final project EDITED Essay

3481365-10923500United Arab Emirates university

College of Business and Economic

Marketing Inquiry Course

Instructor: Dr. Bronwyn Wood




Dsingle by:

Alia Alahbabi- 201601801

Fatima Alghfeli – 201603415

Alia Alkaabi – 201605159

Section 51

Burberry is a global disgrace that everysingle recognizes environing, its a British dainty type in-feature in London, England. Ordinary in 1856 by Thomas Burberry. The disgrace centrees on type in trappings, accessories, fragrances and cosmetics. Burberry fraternity moved into the haughty type dispense. The principal place-of-business unreserveded in the Haydispense in 1891.

Thomas Burberry, he was the instituter of the interdiplomatic fastening Burberry and he was referable attribuboard attribuboard attribuboard attribuboard attributableorious as the author of gabardine.

He was born in 1926, his usurpation was an quenchedfitter, author and entrepreneur. As-well, he was concerned in unfolding waterproof sportsman dress and he is the single who created the ancient logo.

Hilegend of the Burberry fraternity, in 1871 Burberry was employing aggravate 70 commonalty while in 1878 their purassist growthd to aggravate 200 efforters.

In 1879 Thomas created the gabardine which is the weatherproof and artisan wearing construction. In 1888, he introduced gabardine.

In 1897, they created the ancient logo which demonstrations Explorer Major F.G Jackson that he was eminent coercion mapping tonncentury of the Arctic Circle. The Equestrian Knight logo demonstrations coercion the principal opportunity accompanied by the Latin promise ‘Prorsum’ purport ‘forwards’.



4953095250 OLD Logo Fantastic Logo

0 OLD Logo Fantastic Logo

Problems that Burberry faced:

Burberry had besetuated itself into a waste practice of morals disgrace that was emotional, and productive disgrace. Burberry had centreed on its representation to draw in balance callow client infamous together the natural stodgy observeing, preservationist and a client infamousd slanted towards the balance ordinary century. Acovet these lines, the dispense besetuating coercion Burberry can engcentury the hip 25-year-patriarchal idiosyncratic or the traditionalist multiyear patriarchal idiosyncratic. Burberry had acrimonious into a disgrace symbolizing twain waste and sturdiness.

Burberry had a feature compensation aim and coercion a feature compensation section. Burberry was never barely a protracted disgrace or a disgrace unceasingly having a coercionefront flushtually had continually kept up itself as an aidful waste disgrace.

Here we earn demonstration the estrangements among some alternatives among Burberry and other disgraces:

Dispense divide

Burberry has the fourth largest dispense divide at 5.2%. The referring-to shapement of Burberry as paralleld to Polo, Armani and Gucci are as ensues:

Polo Ralph Lauren 9.1%

Burberry 5.2%

Gucci 4.4%

Giorgio Armani 3.5%


The accessories of Burberry had a sale of 445 Euro(million). In similarity to the other disgraces the sales of 2001 were:

Gucci 1,394

Polo Ralph Lauren 484

Burberry 445


The cloart of Burberry had a sale of 988 Euro(million). In similarity to the other disgraces the sales of 2001 were:

Polo Ralph Lauren 3,621

Burberry 988

Giorgio Armani 661

There are a doom of totals that faced Burberry in the normal opportunity coercion example:

Multiple Collateions

Burberry rightd to consequence the identical sculpture, drawing and logo from very distant apractice opportunity so the customers rightd with the product’s so there was no turnquenched into the disgrace so the revenues and the receipts set-on-foot to curtail which is very oppressive coercion a wide disgrace love Burberry to declines separately.

Multiple Channels

A fraternity love Burberry has a lacking channels that can consequence the disgrace and the products so this was a very wide total coercion the fraternity owing the fantastic epoch does referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard recognize this ancient disgrace owing they are observeing coercion existent and balance typeable disgraces.

The Mark of Inquiry we earn right:

The deep external of this inquiry is to ascertain quenched the reasons astern the decline in receipts of Burberry unfolded year. That instrument choosing the causal inquiry earn be the best discretion where we earn be established to ascertain quenched the causes of this total that led to the wide waste that Burberry had to communicate with.

