Burberry Marketing Strategy: A Comprehensive Analysis

Desklib provides past papers and solved assignments for students. This report analyzes Burberry's marketing strategy.

MARKETING ESSENTIALS

Introduction
In every business organizations, the most
intrinsic part for its functioning is the
marketing department in order to fulfil
business requirements to achieve its goal.

Background of the business and rationale
why the business will succeed.
Burberry is a renowned of clothing which
mainly deals with the premium customers.

Overview of the macro environment and potential strengths
and weaknesses of your business (use adequate frameworks
such as PESTEL and SWOT Analysis)
• Political
• Economic
• Social
• Technical
• Legal
• Environmental

Burberry SWOT analysis
• Strengths
• Weakness
• Opportunities
• Threats

Marketing Objectives for your business
(must follow the SMART criteria)
The SMART criteria of Burberry focus on being
Specific, Measurable, Achievable, Realistic and
Timely.

Marketing Segmentation, Targeting and Positioning ( creation
of customer profile, targeting strategy rationale and perceptual
map with competitive positioning)
Segmentation happens when Burberry divides
its whole market into small segments and
develops its plans accordingly.

Create your marketing mix and explain how it will help you
achieve the set marketing objectives (the marketing mix needs
to be a visual creation opposed to a lengthy description)
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence

Provide an implementation plan for the promotional
launch of the new product/service. You might want to
consider including a promotional budget.
Identifying the target customers is the basic
marketing strategy for developing an
implementation plan based on which the
company further endeavors on achieving the
further goals determined by the brand