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Planning to the next strategic review of the Burberry Company

BUSM3024 Contemporary Marketing Strategy
Assignment 2
Semester 1- 2013/2014

able of Content
Title page................................................................................................1

Terms of reference...................................................................................2

Introduction………………………………………………………………….4

Available strategic options…………………………………………………….4

Strategic marketing focus (7p)………………………………………………….5

Company current rapacity—Assets…………………………………………….6
Conclusion………………………………………………………………………6

References……………………………………………………………………7

Introduction
Burberry is one of the most representatives of the British brand. Founded by Thomas Burberry in 1856, is a British Royal use brand and it’s also is a luxury brand. Burberry is famous of its coat and Scottish pattern. (Wikipedia)
This report will give Burberry Company some suggests for planning to the next strategic review in 2018 that is realistic. Moreover, describing and explaining that plan advantage and disadvantage.
Firstly, it will discuss the Burberry company strategic objectives (SMART), give some available strategic and justify reasons. Secondly, it will introduce strategic marketing focus (7p). Thirdly, it will look of asset which is about Burberry company current capacity and give a plan about it. Find some challenges in this plan then give some suggestions. Finally, it will sum up and give some recommendations.

Main body
Available strategic options
Objectives (SMART)
Burberry is now one of the sector’s undisputed mega brands with over 530 stores around the world and annual revenues of over $3 billion (Ahrendts .A). In addition Burberry Company still wants to improve that. This report objective is

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