Roles and Responsibilities of Marketing Function in Burberry
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This report discusses the key roles and responsibilities of various marketing functions in Burberry, a UK-based organization. It also analyzes the interrelationships between marketing and other functional units in the organization.
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MAREKTING ESSENTIALS 1
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Table of Contents Introduction......................................................................................................................................3 TASK 1............................................................................................................................................3 P1Explain the key roles & responsibilities of various marketing function..........................3 M1Analyse the roles and responsibilities of marketing in the context of the marketing environment............................................................................................................................5 P2Explain how roles & responsibilities are having a relation with the wider organisational context....................................................................................................................................5 M2Analyse the importance of interrelationships between marketing & other functional units in a organisation.....................................................................................................................7 D1Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation.......................................................7 TASK 2............................................................................................................................................8 P3: Compare the ways in which the chosen organisation applies the marketing mix to the marketing planning process to achieve business objectives...................................................8 M3. Different tactics applied by organisations to demonstrate how business objectives canbe achieved................................................................................................................................11 TASK 3..........................................................................................................................................11 P4Produce & evaluation of a marketing plan......................................................................11 M4Produce a detailed, coherent evidence-based marketing plan for an organisation........14 D2Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.................................................................................................15 CONCLUSION..............................................................................................................................16 REFERENCES..............................................................................................................................17 2
Introduction Marketing is a very essential activity that has to be considered by every organisation apart from the fact that it is operating at the domestic or at the international level. Marketing is an activity that is related with the awareness and promotion of the brand image of organisation with respect to different types of products and services that they are offering to the target base of customers. Marketing manager has to possess sufficient skills and knowledge Framework so that they are able to make effective marketing plans and policies after making a detailed analysis of changes are taking place in the external market(Bendle, and Cotte, 2016). 3
Present report is based on Burberry that is a UK based organisation and dealing in different varieties of products such as fashionable clothing, accessories, fragrances etc. The assignment report consists of details information about the marketing concepts and its application for Burberry. Further, there is discussion of marketing mix with respect to the organisation in preparation of a marketing plan. This is also related with the interrelationship about different marketing departments and how they are assisting each other in its performance. TASK 1 P1Explain the key roles & responsibilities of various marketing function For understanding the roles and responsibilities of different marketing functions it is very important to discuss the concept of marketing(Đorđević, Ćoćkalo, and Bogetić, 2016). Basically the concept of marketing is a combination of different activities that includes marketing research, collection of information related with target customer base, analysis of the collected information, developmentandmodificationsofproductsaccordingtotherequirementsofcustomer’s implementationofstrategiesinthemarket(FunctionsandResponsibilitiesofMarketing Manager, 2016). The different activities and aspects of a marketing manager that has to be followed for the purpose of understanding what the major role of a marketing department is. Keyrolesandresponsibilitiesofmarketingfunctionthatareperformedbymarketing managers in Burberry as discussed below: 1) Identification of the customer requirements: This is a marketing function that is the starting of any marketing process in every organisation. The major role of this marketing function is to identify the changing requirements of customers(HomburgJozić,. and Kuehnl, 2017). Accountability of marketing department in case of this function is to have more focused towards identification of the needs requirements attitudes the habits of all the customers. In Burberry, this primary data has to be collected from the authentic sources so that there can be a detailed understanding of the target segment of customer and what are the basic demands of such customers. 2) Anticipation of customer requirement: 4
