Analyzing Impact of Macro Environment on Organization Strategies

This report analyzes the impact of macro environment on an organization and its strategies. It includes a PESTLE analysis, Ansoff's matrix, stakeholder mapping, SWOT analysis, McKinsey's 7S model, and VRIO analysis.

BUSINESS
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Analysing impact of macro environment on a organisation and its impact on strategies of a
organisation............................................................................................................................4
M1 Analysis of macro environment in determine strategic management decisions..............8
TASK 2............................................................................................................................................8
P2 Analysing internal environment & capabilities of a organisation ....................................8
VRIO ...................................................................................................................................12
M2 Critical evaluation of internal environment for assessment strength & weakness of a
organisation internal structure, capabilities and skills..........................................................13
TASK 3..........................................................................................................................................13
P3 Application of Porter's five force model or evaluation of competitive forces in a present
market sector........................................................................................................................13
M3 Appropriate strategies for improvement of competitive edge & position in market based
on outcomes..........................................................................................................................15
TASK 4..........................................................................................................................................16
P4 Applying concepts Theories for preparation of a strategic plan in a particular organisation
..............................................................................................................................................16
M4 Strategic management plan having tangible & tactical strategic priorities & objectives22
D1 Competitive analysis based on strategic directions, tactical actions & objectives. .......23
CONCLUSION..............................................................................................................................24
REFERENCE.................................................................................................................................25

INTRODUCTION
Business strategy plays a very important part in every organisation and is helping in
achievement of overall objectives which have been laid down in a organisation. This is
sometimes denoted as a master plan which is implemented by a individual so that competitive
edge can be gained in market (Buckley, Burton and Mirza, , 2016). This report is based on M&S
which is a UK based manufactures and retailer at same time and deals in categories such as
clothes, food items and other home furnishing products. M&S was This report is based on
various different aspects which are related with how organisation is making decision in concern
with strategies of business. There is analysis which is of external environment and internal
environment. Different models & theories are applied so that a strategic business plan can be
created for achievement of overall objectives in a business.

TASK 1
P1 Analysing impact of macro environment on a organisation and its impact on strategies of a
organisation
Overview: M&S is a UK retailer brand. This organisation was founded ion 1884 by
Thomas Spencer & Michael Marks. This company is dealing in high quality products of different
categories such as clothing, food or home segment. They are presently having 900 stores in
market of UK. They provide huge competition to other similar companies dealing in same
segment of products.
Vision: M&S has a vision of providing high quality products to their customers. This will
lead to having a large base of customers which will pose a positive impact on this brand.
Mission: In M&S mission of this brand is to become one of highest retailer in UK.
Objective: M&S has a objective of becoming leader in food & clothing industry. This
will help them in becoming a globally well known brand. This will also help in building up of
competitive advantage. Presently M&S is focussing on increasing their market share by a rise of
15% in coming quarter of year 2020.
PESTLE analysis
This is a framework which is applied by organisations as a strategic tool so that they can
understand the various factors which are prevailing in external environment.

Political factors: This is a factor which is concerned with different regulations such as
stability, taxation etc. UK is a country which is affected by stability of various laws formed by
government of their country.
Positive Impact: If there is a stability in political condition of UK then it will lead to stable
regulations, laws and legislations which will lead to stability in functions of M&S.
Negative Impact: If a organisation is willing to make expanse in a new market then there are
many sustainability issues which can pose a negative impact on management of M&S.
Economic factors: These factors are related with different factors such as interest rate,
GDP, inflation rates and purchasing power posses by citizens of a country (Burlton, 2015).
These factors determine level of sales of a organisation.
Positive Impact: M&S considers all the policies which have been developed by concerned
authorities and as these can pose a impact on prices, demand & revenue.
Negative Impact:Overall market share of M&S might get affected by various changes which are
taking place in overall economic system and affects whole profitability of organisation.
Illustration 1: Pestle
analysis

