Marketing Essentials.

URGENT

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2 Determine how roles and responsibilities of the marketing relate to the wider
organisational context.................................................................................................................5
PART 2 ...........................................................................................................................................7
P3 Marketing Mix used by different organisations to achieve business objectives....................7
PART 3 ...........................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation.........................................9
Conclusion ....................................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Developing and creating a product is one part, but introducing it to targeted audience
requires specialisation tools and techniques in marketing (Avila-Robinson and Wakabayashi,
2018). The marketing approach adopted by company describes its position and success in
marketplace. Marketing is a soul of every organisation that is success of product or service is
dependent on the way of communication and the value it provides to customers. The organisation
taken for this report is Burberry Ltd. The company is a leading manufacturer and designer of
extensive line of outerwear for men's, women's and children's. Burberry is a British luxury
fashion brand established by Thomas Burberry in year 1856 at United Kingdom. The report
covers following topics- key roles and responsibilities of the marketing functions, their relation
with the wider organisational context, analyse the marketing mix to the marketing planning
process to achieve business objective and evaluate and produce a basic marketing plan for an
organisation.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
In an business organisation, a marketing function is a differentiate and specialised
activity performed in order to capture the market (Burgess and Munn, 2017). A marketing
function play crucial role in organisation by taking the goods and services from the place of
emergence to the place of consumption. In relation to Burberry, marketing function department
is continuously contributing in developing and maintaining the brand image of company in the
marketplace. The following are the key roles and responsibilities of marketing function-
Roles of Marketing function
 Meeting consumer needs and wants: The marketing function department analyse and
identify the needs and wants of the consumers and accordingly implement their
marketing strategies. The marketers of Burberry do deep study on the market situations
and identifies the need and preferences of customers and implement changes in the
planning.
 Ensure survival, Growth and reputation of organization: Customers are the main
focus of every organisation as they determine the survival of business. Marketing is
customer-centric, so it helps in accomplishing the objectives and goals of business. The
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marketing function in Burberry focus on customer retention and satisfying customers
with the products and services it offer as it helps in increasing the reputation and growth
of the company.
 Adapting the right price: Price is one of the critical element which helps in identifying
the value for the product or service is worth-full or not. The marketing strategies helps in
determining fair prices, identifying the appropriate changes and building a right approach
to capture the large market share (Faßmann and Moss, 2016). The marketing department
of Burberry on regular bases study and evaluate the customer behaviour that is identify
the income status of public and their capability to spend. This approach has helped them
in determining the right price for its range of products which true value.
 Better product offering: The company is dealing in vast varieties of product across the
globe and has improved the physical presence of the product in order to offer better
product. This has helped the company as customers find the packing and labelling
attractive which lead to increase in sales volume. Therefore, marketing function also play
a creative role by designing and maintaining good product offerings.
Responsibilities of Marketing function
 Listening to customer needs: For building marketing strategy, its important to know the
customers in order to identify what their needs are. The marketing department of
Burberry, build the plan for receiving customer feedbacks with the help of internal and
external channels of the company. From internal channels the team gets the information
about the sales and customer support team that may provide relevant facts and figure to
enhance or redirect the marketing strategies. By conducting search and by analysing
social network helps in better understanding of needs of customers and in this way
outside channels proved beneficial.
 Tracking trends and monitoring competition: It is important to know the current
position of the company and the level of competitors to identify the mistakes and errors
in order to avoid the decrease or failure in its functioning and strategies (Gurtner, Spanjol
and Griffin, 2018). Tracking of current trends helps in determining and formulating new
strategies where as monitoring the strategies of competitors helps in identifying their
tricks and methods which provides great benefit in the planning process.
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P2 Determine how roles and responsibilities of the marketing relate to the wider organisational
context.
Burberry is one of the most luxuries and iconic brand established in UK with wide
variety of products (Holbrook, 2018). The brand is highly influence by British culture and has
able to established its presence and brand name all over the world. The marketing department
operates and carry out n number of activities in order to achieve the goals and objectives of the
company. The primary objective of the marketing department is to accomplish the long-term
goals and objectives of the Burberry. The marketing team functions in order to promote the
business and is responsible for the conversions in the business of the company. In order to
increase the revenue the marketing department functions and operates in coordination with other
departments of the company.
Marketing department-Research & Development department
The marketing department and Research & development operates in relation to each other
in order to produce the desire results. Marketing department evaluate the response of audience on
the particular strategy implemented and identifies its impact on the profitability margin. The
marketing department communicates the difference or uncertain activities to the R&D
department, so that they carry out research study in the defined areas to identify and analyse the
changes and additions.
Marketing department-Production department
Marketing department evaluates and analysis the viewpoint and behaviour of customers
towards the products and services of brand and finds out what customers are purchasing more
and what are the less consumed productions. The marketing department accordingly instructs the
production department about the need to increase or decrease the production of products and in
which range they need to put more focus on quality.
