Marketing Essentials: Roles and Responsibilities of the Marketing Function

This report discusses the key roles and responsibilities of the marketing function and how they relate to the wider organizational context. It focuses on Burberry, a British luxury fashion house, and explores the marketing essentials for the company. The report also includes a comparison of the ways in which different organizations apply the marketing mix and a basic marketing plan for Burberry.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of the marketing function.....................................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Compare the ways in which different organisations apply marketing mix..........................3
TASK 3............................................................................................................................................7
P4. Produce and evaluate a basic marketing plan.......................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an activity and process of selling, purchasing, advertising and creating
awareness about the product and services of a specific company. In simple words, marketing is
an action or business of promoting and selling goods and services consisting market research and
advertising. Marketing essentials are those tools and techniques that can be help the a company
in marketing of the business (Agnihotri and Bhattacharya, 2019). There are different marketing
essentials like advertising, promotion and sales techniques that are considered in marketing.
This report is based on Burberry which is a British luxury fashion house headquartered in
London, England. This company was incorporated in 1856 by Thomas Burberry. This written
document will covered information about roles and responsibilities of marketing function and its
interrelation with other functions. Further, will explain about marketing mix and a basic
marketing plan for company.
TASK 1
P1. Key roles and responsibilities of the marketing function
Marketing is the function of business company which create awareness so that people
aware with the products and services of the organisation. It is an activity of selling, purchasing,
promoting and advertising goods and services in marketplace. Each business is dependent on the
effective marketing program in context to attain the bus8iness objectives. In Burberry, the
marketing function play an effective role and they have several responsibilities regarding the
company that are mentioned as under:
Gathering and analysing marketing information- The marketing function of Burberry
is responsible for gathering and determining the market information which will assist
organisation in framing an interpretation. The marketing department of the company do market
analysis and get information about needs, demands, taste & preferences of consumers so that the
company can offer products as per their requirement and provide satisfaction to their desires. For
instant, changes are occurred in fashion and trend rapidly so demands and needs of target
audiences are also change and they demand trendy products (Bekteshi, 2019). To fulfil this need,
the management of respective company can produce products as per their requirement.
Branding- The another role which is played by marketing function is to assign a brand
name to product that will assist the consumers in differentiating the offerings of Burberry fro its

rivals. This function also create awareness about existing and new products of the company so
that people familiar with the brand and attract towards it to buy its products. It will help in
developing loyalty of target audiences. For example, Burberry manufacture different quality
products like outwear, footwear, fashion accessories, fragrances, sunglasses and cosmetics etc.
Customer support service- Marketing function of the company is responsible to provide
information to consumers about products and resolving their issues and quires. When customers
have any misunderstanding and confusion about the product and brand then marketing
department of organisation provide clear information to them so that they can have accurate
information (Cutler and Culotta, 2019). In Burberry, the management of the company use
different social media tools so that they can get customer feedback and help in resolving their
issues.
Marketing planning- Marketing function is responsible for creating and framing
marketing strategies so that the company can operate and survive in market till long term period.
This function also play an effective role by designing plan and plan of action to get rivals
benefits form competitive market. In Burberry, the marketing department formulate marketing
strategies regarding promotion and advertisement. So that they can provide accurate and brief
information about products which they offer to their potential clients.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing is essential for each business firm because it assists in sustaining and surviving
business till long term period. So it is important that marketing works efficiently with other
business functions in context of gaining effective outcomes and maximising sales of
organisation. For this, Burberry will work with following functions:
Human resource management- This function is concerned with hiring choosing,
encouraging, training and managing workforce of the company. The marketing function of
Burberry work closely with HR function of receptive firm. This is because when the marketing
function required candidates to fill the vacant positions then HR department conduct recruitment
and selection process to hire qualified and skilled employees for its vacant posts of specific job
role (Diachuk, Britchenko and Bezpartochnyi, 2019, May). HR function also interrelate with
marketing function because HR manager use various marketing tools and techniques such as
social media, official website, newspaper advertisement to hire a suitable candidates of the
organisation.

