Etude de cas marketing : Burberry

Extraits

[...] Cette transition a permis une forte croissance des ventes au Royaume-Uni. Burberry a réussi à revivre comme une marque prestigieuse et exclusive, alors qu'au au départ son image de marque était "bas de gamme" 17 Conclusion Adcock, D. (2001) Marketing Strategies for Competitive Advantage. Chichester: John Wiley & Sons Anonymous (2007) Burberry; Mining the Past to Seize the Future, Business Week, Iss. 4045; pg Barraclough, E. [...]

[...] (2004) Burberry's Improved Marketing Strategy Results in Increased Sales at Home and Abroad [www] Available from: http://facweb.furman.edu/~dstanford/ibnotes/39cases04/bryant.htm [Accessed 23rd October 2007] Burberry PLC (2007) Company overview and strategy [www] Available from: http://www.burberrygroupplc.com/brby/ [Accessed 7th October 2007] Burberry PLC (2007) Financials: Key Financials [www] Available from: http://www.burberryplc.com/brby/fin/kfinancials/ [Accessed 19th November 2007] Burberry PLC (2005) News & Features: Burberry launches golfwear in Korea [www] Available from: http://www.burberry.com/AboutBurberry/NewsArticle [Accessed 23rd October 2007] Burberry PLC (2007) News & Features: Burberry Opens First Store in Prague, Czeck Republic [www] Available from: http://www.burberry.com/AboutBurberry/NewsArticle [Accessed 23rd October 2007] Burberry PLC (2007) News & Features: Burberry sees sales growth [www] Available from: http://www.burberry.com/AboutBurberry/NewsArticle [Accessed 23rd October 2007] Burr, J. (2005) Brand Hijacking [www] Available from: http://www.limitedlanguage.org/discussion/index.php/archive/brand-hijacking/ [Accessed 8th October 2007] References 19 Daily Mail (2006) Met's Operation Burberry causes fury at fashion house [www] Available from: http://www.dailymail.co.uk/pages/live/articles/news/ [Accessed 9th October 2007] Fashion United (2006) Burberry not a ‘chav' brand according to new boss [www] Available from: http://www.fashionunited.co.uk/news/burberry.htm [Accessed 7th October 2007] Gasbarre, D. and Stansell, C. [...]

[...] Investir dans des marchés à fort potentiel Continuer à représenter la culture britannique, histoire et tradition à travers la marque 16 Stratégie marketing globale Pénétration de marché Gagner des clients, améliorer les canaux de distribution Développement de produits Développer les accessoires de marché de niche par exemple lorsque Burberry en 2005 a étendu ses habits avec des vêtements de golf en Corée Développement de marchés Investir dans les marchés à hauts potentiels à l'étranger à savoir en Europe Diversification N/A Marchés Existants Nouveaux Marchés Produits Existants Nouveaux Produits 16 Matrice Ansoff à l'étranger Burberry - l'une des marques les plus réussies de la mode britannique. La marque a lutté pour retrouver son image de marque, après des années de mauvaises associations et de détérioration, grâce à diverses stratégies. [...]

[...] (2007) Company History: Burberry Ltd [www] Available from: http://www.answers.com/topic/burberry-2?cat=biz-fin [Accessed 29th December 2007] Gusto Mondial (2007) Burberry [www] Available from: http://www.gustomondial.ch/bodegas/burberrys.html [Accessed 8th December 2007] McGoldrick, P. J. (2002) Retail Marketing, 2nd ed. London: McGraw-Hill Mintel (2007) Burberry (Europe): Company Profile [www] Available from: http://academic.mintel.com/sinatra/oxygen_academic/search_results/ [Accessed 19th November 2007] Moore, C. M. [...]

[...] and Birtwistle, G. (2004) The Burberry business model: creating an international luxury fashion brand, International Journal of Retail & Distribution Management, Vol Iss. pp. 412-422 O'Brien, D. (2003) When Imposters Knock Off Profits [www] Available form: http://www.brandchannel.com/features_effect.asp [Accessed 22nd October 2007] RNS (2007) Article: Burberry Group Plc – Trading Statement [www] Available from: http://investing.reuters.co.uk/news/articleinvesting.asp [Accessed 23rd October 2007] Times Online (2006) Article: New Boss Must Step Up the Luxury at Burberry [www] Available from: http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/ [Accessed 8th October 2007] Walker, R. [...]