Marketing Essentials Report: Comparing Burberry and Zara's Strategies

This report delves into the core principles of marketing, examining the roles and responsibilities of the marketing function within an organization, with a specific focus on Burberry. It explores how marketing relates to the wider organizational context, highlighting the collaborative efforts with departments like HR, Finance, and IT. The report further analyzes the marketing mix of two distinct organizations, Burberry and Zara, to compare their strategies for achieving business objectives. Additionally, it discusses the various tactics employed by organizations to attain their goals, and culminates in the production and evaluation of a basic marketing plan. The report emphasizes the importance of marketing in driving sales, understanding customer needs, and ensuring organizational growth and profitability.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1 ...........................................................................................................................................1
P1) Explain the roles and responsibilities of the marketing function.........................................1
P2) Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................3
TASK 2............................................................................................................................................5
PART A...........................................................................................................................................5
1) Compare the marketing mix of two different organisations to achieve business objectives.. 5
2) Different tactics by which organisation achieve their business objectives.............................7
PART 2............................................................................................................................................8
1) Produce and evaluate a marketing plan for an organisation...................................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials refers to the all the important elements of the marketing that helps
business to grow is the industry. These elements plays important role in management of the
factors that increase the sells of the business. In this report the major factors that have an impact
on the marketing. In this report the Burberry is selected, company is British luxury fashion
house, headquarter is in London, UK . It currently design and distributes ready to wear cloths.
Company was established in 1856 by Thomas Burberry. In this report the roles and
responsibilities of marketing function within an organization is included. Also how role and
responsibilities is related to the wider organization. Further, comparison between different by
applying marketing mix and explained how it helps organization to gain its objectives. In the last
basic marketing plan for the organization. Marketing essentials helps organization to provide the
main objectives and goals of the organization.
TASK1
P1) Explain the roles and responsibilities of the marketing function.
Marketing function is an important part of company because its helps in selling the
product and services that increase the revenue of the organization. It is an bottom line of any
organization and marketing essentials helps in gain the objective of the company and increasing
the rate of customer base in the market.(Abamu, 2019) Marketing also promote the product in
the market and increase the revenue of the company. In the context of Burberry marketing
analyse the market of respective company and helps in selling the product in the target market.
Marketing helps analysing the target customers and target market where they can sell their
product and services. Below is various role and responsibilities of marketing in the context of
Burberry.
Role of Marketing function:
Marketing plays important role in making good relationship between the customers and
organization by the various offering they offer to them. The marketing function also helps in
branding of the company and make brand identity in the market.
 Meets consumers needs and wants: A better marketing strategy helps the organization
to know what are the expectations of the customers from the organization. Marketing
helps in analysing the needs and wants of customers and try to fulfil those needs and
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wants to provide better customers satisfaction. In the context of Burberry, marketing
function of the company helps in making good relation between company and customers
by providing them what they expect from the organization. It is also analyse where the
products of company can better meets the needs and wants of the customers.
 Ensure organizational growth, survival and reputation: In the context of Burberry
effective marketing help the organization to have stable growth in the market. It also
provide the competitive analysis in the market and helps (Andersen, Weisstein, and
Song, 2020) the company to make perfect marketing strategy so the they can gain
competitive advantages in the market. Better panning and organizing the marketing
functions help to survive in the market and gain more profitability and growth. Thus,
marketing function ensure the growth of the organization and helps in gaining
competitive advantages.
 Adapting the right price: Market analysis function analyse the competitive market for
the company and helps in selecting best price. Adopting right price for product and
service is very important for Burberry, choosing the right price can increase the
customers base for the organization and loyal customer base helps the company to retain
its potential customers and offer them more satisfaction level form the company's product
and service. Thus using right marketing functions helps the company to choose right
price for their customers and improve the productivity of the firm.
 Better product offerings: After analysing the potential market, it is very important for
the company to produce the product and services according to the needs and wants of the
customers. It is very essential for the organization to know about the choice and
preference of their target market customers(Arslanagic-Kalajdzic, Žabkar, and
Diamantopoulos, 2019) it is provide insight about what they have to offer in order to
fulfil the wants and needs of the customers. In the context of Burberry company is also
using marketing strategy that helps them to understand the needs and wants of the target
market customers.
