Strategic Marketing Plan for Burberry: MBA Marketing Management Report

This MBA marketing management report provides a comprehensive strategic marketing plan analysis for Burberry, a prominent luxury fashion house. The report begins with an overview of strategic marketing and its importance in the current business environment, followed by a detailed SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. It then delves into stakeholder analysis, classifying and prioritizing stakeholders, and understanding their needs. Recommendations for target positioning and brand strategy are offered, focusing on market segmentation, targeting, and brand strategy. The report evaluates Burberry's marketing mix, suggesting improvements and addressing potential challenges and ethical considerations. Furthermore, it explores the Profit Impact Marketing Methodology (PIMM), external and internal risks, and ways to mitigate them. Finally, it reflects on the impact of the organization's strategic vision on the market planning process and the process of securing marketing plan approval.

Running head: MBA MARKETING MANAGEMENT
MBA Marketing Management
Name of the Student
Name of the University
Author’s Note

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Table of Contents
4.1 Strategic marketing plan for an organization:...........................................................................2
4.1.1 SWOT analysis:......................................................................................................................2
4.1.2 Stakeholder analysis:..............................................................................................................4
4.1.3 Recommendation for target positioning and brand strategy:..................................................6
4.1. 4 Critical evaluation and recommendation for marketing mix:................................................8
4.1.5 Challenges after the implementation of plan:.......................................................................10
4.1.6 Expected ethical issues that may arise..................................................................................10
4.2 Profit Impact Marketing Methodology:...................................................................................11
4.3 External and Internal areas of risk...........................................................................................15
4.3.1 Ways of minimizing the risk factors:....................................................................................17
4.4 Critical evaluation on how the strategic vision and direction of your organization impacts on
the market planning process..........................................................................................................18
4.4.1 Explanation on how each of the component parts of marketing plan helps in reaching
strategic goal..................................................................................................................................19
4.4.2 The process required for securing approval for marketing plans within your organization.19
4.5 Critical reflection of own learning:..........................................................................................21
Reference List:...............................................................................................................................23

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4.1 Strategic marketing plan for an organization:
Strategic marketing is a long-term goal for planning, implementing and evaluating
effective plans to achieve sustainable competitive advantage. With the dynamic progress of
business industries, competitors’ market threat is increasing gradually (Armstrong, Kotler,
Harker & Brennan, 2015). Business organizations in order to know the needs and demands of
customers with current market trend have to make effective STP analysis, SWOT analysis,
marketing mix analysis. As a result, the current needs and desires of the customers can be
fulfilled.
Burberry is one of the most remarkable British luxury fashion houses occupying a
recognizable place in the global market. Headquartered in London this very specific organization
is famous for unique fashion accessories, trench coats, delicious perfumes, fashionable
clothing and cosmetics (burberry.com, 2018). Due to the superior quality of their products,
Burberry is very much restricted in introducing their brand for premium cost customers. In
addition, the business experts in quest of expanding their business in different developing
countries have to face immense challenges due to high cost price of the products (Gilligan &
Wilson, 2012). This very specific study has focused to make effective marketing plan and
policies so that the organization can easily enter in the global market by increasing number of
target customers.
4.1.1 SWOT analysis:
Strengths Weaknesses
 Superior quality of products  Limited target group

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 High management skilled employees  Lack of product variety
Opportunities Threats
 Expanding the business process on
global market
 Competitors’ marketing strategies and
policies
Table 1: SWOT Analysis of Burberry
(Source: Lidstone & MacLennan, 2017)
Analysis:
While analyzing the strengths of Burberry, the qualities of products as well as services
come first. As already stated, this particular organization is very much advanced in maintaining
the quality of their products. As per total revenue growth up to 2016, this particular organization
has earned around £2,514.7 million throughout the year. The service quality of the employees is
superior based on which customers have showed their interest in purchasing the products of
Burberry. In addition, the behavioral approach and outward gesture of the employees associated
with the organization is very professional and well mannered (Mullins, Walker & Boyd, 2012).
As a result, customers from diverse cultural backgrounds and attitudes show their positive
outlook in using the services of this organization. It is undeniable on the other hand that the
organization is constituted with major weaknesses.
Due to high cost of products, business organization could not draw the attention of large
number of customers (Morgan, Katsikeas & Vorhies, 2012). In the global market, Burberry has
expanded their business in 498 locations all over the World up to 2016. As per their brand
quality and uniqueness of services, the organization could have expanded their business in more
locations. However, price level is a major barrier due to which the business experts fail to target

