...Recommendations: Luxury consumers have high expectations when they are shopping in luxury boutiques. Luxury brands have set the bar high and these standards have to be translated to their digital platforms especially as consumers evolve and become more digitally savvy. “Whether browsing via a mobile app, an in-store tablet or simply just on-line, customers expect to receive exactly the same premium experience that looks and feels like their favorite brands”- luxury brands must be consistent in their marketing message and keep the image of the brand strong across all platforms from offline to online media. Chanel for example, has a beautiful website, it is an overall sensory experience as music plays and stunning images convey the brands opulence. However, despite the look of the site, the user experience lacks logical progression. Navigating the site is challenging and soon becomes disappointing when the...
Words: 4180 - Pages: 17
...the men drooling to cute, feminine combinations that are comfortable and flirty, Victoria's Secret has something for every type of person and personal preference. The Victoria's Secret label encourages women to show off their bodies. They do this by designing amazing pieces that show off what we like about our bodies and hide what we don't. What would we do without a label like this? This is my contribution to introduce a women's dream brand in India where individuals are increasingly considering good dressing, Victoria makes a difference. BRAND HERITAGE Ronald Raymond had an idea to make lingerie shopping a more “personalized” experience. He came up with this concept after having a bad lingerie shopping experience in a dept. store Raymond's store in Stanford Shopping Mall had wood-paneled walls, Victorian details and helpful sales staff. He stressed personalization above all else. The original “Victoria” was imagined to be a sophisticated, elegant, and well-traveled English woman who preferred luxurious items. VS still uses Raymond's concept of personalization and describes the brand as sophisticated and elegant. CORE VALUES The customer rules!: Fulfilling customer needs. Passion leads to success: Emotional and intellectual commitment from employee. Inclusion makes us stronger: Valuing and cherishing diversity. It matters how we play the game: Doing the right thing all the time. Helping the community and being socially responsible. BRAND TARGET VS targets females...
Words: 2297 - Pages: 10
...Annual report 2010/11 burberry An iconic british luxury brand established in 1856 leverages its rich heritage, proven strategies and talented team to assure sustainable, profitable growth on a global scale Contents 4 8 12 18 22 28 44 54 58 66 68 71 76 86 87 88 89 90 91 92 93 Financial highlights Chairman’s letter Chief Executive Officer’s letter Executive team Burberry Group overview Strategy Business and financial review Risk Corporate responsibility Board of Directors Directors’ Report Corporate governance Directors’ Remuneration Report Statement of directors’ responsibilities Independent auditors’ report to the members of Burberry Group plc Group income statement Group statement of comprehensive income Group balance sheet Group statement of changes in equity Group statement of cash flows Notes to the financial statements 133 Five year summary 135 Independent auditors’ report to the members of Burberry Group plc 136 Company balance sheet 137 Notes to the Company financial statements 141 Shareholder information 143 Executive team 1 FINANCIAL HIGHLIGHTS DELIVERING RECORD PROFITS Total revenue (Year to March) £1,501m 11 10 10* 09 08 07 0 1501 1,501 1,185 1,280 1,202 995 850 Retail revenue (Year to March) £962m 11 10 10* 09 08 07 0 962 962 710 749 630 484 410 Wholesale revenue (Year to March) £441m 11 10 10* 09 08 07 0 489 441 377 434 489 426 354 Revenue by channel in 2010/11 Retail 64% Wholesale 29% Licensing 7% ...
Words: 56964 - Pages: 228
...BURBERRY AUDIT Company overview Burberry Group (Burberry) is engaged in the designing, sourcing, manufacturing and distributing luxury womenswear, menswear, non-apparel and children swear through a association of retail, wholesale and licensing channels global. (marketline, 2014) McDonald defines Marketing audit is a systematic, critical and unbiased review and evaluation of all the external and internal factors that have affected an organization’s commercial performance over a defined period.(2008,pg.39) Mission Statement The mission of Burberry is to meet customers’ needs and tastes by continuously providing high quality and fashionable products. In addition, the vision is to be the first company to be fully digital and partnering with sales force to build the social enterprise for customers to have full access to Burberry across to any device. (Burberry, 2014 online) Marketing Innovation Extended luxury leadership position in social media and improved Burberry site online. In addition transformation of fashion shows in many countries. Competitor Analysis Competitor Market Strategy Tarket market Strength Weakness Ralph Lauren Magazines,Lower pricing Middle& upper segment, youth Multiplex brand Lack of first rate design Gucci Limited quantity, endorsement, expensive Middle &upper class, hip Established brand image & international presence Instability in management &fashion base Prada Exclusivity, product differentiation, pioneers Middle & upper segment, fashion...
