Burberry Company Analysis

Keywords: burberry peste examination, burberry pestel analysis

The multinational company Burberry was set up in Wales in 12 months 1856 and on the 150years anniversary they released the shutting down of the company in Wales, and this shutting down influenced 310 workers and this loss had an enormous impact on the city. Therefore this report tried to analyze the political, economical, social, technological and environmental factors influencing a major multinational company Burberry through the procedure for relocation to china. Another major issue for HR managers in a business such as Burberry is that any relocation must also take into account the effects on the employee morals and other pension costs in the neighborhood environment in UK. PESTE examination has been conducted to look at all of these issues. All of the HR issues have been analyzed in detail, leading to a thorough action arrange for the HR supervisor at Burberry. One of the key conclusions was that the Chinese language market presents companies with new opportunities, however also presents a number of troubles, which HR managers must take into account when devising future strategies.



Political Factors

The political scenario in china is such that there are present communism where the federal government exercises control over everything (Shafiq, 2008). There is a way of thinking that anyone employed in china benefit the nation and the government of china (Ban, 2011). Because the administration in china is repressive, there may be a great deal of unrest in china which can pose as one of the dangers for Burberry to operate in china. It can be argued that aspect of stability in china is because of the fact that the residents don't have any engagement in government's say (Bloom, 2011). At the same time there is commercial and business expansion in china anticipated to cheap labor (Ditmanson, 2011). It might be difficult for Burberry to enter Chinese language market because the government imposes strict laws for businesses from other countries (Reny, 2011).

Economic Factors

China has got a high income tax rate and at the same time its corporate tax rate is quite average (Campbell, 2010). Because of the prevalence of low corporate duty rate, it can be an chance of Burberry to enter into Chinese market and run their business (Hui, 2009). But one of the problems that can be posed in conditions of economic factors is the fact the government has immediate control over its financial institutions by law which can be a risk in conditions of how Burberry raise their capital (Kang, 2010). But on the other palm, the ability for Burberry to move in china is better because there is no income tax on interest on bank deposits (Lin, 2010). The rate of inflation in china is quite average and therefore in china there's a combination of both free and manipulated market (Turvey et al. , 2010). In one perspective it can be argued that the using cases authorities intervenes to control the prices of goods and services and hence it can possibly impact Burberry in challenging sky rising prices (Wong et al. , 2010). The inflation rate has dropped greatly in china from 2008 to 2009 anticipated to stable money of china (Wong et al. , 2010).

Social Factors

It can be argued that demographic of china is in a way that there are various types of languages that are spoken for communication. It could pose as significant problem for Burberry because of the communication gap. Among the other problems for Burberry would be if there are present skilled labors in china already that can begin the operation right away. One of the other problems could be convincing the available skilled labor in Britain to go to china for new procedures. The company must incur high training cost in providing skills to the labor from china and have them acquainted to the functions and quality control measures of Burberry in Wales. One of the other risks for Burberry could be that with moving time, the living costs and specifications in china is currently rising and the company may need to offer better opportunities to entice the skilled labor.

Technological Factor

Historically it could be seen that china has excelled in technological excellence and this can serve as one of the opportunities for Burberry to enter in a technologically competitive market (Gai et al. , 2011). This superiority in technology in china has made life easier and quicker (Hubler, 2011). Because of the availability of useful technology, Burberry can capitalize on the ability of working at the economies of size and hence will allow them to reduce their procedures cost (Liu et al. , 2011). The chance of entering Chinese market is of interest for Burberry because Chinese language federal is allocating tons of budget on research and development (Lu et al. , 2011, MacKinnon, 2011, Shao, 2011).

Environmental Factors

It can be argued that the federal government of china is actively involved in passing regulations and regulations to protect the surroundings (Bu et al. , 2011). The government of china has passed many polices to controlling the industrial air pollution (Cai et al. , 2011). In many instances the government of china has collaborated with NGOs to take measures to prohibit any air pollution that makes the environment polluted (Wang et al. , 2011, Zhao et al. , 2011).

One of the opportunities that Burberry can capitalize on in moving their place to china is that the cost of labor in china is low as compared to their operating and labor cost in Wales. This will save Burberry significant amounts of money. Because the general living, businesses cost in china is a lot more cheaper than Britain, Burberry can take benefit of it and adopt a far more cheaper supply string, but on the other side there's a risk that Burberry can wrap up distorting their reputational romantic relationship with the current suppliers. The dangers that Burberry will face with their proceed to china is that the clients perceive it to be a high class brand (with the idea that it's a high end British brand) and moving to china can dilute its brand image, with people now been more skeptical about their quality control. Environmentally friendly health and security control actions in china is much less good just as Britain and therefore Burberry can suffer from reputational destruction.


