Business Strategy: Macro and Micro Environmental Impact on Organization

This report discusses the impact of macro and micro environmental factors on the business strategy of an organization. It covers the analysis of the competitive forces in the retail sector using Porter's Five Forces Model. The report also includes a SWOT analysis of the organization and discusses the strengths, weaknesses, opportunities, and threats. The case study focuses on Tesco, a British multinational groceries company.

BUSINESS STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Macro Environmental..................................................................................................................3
Micro Environmental..................................................................................................................7
Porter's Five Forces Model..........................................................................................................8
Strategic management plan........................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14
INTRODUCTION
Business strategy refers the set of competitive response and actions which organization
uses for attracting customers, beating competitors, improve organization performance and
accomplishes goals. In simple term Business strategy m a type of strategy which guides
organization to work on the vision by influencing financial performance, gets competitive

advantage from competitors. Business strategy supports business to maintain sustainability in
competition market. It provides vision and mission of the company by reducing internal and
external threats (Akter and et al., 2016). It plays significant role in the organization because it
organizes plans and carries idea so that business promote on wide scale. There is an example of
the Tesco for understanding role of business strategy. It is the British multinational groceries
company which is also popular as general merchandise retailer. It is headquartered in Welwyn
garden, England, UK. Based on the gross revenue Tesco comes in the third position.
Organization offers wide variety products such as supermarket, hypermarket, Tesco conventional
shop etc. to customers. This report will cover macro and micro environmental impact on
organization. It will include porter's five force model for evaluating the competitive force in
retail sector. Theories, concept and models will apply for the organization so that organization
enables to interpret strategic planning.
Macro Environmental
Macro environment can be defined as external factors which gives impact on
organization and their performance. It also influences business's decision-making and strategies.
Macro environmental includes gross domestic products, inflation, employment, consumer
spending, monetary policy, fiscal policy etc. Gives impact on organization's performance,
economy and strategies. It helps organization to analyse threats and opportunities and influences
operations of the business. External environmental factor can be understood by the framework
because it helps to understand external forces.
PESTLE Analysis
This framework plays significant role in organization because it analyses impact of
external factor on organization. Tesco is UK's company which is considered as developed
country around the world. Therefore, it applies this model for analysing performance and their
impacts on decision-making of strategic managers.
Political factors: Tax rates, Unemployment rate, political instability, financial condition
of different countries and legislation law etc. are known as political factor. In UK, government is
stable and possess strict trade law for retailing sector. Political factors give impact on
organization performance and decision-making of the strategic manager because Tesco is
retailing industry which retails their products in UK.

Positive impact: It is UK's largest groceries retailer company which operates in various
countries. In UK, government is stable currently which lead golden opportunity for the Tesco
because organization doesn't have to pay high additional taxes rate during trading products to
customers (Varelas and Georgopoulos, 2017). It influences strategic management strategies for
trading product in large quantity. Thus, strategic manager enables to lead economic benefits in
company.
Negative Impact: Organization gets negative impact on manager decision-making. For example,
according to UK's government policies is that an individual organization can't trade their product
in various countries (Samanian and Khosropanah, 2017). If Tesco breaks the law, have to pay
high taxes. Thus, it gives negative impact on organization growth because manager can retail
their products in limited countries as result market share is reduces. Second, Organization unable
to improve brand power across the world. Thus, type policies give impact on strategic
management decision's which is used for business growth.
Economic factors: it concludes interest rates, inflation rate, recession rate, foreign
exchange rates, Governmental activities etc. are economic factors which gives impact on
organization's economical scale and decision-making. Recession period, inflation rate and
borrowing interest rate are economical factor in UK.
Positive impact: During inflation rate, organization gets positive impact because large number
of customers avoids dine out and prefer to eat at home (Islam and Mamun, 2017). It gives golden
opportunity to Tesco company because groceries are available on cheapest price which improves
buying power of the customers. To influence buying behaviour of customer, strategic manager
introduces varieties of groceries so that customers buy high quality groceries, as result
organization enables to improve selling scale of goods. Thus, manager gets positive impact on
their decision-making.
Negative impact: Economic factor gives impact during recession period, in this state customers
doesn't like to buy groceries and prefers to dine out which directly gives impact on manager's
decision-making (Abdel-Basset, Mohamed and Smarandache, 2018). Due to high recession
period organization have to retail their products or goods on low price, in that state organization
unable to take profit margin. Even organization have to economic factor gives impact during
recession period, in this state customers doesn't like to buy groceries and prefers to pay high