Words: 988 - Pages: 4
...Balochistan University of information techonology engineering and management sciences | Implementing Strategic Management | APPLE Inc. | Rabia Iftikhar 12285 | MBA 5th B | Jun 24, 2013 | | | | | | Ma'am Mehwish Shahid Think Different ACKNOWLEDGEMENTS Praise and thanks to “ALLAH” Almighty, the one testing us all at all times and making decisions about what we don’t know and can’t know. The report being submitted today is a result of collective effort. There are innumerous helping hands behind who have guided us on our way. Writing this report appeared to be a great experience to us. It added a lot to our knowledge. This report is one of our memorable experiences in student life. Though words are inadequate in offering thanks to our teacher but we owe our profound gratitude to Ma’am Mehwish Shahid for stimulating our creative abilities by assigning this project to us and for her able guidance and useful suggestions, which helped us in completing the project in time. Whatever we have learnt from her and this project report has put indelible impression on our minds and it is our conviction that this learning experience will always be a source of help in our practical life and professional career. Finally, yet importantly, we would like to express our heartfelt thanks to our beloved parents, for cooperation, help, kindness...
Words: 5388 - Pages: 22
...key issues/challenges 4.0 Strategic Options and recommendations 5.0 Marketing Mix 6.0 Summary 7.0 References and bibliography 8.0 Appendices Introduction The global fashion industry is altering with higher end fashion stores opening and selling their goods on display in more international markets such as China. This report analyses and develops the foreign markets for high end fashion. A company has been set up is called Ted Maker Ltd. The company is looking into investing in overseas with its business. The company is already an established company which sells accessories in the UK. This report will seek to develop whether or not the company should open a store overseas. With competitors opening new stores and an increase in new store development, competition in the market is getting high. This indicates that how critical it is to the chain to expand its product lines and operations, in order to advance a competitive strategy to expand the financial attainment in the high fashion industry. The report will be seeking to identify important facts and figures around the business to recommend the best course of action to expand the chain. This report seeks to provide an analysis of the luxury accessories store by undertaking a strategic audit. The report will consider going on to any feasible strategic possibilities in worldwide expansion. 2.0 Situational analysis 2.1 Macro and Micro Environment According to Bradley (2005), Pestle analysis is a measurement means...
Words: 2223 - Pages: 9
...Table of content: Executive Summary 03 Introduction: What really is CAROLL 03 Main Body of the Report 04 The 3V’s Analysis 04 The Value Chain Analysis 04 The SWOT Analysis 05 The Positioning Matrix 05 Boston Box Matrix 06 Chinese Market Audit 07 Ansoff Matrix 08 Porter’s 5 forces 08 Chinese Customers 09 Chinese Competitors 10 My Strategy 11 More explanation 12 Conclusion 12 Recommendations 13 Bibliography 14 Executive Summary: The aim of this paper is to talk about a French fashion house which is named Caroll, that’s why we will study the company by internal and external audit. What is she doing now how she is doing it? Then, we have to try entering the Chinese market with a study of China’s risks, Chinese habits, competitors… all the market. Then we will try to build a strategy to help Caroll being on the textile market in China. My first part will talk about the current strategy of Caroll; what is the target of Caroll, competitors which market are focus… with some figures, analyses and personal point of view. Then we will take care of the Chinese market with a PESTEL analyze, 5’s forces of Porter, some matrices and tools to get a clearly view of China and specially the textile market. The last part of this study will concern the new marketing strategy to enter this market with a SWOT...
Words: 3956 - Pages: 16
...Case abstract Starbucks was founded in Seattle in1971 as roaster and retailer of whole bean and ground coffee, tea and spices in a single store in Seattle’s Pike Place Market. It was named after the first mate in Herman Melville’s Moby Dick. It was incorporated under the law of the State of Washington in Olympia, Washington, on November 4,1985. It went public on June 26,1992 at a price of $17 per share and closed trading that first day at $21.50 per share. In 2011, Starbucks unveiled an alliance with India’s flagship conglomerate ,Tata Group. This alliance is to raise the profile and use of Indian premium Arabica beans in Starbucks stores elsewhere. Nowadays, Starbucks has become the largest coffee company in the world and its headquarter is located in Seattle, Washington. It has entered into a strategic partnership with the maker of Keurig brewers, Green Mountain Coffee Roasters in order to deliver coffee to the fast-growing single serve coffee market. Since the Starbucks VIA instant coffee are successful and popular among the coffee addicted customers, Starbucks now offer its VIA instant brew in its Chinese stores and other countries. Starbucks is opening more than 100 new stores in 2011 in Brazil, the second largest coffee-consuming country in the world. In early 2011, it has a total 16,635 stores in 50 countries, including 500 stores in Tokyo and 500 in London. Starbucks’s sales also had leap-frogged the company past Burger King and Wendy in early 2011. But , it was trailing...
