Thomas Burberry is credited with investing gabardine fabric in the 1850s. The Burberry trademark is registered in more than ninety(90) countries around the world, and the company’s signature ‘ plaid’ pattern often referred to as ‘check’ is incorporated into a wide range of apparel and accessories. In China, a critical region for luxury brands accounted for £2 in every £5 spent.However, sales have been undeprforming compared to the Burberry brand rivals. Question: New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands. The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets mentioned above which he has keen interest in . The Marketing program should focus on the following sections: 1. An Introduction: A cultural Analysis of the chosen country and explain why this choice would have a positive impact on the marketing of this new product for Burberry 2. Company Background: Brief Company profile and assumptions, Marketing Objectives (SMART), Vision/Mission, Selection of the target Market, Global market segmentation, Global Targeting Strategy, Global-positioning and Differentiation strategies in chosen target market, Competitor Analysis, SWOT Analysis, and Market Entry Mode Strategy and a Proposed Timeline for Implementation 3. Explain the International marketing mix (4 Ps) in successfully launching the brand. For your Communication / promotion program, include the following: i. Tagline for the global promotional campaignii ii. Communication Objectives (SMART) iii. Plan to implement an IMC Model
Thomas Burberry is credited with investing gabardine fabric in the 1850s. The Burberry trademark is registered in more than ninety(90) countries around the world, and the company’s signature ‘ plaid’ pattern often referred to as ‘check’ is incorporated into a wide range of apparel and accessories.
In China, a critical region for luxury brands accounted for £2 in every £5 spent.However, sales have been undeprforming compared to the Burberry brand rivals.
Question:
New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands.
The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets mentioned above which he has keen interest in .
The Marketing program should focus on the following sections:
1. An Introduction: A cultural Analysis of the chosen country and explain why this choice would have a positive impact on the marketing of this new product for Burberry
2. Company Background: Brief Company profile and assumptions, Marketing Objectives (SMART), Vision/Mission, Selection of the target Market, Global market segmentation, Global Targeting Strategy, Global-positioning and Differentiation strategies in chosen target market, Competitor Analysis, SWOT Analysis, and Market Entry Mode Strategy and a Proposed Timeline for Implementation
3. Explain the International marketing mix (4 Ps) in successfully launching the brand. For your Communication / promotion program, include the following:
i. Tagline for the global promotional campaignii
ii. Communication Objectives (SMART)
iii. Plan to implement an IMC Model
Trending now
This is a popular solution!
Step by step
Solved in 7 steps
