Mulberry: Sustainable Strategy Analysis and Recommendations Report

This report provides a comprehensive analysis of Mulberry's sustainable strategy. It begins with an executive summary, followed by an introduction that highlights the importance of environmental issues and government regulations in the fashion industry. The report then delves into two key components: CW 1 and CW 2. CW 1 includes a detailed PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors impacting Mulberry. It also incorporates a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. Furthermore, the report applies Porter's Five Forces model to assess the competitive landscape. CW 2 explores strategic models such as the Ansoff matrix and BCG matrix to evaluate business performance and growth opportunities. The report concludes with recommendations for improving Mulberry's business strategies, emphasizing the need to maintain customer relations and expand operations. References are also included.

SUSTAINABLE
STRATEGY

EXECUTIVE SUMMARY
In this report, Mulberry analysis is taken which done through PESTLE, SWOT and many
aspects. The company can easily grow their operations that can be made from different activities
and functions so that profitability can be take place at workplace. In this way, market gives
several opportunities to the business for development of the successful operations. Hence, it
describes overall production which needed for ascertain growth in effective manner. Further,
recommendations are also determines so that business strategies can be improves in the
organisation. With the help of Ansoff matrix it has bee identified that the company has
opportunity to expand their operations with diversification. In this way, they can easily develop
profitability and positive results.
Further, it also describes BCG matrix that assist to measure business performances and
overall development of the company. In this way, Mulberry also need to concentrate on maintain
relations with different customer so that targets and be enhance. It will be helpful to enhance
overall production in new place and potential customer as well.
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Table of Contents
EXECUTIVE SUMMARY.........................................................................................................1
INTRODUCTION...........................................................................................................................3
CW 1................................................................................................................................................3
CW 2................................................................................................................................................7
CONCLUSION .............................................................................................................................16
REFRENCES.................................................................................................................................17
2

INTRODUCTION
Environment issues has become more popular these days and there are many forms at all
different levels. This problem has gives impact on various social ans economic policies of a
country. There are many problems occurs to the companies to achieve the success with many
issues in a long period of time. Government has working to solve the issues which gives many
impact to the environment. There are various resources that manage the problems of financial
management and report to the Government (Aklin and Urpelainen, 2013). They gives many
accounting standard to comply with the accounting practices.
Mulberry is established in United Kingdom in 1971 founded by Roger Saul. It is a
Luxury fashion company that includes men and women fashions, footwear and leather
accessories. It has launched a programme that encourage the young generation by providing
training and skill sessions.
CW 1
A company has facing many issues in the growing market. It is necessary to conduct
many analysis that gives a business advantage in his field. It gives a good business structure and
increasing the operations of the company (Avery and Bergsteiner, 2011).
Pestle analysis: Companies are making various analysis by many macro factors to make
high growth. Here are so many elements that gives the Mulberry to analyse their performance
with these.
 Political: Politics is always plays a vital role in making the business world. All the
business can not be able to start their work without any government permission. So the
government interference is not just bound towards only to public sector but it can resist
any firm for any of the product production. Mulberry is one the largest leading brand in
fashion. It has many of its outlets, transportation services, factories (Bartoccini and et. al.,
2014.). So, it is important for them to get aware about all the political decisions. They
should also have to get properly enquired about the import and export system as well as
also the government policies. Since Mulberry has its own global existence and it is
worldwide famous leading fashion brand so they don't want to get any unnecessary
closure of their organisation in any country in which they want to start their operational
activity.
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 Economical: Mulberry should have to take the adequate details about the economic
growth of the country so the management can made their inflation or deflation policies
for their own. They should also have to get the knowledge about the exchange rates and
interest rates so the management can made decisions related to the exports and imports.
Higher inflation rate states that the brand is not affordable by the general public (Bouis
and Welch, 2010). Hence, Mulberry have to get aware about all the rates of
inflation,exchange,interest or all the taxation charges also because mulberry is a brand
and it can not be afford by the lower class of the society. So, they have to take care about
that the market is suitable for them or not.
 Social factor:The social factor made a impacts on the fashion industry because the sellers
who have spending ability plays important role for economy elasticity. During the
duration of recession, when mostly economy got unemployed and it increases the demand
of the products which can not be easily affordable (Burton, Jenks and Williams, 2013).
