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Marketing Strategy for Burberry

Executive Summary The marketing plan report covers Burberry’s fragrance line, which is a part of the London-based luxury fashion brand. The report examines the fragrance market’s strategic position and provides a mission statement for Burberry. Brexit and digitalisation challenges are identified through PESTLE analysis, whilst Porter’s Five Forces analysis shows that new entrants are fragmenting ... Read More
Pages: 18       Words: 4747

Strategic Marketing Plan

Background Strategy refers to the means through which organizational goals and objectives are consciously, continually pursued, and achieved over time (Mittelstaedt, 2020). Therefore, organizational strategy is the patterns of decisions made by a company determining and revealing its objectives, purposes, or goals, producing the principal policies and plans for attaining these goals, defining the range ... Read More
Pages: 11       Words: 2886
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