Strategic Positioning of JD Sports: A Case Study

Project

INTRODUCTION....................................................................................................................................3
SECTION 1..............................................................................................................................................4
Strategic positioning of the organisation by assessing their mission statement and long term goals..4
Macro position of JD sports.................................................................................................................4
SECTION 2..............................................................................................................................................5
Internal capabilities of organisation by using McKinsey’s framework...............................................5
TWOS matrix.......................................................................................................................................5
SECTION 3..............................................................................................................................................7
Porter’s five force model......................................................................................................................7
Ansoff’s matrix....................................................................................................................................8
SECTION 4..............................................................................................................................................8
Strategic management plan..................................................................................................................8
CONCLUSION........................................................................................................................................9
REFERENCES.........................................................................................................................................9

INTRODUCTION
Business strategy is set of direction as well as course of action which provide assistance to
entrepreneurs in accomplishing their business objectives. In simple term it can be said that, business
strategy is the master plan which management of business firm implements for securing competitive
position within market area. Moreover, it is long term sketch of desired image, destination as well as
direction of company. This report is based on JD sports which is sports fashion retail organisation
based in Bury, Lancashire, United Kingdom. It was founded in 1981 and products offering by them
are clothing sportswear accessories.
Respective report will going to conduct discussion of strategic position of business firm by
assessing their mission as well as long term goals. Moreover, macro position of company will
determine through PEST analysis. Furthermore, internal capabilities analyse by implementation of
McKinsey’s framework as well as for strategic capabilities TOWS will implement. Apart from this,
Ansoff matrix will implement for analysing competitive position of JD sports along with strategic
management plan.
SECTION 1
Strategic positioning of the organisation by assessing their mission statement and long term goals
Strategic positioning is related to the way in that business as a whole distinguishes itself in a
valuable manner from its competitors as well as delivers value to particular customer segments.
Moreover, effective positioning strategy involves strength as well as weakness of business firm, the
requirement of customers and market as well as position of competitors. In simple term it can be said
that positioning strategy allows an business firm to spotlight their particular areas where they can
outshine as well as beta competition. JD sports which is sports fashion retail organisation based in
Bury, Lancashire, United Kingdom. It was founded in 1981 and products offering by them are
clothing sportswear accessories.
JD sports mission statements is “To be best as well as popular fashion retailers of United
Kingdom. By providing wide range of products to customers, secure shopping experience as well as
huge range of women’s, men’s and kind’s trainer and footwear which are exclusive to JD sports only.”
Apart from this, long term goals of business is to take better place within market by serving variety as
well as good quality product to their existing customer. With this, they can attract large number of
people with such type of strategies.

Macro position of JD sports
Micro environment is external as well as uncontrollable factor which influence decision
making of organisation affect its performance and strategies within direct and indirect manner. There
are several micro environment factors such as legal, political, social, technological and natural forces.
Thus, for analysing micro position of JD Sports Company is going to implement PEST analysis.
Explanation of these are as follows :-
 Political factors – It is related to the alignment as well as trade barriers which are set by
government. Political factors involves taxation and any modification in political governance
may impact JD sports within several manner. As most of the JD sports products are imported
from other countries. Thus, respective company may lose their customer’s who not able to pay
high price and can also shift towards substitute products offering by their competitors.
Trading policies: While dealing in differ markets it has been analysing that nations have
differed trading policies that affect business in adverse manner. In that regards it is very much
potential to conduct proper research in order to gain desirable outcomes.
War and conflict: It is very crucial for an organisation to understand the political conditions
of specified nation where they aimed to operate. IN context of JD sports while operating in
differ nation they need to understand the various kinds of reasons of conflicts and political
stability of market in order to gain desirable outcomes.
Funding, grants and initiative: While operating in different nations it is very important to
raise funds from the various sources to operate business activities in effective manner. in
context of JD sports they need to analyse the political and financial condition of nation before
operating in specified nation in order to remain competitive in marketplace.
 Economical factors – It include several factors such as interest rates, inflation, taxation and
many more which have major affect on working of JD sports in direct as well as indirect
manner. If higher interest rate will apply investment of JD sports will deter as well cosy more
to borrow. If currency of United Kingdom maintained strong then import of products will
easier since price will get reduce in term of foreign currency. Along with this, inflation within
economy may provoke high demand for wages by the staff member which will result in
enhancing cost of business firm.
 Social factors – Modification within social trend result in high impact on demand of JD sports
products as well as services like substitute products and potential companies with
differentiating strategy. Along with this, promoting different fashion wear by competitor
organisation might result in declining trend of sportswear within everyday life which focusing
by JD sports company.