Brunel University MG5596 Strategic Management: Yull Shoes Analysis

This assignment provides a strategic management analysis of Yull Shoes, a designer footwear company. The analysis includes a VRIO (Value, Rarity, Imitability, Organization) assessment to determine the company's core competencies, highlighting the value of brand image, promotional campaigns, and human resources. It also incorporates a Five Forces analysis to evaluate the competitive landscape, including the bargaining power of suppliers and buyers, the threat of substitute products, new entrants, and competitive rivalry within the designer footwear industry. The report emphasizes the brand's unique identity, its association with British culture, and the challenges of imitation, contributing to strategic recommendations for sustained success. The study is based on the strategic management coursework brief for the year 2020/21 from Brunel Business School, MG5596 course.