Analysis of Marketing Orientation Implementation at Burberry: A Report

This report provides a detailed analysis of Burberry's marketing orientation, focusing on its implementation and strategic goals within the competitive luxury fashion industry. The introduction defines marketing orientation and its significance in meeting customer needs and achieving strategic goals. The report then offers an overview of Burberry, detailing its mission, vision, and key competitors. The main body examines how Burberry implements marketing orientation, including its online presence and focus on brand, business, and culture. It further explores the company's strategic goals, such as enhancing customer loyalty and increasing sales, and the actions Burberry could take to embed marketing orientation. The report outlines five types of marketing orientation, including production, product, selling, marketing, and societal marketing concepts. It also discusses the benefits of market orientation, such as improved customer value, brand loyalty, and profitability. The report concludes by emphasizing the importance of understanding customer needs for long-term success. This assignment is designed to provide insights into the role of marketing in the fashion industry and the strategic decisions companies make to achieve their objectives.

MARKETING MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Company Overview.....................................................................................................................1
MAIN BODY..................................................................................................................................1
Implementation of marketing orientation in Burberry.................................................................2
Strategic goals of Burberry..........................................................................................................2
Actions that could be put in place to introduce or further embed a marketing orientation into
Burberry.......................................................................................................................................3
Benefits associated with market orientation................................................................................5
Conclusion...................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
World is becoming globalized with each coming day and it is creating several issues for
business firms in these days. They are facing huge competition due to the presence of various
fashion brands within country. Marketing orientation can be defined as a business model which
mainly focuses on identifying and meeting the hidden needs of customers along with delivering
them products according to these needs (Kotler and Keller, 2006). Within this same viewpoint,
the present study is taken into consideration which helps in identifying the role of marketing
orientation in achieving the strategic goals of company. It is all about the quickness in
responding to market input in order to attain higher competitive advantage.
Company’s Overview
In this present report, Burberry is taken into consideration which is British Luxury
fashion house. This brand was founded by Thomas Burberry in the year of 1856 and his main
focus was to create outwear that would expand the boundaries. With a large global business
brand, Burberry has now become a leading clothing luxury brand. It is well known for its
integrity of the outwear depending in the principles of quality. Mission statement of company is
to maintain integrity and vitality of their brand (Kempster, 2013). They also believe in
developing business in every possible global market. On the other hand, vision statement of
Burberry presents as “They want to become the first company who is fully digital and to build a
social enterprise”.
There is huge competition within fashion industry due to changing needs and demands of
customers. Some of the major competitors of Burberry are Gucci, Prada etc. Both the cited firms
are average in responding towards the market input (Hollensen, 2015). Further, Burberry is
creating “Innovative functional outwear” and going through the appropriate marketing for the
same.
MAIN BODY
Marketing is one of the most crucial processes of any organization as it helps in
enhancing the customer base of business. It is a management process by which products and
services are transferred from the concept to customers. It is highly related with the promotion
and selling of a particular product on the basis of various marketing techniques (Mohana, 2003).
Marketing orientation is known as an important business model which involves monitoring of
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different competitors actions as well as their effects on the consumer’s preferences. It determines
that company needs to go through the strategies of all its competitors so that they can develop
better strategies. In order to find success, it is highly essential for company to use appropriate
market orientation so that they can reach towards their common goals (Köhler and Logemann,
2016).
Implementation of marketing orientation in Burberry
Burberry is one of the top most brands of fashion industry with having its strong
international recognition as well as differentiating brand values. This company may be a house
of heritage and pride but nowadays, it is forefront of innovation in fashion industry.
Burberry is a market oriented firm which always looks for new and innovative ideas
through which they can make their customer’s shopping experience memorable. Providing
effective services to the customers and make them loyal towards brand can define as a biggest
achievement for company (Kotler, 2012). Organization has become one of the best retailers by
providing its entire product to customers online. It makes their shopping experience worthy and
attracts huge base of customers from all around the world. Appropriate marketing orientation is
one of the most effective ways which helps company in achieving all its strategic goals
effectively. Any of the marketing oriented firm is highly responsible for looking at the
consumer’s wants and creating better customer value. Burberry’s online fashion outlet follows
marketing orientation by quickly resolving all the queries of customers and providing them high
quality delivery services (Ogunmokun, 2014).