So it is important for every company to made items according to the pattern of spending
of the customer and also takes the fashion trend in mind. The companies like Mulberry
have to produce according to the population. So the mulberry have to kept in mind the
innovative ideas and also the fashion trend as a base.
 Technological factors: The technology always plays a important role in increasing the
efficiency of the company. Change in technology control the quality of any product and
also maintain the standard for that product. The other different techniques are used by
Mulberry for the promotion of their products. Like mulberry use social media technology
for the virtual existence of their product.
 Legal factors: The legal factors always been a part of every organisation. All the
organisations knows well about their legal obligations which are related to their
association. If the firms fulfil the legal formalities then its reputation in the global market
become good (Cerón-Palma and et. al., 2013). So the Mulberry have to done all the
lawful activities and identify them in the international market. So, they become one of the
faithful brands.
 Environmental factors: Modern consumers are well being aware about the activities
which are related to the environment and they mostly used those products which are
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beneficial to the environment. So the Mulberry used those methods which are in favour
of the environment.
Swot Analysis: It is an analysis of business and its operations that can gives Mulberry a
competitive advantage. It is use by the management to understand various factors through their
strength, weakness, opportunities and threats (Eccles and Krzus, 2010). It is good approach to
search many kinds of categories that regard to the Mulberry. It is a self analysing system where
people of management can take the idea of their product.
 Strength: There are many factors in a business that gives the advantage to a company.
Mulberry has various network all over the world to distribute their product in the market.
The employees of the company has excellent potential to work here. Various investors
are4 investing in the company because of its high brand value (Hak, Kovanda and
Weinzettel, 2012). The local market of the company has good connection with the
company. Mulberry has so many years experience in the fashion market to make good
market. There are so many barriers to the another company in the market for the entrance
because of high brand value. Company has superior market to its competitors that gives
benefit to the company for the long run.
 Weakness: It is a point where the rival companies can take advantage of their less
imperfection in particular act. Mulberry is a fashion company that requires to make the
advertisement and it creates the cost of the company. Company should make researches
time to time and pay high cost in researches and development in the market (HuangLuo
and Xia, 2013). Future is not certain so there should make arrangements for the further
maintaining the position. This is the fast growing sector that has many new trends coming
in the market and obsolete the old trends. They are following within the company by
researching on many factors.
 Opportunities: It comes form the external environment where various opportunities to the
company. Mulberry has various venture capital to invest in the company. There are
various new products developed in the market in the market and services to make
company competitive advantage. Company provides the growth in the economy with the
new acquisitions to make their product effectively in the market. There are various new
planning by the manager to make their product attractive to the customers.
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 Threats: these are external factors which has many hurdles in the planning of the
operations of the company. This industry cannot grow fast it has many factors. There was
the cost of product making is so high in an industry (Kaneko, 2010). The workers are not
so highly qualified in the company so they can lack their opportunities. Mulberry making
so many product that are used for the people to grow their fashion but the cost of the
labour is so high.
Capabilities of Mulberry: To achieve their ability they should set the the competitive
advantages and customer interest and strength of the competitors against others. They should
measure the new innovation in the market and trends following by the customers which may be
depend upon the analysis. Mulberry has the quality product with good delivery and satisfy the
customer demands in the market (Leal Filho, 2012). There should be the relationship between the
capabilities and profitability in the company to achieve their goals with high profit.
Porter's five forces model: It is an analysis within the industry to develop the business
strategy. This model uses for measuring the profitability of an industry. These are the factors that
includes micro environment to affect the ability of the consumers and the profit. There are the
five forces provides to analyse in the Mulberry-
 Threat of substitute products: The company has various products or services to deal with
the customers. There are many competitors of the company which has various common
product that increases the probability and consumers attract with them (Lo, 2010).
Majority of buyers always want a product which has good quality and less price and they
would switch to the substitute. There are product differentiation that gives a product more
attractive and standard. Mulberry should focus on the activity of rivals that may make the
substitute product with the less price. Customers easily switch with the other product if
they feel that it is good for them.
