Marketing Report: Burberry and Tesco's Marketing Strategies

This report provides a comprehensive analysis of marketing essentials, focusing on the comparison of marketing strategies between Burberry and Tesco. It begins with an introduction to marketing, defining its core principles and objectives. The main body of the report is structured into three key tasks. Task 1 explores the different roles and responsibilities of marketing functions within an organization, specifically using Burberry as a case study. It examines the roles of marketing research, customer relations, trend monitoring, brand values, budget management, and customer satisfaction, and also discusses how these functions relate to the wider organizational context, including interactions with human resources, finance, and production departments. Task 2 offers a comparative analysis of the marketing mix (7Ps) of Burberry and Tesco, highlighting the differences in their product offerings, pricing strategies, distribution channels, and promotional activities. Task 3 focuses on the development of a strategic marketing plan, outlining the key elements and considerations involved in creating an effective marketing strategy. The report concludes by summarizing the key findings and insights gained from the analysis, emphasizing the importance of adapting marketing strategies to meet customer expectations and maintain a competitive edge in the marketplace.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1. Different roles and responsibilities of marketing functions..................................................1
P2. Roles and Responsibilities of marketing relate to wider organizational context..................3
Task 2. ...........................................................................................................................................5
Comparison of marketing mix of two different companies of same sector. ..............................5
Task 3...............................................................................................................................................8
P4. Development strategic marketing plan. ...............................................................................8
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The tern marketing is practise of manufacturing, advertising, promoting, selling and
distribution of product and services to making fulfil customer expectation as effective manner
(Affran, Dza, and Buckman, 2019). Main purpose of marketing is to creating awareness and
enhance advertising towards accomplishing expectation of customer on per basis of demand in
current marketplace.
In this report, the organisation is taken as Burberry, it is British luxury fashion house
headquarter in London, England. It currently design and distribute which is textiles which is
allows to manufacture leather goods, footwear, fashion through accessories like eye wear and
other form logistic products. It is having established 1856 that allows to earn revenue 2.63 billion
pounds along with having workforce overall approx 9,892 employees are actively working in
working internationally (Andersen, Weisstein, and Song, 2020). By covering in report about
topics, roles and responsibilities within marketing function and organisation context. By
implement using of marketing 7 ps to highlight as comparing between two companies along
with proper strategic marketing plan.
MAIN BODY
Task 1.
P1. Different roles and responsibilities of marketing functions.
In every organisation marketing that enhance to perform various roles and responsibility
through related with having better marketing and promotions. The set of department is set to
essentials which is provides to create better opportunities where it mainly enhancing on mainly
customer basis to attract and retain them. The marketing department of Burberry company they
scrutinize in proper way by target a particular segmentation in which they plays different roles
and responsibilities to major acquire different way to deliver their luxuries product and service in
appropriate manner. There are some roles and responsibilities which is enhance to allows high
standard to way performed to attain high objective in productive way department marketing role
in Burberry company:
Roles and Responsibility:
 Marketing research: This is one of major importance role of marketing gathered
important way of gathering valuable information that occurs that enhance better way to
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use to perform in current marketplace. The information is gathered through particular
towards better determining by having trends and changes in current market place as well
as better customer's preferences, competitors performance, market trends etc. these
overall plays important role to accomplish objectives. On the basis of Burberry company
their marketing team is getting more information generates to making accomplish
competitive advantages in effective manner. To determining various marketing
department on basis to reflecting needs and undertaking suggestions from employees
with launching product and services.
 Listening to customer needs: It is refers to establish a proper marketing strategy closer
to client while to listen order to scrutinize find out what their needs are to accomplish is
effectively. On the basis of marketing department is approaching task to create an
effective plan for enhance towards getting knowledge to achieve preferences and
attributes that needed to fulfil (Arendt, and Allain, 2019). For context of Burberry
company they having feedback base system which is generates by the customer
alignment to create better objective accomplish to better understand to convert into
customer better way.
 Track trend and monitor the competition: this is major responsibility which is highly
needed from marketing team that where they get to know about actual scenario of current
market situation. It is highly secured to making get accomplish all target and objectives to
better accommodate as well as to major assess competitor performance in competitive
market place as per changing of marketing trend. This fluctuation helps for getting proper
information related towards product and service developed accordingly. In situation of
Burberry company that creates better situation for accomplish towards identify mistakes
in order to fulfilling customer.
 Work and Brand Values: The brand is better representation that approach authentic
level towards better product where company is highlight their actual brand value to
create an awareness (Botez, Hietanen, and Tikkanen, 2020). As marketing role in forming
better create effective message and having optimum ideas that create more attractive
along with better communicate to create effective brand values orientation. In context of
Burberry it is having better work brand values which tend to design effective brand
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values relate with product and service to gain high competitive advantages in effective
manner.
 Managing marketing budget: It is role which is prevails about better performing market
that needed to accommodate design and develop better budget to approaching marketing
budget activities. The marketing department is getting accomplish through department
base through which marketing budgeting allows to various factors that needed to enhance
better business marketing budget to better accomplish better growth or achieved success
in better motive way. In situation of Burberry, their marketing team prepare budgeting
plan at the time of new business is preparing to get accomplish in better way to attain
high objective.
 Customer Satisfaction: This is one of major important factor that mainly accomplish
from better responsible towards better marketing department that enhance better customer
satisfaction towards provided by organisation. The marketing department of Burberry get
to encourage where it enhance for effective manner by engaging with customer through
approaching feedback that shows actual picture where it goes towards social media.
Through this it becomes determines issues of their customer so that they get effective
resolved for ensuring their satisfaction for attain better good experience. For the
marketing department approach better employees through launching product and
services.
P2. Roles and Responsibilities of marketing relate to wider organizational context.
As per marketing department of Burberry is working closely to get enhance department
function regulates onwards coordinating working process in effective manner as business
operation on their working target towards creating efficiency and performance . As in Burberry
in their of marketing department as they approaching department with other organisation
department such as Human resource, finance department, production along with information
related with working regulation in effective way:
 Marketing and Human resource department: The role of human resource is to
creating to generate manpower towards hiring and selection. Apart from it, many other
work aspect to enhance positive working environment , training development, employee
engagement towards getting workforce satisfaction and motivation to increase working
objectives through design policies and regulation in respect to organisation development.
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In Burberry company, the interrelation between marketing and human resource
management that it helps to making promote about hiring or recruitment towards getting
better effective employees. Apart from it, human resource plays an important role to
provide better workforce where it gets to accompanied through who are capable enough
to get their work effectively.
 Marketing relation with Finance department: As per Finance is major role in
organisation where it secure and raises funds towards better financial stability as well as
reduces the uncertainty. The finance department also provides to better required funds to
marketing department for better performing tasks in effectively to attract high potential
customer effectively (Choi, Ludwig, and Harris, 2020). In Burberry situation,
marketing team uses to assist finance department through which determining way
through which it enhance working maximum funds that can be business operation to
getting effective manage and that helps to get optimise their internal and external
operation function that get to accompanied in effective manner. In other part finance
helps to marketing department to allocate funds which they utilise in their product
marketing promotion activities.
 Marketing relation with Production department: To ensure about utilise proper
working attributes that enhance to create better manufacture of product and services in
Burberry this could generate in proficient manner for authentic way to getting enhance
quality of product get producing in effective attain fulfil customer expectation as well as
marketing can confidentiality compete to sell that product in different to approach
(Eagle, 2019). Further more, product promotion is all expenses is incurred by the
finance head on their guidance approach towards effectively attain all kind of positive
outcomes in better way aspect.
 Marketing relation Information technology: On the work orientation of Information
technology department to enhance better managing and implementing along with
machines. Through the basis of Burberry company is responsible for providing effective
resources that need to implementing that is ensure about the responsibility for better
equipment towards utilisation for managing working regulation. For Burberry marketing
department towards attain software that helps to get accomplish targets and objectivity
towards attain high rate of software in better format.
