Marketing Essentials

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the 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.............................................................3
TASK 3............................................................................................................................................6
P4. Produce and evaluate a basic marketing plan for an organisation.........................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the activity of running the business of an organisation in which an organisation
sells and promote its products and services within the marketplace with the goal of satisfying the
demands and requirements of customers through offering goods and services as per their
necessities and preferences. Marketing essentials indicates to those aspects that assist in
executing activities of marketing in adequate form. For the completion of this report Burberry is
the firm which is considered (Blythe and Martin, 2019). This venture was established in 1856 by
Thomas Burberry and is headquartered in Westminster, London, UK. It currently designs and
distributes ready to wear considering trench coats, leather goods, footwear, fashion accessories,
eyewear, cosmetics and fragrances etc. This document will explain about roles and
responsibilities of marketing division and interrelation of different functions of firm with
marketing. Further, it will consider information about different aspects of marketing mix to
achieve business goals and development of a marketing plan.
TASK 1
P1. Explain the key roles and responsibilities of the marketing function
There are different roles and responsibilities that played by marketing function in a company
like Burberry. The description of some of them is as below:
Gathering and analysing marketing information- It is described a crucial role of marketing
division because it assist in gathering information form market about needs and preference of
target audiences in respect to products and services of the firm. In Burberry, the administration
of firm collect data about the changing demand of customers as per trend and fashion so that they
can manufacture products as per their requirements. When the establishment is familiar with
consumers wants then they consider several decisions regarding effective marketing of its
commodities and products (Larson and Draper, 2018). In this form, marketing play a crucial role
by gathering required information so that the venture can aware with necessities of marketplace
and they can manufacture as per them.
Marketing planning- It is an important function of marketing because it assist in and
important in reference to developing the profits, manufacturing and sales of firm. In Burberry,
the management of the organisation frame and formulate plans and policies for the marketing of
enterprise’s goods and products. They designed sales plan of action to increase the sales of
1

business venture and make determinations in term of production of commodities that are offered
to target audiences of establishment.
Promotion- It is one of the essential role and responsibility of marketing function of
Burberry. It is a procedure of offering information about the goods and services of respective
firm in the market by using effective tools of promotion. In respective firm, with the help of this
component, the management create awareness about its clothing, footwear, cosmetics and other
products so that people purchase goods as per their requirements. This will assist in maximising
sales and customer base of the firm (Henríquez, 2018). For this marketing function requires
utilising different advertising channels like social media, news paper, internet, radio, wed
advertisement, magazines and many more. It will enable in improving productivity and
profitability as well as brand image or marketing position of establishment.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing with production- Marketing is effectively associated with production function
and take assistance in diverse form because marketing is the activity of manufacturing, selling,
promoting and providing commodities and facilities to consumer of organisation. In Burberry,
marketing division produce products and services with the assistance of production function.
This will assist in fulfilling the needs and demands of target audiences of the firm by
manufacturing commodities as per their requirements. Marketing and production both are
essential departments of enterprise as when the management of the firm design and set sales
target then production division assist in attaining that objective by producing products so that
venture can hit its set target.
Marketing with finance- In Burberry, finance department play an effective role and related
with marketing function to operate business of the firm. Finance function offer monetary value to
marketing function to buy raw material so that they can produce goods and products according
demands and preferences of consumers. Finance department offer capital to marketing for the
advertisement of goods and utilising diverse endorsing tools and techniques like internet, social
media, digital tools, web advertisement, Radio, Magazines and many more (Chernev, 2019).
With the assistance of it, they can aware target people needs regarding products and services
which are manufactured by business venture. Finance division plays a crucial role by managing
the appropriate data regarding cost and fund which is invested by marketing department in
operating business operations and activities.
2

