Roles and Responsibility of Marketing in an Organization

This article discusses the key roles and responsibilities of the marketing function in an organization. It explores the integration of marketing with other departments and how it contributes to achieving organizational goals. The article also provides insights into the marketing environment and current/future marketing trends. Case study of Burberry is used to illustrate the concepts.

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 is described as an activity that assists a company in selling its products and services to
customers. This can be accomplished by raising awareness of their products and services through
various promotional initiatives. Marketing aids the organisation in identifying the needs
& desires of its customers, allowing them to make decisions regarding their offers. It fulfils a
variety of functions and responsibilities that assist the organisation in attaining its objectives.
They tends to integrate with other operations of the organisation, allowing organisations to make
better use of their resources. Every company should pay more attention to their marketing
operations in order to improve their overall performance and develop a worldwide significant
brand image. Marketing is primarily defined as an activity that involves advertising and
promoting the purchase and sale of goods and services. Organizations may quickly raise
knowledge about their new products and services and improve the marketing of existing items by
using certain marketing tactics and trends, whether they be current or future trends. Burberry, a
fashion corporation that provides numerous ready-to-wear goods, fashion accessories, eyewear,
cosmetics, and other items, is the organisation that is considered for this study. The research
examines marketing departments' roles , duties, as well as their interaction with other company
activities and the various techniques they employ. In addition, the organisation develops a
marketing plan that will assist them in attaining their objectives (Schaefer, 2018)
LO 1
Key Roles and responsibility of the marketing function
Marketing is a function that assists businesses in promoting and selling their goods and services
through advertising and other forms of marketing. It aids in determining the varied needs and
desires of customers, upon which businesses base their services. Marketing is a set of tools and
practises that can be used to improve an organization's performance. Essentially, market concepts
are divided into five elements, each of which represents the essential value of marketing in the
context of Burberry. The corporation uses a variety of theories and concepts for this, which vary
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from organisation to organisation (Davis, 2017) . The following is an important marketing concept
that the Burberry executives have considered:
Production Concept: In this case, the marketer's primary goal is to create more goods in order
to lower their per-unit costs. Customers will have easier access to the goods as a result of this.
They will be able to improve their distribution networks as a result. The major goal of this notion
is to pay greater attention to client preferences and perceptions, which can aid in identifying the
specific needs of customers so that Burberry's may make product adjustments and raise
production levels (Martin, 2017)
 Selling Concept: The objective of the marketer in the selling idea is to sell more things on a
huge scale. This can be accomplished by a marketer through aggressive promotion. The
goal is to sell what the corporation produces rather than what the customers want. The
sale of items and services necessitated specialized marketing and promotion in order to
attract clients and leave a pleasant impression on their minds. Organizations can
efficiently enhance sales with the use of marketing and advertising tactics.
Product Concept: The producers in this concept are focused on creating higher-quality goods
that will help them please their clients. Marketers create tactics that allow them to readily
upgrade their products. Customers appreciate products that combine good quality with a
reasonable price. Customers are profit-driven, therefore products and services that benefit them
are likely to be retained.
 Marketing Concept-In this notion, the marketer evaluates the needs and desires of clients
and then presents them with goods that will readily fulfil the target market. Furthermore,
this is a customer-centric idea .The main focus of this approach is on target customers in
terms of product and service delivery. As a result of the competitive market,
organisations must produce high-quality products and services in order to boost their
brand value.
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 Societal Concept: The societal notion is primarily concerned with creating items that
will increase and preserve the well-being of both clients and society. The welfare of
society is the concept's top priority. This approach focuses primarily on the priorities and
needs of the targeted customers so that organisations can give them at a reasonable cost
with great quality, resulting in increased customer satisfaction and a preference for our
products over other brands. Organizations can efficiently create awareness about their
products, as well as special offers and discounts, using social media marketing, which can
help to strengthen the organization's branding.
Overview of the company Burberry
Burberry is a luxury British fashion brand based in London, England. It now designs and
distributes in different locations ready-to-wear items such as leather goods, trench coats
footwear, , eyeglasses, fashion accessories, cosmetics, perfumes, deo spray etc. The
company is a constituent of the FTSE 100 Index and is listed on the London Stock
Exchange. Burberry, along with Louis Vuitton and Prada, was ranked 73rd in Interbrand's
Best Global Brands study in 2015. Burberry stores may be found in 59 different
countries. Christopher Bailey joined Burberry as creative director in May 2001. [14] [15]
Since 2014, Christopher Bailey has served as the company's chief creative officer, as well
as its CEO from 2014 until November 2017. Bailey resigned as chief creative officer in
March 2018 and left the company entirely at the end of the year.
Current & Future Marketing Trends
According to the present situation, the marketing situation is constantly changing, so it is
critical to focus on current and future marketing trends that can assist Burberry identify
numerous chances so they can simply manage their operations and performance.
Current Marketing Trends
Internet Marketing - Organizations can boost their marketing with the help of digital
technologies. The use of numerous technologies such as FB, Instagram, Twitter, and others to
promote and advertise aid to improve Internet marketing (Deepak, 2019)
 Content Marketing - This marketing primarily entails the creation of relevant value, as
well as the delivery of consistent information that aids in the execution of profitable
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actions. Burberry's has to focus more on content strategies that can increase customer
engagement on social media by producing relevant information on the company's website
and other channels.
Future Marketing Trends
Relationship Marketing - The major goal is to increase customer happiness so that they are less
likely to switch brands. Burberry's is primarily focused with developing positive relationships
with their clients in order to turn them into loyal customers.
Ethical Marketing - This future marketing trend is primarily concerned with following legal,
social, and environmental considerations in every marketing activity, including production,
promotion, selling, and delivery. Burberry’s must deliver high-quality goods while also attending
to the demands of its customers (Kotler, 2021)
The roles and responsibilities of the marketing functions:
 Market Research: It is considered as significant functions of marketing for a corporation
since it identifies the requirements and wants of customers, which helps the organisation
make decisions. Burberry's marketing team conducts market research in order to
determine client needs and, as a result, make products available on their websites.
Brand Management: It is critical for the company to establish its brand image since it allows
clients to readily recognise them. Burberry's marketing team expertly manages the brand through
marketing efforts that continue to promote the brand, allowing them to attract large number
of customers (Grewal, 2018)
 Product Design and Development: It is critical for businesses to recognise that the
product must be updated from time to time. This will assist the company in remaining
competitive and preventing customers from switching to their competitors. Burberry is
always identifying adjustments that need to be made to the products they offer, as well as
introducing numerous modifications to their processes that assist them provide prompt
and attractive service.
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 Developing pricing , promotion and distribution strategy- Burberry's main product
categories include beauty, accessories for women, men, and children. All of these
services are part of the luxury fashion brand's product strategy. Burberry sells their
products using a premium price model. Burberry strives to create the correct balance of
low-cost and high-end premium products. to Burberry, as a luxury brand, not to directly
compete on price with its competitors in its marketing mix. Burberry is represented by
four hundred and seventy five outlets in nearly fifty countries. All these stores are mostly
placed in densely populated areas, ensuring a steady stream of revenue for the company.
At the same time, an equal number of people shop online at burberry.com, which
accounts for a significant portion of traffic. Burberry employs a variety of promotions in
its marketing mix, including television, web commercials, print ads, billboards, and so
on. Burberry recognised the importance of social media marketing early on and has been
active on the platform ever since.
 Monitor the market and environment and give customer what they want- now in the
modern era people are more conscious regarding their personality and looks so to look
smart and attractive they demand some fashionable items such as clothing , accessories so
Burberry’s decide to launch some unique fashionable items to satisfy demands of
customers.
 Meeting with customer requirement profitability: As Burberry’s main objective is to
meet the demands of clients and add a profit margin margin in such a manner so that it
gain high level of profitability. Therefore the brands charge high premium cost for the
products.
 Changing role of marketing through relationship marketing: Brands can utilise a
variety of activities to help with relationship marketing, including. Customers who have
been with you for a long time or who have purchased from you before will receive
discounts or bonuses. Solicit consumer feedback via surveys, polls, and phone
conversations, which can provide the impression that customers' ideas are appreciated
and that their input is used to improve products and services. Customers might be
thanked with a social media post or a surprise gift card.
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Formulating Strategies The company's marketing staff develops various tactics based on the
data they collect to assist them achieve their objectives more successfully. Burberry collects
information about their clients and competitors in order to determine what discounts they may
provide to their clients. It also assists organisations in planning for future parts of their operations
(Simões, 2018) .
