Comparison and Contrast of Activities of Alexander McQueen and Paul Smith

Running head: INTERNATIONAL BUSINESS ENVIRONMENT
Comparison and Contrast of Activities of Alexander McQueen and Paul Smith for
Maintenance of their Competitive Advantages
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INTERNATIONAL BUSINESS ENVIRONMENT
Executive Summary
The main aim of this report is to understand the entire concept of international business
environment for two popular UK based brands, Alexander McQueen and Paul Smith. It is
required to maintain a proper balance of customers’ demands and their current position in the
existing international market of fashion industry. Both of these brands have their unique
marketing strategies so that they are able to deal with the complexities of marketing and
hence gaining major competitive advantages in business. This report has clearly described
about the comparison and contrast of their activities in market. Moreover, it is analysed that
Alexander McQueen is using Clienteling POS software and Paul Smith has implemented AR
and VR technologies in their respective businesses for obtaining better competitive
advantages.

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INTERNATIONAL BUSINESS ENVIRONMENT
Table of Contents
1. Introduction............................................................................................................................3
2. Discussion..............................................................................................................................3
2.1 Business Description of Alexander McQueen.................................................................3
2.2 Business Description of Paul Smith.................................................................................4
2.3 Comparison and Contrast of the Activities of Two Companies......................................4
2.4 Development and Utilization of the new Technology for Maintaining the Competitive
Advantages.............................................................................................................................8
2.5 Current Achievements and Potential for Sustaining High Performances in Alexander
McQueen and Paul Smith.....................................................................................................10
3. Conclusion............................................................................................................................11
4. Recommendations................................................................................................................11
References................................................................................................................................13

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INTERNATIONAL BUSINESS ENVIRONMENT
1. Introduction
Business environment can be referred to as the summation of the total of every
external and internal factor, which comprises of a stronger influence on the business. These
external and internal factors could influence on one another and then work together for
affecting a specific business (Dunning 2013). The external factors are political factor,
macroeconomic factor, microeconomic factor, social factor, technological factor, legal factor
and environmental factor. The internal factors include strengths, weaknesses, threats and
opportunities (Shenkar, Luo and Chi 2014). The following report outlines a brief discussion
on the proper comparison and contrast on activities of two popular and significant fashion
organizations in the UK, Alexander McQueen and Paul Smith. A new technology would be
developed for maintenance of their competitive advantages. Moreover, their current
achievements as well as potential for sustaining higher performance will also be provided.
2. Discussion
2.1 Business Description of Alexander McQueen
Alexander McQueen is one of the most popular and significant luxury fashion house
that was being founded by the significant designer, Alexander McQueen in the year of 1992.
Alexander McQueen launched an online store in the market of the United States in the year of
2008 and this was later expanded with another online store for the market of the United
Kingdom in 2010 (Alexander McQueen. 2019). In 2006, they launched a low priced diffusion
line, McQ, which was different and unique from any other fashion organizations both in the
UK and in the world. Due to the innovative business strategies and cultures, it was quite
easier for Alexander McQueen to gain its position in the market. They mainly target the niche
market and hence the main targets are easily identified without much complexities.