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the developing countries. Moreover, the brand is constituted with limited number of products.
Unique fashion accessories, trench coats, delicious perfumes, fashionable clothing and
cosmetics are the core products with which the organization is constituted. As a result, customers
of various psychological backgrounds and attitudes do not show their interest towards purchasing
products and services (Dibrell, Craig & Neubaum, 2014). However, by maintaining an effective
strategic analysis Burberry can expand their products all over the World. In order to overcome
competitive threats the business experts would have to make proper stakeholder analysis.
PESTEL Analysis:
Political  Stable and proactive government
 Split into national and local administration
 Business organization does not have to face challenges in
maintaining tax and tariff due to stability of government
Economic  Stable economy in UK
 Customers belonging to UK do not have to face challenges in using
affording the products of Burberry
Socio-cultural  UK is constituted with the people of diverse cultural attitudes and
backgrounds
 Customers have to face challenges in getting variety of products in
Burberry
Technological  UK is technologically developed country. As a result, the
organization like Burberry tends to maintain their operation process
based on advanced technology.

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Environmental  Amidst biodiversity and climate change Burberry can run their
business by providing environmental friendly products
Legal  Some of the major regulations acts should be maintained for
running business process. The regulations include health and safety
act, anti-discrimination act, right to information act
Table 2: PESTEL Analysis
(Source: McDonald & Wilson, 2016)
Value Proposition:
Value proposition primarily implies a marketing statement with the help of which
company summarizes why customer should use this product by ignoring other competitors. With
the help of this particular marketing statement, the business experts make understand their target
customers about the benefits and facilities that customers are going to achieve by using these
products (Dibrell, Craig & Neubaum, 2014). At the same time, the business experts tend to make
a comparative analysis where their products create a difference from others.
While making an effective marketing promotion the marketing managers of Burberry
intend to create a value proposition map with the help of which customers can easily understand
about the areas of their profit. By making an effective comparative analysis, Burberry marketing
managers have identified the unique quality of their products to catch the attention of customers.

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Figure 1: Value Proposition
(Source: West, Ford & Ibrahim, 2015)
While creating value proposition map the marketing managers of Burberry has primarily
focused on the uniqueness of products and services. However, it can be recommended that the
marketing managers should focus on highlighting their new pricing strategies as well to grab the
attention of international customers.
4.1.2 Stakeholder analysis:
Stakeholder analysis is the process of gathering and analyzing sufficient data to fulfill
needs and desires of stakeholders. Stakeholders are constituted with two major types including
internal and external stakeholders (Tanner & Raymond, 2015). In order to run the entire process
of business organizational experts have to analyze stakeholder for fulfilling their needs and

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demands. However, before analyzing stakeholders the business experts of Burberry have
followed several steps, which are as follows:
 Identify the stakeholders:
The internal stakeholder based on which the success of business is highly dependent
includes employees, managers, shareholders and so on. On the other hand, customers, creditors,
suppliers are considered as external stakeholders.
 Prioritize stakeholders:
As per the priority, Burberry has decided to focus on employees and customers primarily
because sustainability is highly dependent on these two stakeholders. Based on the customers’
satisfaction level the profit of a business organization is highly dependent (West, Ford &
Ibrahim, 2015). Burberry has targeted those customers who are having effective income level of
status for affording the products. On the other hand, Burberry likes to hire the employees from
high skill academic background having effective professional as well as technological
competencies (McDonald & Wilson, 2016). This particular organization has become recognized
as prestigious brands in the realm of fashion industry. As a result, the organizational managers
have hired those employees who can show their multi talents and skills in the business
professional field.
 Understand the key needs and demands of the stakeholders:
In order to satisfy the stakeholders business experts have to fulfill their key needs. As per
the target market, the business experts of Burberry have selected the premium customers for
affording their products. Therefore, the organization has focused to maintain superior quality of

