Marketing Plan Evaluation: Burberry's Strategies and Analysis Report

This report provides a detailed analysis of Burberry's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It examines how marketing relates to the wider organizational context, including other departments such as finance and HR. The report also compares Burberry's marketing mix (product, price, place, promotion, people, process, and physical evidence) with that of its competitor, Gucci, highlighting the similarities and differences in their approaches. Furthermore, the report includes the production and evaluation of a basic marketing plan for Burberry, considering potential expansion into a new market. The goal is to help Burberry attract and target customers and increase sales and profit margins.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function...........................................................1
P2. Roles and responsibilities of marketing relate to the wider organisational context.............4
P3. Compare the ways in which different organisation apply the marketing mix to the
marketing planning process to achieve business objective.........................................................8
P4. Produce and evaluate a basic marketing plan for an organisation......................................13
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing refers to the process of promoting products and services in order to attract
customer and retain them for long period of time (Ajami and Goddard, 2013). In other words, it
is an essential part of business through which it grows and develop. Along with this, marketing is
a kind source due to which an organisation is able to increase its sales as well as earn high
margin of profits. In addition to this, a business get successful when they perform all marketing
practices effectively. A company promote their goods and services with help of advertisement in
newspapers, social media and many more. Through this they are able to reach wide range of
customers and target them. This report is based on Burberry company which is a public company
deals in luxury fashion brand. Its headquarter is located London, United Kingdom. It deals with
products such as sunglasses, cosmetics, outwears and many more. Respective company was
founded by Thomas Burberry in 1856. This company sell some of their products which are
waterproof and unique. Along with this, this company conduct their business worldwide such as
Hong Kong, Chicago and so on. This report is based on roles and responsibilities of marketing
function and relation of marketing with other function such as finance, HR and others. Along
with this, it also explains comparison of respective company with their competitors based on
marketing mix as well as also evaluated marketing plan at a location where they have not
expanded their business. In addition to this it will help respective company to attract and target
customers in order to sell their products.
TASK 2
P3. Compare the ways in which different organisation apply the marketing mix to the marketing
planning process to achieve business objective.
Marketing mix refers to all those factors that can help company to attract and influence
customers to buy product offerings. This includes all those factors which can be controlled by
organisation and play a major role in increasing sales of company. Marketing mix consist of 7 P's
such as product, price, place, promotion, process, people and physical evidence. It is a tool for
developing effective marketing strategies in order to increase profits of company. Comparison of
marketing mix of Burberry and its competitors Gucci is mention below.
Bases Burberry Gucci
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Product Products of this company is
appreciated worldwide
because of its unique and
distinctive design. Product
category of Burberry includes
clothing, accessories, performs
and cosmetics. It's product line
consist of women's wear, men
and women accessories, shoes,
beauty and children's wear.
Burberry products are
fashionable jackets, shirts,
tops, skirts, trousers, coats,
jewellery, scarves, watches,
sunglasses, boots etc. Products
of this company is developed
with high quality to offer
valuable goods to customers.
This company is
manufacturing different
products for men and women.
Gucci is brand which is a
symbol of quality products and
offering diverse portfolio with
grate length, width and depth
of product variety. Products
range of Gucci includes shoes,
handbags, ready to wear
cloths, jewellery, watches and
other accessories. This is
developing luxury fashion
products. It is offering vast
range of products to customers
with different colour and
unique design.
Price This company is providing
luxurious items with
distinctive design so its prices
has to be premium. Burberry
company is cater to high class
elite zone. Price of a products
includes amount charges by
company for offer its products
to customers. This company is
focusing on high class
customers where high prices of
product is not an issue as they
are more concern with the
Pricing strategy of Gucci
product depends upon various
factors such as price of
competitors product as well as
cost involved in developing
products. Gucci company is
dealing in luxury products so it
mostly offer premium prices of
products. This company is
using high cost of raw martial
to develop its products
therefore its prices of Gucci
products is high. Company can
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quality of product. Burberry is
providing its services all
around globe so its prices
depends upon the country
where it is servicing.
not compromise with quality
standard of products so cost
cutting in prices is not
possible. Hence pricing of
Gucci products are high as per
quality of its products.
Place Place is marketing mix refers
to areas where company is
offering its products and it also
includes the channel through
which company is delivering
its products to ultimate
customers. Burberry company
is providing its products and
services worldwide. It have
presence in approx five
hundred stores of different
country. This company is
selling its products globally
through franchises as well as
its stores. Burberry stores are
located in around 50 stores as
well as some famous online
websites has also tie up with it
for selling products online.
