This report provides an in-depth examination of Burberry’s distribution strategy in China and the United Kingdom, analyzing key differences in these markets through a SWOT analysis and positioning map. The research explores retail performance, consumer characteristics, points of sale, demographic analysis, product mix, customer experience, and visual merchandising in both regions. The report concludes with strategic recommendations and conclusions based on findings.
Primary research methods include surveys, focus groups, webinars, and in-store interviews, while secondary research utilizes websites, articles, magazines, WGSN, and SimilarWeb.
SKILLS APPLIED: Comparative market and distribution strategy analysis, consumer demographic analysis, strategic retail planning, data collection and primary research strategic problem solving.
Duration: October 2024- December-2024.
Project type: Individual Project.
Objective: The objective of this project was to conduct a comprehensive analysis of Burberry’s distribution strategy in both China and the United Kingdom. This included examining the brand’s retail performance, consumer behavior, points of sale, demographic characteristics, product mix, customer experience, and visual merchandising in these two key markets. The goal was to identify key differences and propose strategic recommendations to optimize Burberry’s distribution and marketing efforts across these regions.
Challenges Faced:
How I Overcame Them:
Result: The report successfully identified critical differences between Burberry’s UK and China distribution strategies. The recommendations, such as expanding into China’s tier 2 and lower-tier cities and improving customer engagement strategies in the UK, provided actionable insights for enhancing the brand’s distribution efficiency and market penetration. The project highlighted key areas for optimization, helping to align Burberry’s global objectives with the local demands of each market. Result: The report successfully identified critical differences between Burberry’s UK and China distribution strategies. The recommendations, such as expanding into China’s tier 2 and lower-tier cities and improving customer engagement strategies in the UK, provided actionable insights for enhancing the brand’s distribution efficiency and market penetration. The project highlighted key areas for optimization, helping to align Burberry’s global objectives with the local demands of each market.