Strategic Marketing Plan: Achieving Objectives with 7P's Analysis

This report provides an analysis of marketing essentials, focusing on the application of the marketing mix, specifically the 7Ps (Product, Price, Place, Promotion, Process, People, Physical Evidence), in achieving business objectives. It compares the marketing strategies of Alexander McQueen and Burberry, two luxury clothing brands from the UK, highlighting their approaches to product development, pricing, promotion, and distribution. The report evaluates different tactics employed by these organizations, including operational, financial, and performance measurement strategies, to demonstrate how business objectives can be better achieved. Furthermore, it designs a strategic marketing plan for Burberry, tactically applying the 7Ps, and creates a detailed, evidence-based marketing plan based on internal and external analysis, including SWOT and PESTLE analyses, to enable the organization in achieving overall marketing objectives. The report concludes by emphasizing the importance of a well-researched marketing design and the need for continuous adaptation to market dynamics.

Marketing

Contents
Introduction:....................................................................................................................................3
2.1 Provide an introduction to the organisation you have selected and compare the application
of its marketing mix for its marketing mix planning process to achieve business objectives
with that of the other larger organisations you have selected (P3)..............................................4
2.2 In the light of the findings from the above task, produce and evaluate a business marketing
plan for the organisation you have selected (P4).........................................................................7
2.3 Considering the example of the same two organisations, evaluate the different tactics
applied by them to demonstrate how their business objectives can be achieved in a better way
(M3).............................................................................................................................................9
2.4 To enable your selected organization in achieving overall marketing objectives, design a
strategic marketing plan that tactically applies the use of the 7P’s (M4)..................................13
2.5 Based on the findings of your evaluations, create detailed, coherent evidence-based
marketing plan for the organization you have selected (D2).....................................................16
Conclusion:....................................................................................................................................18
References:....................................................................................................................................19

Introduction:
In this task, there is the concise exchange with respect to the idea engaged with the marketing
essentials. Marketing essentials usually assume a vital part of meeting all destinations of the
company. This report likewise clarifies the few components of the marketing mix that assistance
in making the clients fulfilled and making the items and administrations advanced in the market.
Regardless of whether it is turning into a reliable consumer purchasing an item and
administration or giving to a charity, associations utilize a scope of marketing methods and
instruments to educate and impact us. Marketing action plan for Alexander McQueen and
Burberry are depicted in this report by utilizing the 7P's idea of the marketing mix. The
mindfulness with respect to marketing basics is too high in the present market situation around
the globe. Both the brands took are started in the UK and known for their clothing range.

2.1 Provide an introduction to the organisation you have selected and compare the
application of its marketing mix for its marketing mix planning process to achieve business
objectives with that of the other larger organisations you have selected (P3)
Introduction:
A standout amongst the most famous promoting terms is called a marketing mix. The marketing
mix incorporates 7P’s like product, place, price, promotion, process, packaging and Physical
evidence. This present P's can be clarified freely yet are reliant on each other. It can likewise be
called as an arrangement or strategy to advance a brand in the market (Jersey, 2017).
The 7P’s compared here are of Alexander McQueen and Burberry which are famous luxury
clothing brands from the UK. Both the Brands have their headquarters in London. The 7P’s used
by both the brands to achieve their targets are,
Seven P’s Alexander McQueen Burberry
Product Alexander McQueen is known for
its fashionable clothes which are
respected worldwide for their
unique designs (Jersey, 2017).
When it comes to product
Burberry is the most trusted
clothing brand in the UK. It keeps
on raising the demands for its
valuable products through the
country.

Pricing With the innovative designs and
high-class quality price range is
quite too high for common
consumers.
As all the products of Burberry
are results of stupendous
craftsmanship the price reaches a
premium level.
Promotion One of the core parts for Alexander
McQueen is its promotion; they use
high-class magazines to showcase
their brands (Fan, et. al., 2015).
Burberry uses visual media for
the promotional activities and
they sign famous celebrities for
their ad campaigns.
Place Products of this brand are sold
through International franchises and
stores located in almost every
country.
More than 500 outlets of Burberry
are seen in more than 50 countries
which makes this company a
pioneer.
Process Alexander McQueen uses websites
as their primary way to market their
products. The social media here can
prove as an open call to customers.
This brand uses two marketing
mixes which are mass marketing
and niche marketing in their
process.
Packaging Alexander McQueen uses different
kinds of packaging methods for its
different products like a solid box
for its fragile products.
Burberry is the only brand in the
UK which shows the power of
packaging, its attractive logo on
the packets is really a charm.
Physical evidence Physical evidence is given by the
products of its company which
provide a beyond luxury feel to the
customers.
Burberry has its outlets
throughout the UK, which
provides ease to the clients
purchasing its products.

Figure1. Burberry: mobile accounts for 60% of online traffic.
(Source: Ecommercenews mobile accounts, 2016).

