Burberry Brand Faced Lot Of Problems Marketing Essay

Burberry Brand Faced Lot Of Problems Marketing Essay Compare Burberrys market position relative to that of its competitors, including Polo, Armani and Gucci. Answers: Burberry had positioned itself into a luxury lifestyle brand that was inspirational, stylish, and innovative brand. Burberry had targeted its brand in order to attract younger customer base along with the traditional stodgy looking, conservative and a customer based skewed towards the older generation. Therefore, the market positioning for Burberry can appeal to the hip 25-year-old man or the conservative 65 year old man. Burberry had become a brand symbolizing both luxury and durability. Burberry was focused for a niche segment between brands such as Polo Ralph Lauren and Giorgio Armani in Apparel, and between Coach and Gucci in accessories. Burberry had a particular price point and for a particular price segment. Burberry was never just a classic brand or a brand always having a cutting edge but had always maintained itself as a accessible luxury brand. The point of difference (PoD) which made Burberry unique was its functionality, i.e. the products had a purpose. Burberry was an aspirational brand with functionality which made it unique. Burberry had comfortably nestled itself between a lifestyle (represented by Ralph Lauren) high end fashion products (represented by Gucci) in the accessories and some men apparel and the high end brand in womens apparel and most mens apparel. Market Share In terms of Market share, the Exhibit13 display that Burberry has the fourth largest market share at 5.2%. The relative performance of Burberry as compared to Polo, Armani and Gucci are as follows: ______________________________ Players____________Market Share Polo Ralph Lauren 9.1% Burberry 5.2% Gucci 4.4% Giorgio Armani 3.5% Source Accessories Exhibit14 shows the sales of accessories in Eur(mn) of Burberry in comparison to the other brands. The accessories of Burberry had an sales of 445 Eur(million). In comparison to the other brands the sales of 2001 were: _____________________________ Players________________Eur(Mn) Gucci 1,394 Polo Ralph Lauren 484 Burberry 445 Source In terms of sales Louis Vuitton had the most amount of sales. Gucci and Polo Ralph Lauren had more amounts of sales in terms of revenue as compared to Burberry. Apparel Exhibit14 shows the sales of apparel in Eur(mn) of Burberry in comparison to the other brands. The apparel of Burberry had an sales of 988 Eur(million). In comparison to the other brands the sales of 2001 were: __________________________ Players________________Eur(Mn) Polo Ralph Lauren 3,621 Burberry 988 Georgio Armani 661 Source In terms of sales, Polo Ralph Lauren had the most amount of sales. Burberry had more amounts of sales in terms of revenue as compared to Georgio Armani. Advertisement Expenditure The following is the amount of expenditure done by the fashion companies with respect to burberrys advertisement expenditure ______________________________ Players_________________Eur(Mn) Burberry 98 Giorgio Armani 72 Gucci Division 111 Polo Ralph Lauren 100 Gucci has spent the maximum on advertisement expenditure, followed by Polo and then by Burberry. Giorgio Armani witnessed the least advertisement expenditure for 72 million. Source Question 2) Is Burberrys competitive position sustainable over a long term? Answer: There are some constraints that Burberry is facing, these are : The marketplace and current trends are constantly changing. Everyone is a competition. High Income people shop everywhere, and lower income people are starting to shop for for affluent brand names. The brands sales rely heavily on the Burberry check. With emergence of new customer base, looking towards them might create a danger of alienating old client base. The new management of Burberry has overcome these constraints efficiently, but with the rise in competition, the management has to work really hard to keep the brand contemporary and moving in the positive direction. Question 3) Bravos team is currently carrying out several initiatives including multiple collections, multiple channels and multiple licenses. What is the role of each of these initiatives in Burberrys overall business model? Multiple Collections: Under Bravo Burberry was