Burberry Case Study

1.0 OVERVIEW OF THE CASE

Overall, this case illustrates how the former Burberry Chief Executive Director (CEO), Rose Marie Bravo who stepped in as CEO in 1997, has succeeded in revitalising and revamping the company to become more successful in term of profitability and marketability. This case was took place in year 2003 whereby Ms. Bravo had successfully turned around a fading company to a rejuvenated highly profitable company and had gained their competitive advantage in luxury brand after facing disastrous situation for almost two decades (from 1970’s to 1998). She had led the brand to mass market success through marketing mix strategies by developing product diversification, adopting new promotional campaign and expanding new distribution network.

Despite this success, Ms. Bravo however concerned how to keep the track record while maintaining the prestige and exclusivity of the brand. She also concerned about how they should strategize their marketing effort as well as overall business management to meet new changing and more challenging business environment and market demand in order to grow, survive and sustain in the marketplace.

2.0 BURBERRY’S SNAPSHOTS

2.1 Significant Events

Burberry, an iconic and authentic British luxury brand in fashion industry, was synonym with high-quality and durability product. It was founded by Thomas Burberry, a young dressmaker in 1856 in Basingstoke, Hampshire, England. Burberry initially operated in the very niche market whereby he was produced men’s outerwear such as raincoat and boot to cater for travellers and sportsmen needs by using a high-quality garment and serve the purpose as weatherproof and comfortable. In 1901, the “Equestrian Knight” trademark has been registered using the word “Prorsum” which means “move forwards”. This reflects their vision to venture into the global market.

It was proven by the establishment of the first foreign outlet in Paris in 1910, followed by South America, the United...