BUSM3200 - Strategic Management - Research Report

STRATEGIC
MANAGEMENT

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Question 1........................................................................................................................................3
Strategic context of Bellamy........................................................................................................3
Question 2........................................................................................................................................5
Macro- environment analysis.......................................................................................................5
Question 3........................................................................................................................................7
Competitive analysis....................................................................................................................7
Question 4........................................................................................................................................9
Identification of resources that provide sustainable competitive advantage................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

INTRODUCTION
Strategic management is regarded as a process that involves continuous planning,
monitoring and analysis of organizational aspects for the purpose of meeting organizational aims
and objectives (Haggège et al. 2017). The present research work has been made on Bellamy
which deals in organic infant food products. The organization is engaged in producing
wholesome, nutritious and organic food products for babies, toddlers and children. The study is
also emphasizing on historical aspects of the business entity and along with that external and
internal business environment is also analyzed in the research work.
Moreover, discussion has also been included regarding application of Porter’s five forces
model which gives information about competitive aspects of the business entity. Alongside,
researcher has also stated the impact of external environment and competitive factors on
Australian industry. Lastly, discussion has been included about VRIO model which describes
competences and strategic capabilities of Bellamy.
QUESTION 1
Strategic context of Bellamy
Ownership
The business has ownership with several management teams which comprises of senior
team members such as non- executive chair person, executive deputy chair and non-executive
directors. Robert Woolley is the independent non-executive chair person who is responsible in
handling business processes. Andrew Cohen has been acting as the CEO of Bellamy since its
establishment. Bellamy also has several share partners and investors across Australia (Apenko
2017).
History
Bellamy’s Australia is an Australian food and beverage company which is also a
subsidiary of Bellamy’s Organic. It was founded in the year 2014 in Tasmania; however the
main headquarter is in Australia. The company was started as a family oriented business. As per
the historical aspects, in the year 2007, Bellamy’s organic food products were purchased by
Tasmanian Pure Foods (Barney & Mackey 2016). The company became successful and
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afterwards it was listed on Australian Stock Exchange. The company acquired outstanding
success afterwards when the value of share price increased to 30%.
Size and business scope
Due to organic food products, parents consider the brand highly nutritious for children;
hence this also helps in enhancing health aspects of children. After expanding the business
services, Bellamy got appreciation and recognition from different market places which also
attributed to enhanced market share (Bettis et al. 2016). The business has the opportunities to
expand more through adding nutritional products for the targeted customers.
Further, Bellamy can also add several new beverages in the existing product line so that
customer base can be enhanced accordingly. Currently, Bellamy is operating business in more
than 8 locations. Around 46 employees are working with Bellamy which helps the business to
serve best services to the customers. It is regarded as a developed business because no other
entity has online presence like Bellamy (Brem & Wimschneider 2016). The cereal products of
Bellamy are also certified by Islamic Coordinating Council of Victoria which allows the business
to export food products to other countries as well.
Major products and services
There are various products included in the product line such as milk, baby rice, baby
porridge, cinnamon breakfast, baby macroni, grain & fruit snacks, teething rusks, spelt pasta and
different baby meals (Brunetti et al. 2017). Specially, these ranges of products are developed for
three age groups starting from newborns, infants and toddlers. Afterwards, the category of
products included organic milk drinks which help children to complete the diet. All the food
products are essential for children to enhance the health standards.
Major markets of Bellamy
Bellamy is engaged in supplying in all the products to supermarket chains, independent
stores and pharmacy stores across Australia. The business sells products directly to consumers
through the online portal. Bellamy also exports its products to Chin, Hong Kong, Singapore,
Malaysia, Vietnam and New Zealand. The demand for Bellamy’s products enhanced and as a
result, the company started selling in Asia. Bellamy’s has been experiencing great success in
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