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Sim336 strategic management.
You are required to submit an individual report by selecting an organisation with which you are familiar (this can be the organisation you are working for or you have worked with, or other public/or a private business organisation). Conduct a strategic analysis on the organisation by undertaking the following tasks:
- Describe briefly the background information of the organization selected. This information should be relevant to the discussion of your assignment and thus may include ownership, history, size, business scope, major products/services, and major markets of the organisation selected.
- Use a suitable framework of your choice to conduct a macro-environment analysis for the chosen industry in which the business organisation operates. Emphases should be placed on understanding the purpose of this analysis, the interconnectedness of the different environmental factors, and their overall impact, in terms of key opportunities and threats, on the industry. Draw your conclusion based on your analyses.
- Examine the industry through competitive analysis using an appropriate model. Again, you are also required to pay attention to the purpose of this analysis, the interconnectedness of different aspects of the competitive forces, the links between the competitive forces and macro-environment, and their overall impact on the industry and the organisation selected in terms of main driving forces in the competitive environment.
- Identify the core competencies of the organisation using an appropriate analytical technique tool to evaluate the internal resources and capabilities in sustaining competitive advantage within the industry.
- Analyse the content of the current business strategy deployed by the organization through: — Identifying and briefly discussing the contents of the business strategy; and — Explaining how the strategy has been identified (i.e., is it intended as a written document (as a plan), or emergent as a pattern of decision-making / activities I behaviours (you cagy, s and techniques or framework to help identify the pa ems o the organise ion s a rvr les and processes.
Strategic direction is one of the most significant forces of business, which directs the employees towards researching a proper aims and objectives set by the organization. In order to run the entire process of business the organization needs to make appropriate strategic decision, which can ultimately helps the business experts in reaching the peak of success. This very specific study has focused to make detailed overview about the importance of strategic business decision, which can direct the organization in meeting the peak of success. However, the primary purpose of this very specific study is to make critical analysis about competitive market strategy by evaluating the environmental analysis of Singapore. The study has highlighted the core competency of the organization based on which different analytical tool is used. At the end of the study, major recommendations have been provided based on which strategies implemented within organization can be improved for getting immense recognition.
Background of the organization:
ABR Holdings Limited is one of the most recognized food and beverage chains occupying a predominant place in the market of Singapore (abr.com.sg 2018). Established their journey in 1978, Singapore the organization has held its franchise for Swensen's Inc. in Singapore. ABR has initiated their journey as Swensen’s ice cream restaurant. After that, this group has expanded their business wings in different geographic areas of Singapore by launching 25 restaurants. Providing superior quality of products in affordable price range is the primary mission of this specific study. Foods and beverages are the core product with which ABR Holdings is maintaining their business sustainability. By 2017, ABR has purchased 50% of Bintan Lagoon Resort, which implies S$65 million (abr.com.sg 2018). The market scope of the organization is growing which has immense opportunity in holding international fame and reputation. The service providers associated with this group are very much well mannered and professionally trained. As a result, customers do not have to face challenges in receiving the services from ABR. It has been observed however that this particular organization has immense scope and opportunity to expand their business in multinational countries.
Macro environmental analysis implies on how environmental factors leave a major impact on the overall success of business. Environmental factors imply political, environmental, social, technological, economic and legal (Hill, Jones and Schilling 2014). In order to make effective business strategy the executives need to make environmental analysis with the help of which people have to face immense challenges in dealing with the customers effectively. Singapore is one of the most popular counties in terms of economic development due to the rising growth of business industries.
Political risk in the market of Singapore is low due to which the business experts do not have to strive in running a smooth process of business. As stated by Tremewan (2016), analysing the political environment in Singapore, it has been identified that after the independence, political stability is being cherished by the people. Due to such opportunities, living standard in this country has been developed (Yeung 2017). Due to stable political environment, Singapore is being considered as the Asian country with lowest political risk. Therefore, in this situation it will be easier for ABR Holdings Limited to enhance its business in an effective manner.