Research and development function- It simply means to innovate, introduce new
products and services and improve existing offerings in the markets. In Burberry marketing
function is closely related to research & development function so that they make both of their job
easier and result comes more productive (Fairley, 2019). Firstly, marketing manager give the
proper information about the potential customers needs and wants regarding products to research
and development department and the manager of this department develops , innovate and
improve products according to the need of the market and converted problems into a best
opportunities to earn a maximum profits and longer survival in the markets.
Finance function- This function is concerned with managing and organising monetary
portfolio and prepare financial reports , oversee investments etc. within the organisation. The
marketing function of Burberry is closely related to finance function because marketing manager
spend more money to attract customers for growth and on the other hand, finance manager try
to reduce that cost to earn maximum profits (Hair Jr, Page and Brunsveld, 2019). Therefore,
finance department set budget for promotion, product pricing etc. and according to that plan
marketing manager do their activities for future growth and earn a maximum profits.
TASK 2
P3. Compare the ways in which different organisations apply marketing mix
Marketing mix Description Burberry Marks & Spencer
Product It refers to a tangible
and intangible product
and services to satisfy
the customers needs
and wants. The
decisions regarding
design, features,
quality, range and
services that a
company provide to its
consumers.
The leading luxury
fashion brand in the
universe. The basic
offerings that a
Burberry provides to
its customers is men,
women, kids wear ,
cosmetics, jewellery.
It is the popular retail
chain store brand in
the world. The core
product portfolio for
its customers are
garments (like- jeans,
linen, skirt, blazers,
shirt and many
more),footwear (such
as-
loafers,sandals,boots,h
eels etc.) bags ,

accessories and
perfumes that
covering all age group
men, women, and
children.
Price This marketing mix
refers to a amount that
an user pay for a
product and enjoy it. It
is an important factor
for every business
association without it a
firm cannot imagine
profit and survival.
Here, the decisions
regarding discounting,
listing products,
special offerings etc.
Burberry design
excellent and
innovative handicraft
and use premium
pricing method
because they attracts
high- class people
where money does not
matter (Hanlon, 2019).
The manager set price
after the deep
evaluation of market
and competitors
products price.
Marks & Spencer
follow competitive
pricing strategy to
attracts the medium
and high- elite people.
Sometimes, company
offer seasonal sale to
attracts more
customers where they
use low price for old
stock as compared to
newly arrived stock.
Promotion It defines the essential
component of
marketing where the
marketers use various
promotional tools like
advertising, personal
selling, sales
promotion, direct
marketing etc. to
promote their product
to the targeted
Promotion is the core
function in Burberry
where the organisation
mainly choose
magazine, television
ads., print ads,
billboards, social
media and online
advertisement to
attract the high-elite
customers (Greasley,
Marks & Spenser
carefully choose
promotional tools and
they provide a
common message on
all medium of
communication. They
generally use TV ads,
social media ,mobile
ads and also its own
website where

audience. 2019). customers finds
various fashion tips. It
also launch a loyalty
program 'sparks' to its
targeted customers
where they add
account according to
amount spent on
shopping.
Place It defines an direct and
indirect channel of
market , location, retail
outlet etc. that provide
offerings to customers
conveniently.
There are
approximately five
hundred stores are
available around fifty
countries where
products are sold
through franchises,
third party dealer or
branded stores. The
main aim of the
organisation is “one
brand one company”
(Poleschuk, 2019).
The company
efficiently and
effectively managed
stores so that they
easily influence and
attract potential
customers.
It is a leading fashion
brand more than
thousand of stores
which operates in
around 50 countries
include France, Spain,
Ireland, Finland etc. It
can also sale their
products on its own
website and online
portals like
Amazom.com, Myntra
where customers can
easily buy goods and
get home delivery
option.
People It refer to that people In Burberry, M&S has number of

