BTEC HND Business: Marketing Essentials - Marketing Function Report

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities within the marketing function, the application of the marketing mix, and strategic marketing planning. The report uses Burberry as a case study to illustrate these concepts, examining how the organization identifies customer needs, anticipates demands, and strives for customer satisfaction and enhanced profitability. It explores the interrelationships between the marketing department and other functional units such as HR, finance, and sales. Furthermore, the report delves into the marketing planning process, comparing how Burberry utilizes the marketing mix (7Ps) to achieve its business objectives. A detailed marketing plan is produced and evaluated, demonstrating how the 7Ps are strategically applied to meet overall marketing goals. The analysis includes a critical evaluation of the key elements of the marketing function and their integration with other functional units, providing a holistic view of effective marketing practices.

MAREKTING
ESSENTIALS
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Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles & responsibilities of various marketing function..........................3
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................5
P2 Explain how roles & responsibilities are having a relation with the wider organisational
context....................................................................................................................................5
M2 Analyse the importance of interrelationships between marketing & other functional units
in a organisation.....................................................................................................................7
D1 Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.......................................................7
TASK 2............................................................................................................................................8
P3: Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives...................................................8
M3. Different tactics applied by organisations to demonstrate how business objectives canbe
achieved................................................................................................................................11
TASK 3..........................................................................................................................................11
P4 Produce & evaluation of a marketing plan......................................................................11
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation........14
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives.................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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Introduction
Marketing is a very essential activity that has to be considered by every organisation apart from
the fact that it is operating at the domestic or at the international level. Marketing is an
activity that is related with the awareness and promotion of the brand image of organisation
with respect to different types of products and services that they are offering to the target
base of customers. Marketing manager has to possess sufficient skills and knowledge
Framework so that they are able to make effective marketing plans and policies after making
a detailed analysis of changes are taking place in the external market (Bendle, and Cotte,
2016).
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Present report is based on Burberry that is a UK based organisation and dealing in different
varieties of products such as fashionable clothing, accessories, fragrances etc. The assignment
report consists of details information about the marketing concepts and its application for
Burberry. Further, there is discussion of marketing mix with respect to the organisation in
preparation of a marketing plan. This is also related with the interrelationship about different
marketing departments and how they are assisting each other in its performance.
TASK 1
P1 Explain the key roles & responsibilities of various marketing function
For understanding the roles and responsibilities of different marketing functions it is very
important to discuss the concept of marketing (Đorđević, Ćoćkalo, and Bogetić, 2016). Basically
the concept of marketing is a combination of different activities that includes marketing research,
collection of information related with target customer base, analysis of the collected information,
development and modifications of products according to the requirements of customer’s
implementation of strategies in the market (Functions and Responsibilities of Marketing
Manager, 2016). The different activities and aspects of a marketing manager that has to be
followed for the purpose of understanding what the major role of a marketing department is.
Key roles and responsibilities of marketing function that are performed by marketing
managers in Burberry as discussed below:
1) Identification of the customer requirements:
This is a marketing function that is the starting of any marketing process in every
organisation. The major role of this marketing function is to identify the changing requirements
of customers (HomburgJozić,. and Kuehnl, 2017). Accountability of marketing department in
case of this function is to have more focused towards identification of the needs requirements
attitudes the habits of all the customers. In Burberry, this primary data has to be collected from
the authentic sources so that there can be a detailed understanding of the target segment of
customer and what are the basic demands of such customers.
2) Anticipation of customer requirement:
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Another major important marketing function is to anticipate the requirements of target base of
customers. The main role of the function is of Anticipating the requirements of customers can
help organisation to get a first mover advantage and also help in meeting the demands of
customers according to their expectations (Hunt and Madhavaram, 2019) Another major
responsibility regarding this marketing function is to make sure that there is correct anticipation
of the demand any new strategy requires lot of time and resources to be invested by a particular
organisation. Hence, in Burberry this strategy is used for the purpose of making sure that if there
are any changes made in the existing variety of product this is according to the demands of their
target customers only.
3) Satisfaction of customer requirement:
It is very important and one of the prime function of a marketing department to satisfy the
requirements of customers. The role of this function is to identify different types of products that
can actually make the satisfaction level of customers (Joshi, 2012). Responsibility of this
marketing function is to ensure that all the strategies are actually leading to higher satisfaction of
customers according to the present level. In case of Burberry this for the purpose of providing
higher values to all the investment.
4) Enhancing profitability:
Marketing function is responsible for devising some innovative ways to increase the sales of
products for the customers (McDonald, and Wilson, 2016). The role of the marketing function is
of providing different value-adding packages that can help in providing customers the exact
value for money. Responsibility of marketing managers in case of this function is to enhance the
overall revenue generation and they must make sure that the overall efforts of the marketing
department are actually generating higher profit for the organisation. The time and all the
resources that are being invested by the top management have to be leading the highest sales
because of efforts made by marketing department. Such as in case of Burberry there is time
evaluation of the all sales after is quarter to ensure that the marketing functions are actually
reaping benefits for their organisation.
Above discuss are some of the important role and responsibilities of radius marketing functions
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in organisation that helps in developing a detailed situation analysis. All the marketing functions
are related with the corporate goals and helps in production of marketing objectives for the
organisation (Functions and Responsibilities of Marketing Manager. 2016). It is also used for
providing corporate level objectives that consists of saving of Cost enhancement of revenue and
generating more profitability with the help of higher market share. The overall corporate
objective is helpful for the purpose of translation of objective and the measurement of all
marketing objective. In Burberry all the marketing plans are used for the purpose of introduction
and launching of new products and services in case of the target market.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
The roles and responsibilities of all the marketing function as rhyme with the overall
changes taking place in the external market. The external market consists of various factors such
as political economic technological and all these factors are forcing a negative and positive
impact on the functioning of organisation (Nicholls and et. al., 2013). It is very important to
consider all the aspects of such factors for the process of understanding what can be its long term
impact on the strategies formed by marketing department. Such as if there is any change in the
target market then it results into complete change in overall responsibility of the collection of
information function of marketing department. There will be a new strategy from for the purpose
of collecting of information from such new target segment of market.
P2 Explain how roles & responsibilities are having a relation with the wider organisational
context.
There is always an interrelationship between different functional units and marketing department
of a organisation:
Marketing and Human Resource Department:
The role of Human Resource Department is to select the most capable employees for
organisation and for this there is requirement of marketing about different vacant position so that
maximum number of potential candidates can be attractive for the weekend position. Such
advertisements are circulated with the help of Marketing department who are willing to develop
such attractive advertisement so that there can be more number of applications according to a
prospective position (Orzheshkovskaya, 2019). So, in case of Burberry there is need of proper
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coordination of both of this department so that there can be a qualified and potential workforce
that hired in the organisation for performing different types of functions.
Finance and marketing department:
The major responsibility of finance department in organisation is to manage all the funds and
finances of an organisation. They also perform functions related to budget allocation to different
functional areas. Marketing department basically performs a function of acknowledging all the
potential investors related with the shortage of funds that are being faced by the organisation
(Rossi, Allenby. and McCulloch, 2012). To perform business operations it is very important for
the marketing department and the Finance Department to have a proper coordination in Burberry
so that there can be optimum utilisation of available financial resources.
Sales and marketing department:
The role of marketing department is for the purpose of acknowledging requirements and
needs of customers in the market. This department is responsible for acknowledging the
preferences of customers. Marketing department has to acknowledge sales department about the
changing requirements of customers so that they are able to perform their responsibilities
according to information provided by marketing department. In Burberry both of these
department was higher amount of interlinked and interrelationship is no proper coordination
between these two departments that it can affect the presence is position of an organisation.
M2 Analyse the importance of interrelationships between marketing & other functional units in a
organisation.
Marketing plays a very important role in every organisation and it is very important for
organisations like Burberry to have a proper coordination among all the functional departments
with the marketing department. Because all these departments together help in proper
functioning of overall organisation. Marketing department has always interlinked with human
resource finance production and all the different types of functional department that are having
specific functions but are interlinked with Marketing function in a direct or indirect manner. If
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there are no proper channels of communication then it might impact the overall functioning of
this organisation.
D1 Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.
There are many different key elements of marketing function interrelated with other
functional unit of every organisation. The major function of Human Resource Department is to
ensure that there is recruitment of right candidate for a right profile marketing department has the
responsibility to provide the data of requirements related to different marketing managers and it
makes the ease of human resource manager in selecting right candidate according to search
available job description provided by the marketing department (Simkin and Dibb, 2013). The
research and development department has also responsibility to research into the existing
segments of market and analyse the collected information same is the responsibility of Marketing
department as they have to also conduct certain service to analyse the collected information for
strong interrelationship between both of these departments so that there is no duplication of any
type of activities performed by these departments. in case of Burberry, Marketing department
also has the interrelationship between the production department as it helps in development of
only those products that are helpful in creating the sales of customer so Marketing department
help in providing the relevant information related to future prospective demands of customers
which helps in planning of production by such department according to the provided
information.
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TASK 2
P3: Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix is referred to different types of seven P's that are combined together for the
purpose of understanding different aspects of an organisation. It consists of basic seven elements
such as product price place promotion process people and the last is physical evidence. All these
elements have to be considered by the marketing managers of organisations such as Burberry to
make relevance changes and all these components to compete with different competitors in the
market. Below discussed is a comparison of marketing mix between Burberry and one of its
biggest competitor's Zara that is also part of the similar industry and is dealing in to same variety
of products like Burberry.
Basis Burberry Zara
Product Burberry is dealing in different types
of products such as fashionable
apparels, different varieties of
garments, fragrances, accessories and
many such related products of
extremely high quality. For example
the trench Coat that is sold by
Burberry is one of the best sellers of
this brand in the markets of UK.
Zara is offering different expensive
products such as trousers, shoes, bags,
watches, perfume all type off related
products. They are offering a one stop
solution for the target segment of
customers to satisfy the white variety
of products.
Price Burberry is also offering different
products at premium pricing policies
as improvement of quality and not
just prices. The high prices and the
high quality are resulting into target
customers mostly belong to the
higher income group.
Zara is also offering product at prices
that are comparatively less as
compared to Burberry. Prices of
products that are offered by Zara are in
different variants according to the
timely availability and demand that are
present in market.
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Place Burberry is a well organisation that is
having well design stores that are
located in different major parts of the
city of UK and also many other
different nations across world. They
are selling the products by the use of
franchising and different brand
outlets that have been opened with
the help of franchise agreement.
There are also E-Commerce
platforms which are used by Burberry
for the purpose of enhancement of
their overall revenue and sales.
The stores of Zara are present in
different countries and they also
have a vertical integration system
which is making very convenient
for them to ensure the product
availability in the least possible
time (Tadajewski and Jones,
2016).
Promotion Burberry is investing more
promotional activities in form of
advertisements like publishing of
advertisements in magazines so that
they are able to attract the highest
income group of people who are
going through such magazines. Apart
from this there are also using
strategies like advertisements and
promotions by different celebrity
such as Emma Watson this is
strategies that are adopted by the
purpose of enhancement of the
overall sales and revenue.
Zara is investing on different
advertisement they also possess a USP
of minimum processing time that can
help them in attracting large number of
customers. This is a brand that is
relying on word of mouth and different
types of social media platforms that are
more cost effective sources for the
purpose of making investment on
promotion activities.
People Burberry is providing adequate
training to their staff members so
Zara is making different range of
products for different classes of
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that they can be made more
capable to deal with those who
belong to the high class group
and also helping them to
convince and buy products from
this brand (Tascioglu, 2019).
customers that they are able to offer
and they are also having a trained and
Competent staff to deal with the
customers who are visiting at their
physical outlet.
Process Burberry is using different online
platform for the purpose of increasing
the sales of their products by
receiving online Orders and also
providing timely delivery to their
customers across different parts of the
world according to the provided
locations. They also have a specific
management system of inventory that
is making it easy for them to track the
different levels of stock according to
the present sales of this organisation.
Zara is following a simple process
where customers can be provided
direct assistance by their staff member
through online delivery and this is
helping them to deal with a common
process.
Physical
evidence
The packaging of Burberry is very
unique as they are often different
product in different colours and also
this is helping and assisting their
customers to easily recognise the type
of product.
Physical evidence that can be
determined by Zara consists of the
transaction and different process. It is
related with the receptor transaction
building layouts of all the different
types of locations where Zara is having
their presence.
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M3. Different tactics applied by organisations to demonstrate how business objectives canbe
achieved.
There are different types of tactics that can be adopted by Burberry so that they are able to
achieve the business objectives. Burberry is using the segmentation strategy so that they are able
to target market for the new as well as existing products. Addition to search strategies key
performance indicators and benchmarking are also some of the tactics that can be used by
Burberry so that they are able to establish different standard for consideration of performance in
comparison with other competitors in the industry. For improvement of the overall financial
performance the focus of this organisation is comparing the performance based on certain
standard outcomes and also the actual outcomes.
TASK 3
P4 Produce & evaluation of a marketing plan
Marketing plan is basically document that consists of different types of strategies that are part of
organisation and is related with launching of new products in market (Vij, 2020). In a marketing
plan is providing the summary of different types of marketing objective that consists of
promotional strategies advertising Strategies and the decisions related to budget so that there can
be accomplishment of different specific object.
Marketing plan of Burberry:
Overview of the organisation Burberry group PLC is basically a British luxury brand that is
offering different readymade fragrances cosmetic products and also dealing and accessories. This
brand was established in the year 1856 and since then it is having presence in different parts of
the world. In the present scenario this organisation is planning to launch a new segment of
organic cosmetic so that they are able to satisfy the new demand that have been generated by
customers who are not willing to buy chemical products for their cosmetic needs.
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