competition among companies depends on the company having good marketing strategies and reasonable marketing methods (Ball, 2006) In addition, marketing is the bridge between businesses and customers It is the aspect helping a company attract, establish awareness of new consumers, and maintain relationships with loyal customers (Hoeffler and Keller, 2003) 10 The product concept: based on consumer attraction with high-quality products and continuous innovation Companies that use this concept often focus on product quality and constantly improve and create new things to meet customer needs The selling concept: focuses on conveying the product's benefits and persuading customers to consume the company's product With this aspect, the company needs to focus human resources on the direct sales department and train negotiation skills The marketing concept: based on grasping trends and understanding insights of customer goals It develops to increase competitiveness among companies in order to improve profits and maintain market share The social marketing concept: based on the company targeting the interests of customers and the interests of society and the community With this idea in mind, the company will put out advertisements that contribute to society to raise buyers' awareness From the first days of establishment, H&M company has focused on "The Product Concept" Enterprises aim at the trend of "Fast Fashion" to meet consumers' constantly changing fashion needs In addition, each product has precise data on the material and origin Moreover, the company works hard to bring out seasonal fashion collections each year to keep up with the trends of its customers In particular, they continuously create trust for customers by collaborating with high-end fashion brands to increase the power of the brand and compete with competitors and strengthen their image in the market The Roles and Responsibilities of Marketing Department to The Company 2.1 Modern marketing structure According to Kotler and Armstrong (2017), The standard structure of a marketing department: Marketing manager: manage and promote marketing projects and manage risks that will occur during and after the campaign At the same time, operate and manage the work progress of other positions in the department Graphic designer: design images of the content to maximize the message to make it easy for customers to understand and feel Digital marketing: finding and using digital platforms to maximize brand exposure to increase customer awareness 16 Public relation: plan to build the brand image with media and community Besides, the department is also responsible for answering questions for journalists and the community Social media: using social networking platforms to connect customers to products, campaigns, and brand images Advertising: planning to advertise for the company's campaigns Content: come up with content strategies and write content for posts to promote brands and products Marketing analysis: finding customer insights, collecting customer data, capturing trends to create future marketing strategies 2.2 The Roles and Responsibilities of Marketing Department Following Atik and Fırat (2013), marketing plays a huge role and responsibility in developing businesses pursuing this industry in the fashion market Firstly, the marketing department must constantly observe and monitor online social networking platforms to select and capture the right trends and markets Next, the marketing manager has to select, identify and penetrate those potential markets and find out the target customers Finally, the filtered trends and ideas will be sent to the R&D department (designers) to concretize those ideas through fashion collections The collections will be based on social trends and messages about the business's values, mission, and vision Moreover, they will be commercialized to bring business profits and value to customers Furthermore, the marketing department will be responsible for creating marketing plans to promote the collections in the media Such communication channels must have a large number of participants to attract many consumers into the fashion market Besides, marketing plays the role of connecting with media companies to promote their products in fashion magazines It is realized as one of the most important roles of marketing in the fashion industry The presence in fashion magazines is an affirmation of the corporate brand to enhance the preservation and enhancement of the brand value in the fashion market Celebrities/models will be contacted and hired by the marketing department to take promotional photos for the business's products It will make the products more organized and exude the product soul before being printed in fashion magazines Finally, the marketing department will create fashion shows to showcase the company's collections Fashion critics and famous stars will be invited to attend to create attraction and stimulation in that 17 event In addition, it is also a place to affirm the brand and create the name of the business Imprints in fashion shows will help businesses generate revenue for the business Those who come to see can buy their favorite outfits immediately after the show ends According to Nguyen (2018), with H&M, the importance of marketing is no exception H&M does marketing on social media platforms such as Facebook, Instagram, Pinterest, and the official page of H&M Businesses interact with the public through images and videos posted on those platforms Each uploaded album will contain a collection and be named according to each item, such as sports collection, Autumn-Winter, Spring-Summer In addition, the marketing department of H&M also invites stars to advertise such collections: David Beckham promotes sportswear, Naomi Campbell advertises trending fashion collections They will be the image representatives for those collections It aims to affirm H&M's position in all fashion trends In particular, H&M's marketing department cooperates with other designers such as Jimmy Choo, Versace, and Kenzo to jointly