Burberry Marketing Plan: Roles, Responsibilities & Implementation

This report provides a comprehensive analysis of the marketing function, focusing on the roles and responsibilities within an organization, particularly in the context of Burberry. It explores the interrelationships between marketing and other functional units, such as operations, finance, and human resources, highlighting their significance in achieving organizational goals. The report also compares how different organizations, including Burberry and Prada, apply the marketing mix to their marketing planning processes to meet business objectives. Furthermore, it includes the development and evaluation of a basic marketing plan, incorporating elements such as market strategies, understanding the market environment, and the use of marketing information systems. Desklib offers a platform to access similar solved assignments and past papers.

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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key roles and responsibilities of the marketing function.......................................................3
Key roles and responsibilities of marketing and it relation with other organisation department
................................................................................................................................................5
Roles and responsibilities of marketing with respect to macro environment.........................6
Significance of interrelationships between marketing and other functional units of the
organisation............................................................................................................................7
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
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................8
Different tactics applied by organisations to demonstrate how business objectives have been
achieved................................................................................................................................10
TASK 3..........................................................................................................................................11
Develop and evaluate a basic marketing plan......................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The term marketing is defined as a broad aspect that perform different actions, activities
and techniques to sale company products or services. Advertising, promotion, designing and
branding are the major functions of marketing. In the present scenario, identification of customer
segment, design and develop of product as per consumer, analysing market needs and many
more action are managed by marketing. Marketing efforts is centred towards satisfying and
identifying consumer needs with a profitable manner (Kuntonbutr, 2019). Different business
activities are carried or performed by marketing team of an organisation for generating profit by
satisfying customer needs and wants in an organised manner. Burberry is selected as an
organisation for this report. It is a multi-national organisation that deals in clothes sector. This
report aids to understand about roles and responsibilities related of marketing function by
highlighting aspects that relate with wider aspect of organisation. In last, formulation of
marketing plan will also be include in this report.
TASK 1
Key roles and responsibilities of the marketing function
The term marketing is defined as a process that is used to convert prospective or potential
buyers into customers through transferring all information about product and service to
customer. Market survey and research are key elements of successful marketing practice that is
used to formulate an effective marketing strategy to obtain success in the market.
Nature of marketing
Marketing is defined as a complex function and it is not sum up for sales alone.
Therefore, the nature of marketing is dynamic that support to perform different functions and
operations related with market functions. Burberry follow marketing concept because it helps to
complete all work according to customer requirements. Managerial function, human activity,
economic function etc. are aspect of economic that define management as art and science
(Eletxigerra, Barrutia and Echebarria, 2018).

Concept of marketing
 The production concept- According to the production concept an organisation develop
cheap and quality products are preferred by consumers. Manager are concerned about
formulation of mass production as it aids to distribute products at low cost. Burberry is
not focused to work with production concept because it reduce the customisation and
uniqueness among products.
 Product concept- This is believed by companies that consumer favour products that are
innovative, unique, high in quality and effective. Burberry follow product concept in
product concept in cloth section because it helps to attract more number of customers.
 Selling concept- Organisation prefer a sales target that is essential to achieve by the
marketing team as it refers to manage work with minimum sales. This is used by
management to enhance sale of company products by conducting serious promotion and
sale.
 Marketing concept- Burberry adopt the marketing concept because it lead business to
complete their work according to appropriate tools and tactics. The primary principle of
marketing concept is to manage work according to customer requirements. Client need,
integrated marketing, target market and profitability are four different pillar of marketing
concept. Societal marketing concept- Organisation determine needs, wants, interest of the target
market in order to deliver the valuable products to customers. Efficiency and
effectiveness among products leads management to gain competitive edge in market
(Eng, 2017).
Roles of marketing function
 Increase in market- Marketers of Burberry utilise the communication tools such as
advertisement, promotion, sales and event marketing for promoting products and wide.
PR programmes build and protect and company image by performing work in managing
media technology. Revolution among media technology generate more interaction
between company and customers.
 Adoption of right price- Monetary resources and price is a crucial factor that is used
for marketing mix of procedures. This helps in managing the strategies for controlling
fair price, incorporate and appropriate changes to prepare work with right approach. It is