Marketing with research and development- R&D department generally accountable for
conducting research and gathering information in reference to consumer’s demands and
requirements so that marketing function aware with the changing trends and fashion as well as
demands and preferences of target audiences and work in the direction of satisfying their
requirements (Gupta and Nair, 2020). Marketing and research & development both are focusing
on the acknowledgement of consumer demands and for this, they are interrelating with each
other. R&D measures the value of their work that is beneficial for the target audiences. It plays
an essential role in searching data about people’s wants and demands at marketplace.
TASK 2
P3. Compare the ways in which different organisations
Marketing mix is processed with different areas that are running for numerous set of
activities and strategies that are used the firm for promotion of goods and services of an
enterprise. In reference to Burberry, marketing mix is the activity of placing a product by
using effective cost at right place with the assistant of utilising effective promotional tools. So
that customer easily reach to them and buying them with the purpose of fulfilling their needs.
The description of 7Ps of marketing is below in context of Burberry:
Components of
marketing mix
Description Burberry Zara
Product It refers to the
process of
converting raw
material in to final
product which has
some value and
customer is ready
to buy it.
This firm offer range
of products like
clothing’s for men,
women and children,
trench coats, leather
products, cosmetics,
footwear and
fragrances etc.
Zara offer products
for men, women and
children, shoes, bags
and accessories etc
(Okumus and Cetin,
2018).
Price It states to the
monetary value
which is utilised by
Burberry is a luxury
brand so it uses
competitive and
To sell its products,
the management of
Zara use lower,
3

the firm in the
production of
commodities and
services. It can be
the value of
products that are set
by management to
sell them.
premium pricing
strategies for its
products and services.
competitive and
discounting pricing
strategies (Bünte,
2018).
Place It refers to the
distribution
channels that are
used by the
management to
selling and
delivering its goods
and services to
consumers.
Burberry stores are
situated in approx five
hundred locations. This
firm operate its
business estimate 44
nations. Along with
this offer its goods
through online way.
Zara has its presence
in approx 88 nations
with over 6500
stores. It also sells
through its online
outlets.
Promotion It refers to
publishing tools
that are used by
firm to create
awareness about its
manufacturing
products.
In term of creating
information about its
products, the
management of
Burberry use internet,
social media, high
class magazines,
celebrity promotion
and visual media etc.
To promote its goods
and products, the
management of Zara
use social media
tools like Facebook,
Instagram, marketing
campaigns, web
advertisement etc
(Wilson, McCabe
and Smith, 2018).
People It mentions to
employees,
suppliers, retailers,
customers and
In respective firm,
9,892 people or
employees make their
contribution in running
The firm has
individuals working
under its sales team
that pay crucial role
4

labour who make
their involvement
in producing goods
and increasing sales
of it.
the business operations
and activities, Along
with these suppliers,
retailer, employees and
others help in running
its business (Zahay and
et. al., 2019).
in its marketing
efforts. Along with
this, dealer, retailer,
distributors, workers
and customer play an
effective role in
business of Zara.
Process It indicates to
manufacturing,
distribution and
promotion process
etc. by which the
firm produce
goods, promote and
sell them.
The firm perform its
manufacturing process
by using innovative
and effective
technology. To offer its
products in easy
manner, they use
online delivery process
in effective manner
(Eletxigerra, Barrutia
and Echebarria, 2018).
To assure that its
goods are always
accessible at retail
stores has systems
installed where
retailers can notify
when their inventory
levels are low. Along
with this, it considers
different process like
manufacturing,
endorsing and online
devilry etc.
Physical evidence It states to the
exterior condition
and physical
structure of
commodities which
include shapes,
size, design, colure
and packaging etc.
In Burberry, to sells its
products, they use
distinct colour
packaging so that
customer easily
identify them in retail
stores sleeves.
The firm has user
friendly online
website and allows
consumer to views its
products. It also uses
distinct colour and
decomposable
packaging for its
commodities.
5

