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Burberry Internal Analysis
 

Burberry Internal Analysis

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  • Brand Culture & Heritage-SummerHeritage & Timeline-LauraFinancial Outlook-JingCompetitive Advantage-QueenaTarget Market-ShadanStrenths/Weaknesses-Shadan
  • -Burberry Check-GQ, Esquire, Vogue, Tatler and Harper's Bazaar -Kate Moss and actress Emma Watson in order to attract more young chic and fashion-conscious consumers-Customer searching for “Functional Luxury”.-Appeals to people who appreciate the British clean, smart and timeless classic style which exudes sophistication and elegance…while offering modern edginess and British sensibility.-Synonymous with quality, style and elegance where beautiful craftsmanship is contrasted with form and function.

Burberry Internal Analysis Burberry Internal Analysis Presentation Transcript

  • SHADON MOHAMED - QUEENA NING - JINGWEI CHIANG - SUMMER LEE - LAURA BELSLEY
  • Internal AnalysisBrand CultureHeritage &TimelineFinancial OutlookCompetitive AdvantageTarget MarketStrengths/Weaknesses
  • BRAND & CULTURE-Quintessential British fashion with outerwear core-One of the oldest & most respected British labels-Leading luxury brand with global business found in 26 stores worldwide-Iconic trench coat, trademark check and Prorsum knight heritagelogo-Brand leader in digital communication (social media, burberry.com, fashion shows)-Personalized customer care offering consumers a superior shopping experience-Social Responsibility (Burberry Foundation)
  • HERITAGE-Outerwear Core With Adventure/Exploration History-Iconic Products-Received Royal Warrant By British Royal Family-World’s most recognized and widely copied tartan pattern(Burberry check)-Past: Classic, rogue outerwear brand. Future: Next generation,fashionable youth. “Burberry chic”
  • TIMELINE
  • FINANCIAL OUTLOOK (2011-2012)
  • COMPETITIVE ADVANTAGE-Performance based advertising-Cost effective for international banner and text ad campaigns-Text and image ads supported-Placement is automated, more relevant to users-Ads are placed on a wide range of sites not just search engines
  • TARGET MARKET-Burberry maintains a broad appealacross dual gender audience, 20s to 50s-People with a medium to high standard of living-Accessible “functional” luxury-Cross-generational: -Mature audience seeks classic appearance -Youth audience seeks innovative/contemporary design
  • STRENGTHS & WEAKNESSESExisting Strengths Existing Weaknesses-Strong/proven management team -Low vertical integration reduces capture of margin and value from-Licensing growth. High incremental manufacturingreturn on incremental capital -Apparel segment has increased fashion-Well-established luxury brand with risk but accounts for majority of profitsclassic heritage products -Internal brand awareness confusion-Powerful celebrity endorsements (Burberry London, Burberry Brit,-Iconic products, logo, check print Burberry Prorsum, etc.)-Accessible “functional” luxury-Progressive digital communication(website, fashion shows, social media)