Had no significant impact on Burberry's brand image or market positioning

Altered Burberry's perceived positioning due to its association with the 'Chavs' subculture

Enhanced Burberry's luxury image by associating it with high-fashion events

Led to a widespread adoption of Burberry by various celebrities and influencers

Consumer needs evolve gradually, influenced by environmental changes, trends, and competitor actions.

Consumer needs remain static, unaffected by market or environmental changes.

Consumer needs are primarily influenced by a company's internal marketing decisions rather than external factors.

Consumer needs change drastically and unpredictably over time.

100% of the original cost, ensuring no financial loss

80% of the original cost, minimizing financial impact

20% above the original cost, to cover additional disposal expenses

Product quality and customer service

Industry attractiveness and cost efficiency

Industry attractiveness and business unit strength

Market share and financial performance