Marketing Across Boundaries: Evaluating Situation Analysis Models for Marketing Decisions

Marketing Across Boundaries

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Evaluating selected model that how it is supporting marketing decisions of marketing
manager........................................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing across boundaries helps organisation to understand and execute marketing
strategies within the organisation both at national and international level. When marketing is
done overseas then it will help company to get sales from outside country as well. Burberry is
the global company which is having stores across the world. They deals in clothing, accessories,
fragrances etc. they sell good quality and premium products. This report will discuss about how
the selected situation analysis model helps marketing manager in taking marketing decisions.
MAIN BODY
Evaluating selected model that how it is supporting marketing decisions of marketing manager.
Situation analysis:
Situation analysis consists of various methods which is helpful in order to understand the
external and internal environment of the company. This report will consists of theories or models
which are as follows:
swot analysis:
strength:
Burberry is the iconic brand and sells high quality of goods (Bhasin, H., 2019). Company is the
manufacturer of clothes, accessories and fragrances and continuously try to bring something
innovative in the market. In order to do marketing, company prefer fashion website and
magazines. As through this channel marketing manager can target those audience who are
interested in buying latest fashion items.
Weaknesses:
Burberry is following premium price range and because of that young generation are not able to
buy their products because they cannot afford it. It is observed that company is earning good
revenue from Asian countries. As in Asia they are able to sell more. But changes in their
customers preferences or changes in political or economic environment can affect company
sales. So that is why marketing manager should study properly that by using what marketing
channel they can attract more Asian customers. Company have limited product line and because
of this their customers are shifting to rival companies.
Opportunities: