University Marketing Strategy and Plan Report: Burberry's B2B Approach

This report provides a comprehensive analysis of Burberry's Business-to-Business (B2B) marketing strategy implemented since 2018, focusing on its UK operations. The report explores the market and operating environment, dividing it into micro and macro levels, and examines buyer behavior and decision-making processes. It outlines the proposed sales force structure, recruitment and selection plans, and the alignment of marketing and sales efforts. Furthermore, the report details Burberry's training and development plans for its employees, emphasizing the importance of continuous improvement. The analysis highlights the factors contributing to Burberry's sustainable competitive advantage in the UK market, covering aspects like clothing, fragrance, watches, and accessories, along with the company's commitment to brand loyalty. The report is a junior consultant's perspective, offering insights into the complexities of B2B marketing, customer relationships, and effective sales strategies. It emphasizes the importance of understanding customer needs, adapting to market changes, and creating a strong sales force to drive revenue and brand loyalty.

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

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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.

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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

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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.

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1.0 Market Environment and Operating Environment
The marketing environment can be divides into two classification: the micro and macro
environment. In Micro level the organization looks after the factor of suppliers, customers,
financiers, public perception and marketing intermediaries. The employee of Burberry focus on
the requirement of the business to make it run successfully. The aim is to create a focus on
selling which creates a direct impact on the operation process. The settlement of the middlemen
in the organization classifies on the distributors, wholesalers and other related people of the
organization (Adomako and Danso 2014). The supply of the products are in retail outlets mostly
which are found in malls or retail stores in the street of UK. The marketing environment is
affected by six factors of the macro level which includes economic, legal, technical,
environmental considerations and sociocultural factors. It comprises the factors of demand,
exchange and interest rates, government spending and taxes.
Burberry being the largest producer in the UK market, manufacturers the component that
makes the largest producers of ready-made garments, fragrances, sunglasses, cosmetics and
fashion accessories. (Griffit and Hoppner 2013) The organization is composed of the features
that that affects the organization’s operation, performance and panels the pressure from the
public. The company is ongoing with dynamic environment with rapid changes in regulation from
the new competitors, government and shifting in the preference pattern of the customers. The
organization can makes its finding about its competitors in form of making a survey from the
customers who regularly visits the store. Knowing the market competitiveness is an important
factor for the organization because it helps to bring an innovative factor in the operation of the
organization (Leonidou et al. 2013).

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2.0 Buyer-situation and buyer-decision making
The decision making process should be done on behalf of the organization. The
implementation of the new ideas and the choice of identifying a decision, gathering information
and evaluating alternative choices. Following a step-by-step decision making process
deliberates the thoughts of the company by significant approaches. If the approaches of
decision making process is set different then there are less chances to face challenges from the
competitive environment. Therefore, the approaches from the customers will be positive and it
unique feature cerates attractiveness towards the product (Milner and Rosenstreich 2013).
The various steps in decision making helps in recognizing the problems and the opportunity
to address the issues to the department. The decisions are based on the previous facts and
data that the company looks after in setting their goals and strategies for the future. The impact
on the buyers are positive after refining the procedures. The company can identify its customers
by defining the product and service from the view point of the customer, by classifying the
benefit of the product, determining the exact location of the customers, analyzing the time and
requirement of the product by the customers. Therefore it is important for the marketers to
understand the customer decision making process (Choudhary and Shankar 2014). The above
steps can guide the marketers to appreciate and connect with the customers effectively. It is on
the part of the organization to understand its customers need and preference because the
demand of the product does not always in the same manner.
3.0 Proposed Sales Force Structure
The sale force structure of the Burberry organization evaluates the salesforce on the
basis of previous data and information which was collected beforehand. The resources
which are available should be gathered for collection of the information so that the planning
of the working force can be the employee working in the organization should have a unique

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identification and profile. The salesforce provided by the company is flexible, layered data
designed that sets it apart from the rest of the organization (Agnihotri et al. 2016). The
implementation of the organization sharing data at a wide range can specify the individual
record that users can view and edit. The salesforce data is built to protect the data and the
applications. The company can built its own security scheme to reflect the structure and
needs of the organization. The salesforce security feature can direct the employees to
empower the user to do their jobs safety and efficiency. A regional sales force should be
implied if the organization particularly targets a territory or different territories (Arnett and
Wittmann 2014). The intention of the organization is to increase the market share in
specified sector such as financial and manufacturing services or business.
4.0 Recruitment and Selection Plan
The recruitment and selection process of an organization is based on the sector it is
working. The obligation of the organization is dependent on the firm it is catering to. The
requirement of the organization is to recruit people who has specialized knowledge about
fabrics, perfume, clothing line, designing and assortment of the product. The process of
selection or picking up the suitable candidate, who is best suited for the position is offering
in the company (Broughton et al. 2013). The process of recruitment in the Burberry
organization is followed by the process of recruitment, selection, screening, interviewing and
training. All the five steps are essentially followed by the company which results in a
selection of the employee who are experienced as the fresher. Evaluation of the quality and
selection of the right applicant for a clear position will be a goodwill and asset to the
organization.
The purpose of selection of this company is related to choose the best candidate who
suits the requirement of the job and will result in future to be a successful applicant. It is
important for the company to evaluate the attributes from the candidate through various

