巴宝莉市场营销计划分析
加拿大Assignment代写范文:“巴宝莉市场营销计划分析”，这篇论文主要描述的是巴宝莉是一件专门为客户提供豪华时尚产品的公司，公司以时尚、高档、潮流作为发展的宗旨，为大多数的客户所能够接受和消费的时尚产品，在竞争日益激烈的时尚市场当中，为了应对来自市场的威胁，巴宝莉采取了许多市场营销手段减少竞争对手的威胁，并扩大现有时尚市场以迎合更多的客户。
1. Introduction
Burberry offers luxury fashion products for customers, but this proposal is aimed tooffer high-end fashion product forordinary customers. The notion is ‘offering stylish, high-end, fashionable, and authentic fashion products that affordable for most customers’.
2. Background
2.1 Macro Environment
Industry Rivalry
The competition in the fashion world is especially fierce. There are many strong brans in this market and they compete for market share and customers.
Threats of New Entrants
Threats of new entrants arein the mid-level. It is hard to shiftthe core customersof Burberry, partly due to itsstrong brand image.
Threats of Substitutes
The treats of substitutes are low, in that fashion product can offer additional customer value via indicating fashion trends and involving stylish elements.
Bargaining Power of Supplier
The bargaining power of Burberry’s supplier is low, since its strong brand name of is attractive.Furthermore, partnership with Burberry can lead to large quantities of order(Burberry, 2013),leading to suppliers’ competition for cooperation.
Bargaining Power of Buyer
For Burberry, the shifting costs arehigh, due to its strong brand identity, representativeness of UK traditional culture, as well as its elegant and stylish design. Thus, the bargaining power of buyer is low.
2.2 Market Trend
The market trend show that the luxury fashion industry is facing with a recession, due to the prevalence of e-commerce, global economic recession, and the changed value of customers.Therefore, Burberry should consider expanding its marketand cater to the mass market.
2.3 Competitor
If Burberry shifts to the high-endfashionmarket, its competitors include those fast fashion brands, such as ZARA, H&M, and Topshop. All of those brands offerfashionable products with short product life circle and with affordable price.
3. Products
The new product would be stylish apparels that integrate the UK culture and customers characters with affordable prices.This is a major change for the target market, which should be discontinuous innovation. The competitive advantage is the strong brand name of Burberry in the luxury fashion market (Luxury Society, 2011).
4. Target Market
The target market should be customers in lower middle class or middle class.They are city dwellers and are sensitive to fashion.They generally use products to reflect their traits and areprice-sensitive.
5. Customer Value
Sufficient customer value is created, in that the strong brand name and high quality of Burberry’s productscan satisfy customers’ favour for luxury brands (Functional, Image, and Psychological value). The stylish design can meet their demand for fashion and self-representation (Psychological value). Besides, purchasingBurberry’s product is also an indication of highfashion taste and high social status (Functional and Psychological value). Since it creates sufficient customervalue and can meet customers’ expectation, customersatisfaction should be high, and thus loyalcustomersmight be formed.
6. Recommendation
Accordingly, this plan can bring benefits to Burberry in three major aspects:
l Toexpand the productportfolios of Burberry which can rich the product diversity and can share the potential risk;
l To focus on the high-end fashion market, where customer volume is high.
l To help Burberry to increase its financial performance.
51due留学教育原创版权郑重声明：原创留学生作业代写范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的加拿大Assignment代写服务，亲们可以进入主页了解和获取更多assignment代写范文 提供美国作业代写服务，详情可以咨询我们的客服QQ:800020041哟。-xz