Responsibilities of marketing functions: There are various responsibilities of the marketing
function that have to fulfil in order to gain advantages. In the context of Burberry below is the
several responsibilities of marketing function within an organization.
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 Listing to customer's needs: Marketing helps the company to understand needs and
wants of the customer and provide them better satisfaction level form offering of the
company. In the context of Burberry it is the responsibility of marketing mangers to
understand the needs of their target customers and provide the right way to fulfil those
needs and make their customers happy.
 Searching for new marketing tools: It is an responsibility of the marketer to always
look for the new marketing tools that helps the organization to gain more profit and
increase the sells of the company. In the context of Burberry it is very important for the
marketing mangers for better analyse the market and provide the new tools for the
marketing.
 Innovate new product and services: Its an responsibility for the manger of marketing to
search for new ideas and innovate new product for the company. In the context of
Burberry it is important for the company to innovate new produce and service according
to changing trends in the market. Thus, marketing plays important role in managing the
market providing better growth to the new product and services.
 Helps in improving sells: It is an responsibility of the marketer to increase the sells of
Burberry so that company can gain competitive advantages and increase its revenues in
the market. There are various strategies marketer use to increase the sell of the company
and provide better analysis of those strategies. (Chiguvi, Madondo, and Tadu, 2019)
Thus, marketing helps the company to increase the sell of production and gain higher
customer base in the market.
P2) Explain how roles and responsibilities of marketing relate to the wider organisational
context.
There are various function in the organization that have to perform together in order to
make organization successful. Collaborative working of all the function in the organization needs
to be done effectively so that company can increase its customer base and improve the
productivity of the company. The abilities and capabilities of different department helps in
achieving the goals and targets of the company. The various functions of the Burberry could not
run individuality because all the functions needs the collaborative working with other
departments. There are many activities in the company that needs to be done in most effective
way that organization can gain advantages form those tasks and activities. The department of
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Burberry provide support to the relevant sources of the company so that they can gain the
advantages from it. Collaborative working of all the department is explained below in the context
of respective organization. Marketing and Human Resource department: The human resource department of
Burberry, select and requite employees with right skills and capabilities for the
organization. After the selection of those employee they helps them to understand about
the company and the work they have to do for the growth of the organization. They
provide them proper training and guidance about the jobs they have to perform for the
company. Whereas, the marketing department of the Burberry perform various functions
in the organization such as promoting the product, increasing the sells of production, they
also try to attract more customers towards the brand so that the profitability of the
company can be increase. These (Fairley, 2019) department of the company works for
the same goal and objective of the company. The capable employees and mangers helps
the marketers to better analyse the product and service of the firm and provide insight to
the company to analyse potential customers base that helps the organization to grow in
the market and have better productivity. Thus, both human resource and marketing
department of the organization works together for better growth of the organization.
 Marketing and Finance department: The finance department of the Burberry manges all
the financial activities within an organization. This department handle's inflow and
outflow of the cash in the company. It also provide finance to the all activities preformed
within in organization. It provide budget to all the different departments of the
organization so they can perform their functions well. On the other hand finance
department all needs fund to maintain all the departments so marketing helps the
company to generate more profit and increase(Jena, 2020) the rate of profitability form
the external source. In the context of Burberry the department of marketing focus on the
maximization of the profit for the firm so that all the departments of the organisation can
get proper flow of funds. All the activities and task of the respective organization needs
proper flow of funds that help them to increase the level of productivity for the company.
Thus, the Burberry organization handle both the finance and marketing departments so
that they can gain better growth in the market and increase the revenues of the company.
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 Marketing and IT department: The information and technology department of Burberry
operates different task though they mange the all the machinery and latest technology in
the company. Information and technology department of Burberry helps the company to
improve all the technology and make the organization technology advance. This
department also provide proper information about how and when company can innovate
its equipments in their company and gain competitive advantage from it. On the other
hand the department of marketing provide all the information about the latest technology
and innovation that is done by the (Kumar, and Mishra, 2019) company so that they can
improve their product and services in the company. As the department of marketing also
use the different information and technology to promote the product and services of the
company. The company also can merge this department and take help to increase the
profitability of the organization. Thus, the department of IT and marketing helps the
company to increase the market share and profitability of the organization.
