BTEC HND Business - Unit 2: The Importance of Marketing Function

This report analyzes the importance of the marketing function within an organization, specifically using Burberry Group PLC as a case study. It begins by outlining the key roles and responsibilities of a marketing department, including social media monitoring, strategic marketing plan development, customer satisfaction management, and brand image enhancement. The report then explores how the marketing function interrelates with other departments like IT, finance, and human resources, emphasizing the significance of effective communication and coordination for overall organizational success. A comparative analysis of marketing mix elements, such as product, price, promotion, and place, between Burberry and Christian Dior is provided, demonstrating how these elements contribute to achieving business objectives. Finally, the report demonstrates the effective formation of a marketing structure plan from an organizational perspective. The report concludes by summarizing the key findings and reinforcing the critical role of marketing in driving business growth and brand success.

THE IMPORTANCE OF THE
MARKETING FUNCTION
AND MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................2
LO1..................................................................................................................................................3
P1 Explain key roles and responsibilities of marketing function...........................................3
P2 Explain how roles and responsibilities of marketing relate to wider organisational context
................................................................................................................................................5
LO2..................................................................................................................................................6
P3. By making through comparison through different organisation where it helps to apply in
the marketing mix for the business objective........................................................................6
LO3................................................................................................................................................10
P4. Demonstrate the effective source of the marketing structure plan on the formation of the
organisation perspective.......................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to an activity of promoting, buying and selling of the goods and services that
also includes advertising and research on market so that company can make the products as per
the customer satisfaction. It is an essential term to satisfy the customers and enhance the business
venture in the marketplace. This report is based on the Burberry Group PLC that is the luxury
British fashion house company founded in 1856 headquartered in London, England, UK. It deals
in varieties of products like sunglasses, fashion jewelery, readymade fashion wear, cosmetics and
perfumes etc. This report involves the roles and responsibilities of the marketing function so that
company will enhance their profits and it also involves the interrelation of organization
functional area with marketing functions so that firm will work in a smooth way. It also
inculcates the elements of marketing mix that helps in building the marketing plan in an effective
way so that Burberry can introduce the new products and attracts the large number of
customers(Pooler, 2018).
LO1
P1 Explain key roles and responsibilities of marketing function
marketing plays an important role in every and each business organisation because
marketing department of the firm can responsible and accountable for the roles and
responsibilities that are follow to attaining the goals of the organization. In this department of the
marketing can do their job very effectively as they can put all their efforts so that they can
enhance the brand image and sustainability of the firm in the marketplace. In this marketing
manager of Burberry can perform their task in an effective and efficient manner so that company
cannot face any major issues regarding the satisfaction of customers and also able to stay in the
market for a long period of time. It contains roles and responsibilities of marketing function in
context of Burberry that can be shown below.
 Monitoring social media account- The major role and responsibility of the marketing
department is to monitor the social media account such as face book, Instagram, Snap
chat etc. So that manager can know the customers behavior and perception about the
products and services they offer. In context of Burberry, marketing manager can monitor
the social media account by uploading the videos and pictures of the products so that

