Burberry Marketing Functions and Strategies
Added on 2020-10-22
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MARKETING ESSENTIAL
TABLE OF CONTENTTABLE OF CONTENT................................................................................................................2INTRODUCTION...........................................................................................................................1PART A...........................................................................................................................................1a.) Explain the key roles and responsibilities of marketing function in respect of anorganisation..................................................................................................................................1b. Elaborate the key roles and responsibilities of the marketing in context of an organisation..2c) Roles and responsibilities of marketing in the context of the marketing environment.........3d ) Interrelationships between marketing and other functional units of an organisation.............4e )Critically analyse and Evaluate key elements of the marketing function and how theyinterrelate with other functional units of company......................................................................5PART B...........................................................................................................................................61. Marketing Mix of Burberry in comparison to Chanel.............................................................62. Different tactics adopted by organisations to demonstrate how business objectives arachieved.......................................................................................................................................9TASK 2..........................................................................................................................................10Incorporated in Power Point Presentation.................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing is the concept or activity which is involved in identifying, foreseeing, andsatisfying customer needs (Babin, and Zikmund, 2015). This report will highlight marketingessentials of Burberry company which is a British lavish fashion residence headquartered inLondon, England. Its fundamental style specializes in and distributes trench coats, ready-madeouterwear, fashion add-ons, fragrances, shades, and beauty products. Further, the assignment willoutline role and responsibilities of marketing function. In addition, it will focus on concept ofmarketing and its current and future trends. Furthermore, the assignment will describe theinterrelation between marketing and functional units of company. In addition, the assignmentwill also outline comparison of Burberry with its compositor i.e. Chanel in reference with 7P's ofmarketing. PART Aa.) Explain the key roles and responsibilities of marketing function in respect of an organisationMarketing is associated with the trade of products and offerings. Marketing conceptdepicts exchange of services and art of creating relationship for managing customer expectations.Marketing concept is based on 5 fundamentals that is selling, production, product, societal andmarketing. Changing current trends of marketing has created wide growth opportunities for themarketing management of Burberry. For example, the marketing team of company is nowfocused on managing hyper targeted messages and personalised campaigns which are innovatedwith the help of mobile generated data. Apart from this, future trends of marketing will befocused on 4 E’s that is engagement, exclusivity, emotion and experience. The followingfunctions are undertaken by the Burberry for the exchange of goods and services:Marketing Planning: In order to acquire the goals with reference to its marketing, theresponsibility of marketing manager of company is to plan out advertising plan(Armstrong and et.al., 2015). For instance, the Burberry has a 25% market share of aselected product and they want to increase it to 40%. Thus, in order to acquire the goal,the role of marketing helps Burberry to put together a plan for the extent of productionand promotion activities. Promotion: Promotion approach of Burberry has a responsibility of updating thecustomers about the goods of the company and influencing them to buy that merchandise.1
There are four techniques of promotion adopted by company: (i) Advertising, (ii)Personal selling, (iii) Sales advertising and (iv) Publicity. Thus, their role in methods ofpromotion is to impact the income of company and helps them in taking decisionsregarding the budget of the organization.Customer Support Service: Burberry treats their Customers as the king of market.Therefore, it's far one of the chief features of company that have a responsibility toprovide each viable help to the customers. Their role is to help the client by providingvarious services like after-sales-service, maintenance, etc. gives them satisfaction andthus this function develops a purchaser’s attachment to a specific product of a companyand they start buying that product again and again.Market Research: Market research has a responsibility to evaluate the viability of a newproducts and services through studies performed directly with the customer. Thus, theirrole is to find out the target market and record critiques and other opinions frompurchasers concerning interest in the product. Companies conduct market researchthrough surveys, product checking out and focus agencies.b. Elaborate the key roles and responsibilities of the marketing in context of an organisation.Market Research: Market studies are a key role for the advertising and marketingbranch of Burberry. Their responsibility is to help the Burberry to become aware ofmarketplace possibilities and gain a better expertise of purchaser needs. It additionallyhelps them apprehend competitors’ strengths and weaknesses to take action to shieldenterprise with current customers or attain competitive advantage.Setting Market Strategy: The advertising & marketing branch of Burberry takes dutyfor putting marketing method in step with general strategy and goals of company (Festa,and et. al., 2016). The role of marketing department of company is to design a strategyfor estimating growth proportion in a selected market zone. For instance, to go into a newzone, or to open a brand-new channel of distribution, including the Internet, to attain amuch wider geographical marketplace.Communications and Promotional Materials: The responsibility of marketingdepartments of Burberry is to arrange campaigns and increase communications materialto promote products and services to clients. Depending on the budget of company, their2
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