Burberry use the collaborative working of all this departments so that the company can improve
the level of productivity. All the department is working with the marketing department and helps
the organization to improve the level of customer base and handle the services of the respective
company in effective manners.
TASK 2
PART A
1) Compare the marketing mix of two different organisations to achieve business
objectives.
Basis Burberry Zara
Product Burberry is one of the most successful
fashion brands that have variety of
products that they offers to the
customers. The core of market
segmentation that offer various
products such as beauty products,
cloths for man, women, and kids.
Zara is one of the most well
established fashion industry. In market
company has vary strong customer
base that helps in better growth and
increase the market share. Company
use innovative techniques to stay in
trendy in the market they provide
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Accessories are the main products of
the brand that customers likes about
the company.
different product and services so that
they can manage to stay in an
competition.
People Employees working in this
organization is skilled and talented and
there are many training programs for
the employees of(Larsen, 2019)
Burberry to keep them up to the mark.
These people in the organization helps
in better productivity and growth of the
company.
There are various people are involved
in the Zara that helps the company to
grow in the market. The suppliers give
proper service by supplying goods and
services in the organization. The
company also provide specific training
to their employees so that they can
achieve the given targets on time.
Place Burberry is one of the largest brand of
cloths and beauty products. The
organization has expand its business in
over 50 countries and have 478 stores
around the world. There are outlets
around the world where the rich people
reach many times. It helps in better
network with the customers around the
world and provide better reach to the
customers. The company is also using
online platforms for selling their
product throng online sites.
Zara use many online platforms and
networks around the world that helps
the organization to sell and promote
its product. There are 2250 stores of
Zara around the 96 countries. The
stores in various country helps its
customers to have easy reach to the
brand's product and services. It also
help the customers of the brand to
have various online platform for the
better reach for the product at home.
Price Burberry is offering qualitative
products with premium prices. These
prices is high in the market. That is the
reason why they(Zulfikar, and
Mayvita, 2019) do not face major
competition in the market. They also
change price accordingly so customer
Zara is high class brand and they
maintain high prices for the products
they offer in the market. The prices of
their products is fixed and can not
change according to the market
conditions. There are no replacement
of these products in the market so they
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can be get attracted towards the brand.
With high prices they provide high
level of elite products to their
customers. So they can retain the loyal
customers in the market.
can maintain these prices in the
industry and make high customers
base by providing them better quality
of products.
Promotion This strategies is the effective element
by which the company promote their
products in most effective way. There
are various of promotion strategies that
Burberry used to increase its sell and
promote the product in the market.
They use various online platform
where they promote the products by
showing their ads multiple times. They
also use many digital tools to promote
their products in the market and give
information about new product and
services to their customers.
Zara is already well known and well
established. There customers are also
familiar with their offering in the
market. But brand also focus on
making its promotion (Marčeková,
Šebová, and Pompurová, K., 2019)
techniques more innovative and
unique so that they can attract new
customers in the brand and provide
them better insight about the new
products of the company. They also
use TV ads as an promotion tool so
that they can inform their customers
about the new offerings and services
they provide with products.
Process Burberry's mangers focus on the proper
management of all the activities and
resources of the company that help
them in proper management of profit
and revenue of(Turnsek, and Janecek,
2019) the organization. This process of
the company of managing all the
revenues of the organization can
improve the performance.
Zara using online media for payments
and its helps their customers to use
this and make their payment easily.
Physical The brand sign and brand logo is the Zara sells its products in most
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evidence best physical evidence for the
Burberry. That attracts large customer
base for the company.
innovative and unique way so that
they can attract customers and make
strong customers base in the
organization.
2) Different tactics by which organisation achieve their business objectives.
Tactics is the micro environment strategies that helps organization to active the goals and
targets in most effective way. There are different tactics could use by the Burberry to achieve the
business objectives of the company.
 STP: It includes the marketing strategies of Burberry for arrangement of different
market segmentation. That helps the company to know about the target customer base
and also provide the wider range of market. After selection of target market the company
analyse the different market (Putra, Sumitra, and Wahab, 2019) that have the target
customers and also its provide the management of this market within an organization.
After the segmentation of target market they choose the right place to position their
products and services of the company. Thus STP approach helps Burberry company
increase its customer base and that help organization in achievement of objectives and
goal of the company.
