Burberry Analysis

Exam: Semester exam project- Business Pages: 19 Deadline Date: 14th of Juni 2010 Tutor: Christina Rath, Ulla Abbas Name: Jeanette Klit Jensen Word count: app. 5057 College: Business Academy South West
Index.

Front page……………………………………………………………………….…………… Page 1
Index……………………………………………………………….……………….………… Page 2
1.1 Problem statement.……………………………………………………….………………Page 3
2.1 History/ Background ……………………………………………………………………Page 3 3.1 The Old structure……………………………………..…………………………………Page 4 3.2 External environment………………………………………...………………………Page 4- 5 3.3Products and placement…………………………………...…………………………Page 5- 6 4.1 The new Strategy…………………………………………………...…………………Page 6- 7 4.2 Marked and business scope.………………………………………………..………Page 7- 9 4.3 Products……………………………………………………………………………...Page 9- 12 4.4 The product lines. …………………………………………………………………Page 12- 13 4.5 Manufacturing and sourcing.………………………………………….…………Page 13- 15 4.6 Distribution channels.…………………...…………………………………………Page 15 - 16
4.7 Marketing communication.…………………………….…………………………Page 16- 17
5.1 Conclusion.……………………………………………………………….……………Page 18
6.1 Source of references ……………………………………………………..……………Page 19

Problem statement.
1.1
How Is Burberry Structural build up and how do they work whit their external environment. Explanation of what structural changes Burberry did, to turn the company in to the success it is today. Analyze the process of the finding the core products that Burberry have chosen. How they have targeted a new segment of the market, true marketing and branding.

History/ Background.

2.1
The fashion world is well known for the exclusivity, luxury and high prices. A high fashion brand, represents style and important to the few that can effort to wear it. But the market for fashion is bigger than only the super rich. A global fashion brand must reach out to as many customers as possible, whit out loosing the value