Role and Responsibility of Marketing in Context of Burberry

This presentation discusses the role and responsibility of marketing in the context of Burberry, a well-known British luxury fashion house. It explores the interrelation of marketing with other functional units and the significance of these interrelationships. The presentation also covers the key elements of the marketing function and its impact on productivity and competitive strength. References are provided for further reading.

Marketing essentials

Table of content:
• Introduction
• Role and responsibility of marketing
• Role and responsibility of marketing in context of marketing environment
• Role of marketing in wider organizational context
• Significance of interrelationships
• Key elements of the marketing function and interrelation with other functional units
• Conclusion
• References

Introduction
Marketing is a crucial process used by companies to create value for its consumer with the aim of building
strong relationship with them and also act as medium between organisation and all other stockholders
to exchange relevant information between them. Burberry organisation is a selected for this
presentation which is a well known British luxury fashion house headquartered in London, United
Kingdom. This presentation includes the main role of marketing and its interrelation with other
functional units of an organisation.

Definition of marketing
Marketing is basically an activity or set of institutions and
processes that are conducted by an organisation for creating,
communicating, delivering, and exchanging offer, things that
have value for customers, clients, partners, and society at
large. Thus , the main aim and objective marketing is on
promoting buying and selling of product and services therefore
crucial role in enhancing productivity and profitability of an
organisation.

Nature of marketing
The nature of marketing includes following points:
Consumer oriented- the main focus of marketing is on the needs and desire of customers thus, only
those goods and services must be manufactured and delivered by an organisation that satisfy
consumers.
Art as well as science- marketing is both an art as well as science as it includes physiological efforts to
identify various and need of customer together with use of various techniques to make goods available
at right time, right place, into right hands, right quality, in the right form and at right price.

Current and future trends of marketing
The current trend of marketing in context of Burberry includes effective use of digital and social media
together with more effective online channels to have better communication with its customers. The
future trend of marketing that can be adopted by Burberry includes more emphasis on customer
personalised marketing that includes use of targeted emails and custom video messages to have more
effective bonding with customers and better advertising of products.

Marketing process
The various steps included in marketing process in context of Burberry is provided below:
Analysis- it is the foremost step of marketing that includes proper analysis and evaluation of various
aspects of bushiness environment by the marketing team of Burberry to become aware about current
trends of market.

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Strategic planning- after analysis of market the next step is making effective planning and strategies for
betterment of Burberry with respect to current market trends and circumstances. An analysis is done by
marketing team of Burberry to adopt and chose the best available option to enhance its customer base
and productivity.
Marketing Mix decisions- at this step elaborated tactical decision are made by Burberry about its
controllable parameters that includes product development, product pricing, product distribution and
product promotion in order to gain better competitive strength and position in target market.

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Implementation and control- It the last step
where use of various control measures are
made to monitor and adjust marketing mix
as per current market change.

Role and responsibility of marketing
Marketing is a broad concept that aim at coordinating and balancing all activities and functions of an
organisation with the desires and expectations of customers. The main role and responsibility of
marketing in context of Burberry plc are provided below:
• Marketing research and strategy formulation
• Product development

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Promotion and communication- it the main responsibility and most vital role of marketing function in
Burberry organisation that includes use of effective promotional tools and strategy in order to make its
customers aware about features and new product of organisation to tempt them fir buying.

Role of marketing within both B2B and B2C context
B2C and B2B are two main forms of commercial transactions where B2C stands for business-to-consumer
which is a process of selling products directly to consumers. On other hand, B2B stands for business-
to-business which involves a process for selling products or services to other businesses. In context of
Burberry, B2B is more associated with the logic of the product and its feature and there is little
emotion involved in the purchasing decision so the main focus of B2B marketing is on understanding
buyers buyers and their operation within the confines of organizations' procedures.

Role and responsibility of marketing in context of
marketing environment
A crucial role is played by marketing in context of marketing environment as it makes an origination about
current opportunity and threats that are prevailing in the business environment. Beside this, it also
makes an organisation ware about competitors strategies thus, facilitates better position in marketing
environment. In case of Burberry, the marketing is responsible for making it aware about the prevailing
opportunity so that better efforts and strategies can be made to grab that through conducting timely
market research.

Role of marketing in wider organisational context
The role of marketing in wider organisational context of Burberry can be understood with the help of
following interrelation of marketing with other functional unit of organisation.
Marketing and Logistics: The logistic function of Burberry is associated with supplying best quality
products, cloths and accessories to its customers.

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Marketing and Human resource- the human resource department of Burberry is associated with the
recruitment and selection of a competent and skilled individual to ensure efficiency in its business
operations. An interrelation and collaboration between marketing and HR facilitates better availability
of qualified candidates for a vacant job position.

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Marketing and finance- an interrelationship between marketing and finance at Burberry ensure optimum
utilisation of resource and funds as finance department prepare various budgets and reports for
marketing function in order to reduces wasteful expenses.
Marketing and IT- a close interrelationship exits between marketing and IT in context of Burberry as
marketing makes this organisation aware about various new innovation and advancement in technology
that enhance efficiency of operations of marketing.

Significance of interrelationships
The interrelationship between marketing and other functional unit is significant for an organisation as it
ensure production and delivery of better quality product together with more competitive strength. The
significant of interrelation between marketing and other functional unit of Burberry can be understood
through following points
• Enhancement in productivity
• Better Competitive strength

Key elements of the marketing function and
interrelation with other functional units
Key elements of marketing function consists of conducting timely market research, evaluation of
competitors strategies, selection of effective communication and promotional channels and facilitating
awareness about brand and organisations. All these key elements of marketing are effectively
interlinked with other functional unit of Burberry as timely market research ensures efficiency in
production of product.

Conclusion
On the basis of above presentation it can be concluded that marketing plays a crucial role in timely analysis
of opportunity and threat and also facilitates better communication and promotion of product. Besides
this an interrelation between marketing and other functional unit is also effective in meeting the
objectives of organization

References:
 Lippold, D., 2019. Neue Perspektiven für das B2B-Marketing. Springer-Verlag.
 Makhitha, K. M., 2019. Marketing strategies for closing the market access gap experienced by small craft
producers in South Africa. Journal of Business and Retail Management Research. 13(3).

Thank you!!!!