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Internationalization Of Burberry | Report

Added on - 16 Jan 2020

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INTERNATIONALBUSINESS1
TABLEOFCONTENTSAbstract............................................................................................................................................3Introduction......................................................................................................................................3Literature Review and Critical Analysis..........................................................................................4PESTEL analysis of Brazil..........................................................................................................5Entry mode strategy.....................................................................................................................7Risk analysis..............................................................................................................................11Conclusion and Recommendation.................................................................................................12References......................................................................................................................................142
ABSTRACTInternationalization is regarded as a process through which business entity can enter intonew market place and through which possibilities of success and growth can be enhanced.Operating business in Brazilian market place would assist Burberry to get competent humanforce which can contribute in managing diverse aspects of the business entity. Burberry need notto emphasize on brand management as people in Brazil are highly aware about the availability ofnumerous luxury brands. Risks as well as challenges are apparent to appear; however it is crucialfor Burberry to focus on all business dimensions.INTRODUCTIONInternationalization is the process of involving business operations in internationalmarket and this also involves expansion and diversification of products in diverse market places(Piekkari, Welch and Welch, 2014). Thus, in this respect the present research study has beenmade on Burberry which is a British luxury fashion house operating business in London,England. Burberry’s major fashion house focuses on ready to wear outerwear, fashionaccessories and cosmetics. Thus, in terms of expansion, Burberry decides to enter into Brazilianmarket place which could assist the business entity to promote all its products and services ineffectual way.In the present research work, Brazil market has been selected because it is the largestcountry in South America and people possess good purchasing power there in the country. Whileentering into Brazilian market place, it is crucial for Burberry to focus on market entry strategyso that all the business operations can be managed accordingly. In the study, discussion has beenincluded regarding specific market entry strategy that would assist Burberry to manage thebusiness operations in effective way. Burberry needs to adopt specific market entry strategy andfor that the business needs to plan about the ways through which all the work processes will bemanaged. Market entry strategy refers to planning the ways through which goods and servicescan be delivered to the target market and according to that, it can be distributed amongcustomers.When exporting or importing products, Burberry needs to focus on establishing andmanaging contracts in a foreign country so that all the practices can be carried out effectually(Buckley, Burton and Mirza, 2016). Thus, in order to manage business practices, it is crucial for3
Burberry to focus on joint venture so that with a specific business entity all the practices can bemanaged accordingly. Under this strategy, Burberry will have to share both profits and loss asper the determined share. Possibly, this could assist in managing business operations incompetent manner.Thus, entering into Brazilian market would assist Burberry to get greater market share bybringing different products and services for the new targeted customers. This will not onlyenhance target market of the business; but also it will aid in maximizing customer base(Cantwell, 2014). Thus, considering all such aspects, the study has been emphasizing on strategicaspects which Burberry needs to consider for the purpose of carrying out all the businessactivities in the best possible manner. At the same time, research study will also analyse themethods through which risks and uncertainties can be managed.LITERATUREREVIEWANDCRITICALANALYSISOn the basis of generalized terms, international business strategy includes all thoseactivities and practices which will be managed in global market. It includes the exchange ofgoods and services that takes place across two different boundaries. While entering into any newmarket, organization must have to focus on specific technique or strategy so that it can help inminimizing the level of risks and uncertainties (Casson, 2013). For a business entity, globalmarket is highly risk associated; hence Burberry also needs to adopt a market entry mode. Thereare several factors in external business environment that changes the business scenario and it alsoimpedes the working conditions of organization. There is a big difference between home countryand host country; therefore while entering into any new market place, it is vital to consider bothadvantages and consequences (Zander, McDougall-Covin and Rose, 2015).Market entry strategies are useful in terms of safeguarding the business from diversechallenges and through this, the opportunities of success can be enhanced. Thus, it can be saidthat at the time of entering into global market, it is crucial to ascertain the factors that impacts thebusiness performance and productivity aspects (Picciotto and Mayne, 2016). Managing businessin home country is safe and secure and that also amends competitiveness of the organization;however entering in host country depicts that business is much concerned aboutinternationalization. However, adoption of new market strategies changes them functionalaspects of the business and this also affects business positioning in external market place.4
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