Business Strategy: Impact of Macro Environment on Sainsbury and Strategic Management Plan

This report analyses the impact of macro environment on Sainsbury and its strategies. It includes PESTLE analysis, SWOT analysis, Ansoff matrix, and VRIO analysis to determine the internal environment and capabilities of the organisation. The report also includes a strategic management plan.

Business strategy

Contents
INTRODUCTION ..........................................................................................................................4
TASK...............................................................................................................................................4
Applying appropriate frameworks analyse the impact and influence of the macro environment
on a given organisation and its strategies....................................................................................4
Critically analyse the macro environment to determine and inform strategic management
decisions.......................................................................................................................................7
TASK 2............................................................................................................................................8
Analyse the internal environment and capabilities .....................................................................8
Critically evaluate the internal environment to assess strengths and weaknesses ....................10
TASK3...........................................................................................................................................11
Learner Name ID
Programme Name Pearson BTEC Higher National Diploma in Business Management
Unit Number and Title Unit 32 – Business Strategy
Credit Value Unit Level
Academic Year Cohort
Assessor
Project Title Strategic Management Plan
Issue Date
Submission Deadline
IV Name
IV Date
Statement of Authenticity:
I certify that the work submitted for this unit is my own and the research sources are fully
acknowle

Applying Porter’s Five Forces model evaluate the competitive forces ....................................11
M3 Devise appropriate strategies to improve competitive edge and market position ..............12
TASK 4 .........................................................................................................................................13
Applying a range of theories, concepts and models, interpret and devise strategic planning . .13
Develop a strategic management plan.......................................................................................15
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Business strategy is referred as the set of various competitive actions and moves that are taken by
the organisation for attracting large customer base, strengthening business performance gain
competitive advantages and attain defined goals and objectives in best possible manner. it is the
roadmap or outline that guide business to perform operations in order to attain desirable
outcome. Generally, it is also the part of strategic management that contains various activities
like developing and executing business goals and objectives and take decisions after evaluating
factors of business environment. Is the combination of different actions and decisions that are
required to accomplish business objectives in efficient manner in order to maintain effective
competitive positioning in market place (Blank, 2019). At different level of business various
strategies are developed by the organisation such as corporate level, business level and functional
level. in this report chosen organisation is Sainsbury formed in the year of 1869 by John James
Sainsbury. Sainsbury is the second largest supermarket chain in United Kingdom. It is
multinational grocery retaining organisation which headquarter situated in London, England,
UK. The report covers pestle analysis that includes various external environment factors. SWOT
analysis that facilitates organisation to analyse its capabilities and insufficiencies is mentioned.
Furthermore, porter’s five forces model and other strategies that help business to maintain
competitive positioning in market place are mentioned in this project report.
TASK
Applying appropriate frameworks analyse the impact and influence of the macro environment on
a given organisation and its strategies
Business environment consist various internal as well as external factors that impact or
influence business decision-making process and strategies in positive and negative manner.
Sainsbury organisation conducts depth research to analyse these factors and their impacts on
business performance and functionality. Factors of macro environment are mentioned below:
Pestle analysis:
PESTLE analysis is referred as the strategic framework in is used by the organisation to
analyse external business environment factors. Sainsbury takes decisions after proper analyse of
each and every factor and macro environment that enable business to gain competitive

