Corporate Sustainability Strategies and Business Management

This assignment involves analyzing corporate sustainability strategies in relation to business management. It encompasses various references from academic sources, including doctoral dissertations, journal articles, and books. The task requires a comprehensive understanding of strategic planning processes, the impact of emerging market competition on innovation, and the influence of organizational capabilities on performance. Students are expected to demonstrate their ability to apply knowledge management principles in formulating and implementing organization strategy.

Business Strategy

Table of Contents
INTRODUCTION....................................................................................................................... 1
P.1. Analyse the macro environment which influenced TESCO Plc....................................1
P.2 Presenting the internal analysis for TESCO..................................................................5
P.3 Porter’s five forces model............................................................................................. 1
P.4 Applying a range of theories, concepts and models, interpreting as well as devising
strategic planning for TESCO............................................................................................. 3
CONCLUSION............................................................................................................................ 6
REFERENCES............................................................................................................................ 8

INTRODUCTION
Business strategy is the means by which it sets out in order to achieve the expected goals
as well as objectives. It is long termed business planning. It is concerned with the major issues
like raising the fund in order to build the new organisation (Kueng, Li and Yang, 2016). The aim
of business strategy is the set of entire goals of the company and to develop the plan to achieve
the desire organisational goals and objectives. It is very important for all organisation in order to
formulate the strategies of business so that company could move towards the right direction.
This present report is context to Tesco plc. Tesco plc is a one of the largest British multinational
retail company in United Kingdom. The company was founded in 1919 by Jack Cohen. Its
headquarters are located in Tesco House, Shire Park, Kestle Way, Welwyn Garden City
Hertfordshire, England. This present report will analyse the macro and micro environment that
influence the macro environment of Tesco plc by using Pestle and SWOT tool. In order to
evaluate the competitive forces in the market, Porter's five forces model will also be included.
P.1. Analyse the macro environment which influenced TESCO Plc.
Overview of Tesco- Tesco is most popular brand operating business in British retail
sector. Company is growing rapidly. An organisation offers wide range of products such as
clothes, food, electronic items etc. Business entity has ranked among the third largest retailer
worldwide in terms of revenue. The company was founded in 1919 by Jack Cohen. Its
headquarters are located in Tesco House, Shire Park, Kestle Way, Welwyn Garden City
Hertfordshire, England.
Mission of Tesco- Tesco mission is to gain customer loyalty by delivering them, good
quality of products at low cost.
Vision of Tesco- Tesco vision is to become more valuable as well as preferred brand
among customers.
Macro environment is the condition that exist in the economy as a whole instead of
particular region or sector. Pestle analysis tool is used to track the environmental factors that
affects Tesco in both positive and negative way (Lai, Chou and Chen, 2015). Pestle analysis the
best approach that help to determine those factors which affects the entire operations and
functions of organisation. There are six factors that affect the operations and functions of
business which are Political, Economic, Social, Technological, Environmental and Legal.
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Political Factor- This is the factor that include those elements that affect the business
operations and function in both positive and negative manner. Political factors include taxes,
duties, policies, unemployment rate as well as economic condition affects the whole profit of
Tesco. In United Kingdom, the political conditions have stability which proves the great
opportunity for Tesco to grow and develop more in the country. All the political activities runs
under the power and authority of parliament of UK (Chatterjee, Narayanan and Malek, 2016).
Because of stability in political conditions, there are ample of opportunities available for
organisation as well as Tesco to expand there business. For employment legislation the
government has encourages the retailers to provide people a mix of opportunities from lower,
flexible and locally based jobs to highly skilled as well as centrally located jobs along with
higher paid jobs. In addition to this, when government decide to increase the rate of taxes, it will
lead to negative impact on organisation as they have to increase the price of products.
Economic Factor- This is another one of the significant factor that affects the entire
performance as well as profitability of organisation or industry (Aithal, Shailashree and Kumar,
2015). The economic condition of United Kingdom is very attractive and it is incredible. UK has
5th rank in the world in terms of GDP and UK is the developed country which is also one of the
great opportunity for Tesco plc and other organisation to grow and expand their business. The
population is also very huge in UK which is also one of the great opportunity for Tesco Plc and
other organisations to raise their market share and profit due to huge consumption. It is because
the rate of consumption is large which increases the profit and market share of the company. In
2008, UK faces the great period of recession which lead to the great loss for Tesco Plc in there
profitability and sales. But this period is not stay for long time because of effective steps taken
by government of UK.
Social Factor- Tesco plc is a retail sector and this industry greatly influenced by the
social factors. Behaviour, genders, age, attitude, lifestyle of people living in the nation are the
factors which are included in social factors (Christ, Burritt and Varsei, 2017). The survey has
reported that the retired population in UK is very high which is not good for Tesco. Apart from
this, with the passing of time, people living in the country are highly concerned with hygiene
and healthy food, thus, it is very important that Tesco should be aware of health and hygiene of
people because it directly affects the behaviour of customers towards the company. Tesco has
great opportunity to expand its business in the market of UK because the living standard of
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people living in the county is very high. High standard of living people will buy luxurious and
high price of the products.
Technological Factor- This is also one of the most essential factor that affect the
business operations and functions (Strategy, 2014). United Kingdom is a developed country and
have a better access to technology. The population living in the country are highly advance as
well as innovative. Thus, it is very important that Tesco should use and provide innovative
services and products to customers so that they feel satisfied and happy. Advance technology not
only benefited to only customers but it is very useful and fruitful for both customers and
organisation. Advance technology makes the work fast and efficient which satisfied the
customers in better way. Tesco plc used some advance technologies which are wireless devices,
intelligent scale, electronic labelling, Radio Frequency Identification (RFID).
Environmental Factor- This is the factor that exert heavy pressure from the economy on
the organisation operating the country (Zamberi Ahmad, 2014). This pressure is exerted by the
government of country. In order to address the environment issues, government bodies are
putting heavy pressure on companies because of deterioration of green environment of the
nation. All the environmental regulation, diminution of carbon print, sustainability and striking
of adverse weather affects the entire business along with the demand of the goods in the market.
Tesco plc has reduced using of plastic bags which also damage the environment of the country
(Pestle Analysis of Tesco Plc, 2017). In addition to this, in order to address the environmental
issues, Tesco has introduced a scheme of green living which advise customers to reduce the
wastage of food.
Legal Factor- This factor include existing, future and internal legislations, health and
safety laws, consumer protection act, emplacement laws, labour laws taxation laws and many
other government actions. It is mandatory for organisation to follow in order to run the
organisation in smooth way (Halal, 2015). In 2010, there is immense deficit in budget which
