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Strategic Management Portfolio TABLE OF CONTENTS

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Added on  2019-12-28

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This report is on the "concept of strategic management". The present report will help to understand the concept of a strategic management portfolio. In this context, two companies namely; John Lewis and H&M are considered. The term strategic management portfolio is a decision-making and analysis process regarding with making of planned choices and investments for a business. This report also includes the concept about strategies which are used by them in market positioning to attract target customers of the UK and international market. We will discuss here the strategic issues of H&M.

Strategic Management Portfolio TABLE OF CONTENTS

   Added on 2019-12-28

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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11. Organization introduction ..................................................................................................12. Strategies in market positioning ........................................................................................23. Success criteria ..................................................................................................................24. Strategic issues ..................................................................................................................35. Strategies used to attract target customers .........................................................................56. Target customers ..............................................................................................................57. Recognize as a brand .........................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
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INTRODUCTIONThe term strategic management portfolio is a decision making and analysis processregarding with making of planned choices and investments for a business. The aim of thisprocess is to determine the strategies and investment priorities for the business or productportfolio of an organization (Hill and Schilling, 2014). The present report will help to understandthe concept of strategic management portfolio. In this context, two companies namely; JohnLewis and H&M are considered. Further, this report will help to understand strategic choices andits impact on both companies. This report also includes the concept about strategies which areused by them in market positioning to attract target customers of UK and international market.1. Organization introduction Both John Lewis and H&M organizations come under retail industry. Vision, missionand objectives of both companies are described below:John Lewis- It is a department store which is a chain of supermarket operating in the GreatBritain. Vision- To lead the market by enhancing the firm's position.Mission- Fulfils the need of target customers for the happiness of customers Objective- To provide better services, quality products and values to the customers andfor this purpose firm has made a unique promise “Never knowingly undersold” to targetcustomers (The John Lewis effect, 2015). H&M- It is a multinational Swedish retail clothing company which is famous for fast fashionclothing for person of every age.Vision- Business operations should run in a sustainable way so that they can fulfil needof both present and future generation individuals.Mission- To increase the number of stores per year by 10-15% and in the same time incomparable units as well.Objective- To provide both quality and fashion at the best price to target customers.2. Strategies in market positioning For the market positioning in domestic UK market and international market, bothcompanies uses different market positioning strategies which are described below:1
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John LewisTo run the business practices efficiently, John Lewis used partnership approach in theirstrategies. In this approach, cited firm's employees are known as partners not the shareholdersand these partners also own the business of John Lewis. To meet the objectives, company has usethe price matching policy in their market positioning strategy without setting the low prices. Forpositioning the brand name at the forefront of target customer's mind and to build loyalty, citedfirm has also uses the emotional branding (Klingebiel and Rammer, 2014.). The purpose of thisstrategy is to create touching connection with the target customers because this is about puttingthe customers and their needs first in the priority. The firm’s strategy also includes targeting thehigh class customers and earners by offering them best quality of products.H&MCited firm has used the product characteristics and pricing as a market positioningstrategy. Firm has promised to its target customers to provide new designer clothes in marketwith the best price. Basic concept of their business is the fashion and quality of clothes at thebest price. With the help of this concept, cited firm is able to attract customers at both domesticand international market. To maintain their promise, H&M has special team of designers. Theycollect fashion designs from different fashion shows and patterns from different country'sculture. The firm always tries to create a good balance among fashion, cloth quality and bestprice (Hitt, Ireland and Hoskisson, 2012). To fulfil the need of customers, H&M creates productsfor men, women, kids and teenagers according to their taste and styles.3. Success criteria With the help of market positioning strategies, both companies are able to increase theirsize of customers. They are also able to attract more customers towards their products. Success criteria of John LewisBy implementing the strategy, cited firm is maintaining their promise that customers willnot find quality products with better price elsewhere. To attract the customers, company isproviding full high quality products to their customers. With the help of partnership strategy, theannual bonus which is based on the enterprise’s performance is calculated in the form ofpercentage by using employee’s wages. John Lewis always tries to satisfy their employees andthis strategy lead the cited firm as an outstanding retailer. It is also awarded as a “First clothingretailer, 2015”. To build the positive feeling in target customers, this company offers their2
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