Edexcel Level 4/5

BTEC Higher National Certificate/Diploma in Business

Assignment Summary:

Assignment front sheet:

Qualification

Unit number and title

Pearson BTEC Level 4/5 HNC/D in Business

Unit 1: Business Environment

Student name

Assessor name
Nishi Mishra- Patricio

Date issued

Completion date

Submitted on

rd

th

23 October, 2014

14 December, 2014

Assignment title

Learning
Outcome

Re-assessment
st

1 February, 2015

Business Environment

Assessment

In this assessment you will have the opportunity to

Task

Criteria

present evidence that shows you are able to:

no.

Learning outcome

Evidence
(Page no)

Understand the

1.1

organisational
LO1

purposes of

Identify the purposes of different types of

organisation

1.2
Describe the extent to which an organisation meets

businesses

the objectives of different stakeholders

1.3
Explain the responsibilities of an organisation and
strategies employed to meet them

Understand the

2.1

resources effectively

nature of the
LO2

national

Explain how economic systems attempt to allocate

2.2
Assess the impact of fiscal and monetary policy on

environment in

business organisations and their activities

which businesses

operate
2.3

Evaluate the impact of competition policy and other

regulatory mechanisms on the activities of a selected

organisation

Understand the

3.1

behaviour of
LO3

organisations in

Explain how market structures determine the

pricing and output decisions of businesses

3.2

their market
environment
3.3

Illustrate the way in which market forces shape

organisational responses using a range of examples

Judge how the business and cultural environments

shape the behaviour of a selected organisation

LO4

Be able to assess 4.1

Discuss the significance of international trade to UK

the significance of

business organisations

the global factors 4.2

Analyse the impact of global factors on UK business

that shape

organisations

national
business activities

4.3

Evaluate the impact of policies of the European

Union on UK business organisations

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:

Date:

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades

Grade Descriptor

Indicative characteristic/s

M1 Identify and find appropriate solutions

Contextualisation

To achieve M1,
In this part of the assignment, learners should show clear evidence of

An effective approach to explanation

on Burberry as an organisation and its
associated structures and research
has been applied
An effective approach to study and
research has been applied

innovative approach to argument that is likely to be expected at this level.

Focusing on the scenario below addressing the questions you should provide
an effective approach to study and research has been applied to identify the
purposes of Burberry as an organisation.
You should provide a clear and applicable explanation on how market
structures determine the pricing and output decisions of the Burberry other
relevant business organisation. (Task1 &3(AC:3.1))

M2 Select / design and apply appropriate methods /

To achieve M2,

techniques

There should be clear demonstration of good discussion that will

Appropriate learning methods/techniques

display a full understanding of approach to discussion should be

have been applied to examine the main

apparent in your writing focusing on relevant theories and

areas specified in the assignment supported techniques have been applied to describe the extent to which
Burberry meets the objectives of different stakeholders through the
by appropriate examples

stakeholders analysis.
Relevant theories and techniques have been
evaluated
Further explanation on how economic systems attempt to allocate
resources effectively within a mixed economy and briefly state the
impact on business organisations such as Burberry. Relevant theories
and techniques have been applied to assess the impact of fiscal and

monetary policy on business organisations like Burberry and their

business activities.
(Task1(AC:1.2)& 2)
M3 Present and communicate appropriate findings

To achieve M3
For this learning outcome, in this part of the course work there
should be clear evidence of understanding of importance and being
able to evaluate the impact of competition policy and other
regulatory mechanisms on the global activities of Burberry
A range of sources of information is used to illustrate
the way in which market forces shape organisational responses using

Communication is appropriate for familiar

a range of factors including innovation, research & development and

and unfamiliar audiences and appropriate

economies of scale in multi-national companies, such as Burberry

media have been used.

supported by examples. (Task 3)

Range of sources of information from

books, journals, articles, newspaper / data
used in making the formal report
Information/ data used are synthesized and

Good display of originality in analysing the discussion should be

justified supported by relevant examples

your presentation the coherent, logical development of principles

evident in your formal presentation. It should be vividly evident in

/concepts to judge how the cultural and other business environments

shape the behaviour of the Burberry and multi-national organisations
in your writing. Discuss the significance of international trade to UK
business organisations and reflect the impact on the UK performance
should be argued rationally. (Task4)

D1 Use critical reflection to evaluate own work and

justify valid conclusions

To achieve D1
In this part of the assignment learners should show, clear evidence of
stimulating and rigorous argument that are likely to be expected at
this stage. Focusing on the scenario below on a clear evidence of
extensive study from various academic resources and demonstration
of inventive approach to discussion should be apparent in your
writing in terms of clear demonstration of good discussion that will