advantages then other competitors. These factors exist outside organisation to impacts business
operations in positive as well as negative manner. All these external factors are described below:
Political factors: There are various political factors that influence and impacts business
performance and functionality like government interventions, foreign trade policies, political
stabilities or instabilities and trade restrictions (Bourguignon and Floquet, 2019). As Sainsbury is
the second largest supermarket chain that mainly operates its functions in United Kingdom.
respective organisation is not getting impacted by the slowdown in economies of other countries.
UK is exited form European Union that creates various serious consequences of Sainsbury
organisation. Inflation rates of UK got higher that declines purchasing power of customers. It
directly impacts of organisational sales and performance level. Brexit is the factor that impacts
business performance negatively because it enhances prices of products and customers switch to
other competitors who are providing goods at cheaper prices. On the other stability in UK
condition is the positive factor that enhances organisational efficiency and effectiveness.
Economic factors: Economic conditions of a country plays important role in influencing
business performance and sustainability. Growth rate of UK economy is high that facilitates
Sainsbury organisation to attracts higher customer base and attain defined goals and objectives in
efficient manner. There are different types of factors included in economy such as labour supply
and demand, higher purchasing power of customers and cost of credit that influence
organisational smooth functioning in competitive business environment. Apart from that
Sainsbury is depends on road-based transportation to provide its products across UK. Raising
cost of fuel such as patrol and diesel enhances organisational products cost and prices.
Furthermore, higher salary expectations of workers are the major economic factor that impacts
Sainsbury’s profitability ratio negatively.
Social factors: There are various aspects are included in social factor such as population
growth, health consciousness as well as career attitudes that influences on business functions in
positive and negative manner. Sainsbury’s large part of revenue is generated by the selling fast
food items under its outlets. Pullulation of UK is shifting towards health-conscious diet that
impacts organisational performance and profitability (Cagno and Trucco, 2017). To deal with
that factors Sainsbury need to add more healthy food options for its customers like salad and
organic snakes. Changes in consumer behaviour and attitude towards organisational products are
the factor that need to be consider by the organisation before taking business decisions.

Technological factors: Advancement is technology, research and development,
innovation and automation are some technological factors that impacts business performance and
functionality in effective manner. Sainsbury started e-commerce stores that help organisation to
attracts current tech friendly generation towards products and services. Respected organisation
uses modern data based analytical system like artificial intelligence and big data that enable
Sainsbury to understand demographical need and demands of customer’s as well as fulfil them
through providing better quality products and services. The trend of online shopping is increased
in UK. Organisation conducts various digital marketing campaigns that attracts large customer
base and enhances organisational sales.
Legal factors: In legal factor various laws and legislations are included that are imposed
by the government of UK such as health and safety laws, employment laws, consumer laws,
product labelling regulations and various others that impacts business performance and
functionality. If organisation not able to follow these rules and regulations than it leads
organisation towards loss of brand image and market share as well as enable other competitors to
provide better experience to customers (de Sousa Jabbour, 2019). Legal ramifications of post
Brexit in the major factor that impacts business. To reduce these factor Sainsbury makes changes
in policies and strategies accordingly to run business in efficient manner.
Environmental factors: Supermarket chain such as Sainsbury produces high level of
carbon footprints that impacts in environmental condition adversely. UK government develop
various rules and regulations to protect environment from any harmful impacts. There are
various steps are taken by the organisation to reduce impacts on environment. Sainsbury reduces
use of plastics in production and packaging, implement fossil fuel-based transportation methods
that enhances organisational cost. Organisation also adopts concept of corporate social
responsibilities and waste management approached that enhances its strong brand image.
Ansoff Matrix:
It is defined as the strategic planning tool that is used by organisation to expand business
in new market areas. Four strategies are included in Ansoff matrix that are mentioned below:
Market penetration: It is related to providing existing business products and services in
existing market place. Main objective of implementing this strategy is to attract large customer
base and enhance market share.

Product development: Product development strategy consist launching new product in
existing market place. Organisation conducts depth market research to analyse customer’s needs,
demands and preferences and produce product accordingly.
Market development: Market development strategy is related to offering existing
products and services in new market place. In this strategy organisation need to conduct
promotional and marketing activities to spread awareness regarding products and services.
Diversification: Diversification strategy is related to offering new products and services
in new market place. It is riskiest strategy among four (Galpin, 2019). Organisation create
innovations in its products and conducts marketing campaigns.
Sainsbury organisation adopts market penetration and market development strategy to
expand business and explore in new market areas. Organisation conducts marketing campaigns
to spread awareness about organisational products and services.
Critically analyse the macro environment to determine and inform strategic management
decisions
There are various factors are included in macro environment impacts business performance and
functionality. These factors play important role in business decisions making process and
strategy formulation. UK has stable political conditions that facilitates Sainsbury to run business
operations properly. There are political decisions are taken by the UK government in Brexit
agreement that impacts supermarkets functionality and profitability adversely. Economic growth
of UK is increasing regularly that facilitates Sainsbury to attain the objectives of growth and
development in competitive market place. Whereas some trends like global recession impacts
business conditions through enhancing prices of products and purchasing as well as pending
power of customers (Gnizy, 2019). Advancement in technology is the factor that help business to
speed production rate and reach higher customer base on the other hand, it enhances
organisational cost to implement new technology and train employees regarding latest updates in
technology. Continuous changes in governmental rules and regulations impacts business
operations and sustainability in competitive business environment. Sainsbury analyses all these
factors and take business decisions and develop planning accordingly for smooth management
and gain competitive advantages than other competitors in market.

