Retail theory

RETAIL INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND OF BURBERRY.................................................................................................1
PEST Analysis ...........................................................................................................................2
Micro environment Analyses .....................................................................................................3
Discussion and Analyses of possible strategies and tactics........................................................5
Recommendations............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Retail industry can be defined as the organisation which works for the purpose of distributing
different types of product and services as per the requirements of customers. It is among one of
the most important industrial sector as it certainly allow to uplift the economic level of nation.
The competition in retail sector is quite high in current scenario which enforces the organisation
to bring innovative idea for sustaining in the market. In context of the file, the selected
organisation is Burberry which is fashion sector industry. There are different topics in the file
which will be covered for the purpose of understand the concept in detail. The primary focus will
be given upon external and internal environment and how company needs to deal with any of the
situation. In addition, discussion will be upon strategies and tactics which can be used by the
entity.
BACKGROUND OF BURBERRY
Burberry is one of the multinational organisation which deals in fashion retail sector. The
organisation was incorporated in the year 1856 by Thomas Burberry. The headquarter of the
organisation is in London, United Kingdom whereas it's current CEO is Marco Gobbetti. The
organisation sells fashionable product includes clothes for men & women, bags, cosmetics,
sunglasses and many more (Amasiatu and Shah, 2018). In present scenario, it has been found
that organisation like Burberry is the most popular organisation which is preferred by number of
people. The revenue of company in the year 2019 was £2,720.2 million. Although, there is
financial crises in UK due to Brexit but still company was able to perform well to sustain them in
the market.
Introduction to the company. The company is a multinational company which is engage into
the business of selling fine quality clothes, perfumes, trench coats and etc. The company comes
under the head of luxurious brand. The company was founded into the year 1856 by Thomas
Burberry. The company's stores are located at around 498 locations with a total employment of
9862 people.
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