Burberry Case Study

Companies have an obligation to protect their customer’s information, which goes beyond that of complying with state and federal regulations. If the company loses the trust of their customers, they risk the chance of damaging

Teleconferencing will be used to the maximum extent possible to communicate to stakeholders in out of town locations. This will help to reduce the amount of travel required and provide for an effective method of communication.

The case study Preserve the Luxury or Extend the Brand presents a fictional dilemma, based on a real company, faced by Chateau de Vallois, a prestigious and famous wine-producing estate in the Bordeaux region of France. De Vallois is a family owned and run business; part owners are Gaspard de Sauveterre - a 75-year old majority owner, and equal partial owners: Francois de Sauveterre – Gaspard’s son and the chateau’s CEO , and Claire de Valhubert – Garspard’s granddaughter. De Vallois had fallen into a slow decline under its previous owner, but Gaspard along with Jean-Paul Oudineaux, his estate manager, had restored the chateau and since then de Vallois had been steadily profitable

Price is an important factor in Burberry as price affects the value that costumers perceive they get from buying a product (Jobber & Ellis-Chadwick, 2012). Burberry uses competitive pricing similar to its competitors which produces a psychological effect on Burberry customers (Jacobson, n.d). If Burberry for example lowered its price dramatically then customers may believe the quality has decreased and may presume it’s not worthy to be named a luxury brand. However by being expensive it suggest better quality and desire to sustain its customers as well as making there products seem exclusive.

Moreover, now days using information system is not as walking as in the park, it has many new security treats that the company might lose their confidential data, financial and personal information.

While all of these technologies have enabled exciting changes and opportunities for businesses, they have also created a unique set of challenges for business managers. Chief among all concerns about technology is the issue of information security. It seems to be almost a weekly occurrence to see a news article about yet another breach of security and loss of sensitive data. Many people will remember high profile data breaches from companies such as T.J Maxx, Boston Market, Sports Authority, and OfficeMax. In the case of T.J. Maxx, a data breach resulted in the loss of more than 45 million credit and debit card numbers. In many of these incidents, the root cause is a lack of adequate security practices within the company. The same technologies that enable managers can also be used against them. Because of this, businesses must take appropriate steps to ensure their data remains secure and their communications remain

We have direct approach, dumpster diving, spying and eavesdropping, technical expert, support staff and the voice of authority (Gulati, p.3). The direct approach involves carelessness in security issues, which is when an employee forgets their pass card in a building and an attacker gets access to the pass card. For an intruder, this is the first step in access information (Gulati, p.3). Physical access to a company provides a good platform for hacking. On the other hand, dumpster diving is the disposing items of that the company deemed outdated or out of use, which contains personal identification information it becomes easy for a perpetrator to access that information. The information of the thrash items may include the policy and procedures of a company and the hacker may use this information in order to convince the victim about his/her authority or authenticity (Gulati, p.5). Spying and eavesdropping involves getting access to ID and passwords through observations or eavesdropping. The contact details may be accessed through written documents, phone call and observing a user

The concern about privacy on the Internet is increasingly becoming an issue of international dispute. ?Citizens are becoming concerned that the most intimate details of their daily lives are being monitored, searched and recorded.? (www.britannica.com) 81% of Net users are concerned about threats to their privacy while online. The greatest threat to privacy comes from the construction of e-commerce alone, and not from state agents. E-commerce is structured on the copy and trade of intimate personal information and therefore, a threat to privacy on the Internet.

It’s essential that companies or businesses today listen to their customers. No company or business today can afford to disregard the importance of customer satisfaction and loyalty. Aren’t they the same thing? No, they are absolutely not and they are enormously

Today’s organizations fail to realize the value of their customers when it comes to the success of their business. Without customer loyalty the success of your business will always be uncertain. Organizations must sensitively tailor the designs of a successful firm to the particular challenges of understanding, attracting, and keeping valuable customers. “Having satisfied customers just aren’t good enough”. Kenneth Blanchard and Sheldon Bowles, co-authors of Raving Fans, believe this concept is needed to have a successful business. I agree with this concept of customers being the focal point of any business. I would want more than just a satisfied customer; I want a “Raving Fan”.

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

In the last decade it’s amazing how technology has advanced over the years and will continue to advance for many years to come. Every year there is a new cell phone from Apple or Samsung, with new features that make our lives more convenient. From faster software to higher picture quality and so on. I am unable to recall the last time I used a camera to take pictures or went to the bank to deposit a check. Technology advances every day and many can’t wait to see what’s next to come. But with new technology comes greater risk for violations of privacy. In the following research paper I will discuss the types of security breaches and the cost associated with these breaches that businesses around the world face on a daily basis.

Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.

Her transformation of Burberry had become a text book example of how to transform a business that other luxury brands are sometimes said to be “doing a Burberry” (Financial Times 2004). In 2005 Angela Ahrendts, replaced Bravo as Chief Executive who made changes to Burberry product line by making checks more stable and by focusing more on higher-margin products like handbags and perfumes (Friedman 2011).

Almost all kind of large and small organizations might face increasing number of attacks into their network or intellectual property. This may lead to data disclosure, data destruction, and damage of organization’s reputation. There are numerous threats in the cyber space which might be capable of stealing, destroying or making use of out sensitive data for financial and non-financial gains. As the amount of computer, mobile and internet users increases, so does the number of exploiters.