Marketing Consultancy for Burberry: SWOT Analysis, STP Strategy and Marketing Mix

This report analyses the marketing management tools and techniques used by Burberry, including SWOT analysis, STP strategy and marketing mix. It provides recommendations on how the company can improve their marketing strategies.

Marketing
Consultancy
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Executive summary
The main objective of this report is to analyse about the marketing management which
consist of various tools and techniques in order to achieve organisational objectives. This report
is based on three tools these are SWOT analysis, marketing mix and STP approach. The
organisation taken in this is Burberry.
The first is SWOT analysis which helps organisation in analysing internal factor which
can affect business operation. Here is the discussion of internal factors which affects Burberry
organisation.
Next is Marketing mix which consist of four elements these are product, price, place and
promotion. These elements helps organisation in analysing their present product in a market and
attract customers towards their brand.
Last is STP approach which develops three approaches. These are segmentation,
targeting and positioning of a products of a brand. This develops target customers for their brand
and enhance their profits as well. Further, there is a recommendation made to Burberry that how
they cane improve their marketing strategies.
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Table of Contents
Executive summary .........................................................................................................................2
Introduction .....................................................................................................................................4
Task..................................................................................................................................................4
Environmental analysis tool.............................................................................................................4
SWOT analysis ......................................................................................................................4
STP strategy ....................................................................................................................................6
Marketing mix .................................................................................................................................7
Conclusion.......................................................................................................................................9
Recommendations ...........................................................................................................................9
References .....................................................................................................................................11
Books and journals ..............................................................................................................11
Online ..................................................................................................................................12
Appendix .......................................................................................................................................13
PESTLE analysis..................................................................................................................13
Porter's five forces model.....................................................................................................14
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Introduction
Marketing management refers to the process of controlling marketing feature by setting
organisational goals and objectives, organising all plans step by step and taking all the decisions
of firm and executing them for meeting customer needs and demands. It is regarded as a firm's
discipline that focus on the application of marketing tools, techniques and method inside an
enterprise (Wallace, Gehrig, and Nolan, 2021). It is most important for an organisation to
conduct overall analysis of market. Marketing management involves tools of competitive
advantage to analyse the industry in which an enterprise is operating. The selected organisation
within this report is Burberry. Company is one of the British luxury fashion house which was
founded in the year 1856. Company distributes clothes, footwear, eye-wear, cosmetics, leather
goods and accessories etc. It is serving more than 500 locations in all over the world. There are
about 9,900 employees working in an organisation currently (Burberry, 2021). This report
includes environmental analysis to identify opportunities and threats for organisation. It involves
STP approach and marketing mix of the chosen organisation. Further, it includes
recommendations of how the concerned company can improve their marketing strategies.
Task
Environmental analysis tool
Marketing management is the process to create, plan and implement strategies that helps
in achieving business objectives. These goals of business help in increasing awareness and
boosting profits and revenue of a business. Marketing management is more essential because it
help in engaging and reaching to large base of customers. This also understand what a customer
desires and what is being liked by them (Fatica, and Panzica, 2021). As Burberry is the biggest
fashion brand which mainly focus on their products. So that they could gain more competitive
advantage within a market. There are some of the models coming in environmental analysis
which are discussed below:
SWOT analysis
Strength : One of the strength of Burberry is that, it is one of the iconic fashion brand
which remains similar with British fashion. Company is one of the manufacturer of clothing,
accessories and fashion products which provides high quality and long lasting garments. Then
next strength, it focused on branding and creating brand retention. Many of the TV ads are
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promoting Burberry brand. Next, it is having strong global presence- as it is having more than
500 stores within 50 countries. Company is selling their products to end customers who are
having both retail and wholesale channels (Bhardwaj, 2021). Further, company is having unique
style, class and tradition in their product design, that is being liked by customers. Enterprise is
also handling social media profile to get more engage with customers.