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Another major important marketing function is to anticipate the requirements of target base of customers. The main role of the function is of Anticipating the requirements of customers can help organisation to get a first mover advantage and also help in meeting the demands of customersaccordingtotheirexpectations(HuntandMadhavaram,2019)Anothermajor responsibility regarding this marketing function is to make sure that there is correct anticipation of the demand any new strategy requires lot of time and resources to be invested by a particular organisation. Hence, in Burberry this strategy is used for the purpose of making sure that if there are any changes made in the existing variety of product this is according to the demands of their target customers only. 3) Satisfaction of customer requirement: It is very important and one of the prime function of a marketing department to satisfy the requirements of customers. The role of this function is to identify different types of products that can actually make the satisfaction level of customers(Joshi, 2012). Responsibility of this marketing function is to ensure that all the strategies are actually leading to higher satisfaction of customers according to the present level. In case of Burberry this for the purpose of providing higher values to all the investment. 4) Enhancing profitability: Marketing function is responsible for devising some innovative ways to increase the sales of products for the customers(McDonald, and Wilson, 2016). The role of the marketing function is of providing different value-adding packages that can help in providing customers the exact value for money. Responsibility of marketing managers in case of this function is to enhance the overall revenue generation and they must make sure that the overall efforts of the marketing department are actually generating higher profit for the organisation. The time and all the resources that are being invested by the top management have to be leading the highest sales because of efforts made by marketing department. Such as in case of Burberry there is time evaluation of the all sales after is quarter to ensure that the marketing functions are actually reaping benefits for their organisation. Above discuss are some of the important role and responsibilities of radius marketing functions 5
in organisation that helps in developing a detailed situation analysis. All the marketing functions are related with the corporate goals and helps in production of marketing objectives for the organisation (Functions and Responsibilities of Marketing Manager. 2016). It is also used for providing corporate level objectives that consists of saving of Cost enhancement of revenue and generating more profitability with the help of higher market share. The overall corporate objective is helpful for the purpose of translation of objective and the measurement of all marketing objective. In Burberry all the marketing plans are used for the purpose of introduction and launching of new products and services in case of the target market. M1Analyse the roles andresponsibilitiesofmarketing in the contextof the marketing environment The roles and responsibilities of all the marketing function as rhyme with the overall changes taking place in the external market. The external market consists of various factors such as political economic technological and all these factors are forcing a negative and positive impact on the functioning of organisation(Nicholls and et. al., 2013). It is very important to consider all the aspects of such factors for the process of understanding what can be its long term impact on the strategies formed by marketing department. Such as if there is any change in the target market then it results into complete change in overall responsibility of the collection of information function of marketing department. There will be a new strategy from for the purpose of collecting of information from such new target segment of market. P2Explain how roles & responsibilities are having a relation with the wider organisational context. There is always an interrelationship between different functional units and marketing department of a organisation: Marketing and Human Resource Department: TheroleofHumanResourceDepartmentistoselectthemostcapableemployeesfor organisation and for this there is requirement of marketing about different vacant position so that maximum number of potential candidates can be attractive for the weekend position. Such advertisements are circulated with the help of Marketing department who are willing to develop such attractive advertisement so that there can be more number of applications according to a prospective position(Orzheshkovskaya, 2019). So, in case of Burberry there is need of proper 6
