Strategic Management - External and Internal Environment of New Moon Loon Supermarket

Running head: STRATEGIC MANAGEMENT
Strategic Management
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STRATEGIC MANAGEMENT
Executive Summary
The report has thrown light in analyzing the external and internal environment of New Moon
Loon Supermarket which is situated in London, United Kingdom. As per the officials of Amazon
company, the company’s external and internal analysis are needed to be analyzed which helped
them in improving their progress in a suitable manner. After the analysis of the external and
internal environment, it has been noticed that there are few opportunities which can be helping
the company in maintaining their position and compete with Tesco or Sainsbury. Moreover, the
company mainly segmented the working individuals and health conscious customers as in the
present scenario; they prefer to consume foods which are healthy. Lastly, from the marketing
mix, it has been noticed that the company have certain opportunities and strengths which will be
used by them in an appropriate manner.

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STRATEGIC MANAGEMENT
Table of Contents
Introduction and Overview of Company.........................................................................................2
PESTEL Analysis of the Company in UK Market..........................................................................2
Porter’s Five Forces Analysis of the Company...............................................................................4
SWOT Analysis and Stakeholder Analysis of Company................................................................6
SWOT Analysis...........................................................................................................................6
Stakeholder Analysis of New Moon Loon Supermarket.............................................................8
Development of SMART Objectives for Company........................................................................9
Analysis and Justification of Market Segmentation, Positioning and Targeting Selection...........10
Marketing Mix of Company..........................................................................................................11
Significance of Marketing Mix......................................................................................................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................14

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STRATEGIC MANAGEMENT
Introduction and Overview of Company
The report throws light in analyzing the marketing plan of the small or the medium sized
retailer named New Loon Moon Supermarket based in London, The United Kingdom. It is one
of the local supermarkets which has not been capable of spreading their effectiveness and
presence in the different other countries. The New Loon Moon Supermarket is one of the organic
and fresh vegetables company which is centrally located for the fantastic and experiences. The
main aspect which is being added by the company is quality ad flavor of the products which are
sold by them to the different customers (Newmoonloon 2020). It is less famous than the major
supermarkets of UK such as Sainsbury or Tesco as they have their online presence in different
parts of the world and they are able to improve their effectiveness through the help of the
competitive approaches available to them.
PESTEL Analysis of the Company in UK Market
Political Factors- In the political aspect, it is seen that the company is operating in
London, United Kingdom, there is certain level of uncertainty instability in the political
environment which will be impacting performance of the company. In addition, there is import
duty on the different goods which will be impacting New Moon Loon Supermarket as it imports
few of products from China and Japan (Wu and Li 2018). In addition, there is high level of tax
included on products which needs to be reduced for making the future effective and efficient in
nature.
Economic Factors- The cost related to labor is the important factor which can be
impacting New Moon Loon supermarket negatively. For instance- the annual wage bill is GBP