Macro Marketing At Burberry

Macro Marketing At BurberryAs stated earlier, macro marketing focuses on examining the steps required to avoid the temptations of taking strategies that seem on the short term without consideration for the future and optimizing the outcomes of decisions of stakeholders of a market system, for the present and future generations. Currently, there is a growing concern for environmental conservation and sustainable use of resources as well as company ethics in terms of trade and employee management. Environmental conservation and sustainable use of resources is deemed necessary so as to ensure that resources are available to future generations. Consumers are therfore taking this seriously in choosing brands. Additionally, fair trade is becoming increasingly popular, with the aim being to protect small enterprises from big firms’ monopoly. Finally, as stated earlier, employees management is being taken more seriously nowadays, with companies that value their employees’ contribution getting a bigger share of the market. These aspects will be the key areas of focus in the analysis of macro marketing at Burberry.

Employee Management

Burberry takes ethical issues seriously. The company keeps a code of conduct that addresses key ethical issues and acts as a guide to decision making. One of the areas of interest in their policy is employee management. Burberry demands that all their suppliers comply with labor laws in their respective jurisdictions, by providing reasonable remunerations, safe working environments, and respecting their rights to associate and join labor movements (Burberry, 2015). The company runs confidential worker hotlines in over seventy of its factories, through which thirty thousand workers access counseling, consulting and whistle blowing services.

To underline its commitment to employee protection, the company stopped its operations in a Chinese company, following concerns of disregard for employees’ working hours and working conditions (Overton, 2012). The employees complained of poor pay and verbal abuse from the management. These complains were accompanied by protests that saw the local police force getting involved. After this incident, Burberry withdrew its operations from the factory.

On the other hand, the company encourages its employees to give back to the community through its Burberry Engage program. The program encourages employees to use their talents to make positive impacts in the communities where they live. Through this program, over two thousand employees in over fifty five cities have dedicated over eight thousand hours to charity work.

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