Marketing case study Essay Example | Topics and Well Written Essays - 1750 words

Marketing case study - Essay Example The report will also touch upon the company’s use of digital marketing and will discuss in detail the marketing mix of the company. 2.0 Environmental Factors: One of the most effective manners of discovering the environmental factors that impact a business is to run a PEST analysis for the company. The PEST analysis details four important external factors that impact a business (Jobber, 2009). These include the political, economical, social and technological factors (Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets , 1999). Analysing these factors provide a chance to gain a clear idea of the various external factors impacting the strategies and marketing of the business. 2.1 Burberry’s PEST In terms of the political factors, it is seen that Burberry is faced with issues in terms of the overall competition and also in terms of the various industry specific rules and regulations as well as the inter country attitudes and relationships. The competitive regulations that the company faces is also high. Considering the economical factors, it is clear that the company is a luxury brand for people across the world. With the high levels of recession being faced by economies across the world, it is clear that the company’s marketing attempts are also impacted. Firstly, the company’s products like a Burberry Prorsum cropped leather aviator jacket costs anywhere between GBP 800 to GBP 2000. It is evident that the company is more of luxury fashion. With the recession being faced in the current times, the company has clearly recorded a number of losses in various countries. This clearly has a major impact on the amount that the company can invest into the marketing efforts in the markets (Kotler P. , Keller, Koshy, & Jha, 2009). In terms of the social factors, it is evident that the prices have had a major impact on the overall spending of the customers on the designer clothing. It is clear that the company has made a major im pact on several people and the customer loyalty leads people to save money and sacrifice on holidays to buy the designer clothing. This clearly provides the company with a strong chance to spend on their marketing efforts to target these customers in particular (Jobber, 2009). Finally, the technological factors have had a major role in the overall success of the company’s marketing efforts. With the newer technology and better tools for marketing the company has been able to effectively utilise these tools and to target the markets more effectively. On the whole the company’s marketing is affected greatly by the economical, social and technological factors to a great extent. It is clear that the company clearly has a strong marketing strategy currently which takes into account all of these factors. 3.0 Market Segmentation: Market segmentation is a crucial part of all marketing strategies and to a great extent impacts the overall business to a great extent (Evans, Foxal l, & Jamal, 2009). Market segmentation allows the company to group customers into different groups with similar needs and also groups to determine how to serve each group (Jobber, 2009). Here the main aim is to identify the needs of the customers and to effectively