Market Entry Strategy of Burberry Group PLC

This research paper analyzes the market entry strategy of Burberry Group PLC into Nigeria and Angola. It examines the company's entry approach and modes of entry into foreign markets. The paper also considers the company’s operating, marketing strategy, and political volatility, inconsistent policies and lack of basic infrastructures that support business growth in these countries.

Running head: MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Market Entry Strategy of Burberry Group PLC
Student name: George Okeke
Student number – A001639411
Subject name:
Discipline: MBA
Theme: Marketing
Author note

1MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Table of Contents
Chapter 1: Project Statement...........................................................................................................2
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology..................................................................................................9
Chapter 4: Analysis........................................................................................................................10
Chapter 5: Conclusion and Recommendation...............................................................................17
References:....................................................................................................................................21

2MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Chapter 1: Project Statement
Background
The case organisation is Burberry Group PLC. The company is an iconic British luxury fashion
brand founded in 1856, the company designs, develops and sells product under the Burberry
Brand. Originally focusing on the development of outdoors attire, the brand has moved to the
high fashion market developing pattern based scarves,trench coats and other fashion
accessories.Burberry operates in Africa, Asia Pacific,Europe,Middle East,India and the
Americas. Burberry products are sold globally through its stores and online. The company is
headquartered in London,the UK and employs around 11,000 people across the world (Burberry
2016).
Project Topic
The reality of the fashion industry today is an industry that is defined by lack of connection
between the original producers of goods and the end consumers. But is has not been always this
way, in fact a hundred years ago everyone knew the name of the shoemaker, tailor, seamstress in
town. But as the distance between the production location and the purchase location has grown,
what has actually decreased is the lack of transparency and accountability with the marketing
channels and supply chains. This disconnect has had a lot of disastrous implications between the
producers and the consumers, and sort of stalled the growth of the fashion industry (Carrigan et
al,2013).

3MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Globalization has helped a lot of international businesses,the world is more connected and
services easily accessible that means commerce the thrives on scarcity and restriction of
knowledge has lost it value. Companies have started to realize that to succeed in the information
age you will need an intellectual edge that prevents them from being commoditized and helps
them harness the power of collaboration that exist between
communities(Wennstrom2007,p.106). The fashion industry is no exception to this change,
Burberry Group PLC has identified growth opportunities two African countries Nigeria and
Angola. Central to this plans are to expand,enhance growth and improve productivity, the
company operates only in South African and Egypt.
Industry analysts forecast that the luxury sector in Africa in 2019, will grow by a high single-
digit percentage in the medium term at constant exchange rates, driven by the continued growth
of the Nigerian and Angolan consumers. South Africa is expected to remain strong with both
tourists and locals driving luxury consumption. The outlook in Egypt continues to be uncertain.
Long term, the luxury market in Africa should benefit from evolving global demographics, rise
of aspirant middle class, affluent elite who are growing, improving macro and socio-economic
trends, strong luxury consumer travels and the continued increasing penetration of digital
commerce.
Purpose of Research
The purpose of this research is to developa market entry strategy for Burberry into Nigeria and
Angola. And in the course of this research the company’s entry approach and the modes of entry
into foreign markets was analyzed. Recommendations was made considering the company’s

4MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
operating, marketing strategyand also the political volatility, inconsistent policies and lack of
basic infrastructures that support business growth in these countries.
Chapter 2: Literature Review
The following concepts,framework and theories are related to the topic of the research.
Market concept
Waterfall approach.
Sprinkler approach
Modes of Entry into Foreign Markets.
Hofstede’s cultural dimensions.
Research Method
The research method will be a single case study, Burberry Group PLC being the unit of analysis.
The secondary data will be collected from Global Luxury Goods Reports (MarketLine Industry
Reports 2017) and journals were accessed form EBSCO host. These secondary sources will be
used to analyze the company and the opportunities.
Literature review
Developing market entry strategy

5MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Heightened demand and competition in both domestic and international markets often force
organisations to develop new products or find new markets for their existing products (Kharub&
Sharma 2017). Thus, organisations entering new market will have to develop a market entry
strategy,market entry is risky and sometimes difficult. Rushing a product to market without
developing appropriate entry strategy can hurt the reputation of company if buyers view the the
brand as unreliable. According to Michael Porter (1998) the greatest risk an organisation could
face is the possibility that demand analysis and forecasts are wrong and the demand is much less
than expected.
Furthermore,when deciding which market to enter, organisations will have to define its
marketing objectives and policies and it has to align with the company’s core strategy. Core
company’s strategy refers to a set of actions that its managers take to outperform the competitors
and achieve superior profitability (Kotler et al 2016).The objective of a well-crafted market entry
strategy is not only temporal competitive success and profit in the short term, but rather a long
term success and profitability that can support growth and secure the future of the
company(Porter,1998).A company’s strategy tends to evolve due to changing circumstances and
ongoing efforts to improve the strategy by the management. Therefore, a marketing entry
strategy should yield a sustainable competitive advantage and basically offer enduring edge over
rivals and also appeal and resonate with consumers (Thompson, Peteraf, Gamble & Strickland
2016)

6MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
In developing a market entry strategy, the company will have to develop a preliminary strategy
plan for introducing their brand into the market. The plan should mainly consist of three parts,
the first the describes the target market’s size, structure and behaviour; the planned brand
positioning, the sales, market share and profit goals sought in early years.The second is outlining
the planned prices,distribution strategy and marketing budgeting. Lastly the plan should describe
the long run sales, profit goals and the profit goals and marketing mix strategy
overtime(Thompson et al 2016). The company will ned to prepare sales, cost and profit
projections to determine whether they satisfy company objectives.
Developing a market entry strategy also involve weighing several risks, companies should aim to
understand foreign preferences, offer competitive attractive products. Organisation should seek
to to understand country’s business cultures, employ managers with international experience and
also consult locally to understand country’s tax regulations, currency fluctuations, foreign
regulations, commercial laws and political situations. A proper economic analysis of business in
the country would reveal risks and also offer the best entry approach. Entry strategy follows two
typical approaches,waterfall and sprinkler approach(Kotler et al 2012).
Market entry approach
The waterfall approach is an approach in which countries are gradually entered sequentially. This
strategy allows companies take gradual advantage of the opportunities.This involves estimation
of potential market size and revenue pattern, identifying target segment, creating brand
awareness and identifying possible distribution channels so as to formulate sale strategy.” And

7MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
once the product identity is established in the new market,the learning from the same is utilized
to expand into another new market and the learning from the same is utilized to expand into new
market,somewhat with similar structure,sequentially”(Jolibert 2012). The advantages of water
approach is it allows companies with few resources to start their internationalization process in a
phased manner and determine the best way to reach new markets based on the experience in each
market. And also the level of risk is reduced because the company addresses each market in
phased manner and if they notice any disapproval of the product market, the company may
decide to quit.And some of the disadvantages this approach is difficulties in the first stage in case
of low success level (Hutt &Sneh 2013)
In sprinkler approach, many countries are entered simultaneously within a limited period of
time, but while this approach is a risky strategic framework for entering markets, it is more
suitable for products with shorter life cycle. Pricing strategy is used to generate as much profits
from sales,and experiences from market responses are limited to individual markets and the same
are not replicated in other markets. In other for this approach to be successful all marketing
activities has to be standardized, because of simultaneity marketing activities and numerous
marketing entries (Charney 2012). In this approach, first movers advantage is given when the
market is successfully entered, market entry barriers would now work against potential
competitors, risk diversification is given when risk associated with multiple simultaneous
marketing entry terms is distributed amongst different countries. Beneficial capacity utilization
can be achieved through possible high number of sales through entering multiple markets
simultaneously and a company makes full use of its competitive advantage by entering multiple
markets (Hollensen 2012). But this approach would require high financial and personnel

8MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
resources within a short period of time, and it also less likely or impossible to learn from early
marketing entries if the learning curve is necessary for new marketing entries. And also too many
market entries may fail that’s causing major financial losses to the company or the organization.
Once a company decides to target a particular country, it has to determine the best mode of entry.
Its choices are direct exporting, direct exporting. licensing, joint ventures and direct investments.
(Kotler&Keller 2012).
Mode of Entry
In mid 90s till early 2005, most luxury fashion companies doing business in Nigeria and Angola
relied on indirect exporting, they operated through independent intermediaries, foreign based
based distributors and agents. These intermediaries seek and negotiate foreign purchases for a
commission. These distributors and agents maybe given exclusive rights to represent the brands
in these countries (Burberry 2017). This mode works well for the the fashion companies because
its less investments and they don’t have to develop an export department, an oversea sales force
or set up international contacts. But due to lack of accountability and the proliferation of
counterfeit goods adopting brand’s similar trademarks. Most luxury fashion houses started
changing their business model (Keegan& Green 2013).
Burberry adopts waterfall market entry approach in developing countries due political instability
and lack of infrastructures that support business growth, the strategy worked well in Egypt and

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South Africa. And they operate a joint venture, this means creating a joint venture with local
investors so as to share ownership and control (Kotler, Keller, Ang, Leong &Tan 2012).They
tend to work with high net worth families that have sufficient funds but usually will be reluctant
to increase their initial investment and also are willing to let the foreign partner run the joint
venture (Burberry 2017).
Chapter 3: Research Methodology
3.1 Research Method
The case research method was used in conducting this business research.This methodology
involves an empirical investigation of a particular contemporary phenomenon within it’s real life
context using multiple source of evidence. Furthermore, it uses numerous sources of data to gain
an understanding of a problem or an issue in its context and in the real world (Robson,1993,
p.146).The research methodology explores real situations, contemporary bounded cases over
time through detailed, in depth data collection involving multiple sources of information and
reports a case description and case themes (Creswell 2013 p.97.Case research method usually
have a double function,which is that case studies are studies of its own unit as well as studies of a
larger group of units. The conclusions are either illustrative or confirmable (Gerring,2004).
A single case study with embedded units is justified because it offers the opportunity to explore
the case with the ability to analyse the data within the case analysis, between the case analysis

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and make cross case analysis. Another justification for this approach is that it gives the
researcher the ability to look at two different countries that are within the case, and examine just
the market entry strategies into these countries (Yin,2003). The case research here is to develop a
market entry strategy for a British iconic luxury fashion Burberry Group PLC,that is considering
seeking opportunities in multiple foreign markets.Market entry approaches and modes of entry
into foreign markets were analysed with the Market Opportunity Analysis (MOA) so as to
determine the attractiveness and probability of success (Kotler et al 2012)
3.2 Data Collection
The research examined and evaluated the development of market entry strategies using
secondary quantitative data. Secondary data are data that has been collected for other purposes
other than this research. And in the case of this research an in depth literature review on the areas
on developing market in entry strategies was conducted examining the previous and current work
of experts in the field of marketing management and strategies (Sage, 2004). Secondary data
such as industry reports, company annual reports, journal article, government reports and
statistics where accessed through EBSCO, Ibisworld,Marketline.
Secondary data analysis is a more convenient approach for the research, because the researcher is
not a staff of the company or part of the original wider research team.The key to secondary data
analysis is to apply theoretical knowledge and conceptual skills to utilize existing data to address
the research questions. Hence, the first step in the process is to develop the research
questions(Corti and Thompson 1998).These previously studied business analytic tools were used
to conduct SWOT analysis of the organization, evaluation of the markets and the countries. And
also to determine which entry strategy that should be adopted.

11MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Chapter 4: Analysis
Market Entry Strategy of Burberry Group PLC
Waterfall model refers to a linear sequential design in relation to market entry. It is a flexible
approach and the progress flows in one particular direction by employing the phases of
conception, initiation, analysis, design, construction, testing, deployment and that of maintenance
(Ensign and Lunney 2015). This model originated from that of the manufacturing along with
construction industries. It is indicative of sequential business expansion into that of foreign
markets. The main characteristics of this model is using clear entry stage and consequently
making use of experience (Watson et al. 2017). The knowledge that one gains in one stage is
used in the next phase. A particular stage is characterized by the entry into that of a single
foreign market. A company enters into one foreign market and makes the brand popular in that
particular market. This is followed by the promotion of the product so that it becomes popular in
that foreign market. This market entry strategy helps in building a broad consumer base. In the
event of the company feeling comfortable in the market the business expands into that of the new
market.
Burberry Group PLC is a British fashion brand that was founded in the year 1856. The company
is instrumental in designing, developing and selling of products under that of Burberry brand
(Burberryplc.com, 2018). It makes outdoor attires, scarves, trench coats and that of other fashion
accessories. The waterfall model is greatly suited for the market entry of Burberry Group PLC as
it will provide the company sufficient amount of time with the help of which the company will
be able to understand whether the company will be able to retain its hold in the market. This
strategy will allow the companies to reap the advantages of the different opportunities in that of
the foreign market. Burberry Group will be able to utlilize the resources to the maximum extent

12MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
when it starts the process of internationalization (Ang, Benischke and Doh 2015). Level in
relation to that of the risk is reduced for Burberry Group PLC as they will be able to assess the
market and if any disapproval is noticed then they would withdraw from that of the foreign
market.
Annual Report of 2016-17
Burberry Group PLC was able to earn a massive revenue of 2776 million Pound on account of
the latest innovations of the company. It has always responded in a positive manner to that of
latest technologies along with that of the opportunities that are created owing to it. This helps in
the global expansion of Burberry and helps then in connecting with that of the customers in the
international arena. The runway shows, innovations in relation to marketing and making use of
customer insight has made the brand coveted in the international market. Burberry has changed
the way in which it creates and sells that of runway collection. Burberry is greatly followed on
that of social media that has helped it earn a lot of followers on global basis. Digital innovations
help the brand in spreading its influence beyond that of the domestic market. This kind of
strategy helps Burberry in optimising the revenue growth by laying emphasis on three aspects:
Product Focus, E-commerce Leadership and that of Productive Space (Zozulya et al. 2015). It
adopts the strategy of end-to-end category management and simplifies product offer in order to
cater to a large consumer base. It adopts a multi-year retail excellence program that focuses on
improved service and that of customer cultivation (Roberts and Armitage 2017). It invests a lot
in that of in-store operations in order to elevate the reputation of the brand.
Burberry makes use of the strong digital capability in order to drive revenue growth on own
platform along with that of the third-party relationship. The operational excellence of Burberry

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has greatly helped in the improving the effectiveness of that of core process and it realises the
savings with the help of procurement. It optimises the process of inventory management that has
greatly helped in spreading in the international arena (Westerman and Bonnet 2015). The use of
growth and technology greatly helps in the development of Burberry beyond that of its own
sphere. Burberry has people with a great amount of skill sets and knowledge that helps them in
understanding the taste of the consumers in other parts of the world. Understanding the cultural
differences is integral in relation to market entry and Burberry Group PLC with the help of its
highly engaged workers can understand the distinctive culture and values of people belonging to
a different region (Li, Richardson and Tuna 2014). The five year financial summary and revenue
collection points to the popularity of the luxury brand.
Figure: Five Year Financial Summary
Source: (Burberryplc.com, 2018)
Market Entry of Burberry into Nigeria

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Nigeria is famous for having an enviable supply in relation to valuable commodity and the gas
sector has helped the economy in reaching new heights. There has been a surge in the number of
industries within Nigeria owing to its string economic condition (Ensign and Lunney 2015). The
middle class is growing fast and they can afford to purchase luxury items. The British Fashion
Brand will be able to sell the stock of attires along with that of fashion accessories if it enters the
market of Nigeria. The rising middle class will be ready to splurge a large amount on that of the
retail sector and Burberry Group Plc will be able to flourish under this kind of economic
condition. The GDP of Nigeria is growing at an accelerated pace and this can help in attracting
that of a foreign company (Watson et al. 2017).
Nigeria is known as the “giant of Africa” and the consumer class prefers luxury items and
clothes that will make it convenient for Burberry Group PLC to spread in the market. A large
segment of the population belong to that of the upper middle class who buys luxury clothes and
articles. Many people are moving from that of the rural areas towards that of the cities and this
urbanization will greatly help Burberry Group PLC in spreading its influence in the market of
Nigeria (Zozulya et al. 2015). The rate of consumption in Nigeria is more than that of the other
countries in Africa. There are a large number of women who are working outside that of the
home and this trend increases the demand of luxury materials. The demand of luxury items is
increasing at a rapid pace and Nigeria will be able to serve as a great market for the products of
Burberry. The strong brand positioning of Burberry Group PLC will be favourable for entering
the market of Nigeria.

