Corporate Strategic Management Assignment

Added on - 21 Apr 2020

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Running Head:MBA PROJECT: STRATEGIC MANAGEMENTMBA Project: Strategic ManagementAnalysis of Corporate Strategy of Coles and WoolworthStudent’s name:Name of the University”Author’s note:
1MBA PROJECT: STRATEGIC MANAGEMENTExecutive summaryIn this report, analysis of Corporate Strategy of Woolworths and Coles has been chosen;however, the main focus has been on the impact of corporate strategy on competitive advantagesof both companies. Corporate strategy of the organisation focuses mainly on the meeting theobjectives and the business leaders of business try to escape from a critical situation throughcorporate strategy. Moreover, corporate strategy helps an organisation to gain the completiveadvantage in the industry. Moreover, the organisations like to gain the corporate strategy infocusing on the improvement of business profitability. In the first section of the report, problemstatement for Woolworths and Coles has been provided with aim of the report. In the secondsection, a literature review has been conducted based on the past literature. Theoreticalperspectives of corporate strategy and competitive advantage have been given in this section.Moreover, two competitive models have also been given namely Resource-Based View andPorter's Generic Model. In this regard, the benefits of corporate strategy and competitiveadvantage have been provided with instances. In the third portion, a process of case studyanalysis and data collection process have been highlighted. In the fourth section, the datafindings have been provided with tables, images and graphs. However, the analysis has beendone segregating the topic into four themes. Finally, a clear conclusion has been done withrecommendations. Woolworths and Coles must take differentiation strategy with groceryanalytic tools.
2MBA PROJECT: STRATEGIC MANAGEMENTTable of Contents1.Introduction..................................................................................................................................4Background of the topic:.............................................................................................................4Problem statement.......................................................................................................................4Aim of the report.........................................................................................................................52. Literature review..........................................................................................................................6Concept of corporate strategy......................................................................................................6Reasons behind taking corporate strategy...................................................................................6Problems arise from corporate strategies.....................................................................................7Theoretical perspectives of competitive advantage.....................................................................8Impact of corporate strategy on competitive advantage..............................................................93. Research methodology...........................................................................................................103.1 Case study method...............................................................................................................103.2 Data collection.....................................................................................................................104. Presentation of findings.............................................................................................................114.1 Analysing the data...............................................................................................................114.2 Reflection on findings and implications..............................................................................175. Conclusions and recommendations...........................................................................................195.1 Conclusion...........................................................................................................................19
3MBA PROJECT: STRATEGIC MANAGEMENT5.2 Recommendations................................................................................................................20Reference List................................................................................................................................23
4MBA PROJECT: STRATEGIC MANAGEMENT1.IntroductionThis report sheds light on corporate strategies of Woolworths and Coles, reputed retailorganisations in the Australia. Moreover, this report will highlight the relationship betweencorporate strategy and the competitive advantage of the firms. In the first section of this reportwill eliminate the rationale of the study with the focal point of the report. In the second section,the relevant literature will be reviewed in order to establish the theoretical framework of thereport. In the methodology section, the secondary data will be taken in order to establish the dataanalysis. Furthermore, in the lasts section, a clear conclusion will be drawn withrecommendations.Background of the topic:Coles and Woolworths are two supermarkets in the Australia and both organisations havelarge retail chains in the Australia. These supermarkets sell the products like vegetables, fruits,household goods and food items. Woolworths has been overshadowing the Coles and Coles’dominance is coming to an end. Woolworths has its outlets in more than 992 places in Australiaand it has been in the industry since 1924 (Woolworths.com.au 2017). The employee base of theorganisation is large and in recent time, Woolworths’ food sales accelerate over Coles. On theother side, Coles is a subsidiary of Wesfarmers and it has been in the industry since 1914. Colesis not far behind from Woolworths as it has its outlets in more than 800 places (Colwa.com.au2017). In the recent time of globalised business, retail organisations require strategic thinkingand string corporate strategy can make the organisation strategically competitive.
5MBA PROJECT: STRATEGIC MANAGEMENTProblem statementCorporate strategies of Coles have been facing the issues of directional strategies inrelation to firm’s orientation toward stability, growth and retrenchment. Coles has also beenfacing the issues in the industry of retail market in which it is competing. The management ofColes fails to coordinates the transfer resources and activities that help the business in cultivatingthe capabilities of the business units. Moreover, Coles' strategy is to strive to provide real valuesto the customers through lowering the prices, however, the emphasis on the quality of theproducts. Coles strives to provide better shopping experience to the customers. On the other side,Woolworths makes plans to grow in the market and corporate strategy of the Woolworths helpsto understand new entrants in the market. Moreover, Coles' corporate strategy lacks identifyingthe missed opportunities that can help the organisation to grow in the market. As a result of this,Coles fails to compete with Woolworths and in last quarter of 2016, Woolworths eclipsed Coles.Revenue of Coles in the year 2016 was 33 billion AUD and the operating income of Coles 1.9billion. On the other side, Woolworths had its revenue of 59 billion in the year 2016 andoperating cost was 1.6 billion in 2016 (Rugman and Verbeke 2017). Coles has been facing theissue of maintaining stock, packaging and providing customer services in proper order.Woolworths has also been facing the issues of investment, paying heed to the customers andupdating the technologies and maintaining proper online systems.Aim of the reportThe aim of the report is to highlight the corporate strategy of Coles and WoolworthsObjectives of reportTo highlight the corporate strategies of Woolworths and Coles
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