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. [...]
[...] Analysis of the Burton Group A. SWOT Analysis Location: Located next to the Cathedral meters from the Rue du Gros Horloge Forces - Located in the same premises for 35 years (its fame has now grown) Management of replenishment: A daily supply of the stock is thus ensured permanently Sales At least two vendors are available, ensuring listening and Availability Services Gift Certificates ‘Touch-free' to holders of loyalty cards All products are exchangeable or refundable (except during sales periods) Loyalty card offer Complete set available of socks) Type of teaching Network of Signs (Open Group: Burton, Devred, Eurodif, Bouchara, Maxi-pounds) Logistics Burton Centre Distribution This is the logistics tool created in 2007 to modernize performance and reception, storage and optimized distribution of goods Weaknesse Image and reputation: s There is a quaternary addition, in the segment for women and men A new concept has been introduced to rejuvenate the image, but there are still big gaps between the promise of rejuvenating the original collections and the new collection The Awareness among 18 to 25 year olds is low Management of replenishment: During sales, managing the flow is complicated by the fact that it is done by the in-store salespeople, thus preventing them from dealing with customers the optimum level. [...]
[...] Total Cost of Operation: 7348 - 2068 (wages due to be paid the personnel) = €5280 Project Information expenses Costs The Halle aux Toiles Rental PA Rental Lights Decorating Food & Database File of potential customers Strategic Implications Following this project, the business unit will provide a larger stock of products to be featured in the parade to meet the new demand. The company may thus gain much more competitive advantage in terms of event-driven purchases. V. Early reflections for implementation Constraints The store is part of a group. [...]
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