MKT3031 AS2 Strategic Consultancy Report

This report discusses entrepreneurial and intra-preneurial strategies, organization's strategic situation, implementation strategy, and evaluation of alternative approaches in a professional standard report.

MKT3031 AS2
STRATEGIC
CONSULTANCY
REPORT

Table of Contents
INTRODUCTION.................................................................................................................................3
B) Critically evaluate range of understanding of entrepreneurial and intra-preneurial strategies.......3
C) Analyse organisation strategic situation; its entrepreneurial capability, position and develop, set
of objectives......................................................................................................................................4
d) Develop an implementation strategy which will be consistent with identified objectives.............5
f) Confidently present own judgement of received opinion and evaluation of alternative approaches
to problem solving in a professional standard report.........................................................................6
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9
Books & Journal:...............................................................................................................................9

INTRODUCTION
Strategy and tactics are crucial for every organisation so that they gain competitive
advantage in market. In this competitive world it is important to be different and unique from
competitors as well as rivals. Strategies are defined as planned actions which are used to
achieve long term objectives. Sainsbury, a largest supermarket and retail chain headquartered
in UK. Firms deals in variety of products as well as services such as apparel, cosmetics,
groceries etc. In market, there are many competitors such as Tesco, Waslmart, Asda etc. This
report includes range of entrepreneurial & entrepreneurial strategies, firm strategic situation,
implementation of strategy and judgement.
B) Critically evaluate range of understanding of entrepreneurial and intra-preneurial
strategies
Entrepreneurial strategy is defined as way through which enterprise creates
relationships with surroundings. Such strategies are not always proactive and are dynamic
based on the situations. By this, it is essential to establish such relationship in environment.
These strategies are includes simultaneous change when decision making is done by firm. It
is also seen than such strategies are both emergent as well as deliberate. Main focus is on the
innovation which assists them to adapt the changes effectively. In this, range of strategy is
wider which includes strategy formulation, analysis, and vision is involved. Some of the
strategies which are used by entrepreneurial are mentioned below-
Strategy need to emphasis differentiate entity and unique in market provide customer
satisfaction at wider scale. (Risselada, 2017).
Then, another strategy is to take competitive advantage in market so that base
becomes stronger.
The above mentioned strategies are effectively used by Sainsbury to acquire a unique
place in market.
Intra-preneurial strategies which are defined as adoption of new innovation in entities
for higher growth and development. Intra-prenuers are self-motivated & proactive people
who are ready to make and adopt changes in proper manner. When intra-prenurial strategies
are used new ideas and thoughts are generated which are used in further process. In relation
with Sainsbury, they use entrepreneurial strategy in their business. (Lo, 2019).
After examining the above matter, it is stated that both entrepreneurial and intra-
prenurial strategies are crucial for every business to achieve goals as well as objectives
properly. It is responsibility of manager to make ensure that decision making is done in
proper manner. This is because once these are adopted it took time to re-change them and
requires more manpower.

C) Analyse organisation strategic situation; its entrepreneurial capability, position and
develop, set of objectives
Organisation strategic situation are essential which are to be identified effectively
because without knowing strategic position it is not possible to implement and adopt tactics
in management. In relevance with Sainsbury, they develop as well as implement their
strategy and after analysing the market situation in effective manner. Because to use strategy
in business, it is essential to focus on market trend and situation. Through this, it becomes
easy to make changes at workplace and in functions as well as in operations. The chosen
brand is developing their strategy so that they are able to acquire more customer and
resources (Linton, 2017).
They are competing in price strategy with Asda as because of which they will be able
to counter the strategic situation. For example-during the current situation of lockdown, they
reduce their prices so that their brand value increases in the eye of customer and in market by
introducing entry price point also known as EPP. Through this strategy, they are reducing the
prices of product and goods by implementing campaigns. Another strategic situation is that
firm has takeover the Argos to enhance their product range as well as market for business
expansion. Through this, they use diversification strategy and expand their activities at rapid
scale across the globe. Entrepreneurial capability refers to set of skills or practices that are
used to explore new opportunities. Such practices are used by every firm so that they use
their resources at wider scale. (Wong, 2019).
Sainsbury’s entrepreneurial capability
Market (Size, structure)- Sainsbury is the leading supermarket in UK and market is
approximately 17.2 per-cent. Entity follows hierarchical structure because in management
there are various levels of people with different department and head. Market of chosen entity
is rising they are also making effective measures in their structure.
Strategy- Selected brand follows internationalisation strategy for their business and
are moving to innovation of new products as well as services. They use entrepreneurial
capability with proper decision making so that suitable measures are taken by corporation.
Institutions- This includes norms and regulations which are adopted as well as
followed by organisation in their management. Thus, in this capability selected firm carry out
their business operation under government rules as well as regulations. Norms & guidelines
of entity specify that everything is done in ethical manner. Also, by EP they identify new
opportunities in NG0’s and merge with them to develop corporate social responsibility.

