International Business Strategy

Running head: INTERNATIONAL BUSINESS STRATEGY
International Business Strategy for House of Fraser
Name of the Student
Name of the University
Author’s Note:

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INTERNATIONAL BUSINESS STRATEGY
Executive Summary
The main aim of the report is to understand about international business strategy for a popular
UK based organization called, House of Fraser. This type of strategy is the plan or action of
various private organizations rather than governments, so that the overall profit is increased
to a high level. Maximum organizations of a specific size eventually deal with minimum of
one international partner at any particular point in the supply chain as well as in several
competition of the established fields. Proper globalization continues in influencing economy
of the world for increased capital mobility and even connecting to the global financial
markets and even expanding the businesses internationally. This report has analysed the
organizational environment with strategic tools and have recommended two suitable
recommendations for House of Fraser. The recommendation of market penetration is being
provided to this organization.

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INTERNATIONAL BUSINESS STRATEGY
Table of Contents
1. Introduction............................................................................................................................3
2. Discussion..............................................................................................................................3
2.1 Brief Description of House of Frazer...............................................................................3
2.2 Environmental Analysis and Implications of the Company of going Global..................4
2.3 Establishment of the Findings to be whether Opportunity or Threat.............................11
2.4 Suitable Recommendations for the Organization..........................................................12
3. Conclusion............................................................................................................................13
References................................................................................................................................15

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INTERNATIONAL BUSINESS STRATEGY
1. Introduction
International business strategy could be referred to as different distinct plans that are
responsible for guiding the commercial transactions taking place within different entities in
diversified countries (Shenkar, Luo and Chi 2014). A proper understanding of several
linguistic and cultural barriers, legal systems and political system for ensuring high
commercial success. The developing countries are becoming prominent for bringing new
changes and sources of good to become available. However, the developed countries and
long established organizations comprise of a viable international business strategy
(Morschett, Schramm-Klein and Zentes 2015). Three vital aspects of international business
strategy are being focused, which include industry based aspect, resource based aspect and
finally institution based for ensuring that the relevant societal differences are kept on top
priority. The following report outlines a brief discussion on international business strategy for
House of Fraser with relevant details related to environmental analysis, implications of going
global as well as suitable recommendations for the company.
2. Discussion
2.1 Brief Description of House of Frazer
House of Fraser is a popular British department store group with around fifty one
stores across Ireland and the United Kingdom. It was founded in the year of 1849 and the
headquarters of this company is in London, England, the UK, by Hugh Fraser and James
Arthur (House of Fraser. 2020). Several acquisitions are responsible for transforming the
organization into a specific national chain. The major products and services of this particular
organization include fashion clothing, shoes and boots, accessories, homeware, furniture,
toys, gifts, cosmetics and many more. The next income of House of Fraser has been
14,700,000 pound sterling for the year of 2017 and as a result, in spite of not doing business