Roles and Responsibility of Marketing Function in Burberry Company

Marketing Essentials

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1: Roles and responsibility of marketing function...........................................................................3
P2: Define role and responsibility of marketing in relation to wider organisation context................5
TASK 2....................................................................................................................................................6
P3: Compare the ways in which different organisation apply marketing mix in order to achieve
business objectives:...........................................................................................................................6
TASK 3....................................................................................................................................................9
P4: Produce and evaluate marketing plan..........................................................................................9
CONCLUSION.......................................................................................................................................12
REFERENCES........................................................................................................................................13

INTRODUCTION
Marketing encompasses the activities like creating, communicating, producing as well
as delivering suitable services to different stakeholders including the ultimate users or
customer, clients, partner as well as society. Research is an important function of marketing
department that helps to identify the information associated with external opportunity as well
as thread. Based on this marketing manager evaluate the performance and modify action to
improve the functioning of overall entity (Andersen, P., Weisstein, F. L. and Song, L.,
(2020). To better understand the report Burberry company is used whose headquarter is in
England. The company offers luxury collection of fashionable accessories as well as clothes
in diverse market and has successfully build unique image. This report cover topics like roles
as well as responsibility is associated with marketing function. Explain interrelation between
marketing function with other departments in the wider organisation context. Moreover,
comparison is made on the different organisations on the basis of marketing mix. Further,
marketing plan is prepared to provide the detailed information about innovation in order to
gain core competencies.
TASK 1
P1: Roles and responsibility of marketing function
Marketing function includes roles and responsibility where the company prefer the
needs and wants of the customers by gathering the data and thereafter analysing it a to get the
success in long term basis. Such feature helps the company to create brand awareness by
shoeing their USP to the market so that they can differentiate from the rival firms and get
competitive edge over them. The main role of marketing function is to transfer the ownership
to ultimate consumer from the producer. They had to analyse the trend, preference of
customer and accordingly provide the product which matches customer expectations and
satisfy their wants. There are different types of marketing function which are defined below:
Product or service management: It helps in generating the revenue for the company.
Talking about Burberry the role of manager is to manage the product line of luxurious items.
The main idea is to take care of the entire product so that all the products are in shape and it
doesn’t create dissonance for the product line for customer (Nirschl, M. and Steinberg, L.,
(2018). So it is very necessary to satisfy the customers and make electronic customer
relationship management on basis of designs, packaging and even modification according to
the needs of the customers.

Pricing of product: Pricing directly influence the demand of the product and before
deciding the price for a product various factors needs to be considered which are brand value,
prices of competitors etc. It is very necessary that price do justice to the product. Burberry
has gone for skimming or differentiates pricing strategy where the company works on
providing qualitative products and the attention is premium customers and the prices are
generally on higher side.
Financing: It is another crucial fiction for the company. Here company looks for
various sources of finance so that they can do expansion and all the business operation. They
work on getting funds for the various business requirements. Burberry company which has
worldwide reach has lot of option to generate finance and work with effectiveness. The
company need to choose the source where the cost is less. Company had a good relationship
with their stakeholders like creditors, suppliers and an even employee. They take products on
credit and shortage of cash never stops their operation as they believe on paying their
creditors later. Function like non cash transaction never hinders the operation of company and
helps them to finish the task on allotted time (Pooler, J. A., (2018).
Distribution channel management: Distribution channel have various
responsibilities like transferring the product to its ultimate consumer and storing the product
safely so that spoilage and damage can be reduced. They basically act as middleman who
connects the producer to the consumer and help the company to maximise their sales.
Burberry company have different distribution to carry on the task depending on the time, they
use direct and indirect channel. They also have warehouse to keep the products and at the
same time they need to ensure that quality of the product is maintained over a period of time.
Company also use digital media to make the experience of the customers lighter. They
provide all the contact details about the help centre so that customer can reach out in case of
any queries.
Promotion: It affects the sales of the company directly. So it is the most important
part of organisation. Here the customers are made aware about the product offered by the
company via advertisement in digital platforms (Pooler, 2018). The aim is to reach more and
more public to increase market share. Burberry company use promotion to advertise digitally
to convince customer to make purchase and brand endorsement is done so that more customer
attention can be gathered and sales can be increased.