positioned as a brand in between Polo Ralph Lauren and Giorgio Armani in apparels and between Coach and Gucci in accessories. Bravo wanted the Burberry brand to appeal younger generation, while maintaining its old customer base. In order to reposition the brand and attract new customers base Burberry launched multiple collections. The other reason for launching multiple collections was to remain consistent with the current fashion trend in the market. Bravos team started slashing the number of SKUs to eliminate outdated designs and had a consistent look across the products. Each season Burberry used to introduce 450 to 500 womens apparel styles and 330 to 350 mens apparel styles. These collection were very cross generational i.e. it targeted people in the age range of 25 to 60. In this way Burberry made itself more visible and easily approachable for the customer. In order to make people aware that something new is happening at the Burberry, a high profile high-end brand called Prorsum was introduced. Prorsum was available only in the best stores of the world. Through its multiple collections Burberry was s uccessful in creating an image of high fashion brand yet approachable for the customers. Multiple Channels: Burberry Brand faced lot a problem before Bravo joined due to parallel trading, which had a negative impact on its process and brand image. Burberry had 3 channels of distribution retail, wholesalers and licensed partners. By the end of 2002 Burberry had nearly 3162 wholesalers worldwide which included 434 departmental store and 2728 speciality stores. Burberry also had 132 company owned stores all over the world. These company stores where designed to display the entire product range, showcase the company vision and were also used as a testing ground for new concepts. Multiple channel helped Burberry increase its visibility among the customer, which in turn helped in acquiring new customers. Prices of products were raised to reflect the brands new positioning as a result the margin increased to 56% to 47%. Multiple licenses: Burberry exercised complete control over sourcing, designing, manufacturing and distribution. When specific expertise was required to certain product Burberry used licensees who had design, manufacturing and distribution. Burberry used licensees mainly in accessories business where they didnt have competitive advantage. Having control over the licenses, wholesalers and distributors helped Burberry in repositioning its brand and creating a positive image among the customers. In the process Burberry bought some of the distributors to stop parallel trading and have a tighter control over the process. Elevating the prices. Control over communications global communications. Question 4) Has Bravos team managed to elevate the overall status of the Burberry brand? Answer: The Bravo team was very successful in elevating the overall status of the Burberry brand. This was not an easy task or something that was accomplished overnight. Bravos goal when she took over was to transform Burberry into a luxury lifestyle brand that was aspirational, stylish and innovative. Some immediate changes made to Burberry to help accomplish this and elevate the overall status were cosmetic. This included changing the companys name from Burberrys to Burberry and introducing a contemporary new logo and packaging. Then Bravo went onto reposition the brand. This meant attracting younger customers while retaining Burberrys core customer base. The product line was also updated. The new product line included product classified as either continuity or fashion oriented. Continuity products were expected to have much longer lifecycles and fashion oriented products were responsive to fashion trends. Burberry also updated its product line to have three primary collections: wo mens wear, menswear, and accessories. With all of these new and radical changes, Burberry was able to elevate the overall status of its brand. Balance between continuity and fashion oriented products Balance between mens and womens wear (27% vs 33%) mens wear has relatively longer PLC Balance between accessories and apparels Balanced distribution Sales = 39% DOS 52% Distributors 10% Licenses Greater geographical balance dependence on Asia 75% Brand tier strategy London, Prorsum, Thomas Black.Blue.

