Strategic Marketing Analysis Of Burberry

SWOT Analysis of Burberry

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.

Strengths	Weaknesses
Ø Superior quality of products Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper Ø High management skilled employees	Ø Limited target group Ø Lack of product variety
Opportunities	Threats
Ø Expanding the business process on global market	Ø 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 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.  

Political	Ø Stable and proactive government Ø Split into national and local administration  Ø Business organization does not have to face challenges in maintaining tax and tariff due to stability of government
Economic	Ø Stable economy in UK Ø Customers belonging to UK do not have to face challenges in using affording the products of Burberry
Socio-cultural	Ø UK is constituted with the people of diverse cultural attitudes and backgrounds  Ø Customers have to face challenges in getting variety of products in Burberry
Technological	Ø UK is technologically developed country. As a result, the organization like Burberry tends to maintain their operation process based on advanced technology.
Environmental	Ø Amidst biodiversity and climate change Burberry can run their business by providing environmental friendly products
Legal	Ø 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

PESTEL Analysis of Burberry

Table 2: PESTEL Analysis

(Source: McDonald & Wilson, 2016)

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.

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.

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 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:

Value Proposition of Burberry

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 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.

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 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.

Stakeholder Analysis of Burberry

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:

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.  

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 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.

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 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.

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 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.

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

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)

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
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 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.  

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 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.

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.

• 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.

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.

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.

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 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.

• 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.

• 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.

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.

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 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.

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