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Business Strategy Assigment (pdf)

   

Added on  2021-02-18

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BUSINESS STRATEGY
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TABLE OF CONTENTSINTRODUCTION...............................................................................................................1LO 1...................................................................................................................................1P1. Analyzing the impact and influence of macro environment in Burberry.............1LO 2...................................................................................................................................4P2. Analyzing internal environment and capabilities of Burberry.............................4LO 3...................................................................................................................................6P3. Applying porter's five forces model and evaluating competitive forces in Burberry...................................................................................................................................6LO 4...................................................................................................................................9P4. Applying various theories, concepts and models in Burberry with devisingstrategic planning......................................................................................................9CONCLUSION.................................................................................................................12REFERENCES................................................................................................................13
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INTRODUCTIONBusiness strategy is a long term planning or course of action which is developedto achieve specific and measurable objectives of organisation. Top managementformulates these strategies which are implemented by middle level managers under theguidance of top level authorities. Burberry, the selected organisation in present report, isa luxury fashion company which was found by Thomas Burberry in the year 1856. Thehead-quarter of company is in London, UK. The firm mainly deals in clothing, fashionaccessories, perfumes, sunglasses and cosmetics. The study will analyse businessstrategy used by Burberry in their organisation. Report will first analyse macro as wellas internal environment which influences organisation by applying an appropriateframework like PESTLE and SWOT analysis. Report will apply Porter's five forcesmodel as well as various theories and concepts such as Porter's generic and Bowman'sstrategy clock on selected company.LO 1P1. Analysing the impact and influence of macro environment in BurberryBrief profile of BurberryCompany BackgroundBurberry is a luxury fashion brand which was found by Thomas Burberry in 1856when he was 21 years old. The first shop was opened on sportswear in Basingstoke,London in 1891. Burberry has its own stores and global franchisees. Also, companysells its products through concessions in third party stores. It has now become one of aleading luxury brands with large business world-wide (Bull and et.al., 2016). Productsserved by company are women wear, kids wear, menswear, cosmetics, fashionaccessories, fragrances, handbags and sunglasses. It is famous and known for TrenchCoats.MissionThe mission of organisation is to keep up its vitality and integrity of its brand. VisionTo be the first organisation that is fully digital end to end and to build social enterpriseObjectives1
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Major and basic objectives of the organisation are:To maintain the standard and quality of products and servicesTo meet the needs and satisfaction level of consumers as well as staff andemployeesAppropriate framework to analyse macro environmentBusiness environment is complex and dynamic in nature as well as it has longterm impact on the growth of organisation. So, it is important to understand social, legal,political, environmental, economic and technological factors which affect macroenvironment of Burberry (Dobbs, 2014). The purpose of analysing these factors is toidentify threats and possible opportunities that will impact on organisation as a whole.The factors can be assessed by PESTLE analysis:PESTLE AnalysisPoliticalPolitical factors include government stability, foreign trade regulations, taxpolicies and social welfare policies. Burberry expands its business in every possibleglobal sector and operates in many countries. Political regulations and changes in lawsin various countries can affect the performance of organisation. Laws and regulations2Illustration 1: PESTLE ANALYSIS(Source: Pestle analysis, 2016)
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