ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Planning and Processes

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Le Thi Minh Anh Student ID GBD210583

Class GBD1008B Assessor name Nguyen Xuan Tho

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Contents
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I. Introduction........................................................................................................................................................4
1. Introduction about the report........................................................................................................................4
2. Introduction about the company....................................................................................................................4
3. Definition of marketing...................................................................................................................................5
4. Marketing process...........................................................................................................................................5
4.1. Understand the marketplace and customer needs and wants..............................................................6
4.2. Design a customer-driven marketing strategy.......................................................................................7
4.3. Construct an integrated marketing program that delivers superior value (slide 32)............................7
4.4. Engage customers, build profitable relationships, and create customer delight..................................8
4.5. Capture value from customers to create profits and customer equity......................................................8
II. The Roles and Responsibilities of Marketing Department to The Company.....................................................9
III. An analysis of how marketing influences and interrelates with other functional departments...................9
IV. Conclusion.....................................................................................................................................................10
V. References:........................................................................................................................................................11

I. Introduction

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1. Introduction about the report.
This report offers essential information on the business's marketing, including the marketing
strategy of the selected company, the role of marketing in a company, and the extent to which
the marketing department communicates with other functional departments.
2. Introduction about the company.
Massimo Dutti was established in 1985, and Inditex purchased it in 1991. The company currently
operates 643 locations throughout more than 78 markets. Menswear was the brand's primary
focus at first. The company introduced women's clothing in every style, from the most
metropolitan to the most casual, beginning in 1995. Massimo Dutti has integrated all levels to
become a nationally and internationally expanding organization with more than 10,000 staff
members. The entire line of the following products, designed and marketed by Massimo Dutti
since September 2006, included: Accessories, and clothing for women; Men's clothes,
accessories, custom clothing, and perfumes (Massimo Dutti, 2022).

Figure 1: Logo of Massimo Dutti (Massimo Dutti shop, 2022).

In 2017, Spanish fashion brand Massimo Dutti opened its first store in Vietnam at Vincom Dong
Khoi Shopping Center - Ho Chi Minh City (Yến, 2017).

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 Figure 2: Massimo Dutti store opened in Vietnam (Yến, 2017).

3. Definition of marketing.
Many definitions have been provided for marketing. According to CIM, marketing is the
management process responsible for recognizing, predicting, and profitably satisfying customer
needs. Furthermore, marketing is "the act of planning and carrying out the development, pricing,
promotion, and distribution of ideas, goods, and services to create exchange and achieve
individual and organizational objectives," according to the American Marketing Association ”
(Brassington and Pettitt, 2005).

The simplest definition of marketing is the management of successful customer relationships. In

more detail, the main marketing objective is to bring in new customers by providing higher value
and to keep and expand the base of present customers by satisfying them (Kotler and Armstrong,
2015).

4. Marketing process.
The marketing process consists of five steps. In order to advance with the research, the
researcher will analyze each stage in more detail and evaluate it in relation to a particular
environment.

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 Figure 3: 5 steps of Marketing Process (Kotler and Armstrong, 2015)

Understanding customer needs, wants, and expectations are crucial to creating a market that can
serve those needs and develop relationships with customers rich in value. This increases the
company's long-term customer equity.
4.1. Understand the marketplace and customer needs and wants
*Need
 The states of felt deprivation (Kotler and Armstrong, 2014, p. 28)
 E.g: Essential physical requirements for warmth, food, clothing, and health are among
the needs of humans. There are also social needs for kindness and compassion, and
individual needs for information and self-expression (Kotler and Armstrong, 2014,
p.28).

*Want

 The form human needs take as they are shaped by culture and individual personality
(Kotler and Armstrong, 2014, p. 28)
 E.g: Humans need water, which is the necessary element to survive, but they want
tea. When people already have water, they want to try some different types of it

*Demand

 Human wants that are backed by buying power. (Kotler and Armstrong, 2014, p.28)
 E.g: Some customers already have many clothes in their homes. Clothes here are a
need. Moreover, when they see new models, such as Massimo Dutti's new shirt, they
like and feel the need to buy them. It is a wish. However, they do not have enough
money right now, so they have to wait until the next paycheck to buy it. That is a
demand.

*Market offerings

 Some combination of products, services, information, or experiences offered to a

market to satisfy a need or want. (Kotler and Armstrong, 2014, p. 28)
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  E.g: Massimo Dutti items are always what a guy needs, with delicate cutting lines and
a clean, beautiful design full of masculinity and defying trends. Massimo Dutti's
clothing always has a slight body-hugging quality. It is simple to mix and match to
create fresh, contemporary layers thanks to its fashion philosophy, which is strongly
related to the cleanliness and strength of European men's grand (ELLE MAN, 2017).
Massimo Dutti is always trying hard to develop the brand. Massimo Dutti first
introduces urban modern women's designs, from casual to high-end (Công thương,
2017). Most recently, "The New Horizons" the latest collection for both men and
women, has once again affirmed the unique "me" that this brand has always brought
(ELLE MAN, 2017).
4.2. Design a customer-driven marketing strategy
Focuses on market segmentation and targeting, which involves determining and satisfying
customer wants and choosing which customers to service. Marketing strategy, diversity, and
positioning are all elements of strategy (Phillip Kotler, 2018).

Women between the ages of 25 and 45 and males between the ages of 25 and 50 make up
Massimo Dutti's target demographics, who cater to the upper middle and upper
socioeconomic class as well as upper middle cultural interests. In the Inditex business model,
the client is an active participant (Massimo Dutti Marketing Analysis, 2017).
4.3. Construct an integrated marketing program that delivers superior value (slide 32)

Create goods and services with the objective of making a powerful, long-lasting brand. By
managing prices, delivery, demand, and the production process, you can create significant
value (Phillip Kotler, 2018).

The most crucial marketing notion is the creation and capture of consumer value. When a
consumer compares the advantages and disadvantages of your marketing offer to the
marketing offer of one of your competitors, customer perceived value is what results.
Knowing this, the most crucial issue is to realize how to influence the customer's perception
of your product or service to be superior to that of your rival. The customers' perception of a
brand's worth impacts its value. (Kotler & Armstrong, 2014). When you consider the world's
most profitable businesses, their secret to success is that you (the customer) choose their
brand first when you want to purchase a product they sell.

The products that Massimo Dutti can currently provide customers will be determined. The
company must use the 7Ps model to better understand its capabilities and productivity in
order to achieve this.

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 E.g: The layout of the Massimo Dutti website is rather tidy and uncomplicated similar to their
items. The website uses quite a few words and has a strong emphasis on visuals, making it
easy for visitors to identify it as a fashion website at a glance (WEBMINI, 2020).

4.4. Engage customers, build profitable relationships, and create customer delight
The major goal is to develop dependable clients who are pleased with the services we offer. It
demonstrates how crucial Customer and Partner Relationship Management (CRM & PRM) is
to the success of the business.
 Customer relationship management (CRM)
The complete process of creating and maintaining lucrative client connections by
offering more excellent value and satisfaction is known as customer relationship
management (CRM). It includes all areas of client acquisition, retention, and growth
(Kotler and Armstrong, 2014, p. 34).
 Partner Relationship Management (PRM)
Partner Relationship Management (PRM) entails collaborating closely with partners
from other departments and outside the firm to provide consumers with more value
(Kotler and Armstrong, 2014, p. 41).

E.g: Massimo Dutti combines a vest and comfortable shoes to give consumers a feeling of
comfort and convenience. At the same time, the wearer can go to work, go to a meeting and
then go on a date with friends, go to a party with one outfit that satisfies many different
purposes in one day (An Nghia Nguyen, 2020).

4.5. Capture value from customers to create profits and customer equity
Long-term customer relationships can only be developed through adding value and ensuring
customer happiness. Customers that are happy are more determined to work with the firm
and give it a larger share of their business (Kotler and Armstrong, 2014, p. 34).

 Customer value
Customer evaluation of the differences between all marketing offerings' benefits and costs in
comparison to competing offers (Kotler and Armstrong, 2014, p. 35).
 Customer satisfaction
Kotler and Armstrong said: “Customer satisfaction depends on the product's perceived
performance relative to a buyer's expectations”.
 Customer equity
The total of all averages represents long-term client value for the business. This motivates
the company to maintain and strengthen its relationship with customers. If the company
doesn't show that it cares about the client, the client will become less valuable in the long
run.

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 II. The Roles and Responsibilities of Marketing Department to The Company

The marketing function of a corporation feeds its promotional machine. It is in charge of improving
product brand recognition and attracting one-time and returns clients to a business's goods or
services. A marketing team is, therefore, a crucial component of a company's structure because it is
this team that generates and maintains business as well as assists in the development and
accomplishment of the company's financial and organizational goals (Wrike, n.d.)

Marketing is an essential department in Massimo Dutti company. The Marketing Department will
strategize to offer products that match customer needs, thereby increasing profits for the company.
At Massimo Dutti, the Marketing department has positioned its brand well. When one thinks of
Massimo Dutti, one feels its prestige and elegance through its classic, elegant style (LECTRA, 2021).

III. An analysis of how marketing influences and interrelates with other functional departments

The interrelationship between the marketing and other functional units are as follows:

 Marketing and Finance

Within a specific budget, there should be marketing strategies and related plans. The company's
finance department gives the marketing department a predetermined budget within which it can
carry out its marketing campaign at the defined cost, taking into account the profit and cost
margin of the brand, product line, and product. The marketing department receives information
from the finance department on potential costs associated with marketing activities. The
company's marketing department must also communicate with the finance department to
understand the company's present financial situation and plan its marketing operations
accordingly (De Vries, et al., 2012).

 Marketing and Human Resource

The primary goals of the HR department are to promote employee welfare and find the best
individual for each open position within the constraints of the budget. In order to ensure that
positions are filled rapidly and that the best applicants have been chosen to join the marketing
team, the marketing department works closely with the HR department. Additionally, the
marketing department works closely with HR to ensure that candidates have access to enough
training opportunities to prepare them for the market's current challenging conditions. The
marketing division of a company gets information on employee performance from the HR
department to evaluate the department's performance and determine whether the goal has been
met. Additionally, HR works with the marketing department to ensure everyone is working in a
comfortable environment and that everyone's goals are effectively connected with the company
objectives (De Vries, et al., 2012).

