Strategic Analysis of LCBO

Running head: STRATEGIC ANALYSIS OF LCBO
Strategic Analysis of LCBO
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STRATEGIC ANALYSIS OF LCBO
Response to question 1.
The Chief Executive Officer (CEO) of Liquor Control Board of Ontario (LCBO)
George Soleas faced a tough competition in the year 2015 when the provincial government
awarded licenses to 45 grocery stores to sell alcohol which reduced the market share of
LCBO (Chandrasekhar, 2018). Soleas opined that customer loyalty needs to be increased to
cope with the increased competition (Chandrasekhar, 2018). He had put forward certain
questions which needed to be answered to sustain in the market. His focus was on the method
that needed to be adopted to compete with the retail stores, technological changes, methods of
improving customer experiences.
Soleas had presented certain examples of organisations that were successful in
adopting to organisational changes due to correct strategies. He wanted to bring similar kind
of changes in LCBO as well. Lack of knowledge of road map to change was the major issue
in this process for which he focused on making the employees understand the ways to
change.
The causes of these issues were the emerging grocery stores that got the licence of
selling alcohol which gave the LCBO a tough competition and lack of awareness of the
employees about the way to adopt to the changes within the organisation.
Response to question 2.
In January 2016, the LCBO planned an initiative named as “Customers first” which
was needed for a change caused by the Asset Review Council. In the 1st phase, it was targeted
towards the front line employees. In phase 2, the initiative was targeted towards the
workforce of the company (Chandrasekhar, 2018). A training was imparted at the head office
by eight trainers working in retail operations to train the recipients to serve the customers
better and make them customer centric. Various segments were included in the training such