Burberry The Well Known Luxurious Brand Marketing Essay

Burberry The Well Known Luxurious Brand Marketing Essay Burberry, the well-known luxurious brand, comes from England. It has existed since 1856, and was originally made by Thomas Burberry, of London. Currently, Burberry is an international brand and their multiple shops are located all over the world. The main office of the company is in London. Burberry was famous for the exquisite coats of its original time; however, nowadays Burberry sells coats, accessories, perfume, glasses (Burberry, 2010) Burberrys logo (HaiBao, 2010) 1.1.2 Prada Next, Prada is also a luxurious brand from Italy since 1913. Additionally, it started with the high-class leather by Mario Prada. The products of Prada are concerned modern style and trends. Not only the quality of Prada, but also the performance of modernistic art. Prada has been famous, over 100 years due to its handbags. (Prada, 2010) PRADA logo (2010, soutuzi) 1.2 Theory 1.2.1 Market segmentation According to Hall et al (2008), market segmentation is how a Business divides the features-such as geographically, demographically and behaviorally into sub-groups and how it attracts different types of consumers. 1.2.2 Marketing mix Hall et al (2008) reports that market mix also called four ps-products, price, place and promotion. It is the factors of the market that related to the firms strategy. 1.3Aims The goal of this report is to analyze the market segments as well as the market mix of Burberry and Prada. After that, Burberry is more affordable than Prada. Finally, it includes the recommendation. 2. Findings Discussion 2.1 Segmentation First, Burberry is divided into three sections; there are Burberry London, Burberry Bailey and Thomas Burberry. Since 1997, the new director came to Burberry. Therefore, it also had changed the style of Burberry, which provides the products to the elders, soldiers and the royal members; and it faces the wider customs from all over the world (Burberry, 2010). It could say the demographically of Burberry is all of the youth and the elders. Additionally, according to the Haibao, Burberry established the series called Thomas Burberry. It is suitable for the younger; however, as compare to the Burberry London or Burberry Bailey, T.B is more popular with consumers, because of the lower price and the younger styles. Another strategy of Burberry is geographical region. As for the market shares, Burberry is devoted in the Asian area and the United States. Burberry (Burberry, 2010) announced Sales all over the world is increased by 25% totally, and China takes up 15%, although the main area is still in the Europe. For instance, in 2009, Burberry set a multiple shop in Beijing. Actually, Burberry only chooses the place that has the most shoppers, especially the wealthy. Therefore, the majority of geographical regions are the large cities, such as Beijing, Shanghai in China. It is to say that the different areas citizens have different lifestyle and atheistic standards. Regions (2010) Following the findings above, everybody can know about the segmentation of Burberry. For example, Burberry targets young women, men and children. The measure of this segment is age and gender. As comparison, Pradas marketing segmentations is geographical, demographical and psychological. It is reported by Haibao that the majority of handbags are for mature women and the suits for successful men (2010). The age of consumers is apt to be older. Amount of consumer is high-class. Prada insists in Less is more (Prada, 2010). The fashion company aims at the youth, which can get high salary. Prada is a familistic brand all the time. Miuccia Prada and her husband, Patrizio Bertelli considered that they would do the vendition in Hong Kong firstly. According to Tammy (2010), one of the managers in Prada stated the company would choose Milan, London and New York in time. In China, Prada (Prada, 2010) located in Tianjin, Beijing, Shanghai, Xian, Dalian, Shenzhen and Guangzhou. 2.2 Marketing Mix 2.2.1 Products Burberry produces the products, which includes coats, women, men, womens accessories, bags, shoes, scarves, gifts, beauty, children and perfume. Burberrys new managerManley (Manley, 2010) announced that Manley previously looked after all communications aspects across traditional and new channel such as new stars and Internet service (Manley, 2010).In current, Haibao reports that Burberry shows that the series of Winter Storms and the majority of consumer are lovers. Additionally, accessorization, such as scarves, handbags and umbrella also belong to this theme. Winter Storms (2010) Originally, its market served Italy. Nevertheless, Mario Prada changed the materials into the special one nylon, to made bags. Nowadays, Prada includes clothing, underwear, accessories, handbags and oxides items (Prada, 2010). In 2010, Prada (Prada, 2010) forecasts the little gifts for Christmas Day. Accessories of Prada, for