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Organizational Behaviour Assignment : Burberry Group PLC

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Added on  2021-02-21

Organizational Behaviour Assignment : Burberry Group PLC

   Added on 2021-02-21

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MINTEL Fashion Accessoriesreport
Organizational Behaviour Assignment : Burberry Group PLC_1
Table of ContentsINTRODUCTION...........................................................................................................................1Overview of the Organization......................................................................................................1MAIN BODY ..................................................................................................................................11. Importance of positioning and re-positioning for marketers and implications of successfulpositioning & re-positioning........................................................................................................12. Positioning map, change in positioning of the brand in map and identification of theposition of some brands in map...................................................................................................23. Two methods for achieving re-positioning by Burberry 200...................................................4CONCLUSION ...............................................................................................................................4REFERENCES................................................................................................................................6
Organizational Behaviour Assignment : Burberry Group PLC_2
INTRODUCTIONOverview of the OrganizationBurberry Group PLC is a luxury fashion house established in United Kingdom. Itsheadquarters is in London, England, United Kingdom. It was founded by Thomas Burberry inyear 1856. This company is one of the most popular firm in the Fashion Industry. It serves itsproducts worldwide. It has around 9752+ employees (All About Burberry in 9 Points, 2018). This report will highlight the importance of positioning and repositioning, positioningmap and strategies for successful achievement of repositioning. MAIN BODY 1. Importance of positioning and repositioning for marketers and implications of successfulpositioning & repositioningMeaning of PositioningPositioning refers to the activity of marketers or strategy of marketers which create adifferentiate concept or perception in the minds of customers regarding the name of brand orcompany from other brands of company (Blankson, 2016). In short words, it refers to the pointof the brand or company regarding where they stand in the industry. Importance of Positioning for Burberry'sThere are various importance of positioning for Burberry's which are as follows - Positioning helps company to clear understanding of the target market which helps themto easily define their customers' needs and wants. This helps organization to stand out from theircompetitors. Positioning helps company to develop products & marketing strategies and pricingstrategies easily which lead to no wastage of resources and efforts of the organization and itsemployees. Results due to successful Positioning for Burberry'sBurberry's positioning strategy get successful, it will help company to gain market share,generate revenues and gain competitive advantages over its competitors. It will also focus on theinnovative ideas in order to attract existing as well as new customers towards its products. Meaning of RepositioningRepositioning refers to the activity or strategies adopted by the marketers of the companyfor the purpose of change in the perception of the customers towards existing brand or company1
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