results in 20% increase in VAT. With this increment the clothing business of Tesco plc is greatly
affected. Beside this, employment law is one the emerging factor that need or mandatory to be
followed by Tesco plc for smooth functioning in the country.
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P.2 Presenting the internal analysis for TESCO
In order to identify the internal environment of the company, SWOT as well as VRIO
model is uses and this are as mentioned below:
Strength:
TESCO has a brand image in market such that it operates its unit in more than 60 countries and
also consider the most profitable supermarket who have many competitors.
TESCO also uses variety of technologies in order to make their operations more effective and
enhances their service experience.
It has been considered the brand equity of the company requires the global recognition and
respect for their best quality of service and goods (Oh and et.al., 2018.).
The company also offered the best quality of products at such a cheap rate of products so that it
will help them to provide the best customer service.
It also has the best financial position as compared to their rival company.
Weaknesses:
Due to credit crisis, the company also losses many shares and as a result the company's financial
position got affected.
Competitive pressure have also led to price wars that affect the profitability of a company and as
a result, the company did not focus on the competition.
The retail sector is completely depended upon the UK on its sales and even did not spent the
time as well as resources for developing the other market and also trying to serve in many
markets which is actually done not financially strong and feasible (ZHAO and et.al., 2018).
Due to income disposable customer also may not be buying many items and the retailer needs to
adjust in their inventory and selection.
Opportunities:
There is a wide opportunity for the company for strategic alliances with many brands and they
also admired companies in order to attract wide range of customers towards them.
TESCO needs to develop online shopping store for their customers and also offer home delivery
system so that it will help them to serve in more number of areas.
There are some countries where TESCO performance is low and in that case, there is wide
opportunities for a company to use joint venture in which the local company can help in market
research as well as improve the marketing performance.
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Private label market can be consider as an opportunities for TESCO.
In addition to this, even many emerging market are still upholding the numerous opportunities
for certain retail formats which TESCO is already offer in order to provide the better goods.
Threats:
Economic recession as well as credit crunches also become a threat for TESCO and it also
reduces the number and size of purchase which is actually made by the customers.
TESCO also faces high competition in market such that there is numerous customer that creates
hurdles in the profit earning. These companies are Marks and Spencer, Walmart etc (ZHAO and
et.al., 2018).
Government regulation and political insatiability also put the pressure on TESCO to follow all
new regulation that is required to make some changes in their operational structure.
Pressure related to stakeholder which directly link to environment ans social responsibility also
creates impact upon company's overall performance.
Rising the cost of raw material also threat the TESCO's profitability and also causes it to expand
their supplier network so that the company will get the better pricing on raw material.
VRIO model: It is a tool that is applied in order to analysis the internal environment of
the company. This model is used to identify the firm's internal resource and capabilities in order
to find out the sources of sustained competitive advantages. The capabilities of TESCO is strong
image in market and best quality of products due to having effective leadership quality.
Value: The capability of TESCO is the best quality of productst hrough leadership strategy of
TESCO shows that the company values are quite differed from other company such that it wants
to maintain the long term relationship with their customers and by building new and brand image
in market the company can easily sustain it images in market. The presence of TESCO in market
also shows that there are wide range of employees who are engaged in the company and earn
money for their family (Nyongesa, 2018).
Rarity: Having the strong brand image in market but still TESCO is do not use online system
but the use of Point of sales method make the company unique from other because this helps to
forecast what sales might be used in order to take the right stock up. It has been analyses that
POS system is rarely used in other company. The company also have the better buying power
because of shear volume which actually other company uses and having a brand image in market
also makes unique proposition in the market as compared to other company. The customer
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service of TESCO is also rarely found in other company such that there is a separate people are
hire in order to make business successful and maximizes the company's profitability.
·Imitability: This means that the company do not have enough resource which they will further
use in order to face the cost advantage. TESCO also have diverse distribution system and brand
image in market such that their customers are forced to buy the products from their store and this
further allow them to keep the inventory on the shelves and not to sit in the warehouse in which
there is no need to make money (D'Arconso, 2018). On the other side, the company is as costlier
and quite difficult to copy and did not have good and enough system of inventory then it will be
more difficult for them because it takes time as well as money more.
·Organization: This is directly deals with the policies and procedures which help a company to
organized the system in well defined structure and to support the company which is valuable,
rare and costly to imitate. The capabilities of TESCO is strong image in market and best quality
of products due to having effective leadership quality. TESCO is actually built their brand image
in market and as a result, they also have separate department in which every single department
has to follow all the rules as well as regulations for their future performance and to expand their
current business.
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P.3 Porter’s five forces model
Porter's five forces model or tool used for strategic management that assists in
understanding and analysing the various factors that affect an organisation in performing various
functions within the market. Managers in Tesco can use porter's five forces analysis to examine
the five competitive forces that influence is proficiency and develop an effective strategy that
can enhance the competitive advantage of the company.
Threat of new entrants or competitors – It is a major force that influence Tesco, entry of new
organisations or business in retail sector bring innovation and new ways in order to perform
different business operations or activities (Burns and Dewhurst, 2016). These innovations put
pressure on the organisation through low pricing of strategy providing, providing new and
increased propositions to the reducing cost and customers. Therefore, it is not easy for the new
organisation to enter into retail market due to big organisation such as Tesco, Aldi, Sainsbury's
etc.
Tesco can manage this force by using the following strategies- By bringing innovation
in products & services, it can help in attracting new customers as well as increase the customer's
loyalty. Through development in the economies of scale, it can help in decreasing the fixed cost
per unit of production. By spending capacities and money on research and development. New
organisations or entrants are less likely to enter in to a industry with intense competition in
which the big players such as Tesco keeps defining standards regularly. It can decrease the
chance of extraordinary profits and revenue for the new companies that demotivate new
organisations in the retail industry.
Bargaining power of suppliers – Every organisation in the retail industry purchase their
raw material from huge number of suppliers. Dominant suppliers can decrease the profit margin
of Tesco in the market. Powerful and strong suppliers in service sector use power of negotiation
to extract higher prices from the organisations operating in retail industry. The overall impact of
higher bargaining power of suppliers decreases the profitability of the retail businesses. The
bargaining power of supplier in Tesco is not so high as it has wide range of suppliers for food,
household goods etc.
Strategies Tesco implement in order to manage bargaining power of suppliers are
described below -
By creating efficient and effective supply chain with wide range of suppliers

