Burberry is an iconic brand that focuses on the segmentation of its products and customer populations based on a number of variables. Among the widely known variables according to Akbari & Hakimpour (2018) primarily include the design of product offerings to suit the needs of men, women, as well as children aged between 0-36 months. On the other hand, the brand equally designs fitness freaks that are sold in several of its retail shops in America, Europe, Asia-Pacific, and in the Middle East. Burberry on the other hand relies on the use of a differentiated targeting model and strategy to focus on its customer groups that include the upper class clients aged between 20 and 45 years. The customers equally have different needs that include cosmetics, as well as other clothing and related accessories (Bao & Sweeney, 2009). Given this, the brand recently made efforts to position itself as one of the brand carriers that has a significantly rich heritage within the British culture, with this attributed to its creativity. Given this, an examination of the firms internal and external factors remains critical in underscoring the competitiveness of its strategy.
3.1 Burberry’s SWOT Analysis
Figure 1: Burberry’s SWOT Analysis
| Strength | Weaknesses |
| · One of the leading iconic fashion brands that reinvented its operations from a manufacturing entity to a lifestyle brand | · The firms offers a premium price range on its products |
| · A distinctive recognizable brand within the market and a global presence in different countries | · Burberry equally has a limitation in its product line |
| · Focused approach of branding that is designed to create one of the strongest approaches of brand retention as well as brand recall. | · The firms sales primarily emerge from the Asian markets globally |
| Opportunities | Threats |
| · The significantly changing lifestyles | · Competition emanating from the firms competitors and other players |
| · The firms efforts to develop its presence in some of the emerging markets | · The ever changing customers’ demands and lifestyles |
| · Burberry is focused on the expansion of its product line | · Threats resulting from the imitation of its products in the market |
| · Increasing the demand of its premium products | · The increase in competition within the market from other entrants |
As provided in the firms SWOT analysis, Burberry has close to 156 years since its establishment. This establishes the reasons why it remains one of the established fashion brands in the market. However, its recent fortunes were influenced by the aspirations and tastes of its Chinese market, a factor that is hedged on its strong branding and retention approach. This therefore establishes the reasons why several TV ads as well as billboards that are designed with the objective of promoting Burberry are widely advertised and promoted on different fashion websites and magazines that include Vogue, Elie, as well as Glamour (Al Adwan, 2019). In regards to Burberry’s weaknesses, the firm has a limited product line while its adversaries and competitors in the market have broadened the scope of their product lines primarily to include personal grooming and home décor segments. Moreover, the firms significant portion of sales widely come from Asia. This therefore establishes that a significant change in the consumers preferences and tastes as well as the economy and regulatory changes within this market may pose a challenge to its operations. PLEASE CLICK THE PURCHASE BUTTON TO ACCESS THE ENTIRE COPY AT $10