Weaknesses : One of the weakness of Burberry is that it is having premium price
products, so that it could only be reachable to high class society people (Guo, Wang, and Guo,
2021). A young age people who are having less income cannot able to afford products offered by
Burberry. Then it is having limited product line- company is having products which only
consisting of Beauty products and other accessories that are being limited to luxury fashion
segment. Whereas other fashion brands also providing home furnishing and décor products to
customers. Next, it is in Asian markets- as its some of the sales comes from Asian markets
globally. So, if there is any change in customer taste and preferences and social and political
changes in Asia, this could impact Asian consumer's income and results in impacting profits and
revenue of business as well.
Opportunities : One of the opportunity which Burberry could gain is changing lifestyle-
by changing technologies and customer taste and preferences will be resulting in increasing
demand of premium company products and services ( SWOT analysis of Burberry – Burberry
SWOT analysis, 2021). Then developing emerging market is an opportunity- when company
enters into new markets like Thailand, Egypt and Turkey etc. So, they develop more
opportunities to succeed in developing markets. This helps them in increasing market share and
competing with competitors as well. Then increasing demand of premium products- now a days,
there is an increasing in premium products demands in developing nations which helps
organization in increasing their revenue as well.
Threats : Some of the threats of Burberry is that there is high competition. As many of
the other brand like Gucci, Prada etc. will be using these marketing strategies which Burberry is
using (Deiner, Yamanaka, and Bernatchez, 2021). Then next is changing customer taste and
preferences- as customer is continuously changing their lifestyle and fashion brand. So this can
become a threat for organisation.
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STP strategy
STP approach is used by organisation in order to identify their most valuable market
segments which helps in selling successfully with having targeted products (de Bogotá, 2021).
The STP approach stands for three steps. These are segmentation of market, targeting best
customers and positioning of offering provided by organisation. This model is most useful
because it helps in identifying the desired customers with their valuable needs and demands.
Further, it helps in development of products and messages of marketing that could suit
customers. STP consisting of three tools that helps in align of the products and services provided
by brand with their right and potential customers. This approach allows an organisation in
engaging better with every group member, individualize the message and selling more products
to the customers (Sion, and Nehmé, 2021). The model is used by Burberry also, which is
discussed below:
 Segmentation: Segmentation is used to divide customers according to the groups decided
by company. These groups are on the basis of characteristics and needs of an individual.
This provides an opportunity for organisation in order to gain competitive advantage
among competitors (Burberry SWOT Analysis, Competitors & USP, 2020). There are
various types of segments such as demographic, geographic, psycho-graphic and
behavioural. Company selects their customers according to these segments. Segmentation
approach divide buyers and purchaser into the groups who are having similar needs and
wants so that they could make best use of their resources and products. Burberry is one of
the biggest fashion brand (Gauri, Jindal, and Howerton, 2021). It is one of the elite
fashion brand for male and female which deals in premium segment. It focuses on those
people who appreciate smart and want to be a classic style. They are operating in
geographic segment like America. Asia pacific and Europe etc. further, by suing this
segmentation approach, company can target their audience on the basis of similar
products requirements. It may also resulting in increasing market efficiency by making
segments of different characteristics.
 Targeting: This is the another step of STP approach. In this, organisation decide their
targets of people to whom they should have to sell their products. Company founds most
attractive ones who are taking interest in their products (Ganassali, and Matysiewicz,
2021). In this customer size and growth is analysed according to each group. In context
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with Burberry, they target middle age people who are from upper class society. Company
is targeting men and women who consist of upper class. Further, they are also targeting
the age group of 20-45 years old people who are having demands of having high rate
clothing brand, cosmetics and other related accessories etc. Further, while making sue of
targeting, company is targeting their potential groups and which results in reducing their
risk within new market or in the existing market (Rogel del Hoyo, 2021). So this helps
Burberry in targeting their customers according to the age groups and assure their profits
level.
 Positioning: This is the last step, which identify how an organisation wants to position
their products to attract targets customers towards the brand. In this company identifies
why customers purchase their products rather than those of competitor's products. This is
made to understand each segments that is related with company products. This helps in
determining how best company can offer their products in market. In relation with
Burberry, they have position their brand with wealthy heritage of British civilization
(NICOLESCU, DIACONESCU and NICOLAE, 2021). Burberry is showcasing quality
and style of their products which is done by craftsmanship with form and function. In
addition, positioning results in increasing customer satisfaction and build loyalty among
customers. Burberry is making their position of products to attract customers and
building customer loyalty as well.