TASK 3
P4. Produce and evaluate a basic marketing plan for an organisation
Marketing plan
It is a document that consider several activities and practices that are occurred through
marketing function regarding a business venture of the production of commodities and facilities,
It can be written report that summarizes different strategies and plans within an establishment
can be accomplished its set goals and objectives (Ivanov, 2019). It is crucial to the firm as with
the assistance of the management, it can frame and design vision, mission, business target, goals
and aim of organisation so that it can attain its set objectives in effective form. This plan can be
formulated to Burberry to launch it’s a new product line “Accessories” which is developed by
administration for offering different kind of beauty and clothing accessories. The marketing plan
in reference to respective venture is defined as under:
SOSTAC model
This conception is formulated by P. R. Smith so that wider section of business organisations
can design business plans and strategies for the establishment. In Burberry, this model can be
execute by the administration of the enterprise during making concentration on improve the
individualistic transmission, strategies relate to the digital marketing and framing an overall
marketing plan for the enterprise. This model can be use in Burberry in the following way:
Situation- In this, the effective situation determine of the firms take place (Pater and Cristea,
2018). For this interior and exterior business environment of the company is included. For this
administration of the firm can organise SWOT analysis that is as follow:
SOWT analysis- It is a strategic method and tools that is utilised through business
ventures to determine the micro and macro components of the organisation that create influence
upon business of the ventures. It can be a activity of analysing the capabilities, weaknesses,
growth options and risks of the company. SWOT analysis of Burberry is defined as under:
Strengths Weaknesses
 It has more than 5000 stores in 50
nations. Burberry sells its goods to the
end customer through both retail &
wholesale channels. This firm also has
licensing concords in Japan and
 The luxury price of respective firm
commodities limits them to a few
customers and prohibits the larger
percent of target audiences who are
6

internally.
 It is a producer of clothing, fragrances
& fashion accessories. Burberry has
always been acknowledged for offering
high quality & long lasting garments
for the consumers.
incapable to pay for these goods.
 Burberry has a high staff turnover that
lowers the efficiency of the firm. It
maximises costs acquired by the
organisation and brings out tome
wastage (Burberry SWOT Analysis.
2020).
Opportunities Threats
 After partnership with other brands,
Burberry can try to make fashion more
reasonable.
 Better utilisation of ecommerce can
make Burberry reach out to more target
audiences.
 The company faces risk form other
rivalry ventures everyday brands in
form of pricing and accessibility.
 Changing taste & preference, education
& changing lifestyle of improving
economies has resulted into sleep need
of premium products and services.
Objectives- It indicates to the purpose that are developed and incorporated by the administration
of the firm so that growth can be made in business. The objectives that are designed by Burberry
regarding accessories product line are explained as under:
 To increase the sales of the firm by 10% with 2 years with the assistance of offering its
new product line of Accessories.
 To maximise the revenue of the venture up to 5% within 7 months by offering
satisfactory products to consumers.
Mission- The purpose of the firm is to preserve their reliability and strength of their brand, at the
same time, carries on developing the business that stays reliable to ever developing market and
customer tastes.
Vision- The vision of Burberry is to set up its position strongly in luxury fashion. By sharpening
it’s positioning in the most remunerating and continuing segment of the market.
Strategy- It indicates to that tools and tactics that are formulated by the administration of the
firm for accomplishment of devised aims and objectives (Elrod and Fortenberry, 2018). In
Burberry, the management of the venture framed strategies got its new product line as
Accessories so that firm. The strategy that can be implemented by this firm is defined as under:
7

STP- It states to segmentation, targeting and position of consumers as per the
commodities and facilities and their needs. The brief explanation of it’s as under:
Segmentation- In it, the business of the firm will make focus on the segmentation and
segmentation of the market in small segments on the basis of demographic, geographic,
behavioural and psycho graphic segments so that the management of Burberry can find out the
area to offer accessories product line (Malhotra, 2018). On the basis of it, marketplace can be
segmented as per it to provide facilities.
Targeting- In this, the management of Burberry can identify its possible consumers in
segmenting teams who are interested in taking the advantages of its products and services. For its
accessories product line, it can target both male and female customer, its regular consumer,
youths and fashion sector people.
Positioning- In it, the administration of the establishment of the enterprise can placed its
new product line of accessories by making combos with outfits and providing offers and
discounts, This will assist in attracting people and influencing their buying behaviour (Lu, Poon
and Weng, 2018). It will assist in developing the sales and increasing the revenue and profits of
the respective venture.
Marketing Budget
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Tactics- It refers to those strategies that are utilised by the administration of the enterprise to
resolve short term complexities. In Burberry, the administration can utilise tactics to accomplish
8

