This paper stresses that the approach which Burberry is using is defined specifically with market segments that are used. The ability to have a specific market segment is first identified with the products that are available. The products are based on luxury items, changing luxury names and new brand items that can be identified. The innovation sed with the products can be used to open new lines to provide different alternatives for the company. The author of the essay declares that the marketing segmentation is one which can be further divided by the responses from the culture, specifically with the movement into globalization. The combined marketing approach with online and offline efforts can help to develop the identity of different marketing segments and cultural applications while creating and defining various alternatives to those that are interested in the different products.
This report makes a conclusion that the initiatives that are created are developed specifically with the need to have a sense of accountability toward the changes. There needs to be a balance between the innovation of the products with the current brand reputation. Currently, Burberry is based on growth and development with innovation into an international market. This is being done without considering the risks and problems which may arise as well as the problems that are linked to working within this specific market. ...Show more