Business Strategy: Application of Outlines and Analysis of Macro Environment

This document discusses the application of suitable outlines and their impact on the macro environment in business strategy. It also critically analyzes the macro environment to determine and inform strategic management decisions. The document examines the internal situation and capabilities of John Lewis Ltd. It includes a PESTLE analysis, SWOT analysis, and competitive analysis.

BUSINESS
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Application of suitableoutlines with its impact on the macro environment......................3
M1 Critically analyse the macro environment to determine and inform strategic management
decisions.................................................................................................................................5
D1 Interpretation of data to conduct competitive analysis.....................................................6
TASK 2............................................................................................................................................7
P2 Examine internal situationaswell as capabilities of business organisation.......................7
M2 Critical analysis of internal environment.......................................................................10
TASK 3..........................................................................................................................................10
P3 Apply Porter’s Five Forces model to evaluate the competitiveness of the organisation,10
M3 Strategies in order to increase competitive advantage as well as market position........12
TASK 4..........................................................................................................................................12
P4 Implementation of a concepts & models, interpret & devise strategic management plan for
the company..........................................................................................................................12
M4. Strategic management plan (SMP)...............................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Business strategy refers to the series of different sort of decisions that will help a business
owner and entrepreneur in order to accomplish their goals & objectives in a proper manner. Their
main aim is to grab the attention of customers available at the marketplace so that there goals &
objectives can be attained in a proper manner. Herein, Business strategy delineator master plan
commonly used by higher authorities of business entity so that they can maintain long term
sustainability within the market (Vrtana and Gogolova, 2020). In the present report, John Lewis
Ltd. is chosen as the base organization works as a retail business organisation. The company
mainly deals in goods which are furniture, cloths, jewellery, watches, and many more. This is a
project, which includes different sections on the basis of which learning and understanding about
the strategies which provides best results. For this, PESTLE analysis is going to be conducted by
the management team to identify the external environment whereas SWOT and VRIO help in
knowing the internal capabilities of a business organisation. Furthermore, Porter Five Force
model is going to be discussed in order to know the competitiveness available at the marketplace.
At the end, Ansoff matrix is going to be included so that the best and most suitable strategy can
be adopted by management team .
TASK 1
P1 Application of suitable outlines with its impact on the macro environment.
Company overview
John Lewis is a British multinational organization established in the year 1929 by John
Spedan Lewis. Company mainly deals in variety of products which includes furniture, clothing,
watches, cosmetics, accessories, beds and biding, jewellery and many more. It is said that the
main aim or purpose of John Lewis is to create happiness of all the members, with the help of
their worthwhile as well as by satisfying their employment in a well defined and successful
business’, it is said that with the success is being measured on the capability in order to sustain &
enhance the position as outstanding retailer (Kader and Hossain, 2020).

With the help of keeping all these in mind, it is said that the strategy of John Lewis is based on
the three major interdependent objectives which are Partners, profit and customers.
The manager emphasised on external environment for performing business activities &
function in a proper manner. In relation to John Lewis, the supervisor emphases on examining
the macro environmental factor by adopting PESTLE analysis framework at workplace.
Objectives of John Lewis
 The major objective of John Lewis includes creating happiness among the customers of
the company and making sure that they are also satisfying the employs with a number of
benefits.
 Objectives of John Lewis include expanding their business and venturing into new
markets for growth of company and increasing its revenues.
 They also aim at providing optimum quality of services and products to their customers
to achieve maximum customer satisfaction.
PESTEL Analysis
PESTLE Analysis is a framework adopt for assessing external environmental that impact
direct on performance of business organisation. In assistance of this, it is necessary to make an
effective plan for operating the business functions in smooth way. In relation toJohn Lewis Ltd,
the higher authorities adopt the PESTLE framework which is defined below:
Political factor: Political factor includes government regulation, taxation structure, trade,
tariff and so on which directly affect the performance of organisation. Therefore, the manager
emphasis on boosting its business as well as taking entrance in the UK market. It generates high
level of competition for John Lewis Ltd within marketplace. Apart From this, the UK
government agrees to reduce the trade of taxation form 30% to 28% that helps the company in
boosting profitability level in the future (Cavusgil and et. al., 2014). Beside from this, it is
necessary for business organisation to implement the strategies, policies & procedures as per
theguidelines which is given by the government. It assists the firm in operating its business
activities & functions in smooth way. And also helps in growing sales and profit in upcoming
period of time.
Economical Factor: These factors involve interest rate, unemployment rate as well as
inflation and deflation rate and many more. Due to Brexit, the economic condition of UK is