the business goals and objectives of the firm (Blythe and Martin, 2019). With the implementation
of different tools, the organisation can aware with its commodities and facilities. For instance, in
Burberry, to familiar the target customer with its new product line of accessories, the venture can
utilise different promotional tools, like, web advertisement, newspaper, social media, magazines,
company website and many more.
Actions- This phase of this concept is defined with several plan of actions that are required to be
performed. In Burberry, the administration of the firm assigned diverse duties and
accountabilities to several workers so that designed objectives of the enterprise can be
accomplished in set timeframe. It can be a systematic form by which establishment can easily
attained its aims and hit its set targets.
Control- It is the last step; the administration of the organisation can make control over non-
necessary activities and actions of the venture. They determined that the plans of actions that are
framed by them in reference to organisational development with the assistant of new product line
of accessories are effective and adequate (Larson and Draper, 2018). In Burberry, they can take
feedback of their consumer on ordinary base so that they can control issues if they are arisen and
faced by its consumer, then it will assist in controlling and solving complexities which will
influence organisation in different form.
CONCLUSION
This has been summarised from the defined information that marketing is an effective
process of selling, buying trading and promoting goods and services of an establishment. There
are different factors that are play a crucial role in operating the activities of marketing. There are
several roles and responsibilities are performed by marketing division in term of progress and
development of enterprise. Different functions of marketing are also interrelated with each other
make their contribution in growth of firm. Marketing mix is an effective strategy that
demonstrates about the product and services as well as other process of firm. Marketing plan is
an effective document which is used by administration to determine different business activities
of organisation.
REFERENCES
Books & Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
9

Larson, J. and Draper, S., 2018. Digital marketing essentials. Publishing by Edify.
Henríquez, F.A.G., 2018. Destination marketing essentials (2. Anuario Turismo y Sociedad, (23),
pp.275-278.
Chernev, A., 2019. Strategic Marketing Management-The Framework. Cerebellum Press.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
Bünte, C., 2018. Künstliche Intelligenz–die Zukunft des Marketing. Wiesbaden: Springer
Fachmedien Wiesbaden.
Uncles, M.D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ), 26(2), pp.187-193.
Wilson, E.J., McCabe, C. and Smith, R.S., 2018. Curriculum innovation for marketing
analytics. Marketing Education Review, 28(1), pp.52-66.
Zahay, D. and et. al., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review, 29(3), pp.182-192.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management, 9, pp.72-84.
Ivanov, M.M., 2019. Modern marketing with the application of Big Data. Bulletin of
Zaporizhzhia National University. Economic Sciences, (3 (43)), pp.116-120.
Pater, L.R. and Cristea, S.L., 2018. A systemic characterization of organizational
marketing. Procedia-Social and Behavioral Sciences, 238, pp.414-423.
Elrod, J.K. and Fortenberry, J.L., 2018. Formulating productive marketing communications
strategy: a major health system’s experience. BMC health services research, 18(3),
p.926.
Malhotra, N.K., 2018. Marketing research: current state and next steps. Brazilian Journal of
Marketing-BJMkt Revista Brasileira de Marketing–ReMark Special Issue, 17, pp.18-41.
Lu, C.S., Poon, H.Y. and Weng, H.K., 2018. A safety marketing stimuli-response model of
passenger behaviour in the ferry context. Maritime Business Review.
Online
10

Burberry Group PLC. 2020. [Online]. Available Through:
<https://money.cnn.com/quote/profile/profile.html?symb=BURBY#:~:text=Burberry%20Group
%20Plc%20operates%20as,accessories%20under%20the%20Burberry%20brand.&text=The
%20company%20was%20founded%20by,in%20London%2C%20the%20United
%20Kingdom.>.
Marketing mix of Burberry. 2020. [Online]. Available Through: <
https://www.marketing91.com/marketing-mix-of-burberry-burberry-marketing-mix/>.
Zara Marketing Mix. 2020. [Online]. Available Through: <
https://www.mbaskool.com/marketing-mix/products/16999-zara.html>.
Burberry SWOT Analysis. 2020. [Online]. Available Through: <
https://www.mbaskool.com/brandguide/lifestyle-and-retail/2658-burberry.html>.
11