Consumer Behaviour \'luxury brands\': Burberry with references
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Year 3 Luxury brand Burberry analysis with full references for Strategic Marketing module
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Consumer Behaviour \'luxury brands\': Burberry with references
Institution
Canterbury Christ Church University
Distinction grade awarded. Year 3 An overview of the luxury brand that changes its look from 'chav' to luxury. The Digital Strategy, SWOT, PEST,Porter's 5 Forces, segmentation, channels, and two examples of what the brand did to transform itself. References included.
Consumer Behaviour 'luxury brands': Burberry with references
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THE BUSINESS SCHOOL
BA/BSC: BSc
YEAR
Year 3
Student Name: Phillip James Shannon
Module: Strategic Marketing
Tutor’s Name: Andrew Perkins
Student No: SHA12071099
Assessment No 2
Submission Date: 26th February 2015
Word Count: ………1320……………… (excluding abstracts, appendices,
direct quotes, bibliography, diagrams and illustrations)
Students must sign here ………p.shannon…… to show that they have read and adhered to the University plagiarism
regulations as stated in the student handbook.
1
, Phillip Shannon
Luxury Marketing Company Report:
Burberry
, 20. APPENDIX 4: Marketing Communication Aims ............................................................................................... 33
21. APPENDIX 5: Distribution Channel .................................................................................................................. 33
22. APPENDIX 6: Burberry’s success ..................................................................................................................... 34
2003.................................................................................................................................................................. 34
2010-2014 Share Prices and Performance ....................................................................................................... 34
2005/2005 Angela Ahrendts as CEO ................................................................................................................ 35
2014.................................................................................................................................................................. 34
Digital Strategies (2014 Annual Report) ........................................................................................................... 35
23. Conclusion ...................................................................................................................................................... 36
REFERENCES.......................................................................................................................................................... 37
4
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