Question

Burberry's global marketing strategy of offering "affordable luxury" to customers in the United States, with a value proposition of being more expensive than Coach and less expensive than Prada represents a focus on:A) product.B) price.C) promotion.D) position.E) place.

Answer 1

Answer:

B) price.

Explanation:

Burberry's strategy in this case is based on price reduction. They aim to provide cheaper luxury goods to customers in the United States.

Their value proposition is that their luxury products are more expensive the Coach but cheaper than Prada (not too cheap and not too expensive).

This strategy is aimed both at gaining luxury customers that want a cheaper alternative, and get new customers that want to enter the luxury goods market but don't have enough money to buy the expensive ones.