Analysing the economic situation in Singapore, it has been identified that the country has slow economic growth. In the year 2017, the GDP rate in Singapore was 3.6%. However, if the growth rate in previous years can be analysed, it will be identified that comparing the previous years, the GDP rate much not increased (Focus-economics.com 2018). Therefore, it can be said that economic risk in this country is quite high for expanding business. Due to the unstable economic situation, the rate of unemployment in this country is increasing day by day (Friedman 2017). In this situation it is tough for the ABR Holdings Limited to sustain in the Singapore market.
In the socio-cultural situational analysis, it has been identified that it is a high collective society (Vertovec 2015). Near about 2 million others nationalities of people live in this country, which has brought the diversified culture in Singapore. In the words of Esmaeilpoorarabi, Yigitcanlar and Guaralda (2018), it is true that depending on the current situation, the changing needs and demands of the customers, it can be said that social cultural risk in this country cannot be ignored. However, it is also true that due to availability of large numbers of customers, it will be easier for the company to sustain in the market. Therefore, social cultural risk of ABR Holdings Limited in the Singapore market is moderate.
As stated by Gosens, Lu and Coenen (2015), Singapore is being considered as the first ranked country in digital competitiveness. Due to availability of technology and knowledge, a strong technological environment has been developed in this country. This situation has brought various talent, training and development opportunities in the country. Therefore, it can be said that technological risk in this country is very low, which can help to flourish the business of ABR Holdings Limited. Technological environment can help the company to sustain in the competitive business environment.
According to Kim, Moon and Yin (2016), strict air and water pollution regulation are being followed by the Singapore government. All the internal environmental agreements are being followed by the government. However, it cannot be denied that increasing health disease in this county, the government has become strict for maintaining the food standard in the food selling organization. In this situation, it can be said that environmental situation is not in favour of ABR Holdings Limited in the Singapore market. In this situation the pressure on the organization to maintain the waste management standard will be high.
In order to bring business opportunities various trade regulations have been introduced by the Singapore government. Maintaining the standard employment policy in the workplace, different employment regulations as well as customer safety rules have been introduced in the industry. However, most of the competitive regulations are hard to be followed by the organizations. Therefore, it can be said that legal risk is moderate for ABR Holdings Limited.
Competitive market analysis:
Porter’s Five Forces:
Table: Competitive analysis in market
(Source: Flynn et al. 2016)
Core competency of the organization by using an analytical tool:
Core competency of an organization implies on how multiple resources and product features can distinguish the business process at the marketplace based on which the business experts can gain competitive advantages (Doz 2017). Before analysing the core competency of ABR Holdings, the business experts have used three major analytical tools for evaluating company’s internal and external structure. In order to evaluate the core competencies ABR has to analyse its resources. VRIO framework is one of the most systematic tools of analyzing the cre competency level of ABR Holdings.
In this very specific phase, ABR holdings can decide on how expensive the resource is in gaining competitive advantages in market (Meyer, Neck and Meeks 2017). As per resource structure of this organization, it has been observed that resources are very much affordable for the stakeholders with the help of which they do not have to struggle in using the services.
ABR holdings resources are sufficient in fulfilling the needs and demands of the customers. The stakeholders do not have show their dissatisfaction regarding the availability of resources (Song, Sun and Jin 2017).
Costly to imitate:
ABR after being recognizable in the market has set their own market trends. Therefore, it is very much difficult for the competitors for to imitate the resources created by ABR Holdings.
Organized to capture value:
If the resources are not limited and it is valuable, the business experts do not have to face challenges in capturing organization value in the market instead of having innumerable competitors (Wheelen et al. 2017). On the other hand, it has also been observed that the quality of products in affordable price range is the core competency of ABR Holdings due to which the entire process of business has created a self-identity in market.
Figure: VRIO framework for analyzing the core competency of the organization
(Source: Todorovi? et al. 2015)
Identify and discuss the content of current business strategy:
In order to gain competitive advantages ABR Holdings has implemented several strategies and policies within organization. SWOT analysis is conducted for analyzing the strengths, weaknesses, opportunities and threats of organization. Value chain analysis is evaluated for maintaining the inbound and outbound procedure of organization (Hill 2017). Ansoff Matrix is one of the most significant marketing strategies that is implemented for forecasting future product growths and opportunities.
