Digital Business Management and Emerging Technology - A Case Study of Burberry

This report is a case study of Burberry's digital business management and emerging technology strategies. It covers their e-business model, competitive strategy, digital marketing strategies, customer traffic data, e-CRM and social network channels, and cyber security measures.

Digital Business
Management and
Emerging Technology

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Identifying the E-business model and discussing approaches....................................................3
Identifying competitive strategy and digital business strategy and recommendations...............3
Identifying their digital marketing strategies..............................................................................4
Discussing the customer traffic data...........................................................................................4
Identifying the company’s e-CRM and social network channels...............................................4
Analysing the cyber security measures the company.................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Digitalisation is the process to implement new structure in the workplace. The main focus
is to heavily invest in the technology in order to achieve great results in the future. Burberry is
the British Luxury fashion house. It is headquartered in London England the organisation
distributes new products and services to the consumers. It includes various accessories which is
trench coats, footwear, fashion accessories etc. In this report the main focus is to use various
concepts and model to identify the strengths and weakness. Along with that, the competitive
strategy needs to be identified in order to enhance the sales of the company. For further instance,
there are various new security measures which has been taken by the organisation to fulfil
business ethics.
MAIN BODY
Identifying the E-business model and discussing approaches
Burberry uses the B2C model it helps them to provide the products to the consumers at a
rapid pace. The Business to consumer model help them to expand their business in various
regions. The customers can also buy the products form multiple stores and outlets. On the other
hand, the organisation use the digital platforms which includes amazon etc. They directly sell
their products to the consumers.
Strengths of B2C model
 Burberry can sell the products at affordable prices.
 They have the wider reach in order to sell the products and services
Weakness of B2C model
 Burberry websites needs to be capable of handling multiple orders
 The organisation needs to use the competitive pricing strategy to attract new customers
Identifying competitive strategy and digital business strategy and recommendations
There is one thing thing which makes Burberry different from other brands. They have
specialised product line which is the trench Coat. It attracts a lot of customers in the market. The
organisation tends to compete with the big brands like Gucci, Zara etc. They set the competitive
prices of their products to achieve great results in the market. The digital business strategy of the
organisation is to provide products online to the customers.
Recommendations

In order to improve the business performance Burberry needs to enhance the user
interface of their websites to improve the revenues.
Identifying their digital marketing strategies
Digital marketing strategies help the organisation to improve the reach in the market.
There are various types of marketing strategies which is been used by Burberry it is described
below:
 Social media marketing platforms - There are various types of platforms which
includes Instagram, Facebook etc. Burberry create the engaging content in order to more
audience in the market.
 Influencer marketing – Burberry also hires new influencers which targets the young
audience. They buy their products in order to generate more revenues.
Recommendations
Burberry needs to optimise their search engine which will help them to trend on various
social media platforms and websites.
Discussing the customer traffic data
Similar web platform is the type of digital service provider which supports the medium
enterprise. The website of Burberry is interactive and there are various customers which comes
on the website due to its interface and other features.
Recommendations
With the new changing trends of the market the footfall of Burberry is been significantly
growing. There are various areas which they need to improve the overall profits in the market.
The frequency of customers needs to be high in the festive seasons. Burberry needs to provide
the excellent deals in order to attract the customers.
Identifying the company’s e-CRM and social network channels
The organisation e-CRM generally helps to evaluates the customer experience which is
been conducted on online basis. The customer satisfaction of Burberry is high due to the enrich
services and excellent quality of products. The brand has implemented the feedback system
which will help them to improve the areas in which they are lacking and enhance the sales of the
organisation. The social network channels includes Facebook, Instagram is experiencing a high

number of traffic. They are creating an engaging content in order to improve the revenues and
profitability of the firm.
Suggestions
Burberry needs to continuously improve the areas in which they are lacking. Through this
the main focus is to gain competitive advantage in the market. The organisation needs to use new
methods and strategies to dominate the industry with their quality products.
Analysing the cyber security measures the company
The major focus of Burberry is to protect the data of the customers. The ethics and guides
of Burberry is to treat the customers with better quality products and to provide them excellent
services. This will help them to enhance the customer satisfaction in the market. They use
various techniques which will help them in order to protect the valuable information of the
customers which is been described below:
 Burberry customers data drives through Secure Socket Layering (SSL), encryption
technology. This helps them to protect the valuable data of the customers. They improves
their technology in order to become more superior and provide better services to the
customers.
 The website of Burberry is safe and secure in every manner. They improves the
technology to become more sustainable in their future.
Suggestions
Burberry needs to wire various other channels which will help them to provide better
services in regards to the safety of the customers. There are new threads and viruses which is
been evolving and it can create a negative impact on the organisation website.
CONCLUSION
From the above report, it has been concluded that new technology could help the
organisation to become more better and achieve great results in the future. On the other hand,
there are various digital platforms which is been used by the company to attract new audience.
For further instance, the organisation also creates the social marketing channels and create an
engaging content.

REFERENCES
Books and Journals
Bican, P.M. and Brem, A., 2020. Digital business model, digital transformation, digital
entrepreneurship: Is there a sustainable “digital”?. Sustainability, 12(13), p.5239.
Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-commerce
management. Pearson UK.
Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business ecosystem: Literature review and a
framework for future research. International journal of information management, 47,
pp.52-64.
Sousa, M.J. and Rocha, Á., 2019. Skills for disruptive digital business. Journal of Business
Research, 94, pp.257-263.
Urbach, N. and Röglinger, M., 2019. Introduction to digitalization cases: how organizations
rethink their business for the digital age. In Digitalization cases (pp. 1-12). Springer,
Cham.