Roles and Responsibility of Marketing in an Organization

This document discusses the roles and responsibilities of the marketing function in an organization, including market research, brand management, product design and development, and formulating strategies. It also analyzes the interrelationship between marketing and other departments, such as production, human resources, finance, and research. Additionally, it explores the use of marketing mix in the marketing planning process to achieve business objectives.

MARKETING ESSENTIALS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key Roles and responsibility of the marketing function.............................................................3
Analyze the roles and responsibility of marketing in the context of marketing environment.....5
Roles and responsibility of marketing in context of the organization.........................................5
Analyse of the interrelationship between marketing and other department of the organization. 6
Critically analysis of key elements of the marketing functions and their interrelation with other
functional units............................................................................................................................7
TASK 2............................................................................................................................................7
Marketing mix to the marketing planning process to achieve business objectives.....................7

Tactics used by Burberry to achieve business objectives..........................................................11
TASK 3..........................................................................................................................................11
Basic marketing plan for an organization..................................................................................11
CONCLUSION..............................................................................................................................14
REFRENCES.................................................................................................................................15

INTRODUCTION
Marketing can be defined as that kind of activity in a business is there for selling its
product and services to its customers. It is to be done by creating awareness about the is to be
offered by an business organization. All this is done through promotional activities. Marketing
helps in organizing for identification of needs and wants of customer that helps in deciding about
offering. Also various roles hold responsibility which helps an organization in achieving goals
and objectives. It also integrate that functions in an organization which are formed for efficient
utilization of resources. In this file organization has been taken is Burberry that is an fashion
company that provides lot of variety of ready to wear goods, fashion accessories, sunglasses,
cosmetics and other things. Things to be covered in this file are roles and responsibility of
marketing functions, integration with other functions of the company, different tactics that are to
be used and to be taken into consideration. Also marketing plan is to be developed for company
that is going to help in achieving specific targets.
TASK 1
Key Roles and responsibility of the marketing function
Marketing is that kind of function that has helped an business in promoting and selling of
product or services which is being provided by company. This is done by advertising and other
methods of promotion. Various types of needs and wants are being satisfied or identified by this
that is dependent upon preferences related to customers. On this only services are provided by
customers. Various philosophies and concept is being used by the company that differs from
organization to organization. It is important concept in marketing which has been considered by
mangers in management department of Burberry (Abedi. and Abedini.2017). These are explained
below:

Production Concept: This concept majorly focuses upon the marketer which has to
produce more goods that is helpful in reduction of per unit cost. Also due to increase in
production capacity, all goods are going to be available to customer easily. As condition of
distribution channel is going to improve.
Selling Concept: Selling concept has to focus upon the marketer for selling of more
goods in large market and cover wider area. Aggressive promotion can lead to rise of this with
help of marketer. Major aim of this is to sell that is being manufactured by the company keeping
aside demand made by customer (Arendt, M. and Allain, A., 2019).
Product Concept: The focus of producers in this concept is over providing of goods that
is of better quality and is facilitated by the company for satisfying needs of customers. Makers
have formulated these strategies that have helped for improving of products which has resulted
into high quality of products.
Marketing Concept: This concept the marketer is considering needs and wants of
customer and accordingly it has provided goods which are able to satisfy targets of market.
Under this more focus is over customer because e it is consumer centric concept.
Societal Concept: Societal concept is has prime focus over delivering of those products
that has to be improved for maintaining of wellbeing of customers and also society. As both of
them are connected with each other so the Main motive of this concept is to provide welfare to
society (Chuang. and Hu, 2017).
The roles and responsibilities of the marketing functions:
 Market Research: It is one of the most important roles that has to be played in
marketing for business or any such kind of organization which is going to be helpful in
making a strong decision making process in a company. In Burberry marketing research
is to be conducted through the marketer and his team on the basis that needs of customers
has to be observed. Goods and services are to be produced accordingly only.
 Brand Management: It is very important for an organization to develop brands image
because this is going to lead towards reorganization of customer very easy. This is going