interest of UK's borrowing cost which directly give impact on economical scale of the company.
Thus, strategic manager unable to proceed strategies for the organization.
Socio-cultural factors: Demographical changes, education level etc. are known as
sociocultural factor which has a strong impact on organization decision-making and their
operations. In UK has different communities’ peoples who have different taste, perceptions, age,
families etc.
Positive impact: Customers are first stakeholder for any type differ of organizations because
they help organization to meet company's vision. Tesco is supermarket company which focuses
on customers and offers goods and services so that they get value of their money. Organization
always introduces wide variety products such as groceries, foods, non-food item etc. to customer
so that their purchasing behaviour is influenced (Rothaermel, 2016). Even manager offers high
quality along with fresh groceries on affordable price, so that improves trust of customers
towards organization's products. Thus, social factors give positive impact on manager's
decision-making.
Negative impact: Manager gets negative impact on strategies when peoples start to demand
organic goods. Where organization is unable to fulfil their demands because organic food is
available on high price (Gürel and Tat, 2017). Due to high price of organic food decreases
purchasing behaviour of the customers. Thus, manager doesn't get positive impact on strategies
which directly give impact on organization performance.
Technological factors: New technologies and advancement of the technologies etc. can
include in the technological factor which also gives impact on organization. United states are
technically advanced company because economical differ condition is too strong.
Positive impact: Manager gets positive impact of new technologies because it helps
organization to gain trust of customers. The main goal of the strategic manager to improve
customers experiences by offering advanced technology facilities. To accomplishes goal
manager introduces RFID technology in which employees can easily country stocked products
and technology can remove after selling of goods. This technology improves employees working
efficiency at workplace (Gruszka-Gosiewska and Tang, 2017). On other hand customers doesn't
have to face foreign exchange rate because organization offers online transaction service and
exchanges rate services to customers. Such kind technologies improve customers trust on

organization and enhance customers buying behaviour. Thus, technology influences decision of
the manager.
Negative impact: Continuous changes in the technologies enhances cost of the products and
poor customer experience gives negative impact on organization economy. Another reason new
technology requires expert or training classes so that employees enables to understand how to
operate new technologies. Thus, manager doesn't get profitable impact on new technology
decisions.
Legal factors: It includes employment law, legislation law etc. are UK's legal factor
which gives impact on organization strategies (Resnick and et.al., 2016). It gives positive and
negative impact on company.
Positive impact: Government wants to reduce unemployment from the UK therefore recruiting
job opportunity for those employees who don't have job or platform to perform themselves and
earn economy for livelihood. Tesco gets opportunity of this strategy where HR department
introduces recruitment strategies, so that gets talented candidates for the workplace. While
government also supports organization to recruits large number of candidates for giving their
services in various allocated Tesco stores. This operation leads high productivity of workers at
workplace, and they improve demand of customers. Even manager enables to lead profitability in
the company.
Negative impact: On other hand, organization gets negative impact when government strictly
implement employment law (Chernev, 2018). According to this law organization can't keep
worker on law wages. This scheme is good for worker but doesn't fruitful for the company
because high turnover of the worker reduces profit rate of the company.
Environmental factors: Health and safety law is the environmental factor which also
give impact on decision-making because UK's government implements rule for banning use of
polythene and promotes health and safety law.
Positive impact: Organization offers high standard quality groceries to customers, so that they
get value of their money. This operation is promoted by the government because organization
retail their products under governmental laws. Thus, organization enable to gain trust of the
customers for the products and their services.
Negative impact: Government bans polythene for food products because it produces pollution in
the environment during burning, land dumping etc. it gives negative impact on organization

