Introduction

Good afternoon,

My name is Greta and today together with my colleague Reno, will be presenting our group assessment.

Therefore, this assignment will start with an introduction of the chosen company.

Then this PowerPoint will be divided into two main sections, where firstly the focus will be on the impact of the macro changes on the company by analysing the marketing strategy and responses, which Burberry applied in the last few years.

Secondly, the highlight will be on the future growth opportunities of the company, followed by a conclusion, which will review the key points of this presentation.

Company introduction

Burberry is a well-known luxury retail brand, which has been on the market for 166 years. It all started with the idea of creating clothing suitable for the British weather, which Thomas Burberry had in mind. Therefore, the company become famous with Burberry trench coat, which is still in fashion even nowadays. Today, the brand is a publicly traded company, with a strong presence in both the UK and international markets.

The company has responded to macro changes in number of ways, including modifications in branding, international expansion, segmentation, competitive advantage and communication. In response to the recent economic downturn, for example, Burberry has focused on expanding its presence in Asia. The company has also launched a number of lower-priced lines, such as "Burberry Brit" line, in order to appeal to a wider range of consumer.

Macro environment - PEST

Marketing strategy of Burberry while Covid-19

In response to the global pandemic of Covid-19, Burberry has been contributing in several ways. For instance, the company donated PPE to the UK government and healthcare charities, contributed to the Covid-19 vaccine development. Furthermore, Burberry did not use any of the government help in regards to their employee's payments, and continued the base pay for everyone who was unable to fulfil their role due to stores closure. Senior leaders and the board of directors took 20% cut down of their base salary, which was donated to The Burberry Foundation Covid-19 Community Fund.

As a result of the above mentioned, the company has created very positive image in their customer's eyes. Furthermore, Burberry has developed strong presence online and improved their digital services during the pandemic such as online shopping assistance, and an in-store appointments booking system. The company was also one of the first ones, who presented an online runway show, which created an audience around the globe.

Question

Please answer Future growth and challenges of Burberry also include references