Global Business and Strategy

Global Business and
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Background of the case study of the company............................................................................3
Internal and External Analysis of the company..........................................................................3
Identification of the sustainable competitive advantage for the company..................................6
Strategic Recommendations to the company and various implementation issues......................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
The global business is referred to the business at the international level which help the
businesses to serve the customers across borders. Such expansion of the business helps the
companies to increase their market share, improves their image that helps them to attract
customers. It can be done with the help of various strategies so that they can help them to
achieve their objectives. Strategy which are to be formulated can be business strategy for taking
competitive advantage or can be corporate strategy which can help them in expansion. For this
report the company that is taken into consideration is Burberry. It is a British Luxury company
which offers various fashion clothes, cosmetics, fashion accessories etc. This report includes
analysis of various internal and external factors which has influence on the operation of the
business. Apart from this, the analysis for sustainable competitive advantage is done and on the
basis of which various recommendations are provided to them. Along with this various issues
related to the implementation are also identified which the company has to face.
Main Body
Background of the case study of the company
Burberry is a British luxury company which offers various products such as ready to wear
fashion clothes, fashion accessories, fragrance, sunglasses etc. They are famous for their trench
coats which are offered by them. Initially the company was established with outdoor attires and
later on they moved to the high fashion market. They have been operating through their stores in
almost 50 countries and now they want to expand their business by taking sustainable
competitive advantage. This can be by way of analysing the market efficiently which is done in
the report.
Internal and External Analysis of the company
It is important for the companies to understand the business environment so that they can
analyse the opportunities and threats which are available in the market. For this various external
and internal factors need to be analysed which has influence on the businesses (Glowik, 2017).
This can be done by way of PESTLE and SWOT analysis for Burberry.
PESTLE Analysis for Burberry which help them to analyse the external factors is given below:
 Political Factors: The political factors are those factors which affects the company by
the actions and policies of the government. The political stability of the UK has positive