A Case Study Of Burberry

567 Words2 Pages

Gan Wang
BUS 401
March 17, 2014

Burberry's New Strategic Management in Global Market

Introduction
The article focused on the recent change occurred in the high management level of Burberry. Angela Ahrendts, the CEO of Burberry, took a new job as Senior Vice-President of retail at Apple. Ahrendts led the company to a significant expansion as he oversaw the high growth of market for luxury goods in China for the past decade. The issue facing Burberry is that will the new chief executive maintain the company successful in revenue and profit growth? As the increasing fear of China’s economy growth slowing down, the author seriously doubts the company will recreate its glamour time.
Analysis
In the past ten years of the company’s great development, Ms Arendts helped Burberry to develop large market of luxury goods. Particularly in China, £70m franchise buyout in 2010 made Burberry get big rewards in the most important market of luxury goods since the year of 2000. She not only made the market value of the company three times bigger, has also kept the company’...

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