International Business: Analysis of Burberry's Expansion in Singapore

International Business

Executive summary
In this report, it has analysed that international business involves designing products and
services in the way which serves the need and wants across the boundaries. It involves the
reasons why businesses go international. Strategic planning and decisions were made to set up
the business in different countries. The external and internal factors of business environment was
analysed through various techniques and methods like PESTLE analysis, Ansoff matrix, entry
method, marketing strategies and managing human resources.

Table of Contents
Executive summary .........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
About the business organisation and rationale for going international.......................................4
Analysis and discussion...................................................................................................................5
Country to be entered and the rationale behind the decision ....................................................5
Strategy for internationalisation..................................................................................................7
Specified target market...............................................................................................................8
Entry method...............................................................................................................................9
Marketing strategy ...................................................................................................................10
Managing operations and managing human resources. ...........................................................10
Recommendations..........................................................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES:.............................................................................................................................13
Books and Journals...................................................................................................................13

INTRODUCTION
Internationalization means production of products and services to fulfil the needs and
demands of customers across the boundaries. It involves expansion of business like creating
online websites which increases the engagement of customers from different nations (Boddewyn
and et.al., 2021). It includes adding new features and innovation which attract people from
different regions. This report is based on Burberry. It is a fashion house started in 1856 by
Thomas Burberry headquartered in London, England. It designs products like ready made
clothes, leather goods, fragrances, footwear, etc. It develop quality products which are preferred
by people all over the world. This report includes business organisation and reasons for their
international expansion. Burberry is planning to expand its business in Singapore. The
appropriate analysis of Singapore's environment is carried out in this report so that they can
reduce the upcoming risks. To increase profits and revenues in international market, various
strategies are implemented so that they can focus on targeted market without any difficulties.
MAIN BODY
About the business organisation and rationale for going international
Burberry is global fashion brands which is known for it's luxurious products. It produce
high quality products and its first shop was opened in London in 1891. They use unique fabric
and material which make their products different from its competitors (Zhang and et.al., 2020).
Their trench coats becomes fashion icon all over the world because the material is breathable,
durable and lightweight which is preferred by most of the population. They also have online
presence, people can easily shop through online websites which save their precious time. Their
online website continuously add new and exciting products which creates positive impact on
people for their brand. Burberry is planning to expand its business in new country. It will benefit
their business in profit maximization and provide growth exposure. Entry in new market
generates new customer base which built the reputation of company in global world. Expansion
brings the opportunity of economies of scale because Burberry expand its products line to cater
the needs of large customer base. They attract new talents and generate employment for skilled
and educated people who are located in different countries. Expansion in global marketplace
increase the sale and productivity of the business by serving large customer base. It helps in
diversification of business so that they can produce number of different varieties of products.