Marketing Mix and Ansoff's Growth Matrix for Burberry

This report discusses the marketing mix of Burberry, ways of marketing for holding its position in the market, SWOT analysis of Burberry, and Ansoff's growth matrix for increasing and improving the performance and growth. It also explores how an organization can use digital marketing to improve its performance and growth.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing and marketing mix of the company............................................................................3
Marketing mix of burberry and considerations of the mix..........................................................3
Ways of marketing for holding its position in the market and swot analysis of Burberry..........4
Ansoff’s growth matrix................................................................................................................5
Ansoff's matrix for increasing and improving the performance and growth...............................5
An organization can use digital marketing to improve its performance and growth...................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
The main aim of the marketing is to bring higher customer satisfaction of the consumer.
Marketing is process of understanding the needs of the customers, dilvering of products and
exchanging offering of the products.
The current report will be based on Burberry luxury, which falls under the category of
leading international fashion brand in UK (M&S., 2022). It deals in ready to deliver designs and
products that includes trench coats, leather goods, eyewear, footwear etc.
The report discusses the marketing mix of the company, the way it helps in ever-
increasing and improving the growth of the firm. The swot analysis of the company for
understanding the company and improving its brand image of the company. It further discusses
the use of ansoff's matrix for the growth.
MAIN BODY
Marketing and marketing mix of the company
Marketing refers to the significant activities that an firm needs to undertake for increasing
its market share and it is the process of buying and selling of the goods and services in the
competitive market (Thabit, and Raewf, 2018). Marketing of the products consists of the
advertising, delivering products to the customers and other retailers of the company. Marketing
helps in spreading awareness about the existence of the products and services in the market.
Marketing mix of burberry and considerations of the mix
Marketing mix of the company refers to the strategic plan used by the company for
increasing its sells and increasing the brand value of the firm (Kareh, 2018). These are pursued
by the firm to achieve its targeted goals and objective of the firm. For considering the 7ps of the
marketing mix , the marketing mix of Burberry is defined as follow;
Product mix
Burberry is the luxurious fashion brand across the world. The products in which it deals
in cloths, sunglasses, accessories, beauty products that are available for men, women and kids as
well.
Price mix
The pricing strategies used by the Burberry is premium pricing strategy. Under this
strategy company charges high price from its customers.
Place mix

Burberry has more than a hundred stores across the world and it is operating its business
through stores and online mode as well. It is displaying its products in the boutiques for making
it convenient for the customers.
Promotion mix
Burberry tremendously uses marketing activities for promoting its products. The major
marketing practice done by the Burberry is advertising its products on the high class magazines.
People mix
people mix is vital for the growth of the business that are in the nature of retail stores. As
for representing and attracting the customer, employees needs to be talented. Burberry attracts
the best talent towards the firm and for retaining them it provides opportunities and reward to its
customers.
Physical evidence
physical evidence refers to the environment provided by the firm to its customers and
employees. Burberry has placed mirrors all over the stores for providing a very different outlet
from its customers.
Process
The processes of the company should always make clear by the service providers.
Burberry has made it clear for the customers that every customer will be provided with the same
delivery procedure.
Ways of marketing for holding its position in the market and swot analysis of Burberry
A firm can remain competitive in the market by using various strategies these are:
1. By analysing the competition in the market and by knowing the weaknesses of the firm
(Kamps, and Schetter, 2018). So, by overcoming that weaknesses it can survive and grow
in the market.
2. By understanding the tastes and preferences of the customers. And by identifying the
target market of the company.
3. By providing unique products to the customers.4. By improving after sale services so, it can retain its loyal customers for a longer period of
time.
Swot analysis of Burberry

