Burberry Group PLC: Analyzing the Global Business Environment

Desklib provides past papers and solved assignments for students. This research project analyzes Burberry's global business environment.

Research Project
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Executive Summary
In present research study, globalization is referred as the critical subject, so the aim is being
framed regarding the same. The aim of the study is to analyse the benefits and drawbacks of the
global business environment: A study on Burberry Group PLC. Different positive factors
associated with the global business environment can be improved. It has been noticed that
policies can be framed in an adequate manner by having an understanding about globalization. It
has been identified in the study that economic conditions must be analysed properly to
accomplish objectives and improve globalization. However, issues regarding customer
expectation identification can impact the global working. By conducting market research such
kind of globalization issues might be resolved. It is also recommended to the company to
improve standards and lead the business to sustainable development.
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Table of Contents
Methodology....................................................................................................................................4
Research approach.......................................................................................................................4
Research philosophy....................................................................................................................4
Research design...........................................................................................................................5
Data collection.............................................................................................................................5
Sampling......................................................................................................................................6
Data analysis................................................................................................................................6
Results and Findings........................................................................................................................6
Discussion......................................................................................................................................17
Conclusion.....................................................................................................................................21
Recommendation...........................................................................................................................22
Reflection.......................................................................................................................................23
References......................................................................................................................................25
Appendix........................................................................................................................................27
Questionnaire.............................................................................................................................27
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Methodology
The section of research methodology is considered as one of the most critical chapters in the
research project as it outlines different techniques and tools which are selected and used during
the research (Smith, 2015). The selection of appropriate and most suitable tools and techniques is
vital for the overall results and outcomes of a study are affected because of the same. The section
of research methodology used in the current research is mentioned below as:
Research approach
The research approach is defined as the detailed plan or strategy used by a researcher to carry out
the study and accomplish its objectives (Quinlan et al. 2019). Research approach includes
different steps or stages of assumptions which explains the way in which information will be
gathered, analyzed and used in the research. The approaches of research are classified into two
major categories which are inductive and deductive approaches to research (Walliman, 2017).
The primary difference between inductive and deductive approach is that the inductive approach
emphasizes developing new theories from the existing information or data whereas deductive
approach focuses on testing the theories which are already developed.
The present research aims at analysing the benefits and challenges associated with the global
business environment and here inductive approach has been used. The rationale behind using the
inductive approach is that it has helped in collecting information and developing theory from the
same. Furthermore, the use of inductive approach was beneficial because it has helped in
carrying out a detailed analysis of the major challenges and benefits associated with the global
business environment for Burberry. Another benefit of using the inductive approach is that the
researcher was not required to use any predetermined data or information to complete the entire
study.
Research philosophy
The set of values and overall beliefs of research in the context of the way in which in which
information of the research will be gathered, analyzed and used is considered as research
philosophy (Alvesson and Sköldberg, 2017). The philosophy of research is further classified into
two major categories which are interpretivism and positivism. The purpose of present research is
to carry out analysis of the benefits and drawbacks associated with the international business
environment and here, interpretivism research philosophy has been employed.
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One of the main and most critical reasons behind using interpretivism research philosophy is that
it has helped in interpreting the various elements associated with the concept of the international
business environment. Another reason behind using interpretivism philosophy is that the selected
philosophy has helped the researcher in getting access to the reality.
Research design
The term research design outlines the key procedures and methods which are selected and used
by the research during the research with an objective to solve the research problem in the best
possible manner (Lewis, 2015). Furthermore, explanatory, descriptive, casual, case study etc. are
some basic designs of research which are used or taken into consideration. The current research
aims at analyzing the benefits and challenges of the global business environment in relation with
the Burberry Group Plc and here, descriptive research design has been selected. The rationale
behind using descriptive research design is that it has helped the researcher in identifying and
analyzing the research problem by carrying out its detailed description. The use of descriptive
research design has also helped the researcher in gathering the key and actual facts linked with
the challenges and benefits of the global business environment.
Data collection
Data collection is the process in which authentic and suitable sources are selected by research to
collect required information linked with the study (Taylor et al. 2015). The sources of data
collection can be further classified into two major categories which are secondary and primary
sources (Clandinin et al. 2017). It can be expressed that primary sources provide information
which is new and more reliable. On the other side of this, secondary sources offer the required
data in a very cost-effective manner (Flick, 2015). Considering the case of the present research,
both primary and secondary sources of data collection has been taken into consideration.
The secondary information in this study has been gathered from different journals and books.
However, managers of Burberry have been approached by the researcher to gather primary data.
