Conclusion
Strengths
•Prestigious brand name and heritage
•Huge retail network
•Biggest fashion house in UK
•Controlled distribution channels
•Product design, quality and range
•Digital leader
•Exclusive luxury market sectir and pricing
•Good advertising and brand presence
•Association with international celebrities
•Strong branding
•Vertical integration
Opportunities
•Franchises, further stores/concessions
•Sponsorships and celebrity endorsement
•Beauty and personal care could be developed
•Emerging markets could be penetrated
•Further e-commerce and marketing development
Weaknesses
•Chinese dependence: China is witnessing a slowdown in luxury spending
•Limitated target market due to the brands price strategy
•Rapid growth adding pressure to the supply chain and resources
•Dependency on wholesale to department stores
•Dependency of information and communication technology due to a large focus on social media
•Slow in jewellery and timepieces
•Slow in leather goods development
Threats
•Chinese slowdown
•Victim of its own success
•Counterfeit goods
•Competitors
•Economic climate
Recommendation
-
Reinforce direct operation in Japan/ further reinforcement of digital marketing
-
BURBERRY should pay more attention to its positioning in China. For example, BURBERRY suddenly decided to join TIANMAO, an online shopping website in China. However, the sales performance is very poor. BURBERRY needs to consider its decision thoroughly since TIANMAO may not be a preferable choice for luxury brands like BURBERRY.
-
It should open up ore stores throughput India as luxury market and craze for Burberry in increasing at asignificant rate among consumers .
-
Burberry should diversify it's field and should enter into Wine and Spirits as all the big houses have already entered or entering into this industry due to its poential growth prospects.
Considered alternately innovative then preservative, Burberry knew how to overcome the obstacles to stand out as the British house of fashion.
Thank You !
Merci !
谢谢 !