Christmas (Haibao, 2010) 2.2.2 Price Burberry sets a high level for the price of its product, Especially Burberry London (Burberry, 2010). However, Thomas Burberry sets a lower price for the mid-class youths. It seems that the price is divided by different level, such as Thomas Burberry is affordable for Burberry London. Certainly, two parts of Burberry-Burberry London and Burberry Baily is sold at a high price, it is to say that Thomas Burberry is approached to consumers. In a word, high-class of the society could be offered these expensive products (Burberry, 2010). Thus, it is obvious that China is a large market for Burberry. Burberry-bags-wallets-and-purses (2010) Pradas prices are similar to Burberry. Skimming is the first position of its strategies. Price of Prada (2010) raffaello-network 2.2.3 Promotion It is essential that a business promotes to attract customers. According to Burberry (2010), Burberry Foundation could give opportunities to make teenagers dreams come true. Therefore, the reputation of Burberry is great. Hence, there is great public relation that Burberry has done. Christopher Bailey, who is the highest manager of Burberry (Luxurious, 2009), with famous Chinese actor-ZhangMan yu, which celebrated the new store built in Beijing. Both of the companies use super stars or super model to display their products to attract consumers. Prada (Prada, 2010) predicts the advertising in 2011 will invite Mariacarla Boscono, Arizona Muse, Kinga Razjak, Zuzanna Bijoch, and Tati Cotliar show the new fashion. Prada in 2011 2.2.4 Place All of the channels of selling in Burberry is increased. Especially, the agency in China goes up and makes considerable profits for Burberry. Revenue by channel of distribution (2010) Amy and Pink (2006) reported the Internet has really changed the way that Prada sells. Wholesale of Pradas handbags are commonplace on the Internet, It is can make consumers buy very first Prada handbags. While Prada will never be considered cheap, the Wholesale Prada handbags offered on the Internet are generally a lot more affordable than the retail stores (Amy Pink, 2006). 2.3 Comparison Turning the topic into the comparison of Burberry and Prada, the traditional marketing mix is about 4ps, which are products, price, place and promotion. Certainly, it includes the unique selling point. First, the unique selling point of Burberry is their coats. However, Prada is famous for their handbags. Products, that Burberry has Perfume, clothing, underwear, accessories, perfume and glasses. Prada has no underwear all the time and Prada notice the familism but Burberry does not. Next, the place seldom has differences between two companies, because both of them are luxurious brand, the companies choose the developed cities to set their multiple shops. Nevertheless, Prada has greater chains of store in China. Therefore, Burberrys marketing share looks like more than Prada. Finally, the place for these two brands is obvious that Prada has more stores in China than Burberry. Moreover, Burberrys place is much better than Prada, because of multi-channel. For promotion, Burberry chooses Zhangmanyu to celebrate the new store and to find some famous, young, modules to represent the products. However, Prada just rely on the Weekly Milan to display their new product, although, Prada choose represents like John Varvators to show the products. After that, due to the luxury, Burberry is royal brand in the United Kingdom, so the price is high. However, there is Thomas Burberry has lower price. All the Pradas series are setting high price (Prada Burberry, 2010). 3. Recommendation In summary, the advantages of Burberry and Prada are the skimming strategy, because it can make more profits. Both of them are known that producing attractions to allure customers, the promotion of Burberry is more attractive than Prada because Burberry likes selecting famous stars to represent the products. However, the disadvantage of these two companies is the price is too high although the cost is high as well. Nevertheless, the marketing share cannot be high. Especially, Prada has no series that sets lower price for citizens, Burberry has Thomas Burberry to connect more consumers at least. Moreover, their multiple shops are located in the big cities, but medium-class cities cannot buy their products from local stores. The suggestion for Burberry is the selling place can be wide, particularly the cheaper Thomas Burberry.(Burberry,2010) As for Prada, the promotion is not enough, though, the words of mouth is popular. Moreover, all of the products and price of Prada is similar. It is hide that ignores medium consumer, so try to divide into more series for consumers could be improved. 4. Conclusion There are all the recent surveys for the Marketing Segmentations and Marketing Mix of Burberry and Prada, the pricy products, widely promotion and prosperous places could make these two companies develop preferable.