Social factors: These are factors which are in concern with social factors such as
attitude, opinion and belief (Chen, Eshleman, and Soileau, 2016). UK is a county where people
posses a broad mindset and this is related with their purchasing habits as they are preferring
advanced product with less consideration given to prices.
Positive Impact: Individuals of UK posses a preference for western clothes which is helping
M&S in increasing their profitability by launching variety in such products.
Negative Impact: Many times M&S is not considering and making product according to their
customer requirement this affects overall profitability of this company.
Technological factors: UK is a country where citizens are involved in usage of digital
technology and sources of Internet which is helping them in smooth running of daily business
functions.
Positive Impact:Different competitors in market are posing a positive impact on increasing
goodwill of M&S as, they are having a differentiation edge in terms of quality which provide.
Negative Impact:Many times techniques used by management in M&S may be adopted before
by competitors this can also affect them in a negative manner.
Legal factors: This is also a macro factor in UK in this there are lot of rules & legal
regulations which may have a impact on functioning of a company (Eaton and Kilby, 2015).
Positive Impact:M&S has to take care of all legal factors in a more effective manner so that they
are able top maintain reputation and good will of their brand.
Negative Impact: There are many regulations which may affect process of policy making and
this in turn will have a impact on management and overall performance of M&S.
Environmental factors: This is a factor which is related with external environment in
which business is functioning.
Positive Impact: M&S has made policies so that they can control any hazardous emission hich
they are making in their manufacturing process.
Negative Impact: There are many excess cost which M&S has to incur on policies made with
concern for environment which has negative impact on profitability of this brand.

Ansoff's matrix
Ansoff matrix is a strategic tool which is related with how companies are planning to
adopt a right strategy for achievement of success in their laid objectives.
Illustration 2: Ans off Matrix

 Product development: In this strategy company is making efforts to introduce or launch
their product in external market which can help them in attracting more customers. Market development:In This exiting products are offered to a new segment of customers.
In M&S efforts are being made to provide services which can help in increasing market
share. Market penetration: This strategy is helping M&S in achievement of high share of
market by existing product only and there is no new launches which will be done by
company In case of this strategy (Grayson. and Hodges, 2017).
 Diversification:This is one of strategy with maximum amount of risk. In this strategy
both products and market are new which leads to presence of high risk for M&S.
From above discussion it can be conclude that for M&S best course of strategy according
to present situation is market operations as this will be benefiting them in increasing their market
share and there is no extra cost which has to be incurred in launching of a new product.
Stakeholder mapping:
It is define as the visual procedure of laying out all the stakeholders of project, idea and
product into the one map. The advantage of stakeholder map is to get a representation visually of
all the individuals who can impact a project & connected with it. Moreover, it also help an entity
to gain an insight about the stakeholders of company.

Stakeholder analysis: There are two types of stakeholders in a organisation primary
stakeholders and secondary stakeholders. Primary stakeholder are those that are involved in
economic transactions. In context of M&S these stakeholders are customers, shareholders,
suppliers, investors, creditors, employees and investors.
For M&S this is of crucial interest as customers are the ones who are part of high power and
highly interested.
Secondary stakeholders are those that are part of external interested parties and are outside the
organisation., these stakeholder are not participating directly in economic activities of
organisation. Example of these stakeholders of M&S who are part of secondary activities include
communities, media, tare unions, government, competitors like Tesco, sainsbury, Morrisons for
M&S and finally the activists who play a very crucial role in affecting the way organisation are
functioning.
M1 Analysis of macro environment in determine strategic management decisions
Macro environment plays a very important part as this is helping in making a detailed
analysis of all threats and opportunities which are present externally and has a impact both in
positive and negative manner (socialHiggins, Omer and Phillips, 2015). Such type of analysis is
very helpful in making strategies which can reduced negative impact of such threats and positive
impact can be maximized in terms of availing profitable opportunities.
TASK 2
P2 Analysing internal environment & capabilities of a organisation
SWOT
This is a tool which is helping companies in analysing strength, weakness of company.
This is also helping in understanding various threats & opportunities available with company.