customers get attracted and give their follow-up. This role is useful for the Burberry in
marketing process as it helps in analyzing the marketing which is significant to make the
proper strategies for enhancing the profits of the company. It represent the B2B and B2C
sales because on social media every stakeholder of the company will be active so to
maintains their goodwill firm will monitor and manage the account related to social
media and in this they also follow the search engine optimization so that they can attracts
the large base of customers(Nirschl and Steinberg, 2018).
 Define strategic marketing plan- In the business enterprise making the proper strategic
plan that represents the outline related to company actions and goals that is develop by
the department of the marketing so that they can complete their project in an effective
way. It is an important part of the marketing process in the Burberry because planning is
the second step in the marketing planning process after the analysis of situation and this
strategy is based on the situation of the company that is examine by the use of PESTLE
and SWOT analysis. This strategic marketing plan is very beneficial for the firm and their
stakeholders because it helps in delivers the goods and services to the customers and
enhances the brand image and profits. In case of the Burberry Group marketing manager
can make a strategy so that they can develop the plan according to the strategies that
helps in fulfilling the demands of the people in the marketplace. In this Burberry can
analyse the situation so that there goods and services can be delivers to the customers in
an effective way.
 Customer satisfaction- The major role of the firm is to satisfy the customers by their
offerings and it is all done by the marketing department. In case of Burberry manager can
examine the market so that they understand the needs and desires of the customers so that
company will produce the goods and services as per their satisfaction and their
requirements. the best source of connecting the customers and examine their
requirements is the follow up step so that customers can give their reviews about the
organization and their products so that if there is a need to modify the products marketing
manager can done this and enhance the profit margin of the firm(SHUKLA, 2016).
 Boost image of brand- It is the major responsibility of the marketing department is to
boost the image of the company brand in the local and international market and position
the brand on then top of the list by offering effective goods and services. In this

marketing department of the Burberry can acquire the knowledge related to the high
position of the brand by attraction the large base of the people so that it helps in adding
the more values to the brand. It also helps in longer sustainability of the firm by arranging
various campaigns and events so that brand image also increases and customers cannot
switch towards the other company for buying the perfumes, clothing etc.
P2 Explain how roles and responsibilities of marketing relate to wider organisational context
Burberry Group plc is one of the largest British luxury fashion store in the UK and that
deals globally with their effective range of the goods and services. Due to large and luxury
organisation Burberry can focus on proper interrelation and coordination between the various
departments of the organisations so that every functions can be perform in a smooth and clear
way. Some of the interrelationship can be explained in context of Burberry below(Shaw, 2016).
 Marketing and information technology department- as marketing department cannot
work in a isolation if they work in that way a firm cannot enjoy the success because task
cannot be effectively completed on time. in this department of IT is based on focusing
and managing all the gadgets, machines and equipments and store, retrieve and collect all
the data within the firm system . In this when the marketing department of the Burberry
needs any information and data related to enhance the profits of the organization they can
use those systems and make appropriate strategies. So at this it is the responsibility of the
IT department to timely check all the equipments in an effective way so that marketing
manager of Burberry can communicate and work on that system easily and it takes small
amount of time in solving the problems without hiring any mediators. it is very essential
for proper working within the organisation with the use of system software that is
controlled and managed by IT department.
 Marketing and finance department – This interrelation is the most important for every
type of company because without making the proper coordination with the finance
department no company can do the marketing in an effective way. in this finance
department of the Burberry can generate the funds as per the requirements of the
activities so that task can be achieved in an effective and smooth way. in this marketing
de3saprtment can use those funds for making effective strategies and promoting the

goods and services from the customers so that large number of customers can get
attracted. Effective coordination between both the departments can enhance the profits
and brand image of the company in all over the world. in this finance department sanction
the budget to the marketing department so that they can spend according to that due to
this there is a elimination of wastage of financial resources and company can invest in
another opportunities which can generate more revenues for the enterprise(Baker and
Magnini, 2016).
 Marketing and human resource department- In this human resource department can
provide the information to the marketing department about the vacant position so that
they can attracts the large number of peoples towards the company for their vacant jobs.
In this marketing manager of Burberry can attracts the skilled and knowledgeable
candidate so that they can fulfill the criteria for the vacant job and helps the HR manager
of company to hire an best candidates who can work effectively and achieves the task in
an effective manner. this heslp in achieving the targets in an effective way.
Significance of the interrelationship between the departments
The major significance of the interrelation between the department is that it can
contribute more in the success of the organisation and share the value of the company in the
marketplace. because of effective communication between the departments company can enjoy
the success and high brand image and they also get the effective workforce resources that helps
in the proper interrelation so that task can be achieved in an effective and efficient way.
Therefore, effective communication between the various departments with the marketing
department helps in eliminating the blockage and assists the workers to work productively that
gives the proficient results. In consumer and society viewpoint this interrelationship between the
departments can helps in giving the effective awareness about the offerings and they also get all
the information in a timely manner(Baker and Magnini, 2016).