Marketing mix
Marketing mix is a framework which is used by organisation in analysing marketing
strategy. It involves 4 Ps. These are product, price, promotion, place which helps in planning,
innovating and pricing of a products and service which company is offering (Tzavella, 2021).
This helps organisation in positioning their product in market and among competitors.
Product: Burberry is one of the fashion brand of British. It deals in some of the core
products such as clothes, sunglasses, perfumes, cosmetics and beauty etc. Some of the
accessories like scarfs are growing market for them. Further, they have introduced gabardine
which is a breathable fabric (López-Jauregui, 2021). Some of the fragrance like Burberry
weekend, Burberry touch, Burberry Brit etc. are provided by company to gain customer
attention. In addition, company involves products like Burberry golf, children wear and
cosmetics (Marketing mix of Burberry – Burberry marketing mix, 2021). As company's 20%
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sales is dependent on menswear and majority is going with women wears. Further, company is
manufacturing their products at Burberry factory while keeping in mind latest fashion style.
Every product is having their own story of being prepared within factory. Also, it is known for
international market because it is having durability, high quality and unique designs.
Price: As company is producing luxurious products with having latest innovative designs
(Mistry, 2021). This is because, their target market is high class elite zone who can spend more.
What matter is quality of products which cannot be compromised. Its pricing policy is depending
on various factors. Since, it is having global presence, so they have high pricing strategy.
Company is more spending on research and development department, production and paradigm
so that to make best wearing apparel for their buyers. It is one of the most expensive retailers
within world who know how their prices matters (Stahl, Stein, and Flath, 2021). This is a pricing
strategy which company is focusing. Company is having annual revenue of more than $2 billion.
Place: Company is located in 500 locations in all over the world. Products are being sold
to global franchises through third party dealer. Company is effectively using latest technologies
and brand assets in order to attract customers. The location of company is very prominent,
influential so that it could be easily reachable to the customers. Company products are located at
many premium stores (Philp, Dolega, and Green, 2021). They are having own official websites
through which they sell products and services. Further, Burberry stores operates on luxury stores
who are consisting of high class customers. Also, they are providing luxuries facilities and high
class customer services. In addition, they have shifted towards e- commerce mediums at a time
of Covid- 19 pandemic that provides online facilities to customers. They are selling through
digital channels.
Promotions: Burberry is focusing on their promotional strategies so that they could
enhance large number of customer base (Boykoff, Chandler, and Osnes, 2021). They select high
class magazines to place ads on them. Also launching on visual media platforms to highlight
their products. Further, they have made a campaign called “Romeo Beckham”. This campaign is
being promoted by British models such as Edie Campbell, Charlotte Wiggins and Max Wendell
(Marketing mix of Burberry – Burberry marketing mix, 2021). Further, company is using both
traditional and modern methods such as advertisement media, newspapers and outdoor
advertising. However, Burberry is more focusing on promoting through digital channels and also
coming up with regular new campaigns as well. Also, for promotion, Burberry is presenting
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more offering to their targets and potential customers. These helps them in attracting more
customer towards their brand.
Conclusion
From the above, it can be concluded that marketing management tools and techniques
helps the organisation in analysing their internal and external environment and gaining
competitive advantage among competitors. In this above report, some of the factors like political
factors and economical factor can create threats for the organisation. Further, Burberry can gain
competitive advantage by working on their weakness and converting them into strength. Also,
they are having various competitors like Gucci, Channel and Prada are working effectively to
attract customers. Then target market for company is men and women of having high upper
class income which helps organisation in gaining more profits. These helps them in making
better promotion and working on their pricing strategies as well. This develops opportunity to
attract more customers towards brand. In addition, it could be concluded that company is using
effective marketing strategies but they should more focus on developing more opportunities
through various channels such as online or digital channels. In addition, company should work
effectively towards achievement of organisational goals and objectives. By using effective
marketing strategies, company should be able to achieve its objectives and resulting in providing
benefits to the customer and even gain customer satisfaction. By earning customer satisfaction,
company can be able to increase their profits level gain competitive advantage among
competitors as well.
