Roles and Responsibility of Marketing in Burberry

This report analyzes the roles and responsibilities of marketing in the context of Burberry, a fashion company. It discusses the key elements of the marketing function, their interrelation with other departments, and the use of marketing mix strategies to achieve business objectives.

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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These are few roles and responsibility of marketing function of the organisation which helps
them to achieve their organisational goals.
Analyse the roles and responsibility of marketing in the context of marketing environment
Figure 1: About Burberry
Source: About Burberry. 2019
Marketing department has various responsibilities not only to the organisation but towards
the society as well. They have to consider the impact of their operations on the environment.
Some of the roles and responsibility of marketing are given below:
Towards customers: The marketing department of the Burberry identify need and want
of the customer and accordingly provide them the goods and services which help them to satisfy
the customers with a better quality of products. Marketing can influence the buying behaviour of
targeted customers towards the products and services of an organisation through using
promotional platforms such as social media etc.
Towards public: The department fulfil their responsibility towards public by providing
various job opportunities in the field of marketing with is it helps to improve standard of living
of the people.
Towards supplier: The marketing department of Burberry make timely payment to the
suppliers which help them to build healthy relations with them. This improves the image of the
company and ensures that supply of the material does not get interrupted (Campbell, Martin and
Fabos, 2018).
Towards competitors: Marketing is useful for an organisation in bringing rivals’
strategies which makes easy for manager to update their current strategies in order to defeat them
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in competitive market. It can be possible through conducting an appropriate research on their
different rivals which includes Christian Dior, Prada etc.
Roles and responsibility of marketing in context of the organisation
In an organisation marketing department plays a crucial role as they are connected with
other departments of the organisation which help them to achieve the organisation goals.
Integration among all the department helps the Burberry to reduce wastage of the resources such
as time and money. When all department work with each other it becomes easier for them to take
decisions which further helps them achieve the targets. Roles and responsibility of marketing in
organisational context can be understood from the integration with different departments which
is given below:
Marketing and production department: Both of this department are directly linked to
each other. Marketing department of Burberry on the basis of information gathered assist the
production department to produce a specific quantity of goods and various features and designs
which can be added to their products whereas production department make all the goods
available on time.
Marketing and human resource: Both of this department plays crucial role in achieving
the organisational objectives. Human Resource Department has the specialisation in recruiting
and selecting the best candidate out of a pool created by them. This helps the marketing
department to build a efficient team which can help them in satisfying the customers. While
marketing department of Burberry provides various specifications which they required in their
team. This integration of departments help the company to get efficient and competent staff
(Malhotra, 2015).
Marketing and Finance Department: This department are highly dependent upon each
other as on the basis of information gathered by the marketing department the Finance
Department of Burberry identifies the amount which they have to procure whereas the finance
department provide sufficient funds to the marketing department so that they can efficiently
carry out their activity. Also both the department help each other in formulating the budget on
the basis of information so gathered.
Marketing and Research Department: For the company like Burberry it is necessary to
conduct research on their existing products which will help them to identify what changes can be
made in them so that they can increase the level of satisfaction of the customer this facilitate
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Marketing department attract the customers. The Marketing department of the Burberry provides
assistance to them in understanding the changes in the products and the development which can
make on the basis of the behaviour of the customers.
Analyse of the interrelationship between marketing and other department of the organisation
In organisation such as Burberry, it becomes important for all the departments to work
together. This can be done by integrating All the departments with each other so that overall
objective of the organisation can be achieved. Integration of all the departments helps to utilise
the resources of the organisation efficiently as it reduces the cost of doing the same thing again
and again as well as time. The finance department procured the funds for the entire organisation
which facilitate Marketing department to undertake their activities without facing any shortage of
funds whereas production department ensure that the goods are easily available on time to the
marketing department so that they can make them available to the customers. On the other hand
the marketing department provides the other departments all the market information which helps
them in decision (Larson and Draper, 2015).
Critically analysis of key elements of the marketing functions and their interrelation with other
functional units
In every organisation marketing department plays a crucial role is it directly or indirectly
helps the other department in decision making. The interrelation among all the departments helps
them in building strong relationship with each other as a result of which they have strong
communication. Further it will develop comfortable working place all the employees of different
department. But it sometime can adversely affect the organisational culture as there can be
conflict among the department which can be because of lack of communication, mismatch of the
targets, lack of understanding and many more. This leads to delay in achieving organisational
goals and increases cost for the organisation.