Renting Software :: essays research papers

Renting Software The life expectancy of software, especially purchased software, has become shorter and shorter over the years. While in the past an organization could be on the cutting edge of technology for five or six years with the software it had, now some applications become obsolete within two or three years. If you personally want to use the most current application, such as word processors and spreadsheets, you must pay several tens or hundreds of dollars to upgrade your version every two or three years. Now imagine how much money organizations have to pay for the same privilege for hundreds of thousands of employees. Worse, unlike households and small firms, many organizations spend millions of dollars on enterprise-wide applications, such as supply-chain management, ERP, and Web-based transaction systems only to find that two or three years later their version is old and lags behind the newer versions that their competitors use. Also, for small companies, the cost of even a single module o f an enterprise-wide system may be too high for purchasing. They prefer a monthly payment to a single, but large allocation of capital for the software. The answer to these challenges may be a relatively new approach to acquiring applications – renting. There are two approaches to renting: in one, the organization pays for the use of an application over a limited period of time at its site; in the other, the organization pays to use the application through the web. On-site Renting Many IS executives would rather rent software for a limited period of time and pay less than own it for a much higher cost. To satisfy this need, many software vendors now offer rental programs. For example, many organizations rent antivirus software rather than purchase it. Network Associates, Inc., the company that owns the popular McAfee antivirus software offers rental contracts for limited periods, as short as one year. The company realized that since thousands of new computer viruses are launched every years, its customers prefer to rent a version of the application for only one year, and when the next version, which takes care of new virus, is available, rent the newer version. When a company rents software, the rental rate is determined by the number of users and the period for which the software is rented. At the end of that period, the company must delete all copies of the software from its computers, or renew the rental agreement. Renting Software :: essays research papers Renting Software The life expectancy of software, especially purchased software, has become shorter and shorter over the years. While in the past an organization could be on the cutting edge of technology for five or six years with the software it had, now some applications become obsolete within two or three years. If you personally want to use the most current application, such as word processors and spreadsheets, you must pay several tens or hundreds of dollars to upgrade your version every two or three years. Now imagine how much money organizations have to pay for the same privilege for hundreds of thousands of employees. Worse, unlike households and small firms, many organizations spend millions of dollars on enterprise-wide applications, such as supply-chain management, ERP, and Web-based transaction systems only to find that two or three years later their version is old and lags behind the newer versions that their competitors use. Also, for small companies, the cost of even a single module o f an enterprise-wide system may be too high for purchasing. They prefer a monthly payment to a single, but large allocation of capital for the software. The answer to these challenges may be a relatively new approach to acquiring applications – renting. There are two approaches to renting: in one, the organization pays for the use of an application over a limited period of time at its site; in the other, the organization pays to use the application through the web. On-site Renting Many IS executives would rather rent software for a limited period of time and pay less than own it for a much higher cost. To satisfy this need, many software vendors now offer rental programs. For example, many organizations rent antivirus software rather than purchase it. Network Associates, Inc., the company that owns the popular McAfee antivirus software offers rental contracts for limited periods, as short as one year. The company realized that since thousands of new computer viruses are launched every years, its customers prefer to rent a version of the application for only one year, and when the next version, which takes care of new virus, is available, rent the newer version. When a company rents software, the rental rate is determined by the number of users and the period for which the software is rented. At the end of that period, the company must delete all copies of the software from its computers, or renew the rental agreement.

