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Marketing Essentials Assignment PDF - Burberry

   

Added on  2021-02-20

16 Pages5073 Words69 Views
MARKETINGESSENTIALS

Table of ContentsINTRODUCTION...........................................................................................................................3Activity 1.........................................................................................................................................3Key roles and responsibilities of marketing as a function......................................................3Interrelation of roles and responsibilities of marketing with other functional units..............4Evaluation of key element of marketing function..................................................................5Activity 2.........................................................................................................................................7Comparison of marketing mix of two different organisations...............................................7Tactics applied by Burberry for accomplishing the goals....................................................10Activity 3.......................................................................................................................................10Basic marketing plan............................................................................................................10CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................16

INTRODUCTIONMarketing refers to the process of promoting and advertising the products, services orbrand in order to attract the customers. Marketing is very essential for the business firms inachieving sustainability at the marketplace. Through proper marketing techniques and strategies,organisations can retain their customers from going anywhere else for purchasing the productsand services. The taken firm for this assessment is the Burberry which is a UK based fashionretailer providing a wide range of products and services to the customers in different countries.This report will explain the roles and responsibilities of marketing function which are performedby the marketing function of respective organisation. Further interrelation of marketingdepartment with the other functional units of the organisation will be discussed. This report willalso cover the comparison among the marketing mix of two different organisation of same sectorin order to determine their competitiveness. This report will also develop a marketing plan forthe firm in order to accomplish their desired goals and objectives within the determined timeperiod.Activity 1Key roles and responsibilities of marketing as a functionBurberry is a global firm which is operating its business operations in more than 51countries throughout the world. In order to successfully run the business throughout thesecountries, marketing department of the company is contributing its maximum efforts. Theseefforts are useful for the firm in retaining and attracting new customers through which companycan sustain in the marketplace for a longer duration of time (Pike, 2015). The marketingdepartment of Burberry performs several roles and responsibilities as a function of organisationso that combined efforts can be proved useful in achieving the organisational goals. Some ofthese roles and responsibilities of marketing function of Burberry are as follows:Preparing marketing budget: The marketing function is responsible for preparing themarketing budget of the organisation in order to carry out marketing work effectively. Themarketing managers perform the role of determining the future situations and estimating thebudget for marketing activities so that marketing strategies can be executed effectively. Themarketing department of Burberry predict the future situations which can hamper the marketing

and promotions of products. Through this, they are taking better decisions and developing thestrategies accordingly in order to prepare and implement the budget accordingly.Publishing job vacancies online: The marketing department is also responsible forpromoting the job vacancies of the organisation so that suitable and skilled candidates can beattracted toward the vacant position. This is essential for the firm in hiring skilled andknowledgeable candidates who are efficient and effective in their work. The marketing functionof Burberry is performing this role due to which experienced candidates are hired by theorganisation which are contributing in the growth of the firm (Simkin and Dibb, 2013).Developing marketing plans and strategies: The marketing function is also responsibleto prepare the plans and policies for performing the marketing activities. Through these plansand strategies, marketing department can carry out their work with required efficiency and withinthe pre determined time frame. The marketing function of Burberry determines the futuresituations by conducting market research through which the budget and policies for marketingactivities are developed.Interrelation of roles and responsibilities of marketing with other functional unitsMarketing department of Burberry is performing its activities and operations in aneffective manner by taking the help from other departments. This coordination enables the firmin achieving high sales and growth as combined efforts of different departments are contributedin the business activities. The marketing department of Burberry is coordinating with otherfunctional units such as Human Resource, Finance, production etc. for ensuring the customersatisfaction. This interrelation of marketing department with other functional unit of organisationis as follows:Marketing with Finance: Finance department of Burberry is responsible for managingand monitoring the budget allotted to different unit of the organisation. Whereas marketingdepartment of Burberry is conducting the market research for determining future situations andtrends in the market (Blythe and Martin, 2019). Through this, marketing department develop theestimated budget for future activities which is provided by the finance department. Financedepartment also provides the funds to marketing for purchasing the licenses of digital marketingtools and machinery through which marketing department can execute the marketing activities inan appropriate manner (Ogunmokun and Hsin Tang, 2012).

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