Analyse the roles and responsibility of marketing in the context of marketing environment
Figure 1: About Burberry
Source: About Burberry. 2019
Not only does the marketing department have responsibilities to the business concern, but
also it has responsible towards society also. They must consider the environmental impact of
their operations. The following are some of the marketing positions and responsibilities:
Towards customers: Burberry's marketing department determines the customer's needs and
wants, and then provides them with goods and services that assist them fulfil those needs with
higher-quality items. Using promotional platforms such as social media, marketing can influence
the purchase behaviour of targeted clients towards an organization's products and services (Davis,
2017 )
Towards supplier- Burberry's marketing department pays its suppliers on schedule, which
helps the company maintain positive relationships with them. This promotes the company's
reputation and ensures that the material supply is not disrupted .
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Towards public-The department fulfils its public obligation by providing a variety of
career opportunities in the field of marketing, which serves to raise people's living standards.
In relation to competitors: Marketing assists a company in bringing competitors' methods to
light, making it easier for managers to update their present plans in order to defeat them in a
competitive market. It is feasible by completing sufficient study on their many competitors,
which include Christian Dior, Prada, and others (Singh, 2017)
Roles and responsibility of marketing in context of the organisation
In an organisation, the marketing department is critical since it is connected to other
departments and helps them fulfil the organization's goals. The integration of all departments
aids Burberry in reducing resource waste, such as time and money. When all departments
collaborate, it becomes easier for them to make decisions, which helps them meet their goals.
The following integration with several departments explains the roles and responsibilities of
marketing in an organisational context:
Marketing and production department: This department is inextricably tied to the other.
Burberry's marketing department uses the data acquired to assist the manufacturing department
in producing a certain quantity of goods as well as other features and designs that may be added
to their products, while the manufacturing department ensures that all goods are tends
to delivered on time (Tiwari, 2017)
Marketing and human resource: Both of these departments are critical to fulfilling the
organization's goals. The Human Resource Department specializes in recruiting and selecting the
best applicant from a pool of candidates that they have generated. This assists the marketing
department in forming an effective team that can assist them in delighting clients. Burberry's
marketing department presents a list of characteristics that they demand in their staff. This
departmental integration aids the organisation in obtaining efficient and qualified personnel .The
HR department's main responsibility is to keep track of all of the employees' activities as well as
to perform a strategic hiring process so that the marketing department can hire high-potential and
talented personnel. Both marketing and human resources duties are intertwined; the HR
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department primarily hires knowledgeable and talented individuals and then provides them with
advanced training sessions so that they can become acquainted with their jobs. Apart from that,
the HR department provides appropriate feedback to marketing personnel, which can aid in the
evaluation of their work. The marketing department's salary, remuneration, performance review,
and development are all handled by the HR department (Limón, 2018)
Marketing and Finance Department: This department is extremely reliant on one
another, as the Finance Department of Burberry determines the amount they need to procure
based on information gathered by the marketing department, and the finance department
provides sufficient funds to the marketing department so that they can efficiently carry out their
activity. Also, based on the facts received, both departments assist each other in designing the
budget. The marketing department of the company is in charge of considering product and
service promotion and advertisement in order to increase the company's selling and delivery.
Essentially, marketing strategies & plans should be included in the financial budget, which
should primarily include the profit and cost margin of the product and services. Because the
marketing and financial duties are intertwined, Burberry's finance department is responsible for
preparing a budget for the marketing department as well as overseeing expenditures. The
marketing department also keeps the financial department up to date on the promotion's cost and
budget, as well as any other additional charges (Jarach, 2017)
Marketing & production operations -
The production department's primary interest is the development of new products and services,
as well as the maintenance of existing items. Both the marketing and the production departments
are linked. Burberry's marketing department must analyze customer requirements and consider
which products & services are most popular with customers, then inform the production
department so that they can prepare a new product or make changes to an existing product based
on customer feedback, which will help to increase satisfaction of customer .
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Marketing and Research Department: It is vital for a firm like Burberry to perform research
on their present products in order to determine what modifications can be done in order to boost
consumer happiness, which will assist the Marketing department attract customers. Burberry's
marketing department assists them in comprehending product alterations and development that
may occur as a result of customer behavior. The marketing department of an organization's R&D
department plays a critical role in its operation. Burberry's R&D section is in charge of doing
market research, identifying customer needs and demand, as well as receiving client feedback on
their products and services and analyzing which promotional strategies are most effective.