Developing Good Work Habits Essay

During the early school years, students must begin to develop good work habits including preparing for schoolwork, organizing time and effort, and developing effective study skills. As students continue into middle school and high school their success depends, to a large degree, on refining and sustaining these work habits. Time management, organizational skills, and efficient study skills become especially important by this stage. Students who are able to develop and maintain good work habits are in a position to succeed – to learn what needs to be learned, and to become confident students. Getting started on assignments in school and at home requires students to engage their attentional abilities. Students must be alert to the task at hand, possibly shifting focus to a new activity, and have the mental effort necessary to initiate the task. Students who are able to preview, or think about the outcomes of a task before beginning, are helped in many ways. They can have an idea of what a report will be like once a topic is selected, what materials will be necessary to do an assignment, etc. In addition, students who have a strong sense of â€Å"step-wisdom† – knowing how tasks or activities can be broken down into a series of steps, will be able to determine the first step needed to get started on an assignment. There is an optimal rate for accomplishing most tasks. A competent student is often a well-paced student, performing at a rate appropriate to the task and available time. Taking the appropriate amount of time for a task is largely dependent upon both a student’s temporal-sequential skills and his/her attentional abilities. Temporal-sequential skills help us interpret, retain, or create information that is in serial order. These skills are related to a student’s ability to appreciate time in general and estimate time appropriately. Tempo control (a facet of attention) helps students regulate the allocation of time to the task at hand, and predict the time required for an upcoming task. Tempo control also instills a sense of â€Å"step-wisdom†, the knowledge that it is more effective to undertake activities in a series of steps, rather than all at once. Tempo control allows a student to match his/her pacing to the demands of a given task, e. g. , to take the right amount of time to finish an essay test, to do a homework assignment thoroughly yet efficiently, etc. For many students, time is their most precious resource. Making the most of the time they have enables students to be as efficient and successful as possible, leading a balanced life of work and play. A clear understanding of time is required for students to manage their own time effectively, e. g. , plan long term projects, organize schedules, etc. As such, time management skills are an important component of a student’s success – in school and beyond. In order to meet assignment deadlines and to keep up with schedules related to school and schoolwork, students must engage their temporal-sequential ordering abilities. These skills help us interpret, retain, or create information that is in a serial order. Students with strong temporal-sequential ordering skills are able to manage their schedules, organize their work, and make efficient use of their time. Such students are also able to avoid procrastination (putting off a task that must be done). For students with weak time management skills, procrastination can have painful consequences, affecting both academic and personal success. In order to complete assignments for school, students must develop their cognitive working capacity. That is, students must learn to initiate and maintain the mental effort needed to complete tasks and activities. The ability to manage one’s effort is closely linked to academic productivity and success. A strong capacity for work enables students to delay gratification and to persevere through tasks that take considerable energy. It also helps them sustain their effort when information is worthy of attention, even though not immediately exciting, such as when studying a chapter they will be tested on the next day, or reading the instructions for a science experiment. Developing good organizational behaviors can play a key role in efficient school performance. School is much easier for students who know how to organize themselves, their materials, and their work space. Having effective organizational tactics will continue to be a valuable asset throughout a student’s education and career. Being ready to learn often means being prepared for the next activity, having to shift gears from one task to another, and having all the necessary materials on hand. In order to develop this aspect of learning readiness, students must engage their attentional abilities (especially that of previewing), as well as their memory skills. Through previewing, a student is able to look ahead and be prepared to deal with upcoming circumstances, challenges, and academic tasks. For example, previewing helps students prepare for a test, get ready for an upcoming class, and smoothly transition from one activity to the ext. In addition, students who preview are able to determine which materials are needed for a task and to remember to have those materials on hand. As a result, they are better prepared for activities and better able to follow through on assignments. Staying organized for school requires a student to have strong spatial abilities as well as a strong memory. To efficiently keep track of school materials and assignments, for example, students must have an internal sense of how things should be organized. In order to follow through on school-related tasks, such as turning in homework and bringing the right books to class, students must be able to remember where these items are, as well as remember to have the items on hand when needed! Maintaining a good study space is important to every student’s success. Students must have appropriate environments in which to learn and study, both at school and at home. Setting up and keeping an organized work space requires that students have strong spatial abilities. Such abilities help a student arrange a consistent place for storing school books, organize a desk drawer, keep a desk clear of clutter, etc.

Coming of the Civil War essays

Coming of the Civil War essays Rethinking the Coming of the Civil War: A Counterfactual Exercise, written by Gary J. Kornblith in the June 2003 issue of The Journal of American History, is an article that prompts the reader to reflect on the different dynamics which eventually lead to the Civil War. There are two diverse ideas concerning the causes of this War, one being Fundamentalism and the other Revisionism. Fundamentalists believe that the Civil War was caused by distinct societies in the North and South, whose dissimilar paths were headed for collision come the mid-nineteenth century. The divergence of social systems, a divergence epitomized by free labor and slave labor were three key elements which influenced the road to conflict. In a society where the belief in individual liberty and religious devotion were prominent the means not to have an abolitionist movement was impossible. The argument still stands that had the Norths and Souths social/cultural system had not diverged so differently come the turn of the nineteenth century; the war would have never taken place. Revisionists believe that the politics of the 1850's provided for the Civil War. This entailed bad political leaders and sectionalism. The argument of the revisionists elucidates the fact that the Civil War could have been avoided if slavery was confined through politics. Charles W. Ramsdell was quoted saying, Had this question of slavery in Western lands been settled there would have been no Civil War. Kornblith writes this particular article from the perspective of a revisionist. He believes the election of 1844 was a significant reason for the Civil War. He claimed, Had Clay beat Polk in 1844, Texas would have remained an independent republic and we wouldnt have gone to war a year later. If Clay won the election his Manifest Destiny would not have included Texas. Therefore, the issue of slavery would not ...

