Burberry Marketing Plan: Strategic Techniques and Response to Changes

This report provides a detailed analysis of Burberry's marketing strategy, covering strategic marketing techniques and responses to changes in the marketing environment. It evaluates market potential through market research and the development of a marketing mix, including market segmentation (geographic, demographic, and psychographic), targeting strategies focusing on fashion-conscious youngsters with high disposable income, and a positioning strategy centered on luxury lifestyle fashion. The report explores marketing strategy options such as cost leadership, differentiation, and focus, highlighting core competencies and strategic marketing objectives. It delves into the marketing mix, including product offerings, pricing strategies, distribution channels, and promotional activities. The impact of external environmental changes is assessed using PEST analysis, examining political, economic, social, and technological factors. The report also identifies current strengths and weaknesses in Burberry's marketing strategy and suggests strategic marketing responses to emerging themes, including corporate social responsibility and the use of green technology. The analysis is supported by a range of academic references.

Marketing Plan
Strategic Marketing Techniques and Response to
Changes in Marketing Environment for Burberry

Strategic Marketing Techniques
Market Research
Developing
marketing mix
Evaluation for
market potential

Appropriate marketing techniques to ascertain
growth opportunities in a market
Market
Segmentation
• Geographic
• Demographic
• Psychographic
Targeting
Strategy
• Fashion
conscious
youngsters
• high disposable
income
Positioning
Strategy
• Luxury
lifestyle
fashion
• Innovative
marketing
techniques

Marketing strategy options
Cost
Leadership
Differentiatio
n
Focus
Core
Competencie
s

Strategic marketing objectives – Marketing Mix
• leather goods, soft accessories, shoes,
• Menswear, women’s wear, and children’s wear.
• Customized offerings and Burberry logo
Product
• Premium price
• Limited discountPrice
• Wholesale, Retail, Licensing
• DigitizationPlace
• Social media and website
• Celebrity endorsement
• Innovative concepts like retail theatre
Promotion

Impact of changes in the external environment
on marketing strategy
PEST analysis provide external factors analysis and their impact on marketing
strategy.
 Political Factors
 Economic Factors
 Social Factors
 Technological Factors

Current strengths and weaknesses in marketing
strategy
 Strengths
 Strong management team
 Licensing growth ensures high incremental return on capital
 Well established luxury brand identity
 Iconic products and logo
 Accessible functional luxury
 Innovative digital communication strategy employing website, social media
fashion shows and celebrity endorsements

Current strengths and weaknesses in marketing
strategy contd.
 Weaknesses
 Lack of vertical integration reduces profit margin
 Increased risk of changing fashion
 High staff turnover
 Multi-branding often creates confusion for example Burberry London,
Burberry Prorsum, Burberry Brit

Strategic marketing responses to key emerging
themes in a marketing strategy
 Corporate social responsibilities
 Careful selection of celebrity for advertising
 Use of green technology and green materials for environmental
responsibilities

REFERENCES
Murphy, J., 2015. Finding Growth Opportunities Through Effective Marketing. [Online].
Available through: <http://www.strategicsolutions.org/articles/growthopp.pdf>. [Accessed on
27 October 2015].
Richards, L., 2015. The Effects of a Change in Business Environment on Strategic Planning.
[Online]. Available through: <http://smallbusiness.chron.com/effects-change-business-
environment-strategic-planning-4708.html>. [Accessed on 27 October 2015].
Voiculet, A. and et.al., 2010. The impact of external environment on organizational
development strategy. [Online]. Available through:
<https://mpra.ub.uni-muenchen.de/26303/1/Impact_of_external_environment_in_develop>.
[Accessed on 27 October 2015].
Rust, R. T., Lemon, K. N. and Zeithaml, V. A., 2004. Return on marketing: Using customer
equity to focus marketing strategy. Journal of marketing. 68 (1). pp.109-127.

CONTD.
Chaffey, D. and et.al., 2009. Internet marketing: strategy, implementation and practice.
Pearson Education.
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business strategy, marketing organization structure, and strategic behavior. Journal of
marketing. 69 (3). pp.49-65.
Vorhies, D. W. and Morgan, N. A., 2003. A configuration theory assessment of marketing
organization fit with business strategy and its relationship with marketing
performance. Journal of marketing. 67 (1). pp.100-115.
Nagle, T. T., Hogan, J. E. and Zale, J., 2008. The strategy and tactics of pricing: A guide to
growing more profitably.