Business Strategy by Charlotte Alexander

Introduction

Among top luxury brands, Mulberry Group PLC is a renowned one which has 41 years of experience in the sector of retail as well as design business operations. The company was founded in the year of 1974 and the name of Mulberry has been enlisted in AIM otherwise known as Alternative Investment Market among the other registered companies. Manufacturing and designing of top-quality exclusive products, such as- clothing, footwear as well as other accessories is the specialty of this organisation. This particular project report is based on some of the imperative Learning Outcomes related to strategic planning management of the company, Mulberry. The assignment has been categorized into several learning outcomes and each of the LO holds a specific set of questions on the context of strategic management of Mulberry(Johnston & Bate, 2013). The first section of the research project reflects understanding related to the organisational purposes of Mulberry. In this section, how several major points, like- mission and vision statements, goals, objectives and core competencies of mulberry helps to notify the strategic planning- has been thoroughly discussed. Several factors that should be considered during the formulation of strategic plans have also been described quite clearly. There are several techniques which are used for the development of strategic plans and the effectiveness of these techniques has been illustrated in the assignment. In the next section of the project, the discussion is about- why is it important to understand the operational environment as well as its nature of an organisation. Likewise the next segments is about selecting a strategy for Mulberry by understanding the organisational behavior in the market environment and about understanding the proper implementation style for the selected strategy(Holbeche, 2013).

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