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  1. Read the Burberry


  1. Answer the following discussion questions.


  1. Use material from the case supported by relevant concepts from the lessons to complete your answers.


Discussion Questions:

  1. How is Burberry perceived?  How does this compare to its past and the key success factors that made its brand so successful?
  2. As the new CEO of Burberry, what would be your biggest challenges and what would you choose to focus on?  What would you be planning as your next steps?
  3. As the world changes, globalization develops, ease of travel improves and the quality of production in outsourced factories improves, does outsourced production really have a substantial impact?  Is the “Made in Britain/Italy/France” label critical for luxury brands in order to keep a luxury status?
  4. What are the operational and marketing changes that Burberry can make?  What are the potential impacts of the company’s actions on Burberry’s position in the market?




You should answer the questions using only information from the case and course materials. External research is prohibited.


When referencing the case, or lesson notes following format should be used and you should state at the end of your assignment the following:



“For the completion of the following assignment the following sources of reference were used:


1) Burberry– The Author of the Case is Marta Jarosinski and there are a number of references listed at the end of the case.


2) International Business Lesson Notes


For ease of reading, whenever I referred to a word or phrase in the Case, I have placed in brackets directly following the word or phrase a C, followed by the page number in the case where the word or phrase can be found.


When I referred to a phrase or word from the Lesson Notes, I have placed in brackets directly following the word or phrase an L followed by the page number of the Lesson Notes where the phrase or word can be found.


No other sources were used for the completion of this assignment.”




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