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Essay / Research Paper Abstract
This 6 page paper looks at the way in which the Burberry strategy differentiates itself from rivals. The paper looks at the core elements of the strategy, including a focus on product excellence and innovative marketing, and discusses how these are implemented and the way in which they distinguish the organization from rivals across the different ranges of products. The bibliography cites 4 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEburstrat.doc
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Unformatted sample text from the term paper:
at rivals there are a number of contenders, including other luxury brands such as Gucci, Giorgio Armani and at the upper end Louis Vuitton, while the other end of the
mass market may also be seen as providing increasing levels of competition, as seen with a number of brands from the Arcadia Group. The core thrusts of the organizational strategy
are based on marketing innovation and product excellence, and it is within needs aspects of the organization may be seen as differentiating itself, or distinguishing itself, from rivals. However, the
strategies may not be seen as unique to Burberry, other companies may seek to compete using the same sources of differentiation, but the way in which it is implemented may
be divergent. Product excellence reflects the quality of the products and then design which a broader market. However, it may be argued that many luxury brands are able to
differentiate themselves based on quality when compared to the mass-market suppliers, for example the Arcadia group. The core element of the Burberry apparel business remains the out of where range,
which provide traditional time the style as well as items which presented contemporary styles. Even where contemporary styles are perceived, unlike many high-fashion items, there is a degree of longevity
in the designs which church more than a single season. It is notable that the outerwear, which makes up more than half of the retail sales which are made, can
be seen as a specific core characteristic, and is supported by the high level of in-house talent that is recruited and retained. When looking at the luxury market this may
be seen as unique or characteristic, as the majority of luxury brands tend to focus on the haute couture collections. However, this is not the Burberry behind, as the Prorsum
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