Marketing Concepts and Internal Relations (Part 1) - Unit 2 Marketing Essentials

This report covers an overview of different marketing process, roles and responsibilities of a marketing manager, interrelation of departments and the analysis of value and importance of marketing role in context of organisation.

Unit Number and Title Unit 2 – Marketing
Essentials
Project Title Marketing Concepts
and Internal
Relations (Part 1)
1

Table of Content
Assessment Part 1
1.0 Introduction 3
2.0 An overview of the different marketing processes 4
3.0 An Explanation of the role and responsibilities of a marketing
manager in the context of the organization 5
4.0 An analysis of how marketing influences and interrelates with
other functional departments of the organization 6
5.0 An analysis of the value and importance of the marketing role
in the context of the organization 7
6.0 Conclusions 8
References 9
2

1.0 Introduction
Marketing is the concept of exploring the current and future trends for business
which will help the company to grow well. With the help of marketing a company can
analyze their targeted customers that whom they want to offer their products, what
promotional techniques they will choose to aware their customers about their
offerings and many others (Rabby, Chimhundu and Hassan, 2021). There are
various current trends of marketing for a company like social media marketing, re
targeting campaigns, internet video advertisements, marketing survey and many
others are current marketing trends (Williams, 2016). Future trends in marketing
are technologies and software which can be used to conduct marketing research and
prepare reports by their own to suggest opportunities for company to grow well to
target those customers only who are most exited to purchase the offerings of
company. Secondly, a drone will be used in future to show virtual aids of products at
any place where they found crowd of customers (Kundu, 2021). This will help to
aware customers in market place easily.
Burberry is a well popular company in fashion industry which was founded in the
year 1856 by Thomas Burberry and it is headquartered in Horseferry Road,
Westminster, London, UK. They are having 421 stores all over the world.
The following report covers an overview of different marketing process, roles and
responsibilities of a marketing manager, interrelation of departments and the
analysis of value and importance of marketing role in context of organisation.
3

2.0 An overview of the different marketing processes
STAGES OF
MARKETING
B2B B2C
Stage 1-
awareness
This is the stage where a business
search for information for their
supplier companies that which
company will provide them high
quality of raw material in lower
cost. For example, Burberry will
search for various suppliers.
This is the stage where customers
search information for the company
which can help them to fulfil their
needs and wants. For example,
customers will aware get aware
about Burberry and its offerings if
they want to purchase fashionable
cloths.
Stage 2- interest Here buyers look at products and
review the product.
Here, customers learn about
products that what are the
speciality of the product which they
choose to buy.
Stage 3-
consideration
Here, buyers (Burberry) share
their research with other
stakeholders so that they will
decide that they will start dealing
with the suppliers or not.
Here, customers read reviews
about the product and compare
them with other products like prices
comparison, quality comparison
and many others.
Stage 4- intent Here, buyers get product demo. In
context of Burberry, they will ask a
small quantity of fabrics from the
supplier company for demo and
analyse their quality.
Here, customer learn about
products that how to use that
product and what benefits they will
get after purchasing the product.
Stage 5-
evaluation
Here, buyers review contract
proposal that how much they need
to buy from their suppliers and at
what date their suppliers will
deliver the raw material. This
contract is supposed to be signed
by both parties.
Here, customers review shopping
cart and complete the checkout
(Naseri and Noruzi, 2018).
Stage 6- buy At the end, company purchase the
raw material from the selected
supplier company.
At the end customers made their
purchase decision and the
company will make sure that they
will provide after services to their
customers to maintain good
relationship with them.
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3.0 An Explanation of the role and responsibilities of a
marketing manager in the context of the organization
There are few responsibilities of marketing managers in context of Burberry which
are mentioned below-
Responsibilities toward enterprise-
 To collect the information from marketing research and deliver to superior
executives to make decisions for organizational growth (De Luca and et. al.,
2021). Keep all marketing activities within the budget.
Responsibilities toward employees-
 To motivate employees. To make sure that the employees in marketing department will net get high
burden of their work.
Responsibilities toward customers-
 To analyze their needs and wants and try to fulfill them (Functions and
Responsibilities of Marketing Manager, 2016).
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 To aware customers about the offering without any show off and they must
share true and loyal information to customers.
