Report: Marketing Roles, Responsibilities, and Strategies for Burberry

This report provides a detailed analysis of Burberry's marketing strategies, focusing on key roles and responsibilities within the marketing function. It examines the selling, product, and marketing concepts employed by Burberry, emphasizing market research, brand management, and strategy formulation. The report explores the marketing function's responsibilities towards customers, the public, and suppliers, and analyzes the interrelationship between marketing and other departments such as Human Resources and Finance. The study highlights how Burberry integrates its marketing efforts to achieve its goals, considering the marketing environment and customer behavior. The report provides a comprehensive overview of Burberry's marketing approaches, including its use of promotional platforms, the importance of brand image, and the development of effective marketing strategies. The report also includes references to relevant books and journals to support the findings.

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.

• Analyse the roles and responsibility of marketing in the context of
marketing environment
. The following are some of the marketing positions and responsibilities:
• Towards customers: Burberry's marketing department determines the
customer's needs and wants, and then provides them with goods as well
as services that assist them satisfy those needs with higher-quality items.
Using promotional platforms such as social media, marketing can
influence the purchase behaviour of targeted clients towards an
organization's products

Continue…………..

Continue
• Towards public: The department fulfils its public
obligation by offering a variety of marketing-related work
possibilities, which serves to raise people's living standards.
• Towards supplier: Burberry's marketing department pays
suppliers on schedule, allowing them to maintain positive
relationships with them. This promotes the company's
reputation and ensures that the material supply is not
disrupted (Campbell, Martin and Fabos, 2018).

Continue…..
• Roles and responsibility of marketing in
terms to selected organisation organisation
The following integration with several
departments explains the roles and
responsibilities of marketing in an
organisational context:

Continue…..
• Marketing and human resource: Both of these
departments are critical to fulfilling the organization's
goals. The Human Resource Department specialises in
recruiting and selecting the best applicant from a pool of
candidates that they have generated. This assists the
marketing department in forming an effective team that
can assist them in delighting clients. Burberry's marketing
department presents a list of characteristics that they
demand in their staff. This departmental integration aids
the organisation in obtaining efficient and qualified
personnel (Malhotra, 2015).

Continue…
• Marketing and Finance Department: This department is
extremely reliant on one another, as the Finance
Department of Burberry determines the amount that
they need to procure based on information gathered by
the marketing department, and the finance department
provides sufficient funds to the marketing department so
that they can carry out their activities efficiently. In
addition, both departments assist each other in
preparing the budget based on the information gathered.

REFERENCES
Books and Jounal
Bull, J. W. and et. al., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT
analysis of the ecosystem services framework. Ecosystem services .17. pp.99-111.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson