Marketing Essentials Report: Burberry Case Study and Analysis

This report provides a comprehensive overview of marketing essentials, beginning with an introduction to the nature of marketing and the development of marketing concepts. It delves into the marketing process, exploring various roles of marketing in both B2C and B2B contexts. The report emphasizes the roles and responsibilities of the marketing function within an organization, including gathering market information, branding, customer support, and marketing planning. Furthermore, it examines how marketing relates to the wider organizational context, highlighting its interaction with functions like human resource management, research and development, and finance. The report uses a case study of Burberry to illustrate these concepts and concludes with a summary of the key takeaways. The references section includes citations for further reading on the topics discussed.

Marketing Essentials

Table of Content
• Introduction
 Nature of marketing
 Development of marketing concepts
 PESTEL analysis Overview of marketing process
 Different roles of marketing with both B2C and B2B

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• Roles and responsibilities of marketing function
• Roles and responsibilities of marketing relate to the wider
organizational context
• Conclusion
• References

Introduction
Marketing is an activity and process of selling, purchasing, advertising and creating
awareness about the product and services of a specific company. In simple words,
marketing is an action or business of promoting and selling goods and services consisting
market research and advertising. Marketing essentials are those tools and techniques that
can be help the a company in marketing of the business

Nature of marketing
Marketing is an activity of designing plan, place, price and distribute want satisfying
product and services,. It consists three main activities-concentration, dispersion and
equalisation. It confines itself to channels of distribution, marketing functions, flow of
products and management.

Development of marketing concepts
Marketing concepts focus on accomplishing organizational goals by designing a company
that is more effective and efficient than competitors by creating, delivering and
communicating consumer value to its selected markets. There are different marketing
concepts like product concept, production concept, selling concept, marketing and social
marketing concept.

PESTEL analysis
Political-This factor positively affect the business of Burberry in form of offering free trade
in different nations which help in enhancing productivity of it.
Economical- Brexit is the main component that affect Burberry because due to it inflation
is arise and due to which tax rate of different countries are modified in form of high.

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Social- Changes in consumer needs negatively affect the firm because due to change in
fashion the demand of customer are rapidly changes which unfavorably affect the business
of respective firm.
Technological-the management of this firm use innovative promotional tools like social
media which help in maximizing customer base of this company.

Overview of marketing process
Marketing process consists ways in which value can be designed for the consumers to fulfill
their needs. It includes four elements like strategic marketing analysis, marketing
implementation, marketing mix planning and marketing control.

Different roles of marketing with both B2C and
B2B
Marketing business to business is different from marketing business to customer. In B2B m
marketing, the company focus ion the logic of the product and its features. Marketing play
an effective role in selling the product with the purpose of fulfilling buyers needs. In B2C
company make focus on consumer and with the help of marketing find out their needs so
that company can offer product as per their requirement.

Roles and responsibilities of the marketing
function
Marketing is the function of business company which create awareness so that people aware with
the products and services of the organization In Burberry, the marketing function play an
effective role and they have several responsibilities regarding the company that are mentioned
as under:
Gathering and analyzing marketing information- The marketing function of Burberry is
responsible for gathering and determining the market information which will assist
organization in framing an interpretation. The marketing department of the company do
market analysis and get information about needs, demands, taste & preferences of consumers

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Branding- The another role which is played by marketing function is to assign a brand
name to product that will assist the consumers in differentiating the offerings of Burberry
fro its rivals.
Customer support service- Marketing function of the company is responsible to provide
information to consumers about products and resolving their issues and quires. When
customers have any misunderstanding and confusion about the product and brand then
marketing department of organization provide clear information to them so that they can
have accurate information