Asian-Americans and their Progress towards Essay

During the many years of the continuous immigration of various nationalities in the United States, it could be noted that many immigrants have already absorbed the culture that Americans have. One of the many ethnicities which had migrated in the United States is the Asians. In the current society of the United States it is known that these groups of people are one of the many ethnic minorities that is housed by the United States. In fact, many of the families of the past migrants have now stayed in the United States had had lived their lives similar to full blooded Americans. However, although most of these immigrants have already acquired all the culture, the language and life style of the Americans it is still not enough for the society that they would be called Americans. On the other hand, the Asian-Americans like other ethnic minorities in the United States are somewhat confused to on the proper identity that they must maintain. One of the main examples of the uncertainty is the Asian-American popular culture which presents evidences regarding such group in the society. In the current popular culture, it is noticeable the many of Asian-Americans had been inclined with certain identity which could be very noticeable in the choices of their consuming behavior. In addition, personal choices such of the music, clothing style and etc. In the written work of Min Zhou and Jennifer Lee (2004), they have clearly stated that the Asian-American youth is directly seen by the American culture as not fitting to the popular images which are most associated with the current popular culture. Such popular cultures that are being discussed were being rap artists, skin heads, punks and the likes. For the longest time, Asian-Americans are seen as stereotypically geek who only focuses directly on their studies instead of being socially active. (Zhou & Lee, p. 1, 2004). Many of the Asian-Americans are obviously shying away from these concepts of being geeks and nerds. Instead, they follow the popular culture and act similarly to the demands of the American society. First and foremost, we could see that many of the Asian-American youth are more inclined to look like a gangster rather than a typical Asian-American. In many television shows and advertisements, there are numerous Asians who steps away from the light that they are individuals who are very serious in being successful that they study very well. Due to the very advanced technological innovations that we have such that of YouTube people could truly see that Asian-Americans are truly absorbing and creating new a type of culture when it comes to music. One of the best examples is David Choi who is known to be a Korean-American. Choi is singer, songwriter and guitarist on his own channel in YouTube. As noticed, Choi is very far from the typical stereotype of Asian who shies away from the crowd. After attaining success and massive support from different individuals he was able to have his own album. Instead of being the stereotypical Asian-American, he proclaims and continuously re-invents his music to suit his fans and the current trend in the society. In the film industry there had been few individuals who are known to be popular in the United States due to the certain film which they have done. One of the most famous Asian-American is Lucy Lui who played one of the Charlie’s Angels. In the movies, it is not often that an Asian-American plays a â€Å"kick-ass† role and presents her self as a strong assertive woman. In the stereotypical eyes of most Americans, Asian-Americans are simple and mostly quiet and demure because this is how they are culturally trained. However, due to such character played by Lui, the concept of how and what a woman should be (through an Asian context) is changed. With such, the Americanization of the Asian woman is clearly seen through the portrayal made by Lui. (â€Å"Is Lucy Liu a Heroine or a Curse? †) In terms of music, an article was written regarding the sudden boom of the Asian-American artists in the music industry. In the article, the author stated that various American-Asian artists are suddenly emerging into the music scene within in various localities in the United States. Most of the tunes that these musicians and artists play are mostly western music when do hip-hop and R&B, as well as a DJ in various clubs. Such artists were Yellow Peril, Seoul Brothers, Mountain Brothers, and a lot more. These artists are said to have gained significant success and a symbolic presence of the developments of the Asian-Americans (Wang, 1998). Therefore, Asian-Americans were already able to join the band wagon of having the same musical preference as the Americans. In addition, they are not only listening to type of music Americans hear but also imitating or innovating towards a new genre of music. In the most current popular culture many Asians are excelling in the freestyle dancing, break dancing and etc. (Tseng, 1998) From the lessons that we have taken, it is known that through consumption and consumerism that the factors of living is defined. From my own personal point of view, I do believe that consumption is a cultural issue that must be deeply studied due to the various concepts attached such as social class, cultural norms and etc. Cultural consumption is also affected by advertising as well as the culture of being brand conscious rather than quality conscious. I have stated this due to my personal experiences as a consumer. As I have observed in the super markets most of the time people spend so much time in thinking on what type of brand they would buy. Just last week I needed to do my grocery when I saw a