Business Model and Strategy Analysis

This assignment requires you to conduct a comprehensive analysis of a chosen business utilizing several key frameworks. These include SWOT (Strengths, Weaknesses, Opportunities, Threats), Stakeholder Matrix, and the Business Model Canvas. You will need to apply these frameworks to identify the business's internal strengths and weaknesses, external opportunities and threats, key stakeholders, their influence, and the overall business model. The goal is to provide a detailed understanding of the chosen business's strategic position and potential for success.

BUSINESS
STRATEGY

TABLE OF CONTENTS
TASK 1......................................................................................................................................3
INTRODUCTION....................................................................................................................16
TASK 2....................................................................................................................................16
2.1 Organizational audit for Mulberry.................................................................................16
2.2 Environmental audit for Mulberry by using PEST analysis with references to porter
five force model...................................................................................................................18
2.3 Importance of carrying out the stakeholder’s analysis...................................................19
TASK 3....................................................................................................................................20
INTRODUCTION....................................................................................................................20
3.1 alternative strategies for Mulberry.................................................................................20
3.2 The most suitable strategy for Mulberry organization...................................................21
TASK 4....................................................................................................................................22
4.1 Role of the individual at the time strategy implementation...........................................22
4.2 Resource requirement for the strategies suggested for Mulberry..................................23
4.3 Targets and timescale required for monitoring and achieving the strategy on time......23
REFERENCES.........................................................................................................................25

TASK 1
Slide 1

Slide 2

Slide 3
Through the vision and mission it can be witnessed that Mulberry is keen for becoming
successful in the field of luxury market. Due to this reason, they are focusing on the
innovation in their products. Further, with by seeing the vision and mission, the firm is keen
on makes strategy to gain competitive advantage.

Slide 4
From the objectives, it can be seen that the firm is focused on increasing its customer
segment so that they can increase profitability of the organization. On the other hands, by
providing quality products, the firm can easily retain its customers.

Slide 5
As per the goals of the firm, Mulberry is emphasizing on the needs and demands of the
customers so that they can satisfy them with their products. This will help the firm in
sustaining in the market
Besides this, the core competency is their quality of the product and the royal design
which they are giving to their customers. This feature distinguishes them from the other
luxury brands.

Slide 6
With the changing fashion, the firm has to modify its strategic planning. Mulberry is
required to make new designs according to the fashion trend. It will affect the positioning and
targeting plan made by the organization.
On the other hand, with the intense rivalry among the competitors, the firm needs to
change their marketing planning so that they can attract their customers effectively. Due to
the competition, sometimes, the fir m has to change their targets to meet their objectives. This
way it creates issues at the time of planning process.

Slide 7
As mostly the luxury firms are promoting their products on the social networking sites
so it can be seen that the world is changing. Due to this modification or the change, the
organization is required to change their strategy to meet the technological criteria.
Further, as the resources are depleting, so it becomes difficult to find the appropriate
resources to carry out the strategic planning. Through this reason, the corporate faces issues
at time of planning process.

Slide 8
Strategic planning involves various tools and techniques. To operate this, Mulberry is
required to have skilled resources. With the shortage of skilled manpower, the firm faces
problem in making the strategic plan.
On the other hand, with the increase in taxation rate, the firm will faces issues
regarding the finance. Further, at the time of recession, the demand of the product will be low.
Through this reason, the firm will not spend more in the strategic planning process. This
creates problems because the return is less as compare to the investment.

Slide 9

Slide 10
According to the Boston matrix the cash cows are the leather bags which include
dispatch leather binocular etc. as due to its quality as well as leader in the leather segment it
is earning huge cash for Mulberry.
On the other hand, with the designer leather bag, Mulberry has the scope to sell in the
European markets. As the growth rate of the product is very high and it is in high demand.

Slide 11
The question markets are the products in which the company is in the dilemma to
focus on the collection nor not. But as it has a huge growth prospects, it is ad visible for the
organization in the long run.
In case of dogs the firm is suggested to shift its focus on other products. As in the
short run, Mulberry is not gaining any profit and even in the future no revenue will be earned
from t.

