PRODUCT LIFE CYCLE MANAGEMENT

Product Life Cycle Management



Product Life Cycle Management

Part 1: Burberry Group Marketing Plan

Introduction

In all of our business efforts Burberry Group are trying to push the company forward into a new level of sales and prosperity, to keep it alive and thriving for the coming years. In the process of working toward new goals, Burberry Group have researched and studied information from all angels of our business necessities. With each aspect of the business taken into consideration, Burberry Group have been able to evaluate ourselves, as Burberry Groupll as our competitors to bring forth a new plan will launch the company into a new era of success. In this paper Burberry Group developed a marketing plan for Burberry Group.

Company Background

Burberry Group plc (LSE: BRBY) is a British luxury fashion house, manufacturing clothing and fashion accessories. Its distinctive tartan pattern has become one of its most widely copied trademarks. The company has branded stores and franchises around the world, and also sells through concessions in third-party stores. It runs a catalogue business and has a fragrance line. HM Queen Elizabeth II and HRH The Prince of Wales have granted the company Royal Warrants. Burberry's trademark products are its fashionable handbags and exclusive fragrances. The Creative Director is Christopher Bailey. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper's apprentice, opened his own store in Basingstoke, Hampshire, England. By 1870, the business had established itself by focusing on the development of outdoors attire. In 1880, Burberry invented gabardine, a hardBurberry Grouparing, water-resistant yet breathable fabric, in which the yarn is waterproofed before Burberry Groupaving. The Gabardine was patented in 1888. Burberry was the original name, but then the company soon switched to using the name Burberrys, after many customers from around the world began calling it Burberrys of London. This name is still visible on many older Burberry products. In 1891, Burberry opened a shop in the Haymarket, London, which still exists and until recently was the site of Burberry's corporate headquarters. Now the headquaters are at Horseferry House just behind Houses of Parliament, Burberry Groupstminster (London).

PRODUCTS OR SERVICES

DESCRIPTION

Burberry Group will sell a combination of widely recognized name brands as Burberry Groupll as clothing lines from select fashion designers. Burberry Group will closely follow generational fashion trends as Burberry Groupll as our own customers' purchasing preferences. Moreover, Burberry Group will tailor our inventory to meet the needs of our “boomer” clientele. Solely focusing on the styles, colors and fits to flatter the female Baby Boomer's figure will be our specialty. While apparel, such as business clothing, casual Burberry Groupar, jeans and formal Burberry Groupar will be our main staple, Burberry Group will also offer some accessories such as belts, scarves, and hats.

Profits will be earned via the sale of our merchandise. Our pricing structure will remain flexible, as Burberry Group will implement suggested retail pricing on common brands as Burberry ...