Marketing Analysis of Burberry

Topics: Burberry, Thomas Burberry, Kate Moss Pages: 24 (4051 words) Published: November 25, 2010
Marketing analysis for Burberry Group Plc

Burberry1
Content 2
Introduction3
Current market4
About the company4
PEST Analysis of the company5
Analysis of the company7
Products and portfolio analysis7
Competitor Analysis9
Consumers, segmentation, positioning16
SWOT Analysis18
Boston Matrix19
New market to enter20
Ansoff Matrix21
Objectives22
Key issue22
Objective22
Strategy23
Marketing Mix 4P’s23
Product23
Price25
Place26
Promotion27
Action Plan31
Appendices32
Bibliography34

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 | |Belts |29 different models | |Sunglasses |14 different models | |Scarves |33different models | |Gloves and Hats |19 different models | |Umbrellas |10 different models | |Shoes |39 different models | |Children wear |63 different models | |Rainwear |37 different models | |Coats and Outwear |63 different models | |Apparel |196 different models | |Ties |20 different models |

Source: http://www.burberry.com

“Womenswear accounted for 34% of sales in the year to March 2005 (£242.1 million) and underlying sales increased by 11% during the year. The top-end Burberry Prorsum collection was the highlight of the year. Menswear accounts for 27% of sales (£194.5 million), increasing by 6% underlying and benefiting from the broad trend towards ‘more sartorial’ dressing. Accessories account for 27% of sales (increasing 8% underlying driven by new styles including handbags); licensing accounts for 11%; and other for 1%.”

Burberry, split of sales, by product category, 2005

[pic]

Source: Annual Company Reports and Accounts/Mintel

(The most up to date report about Burberry`s portfolio on Mintel)

Competitor Analysis:

Current market

Designer labels purchased in the last 12 months, August 2003 and 2005

|...

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)
-----------------------
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Analysis Essay
  • Burberry Marketing Research Paper
  • marketing analysis Essay
  • Critical Analysis of Sustainabilty in Marketing Essay
  • Essay on Burberry Analysis
  • Marketing Essay
  • Strategic Marketing at Burberry Essay
  • Illy Cafe Marketing analysis Essay

Become a StudyMode Member

Sign Up - It's Free