Strategic Marketing at Burberry
Content Page
Introduction 2 1. Business planning and developing a strategy. 3 2.1. The formation of Burberry’s new strategic business plan . 3 2.2. Business strategy, vision and mission 4 2.3.1. Successful strategy and achieving the goals based on analysis. 5 2.3.2. Vision and mission 7 2. Protect, Explore and Inspire. Burberry values. 8 3.3. Values 8 3.4. Classification of Burberry values. 8 3.5.3. Protect 8 3.5.4. Explore 9 3.5.5. Inspire 10 3. Monitoring and evaluating of Burberry strategic goals and objectives. 11 Conclusion 12
References 13
Introduction
The report below tells about the history and development of the iconic luxury brand from Britain, Burberry. It reflects the company’s mission, vision and core purpose, which consequently form the values of the brand. The report indicates the key strategic goals and objectives, which form the competitive advantage of the company, how they are being monitored and evaluated.
Having been found as a small shop in Basingstoke, Hampshire, by a young draper Thomas Burberry in 1856 and developed into a large world-know brand ever since, Burberry is one of the first names that springs in mind when it comes to fashion and luxury.[4]
The company went through many-years history of change and development. However, the core Burberry product still remains the trench coat made out of the brand weatherproof but breathable Gabardine invented and introduced by Thomas Burberry himself in 1880.[4]
Today, according to Business Weekly, Burberry is the 98th most valuable brand.[10]
1. Business planning and developing a strategy
Creating the strategy of an organisation is a part of business planning, on one hand, but it is the essence of the strategic planning on the other, where the difference
Introduction 2 1. Business planning and developing a strategy. 3 2.1. The formation of Burberry’s new strategic business plan . 3 2.2. Business strategy, vision and mission 4 2.3.1. Successful strategy and achieving the goals based on analysis. 5 2.3.2. Vision and mission 7 2. Protect, Explore and Inspire. Burberry values. 8 3.3. Values 8 3.4. Classification of Burberry values. 8 3.5.3. Protect 8 3.5.4. Explore 9 3.5.5. Inspire 10 3. Monitoring and evaluating of Burberry strategic goals and objectives. 11 Conclusion 12
References 13
Introduction
The report below tells about the history and development of the iconic luxury brand from Britain, Burberry. It reflects the company’s mission, vision and core purpose, which consequently form the values of the brand. The report indicates the key strategic goals and objectives, which form the competitive advantage of the company, how they are being monitored and evaluated.
Having been found as a small shop in Basingstoke, Hampshire, by a young draper Thomas Burberry in 1856 and developed into a large world-know brand ever since, Burberry is one of the first names that springs in mind when it comes to fashion and luxury.[4]
The company went through many-years history of change and development. However, the core Burberry product still remains the trench coat made out of the brand weatherproof but breathable Gabardine invented and introduced by Thomas Burberry himself in 1880.[4]
Today, according to Business Weekly, Burberry is the 98th most valuable brand.[10]
1. Business planning and developing a strategy
Creating the strategy of an organisation is a part of business planning, on one hand, but it is the essence of the strategic planning on the other, where the difference
References: 1. Angela Ahrendts. (2011). Burberry uses salesforce com to create the ultimate Social Enterprise. Available: http://www.youtube.com/watch?v=oRpLo44nUEQ. Last accessed 13.12.2012. 2. Angela Ahrendts. (2011). The Young-Old Company - Angela Ahrendts, Burberry. Available: http://www.youtube.com/watch?v=_i50d6wiCBc. Last accessed 13.12.2012. 3 4. Burberry. (2012). Annual report. Available: http://www.burberryplc.com/documents/full_annual_report/burberry_ar_final_web_with-urls_indexed.pdf. Last accessed 13.12.2012. 5. BW staff. (2009). The 100 Best Global Brands 2009. Available: http://images.businessweek.com/ss/09/09/0917_global_brands/4.htm . Last accessed 13.12.2012. 6. Design Counsil (2012) Christopher Bailey: The Art of The Trench. Available: http://www.designcouncil.org.uk/about-design/Types-of-design/Fashion-and-textile-design/Burberry/ (cited on 22nd April, 2012). Last accessed 13.12.2012. 9. Johnson, G., Scholes, K. and Whittington, R. (2006). “The Environment”, Exploring Corporate Strategy, 7th edition. Prentice Hall: United Kingdom. 12. Paul Sonne. (2012). Burberry CEO Says Strategy Won 't Change . Available: http://online.wsj.com/article/SB10000872396390443995604578002401766305708.html. Last accessed 13.12.2012. 13. Porter, M.E. (1980) Competitive Strategy, Free Press, New York, 1980. 14 15. Rebecca Thompson. (2012). Burberry: A great British success. Available: http://www.retail-week.com/burberry-a-great-british-success/5034635.article. Last accessed 13.12.2012.