Burberry’s does market research to uncover the top priorities of customers and then prepares a
report so that the marketing department of the company can make improvements that will help
them produce more value (Dixit, 2020)
Marketing environment
Internal variables (workers, consumers, shareholders, distributors, retailers etc.) and
external factors (such as legal, political, technological, social and economic) which tends to
surrounds the business and also it tends to make impact on marketing operations in this way it
tends to make up the Environment of marketing (Lilien, 2017)
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Marketing environment in context to role and responsibilities of chosen organisation
Internal customers- These are those who assist in the delivery of the Burberry’s final products.
Organizations must consider techniques to inspire internal employees to meet the needs of
external clients.
Suppliers , Internal customers, and other factors combine to create an organization's micro-
environment. To create a solid final product, an organisation must build and maintain excellent
relationships with vendors and outside organisations. As a result, continual examination of the
ever-changing micro-environment is critical for organisation Burberry.
Government policies, global economic conditions, and political stability make up an
organization's macro-environment. There are no direct reports in the Burberry.
Assess the marketing environment in relation to marketing function
At the time of performing the different functions of marketing it is the responsibility of
marketers to observe and analyse the business environment afters considering the following
factors so that it become easy to do planning and investment.
Examples of internal environment
 Vision: A vision statement, on the other hand, is a forward-looking expression of the
organization's mission and goals. In many ways, vision statement states, "based on that
reason, this is what we aspire to become.".
 Value - Values are the beliefs of an individual or group, and in this case the organization,
in which they are emotionally invested.
 Culture: Corporate culture, also known as organisational culture, refers to the
organization's values, behaviour, belief which tends to determines how workforce as
well as management communicate and conduct external affairs at the time of performing
activity of controlling.
 Ethical : in context to marketing function it is observe that right behaiviour is tends to be
consider as ethical and on the other hand wrong or bad behaivior is consider non ethical.
For this purpose government regulations and laws are set.
 Responsibility: Community Citizenship (People and Communities) Environmental
Responsibilities have become an increasingly critical problem for Businesses as well as
to Organizations (Regulatory and Moral).
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Example of micro environment
 Suppliers- Because they offer the materials for production, the actions of a supplier might
have an impact on the business strategy. For example, if their services are not reasonable
and timely, it will damage production time and sales as a result of the production process
being delayed.
 Customer: needs of consumers, locations they belong, heir taste, preference and
behaviour all are consider before launching a product.
 Competitor: An organization's competitors might have a direct impact on its business
strategies. The company must be able to conduct a competitive analysis of its competitors
in order to get a competitive edge.
Example of macro environment
 Political- in what manner various factors such as legislative changes, taxes, government
regulations make impact to business are considered before acting any marketing function.
 Environmental- Inflation , rate of interest, employment rate, financial market stability
affects the business so it important to analyse respective elements.
 Social- Education, lifestyle, culture, demographics, distribution of income are all cover
under this factor it make positive as well as negative impact to business. So deep analysis
is necessary to gain positive results.
 Technological- innovation , R&D, patent, licences, are the factors due to rapid changing
affects the performance of business.
evaluate how these internal and external factors affect the chosen organisation.
External influences have an impact on a company.- Any country's tax rate is heavily
influenced by government actions and changes in tax policies. As a result, changes in the
government's tax rate may have a negative impact on the company's profitability. The regular
variations in the exchange rate of the United Kingdom also have a significant impact on
Burberry's operations. The exchange rate is more volatile as a result of the global economic
crisis, and this has an impact on business. Burberry's company has been impacted by rapid
changes in customer demands for the retail industry. For the company to meet client demand, it
will need to invest more in research and development.
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Internal factors make impact to Burberry’s business-
 Buyers' bargaining position (High)- Customers' bargaining power appears to be
substantially higher for the current organisation investigated to construct the Burberry
pestle analysis, owing to the increase in larger participants in the market where customers
can switch brands.
 Substitute services and goods are in jeopardy (Low to Medium)- The threat of a substitute
product is recognised to be smaller for Burberry than for the current organisation;
nonetheless, this threat may be modified by factors such as increased switching costs.
Burberry's fashion clothing may have a greater switching cost than those manufactured
by other companies.
 Competition among existing competitors (High)- Burberry's main competitors are Polo,
Armani and Gucci, who compete in three categories: women's and men's clothes, as well
as accessories. Gucci is thought to have a significant competitive advantage over the
other two companies in the accessories market.
