Roles and Responsibilities of Marketing Function in Burberry

This presentation discusses the roles and responsibilities of the marketing function in Burberry, a British luxury fashion brand. It explores how marketing establishes relationships, designs marketing strategies, and conducts market research. It also examines the interrelationships between marketing and other functional areas within the company, such as finance, production, research & development, and IT. The presentation highlights the significance of these interrelationships and the critical evaluation of key components of the marketing function in Burberry.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
 Introduction
 Responsibilities and roles of marketing function
 Roles and responsibilities of marketing relate to other functional areas within
 Conclusion
 References

INTRODUCTION
 Marketing refer to the procedure of maintaining and building relationships with target
consumers.
 It defined that organization conduct marketing activities to promote selling and
purchasing of services and products.
 The current presentation is based on Burberry, is a British luxury fashion brand in
London, UK.
 The main house of above company was focuses on trench coats and distributes it
according to demand in market.

RESPONSIBILITIES AND ROLES OF
MARKETING FUNCTION
Roles of marketing function-
Establishing relationships-
 Marketing function play vital role in company as it help to build strong and trusting relation
between Burberry and its consumers effectively by offering quality products accordant to needs
of customers.
Design marketing strategy-
 The another role of marketing department within company is to create and develop promotional
strategy for specific product because it helps to generate awareness about it within marketplace
efficiently.

Cont..
Responsibilities-
Market research-
 It is the mots and first pivotal accountability of marketing
department. For surviving in a competitive environment,
marketing manager to be aware of exact needs of target market as
well as current trends within it. The main responsibility of this
department is to conduct market research in effective manner and
obtain essential information that can be used while planning for
promotion and product advertisement.

Analysis of roles and accountabilities of
marketing in context of marketing environment
 Globalisation increasing the competition among every business sector and industries
like manufacturing and transportation.
 It is one of the main reason behind accelerative competitive environment that affect
organizational functions and marketing activities.
 It effects positions and profit margin of Burberry, so in this situation, it becomes more
essential for marketing department to perform their accountabilities and roles in
appropriate way that help firm to accomplish their desired outcomes without any issues.

ROLES AND RESPONSIBILITIES OF
MARKETING RELATE TO OTHER
FUNCTIONAL AREAS WITHIN
Finance department-
 The above roles and accountabilities of marketing department of Burberry is related to
other functional units, such as finance section.
 In order to develop effective and successful marketing plan, marketing manager
coordinate and collaborate with finance section, because without taking help of this
functional area they never gain success and planned activities related to designation
which needs enough capital.

Cont..
Production department-
 The most effective role of manager in respect of marketing is to identify and investigate
current market trends. After gathering market data and info, they consult with
production department so that it can make changes in current manufacturing procedures
when it required.
 With mutual comprehension, production and marketing sections can make essential
changes in goods offered by Burberry which will help company in increasing their
productivity as well as profitability rather than before.

Significance of interrelationships between
marketing and other functional areas
Marketing and finance
 Marketing team undertakes the market research to identify the changing trends and a
complete report is prepared.
 On the other hand, finance department conducts cost analysis and prepares budget for
undertaking the projects.

Cont..
Marketing and production
 The marketing department after conducting all the research provides a complete
information to the production department to about the kind of product to be produced
as per the customer needs and preferences.
 Production department works on identifying the ways and process to develop the
product in the required quantity and specification.
 In Burberry, the both the departments are working hand in hand which has helped in
achieving desired results.

Cont..
Marketing and research & development-
 Marketing is considered as business function which coordinates with other functional
areas of Burberry.
 It coordinates with research & development function in order to achieved aims and set
objectives of company in proper way.
 With the help of effective communication and collaboration between both sections,
company can gain competitive benefits as they can provide goods according to the
needs of people.

Cont..
Marketing and IT-
 Developing strong relationship between marketing and information technology is very
important in company as it help to gain many benefits.
 Marketing by working with IT section can effectively promote goods within
marketplace that help to drive target market towards purchasing products of Burberry.

Critical evaluation of key components of
marketing function and its interrelation with
other units of Burberry
 After evaluating the significance of interrelationship of marketing with different
business function it can be said that in order to work effectively Burberry requires to
have an effective business functions which are having a cordial relationship with the
other departments.
 The different marketing functions are conducting market research, analysing the key
trends, formulating plan for promoting and branding the products and services of the
organization.

CONCLUSION
 It can be summarized from above that there are multiple roles and responsibility of the
marketing function which helps in identifying the customers needs and based on which
product is developed.
 It is very essential to have a good relationship of marketing department with other
department of the organization like marketing and production department, marketing
and finance department which helps in completion of the task more effectively.

REFERENCES
 Bednárik, J., 2018. PERSONNEL STRATEGY IN THE CONTEXT OF
ENVIRONMENTALLY ORIENTED CRISIS MANAGEMENT. In Управление
экономикой: методы, модели, технологии (pp. 143-146).
 Cherono, K. and Workneh, T.S., 2018. A review of the role of transportation on the
quality changes of fresh tomatoes and their management in South Africa and other
emerging markets. International Food Research Journal. 25(6). pp.2211-2228.
 McDONALD, M. A. L. C. O. L. M., 2016. Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.