Contents

• Executive Summary 2
• Introduction to Fashion 4
• Luxury Brands 4
• Evolution of Luxury Brands 5
• About Burberry 6
• Strategies and Objectives of the Evolution of Burberry 8
• Corporate and Competitive Strategies of Burberry 9
• PESTLE Analysis of Burberry 10
• Porter’s 5 Force Analysis of Burberry 11
• The BCG Matrix of Burberry 12
• Ansoff Matrix of Burberry 13
• Conclusion and Recommendations 13
• Works Cited 15

Description

This report is based on the following requirements -
Case study
Students should refer to the Burberry Annual Report for 2015/16. (http://www.burberryplc.com/documents/ar-15-16/burberry_annual_report_2015-16.pdf).
In this document and other supporting documents found on the company’s web-site, Burberry reviews its previous performance and puts forward strategic proposals for the future.
The assignment requires a critical assessment of Burberry’s strategy for achieving competitive advantage.
Assignment task(s)
This assignment requires you to analyse Burberry’s strategy and make recommendations for the future.
Task 1 – (40 Marks)
Conduct an environmental analysis of the industry of which Burberry is a part using appropriate frameworks and concepts from the module.
Task 2 – (40 Marks)
Critically evaluate Burberry’s corporate and competitive strategies using supporting evidence from both corporate literature and your own research into the company.
Task 3 – (20 Marks)
Produce your own strategic recommendations for Burberry PLC with justification.
A report format should be used for this assignment and should be structured as follows:
• Title page.
• Contents page
• Executive Summary/Introduction
• Chapter or section for each question
• References (using the Harvard system)
• Appendices (if necessary