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products and services so that people from different geographical backgrounds and attitudes show
their interest in using this brands (Theodosiou, Kehagias & Katsikea, 2012). Employees
associated with the business organization are well trained possessed with professional
competency. As a result, the customers do not have to face any difficulties in receiving the
services from Burberry. In addition, this specific brand has launched their ecommerce services
in order to make their entire business method more popular.
On the other hand, the organizational experts are very much concerned in fulfilling the
demands of employees who are serving for the company throughout the year. The success of an
organization is entirely dependent on performance level of the employees. It is observed that
Burberry is paying high package of remuneration for maintaining enthusiastic attitude among the
employees (Liu, Kasturiratne & Moizer, 2012). People are from various geographical as well as
cultural backgrounds. Therefore, the business experts should maintain an agile work
environment at the workplace so that employees can show their courageous attitude while
providing services (Foxall, 2014). While maintaining effective stakeholder analysis it has been
observed that Burberry likes to follow autocratic work environment endowed with high
professionalism. As a result, employees face difficulties to share their thoughts and views with
each other.
4.1.3 Recommendation for target positioning and brand strategy:
Brand strategy is a systematic roadmap, which leads the company’s brand for reaching
specific goal. Burberry is one of the prestigious fashionable brands got immense familiarity in
the realm of fashion industry (Smith, 2013). At the same time, it is observed that the range of
target market of this specific brand is very limited. The people belonging to Asian pacific

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countries especially are not very much aware of this brand due to their economic constraints.
However, based on the effective brand strategies of Burberry the marketing managers have
decided to enter in the market of Asian countries for increasing the number of target groups
(Bagautdinova et al., 2012). In this very specific study, an effective recommendation has been
provided based on the target and positioning of the brands:
 Recommendation for segmentation:
As per the market segmentation strategy of Burberry, the marketing managers have
focused to target most of the developed countries all over the World. Consequently, the
organization has to face immense challenges in gaining image and reputation internationally
(Mulhern, 2013). Being extremely luxurious brand Burberry has become restricted to specific
group of people. However, as per geographic market segmentation it can be recommended that
the brand should be expanded all over the World widely including both developed as well as
developing countries for enhancing its profitability. This particular brand likes to arrange fashion
shows for promoting their product concepts. It is one of the most effective ways of direct
promotion (Mohammed & Rashid, 2012). However, it is observed that people having high level
of income status can only afford for visiting those kinds of fashion shows.
Burberry should increase the areas of demographic segmentation by rendering liberal
price level and product diversity. Diversity within products would help the brand immensely for
grabbing attention of people from different psychological backgrounds. As a result, the number
of target market would be increased automatically.
 Recommendation for targeting:

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As already stated, premium customers are the primary target group for this brand. As a
result, after being expanded all over the World, Burberry is very much restricted within specific
group of people. However, business experts would have to expand their target zones all over the
(World Chaffey & Smith, 2013). Only people from high level of income status may not be
effective for increasing the profitability of the organization. In order to increase the sales
volumes, the marketing managers would have to focus on drawing the attention of medium cost
customers (Agarwal, Grassl & Pahl, 2012). As a result, the number of target customers would be
automatically increased. In addition, Burberry is very much restricted to fashionable products.
Therefore, young generation from the age group of 20 to 40 is the primary target customers.
However, it can be recommended that the organization should focus on rendering products for
different age group of people. Automatically, the brand will be expanded widely in the global
market. At the same time, the rate of sales volume would be increased as well.
 Recommendation for positioning:
Brand positioning is one of the most effective factors based on which the image and
reputation of a particular product is highly dependent. As per the previous positioning strategy of
Burberry, the marketing managers concentrate to use the platform of social media or other new
media vehicles (Majaro, 2013). As per the current business scenario, young generation is very
much accustomed with the advancement of technology. As a result, the people belonging to
different age group are getting deprived of receiving proper overview about the brand features.
However, it can be recommended that brand-positioning strategy of Burberry would have to be
evaluated so that people of various age groups can be familiar with different products such as
unique fashion accessories, trench coats, delicious perfumes, fashionable clothing and
cosmetics.

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4.1. 4 Critical evaluation and recommendation for marketing mix:
Marketing mix is one of the most significant strategies of promoting the brads in various
geographic areas based on target market zone. Based on the 7PS primarily, this particular
promotional strategy intends to reach the brand and its concept towards the doorstep of target
customers (Ghezzi, Cortimiglia & Frank, 2015). However, in this very specific study, an
effective recommendation would be provided based on 7 Ps primarily for enhancing the brand
value of this organization.
 Product:
Unique fashion accessories, trench coats, delicious perfumes, fashionable clothing and
cosmetics are the core products of Burberry. It is undeniable that the existing products of
Burberry have high features and unique designs. At the same time, the business experts are not
dealing with product variety. As a result, customers tend to show their reluctant attitude in
purchasing similar designed products (Carrington, Neville & Whitwell, 2014). However, in order
to introduce their products in the international market widely, the product managers would have
to concentrate on increasing the variety of products.
 Promotion:
Product promotion is one of the most significant methods of introducing the brand in the
realm of international market. As already mentioned, Burberry is very much concerned in
introducing their brands and services by using digital media vehicles (Görener, Toker & Ulucay,
2012). Social media like Facebook, Instragram, Youtube are the primary platforms where the
marketing managers introduce their new agendas as well as new products. As a result, the

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customers belonging to middle age group are unable to get a proper overview about the
upcoming brands of Burberry.
 Price:
After evaluating the price level strategy of the organization, it is observed that Burberry
is maintaining high level of price cost of their products as well as services. As a result, people
from various income statuses are unable to afford the products and services of this organization
(Getz, 2012). However, it can be recommended that Burberry should reduce the level of product
cost so that customers having average income status can use the services as well. The number of
target customers would be automatically increased after implementing this very specific strategy
as well as policy.
 Place:
As per current business scenario, Burberry store is surrounded in 478 stores all over the
World. The marketing executives have decided to expand their brands in most of the developed
countries of US, UK and so many. Very few countries of Asia have allowed establishing this
brand in their market due to the lack of proper target group. The rate of sales volume is so
limited that company fails to maintain their profitability (Chan et al., 2012). However, this very
specific study has focused to make an in-depth recommendation of expanding their brands in
more locations so that customers can get an overview about the products and services.
4.1.5 Challenges after the implementation of plan:
After the implementation of new marketing strategies and policies, Burberry may have to
face immense challenges in maintaining brand image and reputation. The marketing managers

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associated with the organization have decided to make promotional activities by using different
platforms (Moon, 2013). Traditional media platforms may not be effective enough in drawing
the attention of premium customers. They may show their negative outlook in observing the
products through social media platform. In addition, Burberry may have to face immense
challenges after following low cost strategy about brands. In order to reduce the price level the
product manager would have to compromise the product quality as well. As a result, it may
affect the consuming behavior of premium customers. After increasing the stores of Burberry,
the manager may have to face uncertainties of facing loss (Mihart, 2012). Due to the lack of
sufficient target customers, the business managers after expanding their brands in different
geographical boundaries would have to face innumerable challenges in drawing customers’
attention.
4.1.6 Expected ethical issues that may arise
Every organization should maintain proper values, beliefs and ethics while establishing
their business in the market. People from various geographical backgrounds and attitudes are
associated with the organization. As per the current marketing strategy of Burberry, it is
observed that the marketing managers are focusing to reduce cost of product for grabbing
attention of large number of customers (Hogg, 2012). In order to implement this particular
strategy the organization may have to face ethical issues regarding product quality. If the quality
of product is reduced due to the low price level the premium customers would be reluctant in
using the services of Burberry any more. In addition, the employees associated with the
organization are accustomed in dealing with the customers belonging to high profile. However,
in order to deal with the psychology of average cost customers the service providers need to
change their service strategy (Cronin-Gilmore, 2012). Business executives of this organization