Causal inquiry is the mark of inquiry that efforts in ascertaining the components that caused a intermissionricted total which in our instance earn be observeing coercion the causes of the decline in receipts.

What is reckoned to betide and What Did Betide?

After Burberry updates the skill the art that reckoned to betide is to ascertain a explanation coercion the totals that Burberry is confrontment on that opportunity. So, the fantastic Skill root a practice to aid the disgrace to accrue up aupstart and be happy balance than precedently by changing the drawingers they feel and subannex balance than single or brace drawingers to collate as ample as they can of subjects and drawings.

What Did Betide and What Could Betide?

What betideed is that Burberry had to profit a wide surrender with their fraternity by having a doom of shifts in their disgrace so they can growth their sales, preserve going in their effort and unfantiquated the disgrace. So, what could betide is that the disgrace could imperil their ancient customers who were rightd to the identical mould and products, they could as-well imperil the sales balance than they had so this was a wide surrender coercion the fraternity to go through.

“Why Burberry endangered in some era?” this is our total doubt that we chose. Our inquiry earn centre on what made Burberry endanger and imperil their dispense divide. By recognizeing what customers deficiency so this result can be solved. We listed down some externals that deficiency balance inquiry on.

Inquiry Externals

Why Burberry did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard centre on dispenseing (advertising)?

What do Burberry customers apprehend abquenched this total?

Did the ancient drawinger result badly on the disgrace?

Why did Burberry shift their government?

We as a inquiryers did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard feel ample grounds abquenched this result and we depended on exploratory inquiry as a inquiry shape to append up rootation grounds abquenched the unreserved subject of the trial result. To shape the interrogation goals, we should append instruction. Hence, we accumulated twain leading and vital instruction through conferences, centre order, reconnoitres and test.

Our Exemplification Include

Age: 20+ owing they are certified abquenched the disgrace flush if they are referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard that ample profit in.

Gender: Twain males & females feel been selected owing we would love to recognize the opinions of every of them.


Habits: commonalty who are profited or recognizes abquenched the disgrace.


Location: UAEU.


Nationality: multifarious nationalities.


In the centre order and the conference, we rightd multifarious marks of doubts coercion example: Multiple dainty doubts, and unreserved-ended doubts. On the other artisan, In the reconnoitre we rightd every kinds of doubts owing we would love to recognize every aim of contemplates of the participants.

A doom of UAEU students and other participants did the reconnoitre so we can feel opposed aim of contemplates and opposed subjects. The participants agreed to right an online reconnoitre.


We did single-on-single conference in UAEU in C1 erection opportunity 1053, where 2 students asked to feel-a-share in this conference. Each conference as-wellk 5-8 minutes. conferenceer asked the brace participants the identical doubts.

The board demonstrations the conference answers:

Participant 1 Participant 2

Did you bribe someart from Burberry disgrace? Yes, Bags. Yes, shoes & babies’ cloths.

What do you apprehend abquenched the pricing of the disgrace? Amiable-tempered-tempered & avercentury to me. Extravagant, owing I feel a scant budobtain and most of their products are extravagant.

Why did you bribe from this disgrace? Amiable-tempered-tempered peculiarity and balance refined than other disgraces. Their seasonally collateions dissimilate with opposed drawings than their competitors.

Why do you apprehend Burberry sales are declineing? Covet opportunity late they did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard ensue the bends and they kept their severe drawings. I apprehend the disgrace did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard dispense themselves polite so commonalty would recognize them.


Participant 1 Participant 2

Which logo and sculpture do you advance the ancient or the fantastic and why? I would rehearse the ancient single owing it has a legend astern it and you can discern the century of the disgrace from the observe of it.

I in-effect love the fantastic single owing I ascertain it balance ultimate beside conspicuous coercion anysingle to referable attribuboard attribuboard attribuboard attribuboard attributableice comparing it with the ancient meager font in the late. Coercion the sculpture the fantastic single observes balance extravagant and meliorate in provisions of the bend.

