University Marketing Report: Burberry Trench Coat Market Analysis

This report provides a marketing analysis of Burberry's trench coats, a key product for the luxury fashion brand. It begins with an introduction to Burberry and the significance of its trench coats, tracing their historical origins and current fashion relevance. The report then delves into competitive information, identifying key rivals like Chanel and Gucci, while highlighting Burberry's strengths in retail networks and product success. An environmental scan using the PEST analysis (Political, Economic, Social, and Technological factors) provides a comprehensive understanding of the market landscape. Demand forecasting is presented with expense estimations. The report concludes with a discussion of Burberry's market segmentation, target market, and positioning strategies, emphasizing its focus on upper-class consumers and its brand image rooted in British heritage. The analysis is supported by references to relevant marketing literature.

Running head - MARKETING MANAGEMENT
Marketing Management
Name of the student
Name of the university
Author’s note

1MARKETING MANAGEMENT
Introduction
Burberry is considered to be one of the most prominent brands in fashion industry.
The London based company have been a leading brand in luxury clothing and fashion
accessories (Goworek et al. 2016). The company has its specialization in making trench coats
for both men and women, ready to war outwear, fashion accessories along with fragrances,
sunglasses and cosmetics.
The following report would be providing a discussion over the selected product which
happens to be one of the specialization of Burberry. The report would also providing a vivid
sketch of competitive information of the company, the environmental scanning, the demand
forecast and the specific market segmentation, targeting and the positioning statements.
Discussion
Burberry have been established in the year of 1856. The company have always been
focusing its attribute towards making fashionable outwears, even in the 19th century. The
company have been making hand weaved garments, which are considered to be water
resistant (Goworek et al. 2016). Although, it was assumed that due to the water resistant
material, the clothes could have bad fabric texture. However, the company has always
astonished their clients with breathable fabrics.
The product which have been selected for the report is trench coats. Burberry have
always been a significant company in manufacturing fashionable trench coats. Trench coats
have been in fashion lately in the modern era. Many men could be seen wearing trench coats
with both formal and informal attire. The product have its origin more than 100 years ago.
The coat came into existence during the beginning of the World War 1 (Weston 2016). It was
not the war which produced the fashionable wear that modern men wears today, it was the
muddy trenches across Europe which gave the name of the product. The trench coat is

2MARKETING MANAGEMENT
considered to be a variety of coat which is mostly made of water proof materials like heavy
duty cotton of gadardone drill, along with leather or poplin. The coat generally has a
removable liming which is insulated with the fabric of the coats, and composes of raglan
sleeves. The coat is dated back to the days of World War 1, where the piece was made for
army officers who had to dwell in the mud soaked street of Europe at that time. Therefore,
the coat would help them cover their uniform form the mud and the rain.
Competitive Information
Burberry contributes to a huge portion of the fashion market. Although, the company
has it unique ability of attracting potential customers, there have been huge competition in the
market that could compete with the company (Jackson and Ahuja 2016). Companies like
Chanel, Christian Dior, Gucci, Ralph Lauren, Prada, Louis Vuitton, Hugo Boss, and Tory
Burch. These companies have been a tough competition of the market.
The company have huge number of strengths which would allow them competing
with these fashion tycoons. Burberry has a huge network for retailing, which allows them to
share a huge number of sales from various countries. It also has wholesales and licensed
channels which could globally continue the sales of the product. Trench coats have been a
huge success for the company as it has one of most significant number of sales from all the
products manufactured (Jackson and Ahuja 2016).
The brand mostly faces threat from other companies in terms of pricing. Due to the
quality of the product, their cost is quite high, which makes the company victim of other
companies, which sales cheap products.
Environment Scanning
The environment scanning could be done with the help PEST analysis tool, which
could in turn help in understanding the market.

3MARKETING MANAGEMENT
Political Factor
The political factor is said for playing a major role in understanding the market
condition. The political factor of the country of operation lays an effect on the long term
goals of profitability and the sales performance too. The political stability would be initial for
making certain assumptions of the market (Peng and Chen 2017). Political stability is
necessary for making certain traits in the personal and household sector, which is in fact
connected to the economy of the country. The level of corruption is also important, which
would initially be maintain the regulations of customs.
Economical Factor
The macro environment is important in maintain factors like inflation rate, rate of
interest and thee saving rate, which initially would be contributing to the exchange rate of the
company and regulating the norm.
Social Factor
The socio-cultural factor would be necessary for impacting the culture of the
organization in a particular environment. It would also help in the generation of clear
understanding of the various aspects like demographics, skill level and class structure (Chow
et al. 2018). These factors help in understanding the future sales.
Technological factor
The technological distribution would be initially be making certain assumptions
regarding the traits of technology which are used by Burberry. It would also help in
transforming the organization in developing changes in operation.

4MARKETING MANAGEMENT
Demand Forecasting
Total Expenses of the Sponsor Estimated Actual
Items
Fashion Accessories
10,000 7,500
Trench Coats
8,000 6,000
Ready to wear dresses
4,500 3,000
TOTAL
22,500 16,500
Market Segmentation, Target market and positioning statement
Burberry have been an iconic brand which segments the population on the variables
of offering fashionable clothes for men, women and children and other fashion accessories. It
has also provided a specific garments to fitness freaks (Chow et al. 2018). The organization
have been segmenting its operation in geographic locations like Asia, Australia, America and
Europe.
The company has a differentiated targeting strategy, which helps them in targeting the
potential customers. The company mainly targets the customer group which belongs to the
upper class of the society, between the age group of 20 to 45.
The brand have acquired a proper positioning in the market with the help of their
services and brand image (Peng and Chen 2017). The company has positioned as a brand
which carry the rich heritage of the British culture among their customers.

5MARKETING MANAGEMENT
References
Chow, P.S., Chiu, C.H., Yip, A.C. and Tang, A.K. eds., 2018. Contemporary Case Studies on
Fashion Production, Marketing and Operations. Springer Singapore.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2015, June. LUXURY BRANDS SOCIAL MEDIA MARKETING EFFORTS: INFLUENCE
ON BRAND EQUITY AND CONSUMERS’BEHAVIOR. In 2015 Global Fashion
Management Conference at Florence (pp. 68-68).
Goworek, H., Perry, P., Kent, A., Straker, K. and Wrigley, C., 2016. Emotionally engaging
customers in the digital age: the case study of “Burberry love”. Journal of Fashion
Marketing and Management.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Peng, N. and Chen, A.H., 2017. Consumer Perspectives of Cultural Branding: The Case of
Burberry in Taiwan. In Advances in Chinese Brand Management (pp. 133-151). Palgrave
Macmillan, London.
Weston, S., 2016. Branding Burberry: Britishness, heritage, labour and
consumption (Doctoral dissertation, Goldsmiths, University of London).