Roles of marketing manager in Burberry-
 To plan and oversee a broad range of activities within their department that
whether employees are performing well or not.
 To make sure that the advertisements of the product should be conduct and
execute effectively after checking their content and techniques or promotion
(Sun, Price and Ding,Thaichon and et. al., 2019).
 To conduct marketing research on regular basis and keep the eyes on current
marketing trends, competition and many other external factors.
4.0 An analysis of how marketing influences and
interrelates with other functional departments of the
organization
The interrelationship of marketing functions with other departments are mentioned
below-
Marketing department with HR department- The marketing department is
responsible to collect the marketing information such as targeted customers,
customers preference and experience about the product and many others. Hence,
they need skilled and dedicated employees within their department (Van Pinxteren
and et. al., 2019). On the other hand, HR department is responsible to recruit and
hire employees for companies. Therefore, marketing department interconnect with
HR department and make them aware that what all skills they are required for their
new hired employees and HR department help marketing department to hire
employees for their department as per their requirement.
Marketing department with operation function- The main operations of
Burberry company is to manufacture fashionable dress and sold them to end
customers. Hence, marketing department collect information about the current trend
of fashion and convey this report to operational department which manufacture the
products according to the current and future trends.
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Marketing department with finance department- The finance department of
Burberry prepare budget for marketing department so that they will conduct their
marketing research appropriately (Hanaysha, Al Shaikh and Alzoubi, 2021). Hence,
in case marketing department of the chosen organisation need additional budget for
their new product launch then they will communicate to finance department and ask
them to provide the additional budget for the specific period of time.
5.0 An analysis of the value and importance of the
marketing role in the context of the organization
In context of Burberry, marketing plays a very important role for their growth. Their
marketing department also create value for the business and maintain their high
brand reputation within the market. The employees within the marketing department
of Burberry collect marketing information by conducting research research and help
them to analyze the factors which influence the customers to buy their products. For
example, Burberry company analyze that their customers are more prefer to buy the
fashion products which are made up of sustainable fabrics. Hence, they will start
manufacture their products by using sustainable fabrics and meet the customers
demands. They also collect information about the competitive environment that what
kind of new product has been launched by their competitors and what benefits they
are getting after launching new product. Hence, marketing will also help them to
compete well with their competitors and gain competitive advantage. The biggest
role of marketing in company's success is that it help the company to aware their
customers about the offerings and attract them toward the company.
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6.0 Conclusions
From the above information it is concluded that marketing department is one of the
most important department for company's growth. It will help them to analyze the
need and preference of customers and to analyze the current and future trends
within their industry to grab them and gain profit. It is also concluded that the
marketing manager has various roles and responsibilities toward their company's
growth. The interrelationship between marketing department with other functional
departments will help the company to manage their activities smoothly which further
help them to enhance their productivity and profitability. The interrelationship of
marketing department with HR department will help them to hire skilled and talented
employees for them.
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References
De Luca, L.M. and et. al., 2021. How and when do big data investments pay off? The
role of marketing affordances and service innovation. Journal of the
Academy of Marketing Science, 49(4), pp.790-810.
Hanaysha, J.R., Al Shaikh, M.E. and Alzoubi, H.M., 2021. Importance of marketing
mix elements in determining consumer purchase decision in the retail
market. International Journal of Service Science, Management, Engineering,
and Technology (IJSSMET), 12(6), pp.56-72.
Kundu, S., 2021. Digital Marketing Trends and Prospects: Develop an effective
Digital Marketing strategy with SEO, SEM, PPC, Digital Display Ads & Email
Marketing techniques.(English Edition). BPB Publications.
Naseri, Z. and Noruzi, A., 2018. Content marketing process model: a meta-synthesis
of the literature. Webology, 15(1), pp.8-18.
Rabby, F., Chimhundu, R. and Hassan, R., 2021. The elucidation of marketing
trends and a post-positivist approach to understand consumer behaviour–a
review. Journal of Tianjin University Science and Technology, 54(8), pp.13-
32.
Sun, W., Price, J. and Ding, Y., 2019. The longitudinal effects of internationalization
on firm performance: The moderating role of marketing capability. Journal of
Business Research, 95, pp.326-337.