LO2
P3. By making through comparison through different organisation where it helps to apply
in the marketing mix for the business objective.
The detailed concept of the marketing mix is describing about the featured of product and
market specification to analyse the behaviour where it evaluate the basic conceptual about the
promotional activity as it helps to scrutinize from the different format of the marketing mix of Ps
like place, price, promotion, people, physical evidence, process and product as all these factor
differentiate the company performances in the market through their visionary within their
competitor who having belong from the same industry clashes occur in the competitive market
(Oleinik and Yevseytseva, 2016). Following there is comparison between Burberry plc company
and Christen Dior fame company which is high competitive in the market as their product are
high form of formative sources that allows to compare their specification through marketing mix
are as follows:
Marketing Mix Burberry Company Christen Dior
Product The product concept of
Burberry company is having a
wider range of the famous
fashion industry which is
comes under multinational
venture by delivering of
clothes, cosmetic and other
luxuries product specification
that allows in their wear of
consumer behaviour is also
compressed through it
mentioned as per the range in
the various specification. the
growth of product as through
in marketing mix of Burberry
is its style and design and
As the nature and forecasting
of their product manner is the
featured comprise about the
Luxuries quality brand of
cosmetic, deo and more
expensive efficiency of
productive items are highly
actively in this company. As
they regulates their products
are majorly considered the
demographic factor
segmentation to getting
acknowledgment on which
they identify their right
optimum approach of

other generalisation in long
term.
consumer.
Price In the Burberry company
product as they are highly
form of designed where it
contains quality of raw
material consumed through
which pricing they get to
approached through affordable
customer recommended by
those who having high
purchasing power and nature
to undertaken of expensive
product with no negotiation.
The Dior Company is having
the similar product
manufacturing where they are
involves the high form of
experts and raw material that
are scrutinize through
represent the product pricing
as premium way of luxury
goods. As they have targeted
to those consumer who are
deliberately consumption in
the premium product
purchased and having the high
purchasing power.
Place On the actively places where
the Burberry company are
opened in the near United
Kingdom where they have
overall 300-500 stores
available in the competitive
areas of market within the 50
countries worldwide. The
procedure of their selling an
distribution which having
brand one related of one
company (Okechukwu, and
Adiele, 2019).
Through the analysation of the
places are Dior Company
having their stores is near upto
100 more in all over Asia,
where 50 stores in North
America. 40 Stores in Europe
and rest in other countries
which are prominent regulates.
The store owners having own
their licence secured where
they optimised their stores
from offline and online
segmentation (Kirkwood,

2016).
Promotion As per the records of early 90s
century the strategical
promotional activities in the
Burberry Company as their
product branding awareness
scrutinizing the information
where the factor of dealer of
the product selling and
promoting the goods of
Burberry through people to
people, but now the time ahs
changed as company is more
reliable in the online and other
technology where it helped
through support the celebrity
helped to making the product
better promotion and people
are get influence through more
segmentation .
The strategy of Dior company
is to making the formation of
systematic promotional event
resources are getting available
through more digital platform
like TV, radio, internet and
digital banner in street and
mall, as now they rae started
posted their product
promotion through Vouge
Magazines where it is
planning proceeding the
Vouges are approached by
premium peoples. So, it will
easily retain and approached
the consumer through well
informed way to making
product awareness. As they
initiate about the promoting
the product awareness through
advertisement where it create
the high formation people
influencer.
People As the many people are want
to want in the Burberry
company where they are only
allows the professionals in that
they having 9,862 workforce
are working actively in
To accompained the
employees at the Dior Stores
by recruiting the 15,486
employees are working
together to optimise the
company in new level of