affected in adverse manner. It creates downturn in the country thus leads to high variation in the
rate of interest. Therefore, for tackling such an adverse condition, it is necessary for business
firm to provide quality good and services to its customer at relatively low price. It assist them in
increasing brand image & reputation in mind of customer for a longer period of time. In
reference of John Lewis Ltd, the manager emphasised on offering discounts, free samples in
order to attract ample of customer at marketplace. Apart from this, the manager makes effective
policies, strategies &procedures in order to analyse the need and wants of consumer in order to
satisfy them.
Social Factor: It includes age, populations, gender, lifestyle as well as market trends and
many more which have direct influence on performance of company. Due to change in culture
and lifestyle, the director of John Lewis Ltd focuses on offering high quality products and
services in order to attract the ample of customer (Gray, et. al., 2020). They offer innovative
products & services according to the need and requirements of customer. Apart from this, they
offer products as per the requirements of customer that help in attaining competitive advantage at
marketplace. The main purpose of manager of John Lewis Ltd is to increase the standard of
living of individual person within business organisation.
Technological Factor: Technology plays vital role in growth as well as success of
company. It is necessary for the business firm to implement advanced technology in order to
provide innovative products & services to its customer. In addition to this, the organisation use
internet and social media for selling products & services in order to minimize the wastage of
paper. In present context, the manager of John Lewis Ltd uses the digital technology for
attracting ample of customer around the world. It helps the company in increasing sales and
profit in future period of time. Apart from this, the company adopt latest tools as well as
technique in order to perform its business activities and functions in an effective manner (Chen
and Jermias, 2014). Whereas, Due to implementation of advanced technology add cost to the
product of company. It direct influence on the whole financial position in adverse manner.
Therefore, the management team of company build effective strategies and budget for executing
advanced technology at workplace.
Environmental Factor: Environmental factor involves climatic as well as weather
condition and many more. Therefore, the main purpose of business organisation is to offer clean
environment for achieving competitive advantage over rival firm at marketplace. In reference of

John Lewis Ltd, the top management adopt various machineries in order to decrease its carbon
footprint. Apart from this, the main aim is to reduce the level of pollution within business
organisation. They offer eco-friendly goods as well as services to its buyer in order to maintain
the present condition at marketplace. Beside from this, the business firm adopts biodegradable
papers for declining the level of population at workplace. For offering eco-friendly products, it is
necessary for the business to execute advanced technologies within business firm.
Legal Factor: The legal factor includes employment law, consumer safety law, rules,
legislations and so on that directly has influence on business activities. Therefore, it is the duty
of John Lewis Ltd to comply necessary laws in order to provide safety and security with its
subordinates and buyer. There are different measures adopted by business firm in order to
provide safety to its employees at workplace (Goffee and Scase, 2015). Apart from this, the
business firm should use suitable renewable resources for production of clothes in an effective
manner. Along with this, the manager of John Lewis Ltd follow laws in order to perform the
business activities and functions in a proper manner. On the other hand, if there is a change in
legal factors which impose direct impact on the decision making of the business organisation.
M1 Critically analyse the macro environment to determine and inform strategic management
decisions.
Macro environment is the environment which is not controllable this environment consist
various external factors like economic factor, political factor, social factor, legal factor and
technological factors and all these factors are not in the hand of any company or individual. All
these factors affect the performance of business entity directly. The macro environment elements
give impact on the organization’s marketing decision are Economic environment, Physical
environment, Technical environment, Political and legal environment, International environment
etc. Macro environment affect the management decision, in the context of John Lewis their
PESTEL analyses is show that the external and macro factors affects the company, political and
legal factors creates negative impact on the company’s production, distribution and management
(Helmold, Terry and Hummel, 2020). Changes taking place in customers taste and preference
due to changes in technological development stage, change of technology and research and
development affect John Lewis because it is hard to accept these changes. But company’s
management give their best and try to handle these factors.

