Marketing Analysis of Burberry

Marketing analysis for Burberry Group Plc

Burberry 1
Content 2
Introduction 3
Current market 4
About the company 4
PEST Analysis of the company 5
Analysis of the company 7
Products and portfolio analysis 7
Competitor Analysis 9
Consumers, segmentation, positioning 16
SWOT Analysis 18
Boston Matrix 19 New market to enter 20 Ansoff Matrix 21
Objectives 22
Key issue 22
Objective 22
Strategy 23
Marketing Mix 4P’s 23
Product 23
Price 25
Place 26
Promotion 27
Action Plan 31
Appendices 32
Bibliography 34

Current market

“According to Mintel the designerwear market will reach a value of almost £1.69 billion by the year 2010 (at currient prices), an increase of 13% compared with 2005. As a result of the expected price deflation within the total clothing market, this represents a greater increase of 26% in real terms.”
Source: Mintel http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=160697/displaytables/id=160697/display/id=188902&?select_section=188813 |Forecast of the UK designerwear market, at current and constant 2005 prices, 2005-10 |
| | |
|Country |Basic rate (%) | | |
| | | | | |
|Austria |20 | | | |
|Finland |22 | | | |
|Germany | 19% as of January 2007 | | | |
|Norway |24 | | | |
|UK |17.5 |
|Watches |18 different models. |
|Bags |83 different models. |
|Wallets and Purses |49 different models

Bibliography: 1. Weeks, P. (2007), “Managing People, Finance and Marketing” Section 2, Marketing, Harlow, Pearson Education Limited. 2. Grant, R.M (2004) “Contemporary Strategy Analysis” 4rd ed., Blackwell Business, Oxford 3. Mintel report (2005) “Designerwear Retailing - UK - November 2005” (online) at http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=160697 (accessed 15 April 2008) 4 5. Mintel report (2007) “Men 's Fragrances - UK - September 2007” (online) at http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=271390 (accessed 5 May 2008) 6 7. FINANCIAL TIMES(2008) “SPECIAL REPORT Monday April 21 2008” (online) at http://media.ft.com/cms/931c76d2-0d39-11dd-b90a-0000779fd2ac.pdf (accessed 23 April 2008) 8. National statistics (2007) “UK population grows to 60.6 million” (online) at http://www.statistics.gov.uk/cci/nugget.asp?ID=6 (accessed 2 May 2008) 9. Tutor2u “ansoff 's product” (online) at http://tutor2u.net/business/strategy/ansoff_matrix.html (accessed 2 May 2008) -----------------------