TASK 2
Analyse the internal environment and capabilities
SWOT analysis:
Swot analysis is referred as the framework or strategic tool that is under take by Sainsbury
in order to evaluate internal strengths, weaknesses and external opportunities and threats.
Analysation of these factors helps organisation to develop effective strategies and that provides
sustainable competitive advantages to organisation than other competitors. Internal factors are in
control of organisation, Sainsbury can change them according to requirement to attain defined
goals and objectives. Factors of SWOT analysis are mentioned below:
Strengths Weaknesses
Strengths are internal sufficiency of an
organisation that provides it competitive
advantages them other competitors. Strengths
of Sainsbury are mentioned below:
 Sainsbury is one of the largest
supermarket chains in United Kingdom.
organisation has strengths of employees
over 1,00,000.
 Sainsbury has extremely experienced
leadership and employee team that help
organisation to attain defined goals and
objectives in best possible manner.
 Respective organisation has strong
brand image in market and organisation
has conducted various online
promotional activities that help to
attract large customer base.
 Sainsbury adopts the low-cost
philosophy that enable it to attract as
well as retain large customers.
organisation provides range of products
Weaknesses are the internal insufficiency of an
organisation that impacts business performance
and productivity. Weaknesses of Sainsbury are
mentioned below:
 Raising in food products prices over
the world impacts on organisational
selling at higher prices.
 Intense level of competition with every
segment of retailing sector impact on
business performance as well as reduce
its market share and profitability ratio
(Guo, 2017).
 Enhancing cost of procurement is the
factor that impacts organisational
functions and activities. It is important
for organisation to spend more to
enhance shopping experiences of
customers as well.
 Brand switching is the weakness of
organisation that impacts business
performance. Apart from that

and services to its customers that
strengthen business than other
competitors.
organisation also face problems in
retaining employees that enhances
organisational weak areas.
Opportunities Threats
 Sainsbury enter in the market of
emerging organisations by partnership
or joint venturing that provides
opportunities to explore business
operations in new market place.
 Sainsbury expands in various growing
economies such as Asia, Africa and
various other that enable business to
reach at global level.
 Respective organisation implements
self-checkout machines in organisation
that help Sainsbury to open its stores
for 24 hours (Hikmawati and
Alamsyah, 2018). It helps organisation
to enhance sales and profitability ratio.
 Sainsbury expand operates its
functions in rural areas. Growth of
supermarket in remote areas help to
gain the opportunity of growth in
competitive market place.
 Sainsbury faces challenge for various
competitors in current business
environment that directly impacts on
business performance and productivity.
Major competitors of Sainsbury are
Tesco, Asda, Aldi and various others
that deals in similar products and
services.
 Globalisation as well as growing
penetration of ecommerce companies
presents challenge for Sainsbury that
impacts business performance at global
level.
VRIO analysis:
VRIO analysis is defined as the strategic tool that is undertake by organisations to address
and evaluate organisational resources as well as determine strategic advantage and
competitiveness. It helps Sainsbury to gain long term competitive advantages through
recognising organisational internal resources and capabilities. Four factors of VRIO model such
as Valuable, rarity, imitability and organisation are determined below:

