Roles and Responsibility of Marketing in Burberry

Marketing Essentials
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Table of Contents
Introduction......................................................................................................................................3
LO 1.................................................................................................................................................3
Key Roles and responsibility of the marketing function.............................................................3
Analyse the roles and responsibility of marketing in the context of marketing environment....5
Roles and responsibility of marketing in context of the organisation.........................................6
Analyse of the interrelationship between marketing and other department of the organisation.7
Critically analysis of key elements of the marketing functions and their interrelation with
other functional units..................................................................................................................7
LO 2.................................................................................................................................................7
Marketing mix to the marketing planning process to achieve business objectives.....................7
Tactics used by Burberry to achieve business objectives.........................................................10
LO 3...............................................................................................................................................10
Basic marketing plan for an organisation..................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
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Introduction
Marketing can be defined as an activity which helps the business to sell their products and
services to the customers. This can be done by creating awareness about their offerings and it can
be done with the help of various promotional activities. The marketing helps the organisation to
identify the need and wants if the customers which helps them to decide about their offerings. It
performs various roles and has responsibility that helps the organisation in achieving their goals.
They integrate with other functions of the organisation which helps the businesses to utilise their
resources effectively. For this report the organisation that is taken into consideration is Burberry
which is a fashion company that provides various ready to wear goods, fashion accessories,
sunglasses, cosmetics etc. In the report the roles and responsibilities of marketing functions, their
integration with other functions of the company, various tactics used by them are taken into
consideration. Along with this the marketing plan is developed for the company which will help
them to achieve their specific targets.
LO 1
Key Roles and responsibility of the marketing function
Marketing is a function which helps the businesses to promote and sell their products and
services through advertising and other promotional mix. It helps to determine various needs and
wants of the customers on the basis of which the companies make their offerings. For this
various philosophies and concepts are used by the company which vary from organisation to
(Sitkin, 2019). The important concept in marketing that has been considered by the managers of
Burberry is:
 Production Concept: In this the focus of the marketer is to produce more of goods
which will help them to reduce their per unit cost. This will also make the goods easily
available to the customers. As they will improve their distribution channels.
 Selling Concept: In selling concept, the focus of the marketer is to sell more of goods at
a large scale. This can be done by the marketer with the help of aggressive promotion. In
this the aim is to sell what is being manufactured by the company rather than what is
demanded by the customers.
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 Product Concept: The producers in this concept focus on providing the goods which are
of better quality which will facilitate them to satisfy the customers. The marketers
formulate such strategies with the help of which they can easily improve the products.
 Marketing Concept: In this concept the marketer considers the needs and wants of the
customers and accordingly provides them the goods which can easily satisfy the target
market. This is moreover a customer centric concept (Rowley, 2016).
 Societal Concept: The societal concept primarily focuses upon delivering such products
which can improve and maintain the well being of the customers and the society both.
The priority of the concept is the welfare of the society.
The roles and responsibilities of the marketing functions:
 Market Research: This is one of the important roles of the marketing for the business as
in this the needs and wants of the customers are identified which will in decision making
of the company. In Burberry the marketing research is conducted by their marketing team
on the basis of which they identify the needs of the customers and accordingly their make
goods available on their websites.
 Brand Management: For the organisation it is important to develop their brand image as
it helps the customers to easily recognise them. The marketing team of Burberry
effectively manage the brand with their marketing campaigns they keep on promoting the
brand which helps them to attract more of customers.
 Product Design and Development: For the organisations it is important to understand
that the product needs to be developed from time to time. This will help the organisation
to be competitive and to make their customers not to switch to their competitors.
Burberry keep on identifying the changes which they have to make in the products which
they are offering along with that they introduce various changes in their processes which
helps them to make their services prompt and attractive.
 Formulating Strategies: On the basis of information collected by the marketing team of
the company they formulate various strategies which help them to effectively accomplish
their goals. Burberry gathers the data about their customers and the competitors which
helps them to identify the discounts which they can offer to the customers. Also it helps
the organisations to plan for the future aspects organisation (Purvis, 2015).
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