Filipino woman and her son in the cereals and oats lane. She meticulously surfs for the proper brand of cereals while her son stated that â€Å"Mom, why are we staying too long in this section? We don’t really eat cereals for breakfast. I want rice. † Then the mother replied, â€Å"No darling, rice is too heavy for you, studies say that it could cause diabetes. And your playmates eat cereals every morning so you should also eat cereal. † Being in a class that studies such concept of culture, I was amazed on how real the concept of Americanization is. I do know that most Filipinos prefer rice for breakfast because it is a custom meal for them everyday. But through my first hand experience, I did see that people who are not Americans are in need to attain cultural citizenship in order for them to be accepted. Although I do believe that Asians are accepted in the American society, the acceptance is not as whole in comparison to being a white American. In a sense, the mother who was with her child in the grocery would want her son to be culturally American that she is shifting the norms which her son know in order for him to be suitable in the American society. Just like the story presented in â€Å"Consumption Fantasies of Upward Mobility,† Richard wanted to move away from the typical concepts of Asians. Therefore, Richard wanted to be a professional who is likely to be the choice of a typical American who works inside the office. In addition, there is a concept of attaining the â€Å"American Dream in which most important thing for Asian-Americans. Moreover, due to the desire to attain such, they also want to be treated like Americans. As a result, they act and absorb the American culture and norms which they believe will grant them cultural citizenship (Hee Park, p. 112, 2005). In conclusion, the current Asian-American culture is still in the process of attaining acceptance in the American society. In addition, they want to change the stereotypical concept that most of them are geeks and losers thus, the Asian-American community is shifting towards a much western culture. The community is not only doing such in order to be within the trend of the popular culture but also to be accepted and not discriminated by others. In terms of consumption, it is real that it is one of the factors which could justify the Americanization of an individual not only Asian-Americans. Through decision making and choosing what type of product must be used is obviously dictated by the society around them. In addition, professional choice is also an aspect the shows that Asians are Americanized or desires cultural citizenship. Like one of the most famous saying stated: â€Å"If you can’t beat them, join them. † Reference Is Lucy Liu a Heroine or a Curse?. GoldSea . Retrieved 9 December 2008 from http://www. goldsea. com/Air/Issues/Liu/liu. html. Lee, J. and Zhou, M. (2004). Asian American Youth.United States of America: Routledge Publishing. Sun-Hee Park, L. (2005). Consuming Citizenship. United States of America: Stanford University Press. Tseng, J. (1998). Asian American Rap: Expression Through Alternate Forms. Model Minority. Retrieved 9 December 2008 from http://www. modelminority. com/article128. html. Wang, O. (1998). Asian Americans and hip-hop. Asian Week. Retrieved 9 December 2008 from http://asianweek. com/111298/coverstory. html. David Choi : http://www. youtube. com/user/davidchoimusic? ob=4

Crosby Manufacturing Corporation Case Study

AbstractNext to first-hand experience, case studies are one of the best ways to learn project management skills. In The Crosby Manufacturing Corporation case study, Harold Kerzner reports on the executive-level exchange between the company president and other department heads regarding a new Management Cost and Control System (Kerzner, 2009). This paper will give a synopsis of the case, analyze the case study communications issues and risks, and evaluate Livingston’s selection of a project manager. It will also discuss the possible reactions from the employees, the impact on the cost and time on the project as well as which constraints ultimately compromised the success of project.Crosby Manufacturing Corporation Synopsis of the CaseThe Crosby Manufacturing Corporation case study details a discussion between the organization’s executive officers over their plans to implement a new Management Cost and Control System (MCCS) (Kerzner, 2009). The president, Wilfred Livingst on, has successfully reorganized the company into a more efficient matrix organization over the previous three years and seeks to implement the new MCCS so the company can compete on new government contracts. Crosby’s existing MCCS falls short of government reporting and auditing requirements. At the beginning of the meeting, Livingston lays out the case for the new MCCS.The Management Information System (MIS) manager initially responds with a plan to perform a feasibility study with a detailed requirements analysis. The Engineering manager responds with a schedule and proposed vendor evaluation metrics. He suggested starting software development immediately. Livingston closes the discussion by assigning a project manager from another group and, after committing his support to the project, lays out a list of project planning items he wants to see the following week (Kerzner, 2009). Due to miscommunication,  Livingston’s plans cause potential risk to the projectâ€⠄¢s success.Evaluation of Livingston’s Choice of a Project ManagerThe President of the corporation had the right to decide on a project manager by employing an individual that would off the necessary services needed by the government agency to complete the job. Mr. Livingston gave the management