Marketing research formal report: Burberry Ltd

2. The Main Aims and Objectives………………………………………….4
3. Market Research………………………………………………………….4
3.1 Field Research………………………………………………………….4 3.2 Desk Research…………………………………………………………..5
3.3 Internet Data…………………………………………………………….5
4. Various Techniques of Marketing Analysis………………………………...5
4.1 PEST……………………………………………………………………….5
4.1.1. Political……………………………………………………………...5
4.1.2. Economical………………………………………………………….6
4.1.3. Social………………………………………………………………...6
4.1.4. Technological………………………………………………………..6
4.2 SWOT……………………………………………………………………..7
4.2.1 Straights…………………………………………………………….7
4.2.2 Weaknesses…………………………………………………………7
4.2.3. Opportunities………………………………………………………7
4.2.4. Threats……………………………………………………………...7
5. Marketing strategies………………………………………………………..8
5.1. Diversification…………………………………………………………...8
5.2. Coast Leadership………………………………………………………...8
5.3. Marketing Positioning…………………………………………………...8
6. Develop the Marketing Strategy……………………………………………8
7. Marketing Principles………………………………………………………….9
7.1. Understanding the Consumers Needs……………………………………..9
7.2. Keeping ahead of Competition…………………………………………….9
7.3. Satisfactory Growth………………………………………………………..9
Conclusion………………………………………………………………………….9
Recommendations………………………………………………………………….10
Task 1
BURBERRY ltd Marketing Report
Terms of reference
I was asked to write this report by Natalie Gosling. It will include the research of the marketing strategy for the organization; and the procedures used to market and advertise it, the benefits of a successful marketing strategy and how the marketing can influence the consumer’s choice. The marketing strategy will include a SWOT analysis and the marketing mix for the company, explaining the range of promotional activities used in the service sector.
Procedure
The information for the report I found by visiting and interviewing the Burberry shop consultants in 2, Brompton Road, Knightsbridge, London, SW1X 7PB Tel: 020 7968 0000.
The web sites I used:
The books I used:
Kotler, P., Armstrong, G., Marketing. An Introduction. (1997) fourth ed., A Simon & Schuster Company.
Wainwright, K., Principles of Marketing. Principles of Export. (1994) Blackwell Publishers.
Findings
Burberry is a luxury brand with international acknowledgment and broad appeal. The company does designing, manufacturing, sourcing and distributing high-quality apparel and accessories. The Burberry Company is faced with intense competition in most of its product categories and market.
Burberry was founded in 1856 when 21 years old Thomas Burberry. Today, the company sells the products in Europe, North America and Asia through its own directly stores. From 1st June 2002, it operates sixty stores and ten connections. From the report in 2003, the company estimates that the total retail value of products sold globally under the Burberry brand is around £2 billion. The products include apparel for women, men and children and accessories...

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