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

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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