Marketing Essentials.

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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