Marketing Audit Report

Marketing Audit Report

Contents
Executive Summary.....................................................................................................................................4
Introduction.................................................................................................................................................5
Main body...................................................................................................................................................5
Background of the company....................................................................................................................5
Macro analysis.........................................................................................................................................6
Micro analysis..........................................................................................................................................7
Competitive reaction...............................................................................................................................9
SWOT analysis.........................................................................................................................................9
Conclusion.................................................................................................................................................11
References.................................................................................................................................................13

Executive Summary
Burberry is the British leading company which uses to deal with the fashionable
products for the upper higher income group of people. The report is being is discussed about
the micro and macro environment which has an impact on the functioning on the organizations.
With respect to the external factors the company is an issue in the Political and Legal factors as
these factors are under the control of the government of all countries in which the company is dealing.
Rest of the factors has aiding the company with respect to enhancement of their business and resulted
in the sustainable growth of the organization. The directors of the Burberry have to manage all the
affairs of the organization and examine the appropriate strategies which are used in order to enhance
their sale around the globe. The company is successful because of their strategies which are developed
by them in an effective manner. This helps them in executive their affairs in an proper ways.

Introduction
Business is an organisation where the entrepreneurs are engaged in buying and selling of
goods and services activities for attaining their goals. They are engaged to enjoy revenue from it
(Austin and et. al., 2017). The Chosen Organisation in this report is Burberry which is a British
luxury fashion house company whose headquarter is located in London, England. It is a company
which is thrilling in the fashion industry and was founded in 1856. The company used to design
and distribute ready to wear clothes, leather goods, footwear, eyewear, fragrances and
competitive products. It was founded by Thomas Burberry, who was focused on the development
of outdoor attire. This report is discussed about the macro and micro analysis of the chosen
organisation. The competitive analysis and SWOT analysis are also discussed.
Main body
Background of the company
Burberry is the British luxury fashion house company which used to design and distribute
ready to wear products such as leather goods, foot wears, fashionable accessories and many
others. The company was founded by Thomas Burberry in the year of 1856. The company has
9,892 employees. It has many stores around 59 countries. The company used to target those
customers who wanted luxury while being functional.
The company since the early 1920 remained as a staple of both luxury and durability
products (D’Souza and et. al., 2019). The check theme has remained constant throughout the life
of the company which has become the major fact in boosting the company into the current
market position. The company has broadened their customer appeal and made a balance between
non-apparel products. The company has further plans with respect to their growth in all areas
over the next few years. In the current scenario there is no other leading luxury brand in the
world other than Burberry. It is a unique luxury brand with international appreciation. The
customers are satisfied with the brand name with respect to the qualities and values which are
provided by the company. The company used to maintain their quality being 150 years old
because of this the people is relying on the company which has resulted in the positive brand
image of the organisation into the competitive market.