Position- Position of Sainsbury is different from its competitors such as it includes
fundamental level of company what it need to achieve and what not to achieve. With help of
position it becomes easy to compare one firm with another or rivals. Position of chosen entity
is decreasing with 2,4 per cent and to cover up this they are reducing their price over the
product.
Objectives- It is crucial to obtain objectives so that entity is able to carry out their
functions properly. A company without any objective is unable to acquire customers in
market or survive for longer period of time.
To provide customer with quality of products and deliver them total satisfaction.
To make everyone life easier by providing them health products and goods at
affordable prices.
To deliver innovation and invention so that market value is increased.
From the above given organisation situation, it is seen that Sainsbury need to obtain
their objective so that so that they are able to use their entrepreneurial capability properly.
This also leads to generating of new and sing them in future perspectives. Thus, strategic
situation make firm and management more aware about their market condition as well as
progress level is determined appropriately (Honig, 2020).
After analysis of above paragraph, it is seen that entrepreneurial capability is
essential; for organisation so that they develop as well as improve their performance and
progress level of business. It is wider concept which is to be understood properly because
through this decision making is being done in entity. Further, in market it is crucial to analyse
opportunity so that goals and objectives are achieve in effective manner (Stokvik, 2016).
d) Develop an implementation strategy which will be consistent with identified objectives
In corporation, it crucial to implement strategy for business so that practices are being
converted into real course of action. Further, it is also needed to implement them with
identified objectives accordingly so that all resources are used at optimum manner. In relation
with Sainsbury they adopt. STP approach as strategy in their business and manager of entity
uses leadership style accordingly.
STP
It is elaborated as segmentation, targeting and positioning. It is an approach which is
used by corporation to engage with customers at wider level. In this main focus is on
audience which play vital role in enhancing and attracting customer towards the organisation.
All these three elements deliver equal contribution to the business and assist them in making

decision. It is time consuming process and requires a deep understanding of market as well
as trends so that correct measure are adopted in chosen strategy. The needs of each segment
are the same, so marketing messages should be designed for every segment to emphasise
relevant benefits and traits required rather than one size fits all for all customer types
Segmentation- It is known as dividing of market and selecting the most suitable one.
This approach is more efficient and affective, as it delivers the right mix to the right group of
people. In segmentation, market is divided on the basis of various variables such as
demographics, psychographics, lifestyle etc. These variables are important as according to
them, firm take decisions of their product and marketing mix. In context to Sainsbury, they
study market and consider these variables when implementing this strategy. Having
knowledge about market and trends is necessary because they have a deep impact on
organisation strategies as well as tactics. Through segmentation, you can identify niches with
specific needs, mature markets to find new users, deliver more focused and effective
marketing messages (Falola, 2018).
Targeting- This is defined as focusing on a particular market which have been
segmented. It is also essential to target a market so that all manpower & resources are used in
effective manner. Targeting the right market is important which can give maximum rate of
return and interest. Marketers need to be careful while selecting market so that conflicts and
errors do not arise in near future. It requires proper research and analysis at wider level. In
relevance with Sainsbury, they target psychographic market mostly family unit. This is
because they sell products and goods which are consumable by families such as groceries,
apparels etc. Thus, they can achieve their identified objectives with this variable (Carter,
2017).
Positioning- It is defined as value of product, service or brand that enterprise have in
the market. It also affects corporates decision at broader scale because customers are ready to
pay to the product/ service on the basis of position that it have in market. Mostly, positioning
reflects the image of enterprise & has a direct impact on end users. Furthermore, chosen firm
have positioned there products as well as services in such a way that it has good impact on
both enterprise and end users. To do this, they use appropriate promotion and advertising
because these are the source through which they are able to position themselves properly.
Manager of entity make ensures that right methods are used for promotion so that everything
is done in smooth manner. When implementing such strategies, proper measures have to be

adopted because a wrong decision might affect the whole business function as well as
operations.
Positioning is also done on basis of two types which is brand and market positioning.
Both are used and adopted by Sainsbury for marketing their product in appropriate way.
These two marketing are used while considering other two elements which are targeting and
segmentation. It is also seen that customers have different view as well as perception on
positioned product rather than non-positioned one. Thus, decision making is to be done
properly so that goals are obtained within interval of time.
After analysing the above matter, it is stated that it is duty of superior authority to
examine the most suitable strategy & tactics for firm growth & overall development. Market
is wider as well as broader and where level of competition is high. So to deal with
competitors, implementing strategies has become necessity for every organisation. Further, in
this STP approach has been discussed in brief which specifies implementation of tactics is not
an easy and which requires high level of expertise and knowledge which is used in the
method in most effective way. Also, in this method efficient manpower is needed which
produces positive results and outcomes. Moreover, it is most commonly used strategy and
delivers optimistic output (Eng, 2017).
f) Confidently present own judgement of received opinion and evaluation of alternative
approaches to problem solving in a professional standard report.
In my own judgement, the presented approach which is STP is helpful in
implementing the strategy in effective way. So, there are few recommendations which are
discussed below to solve the problem-
 It is recommended that entrepreneurial capabilities are to be managed with proper
consideration so that they are misuse or exploited by any other third party. In
relevance with Sainsbury, they should be more confidential towards their strategies.
 Further it also recommended that they should be aware about market trends and
emerging changes so that strategies are implemented accordingly (Mamabolo, 2017).
 Then, another recommendation is that they should focus on at least two strategies
because if one fails then alternative option will be adopted.
 Also, it is recommended that they need to target more markets so that customer base
as well as market size and structure expands at wider scale.
 Furthermore, they should consult with consultant firms such as Bain and Company for
effective decisions. This will help them in managing their resources and saving
money/ time.
 The alternative strategy which they can use is diversification strategy in which they
can introduce new product in new market for attracting more customers as well as
increasing profit share.

