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Analysis of commercial unit of the Burton group and recommendations

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  1. Overview of the Burton Group
    1. Analysis in the context of the network
    2. Analysis in the local context
  2. Analysis of the Burton Group
    1. SWOT Analysis
    2. Summary on the analysis
  3. The recommendations
    1. The recommendations discussed
    2. Advocating restraint and its progress
  4. Impact Analysis
  5. Early reflections for implementation

The Burton Group was founded in 1900 by Sir Burton in Chesterfield. Today, it has a network branch of 134 stores. About 20% of these stores are located in malls. There are several types of stores: - 80 combination stores (average 275 sq. m) - 43 stores for women (average 175 sq. m) - 11 stores for men (average 125 sq. m). The group represents approximately 1,050 employees, with just less than 5 million items sold per year.

It recorded 20 million visitors with over 1 million loyalty cards and a turnover of 170 million euros. The women's head office is located at Lognes. The group's chairman is Mr. Lascar and its customer segment is B to C and sells on the ready-to-wear market. The store is located below the cathedral of Rouen, opposite the New Gallery and Lancel stores. Its direct competitors are: Armand Thierry, Celio, Devred, Zara and Mexx.Its indirect competitors are: Spring, Nouvelles Galeries, and Monoprix.

?Catchment area: It covers the city center of Rouen, its suburbs and some surrounding cities.
?Offers: It is a very competitive market, whose leader is Celio. The various products offered for sale are:
-Towns: Trousers, / sportswear for men and women
-Cities: Jackets, sportswear for men and women
-Accessories
?Demand: The demand originates mostly in households, more specifically among people between 30 and 60 years old, whether in the men's or women's segment.

One notices a certain aging in the clientele, which is a cause of great concern for the Burton Group. Moreover, the competition in the market for ready-to-wear is very fierce. The slightest error in positioning can allow competitors to take advantage of the situation. Since Burton is already a follower in this market, the sales are not increasing. They are even declining in the segment for women.

Tags: Burton Group, customer segment, cathedral of Rouen, demand, competition, sales


[...] abandoned by the Burton which are absence of a "in motion". vendor. Costs Rental location + Cost of a new stock Cost of Processing approximately Lead-time months months months The project is Touch one-time Time savings for part of the customers. sellers. Benefits group's strategy Have an extra Discounts. to try to service to compete. Automatic update rejuvenate. inventory. It allows it to attain local importance. High costs. Creating a expensive Disadvantages Investment in specific line of equipment, if it the organization costume rentals. [...]


[...] The slightest error in positioning can allow competitors to take advantage of the situation. Since Burton is already a follower in this market, the sales are not increasing. They are even declining in the segment for women. Issues How to boost sales and attract younger customers? III. The recommendations A. The recommendations discussed Title Organize a Costume Rental Simplify restocking fashion show Objectives Tell the young Develop a new Allow time customers about service. savings when Burton. Enable clients vendors restock Develop who have never daily. [...]

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