Role and Responsibilities of Marketing Function in Burberry

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity A ......................................................................................................................................1
LO 1 ................................................................................................................................................1
P1) Key role and responsibilities of marketing function........................................................1
P2: Role and responsibility of marketing in wider organisational context............................3
Activity B ........................................................................................................................................5
LO 2 ................................................................................................................................................5
P3) Marketing Mix ................................................................................................................5
Activity C.......................................................................................................................................11
LO 3 ..............................................................................................................................................11
P4) Market plan....................................................................................................................11
Covered in PPT.....................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential process through which companies create value for its customer
to build strong relationship with them in order to achieve business objective. Marketing act as
medium between organisation and all other stockholders through which information is created
and exchanged between them (Arendt and Allain, 2019). For this assignment, Burberry
organisation is a selected which is a well known British luxury fashion house. It was established
in 1856 and its headquarter is in London, United Kingdom. This assignment includes role of
marketing and its interrelation with other functional units of an organisation. A comparison of
extended marketing mix is also included in this report. At last, a detailed market plan and
strategic marketing plan is also included in this project.
Activity A
LO 1
P1) Key role and responsibilities of marketing function
All the activities which are conducted by an organisation to promote sales of its product
or services is included in marketing. Marketing is a broad concept that includes many areas like
research, formation of strategy and effective communication (Chatterjee and Chatterjee, 2019).
The main focus of marketing is on analysing needs and wants of customers so that best efforts
are made to fulfil the desire so that more customers can be attracted for the goods or services.
Burberry is a fashion house of UK and providing best quality clothes and other fashion
accessorial to its customer. To handle the cut the throat competition of fashion industry it
become necessary for Burberry to make effective use of marketing function. The important role
and responsibility of marketing function includes following functions:
Market research- Marketing is having the responsibility of conducting timely market
research to determine the needs of target market and how to satisfy these needs to maximize the
sales and profit of organisation (Deepwell, Palmer and Greig, 2019). Market research includes
study of price offered by competitors, demand of product and all relevant information about the
latest trends and interest of customers. Marketing team of Burberry is making use different
methods for conducting effective marketing research which includes different focus groups,
questionnaire and other important records and industrial charts and graphs. This effective market