Analyzing the Impact of Macro Environment on John Lewis: A Business Strategy Report
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This report analyzes the impact of macro environment on John Lewis, a departmental store in the UK. It includes PESTLE analysis, SWOT analysis, and VRIO analysis to assess the internal and external factors affecting the organization's business strategy.
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BUSINESS STRATEGY
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Contents INTRODUCTION...........................................................................................................................3 LO 1................................................................................................................................................3 P1 Applying effective frameworks analyse with the impact of macro environment.................3 LO 2................................................................................................................................................5 P2 Identify the internal environment and capabilities of the organisation with the help of appropriate frameworks..............................................................................................................5 LO3...............................................................................................................................................10 P3 Porter’s five force................................................................................................................10 LO4...............................................................................................................................................11 P4 Strategic direction and strategic management plan.............................................................11 Conclusion.....................................................................................................................................13 REFERENCES..............................................................................................................................15
INTRODUCTION Business strategydefinesas aset ofdifferentcompetitivefunctionsandactionswhich is undertaken byanorganization for leading thecompanyforthe achievement of organizational goals&objectives.Theseare thecoursesof actionwhichprovidehelptothebusinessentitiesin order to adopt favourable techniques and measures.Thesehelpinperforming all the business functions in aneffective manner and attain pre defined targets. This will help the organisation to become leader at the competitive marketplace.John Lewisis chosen as the base organization whichis a departmental storesperformits business functions at the marketplace ofUnited Kingdom&mainlydeals in food products, watches, furniture,clothing, jewellery,accessories andmany more.ThisreportincludesPESTLE analysisalongwithSWOTandVRIO analysisin order to conductinternal resourcesaswell ascapabilities. Along with this, the reportconsistsof Porter's Five Forcemodel which will provide insightentity's competitivesituation. Atthe end of this report, Ansoff’smatrixalong with strategic management plan is also going to be discussed in this report. LO 1 P1 Applyingeffectiveframeworks analysewiththeimpact of macro environment. Forconductinga business operation at the competitive marketplace in an effective and appropriate manner itis very essential for the management team toexamine the market condition on a regular basis. Reason behind this is that, these are themacro-environmental elements which have their own impact on the overall business operations of the company. In this context, higher authority ofJohn LewisadoptsPESTLE analysistoexaminetheinfluenceof macrofactors. Below mentioned is the discussion about Pestle analysis related to John Lewis:- Political:ThebusinessfunctionsofJohn Lewis are carried outat the marketplace of United Kingdomwhere the political system of the country is strong as well as stable.Thisas a resultassistsorganisationslikeJohnLewisinordertoensurethattheymaintaintheir sustainabilityatthe marketplace fora longduration.Apart from this,UKgovernment has cut downthe corporation taxeswhich was 30% and now comes to28% whichasa result provide opportunities totheorganisation likeJohn Lewis toenhance theirrevenues.As a result political factors provide positive impact on the performance of business organization as the taxes are mainly reduced by government and have political stability.