- SWOT analysis:
Table: SWOT analysis of ABR holdings
(Source: Stark 2015)
- Ansoff Matrix:
Ansoff Matrix strategy primarily aims to evaluate the market scope and product opportunity in future. This particular marketing strategy is of four major phases that include marketing penetration, product development, market development and product diversification.
- Market penetration:
This very specific phase occurs when a business organization seeks in achieving growth in market with the existing products (Jarzabkowski and Kaplan 2015). In this very specific stage, the organization does not have enough opportunity in expanding their products and services due to economic constraints. Large number of small and medium enterprises after launching their business in market tends to follow this phase.
- Product development:
Product development is the phase of developing new products in the existing market segmentations (Miller, Merrilees and Yakimova 2014). In order to maintain market sustainability the business organization intends to render development on their products so that they can overcome customer complaints
- Market development:
Market development is the process of expanding target markets with the help of existing products (Pike and Page 2014). In this very specific phase, the business experts aim to increase their number of target market for expanding business in other geographic backgrounds as well
- Product diversification:
Product diversification is the stage of rendering new products in new market. While expanding the market the business experts have to make product diversification (Cardy and Leonard 2014). Otherwise, the customers would not be able to get effective services from the organization.
After evaluating the four major phases Ansoff Matrix strategy it can be stated that ABR holdings has implemented diversification stage with the help of which products and markets both will be developed for expanding their business beyond going the market of Singapore.
- Value Chain:
Value chain business strategy enables the business experts in evaluating the entire supply chain process of ABR holdings. While maintaining the inbound procedure systematically the organization has implemented ERP system so that the authority does not have to recruit large number of labour forces in the warehouse of ABR holdings. Outbound is the systematic process of delivering the products to proper destination within proper time (Karadag 2015). The transportation system of ABR holdings is very much systematic which is constantly controlled by surveillance technology. As a result, the supply chain managers can get an in-depth overview about the shipping procedure of ABR holdings. In accordingly they can communicate with the customers appropriately.
Evaluate the suitability of this strategy:
However, while evaluating the suitability of these implemented strategy it can be stated that ABR holdings is going to achieve the peak of success after implementing these strategies successfully. Value chain business strategy enables the business experts in evaluating the entire supply chain process of ABR holdings (Hashemi, Karimi and Tavana 2015). After evaluating the four major phases Ansoff Matrix strategy it can be stated that ABR holdings has implemented diversification stage with the help of which products and markets both will be developed for expanding their business beyond going the market of Singapore. However, it is also true that due to availability of large numbers of customers, it will be easier for the company to sustain in the market. Due to availability of technology and knowledge, a strong technological environment has been developed in this country. This situation has brought various talent, training and development opportunities in the country. However, it cannot be denied that increasing health disease in this county, the government has become strict for maintaining the food standard in the food selling organization.
After introduction of technological innovation, it has become easier for the customers to compare the price before experiencing the service. These organizations have established its strong brand image in the market, which can create tough situation for ABR Holdings Limited to sustain in the competitive market. Before analysing the core competency of ABR Holdings, the business experts have used three major analytical tools for evaluating company’s internal and external structure. Ansoff Matrix strategy primarily aims to evaluate the market scope and product opportunity in future. In order to gain competitive advantages ABR Holdings has implemented several strategies and policies within organization (Chang and Taylor 2016). Therefore, it can be stated that the implemented strategies are going to be effective in rendering business success.
After evaluating critical discussing on various strategic decisions of ABR holdings, some of the major recommendations can be provided:
- The organization needs to implement more effective marketing strategies and policies within market based on which the competitors could have got threats. Marketing mix strategy should be implemented within business strategies with the help of which the organization would be able to understand the ways of product promotion in market (Cardy and Leonard 2014)
- The promotional strategies would have to be very much specific that will focus on involving Social Medias for creating brand awareness more effectively.
