Roles and Responsibilities of Marketing Function for an Organisation

This article explains the roles and responsibilities of marketing function for an organisation. It discusses the importance of identifying consumer needs, promotion, branding, packaging and labelling, standardisation and grading, strategic decision-making, and customer support service. It also explores the interrelation of marketing with HR, finance, research and development, production, sales, and information technology departments. The article compares two organisations based on marketing mix elements and their impact on achieving business objectives.

Marketing
Essentials

EXECUTIVE SUMMARY
This project is based upon Burberry which is the client of Ashanti Marketing Solutions
(AMS) Limited. The Burberry is popular for its British luxury fashion house which is situated in
London. The marketing essentials plays the major key role and responsibilities in its marketing
function which are determining consumer needs, branding, packaging and labelling, etc. This
interrelates marketing with HR, finance, research and development, production, sales, etc.
Comparison between two enterprises are described on the basis of elements of marketing mix
that are product, price, place, promotion, people, process and physical evidence. Evaluating
marketing plan for achievement of organisation goals and objectives for its stability.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the roles and responsibilities of marketing function for an organisation.................1
P2. Analysing the roles and responsibilities of marketing which are related to organisation.....3
TASK 2............................................................................................................................................5
P3. Comparing two organisation on the basis of marketing mix elements to achieve business
objectives.....................................................................................................................................5
TASK 3............................................................................................................................................7
P4. Generating and evaluating basic marketing plan for an organisation....................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing essentials is explained as the important elements of marketing which plays
the major role for an organisation in its goal achievement. These marketing mix essential
elements are product, price, place, promotion, people, process and physical evidence (Bădin,
2018). This project is based upon Burberry which is a client of Ashanti Marketing Solutions
(AMS) Limited. The Burberry was introduced by Thomas Burberry in 1856 as it is most popular
for its innovative brand of coat. The project covers roles and responsibilities of marketing
function interrelate to achieve organisational goals. Additionally, it compares the marketing mix
determinants between two businesses for strategic decision-making in accomplishment of
success. Apart from this, evaluation of marketing plan for attaining competitive advantage to
compete with rivalries are also covered in this report.
TASK 1
P1. Explain the roles and responsibilities of marketing function for an organisation
Marketing refers to sell the produced product to its end-users which leads in
accomplishment of success. Marketing function is referred as to perform the activity which leads
to achieve goal efficiently. These functions of marketing plays the prominent role in goal
achievement through establishing consumer loyalty with its qualitative features. The managers of
Burberry implement marketing functions which leads to increase effectiveness through co-
ordination for maximisation of revenue (Waheed and Yang, 2017)
. These marketing functions are described as below:-
 Identify consumer needs:- It is very essential for an organisation to determine the needs,
desires and wants of consumers in achieving organisation goals and objectives. The role
of analysing needs of consumers in marketing function of Burberry is to produce the
product with innovative idea to fulfil their requirements. The responsibilities of this
function is complete market research to satisfy their target market with specialised
featured products (Beaty, 2016).
 Promotion:- This is important function of business in promoting their products through
positioning to its end-users by advertisements, posters, print and social media, etc. The
roles of promotion in marketing function of Burberry is to aware consumers with
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availability of their desired product at least cost effectiveness. The responsibility of this
function is to increase consumer satisfaction level with their support and loyalty.
 Branding:- It is the process which creates goodwill for organisation through its name,
symbol or design which indicates the identity of business. The role of branding in
marketing function of Burberry is to develop iconic branding through investing in
product development. The responsibility of this is to increase brand value with its
significant roles (Beig and Khan, 2018).
 Packaging and labelling:- These are the process for an organisation in developing good
image of their product with attractive design and specialised features mentioned on the
packet. It is classified on its size and quantity according to its specialised features. The
roles of packaging and labelling in marketing function of Burberry for its attractive
designing of product with qualitative features and ingredients used in producing. The
responsibilities of these are to enlarge numbers of consumers with their increase in
loyalty to consume which tends to maximise revenue (Sreekumar and Varman, 2016).
