All over the news, we see that the European countries are going through much trouble. This includes Britain, whose currency is one in which the company conducts its operations. However, given the economic scenario being faced by all the European countries including Britain, the pound might seem like a vulnerable currency in the future and given the company operates in business in pounds, it would do the company good if it were to earn revenue based on US dollars.
The less than favorable situation in Europe indirectly implies that the pound is going to depreciate against the USD in the future. Hence, it is only natural that the company should price its revenue in USD. In fact, I believe it has been lucky to do so since given the situation in Europe these days, it seems like the Union is set for a doom and so will bring down the respective currencies, the Euro and Pound along with it.
Company Chosen: Burberry Plc
Burberry is a luxury retailer based in the UK primarily like other companies in the European region that include Armani, Gucci, etc. Moreover, the industry is also a cyclical one with a large percentage of annual sales coming in the Christmas season, that is, the fourth quarter.