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.
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
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