Quick delivery services can be define as the most effective way through which customer
value can be enhanced. For the same, the store of Burberry displays all the fashion shows on a
large screen to the invited audience. Company mainly focuses on 3 major categories such as
Brand, Business, and Culture. In this, brand refers to the Burberry’s focus on its heritage as well
as reinventing concepts. On the other hand, business strategies revolve around the technological
innovations. It includes effective digital marketing innovations as well as innovative product
designs (Fillis, 2010). It is the most effective way which helps company in going through the
consistent performance in an effective way.
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Strategic goals of Burberry
Burberry sets their cultures basically by using three words i.e. protect, explore and inspire
(Kotler and et.al, 2016). Company is highly focused on following creativity so that customer’s
desires can be effectively fulfilled. Further, it is being clearly stated that with the help of
appropriate implementation of marketing orientation, company is able to achieve its set strategic
goals.
Strategic goal of Burberry is to create appropriate awareness and gain customer loyalty
for the same (Doole and Lowe, 2006). In this regards, it is highly essential for company to make
sure that their entire brand is represented visually to the target audience. One of the set strategic
goals of company is to improve the overall percentage of sales both locally and internationally. It
can be easily done and effectively attained through timely, intelligent and cost-aware allocation
of resources. Moreover, it can be determined that one of the best and most effective ways for
enhancing customer loyalty is just to deliver them quality services.
According to Griseri (2013) marketing orientation is all about when firm gives priority to
customer’s preference at all level. By filling and satisfying their needs, it is easier to make them
aware about their brand and retain them. Burberry usually sees its customers as per their top
most priority and develops all its fashionable products as per the changing desires of customers.
Company wants to satisfy all its customers at various level and always researches on what
customer wants and desires for.
Actions that could be put in place to introduce or further embed a marketing orientation into
Burberry
There are mainly 5 types of marketing orientation which they need to take into
consideration in order to introduce effective marketing orientation within the organization. This
concept is as follows:
The production concept: When it comes to production of good in large quantities
production concept need to be taken into consideration (Heding and et.al, 2008). Burberry
believes that customers will buy those products that are easily available in the market. At the
time of production concept availability of products also matters. Burberry usually kept limited
stock with them and on the basis of appropriate orders they call the designers to avail that stock.
On the basis of availability of products customers will directly buy that product.
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The product concept: With the help of taking it into Consideration Company can easily
identify that quality products will make sales. They are putting all the efforts in order to create
quality product (Philip, 2016). With the help of this, Burberry can easily enhance the level of
customer satisfaction. They can also put the performance of a product into consideration.
Further, it can be stated that it is highly essential to not the consumer respond so that appropriate
services can be provided to them (Svensson, 2001).
The selling concept: It is highly essential for Burberry to put in place with more effective
strategies and justification. Customers will only buy the products of company if company is able
to sell them with appropriate quality concepts. Here, at this time of selling it is highly not
required to meet the needs of customers but the only thing which is required is the sales effort
and product is expected to sell (Judge and Robbins, 2015).
The marketing concept: Here, company need to identify its target customerson the basis
of their products and selling concepts. By identifying the needs and demands of target Customers
Company can easily keep them satisfy. For the same, it is also essential to create awareness
about the product and service (Luck, 2008). All promotion is focused on the target market and
believes in raising profit margin through high customer satisfaction.
The societal marketing concept: It follows in line with the marketing concept but it takes if
further. Promotion for the product needs to be taken into consideration so that customers’ needs
can be fulfilled. Burberry needs to go through the appropriate analysis of its competitor’s
strategy timely and see what they are offering (Du Preez and Bendixen, 2015). It is the most
effective way through which company can determine the right product to create for their target
market.
In order to embed effective marketing orientation into Burberry there are several steps which
could be taken into consideration such as:
 An appropriate and dynamic program can be designed in order to facilitate participants
understanding of customers (Kotler, 2006). With the help of this program company can
easily go through their competitor’s behaviour in B2B marketing situations. This program
needs to be taken into consideration more effectively.
 One of the best action company can put in the place is taking effective feedbacks from
their customers on the basis of their online services. In this regard, it can be determine
that with the help of taking several feedbacks about their product and Services Company
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is able to take better decisions (Moutinho, 2015). It further helps them in identifying all
the information associated with customer satisfaction.
 Burberry can entail several beneficial services and lucrative offers for their customers.
They can provide them high class services temporarily lower prices and also introduce
incentives (Lindman, 2000). It is the best way through which customer feels that
Burberry are prizing customer demands for high quality and value. With the help of this,
they can make their customers loyal and enhance their sales and profit margin as well.