 Threats of established rivals: There are many competitor in the market who are making
innovation in their product to achieve high profit (Maniatopoulos, Andrews and Shabani,
2015). Rival companies maintain their low storage cost to enlarge their productivity. Zara
is also a company who produces trendy outfit to the men and women and creates a large
competition to Mulberry.
 Threat of new entrants: Where the market has high return then the threat of new product
may gives barriers to entry in the market. Competitors produces new product for the
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customers in the market to attract them and creates threat for Mulberry. There are so
many product that creates high competitions in the market and lowers the profit of a
company (Rainey, 2010).
 Bargaining power of supplier: In a company there was a supplier who made the product
for the company. If supplier have high bargaining power then it make the decrease in the
profit of the company. Supplier have the low bargaining power in the Mulberry because
there are so many supplier exist in the market.
 Bargaining power of customers: Mulberry has various types of buyer that have so many
choices and they need to maintain the price according to the customers. Buyer power is
high because they have so many alternatives in the market to choose any particular
product.
CW 2
INTRODUCTION
There are many strategies which need to follow by the companies to maintain the
financial position of the company. In the fast growing industry company has many competitors
to generate the high profit of a company (Rothaermel, 2015). They follows various models which
needs to apply in the company by operating various operations. There are various factors that
need to analyse by the company to make a good decision. Companies using various strategies to
make a good decision process. There are various matrix followed by the companies to allocate
their resources in various units. It helps the company to the long-term planning to develop their
products. It considers the business growth by investing in many products that are useful to the
company. This approaches should gives the understanding by operating various actions. There is
the analytical tool which analyse the management of product and portfolio analysis. It made the
link between market share and profitability to make high growth of the business (Slack, 2015).
Mulberry is a company who has many fashion stores at various places that uses BCG matrix to
grow the share market.
There are many models that gives the company a comparison to their competitors.
Mulberry faces various issues for the existence in the market for the long run (Wang and et. al.,
2011). Company can evaluate the performance on the basis of various models. At the time of
planning they should focus on the many factors which need to apply in the operations of the
organisation.
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In the Pestle analysis company focuses on the various issues. Mulberry needs to focuses
on the regulations provided by the government. Company should follow the rules in their
working and follow the policies but at the same time it becomes very strict to follow by the
company mangers. Factories are produces fashion apparels and maintain the record of their
production to show their proper analyses of accounting. Company marketing at a very high level
that gives high growth to the company but there are so many political issues face by the
company. Companies should follow many taxation policies in the economy. Company make sure
that they focuses on the imports and exports and their specified guidelines that sometime very
complicated to follow. Mulberry has many outlets to their consumer by following latest trends to
satisfy the needs of the customer. There are many innovative ideas that makes the company's
product differentiation to achieve the high goals. Company needs to make technologies in their
product but sometime if technology does not works properly then it lowers the profit very fast.
Company need to follow many legal rules to maintain the position in the market. Mulberry
working with all the legal factors and focuses on them. There are various products that should be
healthful to the environment. Company should follow many signs that need to be fulfilled by the
companies to make their product actively uses by the consumers. Sometime it can be against the
companies and activities are against the policies. Company should follow many formalities to
maintain the position in the market.
In Swot analysis company analyse its strength by using various internal factors. It gives
the idea that what is the strength of a company and and how to maintain this in the market. A
company has follows various factors that provides the achievement of the company in various
fields. Mulberry has the strength that it has very good market networks to make there products
available to every customers. By making various new products and creates differentiation gives
more benefits to Mulberry. Company should maintain its strength in the business otherwise the
graph of the company becomes very down (Slack, 2015). A company has some weaknesses
because there are various competitors who wants to achieve their targets by satisfying the
customer needs at a very low price. The cost on the advertisement creates a heavy cost to the
company that lowers the profit of the company. Company has various opportunities to grab in the
market after analysing it. Mulberry has so many threats like many rivalry companies produces
the product at a very cheap cost that switches the customer interest also. The cost of the worker
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is sometime so high and it creates gives high product cost also for the customer. There are so
many threats to the company from its rival companies that may have success in the industry.