to make marketing team of Burberry perform management in effective manner. Also
brand is going to be promoted with the help of attraction customers at large in market.
 Product Design and Development: Such organizations are very important in order to
understand needs that is changing from time to time. This is going to help an organization
to become more competitive which is going make its customer not to switch and go to its
competitors. Burberry has to identify changes that are accruing in market relayed to
products that is being sold by it. Also changes are required to be made in the product and
its process because this is going to make their services better and more efficient
(Crutchfield, 2017).
 Formulating Strategies: As per the information that has been collected by marketing
experts and their team. Various kinds of strategies can be helpful in effectively
accomplishing goals and objectives. Burberry has to gather data of its customer and the
competitors has to help in identifying discounts which can be offer to customers. Also it
helps an organization in planning for difficulties which may occur in future.
These are certain roles and responsibility of marketing and functions of an organization
that can help a company like Burberry in achieving of goals and objectives set-up by it. .
Analyze the roles and responsibility of marketing in the context of marketing
environment
Marketing department has lot of responsibilities not only to its organization obut also
towards the society as well. Lot of things have to be kept in mind and impacyt of their operations
upon the environment has to be checked. Some of the roles and responsibility of marketing are
explained below:
Towards customers: Marketing department of Burberry has to identify need and want of
customer and accordingly has to provide them with goods and services because this is going to
make customers loyal towards brand and satisfaction with better quality is going to be with them.
Marketing is able to create an influence in the buying behavior of targeted customers for its
product and services in an organizational platform by using promotional platforms at social
media and other digital means.

Towards public: It is the duty of department and their responsibility towards public
which bounds to fulfil responsibility towards public. This is done by providing jobs and
opportunities in the field of marketing that is going to help in improving standard of living of
people in society (Dodds. and Jolliffe, 2016).
Towards supplier: Marketing department of Burberry has to make payments in time to its
suppliers that are going to help in building of healthy and strong relationship between each other.
It improves image of an company and ensures that supply has been done within time without any
interruption (Eletxigerra, Barrutia,. and Echebarria, 2018).
Towards competitors: Marketing is an very useful tool for an organization that brings out
innovative ideas which helps in making strategies by mangers easier and updating current
strategies that is going to lead towards defeating of competitors in competitive market. This can
be made possible only by conducting an research in appropriate manner over rivals like Christin
Dior, Prada etc.
Roles and responsibility of marketing in context of the organization
In an organization department of marketing plays an very important role because it is
connected to other departments of an organization. This helps an organization in achieving its
goals. Integration of all department has helps Burberry in reducing wastage that was taking place
of resources like time and money. All departments have to work with each other and it becomes
easier to take decisions that help in achieving targets. Roles and responsibility of marketing in
relation to organizational context can be understood from integration with various departments
that is explained below and as follows:
Marketing and production department: Both of this department are directly linked to
each other. Marketing department of Burberry on the basis of information gathered assist the
production department to produce a specific quantity of goods and various features and designs
which can be added to their products whereas production department make all the goods
available on time.
Marketing and human resource: Both of this department plays crucial role in achieving
the organisational objectives. Human Resource Department has the specialization in recruiting
and selecting the best candidate out of a pool created by them. This helps the marketing

department to build a efficient team which can help them in satisfying the customers. While
marketing department of Burberry provides various specifications which they required in their
team. This integration of departments help the company to get efficient and competent staff
(Ferenczová. and Józsa, 2018) .
Marketing and Finance Department: This department are highly dependent upon each
other as on the basis of information gathered by the marketing department the Finance
Department of Burberry identifies the amount which they have to procure whereas the finance
department provide sufficient funds to the marketing department so that they can efficiently
carry out their activity. Also both the department help each other in formulating the budget on
the basis of information so gathered.
Marketing and Research Department: For the company like Burberry it is necessary to
conduct research on their existing products which will help them to identify what changes can be
made in them so that they can increase the level of satisfaction of the customer this facilitate
Marketing department attract the customers. The Marketing department of the Burberry provides
assistance to them in understanding the changes in the products and the development which can
make on the basis of the behavior of the customers (Gbadamosi. and Yusuf, 2016).
Analyse of the interrelationship between marketing and other department of the
organization
In organization such as Burberry, it becomes important for all the departments to work
together. This can be done by integrating all the departments with each other so that overall
objective of the organisation can be achieved. Integration of all the departments helps to utilise
the resources of the organisation efficiently as it reduces the cost of doing the same thing again
and again as well as time. The finance department procured the funds for the entire organisation
which facilitate Marketing department to undertake their activities without facing any shortage of
funds whereas production department ensure that the goods are easily available on time to the
marketing department so that they can make them available to the customers. On the other hand
the marketing department provides the other departments all the market information which helps
them in decision.