Slide 12
All products of Mulberry are categorized into different stages. According to the
profitability and the demand, the life of the product is determined. As Mulberry is the luxury
fashion brand so it is required to focus on these stages of the product so that they can make
decision regarding investment. This product life cycle technique help the firm to analyse the
demands of the users ad further aids in focusing on the successful product.

Slide 13

Slide 14
INTRODUCTION
Business strategy is plan which is made by the organization to achieve the goals and
objectives of the firm. With the increasing competition in the market, the firm are making
strategies to achieve the competitive advantage and sustain for long run. This report will talk
about the Mulberry organization which is luxury Fashion Company in UK. The organization
is making several strategies to achieve the number one position in the market. Further, due to
its decreasing sales, it is focusing on targeting different segment to increases the profitability.
Through Mulberry, the report will discuss about the different models which can be adopted
by the organization to identify the actual position of the firm.
TASK 2
2.1 Organizational audit for Mulberry
Mulberry is considered to be a fashion company and it is known for the leather goods
which it renders to its customers. As this industry is facing high competition from its
competitors so it has become important for the firm to carry out the organizational audit to
identify the significant factors. For conducting the audit, Mckinsey 7S framework, Swot and

five M can be helpful in evaluating the strong and the weak factors. The analysis of Mulberry
is as follows:
Five M model
Men-In case of Mulberry organization, the firm has one of the most efficient
workforce which helps in delivering the best leather goods to the public.
Money- regarding the finance, the organization is earning huge revenue. This has been
possible because of the increasing needs and demands of the customers towards the leather
products. In 2015, the firm total revenue was 229.5 million dollars (Campbell Edgar and
Stonehouse, 2011).
Machinery-besides this, the machinery and the technology used by the organization
are upgraded. They are providing one of the finest leather goods to their customers.
Minutes- time management in business is one of the critical tasks to satisfy the clients.
With the proper manpower and the machinery Mulberry is able to deliver the goods on time
to their users.
Material- Supply chain is one of the significant factors which have huge impact on
the success of the organization. In case of Mulberry, the supply chain is limited which
sometimes creates issue at the time of manufacturing the product (Rainey, 2010).
SWOT
Strength
 The values of the organization are
strong
 They provide custom clothing to
their customers (SWOT Analysis:
Strengths, Weaknesses, Opportunities, and
Threats, 2017)
Weakness
 Custom clothing is not affordable by
all the customers
 The designs are limited which does
not satisfy all segment people.
Opportunity
 Expand the market by recruiting
different types of designers
 Can feature their products on
different sites.
Threats
 Changing of fashion trend
 Only a single designer to design all
the accessories.
McKinney’s 7S Framework

Strategy- The strategy adopted by the Mulberry organization is that it is serving the
customers according to the latest fashion trend.
Structure- the infrastructure which is followed in the organization is top to bottom.
Further, at every level there is a leader to monitor the performance of employees.
Staff- There is around 1000 staff members who are working for this organization. So
due to this reason, it is counted in medium sized organization (Amit and Zott, 2012).
System- In this organization, time is one of the important factors, so all the task is
completed before time. This system is followed in the firm
Style- the style of the brand is unique and due to this they are famous for their leather
bags.
Skill- The organization provides proper training and development to its employees to
enhance their skills regarding producing the goods (Gambardella and McGahan, 2010).
2.2 Environmental audit for Mulberry by using PEST analysis with references to porter five
force model
Pest is one of the best techniques to identify the factors which directly affect the
business as well as operations. Porter five forces model will help Mulberry to know the
rivalry of the competitors and the intensity of the suppliers (Thompson and et.al., 2013).
Political factors- As Mulberry is the public company so in this case the suppliers of
finance are the government. Due to this reason, it has huge interference in the operations of
the firms. Further, the factors which highly impact the business income are the tax regulations
which are imposed by the government. On the other hand, there are many regulations
regarding the environment which has to be followed by the Mulberry to carry out its
successful operation (Khanna and Palepu, 2013).
Economic factor- the threat of mew entrant is low because of the recession period; the
individual is not focusing on the luxury products. As for this reason, the new luxury fashion
firms are not ready to enter the market. Because the purchasing power of the individual has
declined drastically.
Social factors- The bargaining power of the buyers are high as there are many fashion
brands which are selling the same products to the customers. The same fashion trend is
followed in UK so the buyer has the choice to choose among several brands (Trkman, 2010).
Technological factors- as the technology is upgrading so the threat of the substitutes
is also high. As Mulberry is the expensive brand so the individual are copying the same brand