Company focuses on many issues that can be faces by the companies in the market. There
are so many models that gives the report on many factors. Mulberry is a company which
produces many fashion apparels to the customers by analysing many elements. For the fashion
industry there are so many customers in the market who uses their goods and services.
Customers has a high power to bargain the product otherwise they can switch because they have
many options. A company has so many competitors in the fashion industry and all are working to
achieve their high profit growth in the market. Mulberry has the ultimate growth in the company
is to satisfy its customers and make the growth in profit. There are so many suppliers in the
market to supply their product to the company (Zhang, Lior and Jin, 2011). A company should
work according to the concept of the market. There are so many rivals in the market for
Mulberry who can lowers the profit of the company. A competitor of a company may have the
substitute of the product and it can affect the customers and attract for this. The customers
always have the choice in the product and they can take the advantage of the offer. It will give a
negative impact to the company also because all competitors wants to make their product best.
They gives best offers to attract the consumers and known by public in a very short period of
time.
Critical evaluation of Mulberry
BCG matrix
Companies are organised into strategic units that faces various challenges. Boston Consulting
group produces a model for developing the product of a company. Models considers the market
growth by various approaches (Teece, 2010). There are the resources to business units mentioned
as below:
It is designed in a way so that it can help the Mulberry in making strategies which help
them to achieve sustainability in long run. As well as this will also ensures profitability and
productivity. BCG matrix is divided in four sections which are related with growth of firm into
the market and growth of market share. Four quadrants of BCG Matrix are dogs, question mark,
stars and cash cows. Managerial personnels of Mulberry can use the concepts which are
mentioned in this concept for strategic planning and controlling. Four sections of Matrix and
their use by Mulberry is explained below :
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 Dogs : Dogs represent those product which less market penetration and less market share
as well as they have less growth. Management of Mulberry should immediately drain out
such product and services as they provide less return over the investment (Verma and et.
al., 2016).
 Question mark : This section is also termed as Problem child as it is not clearly
understandable that weather such product will become a star or it may be possible that
this is dropped in dog section. Market growth rate is high but there is low market share
for that product.
 Stars : This section has that products which carries high growth market and high market
share. Products in this section generate more return on investment. Mulberry should
maintain this position of such products.
 Cash Cow : Mulberry need to exploit such product as much as they can as market growth
rate is low but market share is high for products in this section.
Ans off matrix
In order to port rate alternative growth strategies, Ans off matrix presents for focusing on
Mulberry. Through considers different ways, potential products and market can be develops.
With the help of different existing products and services of the enterprise, manager can introduce
new element in market (Fasth-Berglund and Stahre, 2013). In existing market following
combination of different products can be shown as below:
Ans off matrix
Existing products New products
Existing markets Market penetration Product development
New markets development Diversification
With the help of different growth strategies, the cited business can attain profitability and high
market share: Market penetration: In order to achieve overall potential, Mulberry need to concentrate
on current market segment which can assist to enhance market share and profits. In this
aspect, the organisation can enhance their products through providing it on less cost
Bergottini, Otegui and Junier, 2015. Hence, overall growth of the company can be taken
10

at workplace through capture whole market. It is very risky for the company because
fund is requires from existing products and services. With the help of increasing market
share, saturation can be assist to grow between different region. Thus, penetration
strategy is so risky for development of market of company. Market development: In this aspect, the chosen organisation need to target through
existing products and services in new market segment so that growth can be achieve.
Hence, Mulberry can easily enhance their operations through development criteria which
assist to overcome issues and problems (Manso and Castro-Gomes, 2015. In addition to
this, the cited organisation can attracts customer through existing products and services.
This strategy is related with strength of the business which make additional market
segmentation for enhance strength and reduce weaknesses. The chosen business requires
full knowledge of existing products and services of market so that they can easily develop
profitability (Fasth-Berglund and Stahre, 2013). Product development: The chosen organisation need to make development with new
products in market. In this way, Mulberry have to introduced new products and services
within the marketplace so that they can attain profits in effective manner. In existing
market segment, the company have to establish new things so that customers can be
attracts at workplace (Bergottini, Otegui and Junier, 2015). New product development
carry enhancement in market share so that specific products can be made at workplace. In
this aspect, new product can be introduced through targeting in existing products and
services.