Critically analysis of key elements of the marketing functions and their interrelation with
other functional units
In every organization marketing department has played an important role and is directly,
indirectly helps department in making decision. Such interrelation among all departments is
responsible for building of strong relationship with each other which has resulted in strong
communication between them. It can also adversely affected in organizational culture as there
can be no conflict in the department that can occur due to lack of communication, not able to
achieve targets on time, lack of understanding and other reasons are also their. Due to this there
is delay in achieving goals and cost for an organization also increases.
TASK 2
Marketing mix to the marketing planning process to achieve business objectives
Marketing mix is the strategy which is helpful for the company to recognise numerous
marketing techniques which are required to follow so that to get competitive edge in the market
and to deal with market conditions. This helps the business to decide their pricing strategy and
strategy and promotional strategy of offering of the company so that to have business success.
Burberry is having business objective to earn high profits and business growth in short term and
to get long term business sustainability for this management is making various efforts so as to
enhance their brand image in the industry and to target their potential audience by designing their
stores in innovative styles or creative magazine advertisements.
For Burberry marketing mix strategies are recognised along with the strategies of Gucci
which is the market competitor. Various strategies are explained as under:
Product: This is the item which is sold by the company which can be in form of services
and products which ensure meeting market demand.
Burberry
Burberry is one of the leading luxury brands and known to be a market leader in beauty,
accessories, men, women and kids products. Their product classification can be understood with
the help of BCG matrix:

Star product: Scarfs of Burberry is capturing highest market among all products as they are
having range of fashionable scarfs which are giving them high edge on market. So this product
of Burberry is known as their star category product.
Cash cows product: Trench coat of Burberry are their one of the top seller and this is the product
leader so known to be their cash cow product as Trench coat is covering the highest ratio of total
sales.
Dog product: The lowest market for Burberry is for their jewellery and eyewear as they are
generating bottommost earnings for the company so they called as dog product for Burberry.
Question mark product: Burberry has initiated their new range of kids clothing so this is termed
as question mark product as future growth is not known.
Gucci
Gucci is having diverse portfolio within their product range such as handbags, briefcases,
sweaters, jackets, boots, accessories, perfumes and beauty products. Product classification of
Gucci can be understood with the help of BCG matrix:
Star product: Handbags of Gucci are their top seller product as they are highly fashionable and
luxurious so they are covering the most part of their overall sales so known to be their star
product.
Cash cow product: Perfumes of Gucci yields highest sales throughout the year so this is called
cash cow product for the company.
Dog product: Beauty products of Gucci is covering lowest market share as this segment is having
intense market competition so this is known as dog product for the company.
Question mark product: As company is dealing in clothing and accessories but at the same time
they are initiating their new product range of bedding set and furniture that may be called as
question mark product.

Place: This is the place where goods or services of the company are sold to the general
public. The place of the company is the most essential part of the business in attracting
customers.
Burberry
Burberry is operating their business in 51 countries with 475 overall stores. Burberry is
involved in rendering franchises to third party of opening showrooms by which they are
enhancing their market presence.
Gucci
Gucci is having 520 overall stores around the world. Along with this company is having
online presence as well, where they sell their products via official website of Gucci.
Price: This is the sum of money which is paid by the customer in lieu of the product. The
pricing strategy is dependent upon demand of the product in the marketplace.
Burberry
Burberry is opting for premium pricing strategy as they are aiming to attract those
customers who are less sensitive about prices but focused on high quality so this is their core
pricing strategy in order to get distinct brand positioning within marketplace.
Gucci
Gucci is opting competitive strategy and product building strategy so as to attract all class
of people and to keep competitive prices compared to their rivals so as to get an edge over
market and enhance their brand identity.
Promotion: These are the techniques which are used by the company to provide
awareness of their product and services. On the basis of target market various promotional
programmes are decided.
Burberry

