follow the flies

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The purpose of this assignment is to assess the extent to which you have achieved Intended Learning Outcomes 1 and 2. It gives you an opportunity to identify, select, critically evaluate, as well as apply, a range of concepts and theories on relationship and network management in the context of a specific organisation. The relationships and networks under consideration range from supply networks to strategic alliances that are embedded in regional, international and global systems. You can draw on both strategic management and marketing-related aspects of business-to-business relationships with the help of conceptual frameworks that utilise network-based perspectives.

2. The learning outcomes being assessed:

1 critically evaluate a range of concepts and theories on relationship and network management 2 identify, select and apply appropriate analytical frameworks, models or concepts for the analysis and evaluation of the relationships and networks of a specific organization

Carry out the following tasks in a max. 2000-word typewritten individual report. This report constitutes part of the overall project to advise Burberry’s management about an alternative market participation strategy for Vietnam. However, in this report (Assignment 1) you are not asked to propose any new strategies yet. The aim here is to analyse and evaluate Burberry’s existing resource base, networks and relationships, as well as the Vietnamese apparel market and industry.

I. Analyse and evaluate Burberry’s resource base, including its existing networks and relationships, using relevant theories, analytical frameworks, models or concepts, focusing on the following aspects:

1. Burberry’s resource base, including both tangible and intangible resources;

2. Burberry’s overall (horizontal and vertical) business network;

3. Burberry’s vertical (supply network) collaborations;

4. Burberry’s horizontal collaborations.

II. Analyse and evaluate the following aspects of the Vietnamese apparel market and industry, using relevant theories, analytical frameworks, models or concepts.

1. Vietnam’s position in the global apparel market and industry;

2. Supply and distribution networks of the Vietnamese apparel market and industry;

3. Consumer behaviour and attitudes in the Vietnamese apparel market;

4. Cultural issues affecting B2B collaboration and communications in Vietnam.