David Game College HND Business: Marketing Essentials Analysis Report

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization. It examines the key roles such as promotion, market information gathering, pricing, and packaging, and discusses how these roles contribute to achieving organizational goals. The report uses Burberry as a case study, exploring the structure of a marketing department and the responsibilities of different roles within it, including the Chief Marketing Officer. Furthermore, the report delves into the marketing process, highlighting the importance of analyzing the marketing environment, including both internal and external factors, to inform strategic decision-making. It also explores the interrelationships between the marketing department and other departments such as production and human resources, emphasizing the need for effective collaboration to ensure overall organizational success. The report concludes by reinforcing the critical role of marketing in driving business growth and maintaining a competitive advantage.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1. Key roles of the marketing function........................................................................................1
2. Structure of marketing department and two roles different marketing role. ..........................2
3. Overview of marketing process and the importance of marketing environment...................3
4 Inter- relating marketing department with other department...................................................4
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................6

INTRODUCTION
Marketing is one of the major function which is performed by every organisation to sell
their final product in the market and to attract more and more customers. Marketing is not only
concerned with selling but it is also related to building and maintaining better relationship with
the customers. Marketing is governed by various internal and external factors. This means there
are various internal and external factors which generally affects the working of the organisation
and the plans related to marketing(Baines, Fill and Page, 2013). The organisation taken in this
report is Burberry which is fashion house. Its headquartered is located in United Kingdom, the
organisation deals in outwear, fragrances, cosmetics,etc. The topics covered in this report are the
roles and relationship of marketing function, marketing mix, marketing function roles and
responsibility.
TASK1
1. Key roles of the marketing function.
Marketing department of every organisation plays a very important role in improving the
business. As it helps in increasing the sale of the organisation by coordinating and managing
various task and activities in the coordinated manner. Marketing will directly help in improving
relationship of customer's with the company. One of the major role of marketing function is
know the actual needs and wants of the customers and make plans according to that. The roles
are discussed below-
Promotion- Promotion is one of the major role of the marketing function. As with this
function the customers can be made aware about the existing and new launched products. By
using these various promotional tools Burberry will be able build a good image in the market.
The marketing department will be able to make new plans and strategies for the promotion of the
products of the organisation. Good promotional techniques will also help the organisation in
competing with its competitors in the best possible manner(Hills and Hultman,2011).
Market information- Another important function of marketing is to gather the
appropriate information from the market. This information can include the demand for the
product in the market, availability of potential customers and estimating the profit margin which
can be generated by product of Burberry. By using this function the company will have a clear
guidance about the current marketing conditions.
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Pricing- The price of the product is one of the most crucial function which is done by the
marketing department. As deciding appropriate price will help in generating more profit and
revenue for Burberry. So the organisation can focus on deciding fair prices of the existing or new
introduced product. Doing this will directly help in improving the image of the organisation in
the market and profitability and sale will be increased. It will also help in gaining the competitive
advantage in the efficient manner(Martin, Johnson, and French, 2011).
Packaging- Attractive packaging of the product can be done by the marketing
department of the organisation. Changes in the packaging of the product can be done after
analysing the preferences of the customers. If the product of Burberry has attractive packaging
than the customers will definitely end up buying the company's product. Changes in the
packaging must be done after analysing and interpreting each and every aspect of the market
conditions.
2. Structure of marketing department and two roles different marketing role.
The structure of marketing department of Burberry helps in proper functioning of the task
and operations. As each and every information is transferred in the sequential manner. The
members in the structure involves the head of the whole marketing department. The duty of vice
president of marketing department is to take logical decisions regarding the functioning of the
department. In the next step marketing manager guides his subordinates to work in the desired
manner(Kumar, 2015). So that the work in Burberry can be done in the controllable and proper
manner. The marketing manager generally makes the strategies for the advertising and
promotional activities.
Marketing manager motivates and guides the employee's to function well so that
chances of errors in the work is reduced. The marketing manager is responsible for handling the
issues and problems in the best possible manner. As if this is not done by the marketing manager
than the situation might lead to miscommunication in the marketing department of Burberry. The
plans for the advertisement and promotions can be done after analysing the present and past
situations of the market. As doing this the manager will get a rough idea about the marketing
situations. The targeted goals and objectives of the marketing department will be easily
achievable.