 At the time of introducing any marketing orientation concept within the company, it is
highly essential for company to go through selection of appropriate concept and analysis
of market. All the employee’s seller and production team need to give proper training on
the enhanced satisfaction level of customers.
Benefits associated with market orientation
With the help of setting most effective technique for market orientation it can be
determine that there are various benefits associated with the same. It can be determine that
company can easily respond towards the demand of their customers (Ogunmokun, 2014). By
setting effective and appropriate strategies for orientation company can satisfy the needs and
demands of their customers.
One of the best benefits associated with better marketing orientation is that company is
easily build better customer values. It allows them increasing customer loyalty towards their
brand and developing repeat customer value and purchase. Brand loyalty is considered as a most
effective advantage within the market area. Burberry can make their customer’s needs as their
primary focus and they will more likely to develop their products on the basis of needs and
demands of customers. It provides more focused production to company and effectively
implemented to attain higher market share (Luck, 2008). In addition to this, it can be stated that
company can set all their functions aligned with the strategic vision of meeting the needs of
customer. Through this technique, marketers can easily perform all their tasks appropriately and
maintain their sales. Consistently understanding and delivering what the marketplace wants leads
to long term profitability. In this respect, it can be define that Burberry can easily enhance their
sales margin and profitability with the help of satisfying the needs of customers. In this regards,
it can be stated that with the help of effectively introducing marketing orientation Burberry will
leads to enhance its profit as well as sales margin (Viio and Grönroos, 2015). These benefits are
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highly associated with the better selling and production concept as per the needs and demands of
customers.
CONCLUSION
From the above study it has been concluded that Marketing Orientation is one of the most
effective type of business philosophy which gives emphasis on customer’s satisfaction first. With
the help of taking appropriate actions to introduce marketing orientation and focusing on all the
concepts Burberry can easily satisfy the needs of their customers. It helps them in making long
term profitability by going through the more focused production.
Recommendations
Moreover, it has been recommended that there must be an appropriate link between
product and market. Burberry requires selecting their product on the basis of needs and demands
of products. However, there are rapid changes in the fashion needs and demands of customers.
They are becoming trendier day by day and changing their fashion status as well. For the same,
Burberry requires effective marketing orientation process in order to fulfil the needs and
demands of their customers. Moreover, it can be determined that Burberry is a market oriented
firm which always go through the latest ideas and innovation thoughts by which they can make
their customer’s shopping experience memorable. Further, as per the changing demand it is
highly essential to go through the proper market research so that effective product can be
developed.
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REFERENCES
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Du Preez, R. and Bendixen, M.T., 2015. The impact of internal brand management on employee
job satisfaction, brand commitment and intention to stay. International Journal of Bank
Marketing, 33(1), pp.78-91.
Fillis, I., 2010. The art of the entrepreneurial marketer. Journal of Research in Marketing and
Entrepreneurship. 12(2). pp.87 – 107.
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Heding, T. and et.al., 2008. Brand Management: Theory Research, Practice. Routlege, London.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Judge, T.A. and Robbins, S.P., 2015. Essentials of organizational behavior. Prentice Hall.
Köhler, I. and Logemann, J., 2016. Towards marketing management. The Routledge Companion
to Marketing History, p.371.
Kotler, P. and et.al., 2016. Marketing management. Pearson.
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Hall, Harlow.
Kotler, P., 2006. Marketing Management, Analysis, Planning & Control, Prentice Hall, New
Jersey.
Kotler, P., 2012. Marketing. Pearson Higher Education AU.
Lindman, M., 2000. New product uniqueness in the context of industrial product development’
Journal of Marketing Management. 16. pp. 247-271.
Luck, D., 2008. CIM Coursebook Assessing the Marketing Environment. Routledge.
Mohana, R., 2003. Services Marketing. Pearson Education India.
Philip, K., 2016. Marketing Management-Millennium Edition.
Svensson, G., 2001. Re‐evaluating the marketing concept. European Business Review. 13(2).
pp.95 – 101.
Viio, P. and Grönroos, C., 2015. How buyer–seller relationship orientation affects adaptation of
sales processes to the buying process. Industrial Marketing Management.
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Kempster, C., 2013. Burberry: Marketing an Icon. [Online]. Available through:
<http://burberrymarketing100.blogspot.in/>. [Accessed on 23rd February 2016].
Ogunmokun, G., 2014. The Effect of Practicing the Marketing Concept Philosophy. [Pdf].
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[Accessed on 23rd February 2016].
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