Recommendations
From the above, it can be recommended that marketing strategies are now a days very
important. As every organisation should have to focus on their marketing strategy which helps in
gaining competitive advantage within their competitors. In relation with Burberry, they have
analysed internal and external environment of business which helps them in creating effective
marketing strategy and analyse a target market. From the above swot analysis, company is
having certain strength which creates opportunity for them while expanding or introduction of
new product development. On the other hand, some of the weaknesses like high pricing of
products can become a threat for them. Then some of the factors like political and social factors
can become a threats. So for this, they should have to follow all rules and regulation made by
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government of every country such as Employment and labour law. Also, it is recommended that
Burberry should also target middle class people so that they could be able to reach company
products. By providing quality of products, company can attract more customer and they could
even position their products in targeted market. Further, promotions of a company should be
done through digitally, or by having some other campaigns which helps in attracting more
customers towards brand. Also they could take feedbacks from customers so that they could
make improvements in their products and services. In addition, Burberry should be able to
conducts various promotion techniques such as they should promote their products through
digital channels and media which helps them in attracting more customers. This helps in gaining
more customer satisfaction and loyalty. This helps in developing brand awareness among
customers and developing profits and revenue. If company wants to expand in any new market
then they should more focus on their quality so that customers could be attracted towards that.
On the above SWOT analysis, it is recommended that currently company is one of the
manufacture of clothes which is having high quality of products and services, but on the other
hand, they are having certain weakness which they have to focus upon. Company is having
strong global presence which develops its awareness among various countries and builds
valuable reputation. However, company should focus on their pricing strategy, so that their
products could be meet by middle class people also. This will helps them in attracting customers
and creating large customer base. Some of the other weakness like company is having limited
product line, so they have to work in variety of products which could attract more customers and
gain customers satisfaction as well. In addition, Burberry is segmenting their customers
according to different locations, taste and preferences. They make group of each of the potential
customers which will helps them in targeting more customers and builds efficiency as well. It is
recommended to the company that they should develop effective campaigns in order to develops
awareness among people and target them accordingly. They should start taking feedbacks after
purchases. They should take online reviews and rating from customers which helps them in
getting true outcomes and developing customer loyalty. By getting this, organisation can be able
to make improvements in their products and services provided to customers and builds loyalty.
They should also provide customer loyalty cards and discounts on occasions which results in
attracting customers and increasing profits and revenues as well.
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References
Books and journals
Bamansoor, S., Pande, B., Al Moaiad, Y., Pathmanathan, P.R., El-Ebiary, Y.A.B., Latiff,
N.A.A., Aseh, K., Aledinat, L.S. and Yusoff, F.H., 2021, June. Efficient Online
Shopping Platforms in Southeast Asia. In 2021 2nd International Conference on Smart
Computing and Electronic Enterprise (ICSCEE) (pp. 164-168). IEEE.
Bhardwaj, S., 2021. Inclusion and Disruption-Strategic Implementation in Modelling Agency
(Business Proposition) with insights from the Music Industry. Available at SSRN
3794886.
Bonnet, D. and Westerman, G., 2021. The New Elements of Digital Transformation. MIT Sloan
Management Review, 62(2), pp.82-89.
Boykoff, M., Chandler, P., Church, P. and Osnes, B., 2021. Examining climate change and
sustainable/fast fashion in the 21st century:‘Trash the Runway’. Oxford Open Climate
Change, 1(1), p.kgab003.
Cotton, S.P.S.M.C., Shirt, S.S.B.C., Size, V.B.B.C.S. and Distressed, L., Better bestseller
Figueroa Mountain Trees by Barbara Snyder Floral Landscape Canvas Giclee 24x32 24
hours only.
de Bogotá, C.D.C., 2021. The State of Fashion 2021.
Deiner, K., Yamanaka, H. and Bernatchez, L., 2021. The future of biodiversity monitoring and
conservation utilizing environmental DNA. Environmental DNA, 3(1), pp.3-7.
Fatica, S. and Panzica, R., 2021. Green bonds as a tool against climate change?. Business
Strategy and the Environment, 30(5), pp.2688-2701.