Strength Weakness
There is a established brand image of M&S in
having a differentiation advantage (Lehmann,
2016). This is helpful in achieving increased
sales for this brand.
People in UK posses a mentality that M&S has
a range of products which are outdated and not
according to latest fashion this leads to a
negative impact on brand image of M&S.
Opportunities Threat
M&S has a opportunity as they can increase
their marketing & promotional activities
which might lead to increase in overall sales of
this brand.
There is constant changes taking place in the
external environment such as events such as
BREXIT which posses a negative impact on
overall internal functioning of M&S.
Illustration 3: SWOT
Analysis

McKinsey's 7S model
Mckinsey's model is a tool which is used by organisation so that they are able to examine
the overall designed of organisation. There are seven components which are a part of this model
and which are assisting M&S in achievement of their objectives.
Strategy: This is a plan which is developed by a organisation so that they are able to
achieve a competitive advantage in market (Linder and Williander, 2017). In M&S timely
strategies are formed which is helping them in increasing their overall customer segment.
Illustration 4: Mckinsey 7s Model

Structure: This is defining way of organisation and its divided which has to be organised
and managed. In M&S there is requirement of a proper structure which can help them in sharing
of information which is critical in overall functioning of organisation.
Systems: This is the process of organisation in which there is a relation with the decision
making process of organisation (Marx, 2015). Effective system has to be maintained in M&S so
that all major functions are taking place in a appropriate manner.
Skills: This is related with the competence & potential of working staff in a organisation.
In M&S It is very important that the company is able to hire and retain a competent working staff
which in turn will help in achievement of laid objectives by top management of organisation.
Style: this is related with way in which organisation is controlled by top authorities. In
M&S there us participative style which has been adopted by organisation (Moseley III, 2017).
This is helping them to motivate their employees and have their view in process of decision
making.
Staff: This is a factor which is having association with employees who are working in
M&S. They are motivated and their morale is increased so that they can provide their maximum
contribution for this company (Parnell, 2016).
Shared values: This is last element of this model which is dealing with various norms
which is providing guidance to M&S and is helping in sharing of opinion with their overall staff
members.

VRIO
VRIO framework is a analysis which is made on four major aspects which are value,
rarity, imitability and organisation. This is a strategic tool which is used by many organisations
so that they can examine internal process, skills and capabilities (Pisano, 2015). This all leads to
attainment of high Competitive advantage for companies in the market place.
Value: This is the most important aspect as there are four major resources which are
valuable for M&S and this includes brand image, global presence, competent workforce and
quality products (Shuen, 2018). These four are major resources which are most valuable for
M&S.
Rare: All four resources are not present with every organisation but global presence is a
aspect which has been adopted by many companies of US. Hence, it can be said that brand
image, competent workforce and quality of products are four major rare resource for M&S.
Illustration 5: VRIO Analysis

Imitable: Quality products and brand image of M&S is something which cannot be
easily imitated by any other competitive if and this is providing a competitive advantage to M&S
(Thompson, Strickland and Gamble, 2015).
Organisation: It is important to keep all resources organised by a organisation. The
resource which will be providing competitive advantage to M&S in present situation is quality
which they are providing in their products and no other similar brand is offering.
From above analysis it can be said that resource which is providing a competitive
advantage to M&S is high quality of their products.
M2 Critical evaluation of internal environment for assessment strength & weakness of a
organisation internal structure, capabilities and skills
Internal environment assessment is very necessary for a organisation as they are willing
to expand themselves or achieve a particular strategy (Whittle and Myrick, 2016). This plays a
very crucial role in helping them to analyse critically their internal structure, skills & capabilities.
All this helps in deciding their further courses of activities & plans.
TASK 3
P3 Application of Porter's five force model or evaluation of competitive forces in a present
market sector
Porters' Five force analysis is a framework which is used by various business which can
help them in making effective decisions. This is a framework which is associated with analysis
Illustration 6: Porters five force model

