Essay about Burberry Analysis of the Competitive Environment

Words: 993
Pages: 4
Open Document
Burberry
Analysis of the competitive environment The aim of this essay is to provide brief and structured analysis of the competitive environment of a Burberry.
RENATA GECAN MILEK 19.11.2012

Professional MBA Business Core 2012-2014 Competitive Analysis and Strategy Business Core Class 3

1.

Introduction

The aim of this essay is to provide brief and structured analysis of the competitive environment of a Burberry. In the first part I will briefly present luxury goods sector, trends, and in the second part of this essay I will analyse Burberry using Porter’s Five Forces analysis. 2. Luxury Goods

Luxury goods are products and services that are not considered to be essential and are associated with affluence1. Some luxury …show more content…
The company's Art of the Trench social networking site has had millions of hits. 4. 5. Burberry – strategy

Burberry strategy has five key strategic themes: leverage the franchise, intensify non-apparel, accelerate retail-led growth, invest in under-penetrated markets, and pursue operational excellence. These five themes underpin the connected culture, brand momentum and consistent performance5. 6. Michael Porter's Five Forces Model

Bargaining Power of Customers: Buying power is low due to the fact that all customers are individual consumers. Customers can switch easy form one product to another due to the low switching costs but the products are determined by designers, sub-cultures, brands which limit switches. Bargaining Power of Suppliers: Key suppliers in the luxury goods market are clothing manufacturers and wholesalers. As international trade liberalizes, supplier power also is decreased through competition from manufacturers in low-wage regions like China. There is low to moderate supplier power in this market. Threat of Entry of New Competitors: The Asia-Pacific luxury goods market has shown strong rates of growth in recent years which increases the industries attractiveness to new entrants. Entry to the industry does not require large capital investments, setting up a single, independent apparel retail store are within the means of many
Show More

Related Documents: Essay about Burberry Analysis of the Competitive Environment

Essay on Brand and Burberry

Summary Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced…

Words 3319 - Pages 14

Essay about Burberry Strategic Analysis

Summary1 Strategic Review A)Strategic analysis of Burberry i. Environmental Analysis………………………………………………………………………………………1-3 ii. Resources and competence analysis………………………………………………………………….3-4 iii. Purpose/culture/stakeholder analysis4 B) Recommendation for future development i. Three options suggested using TOWS Matrix5-6 ii. Chosen strategic option6 Appendices and Bibliography7-13 Executive Summary This report is a strategic review of Burberry PLC and analyses the Environmental factors…

Words 3171 - Pages 13

Case Study: Aquascutum Essay

succeed in the marketplace. The marketplace has been dynamic and competition between companies in the same industry has been increasingly intense (Ranchhod, 2004). Having dynamic capabilities contributes to a company’s “long-term survival or competitive advantage” (Johnson et al., 2008: 84). This is especially essential…

Words 3097 - Pages 13

Corporate Responsibilty and Marketing Strategies Essay examples

Promotional and Advertising Strategies Contemporary Business This assignment based on Apple Corporation, about current position and reputation regarding ethical and social responsibility also the strategies that it currently employs to market its products. Apple Inc, is an American multinational corporation and world’s second largest information technology company; they designs, develops and sells consumer electronics, computer software and personal computers…

Words 1933 - Pages 8

TTimmons Final Research Paper

gay man in the corporate world that has given him the thick skin, which is needed in his industry. His coming out was in an effort to help people that are possibly struggling, as advocacy and workplace equality are crucial to success. CEO of Burberry; Christopher…

Words 2412 - Pages 10

Essay about T Mall Campaign Plan

and T-mall. T-mall has played an important role to deliver products to their domestic and global customers and provide more quality brand goods since its establishment. A lot of famous international brands have opened up e-shops on T-mall, such as Burberry, ASOS, Costco, Best Buy, and Ralph Lauren and so on. Now, T-mall has become the largest B2C online shopping platform in China, occupying 57% market share. Brand Reputation: Since establishment of new T-mall logo, the advanced China B2C shopping…

Words 3039 - Pages 13

Vera Bradley Essay

Written Case #1: Vera Bradley in 2014: Will the Company’s Strategy Reverse Its Downward Trend? LUICELENA PEREZ – CWID: 11493487 GBA 490-006 Dr. Marino 3/01/2016 Thirty-four years ago in the Hartsfield Atlanta Airport, Patricia Miller and Barbara Bradley noticed that the majority of people had the same simple and boring luggage design. These two friends saw the opportunity to pursue a new market that offers colorful and patterned baggage…

Words 5172 - Pages 21

MIAConsulting BeautyCounterFinal Essays

Demographic Jackie Bohrer Oliver Chacon Ravi Gupta Yang Yang Yiyin (Stacy) Yuan Xiaotian (Jeff) Zou 1. Situation Analysis: BeautyCounter is a company that launched in 2013 hoping to sell healthy, effective, and safe products to mostly female individuals. By bringing safe products to the market, BeautyCounter believes it can enter the extremely competitive cosmetic markets. Through its direct-sales business model and e-commerce site, the company generated roughly $3.2M in revenue in…

Words 7465 - Pages 30

Essay on Macy's Strategy

EXECUTIVE SUMMARY 1 COMPANY PROFILE 3 PORTERS FIVE FORCES 8 EFE 16 IFE 24 TOWS MATRIX 32 REFERENCES 36 RESEARCH 38 EXECUTIVE SUMMARY 1 COMPANY PROFILE 3 PORTERS FIVE FORCES 8 EFE 16 IFE 24 TOWS MATRIX 32 REFERENCES 36 RESEARCH 38 -------------------------------------------------…

Words 6483 - Pages 26