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may not be flexible in handling the pressure of low cost customers as well as dealing with their
psychology. Extreme level of professional outlook may become an ethical concern for the
customers.
4.2 Profit Impact Marketing Methodology:
Making effective marketing plan and implementing different innovating strategy is not
effective enough for rendering the business success. While making the plans and policies,
marketing manager, have to make effective financial budgets from different marketing
perspectives in order to analyze the gap between profit and loss (Sakas, Vlachos & Nasiopoulos,
2014). While evaluating the marketing plan of Burberry, effective budget is prepared for
conducting financial forecast.
Financial forecast:
Based on the implemented plans and policies regarding market an effective financial
forecast is conducted in order to get an overview about the profit level.
General Assumption:
Aspects Year1 Year 2 Year 3
Total plan 1 2 3
Gross Margin €17,500 €204,000 €372,800
Total Operating
Expenses
€107,900 €162,000 €313,900
Net Profit (€90,038) €13,190 €7,406

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Profit and loss analysis based on three years plan:
YEAR 1 YEAR 2 YEAR 3
Sales €20,000 €250,000 €450,000
Direct Sales Cost €2,500 €46,000 €77,200
Other Production Expenses €0 €0 €0
TOTAL COST OF SALES €2,500 €46,000 €77,200
Gross Margin €17,500 €204,000 €372,800
Expenses
Payroll €90,000 €100,000 €200,000
Equipments €2,000 €25,000 €45,700
Depreciation €0 €0 €0
Necessary Utilities €900 €2,500 €2,700
Insurance €1,000 €3,500 €3,500
Rent €1,000 €12,000 €22,000
Payroll Taxes €13,000 €19,000 €40,000
Total Operating Expenses €107,900 €162,000 €313,900
Profit Before Interest and Taxes (€90,038) €20,000 €10,580
EBITDA (€90,038) €20,000 €10,580
Interest Expense €0 €0 €0
Taxes Incurred €0 €6,810 €3,174
Net Profit (€90,038) €13,190 €7,406
Table 1: Financial Plan
(Source: As created by author)
Analysis:

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An effective financial forecast of three years has been made in order to estimate the profit
and loss ratio of three consecutive years. After evaluating an effective financial forecast based
on the profit and loss of Burberry it has been observed that in first year the company would not
be able to reach profit level. The marketing managers may have to face difficulties in grabbing
the attention of new target customers due to their professional competency (Jugenheimer,
Sheehan & Kelley, 2015). On the other hand, in second year, the company would get €13,190 net
profit after being successful in drawing the attention of customers. In the last year, the profit level has
been decreased to €7,406. Therefore, it can be concluded that the current marketing strategy implemented
in business expansion process of Burberry may not be effective for drawing the attention of customers. As
a result, after implementing this marketing plan the business experts may have to face loss.
Effective promotional budget for various media vehicles:
Promotion Tools Amount
(in €)
Digital Media Marketing Tools
Facebook €4,000
Twitter €5,000
Youtube €7,500
Total Social Media Marketing expenses €16,500
Other Online Marketing Media
E-mail Marketing €25,000
Online Display advertisements €10,000
Other Online promotional Campaigns €29,000
Total Budget for Online Media €64,000

