Strategic Management and Leadership

Running head: STRATEGIC MANAGEMENT AND LEADERSHIP
Strategic Management and Leadership
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Table of Contents
Introduction................................................................................................................................3
Organisational overview............................................................................................................3
Approaches to strategic management.........................................................................................3
Leadership approaches in strategic management...................................................................4
Strategic analysis........................................................................................................................5
SWOT analysis.......................................................................................................................5
PESTLE analysis....................................................................................................................6
Porter’s five forces.................................................................................................................7
Porter’s generic strategy.........................................................................................................8
Value chain analysis...............................................................................................................8
Formulation of strategies............................................................................................................9
Strategic management options.................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................11

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Introduction
The report is prepared to discuss about the strategic management and leadership
aspects considering the business organisation named Carrefour in United Arab Emirates. It is
a major retail supermarket chain that is specialised in the delivery of good quality food items
that are fresh and healthy for catering the needs and preferences of people and ensure higher
client satisfaction and improved brand image too. The company delivers fresh food items and
groceries that are preferred by the customers and can be beneficial for enhancing the brand
image and name, furthermore ensure successful business functioning all throughout. The
topic also highlights the importance of various approaches to strategic management and
leadership along with the differentiation of role of process and leadership in terms of strategic
management at Carrefour, UAE (Carrefouruae.com 2019). There is need to understand the
external operational environment, which can assist the company to make strategic decisions
and at the same time, implement effective strategic approaches to various practical situations
through tactical responses to strategic management decisions too.
The concept of strategic planning is related to the management of consistent planning
along with the monitoring and analysis of various aspects needed to make the business
function and at the same time, accomplish the business goals and objectives with ease and
effectiveness. It can help in achieving long term success as well as allow for benefiting the
stakeholders in business, furthermore allow the top management to undertake initiatives and
manage formulation and implementation of strategies effectively too (Rothaermel 2015). The
management of organisational resources for achieving the goals and objectives, furthermore,
combine the various strategic components required to ensure smooth business functioning
and turn the strengths into creation of new scopes and opportunities. The concept of

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leadership is related to the way the organisational functions and processes are managed and
also focus on attaining long term goals and objectives by Carrefour UAE.
Organisational overview
Carrefour UAE is a multinational organisation within the global food retailing market
and has macerated a sustainable position of itself within the marketplace of UAE. The
company assessed both the internal and external market conditions properly to deliver the
best quality food items and other services to meet the needs of clients, furthermore ensure
higher level of customer satisfaction and achieve the desired sets of goals and objectives with
convenience. The company has been operating in United Arab Emirates and at Jordan and
has marketed the food products well in the different market segments to make sure that the
business sustains competitive advantage and created a positive brand image by reaching local
as well as global market segments much easily. The company consists of over 378,923
employees and the revenue has been over AED 80.975 billion. Due to its extended reach and
effective strategic management approaches and leadership techniques, Carrefour UAE has
maintained a sustainable position within the competitive business environment.
The mission of the company is to do the job well while the vision includes becoming
the benchmark in modern food retailing in different markets by offering the goods and
services at the best price in every stores all across the country.
Approaches to strategic management
The different approaches to strategic management are to be followed by everey
businesses and the same happens for Carrefour in UAE to achieve the desired outcomes in
the future. The strategic goals are set and diversification into the new markets have helped in
managing financial aspects properly, which not only improves the flow of cash, but also has
set the company apart from the competitors. With the setting of long term strategic goals and

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objectives, there is necessity of making tactical responses to strategic management decisions,
furthermore, ensure strategic decision making and maintain consistency in terms of debt
services and costs of overhead at certain level (Goetsch and Davis 2014). If the strategic goal
or objective helps in gaining good percentage of rate of return on investments, then the
company is going well and this has been the case for Carrefour. The retail company has made
sure to deliver food products and services at reasonable prices, without making any
compromise on the quality, which has helped in managing the brand properly and thus gained
greater brand exposure to raise awareness among the clients regarding their purchasing
behaviours (Hill, Jones and Schilling 2014). The approaches to marketing also include
various marketing strategies that are aimed at sending the right messages and information
about the products to its customers, furthermore, attract the target markets through online
selling to increase the profit margin consistently (Carrefouruae.com 2019.
Leadership approaches in strategic management
The strategic leadership style to management has facilitated the management of
human resources and made sure to keep the staffs motivated and encouraged for performing
to their potential. The strategic leadership approach facilitates influencing the business
decisions and at the same time, improves the organisation’s ability to gain long term success
and even manage god financial stability. The strategic leadership at the organisation could
also be beneficial for managing flexibility and focus on changing the plans and forecast
changes too, furthermore, empower the employees to make individual decisions (Griffin
2013). A good leadership team formation is also critical to the success of businesses and thus
there are various factors that contribute to the management of strategic implementation such
as the extensive networks, collaborative relationships, focused actions, processing of
information and data along with strategic goals too. As stated by Hill, Jones and Schilling
(2014), leadership plays a major role in the strategic management, because the

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implementation of right strategies requires efforts put by the team members, who are
managed by the organisational leader. The employees of Carrefour have individual roles and
responsibilities, that are needed to be cope up with and thus proper management of leadership
can be beneficial to delegate the roles and responsibilities properly too (Hill, Jones and
Schilling 2014).
On the other hand, Donate and de Pablo (2015) argued that to manage implementation
of strategies, policies and programs, the engagement of departments of the organisation is
necessary and the leadership plays a major role in the identification of these departments and
form an implementation group. The management department holds the responsibility of
managing a proper structure to determine the most suitable leaders, who could manage team
work, communication and accountability system too for ensuring accomplishment of business
goals and objectives within the allocated time frame (Donate and de Pablo 2015). While
implementing change procedures or new strategies, a sense of interest and urgency must be
created, which is the duty of the manager or leader of the organisation to explain the staffs
about the significance of implementation. The leadership skills are necessary for making the
employees understand about the significance of implementation, furthermore know about
how the company itself can be benefited. Johnston and Marshall (2013) argued that the
leadership aspects are important as well for monitoring the performances of organisational
members and place the monitoring system in the right place to ensure proper analyse and
interpretation of data and information required to make the changes implemented successful
and noteworthy (Johnston and Marshall 2013).
Another major leadership approach to management is to check the strategic
implementation phase consistently. To facilitate the human resources management, the
leadership has played a major role, which not only helped in integrating the customer