Contents
Introduction 2- Task 1: Environment Analysis 3
- PEST analysis 3
- Porter's Five Forces 5
- Ansoff growth Matrix 6
- Task 2: Competitive Strategies 8
- Market Position and Market Shares 8
- SWOT Analysis 9
- Porter's Generic Strategy 11
- Task 3: Strategic Recommendations 12
- Conclusion 14
- References 15
- Appendix 17
Description
This report is based on the following case study -
Case study
Students should refer to the Burberry Annual Report for 2015/16. (http://www.burberryplc.com/documents/ar-15-16/burberry_annual_report_2015-16.pdf).
In this document and other supporting documents found on the company’s web-site, Burberry reviews its previous performance and puts forward strategic proposals for the future.
The assignment requires a critical assessment of Burberry’s strategy for achieving competitive advantage.
Assignment task(s)
This assignment requires you to analyse Burberry’s strategy and make recommendations for the future.
Task 1 – 40 Marks
Conduct an environmental analysis of the industry of which Burberry is a part using appropriate frameworks and concepts from the module.
Task 2 – 40 Marks
Critically evaluate Burberry’s corporate and competitive strategies using supporting evidence from both corporate literature and your own research into the company.
Task 3 – 20 Marks
Produce your own strategic recommendations for Burberry PLC with justification.
A report format should be used for this assignment and should be structured as follows:
Title page.
Contents page
Executive Summary/Introduction
Chapter or section for each question
References(using the Harvard system)
Appendices (if necessary
