Importance of Positioning and Repositioning for Burberry

Case study

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Importance of positioning and repositioning and its implication upon business performance
.....................................................................................................................................................1
2. Positioning map of Burberry...................................................................................................2
3. describing two methods to attain repositioning......................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
The current study is based upon the case study of Burberry who want to go more up
market but at same time, it also faces different issues that affect the success. Thus, report
provide the relevance and importance of positioning and repositioning and provide positioning
map. Lastly it provide two methods of attain repositioning.
1. Importance of positioning and repositioning and its implication upon business performance
The importance of positioning for Burberry is to convey the consumers why they should
preferred Burberry’s product over other competitive options which are further based upon what
company evaluated about the target audience. In the same way, repositioning is also useful for
marketers so that they will adopt new strategy for marketing mix so that it will help to match
new segment of customers. As, Burberry aim is to go more up in market of luxury sector so it
require new approach in order to rich new audience and as a result, it also lead to change their
attitude towards brand (Iyer and et.al., 2019). Further, quoted firm also need to add different
value to their product so that company will communicate about their value in distinctive manner
so that it will change the perception of customers and also meet the defined aim with a specific
manner.
In addition to this, if both positioning and repositioning are successful then it will help a
firm to meet the define aim and objective in better manner. Such that Burberry will easily meet
the expectation of buyers and as a result, it further assist to stay ahead in the competitive market.
Moreover, it is also analyzed that this strategy grab attention of different types of consumer who
support a business to increase its financial performance and also company will face competition
too (Payne, 2017). Along with this, if Burberry uses this strategy then it will easily meet need of
customers such that the demand of customers are fluctuating and therefore, to cope up with the
changing need, company have to offer those product that attract range of new customers towards
it.
Moreover, through repositioning strategy, Burberry also determine its strategic direction
and to meet the change in macro environment, company also re-position its product so that it
will help to meet the define aim and objectives (Implication of using Positioning strateg,. 2019).
Beside this, positioning strategy also assist to win attention and interest of customers and for
that, Burberry may uses different marketing strategy that will assist the business to attract range
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