Conclusions have been arrived at through

display a full understanding of approach to discussion should be

synthesis of ideas and have been justified

apparent in your writing focusing on the scenario below to identify the

with the value and importance of Working

purposes of Burberry as an organisation.

with and leading people

You should provide a clear, creative and applicable explanation on how

Realistic improvements have been proposed

against defined characteristics for success.

market structures determine the pricing and output decisions of the

Burberry other relevant business organisation. (Task1 &3(AC:3.1))

Specific examples of defined leadership/

There should be exceptional demonstration of excellent discussion
management criteria in action.
Self-criticism of approach has taken place
that will display a full understanding of approach to discussion should
Familiar and unfamiliar contexts have been
be apparent in your writing focusing on relevant theories and
used rationally
techniques have been applied to describe the extent to which
Burberry meets the objectives of different stakeholders through the
stakeholders analysis.
Further exceptional explanation on how economic systems attempt
to allocate resources effectively within a mixed economy and briefly
state the impact on business organisations such as Burberry. Relevant
theories and techniques have been applied logically to assess the
impact of fiscal and monetary policy on business organisations like

Burberry and their business activities.

(Task1(AC:1.2)& 2)

D2 Take responsibility for managing and organising

To achieve D2

activities

In this part of the course work there should be clear evidence of

extensive study from various academic resources and demonstration
of understanding of importance and being able to use to evaluate the
impact of competition policy and other regulatory mechanisms on
the global activities of Burberry.

Activities have been manage to a high

A range of sources of information should be used to illustrate

standard

the way in which market forces shape organisational responses using

Autonomy/independent thought and

analysis has been demonstrated
Substantial activities or investigations have
been planned, managed and organised
The unforeseen has been accommodated
The main areas specified in the assignment

a range of factors including innovation, research & development and

have been critically analysed in terms of

theory and practical application supported
by appropriate examples

economies of scale in multi-national companies, such as Burberry

supported by innovative examples. (Task 3)

Exceptional display of originality in your discussion should be evident

in your formal presentation. It should be evident in your presentation
the mechanisms for exceptional display of originality in analysing the
discussion should be evident in your formal presentation. It should be
vividly evident in your presentation the coherent, logical
development of principles /concepts to judge how the cultural and
other business environments shape the behaviour of the Burberry
and multi-national organisations in your presentation. Further discuss
creatively the significance of international trade to UK business
organisations and reflect the impact on the UK performance should

be argued rationally supported by applicable examples. (Task 4)

D3 Demonstrate convergent /lateral / creative

thinking

Assignment brief
Unit number and title

Unit 1: Business Environment

Qualification

Pearson BTEC Level 4/5 HNC/D in Business

Start date

6 October, 2014

Deadline/hand-in

14 December, 2014, 2014 for the report

Assessor

Nishi Mishra- Patricio

Assignment title

Business Environment

th

th

Purpose of this assignment

Learners will be able to demonstrate their understanding on how businesses operate in an environment shaped by the
government, competitors, consumers, suppliers, and international factors. Learners will further explore their understanding on
the influences on the business environment are direct and clear, for example taxation policies on corporate activities. Other
influences are less clear, perhaps coming from the international arena and sometimes with only an oblique impact on the
national business environment.

It is within this business environment that organisations function and have to determine strategies and a modus operandi that
allow them to meet their organisational purposes in ways that comply with the relevant legal and regulatory frameworks. In
addition, business markets take various forms and the structure of a market enables an understanding of how organisations
behave. In this unit learners will consider how different market structures shape the pricing and output decisions of businesses,
as well as other aspects of their behaviour.

Scenario

Leverage The Franchise

Enhance consumer resonance and operate more effectively through exacting use of brand assets and co-ordinated action
across the global organisation. One brand, one company.

Burberry continued to strengthen and extend the brand through product and marketing excellence. The Company advanced its
menswear offering and newly integrated fragrance and beauty operations. The strength of the Burberry brand contributed to

the 17% revenue growth.

Key 2013/14 highlights include:

Product excellence

As a global luxury brand, product excellence craftsmanship, innovation, design remains central to the business.

Outerwear
Accounting for approximately half of Burberrys mainline apparel sales, outerwear is at the core of Burberrys business. The
brands oldest product was among the fastest-growing categories in the year.

Menswear
Menswear, among the fastest-growing product categories in the luxury sector, remained a key focus area for the Group,
accounting for over 20% of retail and wholesale revenue. Burberry continued to optimise mens assortments through product
elevation increased fabrics quality and detailing sub-categories expansion and improved product flow.
In tailoring, to better meet the lifestyle needs of Burberrys core luxury customer, travel tailoring was introduced. This new
collection uses innovative natural memory fabrics to better maintain the suit structure against the demands of travel. Retail
sales of mens tailoring grew by about 40%.
Reasserting its British roots, Burberrys S/S14 Mens Show returned to London after over ten years in Milan.
Accounting for over 20% of retail and wholesale revenue, menswear was the fastest-growing product division in the year.

