Situational Analysis of Burberry

You work as a marketing consultant for a selected retail organization. The firm has asked you to conduct a situational analysis (with accompanying recommendations) for entry into ANY foreign target market –TM- (i.e. not your home country and/or the company’s home market).
Rationale for assignment: This part of the coursework will develop and assess each student individually with regard to his or her research and analytical skills of the international marketing environment. Students will be expected to refer to, and to analyze on-line market data.

Further instructions/ ideas supporting research:
– Add TOWS/ SWOT matrix grid found from research and apply
– Hofstede focuses on culture + business culture –> where is the domestic HQ? Reduce logistics, brand strategies. Values? Motivation to become international?
– Mint countries, foreign developing/ depressed markets? Asia and Middle East Markets
– ANSOFF MATRIX- use to analyse the brand and chose specific products –> maturity/ saturation of product life cycle
– What are their social contribution? –> economic growth?
– What is driving the market?
– MASLAW theory? C2C?
– Market Value- industry? Burberry v/s Zara?
Attributes and perception of the brand by consumers.

 

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