Business Strategy: PESTLE and SWOT Analysis of John Lewis Ltd in UK
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This report analyzes the business strategy of John Lewis Ltd in the UK, including PESTLE and SWOT analysis. It also discusses the competitive environment using Porter's Five Force Model and recommends growth platforms and strategies for the company.
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BUSINESS STRATEGY
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Contents INTRODUCTION.....................................................................................................................................3 Project 1.....................................................................................................................................................3 PESTLE and SWOT analysis of John Lewis Ltd company in UK..........................................................3 Porter’s Five Force Model.......................................................................................................................5 Project 2.....................................................................................................................................................6 Different types of strategic directions existing to company.....................................................................6 Recommendation as the most appropriate growth platform and strategies..............................................7 Strategic management plan with tactics, objectives and strategies..........................................................8 CONCLUSION..........................................................................................................................................8 REFERENCES..........................................................................................................................................9
INTRODUCTION Business strategy is the combination of all actions performed and decisions taken by business owner and management to accomplish goals and achieve company objectives (Patel and Chrisman, 2014). Business strategy is the set of decisions taken to secure business competitive position and reputation in market place. The present report explains John Lewis Ltd company business strategy in specific situation. This study justifies PESTLE and SWOT analysis of company and also analyze company’s capabilities. It explains competitive environment by using Porter’s five force model and also define Different kind of strategic directions accessible to firm. Furthermore, it justifies the most suitable growth platform as recommendation and strategies for organization. This study clarifies strategic management plan with objectives, strategies and tactics. Project 1 Overview of company- John Lewis is employee owned organization in UK, they operated by Waitrose & Partners, John Lewis & Partners department stores, its financial and banking services and another retail associated activities. As operating in international market firm is facing some issues due to external environment factors that affect its business operations and other functions. With the help of PESTLE analysis, it is easy to determine affecting elements upon organization. PESTLE and SWOT analysis of John Lewis Ltd company in UK PESTLE analysis is the analytical tool used by companies for strategic businesses planning. It helps to describe the framework of external macro environmental components used in environmental inspecting factors of strategic management. . PESLE analysis is especially used to identify factors that impact on specific sector or company in UK. Political factors- Government policy, environmental law, trade discrimination, foreign trade policy, political instability or stability and tax policy are the factors include in political elements that affect John Lewis Ltd the most. These components are all about how and what grade the government interferes in certain industry or economy (Higgins, Omer and Phillips, 2015). Due to changes in Government taxation policy company has to pay more of taxes as it impacts on their business and financial budgets.For example, if corporation tax maximizes to let say 40% from 30% then John Lewis Ltd have to pay more of profit which in return decrease profitability. If they enable to pay more of taxes it shows iscapabilitiesto sustain in UK market for longer that is quite beneficial for overall business as well as international. Economic factors-Interest rates, inflation disposable income of business and customers, economic growth and exchange rates are the factors that included in economic components (Scholes, 2015). All these have the significant effect on how company does business and also impact how profitable they are. Due tocompetitive environmentin UK business market, it
