Strategy: Burberry Group Plc
Added on 2020-12-09
10 Pages3064 Words376 Views
INDIVIDUAL REPORT
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................31. History and Rationale of Burberry group plc.....................................................................32. Study of Leadership strategy and Management strategy adopted by Burberry group.......43. Analyse how the above have been achieved or implemented by Burberry........................64. Recommendations as an improvement in Burberry...........................................................8CONCLUSION................................................................................................................................9REFERENCES................................................................................................................................9
INTRODUCTIONIndividual report is the part of the report which is self-explanatory. This type of reportidentified students and the level of test for students (Boljunčić, and Hat). Here, for preparingindividual report the Burberry group plc is taken. Burberry group plc is retail industry ofLondon. It deals with luxury products like, fashion accessories, ready-to-wear outerwear,sunglasses, trench coats, cosmetics and fragrances. This report will cover history of Burberrygroup plc along with rationale of the company. The report will lay emphasis on study ofLeadership strategy and Management strategy adopted by Burberry. Also, the report will discussabout achievement and implementation by Burberry. Recommendations will also be included inthe report for better achievement of goals. MAIN BODY1. History and Rationale of Burberry group plcBurberry Group PLC is a company which is best in manufacturing, wholesaling andretailing of luxury goods and headquartered in London, England. The Burberry trademarksare also used by the third parties to produce and distribute products. It was established in1856 and is founded by 21-year old Thomas Burberry which was focusing on the fashionmarket and in 1879, developed a new type of fabric called Gabardine which wascompletely breathable and waterproof and patented gabardine. In 1891, Burberry set up thefirst store at Haymarket in London. In 1901, they created their first logo of the EquestrianKnight which in Latin means 'Prorsum' means 'forwards' (BOOTH III, and et.al., 2016). In1914-1918, for exploring and expedition to Antarctica, explorer wears gabardine and alsodesigned for military and aviators purposes. In 1964, the designed clothes for the womenteam who participated in Tokyo Olympics. In 21st century, it has become a global luxurybrand and reflecting the brand's status as iconic. In 2002, London Stock Exchange listedBurberry in July and by 2004 it launched its first website in United States. In 2008, to helpyoung people to get aware about their dreams and potential through their creativity theylaunch Burberry Foundation which donates charity to the foundation. They increased theirproduction by setting up stores at different parts of the world like India, Saudi Arabia,Dubai etc. and changing the physical environment of the stores to natural atmosphere oflife. In 2018, Riccardo Tisci became the Chief Creative Officer introduces a new logo andmonogram. The main reason that Burberry became successful in fashion market because of3
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