Thaichon, P. and et. al., 2019. Online relationship marketing: evolution and
theoretical insights into online relationship marketing. Marketing Intelligence
& Planning.
Van Pinxteren, M.M. and et. al., 2019. Trust in humanoid robots: implications for
services marketing. Journal of Services Marketing.
Online-
Williams. A., 2016. Trends of Marketing Past, Present, and Future. [Online] available
through:
<https://metova.com/trends-of-marketing-past-present-and-future/#:~:text=Trends%20of
%20Marketing%20Present,Retargeting%20Campaigns/>
Functions and Responsibilities of Marketing Manager, 2016 [Online] available through:
<https://www.gktoday.in/topic/functions-and-responsibilities-of-marketing-manager/>
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Table of Content
Assessment Part 2
Section A: Briefing Paper p-p
Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps
marketing mix p
How the marketing mix is applied to achieve business objectives,
relating to the two chosen organisations p
Section B: Marketing Plan p
Marketing goals and objectives based on marketing mix
analysis/situation analysis p
7Ps marketing plan p
Tactical action plan p
Measures for monitoring and evaluating progress p
References p
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Section A: Briefing Paper
Comparing how two different organisations within the
same competitive market apply the various elements of the
7Ps marketing mix
Elements of
marketing mix
Burberry Zara
Product Burberry sell clothes,
perfumes, accessories for
men, women and kids and
sunglasses. They are having
high brand reputation in
fashion industry and they
focus to gain the trust of their
customers through their high
quality.
Zara provide women wear, men
wear as well as kids wear. They did
not outsource their manufacturing
process. They analyse the market
trends and try to become the first to
offer high quality and trendy
dresses to their customers
Price Burberry use premium pricing
strategy to sell their products
where they set the prices of
their product higher than their
competitors because they
want to maintain a good
brand reputation and it will
also predict that they offer
good quality that's why they
charge high prices (Burberry
Marketing Strategy &
Marketing Mix (4Ps), 2021).
Zara is looking to gain more
customers by offering them
affordable prices of their high
quality clothes and other
accessories. They also follow
premium pricing strategy but they
fluctuates the rates of their
products.
Place Their products are present in
various kinds of stores in over
50 countries. They make sure
that their stores will be made
in highly populated area for
earning more profit. They also
sell their products through
their e-commerce portals.
Zara is having over 3000 stores at
worldwide level. They also use
their websites to sell their products
through online mode.
Promotion In context of Burberry, they
use TV advertisements,
online ads, social media
marketing, billboards and
Zara did not spend much on their
promotional activities. They hardly
conduct any advertisement or any
other promotional campaign for
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many other techniques to
aware their customers about
their offerings. They also use
discounts and offers on
occasional days to gain the
attention of their customers.
their branding. They follow the
promotional technique of word of
mouth where customers will
themselves share their positive
reviews of Zara products to create
interest and demand among other
customers.
People In context of Burberry, they
are focused for the well-being
of their employees and hence,
they provide various facilities
to their employees. They also
maintain good relationship
with their suppliers but they
switch to other suppliers if
they found that other supplier
will offer them same or high
quality of fabrics in lower
prices.
Zara is focused to train their
employees well and due to which
they invest upon the training of
their employees and make them
effectively train to interact with their
customers. Secondly, they also
prefer to deal with same suppliers
for longer period of time.
Process Burberry make sure that they
will fulfil the needs and wants
of their customers. They order
their fabrics and other
requirements from their
suppliers and manufacture
their products. Then they
store their products within
their warehouses and then
transported to stores. In case
of online purchases, the
delivery vehicle can collect
directly from warehouse due
to which customers will gain
discount.
Zara make sure that their stores
will have appropriate inventory of
products and for this they installed
high quality of software and
technology which will help them to
manage their inventory well (Zara
Marketing Strategy & Marketing
Mix (4Ps), 2021) . They also make
sure that their products will reach
to customers doorstep as quick as
possible in case of online
purchases. They also ask for the
feedback of customers to make
changes within their production
method.
Physical
evidence
They have their own
packaging bags on which
their company's name is
mentioned. Their logo, stores,
bills of products and
advertisements will help the
customers to know that the
company is not fraud.
The Zara stores and their official
website will predict that they are
honest company. Secondly,
whenever customers reach to Zara
stores, they found it busy. Hence, a
lot of crowd of customers predict
the physical evidence of the
company.
