Business Strategy for Desklib Online Library

This article discusses the business strategy of Desklib online library, including its mission, vision, values, and corporate objectives. It evaluates the major strategic decisions made during the six-round BSG simulation and reflects on relevant theoretical frameworks applicable to understanding the internal, external, and competitive environments of the business. The article also critically evaluates the impact of emerging technologies such as Artificial Intelligence, Robotics, 3-D Technology, and Cloud-based Technologies on the future of the business. Finally, it conducts a stakeholder analysis to identify stakeholders with high power and high interest in the business.

Business Strategy

Table of Contents
Introduction.................................................................................................................................................3
Vision - To enhance the customer base of the company through the quality product
and services...........................................................................................................................................3
Values – The main value of the organization is depend upon its products and
services quality which can helpful to enhance the satisfaction level of the
customers................................................................................................................................................3
Corporate objectives -.........................................................................................................................3
Evaluate the major strategic decisions made during the six-round BSG simulation. Reflect on one round
that stood out, why and key lessons learnt.................................................................................................4
Reflect on relevant theoretical frameworks applicable to understanding the internal, external and
competitive environments of your business;................................................................................................5
Critically evaluate the impact of ONE specific emerging technology on the future...................................14
Artificial Intelligence..........................................................................................................................14
Robotics..................................................................................................................................................14
3-D Technology.........................................................................................................................................15
Cloud-based Technologies...............................................................................................................15
Conclusion.................................................................................................................................................15
References.................................................................................................................................................16

Introduction
Business strategy is a term that refers to all of the methods by which a firm can produce
its defined objectives. It entails company planning in which the enterprise is tasked with
operating in accordance with its protracted strategy in order to gain a competitive advantage over
the competition. The goods or services that the enterprise offers, the target audience, objectives,
the sector to be supplied, & also many other factors all contribute to the organizational strategy.
There are a number of guiding concepts that add to the group's effective decision for the express
aim of increasing & also growing it (Achinas and et. al., 2019). It is strategic planning entails
arranging a company's resources in such a manner that they are fully utilized &prioritized so that
the company's goals & also objectives are met on time. Marks & Spencer, a renowned British
retailer of apparel, food, &homewards, was chosen as the subject of this article. It was formed in
1884 & is headquartered in the U.K. Internal management analysis utilizing multiple
frameworks, external analysis using various methods &skills, competitor environment, & also
strategy development will all be covered in this study.
 Mission – To improve the effectiveness of the organization and also enhance the
profitability of the company all around the globe.
 Vision - To enhance the customer base of the company through the quality product and
services
 Values – The main value of the organization is depend upon its products and services
quality which can helpful to enhance the satisfaction level of the customers
 Corporate objectives - The main objective of the company is to enhance the
performance of the company so that company can enhance the productivity level of the
customers.

Evaluate the major strategic decisions made during the six-round BSG
simulation. Reflect on one round that stood out, why and key lessons
learnt
As a company's goal is to maximize profit & also sustain in the long run, we've learned in
business games that before executing a national strategy, the most vital point is for someone like
me to gain a better understanding of how various functional parts of a company fit around each
other, thus trying to integrate the expertise I've gained from business disciplines. Most of the
typical concepts I've learned in our manufacturing, advertising, economics, accountancy, human
capital, &finance classes are used in the company's strategic game (Alharbi, Dowling and Bhatti,
2019).
The business strategy game is a "big picture" encounter that includes looking viewing
choices from a company-wide standpoint & also bringing decisions from many business
functions together to create a unified strategy plan. I understand why &how activities performed
in one area have an effect on development in plenty of other areas of the business. The business
strategy game taught me more about the INS & breakaways of global competitiveness, as well as
the many tactics organizations may employ in global marketplaces &the obstacles that come
with competing in such an environment. Many of the business concerns &competitive pressures
that characterize today's world economy are present in the game.
My comprehension of fundamental revenue-cost-profit dynamics improved as a result of
the business planning game. Analyzing operation information, finding out-of-line costs,
evaluating the competitiveness of different markets, analyzing financial situation, &determining
on corrective & also preventative actions are all skills that I get important experience with.
Finally, performing the business model game improved my ability to analyze the earnings
mathematics of a firm, as well as my understanding of how & why the functional elements of a
business work together & also my management judgment. I've got expertise &practice
identifying business risk, analyzing industrial &competitive pressures, making corporation
choices, looking at the bigger picture about such a company's current &future prospects,
formulating plans, & also adjusting them as circumstances change (Bajarwan, 2019).

