Burberry had been producing some kind of quality clothes that were being worn by famous people with a prestige at the time of creation, and was soon established as business selling high quality clothes…
Download file to see previous pages...
Then the beginning was good, and facilitated further purchase in also other countries of Europe and the world. As the phrase on finance says, “Capital is added to capital”. Then by raising its production, Burberry proceeded to more investments, being able to increase its profits, by keeping quality, starting to produce more items in a variety of goods, such s perfumes, and several kinds of accessories as well as increasing production variety of its initial goods. Then this gave Burberry the chance to expand to markets all over the world, and throughout year’s conquest the whole world, by multiplying its funds. Some other factors, like production of military uniforms, before the I World War indeed, contributed to creating some favouring circumstances for potential customers, that increased by the years. Also and most important, there have been some keen managers, really interested in the job, who also, managed to create a changing mentality of people and potential buyers, under the dominating scheme and emblem that not only prosperous and wealthy ones, should be able to have access to the wonderful and exceptional products of Burberry, but more or less any buyer of middle class should be able to afford Burberry’s products. ...
Also some other implementations such as SAP and it’s strategies proposed included in IT technologies investments, and moreover and most important, the ability of Burberry to adapt to new market conditions all the time, throughout its organized marketing managements as above have contributed not only to its survival but also its constant growth and development. 2. Explain the criteria and the different segmentation methods which can be used by Burberry (10 marks). Burberry an established brand in clothes, accessories and perfumes, should focus on an organized marketing management in order to assure its position in the global market. Criteria should be focused on axes of management, such as enhancement of retail sales, and the appropriate training of staff, implementation of e-commerce and sales online, for example by SAP and IT technologies, a well balanced system between wholesales and retails, as well as a balanced system of sales of products across global markets, by concentrating, on meeting needs of consumers in every country, by adapting prices. Also, new policies would consist in good and proper advertising and always new products to be manufactured, by keeping quality of old ones, thus adapting its development to meeting market requirements of nowadays. In fact quality criteria, as above should substitute some criteria based on quantity, and vice versa, strategies, on production of quantity, should replace some criteria of quality, so both will be well balanced, and adapted to consumer psychology, be being able to ‘’convince consumers of their “personal interest” to buying Burberry’s good s and products. Thus segmentation, in terms of both quality and quantity criteria, would give the impression, that Burberry is a brand
...Download file to see next pagesRead More
This report aims at identifying various strategic and marketing elements of the company and to discuss the company’s current position. The report will firstly include a discussion of the environmental factors impacting the company’s marketing attempts, followed by a discussion of the market segmentation and use of the STP principles within Burberry.
The company was established in the year 1856 and at present it is regarded as one of the leading international luxury brands. As of the year 2006, Burberry ran almost 58 stores which have become 111 by 2010 (Burberry, 2010). Burberry’s products are available in several supermarkets and specialty outlets internationally.
Quality products- the establishment of Burberry’s saw the company introduce quality products such as the trench coat. The trench coat was made of waterproof and breathable fabric material that made it durable and suitable for extreme conditions.
Burberry Case Burberry Brand was a symbol of both luxury and durability. It was first digital luxury brand that successfully established the brand as the most functional luxury in the market. Indeed, it created its own community through its main product, trench coat.
This report will analyse the deal in terms of financial perspective. Strategic analysis in terms of Porter Five Force and SWOT has been done with an intention to understand impact of external environment on buyback decision of Burberry Group plc. Strategic theme analysis for the company will be important part of the report.
On top of retailing as one of the ways of distribution, Burberry team is also involved in wholesaling, and channel licensing across the globe. Burberry group has selling outlets in most parts of the world. Products sold range from clothes to fashion accessories.
This new fabric was particularly suited to military needs and headed Burberry to design an armed force officer's parka which turned into a necessary component of the standard uniform for British officers in the early 1900s.Burberry pressed on to improve the officer's waterproof parka by integrating practical measurements.
However, Thomas Burberry being an intelligent entrepreneur soon realized the potential of the brand that he was trying to develop and moved towards outdoor attires. The brand has lately introduced a wide range of fragrances in their inventory. In 1995, the group's stake was purchased by General Universal stores.
CRM aids in improving customer services. It also assists the managers in planning for marketing in potential customers. Angela Ahrendts, the Burberry CEO, has realized CRM’s significance and vastly used this towards her firm’s customer satisfaction and its enormous revenue acquisition.
Burberry is involved in it’s from product design to production and selling under its brand name. The company sells its products all over the world at their own branded retail stores. In addition to that the company is involved in franchise business
22 Pages(5500 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Burberry Case Study for FREE!