used for managing work with right approach for managing work by implement of
favourable approach. Offering better products- Burberry sale more than one product and it refers that
physical product and goods are sold as per label. Their are various services is
characterised by individual for managing work according to intangibility and
inseparability that help to perform an active role for designing the products (Brychkov
and Domegan, 2017).
Responsibilities of marketing function
 Track trends and monitor competition- This is essential for organisation to know about
the position of business. So Burberry perform and manage work by analyse of customer
need and competition aspects. Marketing department of Burberry is responsible for
analysing work perspective of competitors because it helps to manage all work better
than competitive organisation.
 Brand value and work- In simple terms, brand representation refer to the feeling which
is related with services, products and company. Marketing department is responsible for
improving and enhancing brand value as it leads management of Burberry to complete
their work with more efficiency and effectiveness. One of the major perspective for
Burberry is to define about work areas to attract individuals as per company brand
(Arunachalam and Sharma, 2019).
Key roles and responsibilities of marketing and it relation with other organisation department
The inter-relationship among marketing function and other organisation department is
defined as the part of business. This is also used by management for managing work with other
departments. Marketing function are backup for other operational departments of company.
Burberry market department relation with other department is mention as follow:
 Marketing and operation management- The term marketing entire all activities which
is related with business as it encompasses about all aspects to perform all work in an
organised manner. In context of Burberry marketing and operation department perform
all task together to generate final result according to company goals and objectives.
Marketing department complete their task as per deadlines which leads to complete task
as per wish, need and want of customers. This also ensure that individual replace item to

match with safety feature and requirements that aids departments of Burberry to
formulate competitive-edge in market.
 Marketing and finance department- Marketing department perform all work with close
factors that are approved by finance team. Burberry formulate their products and
establish them as a brand that is luxury. In context of respective organisation finance
department perform their work as a whole organisation which help to complete work as
per allocated budgets. Burberry generate benefits to complete work by managing task that
aids to manage work according to opportunities.
 Marketing and human resource management- The marketing department perform and
complete work as per perspective that is used to manage task and work for accomplish of
objectives in stipulated time period. According to present market conditions, marketing
team of Burberry go for the appropriate skills (Hisrich and Ramadani, 2017). Example-
Potential candidates perform their work with effective skills as it helps to complete all
task according to decided ideas. Moreover, by meeting with production targets
individuals perform work with engage current skills and knowledge in work role.
Roles and responsibilities of marketing with respect to macro environment
The major roles of marketing in context of environment is discuss as below:
Marketing management is explicated as a process which is used for executing, planning
and implementing different factors that are related with concept of marketing. Burberry involve
pricing, promotion, sales and distribution etc. to target audience of organisation. Some roles of
marketing is mention as below:
Market strategies
The main role of marketing is defined as roles of managing the strategy that provides
information about perspective which is related with product planning, implementation and
control of marketing strategies in order to manage and complete work according to distribution
market. Burberry develop marketing strategy regard on real time basis that helps in completion
of work with more efficiency to measure work as per the work possibility.
Marketing information system
MIS provide information related with different factors that helps in managing work for
performing task in an appropriate manner. Product, planning and implementation of controlling
to complete all work according to decided time basis (Kayabasi and Mtetwa, 2016). Burberry