performance because workers unable to use polythene for packing of groceries. During supply of
goods creates problem because paper bag doesn't have strength to bear pressure of the groceries.
Thus, it reduces manager's strategies for retailing of the products through distribution channel.
By analysis of Pestle analysis can be concluded that organization gets positive and negative
impact on their performance.
Micro Environmental
Those factors which gives impact within organization and influences organization
behaviour. Macro environmental factors also known as internal environment in which includes
product, employees and market. To understand internal environment of the organization there is
a particular framework i.e. SWOT.
SWOT Analysis
It is a strategic planning tool which is utilized for helping person or organization to
recognizes strength, weakness, opportunity and threats relevant to competitors of the business or
new task planning. Swot analysis uses for the Tesco to understand internal environment.
Strength: Tesco is a UK's first supermarket company and also famous as general
merchandize retailer. Organization offers worldwide services to customers; therefore,
organization has strong brand power. Even organization gets various awards for excellent
retailer, customer services and purchasing experiences. Tesco has high market share in UK's
country. It has high financial position due to various subsidiaries (Rastogi and Trivedi, 2016).
Company not only retails groceries but also no food items and services such as ready-made food,
loan facilities, mobile etc. Tesco also consider as global brand due to own speciality i.e. quality,
selection and services. Company has developed technology application through its training
classes, operations. Even organization has adopted customer and market segments so that enables
to give the value of the customers which is main strength of the company.
Weakness: Tesco has lots of subsidiaries which operates in various countries across the
world but organization unable to take financial profit due to macro environmental factors which
is the biggest weakness of the organization. Organization offers goods on affordable so that
enables to take competitive advantage in market, but it improves competitive pressure due to
price war (Barik and Kumar, 2018). Therefore, Tesco unable to take profit margin on products.
Organization retails green vegetables which can't store more than 3-4 days, in this state unable to

lead high productivity of products. That's why, organization unable to generate high income from
the products. Tesco has high cost of inventory which is also a weakness of the company.
Opportunity: Organization has strong brand power along with high advancement of the
technologies. That's why organization has opportunity to promote business in global market by
improving online shopping experience of the customers. Organization has possibility to promote
business in other field by retailing western goods or products because in UK has more demand of
western goods. Tesco has opportunity to redeem subsidiaries performance by applying joint
ventures strategies. Those companies which involves in the joint ventures can helps Tesco to
meet customers objectives. Tesco can improve brand power by the helps of emerging market.
That's why new market also golden opportunity for the brand promotion.
Threat: Economic crisis and credit crunches are the threat for the organization because it directly
gives impact on organization operations. Tesco can face price war from the giant retailers during
business growth in other countries, thus giant retailer can become big competitor for the
company. Employment law in which includes low wages can put pressure on the organization
(Apenko, 2017). Continuous changes in raw material enhances cost of the products and it
becomes threat for Tesco's profitability. New change in the policies can create threat for the
company because requires change into operations and organizational structure, as result enhances
expenses.
Thus, SWOT analysis has been concluded in report where identified capabilities and threats of
organization.
Porter's Five Forces Model
Porter five model is used to analysis and evaluates five competitive forces of market thus
helps in identification of industry structure and helps in framing strategies that are useful in
gaining competitive advantage in the market. Thus, it helps in identifying level of competition in
the market and helps in enhancement of company's long-term profitability. Porter analysis of
Tesco and ASDA helps in determination of overall competition in grocery retail industry and
helps in gaining competitive advantages in the market.
Competitive Rivalry: Its analysis and evaluates number of competitors in the market and their
strength that differentiate from others in the industry (Olson and et.al., 2018). Low competitive
rivalry is beneficial for company as company can charge high price from its customers and
maximize its profit margin. There are number of competitors such as ASDA and ALDI that

offers quality products at reasonable rates which forces Tesco to reduce prices of its product.
Tesco is one of leading company due to highly differentiate product and advertisement method
but on the other hand some customers state that ASDA services and products are not good. Thus,
Tesco by proving quality and differentiate products and services to its customer able to charge
high price from people living in the society. Therefore, competitor’s rivalry force is low as Tesco
is able to effectively competition with other competitors in the industry.
Supplier Power: This factor analysis supplier power to charge high price for raw material by
identifying number of supplier and uniqueness of input. Fewer supplier means company has less
chance to bargain on cost of input and had to pay high price for input of material. Number of
suppliers in the industry in which Tesco operate are large, so they have less power to charge high
price form company. Company is operating since many years, so it has strong bargaining power
thus able to get input at lower cost and able to increase its profit margin. Whereas competitors
such as ASDA operate on small scale thus have minimum supplier thus power of supplier is
high, and they can charge high price from customers. It cannot switch cost is also high thus
company is not able to operate its function smoothly as Tesco. Product in which supplier deals
are less differentiated and involve low switching cost so company can easily switch to another
supplier of product (Niranjanamurthy, Nithya and Jagannatha, 2019). Number of substitutes are
also less so company has more bargaining power to buy input at lower cost and increase its
profit. Supplier power force is low as Tesco is able to get raw material at lower cost due to well-
established brand image of the company.
Customer power: It describes the ability of customers to drive prices lower and company can
analysis this factor by identifying number of customers and significant role-played by each
customer. Smaller and powerful customer base decrease power of company to charge high prices
of its product from its customers. Tesco by offering qualitative services and differentiating its
product is able to charge high price for its product from customers. Whereas customer power is
low in case of ASDA as company already provide products and services at lower cost. People
living in UK are price sensitive due to recession that means switch to others brand just for price
thus ASDA is able to maximize its profitability. Company target high class people and youngster
for its product, so they prefer quality more than the price of product (Johnson, 2016). Company
also by building strong relationship and providing qualitative services to its customers able to
build strong brand image, customers loyalty and achieve objectives of the organization. Tesco

