Analysis on Burberry’s Competitive Position, Resources and Competences
Analysis on Burberry’s Competitive Position, Resources and Competences
Introduction
In the luxury fashion industry, Burberry has been developing when since it is created in 1856 in Britain. Main business that Burberry has is luxury goods manufacture, retailing and wholesales. So far the retailing stores that Burberry established in the world are more than 500 (Bruce & Kratz, 2007). The products of Burberry are welcomed for its high quality, excellent design and good service. The development of Burberry has been going international as international markets are profitable. In recent year, in the luxury industry, competition is becoming fiercer and this is another reason why Burberry has to compete with other competitors in the international market. It is a good example for the discussion of competitive position, resources and competences.
This paper will firstly analyze the competitive position and the business environment in the market. Following the discussion on the competitive position that Burberry has, this paper will evaluate the resource and competence that Burberry has. As at the current stage, Burberry has been making efforts on expanding the business internationally with the focus on the Asia Pacific market as it is growing in the recent years. This paper will also assess issues and difficulties faced by international companies in implementing and evaluating the strategies as it is very important for Burberry to know what are the potential issues that they will have.
Analysis on Burberry
The fashion industry is now in competitive market as there are a lot of competitors are seeking for sharing profits in the international market. The competitive position analysis is very useful for Burberry as it helps understand the current market situation and contribute to the potential improvement on the business strategies.
Burberry has position the products as ‘democratic luxury’ which indicates that Burberry does not strive to compete with the top luxury
Introduction
In the luxury fashion industry, Burberry has been developing when since it is created in 1856 in Britain. Main business that Burberry has is luxury goods manufacture, retailing and wholesales. So far the retailing stores that Burberry established in the world are more than 500 (Bruce & Kratz, 2007). The products of Burberry are welcomed for its high quality, excellent design and good service. The development of Burberry has been going international as international markets are profitable. In recent year, in the luxury industry, competition is becoming fiercer and this is another reason why Burberry has to compete with other competitors in the international market. It is a good example for the discussion of competitive position, resources and competences.
This paper will firstly analyze the competitive position and the business environment in the market. Following the discussion on the competitive position that Burberry has, this paper will evaluate the resource and competence that Burberry has. As at the current stage, Burberry has been making efforts on expanding the business internationally with the focus on the Asia Pacific market as it is growing in the recent years. This paper will also assess issues and difficulties faced by international companies in implementing and evaluating the strategies as it is very important for Burberry to know what are the potential issues that they will have.
Analysis on Burberry
The fashion industry is now in competitive market as there are a lot of competitors are seeking for sharing profits in the international market. The competitive position analysis is very useful for Burberry as it helps understand the current market situation and contribute to the potential improvement on the business strategies.
Burberry has position the products as ‘democratic luxury’ which indicates that Burberry does not strive to compete with the top luxury