Task 2 - Minor Assignment – Individual Assessment – 35% CASE STUDY ANALYSIS EXERCISE 2000 words - Burberry: Creating a Global Luxury Brand ‘How I did it.....Burberry’s CEO on Turning an Ageing British Icon into a Global Luxury Brand’ by Angela Ahrendts Utilising the ‘historic’ Ahrendts case study provided and your own research you will be required discuss the following: 1. Identify and discuss the strategic issues that caused Burberry’s problems in the past. 2. Describe Burberry’s recovery plan and its implementation. 3. It has now been some time since Burberry launched their new retail strategy. What retail strategies have Burberry implemented since the case study was written to maintain and grow the iconic international fashion retail brand and ensure it remains relevant to today’s consumer? Notes: Do not just regurgitate the information you have been given in the case study you need to explain it to show your understanding. Further research beyond the case study will be required in order to successfully complete question 3. Report Format (soft copy only) Title Page Table of Contents Introduction Strategic Issues Recovery Plan Recent Strategies Implemented Conclusion Reference List (Harvard style) Appendices (as required) (NB: don’t forget to include your Name and Student Number on the Title page) Research Required: You will need to utilise current articles and reports to complete this task successfully and illustrate the key retailing concepts. (NB: your comments need to be justified with research and referenced accordingly) Acknowledgment of your of your research references must be cited within the report and listed in your Reference List using the Harvard Referencing System. Plagiarism is taken seriously and you may be penalised for not referencing correctly. IMPORTANT: Focus more on: (More words on it) -Strategic Issues -Recovery Plan -Recent Strategies Implemented

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