Assignment: Global Fashion Marketing and Retailing- Burberry Case Questions
The Burberry case study write up is due before class on Tues (tbd)Sept. 24th. I prefer you to submit it via Blackboard.
The document you submit should be named:"your first name, last initial-Burby" so for me it would beAlanB-Burby
Be sure to put yourFirst name in the header of the document and page numbers in the footer.
The write-up should be no more than 2 pages long in a 12 font with the lines spaced at 1.5 or 1.15.
Be sure to include the question number next to your answers. There is no need to fully restate the questions.
Remember your answers must be a word document. I cannot open Apple formatted files.
If you have questions, please send me an e-mail.
1. The visibility and use of the check:
a. What do you recommend the Company should do?
1. Support your recommendation by explaining your reasons - including the pro's and con's of the primary options. (Limit your answer to less than 1 page).
2. Regarding Burberry's customer base. (Limit your answer to less than 1 page).
a. Who were the target customers in 1996 when Rose Marie Bravo arrived at the Company?
b. Describe Burberry's target customer(s) in 2003?
1. In your analysis of the 2003 target customers relate them (explain how they align) to the brands, prices and Company image. Explain your reasoning.
3. Non-Target customers:(Limit your answer to less than 3/4 page)30 points
a. Who are they?
b. How could Burberry's popularity among the non-target customers impact the brand and sales over time?
4. And what should the Company do about it? Explain your reasoning.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.