1

http://static.independent.co.uk/s3fs-public/thumbnails/image/2014/11/04/11/romeo-burberry.jpg

Table of contents

3
4

http://www.echostories.com/wp/wp-content/uploads/2015/02/Burberry6.jpg
"Burberry History". Burberryplc.com.

Brand Mission, Vision and Values

Business model

Four key themes

5
6

"Annual Report 2014" (PDF). Burberry.

http://www.burberryplc.com/about_burberry/group_overview

Six core strategies

http://www.burberryplc.com/about_burberry/our_strategy

Market Positioning

(https://laurenmjacobson.wordpress.com/case-studies/burberry-case-study/)

SWOT Analysis

Pestle

10

http://www.slideshare.net/MadhuMalesh/strategies-at-burberry
http://www.dailymail.co.uk/femail/article-2822546/As-Romeo-Beckham-stars-new-ad-Burberry-went-chic-chav-chicagain.html
11

Kapferers Brand Identity Pyramid

12

http://www.burberryplc.com/corporate_responsibility/environmental_responsibility/propertytargets?WT.ac=Property+targets

13

https://nesrinreflectivejournal.files.wordpress.com/2014/01/burberry_check_pattern1.png

14

http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf

15

http://cache.net-a-porter.com/images/products/372464/372464_in_pp.jpg

http://www.burberryhandbags-outlet.us.com/images/burberry/Burberry-AccessoriesExalted-Bag-BCC013.jpg
17 http://www.slideshare.net/camilaoliver21/burberry-analysis
18 http://intheircloset.com/wp-content/uploads/2011/12/baginc-melrose-glam-so-scottishscarf-beige-burberry.jpg
19 https://uk.burberry.com/the-classic-cashmere-scarf-in-checkdots-p39941931
16

20

Current situation

http://2.bp.blogspot.com/-QF70PMlrcF0/TvhaN_a8ytI/AAAAAAAAAI8/MxK2mAZSmo/s1600/burberry-handbag-kate-moss.jpg
21 http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf
22 http://www.kering.com/en/finance/group/brands-key-figures#anchor1
20

Buberry channel mix

23

http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf

http://cdn.sidewalkhustle.netdna-cdn.com/wp-content/uploads/2015/05/25/Burberry-Black-Label-Spring-Summer2015-Campaign-3.jpg
24

Strategy outline for the next five years:

25

http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf

Product Life Cycle

27

26

282930

http://www.paulaschoice.com/_resources/www/paulaschoice/_system/objectImage/manufacturer/504ACE4D-C22F-414D-A48C449586A2F357_Burberry%20Logo%202.jpg
27 http://anyageorgijevic.com/wp-content/uploads/2010/07/burberry_beauty.gif
28 http://grablists.com/wp-content/uploads/2015/05/Burberry.jpg
29 http://www.soletopia.com/wp-content/uploads/2012/10/magnificent-burberry-beige-cotton-blend-trench-coat-stunningbeautiful.jpg
30 http://3.bp.blogspot.com/-sCYcGs256VU/Ty1hgyO_iSI/AAAAAAAAOh8/wgpE8xglGsU/s1600/Burberry+Childrenswear+SpringSummer+2012+Campaign-she-styles.blogspot.com+(1).jpg
26

31

http://ikifashion.com/wp-content/uploads/2013/12/Burberry-Spring-2014.jpg

Key Performance Indicators 32

YEAR /
OBJECTIVES

33

2015
(current)

2016

2017

2018

2019

2020

The key performance indicators above are based on current trends from
Burberrys 2011-2015 KPIs and Annual Report as well as Financial History data
that is gathered from online sources.
2015 is the current real-time reports of Burberrys financial status. The year
2016-2020 are projected growths. Increased revenue is projected for Beauty,
giving a big push in 2016 and 2017 to launch new products- special edition
make up ranges and new perfumes to be launched. 2016 is also predicted to
spend more on marketing and launching new products, hence the profit will
be lesser than 2017 as the expenses will be higher. In 2017, a higher revenue
growth is projected at (+15%) instead of (+10) during 2016.

32
33

http://www.burberryplc.com/investor_relations/financial_history
http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf

Conclusion

Appendices
1) The Independent, 11th April 2014, Burberry Childrenswear Ad Campaign, [digital image]
[viewed December 2015] available from: http://static.independent.co.uk/s3fspublic/thumbnails/image/2014/11/04/11/romeo-burberry.jpg1
2

) Echo Stories, February 2015, Burberry Historical Advertisement, [digital image] [viewed
November 2015] available from: http://www.echostories.com/wp/wpcontent/uploads/2015/02/Burberry6.jpg
3)

Burberry, 2014, Burberry Website [Online Website] [viewed November 2015] available
from: "Burberry History". Burberryplc.com.
4

) Burberry, 2014, Annual Report 2014, [PDF Document] [viewed November 2015] available
from: "Annual Report 2014" (PDF). Burberry.
5

) Burberry, 2014, Group Overview [Online Website] [viewed November 2015] available
from: http://www.burberryplc.com/about_burberry/group_overview
6