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Traditional Marketing Media
Newspapers €10,000
Magazines €30,000
Total Print Media €40,000
TV Channels €75,000
Billboards €30,000
Total €105,000
Total Required Budget for Promotion €225,500
Table 2: Budget of promotional tools
(Source: As created by the author)
Analysis:
As per the marketing strategy of Burberry, it has been observed that the organizational
managers are only concerned in making an effective promotion though new media platform.
People accustomed with advanced technology can easily get overview about the collections of
Burberry. Naturally, the organization can draw the attention of limited number of customers.
However, in order to render a major change on the overall marketing plan the marketing
executives have decided to increase their promotional budget by introducing their products in
print media as well as electronic media (Mihai, 2013). As a result, customers from different age
group of people would be aware of the products and services of Burberry.
An effective promotional budget is planned for evaluating the estimated cost of business
promotion. In this specific promotional budget plan, €40,000 would be invested for print media
platform. On the other hand, €105,000 would be expanded for electronic media platform. As a

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result, both young customers as well as average cost customers from different age group will be
equally benefitted. However, for entire promotional purpose the organization will bear €225,500
expense for drawing the attention of people belonging to various geographical markets (Galliers,
& Leidner, 2014). However, after analyzing this promotional budget plan it can be analyzed that
the business organization may have to face uncertainties for investing their money in traditional
media.
 Critical evaluation about applying appropriate marketing method:
Numerous eminent scholars have provided their own opinion regarding the impact of
making effective financial plan and financial forecast for expanding entire business process. In
this very specific financial plan of three years, it has been observed that the organization would
have to face challenges while implementing the strategic plan discussed above. In order to
overcome this kind of situation, the business manager can reduce the budget of promotional plan
for overcoming the loss. People from different geographical backgrounds and attitudes have
various psychological backgrounds and attitudes (Slater, Mohr & Sengupta, 2014). Therefore
rendering a change on 7PS may not be beneficial for Burberry to expand their business.
Ramaseshan and Rabbanee (2013) have opposed the point of view previous scholar. As per the
opinion of this very specific scholar, it is undeniable that traditional promotional strategy may be
ineffective for promoting brands like Burberry. It is also undeniable that only new media
promotion is not very much worthy for grabbing the attention of people from various age groups.
In order to expand the brand in global market the organization would have to increase the
number of target customers. Therefore, Burberry should use diversified promotional tools for
new market entry.

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4.3 External and Internal areas of risk
While making an effective marketing plan it has been observed that Burberry has
implemented some innovative strategies and policies for expanding their business (Jones et al.,
2014). In this specific part, the study has focused to identify the risk factors that Burberry may
have to face after implementing changed marketing plan. The risk factors identified in this very
specific study are as follows:
 Risk related to price range of products:
In the new marketing plan of 4ps it has been observed that the business experts of
Burberry has decided to reduce the product cost due to attract both premium customers as well
as low cost customers. As a result, the number of sales volume would be increased automatically.
In addition, the organization would increase the number of target customers. This particular
method is one of the most effective ways of gaining organizational image and reputation.
However, this particular marketing plan may not be successful if the experts fail to draw the
attention of customers (Parente & Strausbaugh-Hutchinson, 2014). In addition, the premium
customers may show their level of dissatisfaction after reducing the cost of product. This
particular strategy may have major risk factors in maintaining effective marketing plan.
 Risk in drawing the attention of average cost customers:
As already mentioned, the employees associated with Burberry are well trained and high
skilled. As a result, people belonging to various geographical boundaries and attitudes having
average cost of income status may have to face difficulties in communicating with those
employees (Ngo & O'Cass, 2012). As a result, those kinds of customers feel hesitated in
communicating with the service providers. The entire purpose of chancing marketing strategy