who run business from
bottom to top. Having
the right person on the
right place is very
important to sale their
product in the market.
A person play a major
role for success and
failure of any business
so it is essential to
place a right candidate
on a right place at a
right time (Prexl,
2019).
employees trained and
working in customer
service department so
that they solve the
problem and issues
relating to the products
and services and it also
have people with
distributors to obtain
raw material that play
a crucial role to
maintain and improve
the final goods and
services.
employees in its sales
team that play a major
role in selling the
market offerings by
using various
techniques and show
respect and give first
preference to its
customers. The retail
store sales person
gives product related
answers to the
questions and help
consumers to decide
what to purchase
according to their
needs.
Process It refers to that process
which delivers the
services to its
customers is paying
for.
A manager of
Burberry make sure
that at all stores
products are available
that the customer
demanded and if not
than retailers notified
it on the system
software which is
installed in the store
computer (Prakash,
Gupta and Medhi,
2019). Here,
organisation use
Marks & Spenser use
research process by
using online feedback
form, social media
pages to study the
customer needs and
according to that they
design and develops a
products (Hair Jr,
Page and Brunsveld,
2019)(Hanlon, 2019)
(Poleschuk, 2019)
(Prexl, 2019)
(Prakash, Gupta and

traditional method by
filling the feedback
form which help
Burberry to attract
customers and
innovate and produce
a product according to
it.
Medhi, 2019)(Pricilla,
2019)(Schlemmer and
et. al., 2019)
(Thompson, Tuzovic
and Braun, 2019)
(Weller, 2019)(Zahay
and et. al., 2019).
Physical evidence It means the physical
environment that an
individual experience
at the time of buying
the products and
services.
Burberry use unique
design and colour in
packaging of product
which is easily
identified by the
customers and retailers
in busy stores (Pricilla,
2019).
Marks & Spenser has
user- friendly online
website where they
view high- quality
pictures that is click
from different angles.
TASK 3
P4. Produce and evaluate a basic marketing plan
Marketing Plan-
It refers to a operational document that outlines an organisation overall marketing efforts
that how a company will implement its strategy and use optimal resources to achieve the
business objective which involves sales target and consumer acquisition. The main purpose of
making an marketing plan is to reduce the risk, diversification, growth, survival and so on.
SOSTAC MODEL
It refers to a marketing model that was proposed by PR Smith in 1990. It comprises of situation,
objectives, strategy, tactics, actions and control which is used at every level in the organisation
to effectively and proficiently do a specific task.
Situation analysis

It is an analysis of internal and external factors of a business association which identifies
potential costumers, intrinsic and extrinsic environment and their impact on the organisation
(Schlemmer and et. al., 2019). To analyse an environment Burberry use SWOT analysis method
that described below.
SWOT Analysis
Strength Weakness
 Burberry is the iconic fashion brand in
the world having 500 stores in 50
countries where consumers purchase
either on retail, wholesale and license
channels globally.
 Company advertise on business
magazines to attract the high class
people and provide best quality and
long- lasting cloths for the consumers.
 Major weakness of Burberry is that
they use premium pricing strategy
where range of products is high that
some people cannot afford it
(Thompson, Tuzovic and Braun,
2019).
 Burberry has limited product line and
dynamic market condition in Asian
markets.
Opportunities Threats
 The opportunity of Burberry is that
they collaborate with other fashion
brands to make trend more reasonable.
 Expand and develop new product line
that will help to grow market share and
this itself differentiate it from
competitors.
 The major threats in front of Burberry
is that dynamic external environment
where lifestyle,taste and preferences of
consumers changes continuously.
 Competition with major brands like
Gucci and Prada in the international
market is a massive threat present in the
organisation.
MISSION
Burberry is a iconic luxurious brand all over the world. To maintain its brand position and
integrity it always develops and produce the products as per customers taste and preferences that
help to long term survival of a company (Weller, 2019).