This very specific study has in-depth knowledge about the importance of strategic business decision, which can direct the organization in meeting the peak of success. The study has evaluated that ABR has initiated their journey as Swensen’s ice cream restaurant. Foods and beverages are the core product with which ABR Holdings is maintaining their business sustainability. It has been observed however that this particular organization has immense scope and opportunity to expand their business in multinational countries. In order to make effective business strategy the executives need to make environmental analysis with the help of which people have to face immense challenges in dealing with the customers effectively. Before analysing the core competency of ABR Holdings, the business experts have used three major analytical tools for evaluating company’s internal and external structure. It has also been observed that In the external environmental analysis it has been identified that due to slower economic growth in the Singapore market, the extreme competitive business environment in Singapore food industry is the major concern for the organizations. ABR Holdings Limited. These organizations have established its strong brand image in the market, which can create tough situation for ABR Holdings Limited to sustain in the competitive market.
The study has evaluated that fact that as per resource structure of this organization, it has been observed that resources are very much affordable for the stakeholders with the help of which they do not have to struggle in using the services. On the other hand, it has also been observed that the quality of products in affordable price range is the core competency of ABR Holdings due to which the entire process of business has created a self-identity in market. In this study, SWOT analysis is conducted for analyzing the strengths, weaknesses, opportunities and threats of organization. Value chain analysis is evaluated for maintaining the inbound and outbound procedure of organization. Ansoff Matrix is one of the most significant marketing strategies that is implemented for forecasting future product growths and opportunities.
Abr.com.sg, 2018. ABR HOLDINGS LIMITED. Available from www.abr.com.sg
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Strategic Management Assignment DWW
Please complete all of the following details and then make this sheet the first page of each file of your assignment -do not send it as a separate document.
Journal of Business & Industrial Marketing
This study examines the effect of product innovation and product quality on brand image with brand trust as mediator. Past studies paid less attention to empirically determine the relationship between the said variables on brand image and using brand trust as mediator between such independent and dependent variables. Therefore, this study aims to fill up this gap and contribute to the body of knowledge by examining the relationship between them. Data is collected using questionnaire from 287 passenger car users at shopping malls in Northern region of Malaysia. Specifically, systematic sampling procedure was followed during data collection. The data is analyzed using structural equation modeling (AMOS). The findings indicate that product innovation and product quality have significant relationship with brand image. The findings also reveal that product innovation and product quality have significant relationship with brand trust. Additionally, brand trust mediates the relationships between product innovation and brand image. It is also found that brand trust mediates the relationship between product quality and brand image. Based on these findings, several conclusions were made with some recommendations for future researches to strengthen our understandings toward the process of developing brand image.
Professor Dr. Syed Jamal Abdul Nasir Syed Mohamad
The globalization of the economy has created great competitiveness in the furniture market. This industry gives out an impressive growth for the past nine years as it contributes from 2.6 billion in 1997 to 6.3 billion in 2009 (MIFF, 2010). However in 2012, Malaysia still has to endure the fierce competition with low cost producers of China and Vietnam. The decline of raw materials and the rise of costs have forced companies to venture into branding and design. Not to be left behind, more companies have transformed from OEM (Original Equipment Manufacturing) to ODM (Original Design Manufacturing). Malaysia is in fact between China and the Italian in terms of quality of products. Such a phenomenon has created a concern of whether the current manufacturers have been equipped with the right innovation and originality to reach world-class producers. Little attention has been given to examine their readiness of design innovation in the context of the furniture industry besides looking at the effectiveness of brand strategy and positioning. This study attempts to address this gap in the literature. There have been a few academic literatures on design innovation in the context of brand strategy and positioning and therefore this study aims to provide ample perspectives on both variables of brand strategy and positioning which considered being jointly in contrast to in isolation in the recent studies. Thus, this study will investigate whether the relationships between those variables are correlated and whether they contribute to adverse effects in aspects of brand performance. Micro-sized companies are not included in this survey but rather on small, medium and large-sized companies. Thus, it would benefit the government by really allocating the proper fund to the right channels where needs arise and to keep track other issues to prevent derailing. In reality, design innovation and branding need to be concentrated as competency towards achieving Original Brand Manufacturing (OBM) or Original Design Manufacturing (ODM).
International Journal of Retail & Distribution Management
Patricia Huddleston , Ying Huang
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