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would be meaningless if the service providers associated with the organization fail to draw the
attention of customers.
 Risk in promotional strategy:
After evaluating the entire study, it has been observed that the number of target
customers in Burberry is very limited. As a result, the people of different geographical
boundaries are not aware of this brand (Wolf & Floyd, 2017). In order to overcome these
particular constraints, the marketing managers have decided to use both traditional media
platform as well as new media platform with the help of which customers from different age
group can be attracted towards services. However, €40,000 would be invested for print media
platform. On the other hand, €105,000 would be expanded for electronic media platform.
4.3.1 Ways of minimizing the risk factors:
After identifying the risk factors, some of the major ways can be implemented for
minimizing uncertainties. The ways are as follows:
 Implementing alternative strategies:
Marketing executives should not be dependent on one particular strategy. The executives
would have to implement different strategic decision so that they can overcome immediate crisis.
Implementation of alternative strategy is one of the most effective ways of overcoming this kind
of risk factors (Lee & Lam, 2012). For an example, if the business experts have to face
challenges in implementing low cost price strategy the organization should reform their policies
by increasing the cost of price. As a result, both the organization and the customers would get
equal benefits and facilities.

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 Evaluating performance level of the employees:
The employees should receive effective training for rendering flexibility within their
gesture. With the help of multi-lingual flexibility, the employees would be able to communicate
with the customers of various geographical boundaries and attitudes. People who are having
communication barrier can easily interact with the service providers (Mohapatra, 2013). As a
result, customers of average income level would like to show their interest for purchasing the
products and service from Burberry.
4.4 Critical evaluation on how the strategic vision and direction of your organization
impacts on the market planning process
While evaluating critically on how strategic vision and direction of Burberry impacts on
the market planning process, various eminent scholars have showed their own point of views
from different perspectives. The strategic vision of Burberry was to create a fashion trend on the
global market by selling unique fashionable products and services to the customers. Being one of
the most remarkable and luxurious brands Burberry is able to draw the attention of premium
customers. Mohapatra (2013) stated that this specific strategic vision may have major negative
impact in the new marketing plans and policies Burberry. The author has stated that in order to
create a luxurious fashion trends the organization would have to be restricted on selecting their
target group. In order to target the average cost customers, the product managers would have to
reduce the price cost. As a result, the brands may lose their luxurious glory and value. In this
kind of situation, improvisation on the marketing plan may affect the business to achieve its
strategic goal.

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On the other hand, Wolf and Floyd (2017) has differed the point of view of previous
scholar. As per the opinion of this very specific scholar, the strategic vision and direction of
Burberry should be changed in order to enhance their business growth. The primary mission of
the organization should be increasing the sales volume for maintaining business sustainability.
As a result, both the service providers and the service users would get benefits and facilities. In
order to increase the rate of sales volume Burberry would have to enhance their target market
both demographically as well as geographically. Therefore, rendering a change in marketing plan
is the only way of achieving strategic goal of Burberry. If the business experts can change their
strategic vision and objectives, the organization would face positive impact on the market
planning process.
4.4.1 Explanation on how each of the component parts of marketing plan helps in reaching
strategic goal
The major components of marketing plan for Burberry is modified marketing mix
strategy, modified STP analysis as well as SWOT analysis. If enhancement of target market as
well as global business expansion can be the primary objective of this organization, the business
experts would have to change their marketing mix strategies of 4ps. Reducing price cost and
enhancing product variety should be given first priority to draw customers’ attention. At the
same time, increasing the number of stores in various places and using different promotional
tools should be the primary concern for Burberry to enhance target market. After following these
particular components of marketing plan, the organization would be able to increase their sales
volume (Ngo & O'Cass, 2012). At the same time, the business experts would be able to grab the
attention of large number of customers. Customers from developing countries as well would be