products with the logo and selling it in the lesser price. Due to this technology, it is affecting
the sales and revenue of the organization.
2.3 Importance of carrying out the stakeholder’s analysis
Stakeholders are the individual who have the hand in the success and growth of the
organization. They are directly or indirectly involved in the decision-making process of the
firm. The stakeholders of the Mulberry organization are customers, government, employees,
suppliers and the stakeholders who invest in the firm (Demil and Lecocq, 2010).
Stakeholder analysis is basically identifying the individuals who are affected by the
decisions of the firm. It is important to carry out the analysis is that the firm will make the
strategy according to the impact which will have on the individual. For example: through this
analysis, Mulberry can identify the importance of the customers’ needs and demands. With
the help of this, they will make the, marketing strategy and produce the product according to
the need of the users (Chen and et.al., 2010). Further, by evaluating the role of employees
they can make the strategy to motivate them. This will help the Mulberry organization in
increasing productivity and enhancing performance of the firm. For developing competitive
advantage and sustaining in the market, it is essential for the Mulberry to know the
importance of government rules and regulations which are made for safeguarding the society.
With the help of stakeholder analysis, the firm will develop the strategy by complying with
the laws of authority (Al-Debei and Avison, 2010).
Supply chain management is one of the areas which need to be focused effectively,
with the help of evaluation, the firm will able to make long term relationship with the
suppliers. Through identifying their issues and the needs the firm will make the long-term
commitment (Stakeholder Analysis (Stakeholder Matrix, 2017). Due to these reasons
stakeholder analysis is important for the Mulberry to identify and meet the objectives of the
stakeholders so that they can sustain in the market for longer time.
CONCLUSION
From this it can be concluded that Mulberry has huge scope in the future and further
with their design the firm can easily attain competitive advantage. Through the PEST
analysis, it has been identified that the organization should focus on the political factor to
operate effectively.

TASK 3
INTRODUCTION
After analyzing the techniques for auditing, the report will discuss different expansion
strategy which will aid the firm to achieve their targets. Further, at the end stress will be laid
on the resources which are required to implement the strategy.
3.1 alternative strategies for Mulberry
There are several strategies which can be adopted by the Mulberry organization to
expand their brand share and become leader in the luxury segment. The strategies are as
follows:
Market entry strategies- one of the easiest ways to expand the business is to enter
the new market. This strategy is adopted by most of the organization as it helps in increasing
the market share which results in increasing profitability of the firm (Birkinshaw, Brannen,
and Tung, 2011). The two ways through which Mulberry can enter into the market are merger
and licensing
 Merger- In this strategy, the organization mergers with the other firm to serve the
same segment which is served by the firmer one. For Mulberry, the firm can merge
with the luxury brand. The advantage of this strategy is that the company can use the
resources of the former organization (Ward, 2016). Mulberry will be able to serve the
different segment with the help of other company. But one of the disadvantage is that
sometimes, the organization losses its sole identity.
 Licensing- in licensing, the company transfers right to the licensee. But it is beneficial
only when the organization as its market share in that particular nation. It is not good
for the Mulberry organization because it has its own brand name which can attract
large number of audience (De Wit and Meyer, 2010).
Limited growth- This strategy is adopted by the organization who are keen in
expanding the market immediately. This tactic consists of market penetration, development
and product development
 Market penetration- In this strategy, the existing product is sold in the new market.
This strategy helps in increasing the market share of the firm. But in case of
Mulberry, the segment is small so this tactic will not help to increase the market
share.

