International Business Strategy for Burberry | Report

International Business
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Company's overview and recommending country for its international trade and business. . .1
TASK 2............................................................................................................................................4
Culture is considered to influence the way international business is conducted....................4
TASK 3............................................................................................................................................6
Developing international business strategy for Burberry in US market.................................6
TASK 4..........................................................................................................................................10
Critically evaluating the approach to implement the tactic..................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
One of the core characteristics of modern world business is international trade and
commerce. It refers to exchange of goods and services across the global territories of the country.
Many big business houses has started investing their capital and resources in other than their own
domestic premises. This global activity has increased profitability of various multinational
companies and established brand image in the global market. The management of these big
business enterprises focuses on preparing international business strategy to acquire desired
results (Rugman and Nguyen, 2014). These strategies refer to plans that guide commercial
transactions taking place between entities in different countries. Business is whether small or
large must formulate international business strategies to function in the global economy. It helps
to build a broader customer base and prevent adverse effect of seasonal business swings in
domestic market. They develop strong working partnerships with foreign business people. Also,
it offers differentiated technology or know-how not available in foreign market. In order to
evaluate the impact of international business strategy operations of Burberry Group is taken into
consideration.
TASK 1
Company's overview and recommending country for its international trade and business
Burberry is a renowned British luxury fashion house providing its services since 1856. it
deals in fashion industry and headquartered in London, England. Thomas Burberry, founder of
this big business entity focussed on development of outdoor attires at an early stage (Tolstoy,
2014). Later it moved on to the high fashion market developing pattern based scarves, trench
coats and other fashion accessories. With the course of time consumption pattern and practices
have changed which made organisation to expand its product line. Presently, the company is
availing products such as fragrances, cosmetics, ready-to-wear outerwear, sunglasses and fashion
accessories. Its distinctive check pattern has become one of its most widely copied trademarks
(Knežević and Wach, 2014). It has branded stores and franchises around the globe that sells
through concessions in third party stores.
The company is listed on the London stock exchange and is constituent of the FTSE 100
Index. It has more than five hundred in over fifty countries with 10,851 number of employees
working in it. The main driver for Burberry's success has been its restructuring of its global
1