staff an opportunity to come up with the proper approach but they were unable to. In line with the project objectives, they will fail to come up with the right milestones, detailed schedules, and design review meetings and feedback necessary from the management staff. As the leader of an organization, you have to be able to choose individuals as leaders that will be able to perform the task efficiently and effectively with the corporation’s best interest in mind. Was his choice a mistake?Yes, I think that this was a major mistake in appointing Mr. Emary as the project manager because he had little experience in such a major task and something that the company was depending on h eavily. Though Mr. Emary was an outstanding planner and got the job done, this was not one of those times when you need someone with little experience leading such a major project and to make the statement that Mr. Emary had less knowledgeable then other on the project did not do much to console the employees of his competence on completing the task.Reaction of the Functional EmployeesThe reactions from the functional employees in response to the appointment of Emary as the project manager had to be shocking. They probably had my questions and concerns about the potential success of the project and its completion under the supervision of Emary. Even if Mr. Livingston had confidence in his abilities, that said nothing about his ability to lay out the necessary and detailed schedule needed for the project completion or even know what resources were needed to be successful.Impact of Cost and Time RestraintsThe three constraints of project management will almost always be competing with each other. If a team decides to enlarge the scope of a project, the time will become larger as well, along with the cost. If the time  constraint is tighter, the scope may be reduced, but the costs will remain high. If the team should decide to tighten the budget, the scope will become smaller but the time will increase. To become skilled in project management, the project manager and their team must be capable of dealing with these constraints in a way that will allow them to successfully complete any project that they plan. This will have an impact on the kind networking techniques used and project schedules. Changes in projected costs to actual costs will in most instances stretch the length of time it takes to complete projects and at the same time determine the kinds of techniques to be employed.Constraints that could Compromise Project SuccessAlthough there are many project constraints, these should not be barriers for successful project execution and for the effective dec ision-making. The main three interdependent constraints for every project are time, cost, and scope. Quality is not a part of the project management triangle, but it is the ultimate objective of every delivery. Hence, the project management triangle represents implies quality. Many project managers are under the notion that ‘high quality comes with high cost', which to some extent is true. By using low quality resources to accomplish project deadlines does not ensure success of the overall project.So like with the scope, quality will also be an important deliverable for the project. The important aspect is to deal with it. The project manager needs to strike a balance between the three constraints so that quality of the project will not be compromised. To overcome the constraints, the project managers have several methods to keep the project going. Some of these will be based on preventing stakeholders from changing the scope and maintaining limits on both financial and human resources. A project manager's role is evolved around responsibility. A project manager needs to supervise and control the project from the beginning to the closure. Understanding that it is always a requirement to overcome the challenges related to the project and if you do so, those constraints will not ultimately compromise its success.

What Is a Cohort Effect Definition and Examples

A cohort effect is a research result that occurs because of the characteristics of the cohort being studied. A cohort is any group that shares common historical or social experiences, like their year of birth. Cohort effects are a concern for researchers in fields such as sociology, epidemiology, and psychology. Key Takeaways: Cohort Effect A cohort is a group of people who share common characteristics or experiences, like their year of birth, the region where they were born, or the term they started college.A cohort effect occurs when a research result is impacted by the characteristics of the cohort(s) being studied.Cohort effects can compromise the results of research that uses cross-sectional methods, which compare two or more groups at a single point in time.The only way to guard against cohort effects when investigating the way people change over time is to perform a longitudinal study. In longitudinal studies, researchers collect data from a single set of participants over time. Cohort Definition A cohort is a group of people who share a particular characteristic. Typically, the shared characteristic is a life event that took place in a particular time period, like birth or high school graduation. The most commonly studied cohorts are age-related (e.g. individuals who share a birth year or generational designation). Additional examples of cohorts include: People who started college the same yearPeople who grew up in the same region during a specific time periodPeople who were exposed to the same natural disaster A cohort is any group that shares common historical or social experiences, like their year of birth. Cohort Effect Definition The impact of the characteristics of a cohort on the results of a research study is called a cohort effect. While the factors that make a group of people a cohort may seem broad and therefore have little to do with each individual member of the group, the characteristics the group have in common may influence findings in a research context. This is because different cohorts’ characteristics vary over time due to their shared experiences, even if those experiences were very general.   