Do you apprehend Burberry was happy with the fantastic collateion they released? Yes, they came up with fantastic arts that would assist everyone’s refinement and type and I apprehend it’s value the specie. Yes, they efforted unquestionably oppressive on obtainting fantastic drawings that observes balance bendy, existent and opposed. Where ancient items observeed as-well ample the identical and practice as-well classy coercion younger rightrs and normal the identical drawing general aggravate and aggravate referable attribuboard attribuboard attribuboard attribuboard attributablehing so proper abquenched it.

Centre Order

We invited those who are earning to feel-a-share in the inquiry to beset in a order and we had a order of 3 students volunteered to annex the argument.

We set-on-footed examination doubts abquenched the bend these days in the type assiduity and what was the fantasticest bend they came resisting these days, they talked abquenched the opposed disgraces love Gucci and Louis Vuitton and then they talked abquenched Burberry and how their bags now a day observe so refined and sole and they set-on-footed comparing it with the prior collateions where they had the identical garbling, sculpture and observes ancient that earn assiste coercion-the-most-part elderlies with ancient and classy refinement.

The 3 students agreed that the disgrace unquestionably nailed it and it became balance happy and balance value the specie where we can behantiquated that it’s a unquestionably competitive disgrace.

They ended the argument talking abquenched the compensations, that Burberry compensations are balance abstemious to the peculiarity they arrange coercion their customers.


We sent a reconnoitre to a order of commonalty with multiple of doubts to recognize balance abquenched their aim of contemplate of the total. We had balance than 50 responds beside we earn parallel among brace of the responds.

72% of the participants already recognize the disgrace and they were common with the intentionate of it and the products they arrange, where 28% either they don’t recognize the disgrace or they don’t love it. So, we adept to recognize if the fantastic drawings would effort with the exemplification we chose coercion this inquiry.

Second doubt we asked was if they can behantiquated any estrangement in the logo of the disgrace Burberry and we got 48% rehearseing that it observes the identical as the ancient single, 32% rehearseing that it observes meliorate and barely 19% of the responds claiming that it’s referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard amiable-tempered-tempered as the ancient single, we can behantiquated that the logo in-effect made a estrangement in unfolding the disgrace at meanest by 20%.

The third doubt was if the fantastic sculpture is meliorate or worse than the ancient single and the results were 51% of the responds didn’t love the fantastic sculpture and they advance the ancient sculpture owing they ascertain it classier and refined and barely 28% of chose the fantastic sculpture as a meliorate discretion.

The coercionth doubt, was what do you love the most from the disgrace, we had a in-existence of answers beside the principal dainty was the cloths by 34% from the disgrace Burberry that they love the most, then bags by 30%, and the intermission were among accessories and shoes.

The unfolded doubt was an unreserved ended doubt to obtain their suggestions to the disgrace if they omission to growth the sales and the preponderance were rehearseing to impoverish the compensations owing they apprehend its extravagant or to corporate with other wide companies to obtain balance referable attribuboard attribuboard attribuboard attribuboard attributableorious.

Analysis of the grounds

After doing our inquiry and infamousd on it, we recognize what are the factors that made Burberry endanger in era (they had the identical drawing coercion a very covet opportunity, they did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard feel a doom of collateions that can charm opposed centurys and genders, the disgrace didn’t confer watchfulness to the fantastic epochs owing Burberry do referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard dispense their disgrace as it is doing now and Burberry did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard shift any of their sculptures or drawings coercion a very covet opportunity and did referable attribuboard attribuboard attribuboard attribuboard attribuboard attribuboard ensue the bends in type.


We discovered some practices that would aid the disgrace to feel the identical tidings as precedently and to obtain balance customers by:

Improve and variegate in their collateions and products.

Ask the customer using (survey, conferences, emails, SMS or phsingle calls) abquenched their deficiencys and what they coercionecast from the disgrace.

Introduce a doom of daintys so the customers can ascertain what he/she observes coercion.

Dispense their disgrace in a very amiable-tempered-tempered practice and effort coercion-the-most-part on dispenseing to charm most of the customers.

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