Ferrari, A.M., Volpi, L., Settembre-Blundo, D. and García-Muiña, F.E., 2021. Dynamic life
cycle assessment (LCA) integrating life cycle inventory (LCI) and Enterprise resource
planning (ERP) in an industry 4.0 environment. Journal of Cleaner Production, 286,
p.125314.
Frainer, A., Bruder, A., Colas, F., Ferreira, V. and McKie, B.G., 2021. Plant Litter
Decomposition as a Tool for Stream Ecosystem Assessment. In The Ecology of Plant
Litter Decomposition in Stream Ecosystems (pp. 483-509). Springer, Cham.
Ganassali, S. and Matysiewicz, J., 2021. Echoing the golden legends: storytelling archetypes and
their impact on brand perceived value. Journal of Marketing Management, 37(5-6),
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Gauri, D.K., Jindal, R.P., Ratchford, B., Fox, E., Bhatnagar, A., Pandey, A., Navallo, J.R.,
Fogarty, J., Carr, S. and Howerton, E., 2021. Evolution of retail formats: Past, present,
and future. Journal of Retailing, 97(1), pp.42-61.
Guo, B., Wang, Y., Pei, L., Yu, Y., Liu, F., Zhang, D., Wang, X., Su, Y., Zhang, D., Zhang, B.
and Guo, H., 2021. Determining the effects of socioeconomic and environmental
determinants on chronic obstructive pulmonary disease (COPD) mortality using
geographically and temporally weighted regression model across Xi'an during 2014–
2016. Science of The Total Environment, 756, p.143869.
Husain, R., Samad, T.A. and Qamar, Y., 2021. Past, present and future of luxury brands: a
review and bibliometric analysis. Journal of Fashion Marketing and Management: An
International Journal.
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Kaikkonen, L., Parviainen, T., Rahikainen, M., Uusitalo, L. and Lehikoinen, A., 2021. Bayesian
networks in environmental risk assessment: A review. Integrated environmental
assessment and management, 17(1), pp.62-78.
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Dadouli, K., Hatzinikou, M., Koutsolioutsou, A., Mouchtouri, V.A. and Speletas, M.,
2021. Wastewater monitoring as a supplementary surveillance tool for capturing SARS-
COV-2 community spread. A case study in two Greek municipalities. Environmental
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López-Jauregui, Á., 2021. Consumer Loyalty and Supplier Switch in SMEs: The Hairdresser
Case.
Mistry, I., 2021. A dissertation on Hully Waves (Korean wave) effect on celebrity endorsements
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Singapore.
NICOLESCU, L., DIACONESCU, M., POPESCU, A.I. and NICOLAE, E., Capitolul.
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Quantifying Temporal Variations in Retail Footfall in relation to Micro-Location
Characteristics. Applied Spatial Analysis and Policy, pp.1-27.
Rogel del Hoyo, C., 2021. El fashion film como máximo exponente de branded content.
Sion, C. and Nehmé, Y., 2021. The Millennial Eyes: A Study Of Consumers’ Response Towards
Sustainable Fashion Collaborations’ Communication.
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Management—A Review of Literature and Practice. IEEE Transactions on Engineering
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Online
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<https://www.mbaskool.com/brandguide/lifestyle-and-retail/2658-burberry.html>
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<https://www.marketing91.com/marketing-mix-of-burberry-burberry-marketing-mix/>
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<https://www.marketing91.com/swot-analysis-of-burberry/>
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Appendix
PESTLE analysis
 Political factor : Burberry is operating in all over the world at large scale. Thus, it has to
follow all rules and regulation made by government of every country. If there is a higher
political stability, it becomes easy for organisation to manage all functions. Brexit on the
other hand, has impacted a lot organisation. As investor has reduced to invest in the
company and there is more uncertainty of change in rules and regulations. Also, high tax
rates imposed on certain company goods which increases the cost of products. So this
becomes threat for chosen organisation.