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Evaluation:
In above segment above interrelation between marketing function that needed to be
acquire for ensure about major work is divided to between various department that allows high
attainment of productivity as well as it ease to achieve the task in successful way. As per the
Burberry company context there is high attainment of work pressure that needed to get reduces
pressure that easily accomplish targets. Towards design better work aspect that involves high
productive to be differentiate in effective manner. Thus marketing is having role in every
department that helps to gain better competitive advantages that also allows to creates company
growth in competitive marketplace.
Task 2.
Comparison of marketing mix of two different companies of same sector.
The term marketing mix is enhance to defines about set of marketing that get to aces by
marketing tools that is assort by firm to making their target accomplish by better approaching
where get to highlight through seven Ps such as Product, price, place, promotion, people,
process and physical evidence (Malara, and Ziaeian, 2019). This is uses through firm as well as
creating marketing objective to highlight target market in effective manner. In following there is
comparison between Burberry and Tesco as they both are belongs towards seven Ps that get to
accomplish positive or high competitive advantages.
Marketing Mix Burberry Tesco plc
Product The product of Burberry is
specialise in fashionable clothes to
wear target to enhance worldwide
where distinctive deigns are get to
quietistic (Mankiw, 2020). They
manufacture design attractive and
unique set of product and service
that is highlight recommended by
customer in effective way.
Tesco is having wide range of
product variety of product through
including where food and beverages,
along with textiles, cosmetics and
further more that enhance to get
attain better competitive advantages
in efficient manner. The company
sell their product uses towards
getting more product online where it
easy to customer for better attain
high clothing awareness.
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Price Burberry tends to offer prices in
premium base because their
product are commence to approach
excellence way of luxuries
craftsmanship and having
innovative towards design through
better enhance strategy that
requires high source of many
factor. Their pricing factor is main
depends upon Burberry luxury
brand where they are provides
their service in globally that is one
reason to accommodate price
discrimination will result brand
image. The global marketing team
Burberry is responsible for better
pricing strategies after heavy
evaluation about product demand ,
market research competitors price.
Through applying cost leadership
through Tesco strategic where they
diversified applies in their product
cost. They mainly provide to better
offer low cost incurred price in
which they could attain high
competitive pricing within United
kingdom marketplace.
Place Through Burberry is better
approaching to get attained least
five hundred stores in worldwide.
The global franchises and branded
stores where global through
retailer technology.
On the zone of many retailer there
are many distribution channels where
offline and online product and
service get to approaches. It appears
for Tesco express, extra within better
products to loyalty (McCabe, and
Weaver, 2020).
Promotion To enhance for affecting advertise
their individual pole to approach
better promotional activities where
their marketing team approach
The strong strategic brand image
which helps towards attain high
promotional activity get to advertise
on different social media platform
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social media content promotion
activity that creates better product
and services in effective manner.
By selecting digital platform as
television, radio electric banners
and other type source of product
and service in systematic way.
towards better sales promotion. For
making high productive range of
loyalty of customer get retain.
Process As Burberry hire many employees
where they have total number
employees are 9,896 are actively
working to better attain high
influence of manpower
Process of Tesco is referring towards
order to accomplish towards
something. By making standardize
about manufacturing better
authentic through which customer in
order accomplishment through better
pick up through assistant for
customer in guidance for product and
service.
People The process of Burberry is
undertaking about to assorting
high tech resources which is tend
to accomplish in better way to
accommodate in effective way
(Nuseira, and Aljumahb, 2020).
Through measure negative errors
their production department get to
access better attainment of product
productivity
The people to acquire 460,000
people towards work in Tesco. They
has a great number of are joint
together as customer in efficient way.
As Tesco is having offline and online
through employee training and
development by getting through
Human resource department.
Physical Evidence The Burberry appearances in
market towards people orientated
that they get to recognise within
their quality and pricing tags. It is
As by environment getting secure to
better security and provide friendly
base product and services to making
it tangible representation towards
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also get influence through better
scope of company's logo to easily
get identified.
better efficient use of colour. Tesco
is bget easily recognise as because
customer is reliable towards
affordability and it is having high
presence in globally (Petrescu,
Krishen, and Bui, 2020).
