Burberry Group Plc - Luxury Clothing Manufacturer In An Essay.

About Burberry Group plc

Question:

Indicate a company from any industry that has implemented and integrated E-commerce or ERP Systems ( choose any ) with other ICT (information and communication technologies- data mining, business intelligences, data ware house, databases, RFID, EDI) that escalate efficiencies and competitive advantages in their operations and strategies .

‘Burberry Group plc’ is a ‘British’ luxury clothing manufacturer. The organization was established in 1856 by the ‘Thomas Burberry’. The foundation was created in 2008 with the motto for the young people to involve their dreams with the power of the creativity within them (Fashion, B. 2015).

Burberry basically available under three brands, they are:

‘Burberry Prorsum’- This section includes the most upgraded fashion collection involved in ‘fashion runway show’ which provides the inspiration for the brand.

‘Burberry London’- This is the tailor maid collection involves the customers wearing on the the weekdays at the work (Anderson.ucla.edu, 2015).

‘Burberry Brit’- This section involves the casual collection for the customers for the weekends.

‘Burberry’ manufactures in both the sections of men and women wearing as well as includes the kid’s garments section as well. The organization was commissioned to make the officer’s coat to suit for the war officers and presented ‘trench coat’ to the customers. The organization also specialized in garments for aviations (Fashion, B. 2015). The checks are the specialities for the ‘Burberry’ whereas the organization is famous in manufacturing the sport ware as well.

The market of ‘Burberry’ is expanded among the whole world as the organization covers more than 50 countries whit more than 500 stores of the brand providing the designer as well as the casual wears for the customers.

The ‘Burberry’ has many competitors in the market. Some of them are ‘Rubicon Retail’; ‘Adams Children ware’; ‘Green woods’; Rupert and Buckley’ etc.

ICT or ‘Information and Communication Technologies’ is the term that involves the ‘communication devices’ includes ‘television’; ‘radio’; ‘computer networking of hardware and software’; ‘cell phone’; ‘satellite system’ etc. The ICT is generally uses for the distance learning or video conferencing (Asiedu, 2012). The technologies are basically uses for the ‘health care industries’; ‘education industries’; customer servicing industries’ etc.

Data mining is the process that includes the canalization of data from different aspect and evaluates the information from them. Data mining software enables of analyzing the data which allows the user to correlate the data collected from different fields and helps in summering them in different angles (Anderson.ucla.edu, 2015). For the customer servicing the data mining is necessary to analyze the information regarding the customers.

According to the Buchen (2006), Business intelligence is the system of data analysis work for the boosting the performance of the organization through helping the executives or the users to take the important decisions for the organization. This includes the improvising the decision making, implementing new regulations, gaining knowledge etc. for the customer servicing.

Data warehouse is basically the ‘rental database’ uses for transaction of the information of the users (Griesemer, 2009).

Data warehouse secure the important data of the organization and enable the user to access the data from the source for analyzing in different way.

Burberry's Brands

Figure 1: Data Warehouse

(Source: Griesemer, 2009, pp-52)

Database is the ‘collection of the organized information or data’ for the purpose of ‘accessing’, ‘updating’ and ‘managing’ the data in future. The database can be classified in too many types; those are ‘bibliographic’; ‘numeric’; ‘full-text’ and ‘images’ (Chakrabarti, 2012). According to the organizational specification the databases are organized and it is helpful or the industries like client servicing, marketing etc.

The internet is the network spread throughout the globe and connecting the millions of computers for linking and connecting and sharing the information among them.

Figure 2: Internet

(Source: Hudson-Smith, 2009, pp-85)

RFID is the ‘Radio-frequency Identification’. The device carries the information in the form of radio frequency is in small in size and hols an antenna with the capacity of around ‘2000 bytes’ of data. The organizations use this device for the purpose of reading the bar code on the strip of the purchasing card of the customers.

