Roles and Responsibilities of Marketing Function - Burberry

Marketing Essential
Table of Contents
•INTRODUCTION...............................................................2
•Key Roles and responsibility of the marketing function ........3
•Analyse the roles and responsibility of marketing in the context
of marketing environment.......................... 5
•Roles and responsibility of marketing in context of the
organisation.................................... 6
•Analyse of the interrelationship between marketing and other
department of the organisation......................... 7
•Critically analysis of key elements of the marketing functions and
their interrelation with other functional units................ 7

PART 1
Introduction
• Marketing is described as an activity that assists a company in selling its services as
well as products to their clients/ customer by raising awareness and by using
various promotional initiatives. The organisation that was selected under this project
is Burberry. The brand has its headquarter in Horseferry Road, Westminster, UK. It
tends to deals in large number of products related to clothing, accessories, perfumes,
cosmetics. The founders of the company is Thomas Burberry. The topics that ere
discussed under the project are roles & responsibilities of marketing functions, their
integration along with their other functions of the company, different types of tactics
tends to be used by them are leads to taken into consideration. In the assignment
marketing plan is developed on behalf of the company that leads to support to
achieve some of their specific goals.

LO 1
Key Roles and responsibility of the marketing
function
The following is an important marketing concept that the Burberry executives have considered:
• Selling Concept: The objective of the marketer in the selling idea is to sell more things on a
huge scale. This can be accomplished by a marketer through aggressive promotion. The goal
is to sell what the corporation produces rather than what the customers want.
• Product Concept: The producers in this concept are focused on creating higher-quality goods
that will help them please their clients. Marketers create tactics that allow them to readily
upgrade their products.
• Marketing Concept: In this approach, the marketer evaluates the demands and desires of
clients and then presents them with goods that will readily fulfil the target market.
Furthermore, this is a customer-centric idea (Rowley, 2016)

The roles and responsibilities of the marketing
functions:
Following are roles as well as responsibility which helps to gain success.
•Market Research: It tends to be consider as one of the most significant
functions of marketing for a corporation since it identifies the
requirements and desires of clients, which helps the organisation
to make decisions. In the organisation Burberry's marketing team
conduct various market research in order to determine client needs and,
as a result, make products tends to be available on their own websites.
•Brand Management: It is critical for the company to build its brand
image since it allows customers to readily recognise them. Burberry's
marketing team expertly manages the brand through marketing efforts
that continue to promote the brand, allowing them to attract more
customers.
•Formulating Strategies: The company's marketing staff develops
various tactics based on the data they collect to assist them achieve their
objectives more successfully. Burberry collects information about their
clients and competitors in order to determine what discounts they may
provide to their customers. It also assists organisations in planning for
future parts of their operations.