Managing in A Global Environment - Management Assignment Help

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Intro:

The aim of this report is to conduct an analysis of the operating environment of Dunder Mifflin Paper Company and specifically analyse the Personal Luxury market in Australia using the PESTEL framework for Dwight Shrute. The key sections of the report will cover the attractiveness of the industry, what factors Dwight should consider before entering the market, the best niche in the market and the main implications for Dunder Mifflin.

 

Introduction

“With the onset of the global pandemic, brand and manager flexibility has never been as important due to the trends of moving online” etc.

The report pointed out that prior to the COVID-19 crisis, online sales accounted for 12 percent of the personal luxury goods market, according to Bain-Altagamma’s 2019 Worldwide Luxury Market Monitor, with 75 percent of purchases influenced online. Due to this, many luxury retailers have already shifted much of their marketing spend to digital channels. “Digital advertising is much more efficient than traditional advertising. You can immediately see results and change strategy,” said Alexander Pavlov, ceo of Tsum.

 


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