Burberry Marketing Analysis

Running head - BURBERRY MARKETING ANALYSIS
Burberry Marketing Analysis
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1BURBERRY MARKETING ANALYSIS
Table of Contents
Introduction..........................................................................................................................2
Discussion............................................................................................................................2
Conclusion...........................................................................................................................5
References............................................................................................................................6

2BURBERRY MARKETING ANALYSIS
Introduction
Burberry; also known as Burberry Group PLC is a British originated fashion house that
have the most elegant and luxurious collection of clothing. The company has its headquarters in
London. The company mainly focuses on the distribution of trench coats and other outwears like
ready to wear outfits, overcoat and other fashion accessories like cosmetics, fragrances and
sunglasses (Som, A. and Blanckaert 2015). Recently, Burberry have been developing plans and
strategies to expand their business and marketing in the global market and also keeps intention to
go up-market in their business. The following case study would be discussing the relevance and
the importance of positioning and repositioning. It would also be discussing about positioning
map showing the position of Burberry in compared with Gucci and Primark.
Discussion
Burberry have been developing strategies that would help them in positing and
repositioning in the market. The positioning and repositioning in Burberry would be on the
domain of luxury sectors. It would be attempted as the appointed strategy by the CEO of
Burberry Marco Gobbetti, the company would be extending the prices and also they would hold
down the sales to low end retailers and wholesalers of their products. The company would also
intends to manufacture more luxury goods made from leather and other accessories that would
allow Burberry dealing with higher end customers (Mulvey 2017).
There are many benefits and importance of positioning and repositioning the brand itself
and the products created by Burberry. It would make the entire organization of Burberry more
market-oriented. It would also help Burberry in coping up with the changes in the market (Miller
and Mills 2017). The repositioning would also allow Burberry in meeting the expectation of the