Strategic Management in Burberry Essay Example | Topics and Well Written Essays - 2500 words

Strategic Management in Burberry - Essay Example This paper illustrates that Burberry is focusing on cost-effective measures and maintenance of quality. Burberry promotes efficient sourcing of goods and competitive prices. The strategic team of Burberry group has a clear plan for creating brand awareness and sustained brand aura. The apparel company is investing in a diversification of product lines. Burberry is using technological innovation to cope with the changing consumer needs. The management personnel is developing software has made it easy to monitor progress and superior designs besides marketing the products. Unlike in the last many decades, it is harder to earn consumer loyalty in the modern times. This means that the company needs to work extra hard to maintain the high standards of the brand. This shall entail changing the products lines and options. This shall make the consumers feel accommodated. The constant evaluation of the product lines makes the organization to adjust to the evolving needs of the customers. The company needs to expand the product portfolio. This entails removing outdated parts of the product line. Burberry must constantly research on their products in order to update the product lines. Burberry has had a strong brand over the years. This can cause the company to win awards and consumer loyalty. However, the competition from emerging companies and rivals has caused the company to reinvent its marketing and operational strategies. The company is using celebrities, promotions, and advisement to appeal to customer besides establishing its brand through durable and competitive products. The company has enormous opportunities for expanding the product lines and targeting all classes in the society in increasing its revenues. Burberry is globally renowned for influencing the luxury sector. The organization plays a principal role in designing and marketing the market-wear by women and men. The company also specializes in the children wear categories. The company had a robust distr ibution network that entails diversified retail stores. The company has invested in wholesale and other licensing channels globally. The organization operates it businesses by channels, regions, and products. The Burberry group has strong distribution systems in Spain, Asia, Europe and Americas through selective distributive channels. Burberry has licensed third parties for the process of production and distribution of products that carry its trademark. The head-quarter of the company is in London, United Kingdom. The purpose of this essay is to review the strategic management of Burberry group.