has built large customer base by expanding its business across various nation and by maintaining
quality of product. Thus, force of customer power is low as Tesco focus is to provide unique
product or services to its customers and satisfy their needs beyond their expectancy.
Threats of substitute product: Substitute products possess threat to company as they can be
used in place of company product and services. Company will have more power in case the
product in which it deals does not have substitute product. Substitute product are more in the
industry in which Tesco as ASDA also provide products such as soap, shampoo and clothe thus
it effects on profitability and market share of Tesco (Alghazi and et.al., 2017). But the quality of
substitute product offered by ASDA is also low, and customers prefer to pay extra prices for
better quality. Therefore, Threats of substitute product is low in the market Tesco operate and it
can charge high price for its product and maximize its profitability.
Potential of entrance in the industry: This factor also impacts company power as it determines
time, effort and cost involved for new entrance to enter into market. More easily company can
enter into market proves to be threat for existing companies as it can be an effective competitor
for the company. So, company can build strong barrier for entrance of new companies by
maintaining and developing loyalty of customers and satisfying their needs beyond their
expectancy (Napshin and Marchisio, 2017). Tesco has effectively developed barriers for new
entrance in the market by providing differentiate and quality products to its customers. On the
other hand ASDA has developed barrier by providing quality products at reasonable cost. The
industry in which Tesco and ASDA operates needs high investment in research and development
department so create barriers for new entrances. Due to Brexit and unstable policies of
government many companies are not interested to expand its business in UK. Thus, Tesco is able
to retain customers and build strong brand image of the company and able to achieve its
objectives. Therefore, it can be stated that new entrance in the industry in which Tesco operate is
low as it requires high amount of expenditure and update technology in order to compete with
company.
Strategic management plan
Executive summary
This plan can be new introduced new strategy for promoting growth & sustainability.
Market analysis in which includes Swot analysis, Pestle analysis, Porter five forces model has

been described in the plan. 4P's model has been explained in the plan. Monitoring and
controlling of the strategy have been included in the plan.
Goals
To introduces new strategy for promoting growth so that organization enables to maintain
sustainability in the competition market.
Objectives
Corporate strategic manager sets SMART objectives for the organization so that enables
to achieve goal of the company over the time. Manager chooses sustainable product strategy
which is specific. It can measure by the market analysis. Market situation applies for product
positioning and can observe achievement by 4P's model. Budgeting strategy helps manager to
know reality of the product achievement (Mansuy and et.al., 2019). On other hand monitoring
and controlling strategy helps manager to maintain strategy prolong time so that organization
enables to generate sustainable profit from the customers. Thus, manager uses various strategics
and sets smart objectives for the plan.
Market analysis
SWOT Analysis
Strength: Organization has high brand power in global market and these sustainable
products strategies is the biggest strength for the Tesco.
Weakness: Inventory cost of the sustainable product can high, in this state productivity of
product can reduce in the warehouse.
Opportunity: Peoples becomes health concern, and they require such kind products which
improves their health rather to give negative impact on their health. Organization gets
opportunity to promote their sustainable products across the world.
Threat: Giant retailer who sells same products can give threat in other countries, but if
organization continue this operation as result can beat competitors.
Pestle analysis
Political factors: Government stability in UK is great opportunity for the Tesco because
organization doesn't have to pay high tax during executing sustainable strategy. Even each
countries' government promotes Tesco chains to retail standard quality product to customers.
Economic factors: Foreign exchange rate facilities also available in organization which
attracts customers to buy the products in large quantity.