 Standardisation and grading:- It is explained as the process to produce a product
through its raw material, size, shape, quality, quantity, colour, weight, etc. This determine
that collaboration of these activities results in good formation of product which attracts
consumer to purchase it (Chang and Chen, 2017). The role of standardisation and grading
in marketing function of Burberry is to produce attractive product which capture its
position in mind of its target market. Its responsibilities are to enhance market share for
achievement of success and stability of organisation in competitive market.
 Strategic decision-making:- This is described as to develop innovative idea and to direct
and monitor activities with its competitive advantage for goal accomplishment. The role
of strategic decision-making with new ideas and plans results in achievement of success.
The responsibility of this is to properly utilise the scarce resources available in
competitive market.
 Customer support service:- This is referred as every organisation consider their
consumers as king. As they have the ability for bargaining in prices according to their
level of satisfaction. The role of customer support service in marketing function of
Burberry is to aware about the product pros and cons to consumers which results in
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consumer support and loyalty. The responsibilities of this is to maintain their prescribed
features and quality which increase consumers support (Do and Khuu, 2018).
Role of marketing
The crucial role played by marketing in success og business organisation in context of
Burberry are as follows:
Market analysis- It is the responsibility of marketing function to conduct timely market
analysis in order to evaluate current market situation and trends. In Burberry organisation,
marketing plays a crucial role in identifying and evaluating the existing opportunity and latest
trends of market that ensures better understanding in organisation about current tastes and
preferences of customers that ensures increase in sales through satisfying theses needs and
desires of customers (Nicholls and et.al., 2016).
Strategy formation- the another crucial role lead by marketing in Burberry organisation is
associated with better strategy formulation on the basis of current market situation and analysis.
This role of marketing in strategy formulation ensures more success for organisation through
managing coordination between current market trends and strategies and polices of organisation.
P2. Analysing the roles and responsibilities of marketing which are related to organisation
Marketing is explained as the activity of company to promote its buyers by selling their
product for consumer satisfaction which targets in goal achievement. The roles and
responsibilities of marketing which are interrelated with various departments of organisation to
achieve success. These interrelation are described with reference of Burberry are as follows:-
 Marketing and Human Resource:- This is described as the process to work collectively
for achievement of specific goal. This interrelates with each other in maximisation of
profits by appointing employees that are applicable to perform their task with motivation
which increase its effectiveness (Faith and Agwu, 2018). The role of Human Resource
department in Burberry is to attract and recruit talented and competent employees in
which marketing function provide aid through ensuring better advertising and promotion
in order to attract a wider pool of skilled and suitable application. The responsibility of
HR is to fulfil job requirement with motivated staff and eager to perform their activities
with individual and company target. On other hand, HR facilitate better training for
marketing department that enhance their skills thus, ensure better promotion and
advertising for Burberry organisation.
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 Marketing and Finance:- It is explained as the process to develop relationship between
each other by co-operation to achieve success efficiently. This interrelates to balance the
monetary transaction through finance which focus on saving and in marketing to spend
money. The role of Financial department in Burberry is to manage the expense in
production that increase the cost of product. The responsibilities of Finance is to
minimise cost effectiveness which results in maximisation of revenue and profitability
ratios (Febriyani, 2018). Further, marketing facilitates better analysis of business
environment and pricing strategy of competitors thus, facilitates aid for finance
department of Burberry to opt a suitable price range for its product to attract larger
number of customers and maintain an adequate level of profit margin.
 Marketing and Research and Development:- This is referred as the process in
researching target market to determine the needs and desires of its end-users which are to
be fulfilled by the product. This focus on high level of satisfaction which results in
achieving marketing success (Febriyani, 2018). The role of research and development
department in Burberry is to develop new innovative idea in generating new product
which efficiently meet the demand of consumers. The responsibility of this department is
to improve quality of products or services which reduces time wastage in
accomplishment of goal and objectives.
 Marketing and Information Technology:- It is considered as the relationship between
marketers and IT department. This is the procedure to perform certain specified task in
proper systematic manners that provides actual data of an action (Hoque and Awang,
2019). This department focus on competitive advantage by adopting new technologies
which reduce time consumption and to sustain in competitive market. The role of
Information Technology department in Burberry is to generate innovative idea by co-
operating and co-ordinating with each other which leads to improve consumer
relationship through their loyalty and support. The responsibilities of this department is to
improve and maintain its quality in achieving success as compared with rivalries.
