Compare and contrast the international marketing activities of
Burberry and Diageo.
Burberry is a distinctive luxury brand with international recognition
and broad appeal. The company designs, sources, manufactures and
distributes high-quality apparel and accessories. Founded in
Basingstoke, England, in 1856, Burberry has a unique heritage
associated with Great Britain and positions itself as the authentic
British lifestyle brand.
Since the arrival of a new management team commencing in 1997, it has
been repositioning the Burberry brand in line with its luxury
heritage. The brand was positioned to broaden its appeal to new
customers whilst aiming to retain its traditional clientele, building
on widely recognised icons, such as the signature trench coat,
trademark check and Prorsum Equestrian Knight.
Central to the repositioning of Burberry was the need for this new
management team to better control where and how the brand was
distributed within the UK and internationally. Furthermore, it was
vital that the repositioning of Burberry meant it still kept its title
as a prestige and exclusive brand. Consequently, all retailer stores
which were not making a profit were shut down and driven by the desire
to maximise control over foreign markets, the company bought back the
distribution rights within the Hong Kong, Singapore and Australian
markets in December 01 and within the Korean market in 02.
To help succeed at this time, Burberry introduced a business model
compromising of four inter related dimensions. The four dimensions
included products, manufacturing and sourcing, distribution channels
and marketing communications.
Products:
With a clear positioning as an authentic British lifestyle brand, the
company is to extend the current range of men’s, women’s and
children’s clothing and introduce ‘soft’ and ‘hard’ accessories.
‘Soft’ accessories include items such as scarves, shawls and ties
where as ‘hard’ accessories include items such as hand bags, small
leather goods, eye wear and time pieces.
Burberry also introduced a multi level brand strategy that is
comprised of six key brand levels. Burberry Prorsum is the high
fashion range that serves as the focus for fashion shows and editorial
coverage.
The Burberry London range is the company’s core, ready - wear clothing
which is presented in two collections fo...
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...society, as they
promote the need to understand sensible drinking. Voluntarily, Diageo
has recently strengthened the Diageo Marketing Code laying down very
strict principles on the marketing, packaging, naming and promotion of
its brands.
Today, Diageo is the world’s leading drinks business made up of
premium brands, a dynamic workforce, and strong sense of corporate
citizenship. Diageo’s vision and goal is to ensure its customers enjoy
its products everyday, everywhere responsibly. Diageo continues to be
famous for its portfolio of consumer driven brands which it takes
great care in marketing responsibly.
Comparing the two companies, it is clear both have been successful
with their international marketing plans. However, I would conclude
Diageo’s marketing strategy to be superior due to its accomplishment
in such a short time. It’s competing in over 200 markets around the
world generating around $19 billion in revenue and employing 26,000
people worldwide with a turnover of €1 billion and profits in the
region of €215 million. This highlights the success Diageo is enjoying
because of a strong international marketing plan which continues to
seek more success.
The specialty retailer of women's clothes, footwear, and accessories-aimed majority to young teens and women in their twenties, was founded by the the Lawrence brothers-Dan, Frank, and Larry.
Briefly identify the level of international marketing involvement (see text) of each of these firms. Provide rationale to support your answer.
Society in the Incan Empire was made up of clans and families who lived and worked together. The social structure of the Incas had the Ruler and his wives at the top. Then came the High Priest and Army Commander in Chief. Next were the Regional Army Commanders, then the Temple Priests, architects, administrators and Army Generals. Next were the artisans, musicians, army captains and the...
According to numerous readers, Sean Covey’s The 7 Habits of Highly Effective Teens has shown them how to
Among the several civilizations in the Americas, the Inca was one of a kind. Starting out in the highlands of the Andes mountain range, the empire spread across modern day Ecuador, Peru, Chile, Argentina, and Bolivia for a total length of 2600 miles. At its peek the Inca Empire was the largest nation on Earth and remains the largest native state to have existed in the western hemisphere. The obtaining of such large area of land was no small feat nor was the government that managed it. Understanding how such an empire rose, ruled, and fell could be useful in understanding other ancient civilizations and could be applied in current governments.
The Incas were one of the biggest grown civilizations in America. Within 100 years they had built a dominant empire, which stretched the entire length of the Andes Mountains.The Incas were a group who settled in the Cuzco Valley between 1000 and 1400 C.E. Being a peasant in this group came with many jobs, tasks, and hard work. The development of Inca daily life functioned well because of the peasants hard work, the class system, and family life style.