Gucci is offering its products
to customers with outstanding
distribution channel. It has its
own outlets in different places
of world. Stores or outlets of
Gucci provides relaxing
environment in order to
provide ease to customer as
well as create a responsible
attachment between brand and
customers. Gucci company use
its high networks to deliver
and distribute its products to
different market area of world.
Physical distribute channels
used by this company
company is merchandising. It
franchises and more than five
hundred physical stores to
reach its customer. It is also
offering it products through
online stores with various
online retailing websites.
Promotion It is developing effective It is very important for
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marketing strategies so that
company can communicate
and inform targeted customers
about its offerings Burberry is
using many celebrities to
promote its brand such as
Kate Moss, Agyness Deyn etc.
Promotional tools and
techniques used by this
company is TV
advertisements, print media,
online ads, Billboards to attract
targets customers. It is using
creative techniques to
influence more and more
customers towards
organisation.
company to promote its
products in creative and
innovative way in order to get
competitive advantage from its
rival companies. It is using
different tools and techniques
to promote its products as per
requirement of different area.
Traditional promotional tools
used by this company includes
advertisements, fashions
magazines, print media etc.
Morden methods of promotion
consist of online and digital
marketing. Gucci is more
focusing on this strategies in
order to attract and
communicate with large
number of customers at same
time.
People People in marketing mix can
be consider as a employees or
management of company.
Employees are vary essential
part of organisation as
performance of business is
directly dependent on
employees of organisation.
Burberry company is hiring
employees with high skill set
who is able to perform
People of Gucci company are
most important capital.
Employees of this company
are loyal and honest towards
their work and organisation.
They are performing with their
full capability to improve
overall performance of
organisation. Gucci is training
its employees so that they can
increase their skills or potential
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effectively in organisation.
Employees of this company is
responsible for developing
various strategies regarding
business and its operations.
They are well qualified
employees with high ability to
increase productivity and
profitability of business.
to work with effectiveness.
This company is providing
positive and friendly
environment to its employee in
order to reduce turnover. It is
also focusing on maintaining
work life balance of employees
which leads to creating work
satisfaction in employees and
work with effectiveness and
efficiently.
Process It is using good quality inputs
in order to process high quality
outputs. Process of this
company does not end at
delivering of products but it
also includes taking feedback
from consumers so that
company can identify
customers view point as well
as modify process or product
as per requirement of
customers.
Gucci is using new and
innovative technology in its
process so that they can
improve overall process of
organisation. It is using high
quality raw material in its
manufacturing process in order
to offer qualitative product to
customers.
Physical evidence It is refers to physical
environment in which
company is offering its
product. Burberry physical
evidence includes environment
of its stores and other facility
provided by company to its
Physical evidence of Gucci
play a major role in attracting
customers and selling its
products. Outlets and stores of
Gucci is providing positive and
relaxing environment to
customers. This environment
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customers. Stores have unique
interior design with smartly
arrangement of products.
Brand image of Burberry can
also be consider as its physical
evidence as customers have
trust on its brand.
will leads to help store in
increasing its sales. Store of
Gucci have interactive staff
which help customers to select
best products for them.
Physical environment also
consist of other facilities
provided to customers with
motive of creating strong
relation with them.
Both of these company are using various strategies to attract targeted customers and
enhance its profitability. These companies are dealing in same industry and comparison of
marketing mix strategies of Burberry and Gucci will help in identifying various techniques used
by both of these companies. By comparison it is easy to analyse and evaluate how both of these
company using 7 P's of marketing mix in different ways.
There are variety of strategies which an organisation adopts in order to carry out business
related activities with full potential and accomplish the targeted goals. Implementation of these
business strategies are essentially based on the situation which is prevailing in the potential
market. Proper analysis is effectively conducted in order to implement business tactics
accordingly and achieve business objective. Furthermore, this research essentially helps in
formulating accurate marketing plan.
P4. Produce and evaluate a basic marketing plan for an organisation.
Marketing plan refers to a document which consist of all information regarding plan of
organisation. It is a framework for a which include different strategies or decisions that helps
organisation to achieve set goals and objective of organisation. Burberry company is planning to
offer its products to new market area and for this company have to develop an effective
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marketing plan. Marketing plan includes objective and on the bases of this objective all strategies
are developed.
Objectives
Objective refers to goal or motive of organisation. Marketing plan is developed to
achieve some goals and objective and all strategies are developed to achieve these objectives. It
is very important for Burberry company to develop an effective goals which help organisation to
improve its productivity. Objective set by organisation should be specific and to the point so it
would be easy to communicate and understand by others. Company should not set goal which is
impossible to achieve and objective should be measurable in order to identify effect of business
after achieve it. Objective of Burberry company is:
 To enter into new market area of Poland in order to increase 30% profitability within 6
months.
