Comprehensive Business Strategy Report for the Mulberry Organization

This report provides a comprehensive analysis of Mulberry, a luxury fashion brand, focusing on its business strategy. It begins with an introduction to Mulberry's mission, vision, and objectives, followed by an organizational audit using the McKinsey 7S framework, SWOT analysis, and the Five M model to assess its internal strengths and weaknesses. The report then conducts an environmental audit using PEST analysis and Porter's Five Forces to understand external factors influencing the business. Furthermore, it emphasizes the importance of stakeholder analysis, identifying key stakeholders and their impact on the organization's success. The report also discusses alternative strategies for Mulberry, including recommendations for strategy implementation, resource requirements, and target timelines. Overall, the report offers insights into Mulberry's strategic planning and provides recommendations for achieving competitive advantage in the luxury market.

BUSINESS
STRATEGY

TABLE OF CONTENTS
TASK 1......................................................................................................................................3
INTRODUCTION....................................................................................................................16
TASK 2....................................................................................................................................16
2.1 Organizational audit for Mulberry.................................................................................16
2.2 Environmental audit for Mulberry by using PEST analysis with references to porter
five force model...................................................................................................................18
2.3 Importance of carrying out the stakeholder’s analysis...................................................19
TASK 3....................................................................................................................................20
INTRODUCTION....................................................................................................................20
3.1 alternative strategies for Mulberry.................................................................................20
3.2 The most suitable strategy for Mulberry organization...................................................21
TASK 4....................................................................................................................................22
4.1 Role of the individual at the time strategy implementation...........................................22
4.2 Resource requirement for the strategies suggested for Mulberry..................................23
4.3 Targets and timescale required for monitoring and achieving the strategy on time......23
REFERENCES.........................................................................................................................25

TASK 1
Slide 1

Slide 2

Slide 3
Through the vision and mission it can be witnessed that Mulberry is keen for becoming
successful in the field of luxury market. Due to this reason, they are focusing on the
innovation in their products. Further, with by seeing the vision and mission, the firm is keen
on makes strategy to gain competitive advantage.

Slide 4
From the objectives, it can be seen that the firm is focused on increasing its customer
segment so that they can increase profitability of the organization. On the other hands, by
providing quality products, the firm can easily retain its customers.

Slide 5
As per the goals of the firm, Mulberry is emphasizing on the needs and demands of the
customers so that they can satisfy them with their products. This will help the firm in
sustaining in the market
Besides this, the core competency is their quality of the product and the royal design
which they are giving to their customers. This feature distinguishes them from the other
luxury brands.

Slide 6
With the changing fashion, the firm has to modify its strategic planning. Mulberry is
required to make new designs according to the fashion trend. It will affect the positioning and
targeting plan made by the organization.
On the other hand, with the intense rivalry among the competitors, the firm needs to
change their marketing planning so that they can attract their customers effectively. Due to
the competition, sometimes, the fir m has to change their targets to meet their objectives. This
way it creates issues at the time of planning process.

Slide 7
As mostly the luxury firms are promoting their products on the social networking sites
so it can be seen that the world is changing. Due to this modification or the change, the
organization is required to change their strategy to meet the technological criteria.
Further, as the resources are depleting, so it becomes difficult to find the appropriate
resources to carry out the strategic planning. Through this reason, the corporate faces issues
at time of planning process.

Slide 8
Strategic planning involves various tools and techniques. To operate this, Mulberry is
required to have skilled resources. With the shortage of skilled manpower, the firm faces
problem in making the strategic plan.
On the other hand, with the increase in taxation rate, the firm will faces issues
regarding the finance. Further, at the time of recession, the demand of the product will be low.
Through this reason, the firm will not spend more in the strategic planning process. This
creates problems because the return is less as compare to the investment.

Slide 9

Slide 10
According to the Boston matrix the cash cows are the leather bags which include
dispatch leather binocular etc. as due to its quality as well as leader in the leather segment it
is earning huge cash for Mulberry.
On the other hand, with the designer leather bag, Mulberry has the scope to sell in the
European markets. As the growth rate of the product is very high and it is in high demand.