Roles and Responsibilities of Marketing in Burberry

This presentation discusses the key roles and responsibilities of the marketing function in Burberry, including meeting consumer needs, ensuring survival and growth of the organization, adapting the right price, and offering better products. It also explores how these roles and responsibilities relate to the wider organizational context.

Marketing Essentials
Burberry

Table of content
 Introduction
 Roles of marketing
 Responsibilities of marketing
 Interrelation between marketing and other departments

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.

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
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.

Cont…
 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).
 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
 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.
 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).

Determine how roles and responsibilities of the marketing relate
to the wider organisational context.
 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 marginMarketing 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.

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.

REFERENCES
 Avila-Robinson, A. and Wakabayashi, N., 2018. Changes in the structures
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 Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing,
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marketing. International Journal of Contemporary Hospitality Management.
 Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
 Burgess, B. and Munn, D., 2017. A Practitioner's Guide to Account-based
Marketing: Accelerating Growth in Strategic Accounts. Kogan Page
Publishers.
 Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal. In
Instagram als Marketing-Kanal (pp. 13-21). Springer VS, Wiesbaden.