Entrepreneurial Strategy for Rowlinson Knitwear

This report discusses the entrepreneurial strategy for Rowlinson Knitwear, a clothing company. It covers a comprehensive situational analysis, a critical review of strategic choices, and a justified set of recommendations. The report explores the range of entrepreneurial and intrapreneurial strategies, evaluates the strategic situation, and develops objectives. It includes analyses such as PESTEL analysis, SWOT analysis, VRIO model, and Porter's five forces model.

Entrepreneurial
Strategy

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
A comprehensive situational analysis, a critical review of strategic choices and a justified set of
recommendations.....................................................................................................................................3
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................13

INTRODUCTION
Entrepreneurial strategy is considered as ways by which a company established as well as
re established its elementary set of relationship within their environment. It is also determined as
strategy featured through the widespread as well as more or less conduct simultaneous change in
a pattern of taking decision of an organization management (Agrawal, Gans and Stern, 2020).
Through respective strategy an entrepreneur able to conduct their work in effective manner
which lead to attainment of desire goal successfully. Organization selected for the respective
report is Rowlinson Knitwear, which is introduced in 1935 and they became employee owned in
the 2015. They generally manufacture as well as supply high quality cloths to independent
retailers of corporate wear and school wear. Topics considered in respective report is based on
analysis of comprehensive situation, review of strategic ideas as well as it also include
recommendations for improvement.
MAIN BODY
A comprehensive situational analysis, a critical review of strategic choices and a justified set of
recommendations.
Comprehensive situation analysis is considered as method through which a company
management able to critically evaluate each and every strategies through which they can attain
their desire goal and target successfully. By conducting comprehensive situation a company
management able to analyze their business strengths and weaknesses through which they can
attain any objective for the growth (Etemad, 2020). In respect of Rowlinson Knitwear, they are
conducting comprehensive situation analysis so that they can determine strategies through which
they can grow their business effective as well as successfully. For this respective company need
to conduct several analyses which are conducted below:-
Range of entrepreneurial and intrapreneurial strategies
Entrepreneurial strategies
Entrepreneur is a person who has new business idea through which they want to resolve
issues of society and leads improvement in it. In order to develop an entrepreneurship an

individual need to have new idea, though, products or service through which they can attract
customers toward them by resolving their issues. There are several entrepreneurial strategies
which a company may adopt, from which some are mentioned below:-
 It is essential for a company to conduct evaluation of the competitor so that entrepreneur
can develop strategies and plan accordingly which help them in developing more
effective as well as competitive products. Through this attribute they also analysis
challenges related to the environmental factors according to that strategies can be
developed effectively and efficiently.
 It is another main entrepreneur strategy that an entrepreneur need to research about the
new products or services before introducing it into the market because through it they can
understand customer’s perspective and reaction related to the products (Gans and et. al.,
2020). Moreover, by this they able to develop proper planning of new products according
to the different environmental factors which impact on their operations.
 It is also essential for entrepreneur to develop strategies related to change as that will help
in attract more and more audiences towards the products or services as well as it will also
help in retaining customers for long time duration. In respect of this attributes an
organization also able to face environmental challenges properly which leads to
enhancing of customers base successfully.
 For developing an entrepreneurship it is essential for entrepreneur to listen to the
customer’s feedback as well as suggestion and develop strategies accordingly so that
company will attain develop products or services accordingly. This will help in attracting
as well as retaining customers for the life time. By respective attribute company
management able to face environmental issues properly as well as customer’s feedback
also helps in making decision related to it successfully.
Intrapreneurial strategies
Intraperneurship is considered as act of behave like an entrepreneur but its works are
conducted within a large company. In respect of this intrapreneur is determined an employee’s
who is generally tasked along with the development of an innovative and creative project or idea
within an organization. Respective people can easily access to the resources, sources and

capabilities of a developed company. There are several intrapreneurial strategies which a
company may adopt, from which some are mentioned below:-
 It must be intrapreneurial strategy that they try be attain their desire goal or target
because they are working under a company which leads to pressure to them related to the
performance as well as usage of resources (Genç and et. al., 2020). In respect of this they
also need to conduct analysis of different environmental factors successfully for the
growth of business.
 It is also essential for intrapreneur to develop strategies, products and services according
to the customers as well as they also need to take approval from the company director
under which they are operating their business operations and functions.
An organisation's strategic situation; its entrepreneurial capability and position, and
develop a set of objectives.
Rowlinson Knitwear manufactures as well as supply corporative and school garments at
the United Kingdom market at the middle level. But it is one of the famous clothing firms at the
respective native which have numbers of loyal customer (Hitt and et. al., 2020). Their
management is conducting analysis related to the strategic situation, entrepreneurial capabilities
and position so that they can develop a new objective for the future development. In order to this
they conduct analysis as well as evaluation through the different models and theories. Below
determining any strategies the first thing which is conducted by Rowlinson Knitwear
management is the evaluation of internal as well as external environment, which are mentioned
below:-
PESTEL analysis –
Political – According to this factor it is essential for Rowlinson Knitwear to follow different
aspects of political factors such as government policies, foreign trade policy, tax policy,
environmental law, political stability and so on. It is so because it will be opportunity for the
company that they able to conduct their work in effective manner at the different nation when
they expand its market.