Economical:UnitedKingdomeconomic conditionsarequitestrongwhicheffectively assistin the growth and development of the organization which mainly come up with unique products, innovative techniques and system. It has also been identified that innovate UK Smart Grantsdefineasa programmewhichwasstarted bytheUKgovernment’sR&D department whichprovide assistance toinnovativeorganisations such asJohn Lewis. Apart from this, BREXITinfluencestheeconomy of UK innegativemanner which leads towards ample number ofeconomic distresswithinretail sector.For this, JohnLewisrequiresofferingtheirproducts and services withinaffordable pricesand requires providing them discount.Economic condition of the country is not so effective as due to Covid19, the overall stability got affected due to the uncertain event arise and affects the living being in a huge negative manner. Social:It has been said thatJohn Lewisprovidesproductsandservices to their customers afterconductingan effectiveresearchonthe lifestyle of consumers. This will help them in order to provide goods to their customers as per their needs and wants which include clothing, accessories, watches and many more. Therefore, ifmanagementteam of the company consider all the latest trends then it will create threat to the rival companies and customers will remainloyaltowardstheorganisation.Asthesituationisverynegativeatthecurrent marketplace the social factor highly get influenced in a adverse manner which affects the overall business operations. Technological:Bypassing the time, technology has been changed in a fastest manner which helps organizations to maintain their sustainability for a long period of time. In relation to John Lewisit has been identified that company is currently entering intoe-commerce with the motiveof reducing consumptionofpaper. This requireshuge investment by the higher authorities ofJohn Lewiswhich acts as threatfor company.Brexit highly affects the overall performance and functionality of the business organisationreason behind this is that all the external factors are linked with the current scenarioof Brexit. Along with this, due to rise of Brexit, it has been said that restriction arise when doing business operations which affects the technologyrelatedaspects. This as a result affect the overall performance of the company in an adverse manner. Legal:John Lewisensuresthateach and everyunitsof the company need to followlaws &legislationswhichare linkedwith retailsector.In addition to this, theorganisationadopts renewableresourcefortheirclothproduction. Furthermore, if thebusinessentityfails toadopt
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all thelawsrelated with health and safety, hygiene, employmentand many more then they need to face adverseconsequences.Therefore, management team of John Lewis need to adopt all the laws and legislation in an effective manner so that they can create positive impact at the competitive marketplace. Environmental:Inthe currentmodern era,organisationswhichgenerallyactinthe interest ofsocietyaswell asenvironment getfavourfromthegovernmentalonglocal bodies. Forthis context,John Lewismade a partnershipwith IPCC (Intergovernmental Panel on Climate Change)asthere aim is to reducethe use of carbonemissions. Apart from this, management team ofJohn Lewisadoptbiodegradable packinginordertomakesure that they least harmtheenvironment by their functioning. On the other hand, these are the strategies and initiativeswhichrequirelotofinvestmentwhichas a result create financial imbalance and affect theoverallbusinessoperationsinanegativeway.Therefore,itisrequiredbythetop management team ofJohn Lewistoallot specific proportionoramountof money forconducting theireffortsas well as take initiativeswhichprovide assistance to theenvironment. LO 2 P2Identifythe internalenvironment and capabilities oftheorganisationwith the help of appropriate frameworks In order to effectivelyconductananalysisforthinternal environmentof a business entity, SWOT and VRIO analysis are commonly used by organisation. In relation toJohn Lewis Ltd. management team of the organization conduct an analysis for the organisation which are going to be discussed as follows: SWOT Analysisfor John Lewis: StrengthWeakness John Lewisbiggest strength is there strong goodwill and brand image at the competitive marketplace. As company providehighqualityproductsand servicestotheircustomersbyusing innovativeandadvancedtechnology, Weaknessofthecompanyisthat because of the current environment or situationthedemandofproducts offered by John Lewis is reduced which affect their overall profitability. Alongwiththis,ithasalsobeen
they retain their potential customers for longer (Kingsnorth, 2019) Anotherbiggeststrengthofthe companyisthattheyhavecapture strongpositionamongonline marketplace which assist them in order to enhance their profitability and sales at the competitive marketplace. Strengthoftheorganizationistheir highlytalentedandskilledstaff memberswhichprovidethem competitive advantage at the market. identified that the organisation does not modifytheirstrategiesandpolicies according to the changing environment. Another weakness of John Lewis is that internal structure of the company is not so effective which affects their overall business activities as the environment is changing on a regular basis. This as a result leads towards the decline of sales of the company (Burgelman, 2020) OpportunitiesThreats JohnLewishavethecapabilityto performtheirbusinessexpansion amongtheirunexploredgeographical areasothey cansignificantlyimprove their customer base at the competitive marketplace(Lawrenceandet.al., 2019). John Lewis have effective marketing planwhichassisttheminorderto enhance their overall sales as well as profitability of the organization. John Lewisis an organization which has thecapability tolaunchnewas well asinnovativegoods and services which will assist in providing ample number ofgrowthopportunitiesatthe marketplace. JohnLewisperformsitsbusiness functions in fashion and retail sector wheretheyfaceamplenumberof threats in terms of competition firm. Some of the rivalry firm includesMarks &Spencer,ALDI,Tesco, ASDAand many more. All the products and services offered by theorganisationhavesubstitute products at the competitive marketplace which raise competition level and affect the overall performance of the company in an adverse manner (Robinson, 2020).
