Mulberry Strategic Report

Table of Contents

Executive Summary                                                                        3

Introduction                                                                                 3

External Environment                                                                4

SWOT Analysis                                                                        8

Porter’s Five Forces                                                                         9

Internal Environment                                                                        10

Analysis of organizational Strategic decision                                        12

Critical Evaluation of the Organization’s Strategy                                        14

Conclusion                                                                                 15

References                                                                                16        

Executive Summary

Mulberry, the most popular and largest leather goods manufacturing brand in the United Kingdom. Roger Saul the founder of Mulberry established the brand in 1971 at his kitchen table, with 500 pounds helping from his mother. His sister designed its famous tree logo and named that “Mulberry”. We discuss in the report on Mulberry’s introduction in detail. After that we explain external environment factors including micro and macro environment, after that we explain Mulberry’s internal factors in detail. Then we conduct industry analysis and in which we highlight porter’s five forces model. SWOT analysis is also a part of this report and we discuss Mulberry’s internal strengths and weaknesses. After that we analyses the Ansoff and BCG matrixes to identify the Mulberry’s strategy and then give strategic direction through Ansoff Matrix. At the end we critically evaluate the organizational strategy through SAFS Framework.