Marketing Management: Revamping Product Line for Burberry

Marketing
management

EXECUTIVE SUMMARY
In this report the analysis will describe about marketing management where an
organisation revamp its product to enhance their sales and loyal customer base. Main aim of this
report is to get understand about the concept of product revamping and why it is important for a
company. This report analysis that components which impact the procedure of product
revamping. This study will make able to gain knowledge about micro and macro factors analysis,
Marketing mix that help the company to identifies those factors which has direct affect on
company's product or its promotional activities. So, this report will be on the basis of different
approaches in marketing management.

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
1) Give a description of the organisation and the product which has been taken into
consideration for revamping.......................................................................................................4
2) Explain the competitive organisational environment by applying environmental analysis
tools.............................................................................................................................................5
3) Explain the marketing mix in context of Burberry and give recommendations for the
company .....................................................................................................................................7
Explain how the brand can be improved and its impact on brand position................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is the tool to conduct various activities to find out the
opportunities which is profitable for the business organisation. The marketing manager create the
opportunities into useful for satisfying the customers needs and wants. The concept of marketing
management is consumer oriented. The marketing management is responsible for the various
activities or it can said that it a process of controlling various marketing aspects, setting the goals
of the business organisation, organising the plan, taking necessary decisions and meeting the
customers demands. The company which is chosen in this report is Burberry which is a luxury
British fashion house. The company is headquartered in London, England. It designs and
products various products such as eye wear, footwear, fashion accessories, fragrances and
cosmetics. The company was established by Thomas Burberry in 1856(Shashishekar and Anand,
2019). This report will include the explanation of the company, PESTLE and SWOT analysis,
marketing mix and recommendations to improve the organisational reputation and brand of
company's products.
TASK
1) Give a description of the organisation and the product which has been taken into consideration
for revamping
Burberry was introduced by Thomas Burberry in 1856. the company concentrate on the
development of outdoor attire. It moved into the high fashion market which was developing the
exclusively luxury branded products. It is a British luxury fashion house which is headquartered
in London, England(Jones, Ranaweera, Murray and Bansal, 2018). The company manufactures
and designs various products such as fashion accessories, eye wear, fragrances, clothing and
cosmetics. The company also specially designed aviation garments. In 1937, A.E Clouston and
Betty Kirby Greeen broke the world record for the fastest return flight from London to Cape
town in the Burberry air-plane which was sponsored by the brand. In 1970s and 1980s the
company signed a contract with worldwide manufacturers to produce complementary products to
the existing British collection of the the other various companies. This made the company to gain
more profit margins as its products were distributed in the other various supermarkets and malls.
This lead to create a brand value for Burberry.