Beauty
Burberrys decision to integrate Beauty the most widely encountered expression of the brand in October 2012 led to direct
operation commencing April 2013. Following a complex and challenging transition, Beauty is now the Groups fifth product
division. Through the integration of luxury and fashion with beauty, Burberry seeks a clear point of differentiation in the
category.
Brit Rhythm for Men, the first fragrance following integration was introduced in September. The digitally led launch, was
accompanied by a Brit Rhythm inspired ready-to-wear collection.
Beauty played an integral part of the womenswear fashion shows, with full runway exposure, next seasons nail collections
immediately available for order and personalised greetings from a backstage Beauty Booth linked to Twitter followers globally.
The Group opened the first Burberry Beauty Box in Londons Covent Garden in December. This original concept allows customers
to explore the connections between make-ups, fragrance and luxury accessories in a dedicated retail space.
The female counterpart to the Brit Rhythm for Men, the Brit Rhythm for Women fragrance, was launched in January 2014.

Global brand engagement

Burberry seeks to extend the brands reach and engagement through marketing excellence and innovation.

Social media
2013/14 saw new partnerships and strategies in the social media sphere.
In collaboration with Google, Burberry launched Burberry Kisses, an internet-based platform enabling users to capture and

send virtual kisses. In a digital first, through contact with a touch screen or desktop camera, participants captured their kiss in
Burberry Beauty lip colour, recorded a personalised message and sent their kiss via email.
As part of the highly anticipated iPhone 5s launch, Apple teamed with Burberry on the womenswear S/S14 show, capturing
runway imagery through the camera feature of the device, prior to its release. Images were posted dynamically live to 13
outdoor screens across London, New York and Hong Kong. This collaboration achieved record levels of social media engagement.
Burberry announced an innovative partnership with the mobile messaging platform WeChat at the Burberry Prorsum
Womenswear Autumn/Winter 2014 (A/W14) Show. WeChat facilitated the delivery of Burberrys most personalised show
experience, and in addition, the A/W14 show generated the most social media buzz in Burberry brand history, measured across
all social platforms.
Art of the Trench, launched in 2009, continued to be an important social platform to celebrate the iconic trench coat. Since
inception, Art of the Trench has recorded almost 24 million page views from over 200 countries. In 2013/14, the platform was
integral to key brand events in Shanghai and Paris.
Burberry again finished the year as the most followed luxury brand on Facebook with over 17 million fans. Its Twitter following
grew to nearly three million and Instagram to almost 1.4 million.

Marketing innovation

In creating more holistic experiences to better connect consumers with the brand, our teams compose Burberry stories to be
expressed across consumer touch points product, events, traditional and social media and PR in a range of conceptual
variation. The Burberry Love theme, which developed throughout the year, provides a good illustration.
The story began early in 2013 with the mens and womenswear A/W13 fashion shows in which heart-patterned prints and the
Crush handbag were featured on the runways.
The womens show included a live performance of Hold Me by Tom Odell, an artist featured on the Burberry Acoustic website.
Burberry Kisses then launched in June.
The A/W13 ad campaign was centred around intimate portraits of real-life couple Sienna Miller and Tom Sturridge.
The initiative concluded with the festive period With Love message and product offering.
Such themes integrate the commercial and artistic dimensions of the Burberry brand.

Runway Made to Order, Burberrys online platform allowing customers worldwide to be the first to own pieces from next
seasons collection, further evolved with smart personalisation for ready-to-wear and accessories.
Key partnerships also strengthened the brands presence in flagship markets. As part of iconic Parisian Printemps department
stores London Mania campaign, Burberry led the celebration with entertaining installations across the store window
animations, a pop-up store, a Paris Art of the Trench initiative and a limited edition collection.

Transforming Japan
Burberry strengthened its presence in this important luxury market through the continued roll-out of the global collection and
the Roppongi store opening. This is an important step in aligning the local brand perception with the global positioning and away
from its premium status under the current licensees. Burberry has four stores and ten concessions in Japan selling the global
collection, which, combined with a small wholesale business, generated revenue of about 25m and was break even.

External Recognition

Burberry was also recognised externally during the year.

Listed in Inter brand Top 100 Global Brands for the fifth consecutive year.
Recognised by Fast Company as the seventh most innovative brand in retail.
Led media think tank L2s Fashion Digital IQ index for the third consecutive year.
Awarded Best Brand and Christopher Bailey named Menswear Designer of the Year at the British Fashion Awards.