 4Ps of marketing mix: There are four marketing mix elements that helps the
organization to increase the growth and profitability of the company. These elements
helps in better understanding of the market and improve the market share of the
company. Product, price, place, and promotion helps the organization to understand the
market opportunities and provide higher growth in the market. In the context of Burberry
the company's product is an identity of the brand, customers are also know about the
brand because of higher level of product quality. The premium prices of their products
make it easy for the company to increase (Shen, and de la Garza, 2019) the growth of
the company and make lower competition in the market. Place and promotions are the
connected elements that helps the company to increase customers base. Thus, marketing
mix helps the company to have better growth and better understanding of the market.
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PART 2.
1) Produce and evaluate a marketing plan for an organisation.
Marketing plan is an functional document that cover the various strategies in marketing
that observe and predict about the sales and customer's demand for product in market. It gives
proper information about various goals in marketing and advertisement activities, it helps in
maintain stability or increasing the position. It observe the market trends and customers needs
and expectations that helps in achieve growth in organisation. It is important for marketing
management by which they adopt strategies of marketing for better services and product. This
plan is necessary for Burberry. It helps in provide complete information about services and
product and check that organisation achieve growth. The marketing plan of Burberry is describe
as follows:
Overview of company
Burberry is largest British luxury garment industry, it is luxury brand and has various
categorise products such as; Perfumes, fashionable clothes, bags, footwear, cosmetics and
fashionable accessories. It is founded in 1856 in Basingstoke, England, UK. The headquarter of
company is in Westminster, London, UK. They have 421 outlets in different locations. They
sale their products and provide services in whole world. Company generate £2.63 billions
revenue and their operating income is £433 millions and net income is £122 millions. Industry
has 9892 employees and the founder of company is Thomas Burberry and CEO is Marco
Gobbetti. As Burberry wants to launch new sections that is sports sections it include sports shoe
and clothes. The observing that helps in Burberry to manage and improve market plans is as
follows as:
Executive summary
Burberry is popular brand for luxury fashionable products. They sell various luxury
products such as bags, clothes, accessories, fragrances, ready to wear outerwear, sunglasses and
cosmetics. Thus Burberry wants to lunch new category of sports, it include sports clothes and
shoes. They attempt first time in this (Silchenko, and Askegaard, 2020) category before that they
sell various luxury products in different outlets. Burberry wants add sports category because in
current market trend the youth attracts towards sports shoes and clothes and they launch sports
products with different varieties and customers requirements or wants. The marketing plan for
sports category is as follow as:
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Situation
SWOT Analysis
It is planning strategies and techniques adopt to help an organisation observe Strength,
Weakness, Opportunities and threats related to the industry or product in market. Thus Burberry
easily know about various tools by which the industry can predict the growth of organisation by
analysing the weakness and strength. Whereas company try to catch opportunities and avoid
threats. SWOT analysis for Burberry is as follow as:
Strength: It describe the business advantages, In context of Burberry;
 Burberry is well known luxury brand in UK. Company has loyal customers so they trust
in their products and services of Burberry. This sports category products gets a already
set brand so customers easily attracts toward the sports product.
 Burberry has 500+ stores in different countries, so for sports category products company
easily reach out customers in different areas.
Weakness: It describe the disadvantages, In context of Burberry;
 The price of Burberry products is very high that's why few customers afford their
products. Thus the growth has been (Suslenco, 2019) decreased because of price factor.
 Less inventory turn over is weakness of Burberry because the sports products are very
costly every youth could not afford high priced products.
Opportunities: It provide the techniques in environment that gives benefits to business, In
context of Burberry;
 Market trends are change on regular basis , customers wants and demand for product
has increased for luxury products such as Burberry products. In future the demand for
premium products also high. It is best opportunity to sports products as it cover huge area
of market.
 In current scenario online shopping is best opportunity for Burberry to increasing sales
of new launched products. It has less competitors in market because of premium brand .
Threats: It analyse the issues and troubles which faced by company. In context of Burberry;
 Company has strong competitors such as Gucci and Prada that are in world-wide market
is a big threat to Burberry. The most products of Burberry has short cycle in market
because of changes in market trends.
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