manage and complete their work with MIS to complete their work in minimum time period. This
helps in managing all task with monitoring and distribution task as per network in order to define
task with efficient manner.
Understanding and monitoring market environment
The marketing process plays a crucial role and it is used to identify untapped market that
is used for developing the aspects in order to manage work according to market environment.
Development plays an important role for Burberry but due to change in surroundings it is
complex for Burberry to manage work according to goals.
Significance of interrelationships between marketing and other functional units of the
organisation
The marketing department closely works with other departments of the organisation as
they are inter dependent and linked with each other. Like, the marketing unit usually require
economic resources to implement its marketing plan and strategies which finance unit has to
provide in order to promote the goods in effective manner. Likewise the human resource unit
need to recruit talented, skilled and creative personnel for the marketing department so that an
effective strategy is adopted to achieve common objectives of the company (Avila-Robinson and
Wakabayashi, 2018). In Burberry the marketing unit works with other departments to ensure
high sales and achievement of common organisational goals.
Analyse and evaluate the key elements of the marketing function and how they interrelate with
other functional units of an organisation.
For implementing effective marketing strategies and layouts, the marketing function has
to work with other departments so that effective marketing decisions are taken. The joint
working of all departments contribute to overall achievement of organisational goals. Likewise
the marketing department works with production unit to make sure that quality products are
produced as per the needs of the customers. Finance unit allocates the budget to marketing unit
in order to assure that marketing strategies are implemented effectively as per the allocated
funds. In Burberry, all departments inter relate with each other in order to perform their
functions and also to ensure that common objectives are achieved with the support of each other.

TASK 2
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is a strategic tool adopted by the organisations to analyse the current
market situation so that effective marketing plan is developed. It involves 7P's of marketing mix
which includes product, price, place, promotion, process, physical evidence and people. The
following is the analysis of marketing mix of Burberry and its competitor Prada.
MARKETING MIX BURBERRY PRADA
Product- It refers to the
product which is offered to the
consumers for sale.
It deals in wide variety of
fashionable clothes which
includes women, men, children
wear. It has other product lines
like cosmetic, fragrances,
leather goods, foot wears,
fashion accessories and eye
wear.
It deals in luxury products of
fashion house which includes
men and women wear. It deals
in apparel and accessories of
men and women. Other
product line includes eye wear,
bags, beauty cosmetics, sports
and lifestyle line. It has also
entered in mobile phones
market in partnership with
LG.
Price- It is the value which the
customer has to pay to
purchase a particular product.
It follows premium pricing
strategy which attracts high
class elite people. It also has
psychological pricing strategy
with limited discount offers
(Chuang. and Hu, 2017).
Prada follows different pricing
like premium pricing for some
of its product range to earn
high profits. It also has
psychological pricing for many
products like clothing. To
cover its shipping expenses, it
follows geographical pricing
so that consistent revenue
growth is maintained. It has
bundle pricing scheme during

MARKETING MIX BURBERRY PRADA
sales so that new customer is
attracted easily.
Place- It refers to the place
where the products are
available for the targetted
customers.
Burberry has a short channel
market with full management
control. It has its stores in
different markets so that
customers can directly deal
with the company. It operates
online through digital media
like social media channels,
websites, etc.
Prada has company operated
stores in all markets so that
direct communication is
possible with customers. It has
its products available in
supermarkets and
hypermarkets so that cost
efficiency is increased of
Prada. It deals in E-Commerce
also.
Promotion- It includes all key
tools of communication
through which product is
known to the public like
advertisement, direct selling,
etc.
Burberry promote its products
through traditional technique
like TV, magazines, etc. It
uses competitive advertising so
that it can battle to capture
large market share. It also uses
digital medium like website
and social media to promote
its product. Sponsorships are
also used by Burberry like
with HOYS to promote its
product line as much as it can.
Prada uses aggressive
marketing strategy which
includes ad campaigns via TV,
newspaper, magazine and
hoardings. It is also associated
with celebrities for ad
commercials. Digital
marketing strategy is also
adopted by Prada to attract
more youngsters (Dost and et.
al., 2019).
People- It refers to the staff
and workforce of the company
which works towards
achieving goals and objectives.
Burberry has highly trained
and skilled employees that add
value to the organisation. It
provides after sale service to
its customers like refund,
Prada provides regular training
sessions to all its employees so
that their skills are enhanced. It
works towards employee
loyalty and believes in

