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Marketing Mix of Burberry and Marketing Plan : Assignment

   

Added on  2020-10-22

23 Pages4010 Words325 Views
Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Explain the key roles and responsibilities of marketing function.........................................1P2. Justify how roles and responsibilities of marketing associate to the wider organisationalcontext.........................................................................................................................................3TASK 2............................................................................................................................................4P3. Compare the ways in which different organisations apply the marketing mix to themarketing planning process to achieve business objectives.......................................................4Planning process which is applied by Burberry to achieve organisational goals and objectives......................................................................................................................................................7TASK 3............................................................................................................................................7P4. Produce and evaluate a basic marketing plan for an organisation........................................7CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11

INTRODUCTIONMarketing is one of the most understandable concept in the study of management. Itincludes in various functions of creating, promoting and delivering of goods and services in theeffective way. It is very important part of every organisation because the marketing alwaysfocuses on consumer goods and services. The purpose of marketing concept is prepared forsatisfy customers and achieve organisational objectives in an appropriate way. As per thismarketing management is also responsible for analysing or satisfying customer needs in aprofitable way. Marketing activities have unlimited resources in order to purchase variousproducts in a store. In this present report Burberry has been chosen as an organisation, it isluxury fashion house in British. It was established in 1856 in Basingstoke, England by ThomasBurberry and their headquarters in London UK. This company mainly focusing on the growth ofoutdoor attire in to the high fashion of market. Along with this, roles and responsibilities ofmarketing and interrelation between marketing or another department will be discussed.Marketing mix of Burberry and marketing plan of this organisation will get covered in this report(Ahmed and Rafiq, 2013). TASK 1P1. Explain the key roles and responsibilities of marketing function.Definition-It is the activity through which company can make value for consumers and also createstrong customer relationships in order to gain good outcomes form the customers in return. In theother word, marketing management is a process for analysing, participating and satisfyingcustomers needs effectively.Current and future trends of the marketing-Marketing activities are very much essential in order to follow different types of currentand future trends for the growth of company. Marketing also follows different ways of deliveringgoods and services in the organisation. In this marketing procedure was accomplished throughthe various advertisements, pamphlets, offline marketing and so on. But in the new trend ofmarketing mainly companies follows online websites, social sites like Facebook, Yahoo, Gmailetc. Whereas, future trend of marketing will be completed by promoted products through1

different technologies like A1 technology as well as live videos which helps the consumers inorder to select product in a desirable manner.External environment influences and also impacts on the marketing activity: Marketing activities are very well known concept and it is affected by various factors likesocial, economical, political, environmental, technological or legal. Therefore, these factors ofexternal environment heavily influence the marketing concept Burberry and their strategy. Sothese factors are explained below:Political factor: Burberry is a international brand but for expansion of their market indifferent countries, company has to opt all government policies or rules in order to operate theirbusiness strategy in an effective manner. If company will follow these rules and regulation thanBurberry can easily ignore governmental issues or can stay for long time at market. Social factor: In this factor, Burberry need to follow different culture for all type ofcustomers. This is because all consumers have different dress code and also prefer various typesof product. Therefore, for better stability in the market of any country company need to useseveral social media platform such as Facebook, Twitter or Instagram as well so that thiscompany can easily gathered customer's feedback with their products. Operation of marketing department and their structure: Marketing structure of Burberry is mainly based on demands of customers and leaders aswell for the better development of an organisation. In this company lot of leaders and employeesworking together which always considered marking operation such as relational manager,product manager and advertising manager. On the other side, marketing operation is a importantterm that always adopt several kind of strategies or functions from market in order to attain goalsor particular objectives in an appropriate way (Armstrong and et al, 2015).Roles and responsibilities of a marketing function-In any type of business company every marketing department mainly focuses on thequality of product and services in a effective way. There are different roles and responsibilities ofBurberry in regards with marketing functions which are given below:Exchange functions: The department of market in Burberry it analyse and evaluaterequirements of all customers. Main aim of these exchange functions is to provide different typesof goods and services as per their choice. 2

Market information: It is very important role of company leaders or managers that theyshould have proper knowledge of market in order to launch new product at marketplace. Thisfunction commonly concentrate on internal or external factors of any country before theexpansion of market. Market preparation: According to this, leaders or marketing managers determine theactivity of making new plan or activity in order to extend the sales of product at marketsegmentation. It is necessary for identified the brand name at market. Market planning alwaysincludes in effective offers like discount, promotion an so on (Baker and Saren, 2016). Product designing and thinking: According to this concept, marketing functions mainlyfocuses on design and development of new product as per consumer requirements. In thisfunction Burberry offers their different products to its customers like several variety of clothes,different kind of perfume, cosmetics items and so on. With attractive packaging. Thisorganisation also make used different media in order to attract consumers effectively.Funding: marking function always plays important role in any company and they alsofocus on the budget of company. This can be said manager of marketing department gives cardfacility so that customer can earn their points and also can use their card in any shop fromBurberry with low amount. Therefore, this concept accomplish the demand and requirements ofcustomers. According to the above explanation regarding with various function, roles andresponsibilities of marketing department are helpful to make profit and accomplish customersneeds and wants. P2. Justify how roles and responsibilities of marketing associate to the wider organisationalcontext.The department of market plays crucial role in every firm in order to increase future growth of anorganization. Company also share their data and lot of information about products and services atmarketplace. The market department of Burberry have interrelationship with each other aneffective way. In regards with Burberry and their marketing department always contributes in thegrowth of an organization. According to this marketing department also leads internaldepartment about needs of purchasers. Burberry's interrelationship with other departments givenbelow: 3

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