Impact of Strategic Change on Retaining and Extending Competitive Position

Business Research in
Practice

Abstract
The present document has presented the impact of strategic change over retaining and extending
competitive position. Therefore, it is a wide area of investigation which is effective in developing
the academic understanding of the researcher and learner towards the similar area of study. In
this aim and objectives are developed that are supportive in assisting the overall work in right
manner to reaching at the potential outcome. The section of Introduction is effective in
conducting detailed evaluation and develop a brief overview and background in which all the
information related with the chosen subject area of providers. In this particular section rationale
is also effective in providing the reason of conducting the research, furthermore, in literature
review section is encompasses over the objectives as in this, a detailed theoretical framework is
developed to support the work via the opinion analysis of authors and writers. The
methodological section is appropriate in providing a systematic direction to the researcher to
assist the overall work in right manner to reaching at the key outcome. This investigation applied
qualitative approach in which detailed analysis is being conducted via the support of theories and
hypothesis. In this, questionnaire is mainly applied to gather primary information for reaching at
the potential outcome, thus in this questions are developed on the basis of the aim and objectives
of the research, therefore, questionnaire is being filled by the selected respondents who are the
employees of the firm. This study provide analysis via the support of thematic analysis as in this
themes are developed over the questions of questionnaire. At the end of the research conclusion
and recommendations are developed over the findings of the research, therefore, in this
conclusion is provided to creating a detailed summary over the execution of the investigation
practices and recommendations are effective in providing suggestions to making appropriate
alteration in the organisational operations of the firm.

Table of Contents
Abstract ...........................................................................................................................................2
TOPIC: “To determine the impact of strategic change over retaining and extending competitive
position.” A study on Charles & Keith............................................................................................1
Chapter 1: Introduction ...................................................................................................................1
Background of Research Project..................................................................................................1
Reason of Research .....................................................................................................................3
Research Aims and Objectives....................................................................................................3
Research Questions......................................................................................................................3
Chapter 2: Literature Review ..........................................................................................................4
Introduction..................................................................................................................................4
Concept of Strategic Change in Organisation..............................................................................4
Ways by Which Charles & Keith Could Sustain Employees and Achieve Competitive Position
......................................................................................................................................................6
Impact of strategic change over retaining and extending competitive position...........................6
Conclusion...................................................................................................................................7
Chapter 3: Research Methodology ..................................................................................................8
Introduction..................................................................................................................................8
Research Methods........................................................................................................................8
Research Philosophy....................................................................................................................8
Research Approach......................................................................................................................9
Research Sample..........................................................................................................................9
Data collection...........................................................................................................................10
Ethics..........................................................................................................................................11
Data Analysis.............................................................................................................................11
Conclusion.................................................................................................................................11
Chapter 4: Results and Findings ...................................................................................................12
Introduction................................................................................................................................12
Conclusion ................................................................................................................................28
Chapter 5: Discussion and Evaluation .........................................................................................30

Strategic Change in Organisation..............................................................................................30
The ways through which Charles & Keith can sustain its employees and gain competitive
position.......................................................................................................................................30
The impact of strategic change over retaining and extending competitive position..................31
Chapter 6: Conclusion and Recommendation ...............................................................................32
Introduction ...............................................................................................................................32
Research Conclusion .................................................................................................................32
Research Limitation ..................................................................................................................32
Research Recommendation .......................................................................................................33
Conclusion ................................................................................................................................33
References .....................................................................................................................................34
APPENDIX 1: QUESTIONNAIRE..............................................................................................36
APPENDIX 2: DATA ANALYSIS RESULTS..............................................................................3
APPENDIX 3: QUESTIONS IN EMAIL INTERVIEWS..............................................................7
.........................................................................................................................................................8

TOPIC: “To determine the impact of strategic change over retaining and
extending competitive position.” This research is based on Charles &
Keith.
Chapter 1: Introduction
Research project background
Now a days, in 21st century, organisations are facing a number of exciting and dynamic
challenges. To sustain business in such an environment, it is essential for companies to make
some strategic changes that helps in becoming more competitive as well. Strategic Change refers
to the process where changes are made in the marketing plan or organisation's business is made
which is performed in order to achieve a special objective (Aronoff and Ward, 2016). There arise
some situations where it becomes important for the company to make changes in the overall
working of the organisation. The company chosen for the completion of this research is Charles
& Keith. The following organisation is a Fashion Retail Industry which was founded in the year
1996 and is headquartered in Singapore. The company provides their products and services
across the globe and in the products and services of the company; there are several things which
are included such as footwear and accessories to their customers for making improvement in
their satisfaction level.
Strategic Change is an important concept which is important for the companies to
understand and take into consideration. There come some instances where it becomes important
for the companies to make changes in their strategies, policies and procedures for the betterment
of their organisation. In case changes are not adopted than this will led to severe bad situation for
the companies (Ansoff and et. al., 2018). With the aim of this, is to remain in the competitive
advantage, This is essential for the company to make these changes in the company and in case
changes are not done than this will make the organisation out of the competition. In this research,
the company which has been chosen is Charles & Keith which is going to implement strategic
changes is the processes of their organisation. With the help of implementation of these changes
in the working of an organisation, it will be possible for the companies to reduce the negative
impacts of issues which have been faced by the companies. For example, in the strategic changes
in an organisation, there could be several things that could be included such as changes in the
shifts of organisational structure, mission, target market, policies of companies. So these changes

are also important for the companies to make in themselves because of the continuous changes in
the working environment. So these kind of changes are made in an organisation so as to be in the
market and earn sufficient profits which are important for the growth and survival of an
organisation.
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Reason of Research
There are different reasons for which a research is conducted. The reason behind
conducting this research is related to making improvement in the overall level of knowledge of
individuals and the readers so that they could also know about the positive and negative changes
that could impact upon the working of their organisation. Along with this, the reason for
conducting this research is also related to finding out and providing others with the ways that
could help in making improvement in the overall level of working of the organisation. This will
help in finding out the deviations that could impact negatively on the work performance and also
on the working of employees as well. The performance of the organisation will be hindered and
this will create negative effect of their organisation for the growth and performance too. So in
order to make effective completion of the different tasks of the company the following research
is been conducted so that the companies could gain competitive position in the market and could
give the competitors with tough competition in the market as well.
Objectives and Aims of this Research
Research Aim: “To determine the impact of strategic change over retaining and
extending competitive position.”
Research Objectives:
 To examine concept of strategic change in an organisation.
 To identify the ways through which Charles & Keith can sustain its employees and gain
competitive position.
 To determine the impact of strategic change over retaining and extending competitive
position.
Research Questions
 Do you know about the concept of strategic change in an organisation?
 What are the ways through which Charles & Keith can sustain its employees and gain
competitive position?
 What is the impact of strategic change over retaining and extending competitive position?
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