Group Report
Read the Burberry case provided on blackboard and answer the following questions:
1. Compare Burberry’s market position relative to that of its competitors, including Polo,
Coach, Armani, and Gucci. Is Burberry’s competitive position sustainable over the long-
term? Why or why not?
2. Because demand tends to be unpredictable in the world of fashion, the fashion business
is inherently risky. In this context, consider the various changes Bravo made upon her
arrival at Burberry. To what extent have these changes increased or decreased Burberry’s
risk profile.
3. In your opinion who is the target customer of Burberry, please justify your answer.
4. Bravo’s team is currently juggling a lot of things, including multiple brands (Prorsum,
London, Blue and Black, Thomas Burberry), multiple collections (womenswear,
menswear, accessories), multiple channels (wholesale, retail – including flagship
and company-owned stores), and multiple licensees. What is the role of each of these
elements in Burberry’s overall business model? For example, what is the role of each
of the sub-brands? What is the role of the company-owned stores? What is the role of
licensing?
5. The case notes that Bravo’s team has managed to elevate the overall status of the
Burberry brand. How has it managed to accomplish this?
Submission: 25th
Maximum Limit: 4000-5000 words
May
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