Strength: The strengths refers to brand image and loyal customer base that separates it from
other competitors in the market (Teoli, and et.al., 2019).
1. The brand value of the Burberry is very high.2. The products of the Burberry has high celebrity support. That helps in attracting the
customers.
Weaknesses: This refers to the key factors where the firm needs to improve its functioning for
reaching optimum level in the competitive market.
1. The prices of its products are so high that these are not affordable by small income group.2. The brand image of the Burberry has been destroyed due to football hooliganism.
Opportunities: These defined as the positive factors of the enterprises that helps in obtaining
competitive advantages of the market (Puyt, and et.al., 2020).
1. The demand for the products of the Burberry is increasing day by day that is providing it
an opportunity to open its stores in more cities.2. By sponsoring more events in different countries so that it can attract more customers.
Threats: These factors have the negative impact on the growth of the firm. And will reduce the
market share of the firm.
1. The competitor of this brand is increasing in the country.
2. It has very fewer stores in the small cities because of which the profit margin of the
Burberry is reducing.
Ansoff’s growth matrix
Ansoff's growth matrix also known as the product /market expansion grid, this is used for
planning and making strategies for expanding the business of the organisation. There are four
strategies that can be used by the firm for growing and attracting the customers. These strategies
help in increasing the sell of the product in the existing market.
Ansoff's matrix for increasing and improving the performance and growth
The ansoff's growth matrix for analysing the market share of the Burberry is as under:1. Market penetration: It refers to the growing its market share in the existing market. The
firm can use market penetration strategy by improving dealer network, reaching its
customer directly without any inter-mediatory. Company can increase its share by
analysing the needs of the customers.

2. Market development: Market development refers to the efforts undertaken by the
Burberry for making place in the new market with its current products. It is operating its
business through online so, it is providing its products to those customers also in which it
does not have its outlet.3. Product development: It involves either the addition of the new features in the existing
products or introducing new product in the market. For example: company can introduce
new fragrance in its perfume for attracting more customers. This will helps in attracting
those customers that were buying same products from their competitors.
4. Diversification: diversification refers to entering into new market with the new product
line. Organisation may use this strategy when there are various opportunities in the
different markets. For availing these opportunities firm can start providing other items as
well.
Burberry can expand its business by targeting international market. The strategy used by it is
market development. This strategy will help in expanding and increasing the market share of the
company. As the demand for its product is increasing faster.
An organization can use digital marketing to improve its performance and growth.
Digital marketing plays a vital role increasing in the number of its customers (Morgan,
and et.al., 2019). For this Burberry has adopted and performed various functions. It has used
digital platform for introducing its products to the client through digital platform during the time
of lock-down. The techniques it has used for increasing its connection with the customers are;
live streaming of events, remote selling, online sales, etc. Most common way growing and
improving the business of the firm is online sales, websites and by making available its
information and products visible to the large number of customers (Bala, and Verma, 2018). For
purchasing the goods and services, a customer always search the products on the google. So, for
attracting the customers through google the company needs to be in the ranking, otherwise it will
lose its new customers. The cost of the digital marketing is the lowest among the other method of
promoting and marketing its products. And it is the most effective way of connecting with
various customer. The companies can use Facebook and other apps for promoting its brand. By
uploading each details of the new product its features, existing products that are best-selling

products of the company. The sharing of the post by the subscribers of the page and their
positive comments on the post will help in increasing the wide customer base for the products.
CONCLUSION
The report concluded that marketing mix of the company plays a significant role in
promoting and expanding its business in the country. By using ansoff growth model, it has
increased its sells in the market and customers of the company. By analysing the four strategies
of the ansoff matrix it has been found out that market penetration is the most basic form of
expanding the market share of the company. Additionally, the report has provided that digital
marketing is the common and most useful platform for making the product available to the
various customers of the world.

REFERENCES
Books and journals
Thabit, T. and Raewf, M. 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies. 4(4).
Kareh, A., 2018. Evolution of the four Ps: Revisiting the marketing mix.
Morgan, N.A. and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Bala, M. and Verma, D. 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Kamps, I. and Schetter, D. 2018. Performance marketing. Springer Fachmedien Wiesbaden.
Teoli, D. and et.al., 2019. SWOT analysis.
Puyt, R. and et.al., 2020. Origins of SWOT analysis. In Academy of Management Proceedings
(Vol. 2020, No. 1, p. 17416). Briarcliff Manor, NY 10510: Academy of Management.
Online reference
M&S., 2022.[online]. available through<https://www.marksandspencer.com/>
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