Strategic Management of High Flyers Limited and SCH: Challenges and Opportunities

Running head: STRATEGIC MANAGEMENT
Strategic Management
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Scenario 1........................................................................................................................................4
1.0 Introduction................................................................................................................................4
2.0 Issues Facing Industry...............................................................................................................4
2.1 PEST Analysis.......................................................................................................................4
2.2 SWOT Analysis.....................................................................................................................5
3.0 Key Issues Identified.................................................................................................................6
4.0 Competitive Pressure (Porter Five Force).................................................................................7
5.0 HFL External Environment Influence.......................................................................................8
5.1 Influence of PEST Factors on HFL.......................................................................................8
5.2 Influence of SWOT Factors on HFL.....................................................................................8
6.0 HFL Critical Perspective...........................................................................................................8
7.0 Conclusion.................................................................................................................................9
Scenario 2......................................................................................................................................10
1.0 Introduction..............................................................................................................................10
2.0 Discussion of Strategic Position and Key Challenges.............................................................10
2.1 Strategic Position.................................................................................................................10
2.2 Strategic Key Challenges.....................................................................................................11
2.2.1 New Demands in Market..............................................................................................11
2.2.2 Lack of Facility for Routine Treatment........................................................................12

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2.2.3 New Franchise in South East Asia................................................................................12
3.0 Analysis of opportunities Ansoff Matrix.................................................................................12
4.0 Evaluation opportunities Johnson Whittington Scholes..........................................................14
5.0 Recommendations strategic direction......................................................................................15
5.1 Service Development...........................................................................................................15
5.2 Market Expansion................................................................................................................15
5.3 Training to Staffs.................................................................................................................15
6.0 Conclusion...............................................................................................................................16
Coursework 2.................................................................................................................................17
Introduction....................................................................................................................................17
a) Resistance to Change and Reasons for Resistance to Change...................................................17
a. 1. Meaning of Resistance to Change......................................................................................17
a. 2 Reasons for Resistance to Change......................................................................................17
Fear of Job Loss and Low Trust............................................................................................17
Changes in the Status Quo.....................................................................................................18
Exhaustion.............................................................................................................................18
b) Change Management Process....................................................................................................18
c) Alternative Strategies for CIDesign..........................................................................................20
d) Lewin's Three-Stage Model for Successful Change Management............................................21
Unfreeze.....................................................................................................................................21

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Changing....................................................................................................................................21
Refreezing..................................................................................................................................21
Conclusion.....................................................................................................................................22
Reference List................................................................................................................................23

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Scenario 1
1.0 Introduction
Business environment incorporates several external and internal factors that can have
huge influence on the business functions of an organization (Wilden and Gudergan 2015). This
study will explore the issues facing industry and competitive pressure of High Flyers Limited
(HFL) described in the case study. The study will also demonstrate the impact of external
environmental factors on the business strategies of the organization.
2.0 Issues Facing Industry
2.1 PEST Analysis
PEST ANALYSIS OF HIGH FLYERS LIMITED (HFL)
Political Factor  Increasing numbers of sports initiatives supported by UK
Government is rising the sales volume of HFL in UK
 UK Government has decided to increase the level of VAT on the
sporting goods to 22% for raising the additional tax receipts
 Increasing VAT would definitely cause shrinking domestic sport
market in UK by 5%
Economic Factor  Declining economic condition of UK has reduced the overall profit
margin of the HFL
 The difference in the exchange rate of UK currency with USA and
Canada also hampers the overall profit volume of HFL

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Social Factor  High inclination of the people towards being involved in different
types of sports has increased the potentiality of sales volume of HFL
 The willingness of the customers to purchase high quality and
personalized sports costumes also increases the sales volume of the
organization
Technological
Factor
 HFL has invested a lot in technology for automating some of the
initial cutting and labor intensive process
 The organization has also introduced some new initiatives like
custom design websites, where the sports club can draw the design
of bespoke items prior to submit it to the deign office
Table 1: Pest Analysis of High Flyers Limited (HFL)
(Source: Created by Author)
2.2 SWOT Analysis
SWOT ANALYSIS OF HIGH FLYERS LIMITED (HFL)
Strengths  High qualities of handmade gymnastics wear and associated products of
HFL attract the customers
 The scope of special order for personalized costume has increased the sales
volume the organization
 The costs of imported products have been increased with increased export
demand from USA and Canada
 Technological advancement has automated some process of the
organization