Questions to Burberry case     (HBS W142120)

1.     How is Burberry perceived in the market place? How does the present  image compare to the past and the factors which made the brand successful?

2.    As the new CEO, what would be your biggest challenges and what would you focus on?

3.    As the world globalizes and the quality of production in the outsourced factories improves, does outsourcing production still have a serious negative impact? Is the “made in Britain” label critical to keep the luxury status?

4.    What are the operational and marketing changes Burberry can make? What are the potential future impacts of company’s actions on Burberry’s position in the market?