Submit a marketing report for BURBERRY. For a colleague who has just Essay

turn a marketing report for BURBERRY. For a colleague who has just been promoted into the position of merchandise Manager at bottom - Essay ExampleIt was established by Tomas Burberry in 1856 as a luxuriousness personal manner house. Burberry is in the blood of manufacturing clothing, fashion accessories and fragrances. Burberry has turned into an iconic differentiate by continuously reinventing itself as an exclusive luxury garments line. Burberry has four sub smears under the name- Burberry Brit, Burberry, London, Burberry Prorsum and Burberry Sport. It also has two regional brands namely Burberry Blue label and Burberry low Label. Burberry is established as a high end, gentlemanly and classic fashion house. Performance The category of womens wear accounts for 28.6% of the total revenue of the brand followed by the accessories. The introduction of digital marketing increased the gross sales of the company by 24% across the globe. 64% of the total revenue is generated from its Retail segment which includes to a greater extent than 174 stores across the world. 29% of the revenue is generated from the wholesale channel and 7% revenue is generated from licensing. General Definition of trade Marketing is defined as the management process used to identify, anticipate and satisfy the requirements of the customers thereby generating revenues for the business (Brannon, 1998, p.14). Marketing involves all the aspects of pricing, selling, advertising and brand building. Marketing Burberry markets its product range to the target market finished three channels Retail, wholesale and licensing. Burberry sources and markets its apparel and accessories worldwide with huge markets in America, Spain and Asia pacific which brings around 90% of the revenue. The customers are the young millennial group of people who are loyal towards the British luxury brand. Marketing Environment The PEST Analysis of Burberry is done to analyze the macro environmental factors influenc ing the business. Political Burberry should pay detailed attention to the taxation policies and trade regulations when marketing their product lines outside Europe. The company sources its materials from Europe and thus is non affected by the Yuan-Dollar pegging. Economic Burberry needs to closely monitor the puffiness rates because changes in inflation rate directly impacts on the buying capacity. Social To invest in the low penetrated markets, Burberry needs to research the cultural factors in the potential markets (Doyle, 2006, p.15). The brand is established as highly British authentic brand suitable for the European culture. Technological Burberry has to adopt the new innovative technologies dominating the market like sociable media marketing and electronic commerce. Burberry was the first luxury fashion house to launch a 3D fashion show. Environmental Burberry has taken care of proper disposal of manufacturing waste in keeping with the environmental shelter laws. The compa ny also uses the recycling technology to benefit the environment. Legal Burberry tries to be compliant with the legal laws though it faces a continuous problem of counterfeit products which infringes its trademarks. Techniques A SWOT analysis of the company is done to tax the internal and external factors affecting the business and its marketing strategies (Kotler, 2008, p.46). Strengths The strengths of the brand include Strong celebrity endorsements to conjure the brand value. High desirability caused by high price points. A very strong brand reputation. The unique check pattern which is distinctly