Marketing department-Sales department
Marketing and sales department work closely with each other as marketing team is
responsible for bringing quality leads to the sales department (Kayabasi and Mtetwa, 2016).
With the help of various software such as automation software they create leads and provide
these leads to sales team for further processing. Sales team is the only department who
experiences the response of customer on the products and services of the company. Marketing
team knows each and every aspect of the product and accordingly direct and guide the sales team
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about the product that is quality, usage and benefits so that they can explain properly to the
customers.
Marketing department-Quality Control department
Marketing team on the bases of the response of the market come to know about the
needs, behaviour and preferences of the customers (Sharma, Ahuja and Alavi, 2018). On
majority bases customer have quality issue with the products as according to quality they don't
find product valuable to invest their money on. The marketing department after evaluating and
identifying the factors informs the quality department regarding the problems so that quality
team take corrective measures accordingly.
Marketing department-Finance department
The marketing department and finance department work in coordination with each other
and helps in increasing the revenue of the company and to provide competitive advantage.
Marketing department is the one which incurres lot of expenses in company as they don't have
control on the marketing budgets. The finance department maintains and regulates the inflow and
outflow of money within the company. According to the marketing department instructions the
finance team need to regulate and make changes in the budgets to make the balance in the flow
of fund.
Marketing department-Customer Service department
Marketing department and customer service department are inter-related and work in
coordination as the motive of both the departments is customer satisfaction. Marketing
department performs advertising activities and in those provide the customer support to make
sure that customers are served properly and their problems are solved on time. The coordination
between two departments helps in customer retention by solving issues on times which lead to
customer satisfaction.
Marketing department-Human Resource department
Marketing team formulates and build marketing strategies and for that they require
skilled managers and work force (Sharp, 2016). The Human resource department perform the
function of recruitment according to the requirements in the company and keep check on them.
The marketing department communicate its needs and requirement of resources and as per their
preferences the HR team conduct the recruitment and selection process within the company.
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More over the HR department is responsible for evaluating the performance and productivity
level of employees within the company.
PART 2
P3 Marketing Mix used by different organisations to achieve business objectives.
Marketing mix is the set of plans that a company chooses in order to take the right actions
to sell their products(Pike, 2015). It includes marketing tools to target the market and make
strategies in line with them. It provides the guidelines for placing the right product in the right
market.
Bases Burberry Zara
Price Burberry has a premium pricing
strategy. They have products which
cannot be priced lower as they are
sold in the market where their
products are in demand because of
its high pricing which also denotes
that they provide good quality
products.
Zara's products are good in quality
but lower in pricing. They provide
quality products which are trendy
but affordable. The brand also
provides various offers to
customers to sell its products.
Place Burberry has its products sold in
more than 500 stores globally. The
have a strategy to locate the stores at
the premium locations to get the
guaranteed sales(Perreault, 2018).
They get a major percent of sale s
from the online stores so they have a
good market both online and offline.
Zara own its stores and have a
unique business model which is
not into franchising. They give a
luxurious look to its stores by
using good lights and attractive
mirrors.
Product Burberry deals in luxury fashionable
goods which are of unique designs
and high quality material. The brand
has its designs from 1880 and are
Zara is the leading fast-fashion
company which provide products
to men, women and children
which are in latest trends and
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still the best selling design. They
serve the best quality products in
international markets. They provide
product in categories like
accessories, beauty, kids, men and
women.
fashion. All the products are
manufactured with sustainable
resources and use of
biodegradable bags which reduces
the waste.
Promotion Burberry has always focussed on
promoting its products. They place
the advertisement in high class
magazines to target the right
audience. Emma Watson, the famous
actress is a part of their brand
(Blythe, 2019)
Zara spends the money in opening
new stores rather than investing in
promotional activities. They prefer
word of mouth as a promotional
tool and gets attention from that
rather than taking part in any
campaigns.
People Burberry employees highly trained
people with the basic criteria that
they should be fit. They focus on
after sale services so they people are
well educated and have a good
communication skills. They have a
good appraisal policy.
Zara invests in its people, they
train them and provide them
performance based appraisals to
motivate its employees. They have
stores in many countries where
they hire the local staff and they
need to be trained about the
organisational culture.
Process Burberry uses technology in its
process like SAP which makes it an
efficient company. They also
provide high quality customer
service. Their technology is the key
to success of its operations but it
should be taught well to the staff as
the process will be strong when the
people using it are capable of using
Zara has a fast process as it alters
its collection every 15 days so
they require skilled staff at each
level(Larson and Draper, 2015)
The systems they use are normal
so that their staff does not face
any problem and can deliver the
products to its customer without
delay.
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it.
Physical Evidence Burberry follows a standard store
outlets in their stores globally to give
them the environment of its
international products. Their point of
sale gives the essence of making the
sells effective.