By experimenting with product designs through different materials so that it can be easy to
switch or shift to a new raw material if the price of existing material increases.
By establishing strong relationship with potential suppliers whose business depends upon the big
companies such as Nike, Tesco, Walmart etc.
Bargaining power of buyers – Customers or Buyers are very demanding, they aims at
purchasing the best product or service offered by organisation and that too by paying the
minimum price for the same. This develops a pressure of the profitability of Tesco in the long
run. The bargaining power of buyers is high when the customer base is small and powerful.
There capacities to seek discounts and offers when the bargaining of buyers is high. The
bargaining power of buyers in Tesco is high due to various substitutes products offered by many
similar organisations.
Bargaining power of buyers is controlled by Tesco by using the following strategies
-
By creating a huge and wide customer base, it helps in reducing the bargaining power of
customers as well as it helps in providing an opportunity to the company for creating a balance
in sales and production process.
By developing products and services constantly so the customers gets highly attracted towards
discount and offers. Hence, Tesco introduce new and innovative products with attractive
discounts to attract huge number of customers.
Threats of substitute goods and services – When a new product or service fu;fill the
demand and needs of the customers in different ways, the proficiency of the industry get
negatively influenced (Mathooko and Ogutu, 2015). Such as dropbox and google drive are
substitute storage drives. This force tends to be very high, it offers proposition value which is
uniquely different from the existing products and services offered by the companies or industry.
Tesco manage the threat of substitute products or services in the following ways -
Increasing the cost of switching to other product or brand for the customers.
By identifying and understanding the essential needs and demands of the customers.
By becoming a service oriented business rather than product oriented.
Rivalry or competition among the existing organisations and competitors – The high
and intense competition among the active competitors in the retail sector or industry enforces
organisations to reduce their prices and lower down the entire profitability of in the industry