 Market development- There are times, when to increase its market share, the firm sells
the existing product to the new customers. For Mulberry, it will not be advantageous
because luxury brand market is small and other segment users will not be interested in
buying the expensive accessories.
 Product development-New product is developed for the new segment individual. It is
one of the best ways to attract new customers to the product. In this, the organization
makes the apparel or accessories according to the new target audience (Austin, 2010).
Substantive growth
 Related and unrelated diversification- Diversification basically means expanding the
market by launching a new thing. On the other hand, in case of Mulberry related
diversification states that when the firm expands its business into its current product
line. For e.g.- if Mulberry manufactures leather watches etc. then it can be regarded as
the related diversification (Healy and Palepu, 2012). Besides this, unrelated
diversification means expanding the business into different area which is not related
with the current business practices. Unrelated diversification is beneficial for only
those organizations that are doing well in the business and have huge financial
capability to expand their organization.
Disinvestment
 Turn around strategies – This strategy is designed to make the product profitable
when it is suffering from huge losses. There are times, when the organization takes
the wrong decision. So, to overcome the issue, they use the turnaround strategy. It is
generally adopted by the firm when it is suffering loss (Campbell, Edgar and
Stonehouse, 2011).
 Liquidation- it is basically selling of the assets and winding the business. This
decision is taken by the company when the firm is suffering losses and there is no way
round to earn profit. Mulberry is not in the position to adopt this strategy.
3.2 The most suitable strategy for Mulberry organization
By analysing all the above strategies, it can be said that Mulberry can adopt the
product development strategy as it will help in expanding its market share. This is one of the
best tactics for Mulberry because according to objectives, the firm wants to expand its market
and become the global leader in the luxury segment (Gambardella and McGahan, 2010). So,
for this reason, product development will aid in increasing its market share in the luxury

segment only. Disinvestment strategy cannot be adopted because the firm is doing well in the
business and there is huge scope and growth of the leather bags which it is selling to the
customers. Further, merger is also not suitable because it has a strong brand name as well as
it is old so it can easily target as well as attract the customers. With the product development
strategy, Mulberry can target the kids segment in the luxury area (Thompson and et.al.,
2013). This will help the firm to expand their market as well as increase the probability of
profitability.
With the help of product development, the firm can improve the performance as well
as sales. This will assist in creating a good reputation in the market as well as develop a
positive goodwill in the society. Further, with the help of this strategy it can achieve success
in the market (Chen. and et.al., 2010).
CONCLUSION
From this task it can be concluded that after evaluating all strategies, the product
development is one of the best strategies. This reason is that it will help to compete with the
competitors effectively and will make a mark as a leader in the luxury brand.
TASK 4
4.1 Role of the individual at the time strategy implementation
In the organization, every individual play different role at the time of strategy
formulation. The role of the individual at the time of strategy implementation is as follows:
 Strategist- In Mulberry, the role of strategist is to witness that the tactics are
implemented according to the plan which has been made. Further, as the fashion
market is changing so it their role to make the modifications in the strategy according
to the market research. It is crucial because the firm is adopting the product
development technique (Al-Debei and Avison, 2010).
 Financial analysts- The role of the person is to monitor that no fund is wasted and all
resources are utilized effectively. Sometimes, due to the extra budget, money is
wasted with no reason. In Mulberry, it is the role to effectively handle the resources.
 Top management-They have very effective role to play at the time of implementing
the strategy. The top management are required to effectively communicate the
message or the changes to the lower level management. In case of product

