Over the years, the murky economic environment has made it rough for businesses to survive in the UK and foreign countries. The few companies that survive and continue to generate profits have been used as case studies to explain the best methods for sustainability even in a harsh environment. Burberry, as one of these businesses, has managed to attain considerable success in the UK (its home market) and China (a foreign market). Among the key factors of success is continuous product improvement and efficient marketing strategies among other complementary and supplementary elements. This report analyses and discusses the women's wool and cashmere coats which are flag off products from Burberry. As such, it includes the product, market, and …show more content…
The political atmosphere in the United States is favorable and welcoming for international businesses. In Europe, the company has a presence in the UK and Italy. In Asia, the company has subsidiaries in China and Hong Kong. The subsidiaries, as such, are subject to political dynamics of the country of operation. Over the years, Burberry has benefitted from political affiliations in Asia and Europe. For instance, the establishment of European Union not only broadened the market but also eliminated the problems associated with currency exchange due to the adoption of a common currency. In addition, the company benefitted when China, which is a huge market, joined the World Trade Organization. These moves promoted the free flow of international trade particularly due to the removal of barriers to free trade. Political interference in China and Hong Kong limits the freedoms of the firm because of the socialistic nature of the economies. Despite this success, recent government policies advocating for a reduction in income inequalities could lead to a decrease in the spending power of the upper class and result in lower demand for luxury