 Marketing and production:- This is explained as the procedure to produce goods with
raw materials which are further processed by work-in-progress to finished product. This
production focus on the total quality management of product that satisfies the needs of
consumers (Hoque, Hashim and Azmi, 2018). The role of production department in
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Burberry is to create new product by managing its quantity and quality which leads to
increase its consumption. The responsibilities of this interrelationship is to develop belief
and trust among their loyal consumers through ensuring availability of desired products
as marketing provide information about current trends and customer preferences to
production department thus, lead to delivery of better product thus enhance sales margin
of Burberry.
 Marketing and sales:- It is referred as the process to sale their finished product to
consumers at cost plus profit-margin with the ability to maximise its sale and profit. This
focus on selling goods and services to large number of consumers which leads to
maximisation in volume of output. The role of sales department in Burberry is to attract
consumers for their profit and wealth maximisation. The responsibilities of this is to
enhance market share with enlarging consumers.
 Marketing and operation:- This is considered as to serve marketing as the backbone of
organisation through planing and governance which develop core value in achieving
organisation goals. This focus on presenting the optimisation of planing by budgeting and
evaluating the actual results from expectation (Faith and Agwu, 2018). The role of
operation department in Burberry is to plan and execute the expected result of the
organisation in achieving success. The responsibilities of this sector is to direct and
monitor the activities effectively which results accomplishment of goal efficiently.
TASK 2
P3. Comparing two organisation on the basis of marketing mix elements to achieve business
objectives
Marketing mix is referred as the elements of marketing which plays the major role for an
organisation to achieve its goals and objectives which increase their ability to compete from its
rivalries. These marketing mix elements are product, price, place, promotion, people, process and
physical evidence which are described below:-
Marketing Mix Burberry Armani
Product:- The product The products of Burberry are men The Armani products are Italian
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is described as the
process for an
organisation to build
tangible or intangible
goods or services which
are produced to meet the
requirements of
consumers for their
satisfaction level.
and women ready-made garments,
shoes and beauty. The
organisation produce these
products with superior quality
which attracts consumers in more
purchasing. This is very most
important element of marketing
mix for organisation in supplying
their products which leads to
achieve success.
clothing, shoes with many
fashionable cosmetics products.
The organisation targets on its
qualitative products for enlarging
its consumers. This is essential
for enterprise in competing from
its rivalries to remain stable
(Nicholls and et.al., 2016).
Price:- It is referred as
the ability for business
to sell their cloths on
cost plus profit margin
which leads to maximise
revenue and profits.
The Burberry deals in premium
pricing strategy as they supply
high quality products for which
consumers are ready to pay high
prices for their higher satisfaction
level. This is essential for business
to sell their products for profit and
wealth maximisation.
The Armani deals in competitive
pricing strategy to attracts large
number of consumers for quality
goods which leads to increase
consumer support and loyalty.
This is beneficial for enterprise to
supply products to consumers in
least cost which leads in their
high satisfaction level.
Place:- It is considered
as the point of sale in
distributing its cloth
through direct and
indirect channel which
remove the hindrance of
place.
The Burberry deals with supply
chain management to meet their
consumers demands by providing
them satisfaction level for the
amount paid. It plays major role
for organisation in targeting more
consumers for their product
availability (Sreekumar and
Varman, 2016).
The Armani focus on hindrance
of place through distribution
channel by direct and indirect
channel which determines the
needs, desire and wants of
consumers that are to be fulfilled
by product features. This is
advantageous for organisation in
capture global market which
result for stability in competitive
market.
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Promotion:- It is
described as the process
to promote the product
by positioning in the
mind of its end-users
through advertisement,
sales promotion and
personal selling.
The Burberry targets upper class
consumers which are ready to pay
high premiums. This organisation
promotes its product on social
media which creates easy access
for online shopping with reducing
in time wastage. It is essential to
promotes for maximisation of
revenue and profitability ratios.