 Feedbacks are to be taken from old as well as new customers so that what changes are
deeply required are known.
 New innovations and inventions are to be done so that recognition value increases in
market as well as in eye of customers (Kourtit, 2019).
The above mentioned recommendations will help chosen organisation to expand their
business functions, operations & activities effectively. Proper consideration is to be given to
these suggestions so that decision making is done in proper way. Also, manager should
review them before applying them so that problems do not occur (Buccieri, 2020

CONCLUSION
After a brief analysis of above report, it is concluded that strategies and tactics are
important part of business and need to be adopted every entity so that they gain competitive
advantage in appropriate manner. They are to be used in such way that all goals and
objectives are achieved without facing any problem or issue. Further, intra-prenurial and
entrepreneurial are discussed with their associated strategies which are used by firm. Both are
different concept and are used by marketers so that they implement appropriate strategies.
Then, approach which is adopted by organisation has been explained which is STP approach.
Through this method it becomes clear that chosen brand uses this to place them in market in
proper way. Furthermore, it is also seen that all tactics are adopted after carefully analyse
market situations so that money and time is saved for core activities. Thus entrepreneurial
strategies are selected so that optimistic results are obtained. EP is the main concept and
which is needed to be applied properly.

REFERENCES
Books & Journal:
Risselada, 2017. 11. Firm location choice in the New Economy: exploring the role of
entrepreneurial work-lifestyles of neighbourhood entrepreneurs in the business
location decision.Exploring the Entrepreneurial Society: Institutions, Behaviors and
Outcomes, p.142.
Lo, 2019. Entrepreneur subsidiary of business groups from emerging markets: a multi-level
perspective.International Entrepreneurship and Management Journal,15(2), pp.471-
483.
Linton, 2017. Configurations of entrepreneurial orientation and competitive strategy for high
performance.Journal of Business Research,70, pp.168-176.
Wong, 2019, July. Entrepreneurial Strategies in a Family Business: Growth and Capital
Theory in Historical Perspective. InAcademy of Management Proceedings (Vol. 2019,
No. 1, p. 12826). Briarcliff Manor, NY 10510: Academy of Management.
Honig, 2020. Business planning by intrapreneurs and entrepreneurs under environmental
uncertainty and institutional pressure.Technovation, p.102124.
Stokvik, 2016. Strategic entrepreneurship and intrapreneurial intensity.
Falola, 2018. Employees’ intrapreneurial engagement initiatives and its influence on
organisational survival.Business: Theory and Practice,19, pp.9-16.
Carter, 2017. Entrepreneurial and intrapreneurial skills of managers as determinant of
organizational performance of small and medium enterprises in Davao region,
Philippines.Philippines (March 6, 2017).
Eng, 2017, March. Propelling Innovation: the Role of Intrapreneurial Culture and
Performance Measurement. In ISPIM Innovation Symposium(pp. 1-11). The
International Society for Professional Innovation Management (ISPIM).

Mamabolo, 2017. Entrepreneurship management skills requirements in an emerging
economy: A South African outlook. The Southern African Journal of
Entrepreneurship and Small Business Management,9(1), pp.1-10.
Kourtit, 2019. Spatial clusters and regional development. In Handbook of Regional Growth
and Development Theories. Edward Elgar Publishing.
Buccieri, 2020. International new venture performance: Role of international entrepreneurial
culture, ambidextrous innovation, and dynamic marketing capabilities. International
Business Review, 29(2), p.101639.
Oliva, 2019. The integration between knowledge management and dynamic capabilities in
agile organizations.Management Decision.
Kim, M. and Park, M.J., 2019. Entrepreneurial education program motivations in shaping
engineering students’ entrepreneurial intention.Journal of Entrepreneurship in
Emerging Economies.
Adeola, 2019. 5 Segmentation, Targeting, and Positioning in Healthcare. InHealth Service
Marketing Management in Africa(pp. 45-55). Productivity Press.