Digital Business Management and Emerging Technology Report: Burberry

This report provides an analysis of Burberry's digital business strategies, exploring various aspects of their operations. It begins by identifying Burberry's e-business model as a B2C approach, highlighting its role in expanding their reach and offering multiple purchasing channels. The report then delves into Burberry's competitive and digital business strategies, emphasizing the importance of their specialized product line, the trench coat, and their competitive pricing. It examines their digital marketing strategies, including social media and influencer marketing. The report also discusses customer traffic data, using Similarweb as an example, and analyzes Burberry's e-CRM and social network channels, highlighting their focus on customer experience and feedback systems. Furthermore, it assesses Burberry's cybersecurity measures, emphasizing their commitment to protecting customer data through techniques like Secure Socket Layering. The report concludes that technology plays a crucial role in Burberry's success and that creating engaging content through social marketing channels is vital for attracting new audiences.

Digital Business
Management and Emerging
Technology

Table of Content
• Introduction
• Identifying the E-business model and discussing approaches
• Identifying competitive strategy and digital business strategy and recommendations
• Identifying their digital marketing strategies
• Discussing the customer traffic data
• Identifying the company’s e-CRM and social network channels
• Analysing the cyber security measures the company
• Conclusion
• References

Introduction
• Digitalisation is the process to implement new
structure in the workplace. The main focus is to
heavily invest in the technology in order to achieve
great results in the future. Burberry is the British
Luxury fashion house. It is headquartered in
London England the organisation distributes new
products and services to the consumers.

Identifying the E-business model and
discussing approaches
• Burberry uses the B2C model it helps them to
provide the products to the consumers at a rapid
pace. The Business to consumer model help them to
expand their business in various regions. The
customers can also buy the products form multiple
stores and outlets. On the other hand, the
organisation use the digital platforms which
includes amazon etc. They directly sell their
products to the consumers.

Identifying competitive strategy and digital
business strategy and recommendations
• There is one thing which makes Burberry
different from other brands. They have
specialised product line which is the trench
Coat. It attracts a lot of customers in the
market. The organisation tends to compete
with the big brands like Gucci, Zara etc. They
set the competitive prices of their products to
achieve great results in the market.

Identifying their digital marketing
strategies
• Digital marketing strategies help the
organisation to improve the reach in the market.
There are various types of marketing strategies
which is been used by Burberry it is described
below:
• Social media marketing platforms
• Influencer marketing

Discussing the customer traffic data
• Similar web platform is the type of digital
service provider which supports the medium
enterprise. The website of Burberry is
interactive and there are various customers
which comes on the website due to its
interface and other features.

Identifying the company’s e-CRM and
social network channels
• The organisation e-CRM generally helps to
evaluates the customer experience which is been
conducted on online basis. The customer
satisfaction of Burberry is high due to the enrich
services and excellent quality of products. The
brand has implemented the feedback system which
will help them to improve the areas in which they
are lacking and enhance the sales of the
organisation.

Analysing the cyber security measures the
company
• The major focus of Burberry is to protect the data of the customers. The ethics and guides of
Burberry is to treat the customers with better quality products and to provide them excellent
services. This will help them to enhance the customer satisfaction in the market. They use various
techniques which will help them in order to protect the valuable information of the customers
which is been described below:
• Secure Socket Layering
• Website of Burberry

Conclusion
• From the above report, it has been concluded that new technology could help the
organisation to become better and achieve great results in the future. On the other hand, there are
various digital platforms which is been used by the company to attract new audience. For further
instance, the organisation also creates the social marketing channels and create an engaging
content.

References
• Bican, P.M. and Brem, A., 2020. Digital business model, digital transformation, digital
entrepreneurship: Is there a sustainable “digital”?. Sustainability, 12(13), p.5239.
• Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-commerce
management. Pearson UK.
• Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business ecosystem: Literature review and a
framework for future research. International journal of information management, 47, pp.52-64.
• Sousa, M.J. and Rocha, Á., 2019. Skills for disruptive digital business. Journal of Business
Research, 94, pp.257-263.

Thank You