Reflect on relevant theoretical frameworks applicable to understanding the
internal, external and competitive environments of your business;
The company's business external environment is made up of all elements that are external
to the job & also have a significant impact on its operations. These can be divided into two
categories: microenvironment & also microenvironment. The former refers to events that seem to
have a great impact on the business, while the latter refers to events that are beyond the control
of the company (Becker and et. al., 2016).
The macro environment is comprised of a number of external variables. It has an impact
on the business in that it causes the company's judgments to be based on the analysis of external
circumstances. I have determined that there are different approaches or models are mentioned
below in regard to M & S that again will aid in environmental analysis. I have also measured that
the concepts will assist the enterprise in making decisions that will allow it to plan its initiatives
in a way that reduces the impact of externals conditions (Gorel, 2020).
PESTLE Analysis
It is a method or a framework that is primarily used to identify macro environmental
elements that have a significant impact on corporate judgment. It is described below in relation
to Marks &Spencer:
 Political Factor - It takes into account aspects such as government stability, state
interference in business, & also many more. M &S benefits greatly from the free trade
agreements that have been established between multiple regions. It assists the enterprise
in importing foreign low - cost products for sale in its store, preserving &enhancing a
healthy gross margin.
 Economic Factor - It takes into account things like inflation, currency values,
&employment figures, among other things. In the case of M & S, there's been fierce

competition in the retail market, with price being one of the most important
considerations. To achieve a competitive advantage over its competitors, the team has
continued to use foreign sources in order to provide clients with lower-cost items
(Hajizadeh, 2019).
 Social Factor - It comprises aspects that have an impact on the customer & also
civilization as a whole. There has been a huge requirement for microwave meals, M &S
has a leadership position in this market because it provides customers with packaged
foods based on their preferences, which helps them keep a loyal client base.
 Technological Factor - It has to do with the utilization of technology into the business.
In the case of Marks &Spencer, the company employs a variety of technological tools to
improve customer service. It provides consumers with an online purchasing environment
&has a prominent presence in the ecommerce market. It has also introduced a self scan
system to make shopping with it more convenient for customers.
 Legal Factor - It has to do with following the government's legislation &norms. Marks
&Spencer has been in the spotlight especially in times of economic disagreement with a
fractal landlord that has harmed the company's brand image. This quasi lowered the
product's market worth (Kuznetsova, et. al., 2017).
 Environment Factor -It covers anything that has to do with the environment. Marks
&Spencer has made the decision of becoming a sustainable shop in order to help reduce
environmental impact. It committed to be the next ethical retailer on numerous occasions
in order to maintain its brand image.
On the basis of above discussion, I have analyzed that this macro business environmental
factor can helpful to improve the external business environment of the company. I have
determined that PESTLE analysis is frequently employed as a large-scale fact-finding exercise. It
aids a company in identifying external influences that may have an impact on the internal
decisions. I have examining effects that various variables might have on a business helps firms
prepare more effectively.

SWOT Analysis
It is a tool for analyzing the company's specific analysis, which includes its strengths,
possibility, weakness, & also danger. It is described below in relation to M &S:
Strength Weakness
 The company's ability to effectively
fulfill its corporate social responsibility
is another asset. It strives to make its
operations more profitable by
maximizing resource consumption &
minimizing waste.
 By incorporating such services within
its system, Marks &Spencer aims to
improve the user experience. It makes
use of innovation, such as a self scan
system, to improve the consumer
experience.
 Marks &Spencer's significant presence
on the e-commerce marketplace is a big
asset for the corporation &aids in
generating sales. The buyer chose to
buy an item via the company's online
system, which causes the business
increase sales &profits.
 Marks & Spencer's major flaw is that it
is overly reliant on the UK market,
which has a negative impact on its
progress. There may be times when the
marketplace circumstances in a local
country are inadequate to maintain the
firm, resulting in a significant influence
on the company's operations (Meyer,
Neck and Meeks, 2017).
 Another flaw is the logistic chain's lack
of flexibility, since Marks & Spencer
has had numerous difficulty delivering
their products globally when dealing
with online clients.
 Due of its inadequate refund policy as
well as in interaction, the company falls
short of giving consumer happiness.
Opportunities Threat
 Another option is to make
modifications in its clothing sector by
 One of the major threats to Marks
&Spencer is competitiveness, because

bringing a new product to the customer
that is fashionable in order to draw
them to the firm &increase sales.
 Marks & Spencer may increase its
worldwide footprint into new nations
&improve its e-commerce
infrastructure by enhancing its
homepage & also developing suitable
delivery mechanisms for clients all over
the world.
 M & S may have a huge develop new
&innovative sector that will attract
customers. It may, for example,
introduce traditional or ethnic apparel
in Asia where that would be in growing
market.
there are a large number of competitors
in the retail business &the clothes
market in the UK & other countries.
 Another concern to M & S is the post-
Brexit effects, which might have an
impact on its global operations due to
unanticipated changes in bridge trade
guidelines & also rules.
 The altering design &apparel trends
will be the next threat. There was a
change in fashion every few weeks or
months, which may pose a threat to an
organization, since it must modify all of
its collections in order to maintain its
clients.
On the basis of this situational analysis, I have analyzed that through this analysis, the
strengths and weakness are identified so that company can appropriately, take care about their
minus and plus point in order to get new opportunities. I have analyzed that SWOT Analysis is
considered an effective tool for identifying the strengths, vulnerabilities, possibilities & also
dangers that company faces. It shows how to improve on existing strengths, manage weaknesses,
grasp fresh opportunities & reduce risks. Before deciding on a new approach, conduct a SWOT
Analysis to investigate the company's situation.
Ansoff matrix

This is a framework that businesses employ whenever they want to grow & also expand their
operations. It consists of 3 different types of methods that businesses can use to extend their
business. It is described below in relation to M &S:
 Market penetration- The Company’s objective in this approach is to boost revenue;
hence it concentrates on existing products in existing markets. With some of its existing
assortment, M & S may employ this method to acquire additional customers in its
existing market.
 Product development-This approach entails the corporation introducing everything new
to the world, however the new product is introduced in an established market in order to
attract a new client segment. M & S can employ this method to deliver everything new to
customers in order to maintain existing customers &attract new ones (Newburry,
Deephouse and Gardberg, 2019).
 Market development- This approach requires bringing existing goods & also services to a
new industry in order to expand the firm. M & S can employ this method to recruit a
completely new category of clients by bringing its existing offering to a new market.
 Diversification- This approach is distinct from others because the firms are introducing
new products & also services in a competitive business. M & S method may be risky
because it includes introducing new products & also services to a new market (Petersen,
Porter and Miskowiak, 2019).
Stakeholder analysis
Many people have worked behind the scenes to ensure the organization's overall performance
& also expansion. It is critical to conduct an analysis of them in order to keep them satisfied. The
power from the utility Grid is being used to examine the stakeholder, who is divided into four
groups according their level of interest & also power inside the firm. It is described below in
relation to M &S.

 High power high interest-Stakeholders who fall within this category must be carefully
scrutinized. This category includes M & S upper leadership & also owners, thus extra
effort must be taken to make them happy by providing them with a wealth of knowledge
on the company's operations.
 High power less interest - Personnel in this group are those who must be kept delighted
by the organization. M & S must ensure that its staff has access to adequate knowledge in
order to remain happy with both the company's operations. They are included in this
group because they have little interest in the enterprise but a lot of influence.
 Less power high interest-Stakeholders in this category are those who must be fully
briefed so they may be able to assist with ongoing projects. Customers fit into that
category because they have a strong interest in the company, so it is critical for Marks
&Spencer to keep them informed with little information (Rangga, Setyohadi and Santoso,
2017).
 Low power low interest- Personnel in this group are needed to be supervised at all times.
Due to their low interest &power, providers & also government are included in group for
M &S, they shouldn't be given became so, but must be reviewed on a regular basis to
maintain the smooth operation of the firm.
I have determined that the internal analysis of a corporation is made up of several
components, including management, employees, & also company's performance, which shapes
employees’ behavior. I have analyzed that capabilities of organization are the activities that the
enterprise performs to produce value, including like providing excellent care or developing
creative products.
It is critical for a company to assess its internal capabilities in order to maximize resource use
while minimizing waste. It aids in resource distribution & also prioritizing so that the company
can get a comparative advantage. In the case of M & S , there are a number of theories & also

models that may be used to examine the company's internal atmosphere & also capacities, as
detailed below:-
Resource based view
For each firm, there are various types of resources that it employs in order to function. There are
two types of these: physical & non - physical. This method demonstrates that not all resources
are similar, & that they should be utilized in a way that gives the business a competitive edge.
VRIO Analysis
It is a method or concept &is used to divide materials into four categories in order for a
corporation to determine which resource can deliver long-term advantages. In the case of M & S,
its capabilities are divided into various areas in order to determine which one delivers a long-
term benefit. The first is Valuable, which refers to those aspects that contribute to the company's
success. M & S brand image in terms of social responsibility is a useful resource for it because it
was built via the company's initial initiatives (Riddering and Towns, 2021).
The company works hard to complete its CSR initiatives so that it can help safeguard the
environment &benefit society. The next category is Scarce, which comprises resources that are
extremely rare in the industry. M & S foreign business is a vital commodity for the corporation
because it helps it generate significant sales. Then there's Inimitable, which comprises things that
are extremely expensive & also hard to reproduce or imitate by the enterprise or a competitor.
The quality of the product that is supplied to the consumer is unrivalled, since the
company invests a significant amount of time in manufacturing a placing a product. I have
generalized that VRIO Analysis is a powerful analytical approach for assessing an organization's
profits and, as a result, its great differentiator. I have analyzed that the VRIO comes from the
initials of the assessment aspects' names: - Quality, Relative scarcity, imperfectly imitable &
Organizations.
It aids in the retention of customers by guaranteeing that they acquire from the company
again. Finally, Structured refers to the data supplies that have been arranged for the organization.
M & S financial resources are organized in that it has placed their funds after thorough study
&review in order to generate excellent returns.

