Marketing Essentials: Strategies for Business Growth

This report explores marketing essentials and strategies for business growth. It covers the marketing mix, marketing planning process, and the application of marketing tactics. The case study focuses on Burberry, a British luxury brand known for its fashionable accessories and clothing. The report includes a detailed marketing plan for Burberry, along with a SWOT analysis and the use of the 7P's for achieving marketing objectives.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT...........................................................................................................................1
TASK2.............................................................................................................................................1
PART A...........................................................................................................................................1
Compare ways in which distinct organisations which apply in marketing mix in marketing
planning process for attainment of business goals. ....................................................................1
Examine and evaluate distinct applied by business to demonstrate as business objectives that
have to be achieved. ...................................................................................................................3
PART B............................................................................................................................................4
Make and evaluate a basic marketing plan for Burberry. ..........................................................4
Produce a detail evidence which is based on marketing plan of company. ...............................4
Design strategic marketing plan which is tactically applied with use of 7P's for achievement
of all marketing objectives. ........................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES...............................................................................................................................7

INTRODUCTION
Marketing essential is define as a tool which is use by company for analysing needs of
customers and also makes effective relationship among them. By this tool business make
strategies which leads to satisfy the needs and demands of customers and also maximisation of
profit. In current scenario of market segment marketing is known as important aspect which
helps organisation for making appropriate plan for means of exploring customer relationship and
sustainability (Eagle, 2019) . Innovative marketing strategies are required for attaining huge
market share which also helps to reach sustainability and targets in less period of time.
In this report, Burberry is taken, this organisation is based on British Luxury brand which
mainly deals in fashionable accessories, clothing, ready to wear, footwear and so on. This
company have headquartered in London, England.
This report covers marketing mix and concepts of marketing. In addition, there is
introduction of marketing plan which is considered for creating plan which helps in attainment
long term goals.
MAIN BODY
TASK 1
Covered in PPT
TASK2
PART A
Compare ways in which distinct organisations which apply in marketing mix in marketing
planning process for attainment of business goals.
Marketing tool is considered as strategic tool which includes various aspects and used by
company in order to motivate and attract potential customers when buying decisions are made.
This tool is helpful in organisation for place their products at market segment for attaining proper
prominence (Kumar and Mishra, J.M., 2019). In terms of Burberry, there are many strategies
which is adopted in over for provide insight for their promotional tools and pricing strategy.
There are comparison of marketing mix of Zara and Burberry which is described below:
BASIS Burberry Zara
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Product Burberry is known for its
unique designs and fashionable
clothing overall world. This
company is for maintaining
designs and quality which
makes brand in success
existence at market place.
Zara is known for fashionable
brand which sales unique
sunglasses, accessories,
clothing items internationally
which gains competitive
prominence and edge for
company.
Place In terms of respective
company, it have strong
market position at international
level. There are almost 500
stores around world
(Marčeková, R., Šebová, Ľ.
and Pompurová, K., 2019).
Zara have presence globally
having their stores in 30
countries. Their stores mainly
known curtained trail rooms.
Price Burberry uses premium pricing
strategies as due to high
collection of elite class people.
Zara also have premium
pricing cost for their products
which encourage class of
people for buying that
products.
Promotion Burberry opted celebrity
endorsement as a promotional
tool which gives brand name
with high recognition.
Zara use zero investment
marketing policy which saves
money for promotion of their
products.
People For team members of
Burberry, manager use various
development and training
sessions which leads to
increase in skills of workers
and also productivity of
Zara conduct induction
programs for employees which
helps in meeting expectation
of their customers.
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company ( Mahadevan, 2018).
Process Burberry is known as
multinational brand which
deals in fashionable items for
managing prominence of brand
(Zlatanov, and Popesku,
2019).
Zara have hassle free billing
system which attracts
customers to increase their
satisfaction from company.
This company is known for
distinct product portfolio and
existence in market.
Physical evidence Burberry use innovative
technology for managing and
maintaining the brand image.
On other hand, company also
makes shelves with leads to
helpful for customers for
identifying the products.
In terms of Zara, it considered
highly advanced stores which
helps in attracting potential
customers for identifying their
products.
Examine and evaluate distinct applied by business to demonstrate as business objectives that
have to be achieved.
Tactics are defined as micro strategies which helps organisation for achieving the set
targets in particular time period. There are various tactics which is followed by Burberry for
attainment of business objectives is 4P's and STP.
STP involves segmentation which elaborate that Burberry differentiate market strategies
according to target market which enhance success and growth of company. Company involves
mass marketing strategy by which managers are targeting market which are large and also satisfy
the demand and needs of their customers (Bünte, 2018). Positioning involves as Burberry
performs various activities which increase image and market position which leads to attainment
of targets.