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How the marketing mix is applied to achieve business
objectives, relating to the two chosen organisations
Marketing mix will help the company to achieve their objectives effectively and this
will be evaluated below-
 In context of Burberry, their main objectives are to grow well and lead the
industry, deliver sustainable products, high quality of growth for stakeholders
and for organizational reputation. These objectives can be fulfilled by
marketing mix of Burberry like their pricing strategy which is using premium
pricing will help them to grow their stakeholders by earning more profit. They
can achieve their objective of leading the industry by maintaining good
relationship with their customers as well as employees which is mentioned in
the people element of marketing mix.
 In context of Zara, their objectives are to enhance customers satisfaction,
increase customer equity and gain competitive advantage (Ong and et. al.,
2021). These objectives can be achieved by marketing mix of Zara like the
product element of marketing mix will help them to deliver quality products to
their customers which further help them to gain customer satisfaction. On the
other hand, the objectives of gaining competitive advantage can be achieved
by place and process element of marketing mix because their easy availability
of products (place) will help their customers to reach the stores near their
residential areas and choose their required products. Secondly, their effective
supply chain management (process) will help them to manage their inventory.
Section B: Marketing Plan
Marketing goals and objectives based on marketing mix
analysis/situation analysis
Marketing plan is very important for the organisations because it will help the
company to make sales easier and to achieve their set goals. In context of Burberry,
their marketing plan will help them to analyse the ways and strategies which they
have to follow to achieve their set goals which further help them to enhance their
productivity and profitability (Othman and et. al., 2020). It also help the chosen
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organisation to analyse where their resources will be used to grow organisation and
how the company measure their performance.
Marketing goals of Burberry according to the marketing mix can be evaluated below-
 To offer high quality of goods and services to customers for gaining their good
experience.
 Offer new diversification of products to customers on timely basis.
 To expand the business all over the world.
 To maintain good relationship with customers which further help to maintain
high brand image.
Market segmentation- They must segment their market majorly on the basis of
demographic segmentation such as age, gender, income and many others.
Market targeting- The targeted customers for their new product portfolio will cover
females only from the age group of 16-34. The company also target low and middle
income customers for their products.
7Ps marketing strategy
Product- Burberry must focus to develop their product portfolio and try to make their
products with sustainable fabrics. They can introduce new product which can be
organic cosmetics for women.
Price- The prices for their new product will be affordable so that at initial time of
sales of new product they will gain more customers. They can also use discounts
and offers for their customers.
Place- The store should be merged like all Burberry products will be soled at same
building with different segments. For example, 1st floor will be for clothing and 2nd
floor for footwear, 3rd floor for their organic cosmetics. They can also sell their new
product through their website and apps. They must make their website easy to use
for their customers so that they will order their products easily (Opresnik, 2018).
Promotion- They must use social media marketing option for promoting their
existing products and new product. They target young ladies for their organic
cosmetics and most of the young generation use social media channels to collect
information.
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People- They must maintain good relationship with their suppliers who supply them
organic raw material. Providing training to employees is essential for the sale of their
products.
Process- They must conduct marketing research and analyze the customers needs
for organic cosmetics so that they will control their production activities because it is
essential to sell the organic cosmetics just few days of its manufacturing.
Physical evidence- The packaging and designing of the product will be biggest
physical evidence for the company.
Tactical action plan
Tactical action plan consist of those steps which are required to fulfill strategic
business plan.
Tactic action plan Time consumed to achieve
the strategies
the Burberry company need to conduct marketing
research appropriately to analyze where they the
market is having demand of organic cosmetics or not.
They need 3 months to
achieve this aim.
The price which they should set for their organic
cosmetics will be affordable and lower as compared to
their competitors. Discounts should be given on bulk
purchases.
They need 2 months to
decide the prices of their
new products
The company will sell the product on their stores as
well as on online through their website and other e-
commerce businesses.
The supply chain will be
managed effectively for this
They must promote their existing products and new
product with effective social media promotional
strategies like using high quality of graphics for
photographs and videos of the products (Magalhães
and et. al., 2020). They make sure that the company
will only offer precise information on social media site.
They must twice check the
content of promotion and
this may take 7-8 days.