VISION
The vision of a company is to hold a position in an iconic fashion. To maintain our position in
the most profitable and enduring segment of the market, company drive sustainable
development and high margins time to time that helps in deliver the maximum returns.
OBJECTIVES
The main objective of Burberry is to become a leading and iconic brand for the customers and
markets which differentiate it from competitors (Zahay and et. al., 2019). They also satisfy the
end user needs by providing them wider range of products to increase its proficiency in growth
for long term sustainability.
STP
Segmentation- In segmenting the market Burberry select high class person who appreciate elite
trend with smart and classic style in the premium pricing for male , female and kids.
Target – Burberry mainly focus on the high elite women and middle aged people who are very
conscious towards the fashion which help company to earn more profits.
Position- it is the final stage in STP where a company need to place their product for this they
have unique selling price that is extremely different from competitors. In context of Burberry
they focus on quality, trend for this they majorly focus on innovative handicraft to stable in the
international market.
Marketing Budget
This component is link with ascertaining and anticipating the financial requirements in
the regard of introducing new or innovative brand within existing marketplace with an aim to
meet out all kinds of financial requirements in an efficacious and efficient manner. Due to this
component, it help organisation to generate increased level of customer satisfaction or
motivation towards brand (Agnihotri and Bhattacharya, 2019). In context of Burberry company,
by developing a marketing budget plan, it enable company to allocate the available resources in
an effective and efficient manner so that they can obtain profit maximisation in an improved
way. However, Burberry company hey make an attempt to analyse the market trend and
customer demand which drive them to prepare marketing budget plan that is shown below:
Particulars Amount (£)
Marketing 1900
Human resources 9000

Equipments 200000
Place 40000
From the above shown budget plan, it has been stated that Burberry make use of various
financial sources so that they enterprise can effectively meet out the various needs and also can
enrich the productivity of organisation among rivalries in a desired time limit without any
hindrances (Bekteshi, 2019).
Tactics
Under this component of market plan, it is concern with the strategy or technique which
an establishment imply in order to satisfy targeted audience in an amended manner. In relation
to Burberry company, they apply marketing mix which is explained below:
Product In this determinant, Burberry make an attempt to deliver high and best quality of
product which lead them to enlarge its profit margin ratio in an effectual way.
Place In case of this element, Burberry place its product or service in every convenient
location so that consumer can easily consume the product and gain high level of
satisfaction.
Price In relation to this, Burberry impose reasonable rate for its product that help them
to attract wide range of population towards the brand in an amended way.
Promotion For advertising the brand in an impressive style, Burberry make use of
traditional and online promotional tools like advertisement in newspaper, social
media platforms, billboards and so on.
Action
In this criteria, it is link with those concepts which comprises the different set of actions
that an establishment is require to perform for accomplishing the pre defined aim in a stipulated
time frame. In regard of Burberry, they make an initiative to determine each and every
manpower capability and based on that assign them suitable roles or responsibilities that enhance
overall productivity and proficiency ratio (Cutler and Culotta, 2019). Moreover, such effort
empower Burberry to manage proper and organised working structure that aid them to reduce the
possibility of confusions, conflict of interest, misconception and can reach their sales target in an
amended mode.

Control
This step of marketing plan is related to those activity in which firm controls or monitor
the entire managerial and operational function for improving the overall performance of
company in a positive manner (Diachuk, Britchenko and Bezpartochnyi, 2019, May). However,
in case of Burberry, they make an effort to collect feedback or reviews from its targeted audience
on a regular basis so that firm can cope up with all sort of current and emerging market trends in
an innovative or creative style among competitors.
CONCLUSION
As per above mentioned content, it can be conclude that marketing is a process of selling
buying, advertising promoting goods and services of a company. In an organisation, marketing
function play an effective role in different manners, as collecting information from marketing,
creating awareness about products and resolving issues and queries of customers. Marketing
function of the company is interrelated with other functions of company so the business of firm
operate in effective manner. Marketing mix provide information about products, prices,
promotion tools and others so that people aware with its different functions of business. Market
plan help in develop goods and services, creating understanding about company's products and
getting competitive advantages from market.

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