Executive Summary
Burberry Plc is a strong brand in the UK and throughout the world, which sells luxury products. Its range of products includes women, children, and men apparel, as well as cosmetic products and other non-apparel products. Growth in the company has been realised in the recent years mainly due to its international market expansion. Burberry presently operates in emerging economies, including China and India, through its established stores in these locations.
This strategy was of particular importance to the company as it has survived the economic recession scare that began in 2008. Competition is high in the industry as quality is the main basis of winning customer loyalty. Internally, the company has continuously pursued a differentiation strategy, which has seen the market perceive its products as unique.
Burberry invests in information technology, a fact that has seen it introduce the 3D technology in the live stream streaming of its fashion show. Developments have been extended further to the social network front where the company maintains close contacts with its consumers. There is need for the company to maintain its spending on technological investment to give an edge over its competitors.
Introduction
Burberry Plc is a renowned manufacturer of a variety of luxury products that range from apparel, to cosmetics and other non-apparel products. The company is based in the UK though it has a worldwide market presence. Through its worldwide wholesale, retail, and stores network, the firm manages to reach an expansive international market that includes Europe, Asia, the USA, as well as the Americas.
Burberry is an iconic brand within the UK where it has existed for more than 125 years. It manufactured courts that soldiers wore during the First World War. Additionally, the company has twice been feted with Royal Warranties, first by Queen Elizabeth II and by Prince Charles.
This means that the royal family chose on the firm to be their official supplier of apparel. The internationalisation strategy has seen the company its sales volumes in the recent years despite the negative effects of the recession. This report analyses the strategy of Burberry Plc in detail and offers recommendations on the way forward.
Strategic Analysis
Profile of the industry and company
Burberry Plc deals in the fashion industry, where it distributes clothing, a variety of fashion accessories, as well as licensing fragrances. The company sells a variety of products, which include makeup, skincare, fragrances, bath and body, and hair care products. It also deals in men’s products that include cleansers, moisturizers, shaving equipments, and facial treatment