With the help of high class magazines and online platform the company is performing
promotions of their products in the market. Burberry used intensive channels of promotion
within this they are using Snapchat so as to promote their brand on online platform. On the other
side a very unique promotional strategy is used by Burberry in which instead of models and other
celebrities the company approached their customer to showcase its trench coats which is the cash
cow product for the company.
(https://www.referralcandy.com/blog/burberry-marketing-strategy/)
Gucci
Digital marketing is the major challenge which is used by Gucci within their promotional
programme as the company is highly focused in enhancing its digital presence on internet.
Website of Gucci is having visual content which is of high quality and helps them to grab
attention of customer towards their luxury offerings. The company is having huge celebrity
endorsements such as Lady Gaga and on the other side they are having profitable collaboration
with social media influencer which is highly appreciable by their customers.
People: The group of employees which are working in the business in the process of
manufacturing of goods or rendering of services are included in this head.
Burberry
Burberry is having separate customer service department through which queries of
customers are solved in a very less time. Along with this the company is organising training
programs to their employees so as to enhance their skills. This is helping the company in making
high brand equity and maintaining their market image as well.
Gucci
The sales team is working to recognise taste and preference of their target customer so
that to help the business in taking decisions about new products. Along with this Gucci is highly
focused on development of their employees and for this there are so many sessions which are
organised by the company so as to improvise skills of its workforce and utilise those skills in
business.

Process: Process is the set of activities and steps which are followed by the business to
deliver their product and services to the customers.
Burberry
The company is focused on keeping required stock in their retail outlets so that to avoid
stock outs. Along with this the company is delivering their product with the help of online site
which is helpful for them to manage their business in considerable manner.
Gucci
The company is having online system which helps them to recognise their level of
inventory in retail stores. This is helpful for them to ensure that all verities of their products are
available at all stores.
Physical evidence: The first appearance of the product or the stores of the product is
included in this. This helps the customer to recognise a specific brand and gives distinct identity
to the brand.
Burberry
Burberry is having distinct colour of their products and they are having distinctive
packaging for their product which makes the customer to recognise its product in first instance.
Along with this the company is having their website which is user friendly so that customer can
choose their required products easily.
Gucci
The carry bag which is provided by Gucci is their physical evidence and their brand logo
of mixture of “G” and “C” in it is having specific identification in the marketplace as this logo is
having popularity around the globe and its simplicity is the major attraction for customers.
Tactics used by Burberry to achieve business objectives
Tactics are those short term plans which are sued by the business so that to achieve some
specific business goals. Burberry is using marketing mix to achieve their business goals. For
instance, with the help of promotional strategies the company is able to attract huge number of

customers for their brand and products. This helps the business in attaining their desired goals
and to get long term sustainability(BURBERRY, 2017). Another techniques used by the
company is their pricing strategy through which the company is able to position themselves in
the marketplace. Along with this benchmarking indices are used by Burberry so as to get
competitions from their rivals. This helps the business to stay align in all the activities so as to
gain high performance and high efficiency (Hisrich. and Ramadani, 2017).
TASK 3
Basic marketing plan for an organization
Marketing plan: It is that kind of plan that marks out various strategies which ahs to be
followed by an organization in order to make various strategies and plan that has to be followed
by an organization for giving growth opportunity to an organization. These plan leads to any type
of development that has to be done in the existing products, introduces new product or planning
to expand their existing product.
Company overview: Burberry is a luxury fashion house, headquartered in London. The
main product of the company is their trench coats, ready to wear outfits, shoes, fragrance etc.
The company has been serving worldwide either through their stores or through franchised
retailers. The company is planning to launch chemical free perfumes which will be made up of
natural ingredients ((Jolliffe JOSEPH, 2016).
Executive summary: Burberry is planning to extend its market share with their existing
products and with new products. That is why company is planning to launch perfumes that is
free from chemical and is made from natural ingredients. This is going to help them in making
existing customer base stronger and is also going to increase shares of it in the market because
people are becoming more health conscious. In order to make launch successful this marketing
plan has been developed that is going to facilitate various activities of marketing mix and helps
to decide upon pricing strategy.
Vision and Mission of the company: Vision and mission of the company is only to
achieve growth in profit and long-term sustainability that is going to make it possible by
maintaining of its validity and integrity of brand this is going to help in satisfying customers.
Also business plan is developed on regular bases in a business. This going to increase relevancy.

