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Report on Business Strategy of Iceland supermarket

   

Added on  2020-06-03

13 Pages3782 Words225 Views
ICELAND supermarkets
Report on Business Strategy of Iceland supermarket_1
Table of ContentsINTRODUCTION...........................................................................................................................1Introduction of the company ......................................................................................................2The current business strategy .....................................................................................................2The products and services that is been provided by Iceland supermarket .................................3The business environment, both internal and external, in which information systems have to operate...........................................................................................3The three primary activities in Porter's value chain ..................................................................7The use of IT in order to improve business process....................................................................8CONCLUSION .............................................................................................................................10REFERENCES .............................................................................................................................11
Report on Business Strategy of Iceland supermarket_2
INTRODUCTIONIceland supermarket is a British supermarket chain in UK. In this company the frozenfood items such as prepared meal and vegetables are being sold out (The Iceland Story, 2017).The non-freeze grocery items are also being sold by this company such as meat, dairy and drygoods. In the UK this company have approximately 2.2 % share of market.In this report an introduction abut Iceland supermarket will be given and also theproducts and services that is being given by this company in UK will also be presented. Thebusiness strategy that is bing used by company in order to expand its business will also beshown. The pestle analysis of this company will be carried out in order to find out the impact ithas due to external environment. The three primary activities in Porter's value chain will also beanalysed in this report. Further more in order to enhance its businesses process the use of ITtechnology will also be analysed.1
Report on Business Strategy of Iceland supermarket_3
Introduction of the company Iceland supermarket is a private company operating as supermarket chain in UK. It is operatingin retail industry. Iceland supermarket provides various products such as Frozen food, preparedmeals as well as vegetables. The organisation also sell non-frozen grocery goods such as producemeat, dry and dairy products. Enterprise consist of approx 2.1 percent market share in foodindustry of UK. The business was established in England during 1970.In February 2002 theorganisation was renamed as Big Food group. It has planned to develop focus on conveniencesector. Due to various circumstances in 2005 company had formed association with Icelandicorganisation. Again the enterprise was renamed as Iceland. Business entity have more than20000 workforce working at different locations. The enterprise has earned 160 million dollarincome in 2014 (Blackburn, Hart and Wainwright, 2013).It has more than 8000 stores at variouslocations. Iceland company has reintroduced online shopping. The enterprise has expanded itsupply chains through introducing new stores and purchasing of small stores. It has beenconsidered as most successful enterprise in UK. The company has made major changes in its promotional strategy. The firm has adoptedthe concept of buy one get one free this was common. So in order to attract customer themarketing manager in Iceland has planned to introduce new offerings in bigger packs that couldbe delivered at original price.There is modification in pricing strategy is also initiated byenterprise. The manager in Iceland has planned to adopt clear cut price approach. Home deliveryoption is included in marketing strategy in order to provide ease to customers. It has alsointroduced Bonus card scheme. This strategy has allowed firm to attract customer and gainloyalty. The sponsoring as a effective marketing technique in order to promote their brand inmarket. This has allowed organisation to increase its market share and enhance growth. Thebusiness have focus on sponsoring big event in order to become recognised as well as reputedbrand.The current business strategy In the earlier time Iceland was basically a frozen food based shop. But the organization isbeing influenced to move into retail industry due to dramatic growth of business .And it iscompetitor for other retail companies such as Tesco, Morrison and sainsbuury. In order toacquire the market position many strategies are being devised by Iceland (Bloom and VanReenen, 2014.). The strategies such as developing massive range of frozen products , online2
Report on Business Strategy of Iceland supermarket_4

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