(Burns and Dewhurst, 2016). Tesco is operating its business in highly competitive industry
which deals in retail sector. It has a huge number of organisations competing with each other by
bringing new and attractive products. This competition highly affect the long term profitability
of the organisation. Sainsbury's and Walmart are the major competitors for Tesco as they are
offering similar products to the customers which can negatively affect customer or market base
for the organisation.
Tesco manages the existing competition using the following methods -
By developing a sustainable differentiation BY creating sustainable differentiation
By developing competing scale in an appropriate manner
By collaborating or integrating with strong competitors in order to increase the size of the
market rather than just competing within the small marketplaces.
P.4 Applying a range of theories, concepts and models, interpreting as well as devising strategic
planning for TESCO
Strategic planning is defined as the procedure which includes determination of the
various tactics which can be implemented in order to accomplish desired business objective. An
effective strategic management plan has supported Tesco in achieving leadership position in an
industry. It has also helped firm in increasing profitability (Baird & Baird, 2017). Strategic
planning procedure involves various activities starting from analysing the present situation of
company.
Executive summary: Strategic plan is considered to be as very crucial in context of
running business smoothly as well as successfully. An effective strategic plan supports
management in determining the mission and vision for the future. This strategic plan will of
Tesco will help an organisation in expansion of business operations. Firstly, it I required by
manager in Tesco organisation to develop some specialise abilities as well as core competency
and knowledge about business, as one error or mistake can lead to delay in activities which
further might have negative effect on business performance. Manager in Tesco should divide the
complete project into small portions, as this will assist in eliminating the various issues (Grünig
and Kühn, 2015).
Background statement: Tesco is most popular brand operating business in retail sector.
Company is growing rapidly. An organisation offers wide range of products such as clothes,
food, electronic items etc. Business entity has ranked among the third largest retailer worldwide

in terms of revenue. An organisation has number of stores located at different locations which
provide firm an ease in delivering goods to customers. Tesco has able to capture approx.
Twenty-eight percent market share. Low cost pricing strategy has assisted Tesco in achieving
leadership position in an industry. In addition to this, it has helped an enterprise in gaining
competitive advantage in the market.
Organisational structure: An organisation has hierarchical business structure. In this structure all
the tasks are categorised in small portion in order to ensure the completion of all activities in an
effective and efficient manner,
Mission: Tesco mission is to gain customer loyalty by delivering them, good quality of
products at low cost.
Vision: Tesco vision is to become more valuable as well as preferred brand among
customers.
Objectives: An organisation objective is to provide memorable shopping experience to client.
Value: This is the factor which has assisted Tesco in achieving success. Tesco intends to
provide high value proposition to customers. In addition to this, business entity puts all its efforts
for fulfilling the corporate social responsibility. Business entity is implementing various plans in
order to reduce the negative effect of its operations n environment (Johnson, 2017).
Market analysis: Target customers: Tesco is planning to target all types of customers.
Ansoff Matrix :
Market development:Tesco would adapt pull strategy, a strategy that spends highly on
advertising and customer promotion to build demand and loyalty of customers on a product.
Tesco also develop their market from outside UK and it has tapped the emerging markets, and
penetrate with its grocery business in selected countries in the world.
Market penetration : Tesco will enter into new market by implementing low cost strategy. An
organisation is planning to implement market penetration strategy as to explore as well as
capture various marketing opportunities. Tesco has planned to penetrate in market with wide range of
products. An organisation has wide market share .
Product development: An organisation has planned to develop new products for attracting
customers. An enterprise is required to develop new goods for capturing more share in the market. Business
entity is planning to introduce organic food in its menu, this decision has been taken considering the change in
eating habit of customers.