KPI: Total revenue growth (Year to 31 March)

Measures the appeal of the brand to consumers, be it through Burberry stores or those of its department store or specialty retail
customers.Growth rate is year-on-year underlying change i.e. at constant exchange rates.

Growth rate is year-on-year underlying change i.e. at constant exchange rates.

2010* has been re-presented to exclude the discontinued Spanish operations.

Burberry (2014). Leverage the Franchise. Last accessed on 6th October, 2014 at 11:34
http://www.burberryplc.com/about_burberry/our_strategy/leverage-the-franchise

Hence, focusing on the above set up, please answer the following questions as stated above in a form of report.

Learning Outcome
Learning Outcome 1
Understand the organisational purposes of

Tasks
a)

Identify the purposes of Burberry as an

organisation. Please tabulate the differences

businesses

between Burberry and any other

organisation focusing on the purposes
supported by applicable examples. (AC:1.1)
b) Describe the extent to which Burberry meets
the objectives of different stakeholders
through the stakeholders analysis. (AC:1.2)
c)

Explain the internal and external

responsibilities of Burberry and describe
strategies employed to meet them. State the
importance of the Creating Shared Value to

Mode of Assessment
Witten Assignment
in a report format

meet the companys vision and objectives.

(AC: 1.3)

Learning Outcome 2

a)

Explain how economic systems attempt to

Understand the nature of the

allocate resources effectively within a mixed

national environment in which businesses

economy and briefly state the impact on

operate

business organisations such as Burberry.

(AC:2.1)
b) Assess the impact of fiscal and monetary
policy on business organisations like
Burberry and their business activities.
(AC:2.2)
c)

Evaluate the impact of competition policy

and other regulatory mechanisms on the
global activities of Burberry. (AC:2.3)

Learning outcome 3
Understand the behaviour of organisations

a)

Explain how market structures determine the

pricing and output decisions of the Burberry

in their market environment

and other businesses in production industry

supported by applicable examples. (AC:3.1)
b) Illustrate the way in which market forces
shape organisational responses using a range
of factors including innovation, research &
development and economies of scale in
multi-national companies such as Burberry.
(AC:3.2)
c)

Judge how the cultural and other business

environments shape the behaviour of the
Burberry and multi-national organisations
supported by relevant examples. (AC:3.3)

Learning outcome 4

a)

Discuss the significance of international

Be able to assess the significance of the

trade to UK business organisations and

global factors that shape national

state impact on the Burberrys UK

business activities

performance. (AC:4.1)
b)

Analyse the impact of global factors such

as the World Trade Organisation (WTO),
the emerging markets (BRIC) and the
Climate Change (Kyoto Protocol and Rio
Summit) on the Burberry and other UK
business organisations. (AC: 4.2)

c)

Evaluate the impact of policies of the

European Union on Burberry and other UK
business organisations and explain what

Presentation needs
to be delivered by a
group via power
point presentation
using appropriate
media

effective marketing strategies that Burberry

was using to address those policies.
(AC:4.3)

Evidence

Summary of evidence required by student

checklist

As stated earlier in a form of report in a sequence you should be able to prepare

Segments
Identify the purposes of different types of organisation
Task 1

Describe the extent to which an organisation meets the objectives of different

stakeholders
Explain the responsibilities of an organisation and strategies employed to meet them

Similarly, in a sequence as expected in a form of report

Task 2

Explain how economic systems attempt to allocate resources effectively

Assess the impact of fiscal and monetary policy on business organisations and their
activities

Evaluate the impact of competition policy and other regulatory mechanisms on the

activities of a selected organisation

Consequently, considering the above sequence you will

Explain how market structures determine the pricing and output decisions of
businesses

Task 3

Illustrate the way in which market forces shape organisational responses using a
range of examples

Judge how the business and cultural environments shape the behaviour of a selected
organisation

A presentation using appropriate media should be carried out to audience which should
include

Task 4

Discuss the significance of international trade to UK business organisations

Analyse the impact of global factors on UK business organisations
Evaluate the impact of policies of the European Union on UK business organisations

Submission Guidelines:
Your submission should be in a report format. 2000 words for individual assignment.
Excellent Formatting:
Preferred writing styles Arial, Verdana, and Times New Roman
Line spacing 1.5, Font Size 12

Evidence
presented

 Consistency in Heading Scheme, bullets and numbering

Consistency in top, bottom and left, right margins
Alphabetical Harvard referencing and bibliography
Report Structure
Cover
Title Page
Contents page.
Acknowledgement (optional)
Abstract/Executive Summary
Main Body (Tasks)
Conclusion.
References (including weblioreferencing)
Bibliography (including webliography)
Appendices
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