The rationale behind using both the sources of data collection is that they have provided
adequate and required an amount of information to research. The use of both sources has also
resulted in accomplishing the overall goal and objective of the current investigation in an
appropriate manner.
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Sampling
Sampling is a critical process in which research is required to draw or select an appropriate
sample from the overall population to collect data or required information (Silverman, 2016). It
can be asserted that the selection of the right and most suitable sample and its size is very
important because the overall findings of a study are affected by the sample selected (Rani et al.
2016). In the case of the present research which aims at analyzing the benefits and challenges
associated with the global business environment, a purposive sampling which is a form of non-
probabilistic sampling method has been taken into consideration. The data has been collected
from the managers of Burberry and the rationale behind selecting purposive sampling is that the
research has approached managers of Burberry with a specific purpose to gain information about
the global business environment. The sample size for the present study is fifteen managers
working in Burberry.
Data analysis
Data analysis is termed as the process in which suitable techniques and tools are used by research
to carry out the evaluation of the information gathered from different sources (McCusker and
Gunaydin, 2015). Furthermore, qualitative and quantitative are the two major techniques of data
analysis which are taken into consideration during research (Mackey and Gass, 2015). The
present study aims at analyzing the benefits and challenges of the global business environment
for Burberry and here mixed technique of data analysis has been used. The data collected from
various sources have been presented through tables and charts in the findings section. In addition
to this, the interpretation of data collected has been carried out in the discussion section through
different themes. The rationale behind using a mixed technique of data analysis is that the
technique has helped in carrying out a more accurate and authentic evaluation of the gathered
information.
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Results and Findings
Theme 1: Economic liberalization influences the financial performance of the company
Table 1: Economic liberalization influences the financial performance of the company
Do you think economic liberalization
influences the financial performance
of the company? Frequency
Yes 10
No 2
Can’t Say 3
10
2
3
Do you think economic
liberalization influences the
financial performance of
company Yes
No
Can’t Say
Figure 1: Economic liberalization influences the financial performance of the company
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Theme 2: Globalization of the economy has enhanced the industrial relationship
Table 2: Globalization of the economy has enhanced the industrial relationship
According to you, globalization of
the economy has enhanced the
industrial relationship? Frequency
Yes 11
No 1
Can’t Say 3
11
1
3
Globalization of economy
has enhanced the industrial
relationship
Yes
No
Can’t Say
Figure 2: Globalization of the economy has enhanced the industrial relationship
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Theme 3: Globalization has improved the use of resources and improved practice of Burberry
Group PLC
Table 3: Globalization has improved the use of resources and improved practice of
Burberry Group PLC
Globalization has improved the use
of resources and enhanced practice of
Burberry Group PLC Frequency
Strongly Agree 7
Agree 3
Neutral 1
Disagree 2
Strongly Disagree 2
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
0
2
4
6
8
Globalization has improved
the use of resources and
enhanced practice of
Burberry Group PLC
Figure 3: Globalization has improved the use of resources and improved practice of
Burberry Group PLC
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Theme 4: Changes in technology at the international market has impacted the operations of
the company
Table 4: Changes in technology at the international market has impacted the operations of
the company
Changes in technology at the
international market has impacted the
operations of the company Frequency
Strongly Agree 6
Agree 4
Neutral 2
Disagree 1
Strongly Disagree 2
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
0
2
4
6
Changes in technology at
international market has
impacted the operations of
company
Figure 4: Changes in technology at the international market has impacted the operations of
the company
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Theme 5: Company consider political changes as a critical aspect in decision making during
global expansion
Table 5: Company consider political changes as a critical aspect in decision making during
global expansion
Does company consider political
changes as a critical aspect in
decision making during global
expansion Frequency
Yes 12
No 2
Can’t Say 1
Yes No Can’t Say
0
5
10
15
Does company consider
political changes as critical
aspect in decision making
during global expansion
Figure 5: Company consider political changes as a critical aspect in decision making during
global expansion
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Theme 6: Factors essential for Burberry Group PLC for effective operation in the
international market
Table 6: Factors essential for Burberry Group PLC for effective operation in the
international market
Which of these factors is most
essential for Burberry Group PLC for
effective operation in the
international market Frequency
Fund allocation 5
Marketing strategy 3
Trends understanding 3
Strategic application 4
5
3
3
4
Which of these factor is
most essential for Burberry
Group PLC for effective
operation in international
market
Fund allocation
Marketing strategy
Trends understanding
Strategic application
Figure 6: Factors essential for Burberry Group PLC for effective operation in international
marketing
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