2.2 In the light of the findings from the above task, produce and evaluate a business
marketing plan for the organisation you have selected (P4).
Burberry is one of the key parts of promoting the capacity of tactics; they are the short term ideas
which are actualized considering that in the end goal to pull in the objective customers. To
accomplish the settled targets and objectives of an organization diverse strategies are taken after,
some of which are talked about underneath:
Operational strategy:
Operations system is the aggregate solid activities picked or invigorated by corporate tactics. It
incorporates setting up a few offices near your objective clients, moving to more affordable
quarters putting resources into enhanced plant and gear, and changing the time of operation to
fabricate upwardly or bring down the costs of staying with the open (Heikkurinen and
Bonnedahl, 2017).
Financial strategy:
A financial strategy can help Burberry to set objectives and make it simpler for the brand to work
towards a more different and stable income blend. This includes its analysis of main risks,
reserve policies, funding objectives, financial situation and so on (Fan, et. al., 2015).
Performance Measurements:
Burberry should use performance measurements to measure in detail about what is expected
from the employees in relation to specific objectives of the business. This usually relates to the
quality of performance, how fast activities are completed or whether the tasks are completed
within the planned budget (Scott, 2015).
Implementing the plans:
Burberry additionally should be dynamic to the point that motivation behind time where all
frameworks change into an advantage. Before disseminating the course of action each product
and organization which will be offered should be checked well so the clients won't get impacted

in any kind of negative way and get the best products of top quality delivered (Heikkurinen and
Bonnedahl, 2017).
Motivating employees:
In a brand like Burberry, employees need to be satisfied by the services they get from the
organization as a happy employee will create more genuine products and will result in more
happ0y customers.
Figure 2: 7P’s of marketing.
(Source: Academy, 2017).

2.3 Considering the example of the same two organisations, evaluate the different tactics
applied by them to demonstrate how their business objectives can be achieved in a better
way (M3)
Marketing plan acts like a diagram for the promoting exercises (Armstrong, et. al., 2015). A
fundamentally investigated and created advertising design is required for Burberry to investigate
new open doors in the focused new markets. To survey the outside condition, PESTEL
examination is utilized. Rivalry in the market can be inspected with the assistance of marketing
plan.
Preparation of mission statement:
As preparation of mission statement is the initial step of promoting arranging so here assessment
and every one of the things related to planning are finished. In the statement of purpose,
everything is specified that is identified with the promoting plan. The point can be chosen by
analyzing the client's requests, online study of the lags or any of alternate strategies.
Company Overview and its objective:
Burberry is an incredible enterprise with a superb history. It was built up in a residential area
named Basingstoke in the UK by a twenty-one-year-old kid. The mould segment of Burberry
tends to the most recent patterns while coherence items keep up the trustworthiness of the
ageless and extremely great Burberry "feel". Burberry redid its image picture, enlisting new
creators who took the mark plaid from luxury clothes to swimming outfits.
SWOT (Internal Analysis) of Burberry.
Strength:
Received Royal warrant twice till now.
Reestablished them from mere manufacturer to
a luxury brand.
Weaknesses:
Burberry has to deal with cheap imitations.
Limited product line.
Premium price range.

Strong retention of the brand.
At least 10,000 people are employed.
One of the largest fashion spot in the UK
offering clothes, perfumes, beauty products
and so on.
Opportunities:
Developing emerging markets.
Higher demand for premium products.
The global expansion would help the brand
grow internationally.
More customers can be achieved by using e-
commerce.
Threats:
Threats from fake products.
Competition from other sellers.
Continuous changing customer lifestyle.
Extraordinary rivalry in the portion can
decrease Burberry's piece of the overall
industry.
The clients have a higher dealing force and low
exchanging costs.
PESTLE (External Analysis) of Burberry.
PESTEL analysis Influence
Political The distinctive nations in which Burberry
flaws require the association to submit to their
local hires, unique laws, which can be horrible
to the working of Burberry here and also their
political precariousness upsets the supply
chains and stores.
Economic Economic crashes affect the flaw of Burberry,
most of the tourists visiting the UK purchase

its products because of its unique standard
which is affected by economic downturns.
Socio-Cultural Dress codes of consumers vary from place to
place to deal with it Burberry engages with
many of the social activities which help it in
getting more knowledge about the customers.
Technological Latest forms of technology are used by
Burberry for not only productions but also in
advertising.
Environmental Burberry items, like internal apparels and
jeans, are produced using natural cotton fleece
that can't damage the environment. A typical
fiasco is usually hard to anticipate as no one
knows when it will happen.
Legal Burberry abides all the rules suggested in the
particular countries they are operating to
protect from any loophole in the work.
STP (Segmentation, Targeting, and Positioning)
Segmentation: It causes the organization to execute their operations and procedures adequately
which in this way helps in expanding their deals.
Targeting: It helps the promoting administrators of the organization to maintain the emphasis on
a specific portion of the organization (Hollensen, 2015).

Positioning: This is finished so that the following best practices by Burberry with the goal that
the organization may contribute its social obligation towards the general public as well.
Strategy:
Burberry needs to make the packaging process safer to protect its products from further hazards
like rain or theft. To complete that process they need to apply a coating to the final package and
keep a proper track of the product till it is delivered to the client.
Budget:
Purchasing cost 1$ per piece
Implementing cost 10$ per 100 pieces.
Advertisement cost 80$
Total 91$
Outcome:
The new strategy of packaging will help the company in making more genuine products and
more efficient marketing the new packaging strategy will help in more customer attraction and
more efficient delivery to the customers.