Burberry Case Study - 1682 Words

Framework: 2 Step: 1 Comprehend case situation Burberry is a famous British originated fashion and luxury company that launched its first product in 1900. It had been a well-established luxury brand for wealthy middle-class people for several decades until 1980 when the company started making losses because of its old-fashioned products. To avoid further losses, its CEO Rosemary Bravo revamp it with modern feel and soon its popularity grew among hip-hop artists and football fans. This Burberry strategy to embrace new age resulted in loss of core customers, sales loss many more. Now, we are going to identify the problems, generate solutions, evaluate and select one problem and provide our arguments along with their counter-arguments and†¦show more content†¦VOIP reduces call charges and ultimately minimizes communication expenses a lot. (Stuart Taylor, 2007) 2. This technology provides all the branches of the company to get connected under single network and officials attend conferences through video tele-conferencing whi ch definitely saves the company’s travelling expenses. (Stuart Taylor, 2007) 3. Features like caller id, call waiting and voice mail that comes along with this modern technology helps both the company and its customers to save valuable time and call charges. (Stuart Taylor, 2007) Argument 3: Customer loyalty can be increased by some tricky but fast usage of modern technology. Supporting points: 1. Encouraging customer complaints during their online purchase shows a company’s caring attitude towards its customers. (Joanne F. Gucwa, 1999) 2. E-mailing mini-surveys to the customers asking about their opinions, likings, disliking regarding specific products helps to achieve customer loyalty. (Joanne F. Gucwa, 1999) 3. The online purchase discounts in membership benefits attracts the interested consumers to join membership. (Lauren Gibbons Paul, 2010) Counter Argument 1: Violation of privacy is a great threat to the companies that provide online customer services. Supporting points: 1. Cell phone signal interceptions can cause troubles to the customers. (Steven Murr, 2006) 2. Because of email and personal information file hacking, customers as well as company’s once private information can becomeShow MoreRelatedBurberry Case Study5105 Words   |  21 Pages1.0 OVERVIEW OF THE CASE Overall, this case illustrates how the former Burberry Chief Executive Director (CEO), Rose Marie Bravo who stepped in as CEO in 1997, has succeeded in revitalising and revamping the company to become more successful in term of profitability and marketability. This case was took place in year 2003 whereby Ms. Bravo had successfully turned around a fading company to a rejuvenated highly profitable company and had gained their competitive advantage in luxury brand afterRead MoreBurberry a Case Study2292 Words   |  10 PagesYour Business Assignment – Critical Evaluation of Burberry LTD Focussed on Human Resources, Information Management and Knowledge Management. Amy Lawrence 601635 BSc. Business Communications Tutors: Mike Swain and Gwenda Mynott Contents Introduction 2 Burberry Limited 2 Human Resource Management 3 Information Management 3 Knowledge Management 4 Conclusion 5 Bibliography 6 Introduction Considering the impact of Burberrys closure of its Wales plant at Treorchy, Rhondda,Read MoreBurberry Case Study1896 Words   |  8 PagesBURBERRY Introduction Rose Marie Bravo, CEO for Burberry from 1997 until now (2003). Changed company from â€Å"heavily reliant on licensing and distribution †(1997) to â€Å"leading luxury brand†(2003) Revenue increase:  £225 million in 2000 almost  £600 million in 2003. She has been able to successfully steer the company through an initial public offering of 22.5% in 2002. History: Founded in 1856 by 21 year old Thomas Burberry, who opened a draper’s shop and soon invented gabardine, a waterproof andRead MoreBurberry Case Study1906 Words   |  8 PagesBURBERRY Introduction Rose Marie Bravo, CEO for Burberry from 1997 until now (2003). Changed company from â€Å"heavily reliant on licensing and distribution †(1997) to â€Å"leading luxury brand†(2003) Revenue increase:  £225 million in 2000 almost  £600 million in 2003. She has been able to successfully steer the company through an initial public offering of 22.5% in 2002. History: Founded in 1856 by 21 year old Thomas Burberry, who opened a draper’s shop and soon invented gabardine, a waterproof and breathableRead MoreBurberry Case Study Essay2361 Words   |  10 PagesImage : Burberry Title Page Number Executive Summary........................................................................ Context Analysis............................................................................. History and Overview.................................................... SWOT Analysis............................................................ PEST Analysis.............................................................. Burberry and SelfRead MoreMarketing: Burberry Target Audience931 Words   |  4 PagesBurberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing aRead MoreThe Emerging Trends Of Personalisation1429 Words   |  6 Pagesreach up to a price level of 450 GBP) at Burberry. The interviews should provide a deeper insight into how product personalisation engages costumers. (Bryman and Bell, 2011) The customers who have been selected will form a case study on Burberry, as Burberry is a representative example of how a luxury brand successfully integrates en try-level product lines and offers personalisation to engage customers who according to Mintel (2014) „cannot afford Burberry clothing, but still want to buy in to theRead MoreBurberry Strategy2479 Words   |  10 Pagesdesigner label, Burberry GRP. In particular, the research will focus on the Strategic Business Unit of Burberry; understanding and explaining how they utilize the resources and competencies to achieve a competitive advantage. In order to do this, this paper will address on theory based from work in the areas of the ‘Resource-Based View’ and ‘Resources and Capabilities’ as well as using theoretical frameworks to give a holistic view of the strategic issues Burberry. After their reform, Burberry recoveredRead Moreoverview of a Luxury Fashion Brand2482 Words   |  10 Pagesat one Burberry as a luxury brand that has been successful despite the challenges that have existed in the fashion market. In this paper an overview of Burberry is given based on its success in the industry. The brand has been outstanding and is defined by the Britishness, independent luxury positioning and heritage as well as history. Compared to other brands in the fashion industry such as Prada, Zara and Ralph Lauren, the brand has been doing fairly well. Brand’s Brief History Burberry is a distinctiveRead MoreBurberry Analysis5176 Words   |  21 Pages†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 18 6.1 Source of references †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 19 Problem statement. 1.1 How Is Burberry Structural build up and how do they work whit their external environment. Explanation of what structural changes Burberry did, to turn the company in to the success it is today. Analyze the process of the finding the core products that Burberry have chosen. How they have targeted a new segment of the market, true marketing and branding. History/ Background. 2