Marketing Strategy and Planning

Running Head: Marketing Strategy and Planning
Marketing Strategy and Planning
Name of the Student:
Name of the University:
Author’s Note

MARKETING STRATEGY AND PLAN1
EXECUTIVE SUMMARY
The organization operation of Business to Business marketing strategy of the UK based
company, Burberry has implemented the strategy from the year 2018. The UK sales strategy
will aim to help the organization to achieve a sustainable competitive advantage. The following
report explains the factors which has been contributing the business in the process of B2B
marketing. The procedure facilitates the finding about the Burberry production line which are
related to clothing line, fragrance, watches and accessories. The production of these goods are
done in a sophisticated manner. The target market for this company is the audience to be of a
higher class and believes in brand loyalty. The organisation remains back to its commitment and
is brand loyal to the audience of the UK market. With its many retails outlets cross the world the
company is projected to B2B marketing. The main purpose is explained on the buying behavior
of the customer according to the time and preference and patter of the wants and needs. The
decision making process will be different and the roles of the buying center will be different as
well.

MARKETING STRATEGY AND PLAN2
Table of Contents
Introduction.................................................................................................................................. 3
1.0 Market Environment and Operating Environment..............................................................4
2.0 Buyer-situation and buyer-decision making.......................................................................5
3.0 Proposed Sales Force Structure.......................................................................................5
4.0 Recruitment and Selection Plan........................................................................................6
5.0 Alignment of Marketing and Sales.....................................................................................7
6.0 Training and Development Plan........................................................................................7
Conclusion................................................................................................................................... 8
Reference.................................................................................................................................... 9

MARKETING STRATEGY AND PLAN3
Introduction
A strategy planning for a business means the goals and target the business sets out for
sales and identifies the step that it would take to implement effective sale force (Hietanen et al.
2014). It is a step wise process that plans the sales target for the organization and select a sale
strategy that would best suit for the target market. Being the Junior Consultant for a strategic
marketing consultancy it is important to understand and study the business in the competitive
environment. The Business to Business marketing can be indirectly tough but it builds a fierce
competition, in order to survive the constant change in the buyer-seller market. While
understanding the changing customer’s demand it the role of the organization to implement the
new sales opportunity (Ramaseshan, Rabbanee and Tan 2013). The main barrier for business
approach is to find a way of achieving a sustainable competitive advantage over the other
competitive product or firms in the market.