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Figure: Brand Positioning of Burberry
Source: (Burberryplc.com, 2018)
The Waterfall Strategy will help Burberry in understanding the consumer demand because there
are cultural differences between the people of United Kingdom and that of Nigeria (Ang,
Benischke and Doh 2015). The slow market entry of Burberry in Nigeria will be greatly
beneficial for Burberry as they will be able to understand the distinct choices of the people
residing in Nigeria and they will be able to modify the products on that basis so that it suits the
taste of the population of Nigeria. The gradual progression in that of the foreign market will
greatly strengthen the hold of Burberry in the long run and popularize their products in Nigeria.
Burberry Group PLC can take the help of franchising in order to enter the market of Nigeria. The
franchisor in Nigeria offers a large package of rights along with resources that includes that of
equipment, operation manual and site approval that can be of great help in running the business
by the Burberry Group PLC (Zozulya et al. 2015). The advantage of franchising for Burberry

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Group PLC is that it involves low cost and that of low political risk. It throws open opportunity
for Burberry Group PLC for expansion in different region of that of the world.
Market Entry of Burberry into Angola
The forecast of the industry analysts that the luxury sector of Africa will grow by that of a single
digit percentage bodes well for the luxury sector to flourish. Angola will remain to be a favourite
for both the tourists along with that of the locals that will propel the consumption of luxury
(Roberts and Armitage 2017). The economic and political condition of Egypt looks grim and this
would greatly facilitate Angola in attracting foreign companies. The evolving demography and
the rise of the middle class are important factors that is crucial in relation to market entry and the
affluent elite can purchase the luxury items.
Angola is the third biggest market within Sub-Saharan Africa and has a fast growing economy.
The government in Angola is keen regarding diversification of the economy and the attractive
incentives help in encouraging the market entry of Burberry Group PLC (Westerman and Bonnet
2015). The rebuilding of the infrastructure of Angola will drive the development of the economy
and greatly help Burberry in flourishing in the market. The economy of Angola has been witness
to double-digit growth since the year 1990. The middle class of Angola is growing and they are
inclined to buy luxury items of clothing. They have become more affluent and they are willing to
spend a large amount of money on luxury items. Angola can serve as a potential market for
Burberry Group PLC.
Burberry Group PLC can take the help of international distributors in Angola in order to enter
the market of the country (Li, Richardson and Tuna 2014). Agents stand for the organizations
who do the marketing on behalf of that of a particular country. Agents are of low cost and this

17MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
will it easy for Burberry Group PLC to become popular in the new market. The distributors will
take ownership of the products of Burberry Group PLC therefore they would want to market the
products of Burberry Group PLC (Westerman and Bonnet 2015). The distributors would be able
to make profit from the sale of products of Burberry Group PLC.
Angola is considered to be a collectivist society and loyalty is an important trait of that of a
collectivist society. This kind of society likes to build relationships and strategic alliances.
Fostering of strong relationships is valued by Angola and this would facilitate the market entry
of Burberry Group PLC (Watson et al. 2017).
Implication of study
The waterfall approach is a flexible approach and the sequential process of business expansion
can be extremely profitable for the Burberry Group PLC. Experience can help the brand in
setting a firm footing in the market of Nigeria and Angola. End-to-end category management and
simplifying the product can help in the catering to a large consumer base. Burberry Group PLC
can take recourse to franchising in order to enter the market of Nigeria and international
distributors can be made use of by Burberry to enter the market of Angola.
Chapter 5: Conclusion and Recommendation
Conclusion
Globalization has greatly helped in the proliferation of business and has enabled countries to
enjoy the services of foreign companies. Companies have realized that in order to succeed in the
age of information technology one needs an intellectual edge that can help in the process of
survival within the competitive environment. The growth in economy of that of Nigeria along

18MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
with Angola will greatly help Burberry Group PLC to enter into the market. These places attract
a lot of tourists hence driving the use of luxury items. Luxury market within Africa will be able
to take the advantage of the global demography along with that of aspirant middle class to
expand in Nigeria and Angola (Laufs and Schwens 2014). The single case study of Burberry
Group PLC has furnished important information in relation to the market entry of Burberry
Group PLC in the regions of Nigeria and Angola.
The changing circumstances causes the strategies of a company to undergo change and an
appropriate marketing strategy would be able to help Burberry Group PLC in gaining a
competitive edge over that of the rivals. The water fall approach is convenient for Burberry
Group PLC as it will be able to start the process of internationalization with a limited amount of
resources (Tomczak, Reinecke and Kuss 2018). The phased manner of entering into the foreign
market can help Burberry Group PLC in determining the best method that will suit their
products. The case research method was made use of in order to arrive at the conclusion. The
robust economic condition and rising middle class are important factors that can help in the
market entry of Burberry Group PLC within Nigeria and Angola (Vigneron and Johnson 2017).
Secondary data like that of industry reports and the annual reports of Burberry Group PLC has
been made use of in order to determine the market entry strategies of the company. Government
reports have also helped in gathering important information regarding the company. This
approach is more convenient as the researcher does not belong to the company.
The waterfall model is suitable for market entry of Burberry Group PLC in Africa as the
company would get a lot of time to understand the culture and choice of people in the new
countries. It will pave the path for the maximum utilization of that of the resources and customer
insight can help in making the brand popular in the market (Chandon, Laurent and Valette-

19MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Florence 2016). Focus on the quality of the products, leadership in terms of e-commerce and
productive space has helped in the market entry of the company. End-to-end category
management has helped in making the products of Burberry Group PLC to cater to that of a large
consumer base. Operational excellence in relation to Burberry Group PLC has improving the
marketing strategies of the company (Atwal and Williams 2017). The cultural differences have
to be understood and this can help Burberry Group PLC in expanding in the market.
The middle class of Nigeria has grown more affluent and they can afford to spend a large amount
of money on that of luxury items. GDP of that of Nigeria is growing at a rapid pace and the
economic conditions are ripe for Burberry Group PLC to enter into Nigeria and Angola. In
Nigeria people are moving from that of the rural areas into that of the cities and this has made the
population a lot more fashionable (Godey et al. 2016). They hence understand the importance of
brand and fashion and this will greatly help a foreign luxury brand to spread its influence in the
market. The waterfall strategy will be greatly helpful for Burberry in understanding the
distinctive choices of that of the Nigerians. Angola is favourite among the tourists and the locals
and this drives the luxury companies to expand in the region (Liu et al. 2016). Angola boasts of
a fast-growing economy and the policy of diversification of the economy will greatly help
Burberry Group PLC in entering in the country. International distributors can be made use of by
Burberry Group PLC to enter the market. The distributors can help Burberry Group PLC in
making more profits (Seo, Buchanan-Oliver and Cruz 2015).
Recommendations
Modifications to that of existing products can help in the expansion of Burberry Group PLC

20MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
Overcoming the transport risks by countering that of the perceived risks can assist in the market
entry Of Burberry Group PLC (Laufs and Schwens 2014)
The low pricing strategy can help in the penetration of Burberry Group PLC
The food processing facilities of Burberry Group PLC has to be developed
More investments in promotional campaigns
Reflection on Findings and their implications
In the course of this report I have learnt how the waterfall strategy can prove to be useful for that
of Burberry Group PLC for entering in Africa. The report helped me in understanding the
importance of sequential expansion for a business and how the knowledge that one gains in one
stage can be useful in the next stage. Responding in a positive manner to the innovations taking
place in the world of technology has greatly helped Burberry Group PLC in amassing massive
revenue. I have got to know about the strategies that are employed by that of Burberry Group
PLC in order to grow in the market. I have learnt how Burberry Group PLC improves the
customer experience by taking recourse to multi-year excellence program. I have learnt how
improvements in relation to operational excellence can improve the core process and help in
making more savings. This report has helped me in understanding how the market incentives can
help in attracting Burberry Group PLC into that of the new market. I have learnt how
international distributors can be of great help in for Burberry Group PLC. I have learnt with the
help of this report how a collectivist society can help in building of strategic alliances.

21MARKET ENTRY STRATEGY OF BURBERRY GROUP PLC
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