coordination of both of this department so that there can be a qualified and potential workforce that hired in the organisation for performing different types of functions. Finance and marketing department: The major responsibility of finance department in organisation is to manage all the funds and finances of an organisation. They also perform functions related to budget allocation to different functional areas. Marketing department basically performs a function of acknowledging all the potential investors related with the shortage of funds that are being faced by the organisation (Rossi, Allenby. and McCulloch, 2012). To perform business operations it is very important for the marketing department and the Finance Department to have a proper coordination in Burberry so that there can be optimum utilisation of available financial resources. Sales and marketing department: The role of marketing department is for the purpose of acknowledging requirements and needs of customers in the market. This department is responsible for acknowledging the preferences of customers. Marketing department has to acknowledge sales department about the changing requirements of customers so that they are able to perform their responsibilities accordingtoinformationprovidedbymarketingdepartment.InBurberrybothofthese department was higher amount of interlinked and interrelationship is no proper coordination between these two departments that it can affect the presence is position of an organisation. M2Analyse theimportanceof interrelationshipsbetween marketing &other functional units ina organisation. Marketing plays a very important role in every organisation and it is very important for organisations like Burberry to have a proper coordination among all the functional departments withthemarketingdepartment.Becauseallthesedepartmentstogetherhelpinproper functioning of overall organisation. Marketing department has always interlinked with human resource finance production and all the different types of functional department that are having specific functions but are interlinked with Marketing function in a direct or indirect manner. If 7
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there are no proper channels of communication then it might impact the overall functioning of this organisation. D1Critically analyse andevaluate the key elementsof the marketing functionand how they interrelatewith other functionalunits of an organisation. There are many different key elements of marketing function interrelated with other functional unit of every organisation. The major function of Human Resource Department is to ensure that there is recruitment of right candidate for a right profile marketing department has the responsibility to provide the data of requirements related to different marketing managers and it makes the ease of human resource manager in selecting right candidate according to search available job description provided by the marketing department(Simkin and Dibb, 2013). The research and development department has also responsibility to research into the existing segments of market and analyse the collected information same is the responsibility of Marketing department as they have to also conduct certain service to analyse the collected information for strong interrelationship between both of these departments so that there is no duplication of any type of activities performed by these departments. in case of Burberry, Marketing department also has the interrelationship between the production department as it helps in development of only those products that are helpful in creating the sales of customer so Marketing department help in providing the relevant information related to future prospective demands of customers whichhelpsinplanningofproductionbysuchdepartmentaccordingtotheprovided information. 8
TASK 2 P3:Compare the ways in which the chosen organisation applies the marketing mix to the marketing planning process to achieve business objectives. Marketing mix is referred to different types of seven P's that are combined together for the purpose of understanding different aspects of an organisation. It consists of basic seven elements such as product price place promotion process people and the last is physical evidence. All these elements have to be considered by the marketing managers of organisations such as Burberry to make relevance changes and all these components to compete with different competitors in the market. Below discussed is a comparison of marketing mix between Burberry and one of its biggest competitor's Zara that is also part of the similar industry and is dealing in to same variety of products like Burberry. BasisBurberryZara ProductBurberry is dealing in different types ofproductssuchasfashionable apparels,differentvarietiesof garments, fragrances, accessories and manysuchrelatedproductsof extremely high quality. For example thetrenchCoatthatissoldby Burberry is one of the best sellers of this brand in the markets of UK. Zaraisofferingdifferentexpensive products such as trousers, shoes, bags, watches, perfume all type off related products. They are offering a one stop solutionforthetargetsegmentof customers to satisfy the white variety of products. PriceBurberryisalsoofferingdifferent products at premium pricing policies as improvement of quality and not just prices. The high prices and the high quality are resulting into target customersmostlybelongtothe higher income group. Zara is also offering product at prices thatarecomparativelylessas comparedtoBurberry.Pricesof products that are offered by Zara are in differentvariantsaccordingtothe timely availability and demand that are present in market. 9