Zara provides the friendly
environment to its customers.
They are focussed in providing
better service and experience than
its competitors. Their stores are
clean and spacious.
Contribution towards achieving business objectives
The marketing strategies of companies help in identifying the marketing mix and plan the
activities accordingly (Purvis, 2016). Burberry is into luxury fashion which requires monitoring
and controlling towards their marketing goals which will focus on target customers. Marketing
mix needs to be altered so that they can maintain the brand image and provides the best product
to its customers.
PART 3
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is a structured format that outlines the strategies to make the new plan in
order to expand its objectives. It is formed on the bases of overall strategy of the business and
will be made keeping those strategies lined with the objectives.
Burberry is a luxuries fashion brand targeting high class customers who prefer quality
over price. The need to make marketing plan is that their operations are wide and they plan to
expand to have the growth in the market (Baker and Magnini, 2016).
SMART objective
(Specific, Measurable, Achievable, Relevant and Time Bound)
These are the mnemonics to provide the guidelines which motivates and provides the
directions to the organisations. They are made to achieve the targets and creates goals for the
companies.
 To introduce 'home décor' in the existing market within 3 months in order to expand
the market with desired increase in profitability by 20%
SWOT analysis
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SWOT analysis is done by the organisations to analyse the internal environment of the
business (Piñeiro-Otero and Martínez-RolánX, 2016). The companies own capability and
internal processes should be strong and they should be aware of the involvement of various
factors to strengthen the decision making.
Strengths
 Market coverage- Burberry is operating globally so the customers have a strong
relationship with the brand. They will get the upper edge when the will expand to the
category of home décor.
 Unique design- They are famous for its design which is the best selling since 1880. It
will give a unique combination to home décor products and people will be attracted
towards it.
Weaknesses
 Small target market- Burberry's pricing strategy makes it difficult for the company to
segment to new markets. They have small market and cater to the fashion of those
segments.
 Expensive- They will have to keep the price high which might make the customers think
as they do not have any reviews about the products and investing huge money into this
will make them resist it.
Opportunities
 Market share- It will increase the share of market for Burberry and will make them
more visible to its target audience.
 Promotion- The existing celebrities can promote them and they do not need to invest
extra for promoting home décor.
Threats Risk- It will be a new segment to Burberry and they do not have any base to make the
judgement about the performance of home décor products.
Porter's Generic Forces
Marketing plan requires to analyse the business which affects the strategies of the
organisations. These factors helps in understanding the requirement of the market as the
expansion will involve risk and cost (Pike, 2016).
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 Cost Leadership-It makes the organisations having a competitive edge as the price of the
products affects the decision of its customers. Burberry has a premium pricing so they
will not have the cost advantage for home decor.
 Differentiation- This makes the companies understand how they are and why they are
unique in the market. Burberry's products are high priced by the uniqueness makes the
customers pay the price. Its designs are attractive and are always in fashion and they will
serve to the market which requires fashionable home decor.
 Focus Strategy- This has 2 aspects- focus on cost and focus on differentiation. Burberry
focuses on differentiation and includes that in their core business objectives.
Choosing the best strategy for Home Decor
Differentiation will increase the impact of its home décor in the market. Burberry should
consider differentiation as it best strategy for home décor as it will help the company making this
category successful.
Marketing mix- 4 P's
Marketing strategies are effective only when the basic pillars of marketing mix are
framed properly (Rancati, Gordini and Capatina, 2016). They are categorized into product, place,
price and promotion. They need to have a strong strategies for these marketing mix.
 Price- Price is directly related to the quality of the product for people who have a high
purchasing power. Home décor products of Burberry will have high prices which will
give the competition to other brands in terms of quality.
 Place- The stores of Burberry are there in many countries which will give them the
platform to serve. They have stores in premium location which will make them target the
customers. The online and offline market is huge for Burberry.
 Product- They will provide products like curtains, mats and carpets and will give the
design which is there USP.
 Promotion- They will use the celebrity promotions and also giving advertisement in the
famous magazines for home décor which they use it for its other categories.
Budget
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Monitoring and Controlling
Monitoring and controlling is the basic function of marketing and is the stage where the
companies get the feedback about its products and services. The deviation from the plan can be
identified in this step and any deviation will make the companies to alter its plan. The company
also requires to find the reason for deviation. Burberry needs to monitor and control the home
décor category as it is the new segment for the company and they will have to design its STP.
Conclusion
Burberry is one of the biggest company in the luxury fashion brand. It should invest in
new emerging markets as they have a large market share in its target market. They are strong in
markets like clothing for men, women and beauty products. They have wide operations and
require to plan the strategies which align the business plan. Marketing mix plays a great role as
they impact the business operations so the managers need to give the efforts in analysing the
market and designing the strategies for long term success of the organisation.
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REFERENCES
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