Consultancy Report on Organisational Strategy

CONSULTANCY REPORT ON
ORGANISATIONAL STRATEGY

Table of Contents
INTRODUCTION.......................................................................................................................................3
ASSIGNMENT...........................................................................................................................................3
Tool of framework to develop strategic options for the future.................................................................3
Porters Generic Strategies........................................................................................................................5
Roger Martin’s cascade of choices..........................................................................................................7
Development of Value Proposition that company can offer to its customers.........................................10
Segmenting, targeting and positioning...................................................................................................12
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................15

INTRODUCTION
Organizational strategy refers as sum of the actions in the organization that is intend for
achieving the long term business objectives and goals. Together these actions are helpful for
making the strategic plan for the organization. Strategic plans are helpful for the Company to
lead it towards success as it delivers competitive advantage to the organization. The study is
based on Marks and Spencer. The company is British retailer who operates on multinational
level. The company deals in clothing, home and food products. This firm is founded on 1884 by
Michael Marks and Thomas Spencer. The headquarters of the organization are located at London
in United Kingdom.
The study will determine future strategic options for the firm. It will suggest best suitable
option for the Marks and Spencer which the firm can adopt. For developing options it will use
Porters generic strategies and Ansoff Matrix. Then to provide strategic choices the report will
cover Roger Martin’s cascade of choices. Furthermore, it will develop Value Proposition for the
company and will show that this incorporated Marketing Strategy in order to increase the value
proposition for the targeted customers.
ASSIGNMENT
Tool of framework to develop strategic options for the future
Strategic tools are helpful for driving a business plan and to implement the business
strategies successfully in the organization. Strategic planning covers the vision, mission and
goals of the company. The future objective of Marks and Spencer is to do digital transformation.
This includes the innovation of the products and services, increasing social networking and
optimum use of artificial intelligence in the business for increasing the productivity of the
company (Carvalho and Madeira, 2020). Strategic choices are of three types which are explained
as follows –
 Business Strategy - It is about making choices for positioning the business in such a way
that it can take lead from its competitors.

 Strategic directions – This is about to make choices related to products, markets and
industries to pursue.
 Strategy methods – This is about how to achieve the strategies through acquisition,
alliances etc.
Here are the various tools through which the best strategic option for the company can be
evaluated -
Ansoff Matrix
The Matrix is introduced by the Igor Ansoff. Marks and Spencer use Ansoff Matrix for
analysis their business portfolio. It derives four ways through which company can achieve
higher profitability.
Market Penetration – It is more focused on growing the existing products in existing markets in
order to increase the market share. Marks and Spencer can achieve high market share through
engaging in social media advertising (Kwayu, Lal and Abubakre, 2018). Through this the
company can able to attract the large number customers as social media users are highly active.
The company can also introduce the free overnight shipping concept for penetrating the e-
commerce business.
Product Development – In this new products are developed in the existing markets. Marks and
Spencer can introduce online food delivery services for retaining their existing customers
segment. The online food delivery is high in demand. They can also supply their food products in
wedding, conferences and parties.
Market Development – In this the existing products are delivered to new markets. The firm
main objective is to find new markets internationally and domestically for their existing
products. The firm is already using this strategy (Yakis-Douglas and Meadows, 2017). They are
currently operating in 57 countries with their 1463 stores. The firm has an option to do
expansion of their business in African markets. The African markets have opportunity in food,
beverage and financial services as industrial revolution is underway (Africa’s untapped business
potential, 2019). In Africa innovations to unleash resource wealth and agriculture as the country
is known for resource abundance in agriculture. Thus, Marks and Spencer can establish their