VRIO ANALYSIS It is an analytical tool and framework that measure the resources and competitive benefits of the company in effective and appropriate manner. This model is part of the resource based view that is a perspective that determines the link among an organisation’s intrinsic characteristics and its execution (Anwar, 2018). This framework is developed by Barney J. B. in 1991 to analyse the venture‘s assets and sustained competitive benefits with the help of four attributes that company’s resources must possess in order to become a source of sustained rivalry benefits. To determine the internal strengths of John Lewis Ltd. four resources have been properly considered such as international presence, products and services, technical resources and human resource. ResourcesValuableRareInimitableOrganisableWhat is the result? International presence YesNoNoNoCompetitive drawbacks Productsand services YesYesNoNoPartially rivalry Technical resourcesYesYesYesNoCompetitive benefitson temporary basis Human resourceYesYesYesYesRivalry benefit Valuable-It refers to those resources and assets of the company that are valuable and able to aid possible value for consumer in reference to offer a rivalry benefits to business venture in marketplace (Encarnation, 2019). In context of it, valuable assets of respective origination are described as under: International presence- John Lewis has an outstanding presence in global business market and operating its business in different nations, cause of which this firm is able to gain competitive benefits.
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Products and services- Due to offering high quality commodities to its target audiences that are produced by utilising effective technology with the motive of building trust and believe of customers gaining their loyalty (Kingsnorth, 2019). Technical resources- The company use effective resources to manage its business sin global business environment, for example, the administration use Paragon’s Live Management software which help i operating its business effectively and accomplishing its goals. Human resource- In respective business venture, employee are valuable resource to the firm because they make their effective contribution in performing business activities and operations and assist in attaining its business objective in set time duration. Rare- It refer to those assets whose accessible and existence is unique to the firm and help in delivering a competitive benefit in market. It has been identified that international presence is not rare for John Lewis because there are several companies that are exist in retail industry and operating globally. The rare assets identified in this enterprise are as below: Products and services-The commodities that are provided by respective venture like clothing, accessories, jewellery and many more are in according to the lifestyle trends of individual and marketplace. Therefore, these are complex and hard to be copied by competitive enterprises. Technical resources- The software and other technological resources that are used by firm in its business in term of managing business and delivering services are differ from other and cannot be copied by other in ease manner.For example, the management of respective firm use Paragon’s live management software in its business which is able to share real time delivery information across its store network. These kinds of technology and software are costly and cannot be afford and use each retail firm. Only capable and large firm can be implement them as well as the feature of this technical resource is unique which put is in the category of rare (John Lewis delivery with new software. 2020). This technological resource is beneficial to John Lewis as this update the firm with the delivery activity and also help in making good relationship between customer and organisation by providing information of offering services on time. Human resource- The employee of John Lewis is rare because each person and individual has unique skills and abilities which cannot be copy by others. Inimitable- This includes of those assets that cannot be copied by competitors’ organisations (Örsdemir, Deshpande and Parlaktürk, 2019). In context of John Lewis, it has been ascertained
that commodities do not hold this characteristic because the unique and innovative techniques utilised to design these can be used by competitors also. Technical resources- The Paragon’s Live Management Software taken into utilises by the company are designed to accomplish the demands of company and therefore, it is not easy to be copied. Humanresource-Thecompetencies,knowledgeandabilitiesofworkforceare inimitable to their character owing to their educational background and the training provided by the company. Therefore, these cannot be imitated by rivals in easily. Organisable- This includes of those assets that are needed to be conducted to be conducted in an effective way in order to assure the attainment of aims and goals of organisation (Burgelman, 2020). The software which is utilised by John Lewis across its premises has to be effectively updated and maintained to accomplish the current requirements of entries and therefore, it does match this criterion of VRIO analysis. Human resource- Withreference ofJohn Lewis,the human resource management teach of this entity ishighly effective, skilled and capablewhich also handles the overall workforce in rightful manner. Respective firm is capable to organise its international operations in an efficient way and assure its sustainability in market for a long time. It provides help to company in developing its sales and profit margins.
