Strategic Management for JD Sports PLC in Chinese Market

Strategic management

EXECUTIVE SUMMARY
This report is associated with strategic management that is helpful for the business in
order to attain prominence while entering into new market size. In the background of JD Sports
PLC the company is trying to expand in Chinese market and for this purpose external and
internal analysis is performed through this report. In order to attain prominent opportunities this
is imperative for the organisation that they analyse external and internal market conditions and
minimise possibilities of threat. Along with this by taking assistance of market segmentation,
product can easily be targetted to customer in most effective manner.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION .........................................................................................................................4
MAIN BODY...................................................................................................................................4
EXTERNAL ANALYSIS ...............................................................................................................4
INTERNAL ANALYSIS ................................................................................................................9
IDENTIFICATION OF BUSINESS STRATEGY .......................................................................12
STRATEGIC DIRECTION ..........................................................................................................13
CONCLUSION AND RECOMMENDATION ............................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Strategic management is defined as the concept in which organisation plans their policies
in order to attain their goals and objectives in easy manner in order to sustain within competitive
business environment. Strategic management is helpful in order to impose prominent policies
within business functions so that to provide benefits to the business. With the help of strategic
management high power can be gained by business and by this organisation can dominate the
market in appropriate manner. Besides this strategic management plays a significant role in
meeting long term insights of the business through which sustainability can be attained as well
(Ansoff and et. al., 2018). This report is prepared in order to understand various concepts
associated with strategic management in the background of JD Sports PLC which is a UK based
retailer of sports and casual wear which was founded in the year of 1983 by Wardle and David
Makin. In current time the company is facing major challenges of downfall in their profit and
obtained with higher competitiveness within marketplace due to which company is losing their
identity from market. The major quality existed within clothing range of JD Sports PLC is that
they are high in fashion aspect and quality aspects. The BOD of JD Sports PLC in UK has
decided to expand their business in Chinese Asian Market in order to grow within international
markets. This report is covering internal and external analysis for the business by which new
opportunities can be attained by JD Sports PLC.
MAIN BODY
EXTERNAL ANALYSIS
External analysis is defined as examining extrinsic factors which are existed outside the
business and those are having high edge implication on business functions. With the application
of PESTLE framework external factors can be identified as along with examining their positive
and negative impact over the business. In the context of JD Sports PLC as the company is
planing to expand their business in Chinese market so this is significant that they analyse market
situation along with various factors so that to maintain strategic position within marketplace. For
JD Sports PLC PESTLE analysis of China is elaborated as under:
Political factor: China is the largest populated country in the world and 3rd largest country
by land area (Taródy, 2016). China is having strong political system due to which the country is
associated with boosted economy. Besides this the government of China has prominent