Economical – In respect factor economical elements are economic growth, interest rate, inflation
rate, financial capabilities, wage rate and many more. This factor is considered as threat for the
respective company because different nation have different economic rate and accordingly it is
hard to conduct business properly.
Social – According to respective factor it is essential for company to consider population growth,
need and demand of customer, age distribution, customer buying power and so on. The
respective factor is threat for the Rowlinson Knitwear because social factor change rapidly and it
is hard and hectic work to cope up with it properly.
Technological – This factor will include elements like target market communication, producing
goods and services, technological maturity, emerging technology, copy right, training and
development method and so on. This factor is considered as opportunity for Rowlinson Knitwear
because through that they able to improve their production quality as well as it also minimize
errors at the workplace.
Environmental – Respective factor will include decline of raw material, pollution and green
house strategy, promoting positive business ethics and sustainability, environmental legislation
and many more. The respective aspect is considered as threat for the respective company because
when a company adopts natural as well as eco friendly material then their production cost gets
increase.
Legal – This factor will include elements like equal opportunities, health and safety, labour law,
competitive legislations, safety standard, production labeling and many more. In respect of
Rowlinson Knitwear it is opportunity for them because that will provide guidelines to the
management that how to conduct business operations and functions in effective manner.
After analysis Rowlinson Knitwear external environment management able to know
about its opportunities as well as threats that are their internal environmental factors, which are
mentioned below:-
SWOT analysis – the respective model can be adopted by Rowlinson Knitwear because through
it they able to analyze company’s strategic situation.
Strengths Weaknesses

 Respective company has several years
of knitting technology and experiences.
 They provide high quality experiences
to customers which lead to positive
shopping experiences.
 Respective company manufactures as
well as supply products which leads to
high profit ratio and market shares.
 There is long queue of customer in
shop which waste the time of people.
 There is limited edition or range of
products offer by respective company.
Opportunities Threats
 The opportunities for Rowlinson
Knitwear are political factor,
technological factor and legal factor. It
is so because these all help in
conducting operations successfully.
 The treats factors which impact on
Rowlinson Knitwear business are
economical, environmental and social
(Kearney, Dunne and Wales, 2020). It
is so because these factors change
regularly and it is essential for company
to change accordingly for the growth.
Through conduct evaluation of internal as well as external factors Rowlinson Knitwear able to
understand their resources and for evaluating its effectiveness they conduct VRIO model, which
is mentioned below:-
VRIO model – this model can be used by Rowlinson Knitwear in order to determine their
capabilities which help in attaining desire goal successfully.
Resources Valuable Rare Inimitable Organized
Products range Yes - - -
Customer loyalty Yes Yes - -
Supply chain Yes Yes Yes -
Employees Yes Yes Yes Yes
Valuable – It refers to those resources which are valuable for the company as that help in
attaining competitive advantage. The valuable resources of Rowlinson Knitwear are:

 Product range – The respective company offer quality range of school and cooperative
wear at retain customers.
 Customer loyalty – Respective firm has loyal customers which help in enhancing sales
and profit successfully (Kirtley O'Mahony, 2020).
 Supply chain – The supply chain of firm is effective which help in supplying product
properly on time according to demand.
 Employees – Staffs of Rowlinson Knitwear are skilled and experienced which help in
attaining technology effectively.
Rare – It refers to those resources which are rare for the company as it is not with the other
competitive company. Rowlinson Knitwear has few resources which are not rare such as
products range but it has several rare resources:
 Customer loyalty – Respective Company some customers are loyal such as parents whose
children are studying at school where respective firm supply products.
 Supply chain – Rowlinson Knitwear develop their supply chain according to their
requirement which make it rare and effective.
 Employees – Respective company staffs are skilled and loyal to their firm which them
rare from others.
Inimitable – It refers to those resources of a company which cannot be copied by others (Mizuno
and Odake, 2020). Rowlinson Knitwear some resources can be imitable such as products and
customer loyalty but there are some products which are not:
 Supply chain – Rowlinson Knitwear design supply chain methods according to
requirement which cannot be copied by competitors.
 Employees – Respective company employees are not skilled, loyal and experienced
which can be copied by others.
Organized – It is determined as those resources which are not need be organized by a company
in short time duration (Moumenihelali and et. al., 2020). In respect of Rowlinson Knitwear there
some resources are need to be organized in short time duration such as products range, customer
loyalty and supply chain. But they have resource which not required for same:

 Employees – Staffs of Rowlinson Knitwear are skilled and loyal as well as they adopt
change by their self easily which make them organized resource.
After evaluating the resources Rowlinson Knitwear management conduct market
evaluation to know their situation and value at the potential market after that they will conduct
expansion of business. For evaluation of market they adopted porter’s five force model which is
mentioned below:-
Porter’s five force model – this model is used by Rowlinson Knitwear in order to determine their
positioning at the marketplace.
 Bargaining power of suppliers – the respective company bargaining power of supplier is
low as they themselves manufacture products according to customers need and demand.
So in this case suppliers cannot demand for the high price for the material or any
resources it will save the funds of the firm.
 Bargaining power of customers – the bargaining power of customer is moderate for
Rowlinson Knitwear as school customers need to purchase from them only but corporate
customers may switch to others. But respective company offer high quality products
which attract and retain customers. This will help company in sustain in market
successfully and effectively for the long time with potential as well as loyal customers.
 Threat of substitutes – the threat of substitute for Rowlinson Knitwear is moderate
because customers related to school have no other options for the school dresses but
corporate customers may switch to others. So it is essential for the respective company to
offer latest, trendy and quality products for both corporate as well as school customers.
 Threat of exit and entry – the threat for the entry and exit is high for respective company
as they only offer few ranges of products i.e. school and corporate clothing (Sarwary,
2020). So when any firm came with more products range it will attract customers at large
amount. In respect of this, respective company management need to conduct proper
research work so that they also get updated with the new trends in corporate and school
products as that will help in grow business.
 Competitive rivalry – the competitive rivalry for Rowlinson Knitwear is high because
there are several companies who are operating at the same industry which impact on the
company business as well as their profitability ratio. In respect of this it respective

company need to introduce new and trendy cloths on regular basis as that will help in
attracting customers successfully.
After determining the market value Rowlinson Knitwear determine that they need to conduct
proper research and develop work so that they can attract more customers as well as sustain in
market successfully. After knowing the internal business environment, external business
environment and market position, respective company want to analysis strategies which is most
effective for them. For which they conduct Ansoff matrix which is mentioned below:-
Ansoff matrix – this model can be adopted by Rowlinson Knitwear in order to determine best
strategies for their growth of business:
 Market penetration – In this strategy a company enhance their existing marker with the
existing product by adopting attracting promotional activities. In respect of this respective
company will increase their promotional activities as that will help in penetrate in same
market with the existing products ranges that are corporate as well as schooling clothing.
 Product development – According to this strategy a company will develop a new
products and services in the existing market for attracting more customers. In this
Rowlinson Knitwear need to introduce new product in the market such as traditional and
casual wear for the existing market (Wales, Covin and Monsen, 2020). This is so because
through it they able to attract more and more customers at the existing market place.
 Market development – According to this an organization will introduce their business
into the new market with the existing products and services. In context of this factor
respective company can expand business in new market with existing products as through
that they able to increase their market value as well as customers base successfully.
 Diversification – In respect of this strategy a company will introduce their business in
new market with the new products as that will help in conducting business growth.
According to this strategy Rowlinson Knitwear need to introduce new products into the
new market.
By conducting the ansoff matrix Rowlinson Knitwear determine the best strategies for
their business growth i.e. new product development as well as diversification strategy. It is so
because that will help in increase customers base, market shares, sales and profit successfully.

According to that they develop objectives which they want to attain in the specific time duration,
which are mentioned below:-
 Rowlinson Knitwear wants to introduce new products ranges i.e. casual wear and
traditional wear and want to increase their sales by 30% in next 9 months.
 Rowlinson Knitwear is going to introduce new products range into the new market and
for that they are estimating to increase sales by 40% in next 8 months.
Develop an implementation strategy
In order to attain above mentioned strategies it is essential for Rowlinson Knitwear
management to design new causal as well as tradition wear so that they can attract more
customers. In addition to this they also need to determine new market where they can expand
such as Germany, it is so because that will help in understanding situation of market properly
which help in decision making (Xu, 2020). respective company must also train their employees
according to new market so that they able attract more and more customers at the new
marketplace as that help in increase in sales and profit ration successfully.
Judgment of received opinion and evaluation of alternative approaches to problem solving
While adopting strategies it is essential for management of Rowlinson Knitwear to
develop proper guidelines so that they able to ensure that each and every person is working for
attaining the desire target. In addition to this alternative approach which respective company may
adopt is they must hire people from the local of new market as that help in understanding market
more effective according to which decision can be developed.
CONCLUSION
By conducting analysis of above mentioned points it can be summarized that when a
person start an entrepreneur they need to consider several aspects which help them in developing
decision in effective manner. In respect of this they need to conduct analysis of market as well as
workplace because it leads to development of appropriate decision according to situation. In
respect of this an organization may adopt different model or theories such as SWOT analysis to
evaluate their situation, VRIO for determining capabilities, porter’s five force for market

positioning as well as in order to determining best strategy firm may adopt ansoff generic model.
It is so because these all help in developing decision for the growth of business.

REFERENCES
Books and Journals
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strategies: how complex, nested environments affect strategic choice. Journal of
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