Value: Sainsbury poses various valuable resources that provides opportunities to grow, as
well as expand business in new market segment place and facilitates through neutralising
external threats in efficient manner. organisational valuable resources are ability to raise capital,
strong relationship with customers, effective brand image and propensity for innovation.
Rarity: Rare resources and competencies provide various competitive advantages to
organisation. Rare capabilities of Sainsbury are its international presence, adoptability, risk
taking as well as problem solving skills.
Imitability: Inimitable resources and capabilities help business to sustain in competitive
environment and gain competitive advantages (Keung, and Shen, 2017). These competencies are
hard to imitate. Imitable resources of Sainsbury are marketing communication, local of business
and good customer experience.
Organisation: Organisation is the unique competencies of an organisation that cannot be
used by competitive organisations. These resources provide opportunity to business, ensures
growth and development. Organisation capabilities of Sainsbury are its financial resources,
investment in research and development, effective distribution channels and technological
integration.
Organisation evaluate all business resources on the bases of different aspects such as value,
rarity, imitability and organisation. Sainsbury ensures optimum utilisation of these resources and
to attain competitive advantages and run business operations in efficient manner. There are
various resources such as human resource, financial resources, technological integration and
various other. Efficiency and effectiveness of these resources stand out business then other
competitors.
BCG matrix: The Boston Consulting group's products portfolio matrix is enable business
develop long-term strategic planning that help to attain growth opportunities and take effective
investment decisions through analysing product portfolio. There are four aspects of BCG model
are mentioned below:
Dogs: Products that are included in dog category consist low growth in marker as well as
low market share. Plastic bag strategic business unit of Sainsbury is included in the Dog
products.
Question mark: These products have high growth and low market share. Food products
are question mark for Sainsbury. Consumers are concentrating towards local food products. It

has high market growth and low market share because organisation focusing in some other
segments.
Stars: Star products have high growth and high market share. These products plays
important role in business growth and success. Financial service strategy of business are the star
for business because it have wide potential market in the future and have high growth as well as
market share.
Cash cow: Cash cow products are the products which have low market growth and high
market share. Supplier management services is the cash cow for Sainsbury. It enables business
earn significant amount of revenue.
Critically evaluate the internal environment to assess strengths and weaknesses
According to analysation of Sainsbury’s internal business environment, it is clear that major
strength of respective organisation is its strong relationship with potential customers.
Organisation satisfies customer needs and demands through providing better quality products
and services. Sainsbury majorly operates its business operations in UK that limits its reach to
global customers and markets (Macchi, Savino and Roda, 2020). Innovative promotional
strategies and diversify product range are the factors that strengthen organisation positioning in
competitive market place. on the other hand, organisational cost is increasing by implementing
new technologies in business that reduces the level of profitability.
Sainsbury also grab some opportunities in current market place that boost organisational
overall efficiency and effectiveness. Respective organisation expands its business operation in
village that facilitates to attract higher customer base and market share. E-commerce or online
shopping is the biggest factor that helps organisation to maintain its global reach. the
organisation to attain all goals efficiently. Competition is the factor that create threat for
organisation to sustain in competitive business environment. Sainsbury faces competition from
Tesco, Aldi and various other organisation that reduce organisational market share and
profitability ratio. Sainsbury takes decisions after proper analysation of these factors.
TASK3
Applying Porter’s Five Forces model evaluate the competitive forces
Porter’s five forces model: Porter’s five forces model is considered as the strategic tool
and framework that is used by the organisation in order to identify or evaluate various

competitive forces in current market place. In respective model five forces are included that help
Sainsbury to formulate effective strategies and take right decisions. These five forces are
mentioned below:
Competitive rivalry among industry: Existing competition in an industry is termed as
competitive rivalry. Sainsbury faces intense competition from various competitors such as Tesco,
Asda, Aldi and other retailing supermarkets that deals in similar product line. These
organisations enhance competition level for Sainsbury and impact on business profitability ratio
as well. Various convenience stores are opened by the respective organisation that enhance
business reach to potential customers in order to sustain in market (Mazzarol and Reboud, 2020).
On the other hand, in retailing industry positive growth is found that enable organisations to
conduct their operations in efficient manner.
Threat of substitutes: Availability of similar products and services in industry is
considered as the threat of substitute for organisations. It enables customers to switch an
organisation to other organisation to get quality products at lower prices. Threat of substitute is
low for Sainsbury organisation because food products are necessary for everyone and they are
available in in market at similar price. Switching is low within industry that make customers less
likely switch products of Sainsbury from any other competitor. Respective organisation bring
various innovation in its products and services to maintain differentiated positioning in market
place and attract customers.
Threat of new entrants: If an industry earns high profitability than it attracts various
others organisation to inter in industry and share profit. It impacts negatively on existing
organisations and creates threat for them. Sainsbury faces high threat of new entrants because it
deals in food products which are essential for customers. The factor depends on various aspects
such as profitability ratio of industry, barriers in entry. There are various trade barriers are
imposed by the Sainsbury and there is high legal formalities and invest is required to enter in
retaining industry that limits new entries. So, treat of new entrants are low for Sainsbury.
Bargaining power of buyers: Bargaining power is referred as the power of customer’s
that enable them to shift prices of products and services at their desirable level. Bargaining
power of buyer is low for Sainsbury because the number of buyers is more than suppliers that
limits their controlling power of prices. Buyers pressurise organisation to provide high quality
products and customer services to customers at lower prices (Mio, Panfilo and Blundo 2020).

