Analysis of Marketing Roles and Responsibilities: A Burberry Report

This report provides an overview of marketing functions within the context of Burberry, an international retailer of fashion and luxury goods. It defines marketing and its significance in enhancing market presence, focusing on key roles and responsibilities such as market research, information provision, brand management, and product development. The report delves into the marketing department's interrelation with other departments like production, finance, and human resources, highlighting the importance of collaboration. The report concludes that effective marketing plays a crucial role in managing brand image and addressing market complexities through departmental communication. The report also references sources that discuss marketing's functional relationships and the impact of data analytics in marketing.

Marketing Essentials
TASK 1

INTRODUCTION
Marketing is defined as the procedure in which various
activities are being exerted by the business so that to
intensify their market presence. Marketing is executing
differential functions in the industry of retail as functions of
marketing are directly aligned with goals and objectives of
the business. This report is associated with various functions
and aspects of marketing in the background of Burberry.
Burberry is an international retailer which is dealing in
fashionable clothing, accessories, eye wear, cosmetics and
fragrances

key roles and responsibilities of the marketing
function
Marketing is defined as the function
which is associated with ensuring their
potential customers regarding business
offerings in direct manner. Marketing
function are helpful in enhancing
communication with different markets
such as niche and potential market. In
this regard various benefits are given to
the business when they are highly

ROLES OF MARKETING FUNCTION
Market research: The foremost role of marketing
department under Burberry is related with performing
research as in the industry of retail this is necessary
that needs and demands of customers are understood.
By collecting information related to customer needs
and inclination Burberry can modify their products
and portray a different spectrum in the marketplace in
order to acquire new areas.

CONTINUE…
Information provider: Another role of marketing
function is to provide information to various
departments. Relevant information are collected
by marketing department by which emerging
trends can be identified. For Burberry analysing
market trends is holding high power as being a
business operator in retail industry trends are
changing in continuous manner so this would be
easier got them to stay align with marketing

RESPONSIBILITIES OF MARKETING
FUNCTION
 Brand Management: One of the prominent responsibility of marketing functions
in Burberry is managing brand as brand management could lead in intensifying
brand image. This enables the business to gain higher edge in competitive market
and different perspective related to brand equity can be usefully handled as well.
 Product Development: This is another responsibility of marketing function is to
develop such offerings through which huge customers can be attracted. This means
that marketing department of Burberry is putting their efforts for providing most
affordable and prominent quality within business offerings so that appropriate
customer base can be made.

how roles and responsibilities of
marketing
The marketing department plays an important role in
promoting the business of the organisation or company. It
helps the organisation to realise the needs and wants of the
customers and the target market as whole. It is the marketing
departments job to reach out to prospects, customers,
investors and the community. The department also creates a
positive image in the eyes of the consumer that represents
the company. Burberry has a robust marketing department,
which analyses its target market (customers who prefer
luxury brands) and provides the customers with the products

CONTINUE…
 Defining and managing the brand: Marketing department involves in defining the brand
and the business of the organisation. This department also determines what the brand is all
about, what does it do and how does the brand acts in certain situations. Burberry's brand
image of a luxury fashion house is maintained by its marketing department.
 Conducting customer and market research: Research helps an organisation to define
target markets and the opportunities the organisation can get in the future and helps the
management to understand how products and services are detected. Burberry's marketing
department does research to determine its target market , where it is located, how can it be
penetrated and what products to consumer in this market like.

CONTINUE…
 Marketing department is interrelated with other departments, it has to work closely with
other departments to avoid conflict of actions and to establish harmony. Relationship of
marketing department with some other departments can be explained as follows:
 Production Department: The marketing department has to work closely with the
production department to ensure; adequate research and development is planned to
satisfy the consumers, to obtain the design and quality preferred by the consumers, to
ascertain that the value of orders generated by management can be completed in the
given time period. Burberry's marketing and production department goes hand in and to
ensure efficiency and effectiveness in their products and services.

CONTINUE…
 Finance Department: The marketing department has to work
closely with the finance department to ensure that there is an
adequate budget to meet the expenses and needs for research,
promotion and distribution. The finance department maintains
data of every department to ensure that the business operates
within its financial capabilities
 Human Resource Department: The marketing department has
to work closely with the human resource department to ensure
that appropriate skills and staffing level is adequate, which will
help in research and development of new products, meet
production targets and creation of an ambitious and competent
sales team

CONCLUSION
From the above PPT this can be concluded that marketing is playing effective
role in managing brand image and dealing with different complexities which are
existed within market. With the help of departmental communication these
complexities can be eliminated and prominence can be received.

REFERENCES
Gupta, D.K., 2016. Everything is Marketing: An Analysis of Functional
Relationships of Marketing and Libraries. DESIDOC Journal of Library &
Information Technology, 36(3).
Shuradze, G., Bogodistov, Y. and Wagner, H.T., 2018. The role of marketing-
enabled data analytics capability and organisational agility for innovation:
empirical evidence from german firms. International Journal of Innovation
Management, 22(04), p.1850037.