 Diversification: In addition to this, Mulberry need to introduced new products line which
is ahead from existing products. Thus, they can easily capture whole market for enhance
profits and outcomes of the business. Beside this, diversification can also taken in term of
enhance products and services outside the company so that competences can be take
place at business. Diversification is also taken as reasonable choice so that high risk can
be eliminate with enhance return from products and services (Satiani, Williams and
Ellison,2013). . It is the great advantage for business to get potential gain and attractive
industry. Thus, overall risk element can be reduce from business portfolio.
SAFs analysis
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SAFs framework assist to cover-up overall growth which describes for overall growth
and maintain competitive advantages (Manso and Castro-Gomes, 2015). In this aspect following
elements can be taken within Mulberry:
 Suitability: Economy is moving towards renewable energy that describes for moving
towards green and renewable energy. In order to diversify the business operations of
Mulberry, maintenance are requires that ascertain for investing internal resources and
making products and services. Renewable energy demonstrate to make direction towards
external environment analysis. In this way, emerging solutions can be taken through
investment can be made according to expenses in renewable energy. Demand of oil
gases is very high so that the company need to take innovations through investing
profitability (Fasth-Berglund and Stahre, 2013). Political regulations are ascertained
through attain competitive advantages and long term goals in same manner. In addition
to this, in large scale environment can also be protects from different outcomes. Thus,
strategic direction of the chosen company needs to be sustainable which can be differs to
generate productivity and large scale economy for society.
 Acceptability: Acceptability component take part that refers through demonstrate
expected performances of company. In respect to this, strategic direction assist to
perceive company performance and referring to different stakeholder. Apart from this,
for employees growth strategies is based on long term commitment with customer that
can make focus on long term commitment and safety which assist to enhance qualitative
standards (Manso and Castro-Gomes, 2015. In this aspect, career opportunities also
helps to imply for long term employment. Customer experienced can also make long
term plan through business can attracts customer and create benefits from suppliers. In
this way, Mulberry can focus on quality and safety of products and services that are
describes for enhance performances and various other benefits. Operations of the chosen
organisation can be attention through regulations and evaluation of different activities
which can be support from profitability. It can be hamper to enterprise in term of
development and ascertain positive results at workplace (Bergottini, Otegui and Junier,
2015).
 Feasibility: For analysis strategic direction, it is essential to demonstrate direction which
can be evaluates from resources. For analysis resources, 6 M model can be used that
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determines money, machinery, manpower, men, market and make up (Plan) through
different services and continuous growth. Challenges that are face by company that
require proper knowledge and technology to ascertain business direction in proper
manner (Fasth-Berglund and Stahre, 2013). It can affect to the company and its overall
productivity so that market share can be enhance easily through various activities.
Maintenance and support are essentials part that requires for enhance market share and
development of market share. Further, when Mulberry want to provide qualitative
products and services, they have to ascertain international recruitment for smooth
functioning. Hence, it will assist to gain competitive advantages from different activities
and actions which can be made through improving machinery technological process and
software programs (Manso and Castro-Gomes, 2015).
Recommendations
From the above discussion, it has been assesses that Mulberry has various advantages and
profitability through enhance production capacity. In this way, they can set targets and goals
which the business want to achieve in systematic manner. The company has different types of
strategies through they can easily expand their operations and outcomes that assist to gain
profitability. As per the view of Bergottini, Otegui and Junier, 2015, it can be stated that the
chosen organisation can easily enhance their productivity and income from different activities. In
this way, productivity can be assesses at workplace which easily get profits. With the help of net
profit, the highest income and different activities can be measure at workplace. Thus, it describes
for development of firm outcomes (Bergottini, Otegui and Junier, 2015). In this way, irrigation
facility can be expand from different activities and nutrient management practices can be
explains for enhance net profits and main things for production. The cited firm requires
addressing properly so that they can easily develop market in different areas. However, Satiani,
Williams and Ellison,2013 argued that Mulberry need to concentrate on diversification so that
they can easily attain profits and positive results. In this way, there are various resources which
needed to make focus on profits and positive results. There are different way which assist to
develop performances for growing woody plants in different areas (Satiani, Williams and
Ellison,2013).
