Critically analyse and evaluate the marketing strategies of Burberry in the UK. As a marketing expert you are asked to present to the Board your thoughts on what Burberry should do to further extend its success in the UK market.
You are required to submit your assignment in report form. You may consider covering the following key aspects:
a) Provide a brief presentation of the company and the brand, justify its classification as a high-end fashion brand.
b) Present a detailed analysis of its market, and marketing strategies, highlighting the strengths and weaknesses; and
c) Make well-justified recommendations for improvements to their strategies.
This assignment provides an opportunity for students to apply their knowledge and understanding of aspects of decision making and marketing strategy to a real world situation. The report should draw on a range of information sources (e.g. company reports, reports in magazines/press, relevant readings from academic journals, lecture notes etc.). You should use conceptual frameworks, such as motivation theories, attitude theories, reference groups, learning theories etc., to provide insight into the market analysis, decision making, marketing strategy, and your detailed recommendations. There is no need to cover all conceptual frameworks you have learnt during the course of this module. It is recommended that you employ RELEVENT frameworks to explain various conceptual perspectives in the report.
The report itself should have a clear logical and well developed line of argument. Remember however that it is a report and not an essay. In a report, it is usual to have a number of sub headings and credit will be given for logical structuring of the information. It is expected that the report will also include a number of academic references as one of the key challenges of the assignment is to use conceptual material covered in the module to inform your understanding of the practice of marketing.
(Use Maslow’s motivational theory, Attitude theory ABC theories (attitude theory) , reference group, also can talk about Patrician and Parvenus Buyers.. who they target …Please make a SWOT Analysis chart towards the end of the report before recommendation and conclusion)
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