Analysis of commercial unit of the Burton group and recommendations
- Overview of the Burton Group
- Analysis in the context of the network
- Analysis in the local context
- Analysis of the Burton Group
- SWOT Analysis
- Summary on the analysis
- The recommendations
- The recommendations discussed
- Advocating restraint and its progress
- Impact Analysis
- 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
?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
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