Strategic Management Report on JD Sports

Strategic Management

EXECUTIVE SUMMARY
The report of strategic management is devised on JD Sports which is leading retail having
head offices in Bury, United Kingdom. The higher authority of the retailer are making plans for
expansion in Asian country where they have no official presence. For this, selected Asian
country is Bahrain in which products of the company are lacks awareness and existence. The
report covers diverse strategic management frameworks which guides to the managers for
analysing macro, micro and internal business environment. For this, PEST analysis, Porter’s five
forces and Value chain analysis are conducted. For strategic direction, models such as Porter’s
generic and Ansoff Models are applied in the report. The company is recommended various
strategies including cost leadership as well as market development strategy in order to expand in
Asian country which is Bahrain successfully.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................2
About the company......................................................................................................................2
External environmental analysis to identify opportunities and threats........................................2
Internal environmental analysis to determine strengths and weaknesses....................................5
Identification of competitive strategies.......................................................................................8
Strategic directions......................................................................................................................9
CONCLUSION AND RECOMMENDATION............................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic management is continuous planning, organising, directing, monitoring analysing
addition to evaluating all necessities that an establishment requires for the purpose of reaching
successful heights or achieving long term objectives (Aurachman and Mutia Putri, 2020). Within
an enterprise, strategic planning forces on assessment of goals, discharges board responsibility,
provides methodologies to make decisions, enables organisational perspectives and supports
understanding. For the project, JD Sports is considered company. It is an UK based entity that is
popular as retailer of fashionable casual together with branded sportswear. In last couple of
years, the retailer have gained huge fame and recognition in the market, so, its Board of
Members are planning for expansion in Asian Market. For this, the management have decided to
make official presence in Bahrain by opening stores.
The report highlights information about the organisation and industrial background together
with key challenges that are faced by the enterprise. It also covers external environmental
analysis and internal environmental analysis through suitable frameworks. It identifies
competitive strategies addition to strategic directions for expansion in the Asian market.
MAIN BODY
Organisational background
JD Sports is popular retailer in UK which was established in the year 1983 through David
Makin as well as John Wardle. It is specialised for selling fashionable branded, casual addition to
sportswear. The company operates in retail industry since the establishment. The objectives of
retailer entity is to deliver long term sustainable earning growths for increasing total shareholder
returns by share price performances as well as dividends, retaining its financial potentials for
investing in growth and sustainability of propositions. It started as individual shop in Bury and
then further expanded in most of EU that includes Ireland, France, Spain, Germany and many
more (JD Sports, 2020). It is already regarded as most creative and innovative visual
merchandiser of wearable with high quality, most exclusive and best stylish range. To increase
market share and customer base, Board of Directors of the retail business are making decision to
expand into Asian Market by opening physical stores in country of Bahrain. The strengths of JD
Sports are that the company have reliable suppliers that guides managers to overcome all kinds
of bottlenecks. It also have automation of practices that brings consistency in quality of
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