Principles of Marketing Management: A Case Study of Burberry

Principles of
Marketing
Management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Audit.....................................................................................................................3
About Burberry.......................................................................................................................3
Macro analysis........................................................................................................................3
Micro analysis........................................................................................................................5
Competitive analysis..............................................................................................................7
Strategic priorities for the coming year................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
It is prominent to use the principles of marketing. It helps the company to attract the
customers and persuade them to make purchases from the company (Kasian and Korablova,
2017). It is vital to know about the effectiveness of these principles and use them for success of
the organisation. In the report there is discussion related to marketing of Burberry. It is a British
luxury fashion house that has its headquarters in London, England. The company deals in various
products such as accessories, clothing, cosmetics and perfumes PESTLE and SWOT analysis is
also done is the report as that will help to study about the influence of external and internal
factors. Competition is important to be studied and that helps to gain advantage over them. In the
end of the report strategies are formulated.
MAIN BODY
Marketing Audit
It is essential for a company to follow effective strategies of marketing. It is a process under
which there is review of marketing objectives, strategies and current activities that are used to
market the products and services (Shuba and Jassim, 2020). It helps to know the gaps and then
make strategies to follow that will help in improvement. It is important to do marketing audit of
an organisation as they are able to attain success by using the strategies. In this report there is
marketing audit plan for Burberry in the market of UK.
About Burberry
It is a multinational organisation that has its operations in around 421 locations. The
company was launched 165 years ago in 1856. The founder of the organisation is Thomas
Burberry. The headquarters of the company are in London, England. They sell ready to wear and
also trench coats that are one of the famous products of the company (Al Abdulrazak, and
Gbadamosi, 2017). There are number of products like footwear, cosmetics, accessories,
footwear, leather goods etc. The company has operations in 59 countries. There are 9,892
employees of the company. It is seen that currently Covid-19 pandemic is a problematic situation
for the company.

Macro analysis
It is one of the essential parts for forming strategies that are beneficial for the organisation. It
helps to understand the present situation and take actions. It is vital to have proper knowledge of
the external factors that have impact on the performance of the organisation. It is vital know
about all the factors that will help to enhance the performance of the company. It is seen that the
factors that are considered under macro analysis are political, social, technological, legal,
environmental and economic.
PESTLE Analysis
It is a framework that helps to analyse the impact of macro-economic factors. It is seen
that there are various factors and PESTLE Analysis in relation to Burberry is discussed below:
Political Factors: It is seen that there are various policies that are followed by business. It is
seen that in relation to Burberry the company has its headquarters in London. The political
conditions are stable and that helps the organisation to achieve success (Chawdhary, 2019). But
at the same time it is seen that the products of Burberry are high cost and that is the reason there
are various organisations that take competitive advantage.
Economic Factors: The economic condition of the nation of operation also has direct impact on
the performance of the business organisation. The economic factors include inflation rate,
interest rate, demand and supply, etc. The demand of company products was mostly due to the
visitors. So now due to fewer visitors the company is unable to enhance sales of the company.
Socio Cultural Factors: Social factors include choice and preference of the customer group in
relation to Burberry company target the people of good life style. It is seen that different people
prefer different products (Sun, 2017). So company focuses on their target customers and their
needs to provide them products that will satisfy their needs and wants. Is also seen that the
company uses social media platforms to gather the information related to customers that will
help to enhance customer experience.
Technological factors: It is seen that the company that uses updated technology is able to to
achieve success effectively. The technology keeps on changing on a rapid rate. In regard to
Burberry the component used is latest technology to advertise its products and services and this
helps them to reach more and more customers. It is seem that company uses online delivery
options that help them to gain advantage over the competitors.