VAN is the ‘Value Added Network’ enables and offer the sharing the important information between the partners of the organization in the process of business (Khendek and Zheng, 2008). In general the the VAN is called as the ‘Value Added networking Service’ in the industry.

EDI stands for the ‘Electronic Data Exchange’. This implies the computer to computer data exchange in the organization for supporting the process of the business.

Figure 3: EDI

(Source: Ross, 2007, pp-73)

EDI is the more suitable medium of exchanging information as the sender can send the information directly to the receiver’s computer.

The organization faced several issues at the time of implementing the e-commerce and the ERP implementation (Asiedu, 2012). They are:

Space problem: One of the main problems in the implementation of the e-commerce and ERP is the internet is running out of space. So, the allocation of the limited space can cause a barrier for the organization that unable to publish sufficient information to customers. The limited space also crate problem for the customers who are seeking more information regarding the product or services of the organization.

Security and privacy: Internet is no longer the secure place for the information to publish. The information can be miss-used for the criminal activities in any case. There is another problem attached in that is the information is provided in the public domain so, the information can be copy by another user at any point of time.

Transaction problem: As per the opinion of Johansson (2012), many of the times the transactions fails as thousands of transactions are taking place per minute and the entire process of transaction includes many steps in the process from the customer through the dealers through the money transfer organization through bank to the sellers. So, the channel is long and failure in transaction is a general problem faced by the sellers.

There are several advantages lies with the E-commerce, those are:

No standing in the queues: The customer can shop hassles free through the process and does not need to be waited in the line. This is especially beneficial for the old age customers for whom standing in queue is way much painful and problematic (Mayere, 2010).

Access to remotely locate store: Advantages for the customers who are unwilling to travail far for shopping, they can access the product at their door step. The process even allows purchasing the product form the shop located on the other end of the country or sometimes the customer is even enabling to purchase the product from other countries as well.

No need of physical presence: The customer does not need to be present at the store to purchase the product and he does not need to circulate the entire store to get his favourite product. In this way the customer is able to save money, time, fuel and energy as well (Tregeagle, 2010).

Discount coupons: Many of the time the sellers only offer some coupons for the online purchasing only which can only be accessed through the purchase by accessing the websites of the sellers. Sometimes there are ‘cash back’ or ‘extra discount’ offers on purchasing on the ‘Credit card’ or ‘David card’ on the online purchase only (Asiedu, 2012).

Reference List

Buchen, I. (2006). Futures thinking, learning, and leading. Lanham, Md.: Rowman & Littlefield Education.

Griesemer, B., Kadaru, A. and Venkatesan, Y. (2009). Oracle Warehouse Builder 11g. Birmingham, UK: Packt Pub.

Ross, T. (2007). XML, managing data exchange. Delhi: Global Media.

Asiedu, C. (2012). Information communication technologies for gender and development. Information, Communication & Society, 15(8), pp.1186-1216.

Chakrabarti, K. (2012). Guest Editor’s editorial: ranking in databases. Distributed and Parallel Databases, 30(3-4), pp.177-178.

Hudson-Smith, A. (2009). The Future Internet. Future Internet, 1(1), pp.1-2.

Khendek, F. and Zheng, T. (2008). Modeling and analysis of value added services using message sequence charts. Journal of Network and Computer Applications, 31(3), pp.338-356.

Asiedu, C. (2012). Information communication technologies for gender and development. Information, Communication & Society, 15(8), pp.1186-1216.

Johansson, B. (2012). Exploring how open source ERP systems development impact ERP systems diffusion. IJBSR, 6(4), p.361.

Mayere, A. (2010). Organizational Communication and the Renewed Issue in Information and Communication Technologies. Management Communication Quarterly, 24(4), pp.612-619.

Tregeagle, S. (2010). Participation in Child Welfare Services Through Information and Communication Technologies. International Journal of Information Communication Technologies and Human Development, 2(2), pp.17-33.