Strategic Analysis of Burberry Ltd. In this report three models will be used: PEST model, Five Forces model and Value Chain

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Strategic Analysis of Burberry

This report presents a strategic analysis of the British luxury goods Burberry. It covers the external and internal analysis of the company. Based on the analysis some actions are recommended.

Abstract 3

1. Introduction: 4

2. Background 5

2.1. Company history 5

3. Report aim and objectives 6

4. Strategic Analysis 6

4.1. Marketing 21

4.2. A New Target Market Error! Bookmark not defined.

4.3. Problems facing Burberry 24

4.4. The Changing Environment 25

5. Conclusions: 27

References: 27

Abstract

As the environment is in constant change, organisations need to change to cope with the new environment to maximise their profit. The best way of achieving that is through making a plan which starts with a strategic analysis. This report provides information about the strategic analysis in the British luxury goods maker Burberry. The analysis will cover two types of factors which are important for choosing a good business strategy. They are external factors such as political, social, economic and technological factors and internal factors which relate to the company. They are such as primary activities and support activities.