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Burberry Case

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Burberry Case
1) Identify the key marketing issues (i.e., company weaknesses and the main opportunities/threats for the company) met by Burberry.
Le problème principal rencontré en 2003 par Rose Marie Bravo était de repositionner et de rétablir une marque dont l’image et la gestion avaient été brisées.
Le but était donc de transformer Burberry et de passer d’un fabriquant de vêtements démodé à une marque de luxe.
Tout d’abord, l’image de Burberry en 1856 était totalement différente de celle que nous avons maintenant. Les vestes de la marque étaient réputées pour leur qualité et leur durée de vie. Ainsi, des aviateurs ou encore des expéditeurs portaient Burberry. Mais à partir des années 70, Burberry se développa au travers de licences, (en grande partie au Japon), ce qui eu un bon impact en terme de revenus, mais l’image se détériora.
Selon Rose Marie, une opportunité est que la société n’est pas encore arrivée au maximum de son potentiel, et qu’ils peuvent encore développer de nouveaux produits.
De plus, il existe une niche, entre Ralph Lauren et Giorgio Armani, qui permet parfaitement à Burberry de se positionner.
Enfin, pour ce qui est des menaces, la première est qu’il existe un grand nombre de concurrents sur le marché. Ensuite, un nouveau groupe de clients apparaît, les clients « non-cibles », qui achètent des produits de cette marque, ce qui va à l’encontre de la stratégie de la nouvelle marque.
Ensuite, le damier présent sur la quasi-totalité de leur produit est représente une menace. En effet, la stratégie de Burberry est de se positionner en tant que marque exclusive, mais le damier est de plus en plus présent sur des vêtements d’autres marques. Est ce que des dames de l’aristocratie veulent porter les mêmes vêtements qu’un jeune quidam ? Certainement pas, et c’est notamment sur ce point que Burberry à rencontré des problèmes
2) What would you propose to solve them ? Don’t forget to explain your rationale.
La première proposition que je ferais pour résoudre

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