LO3 P3 Porter’s five force Porter Five Force Model Thisframeworkisbasicallyused to analyseindustry indetailedmannerso that businesses can easily determine actual opportunities available at marketplace which would support company in accomplishing their business objectives in quicker manner. It also provides opportunity to the company so that they can easily develop rightful strategy towards the same that would also maximise their profitability in rapid manner. Porter’s five force analyses includes 5 different forces such as threat of new entrants, threat from substitute products, bargainingpowerofbuyers,bargainingpowerofsuppliersandrivalryamongexisting competitors. With reference to John Lewis, porter’s five force analysis of this company has been specified as below: Threat of new entrants:Influence of this force is relatively low for the retail sector as there is range of market leaders within the same industry who owns good market share. This simply makesit difficultfor the new entrantsto developtheir own placeat the same marketplace.Along with this, it can be further said that the industry requires huge capital investment which is not at all possible for all new companies. This clearly depicts John Lewis does not require to get worried about new entrants as it has strong image at marketplace. Threat from substitute products:Threat from substitutes products is extensively high for retail sector because there are lots of companies belonging to the same sectors who are already serving its customers from past years. This simply states that there are higher chances of bringing alternative in retail sector that could be introduced as the substitute product. It has been analysed that John Lewis is already having strong brand name at marketplace thus it should focus on bringing substitute product which could influence its sales performance. This clearly depicts higher influence of this force for John Lewis. Bargaining power of buyers:Influence of buyers power is higher for the John Lewis as the customers of this company has lots of options for them at marketplace thus if they does not get satisfied with the respected company then could easily move to the other company.Along with this, it can be further said that COVID 19 has increased number of issues for the JL as it mainly serves upper class people. In order to deal with this, John Lewis is required to offer its
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products and services to the customers at nominal prices with the motive of making it feasible for the people to buy the products and services at COVID-19 crisis too. This would definitely raise number of loyal customers. Bargaining power of suppliers:Bargaining power of supplier for retail industry is highly low for John Lewis as it is large scales company which is placing bulky orders to the suppliers. This simply means that if the supplier does not get agreed to the provided rate then they could move another one. This shows that suppliers have to agree to the rates provided by the company as it provides regular based business to them. Rivalry among existing competitors:Competitiveness within the retail industry is relatively high as it has range of market leaders such as ASDA, Sainsbury’s, Morison and Waitrose which offers similar kind of products at similar price range. In order to tackle this, John Lewis must focus on providing high quality products and services at lower prices to the customers so that they can easily gain competitive edge. LO4 P4 Strategic direction and strategic management plan Ansoff’s growth matrix This model is necessary seen as the strategic framework which helps the organization to make use of rightful business strategy that ultimately develops business opportunities which generate revenue with minimum risk.By analysing the current scenario of COVID 19, it can be said that the respective company is required to analyse all the market scenario and then acquire best possible strategy for them which could go smoothly with the situation of COVID 19.Its main aim is to determine best strategy through this model can excel at marketplace. It is the one of the most broadly used models to focus on the growth of business which increases the sales in new market. This analysis with Ansoff’s matrix is explained below in detailed manner: Market Penetration:It can be seen as the strategy which helps the organization in dealing in the existing market with a old product with low price during its initial offering.With reference to John Lewis, the management team can lower the price of the product and services offered by them so that they can make it feasible for the customers to buy the products within their own market in the pandemic situation of COVID 19.This would definitely attracts the