)Burberry, 2014, Our Strategy [Online Website] [viewed November 2015] available from:
http://www.burberryplc.com/about_burberry/our_strategy
7)Lauren Jacobson, 2012, Case Studies [Online Journal] [viewed December 2015] available
from: (https://laurenmjacobson.wordpress.com/case-studies/burberry-case-study/)
8)Hitesh Basin, 2013, Burberry Swot Analysis [Online Website] [viewed December 2015] available
from:[ (http://www.marketing91.com/swot-analysis-of-burberry/)
9

)Madhu Malesh, Marketing Strategies, [Online Website] [viewed December 2015] available
from: http://www.slideshare.net/MadhuMalesh/strategies-at-burberry
10)

Catherine Ostler, 5th November 2014, Chav to Chic [Online Website] [viewed December
2015] available from: http://www.dailymail.co.uk/femail/article-2822546/As-RomeoBeckham-stars-new-ad-Burberry-went-chic-chav-chic-again.html
11)Burberry, Corporate Responsibility
http://www.burberryplc.com/corporate_responsibility/environmental_responsibility/propertytargets?WT.ac=Property+targets
12)

Nesrin M., January 2014, Burberry Check Pattern, [digital image] [viewed December 2015]
available from:
https://nesrinreflectivejournal.files.wordpress.com/2014/01/burberry_check_pattern1.png
13)

Burberry, 2014-2015 Annual Report, [PDF Document] [viewed January 2016] available
from: http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf
14)

Burberry make up, [Digital Image] [viewed December 2015] available from:
http://cache.net-a-porter.com/images/products/372464/372464_in_pp.jpg

15)

Burberry Handbag, 2013, [Digital Image] [viewed December 2015] available from:
http://www.burberryhandbags-outlet.us.com/images/burberry/Burberry-Accessories-ExaltedBag-BCC013.jpg
16) Camila Oliver, February 2013, Burberry Analysis [Online Website] [viewed December
2015] available from:http://www.slideshare.net/camilaoliver21/burberry-analysis
17)

In Their Closet, Burberry Scarf, December 2011, [Digital Image] [viewed January 2015]
available from: http://intheircloset.com/wp-content/uploads/2011/12/baginc-melrose-glamso-scottish-scarf-beige-burberry.jpg
18)

Burberry, 2015, Cashmere Scarf, [Digital Image] [viewed November 2015] available from:
https://uk.burberry.com/the-classic-cashmere-scarf-in-checkdots-p39941931
19)Burberry, 2013, Kate Moss, [Digital Image] [viewed January 2015] available from:
http://2.bp.blogspot.com/-QF70PMlrcF0/TvhaN_a8ytI/AAAAAAAAAI8/MxK2mAZSmo/s1600/burberry-handbag-kate-moss.jpg
20)

Burberry, 2014-15, Annual Report, [PDF Document] [viewed November 2015] available
from: http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf
21) Kering, 2015, Key Figues, [Online Website] [viewed November 2015] available from:
http://www.kering.com/en/finance/group/brands-key-figures#anchor1
22)

Burberry, 2014-15, Annual Report, [PDF Document] [viewed January 2015] available
from: http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf
23)

Sidewalk Hustle, May 2015, Burberry Black Label [Digital Image] [viewed January 2015]
available from: http://cdn.sidewalkhustle.netdna-cdn.com/wpcontent/uploads/2015/05/25/Burberry-Black-Label-Spring-Summer-2015-Campaign-3.jpg
24)

Burberry, 2014-15, Annual Report, [PDF Document] [viewed January 2015]

http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf

25)Paulas Choice, Burberry Logo, [Digital Image] [viewed January 2015]

http://www.paulaschoice.com/_resources/www/paulaschoice/_system/objectImage/manufact
urer/504ACE4D-C22F-414D-A48C-449586A2F357_Burberry%20Logo%202.jpg
26)

Anya Georgijevic, July 2010, Burberry Beauty [Digital Image] [viewed Jan 2015]
available from: http://anyageorgijevic.com/wp-content/uploads/2010/07/burberry_beauty.gif
27) Grablists, May 2015, Burberry Advertisement [Digital Image] [viewed Jan 2015]
available from: http://grablists.com/wp-content/uploads/2015/05/Burberry.jpg
28)

Soletopia, October 2012, Trench Coat [Digital Image] [viewed Jan 2015] available from:
http://www.soletopia.com/wp-content/uploads/2012/10/magnificent-burberry-beige-cottonblend-trench-coat-stunning-beautiful.jpg

29)Burberry, 2012, Burberry Childrenswear [Digital Image] [viewed Jan 2015] available
from: http://3.bp.blogspot.com/sCYcGs256VU/Ty1hgyO_iSI/AAAAAAAAOh8/wgpE8xglGsU/s1600/Burberry+Childrens
wear+Spring-Summer+2012+Campaign-she-styles.blogspot.com+(1).jpg
30)

Burberry, 2014, Spring Campaign, [Digital Image] [viewed Jan 2015] available from:
http://ikifashion.com/wp-content/uploads/2013/12/Burberry-Spring-2014.jpg
31)Burberry, 2014, Financial History [Online Website] [viewed Jan 2015] available from:
http://www.burberryplc.com/investor_relations/financial_history
32)

Burberry, 2014-15, Annual Report [PDF Document] [viewed January 2015] available
from: http://www.burberryplc.com/documents/annual_reports/annual-report-2014-15.pdf