Objectives: The objective of the company is to increase the market share by 10% which
will help the Burberry to increase their revenues (Karnaukhova. and Polyanskaya, 2016).
Situational analysis: To conduct the situational analysis SWOT analysis will be done for
the launch of new product:
Strength Weaknesses
 Company is a very bigger brand and
also has strong image of its brand that
is going to help in convincing its
customer in order to purchase these
chemical free perfumes.
 The Company has a very strong
engagement with the community that is
going to help in understanding taste and
preferences of customers in that
community.
 Prices of products is also effected by
them are very costly and premium that
is going to be same in chemical free
perfume
 Regular changes in the taste and
preferences of customer is also
effecting introduction of products.
.
Opportunities Threats
 Product that the company is planning
to launch can create an opportunity to
tap the market as the customers are
becoming more of health conscious.
 Along with this the demand of
premium products is increasing as the
people tries to maintain their standard
of living etc.
 The major threat that can affect the
introduction of their product is of the
level of the competition which is very
high segment business
 Customer is not able to adopt such
products as people are becoming addict
to some regular fragrances. As a result
they may not accept the new product.
Strategy: In order to implement successfully the plan it has become necessary for an
organization like Burberry to follow these strategies.. The strategy which can be followed by
them is segmentation, targeting and positioning (Kotoua. and Ilkan, 2017). These strategies are
given below:
Segmentation This helps an organisation to divide the entire market into small divisions on

the basis of common characteristics possessed by the population. The Burberry
has divided the market segment on the basis of the income group, taste and
preference, and Lifestyle.
Targeting Burberry can use selective marketing strategy which will help them to attract
people from high income group for their organic perfume. Under this targets are
achieved by setting them up.
Positioning Burberry has to adopt value based strategy positioning its organic perfumes, as
it is going to help in making their customers understand benefits of product.
Tactics: The tactics which can be used by Burberry for their new product and its promotions,
growth has been explained below and as folllows:
Product The product which is being offered by the company is organic perfumes which will
be made up of natural ingredients.
Price The pricing strategy which can adopt is premium pricing as they have been following
the same for the existing products.
Place Their new products which are launching will easily be available at their stores,
websites.
Promotion They can promote this product with the help of magazine, advertising on television.
Action plan: The action plans the company to identify the steps which they required to
reach to their goals. It includes budget, estimation of the resources etc.
Budget estimation: The budget helps the company to determine the estimated expenses
and revenues for the company. The budget for Burberry is given below which will help them in
implementing the plan.
Specifics Amount (£)

Latest technologies 53000
Promotional strategies 41000
Product development resources 74000
Training and development 10000
On the basis of this budget it is identified that most of the expenses is being done by the
company on the technology to make their efficient for their customers. This is going to make
their customers aware about their products and services.
Control: Controlling is considered to be one of the most important step in an plan because it
helps in identifying those strategies which is going to help in analyzing of performance. Burberry
controlling is going to help by comparing actual peformnce with that of standard performances in
order to identify team to achieve goals and objectives of a company.
CONCLUSION
From the above file it has been concluded that marketing is very much essential activity
within a company which helps in achieving of goals and objectives through integrating with
other departments of an entity or organization. This is helpful because different kinds of
strategies are to be formulated by the company. It includes market mix that is going to help in
deciding upon prices, products, their promotion and other important things related to the product.
This is going to help company in accomplishing of goals and objectives set –up by an
organization. Further it is concluded by marketing plan which gives an idea about how they can
implement plan in effective manner.

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