The Armani targets its end-users
by promoting its product through
positioning their mind by its
attracting features which makes
them to purchase product. This is
beneficial for organisation in
increasing their sale from large
number of consumers. The
promotion strategy of Armani
includes Value based positioning
strategy where use of dash
celebrities and other models are
made for advertising purpose
tighter with magazines and
fashion shows. It lead to creation
of an iconic image for their
clothes. It is advantageous for
organisation as it leads to attracts
consumers which further results
in maximisation of revenue
People:- It is explained
as members of an
organisation which deals
in the supply of product
or cloth to its consumers
which leads to achieve
success.
The Burberry people are directors,
executives, managers, employees.
These people plays major role in
goal achievement efficiently by
directing and controlling various
activities which creates delay in
accomplishment of success. This
is advantageous as it leads to co-
operate with each-other in
achieving goal collaboratively.
The Armani people are chief
executive officer, directors,
manufacturers, wholesalers,
agents and retailers. These are
included in the distribution
channel which takes product from
producers and supply it to its end-
users to meet their requirements.
It is beneficial for organisation to
achieve success through co-
ordination which results in
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efficiency (Do and Khuu, 2018).
Process:- It is described
as the procedure to
deliver its product or
cloth from manufactures
to its end-users.
The process of Burberry is from
manufacturers to finished product
which have the capability to fulfil
their desire with high quality. The
iconic heritage of business is that
its coat are handmade process. It is
beneficial for enterprise to
increase their production and
supply to meet the requirements of
consumers (Vuignier, 2016).
The Armani makes uses of fine
clothes and exclusive designer to
manufacture its accessories and
cloths. Further use of a
worldwide supply network and
distribution channel is also made
by Armani.
Physical Evidence:- It
is referred as to create
good image or
reputation in front of
consumers through its
designing, location and
environment.
The physical evidence of Burberry
is the capability to provide online
website for their consumers in
determining high quality products.
It is essential for organisation to
examine the choice of consumers
for their clothing sector which
satisfy their needs.
The Armani organisation have
physical evidence through its
interior and other tangible design
which are experience and
analysed by consumers. This is
beneficial for business to create
good image and reputation in
front of end-users which attracts
them to consume their clothes.
TASK 3
P4. Generating and evaluating basic marketing plan for an organisation
Marketing Plan:- This is explained as the document that structures the synopsis to
manage and direct the actions in accordance with marketing efforts to achieve success and to
remain stable in competitive market (Chang and Chen, 2017). The marketing plan of Burberry is
to provide awareness to consumers about their coat through product positioning which attracts
them to purchase. To meet the high level of competition in business market, Burberry is going to
launch a new and exclusive range of Coat for its customers for which following Business plan is
made.
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Vision:- It's vision is to be the first in digital marketing for their luxurious fashionable
products.
Mission:- Burberry is luxury brand which deals in worldwide distribution network which
focus on integrity and vitality of their brand (Waheed and Yang, 2017).
Objectives:-the main objective of Burberry behind launch of this new range of coats
includes following points:
 To enhance its sales volume and productivity by 15% in next nine months.
 To enhance overall profit margin by at least 10% in coming one year.
SWOT analysis of Burberry
Strengths Weakness Burberry is an iconic brand that ensures
high sales volume for this organisation. High level of global presence is also
strength of Burberry together with
effective supply network that ensures
better market shares and profit. Use of effective marketing and
promotion strategy are also positive
factors of Burberry.
 Premium price range is a weakness of
Burberry that limits its sales and
productivity.
 Limited number of exclusive product is
also a weakness(Beig and Khan, 2018).
Opportunity Threat
 Developing and emerging markets are
an opportunity for Burberry.
 Further, Product differentiation and
expansion of product line also create
better opportunity for Burberry to
enhance its productivity.
 High level of competition from luxury
retail and cloths brands like Armani.
Marketing Strategies:- These strategies of marketing are considered to determine the
competitive advantage for an organisation to sustain in global market. These marketing strategies
are described with reference of Burberry are as follows:-
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Market Segmentation:- This is referred as the process to target small group of
consumers from the whole market which can satisfy their needs from the product. The market
segmentation is also categorised in four components which are as follows:-
 Geographic:- This process is to segment the target market according to their value,
interest, preference which varies according to its cities, states and countries.
 Demographic:- It is the process of segmenting target market through their age,
qualification, gender, occupation, family size, income, etc. which focus on specific
product to fulfil their needs and desires (Wróblewski, 2017).
 Psychographic:- This process is considered with the segmentation of target market
through their basic and similar lifestyles, opinions, personalities, attitudes, etc., which
leads to differentiate as specific category for their specialised product.
 Behavioural:- It is the process of segmenting target market according to their specific
reactions, consumers decision-making and buying process.
Out of above stated segment Burberry has selected demographic segmentation for launch
of its new range of Coat as it facilitates better bifurcation of its consumers on the basis of
age, gender, education, income, etc., which leads to examine their consumers according to
their purchasing capacity and their consumption pattern.
Market Targeting:- This is described as the process to target special market for their
specialised product which can meet the requirements of consumers through high level of
satisfaction that leads to achieve success. The manager of Burberry can use this targeting market
to focus on their basic needs which are to fulfilled by the product quality that provides high
satisfaction with accomplishment of goals (Beaty, 2016).
Market Positioning:- It is explained as the procedure to position its market for end-users
by making them aware about their product through targeting their mind which attracts them to
purchase more of their product. The managers of Burberry can use this to increase their sale by
enlarging its consumers which results in stability of organisation by competing with rivalries.
Use of value based positioning strategy could be made by Burberry for launch of its new range
of coat as it facilitates better reach to customers with the help of advertising through celebrities
and fashion magazines.
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Strategic marketing plan
Following strategic marketing plan are prepared by Burberry through using elements of
marketing mix for its new range of coat:
Elements of
marketing mix
New range of coat
Product It includes new range of exclusive coat for its customers.
Price The expected price coat is around £ 800.
Place These coat will be offered through exclusive showrooms of
Burberry and its official online website.
Promotion Promotion will be made through advertising featuring celebrities
and fashion magazines including online and digital modes of
promotion.
People Skilled fashion designers will be recruited to design these
exclusive coat of Burberry.
Process Use of most soft and best quality cloth is made by Burberry to
manufacture and process its new coat with use of some latest and
efficient machines.
Physical evidence Use of digital media and online modes will be made for creating
physical evidence.
Budget:- This is referred as the estimation of expected revenue and expenses during an
accounting period. The managers of Burberry can use this budget to evaluate their actual revenue
and expense incurred as compared to the expected and to monitor it through corrective measures.
Following Budget is prepared by Burberry for launch of its new range of cost:
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 16000 18000 20000
Borrowings(Bank loans, credits) 14000 12000 15000
Retaining earnings 10000 11000 12000
TOTAL 40000 41000 47000
MARKETING OUTLAY
Promotion activities 14000 14000 18000
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Sales publicity 12000 12000 16000
Other expenses 8000 14000 15000
TOTAL 34000 40000 39000
Monitoring and controlling:- It is considered as the ability to monitor, track, evaluate to
analyse the mistakes and control by taking corrective measures for achievement of organisation
goals efficiently (Bădin, 2018). The managers of Burberry can use this in monitoring the errors
which creates delay to achieve target by implying corrective measures in achievement of success
efficiently. Use of KPI (Key performance tool) is made by Burberry to control and check its
operation of its business plan through comparing actual performance with desired level so that
needed changes can be made on time for success of project.
CONCLUSION
From the above discussion it has been concluded that essentials of marketing plays an
efficient role in achieving success. It can be evaluated on the basis of above assignment that
marketing pays a crucial role in identifying business opportunity and formulation of strategy
through regular market resrch. Use of marketing mix provides better strategies and tactics for
success of product. Further, it can be analysed that business plan is a written document that
ensures better panning for success of a project. The organisation is affected by key roles and
responsibilities of marketing function which are identifying consumer needs, branding,
packaging and labelling, promotion, strategic decision-making, etc. Additionally, roles and
responsibilities of Burberry interrelates through marketing with Human Resource, Finance,
research and development, These leads to achieve organisation goals and objectives in being
stable to compete from its rivalries. The elements of marketing mix are compared with two
business in determining sustainability by generating and evaluating innovative idea of marketing
plan for an organisation.
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