impacts on John Lewis Ltd the most especially upon its performance. To beat competitors in market like Marks & Spencer’s and Debenhams John Lewis management maintain its position via keeps on coming up with various types of marketing methods that affect its financial margin. If company make the best offering planning to customers and retain its talented people in firm, theyare able to beat itscompetitors effectively, it reflects its strength or capability. Social factors-Age distribution, career attitude, health consciousness and population growth factors include in Social factor. Social factors are also known as socio cultural components, that impact on John Lewis company.Changes in customer preferencesin context of purchasing goods affect firm and its operation (Woerner and Wixom, 2015). In modern world, people like to purchase stuff via online shopping application rather than shops because its consumer a lot of time as for standing in queues. If company provide online shopping facility to consumers, they are capable to retain potential and existing clients than its competitors in UK. They can provide people home delivery services which is beneficial and effective for business growth. Technology factors-Advancement in technology, new ways of communication with target customers or group of people, new technology for producing services and goods and distributing products and other things are the factors included in technology components. Internet shoppingis now in trends which is related to new technology that impact John Lewis business the most. It directly affects sales approach of organization, if company provide internet shopping facility to customers, they are enabled to gain profit more than before andcapable to grab the attention of customers. Legal factors-Healthy and safety, consumer law and rights, product safety and goods labelling, equal opportunities and advertising standards is including in legal factors that affect any business operate in UK. All these above factors affecting business, it is clear that firm need to know about what is and not legal in order to run trade process successfully (Chen and Jermias, 2014). Due to somechanges in Health and Safety lawJohn Lewis management impacted the most. If they focus on employee’s safety and security working with them, they are able to retain the best talented and skilled people for longer which is beneficial and better suitable for business success and growth in UK. Firm are following all the basic rules and policies under Health and Safety law, theyimplement fire extinguisherin their company which is related to workers and customer safety, it shows its capability. Environmental factors- These elements have come to forefront only, they become essential due to pollution targets, increasing scarcity of raw materials and carbon footprint target set by government. These components include environmental and ecological aspects such as climate, weather, climate change and environmental offsets which affect business.Recyclingis the main factors that affect John Lewis business functions and operations. If company recycle products, they can enable to make environment healthy and give their biggest contribution to reduce air and water pollution. SWOT analysis-
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SWOT analysis is tool or framework used to measure the organization competitive rank and develop strategic planning. Strength- John Lewis company has the strong consumer base, goodwill and brand image which helped firm to become UK leading and favorite retailer. Organization placed themselves as well on green issues and environmental too that shows its strength. Weakness- Organization serves its services only in UK market thus restricting themselves to UK clients, as it reflects its weakness. They cannot be able to cope up when any issue get arises in food retailing industry because of its limited expansion policy. Opportunity- John Lewis increasing online sales which is one of the biggest opportunities and they can get better returns as websites or internet related cost. Threat- Different small brands whose products price cap meet with that of John Lewis Ltd can be threat which impact on its business. John Lewis Ltd capabilities- John Lewis Ltd company is capable to serve its best and better services or products to customers, they give good satisfaction to people which enhance productivity and profitability of company as compare to its business competitors in marketplace (Švárová and Vrchota, 2014). Through implementing health and safety policies or rules firm are serving its best facilities to staff members that enhance their performance in company. They create happy working environment which is beneficial and effective for both business and employees as well as customers. Porter’s Five Force Model Threat of substitutes- Threat of substitutes services or products ishigher.Customers easily find substitute goods with attractive prices and good quality in retail sector. Marks and Spencer and Peter offer better- and high-quality products to customers that impact on John Lewis company. Threat of new entrants- Threat of new entrants ishigh.In UK retail industry economies of scale is easily achieved that attract new companies towards country (Pisano, 2015).Thus, high threat of new entrants’ impact on John Lewis company and also affect its market position and reputation in UK.