Miuccia Prada once said that “What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language”. Miuccia Prada and the Prada brand have grown from humble beginnings making quality leather goods to a public traded company with a current market capitalization of over $26 billion (USD) . With the development of Prada as one of the world’s premier luxury brands it provides an excellent case study to examine how strategy paved the way for the success of the Prada brand. First, an examination of Prada’s strategic positioning against luxury brand rivals Louis Vuitton Hennessey Moet (LVHM) and Kering (Gucci). The acquisition history of Prada will be reviewed, where some preliminary conclusions can be made about what has been contributing factors to both the successes and failures. Then finally, an evaluation of what the future holds for Prada and the sustainability of its competitive advantage.
"Diageo PLC is a British multinational alcohol company, selling alcohol in 180 countries, with a substantial presence in 30 countries. The company was created in 1997 by the merger of Guinness PLC with Grand Metropolitan PLC (GrandMet)" (diageo. com). At that stage, it was a large multinational with interests in food as well as drink. Today, the company has shed most of its food interests to concentrate on alcohol, acquiring new spirit brands. Diageo engages in the manufacture and distribution of spirits, wines, and beer worldwide. With a collection of outstanding brands, Diageo is the world's leading premium drinks business. The company manufactures its products under names of Smirnoff vodka, Johnnie Walker Scotch whiskeys, Guinness stout, Baileys Original Irish Cream liqueur, J&B Scotch whiskey, Captain Morgan rum, and Tanqueray gin. "Diageo PLC operates in more than 180 markets across the world with over 20,000 employees, a market capitalization of 1.5 billion and turnover of 8 billion" (diageo. com).
"HOW TO ASK MOTHER ABOUT BIRTH CONTROL?" Boston Globe (pre-1997 Fulltext): 66. Aug 08 1985. ProQuest. Web. 20 Mar. 2014 .
"DANGEROUS IDEOLOGY ; SEX EDUCATION PROGRAMS SHOULD INCLUDE FACTS ON CONDOMS AS WELL AS ABSTINENCE." Buffalo News: 0. Dec 27 2004. ProQuest. Web. 21 Mar. 2014 .
Sexuality Education is the Schools: Issues and Answers." SIECUS Report 27 (2007) Web. 19 Nov. 2008 http://www.siecus.org/pubs/fact/fact/0007.html.
Marketers focus on desires and wants of individuals, groups and societies. They focus on individual demand, market demand and the trend in society. In marketing concept, market is not only a physical place but it is also a non-physical place. Joshi et al. (2005) points out that international marketing is firm-level marketing practices across the border which involves market identification and targeting, entry mode strategies, marketing mix, and making the right decisions to compete in international markets. Multinational marketing is a complex form of global marketing that engages a company in marketing operations in various countries. Globalisation has progressed significantly in the past decade, due to modern communication, transportation and improved legal infrastructure as well as the political choice to consciously open markets to international trade and finance. Various companies have been successful in global marketing such as Bosideng, which is a Chinese company which creates men's clothing and down wear.
The Incas Empire began around 1200 and lasted until the Spanish arrival in 1532. They were the largest civilization in pre-Columbia with a territory of 380,000 square miles and a population of about 7 million. Around 1400 the empire began its expansion stretching along the western coast of South America. The Great Emperor at the time, Pacachuti, was able to persuade other groups to join his empire by peaceful means. Under his rule, the Incas were able to develop an advanced society to include governments, armies, highways, and permanent cities. Cusco, the capital, is located in Peru. Religion was an important part of this progressive c...
Natale, Jo Anna ?The Hot New Word is Sex Ed? School Volume 5 Article 30, 1994-1996
One challenge adolescents face during their teenage years is adjusting to the unfamiliar school atmosphere. As teens enter junior high they start noticing how different the classes are and the tremendous amount of work. Compared to elementary school, junior high consists of more classes, meaning an increase in school work. After junior high, adolescents start high school, where everything becomes exceedingly important. When these young adults begin their journey in high school, they are told to not only have exceptional grades, but to also be involved in a reasonable amount of extra-curricular activities. Due to the fact students are not able to manage their time wisely between keeping up with grades and the extra activities they have joined, they become more stressed. In addition, competition in academics and extra-curricular activities increases. This means that these teenagers not only worry about how they are doing in school, but they are also concerned with others exceeding them. Teenagers begin to comprehend the importance high school has on determining where they will be in the future.