Marketing Case Study: Burberry
Introduction
Executive Summary: This report on Burberry is based on the examination made on their current condition through primary, secondary, the marketing environment and competitor analysis. All these factors have been taken into consideration while proposing the strategies made in this report. Therefore, to summarize the key factors would include an in depth study of the target consumer that they should cater to and apply the marketing mix in an effective way.
“The very name Burberry may reek of tradition and those timeless standards of quality that the British do best, but the company has, since its founding, been a real force for innovation—as the motto Prorsum (Latin for “forward”), on its knight-and-horse logo, bears witness.” (Stage.static.vogue.com, 2014)
The company was founded in the year 1856 by Thomas Burberry in
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Burberry needs to keep an eye on inflation as it might effect on the buying capacity of the comapany.
SOCIO CULTURAL FACTORS:
This includes population demographics, income distribution, lifestyle, consumerism and social mobility. As Burberry identifies its image as “Britishness” and it’s legacy which makes it ever so popular among the people.
TECHNOLOGICAL FACTORS:
This includes new developments, speed of technology transfer and rates of obsolescence. Burberry is the first luxury brand that had a 3D fashion show where consumers could buy products directly from the catwalk. They also introduced a social networking website like artofthetrench.com.
ENVIRONMENTAL FACTORS:
Includes environmental protection laws, waste disposal and energy consumption. Burberry focused on diverting waste from landfills. Their recycling partner has converted raw materials and waste into car door insulation.
LEGAL FACTORS:
Includes competition Law, employment law and product safety. Burberry faced a problem of copycats, which trespassed it’s trademark.
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