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Burberry Group plc. is a British luxury fashion
house, distributing clothing, fashion
Burberry is most famous for its trench coat,
which was designed by founder Thomas
Star Question mark
Cash Cow Dog
“In March 2001, it announced that its sales had nearly doubled,to £425
milion,while profits had tripled to £69.5 milion.”
“The 1990s began badly for a weary and outmoded Burberry. Its
umbrellas & raincoats did well with Japanese businessmen who admired
Brtish style, but elsewhere its trademark check was no longer considered a
guarantee of quality.”
FIVE FORCES ANALYSIS
This model identifies and
analyzes 5 competitive
forces that shape every
industry, and helps
determine an industry's
weaknesses and strengths.
BARGAINING POWER OF SUPPLIERS(HIGH)
• This is normally rated as high, because Burberry has few
selected suppliers to deal with as they require higher
quality exclusive products.
BARGAINING POWER OF BUYERS(MODERATE)
• Due to relatively uniform product performance there is
an inverse relationship between brand loyalty and
THREATS OF SUBSTITUTES(MODERATE)
• Burberry has a higer range of product catagury witch provide
same satisfaction for each product.
THREATS OF NEW ENTRANCE(LOW)
• Due to the Brand loyalty & High-end of product most new
entrants will not be true competitors.
INTENSITY OF COMPETITIVE RIVALRY(MODERATE)
• At Burberry everything begins and ends with great product,
combining a focus on core categories with continuous