customers from the competitors and it also helps to increase the sales performance within the existing area. Market Expansion:This strategy clearly states that launching a same product in new market place. The management team of John Lewis can implement this strategy to get expansion to new geographical location which helps the company to get profit and attract the customers. This expansion can be achieved in three ways:The same product can find the different customer segment by promoting their product. The management team helps to enter the product in new regional market. And the last way to help the product enter into foreign market.While acquiring any of these situation, the company must focus on following safety measure associated with COVID 19 so that they can gain trust of new customers. Product Expansion:This strategy mainly emphasis on introducing a new product in existing location. The superior authority of John Lewis can typically move forward in the direction to bring up the new product in the same location.As the company knows about the taste of the customers as well as the current situation related to COVID 19 at the same place so that they can plan their product according to them.The brand name also helps the company to establish their product. Thus the strategy helps the company for their feasible growth and they can introduce the product to increase their portfolio. Diversification:In this Strategy the organization introduces a new product into a new geographical area as it is riskier method to adopt. With reference to John Lewis, It is very riskier to enter in new market with new product. This strategy only works for the company who has a strong management team which helps them to focus on their product and to attract the customers with their marketing strategy. It is very necessary for an organization to have a huge investment amount and the team with great promotional strategies can make the customer attract towards their product in a very effective manner.Apart from this, the respective strategy is also not feasible with the pandemic of COVID 19 as people will not trust any new entity and wont purchase anything from them. On the basis of above analysis it has been analyzed that Product expansion is the best way to achieve the goal of John Lewis for their growth. This method helps the company to encourage
the customers to buy their new product in existing market place.The marketing team of John Lewis is suggested that they could give free sample to their customers for trial basis to promote their product in same area and also realise them they are providing products and services according to the need of people in the crisis of COVID 19.This helps to increase the market value of John Lewis. Strategic management plan For every business organization, strategic management plan plays very importantrole as it assist in framing all the functions in an effective and systematic manner. It has also been said that this is a kind of blueprint which includes all the strategies and policies of the business organisation so that they can grab opportunities available at the marketplace within given time frame. In relation toJohn Lewis, ithas been identified that an effective strategic management planisgoing to be developed by the management team so that they can attain positive response at the marketplace. All the strategies related to the new business plan are going to be included in this report which helps in communicating with the stakeholders in an effective manner: John LewisAim:Toincreasethe level of operationsof business organization among the local ordomesticmarketplace. Visionstatement:John Lewis vision statement is to become fastest leading organisation amongglobal retailsector. Mission statement:Toprovidehigh qualityofferingsto their customerswiththevalue additionwhichmainlyensurethat customers are highly satisfied with the products and services. Goalsaswell asObjectives:Every organisation has their own goals and objectives for which they operate their business functions at the marketplace. In reference to John Lewis, short term goal of the business entity is to providehighquality offerings to their customers whereas in reference tolong-term goalof the higher authorities is to capture large market share and grab access intotheemergingmarketplace.In reference to the present context, it has been said that the present objective of John Lewis is to enhance their sales by 10% within next 6 months for which they need to introduce new and innovative ideas as per the requirements and demands of consumers. Strategies:In order to attract large number of people towards the organization, it is required by the management team to modify their strategies and policies according to the
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changing environment. In relation to John Lewis, topmanagement team of the company adopt market expansionstrategy so that they cansignificantlyimprovetheir overall profitability and salesamongexternal marketarea. Tactics:In context ofJohn Lewis, higher authority decides to launchnewgoods and serviceswith value addition. Theseproducts are offered by the company to their customers within affordable price in order to grab attention of customers who mainly belongs to allincome groups. Conclusion With the assistance of above stated report, it has been identified that eachand every business entity needs to examine their competitive marketplace so that they can perform their functions in more effective and efficient manner. It is essential for them to modify their business strategies as per the need and requirement of the external marketplace. It has also been identified with the help of Pestle analysis that before expanding business functions at the competitive marketplace, it is required to examine the whole marketplace in an effective manner. This will help management team to grab opportunities available at the market and can easily enhance their sales. Apart from this, internal environment analysis is also necessary for an organisation as they easily identify their strength as well as weakness. Furthermore, Ansoff’smatrix assists in adopting favourable strategy for the organisation which leads towards the growth of the company at competitive era.
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