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...
... middle of paper ...
...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.
Do you ever feel that life is getting so busy and stressful that you just wish you could go back to grade 1 where you just colour and play with toys all day? Well sadly, I can’t arrange it for you to go back in time but, I can help you in a way where you could have enough time to play with toys and feel at ease again. I have recently discovered a majestic book called the 7 Habits of Highly Effective Teens by Sean Covey. You may be thinking “Another useless book written by adults? N thank you.” But you are wrong. Many teenagers just like you and me have participated in writing this book by writing their own stories of how this book helped them. This book is split into 3 sections. PBA & Habits 1-3: Private Victory, Habits 4-6: Public Victory
Briefly identify the level of international marketing involvement (see text) of each of these firms. Provide rationale to support your answer.
Janos Gyarmati’s Paria la Viexa and an expanding empire: Provincial centers in the political economy of the Inka Empire proved that the Inca’s built an empire unlike another. From 1440 to 1532 A.D. the Inca Empire dominated the Americas. Known as “the fastest growing and largest territorial empire”(Gyarmati 37) of its time the Inca Empire left a mark with their complex, perpetual and innovative economic, road, and settlement system. The Inca’s were advanced for their time, however they lacked a system that would guarantee the survival of their kin. In order to strive, for the long-term, the Inca’s created provincial centers that would ensure their growth and economy for the generations to come. Provincial centers served as
The Inca quickly became a successful empire, a relative ethnic minority which controlled a diverse region of peoples. Conquered groups were allowed to maintain local chiefs, cultures, religion and language, bound together only through payments and work for the Inca. The mita (forced labor) system facilitated the lives of common laborers and recruited soldiers while vast tracts of roadways allowed for trade between the high and lowlands. The Inca accumulated great wealth, thus significant artistic and architectural achievements were made with textiles, metal working, and the practice of fitting stones together for building without the use of mortar. Many of these walls survive today. Although the Aymara attem...
The Aztec Empire stood for many years but never expanded much, only conquering small neighboring civilizations. The Aztec Empire was founded in the 6th century and didn’t fall until 1525. The Inca Civilization was a bit different. The Inca Civilization conquered as many lands that it could but quickly fell after just 100 years. In this essay I will be comparing the government, economics, and culture in the Aztec Civilizationand the Inca Empire.
The Inca Empire, the massive nation that extended 2,500 miles along the western coast of South America and had a population of over 7 million at its peak. It included all of what is now Ecuador and Peru and most of Chile. Known as “The Children of the Sun”, they excelled at craftsmanship, weaving, and culture (“Children of the Sun”). A very religious people, they worshiped the Sun as their supreme god and held religious festivals monthly to appease these gods. Although they did not value it aside from its beautiful appearance, the Inca Empire was home to millions of pounds of solid gold and silver. The Inca had no use for it except to use it to craft decorations and statues. In fact, an Inca citizen valued cloth more than they valued gold or silver. Their collapse would be brought about because of the Spanish invasion, a brutal civil war that weakened the empire, and deadly disease brought over from Europe.
The topic of birth control in public schools has attracted much support from the American public from surveyed statistics. For example, a 2006 Associated Press-Ipsos survey discovered that 67% of Americans support the provision of contraceptives to students. This study also determined that, “About as many - 62 percent - said they believe providing birth control reduces the number of teenage pregnancies” (Associated Press). Such a huge percentage suggests that Americans are very concerned about the increasing cases of teen pregnancies and would eagerly adopt any method that has a possibility of reducing this problem. In addition, the subjects in the poll indicated that they believe that contraception usage in schools has the potential of reducing teenage pregnancies. Many American people support the view points, that schools should offer contraceptives to students in schools. This can really help minimize...
Stem cell research has been around for some time, and many people have been cured from certain diseases because of it. Many scientists observe that embryonic stem cells are easier and flexible to use than adult stem cells Adult cells are diseased curable cells as well to a certain extent because they are taken from certain tissues that are already established in an area of the body. Stem cell research has long ways to go for scientists to be able to use them to cure all cancers, infectious diseases, and other health problems however stem cells are on the path of changing the world.
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...
Segmentation, targeting and positioning are the fundament of modern marketing (Proctor, 2002, p. 188, as cited in Harris and Schaefer, 2015).
For most ambitious companies in today's complex business environment, gaining competitive advantage and achieving expansion in capacity often requires internationalising operations and entering new markets with the goal of building a broader and more diversified customer base. However, internationalisation typically presents the problem of how to establish the company’s business or brand in a foreign market, considering the cultural and contextual differences in global markets (De Mooij, 1998). Due to the spread of globalisation and the convergence of markets and economies, it has been increasingly acknowledged that a broad range of products and services can potentially have a global appeal and generate considerable revenues across the world. As long as the marketing activities designed to promote products and services are tailored to suit respective markets in line with the prevailing cultural and environmental realities, there is every possibility of achieving commercial success (Kandampully and Duddy, 1999). Accordingly, global marketing requires a flexible framework or structure that enables companies to respond dynamically to observed differences in the respective markets in which they do business (Philip et al., 1994). This makes it possible to organize, plan, and control global marketing activities effectively and efficiently (Keegan, 1989). This report therefore focuses on the marketing activities of the furniture market, specifically on two leading international furniture manufacturing and retailing companies: IKEA and Ashley Furniture Industries, with a view to establishing the kinds of marketing activities they have adopted to establish their presence in specific countries.
Greed, ambition, and the possibility of self-gain are always constant in their efforts to influence people’s actions. In Julius Caesar, Marcus Brutus, a venerable politician, becomes a victim of the perpetual conflict between power-hungry politicians and ignorant commoners. He is a man of honor and good intentions who sacrifices his own happiness for the benefit of others. Unfortunately, his honor is strung into a fine balance between oblivion and belief and it is ultimately the cause of his downfall. His apparent obliviousness leads him to his grave as his merciful sparing of Mark Antony’s life, much like Julius Caesar’s ghost, comes back to haunt him. Overall, Brutus is an honest, sincere man who holds the lives of others in high regard while he himself acts as a servant to Rome.
"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 .
Marketing is one of the significant aspects, which is considered by every organisation for global expansion. It is important for the business to manage its marketing structure to promote the products to the new market. Moreover, the concept of marketing is vital as it is based on the targeted market and the type of the product to be promoted. In this regard, it is stated that, one of the marketing agencies has been requested by a global chocolate manufacturer to work with them for the launch of a chocolate bar. The chocolate manufactured by the company is dark in nature and is of good quality with 150gm of weight. The objective of the company is to launch the chocolate in South America for a prosperous venture. The target market for the dark chocolate is the ageing population over the age of 65 years. The aim of the company is to launch the chocolate bar in South America targeting at the over 65’s market (Cant & et. al., 2009).
The book “The 7 Habits of Highly Effective Teens” by Sean Covey he provides 7 habits to help you improve. They are separated into two parts called private and public victories or Personal and relationship bank accounts.