helpful to maintain the competitive advantages and gain the sustainable profit? Michael Porter and Mark Kramer‚ in their January/ February 2011 Harvard Business Review article - Creating Shared Value (CSV) explains what a growing companies have come to recognize - companies can derive a great deal of economic value by addressing social needs. This new approach is used to replace the traditional description of corporate social responsibility (CSR). Traditional Concept of Social Responsibility Most companies
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to build an advantage. CFOs have to balance opportunities‚ the long-established questions which arises due to the globalization and the challenges of operating in multiple environments. By utilizing their internal capital markets‚ CFO can produce value in three functions: managing risk globally‚ global capital budgeting and financing the internal capital market. The existence of an internal capital market also broadens a firms risk management options. Instead of overseeing all money exposures
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Marketing strategy Case 3 – Burberry: reinventing the brand [pic] M2 AEI‚ CAI. Année 2010-2011 Le groupe est composé de : Sandrine MONTEIRO 20704637 Hang TRAN THI THU 20411867 Tony TRAN 20809641 Saysavath VANISOUVONG 20808838 How were the clothes bearing the Burberry name augmented to create a brand before the 1980s? Mix marketing (before 1980s) Product: • In 1856‚ Thomas Burberry proposed gentlemen’s outfitters (men’s clothes) with high quality clothes. • After that
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administration‚ Burberry customer base were those belonging to class A. By 1990’s its customer base was particularly older males and Asian tourists. When Bravo took office‚ her first worry was the repositioning of the brand and her priority goal was to attract younger customers while retaining Burberry’s customer base. To achieve this goal‚ Burberry has offered a lower-price label designed to appeal to a younger‚ more fashion-conscious customer‚ and has created another label as a way to reinforce Burberry new
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Identity • Prism • Positioning INTRODUCTION Introduction Burberry is a global luxury brand with a distinctive British heritage‚ core outwear base and one of the most recognized icons in the world. Burberry designs‚ sources and markets appeal and accessories selling through a diversified network of retail‚ digital commerce‚ wholesale and licensing channels worldwide. Portfolio For the women… Burberry Prorsum Burberry London Burberry Brit • • • • • Most fashion forward collection Centered
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Burberry is an international luxury brand with differentiating brand values that resonate across a multi-generational and dual-gender audience. Burberry’s wide range of luxury products represents accessibility‚ style‚ aspiration and functionality. The two main categories of products that Burberry sells are fashion and continuity. Fashion products are designed to be responsive to fashion trends and are introduced on a collection-by-collection basis. Continuity products have life cycles that are expected
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Summary Burberry‚ founded in 1856‚ is a leading international luxury brand. Burberry designs‚ manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998‚ the new management team at Burberry set out its strategy to reposition and revitalise the brand‚ which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years‚ Burberry has faced
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[pic] 1. What was Burberry’s brand equity? A brand is a name or symbol used to identify the source of a product. When developing a new product‚ branding is an important decision. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity. Brand equity is an intangible asset that depends on associations made by the consumer. There are three perspectives from which to view brand equity: 1
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Strengths Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic
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……………………………………………………………………Page 3 3.1 The Old structure……………………………………..…………………………………Page 4 3.2 External environment………………………………………...………………………Page 4- 5 3.3Products and placement…………………………………...…………………………Page 5- 6 4.1 The new Strategy…………………………………………………...…………………Page 6- 7 4.2 Marked and business scope.………………………………………………..………Page 7- 9 4.3 Products……………………………………………………………………………...Page 9- 12 4.4 The product lines. …………………………………………………………………Page 12- 13 4.5 Manufacturing
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