development, if anything is missed then the strategy will not be helpful in attaining
the objectives (Ward, 2016).
4.2 Resource requirement for the strategies suggested for Mulberry
Product development is one of the most difficult strategies which are adopted by the
organization. Mulberry will require huge resources because they are targeting the new market
with the new product. The resources which will be required are as follows:
Finance- Huge amount of finance is needed by the Mulberry organization as new
machinery and tools will be needed to manufacture the product. On the other hand, for
marketing the new product, the firm will need more money (Trkman, 2010).
Human resource- As Mulberry deals in leather and the luxury product so it requires
skilled workers which can give the perfect outcome. With the new product development, the
organization will need skilled resources to make the product (Thompson and et.al., 2013).
Machinery-To manufacture the new product, machinery will be required by the firm.
Further, proper plant or the factory has to be set up. This is one of the most expensive
resources. The whole production of the product will be dependent on the machinery only.
4.3 Targets and timescale required for monitoring and achieving the strategy on time.
It is essential for the organization to make target to monitor the activities of the
strategies which have been implemented by the organization. As Mulberry is the luxury
fashion brand so it needs to identify the reactions of the people for the new product. To
monitor the strategy, the firm is required to develop the tracking system which will help in
tracking the achievement through the measurable goals (Demil and Lecocq, 2010). Further,
Mulberry can take the feedback from their customers regarding the product as this will help
them to know about the positive as well as negative reactions. With the help of social media
they can gather the feedback. Profit of the company can be set as the target of the firm. By
attaining a desirable profit the firm will be able to see the results of the strategy.
Time scale
Activity/Week 1 2 3 4 5 6 7 8
Market research
Developing the strategies
Testing the product development
strategy

Implementing the strategy
Monitoring
Evaluation

REFERENCES
Books and journal
Al-Debei, M.M. and Avison, D., 2010. Developing a unified framework of the business
model concept. European Journal of Information Systems. 19(3). pp.359-376.
Amit, R. and Zott, C., 2012. Creating value through business model innovation. MIT Sloan
Management Review. 53(3). p.41.
Austin, J.E., 2010. The collaboration challenge: How nonprofits and businesses succeed
through strategic alliances (Vol. 109). John Wiley & Sons.
Birkinshaw, J., Brannen, M.Y. and Tung, R.L., 2011. From a distance and generalizable to up
close and grounded: Reclaiming a place for qualitative methods in international
business research. Journal of International Business Studies. 42(5). pp.573-581.
Campbell, D., Edgar, D. and Stonehouse, G., 2011. Business strategy: an introduction.
Palgrave Macmillan.
Chen. and et.al., 2010. Information systems strategy: reconceptualization, measurement, and
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De Wit, B. and Meyer, R., 2010. Strategy: Process, content, context. Cengage Learning
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Demil, B. and Lecocq, X., 2010. Business model evolution: in search of dynamic
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Gambardella, A. and McGahan, A.M., 2010. Business-model innovation: General purpose
technologies and their implications for industry structure. Long range planning. 43(2).
pp.262-271.
Healy, P.M. and Palepu, K.G., 2012. Business analysis valuation: Using financial statements.
Cengage Learning.
Khanna, T. and Palepu, K., 2013. Winning in emerging markets: A road map for strategy and
execution. Harvard Business Press.
Rainey, D.L., 2010. Sustainable business development: inventing the future through strategy,
innovation, and leadership. Cambridge university press.
Thompson and et.al., 2013. Crafting & Executing Strategy 19/e: The Quest for Competitive
Advantage: Concepts and Cases. McGraw-Hill Education.
Trkman, P., 2010. The critical success factors of business process management. International
journal of information management. 30(2). pp.125-134.
Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth,
profitability, and family leadership. Springer.

Online
Stakeholder Analysis (Stakeholder Matrix). 2017. [Online]. Available through:
<http://www.dse.vic.gov.au/effective-engagement/toolkit/tool-stakeholder-analysis-
stakeholder-matrix>. [Accessed on 20th March, 2017].
SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats. 2017. [Online]. Available
through: <http://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-
needs-and-resources/swot-analysis/main>. [Accessed on 20th March, 2017].