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process of testing and research. The training sessions of the newly recruited candidates,
enhances the skills which is applied in the work during the course of action. A right
procedure of selection and recruitment is followed as huge amount of money is expended
for hiring a right candidate (Ślusarczyk and Golnik 2014).
5.0 Alignment of Marketing and Sales
The alignment of the market and sales is focusing on the customers. The organization
believes in perfect sales and marketing techniques. It is the goal of the organization to
generate qualified workers to ensure sales and productivity. The production of its goods and
services is estimated by the market share as it helps in creating great salesforce and
revenue for the organization. It is the purpose of the company to turn their sales into
customers who would remain back loyal towards the brand. The alignment of marketing and
sales should go hand in hand as marketing of the product is completely relied on the sales.
Marketing encouragement of Burberry leads to build great relationship which can restore its
potential customers. The growth of the company is based on the equal functioning of
marketing and sales. Efforts from the side of the company will be geared towards finding
and converting new customer into potential customer (Pardo, Ivens. and Wilson 2014).
The sales and marketing team of Burberry are operating nationwide in different retail
outlet. The strategies implemented are the reasons for success behind the hard work. It
focused in clearing the doubts and provided information. Instead creating a competition and
marketing concept, feature and the goodwill must focus on the buyer’s situation and how
they would solve the problems to make the most of an opportunity.
6.0 Training and Development Plan
The training and development plan of Burberry is basically the strategy which the
management or the authority provides to get the effective outcome of work. If admits to create

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effectivity and thus it adds to the growth and development of the organization. The purpose of
training and developmental program was implemented by the organization to improve the skill,
personality and performance level of the employee. To choose the right method of training for
the employees it realizes how the employee would benefit from the training program. Burberry
follows a rule of facilitating its employee to inspire and apprise its employees (Jehanzeb and
Bashir 2013). The outcome of the development flashes on the skills and evolve a plan for the
employee personal and professional development. The responsibility for the fulfillment of the
upgrading the motivation of the employee is jointly shared by the all the candidates who are
working.
Conclusion
In business to business market the company Burberry focus its attention on the
quantifying on the quality needs. It’s about to focus its attention and energy on the proper
functioning of the organization. Following the rules and regulation of the company makes it
easier for the employee to coordinate among themselves. It should be in the knowledge of the
sales executive about its approaches to the prospect to have a successful discussion.
Consulting the higher authority before doing a task is always necessary as it saves the
employee from creating misshapes. Business decision makers do not have time for unprepared
conversation with its employee so it ensures the business to business touch points. The system
of B2B marketing is a complex way than business to consumer. But it plays a major role in
signifying in the market. Planning the strategies of the organization ensures reaching, engaging
and converting target candidates to profitable customers.

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Reference
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produce managerial and academic stories in qualitative B2B case study research. Journal of
Global Scholars of Marketing Science, 24(3), pp.295-310.
Ramaseshan, B., Rabbanee, F.K. and Tan Hsin Hui, L., 2013. Effects of customer equity drivers
on customer loyalty in B2B context. Journal of Business & Industrial Marketing, 28(4), pp.335-
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Adomako, S. and Danso, A., 2014. Regulatory environment, environmental dynamism, political
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Griffith, D.A. and Hoppner, J.J., 2013. Global marketing managers: Improving global marketing
strategy through soft skill development. International Marketing Review, 30(1), pp.21-41.
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as drivers of hotel environmental marketing strategy: Implications for competitive advantage and
performance. Tourism Management, 35, pp.94-110.
Milner, T. and Rosenstreich, D., 2013. A review of consumer decision-making models and
development of a new model for financial services. Journal of Financial Services
Marketing, 18(2), pp.106-120.
Choudhary, D. and Shankar, R., 2014. A goal programming model for joint decision making of
inventory lot-size, supplier selection and carrier selection. Computers & Industrial
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