McKinsey 7s model
This’s description seven internal organizational factors that can be thrown together in order for
the enterprise to achieve sufficiency. These components are integrated &provide the maximum
productivity. The following is a description of M &S:
 Shared value- It comprises of the corporation's core principles, which reflect the
company's work ethics & also culture. Customers are at the heart of M &S value
proposition, & company works hard to improve consumer experience through
establishing love &credibility.
 Strategy- It is the business plan that aids in the creation &maintenance of a competitive
edge. M & S concentrates on diversifying their clothes lines in order to expand.
 System - - It entails the company's day-to-day operations that are used to complete the
work. M & S focuses on expanding internationally via devolving numerous systems such
as quality control, price &promotions, performance assessment, & so many more (Shi,
2016).
 Structure- It includes how firms are separated in terms of how they function. M &S
operates under a flat organizational structure with little top management. Take an active
part in judgment & also seem to have direct contact with management.
 Staff-It covers the amount of employees who work for the company. Marks &Spencer
employs roughly 78,000 people, all of whom play an important role in the company's
growth & also success.
 Skills- It is concerned with the workforce's information &capability. Marks &Spencer is
committed to hiring a strong & also professional workforce, including designers, in order
to meet client requests. It also delivers frequent training to employees in order to enhance
their efficiency.
 Style- It is focused with the institution's management & also leadership styles. M &S
employs a democratic style of leadership in which employees are involved in

conversations & also decision-making. It values employee feedback & also adjusts its
plans accordingly.
As per the above discussion, I have analyzed that all these seven styles are
beneficial for the development of the M & S. I have also determined this is a list of seven
internal organizational characteristics that may be combined to help a company attain
self-sufficiency. The features are well-integrated and give the highest level of efficiency.

Critically evaluate the impact of ONE specific emerging technology on the
future
There are various kinds of emerging technologies which can helpful to enhance the
present and future operations. There are numerous technologies are considering by the
organization which are given below-
Artificial Intelligence
Artificial Intelligence (AI) is reshaping our environment at a breakneck pace. Surges in
Intelligent automation have spawned a slew of new products, like self-driving cars and linked
Internet gadgets in our homes. Through intricate straight human-brain connections, AI is even
assisting in the creation of a central nervous system mechanical arm that can enable a paraplegic
person feel again. From business and medicine to mobility and cyber security, emerging new AI-
enabled solutions are transforming and benefiting practically every part of the population and
economy. However, there are technological obstacles and hazards related to development &
usage of the new technology it provides (Sholihah, Maezono, Mitake and Shimomura, 2019).
Robotics
Robotics is an engineering discipline that deals with the idea, design, construction, and operation
of robots. The goal of robotics is to develop intelligent devices that could also help people in a
number of ways. Robotics may come in a variety of shapes and sizes.
Robotics is the study, design, and use of machines (robots) to do activities that were previously
performed by humans. Robots are commonly utilized in areas such as vehicle manufacturing to
do basic repetitive jobs, as well as in businesses where workers need work in dangerous
situations.

3-D Technology
3D technology (multiple) in computer systems describes a snapshot that provides visual
information. When 3-D visuals are made dynamic so that people feel involved with the
surroundings, the environment is referred to as wearable technology (Wiggan, 2019).
Cloud-based Technologies
Cloud computing refers to the on-demand availability of digital resources, particularly
data storage and computational power, alone without user having to manage them directly.
Operations in large clouds are frequently dispersed over various places, each of which is a data
centre (Yu, Mao and Chen, 2020).
On the basis of above discussion, it is determined that all these advanced technologies are
beneficial for the development of the organization and also helpful to enhance their working
operations. I have considered that all these advanced technologies are beneficial for the
enhancement and present and future operations of the company. All emerging technology are
relevant for the current and future operations and task.
Conclusion
According to this study, it can be concluded that it is critical for organizations to develop
their strategies in such a way that they can assist them in reaching their corporate objectives.
There are three kinds of strategies that a business can use to assist it position itself in a highly
competitive market. Planning a strategy entails analyzing the institution's environment of the
enterprise in order to produce a strategic plan that maximizes efficiency. Finally, it is stated that
competitive analysis can be conducted using a variety of frameworks, &business plan can assist
the business in protracted success & also growth.

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