Strategic Positioning and Mission of Ocado

Formative Assessment

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK1.............................................................................................................................................3
Strategic positioning and mission and vision .............................................................................3
TASK 2............................................................................................................................................4
Macro environment factor of Ocado ..........................................................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Strategic positioning is referred as a way by which organisation can differentiate their
business from its current market competitors and provide specific values to targeted customers
segment. It is basically the value of an organization in market and customers mind then their
rivals. In this report , chosen organisation is Ocado which is founded in April, 2000 headquarter
situated in England, UK. Organisation develops software for online retailers. In this report,
strategic positioning, mission and vision of respective organisation is being covered. All micro
environment factors and PESTLE analysis are mentioned in this project report.
TASK1
Strategic positioning and mission and vision
Segmenting, targeting and positioning of Ocado organisation- Ocado adopts various market
strategies to make better positioning in the market then their rivals and competitors. These
strategies are discussed below:
Segmentation- segmentation is the process of dividing whole market into small small
segments according to their demographical, geographical and behavioural factors(Agatz, Fan.
and Stam, 2020). Ocado divides their whole market customers in the segments and identify their
preferences or demands and provide them products and services accordingly.
Targeting- In targeting Ocado concentrate upon the specific audience of a segment and
analyse all needs of that target customers and provide services that satisfy them.
Strategic positioning of organisation- strategic positioning is referred as to differentiate
the business from their respective competitors in the market and provide value to target
customers of a segment. Ocado make its different image in the minds of customers by
providing them quality services then their competitors which are conducting their business in
same environment(. Ocado provides various new and quality products according requirements of
customers (Chruściel, 2017). To create good image in the mind of customers the organisation
adopts various competitive strategies to satisfy them.
Missions of Ocado organisation-
Ocado has various short term as well long term missions that are fulfilled in the near
future. These missions are related to provide better services to their customers and satisfy them
with services. Some missions of Ocado are following: