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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:

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  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.