Strategic Marketing Plan of Burberry

2022
Title: Strategic marketing plan of Burberry
Student Name:
Student ID
Module name: Strategic Marketing of Luxury Goods
Module code: MMW226484
Module Leader: Professor Natascha Radclyffe-Thomas

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Contents
Executive Summary:.....................................................................................4
Introduction:..................................................................................................5
Internal Analysis:..........................................................................................6
Marketing Mix of Burberry:..........................................................................6
Product:.....................................................................................................6
Price:..........................................................................................................7
Promotion:.................................................................................................8
Place:.........................................................................................................9
Internal Analysis:..........................................................................................9
Strengths:...................................................................................................9
Customer Focused:................................................................................9
Wins Royal Warrant twice:...................................................................9
Strong Social media presence................................................................9
Weaknesses:............................................................................................10
High prices:.........................................................................................10
Short product line:...............................................................................10
Opportunities:..........................................................................................10
Collaborations:....................................................................................10
Increasing the Range of Products:.......................................................10
Threats:....................................................................................................10
Intense Rivalry:...................................................................................11

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Change in the lifestyle of people:........................................................11
Fake Products and Replica Threats:....................................................11
Competitive advantage:...........................................................................11
Value Chain Analysis:.............................................................................11
Primary Activities:..............................................................................12
Inbound logistics:................................................................................12
Outbound logistics:..............................................................................12
Operations:..........................................................................................12
Secondary Activities:..............................................................................12
Firm Infrastructure:.............................................................................13
Human resource management:............................................................13
Technology development:...................................................................13
External Analysis:.......................................................................................13
PESTEL Analysis:...................................................................................13
Political Factors:..................................................................................13
Economic Factors................................................................................14
Social Factors:.....................................................................................14
Technological:.....................................................................................15
Environmental:....................................................................................15
Legal:...................................................................................................15
Porter Five Forces:..................................................................................16

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Power of buyer:...................................................................................16
Power of supplier:...............................................................................16
Threat of Rivalry:................................................................................16
Threat of Entry:...................................................................................16
Threat of Substitution:.........................................................................17
Strategy summary:.......................................................................................17
Brand Ambassador:.................................................................................18
Videogames digital marketing:...............................................................19
Pop-up Store strategy:.............................................................................20
Key performance indicators of Burberry:...............................................20
Estimate Risks:........................................................................................22
Marketing And Communication:.................................................................22

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Executive Summary:
The purpose of this paper is to develop a marketing strategy for the premium British
company Burberry. Burberry's plans for the UK market's advertising. For men and women,
Burberry's main product lines are custom clothing, seasonal wear, and Burberry-branded
merchandise. As a result, Burberry has shifted its attention to a youthful, more exclusive
customer base and product uniqueness. The majority of Burberry's premium items in the
United Kingdom are aimed towards a younger demographic, with a considerable amount of
disposable cash, and those who are upper-class and stylish, as well as young adults. Luxury
companies like Louis Vuitton, Versace, and Gucci are effectively competing with it. When it
comes to window displays and publications, Burberry is noticeably absent. In addition,
Burberry is currently putting less emphasis on marketing or promotional efforts than it did
before. A comprehensive analysis of Burberry's marketing tactics and ambitions is the focus
of this project.

5
Introduction:
When Burberry was established in 1857, it was a premium outerwear business that
specialized in both style and functionality. The company Burberry is now valued at around
£2.7 billion. Because of its significant UK export market share, it is a leading luxury brand.
Thomas Burberry established Burberry in Hampshire, England, and the company's global
headquarters are in London, the United Kingdom (UK). Burberry is one of the world's most
reputable brands, according to Forbes(Abalkhail, 2019). The competition includes Gucci,
Parada, and Carol. Burberry is a high-end fashion house that makes everything from
handbags to shoes to suits. Thomas Burberry founded the company in 1856. For decades, the
firm was known for producing waterproof materials but has now evolved into a luxury
apparel brand.