U.K.-based Burberry is a luxury fashion brand that appeals to both genders and to Aall ages. To improve Burberry’s competitiveness in the luxury goods market, CEO Marco Gobetti must update the marketing program put in place by his predecessor. The strategy should address key markets that Burberry will participate in, as well as the integration and coordination of marketing activities. Research recent articles about Burberry and discuss Burberry’s GMS.