promote more high-end fashion lines Thus, it will help raise the value of H&M's products At the same time, it also creates a positive impact on customers and puts pressure on competitors in the same customer segment On the other hand, each H&M store in each country Businesses always create a separate official page for each country and use the language of that country to respond to comments and explain customer questions It is the highlight of H&M that connects people to form an H&M fashion community Interrelationship between marketing department and other functions in the company 3.1 Marketing and HRM HRM and marketing are closely related In the H&M group, HRM takes on the role of applying for and looking for talents for the marketing department to increase the growth potential In addition, HRM is the bridge between the marketing department and all employees in H&M Every time the marketing department launches new marketing strategies or new fashion collections HRM will help spread the information from the campaign to all employees within the company Finally, HRM also helps the marketing department spread the meaning of H&M's vision and mission message in job applications to attract and select talent for the business (Wind, 1979) 3.2 Marketing and Finance 18 Marketing and finance department has always been an attractive couple in the company Strategies and fashion collections from the marketing department that are continuously deployed will cost H&M much money H&M Finance will not like this because it is too expensive They will have to carefully calculate the list of payments to implement those collections and strategies In particular, the amount of money consumed for promotion and communication will account for the majority Sometimes, these issues will cause conflict between the two departments The task of the finance department will check the unreasonable expenses to maximize the savings but still ensure the efficiency of the work (Wind, 1979) 3.3 Marketing and Sales These two parts combined will significantly assist in the work Firstly, the sales department will receive direct customer reviews and feedback when purchasing products at H&M stores Then, the collected information will be brought to the marketing department to research and find the hidden needs of consumers After that, the marketing department will deploy good campaigns to find development opportunities for the company and strengthen the business's brand image (Wind, 1979) 3.4 Marketing and R&D The development department has a close relationship with the marketing department The two departments will discuss ideas together to come up with a specific plan First, it is the new fashion collections, the designs embodying the "Fast Fashion" identity of H&M because the collections will reflect the current trend It is the soul and mission of the H&M company The development department is usually talented designers who constantly work to develop new clothing models to bring new experiences to customers Furthermore, the marketing department will turn those fashion collections into trends and attract many people's attention through marketing tools on online platforms (Wind, 1979) 3.5 Marketing and production department The marketing department fully supports the production department The task of the product department is to produce products of good quality and meet the needs of customers in terms of color designs The task of marketing is to provide materials at reasonable prices in order to minimize product costs In addition, marketing is responsible for maintaining relationships between distributors to ensure the necessary raw materials in the production process (Wind, 1979) 19 Marketing environment affects to context of H&M group 4.1 Micro environment They are factors that can affect the operation and development of the company, including customers, suppliers, intermediaries, competitors, the public, company However, these factors can be controlled by the firm (Kotler and Armstrong, 2017) 4.1.1 Customer The H&M Group currently has 4,913 retail stores worldwide It affirms that H&M focuses on "Business to customer" as its primary source of income Therefore, they have tremendous power over the company H&M's customers are people with average income and high demand for fashion H&M has always been the preferred brand of the middle class because of its low price and good quality The marketing department must always be aware of customer trends to meet their needs to avoid reducing the number of loyal customers of the company 4.1.2 Supplier Currently, H&M is working with more than 700 suppliers in Europe, Asia, and Africa They are all delighted with the business cooperation with the evidence that many people have signed business contracts with enterprises for more than 25 years In order to maintain sustainable value with suppliers, H&M has built many manufacturing and processing plants to increase the efficiency and quality of raw materials (hmgroup.com, 2021) 4.1.3 Intermediaries To avoid reducing the brand image of H&M, the company did not cooperate with intermediaries to sell products By opening many branches around the world and selling through the official website, customers can enjoy shopping in many ways without buying fake goods (Alumni, 2015) 4.1.4 Competitors H&M's strongest competitors at the moment are Zara, Uniqlo, Boohoo, Gap, Macy's, etc (Bhasin, 2018) Although companies share a common customer segment, they have different marketing strategies that target unique customer insights to attract customers H&M's competitive advantages are quality products and low prices that attract a large number of loyal customers With the marketing strategy of "Fast Fashion" and "H&M – Conscious," customer satisfaction is significantly improved They can both make money from old clothes and contribute to the community and change new 20 fashion trends without wasting lots of money (Vizard, 2014) Therefore, H&M always has a stable position in the fashion industry at present 4.1.5 Public Public communication has a significant influence on the H&M