Individual Case Study Analysis

Individual Case Study Analysis

1. The article tells us that Burberry intends to go more up-market. Explain the relevance and importance of positioning and repositioning for marketers. What are the implications for the performance of the business if such a move is successful? (40%):

Usually, after being introduced to the market, services and products need constant repositioning due to increased changes in today’s’ competitive global market as well as changing consumer taste. Basically, reposition includes the way companies such as Burberry changes consumer and market perception in a bid to try and be competitive and reach out to many consumer segments. Based on this, it is clear that both positioning and repositioning play a pivotal role to marketers such as the opportunity to improve, becoming competitive as well as understanding consumer needs (Roy, 2020).

Positioning and repositioning have a significant impact on marketers when it comes to product competitiveness and product differentiation. One of the fundamental roles of product positioning is to enable marketers such as the new CEO of Burberry Company to determine how best they can communicate their luxury products’ attributes to their consumers based on competitive pressure, customer needs, as well as available communication platforms. For example, in the provided case study, it is stated the CEO of Burberry Company wants to reposition the company’s luxury sector by extending its price architecture as well as scaling back sales to lower-end retailers and wholesalers (Roy, 2020). This is an excellent example of how competitive companies are repositioning their products in a bid to increase sales and be ahead of their industry competitors.

The primary importance of positioning and repositioning to marketers is to help them in ensuring their product segments best resonates with their consumer target as well as pushes them to be innovative. Product positioning can make or destroy a company or product. For example, based on the stunt that the newly appointed CEO of Burberry Company wants to take on the company’s luxury products, it may have a positive or negative impact on the company. Therefore, this best explains the essence of product positioning and repositioning to marketers. Besides; effective positioning can be proper to marketers because it helps them to understand better what their customers need. For example, as cited in the Burberry Company case study, the CEO already knows that the demand for smaller and complex yet; appealing Bridle and Buckle bags is on-demand, which is why he is thinking about repositioning these products. Product positioning ensures that consumer needs as better understood and delivered. One of the significant importance of product positioning in today’s’ competitive global market is to ensure there is a  right as well as the active communication channel between the distributor and the supplier, and most importantly, their services resonates best with what customers want (Roy, 2020).

Repositioning plays a fundamental role in product differentiation, which increases a products’ competitiveness in the market. One of the main reasons why most companies like Burberry Company adopt repositioning is when there is a decline in sales of a particular product. For example, in the case study involving Burberry Company,, we can see that the company reported a 10% decline in global revenues, which has prompted the CEO to reposition its products (Gwin & Gwin, 2003). The central importance of repositioning is to introduce new products that would help Burberry Company to attract young and affluent customers. Also; repositioning helps an organization to develop a strong competitive position in the global market, which would arguably be an additional advantage to Burberry Company (Gwin & Gwin, 2003).

Lastly, there are more than a few positive implications of positioning and repositioning if such a move is successful. For example, product positioning and repositioning will influence consumerism. If such as move is successful, customers will most likely buy your products, which translates to increased sales and a production company. If the positioning strategy works out well for Burberry Company, then the company is more likely to attract more as well as younger customers in the most appropriate manner. Besides, by providing digital payment modes where customers can purchase the company’s products over the internet, they will attract global presence and techno-savvy people who may want to be part of the company, which means increased sales. When a company such as Burberry Company reposition its products well, they are likely to attract more younger as well as wealthy customers (Gwin & Gwin, 2003).

2. In the case of Burberry, demonstrate employing a positioning map, how the positioning of the brand will change as a result of this process. In presenting map, also identify where on the map, the following brands would be located: Gucci and Primark (30%):

Basically, positioning map refers to consumer’s perception about a certain product or service provided by an organization like Burberry Company. In this case, the positioning of the brand will change as a result of this process in many ways, such as size, price, quality perception, and benefits. For example, the company’s positioning strategy is to produce smaller, elegant, and expensive bags, and therefore, in this map, Gucci and Primark would most probably be in the middle of this competition.

3. Provide two methods that brands such as Burberry might use to achieve repositioning. (30%):

There is an old adage that says “a year older, a year wiser and strong”. The world is fast changing and so do people and therefore; companies must keep up with these changes. Base on this; one of the best methods which brands such as Burberry might use to achieve repositioning is by focusing on your consumer target has changed and grown with time (Edwards, 2019). Today’s generation is not interested in carrying huge handbags that their great-grandmothers used to carry, but, instead, they prefer something small, cozy, classy, and expensive. Therefore, a company like Burberry can best achieve repositioning by considering how their customers have changed over the time. The second and last strategy is the old strategy of effective advertisement through every possible channel that would ensure they reach out to as many customers as possible (Edwards, 2019).