International Business

Running Head: INTERNATIONAL BUSINESS 0
International Business
(Student Name)
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INTERNATIONAL BUSINESS 1
Table of Contents
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Organizational structure and governance of company....................................................................2
PESTLE Analysis............................................................................................................................4
Conclusion and Recommendation...................................................................................................6
References........................................................................................................................................8

INTERNATIONAL BUSINESS 2
Introduction
The strategy of group is marked by the position of leading market that are combined with strong
franchise in the established countries along with the usage of the emerging countries platform to
drive the earnings growth as well as volumes. The company also focuses on meeting the ever
changing consumer demands through the continuous innovation with expanding the product
portfolio that directly operated store network, selective wholesale distribution channels as well as
enhance the operational capabilities that result in the healthy growth in the recent years
(Cameron and Green, 2015). One of the leading companies Burberry has positioned its brand as
a functional luxury in the mind of their consumers. Burberry maintains a product line with a
great width as well as depth that consist of huge variety of products in effective manner. Such
products fallen into two main categories which include fashion or continuity. The company has
grown at greater level in the international market. However, the market is unpredictable that
create a risk for the company. The market changes with period of time that may affect the overall
performance of the company at greater level (Noe et al., 2017).
In the following part there will be detailed discussion on management structure of the company
and the level of impact of external forces on the overall business of the company. It would help
them to analyze the risk that occurred due to fluctuation in the market and prospective measures
can be adopted by them in effective and efficient manner.
Background of the company
Burberry Plc. is one of the international companies that were established in Basingstoke in the
year 1856 by Thomas Burberry. It is international leading brand for both women as well as men.

INTERNATIONAL BUSINESS 3
Burberry Group PLC operates as manufacturing, holding company that design as well as
distribute the apparels with accessories under the brand Burberry. The company has established
their first foreign outlet in Paris in the year 1910 as well as the company has soon had retail
established chains in South America as well as United States (Straker and Wrigley, C, 2016).
They have first shipment of their raincoats to Japan in the year 1915. It was the World War I;
however such circumstances brought widespread acclamation as well as fame to the Burberry.
They were considered as first worn by high-ranking generals during the turn of the centaur Boer
War in South Africa, the coat of Burberry soon was accepted as standard issue for all the British
officers. In the year 2000, the company operated own stores and their products were also found
in the department as well as specialty stores round the world. In the year 1999, the company
launched the Prorsum designer collection as a part of their efforts to reinvent the luxurious brand
of Burberry (Robinson and Hsieh, 2016). The Company has spread their roots in great number of
countries with different languages. The reputation of the company was improved through the
development of the Burberry of “gabardine”- a material was resistant to tearing that was
weatherproof but was also breathable (Rome, 2018).
Organizational structure and governance of company