company, especially in the marketing department They need to come up with careful strategies to avoid controversy to lose the business's brand image The public will give feedback on any online platform Good reviews will create a brand reputation for the company and vice versa Keeping a good relationship with the public is a wise move for every business except H&M 4.1.6 Company H&M went from a small store in Sweden to an international group It shows that the importance of the organizational structure in operating the business activities of the company Thanks to H&M's leadership, the new marketing department has intelligent strategies to grow the company to this day 4.2 Macro environment Marco environment includes factors that can affect a business, including political, economic, social, technological, environmental, legal However, businesses cannot control these factors (Kotler and Armstrong, 2017) Political are related to government influence on business, such as conflicts, taxes, injections, etc Example: Vietnam is a country in the development stage The government always appreciates foreign businesses investing in Vietnam In addition, Vietnam's political stability is exceptionally stable, making businesses feel safe when doing business H&M realizes that the state is strongly supporting foreign-invested companies to promote business country economy (Anh, 2016) Economic affect the company's business, such as inflation, unemployment rate, exchange rate, etc Example: According to Dung (2021), Vietnam's GDP per capita is reaching 3,521 USD Besides, the inflation rate is at a stable level of 4% (Hiep, 2021) Therefore, it is an opportunity for H&M to expand its branch in Vietnam because the income of Vietnamese people is increasing, so their demand is also high Moreover, the low inflation rate will stabilize H&M's prices and help H&M maintain its customer target Social factors are such as culture, religion, education, etc 21 Example: Vietnam currently has over 98 million people, and about 36 million are urban The high proportion of the urban population leads to the development of social and trend factors The average age is from 30 - 33 years old (danso.org, 2021) It is the age range within H&M's customer base IT has helped H&M earn a considerable profit from the Vietnamese people Technological factors are such as technological development, modernization Example: Currently, Vietnam has over 68 million internet users Most people know about social networking platforms (vnetwork.com, 2021) With the outbreak of the covid-19 epidemic, Vietnamese people have entirely switched to direct shopping, about 74% in 2020 (Vu, 2021) The pandemic situation is still complicated; H&M needs to take advantage of social networking platforms and e-commerce sites to attract customers In addition, online shopping is an excellent trend to help stores reduce personnel costs Legal is the elements of law such as human rights law, economics, business, political law, etc Example: Any business that wants to operate in Vietnam needs to have a good understanding of Vietnamese laws However, H&M did not well in this regard In 2020, H&M publicly supported the "Cow's Tongue-China Line." Businesses have violated the law on using social networks to provide false information to incite the community The strong boycott wave has caused businesses to lose points in buyer perception (Phong, 2021) Environment is the elements of climate, geography, weather, etc Example: H&M is doing a great job reducing environmental pollution thanks to the "H&M – conscious" campaign The campaign to buy used clothes from the people to reduce the production of fabric materials Old products will be recycled back into raw materials to form a new product External and internal environment that strongly influenced H&M 5.1 Case study At the beginning of 2020, H&M stores in China were simultaneously boycotted According to Van (2020), H&M has stopped buying cotton fabric at "Tan Cuong" because of its deep concern about allegations of rape and discrimination against ethnic minorities Chinese netizens made waves and denied those accusations, saying that H&M was smearing the honor of the entire Chinese people The climax of this incident occurred when the Chinese Communist Youth League said: "Make money in this country but slander and deny the materials made in this country?" Before opening stores in 22 China, marketing researchers of H&M must understand that China is a democratic republic and the people are very patriotic The people will hate slanders and distortions about Chinese politics Western businesses, not except H&M, need to avoid getting involved in political wars between China and other capitalist countries The problem of the political and social environment has cost H&M very dearly First, H&M products were removed from Chinese e-commerce sites such as Taobao, JD, and Pindoudou Next, celebrities in China stopped signing the advertising contract even though it was still in effect From another article, Woo (2021) said that H&M faced a wave of boycotts, lost $74 million in sales in China Consumption of goods in this country decreased by 28% In particular, the company's shares fell 2% in this round The problem came from H&M's Public Relations department PR is representative of corporate statements because it does not understand and analyze China's politics When the capitalist countries made political accusations and slander in the "Tan Cuong" area, they immediately confirmed the news about the allegations and stopped buying "Tan Cuong" fabric This action is also rooted in H&M's vision and mission They uphold fairness, human rights, and the community, so accusations of regional discrimination in Tan Cuong - China led them to stop purchasing raw materials in that area However, H&M can avoid this scandal if the PR department takes the following steps: Solution 1: The PR department can learn about the politics between China and Western capitalist countries and wait for the definite result because it is just unsubstantiated accusations from the opposing sides