International Business Expansion: A Case Study of Burberry in India

Desklib provides past papers and solved assignments. This project analyzes Burberry's joint venture for Indian market entry.

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MANAGING A SUCCESSFUL
BUSINESSES PROJECT PLAN

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Table of Contents
Introduction....................................................................................................................2
Project plan for the joint business venture to enter international markets.....................3
Conclusion......................................................................................................................6
References......................................................................................................................7

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Introduction
This assignment includes the project plan for the Burberry fashion company which
want to expand their business to India. The international expansion of the business
will help the company to attract the new potential buyers and consumers for the
company. The Burberry is the luxury fashion company of the United kingdom
headquartered in London. The Burberry mainly focus on producing fashion
accessories, sunglasses, cosmetics, apparels and fragrances. The company is very
successful in terms of revenue and brand name. The international expansion of the
business will create better opportunities for company growth and profits. In this
assignment, the company choose the international joint venture for their expansion.

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1. Project plan for the joint business venture to enter international markets
The project plan is based on the Burberry fashion industry which is one of the most
popular fashion brands of the United Kingdom. The company want to expand their
business to international borders of Asia. The international expansion of the business
will help the business to tap the new resources and opportunities for their growth and
increased profits. There are advantages and disadvantages for the business expansion
to the international markets(Raff, et, al., 2012). The Burberry choose joint business
venture as the method for the international expansion of the business.
The main reasons for the expansion of the business to the international market
through joint business venture are:
 If the international market does not allow fully owned international business in
their country so the joint venture is a great option for the business to enter into
that market.
 Joint ventures also allow the business to have the opportunity of using the
knowledge and support of the public or local partners in the foreign market as
they will have better information about their market.
 It also allows the company to take benefits of the foreign market without
investing a large amount. The risk involved in the joint venture is also
comparatively less than any other methods of international expansion.

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2. Aims and Objectives for the project research
 The main aim of the project research is to understand the benefits and risks
involved in the joint business venture for entering into the international market.
The Burberry fashion brand wants to enter into the Indian market through a joint
business venture.
 To know the benefits and risk of joint ventures.
 To know the benefits and risks of entering the international market.
 To evaluate the situation of the Burberry company in the Indian market.

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3. Scope and limitations of the project research
The scope of the project is very wide as the project considers two international
business environment which involves many organisations, resources and people
involved(Saunders and Lewis, 2012). The expansion of the business in the
international market will involve different products and services of the Burberry
company which should be developed in the foreign market. The limitations of the
project involve that the information collected can be biased. The information collected
from the questionnaire will be personal and based on people's own thoughts(Bell,
2014).

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4. Resources and cost consideration
The research is conducted through the questionnaire which involves the resources of
the company. The company experienced the cost of the project research to be $1000
which includes the data collection, questionnaire, and research analysis. The research
of the Burberry fashion brand and Indian market require comparatively fewer
resources.

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5. Gantt chart and work breakdown structure
Gantt chart is the system which shows that the task of the business operation is
conducted in a number of days. It also shows the time period for each activity in the
particular month. They are created in the sequence of the activities carried out. The
main importance of the Gantt chart is the timeline and sequence of activities.

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INITIATION
(8 DAYS)
IDEA
GENERATION
(4 DAYS)
IDEA
SCREENING
(4 DAYS)
PLANNING
(10 DAYS)
RESEARCH
(5 DAYS)
DESIGNING
(5 DAYS)
EXECUTION/
CONTROLLING
(14 DAYS)
PRODUCT
DEVELOPMEN
T
(6 DAYS)
TESTING
(4 DAYS)
ANALYSIS
(4 DAYS)
CLOSING DAYS
(5 DAYS)
PRODUCT
LAUNCH
(5 DAYS)
Work breakdown structure is the structure which shows the number of activities and
their time period. It usually simplifies the number of activities and their way of
viewing. The task is a divide on the basis of their functionality and their importance or
role.

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6. Risk factors
The Burberry company involves different risk which is ethical risks, communication
and failure risks. The research which is conducted for the joint venture of the
international market business can prove to be unsuccessful for the business. The
failure and success of the international business can be dependent on international
market conditions and consumer elements.

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Conclusion
This project research shows that the joint venture for entering into the international
market is a risky affair but the business can have increased profits and other benefits
for their stakeholders. The expansion of the business into the international business
help the consumers enjoys a wide range of products and services. Burberry is
international luxury brands which can help Indian consumers enjoy the quality
products and options. This project also shows that Burberry is a very popular brand in
the fashion industry.

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References
 Bell, J., 2014. Doing Your Research Project: A guide for first-time researchers.
McGraw-Hill Education (UK).
 Raff, H., Ryan, M. and Stähler, F., 2012. Firm productivity and the foreign‐
market entry decision. Journal of Economics & Management Strategy, 21(3),
pp.849-871.
 Saunders, M.N. and Lewis, P., 2012. Doing research in business & management:
An essential guide to planning your project. Pearson.