Words: 1957 - Pages: 8
...Anette Revsgaard Sejbjerg. A7 When and where will the next Annual General Meeting take place? 21.09.2012 – Struer Statsgymasium A8 A9 Review the Presentation of the Group and Its Business in the Annual Report. What does it say about: A9.1 At the end of the financial year, Bang & Olufsen employed 2,106 people (Note 3 states: 1393 Denmark and 639 abroad, equals 2032???). A9.2 Company’s products are currently sold in more than 70 countries across the world. A9.3 Business-to-consumer (B2C) business and Business-to-business (B2B) business. A9.5 The B2C consists of the AV and the B&O PLAY segments. The AV business comprises audio and video products sold under the Bang & Olufsen brand in more than 900 dedicated stores. B&O PLAY is the new brand in the Bang & Olufsen family offering premium audio and visual equipment for the digital generation A9.4 Major business segments....
Words: 2365 - Pages: 10
...unquestionable market leader in the U.S. and is in the early stages of an international expansion plan that could lead to more revenue coming from international than domestic locations within the decade (www.beta.fool.com). Starbucks has significant strengths in coffee business. It is the current market leader with over 17000 stores worldwide. It has no debt and uses internal cash flow for expansion. Also since all of its stores are company-owned, it is able to maintain the image and quality. It also spends very less amount on advertising and marketing, and relies primarily on the word of mouth. Starbucks also has strong brand recognition by consumers. It is known for its high quality products and its consumer friendly environment. Labor, Demand, Supply, Relations and Unions It is important for Starbucks to analyze it suppliers for different reasons. First a powerful supplier can negotiate for higher price and insist on more favorable terms, forcing down profitability margins. Suppliers are not just the manufacturers of the raw materials but also all the manpower that are part of the distribution chain which includes the store front employees. To minimize the power of the supplier and the buyers the company will have to aggressively differentiate its strategy to be put competitors against each other, instead of buyers viewing the product as a commodity it will been seen as a powerful brand (Margretta, 2012). Starbucks can do this by continually...
Words: 1353 - Pages: 6
...of the pricing strategy that Toyota will use when establishing product prices. The report further gives a detailed explanation of two distribution channels that Toyota will use to supply products to customers. These channels include the dealership and retail channel. Toyota will also use a promotional strategy that will use various components of the marketing mix: Advertising, public relations, personal selling and sales promotions. The marketing implementation plan of Toyota covers various concepts, which include, structural issues and tactical marketing activities. The final part of the marketing plan is an evaluation and controls. It covers formal and informal controls, marketing implementation schedule and an explanation of a market audit. Pricing Strategy The pricing strategy that the Toyota company applies should fit the financial preferences of their target emerging markets such as the Asian countries and other potential international markets. The pricing objectives of the company will be: * To increase the profit margin by 50% in the next one 12 months * To increase sales volumes by 20% in the next two years Toyota will apply various pricing methods, in order to achieve the above pricing objectives. According to Shefer (2007), marketing managers use various pricing methods to achieve their pricing objectives. Besides using the price methods, they may also design innovative pricing methods that fit the needs of both the organization and customers. Some of the most...
