Strategic Management of Godiva UK : Report

Added on - 03 Jun 2020

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STRATEGIC MANAGEMENT
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................3INTRODUCTION.......................................................................................................................31. Godiva UK’s current strategic positioning in the UK FMCG confectionery market.............3Internal analysis - VRIO model.................................................................................................6Identification of Competitive Strategies Bowman’s Clock.......................................................7Strategic directions (Markets, Products, Services) & methods of expansion...........................10Methods to expand the business by the Govida.......................................................................11CONCLUSION.............................................................................................................................12REFERENCES..............................................................................................................................13
EXECUTIVE SUMMARYStrategic Management is the formulation and implementation of the important goals andobjective consider by top management in behalf of higher authority of organisations. Thegovernment intervention will affect the decisions of management. Political factors will includedthe changes in government policies, trading policies, bilateral relations.The VRIO is an analysisused internally by an organisation like Godiva, to evaluate and identify the various resourceswithin an company. The VRIO described as four categories or elements which are considered byan organisation which are mentioned belowINTRODUCTIONStrategic Management is the formulation and implementation of the important goals andobjective consider by top management in behalf of higher authority of organisations. The reportis based on the Godiva UK deals in chocolates manufacturing and it related products. Godivasells the truffles, coffee and sweets including all the products of food and beverages. Theindustry ion which Godiva forms under the confectionery productions. Their are total 600 outletof the organisation across the glob. The various key challenges have been faced related thestrategic management such as positioning of organisation in UK with consideration of internaland external analysis. It is important to identified the current and future competitive strategies.1. Godiva UK’s current strategic positioning in the UK FMCG confectionery market.The most important aspect to find the strategic positioning of Godiva in UK need toanalyse the internal macro factors and external micro factors with different models and concepts.From the internal and external it will easy for organisation for taking decisions related topositioningExternal analysis:From the external analysis of macro factors with the help of different factors such asPolitical, Economical, Social, Technological, Environment and legal (Swayne, Duncan andGinter 2012.). If the Godiva will considered these all factors inn their strategic decisions. All thefactors are in brief description as follows:Political:These factors are most important to considered in strategic positioning ofGodiva. The government intervention will affect the decisions of management. Politicalfactors will included the changes in government policies, trading policies, bilateral
relations. As the Godiva strategic decisions for positioning will affect these all factors inwhich government interventions on the business organisations with high taxation rate willincrease the burden on revenue. If the bilateral relation of government with other nationwill affect to the organisation decisions. Due to trading policies Godiva have toconsidered the better quality of goods and service to customer. poltical factors are themost important to considered for Godiva strategic positioning in UK.Economical:These factors will affect on strategic decisions of the Godiva UKpositioning. Economy of the United Kingdom and due to the inflation, interest rate,seasonality issues, industry growth and export and important ratio are considered. Thegodivs is already ion the FMCG where the high competition in the market andorganisation have already less funds to expands the business. On other hand due to theslow growth of industry affect to the business and management are not able to take thedecisions. It is important to considered the economy factors to take strategic positioning.Social:These are the factors that will affect the strategic positioning of Godiva in whichtaste and preferences of society, demographic condition, lifestyle, adverting and publicrelations etc. Godiva chocolates are favourite in UK due to better quality of productspositioning can be on the basis of demographic in which the age, gender and race of thepeople are important before taking any decision. As the organisation need to focus onbetter advertising strategies to attract more customer. If the Godiva will includes thepublic relations for positioning strategies. Also the lifestyle of the customer will helporganisation management to from better decision.Technological:These are the factors are important to considered in strategicmanagement. Technological factors includes the new technology introduce in market,research and innovations, competitor technology development. As the Godivamanagement have to change the technology for better productions if the operation have toimprove for more growth it is important for Godiva to focus on the research andinnovation in organisations.Environment:These are the factors have to considered for strategic decisions to utilisethe natural resource and subsidisers of environment. Godiva need excess raw material forthe quality chocolate manufacturing and the products can be affected due to the climate
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