of the industry in which a particular organisation is functioning. Porter's five fdortces are discuss
below:
Threat of new entrants (Low to moderate): This is a factor which is having a low to
moderate impact on M&S. This is related to feasibility which can help a new company in
entering industry and establishing themselves. It is not easy for a new start-up to enter a retail
industry hence, this is a factor which is having a low threat for M&S.
Bargaining power of suppliers (Low): M&S is a retail company and they have long
term relation with their suppliers. This is a company which is having a belief that long term
relationship is very necessary to be maintained with suppliers. This will increase the satisfaction
level of their suppliers and will reduce their bargaining power.
Bargaining power of buyers (High): influence of buyers in retail industry is high as
there are large number of competitors which are providing products at similar quality and same
type this lead to increase in threat for M&S.
Threat of substitutes (High): There are large number of competitors in retail industry.
This can posses a threat of substitute for M&S. As, it is easy for their present customers to
substitute their products with any other product which is providing same level of satisfaction to
them.
Rivalry: Major competitors of M&S includes H&M, Zara etc. this states that there is
very high competition in industry to which M&S belongs. There is a very high threat from such
brands and it is very important to adopt competitive pricing policy or differentiation strategy by
M&S which can help them in surviving and dealing with such type of competition.

M3 Appropriate strategies for improvement of competitive edge & position in market based on
outcomes
There are many strategies which can be adopted by M&S for getting a competitive edge
in market. One of very attractive and feasible strategy which can be adopted by this company is
related with high quality maintenance which is a differentiation advantage which M&S is
currently possessing. This can be use by them in attracting customers from other segment also
which will lead to availing various attractive opportunities present with this company and also in
having a competitive edge.

TASK 4
P4 Applying concepts Theories for preparation of a strategic plan in a particular organisation
Porter's generic strategies
These are generic strategies which are related with identification of way in which a
organisation can achieve competitive advantage. This is related with tactic which has to be
adopted by M&S. There are three major strategies which are part of this model:
Cost leadership: This is a strategy in which there has to be focus on keeping the prices
of products low so that customers can be easily attracted by a business organisation. This
strategy can be adopted by M&S as they will be offering various discounts and this will help in
increasing loyalty of their customers.
Price leadership strategy: In this strategy there has to be creation of a position of a leadership
by use of low prices of products, so that there can be a competitive position that can be assumed
by a organisation. In M&S there can be proper management of cost by making use of efforts to
reduce business cost like Management information systems, EDI (electronic data interchange)
Illustration 7: Porter's Generic Strategies

and POS (selling real time systems) it will help in achievement of higher economies of scale for
purpose of reduction of overall cost by M&S.
Differentiation: This is a strategy which is related with innovation and differentiation
which is being offered by a organisation in its products. This is related with small innovation
which make product of a company different as compared to its competitors.
Focus: This is related with two aspect which can be cost focus or differentiation focus.
M&S is a brand which is usually focussing on differentiation focus as they are willing to keep a
differentiation edge in their products which can lead to their long term survival in market. The
main focus strategy of M&S is that they are having focus on age group of 35-44 years and they
are not focussing on young generation and children. They presently do not posses any business
strategy to capture the millennial generation of market instead they are focusing countries like
USA, Europe for the purpose of achievement of higher market share.
Bowman's strategic clock
Bowman's strategic clock is a model which is used by many business organisation in
exploring various opportunities is that they are able to asses their strategic positioning in context
with their products. This is related with having a advantage with other rival Companies in
external environment.
 Low price and low value added: This is related with having a low competitive edge
with a organisation. This can be seen in a way that products are not much differentiated a
consumer perceives low value of product and price paid by them is also low.
Illustration 8: Bowman's strategy Clock

