Business Strategy for KIDLY: Macro Environment, Market Analysis, and Value Creation

BBE602 BUSINESS
STRATEGY ASSESSMENT
ONE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1- Discussing macro environment and how it affects the chosen start-up company...................3
2- Market and industry analysis...................................................................................................5
3- Discussing the ways in which company create, capture and deliver value.............................8
4. A value based design analysis...............................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Business strategy is defined as strategic element, that used for purpose of achieving
strategic aims and objectives of companies, whether it is small or large, establish or start-up
(Kumar and et.al., 2021). This element plays significant role in the context of organizational
growth and unpredictable success in the market, where competition level is high. Business
strategy encompasses some essential components as well such as set of plans, actions, activities
and decisions that clearly outline how a venture compete in a specific market. This form of tactic
drive the attention of firms toward taking right decision and then implement practices
accordingly. The current assignment will be based on KIDLY, which falls under the category of
start9-up organizations in the UK. Organization was established by James Hart, in the United
Kingdom successfully and appropriately. The study will explain macro environmental analysis
and how it affects the company. It will also specify discussion of industry in which KIDLY
operates in and how this sector impact upon it. Furthermore, the report will justify critical
discussion based on how organization is creating, capturing and delivering value. Lastly, it will
define the further strategic options including organization design improvement opportunities for
chosen company, based on preceding analysis.
TASK
1- Discussing macro environment and how it affects the chosen start-up company.
Macro environmental is considered as set of factors that exist in the business world and
put impact on companies, either public or private, existing or new. In the recent time, it is quite
essential for a company to consider macro environment of a market, where it exists or plan to
enter. In case of KIDLY, it is also important for administration to take each factor into their
consideration that covers under macro environment (UK’s top 100 disruptive startups revealed,
2022). As these factors may put direct impact on this start-up company, whether it is positive or
negative in term in form of threat or opportunity. In order to conduct macro environmental
analysis, management may use PESTLE model that define key external factors and these are;
Political factor-
Any form of vary related to political factors such as political stability, tax rate, trade
policy, etc. may put direct impact on an organization. In case of KIDLY, this factor may put
positive impact because in the UK political stability may drive the attention of companies toward
business expansion and conducting other profitable practices (de Sousa and Castañeda-Ayarza,

2022). This factor may provide organization chance to enter into new and profitable market,
where success and growth factors accessible in bulk. Affordable tax rate, suitable trade policy
and other factors effectiveness may affect positively upon company in term of grabbing further
and current business growth opportunities, in the existing and new market.
Economic factor-
Economic growth, employment and other factors that falls under the category of this
force may affect directly to KIDLY. It may put positive impact on company in form of
increasing profitability, as individual person in the UK is able to purchase quality products for
their children's, with consideration of quality and quantity (What is a PESTEL Analysis, 2022). It
may enable management to take pleasure of generating revenue, which is not of the biggest
success factor for any start-up company in the retail clothing sector, UK. Employment and
economic growth concepts, allow organization to increase productivity level, in form of fulfilling
customers needs; aged 0-58 years old children's and their patients.
Social factor-
Another factor that put impact on KIDLY is social factor that entails varied terms such as
market trends, customer behaviour, interest, etc. In the recent time, customers prefer to use
online platform for varied reasons, which in turn provide companies the best growth opportunity.
In case of chosen firm, management may grab the opportunity of retaining and acquiring new
consumers in form of using live chat session with parents, who want to purchase their baby
products that it may have more than 4,000. By following this trend, organization may grab
opportunity to sustain for longer in the market and become a competitive brand, that able to sell
each product for children's.
Technological factor-
Technology advancement may emerge as business progress opportunity, which drive the
attention of KIDLY and its administration toward using online platform for purpose of products
promotions that they have. Furthermore, this factor may provide firm another chance to grow in
form of making live chat with target market, that allow sharing information about goods and
understand the expectations of child parents related to baby care goods, clothes, etc. The
advancement of technology may support organization to reach desire outcomes in form of
achieving target aims and objectives, which is quite essential for venture to do so, with