Global Business and Strategy

GLOBAL BUSINESS AND
STRATEGY
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Table of Contents
INTRODUCTION...........................................................................................................................3
External and internal analysis of business..............................................................................3
Organization sustainable competitive advantage...................................................................7
Strategic recommendations based on above analysis and discussion....................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Global business refers to international trade whereas a worldwide business is
organization doing business all around the world (Peng, 2016). It defined as economic or
corporate activity that takes places across several nations. Global business develops different
kinds of strategies in order to sustain for longer. Strategies help companies to hold the leading
position within specific sector effectively. The present report is based on Morrison, it has large
supermarkets chain that they operate efficiently. Company is considered as fourth biggest chain
of supermarkets in UK, they are able to earn profit rather than its competitors. It explains internal
and external analysis of business, identify firm suitable competitive advantages and justifies
strategic suggestions based on analysis.
External and internal analysis of business
PESTLE Analysis-
PESTLE analysis is the best framework it helps in identifying the significance external
factors that affect growth and success of retail sector and companies operating under it. Here,
this analysis is conduct in order to identify the several factors that impact on Morrison operations
and overall business.
Political factor-
The government within nation is likely to change in few years, the government of UK is
also reformed and it bring range of modifications in policies as well as regulations that impact on
retail sector the most. All it happens because of Brexit that is the major political action and
reason behind change in regulations. The trade procedure or policies related to this is also
changed that affect business of Morrisons (Wright, Smith and Hellowell, 2017). Due to this
political activity, it gave rise to change in customers behaviour towards some commodities. The
rise of taxes makes major impact on company that governed by government for supermarkets
which affect profitability and productivity as well. Change after Brexit in taxation policy bring
series of problems for retail industry and its companies. The high rate of taxation has the power
to demotivate Morrisons from increasing their profit. They have to deal with this issue
throughout taking appropriate actions legally.
Economic factor-
Current stage of economic cycle, foreign exchange rate, changes in inflation rate and
interest rate and demand for employment after Brexit are the economic factors that affect retail
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