 Low price: This is related with having a good position in market as low cost leadership
as a technique is used in this and profits for each unit are low and overall value of profit
be matching set objectives.
 Hybrid: This is a strategy which is related with low differentiation of product and having
a strategic position in the market.
 Differentiation: This strategy is related with having a innovative idea so that customers
can be attracted and overall sales can be increased accordingly.
 Focused differentiation: In this products are kept at high prices which can help in
perceiving of a value which is slightly different as compared to other similar Companies
which are offering increased value to their customers.
 Risky high margins: There is very high risk which is involved and this can lead to
failure of many business. In this it is important that there is minimum base of price which
is high without having any perceived amount (Meckling, 2015).
 Monopoly pricing: This is a factor which is related with monopoly which is sometimes
created by many brands in which even if prices of products rise it will be purchased by
customers.
 Loss of market shares: There is a need for strategic positioning which can help in
achievement and survival of competition in market. This is necessary for providing
products to customers
Strategic Business Plan
This is a tool which helps in making of various strategic plans which are helping in
achievement of various objectives overall posing a impact on increasing the profitability of
M&S. Below discussed is a strategic business plan which is being prepared with a objective of
increasing the market share and sales in the coming time period by this retail brand.
Executive summary: Strategic business plan assist Marks & Spencer to effectively
develop plans as achieve its desired goals appropriately. With this, if the company set standards
and check it on regular basis it will help to raise the performance level of the workforce.
Moreover, the strategic business plan helps organisation to remain competitive within the market
and fifth with their rivals in a defined manner.
Mission: The mission statement of the company is “ To provide high quality accessories
to customers and raise their living standard”.

Vision: The vision of Marks & Spencer is “ To be the leading retail organisation globally
and to innovate such products for customers which increase its market position as well as share”.
Objectives: Below discussed are two major objectives in the present scenario of M&S.
 To increase overall sales in coming quarter by 20%.
 Expand market share by a minimum of 5%.
SWOT analysis:
Strength Weakness
The company provides high quality goods to
customers which attracts large number of
people to use its products. With this, Marks &
Spencer have great presence in market which
assist them to gain higher profits. In addition to
this, the major strength of the company is its
talented as well as skilled employees
(Meckling, 2015).
The company is not able to reach in semi urban
areas which declines its profit and gives and
opportunity to competitors to gain more market
share. With this, there is no proper
segmentation of goods it offers which leads to
creation of confusion in the mind of customers
and this declines its sales.
Opportunity Threat
The management team of Marks and Spencer
have the opportunity to enter in other segments
also and raise its profit level. The company can
also increases its presence in market by
entering into other countries or in the urban
areas which will assist them to gain more
market share and remain competitive within
the market.
Nowadays, many new outlets is open in the
market and offers high discount for customer's
in order to increases sales as it is a major threat
for the company. With this, the company have
many competitors which declines its sales as
well as market share of the company.

Marketing Mix Analysis:
Product It is one of the biggest retail chain of united
Kingdom and offers products for kids,
women's as well as men's such as Jeans,
Blazers, Skirts, Sandals and many more. The
company also offers home accessories. With
this, it also provides food & wine to its
customers.
Price The company adopts competitive pricing as
well as low pricing strategy in order to attract
large number of audiences, basically its are
affordable by higher and medium categories.
With this, the company changes its price as per
the demand or the seasons.
Place Marks & Spencer have operated in more than
50 countries and have greater than 1000 stores
worldwide. The company have its online
website which is easy for customers to take
Illustration 9: Marketing mix

