Create a Porter’s Five Forces Analysis Diagram (this will be a diagram – see below & Week 2 Deck / Video)
This is not a design exercise, the boxes can be made in word, excel or a design program as you choose. Analysis is more important than an aesthetically appealing design.
Perform a strategic analysis of of Burberry’s as follows:
Please make your work far more thoughtful and in-depth than the discussion board
Market / Market Domain (The Where)
Describe Burberry’s market and position within their market
Outline Burberry’s top 5 competitors and how they are positioned versus Burberry
Value Creation (The Why)
Describe Burberry’s key offerings and how they are positioned in their market. Are they positioned to succeed or are they facing risk?
You are encouraged to look at their brand as well BUT remember a great brand is built upon great strategy, understanding of customers and the delivery of quality offerings.
Activity Systems (The How)
Offer an overview of Burberry’s key activities (marketing, product development, channels (retail, digital), supply chain
Who are key stakeholders and partners for Burberry? (i.e. do they carry outside brands, private label, licensing arrangements, partnerships?)
What is Burberry’s retail strategy?
What is Burberry’s digital strategy?
Are there risk or problems you’ve observed in Burberry’s activity systems?
Provide proof (from the case) where relevant by looking at the exhibits attached
Risk & Dilemmas Analysis
Analyze the unique success factors of Burberry’s luxury business and explain how it contributes to the brand’s image.
Strategic dilemmas
How are external factors (changing competition, technology, buyer expectations) affecting Burberry’s ability to succeed?
Provide proof (from the case) where relevant by looking at the exhibits attached
How have internal decisions (choices Burberry has made) positioned them to compete and succeed? Have they done everything near perfect or have they left themselves open to problems ahead?
Should Burberry do anything differently as a result of your analysis?
How are digital media (ecommerce, marketing) social media and bloggers affecting Burberry’s communications & marketing strategy and how they deliver customer experience?
Burberry is dealing with a changing world where fast fashion and experiential luxury are on the rise while the relevance of fashion shows and department stores is in question? Analyze this situation exploring these four variables assessing their potential impact and importance to Burberry’s future.
MOST IMPORTANT: Given all the analysis you have done so far (strategic analysis, the external and internal, dilemmas) – what are FIVE recommendations you would make to Burberry’s senior leadership team making sure to "connect the dots" to how this solves SPECIFIC issues you have uncovered.
Be sure to look at your own analyses above and come with issues to tackle and detail how your ideas may make an impact.
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