Mobs and Mobiles

Mobs and Mobiles Mobs and Mobiles Mobs and Mobiles By Mark Nichol It is etymologically appropriate that the term mob should be associated with a roiling crowd, because the word is a clipped form of mobile. That word, in Latin, means â€Å"movable,† but it also had the sense of â€Å"fickle,† which was what is meant by the Latin phrase mobile vulgus, which refers to the perception of the ruling class in ancient Rome that public opinion was capricious. (Plus à §a change . . .) (Vulgus, meanwhile, means â€Å"the common people,† and the perceived base behavior of the rabble- again, judged from above- prompted the adjective vulgar. The Latin term also begat another adjective, the first word in the phrase â€Å"Vulgate Bible,† referring to a translation of the Bible accessible to the populace). The slang shortening of mobile to mob occurred sometime in the late 1600s, and we still use it to refer to a large, unruly group of people. (Mobcap, the word for a large woman’s cap worn indoors, is unrelated; it comes from the obsolete name Mab.) To mob someone originally meant to attack him or her in a group; it now applies to any mass of people accosting someone, as when a celebrity is spotted in a public place and besieged for autographs or to be photographed. Mob is also associated with organized crime during the Roaring Twenties (at about the same time that the phrase â€Å"mob scene† was coined to refer to a crowded place), but it had first been applied to a gang of criminals nearly a hundred years earlier than that. Mobster was first attested in 1916, about twenty years after gangster officially entered the lexicon. The adjective mobile means â€Å"able to move or be moved.† (The name of the city of Mobile in Alabama is unrelated; it derives from a Native American word.) In the 1930s, the word was first used to modify the noun sculpture to refer to a piece of art, usually suspended, in which motion is integral to the effect of the art on the observer; in the late part of the following decade, the adjective stood on its own to become a noun referring to such art. Automobile was first, in the mid-nineteenth century, an adjective (a mash-up of Greek and French-based-on-Latin meaning â€Å"self-moving†); the French phrase và ©hicule automobile was truncated in the late 1800s to automobile, which briefly had in French the synonym locomobile (loco means â€Å"from a place,† hence locomotive, â€Å"moving from a place†). During the transitional period when use of horse-drawn vehicles and early automobiles coincided, the term hippomobile (the first element is from the Greek word for horse, known mainly from hippopotamus, or â€Å"water horse†) distinguished the former from the latter. Snowmobiles, developed in the early 1900s, were so named starting in 1931. Mobile homes, derived from travel trailers and originally designed early in the twentieth century to accommodate people who needed to move often, later developed into prefabricated homes that could be hauled to a permanent or semipermanent location, resulting in the name being oxymoronic. Mobility is the quality of being mobile, while to mobilize is to make capable of movement; the military sense, which refers to a country’s large-scale preparation for war, actually precedes the general definition. (It was first used in the mid-eighteenth century.) The noun form of mobilize is mobilization. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:Good At, Good In, and Good WithAmong vs. AmongstI wish I were...

Power of Language Essay Example | Topics and Well Written Essays - 1000 words

Power of Language - Essay Example It is not surprising that our native language is often referred to as our "mother tongue" a terms that recalls our earliest memories and influences. The term itself has different meanings. The sociolinguist Tove Skutnabb Kangas (1981) hypothesizes five definitions of "mother tongue" depending on who is defining it. For the sociologist, mother tongue is the language one learns first. For the linguist, it is the language one knows best. For the sociolinguist it is the language one uses the most. For the social psychologist, it is the language one identifies with and through which one is identified. For the lay person, it is "the language one counts in thinks in, dreams in, writes a diary in, and writes poetry in" (Skutnabb- Kangas, 1981: 18). Skutnabb- Kangas' social psychological definition of mother tongue brings out the importance of language as part of one's cultural identity. The mother tongue is the langue through which in the process of socialization one has required the norms and value systems of one's own group. The language passes on the cultural tradition of the group and there by gives the individual an identity which ties her to the in-group and at the same time sets her apart from other possible groups of reference.. Since this socialization process to a large extent occurs with the aid of language, language itself comes to constitute a symbolic representation of the group. Diversity in Language If just a few of the majority languages of the world solely existed, how tedious and uninteresting it would be. Rather, for the moment we have a language garden full of variety and color. The initial conclusion is simply that language diversity in the garden of the world makes for a richer, more interesting world with a depth of experience gained from a breadth of cultures. However, language diversity makes the garden more difficult to tend. In a garden, some flowers and shrubs spread quickly. Some majority languages, particularly English, have expanded considerably during the last century. When the garden is neglected, a few strong species of flower may take over, and small minority flowers may be in danger of extinction. Therefore some delicate flowers need extra care and protection. A free language economy will mean the extinction of many languages' Language planning is essential to avoid such trends. When a gardener wishes to create a beautiful garden, there will be both careful planning and continued care and protection. Sometimes radical action may be taken to preserve and protect. The analogy suggests that language diversity requires planning and care. If language resources are to be maintained and developed, of ensuring that the speaker of all languages value their language and take pride in their language skills. This will occur only if the society as a whole values those languages, recognizes and values language skills, and recognizes and values cultural and linguistic diversity. Value of diversity Linguistic Diversity helps sustain human existence. At times, medical cures are found in plans and flowers native to a particular region; knowledge about these cures comes from native speaking the local language. If the language disappears, the medical knowledge will disappear as well. Languages contain other types of knowledge; they express particular