D1 Interpretation of data to conduct competitive analysis
(Source: Leading 10 retailers based on sales in the United Kingdom (UK) in 2017/18, 2019)
The above mention graph shows that John Lewis is comes under top 10 brand in United
Kingdom and its on 5th position. John Lewis generate £10.2 billion during 2017-18 sales. John
Lewis facing high competition (Erofeeva and Egbert, 2020). The company need to improve their
position and for this they need to focus on their internal as well as external environment factors
and also need to maintain and manage the performance of employees to increase the productivity
and profitability in order to compete with other top companies mention in the graph like Tesco,
Sainsbury’s, Asda, Morrison’s. John Lewis need to float new innovation in the market & attract
an attention of customer to improve the performance in the market.
TASK 2
P2 Examine internal situation as well as capabilities of business organisation.
In order to analyse internal environment of John Lewis limited company is using swot
analysis. It is an effective analysis which analyses all the internal capabilities of a company.
SWOT analysis stands for strengths, weaknesses, opportunities and threats. It helps the company
to work towards its strength and upcoming opportunities as well as overcome its weaknesses and

be well prepared for threats arriving for it (Spender, 2014). Below mentioned is this analysis
conducted on John Lewis Ltd in order to examine its internal environment and capability:
Strengths Weaknesses
 John Lewis has strength in its brand
image. The company have built a huge
brand image in the market over the time
of its existence. This brand image of
company helps it in providing a huge
customer base who are always ready to
buy its product.
 Another strength of John Lewis Ltd is
that Company is dealing in digital
technology. This digital technology
helps the company to reach maximum
customers. Other than this it also helps
the business in growth and expansion in
various areas around the world.
 John Lewis have failed in performing
enough analysis before venturing into an
international market. It has been proven
to be a weakness for the company. For
every company who is expanding into
any international market needs full
closure to all the aspects of that market.
This is where John Lewis lacks. It
becomes essential for company to
critically study market before starting
business in it (Klettner, Clarke and
Boersma, 2014).
 Other than this company has another
weakness which is that company do not
make an effective marketing strategies
for their customers. This leads to decline
in number of potential customers for the
company.
Opportunities Threats
 Company have a great opportunity to
expand its product and reach to
international market in order to generate
more revenue. Every company these
days is going global it can be a great
advantage for this company too (Laudon
and Traver, 2016).
 It has been seen that due to
implementation of new laws and
policies company is facing a lot of
problem in its functioning and
operations. These dynamic environment
is the major threat for company in
future.

 Company has great opportunities of
launching new products. Launch of
these effective new products will help
the company in attracting new
customers to words it.
 John Lewis deals with a number of
personalize labels these labels launch
of these effective new products will help
the company in attracting new
customers to words it.
 John Lewis deals with a number of
personalise labels these labels can help
in increasing demand for the company in
long run.
 There are also a number of competitors
present in the market for the company
which include Tesco, Mark and Spencer,
ALDI etc. These competitors make the
functioning of company in market
difficult.
VRIO Model
VRIO technique is used to examine and evaluate abilities of a business entity that provides
company an effective benefit. VRIO technique managed in reference to John Lewis is mentioned
below-
Components Valuable Rarity Inimitable Organized What is the
result?
Worldwide
existences
Worldwide
existences
Competitive
drawback
Goods and
services
Goods and
services
Goods and
services
Competitive
Edge
Technology and
software
Technology
and software
Technology
and software
Technology
and software
Competitive
partially
Workforce/staff Workforce/staff Workforce/
staff
Workforce/staff Workforce/staff Competitive
Edge

John Lewis examine their internal capability and ability like their company’s global existence,
goods and services, technology and software, workforce/staff.
Valuable - These factors are very beneficial for the company; these elements help in reaching
firms’ vision and mission within the available time frame. Valuable factors in John Lewis are-
 Worldwide Existence - John Lewis manage and maintain strong image in the market,
company’s strong brand image gives competitive advantage.
 Goods and Services – John Lewis latest trending products in the market, increase the
number of customers. They offer good quality good to a consume, which satisfy a
customers (Luo and Liu, 2020).
 Technology and Software - Company manage their functions effectively by using latest
technology and also use software in company’s storage, distribution, packaging.
 Workforce/staff - Company maintain good relationship with their employees to achieve
the targets and goals on time.
All these are the valuable elements for the organisation John Lewis with the help of which they
can create positive brand image and goodwill at the marketplace. Along with this, I all these
elements create value to the products which are the biggest strength of this factor.
Rarity – It include unique and rare factors which make a company different or rare from the
other organizations. Companies unique products and services, staff, technology, image maintain
rarity. This help the John Lewis in getting competitive edge in the market.
 Worldwide Existence – The global existence of an organization is not unique or rare
because there are many companies with the strong image in the market.
 Goods and Services – John Lewis provide rare or unique goods and services because they
always take care their customers’ needs and wants, preference and also try to adopt
market changes. This make company a strong competitor for other company.
 Technology and Software – John Lewis have their own unique software which provide
them rarity.
 Workforce – Company trained their employees effectively. Copying of staff members is
not possible by any company, so this is also a rare factor of the company(Lawton, 2017).
Rarity is the factor which says that there are some rare resources or element in the company with
the help of which they can strengthen their image at the marketplace which leads towards the

growth and development of the organization at the competitive environment. All these rare
resources assist in adding value to offerings.
Inimitable - This include factor which is not simply copied by the competitors, John Lewis
inimitable resources.
 Technology and software – John Lewis software are not imitable by the other companies
because they are specially developed software for the company.
 Staff/Workforce- This is also inimitable factor of the company because they provide
special training to their employees which make them unique.
Apart from this, there are some other factors associated with John Lewis which can not easily be
copied and imitated by other business organisations so that they can develop positive image of
the business entity at the competitive marketplace.
Organized – This include systematic arrangement of the company’s staff members,
technology, equipment, machines etc. in sequence to achieve vision & mission of an
organization. Company’s manager organized and coordinate the resources like employees,
policies, roles, tasks to attain the goal.
Workforce/ Staff – John Lewis specially focus on their employees training and development
because employees are the important assets of the business entity, so it is necessary for the
business entity to examine the performance of the employees to increase the level of
performance in sequence to achieve the goal and objective.
At last it has also been identified that there must be everything well organized in the business
entity so that they can perform all the work in a systematic manner which leads towards the
successful accomplishments of business objectives and targets.
M2 Critical analysis of internal environment
Internal environment is the environment which exists within the business organization and
this environment is important for the company and also it is controllable and in the hand of
company. Internal environment is depend on the performance of the company’s employees if
employees perform well then company’s environment. Internal environment is also the group of
people who affect the company’s prospect directly (Scholes, 2015). These factors include
suppliers, market intermediaries, customers, competitors all these factors affect the companies
and are controllable. John Lewis is facing high competition in retail sector and to overcome from

this they need to take some measures for this they can launch new products and make effective
policies in order to maintain competitive advantage in the market. Some of the internal factor of
John Lewis provide opportunity for grow but some factor affects the company. Workforce of the
company is the strong component in each and every term they are rare, valuable and organized.
John Lewis is ineffective in making strategic plans and policies for marketing and level of
competition is also increasing which affects the internal factors of the company.
TASK 3
P3 Apply Porter’s Five Forces model to evaluate the competitiveness of the organisation,
This model of Michel Porters is issued in his own book which name is competitive
strategies. This model is very useful for the organization in sequence to analyse the
competition in the market. This tool effectively identifies the strengths, weaknesses, and
opportunities for a business entity and provide competitive advantage to company. This
model is used by every kind of business organization to determine the level of competition
faced by them in the market (Grünig and Kühn, 2015). Company John Lewis use this
model to get the competitive advantage in a market. John Lewis facing high level of
competition in their retail sector to examine that they use porters’ model. Steps of porter’s
model in context to John Lewis is discussed below -
 Level of Competition: - Porter’s model is very useful in sequence to generate the
information related to level of competition in a market. This model also helps in examine
the offers, strategies and policies, goods & services of competitors. John Lewis is facing
high level of competition and the competition is increasing day by day. But John Lewis
have some advantages through which company is able to reduce level of competition in
retail sector. Company have strong market image and good number of market shares in a
market which is advantage for company. They offer unique or different product to their
customers and always take care of the quality of product with this they are able to win
trust of customers. All these advantages help in reducing the level of competition in a
market for John Lewis.
 Threat of New Entrant: - There is a huge impact of new entrant on the company. New
entrant affects the performance or working of the business organization. Level of
competition is increasing day by day because of new entrant. Now a day’s market is not

that much complex as earlier so it is easy for an individual to get entered in the market
and increase the competition (Vargas-Hernández, Quijano and Benítez, 2020). John
Lewis is older and already established company but new entrant also affects them but
they easily give high competition to new entrant. John Lewis always try to attract
customer through their innovative and creative products which create threat for new
entrant.
 Bargaining power of customer/buyer: - Consumers play an important role in every
companies life. Consumers are very powerful they have power to change the cost or
amount of the company. Change of cost is based on the number of customers company
have in the market. John Lewis is able to decrease the bargaining power of customers
with their effective and high quality products (Veit and et. al., 2014).
 Bargaining power of suppliers: - Supplier of the company paly an effective role and
they also have power to change the cost of business organization. John Lewis have large
number of suppliers and they treat them equally also provide good amount to their service
which reduce the bargaining power of suppliers.
 Threat of Substitutes–Similar kind of goods & services used by consumers at the place
of other product this create threat to company of substitute product. There are various
substitute products of John Lewis is available in the market but similar quality and
uniqueness is not so their quality of product become advantage for the company.
After examining the whole model it has been concluded that there is the availability of
substitutes at the marketplace for John Lewis are quite due to increased level of competition.
Along with this it has also been identified that the bargaining power of buyers are high due to
availability of substitutes products at the marketplace. Therefore, it becomes essential for the
management team of John Lewis to innovate something new in their products so that each and
every individual will be attracted towards the organisation. This as a result assist them in order to
gain more profitability at the competitive marketplace.
M3 Strategies in order to increase competitive advantage as well as market position
For every organization, it is important for higher authorities to develop effective strategies &
policies for the attainment of organizational goals & objectives. Along with this, it has been
examined that marketing initiatives taken by a business entity from last few years might become

ineffective and need to modify their strategies according to the changing environment. Therefore,
organization can use appropriate marketing strategies which includes social media platform and
marketing campaigns strategies so that they can create awareness about the products & services
among the customers. As a result, it will enhance the overall sales and profitability of the
business entity in competitive marketplace (Wheelen and et. al., 2017).
TASK 4
P4 Implementation of a concepts & models, interpret & devise strategic management plan for the
company.
Ansoff Matrix refers to a strategic tool which is adopted to provide guidance to the top
management authorities of the business entity in order to grow and gain success within the
market. In the present context of John Lewis, in order to examining the best & most suitable
growth strategy, management team of the company adopt Ansoff matrix. The strategies is given
below in relation to company
Market Expansion: This is a strategy also refer as market development strategy. The
emphasis of this growth strategy is to offer their current or existing goods and services to the
users available at new market area. In order to approach new marketplace, this is one of the best
strategy which assist business entity in order to enhance the customer base and get positive
response. In context to John Lewis, it is determined that executing market expansion strategy in a
business entity, they can increase their profitability in an effective manner ().
Market Penetration: It refers to a strategy emphasises on providing current products to
their customers in the present market. With reference to John Lewis, top management team of
the business entity use this strategy so that they can focus on the customers who remain
untouched. Furthermore, higher authority of John Lewis need to identify the market situation so
that they can examine the purchasing behaviour of the users.
Product expansion: Another strategy of Ansoff matrix is product expansion which
emphasises on establishing new goods and services in the current marketplace. With relation to
John Lewis, the higher authorities adopt this policy and for this they need to produce goods and
services according to the requirements of customers. Furthermore, it has been decided by the
managers of John Lewis that they expand their clothing product line within UK. This will help

them in grabbing the attention of large number of customers which raise their overall
profitability at the marketplace.
Diversification: According to this kind of strategy business entity mainly emphasize on
providing new and unique products in new marketplace. Diversifications the most risky strategy
as it not possible for an organisation to influence users and attain positive response at new
market. In relation to John Lewis, managers adopt this sort of strategy which is quite expensive
and requires lot of funds. Along with this, it also requires different sort of marketing policies
and strategies so that they can grab opportunities available at the marketplace. This as a result,
directly influence the overall profitability and the reason behind this is that company needs high
amount of money which reduce their revenue.
On the basis of above stated analysis, it is concluded that management team of John
Lewis should need to acquire market penetration strategy for the growth & development of the
organisation. It is a strategy which will raise the whole market share of business entity as
managers are aware about the needs and requirements of their customers. This as a result, will
assist the organisation to fulfil all the requirements of consumers by providing them goods
according to their needs. .
M4. Strategic management plan (SMP)
It refers to a framework which is created by the top management team of the chose
company which is John Lewis Ltd. They are going to share and communicate various essential
aspects mainly linked with the shareholders of the organisation. In context to John Lewis Ltd.
Strategic, management plan is given below:
Objectives of John Lewis
 The major objective of John Lewis includes creating happiness among the customers of
the company and making sure that they are also satisfying the employs with a number of
benefits.
 Objectives of John Lewis include expanding their business and venturing into new
markets for growth of company and increasing its revenues.
 They also aim at providing optimum quality of services and products to their customers
to achieve maximum customer satisfaction.

Aim of John Lewis Ltd.: Primary goal or aim of John Lewis Ltd. is that they want to
increase their activities related to operations in their current marketplace.
Vision of the company: With reference to John Lewis Ltd. Their vision statement is to be
one of the well-known business entity within retail sector across the whole wide world.
Mission statement: Mission statement of the company is to offer quality goods to their
users by adding value to the products so that they can fulfil the requirements of customers.
Values: John Lewis Ltd. is one of the biggest and fastest leading business organisation
who believes in trust, transparency, integrity and ethics.
Strategies and tactics: For attracting customers in the current marketplace, higher
authorities of John Lewis need to adopt market penetration strategy so that they gain positive
results in an appropriate manner. It help company to gain competitive edge at the marketplace
and have loyal and faithful customers. Along with this, managers can effectively modify their
strategies & policies as per the changing situations so that they can beat the level of competition.
Market penetration is the strategy needs to be followed by the management team of John Lewis.
Tangible strategic priorities:
Strategic priorities of the company regarding tangible objectives of company is making a
difference between vision and mission of the company. It is required by company to critically
assess the marketing mix including all the 7 P’s of marketing. This will help John Lewis in
fulfilling the values of the company which is to set up a business organisation which is running
with trust, integrity and ethics. However, the mission of the company is to fulfil the requirements
of the customer by providing them quality goods and product which is also fulfilled with the help
of tangible strategic priorities. Company needs to make efforts in order to make sure that they are
providing better quality products with changing and operational management and also obtaining
maximum customer satisfaction through this.
Tactical strategy priorities:
Tactical strategy priorities for John Lewis include using penetration in marketing in order to
make sure that they are increasing their market share while providing price competition in the
market to their competitors. It will help them in making sure that they are increasing their
customer base in the already present market with the already present products and gaining
market share of their competitors. It is a great strategy which is used by John Lewis so that they
can also save investment. This strategy is risk-free as there is no investment required however it

is required by company to make sure that they are critically analysing the market and taking
various steps in order to fulfil all the needs and requirements of customers.
CONCLUSION
From the above study, it has been analysed that for accomplishing organizational
objectives in an effective manner, managers need to develop effective strategies and policies.
Therefore, strategic planning plays very crucial role in the success, growth & development of the
organisation. Its necessary for the higher authorities to develop strategies according to the
changing situations and for this environment analysis need to be conducted by them. Apart from
this, it is identified that the whole performance of a business entity must be as per the developed
strategies and policies. This will assist in ensuring long term growth and sustainability at
marketplace with help in raising the profit ratio of business entity. Along with this, SWOT and
VRIO analysis aid in identifying the internal strength and capabilities so that they can formulate
plans as per the trends and gain positive results effectively. Also by adopting PESTLE analysis
manager scan identify the external environment and adopt new technology so that companies can
launch new and unique products as per the trends and demands.
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