Diversification: Tesco have primarily followed a diversification strategy for growth. Tesco now
operate as a bank. Tesco not only consider it’s as a retail giant, but they also have diversified
business wings, like, petrol, gas, mobile in the UK market.
Swot analysis: The biggest strength if an enterprise is that it is popular brand. Weakness of
Tesco is that an organisation still using traditional technology. Expansion of business is
opportunity which can be capture by Tesco, Increase in level of competition is major threat for
Tesco.
BCG matrix : It is considered to be an effective strategic management tool which assist an
enterprise in analysing their position in the market.
The grocery business is a cash cow based on which its attempts to enter other segments
for building its brand name. As a retailer Tesco is star, but whenever there is threat in its
business it acts as a cash cow to hold their position. In context of TESCO, Expanding business in
new countries is the position of question mark where chance of market growth is very high but
market share is low For that they can invest huge, decide mode of entry.
Cash cows: In context of Tesco, the fresh meat section is the cash cow as these products are in
high demand in the market. The fresh fruits and vegetables also constitute a part of the profitable
business unit, which has able to capture wide market share.
Stars: There are some products of Tesco which can be considered to be as a star of the company,
as these goods has helped business entity in increasing profitability and sales. One of the
examples of Star for the company is Tesco bank. Tesco bank has expanded its market presence
by offering the customers current account facility along with other services such as insurance as
well as loans. Tesco the finest range is also a Star for the business entity as the selected premium
merchandise target the customers seeking premium quality good and are willing to pay more for
them.
Question mark: An organisation have few goods which are not giving profit. One ofd such
product is card which can be regarded as a question mark as the good is rendering some cash for
organisation, yet it has not been able to create a major demand in the market The sales of Tesco
card have been dis satisfactory over the years, which has created pressure on the management to
analyse whether it is possible to continue with the production of the good.

Dogs:The mobile segment of Tesco is a reflection of a business unit that has an uncertain future.
mobile industry is marked by high competition and slow growth potential.
Key strategic goals: some strategic objectives of Tesco are :
To foster growth in UK, gain customer loyalty, increase sales and profitability. In addition to
this, Tesco also intends to become most popular and preferred brand among customers.
Resource implications: Technology, finance and human are three important resources which are
required for formulating and implementing strategy.
Strategies:
Strategies Focus and tactics - To foster growth in UK market Tesco is planning to hire more
talented and skilled employees. Business entity is also planning to renovate its stores. An
enterprise is planning to offer innovative products to customers. To become highly value brand.
An organisation is planning to develop its own labelled products. An enterprise intends to
provide quality goods at reasonable price in order to accomplish this objective firm is taking
high initiatives for reducing operational costs. To increase profitability and sales the company is
planning to open more stores and has is deciding to mark online presence for achieving specific
business objectives. To gain customer loyalty An organisation has decided to concentrate on
quality of goods. Tesco will implement the latest technology. To become most popular brand.
Tesco is planning to increase its participation in social activities for accomplishing these
objectives.
Monitoring and evaluating performance: Various techniques are utilised by manager
in Tesco for evaluating as well as monitoring the business performance. They execute market
research for measuring the organisational performance. Manager in Tesco utilised club card
scheme as well as telephonic research for determining the needs as well as demands of customers
(Amran, Ooi and Devi, 2015). Sales report is analysed by manager for measuring the product
performance. Some key performance indicators such as profitability as well as others standards
are being set which support management in measuring actual performance with standard. It also
assists manager in identifying the performance gap and help in determining the reason for same.

CONCLUSION
It has been concluded from the report that strategic formulation is important for driving
firm towards success. Study has also concluded that changes in micro as well as macro
environmental factors have great effect on the business. It has been concluded that an effective
strategic management supports an organisation in providing suitable responses to changes in
external business environment. Assignment has also concluded that there are lots of resources
such as technology, finance, human resources are required for implementation of business
strategies. It has been concluded from the project that strategic management plan act as a road
map in context of driving an organisation towards accomplishment of business objectives. The
changes in the external factors such as social, technological, legal, economic factors have great
influence on strategic planning. It has been concluded from the BCG matrix that presently an
organisation is in Start positions, but it has to develop new products for maintaining such
position in the market.
There are several strategies have been suggested in the project which can be adopted or
implemented by an enterprise, as this will help them in gaining competitive advantage, It has
been recommended to manager in an organisation to use various techniques such as Swot, BCG
matrix, as these tactics will help them in developing an effective strategic plan.

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