- Synthesise and apply knowledge to new contexts in meaningful ways demonstrating a systematic understanding of key aspects of business and management some of which are at the forefront of business and management knowledge.
- Demonstrate a pluralistic ‘way of knowing’ that acknowledges the complexity of multiple perspectives, including an appreciation of the contextuality, uncertainty and limits of knowledge
- Devise, substantiate and sustain a convincing and sustained argument
- Select, structure, design and apply tools of research, analysis, decision-making and evaluation to a substantive international business and management case
- Communicate synthesized and complex understandings in both written and oral form.
Assignment Questions:
Critically evaluate Burberry’s future business viability in relation to its current external and competitive environment.
Format of the business report
- Introduction
- PESTLE
- Porter’s 5 Forces
- Vrio
- Conclusion
- Appendix of diagrams
The expectation of the business report
The usual approach is to start with the external environment (PESTEL)< then move on to the industry (five forces), and finally the company itself – an ‘outside-in’ approach. You have discussed five forces before PESTEL
PESTEL Analysis
This should be a summary of the external trends that impact Burberry (eg: the rise in online shopping, and increased interest in sustainability). Your discussion should focus on Burberry’s external trends.
Conclusion
Provided a conclusion on the business viability of Burberry with sufficient support from your prior discussion (which needs to include evidence to support the points you make).
The report should include:
- When did Burberry go public?
- Approximately, how many countries does Burberry operate in?
- Who are Burberry’s key competitors
- How would you describe Burberry’s competitive environment, is there strong or weak competition?
- What is the future prospect for the luxury goods industry?
- As a stakeholder analyst for Burberry, which major stakeholder group would you identify?
- What is Burberry’s biggest risk factor?
- Should investors invest in burberry?