LO 2
Marketing mix to the marketing planning process to achieve business objectives
Marketing mix is a strategy which helps the company to identify various tactics which
have to follow to survive in the competitive world. It helps to analyse the pricing strategy,
promotional strategy, various products which are being offered by the company and many more.
Burberry has an objective of making huge profit, growth and long-term sustainability due to
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which their management make continuous efforts in representing their brand visually to the
targeted audience by designing the store or creative magazines etc.
For Burberry various the marketing mix strategies are identified along with this the strategy of
their competitors Gucci is also identified.
Basis Definition Burberry Gucci
Product The product is the item
which is being offered by
the company to the
customers to satisfy their
needs and wants.
The Burberry is famous for
their fashion clothes which
are distinctive then their
competitors. Also they
provides various cosmetic,
shoes, fragrance etc.
Gucci sells their products
under five broad categories
and each of such categories
a separate product line.
Their products are
considered to be off better
quality and differentiated
then that of their
competitors.
Place It is that location where the
products and services of the
company are made
available to their customers.
The place plays important
role in attracting the
customers.
The company has their own
stores from where they
make their goods available
to the customers. Also they
provide their goods from
franchised stores making
(Pike, 2015).
The products of Gucci are
sold either through online
medium or their products
are sold through the retail
stores with which they have
entered into the agreements.
Price It is the amount which is
being paid by the customers
for the goods and services.
In this organisation decides
upon various pricing
strategies which depend
upon the demand.
The prices of the products
that are offered by the
Burberry are premium
prices as they have been
targeting a high class
people which are least
bothered for prices but for
quality.
The pricing strategy which
is being followed by the
company is competitive
pricing strategy as well as
product bundling prices.
Their prices are generally
more than their competitors.
Promotion It is the technique which The promotional mix which They use various media
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helps the organisation to
create awareness about their
products and services to the
customers. A combination
of promotional mix is
decided by the companies
which depend upon their
target market.
is being used by the
company is through high
class magazine. Along with
this they have launched
various promotional
campaigns.
channels to promote their
goods such as TV, radio
etc. But with the increasing
use of social media they
advertise their products on
various social media
platform as well.
People It is the employees who
works in the company that
helps in delivering the
product and services to the
customers and in building
relation with them.
The marketing team of the
Burberry put a lot of efforts
to bring efficiency in the
business. They also have a
separate customer service
department with the help of
which they easily cater their
customers.
The people of the sales
team gather the details of
the customers taste and
preference and accordingly
various decisions are taken
by the company. Also they
provides various training to
their people which helps
them to meet up with the
customers demand.
Process The process is nothing but
the steps which are used by
organisation to provide
their products and services
to their customers.
The company make sure
that their products are
available at all of their retail
stores. Also they have
online delivery process
which helps them to
manage their operations
efficiently.
They have their system
which helps them to
identify the inventory with
the retailers. This helps the
Gucci to ensure that their
goods are available at all
their stores (Sridhar, 2016).
Physical
Evidence
Physical evidence is the
evidence for the
transactions which is done
between the customers and
Burberry sells their
products in a distinct colour
and packaging which
becomes their evidence.
The receipt and the carry
bag which is being provided
by the company is the
physical evidence. Apart
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the organisation. Also they have a user
friendly website where the
customers are allowed to
view their products
(Nguyen and Simkin,
2012).
from this their website and
online presence are
evidences.
Tactics used by Burberry to achieve business objectives
Tactics are the short term strategy which can be followed by the company to achieve their
specific targets and objectives. Burberry can effectively use marketing mix strategy to achieve
their short term goals. For example, using promotion mix as tactic by management, Burberry can
able to attract large number of customers and influence their buying behaviour towards their
brand. This can increase their possibilities of achieving their desired goals and objectives i.e.
growth in profit and long-term sustainability. Another tactic that will be more profitable thus
taken into consideration is price which is the main influencing factor of customers’ buying
decision. Apart from this, They can use the tactics of benchmarking in which they will set
standards and targets on the basis of a company which feel is performing well in the industry.
This will help them to align all their activities with them also it will help them to increase the
level of performance of the employees (Kumar, 2015). It will make them competitive and
competent to handle the situations effectively and to achieve their targets.
LO 3
Basic marketing plan for an organisation
Marketing plan is a plan that outlines various strategies which can be followed by the
organisation while they plan for any development in their existing products, introduces new
product or they plan to expand their (Jones and Rowley, 2011).
Company overview: Burberry is a luxury fashion house, headquartered in London. The
main product of the company is their trench coats, ready to wear outfits, shoes, fragrance etc.
