Marketing essentials.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
LO 1.................................................................................................................................................1
Covered in PPT.....................................................................................................................1
Part 2................................................................................................................................................1
LO 2.................................................................................................................................................1
P3) Marketing Mix.................................................................................................................1
M3) Evaluation of different tactics applied by these organisation.........................................5
LO 3.................................................................................................................................................5
P4 & M4) Market plan...........................................................................................................5
D2) Strategic marketing plan..................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is not only related with promotion or selling of a product instead it is a quite
broader concept that makes an organisation capable to look at all activities and operation of
whole business from point of view of customers (Arunachalam and Sharma, 2019). Therefore,
marketing lead to accomplishment of business objective through satisfying the needs and wants
of customers in an effective manner and also establish better communication and relation with
them. This assignment is based on marketing essentials of Burberry group plc which is a famous
luxury British fashion house having its headquarter in London, England and dealing in a range of
luxury accessories, clothing, cosmetics and perfumes. This assignment consists of a description
about use of elements of marketing mix to analysis its effectiveness in achieving business
objective together with a basic marketing plan.
Part 1
LO 1
Covered in PPT
Part 2
LO 2
P3) Marketing Mix
Overview of marketing planning process
It is a systematic approach used by Burberry to the achieve its marketing goals in an
effective manner. Various steps of marketing planning process in context of Burberry are as
follows:
Analysis- At this step efforts are made by marketing team of Burberry to evaluate various
marketing factors in order to develop better understanding about prevailing circumstances and
trends of market. Market analysis by Burberry includes better evaluation of current opportunities
and threats so that better planning can be done on the basis of market analysis (Bădin, 2018).
Planning- After analysis of marketing trends effective plans and strategies are made by
Burberry to grab existing opportunity and encounter possible threats in order to enhance its
viability and success. This stage of marketing planning process includes formation of better
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strategies and plans by Burberry to grab current opportunity and encounter possible threats so
that better success can be ensured.
Implementation- This step is associated with proper execution of strategies and plans in a
better and more effective way in order to achieve the desired level of performance and better
position in the business environment of Burberry.
Control- Proper control measures and monitoring tools are used by Burberry to keep a
check and control over its strategies so that timely change and modification can be made to
remain in balance with dynamic business environment.
Marketing mix is basically a strategic tool that facilitates a set of action and tactics that
are in control of organisation and lead to better promotion of product and create better brand
image for the organisation (Chhabra, 2020).A description about elements of marketing mix of
Burberry and its competitor Mulberry is provided where both operates in the luxury fashion
industry of UK (Marketing mix of Burberry , 2019). This comparison provides a better
understanding about how elements of marketing mix are used by these organisation to have
effective strategies and marketing planning to achieve the business objectives.
Elements of
Marketing mix
Burberry Mulberry
Product Burberry is having a range of high
end products that includes fashion
accessories, ready to wear clothes
(including all menswear, women-
wear and children wear),
perfumes, cosmetic items and is
famous for its trench coat for
affluent and more upper market
customers. But now to attract a
lager section of customers
Burberry has also launched some
less expensive collection of
product like Burberry Brit.
The core product of Mulberry
includes an extensive range of luxury
fashions bags, clothes and other
accessories for both men and women
(Corsi, 2020).
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