Analyse of the interrelationship between marketing and other department of the organisation
In a company like Burberry, it's critical for all departments to collaborate. This can be
accomplished by integrating all departments with one another in order to fulfil the organization's
overarching goal. Integration of all departments aids in the efficient use of the organization's
resources by lowering the cost of repeating the same task as well as saving time. The finance
department procured funds for every unit of company and allowing the Marketing department to
carry out their activities without running out of money, while the production department ensures
that goods are delivered on time to the marketing department, allowing them to make them
available to customers. On the other hand, the marketing department offers all market
information to the other departments, which aids them in making decisions (Edgar, 2019)
Critically analysis of key elements of the marketing functions and their interrelation with
other functional units -
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Every organization's department of marketing plays a critical role in decision-making by directly
or indirectly assisting other departments. The interrelationship between all departments aids them
in developing strong relationships with one another, resulting in effective communication. It
would also provide a pleasant working environment for all staff from all departments. However,
it can sometimes have a negative impact on organisational culture, as there can be friction within
departments due to a lack of communication, misalignment of aims, a lack of understanding, and
other factors. This causes a delay in accomplishing organisational goals and increases the
organization's costs (Stock, 2017)
LO 2
Marketing mix to the marketing planning process to achieve business objectives
The marketing mix is a strategy that assists a company in identifying numerous techniques
that must be followed in order to survive in a competitive environment. It aids in the analysis of
the pricing plan, promotional strategy, and various items offered by the company, among other
things. Burberry's goal is to make a lot of money, grow, and stay in business for a long time, thus
their management works hard to visually convey their brand to the target audience by building
stores, publishing creative periodicals, and so on.
Various marketing mix methods for Burberry are highlighted, as well as the strategy of its
competitor (Gucci 2017)
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 Product
Define- The product is the service or item that the firm provides to its clients in order to
meet their requirements and desires.
Burberry – Burberry is known for their unique fashion garments that set them apart from
their competition. They also sell a variety of fragrances, shoes, and cosmetics
Gucci- Gucci's products are divided into five wide categories, each of which has its own
product line. Their products are thought to be of higher quality and more distinctive than
those of their competitors.
 Place:
Define – It is the location where the company's products and services are made available
to customers. The location is very essential in drawing clients.
Burberry- The corporation operates its own storefronts through which it sells its
products to the public. They also get their supplies from franchised stores, which helps
them save money (Pike, 2015).
Gucci- Gucci's items are sold either through an internet medium or through physical
stores with which they have relationships.
 Price:
Define- It is the amount that clients pay for the goods and services they receive. This
organisation chooses from a variety of price options based on demand.
Burberry- Burberry's products are sold at premium pricing because they cater to a
wealthy clientele who are less concerned with pricing and more concerned with quality.
Gucci- Gucci's items are sold either through an internet medium or through physical
stores with which they have relationships.
 Promotion:
Define- It is a tactic that aids an organisation in raising client awareness of its products
and services. Companies determine their promotional mix based on their target market.
Burberry- The corporation employs a high-end magazine as part of its promotional
strategy. They've also conducted a number of promotional efforts.
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Gucci- They advertise their products through a variety of media outlets, including
television, radio, and the internet. However, as the use of social media has grown, they
have begun to advertise their products on a variety of social media platforms.
 People-
Define- It is the company's personnel who assist in the delivery of products and services
to customers as well as the development of relationships with them.
Burberry- Burberry's marketing team worked tirelessly to improve the company's
efficiency. They also have their own customer service department, which allows them to
better serve their customers.
Gucci- The sales team gathers information about the consumers' tastes and preferences,
and the organisation makes decisions based on that information. They also provide
various training to their employees to assist them in meeting consumer demand.
 Process-
Define-The steps taken by an organisation to supply their products and services to their
clients are referred to as the process.
Burberry- The company ensures that its merchandise is available in all of their retail
locations. They also have an online delivery system that aids in the smooth management
of their operations.
Gucci- They have a system in place that allows them to identify inventories with
retailers. This aids Gucci in ensuring that their products are available in all of their
locations (Sridhar, 20).
 Physical evidence-
Define- Physical proof is evidence for transactions that take place between customers and
businesses.
Burberry-Burberry's products are sold in a distinctive colour and packaging that serves
as evidence. They also have a user-friendly website where customers may look at their
products (Powrani, 2018)
Gucci- Physical evidence is provided by the company in the form of a receipt and a carry
bag. Aside from that, their website and internet presence are proof of their existence.
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Tactics used by Burberry to achieve business objectives
Tactics are a short-term plan that a corporation might use to attain its unique goal and
objectives. Burberry can achieve its short-term objectives by employing a marketing mix
approach. Burberry, for example, can attract a big number of clients and influence their buying
behaviour towards their brand by using promotion mix as a method by management. This can
improve their chances of meeting their targeted goals and objectives, including as profit growth
and long-term viability. Another successful strategy to consider is price, which is the most
important influencing factor in customers' purchasing decisions. Aside from that. They also
utilise benchmarking strategies, in which they set some standards as well as targets based on a
firm that they believe is performing well in the industry. This will assist them in aligning all of
their actions with them, as well as helping them to improve staff performance (Kumar, 2015). It
will make them more competitive and capable in dealing with problems and achieving their goals
(Medjedel, 2020)
LO 3
Basic marketing plan for an organisation
Marketing Plan- A marketing strategy is a plan hich includes numerous tactics that an
organisation can use to plan for any changes to their present products, the introduction of new
items, or the expansion of their business (Jones and Rowley, 2011). Burberry's key goal is to
produce high-quality products and services at a cheap cost so that the company may increase
consumer happiness and hence increase profit margins. The company is now preparing to work
on a marketing strategy, the primary goal of which is to expand the company's operations to
other locations. The company try to expand business in domestic market resident so that
audience can simply acquire their items .
Company overview: Burberry is a high-end fashion house based in London. Trench
coats,shoes ready-to-wear outfits, perfumes, deo are the company's major products. The
company has served customers all throughout the world, either directly or through franchised
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merchants. The company intends to release chemical-free perfumes composed entirely of natural
materials.
.
Executive summary: Burberry has a constant desire to grow its market share, whether
through existing or new items. As a result, the company intends to create chemical-free perfumes
composed entirely of natural materials. It will assist businesses in strengthening their present
consumer base while also increasing their market share as consumers become more health
conscious. This marketing plan was created to ensure the launch's success by facilitating
numerous operations such as marketing mix, price strategy, and so on.
Vision and Mission of the company: The company's vision and objective are to achieve
profit growth and long-term viability, which can be accomplished by keeping the vitality and
integrity of their brand, which will assist them in satisfying their customers. Additionally, they
must continue to improve their business in order to keep it relevant.
Objectives: The company's goal is to expand their share of market by 15%, which will
leads to increase revenues of the business.
Situational analysis: Situational Analysis
It is critical to employ situational analysis to discover the organization's strengths and
weaknesses. Burberry must do a situational analysis before developing a marketing strategy that
will decide its long-term performance. The following is a description of situational analysis:
For the launch of a new product, a situational analysis and SWOT analysis will be conducted:
Strength Weaknesses
 The firm has a strong brand image,
which persuade their clients to buy
these chemical-free perfumes;
 The firm has a strong community
 The costs of the items that they offer
are premium, which will be the same in
the case of chemical-free perfumes.
 Frequent variations in
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engagement, which allows them to
better understand their consumers'
tastes& preferences.
 Online shopping as well as digital payment
create a pleasurable purchasing
experience.
 The supply chain management and
distribution networks in the organization
are extremely efficient.
customer preference can have an
impact on the product's launching.
 Organization considered the limited
geographical reach as compared to their
competitors.
Opportunities Threats
 As customers become more health
concerned, the product that the
company plans to offer has a chance to
enter into the market.
 In addition, as people strive to maintain
their quality of life, the demand for
premium products is expanding.
 Because the organization's geographical
reach is limited, it is an opportunity to
expand their business to new locations;
• Global expansion is beneficial to increasing
market share.
 The main threat to their product's debut
is the degree of competition, which is
extremely strong in this market
category
 Customers may be hesitant to use such
goods because some people acquire
addicted to certain scents. As a result,
they may reject the new product
 The retail industry's fierce competition
has an impact on Burberry's market.
 Changes in government procedures as
well as to policies have an impact on
the organization's performance.
Strategy: Burberry will need to adopt some strategy in order to carry out the plan
successfully. Segmentation, targeting, and positioning are three strategies they can use. The
following are some of these strategies:
Segmentation It's a strategy that allows a company to break down a large market into smaller
segments based on the population's shared features. Classification can be done
on the basis of geography, behaviour, and demographics, among other factors.
Burberry has segmented the market into three groups: income, taste and
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desire, lifestyle etc.
Targeting The goal is to provide products to the segment's clients. Burberry can employ
a targeted marketing plan to help them acquire customers from the high-
income category for their organic scent .
Positioning following strategy that relates to the customer's perception of the company's
products & services. Burberry can use a value-based strategy to market their
organic perfumes, allowing people to grasp product benefits.
Tactics used by Burberry
The following are some of the strategies that Burberry could utilise to promote their new
product:
Product- The company's product is organic perfumes, which are manufactured from natural
materials.
Premium pricing is a pricing technique that can be used since it has been used in the past for
similar products.
Place- Their new products will be readily available at their stores, on their websites, and even in
the stores of retailers with whom they have signed contracts for existing products .
Promotion- They can use magazines and television advertisements to promote this product.
Additionally, they will be successful in promoting the goods through social media.
People - Organizations use strategic hiring in order to attract high-caliber personnel capable of
building strong customer relationships.
Physical Evidence - The organization is planning to open stores in the local market so that people
may come in and buy their stuff.
Process - An organization's major focus is on its operations, such as production, manufacturing,
and distribution, to ensure that all tasks are completed in most systematic way (Miles, D.A., 2020)
Action plan: The action plans help the organisation determine the steps it has to take to
achieve its objectives. It includes things like a budget and a resource estimate, among other
things.
Estimated budget: The budget assists the company in determining its expected
expenditure and income. Burberry's budget is listed below, which will aid them in putting the
plan into action.
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Specifics Amount (£)
Latest technologies 65000
Promotional strategies 52000
Product development resources 86000
Training and development 35000
Based on this budget, it's clear that the corporation spends the majority of their money on
technology in order to be more efficient for their clients. Their attention is also on promotional
efforts that would raise awareness of their products and services among their clients.
Control: Controlling is a crucial phase in the plan since it assists the organisation in
identifying methods that can be used to analyse performance. Burberry's controlling can be done
by comparing actual performances to the standards defined by the team in order to fulfil the
company's aims and objectives.
Monitoring & evaluating process : It tends to be done after considering the following
elements such as -
 KIP - A key performance indicator (KPI) is a measurement instrument that may
be used to determine the worth of an organization in the marketplace. Burberry can use
this KPI tool to assess and assess their performance and success rate based on their goals
 Return on investment : At the time of preparing marketing plan, some promotional
campaigns are tends to be choose to serve the purpose. As it is consider as very important
decision and it is taken after considering that how much it tends to give return because heavy
investment is made in promotional and marketing tool and activity.
 Customer feedback: On continuous basis it is necessary to take follow ups from end-
users, clients so that their views regarding the product can be observe and if there is need to
make some changes , than initiative steps has to be taken on time to meet the demands and
improves the quality of product.
 Level of profit : how much is the profit margin if company or marketers decide to
lauch a product or services as in what manner it may impact to revenues or sales are also
tends to be analyse at the time of formulating marketing plan.
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CONCLUSION
The preceding research concludes that marketing is an important activity for the
organisation because it assists them in achieving their goals by collaborating with other
departments. The organisation formulates numerous strategies with the use of this function, such
as marketing mix, which will help them decide on their prices, products, promotions, and other
factors that tends to support to meet their targets as well as goals. It is also noted that the
marketing plan provides insight into how they can effectively implement the plan. According to
this research, the marketing manager performs a variety of marketing functions in order to
properly maintain each and every operation. The marketing function's tasks and responsibilities
were covered in this paper, as well as the interrelationships between departments. Finally, the
marketing plan for the business expansion was described in this report. Marketing management
is the process of introducing and promoting a product or service to potential clients. Advertising,
public relations, promotions, and sales are all part of the process. It serves as a "road map" for
achieving better results, such as increased sales, brand recognition, and market percolation,
among other things. Marketing management has grown in importance in response to burgeoning
competition and the necessity for sophisticated distribution strategies to minimise costs and boost
profitability. The transfer, exchange, and mobility of goods are all aided by marketing. Today,
the most crucial function in a commercial or business firm is marketing management. In short
word, marketing management works for translating the company vision, mission, and objectives,
into effective Marketing initiatives.
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Online
About Burberry. 2019. [Online]. Available through: <
https://www.burberryplc.com/en/company.html>.
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