MN7002 International Business Strategy Report Sample

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MN7002 International Business Strategy Report Sample

Assessment Brief

This assessment assesses all 5 learning outcomes of the module, which are that on successful completion of the module students will be able to:

• Analyse the environment of a firm, both internal and external, current and future, to identify sources of competitive advantage and disadvantage and opportunities
and threats.

• Critically evaluate strategic direction and strategic options in complex current and future business environments to inform executive decisions

• Critically evaluate strategic information, insights, and recommendations

• Communicate strategic analysis and recommendations clearly, concisely, and effectively

• Appraise the strategic decision-making process

Acting as an external management consultant, you are to complete a strategic analysis of a firm and its industry, making strategic recommendations for the future.In choosing your firm and industry you should:

• Choose a firm and industry that is of interest to you, has a turnover of more than
£100m and more than 250 staff. The firm may be based in any country

• Be wary of choosing a very large firm in a complex technology industry unless you have deep existing knowledge; industry boundaries in the technology industry are blurred and the products and services complicated. Large firms like Apple that are very large and operate in multiple sectors of the technology industry are particularly challenging to analyse

• Ensure that there is sufficient information available to you from university and internet sources. A firm like Waymo, which is part of Alphabet and in a very interesting business, may be difficult to research as it is not quoted on a stock exchange.

Report Structure

You should structure your report as follows:

- Report Cover Page
- Table of Contents
- Executive Summary
- Introduction to your selected company
- Internal and External Analysis
- Competitor Analysis
- Strategic Options
- Strategic Recommendations
- References
- Appendices

Solution

Introduction to Primark

In the context of leading cloth retailers in the worldwide markets Primark is a leader among them. They employ more than 72000 employees currently, while starting out in 1969 from Ireland, they are present in 15 different countries, UK being their biggest market. Primark have extensively built their clothing lines around everyday affordability yet taking great care of quality and style catering to the taste of various generations. Other than the UK where they have 191 stores, they have 56 stores in Spain, 31 stores in Germany, 21 in France among its largest markets, Primark is expecting to achieve over 500 stores worldwide by 2026. With sustainability being their primary object recently, emphasising upon extending the lifetime of the garments being produced and expecting to halving their carbon emission across their value chain. H&M, New Look, PrettyLittleThing, Forever 21 are some of the major competitors of Primark.

Figure 1: Revenues of Primark
(Source: Statista, 2023)

2. Internal Analysis

2.1 Value Chain Analysis

Primary Activities

 

Table 1: Value Chain Analysis: Primary Activities

Secondary Activities

 

Table 2: Value Chain Analysis: Secondary Activities

2.2 VRIO Analysis

 

Table 3: VRIO analysis

3. External Analysis

3.1 PESTLE

Implementation of PESTLE analysis of Primark is done in the following table.

 

Table 4: PESTLE analysis
(Source: Created by author)

Explanations

There is the presence of a large number of factors such as political factors, and legal factors, and these policies are incorporated for implementation of effective sources of policies.

3.2 SWOT analysis of Primark

 

Table 5: SWOT analysis
(Source: Created by author)

3.2 Porter’s Five Forces

Implementation of “Porter’s five forces” analysis

 

Table 6: Porter’s five forces
(Source: Created by author)

4. Competitor Analysis

There is the existence of a large number of competitors of this company and these competitors are responsible for imposing a huge amount of threats. Innovative products are being produced by these companies and hence, the attraction of customers towards this company is rising because of the existence of these companies for university assignment help.

 

Table 7: Analysis of competitors
(Source: Created by author)

5. Strategic Options

Implementation of “Porter’s generic strategies”

 

Table 8: Porter’s generic analysis
(Source: Created by author)

Incorporation of TOWS analysis

 

Table 9: TOWS analysis
(Source: Created by author)

6. Strategic Recommendations

? There is a requirement to introduce lower ranges of products and deals with suppliers can become involved in this approach (Molitor, 2019).

? There is a necessity to incorporate better forms of deals with all competitors.

? Sustainable policies can be created after the incorporation of these strategies.

7. Conclusion

Primark's dedication to price, quality, and style is evident in its incredible journey from its modest origins in 1969 to its position as a global leader in the textile retail market. Moreover, with more than 72,000 workers and a presence in 15 countries, Primark hopes to have more than 500 locations worldwide by 2026. It is seen that, the firm has shown a thoughtful approach to its environmental effect with its current focus on sustainability, which includes attempts to extend the lifespan of clothing and minimize carbon emissions. Therefore, Primark is positioned for sustained success in the ever-changing retail market because to its strategic outlook and commitment to catering to a broad range of consumer tastes, even in the face of formidable competitors such as H&M and Forever 21. There is implementation of appropriate practices associated with principles of sustainability.

References

Eisenberg, P., 2019. Financial Analysis of Primark Stores Ltd. with regard to a Stock Exchange Floatation (IPO). International Journal of Management, 7(1), pp.91-112.
Greco, S., 2023. Twitter activists’ argumentation through subdiscussions: Theory, method and illustration of the controversy surrounding sustainable fashion. Argumentation, 37(1), pp.1-23.

Lokanan, M.E., 2021. Analyzing Primark’s Financial Performance Using Financial Ratios and Models. SAGE Publications: SAGE Business Cases Originals.
Molitor, M., 2019. The Effect of Corporate Scandals on Customer Loyalty-A Case Study on Primark (Bachelor's thesis, University of Twente).

Obadia, L., 2023. Mitigating Greenwashing Practices in the Fashion Industry: Assessing the Effectiveness of the New EU Green Claims Directive A Case Study of Primark.
Ologunebi, J., 2023. An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark. Available at SSRN 4628521.

Statista. (2023). Burberry's global revenue from 2005 to 2023. Available at: https://www.statista.com/statistics/263885/burberrys-worldwide-revenue/#:~:text=Burberry's%20worldwide%20revenue%20amounted%20to,in%201856%2C%20by%20Thomas%20Burberry. [Accessed on: 8 December 2023]

Statista. (2023). Revenue of Primark worldwide from financial year 2007 to 2023. Available at: https://www.statista.com/statistics/383785/primark-revenue-worldwide/#:~:text=However%2C%20since%201969%2C%20ABF%20has,billion%20British%20pounds%20in%20revenue. [Accessed on: 8 December 2023]

Tricahyaningtyas, Y., Livani, R. and Natakoesoemah, S., 2023. Shopping Experience of Indonesian Diaspora in Europe Related to Primark’s Reputation and Customer Attitude towards Unethical and Unsustainable Business Practice Brands. International Journal of Applied Business and International Management (IJABIM), 8(2), pp.99-114.

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