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They must train their existing employees well so that
their employees can gain all information about their
new product and can influence their customers to
purchase it by highlighting the benefits of the new
product diversification.
Training of employees will
take at least 2 months.
It is said that the organic products is essential to use
quickly after their manufacturing due to their life spam.
Hence, Burberry must collect the orders from their
customers and then manufacture the products
according to their needs and wants.
Evaluation of process need
15 days to review
They are required to make the designs of their organic
cosmetic product in such a manner which is easy to
handle for customers.
-
Measures for monitoring and evaluating progress
The company is required to test the quality of their new product before launching it to
market. They are also required to ask their customers about the feedback that
whether the product is making them satisfied or not. Hence, marketing survey is the
technique for monitoring the customer satisfaction by company. Beside this, they can
also use various digital tools and software to monitor the performance of their
website like Google Analytic will help them to analyze what keywords are used by
their customers to search their products and which month is having more orders.
Financial analysis for the company-
Sales analysis: It measure the performance of the business on the basis of sales performed by
the business concern during the period. In case of Burberry, sales of the entity have increased over
the period of time. Sales of the company has increased by 20.56% in the last one year which is a
significant increase in the sales.
Market Share Analysis = The current market condition of Burberry states that the company
captures approximately a huge share in the market. It comprises of 41.83% of male and 58.17%
female.
Efficiency Ratio:
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Asset turnover ratio: This ratio measures the ability of the organisation to generate income from its
assets.
= Total sales/total assets
Year 1 = 2344 / 3502
= 0.67 Times
Year 2 = 2826 / 3697
= 0.76 Times
Interpretation: From the above calculated ratio it can be seen that the turnover ratio of the
company has increased which means that organisation is able to increase the efficiency of using its
assets. The ratio has increased by 0.09 time in the specific period of time.
Inventory turnover Ratio: It measures the ability of the company to manage its inventory effectively
and efficiently.
= average inventories/cost of goods *365
Year 1 = 402 / 682
= 215.15 Times
Year 2 = 406 / 815
= 217.29 Times
Interpretation: From the above calculated ratio it can be concluded that the is able to increase the
ratio which means that the inventory has been rotated more as compared with the previous year.
The sales of the company have increased with the increase in the inventory turnover ratio.
Gross Profit: This ratio measures the profitability of the organisation by subtracting all its
manufacturing and selling expense from the revenue earned by the company.
=Gross profit/total sales
Year 1 = 521 /2344 * 100
= 22.22%
Year 2 = 650 /2826 * 100
= 23.00 %
Interpretation: From the above gross profit it can be concluded that the organisation is being
able to generate enough profits from its operations which is due to increase in the profits of sales of
the company.
Net profit: This ratio states the net earnings of the organisation in specific period of time. It
is generally calculated at the end of the year.
=Net profit/total sales
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year 1= 376 /2344 *100
= 16.04%
year 2= 550 /2826 * 100
= 19.46%
Interpretation: From the above calculated ratio, it can be seen that the business concern has
been able to increase its business profits because of the increase in the Net profit of the company. In
order to further improve the profits, organisation needs to work on decreasing the cost incurred on
the business operations.
References
Magalhães, M. and et. al., 2020. Canvas marketing plan: How to structure a
marketing plan with interactive value?. In Handbook of Research on Emerging
Technologies for Effective Project Management (pp. 158-168). IGI Global.
Ong, A.K.S. and et. al., 2021. Consumer behavior in clothing industry and its
relationship with open innovation dy
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to
Develop a Digital Marketing Plan. In International Conference on Social Computing
and Social Media (pp. 333-341). Springer, Cham.
Othman, B. and et. al., 2020. Integrating After Sale Service into the Traditional
Marketing Mix Model. Their Effects on Service Value and Customer Retention
towards Clothing Store Brands in China. Revista Argentina de Clínica
Psicológica, 29(5), p.19.
Burberry Marketing Strategy & Marketing Mix (4Ps), 2021 [Online] available through:
<https://www.mbaskool.com/marketing-mix/products/17065-burberry.html/>
Zara Marketing Strategy & Marketing Mix (4Ps), 2021 [Online] available through:
<https://www.mbaskool.com/marketing-mix/products/16999-zara.html/>
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