Situation analysis
Situation analysis is a term which refers to identifying and evaluating environment in
which company is operating. Burberry company have to deal with macro and micro environment
in order to attain suitability in business. In order to expand its market share company needs to
conduct SWOT analyses. This will help company to identify its strengths and weakness as well
as opportunities and threats in external environment. SWOT analyse of Burberry in order to
analyse situation for expanding its market area in Poland is mentioned below. Strength: Burberry is a well known brand with strong brand image in market area. It has
huge network of distribution channel which helps company to provide its products all
around the works. This is an advantage for company in expanding it business in new
market area. Burberry is one of the biggest fashion house in world which is offering
different and high quality products of cloths, perfumes, beauty products, accessories etc.
Its iconic fashion is its biggest strengths and it is focusing on creating strong relationship
with customers. It is using new and innovative tools and techniques for promoting and
advertising its products. Weakness: It is offering luxury products which is developed with high quality raw
material and innovative process. So its prices are high as compare to other fashion
brands. Its products are not affordable for every customers and it is targeting high class
customers. This can be consider as it weakness because it is targeting only high class
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customers who can afford its products. Burberry company have limited product line
which consist of luxury fashion segment. Opportunity: There are various opportunities to Burberry company which help
organisation to increase its performance and profitability. It is an opportunities for this
business to expand product line and offer new and different products to attract more
customers. Company can also implement strategies which will help in increasing demand
of premium products in market. Burberry can use new and innovative technology in order
to increase productivity of organisation. It needs to invest into new information system so
that company can gain competitive advantages over other rival company. Support from
political and government party is its biggest opportunity to expand its business in new
market area in order to gain large market share.
 Threat: Burberry company have to deal with different threats from external environment.
It is well known brand which have strong rival companies. It has threat from various
strategies used by its competitors which can affect market share of Burberry. It has also
threat from changing lifestyle of customers. Customers chose and preference are
continuously changing which affect total profitability of organisation.
Strategy
Strategies is refers as a plan which help in choosing right path and actions to achieve set
goal and objective. It is very important for an organisation to develop effective strategies that
will leads to attain set goals of business. Burberry company needs to create a framework of
decisions and strategies that will help organisation to expand its business in Poland market area. Segmentation: It can be define as a dividing large market area into small parts.
Segmentation is a process of subdividing customers on the bases of their needs and
wants. Market area can be divided into different segments on four different segment
bases such as behavioural, demographic, psycho-graphic, and geographic area. Burberry
company is not offering its products to large numbers of customers and it is attracting
high class customers. In order to enter into Poland market area Burberry company needs
to focus on Poland high class customers who can afford its products. Targeting: Targeting refers to selecting right and potential market area to its achieve
goals and objective. After dividing marketing area into different sub parts as per needs or
requirement of customers, company needs to chose best market segment. Targeting of
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potential customers will be based on criteria size, accessibility and potential of customers.
Once Burberry has segmented its market area for expanding its services into new area
then company needs to target on specific customers to whom company is planning to
offer its products. For entering into Poland market area, Burberry company is targeting
customers from age 5 to 45 of upper social class. Company is offering its all products
which includes ready made cloths, shoes, accessories and other products with motive
providing high quality products.
 Positioning: It is a process of creating positive image in customers mind in order to
influence them to purchase products offering of company. Burberry company needs to
use innovative and creative tools and techniques to position brand image in customers
mind and attract them towards organisation. For positioning targeted customers of Poland
area company is use Morden as well as traditional methods. Burberry company is using
famous celebrities in advertising it product through print media and social media.
Action plan
After developing various strategies, company needs to put these strategies into actual
action plan. In order to achieve objective, marketing mix is mention below Product: Burberry is providing luxury products of high quality. Products which company
is offering is men and women cloths, footwear, children wear and accessories. Price: Company is charging premium prices as it is focusing on targeting upper class
customers who wants high quality products. Place: In order to increase market share of Burberry business. Company is planing to
open a luxury store in Poland market area. Promotion: It is using various tools of traditional and Morden method of promotion. People: Burberry employee's are the major factors due to which the respective
organisation is able to accomplish desired business objectives effectively. Physical Evidence: Burberry essentially sells in products in attractive packaging.
Products are placed properly in company's outlets.
 Process: Burberry makes sure that each and every products of respective organisation are
available to potential customers effectively and desired sales can be made.
Forecast
Marketing Budget
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