Words: 2783 - Pages: 12
...exclusive Coach retail stores. Coach was sold to Sara Lee in 1985 and experienced rapid expansion. Coach`s product portfolio was expanded to include, accessories, luggage and briefcases and many more exclusive Coach stores and Boutiques were opened. By the late 1980`s there were 12 exclusive Coach retail stores as well as approximately 50 boutiques selling Coach products within lager department stores. While Coach initially grew it started to lag behind its competitors in terms of trendiness and sales began to decline. In 1996 Krakoff joined Coach and he was instrumental in positioning Coach as an ‘accessible luxury brand`` for it was understood that price was a source of competitive advantage for the brand in the luxury market. In October 2000, Coach went public under the name of Coach Inc. By 2005Coach`s revenues tripled and their share price increased more than 900 % since their IPO in 2000. The Organization Today: Coach is one of the most recognized fine accessories brands in the U.S. and in targeted international markets. Coach is a leading American marketer of fine accessories and gifts for women and men. Their product offerings include women’s and men’s bags, accessories, business cases, footwear, jewellery, sun wear, travel bags, watches and fragrance. Coach’s distribution strategy is multi-channel. Coach operates in two segments: Direct-to-Consumer and Indirect. The Direct-to-Consumer segment includes sales to consumers through Company-operated stores in North America...
Words: 3864 - Pages: 16
...Marketing Audit Essay BA IMK XC 04/01/14 Marketing Audit Essay 2013-‐13-‐12 Gruppe 3 1 Marketing Audit Essay BA IMK XC 04/01/14 1.1 Introduction 1.1 Motivation In 2009 JYSK entered the Chinese market with an objective to open 500 stores within 5 years. However 4 years later the barriers have proven to be too strong and the company is considering giving up the entire expansion plan (Business.dk, 2013) describing the Chinese market as “the most difficult market in the world” (finans.tv2.dk, 2012). Based on this information it is interesting to examine the challenges JYSK faces and evaluate if they should consider giving up the expansion to China altogether. 1.2 Problem Statement How relevant would it be for JYSK to continue their entrance on the Chinese market? 2.1 Which macro and micro factors...
Words: 4804 - Pages: 20
...LVMH 2012 — ANNUAL REPORT BUSINESS REVIEW CONTENT — Group’s profile 03 06 09 10 11 CHAIRMAN’S MESSAGE FINANCIAL HIGHLIGHTS INTERVIEW WITH THE GROUP MANAGING DIRECTOR GOVERNANCE EXECUTIVE AND SUPERVISORY BODIES A coherent universe of men and women passionate about their profession and driven by the desire to innovate and achieve. An unrivalled group of powerfully evocative brands and great names that are synonymous with the history of luxury. A natural alliance between art and craftsmanship, dominated by creativity, virtuosity and quality. A remarkable economic success story with more than 100,000 employees worldwide and global leadership in the manufacture and distribution of luxury goods. A global vision dedicated to serving the needs of every customer. The successful marriage of cultures grounded in tradition and elegance with the most advanced marketing, industrial organization and management techniques. A singular mix of talent, daring and thoroughness in the quest for excellence. A unique enterprise that stands out in its sector. Our philosophy can be summarized in two words: CREATIVE PASSION. 12 22 36 46 58 WINES & SPIRITS FASHION & LEATHER GOODS PERFUMES & COSMETICS WATCHES & JEWELRY SELECTIVE RETAILING — The values of LVMH Innovation and creativity Because our future success will come from the renewal of our product offering while respecting the roots of our Maisons. Excellence of products and service Because we embody what is most noble and accomplished...
Words: 48163 - Pages: 193
...LVMH 2012 — ANNUAL REPORT BUSINESS REVIEW CONTENT — Group’s profile 03 06 09 10 11 CHAIRMAN’S MESSAGE FINANCIAL HIGHLIGHTS INTERVIEW WITH THE GROUP MANAGING DIRECTOR GOVERNANCE EXECUTIVE AND SUPERVISORY BODIES A coherent universe of men and women passionate about their profession and driven by the desire to innovate and achieve. An unrivalled group of powerfully evocative brands and great names that are synonymous with the history of luxury. A natural alliance between art and craftsmanship, dominated by creativity, virtuosity and quality. A remarkable economic success story with more than 100,000 employees worldwide and global leadership in the manufacture and distribution of luxury goods. A global vision dedicated to serving the needs of every customer. The successful marriage of cultures grounded in tradition and elegance with the most advanced marketing, industrial organization and management techniques. A singular mix of talent, daring and thoroughness in the quest for excellence. A unique enterprise that stands out in its sector. Our philosophy can be summarized in two words: CREATIVE PASSION. 12 22 36 46 58 WINES & SPIRITS FASHION & LEATHER GOODS PERFUMES & COSMETICS WATCHES & JEWELRY SELECTIVE RETAILING — The values of LVMH Innovation and creativity Because our future success will come from the renewal of our product offering while respecting the roots of our Maisons. Excellence of products and service Because we embody what is most noble and accomplished...
Words: 48163 - Pages: 193
