Burberry in Global Markets

-Alexis Ogbin

-Obasanmi Onashile

-Zanab Khan

The History of Burberry1856-• The brand is founded by 21-year-old dressmaker

Thomas Burberry.• The first Burberry store opens on Winchester Street in

Basingstoke.1891-• The company moves into its first London store, 30

Haymarket.1909-• Opening of the Burberry store in Paris at 8 Boulevard

Malesherbes.1924-• The red, black, and white check pattern was created,

and in 1967 it was used in all merchandise. 1955-• Great Universal Stores Plc. Bought Burberry and

licensed the brand in Japan.

History Continued1997-● New CEO- Rose Marie Bravo2000- the Burberry worldwide flagship opened on New Bond Street in London's West End2009-● The new Burberry global headquarters opens at Horseferry House

in London.● The American Burberry headquarters opens at 444 Madison

Avenue in New York City.

Entry into the industry● Luxury, high fashion, retail industry

● Burberry began years ago by providing explorers, athletes, and soldiers with clothing and uniforms.

● Burberry became well known and kept its publicity up by advertising and campaigning.

Product pyramidBurberry’s products are separated into categories, each category has a different target market and the amount of revenue they bring differ.

Business Strategy● Design, marketing,

and retail-led strategies

● Digital focus and integration

● Channel Diversity● Multi-category

competency● Global Reach and

Balance across regions and markets

Entry into Global Markets● Burberry London - International Line which is the main collection. ● Its positioning is high end● Turnaround to the Burberry brand● Strong womenswear and accessories segments● Main markets: Europe and US● Products are mainly sources in Europe and UK● Thomas Burberry Spain & Portugal

Other Global Markets● Burberry London- Japan Line● Sold in Japan, but made locally● High quality apparel● Lower positioning and price than international line● Blue and Black Labels

Below is a SWOT analysis for Burberry

Problems● Big problem was counterfeiting- credibility?

● Brand positioning

● sustainability

Strategies used to overcome● In global market burberry, is very big player in the market.

● There is very tough competition in market.

● To face competition and making our space in the market, we should follow standardization product in market strategy.

● In this strategy, we should follow a standard approach to marketing, branding, and product development on a global level.

● Standardization occurs in factories, product research and development and global marketplace.

Burberry’s Success ● Burberry is famous fashion house highlighting the British lineage

and heritage. ● The company deals with fashionable and luxurious items like

accessories, clothing, sunglasses, fragrances, and cosmetics. ● Product Mix:Burberry specializes in fashionable clothes includes

shirts, pants, trench coats, that is appreciated worldwide because of it distinctive design and exquisite material.

● Place Mix: Burberry stores are located in at least 500 locations spread around the world in fifty countries.

● Price Mix: The fashionable clothes is very expensive for their customers. The cater to upper class for their product.

● Promotion Mix: The brand has promotion in high class magazine to buy their product.

● High class magazines have been selected so that ads can be placed in them and visual media has been utilized to launch and highlight the product.

Success

Sources

● http://www.burberryplc.com/documents/ar-1415/burberry_strategic_report_2014-15.pdf

● https://us.burberry.com/our-history/#/heritage/heritage-1800-1● http://www.fragrancex.com/products/_bid_burberrys-am-cid_perfume-am-li

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