If Burberry makes the decision of shutting down their procedures in Wales and proceed to china you will see following HR related issues for the company in both countries. In needing to move from Wales to china, Burberry will have the pressure of unions. It is obvious from the case study that the unions to be able to stop Burberry`s decision to move to china have led to strikes in a great many other countries where Burberry can be acquired. Union plan will resist this movement since it operates to protect the eye of employees working in Wales. One of the biggest loss associated with their motion is the redundancy and unemployment problem. If Burberry steps to china, it'll leave many of the British unemployed that will affect the overall economy. Moving to china will involve many assessments for Burberry, because the reallocation costs will be too much.

On the other hand, if Burberry determines to make a proceed to china, one of the primary problems for the HR director would be the problem of allocating and organizing for skilled labor. Many of the staff or employees of Burberry might resist moving to china, anticipated to comparatively high living requirements and facilities available in Britain. It will be hard for employees to move because there is a problem of terminology. The communication gap that exists between your two civilizations is quite high and in order for the HR to teach their labor in order to get acquainted to Oriental is a lengthy process. Alternatively, if Burberry hires employees from china, the amount of time and the expense of training the employees will be high. The HR supervisor will have the duty to design new remuneration plans for the new employees and rewards systems to encourage them.


After looking at all the relevant books available it can be concluded that Burberry will have to take into account a number of factors that will affect its businesses in china. Moving Burberry's functions to China will serve as an opportunity for the business because of its low labor and functional costs involved with China. Burberry will have an possibility to capitalize on economies of level due to high R&D investment in China. However, it ought to be considered that Burberry can possibly have the threat of political unrest where in fact the communist authorities exercises control over all the companies of the united states. It could be concluded that Burberry may possibly enter the Chinese market with fluctuating prices. The company can skim the marketplace for the abundant and sell at lower prices the middle course, which would be one of the main element conclusions of the research. Another conclusion is that individuals related issues must be performed with utmost level of sensitivity, as any negative HR issues can be highly harmful to the trustworthiness of an extravagance brand.


As an HR manager an extensive course of action that will be followed both for Wales and China is really as follows

Action Arrange for Wales



1 Information gathering on decisions made by the Company

The HR supervisor will hold meetings and conferences with the plank of directors of Burberry to assemble all relevant information on the decisions on what the business is intending to do in the in close proximity to future

2 Staff information dissemination

The HR manager will disseminate all the relevant data among current employees on what the company's decision will be on the closure of branch in Wales. This will likely be done through arranging meetings, seminars and targeted groups.

3 Employee retention

The employees will be encouraged by the HR manager about any available opportunities within the business to move either to China and when in any other case the HR will suggest them on other available opportunities on the market. This will be achieved through holding conferences and focused group workshops.

4 Pension and Benefits

The HR office will hold meetings on disseminating home elevators what benefits and pensions the employees are prone to redundancy.

Action Arrange for China



1 Need gathering

This would be the examination by the HR administrator about how many employees are required and any particular skills are participating for the job. This will be done through advertising in paperwork and trade publications.

2 Evaluation of current employee

The HR administrator will assess the number of employees that will remain with the business and will proceed to china. This will allow the HR administrator to gain access to any employee necessity. This will be done discussions with the current employees and mutually deciding how a lot more labors must continue the procedures in china.

3 Contracts and consultants

The HR administrator will also make a decision here on whom to hire for the supply chain for businesses purpose. The company may also enjoy employing consultants to outsource their services

4 Recruitment strategy

HR administrator will choose what specific guideline and types of procedures will be followed to recruit new labor. This can clearly condition the eligibility criterion for application of the vacancies.

5 Motivation

Through meeting and discussions the HR director will put forth the motivation strategies and plans to labor for better performance.

6 Health insurance and safety

HR supervisor is in charge of clearly stating the guidelines on health insurance and safety measures. Conferences will be called for this purpose.

7 Equivalent opportunities

Meetings will be assemble to market the equal opportunities for both women and monitory categories.


A amount of recommendations have also been drawn out for HR managers at the company. The managers at the company must take a long term proper view of slicing costs, as they need to become more competitive with similar brands who have moved to China. Another key advice for the professionals is to entail the various worker representative actively during the relocation process, which may lead to less amount of resistance and more proactive participant approach to the process. Burberry should have a limit to its maximum prices scheduled to government's discretion of intervene and control the prices. Moving of the business to China can dilute their image and the clients might affiliate the brand to be of a lesser quality just due to the fact that is now produced in China. In order to overcome that the business needs to produce more vivid marketing strategies in order to make their image stronger also to promote themselves as a superior quality luxury brand.

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