Module Code: BMGT3200

Module Title: International Business Strategy

Word limit: 3,000 words 

Learning Outcomes Assessed:

  • Demonstrate a critical understanding of the key theoretical concepts and frameworks underpinning the analysis and development of strategy in organisations.
  • Critically analyse the external and internal environmental context in which organisations operate.
  • Critically evaluate the implications of the environmental context on strategy development.
  • Generate and critically appraise strategic options to enhance the competitive advantage of organisations and appreciate the implementation implications of such options.
  • Develop abilities to critically evaluate strategic issues through the examination of case study examples using suitable tools and models.

Assessment Brief 002 BMGT3200 2022-23

You are required to write an individual report of 3,000 words that covers the following areas for either H&M or Uniqlo in a region or country of your choice* [* important note: (1) you cannot choose the UK; (2) the firm must have retail sales in the selected region or country].

  • The main factors in the external environment (i.e. both the macro-environment and the micro-environment) of the fast fashion industry, and how these factors impact upon H&M or Uniqlo.
  • Identify and critically discuss the distinctive capabilities (using the VRIO framework) and the key relative weaknesses of H&M or Uniqlo.
  • Critical evaluation of the business-level strategy of H&M or Uniqlo over the last five years
  • Recommendations on how H&M or Uniqlo should modify its strategy to maintain competitive advantage and discussion of the suitability and feasibility of these recommendations.


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