Strategic Management

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
External environmental analysis for identifying opportunities and threats for JD Sports..........1
Economical Internal environmental analysis for identifying strengths and weaknesses............5
Identification of Competitive Strategies.....................................................................................7
Strategic directions and methods of expansions:........................................................................8
Recommendation.............................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is method through which company differentiates its products and
services from the other competitors by focusing on strength to provide better services and value
to its customers(Akyuz, and Gursoy, 2019). Strategic marketing planning include setting goals
and objective of business, analysing all the internal and external factors of business, product
planning, implementation and tracking the growth of organization. This report is based on JD
Sports Fashion Plc, it is British sports fashion retail company, located in Bury, Greater
Manchester, England. Company was listed on London stock exchange, JD in JD sports stands
for the initials founder of the company, John and David, in 1981. Now company is looking
forward to expand its business in Myanmar for the better growth and opportunity. But there are
various challenges for the respective company to start its business in Asian Market. Below
report explain various challenges and opportunities for JD sports to start its business in
Myanmar. This report is based on internal and external analysis of business to identify the
various opportunities in Asian market. This report also include internal analysis of various
strength and weaknesses of company, identification of competitive strategies of business by the
various theories and models. In the last strategic directions and methods of expansion of
business in Asian market.
External environmental analysis for identifying opportunities and threats for JD Sports.
External analysis of business refers to the all the external factors that have an affect on
the decision making process of the company(Amason, and Ward, 2020). In the context of JD
sports, company has strong market presence over fashion and sports industry, in order to expand
its business in Asian market company decided choose Myanmar to introduce its product and
services. To analyse the external challenges and opportunities for its business below PEST
analysis is explained.
PEST analysis of JD sports:
It is a framework or tool that used to analyse the macro environment that may have
impact on an organisational performance. This tool is useful when company invest or start its
business in foreign market. In the terms of JD sports, there are various challenges and
opportunities for company to expand its business in Asian market. PEST analysis of company in
Myanmar could assist it towards better marketing strategies according to the market
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environment of respective country. Below is detail explanation of PEST analysis of JD sports is
explained:
Political factors: These factors refers to the degree a government intervenes in the
economy or a certain industry. All the influence that a government has on business could be
classified under political factor(Anokhina, Maksimov, and Seredina, 2019). This include
government policy, political stability or instability, tax policy, trade restrictions etc. in the
context of JD sports, in Myanmar's political factor may become challenge for the company to
start its business. Country is facing conflict between the various areas, that may have impact on
the business of JD sports. In order expand the business of JD sports in Myanmar, mangers of
respective organisation have make effective strategies and efforts for effective start and make
entrance in Myanmar. Further, Myanmar at the movement caught between India and China
because of the conflict between two countries and both of these counties have influence in
Myanmar. Conflict between these countries may affect the market of Myanmar, also if JD sports
want to start its business in this country, it require huge efforts to develop marketing strategy
according to the market environment of the country.
Economical factors: These factors are the determinates of a economy performance of
the country(Barney, 2020). Economic factors involve economic growth, inflation rates,
exchange rates, interest rates etc. in the context of JD sports, the economic condition of
Myanmar is not strong as compare to the other countries where company already operating. To
start business in Myanmar, company have to face economical challenges and this could have an
impact on the business of respective company. Furthermore, because of COVID 19 virus the
tourism from foreign countries is also affected. Low tourism rate in the country may have an
impact on future business of JD sports. However, it is expected that from 2021 things might
begin to get better because of resuming exports, thus it is opportunity for JD sports to analyse
the current and future market trends of the country and set-up business accordingly.
Social factors: This factors refer to the cultural and demographical trends of the society,
social norms and pressure influence the buying behaviour of customers. In the context of JD
sports, In Myanmar people are very religious and right now there is significant adult population,
it could be opportunity for the company to start business because of adult population in the
country. Lot of young people in the country may show interest to buy the products and services
of the company. JD sports can introduce sports and fashion wears according to the culture and
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