In addition to this, the chosen organisation need to ascertain on following
recommendations so that profits can be enhance easily:
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Maintain relations with customer Evaluates pricing: The chosen organisation need to introduced effective pricing
strategies, through they will able to develops plan and outcomes in proper manner. In this
aspect, penetration pricing strategy can be implements at workplace so that organisation
can easily develop their results and performances. In this way, Mulberry need to identify
potential market so that they are able to deliver effective products and services to various
customer (Kirchoff, Omar and Fugate, 2016). Improves weak spot: With the help of weak points, the company can easily assess that
where they can enhance operations and results for maintain business solution. Thus,
Mulberry can easily improve performances in effective manner. In this aspect, they can
easily expand operations and outcomes for measure performances. The company has
crucial advantages to maintain their results and outcomes from different activities and
functions. Thus, they are trying to identify performance and develops solutions for
ascertain results (Tseng, 2013). Continuous improvement in business performance: To monitor business performance, it
is required to determine improvement. In this way, the chosen organisation need to
develops outcomes through they can enhance profitability in different areas. Hence, they
will able to demonstrate monitoring and reviewing each activity which ascertain for
development of the organisation. In addition to this, Mulberry can also take effective
system which taken for determines continuous positive results and outcomes (Sempels
and Hoffmann, 2013.). Employee involvement: When employee are take part in business objectives and goals,
the company can easily enhance profits and results in effective manner. In this aspect,
various workers are share ideas and opinion through Mulberry can easily develop targets
and profits very high. Further, the company can also measure their performances which
need to be taken for maintain sustainability at workplace. In this way, the cited firm get
different types of opinion and ideas so that improvements in organisation results can be
ascertain in effective manner. It is crucial aspect for the chosen organisation so that they
can easily develop profitability (Fasth-Berglund and Stahre, 2013). Explore new market: With the help of exploring new market opportunities, Mulberry can
easily expand operations for measure their outcomes and performances. In this way, new
14

market entry strategies assist to enhance share and generates profits. Thus, effective
strategies can be taken at workplace which determines for developing results and profits.
It also describes new opportunities within the market so that the chosen business should
try to enhance it very carefully (Wang and Wang, 2017). Professional development In this way, Mulberry should provide proper training and
development program to employee so that they can participate for achieve common goals
and objectives. In this aspect, employee take advise and guidelines from superior towards
work of the company so that they can easily sustain in market and overall development
can be taken easily. Beside this, development plan can also be taken at workplace which
describes for achieving goals and objectives in systematic way (Garbie, 2017). Hence, it
is easily develops for measure performances and results of the industry. High quality of products and services: In order to overcome customer problems,
Mulberry needed to enhance their products and service quality. In this way, they can
easily attain objectives and goals in systematic manner. Thus, business can develops
profitability and overall growth so that they can attain results at workplace (Chiarini,
2014). In this way, the chosen firm can easily maintain sustainability of customer which
are helpful to overall growth of the enterprise. In addition to this, quality of products and
services assist to measure performance of the company that taken for development of
operations. Hence, overall growth can be achieve for maintain business results (Manso
and Castro-Gomes, 2015).
Customer values: Customer values are based on perception which describes needs and wants.
Hence, it is essential to deliver services in effective manner which assist to get high
performances and potential growth. In addition to this, it is also ascertained for making positivity
that maintain overall growth and potential results. It also helpful to Mulberry for enhance
potential customer at workplace who can take part for attain profitability and positive results at
workplace (Grice and Franck, 2014). In this way, overall transaction and activities need to e
taken at workplace that assist to grow outcomes and results in effective manner. Hence,
production of the chosen business can assist to set targets and objectives of the company.
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CONCLUSION
It has been observed that there are so many factors that evaluate the company's
performance by various models. A company has many issues with environments, political and
any other in the market. Mulberry faces various issues in the fashion industry that can be solved
by applying many factors. Sometimes companies are focuses on the price of the product and they
provides bad quality product to them. Company evaluate the structure of organisation by using
various models. Company focuses on the market orientation strategy to make their performance
growth at all levels. Companies analyse their strategy and works according to their plans.
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