QUESTION 1: Discuss the problems associated with Burberry’s licensing arrangement in Japan. What were the benefits of establishing a relationship with Sanyo Shokai in the country?
QUESTION 2: Reflect on the new strategy that Burberry is undertaking in Japan. Given that this is a shift away from Sanyo Shokai’s past strategy, what can you expect in the near future concerning performance in the country? What is Burberry’s goal in the long-term?