Bargaining power provides the ability to customers to reduce the prices of products that impacts
on organisation's margin ratio. Low bargaining power is beneficial for business because that
enables business to provides products and services at higher prices that echinacea their
profitability margin as well. It facilitates respective organisation to enhance profitability ratio
and retain customers with organisation for longer period of time. Switching rate is also high in
industry that limits customers to change brand easily. Sainsbury brings various innovations in
products in order to attracts large number of customers.
Bargaining power of suppliers: Power of supplier is defined as their influences on
prices, quantity and quality of material that impacts business efficiency and effectiveness in
competitive business environment. Supplier plays important role in success and growth of
Sainsbury because they provide material for developing goods that have value for customers.
Respective organisation maintains effective relationship with suppliers to gain quality material at
reasonable prices (Wang, Fan and Yin, 2019). Sainsbury has number of suppliers that decrease
their control on material prices. To gain quality material, organisation can switch one supplier to
another because there are various options of suppliers are available for organisation. So
bargaining power of suppliers is low for Sainsbury that facilitates it to provide quality products
to customers at affordable prices.
M3 Devise appropriate strategies to improve competitive edge and market position
There are various strategies are implemented by the organisation to get competitive advantage
and maintaining strong market positioning. Sainsbury uses various strategies such as Porter’s
five forces model, differentiation and cost leadership strategies to make brand strong than other
competitors that enable business to attain defined goals and objectives in efficient manner
(Montenegro and Barragán, 2018). These strategies facilitate Sainsbury differentiate its brand
from other competitors. Porter’s five forces model helps organisation to identify threats of
competitors and new entrants in market. It enables business to develop effective planning and
strategies to enhancing business potentiality to attain objectives. On the other hand,
differentiation strategy helps business to provide different quality products and services to
customers for developing effective brand image in the mind of customers.
Implementation of different strategies provides competitive advantages as well as enhance
market share of organisation. Cost leadership Strategy enables organisation to provide quality
products and services to customers at lower price that attracts large customers base towards

organisation. Respective organisation adopts these strategies that help to reduce overall cost of
organisation and gain competitive advantages then other competitors.
TASK 4
Applying a range of theories, concepts and models, interpret and devise strategic planning
In business range of theories, models and concepts are implemented that facilitates to
identity trends of market as well as strategic positioning of other businesses in current market
place. Porter’s generic strategies and Bowman extended model are used by the Sainsbury in
order to make strong positioning in market and achieve defined goals and objectives. There is
four strategies are included in Porter’s generic model that help business to gain competitive
advantages then other competitors. These strategies are mentioned below:
Cost leadership strategy: Cost leadership strategy is used by the organisations to become
low-cost producer in industry that provides competitive advantages then other competitors. There
are various factors such as implementation of latest technology, pursuit economies of scale as
well as preferential access of raw material (Peng, 2021). If an organisation adopts this strategy,
then it helps to enhance market share and profitability ratio. Sainsbuty adopts latest technologies
that enhance efficiency and effectiveness of business.
Differentiation strategy: According to differentiation strategy, organisations adding
some new or unique features in products along with some other dimensions that are valued by
the customers (Ritter, and Lettl, 2018). Sainsbury bring innovation in products according to
needs and requirements of customers that lead business towards gaining competitive advantages
then other competitors. Respective organisation charge higher price for their differentiated
products that enhance their profitability ratio. It stand out business among other competitors that
provides competitive advantages.
Focus strategy: In focus strategy, organisation focus on narrow segment of market to gain
competitive advantages and expand business. There are two strategies are used by organisation
such as focus cost leadership and focus differentiation. In cost focus strategy, organisation seeks
cost advantages in targeted segment on the other hand in differentiation focus strategy
organisation provides unique products and services in targeted market segment.
Sainsbury adopts differentiation strategy to gain various sustainable competitive advantages than
other competitors (Vapa and Vapa-Tankosić, 2019). Respective organisation conducts market

