This report provides a comprehensive marketing audit of Burberry, a British luxury fashion house. It begins with an executive summary and introduction, followed by an in-depth analysis of the company's background, including its history, products, and target market. The main body of the report delves into macro and micro environmental analyses, using tools like PESTEL to assess political, economic, social, technological, environmental, and legal factors. It also examines the company's mission, strategies, board of directors, suppliers, and marketing intermediaries. A detailed competitive analysis is conducted, comparing Burberry to competitors like Gucci, highlighting strengths and weaknesses. Furthermore, a SWOT analysis is presented to identify internal strengths and weaknesses, as well as external opportunities and threats. The report concludes with a summary of findings and recommendations, providing valuable insights into Burberry's marketing strategies and overall market position. The report includes references to academic sources to support the analysis.
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