Question

Burberry is pursuing a focused differentiation strategy aimed at high-end luxury customers. However, the company is also employing a segmentation strategy to separate customers within that focus. The strategy offers items at an entry-level price point as well as couture items for the richest customers. Which market segmentation strategy is Burberry pursuing

Answer 1

Answer:

Burberry is pursuing an umbrella branding strategy

Explanation:

Based on the scenario being described it seems that Burberry is pursuing an umbrella branding strategy. This type of strategy focuses on having a single brand name for the sale of two or more related products with different specs. Which Burberry is doing by having separate category of items made specifically for different target populations, such as entry-level price point items and couture items, even though they are all under the Burberry brand.