Report on Burberry's Positioning, Repositioning, and Market Strategies
VerifiedAdded on 2020/10/05
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AI Summary
This report analyzes Burberry's marketing strategies, focusing on positioning and repositioning within the fashion industry. It explores the importance of these concepts for marketers and their implications for business performance, particularly in the context of the luxury market. The report examines Burberry's use of digital technology for product positioning, including a new mobile application, and discusses the company's repositioning efforts to target a younger, affluent customer base with luxury leather goods. A positioning map is presented, illustrating the brand's perception relative to competitors like Gucci and Primark. The report further identifies and evaluates methods Burberry could employ to achieve effective repositioning, such as enhancing product quality and implementing promotional schemes. The conclusion emphasizes the significance of strategic planning for achieving marketing objectives and competitive success. The report leverages academic sources to support its findings and insights.
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