Burberry Case Study Essay Example | Topics and Well Written Essays - 2000 words

Burberry Case Study - Essay Example Then the beginning was good, and facilitated further purchase in also other countries of Europe and the world. As the phrase on finance says, â€Å"Capital is added to capital†. Then by raising its production, Burberry proceeded to more investments, being able to increase its profits, by keeping quality, starting to produce more items in a variety of goods, such s perfumes, and several kinds of accessories as well as increasing production variety of its initial goods. Then this gave Burberry the chance to expand to markets all over the world, and throughout year’s conquest the whole world, by multiplying its funds. Some other factors, like production of military uniforms, before the I World War indeed, contributed to creating some favouring circumstances for potential customers, that increased by the years. Also and most important, there have been some keen managers, really interested in the job, who also, managed to create a changing mentality of people and potential b uyers, under the dominating scheme and emblem that not only prosperous and wealthy ones, should be able to have access to the wonderful and exceptional products of Burberry, but more or less any buyer of middle class should be able to afford Burberry’s products. ... Also some other implementations such as SAP and it’s strategies proposed included in IT technologies investments, and moreover and most important, the ability of Burberry to adapt to new market conditions all the time, throughout its organized marketing managements as above have contributed not only to its survival but also its constant growth and development. 2. Explain the criteria and the different segmentation methods which can be used by Burberry (10 marks). Burberry an established brand in clothes, accessories and perfumes, should focus on an organized marketing management in order to assure its position in the global market. Criteria should be focused on axes of management, such as enhancement of retail sales, and the appropriate training of staff, implementation of e-commerce and sales online, for example by SAP and IT technologies, a well balanced system between wholesales and retails, as well as a balanced system of sales of products across global markets, by concent rating, on meeting needs of consumers in every country, by adapting prices. Also, new policies would consist in good and proper advertising and always new products to be manufactured, by keeping quality of old ones, thus adapting its development to meeting market requirements of nowadays. In fact quality criteria, as above should substitute some criteria based on quantity, and vice versa, strategies, on production of quantity, should replace some criteria of quality, so both will be well balanced, and adapted to consumer psychology, be being able to ‘’convince consumers of their â€Å"personal interest† to buying Burberry’s good s and products. Thus segmentation, in terms of both quality and quantity criteria, would give the impression, that Burberry is a brand