4P's involves place, price, product and promotion. In terms of Burberry, there are various
varieties of products which is provided by company. Products like fashionable clothing and
unique designing in their brand at their stores. Burberry have 500 stores all over world for
offering their products. Organisation use cost leadership style for set price for their goods and
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products which shows as unique products. At last company uses promotion of products at online
and offline medium. These 4P's helps organisation for attainment of profit for company (Nirschl,
and Steinberg, 2018).
PART B
Make and evaluate a basic marketing plan for Burberry.
Marketing plan is a report or blueprint which involves different marketing strategies
which forecast and analyse demand and sales of products in market. It offers overview of various
different marketing promotional activities and goals which helps in maintaining market position.
In terms of Burberry below is marketing plan of Burberry which is discussed below:
Overview: Burberry is British luxury fashion house which have headquarter in London,
England. Now this organisation distributes and design ready to wear clothes, footwear, eyewear,
fashion accessories and so on.
Background: Burberry limited is a marketer and manufacture of women, men, children
apparel. Founder of this company is Thomas Burberry which manufactures heavy, stifling,
restricting extended outings (Hassan, and Sharma, eds., 2018).
Vision: This company establishes position in luxury fashion. Vision of Burberry is to
sustain higher margins and growth by continuing delivery of attractive products.
Mission: The mission of organisation is to maintain vitality and integrity of their brand
and also evolves consumer tastes and market shares (Kreutzer, and Vousoghi, 2020).
Objectives: The main objective of Burberry company is to make growth, survival and
profit.
Produce a detail evidence which is based on marketing plan of company.
SWOT analysis:
Strength
 Burberry have huge market segment
which includes retailing, wholesaling
and also licensing channels globally.
 Main strength of this company is it is
considered as most valuable
organisation which is granted Royal
Weaknesses
 Major weakness of this company is due
to positioning it is generally considered
as accessible in high streets and have
low couture presence.
 Brand always fight with their cheap
imitations.
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Warrants by Queen Elizabeth 2 and
Prince of Wales (Bünte, 2018).
Opportunities
 When there is collaboration of brand
with other this leads to opportunity for
company which makes affordable
fashion.
 There is increase in visibility which is
with help of more marketing and
advertising.
Threats
 Threat for company is as customers
have high bargaining power and low
cost of switching.
 As due to intense competition Burberry
reduces market share (Nirschl, and
Steinberg, 2018).
Design strategic marketing plan which is tactically applied with use of 7P's for achievement of
all marketing objectives.
There are tactics which are applied by use of 7P's for achievement of all objectives &
goals of organisation. In terms of Burberry company tactics are discussed below: Product: Burberry company is specialised in fashionable clothes which is considered
worldwide due to this of exquisite materials and distinctive designs. Tartan pattern in
their products are considered as unique in their designs. Founder designed a clothing
material such as trench coat is still in best in their selling items. Place: Stores of Burberry are almost located in 500 locations of world in 50 countries.
The products mainly sold by global franchises and branded stores by third party dealers.
The motto of company is One Brand, One company and they have utilise this in effective
manner by coordinating with all stores in efficient manner. Price:In company products which mainly are sold have premium pricing strategy as they
deals in luxurious items by innovative design and excellent craftsmanship. Promotion: Company uses high class magazines for giving advertisement and also use
visual medium for attracting potential customers (Chiguvi, Madondo,and Tadu, 2019). Process: As Burberry is a multinational brand which mainly known for their fashionable
items and quality products. Company uses franchises for increase in presence at market
segment (Cutler, and Culotta, 2019).
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 People: For their staff members company uses many development and training sessions
for increase the motivation in their employees which leads to alignment of market
objectives.
 Physical evidence: Burberry use many innovative products for maintaining and
managing their goodwill in market segment. As company also make shelves which leads
to easiness for customers for identifying products.
CONCLUSION
From above report it has been concluded as main roles and responsibilities of marketing
function which are related to broader context of organisation. Furthermore, comparison of
different ways in which company is considering marketing mix which helps in planning process
for attaining objectives of it. In addition, it has been produce or evaluate a basic marketing plan
for firm which involves tax policy, government policy, rules and regulations and so on. This
report is also covers tactics of 7P's such as place, price, promotion, people, process., physical
evidence and process.
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REFERENCES
Books and Journals
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Springer Gabler, Wiesbaden.
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Routledge.
Kreutzer, R.T. and Vousoghi, D.S., 2020. Voice-Marketing-Journey zur Implementierung des
Voice-Marketings in Unternehmen. In Voice-Marketing (pp. 61-67). Springer Gabler,
Wiesbaden.
Kumar, P. and Mishra, J.M., 2019. Destination marketing & management organisation in India:
Conceptual evolution & present status. Asian Journal of Multidimensional Research
(AJMR).8(11). pp.11-22.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
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Marčeková, R., Šebová, Ľ. and Pompurová, K., 2019. Internet Marketing Communication of
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Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Springer Fachmedien
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Zlatanov, S. and Popesku, J., 2019. Use of social networks by destination marketing
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