Strategic Management Report Patagonia

Added on - 21 Apr 2020

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Running head:STRATEGIC MANAGEMENTStrategic ManagementStudent’s name:Name of the University:Author’s note:
1STRATEGIC MANAGEMENTTable of ContentsIntroduction......................................................................................................................................31. Critical analysis of external environment and industry competition within the outdoor lifestyleclothing industry..............................................................................................................................31.1 External Environment analysis..............................................................................................31.2 Industry competition analysis................................................................................................52. Critically discuss Patagonia’s resources and competencies that can be utilized in competitiveadvantage.........................................................................................................................................72.1 Organisational Resources......................................................................................................72.2 Organisation Competency Analysis......................................................................................82.3 Competitive advantage of Patagonia.....................................................................................93. Critically evaluate the Patagonia’s current mission statement to support its and growth andexpansion strategy. Reframe the mission statement for a new strategic change...........................113.1 Mission Statement of Patagonia..........................................................................................114. Construct a SWOT analysis of Patagonia and recommend changes to its current businesslevel strategy..............................................................................................................................124.1 SWOT analysis....................................................................................................................124.2 Corporate strategies of Patagonia........................................................................................13Conclusion.....................................................................................................................................15Reference List................................................................................................................................16
2STRATEGIC MANAGEMENTExecutive SummaryThis report sheds light on the strategic management and initiative of the organisation Patagonia.Patagonia works in outdoor sports clothing and headquarters of the organisation is in California.Patagonia wants to expand its business in the European sector. This report highlights the externalenvironment of outdoor clothing industry through PESTLE analysis and industry competitionhas also been analysed through Porter's Five Forces analysis. Competition is high in this industryand Patagonia believes in environmentally friendly business. They deliver the quality productand they use organic cotton. Resources and competencies of the organisation have been reviewedin order to understand the competitive advantage of the organisation. VRIN framework has beenused in order to judge the competitive advantage. The mission statement of the organisation doesnot highlight the grown and expansion, therefore, a mission statement has been suggested.Finally, SWOT analysis has been conducted and corporate strategy has been reviewed. Twochanges have been mentioned cost leadership and diversification in order to expand into theEuropean market.
3STRATEGIC MANAGEMENTIntroductionStrategic management is the process for an organisation in formulation andimplementation of the strategies. An organisation sets the strategies based on the resources andcompetencies it has (Bohlouliet al.2017). In this report, strategic management of Patagonia willbe highlighted with analysis of outdoor lifestyle industry. Patagonia is US-based outdoorlifestyle fashion clothing and sports clothing company. The scope of the study is to explore thestrategic management initiatives of Patagonia and functional management policies of theorganisation. In the first part of the report, external environment and industry competition of theorganisation has been conducted. In addition, resources and competencies of the organisationhave been produced. Moreover, the mission and vision statements of the organisation Patagoniahave been evaluated. Finally, a SWOT analysis has been conducted with current business levelstrategies with recommending changes of it.1. Critical analysis of external environment and industry competition within the outdoorlifestyle clothing industry1.1 External Environment analysisPESTLE analysisPolitical:Patagonia provides special consideration towards the environmental factors andenvironmental issues are associated with the political bodies. This organisation is trying toexpand the business in European sector and the recent Brexit issue can create a problem forthem. The factors of EU policies and political stability in Europe can impact on the business.
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