Benefits and Challenges of Digital Marketing for Burberry Group Plc

This dissertation explores the benefits and challenges of digital marketing within the fashion retail sector, focusing on Burberry Group Plc as a case study. The research begins with an introduction to the topic, outlining the increasing importance of digital marketing in reaching a global customer base and the rationale for studying Burberry. The study aims to understand the advantages and disadvantages of digital marketing for fashion retailers, identify strategies for effective implementation, and answer key research questions. The dissertation includes a comprehensive literature review, a detailed research design using quantitative methods and a deductive approach, and a description of the data collection methods, including the use of a survey with Burberry employees. The subsequent chapters will present the findings, analysis, and discussion, culminating in conclusions, recommendations, and a reflective section, supported by references to books, journals, and online resources. The research investigates how digital marketing impacts a fashion retailer's success and provides actionable insights for future strategies.

Dissertation

Abstract

Table of Contents
Abstract............................................................................................................................................2
Topic: “To evaluate about Benefits and challenges of digital marketing for fashion retailers”. A
case study on Burberry group Plc....................................................................................................1
Chapter 1: Introduction....................................................................................................................1
1.1) Background to research topic..........................................................................................1
1.2) Background to research organisation..............................................................................1
1.3) Rationale for research.....................................................................................................1
1.4) Research aims and objectives..........................................................................................1
1.5) Research question (s)......................................................................................................2
1.6) Cost, access and ethical consideration............................................................................2
Chapter 2: Critical Literature review...............................................................................................2
2.1) Introduction of literature review.....................................................................................2
2.2) Main body with heading and sub-headings.....................................................................2
2.3) Conclusion of literature review.......................................................................................2
Chapter 3: Research Design.............................................................................................................2
Chapter 4: Findings and data collected............................................................................................4
Chapter 5: Data analysis and discussion..........................................................................................4
Chapter 6: Conclusion and recommendations.................................................................................4
Chapter 7: Reflection.......................................................................................................................4
REFERENCES................................................................................................................................6

Topic: “To evaluate about Benefits and challenges of digital marketing for
fashion retailers”. A case study on Burberry group Plc
Chapter 1: Introduction
1.1) Background to research topic
With rapid improvement and advancement in technology together with expansion of
organisation at global level the scope and need of digital marketing is increasing to have better
reach and access to larger section of customers. Digital marketing basically encompass all
marketing efforts that use an electric device or internet to promote and advertise product and
services through making use of various online and digital channels like social media, Mobile
applications, web application, e-mails, search engines, websites, etc.
1.2) Background to research organisation
The main purpose of this research is to evaluate about the benefits and drawbacks lead by
digital marketing on a fashion retailer, thus the organisation selected for this research work is
Burberry group plc which is a famous fashion house and retailer of UK.
1.3) Rationale for research
The rational and justification for selection of this research topic based on concept of digital
marketing is associated with the fact that in today’s modern world in order to reach and attract
larger section of customers some better and more effective use of advertising and promotion
techniques is needed. Therefore, selection of this research topic is justifiable as it facilitates
better understanding about the benefits and drawbacks associated with use of digital marketing
for a fashion retailer. Beside this, the selected research topic is also relevant and suitable in
accordance with educational background and academic purpose of researcher. Thus, ensures
betterment and enhancement in overall competencies and skills of researcher together with other
scholarly articles who can make use of this research work as guidance for some future project.
1.4) Research aims and objectives
The main aim behind conducting this research is, “To get better understanding about Benefits
and challenges of digital marketing for fashion retailers together with determination of various
strategies and steps that facilitates better implication of digital marketing for success and
betterment of organisation.”
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Research Objectives
The main objectives behind conducting this research work on Burberry are stated as
follows:
 To develop better understanding about the concept of digital marketing together with
evaluating its needs.
 To assess the knowledge about the possible advantages facilitated by digital marketing
for a fashion retailer that leads to its success and betterment.
 To evaluate the challenges associated with digital marketing in context of fashion
retailers.
 To determine various steps and strategies that could be adopted by Burberry organisation
to have better implication of digital marketing in order to cope with its challenges.
1.5) Research question (s)
The main research questions and issues answered by current investigation on Burberry
are stated as follows:
 What perception is having about the concept of digital marketing together with evaluating
its needs?
 What are the possible advantages facilitated by digital marketing for a fashion retailer
that leads to its success and betterment?
 What are the challenges associated with digital marketing in context of fashion retailers?
 What steps and strategies could be adopted by Burberry organisation to have better
implication of digital marketing in order to cope with its challenges?
1.6) Cost, access and ethical consideration
It is mainly associated with the expected cost required for conducting a resrch together with
maintaining and fulfilling all code of conduct and principles while conducting a research.
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Chapter 2: Critical Literature review
2.1) Introduction of literature review
2.2) Main body with heading and sub-headings
2.3) Conclusion of literature review
Chapter 3: Research Design
It basically represent a framework which consists of a set of research methods and
techniques that could be used by a researcher to conduct an investigation in more effective and
better manner. A description about the research philosophy and methods used for conduction of
current research is provided below together with valid justification for their selection through use
of research onion.
Research Design
Their are two main types of research design which are broadly classified and discussed
below:
Qualitative research design- This type of research design is focused on in-depth and
detail findings to evaluate why a particular theory exists together with determining perceptive of
respondents in that theory. Thus, this type of research design is mainly associated with detailed
theoretical data that is quite time consuming and complex and it is also difficult to present it in
form of table and charts.
Quantitative research design- It is a research design where data is collected in numeric
terms where statistical conclusion are made to have actionable insights about a concept. Data is
collected in numerical terms thus, provide a better perceptive and evaluation to have critical
decision making.
For current research work use of quantitative research design is made as it is associated
with collection of data in numeric terms that facilitates better presentation of findings together
with highly effective analysis thus, ensures better decision making on the basis of statistical
conclusion.
Research philosophy
It is basically of two types i.e. Positivism and Interpretivism that facilitates an effective
way and set of principles for conducting a research. For current research work on Burberry use
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of positivism research philosophy could be made as it ensures a scientific and more practical way
and steps for conducting a research.
Research approach
The two main types of research approach consists of deductive and inductive approach
that out of which one can be selected by researcher in accordance with nature of project. The
current research project is mainly focused in quantitative research methods and data thus, use of
deductive research approach is more suitable and justifiable for current research work for better
evaluation and generalisation of current research work.
Research strategy
The strategy for current research work includes use of survey method where data would
be collected through making use of a questionnaire.
Sources of data collection
Their are two main sources from data could be collected that consists of primary sources
that facilitates first hand data directly firm respondents. On contrary, secondary sources provides
information and evaluation of past facts and records that are already in existence. For current
investigation data is collected from both primary and secondary sources where primary data
facilitates information about perspective of respondents on current topic while secondary insures
better framework and support for investigation through past findings.
Sample Method
A sample size of 30 respondents is selected from employees of Burberry through
random sampling method for current research work.
Chapter 4: Findings and data collected
Chapter 5: Data analysis and discussion
Chapter 6: Conclusion and recommendations
Chapter 7: Reflection
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REFERENCES
Books and journal
Online:
. [Online] Available Through:< >.
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