Chief marketing officer- The major motive of the chief marketing officer of the
Burberry marketing department is to help in increasing the growth of the company. This can only
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be done by increasing the sale and revenue of the organisation. A marketing plan is developed by
the marketing department. So that the department and organisation is able to achieve good
competitive advantage in the market. The chief marketing officer analysis the demand of
potential customer's and guides its subordinates in the right direction. The subordinates of chief
marketing officer also helps in taking decisions for the future course of action. They provide new
and innovative ideas for the effective functioning and achieving the goals of the department.
3. Overview of marketing process and the importance of marketing environment.
Marketing process is the technique which is created for the satisfaction of the customers.
This method is used to create awareness in the mind of customers regarding the product.
Marketing process can be used for the identification of opportunities and for the formulation and
implementation of the strategies. One of the major function of the marketing process is to
analyse the situation and than plan the marketing strategies . Analysing marketing environment is
very much essential for the marketing function(Palmer, 2012). Marketing environment comprises
of the internal and external factors which can affect the working of Burberry and its marketing
department. Some of the factors of marketing environment will have a positive impact while
some may have a negative impact. If the marketing environment is analysed than the market
department of Burberry will be able to make better plans for the future. The importance of
marketing environment is discussed below-
 The marketing environment can be very much essential for planning the operations of
the marketing department. As this will be beneficial in making plans for the introduction
of new product or service in the market. This will also help in making various
promotional plans and polices. The plans and policy formation can be done by the
management and marketing department.
 With the help of marketing environment the exact need of customers can be easily
known. By using this the chances of change in the customer preferences can be
minimized. As the plans will be made after knowing the demand of the potential
customer's. Identifying exact need will help in competing with the competitors in the
effective and efficient manner(West, Ford and Ibrahim, 2015).
 New trends can be easily tapped by using appropriate marketing environment technique.
The need and preferences of the customer's are ever changing and also involves high risk
and uncertainty. So marketing department of Burberry can make use of marketing
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environment to make relevant strategies for the future course of action. If there is any
change in the demand of the customer than Burberry will be easily able to adapt those
changes as there plans will be flexible in nature(Pike, 2015). Marketing environment can
easily control the internal and external factors of the organisation and can facilitate
efficient flow of work.
4 Inter- relating marketing department with other department.
The marketing function is interrelated with the other departments in the organisation. As
if the marketing department is not able to make proper plans for the future than production and
operation department will not be able to function well and the resources and raw materials will
be wasted. The inter relationship of the marketing department with other department are
discussed below-
Marketing with production department- To increase the performance of the
organisation it is very much necessary that the marketing and production department functions
well. As if this is not done than the sequence of the activities will be disturbed and mismanaged.
The production department will take care of the quality and quantity of the product while the
marketing department will focus on attracting the customers for the product. So if any
department of Burberry does not performs well than other department will automatically get
affected(Wensley, 2016).
Marketing with human resource- Both of these department will help in achieving the
desired goals and objectives of the organisation. The Human resource department can recruit
right and suitable candidate for the marketing department. so that they are able to take better
decisions and can contribute by providing innovative ideas to improve and enhance the business.
TASK 3
Covered in PPT.
CONCLUSION
From the above report it can be concluded that marketing department is the most essential
department of every organisation. If the marketing department does not function well than the
organisation might suffer loss and the customer will shift will one brand to another. The roles
and responsibilities of marketing will help in achieving the desired goals. The marketing
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department is directly connected with other departments. So it is very necessary for the
marketing department to function well and achieve the desired goals and objectives.
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REFERENCES
Books and journals
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Hills, G.E. and Hultman, C., 2011. Research in marketing and entrepreneurship: a retrospective
viewpoint. Journal of Research in Marketing and Entrepreneurship. 13(1). pp.8-17.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107).
Routledge.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Martin, K.D., Johnson, J.L. and French, J.J., 2011. Institutional pressures and marketing ethics
initiatives: the focal role of organizational identity. Journal of the Academy of
Marketing Science. 39(4). pp.574-591.
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