The company has been serving worldwide either through their stores or through franchised
retailers. The company is planning to launch chemical free perfumes which will be made up of
natural ingredients.
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Executive summary: Burberry always plans to expand their market share either with the
existing products or with new products. Due to this the company is planning to launch chemical
free perfumes which will be made up of natural ingredients. It will help them to make their
existing customer base strong whereas it will increase their market share as people are becoming
more of health conscious. To make the launch successful this marketing plan is developed which
facilitate various activities such as marketing mix helps to decide upon pricing strategy etc.
Vision and Mission of the company: The vision and mission of the company is to
achieve growth in profit and long-term sustainability which can be possible by maintaining their
vitality and integrity of their brand that will help them to satisfy their customers. Also to
continue to develop their business that will help them make it relevant.
Objectives: The objective of the company is to increase the market share by 10% which
will help the Burberry to increase their revenues.
Situational analysis: To conduct the situational analysis SWOT analysis will be done for
the launch of new product:
Strength Weaknesses
 The company has a strong brand image
which will help to convince their
customers for these chemical free
perfumes.
 The company has a strong engagement
with the community which helps them
to understand their taste and preference.
 The prices of the products so offered by
them are priced premium which will
same in case of chemical free perfumes.
 Frequent changes in the taste and
preference of the customers can affect
the introduction of the product.
Opportunities Threats
 The product that the company planning
to launch has a opportunity to tap the
market as the customers are becoming
more of health conscious.
 Along with this the demand for
premium products is increasing as the
people tries to maintain their standard
of living etc.
 The major threat that can affect the
introduction of their product is of the
level of the competition which is very
high segment business (Dyllick and
Muff, 2016).
 The customers may not adopt such
products as people become addict to
some fragrance. Due to this they may
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not accept the new product.
Strategy: For the successful implementation of the plan it is necessary for Burberry
to follow some strategy. The strategy which can be followed by them is segmentation,
targeting and positioning. These strategies are given below:
Segmentation It is an approach that helps the organisation to divide the entire market into
small divisions on the basis of common characteristics possessed by the
population. Classification can be done basics of geography, behaviour,
demographic etc. The Burberry has divided the market segment on the basis
of the income group, taste and preference, and Lifestyle.
Targeting The focus of this is to offer the products to the segment customers. Burberry
can use selective marketing strategy which will help them to attract people
from high income group for their organic perfume (Clow and James, 2013).
Positioning This is the strategy which is related to the customer's mind regarding the
product and services of the company. Burberry can adopt value based strategy
positioning of their organic perfumes as with the help of which they can make
their customers understand the benefits of the product.
Tactics: The tactics which can be used by Burberry for their new product is given below:
Product The product which is being offered by the company is organic perfumes which
will be made up of natural ingredients.
Price The pricing strategy which can adopt is premium pricing as they have been
following the same for the existing products.
Place Their new products which are launching will easily be available at their stores,
websites and even at the stores of the retailers who they have entered into contract
for the existing products (Ahrens, 2011).
Promotion They can promote this product with the help of magazine, advertising on
television. Along with this it will be effective for them to use social media to
promote the product.
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Action plan: The action plans the company to identify the steps which they required to
reach to their goals. It includes budget, estimation of the resources etc. (Bull, 2016)
Budget estimation: The budget helps the company to determine the estimated expenses
and revenues for the company. The budget for Burberry is given below which will help them in
implementing the plan.
Specifics Amount (£)
Latest technologies 53000
Promotional strategies 41000
Product development resources 74000
Training and development 10000
On the basis of this budget it is identified that most of the expenses is being done by the
company on the technology to make their efficient for their customers. Also their focus is on the
promotional activities which will make their customers aware about their products and services.
Control: Controlling is one of the important steps of the plan as it helps the company to
identify the strategies with the help of which they can analyse the performance. In Burberry the
controlling can be done by comparing the actual performances with the standards performances
so identified by the team to achieve the goals and objective of the company.
CONCLUSION
It is concluded from above report that marketing is an essential activity for the company
which helps them to achieve their objectives by integrating with other departments of the
organisation. With the help of this function various strategies are formulated by the company
such as marketing mix which will help them to decide upon their prices, products, promotion etc
that will help them to achieve their targets and goals. Further it is concluded that the marketing
plan gives an idea about how they can implement the plan efficiently.
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About Burberry. 2019. [Online]. Available through: <
https://www.burberryplc.com/en/company.html>.
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