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aware of the brands and service of Burberry. Ultimately, the business experts are expected to
gain more profitability of their business even in the international market.
4.4.2 The process required for securing approval for marketing plans within your
organization
 Achieving approval from CEO:
Before implementing the securing the marketing plan, Burberry marketing managers
have to collect confirmation mail from CEO. At this very specific time, the marketing managers
would have to focus on highlighting both pros and cons of the marketing plan by providing them
an expected financial and promotional plan. After getting approval from the CEO, the marketing
managers are officially allowed to implement that plan within services. In case of any kind of
negative consequence, the entire business organization is liable to take the responsibility.
 Communicate with the staffs:
As per the ethical values and beliefs of Burberry, organizational managers always like to
maintain a participative leadership style while providing services. Marketing managers before
implementing any plan and policy within the organization tend to consult with executives
associated with marketing department in order to know various pros and cons. As a result,
executives tend to show their courageous outlook in sharing their thoughts and views regarding
the marketing plan (Slater, Mohr & Sengupta, 2014). People from various geographical
backgrounds and attitudes may not show their interest in the promotional activities planned by
marketing department of Burberry. In this kind of situation, the entire department intends to take
the responsibility.

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 Monitor the progress
Collecting approval from the higher authority is not the only concern for marketing
managers. The managers have to keep a constant update on the entire process after implementing
the plan. The executives are instructed to collect feedback of the customers, be it positive or
negative. As a result, both the organization and the managers would get in-depth overview about
the progress of marketing plan. If the entire feedback becomes negative, the managers can get
the opportunity to change the plan by implementing alternative strategies and policies (Mihai,
2013). As a result, the organization does not have to face immense challenges in maintaining
business sustainability as well as reputation.
4.5 Critical reflection of own learning:
After evaluating the entire study, I have gone through wonderful learning experience on
how to make effective marketing plan along with the needs and demands of current market. I
have observed that every business organization is possessed with large number of employees for
providing effective services to the customers. The role of an efficient manager is to fulfill the
needs and demands of the customers. However, I have observed that Burberry is already
recognized as luxurious brand in the realm of international market. The primary issue that the
organization is currently facing is related to target market. The group of target market as per
geographic, demographic and psychographic segmentation is very much limited. As a result, the
company is not able to increase their sales volume. However, this very specific study has focused
to make in-depth overview about the importance of effective marketing plan for expanding their
business growth.

25MBA MARKETING MANAGEMENT
In order to expand the entire business process in global market I have observed that
Burberry has changed their marketing plan by covering the customers of developing countries as
well. At the same time, the experts have used different media vehicles as their promotional tools.
In order to deal with the customers of different age group I have learn to use various media
platforms. Young generations are comfortable enough in operating the advancement of
technology. As a result, customers from middle age background are not aware of the brands. I
have learnt on how to use traditional media tools as well for multiplying the messages beyond
going regional market.
After making an effective critical evaluation, I have observed that the employees
associated with Burberry are very much professional having excellent communication skill as
well as technological competency. Customers of average income status may have to face
immense challenges in interacting with the service providers due to linguistic problem. In order
to overcome this kind of situation, Burberry business experts have focused to provide effective
training and development session to the employees. As a result, they have rendered multi-lingual
flexibility among them. Multi-lingual flexibility enabled the business experts to maintain
effective communication with any customer from various geographical boundaries and attitudes.
If one particular service user is not efficient enough in maintaining formal language effectively,
the employees associated with customer service system should help them out so that customers
can get the flexibility of using regional language. As a result, the number of target customers
would be automatically increased.
While analyzing the pros and cons of new marketing strategies implemented in Burberry
for overcoming their business constraints I have analyzed some of the major risk factors as well.
I have observed that Burberry has received immense international glory and reputation due to

26MBA MARKETING MANAGEMENT
their luxurious and unique brand value. In order to reduce the price cost of products the quality
would be compromised that may leave a negative impression on the mind of premium customers.
As a result, the company may have to face difficulties in maintaining the sustainability of
business. However, in order to flourish the entire process of business organization would have to
enhance their target market. As a result, according to me, Burberry should make alternative
policies as well for overcoming risks or uncertainties.

27MBA MARKETING MANAGEMENT
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