Moreover, politically sensitive issues should not be involved in H&M Solution 2: The PR department can find other reasons to stop working with suppliers in China to appease Western countries but not cause hatred towards China The reasons can be used as the substandard fabric quality, finding a source of good quality material, but the price is lower than the current one The presentation of this evidence will not be about politics, but H&M can still stop buying and not cause controversy between countries At the same time, H&M also maintains the standards of the mission and vision of the business 23 Figure 7: Image is cut from the video (Woo,2021) Figure 8: Image is cut from the video (Woo, 2021) 5.2 Case study In 2018, H&M used child models for advertising the company's new products In particular, the image of two child models and a black boy with a black hoodie is printed with the words "COOLEST MONKEY IN THE JUNGLE." Netizens believe that H&M is quietly racist of color because South Africans are despised as monkeys The images were removed shortly before the boycott, but the business was still harshly condemned by South Africans (Thao, 2018) According to Anh (2018), the consequences of H&M will be weighty because South Africa always has protests and riots H&M stores were vandalized, causing considerable losses to businesses Many locals attacked H&M employees A series of antiH&M protests occurred, hindering the company's business Therefore, it is an opportunity for the protest gangs to attack the political, social as well as economic of country In this case, H&M made the same mistake, and it originated in the marketing department, specifically, "Advertising." They were wrong to choose the image of a white boy and a white boy to promote the product and chose the wrong product for each audience H&M could have avoided this scandal 24 altogether if it had not done so intentionally In the first place, they can choose two black models to advertise the product to avoid causing controversy about skin color discrimination Nevertheless, mature models will understand the meaning of the product and refuse to cooperate with H&M Therefore, the new H&M targets children who are not aware of racial and color discrimination Furthermore, this scandal is partly responsible for the R&D department (the designers) They know that racial and color discrimination against Africans is taboo However, they did not learn carefully about the culture and social history of the African people, so they wrote the slogan "Coolest monkey in the jungle." They can choose slogans that honor people or slogans about gender and racial equality to appeal to African consumers Figure 9: The image is taken from Thao (2018) Figure 10: The image is taken from Anh (2018) C CONCLUSION This paper has clarified the role and responsibilities of marketing in business and applied to a specific company - the H&M group In addition, the report also shows the marketing mix (4Ps) and 25 environmental factors, including micro and macro, that have a significant impact on businesses It is used to show the reader how the marketing department works Moreover, the researchers also mentioned the relationships between the marketing department and other functions Finally, the article also provides case studies to demonstrate the external and internal environments that can affect the benefits and growth of the business D REFERENCE Hmgroup.com, 2021 About Us Available at: https://hmgroup.com/about-us/history/ [Accessed 27 September 2021] Forbes.com, 2021 H&M – Hennes & Mauritz Available at: https://www.forbes.com/companies/hm- hennes-mauritz/?sh=156eb33c727b [Accessed 27 September 2021] Hmgroup.com, 2020 Annual Report – 2020 Available at: https://hmgroup.com/wpcontent/uploads/2021/04/HM-Annual-Report-2020.pdf [Accessed 27 September 2021] Hmgroup.com, 2021 Sustainability – Leading The Change Available at: https://hmgroup.com/sustainability/leading-the-change/vision-and-strategy/ [Accessed 27 September 2021] Armstrong, G., Adam, S., Denize, S and Kotler, P., 2014 Principles of marketing Pearson Australia, p BALL, B., 2006 Marketing for the 21st Century JOURNAL OF MARKETPLACE MANAGEMENT pp.2 - Hoeffler, S and Keller, K.L., 2003 The marketing advantages of strong brands Journal of brand management, 10(6), pp.421-445 Doyal, L and Gough, I., 1984 A theory of human needs Critical Social Policy, 4(10), pp.6-38 Kotler, P and Armstrong, G., 2014 Principles of Marketing 15th ed Harlow: Pearson Education, p.28 10 Baig, R., 2013 H&M wants your old clothes | DW | 27.02.2013 [online] DW.COM Available at: https://www.dw.com/en/hm-wants-your-old-clothes/a-16630550 [Accessed 27 September 2021] 11 Dibb, S., 1998 Market segmentation: strategies for success Marketing Intelligence & Planning 12 Thomas, J.W., 1980 Market segmentation Quarterly Review of Marketing, 6(1), pp.25-28 13 Milena, L., 2015 H&M Markets, Competition, Segment, & Positioning [online] prezi.com Available at: https://prezi.com/kugv9gup6uys/hm-markets-competition-segment-positioning/ [Accessed 27 September 2021] 14 Cahill, D.J., 1997 Target marketing and segmentation: valid and useful tools for marketing Management Decision Pp 10 -11 15 Tirado, F and Gálvez, A., 2008 Positioning theory and discourse analysis: Some tools for social interaction analysis Historical Social Research/Historische Sozialforschung, pp.224-251 26 16 Phong, N., 2017 Nằm phân khúc, H&M Zara lấy để làm mạnh? 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FUNCTIONS IN THE COMPANY 3.1 MARKETING AND HRM 3.2 MARKETING AND FINANCE 3.3 MARKETING AND SALES 3.4 MARKETING AND R&D 3.5 MARKETING AND PRODUCTION DEPARTMENT MARKETING ENVIRONMENT AFFECTS TO... theories and basic concepts of marketing. (P1) - Sufficient understanding of the marketing functions and the roles and responsibility of marketing in the company context and how each factors in the marketing. .. 2.1 Modern marketing structure According to Kotler and Armstrong (2017), The standard structure of a marketing department: Marketing manager: manage and promote marketing projects and manage