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 Marketing and Customer Service

An organization's marketing and customer service departments are essential. Both roles
collaborate to evaluate if the customers are pleased with the offered goods and services. To
support the creation of new products, the company's customer service division supplies the
marketing division with client input. Both departments collaborate within the business to
establish great relationships with customers (Hayrynen, 2014).

IV. Conclusion

The Marketing Department at Massimo Dutti focuses on this report's description of its functions
and responsibilities. Reading this study will help readers better understand marketing
communication concepts and how marketing is used in firms to overcome challenges and restore
losses. After reading this study, companies without a marketing department will consider their
choices and create a marketing team to their advantage.

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V. References:
1. 2022. [online] Available at: <https://www.massimodutti.com/vn> [Accessed 1 August 2022].
2. An Nghia NGUYEN. 2022. 4 lí do Vì sao Tôi Yêu Massimo Dutti và bạn cũng sẽ vậy!. [online]
Available at: <https://annghia.wordpress.com/2015/04/23/4-li-do-vi-sao-toi-yeu-massimo-dutti-
va-ban-cung-se-vay/> [Accessed 1 August 2022].
3. Brassington, F. and Pettitt, S. (2005). Essentials of marketing. Harlow, England; New York:
Prentice-Hall Financial Times.
4. De Vries, L., Gensler, S. & Leeflang, P., 2012. Popularity of brand posts on brand fan pages: An
investigation of the effects of social media marketing.. Journal of interactive marketing, 26(2),
pp.83-91.
5. ELLE Man. 2017. Massimo Dutti mang "chân trời mới" chinh phục thời trang Việt - ELLE Man.
[online] Available at: <https://www.elleman.vn/phong-cach/massimo-dutti-mang-chan-troi-moi-
chinh-phuc-lang-thoi-trang-viet> [Accessed 1 August 2022].
6. Hayrynen, K., 2014. It’s all about marketing.. International Journal of Metalcasting , 8(3), pp. 7-12.
7. JLAWTON, 2022. [Online] Available at: <http://jlawton729.blogspot.com/2010/04/product-
concept.html> [Accessed 28 July 2022].
8. Kotler, P. and Armstrong, G. (2015). Principles of marketing. 15th ed. Boston: Pearson.
9. Lectra. 2021. Massimo Dutti's strategy. [online] Available at:
<https://www.lectra.com/en/library/massimo-duttis-strategy> [Accessed 6 August 2022].
10. Massimodutti.com. 2022. Massimo Dutti. [online] Available at:
<https://www.massimodutti.com/vn/vi/company/history> [Accessed 28 July 2022].
11. Medium. 2022. Massimo Dutti shop. [online] Available at:
<https://medium.com/@gvozdikova_e/massimo-dutti-shop-c7bafe930a02> [Accessed 28 July
2022].
12. Phillip Kotler, G. A., 2018. Principles of Marketing-Pearson. s.l.:s.n. Lee, K., 2015. SAMSUNG
USING THE MARKETING CONCEPT. [Online] Available at:
<https://prezi.com/urdkrgn_ttn8/samsung-using-the-marketing-concept/> [Accessed 28 July
2022].
13. Thương, B., 2017. Thương hiệu thời trang Tây Ban Nha Massimo Dutti đã có mặt tại Việt Nam |
Báo Công Thương. [online] Báo Công Thương điện tử, kinh tế, chính trị, xã hội. Available at:
<https://congthuong.vn/thuong-hieu-thoi-trang-tay-ban-nha-massimo-dutti-da-co-mat-tai-viet-
nam-92321.html> [Accessed 1 August 2022].
14. Ukessays.com. 2017. Massimo Dutti Marketing Analysis. [online] Available at:
<https://www.ukessays.com/essays/marketing/massimo-dutti-was-founded-in-1985-marketing-
essay.php#:~:text=The%20target%20market%20for%20Massimo,in%20the%20Inditex
%20business%20model.> [Accessed 1 August 2022].

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15. WEBMINI. 2020. Top 10 mẫu website đẹp cho ngành thời trang - Thiết kế web Webmini. [online]
Available at: <http://webmini.vn/top-10-mau-website-dep-cho-nganh-thoi-trang/> [Accessed 1
August 2022].
16. Wrike. (n.d.). Building a Marketing Department & Team | Wrike Marketing Guide. [online]
Available at: https://www.wrike.com/marketing-guide/marketing-teamdepartment/ [Accessed 4
August. 2022]
17. Yến, H., 2017. Cửa hàng Massimo Dutti chính thức khai trương ở Việt Nam. [online] Harper's
Bazaar Việt Nam. Available at: <https://bazaarvietnam.vn/cua-hang-massimo-dutti-khai-truong/>
[Accessed 28 July 2022].

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