MARKETING MIX BURBERRY PRADA
exchange so that customers are
attracted.
employee satisfaction. It shares
rewards programs for its
workforce to motivate them to
work effectively for
organisation.
Process- It refers to series of
the actions that are taken by
company to deliver the product
to its valuable customers.
Burberry has efficient standard
sales process. It believes in
providing high quality service
to its customers with timely
sales.
The operations of Prada are
clearly communicated to all its
workforce and make sure that
employees are well skilled,
trained and knowledgable to
handle the process. It works
towards maintaining quality,
store and people so that
productivity of the company is
increased.
Physical evidence- It refers to
environment which a customer
experiences.
The company has a modern,
brand standard and clear store
layout in all retail avenues.
They offer the same products
which are appeared online or
in the advertisement so that the
customer confidence is not
lost. It has its logo on all the
POS and has branded
packaging system to provide
its customers with high quality
service.
The environment of store of
Prada is creative and exciting.
It continuously interact with
customers to make them feel
comfortable.

Different tactics applied by organisations to demonstrate how business objectives have been
achieved.
The important tactic used by Burberry is marketing mix. By focusing on all the
components of marketing mix, that is, product, price, promotion, place, people, process and
physical evidence, company can growth towards high success. The product component tells the
needs of the customers which the company successfully produce to satisfy their demands. The
promotional activities helps in introducing and communicating the product to the customers
(Solimun and Fernandes, 2018). The pricing element helps in maintaining profits of the company
to increase its productivity. To strengthen its position in competitive market, the people, process
and physical evidence helps in battling the market share.
TASK 3
Develop and evaluate a basic marketing plan.
A marketing plan is defined as a strategy which is formed in report format and tries to
outline the same in future. The marketing plan is designed for coming year in which various
strategies are described which is undertaken by forecasting sales and demand of the product.
This is a summary report of needs and demands of customers in which market position is
maintained. This plan is significant for Burberry so as to attain success and execute marketing
strategies in such a manner that all the marketing objectives can be attained. Marketing plan is
helpful for aligning marketing objectives with which enables the organisation to deal with
market complexities in optimal manner (Kumar, Shankar and Aljohani, 2019).
Executive summary
Burberry is a British Multinational retailer which was founded in the year 1886 and
headquartered in London, UK. Burberry is dealing in fashionable clothing, leather goods,
accessories, foot wear, eye wear, cosmetic and fragrances. The company is supplying products of
their own labels that means they have their own production house. Burberry is currently owing
stores in 59 counties. This proves their global identity and now the company is planning to boost
their market size by entering into new market as due to COVID outbreak have to shut down so
many stores.
Mission

The mission of Burberry is to serve prominent quality of products to their customers and
serve them in effective manner. On the other hand the company is willing to open up new stores
in order to enhance their market presence and customer base.
Vision
The vision statement of the company is to enhance working standard of their employees
so that objectives can be accomplished in easy manner.
Situational analysis
SWOT Analysis
This is a strategic tool which can be used by business in order to examine strengths and
market opportunities so that all weaknesses and eliminate weakness and external threats. This
tools is used in order to analyse internal strengths and weakness and external threats and
opportunities through which business can grow and sustain as well (Kim and Kim, 2018).
SWOT analysis is helpful for Burberry in managing their threats by attaining market
opportunities in order to accomplish marketing objectives.
STRENGTH
 Burberry is having robust brand recall
in the market which helps in brand
expansion.
 Customer loyalty in case of Burberry is
high as company is providing unique
and distinct design due to which this is
not easy for customers to switch.
WEAKNESS
 Risk of investing in new place could
be risky in this economic downfall for
Burberry.
 The company is highly dependent on
customer and taste of customers are
dynamic.
OPPORTUNITY
 Middle class are the new target for the
company as Burberry is having
prominent identity in executive class.
 Adoption of high tech machines in
productions of products may give them
additional edge to attract more
customers towards their offerings.
THREAT
 Burberry is having huge market
competitors which divides their
customers.
 In current time trends are changing in a
very fast manner which may create
threat for Burberry.