Report on Burberry's SWOT Analysis in the Global Business Environment

This report presents a SWOT analysis of Burberry, a prominent UK-based fashion brand, examining its strengths, weaknesses, opportunities, and threats within the global business environment. The analysis highlights Burberry's strong brand image, global presence, and impactful advertising as key strengths, while identifying high prices and dependence on the Asian market as weaknesses. Opportunities include evolving consumer preferences and e-commerce expansion, while threats involve competition and counterfeit products. The report further discusses the impact of the SWOT analysis on Burberry's marketing and finance, emphasizing its role in strategic decision-making, resource allocation, and maintaining a competitive edge. By understanding these factors, Burberry can enhance its market position, improve sales, and effectively address challenges in the dynamic global market.

GLOBAL BUSINESS
ENVIRONMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Swot analysis of Burberry............................................................................................................3
Impact of SWOT analysis on burberry........................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Burberry is one of the famous brand and seller of UK who have several strength,
weakness, opportunities and threats in the current marketing conditions. In this project we will
look about the Swot analysis of Burberry and how it has impact over the marketing strategies or
conditions and Finance sector of the company.
MAIN BODY
Swot analysis of Burberry
Swot analysis is one of the business tool used by companies to analyse their capabilities
or strength which companies can use to grab the future opportunities (Kokodey, Gnezdova and
Lomachenko, 2018). Apart from strength Swot analysis also helps the companies to identify
their weakness which could become a big threat for them in the coming future. Burberry is one
of the famous company and seller of fashion and branded products in UK. Headquarter of
Burberry is in London, UK. As, other companies, Burberry also has some Strength, Weaknesses,
Opportunities and Threat which are described below:
Strength:
Burberry is one of the famous brand of UK having strong brand image. It sells distinctive
clothing items which is its one of the speciality. It has many stores and it deals across the globe
which shows its global presence. To meet the needs of its customers, it produces updated, trendy
and up to date fashionable products. It uses strong and impactful advertising policies to sale its
products. These all, act as a strength for Burberry and helps it to rule the market at large.
Weaknesses:
Although it has a good variety of products but in terms of prices it is relatively high in
comparison of the substitute products which are offered by other companies. Apart from that it
deals with only limited items which means only clothing, beauty and grooming products which is
also one of its weakness in terms of narrow product line. Burberry is more dependent on Asian
market for selling its products. These all becomes the weakness of Burberry because a small

change in the economic or political or social or legal environment would badly affect the whole
business of Burberry.
Opportunities:
Due to continuous changes in the taste and preferences and demand of the consumers and
due to the more attraction of consumers towards the quality and branded products would act as
an opportunity for Burberry. An expansion in the products would also become an opportunity for
Burberry in terms of more increase in sales proportions. As Burberry uses the updated and latest
marketing strategies including the use of electronic commerce would also act as an opportunity
for Burberry (Sarsby, 2016).
Threat:
Competition is one of the major threat for Burberry which could affect its business in
terms of loss of customers or decrease in its sales and decrease in profits. As, Burberry mainly
deals with customers clothing products and as the fashions and trends are continuously changing
would also affect Burberry in terms of sale of its products. Since, it is a big brand and for this
reason only it always had a threat of fake and duplicate products which other seller could sale in
the market which will severely affect the brand image of Burberry.

Impact of SWOT analysis on burberry
With the help of SWOT analysis Burberry has developed there strength more and reduce
the weakness and threats, get to know the opportunities. SWOT help the company to do
automation work with the quality and lead the Burberry to come upward in downward according
to the demand of product in the market (Vlados, 2019). These analysis help Burberry to check
the current strength SWOT helps the Burberry in tracking the record of there new commodities
and there many element which have been improved with SWOT in Burberry. Burberry is
identifying the internal planning factors and extrinsic factors. The SWOT will made the
workforce very skilled by conducting different training programs.
Marketing
This is an important element of every organisation to achieve there objectives. The
Burberry use different updated and latest techniques or tools including the e-commerce and
digital marketing which is now one of the most used technique of today's world and one of the
strength of Burberry. This techniques also help and support the Burberry to grab the large scale
of customer share in the market (Bedianashvili, 2016). These tactics and methods will not only
improvise its marketing as well as sells ultimately help in maximum profit of the Burberry.
SWOT analysis ultimately gain the profit and achieve the organisational objectives as well.
Burberry can grab the future market with the help of these analysis, this will act as strength for
the brand (Leiber, Stensaker and Harvey, 2018).
Finance
The finance is the blood which helps in running of the organisation. SWOT analysis in
Burberry help in collecting the money in the organisation to help the Burberry to build its
resources more reliable. With the SWOT analysis the manager came to know the correct use and
investment of the finance, the manager use to check to past and current data and find the
variation. SWOT also help in know the company value in the statement of finance. Burberry is
day to day enhancing its business and products which will directly gain the customers towards to
brand and this will leads to an increase in the flow of finance. In-provision in finance is also due
to there global market presence, which is one of the favourable impact of SWOT towards
Burberry. The favourable finance condition lead the Burberry to commit in the market but also
help in standout from the others in the market. Organisation has good and powerful cash flow
which gives the required resources to the Burberry when they needed (Wang and Li, 2016).

CONCLUSION
From the above study it is concluded that by understanding the impact and importance of
strength, weakness, opportunities and threat by Burberry will plays an important role in
improving the sale of the company and also it can grab the big share in the market and bit its
competitors easily.
REFERENCES
Books and journals
Kokodey, T., Gnezdova, I. and Lomachenko, T., 2018, October. Modeling the global business
environment based on polycyclic theory. In The International Science and Technology
Conference" FarEastСon" (pp. 487-499). Springer, Cham.
Bedianashvili, G., 2016. The Global Business Environment, European Integration and the
Cultural Potential of Social-economic Development of Georgia. Globalization &
Business.
Leiber, T., Stensaker, B. and Harvey, L.C., 2018. Bridging theory and practice of impact
evaluation of quality management in higher education institutions: a SWOT
analysis. European Journal of Higher Education. 8(3). pp.351-365.
Sarsby, A., 2016. SWOT analysis. Lulu. Com.
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
Wang, Q. and Li, R., 2016. Impact of cheaper oil on economic system and climate change: A
SWOT analysis. Renewable and Sustainable Energy Reviews. 54. pp.925-931.