PlaceBurberry is a well organisation that is havingwelldesignstoresthatare located in different major parts of the cityofUKandalsomanyother different nations across world. They are selling the products by the use of franchisinganddifferentbrand outlets that have been opened with thehelpoffranchiseagreement. TherearealsoE-Commerce platforms which are used by Burberry for the purpose of enhancement of their overall revenue and sales. ThestoresofZaraarepresentin different countries and they also have a vertical integration system which is making very convenient forthemtoensuretheproduct availabilityintheleastpossible time(TadajewskiandJones, 2016). PromotionBurberryisinvestingmore promotionalactivitiesinformof advertisementslikepublishingof advertisements in magazines so that they are able to attract the highest incomegroupofpeoplewhoare going through such magazines. Apart fromthistherearealsousing strategieslikeadvertisementsand promotionsbydifferentcelebrity suchasEmmaWatsonthisis strategiesthatareadoptedbythe purposeofenhancementofthe overall sales and revenue. Zaraisinvestingondifferent advertisement they also possess a USP of minimum processing time that can help them in attracting large number of customers.Thisisabrandthatis relying on word of mouth and different types of social media platforms that are morecosteffectivesourcesforthe purposeofmakinginvestmenton promotion activities. PeopleBurberryisprovidingadequate training to their staff members so Zaraismakingdifferentrangeof productsfordifferentclassesof 10
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thattheycanbemademore capable to deal with those who belong to the high class group andalsohelpingthemto convince and buy products from this brand(Tascioglu, 2019). customers that they are able to offer and they are also having a trained and Competentstafftodealwiththe customerswhoarevisitingattheir physical outlet. ProcessBurberryisusingdifferentonline platform for the purpose of increasing thesalesoftheirproductsby receivingonlineOrdersandalso providingtimelydeliverytotheir customers across different parts of the worldaccordingtotheprovided locations. They also have a specific management system of inventory that is making it easy for them to track the different levels of stock according to the present sales of this organisation. Zaraisfollowingasimpleprocess wherecustomerscanbeprovided direct assistance by their staff member throughonlinedeliveryandthisis helping them to deal with a common process. Physical evidence The packaging of Burberry is very uniqueastheyareoftendifferent product in different colours and also thisishelpingandassistingtheir customers to easily recognise the type of product. Physicalevidencethatcanbe determinedbyZaraconsistsofthe transaction and different process. It is relatedwiththereceptortransaction buildinglayoutsofallthedifferent types of locations where Zara is having their presence. 11
M3. Differenttactics applied byorganisations todemonstrate howbusiness objectives canbe achieved. There are different types of tactics that can be adopted by Burberry so that they are able to achieve the business objectives. Burberry is using the segmentation strategy so that they are able to target market for the new as well as existing products. Addition to search strategies key performance indicators and benchmarking are also some of the tactics that can be used by Burberry so that they are able to establish different standard for consideration of performance in comparison with other competitors in the industry. For improvement of the overall financial performance the focus of this organisation is comparing the performance based on certain standard outcomes and also the actual outcomes. TASK 3 P4Produce & evaluation of a marketing plan Marketing plan is basically document that consists of different types of strategies that are part of organisation and is related with launching of new products in market(Vij, 2020). In a marketing plan is providing the summary of different types of marketing objective that consists of promotional strategies advertising Strategies and the decisions related to budget so that there can be accomplishment of different specific object. Marketing plan of Burberry: Overview of the organisation Burberry group PLC is basically a British luxury brand that is offering different readymade fragrances cosmetic products and also dealing and accessories. This brand was established in the year 1856 and since then it is having presence in different parts of the world. In the present scenario this organisation is planning to launch a new segment of organic cosmetic so that they are able to satisfy the new demand that have been generated by customers who are not willing to buy chemical products for their cosmetic needs. 12
Mission: Mission of Burberry is to maintain the reputation of their brand buffering new products and development of existing product by increasing their quality and new timely innovations. Vision: Vision of Burberry is to make consistent improvement in the market share and increase the overall position of this luxury fashion house across different parts of the world. Smart objective: Marketing mix of Burberry for the new organic range of perfumes is mentioned below: 1)Products: Burberry is planning to launch completely new segment of organic cosmetics and organic perfume for satisfying the needs of customers who are having preferences for organic product. 2)Price:Burberry is offering products at premium pricing strategy which is similar strategies in which they will be offering products of high quality but at the same time it will be at higher prices(Walmsley, 2019). This is a luxury brand and they are willing to maintain this image in future also. 3)Place:The products of this branch will be available in all different stores where they are having present existing branches and also there will be a new website launch for this segment of products which will have complete range of organic cosmetics only. 4)Promotion:Promotion of a new product the organisation will be having focus on especially digital media sources and there will be use of social media advertisement as a strategy will be focusing on the millennial generation who are regularly using Facebook Twitter snap chat as sources of promotion of new organic segment of product(Muralidharan, and Raval, 2017). 5)Process:The focus of Burberry is on improvement of the overall functional process so that the time required in offering the product for final customers can be reduced and there can be a timely availability of product to customer so that there can be higher satisfaction level. 6)People:Marketing Department will be ensuring timely training for employees so that they can possess a detailed understanding of the benefits and features that are associated with the product 13
