Strategic Business Analysis and Recommendations for Mulberry: Navigating a Competitive and Evolving Luxury Market

MULBERRY ASSIGNMENT – STRUCTURE

Part 1: Individual 2000-word report (LO1, LO2 and LO4, 60% of the Overall Grade)

• PLAGIARISM DECLARATION FORM (not included in the word count) Include your signature, and date submitted.

• COVER PAGE (not included in the word count)

Include report title, student name, student ID number, course, unit, number of words, date submitted, and unit leader.

• ABSTRACT (not included in the word count).

It should briefly outline the scope of the investigation, the method(s)/frameworks you used in your analysis, your findings, any important issues

raised in the discussion, the conclusion, and recommendations.

• TABLE OF CONTENTS (not included in the word count).

Include headings and subheadings with the page number, ordered as they appear in the text.

• INTRODUCTION
  1. Overview of the brand
  2. Mulberry financial overview (over the last two years together with the brand’s share price, and provide a commentary on the main

movements of the stock over that period, identifying the possible causes of such movements and implications on the brand). Refer to the financial crisis, pandemic, etc.

• EXTERNAL AUDIT

1. Market Analysis and Trends
2. PESTLE analysis
3. Brand Positioning map
4. Competitor analysis benchmarking and POP/POD
5. The Blue Ocean Canvas

• INTERNAL AUDIT

1. Business Model Canvas
2. Resource-based view canvas (RBV)
3. VRIO framework
4. Porter’s Value Chain Analysis (VCA)
5. BCG Matrix

• MAJOR ISSUES (RISKS) FACING THE BRAND

1. Porter’s 5 Forces
2. TOWS
3. Ansoff Matrix

• SELECTING STRATEGIES

After evaluating Mulberry’s options, you need to suggest a chosen strategy, based on the choice of a strategic option, or a set of options to be implemented/modified depending on the possible results sought or risks involved and taking into consideration the following factors:

1. Recommendations with table – strategy, details, and images (mock-ups)
2. New Strategy Timeline

• BIBLIOGRAPHY & REFERENCE LISTS (not included in the word count)

Harvard Referencing must be applied in alphabetic order, separating the Reference list from the Image Reference list.