Task 3.
P4. Development strategic marketing plan.
Marketing plan may be part towards overall business that commence to better and
authentic business plan towards getting decision making proper scrutinize for better attaining
competitive advantages or well written marketing plan so that goals to be achieved in effective
way (Petrescu, Krishen, and Bui, 2020). While marketing plan is main purpose to construct
towards getting attain competitive advantages towards implement business towards better gain
competitive advantages. In below there is Burberry company marketing plan that evaluate in
various practises to approaches in given below:
Overview of company:
Burberry is based British luxury fashion currently design and distribute which is textiles
which is allows to manufacture leather goods, footwear, fashion through accessories like eye
wear and other form logistic products. It is having established 1856.
Mission: Burberry is luxury which is better recognized for internationality with
worldwide distribution network where the mission of company is to maintain it integrity for
better develop at the same time continue to better develop the business which mainly remian
through relevant source evolving marketing.
Vision: Their vision is to states fully digital and build a social enterprise.
Objective: To come with new product non leather jackets which is needed to commence
for better attainment of accomplish goals. By introducing new product through Burberry is
making affordable by other medium scale of customer where they can easily attain positive
outcomes.
Market STP
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Segmentation: This factor provides understand about to selecting target as per the
seeking for psychological, demographic and other life style which derives company specific
product and service to compete. For Burberry they need to seek for their nee product as lifestyle
background, certain belief and values that allows not to promote leather base jackets.
Targeting: According to this factor it mainly approach to highlight their new product
base customer which is needed to reflect their customer to deliver product and services (Pförtsch,
and Sponholz, 2019). As Burberry target customer for their new product as Middle to high range
where different types of pricing can interchange their preferences and accommodate better
product circulation.
Poisoning: This is highlight about the those factor which is mainly acquire ranking
position for Burberry ranking in competitive marketplace. In perspective of Burberry get to
better enhance for provide through better business opportunity to get accompanied towards long
term sustainability perspective.
Swot Analysing:
This framework is helps to scrutinise towards mapping about capabilities through internal
and external way of strength, weakness, opportunity and threats to better accomplish competitive
advantages. As per context of Burberry, there is analysing of internal assessment to rectify to
inner capabilities and external capabilities for further project planning in successful manner.
Strength Weakness
 Burberry is having wide scale of
networking in retail whole selling to
better licensing channels towards
globally way.
 Burberry is one of biggest fashion
outlets warehouses that provide
premium quality base product and
service in effectively (Riyadh, 2019).
 By provided better granted royal
warranties through Britain governance.
 Through good advertising is having
large brand presence to better
 As per positioning of Burberry product
and services which is having high value
of accessible in high streets where low
capture of low presence.
 They constant fight within their product
and service through more comparative
within more cheaper rates to attain
more competitive price.
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accommodate about Burberry's brand
prominent.
 They have high skills and competency
base of marketing promotion team to
24 hours they keeping posted new
brand value of product and service .
Opportunities Threats
 Through collaboration with other brand
Burberry can create their market and
product quite affrodiability.
 More advertising and marketing
promotion can increase the visibility
within competitive advantages.
 They having global expansion as they
would helps to better brand to grow
worldwide effectively.
 On using towards e-commerce that can
Burberry reaches towards more
customer expectation.
 The brand having faces threats to other
competitive advantages that having
more brand pricing towards well more
affordability.
 Customer are approaches higher
bargaining power by switching towards
into new products (Urbach, 2020).
 Intense having competition between
segment can reduce Burberry market
share.
Monitoring and Controlling:
This refers about to comprise about company perspective where they invests their
capitalism towards getting attain high competitive advantages for this manager is having role to
accommodate through better approach about towards seeking for favourable outcomes that create
major roles towards roles and responsibility. In Burberry company the monitoring and
controlling is to evaluate new business plan where investors are tend to contributing their
capitalism and checking for positive outcomes and further having controlling perspective to
systematic to attain reduces complexity or barriers which creates or improve the product
productivity in positive manner.
New product in elaborate through Seven Ps of Burberry Non leather jackets.
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