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so that they are able to make proper promotion of the product to the target customers. 7)Physical evidence:The different types of advertisements will be on the fore front of the website where the products will be advertise as it is going to be the physical evidence of organic segment range. STP analysis: Segmentation- Segmentation of Burberry is focusing on division of market according to various different types of segment based on the behavioural factors that will help to focus on the attitude perception and lifestyle of target segment of market. Targeting- Targeting that is used for the purpose of focusing on the ability and its perspective of a customer’s according to the different prices that are being of offered. In the present scenario Burberry is going to Target the higher class group of people because they are using premium pricing and such upper class of people are having preferences for luxury items and only be able to afford such high prices. Positioning- For the purpose of achieving high position in the market Burberry will be having focus on promotion strategy so that they are able to ensure full availability of products and awareness in the marketfor theircustomers. The organic segmentrange of productsis completelydifferentfromearliersegmentofproductforthisplanandthisisthekey differentiation feature for Burberry in the present scenario . SWOT analysis: Strength: 1)Burberry is having strength of natural products that will enable them to attract more customers who are having preferences for safe and chemical free product. 2)This brand is having a high customer loyalty which is going to benefit them in future. 14
Weakness: 1)There is existence of high competition that is affecting the present position of Burberry. 2)There are cosmetic that is being offered by Burberry in the present scenario. Opportunities: 1)There can be enhancement of market share across different parts of the globe for vegan products. 2)The new product range can help in improvement of the present market share as people are developing higher preferences for Organic products(Baack, Harris and Baack, 2013). Threats: 1) This segment of market is very attractive as there is new entrants said that is always present for such brands. 2) There are situations of economic slowdown that can possess an impact on the present sales of Burberry and the new launches that are being planned. Budget: The marketing budget has been prepared for the purpose of supporting all the promotional activities of this business organisation so that there can be only requirement of points in a more efficient manner: Monitoring and controlling: Monitoring and controlling of activities is very crucial for the organisation as it helps top authorities in managing the overall performance so that there can be timely launch of product. Burberry is having focus on internal audit so that they are able to manage and monitor by using different resources. Listen to this they are also focusing on monitoring of performance by Different techniques like benchmarking. M4Produce a detailed, coherent evidence-based marketing plan for an organisation. Evidence based marketing plan is providing a overall summary of different Strategies and tactics that have been adopted by Burberry for the purpose of achievement of specific smart objective. 15
Important for the purpose of understanding what are short term and long term objective and whether they are having proper alignment with the mission and vision ofthis brand. It is also used for the purpose of understanding the different activities that have to be compulsorily performed in order to achieve the end results in form of objectives. D2Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. Marketing mix is a tool that is helpful in understanding the marketing plan of a particular organisation with respect to basics 7 factors that are part of marketing mix and it consists of product price, physical evidence, place, promotion and people. These are very important to be understood in order to understand how different strategies can contribute towards achievement of the overall laid down objectives that are part of the basic marketing plan. 16
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CONCLUSION It can be concluded from the above discussed points that marketing department of every organisation is contributing in a very significant man of accomplishment of the overall goals of organisation as they are helping in proper integration with other functional departments. They are helping in proper inclination of activities so that they can produce goods according to the requirement of customers. Marketing mix as a strategy is also used for purpose of analysing different types of strategies that can be formed for the purpose of making a detailed analysis of presentperformanceandwhatarefuturerequirementsofcustomers.Itisalsohelpsin developing a proper strategic marketing plan for the purpose of fulfilment of certain objective that have been laid down in the course of business function. 17
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