Bargaining power of suppliers- Bargaining power of suppliers islow.John Lewis have number of supplier’s chain as it means that distributer power if low, they cannot be able to switch prices and change pricing structure. Figure1Porter's Five Forces (Source:Porter's Five Forces,2017) Bargaining power of Buyers- Bargaining power of customers ishigh.People have range of products and services better than John Lewis it means that they are able to drive prices down which impact on company profitability and productivity. Rivalry among existing players- Rivalry among existing players ismoderate. Existing companies are serving the same quality and selling similar goods that impact John Lewis but at moderate level in which they can deal with this via serving its best and better than competitors in marketplace. Project 2 Different types of strategic directions existing to company
Bowman strategic clock model used by organization while designing marketing strategy to determine competitive position. This model has 5 positions such as, Position 1. Low added value and price It is the first position of Bowman strategic model; company offer low added value and cost of products which is garb the attention of customers. Low price is competitive technique John Lewis is used to compete with its competitors’ suppliers. Position 2. Low price In this position companies often produce big quantities; their goods are valued. Organization sold their products at low price which leads to lower profitability. Position 3. Hybrid Company use product differentiation and low-price strategy which is beneficial for overall business functions and activities (Spender, 2014). In this position firm offer high value- added products with low price that garb attention of clients. Position 4. Differentiation Organization is using differentiation strategy or option in which they offer different or unique attributes products or services that is valuable by consumers. Position 5. Focused Differentiation Company used focused differentiation option and offer high perceived value goods against high costs. Organization using this strategy because their clients like to purchase perceived value services or products. Position 6. Risky high margins John Lewis using Risky high margin strategy charge high cost for goods that is perceived as average in value by consumers. It is risky plan as it directly impact on company profit margin and financial budgets the most. Position 7. Monopoly pricing Monopoly in market define that company are the only one who offer the best products or services in target market or its segment. Because of monopoly strategy firm do not have to fear its competitors in marketplace. Position 8. Loss of market share In this position company set middle standard price for their gods with low perceived value to win many customers who will have better options in marketplace. Recommendation as the most appropriate growth platform and strategies Low pricing strategyis the best recommended plan for John Lewis Ltd, as they must follow this plan in whole business structure. Low price policy put positive impact on each of its
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function especially help to increase profitability and generate more revenues as compare to other companies in food retail sector. It is the most appropriate success and growth platform for organization which they should implement by following each and every single step include in this plan. Cost minimizing strategy contribute to achieve John Lewis business goal and objectives which is beneficial for them. Strategic management plan with tactics, objectives and strategies John Lewis Ltd, strategic management plan is based on its recommended strategic which help to gain competitive benefits or advantages in marketplace(Klettner, Clarke and Boersma, 2014). This plan is used to communicate within company the organizations’ goals, focus energy, strengthen operations, set priorities, ensure that workers and its stakeholders is working towards same goals of business. Low price strategy-Company set their strategy based on low price offers that attract people more towards them. They reduce cost upon each of its products which help to garb the attention of new ones and retain existing customers for longer term period. Objective- To increase customer base and to maximize profitability than competitors. Tactics-John Lewis Ltd set low cost of goods and make the best promotional strategy that transfer information about lower prices in market which attract residential and local people. CONCLUSION From above it has been summarized that legal factors, technology advancement, changes in customers preferences and other factors affecting John Lewis Ltd and its profit margin. Organization must used Low price strategy which is beneficial and profitable for business growth and success in marketplace. Company grab success with low price strategy and achieve this plan by setting objectives, strategies and tactics which help to accomplish desired aims within business.
REFERENCES Book and Journals Chen, Y. and Jermias, J., 2014. Business strategy, executive compensation and firm performance.Accounting & Finance. 54(1). pp.113-134. Higgins, D., Omer, T.C. and Phillips, J.D., 2015. The influence of a firm's business strategy on its tax aggressiveness.Contemporary Accounting Research.32(2). pp.674- 702. Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability: Empirical insights into the development, leadership and implementation of responsible business strategy.Journal of Business Ethics.122(1). pp.145- 165. Patel, P.C. and Chrisman, J.J., 2014. Risk abatement as a strategy for R&D investments in family firms.Strategic Management Journal. 35(4). pp.617-627. Pisano, G.P., 2015. You need an innovation strategy.Harvard Business Review.93(6). pp.44-54. Scholes, M. S., 2015.Taxes and business strategy. Prentice Hall. Spender, J. C., 2014.Business strategy: Managing uncertainty, opportunity, and enterprise. Oxford University Press. Švárová, M. and Vrchota, J., 2014. Influence of competitive advantage on formulation business strategy.Procedia Economics and Finance.12. pp.687-694. Woerner, S.L. and Wixom, B.H., 2015. Big data: extending the business strategy toolbox.Journal of Information Technology. 30(1). pp.60-62. Online Porter's Five Forces.2017. [Online]. Available through:<https://research-methodology.net/john- lewis-porters-five-forces-analysis/>.