globally to making this
venture the most effective and
international fashion industry
goodwill.
achievement and all targets are
fulfilled. The customer are
high compassionate to jointly
millions of premium people
are trading through constant
bases.
Process By activated the systematic
process to opted to work in the
professionalism manner
through investment and
connect with people by several
constant which connects the
customer through offline and
online set of modes and where
there is sites for consumer for
clear their doubts as they can
negotiate their price.
On the stimulation are about
to process of Dior through
getting services are appears
went through many raw
material consumption as in
high quality base to recover
the better formation of product
as well as the people are still
connected through for having
best premium product
generated by the Dior.
Physical evidence The factor of physical
evidence of the Burberry
company is getting clean and
modern stores where people
are well aware about the
product and company
description through which
they easily get to know the
update information regarding
with fashion and retailer
industry basis.
Their physical evidence is
basically are highlighted
towards their brand name
which is well performed in
international market and many
people are getting to
subscribed their product and
services. The Dior company
having a moto to provide the
exceptional unique concept of
product (Chen, 2018).

LO3
P4. Demonstrate the effective source of the marketing structure plan on the formation of the
organisation perspective
Through the basic agenda of marketing is to mapping the basic requirement of the
business need expansion that driven about the evaluation of all the details and optimum
information regarding related towards the goods and services that formulated the opportunities
are tracking trending items of getting accomplish the objectives which get to the business growth
in the competitive market. As the company consideration of the Burberry company where they
need to having a marketing strategic planning that derives for further forecasting of business
opportunities are more considerable where the more man power considered increase the wellness
of the Burberry company.
Company Description
As the Burberry company is the venture that regulates based on the United Kingdom
region where it is the British Multehre tinational venture which it trade between people to
provide basic home essentials product, fashion hub items, clothing, accessories etc, by in
premium segment product actively pursue toward those people who having high purchasing
power (Bowie Feng, 2018).
As in following there is elaboration of the Mission, Vision and core values are highlighted of
the Burberry Company:
Mission: The Mission statement of Burberry company is “To maintain and controlled the
integrity of their brand within the development require to capture the more market share”.
Vision: The desirable vision of Burberry Company stats to “Establish the Burberry
position firmly in luxuries fashion with as they get to sharping the most positing rewarding
towards the segments of the market specification”.

Core Values and Objectives: By forming of the effective craft man innovation and
highly quality basic product without any negative raw material consumed which matter most in
distinct. The experience and knowledge and determination to increase the internal development
of one another.
STP process of Burberry Company:
Strategy Formulation: The motive of business planning about to the Burberry company
business expansion where it scrutinize the growth factor in the competitive market to attaining all
the objective planning. Through the concept of managerial procedure to measuring the
Marketing STP that is Segmentation, Targeting, Positioning in the terms of customer oriented of
the ranking the profit maximisation as well as to gaining the market review which would
supports towards the customer and clients for investment purpose of behaviour get analysation in
effective (Spasić, 2016).
Segmenting: As in this stage of marketing segmentation is complied about to the measured the
traits of buying selling of behaviour get mapped for the potential or those who having power of
buying capacity to interact and experienced the Burberry company products.
Targeting: The procedure of the targeting systematic initial is to getting mapped and to
evaluate the better description of the product description as well as specification. The method of
targeting of Burberry Company have concerned towards the targeted group oriented into mature
and aged males and women who having the high power of buying.
Positioning: On the factor of Burberry company having the high amount better growth of
approaching in the competitive market as where they are high potential under top ten rank of
efficient fashion industry companies.
Swot Analysis
The process of Swot analysation is internal environment assessment of eth company
need to rectify about the strength, weakness, threats and opportunities which are available in the
market as well as the company Burberry is high formulated and influenced to the customer to
mapped the all those factor that are comes under Swot analysation: