Roles and Responsibility of Marketing in an Organization

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 effi-
ciently 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, organisa-
tions 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 ac-
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tions. Burberry's has to focus more on content strategies that can increase customer en-
gagement 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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