Roles and Responsibilities of Marketing Function in Burberry

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1) Illustrate the roles and responsibilities of the marketing function........................................1
P2) Discuss how roles and responsibilities of marketing interconnected to wider
organizational context.................................................................................................................3
LO 2.................................................................................................................................................4
P3) Conduct comparison between two different organization regarding how they apply
marketing mix to achieve set goals and objectives. ...................................................................4
LO3..................................................................................................................................................4
P4) Prepare marketing plan ........................................................................................................4
CONCLUSION...............................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
To flourish in the international market it is essential to market the product and services
effectively in the open market place. In order to gain competitive advantages in cut throat
competitive world it is essential to market the goods and services globally for productive results
as compare to competitors (Alford, 2015.). Before lancing the product in the market it is
mandatory to understand the the market segment. Burberry is undertaken in to complete the
task. This organization is a British luxury fashion house founded in the year 1856. It was
founded by Thomas Burberry and is suited in London, United Kingdom. The team of this
organization is serving it's product across the globe and are working effectively and efficiently in
order to meet the set goals and objectives. Here, the project report includes role and
responsibilities of marketing function. Along with this how marketing roles and responsibilities
are related with wider organizational context is briefly explained in order to clear the concept.
Comparison between two firms are done regarding adoption of 7ps of marketing mix.
LO 1
P1) Illustrate the roles and responsibilities of the marketing function
Marketing refers to as promoting, selling, researching, and distributing goods and
services to the customers. For this various marketing tools are adopted in order to commercialize
product and services. Whereas, marketing concept is explained as philosophy which company
must examine the preferences and them take decision accordingly so as to full-fill the emerging
demand of the consumers.
Roles and responsibilities of marketing function
There are various roles and responsibilities which are performed by the marketing
department of Burberry are showcased as under:
Better customer relationship: In an organization marketing department is held
accountable to build healthy relation with their customers over the years (Babin and Zikmund,
2015). It is possible by using modern tools and techniques through which they remain in-touch
with the customers and make them aware regarding firm's new product and services designed for
them. Engaging customer through quizzes and hashtags tools is adopted by the Burberry's
marketing department in order to increase the number of customer base for the goods and
1

services in the open market place. By this it strengthen the relationship between the company and
its customers.
Social media handles: To cope up with competitive advantages marketing department
is also accountable for handling and monitoring the company’s profile on the social media sites
like, twitter, Facebook, Instagram and so on. In order to reduce the switching ratio of the
potential customers to other brand the marketing department is staying regular in their contact
and try to understand the emerging needs and wants. The Burberry's marketing department is
provide all relevant information regarding the product to the end users on the social sites in order
to attracted large section of the consumers. By this overall sales ratio raises and huge revenue
can be maximized easily. The marketing department also takes feedback and suggestions from
the customers regarding the improvements in products in order to improve the customer
satisfaction (Baker and Magnini, 2016).
Preparing marketing budget: In this case, to perform marketing activities effectively
the division of marketing need to determine estimated budget. All the cost incurred during the
marketing procedure is examined and accordingly budget is designed and allotted to the firm. It
is very essential to have sufficient funds in order to overcome the future barriers that can directly
or indirectly influence marketing activities. Burberry marketing department design the budget
by analysing past and future budget and their variation with the estimated results. Moreover, the
insufficiency of funds can be overcomed by gathering financial amount from banks, other
financial institutions, relatives and so on.
Roles of responsibilities of marketing in the context of market environment:
Developing marketing strategies: The person posted in the marketing department is
liable to frame strategies and plans for the marketing activities. In the intense competitive world
these tactics are required to measure the potential trends, needs and demands of the customers
and so on. It is very important to study this factors in order to provide quality goods and services
to the customers as compare to rivalry. However, Burberry 's marketing department is is using
the social media platform for understanding consumers mind-set, their taste, preferences etc. so
that the products can be designed accordingly. By this market share can be capture to a large
extent which is a positive mark for the company. On the other hand there are uncountable fake
profiles on social sites due to which organization is unable to bring productive outcomes.
2