Burberry Case Study Essay Example | Topics and Well Written Essays - 1750 words

Burberry Case Study - Essay ExampleLong stemma experience- Burberrys was incorporated in 1856 and had been in operation for more than than one century before acclaim took over in 1997. This had given the federation vast experience in the consumer market for apparels and luxuries. The company was more experienced in business compared to its competitors much(prenominal) as Gucci and Armani which were founded in 1921 and 1975 respectively. WeaknessesLimited products- Burberrys had very few products in the market. Its main products were umbrellas and outerwear. The company was left struggling to capture a significant market portion out while its competitors such Gucci and Polo dominated the market. Low levels of innovation- Burberrys had kept its traditional products for a very huge time without getting new ideas to improvements and make them were applicable to the market. The firm lost its market share to competing businesses such as Gucci and Polo because it was unable to intro duce new products and stay relevant in the market. On the other hand, Polo and Gucci became house names because of their ability to introduce new products that were relevant in the market.Burberrys position is sustainable because the company has vast business experience compared to its competitors. ... The company also has been producing quality products and strong brands that have for a abundant time been associated with safety, luxury and durability. Bravo needs to utilize these competitive advantages and improve on innovation so as to introduce a wide range of products that will enable the company stay relevant and remain competitive. 2. Prepare a positioning map to map Burberrys position vis a vis its competition previous to Bravos hiring. Next, map Burberrys position vis a vis these same competitors after the marketing mix changes by Bravo took effect. pipeline you may want to consider the fashion vs. accessory sides separately. Prior to Bravos hiring step prize Gucci Coac h Coach Gucci Burberrys Burberrys Fashion Accessories After changes on marketing mix Quality Quality Burberrys Burberrys Coach Gucci Gucci Coach Fashion Accessories 3. Bravos team managed to elevate the overall precondition of Burberry by implementing changes in 3 high-priority areas a. revitalization of the product line b. evolving brand associations c. overall brand stature. get in detail how Bravos team managed to do this. Revitalization of the product line The first step in the revitalization of the product line was a reduction in the number of stock. This was aimed at eliminating products with outdated designs so as to create space for products with a consistent look. The company was able to redesign its traditional products to overwhelm a new range of products. The new product line was classified into two categories of continuity and fashion-oriented. separately of the categories consisted of three primary collections of products that included accessories, menswear and wom enswear. Evolving brand associations Bravos team managed to