information about its products properly and
then purchase it.
Promotion The marketing team of M&S uses digital
technology to promote its product globally.
The company conducts advertisement
campaign or uses print media to reach large
number of people and raise their sales as well
as profit level. In addition to this, M&S
develops a loyalty program “ Sparks” so that
customer's can gain points while shopping with
them.
People The company believes that employees is the
main resource of the company as the
productivity as well as profitability is totally
depend on the workforce. The company
provides training sessions by professionals
with an aim to improve the knowledge as well
as skills of all the staff members so that they
can handle issues and increases the
performance of company.
Process The stores of Marks & Spencer is mainly found
at urban areas or in malls. Its stores consist of
clothing, home accessories as well as furniture.
The ambience of stores of Marks & Spencer is
beautiful and are properly organised.
Physical evidence The company have around 1100 stores in more
than 50 countries which is its biggest physical
evidence. Wit this, it has more than 80,000
staff members globally. The company offers
home deliver and has its own webpage which

is convenient for customers to buy its products
and gain points.
Financial Budget: There is a financial budget which is divided in two parts marketing
budget and marketing outlay which is helping M&S In achievement of various laid down
objectives in the present strategic marketing plan.
MARKETING BUDGET
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3200 7000 12700 14260 19970
Investment 9300 10500 23830 41730 14650
TOTAL 11500 17500 36530 46990 34620
MARKETING OUTLAY
Promotion 4746 2459 4593 1875 1211
Sales publicity 1365 900 3452 1492 2050
Direct selling 3000 2000 5651 3000 6434
TOTAL 9111 5359 13896 6467 9405
Monitoring and Controlling:
It is essential for upper level authorities of Marks & Spencer to monitor the activities that
is performed by the employees at workplace as per the standards set by them to achieve goals.
Checking of all the operations assist managers to effectively perform all the activities related to
project and also helps company to achieve desired goals on time (Yuliansyah, Rammal and
Rose, 2016). Once the project is completed it is necessary to evaluate that the goals can be met or
not. In addition to this, it is important so that a report can be made whether targets is attained or
not. In relation to Marks & Spencer, the managers ensures that the company will raises market
share in the coming two years.

M4 Strategic management plan having tangible & tactical strategic priorities & objectives
The managers of Marks & Spencer uses the skills as well as capabilities of its employees
in order to achieve its objective. With this, they can motivate subordinates by giving them
monetary benefits so that employees will be encouraged and contributes their hard efforts to
attain desire goals. They can also assign work as per the skills of workforce which builds interest
of employees towards work. The company have effective finance team, Human resource team as
well as marketing team which is its main resources and assist M&S to gain objectives within
stipulated time frame.
D1 Competitive analysis based on strategic directions, tactical actions & objectives.
Based on above discussed aspects it can be said that there are strategic directions which
are given to Marks & Spencer and based on that directions objectives and various tactical
decisions are taken by this brand.
Strategic directions: This is related with the main direction for M&S which from the
above analysis can be said that is to increase the overall market share and profitability.
Objectives: Main objective in present scenario is to decrease overall cost percentage as
this can only help in increasing ratio of profitability for M&S (Yuliansyah, Gurd and Mohamed,
2017). This is a tool which can be adopted by obtaining economies of scale and also for optimum
utilisation of available resources with the organisation.
Tactical actions: for achievement of above mentioned objectives there are some tactics
which can be adopted by M&S which is discussed below:
 To make exceptional quality of products to increase the satisfaction level of customers.
 To increase the marketing activities and promotional measures which can further help in
increasing and attracting more customers.

CONCLUSION
By studying the above report it has been analysed that organisation need to acquire
appropriate strategies at workplace so that positive results can be attained and organisational
objectives can be achieved within time frame. There are various frameworks used by companies
that is SWOT analysis, PESTLE analysis, Ansoff matrix and so on. This methods identifies weak
points of organisation and thus higher authorities improves it which in turn leads to raise in
profitability. In addition to this, Porters five forces as well as VRIO analysis assist companies to
gain competitive edge at marketplace. The Bowman's strategy is used by managers of a company
to effectively build strategies and in the right direction.

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