FISH TRANSPORT DESIGN Assignment Example | Topics and Well Written Essays - 2500 words

FISH TRANSPORT DESIGN - Assignment Example This investigation is aimed at delineating criteria to transport fish followed by three concept level models. These models will be evaluated against the delineated criteria and the most suitable model will be chosen to transport fish over long distances. The business viability of the chosen model will be evaluated in terms of investment and operational costs to help fish owners and transporters decide if they wish to install such a system. NUMBERS OF FISH AND TIME FOR TRANSPORT The current problem clearly states that fish will have to be transported in numbers between 5 and 200 and that the fish can stay on the road for up to 2 days. The most expensive fish in the lot is the Koi Carp. The Koi Carp is potentially a very sensitive fish and needs to be cared for excessively. For the purpose of this investigation, the baseline of water quality will be taken as that for the Koi Carp. If the water quality for the Koi Carp falls below certain constrained levels, then a major loss or failure will be assumed. Constraint 1 maximum transportation time will be 2 days (48 hours) As mentioned before, the baseline will be taken for Koi Carp. Thus aeration constraints will be developed along the lines for the Koi Carp. The density of Koi Carps should be kept at 80 cm length of fish for every 1 m3 volume. (Koi Carps, 2009) The average size of the Koi Carp is between 24 and 36 inches. If these values are averaged, the size of an average Koi Carp comes out to be 30 inches (76.2 cm). (Davis, 2011) Constraint 2 ? fish density based on average size 76.2 cm Water Quality The largest problem in maintaining healthy fish is the dissolved oxygen level. Any variations in the oxygen level can spell disaster for fish especially if the oxygen levels are not replenished after half an hour to acceptable levels. (FAO, 2011) Any and all factors that affect dissolved oxygen levels in water must be considered and dealt with accordingly. Generally the aeration system is constrained by: efficiency of the aeration system; transport duration; temperature of water; fish size; fish speci es. It is essential that the water used to house fish is kept clear. Any turbidity should be avoided and filters should be installed in the system to remove any particulate matter. Constraint 3 ? turbidity clarity Moreover, the pH level must be checked regularly to ensure that it keeps around 7. The acceptable pH levels for housing fish are 6 to 8.5. Constraint 4 ? pH level average at 7 Water temperature has a direct bearing on the amount of oxygen dissolved in water. Oxygen solubility in water decreases exponentially as the temperature of water increases. Therefore, if the water temperature rises significantly as the fish are being transported, the oxygen levels in water will suffer significantly. (Engineering Toolbox, 2011a) The variations of oxygen levels with water temperature are graphed in Appendix A. Constraint 5 ? water temperature should not vary significantly Moreover, the oxygen content of the water needs to be checked regularly to ensure that it does not fall below the d esignated threshold of 5 mg / litre. The variation in oxygen levels is between 8 and 9 mg / litre. Constraint 6 ? oxygen levels in water averaged at 5 mg / litre Moreover, the water quality should be maintained within the constraints listed above and no value should be allowed