 Economical factor : As company is dealing in elite range, so if there is change in tax
rates and US dollar valuation will not affect the brand operations (Murari, Singh, and
Takkar, 2021). As middle range of people get affected by the change in prices of
company products. With increase in product price and people having less disposable
income could shift towards another brand who are the competitors of Burberry. In order
to remain competitive within market, they have to work towards pricing strategy,
discount and value of products. This helps them in creating opportunity to increase more
customers towards their products.
 Social factor : Since company is producing high range of products. So they launched
various products in order to satisfy customers' needs and demands. Company is dealing in
diverse products and services like prefer skimpy, reserved dressing are all takes care of
customers needs. The company also engage in CSR activities in order to make a change
in market and create opportunity for them.
 Technological factor : Burberry is using social media in order to enhance their
promotions and taking customers feedbacks. Company is focusing on online shopping
trends through e- commerce websites. This creates opportunity for attracting large
number of customer base and enhancing profitability (Kaikkonen, Parviainen, and
Lehikoinen, 2021). Company is using latest technology such as online promotions and
online services etc. in order to engage with customers and meeting their demands.
 Legal factor : Burberry is working in various countries and following all labour and
employment law, that are prevailing in these countries. If these are not followed, then
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they should face certain difficulty while operating in countries (Cotton, Shirt, and
Distressed, 2021). Burberry should have to make changes in their policies such as
Employment law and labour law regularly so that they could avoid lawsuits by their
customers.
 Environmental factor : Burberry is working on all aspects of sustainability and moving
forward towards being sustainable within a market. Company is reducing use of carbon
emission and green house gas emission from their manufacturing process (Bamansoor,
Pande, and Yusoff, 2021). This creates opportunity for them to be sustainable in a
market.
Porter's five forces model
Five force model was given by a Harvard business school professor, Michael E. Porter in
1979. In this model, talk about the five competitive factor that helps an organisation to grow and
compete in business.
Porter's five force model is a business analytics tool which helps in synthesising company
internal and external environment (Koureas, Amoutzias, and Speletas, 2021). This model is used
to measure the profitability, intensity and attractiveness of an industry. The framework helps the
businesses to know their strengths and weaknesses.
The five competitive force are:
a) Threat of new entrants:
When a company enters into existing industry, the power of company decreases. The
barriers in entry and exist plays an important role in industries attractiveness (Frainer, Bruder,
and McKie, 2021). Entry and exist an industry depends upon the money, time and policies of
company. Entering into a luxury brand market is a little risky as the rival companies are already
well established with a good brand awareness. If a new company enter into market they requires
large amount of cost and time due to which Burberry has low threat of new entrants.
b) Bargaining power of suppliers:
Suppliers are the one who supply raw material to company. Companies doesn't rely on
one supplier for procurement of material. Even some of the brand do all the manufacturing
process to cut the production cost (Husain, Samad, and Qamar, 2021). But Burberry has higher
14

risk of bargaining power, as they believe in uniqueness of material, so to manufacture there
trench coat, they procure raw material i.e. cotton yarn from Peru due to which the power
increases.
c) Bargaining power of buyers:
The third factor in porter’s model is bargaining power of buyers. Buyers are those people
who consume the product and in return pay money for it (Ferrari, Settembre-Blundo, and García-
Muiña, 2021). Negotiation power of buyers affects the profitability of company. The number of
client also influence the growth of companies. Burberry has moderate risk from buyers as the
client base of company is large and if a new buyer enters into market the switching cost gets low
as compared to other brand. Company also set their price on higher base due to which smaller
section of people negotiate.
d) Threat of substitutes:
Substitute product are those products which can be replaced from another product and
satisfy consumer needs and wants. If the product is easily substituted than it becomes a threat for
the company. The threat of substitute product is very high in case of Burberry because it deals in
fashion product (Bonnet, and Westerman, 2021). The products can be made fake by many local
seller as these products are purchased by customer to show status. The product of company is
mostly purchased by premium class people who can easily afford it.
e) Rivalry among competitor:
Competition in this industry is the main concern amongst most of the companies.
Competitor means companies who compete with each other for same product. In case of
Burberry the rivalry competitors are high as the company compete with so many brand like
Hermes, Michael Kors, Christian Dior, LVMH, Kering, Prada and Armani.
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