depth market research to analyse customers needs, demands and preferences. Products are
produces on the bases of customers requirements that attracts them and retain with organisation
for longer period of time.
Bowman extended model of strategy:
Bowman extended strategy is defined as the comprehensive way to maintain positioning in
specific market place on the bases of product’s perceived value and prices. There are various
strategies are included in the model that helps business to gain competitive advantage than other
competitors. Theses strategies are described below
Low price and low value added: This strategy is related to quantity of selling (Rugman
and Verbeke, 2017). It is least competitive area as per this strategy because value and pieces of
products are low.
Low prices: As per this strategy organisation provides products to customers at lower price
than other organisations. Organisation focuses on cosy reduction and process efficiency to gain
competitive advantages.
Hybrid: It is defined as the balance of low cost and differentiation strategy in which
organisation provides highly valued products to customers at lower price. It helps business to
gain good margin than others.
Differentiation: In differentiation strategy, businesses focus on providing differentiated
products and services to customers than other competitors through adding highly perceived
values. It attracts large customer base towards organisation and maintains differentiated image of
organisation in market.
Focused differentiation: It is related to providing high to customers at higher prices. it
helps business to gain high profitability objectives.
Risk high margins: According to this strategy organisation provides products and services
to customers at higher prices without adding any extra value.
Monopoly pricing: In monopoly markets, single organisation has control on products,
services and their prices. To implement this strategy, it is essential for organisation to analyse
external factors and establish product’s prices accordingly.
Loss of market share: It is the worst position in which existing organisation is declining.
In this organisation move to newer market and their prices are inappropriate which impacts
business positioning negatively.

Sainsbury adopts differentiation and low-price strategy to maintain effective positioning in
market place and competitive advantages than other competitors (Sullivan, Thomas and Rosano,
2018). Latest technologies and efficient process are adopted by organisation to become low-cost
producer in market.
Develop a strategic management plan
Executive summary: Strategic management plan is defined as the art of creating business
strategies, executing them as well as evaluating their results to attain business goals and
objectives and gain competitive advantages then other competitors. Sainsbury develops strategic
planning according to business strengths and weaknesses.
Organisational overview: Sainsbury is the second largest supermarket chain in United
Kingdom which is founded in 1869 by John James Sainsbury. Headquarter of respective
organisation situated in London, England, UK. It is the part of FTSE 100 component and it
involves 111,900 employees.
Organisational structure: Sainsbury organisation adopts hierarchical because there are
large number of employees are working in organisation. Various operational and operational
departments are working at every level of organisational (Tanrikulu, 2020). All decisions are
taken by the senior manager.
Mission statement: Mission of Sainsbury organisation is to provide great quality food to
customers at affordable prices.
Visions and value: The vision of Sainsbury organisation is to become most trusted and
popular retailing organisation where people like to work and shop. Respective organisation
enhances creativity and innovation in its products and services to attract new customers and
retain existing one.
Market analysis: Sainsbury conducts depth research to analyse key trends of market to
develop effective policies and strategies. there are various models are adopted by organisation to
evaluate external environment factors such as Pestle analysis, Porter’s five forces and Ansoff
matrix. After analysation business formulate strategies to remain competitive in environment.
SMART objectives:
 To increase organisational sales by 25% next year To improve profitability ratio by 20%

Resource implications: Sainsbury make sures optimum utilisation of resources to achieve
business goals and objectives in efficient manner. Human, financial and technological resources
are used by organisation to expand business in new areas.
Evaluating and monitoring: After implementing plans and strategies managers evaluate
them to ensure their effectiveness in competitive business environment (Teece, 2018). Sainsbury
ensures sustainability, appropriateness and feasibility of techniques.
CONCLUSION
As per above report, it can be concluded that effective strategies are essential for business to
survive in competitive business environment and attain defined goals and objectives in most
efficient manner. Strategies lead business on right direction and enhances effectiveness of
operations. Organisation evaluates various internal as well as external factors than formulated
business strategies for gaining sustainable competitive advantages then other competitors.
Business implements various strategies such as Porter’s five force, pestle analysis, swot analysis
and Ansoff matrix to identity market trends and positioning of competitors. Strategic
management plan facilitates organisation to conduct operations in defined manner to achieve
goals and objectives.

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