This report provides a comprehensive analysis of Burberry, a British luxury company operating globally. It begins with an introduction to global business and strategy, followed by a background of Burberry and its products. The main body of the report includes a detailed internal and external analysis using PESTLE and SWOT frameworks, identifying political, economic, social, technological, legal, and ecological factors influencing the company. The report also identifies Burberry's sustainable competitive advantage using Porter's generic strategies, specifically highlighting the hybrid strategy of cost leadership and differentiation. Strategic recommendations are offered to improve online services, reduce costs through bulk material procurement, and enhance customer awareness. The report concludes with a summary of the findings and recommendations, emphasizing the importance of adapting to market changes and leveraging competitive advantages to increase market share and brand image. The report also addresses the implementation issues the company may face. The report is a student submission to the website Desklib, a platform offering AI-based study tools.
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