Psychological studies tend to focus on birth or generational cohorts. Such cohorts share common life experiences and experience similar social trends. For example, the historical events, arts and popular culture, political realities, economic conditions, and moral climate experienced by Millennials growing up were much different than those experienced by Baby Boomers. In other words, generational  and birth cohorts develop in different sociocultural contexts, which can have an influence on the outcomes of research. Say a researcher wanted to see how easily people learned how to play a new mobile game featuring artificial intelligence. She decided to conduct a research study and recruited participants that ranged in age from 20 to 80 years old. Her findings showed that while the younger participants had an easy time learning how to play the game, the older participants had much more difficulty. The researcher could conclude that older people are less capable of learning to play the game than younger people. However, the research findings could also be the result of cohort effects in that older participants would have far less exposure to mobile devices than younger participants, potentially making  it more difficult for them to learn how to play the new game. Thus, cohort effects are important to take into account in research. Cross-Sectional vs. Longitudinal Research Cohort effects are a particular issue in studies that employ cross-sectional methods. In cross-sectional studies, researchers collect and compare data from participants in two or more age-related cohorts at a single point in time. For example, a researcher might collect information on attitudes towards gender equality in the workplace from people in their 20s, 40s, 60s, and 80s. The researcher might find that those in the 20-year-old group are more open to gender equality at work than those in the 80-year-old group. The researcher could conclude that as one ages they become less open to gender equality, but the results could also be the consequence of a cohort effect—the 80-year-old group had very different historical experiences than the 20-year-old group and, as a result, values gender equality differently. In cross-sectional studies of birth or generational cohorts it is difficult to discern whether a finding is the result of the aging process or if it is due to the differences between the various cohorts studied. The only way to guard against cohort effects when investigating the way people change over time is to perform a longitudinal study. In longitudinal studies, researchers collect data from a single set of participants over time. So, a researcher might collect information on attitudes towards gender equality in the workplace in 2019 from a group of 20 year olds, and then ask the participants the same questions when they are 40 (in 2039) and again when they are 60 (in 2059). The advantage of the longitudinal method is that by studying a group of people across time, change can be observed directly, ensuring there is no concern that cohort effects will compromise the research outcomes. On the other hand, longitudinal studies are expensive and time consuming, so researchers are more likely to use cross-sectional methods. With a cross-sectional design, comparisons among different age groups can be made quickly and efficiently, however, it is always possible that cohort effects have influenced a cross-sectional study’s findings. Examples of the Cohort Effect Psychological researchers have utilized cross-sectional and longitudinal studies to measure changes in personality traits over time. For example, a cross-sectional study of a group of participants ranging in age from 16 to 91 found that older adults were more agreeable and conscientious than younger adults. In explaining the limitations of their study, however, the researchers wrote that they couldn’t be certain if their findings were due to the effects of development over the lifespan or the result of cohort effects.   In fact, there is research that indicates cohort effects play a role in personality differences. For example, a study published in the journal Personality and Individual Differences, the researcher utilized past research measuring extraversion in American college students to compare levels of this trait in birth cohorts from 1966 to 1993. The results showed a large increase in extraversion over time, showing the effect that birth cohort can have on personality. Sources Allemand, Matthias, Daniel Zimprich, and A. A. Jolijn Hendricks. â€Å"Age Differences in Five Personality Domains Across the Life Span.† Developmental Psychology, vol, 44, no. 3, 2008, pp. 758-770. http://dx.doi.org/10.1037/0012-1649.44.3.758Cozby, Paul C. Methods in Behavioral Research. 10th ed., McGraw-Hill. 2009.â€Å"Cohort Effect.† ScienceDirect, 2016, https://www.sciencedirect.com/topics/medicine-and-dentistry/cohort-effectMcAdams, Dan. The Person: An Introduction to the Science of Personality Psychology. 5th ed., Wiley, 2008.Twenge, Jean M. â€Å"Birth Cohort Changes in Extraversion: A Cross-Temporal Meta-Analysis, 1966-1993.† Personality and Individual Differences, vol. 30, no. 5, 2001, 735-748. https://doi.org/10.1016/S0191-8869(00)00066-0