Social factors: Tesco gets positive impact of the social factor because organization
enables to give the value to customers by offering standard quality products to customers. Even
customer also shows their loyalty for the company.
Technological factors: RFID and Mobile payment services is beneficial technologies for
the company and more famous in UK's market. Through the technologies company can retail
these products and improves shopping experience from Tesco's stores which is located in various
countries.
Legal factors: To execute this new strategy requires large productivity of the employees
who enables to offers best services to customers. Therefore, organization recruits’ workers and
recruitment operation also promote by the government (Leonidou and et.al., 2017). Thus,
organization enables to improve product demand at various countries.
Environmental factors: Sustainable products gives positive impact on organization because it
reduces chemical cropping which promotes pollution. Sustainable product cropping makes land
useable and maintain global warming. Thus, environmental factor also gives positive impact on
manager strategy.
Porters five force model
Competitive rivalry: Tesco enables to beat competitors by the helps of new strategy
because each customer requires that raw material which gives positive attitude after having.
Where organization offers sustainable organic goods on affordable price (CAlghazi and et. al.,
2017). Through the strategy organization enables to take competitive advantage from
competitors.
Supplier power: Tesco has high distribution channel in which lots of suppliers offers their
services to company to customers. Standard quality products give confidence to supplier during
supplying product and improves their working efficiency.
Buyer power: Due to high demand of organic food improves buying behaviour of the
customers at any cost. It generates high income and builds loyalty of the customers for the
company. Thus, Tesco easily influences product strategy, sophisticatedly.
Threat of substitution: Sustainable product is new strategy for the UK's marked,
supermarket and hyper market or in simple term various markets are undeveloped for sustainable
products that's why threat of substitution is low in the markets. Organization can easily promote
product demand.

Threat of new entry: Organization has high global presence and prepares to maintain
substantiality of the business by the product strategy. Sustainable product is new product for
various retailers who offer groceries products across the world, therefore threats of new entry is
very low. Thus, manager can easily execute strategy without facing new threats.
Marketing strategy
4P's model
Product: Sustainable products refers organic goods is the main product strategy of the
company. The main goal to offers values of the customer health so that, they show their loyalty
by improving purchasing behaviour, as result organization gets achievement on product strategy.
Price: Tesco fixes that cost which is affordable for each type of customers and
organization also enables to get profit margin on the products.
Promotion: Organization uses digital media i.e. RFID, own software app, advertisement
video etc. for promoting product and attracts new customers from the product specification. Even
Tesco creates slogan “Tesco UK's first sustainable product company”. Through the slogan
organization puts pressure on the competitors and alerts customer about product specification.
Place: Tesco is MNC companies which offers services worldwide and own stores of
Tesco more than 6800 which is located across the worlds (Juliana and Nyoman, 2019).
Organization promotes their sustainable products in various place where Tesco stores offers their
services.
Budgeting
This strategy requires €5000 which is very low amount for the company.
Strategies
 Artificial intelligence is the best strategy which can help organization to improve
technology operation. It also develops new technology which can improve efficiency of
workers at workplace.
 Performance management is another strategy which can help employee to improve their
performance as result working environment become sustainable within company.
Performance management also improves employees well-being within workplace.
 Recruitment and selection policies si another strategy which should adapt by organization
because it leads talents within company as result productivity improve in company.

 Innovation strategy should adapt organization because it leads creativi9ty at workplace
and helps to achieve competitive advantage in business market.
 Product diversification is good strategy for company because it helps them to improve
purchasing behaviour of customers within company.
Monitoring and Control
To maintains sustainability of the strategy, manger itself cross-checks all strategies which
is applies for executing product strategy. Even manager monitors its achievement by the balance
sheet of profit and loss, gross revenue etc. To control on expenses and losses manager
continuous checks work performance of the worker at workplace. Second manager updates about
macro and micro environmental factors so that organization doesn't face issues. Thus, this
strategy helps organization to maintain sustainability in the market.
CONCLUSION
From the above report it can be concluded that macro environment adversely impacts on the
functioning of business. By analysing various external factor company is able to gain
competitive advantages and expands its market share. Company by analysing its internal factor
able to identify its strength and capabilities that helps in achievement of company goals. It
protects company from various threats and help in making use of available opportunities for
growth and survival of business. Porter forces evaluates that market forces in which Tesco
operates are low so company can charge high prices from its customers by differentiating its
product. Range of theories, concept, models are used in planning strategies of company in order
to achieve organizational goals and increase its market share.
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