University of Technology and Strategic Option

This strategies is being formulated that it gives the direction to the university that they can do the collaboration for the different courses to the other universities, they can provide the distance learning courses, offer other courses that provides the quick employment opportunities, they can open their branches in different city or in the country to provide the diversified services and many other things to do this the company needs to do adopt the strategies and from this they can do expand their business (Aithal, Shailashree and Kumar,

STRATEGIC OPTION

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Strategic options are one of the creative alternative action that is being required the
oriented response to its external situation for an organization that they face. Strategic option use
the advantages of facts and factors, trends, opportunities and the threats of the outside world as it
is the technique and the idea that is required by the business for its growth. University of East
London is the public university that is being located in the London and having three campuses.
This report explains the two strategic option for the organisation to make it more enhance. This
report explains these options that are Ansoff Matrix and the Porters generic strategy by using this
how the company makes an effective strategies. This report also illustrate the recommendation in
between the two strategic models and how they are best suited to the University of East London.
MAIN BODY
University of East London is deals on the education sector located in London and it is one of the
oldest university provides the courses in many branches such as science, art, engineering and
having the established courses that provided the internal degree (Dobni, Klassen and Nelson,
2015). Now the college needs to develop the two strategic options for itself in order to achieve
more growth in its organization. As every organization wants to achieve the growth as well as
expansion now the University of East London also wants the strategies so that they can get the
direction for their expansion. There are many approaches from which the company can make the
strategies to achieve the growth (Dobni, Klassen and Nelson, 2015) . This strategies is being
formulated that it gives the direction to the university that they can do the collaboration for the
different courses to the other universities, they can provide the distance learning courses, offer
other courses that provides the quick employment opportunities, they can open their branches in
different city or in the country to provide the diversified services and many other things to do
this the company needs to do adopt the strategies and from this they can do expand their business
(Aithal, Shailashree and Kumar, 2015). There are many strategic models are there that helps the
company to accelerate in their existing business as in this report two strategic options is being
explained in the context to apply in the university that are Ansoff Matrix and Porter’s Generic
forces. Ansoff Matrix is being used by the company to make the proper marketing plan as this is
being developed by the Igor Ansoff and initially the published in the Harvard business for the
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review as it is the core tool for the making the business strategy and can be utilized throughout to
make the business global.as they suggested that there is being the two approaches from that the
company can make the growth strategy by doing the research on the product growth and the
market growth as well (Aithal, Shailashree and Kumar, 2015
). In the Porter’s Generic Forces this helps the business by giving the four different approaches
and it can be adopted by the business to give the competitive advantage to the business. This
strategy is being related to the extent at which the scope of the business activity is being to have
the differentiated it in the products. The key challenge for the business is to achieve the growth
and the sustainable competitive advantage as their strategies helps business to gain the advantage
from their competitors and firms in the market (Redpath, O'Connell and Warnock-Smith, 2017).
This strategy requires the close cooperation in between the different functional groups of the
business as they have to become the lowest cost produce in the market by having the high level
of productivity, maximum utilization, having the good bargaining power with the lowest price of
production inputs and having the effective use of technology. As there are many other several
ways to achieve this though it is not as easy and at the same it requires the substantial and the
sustained investment in the marketing as this includes the superior product quality that is in the
features, durability, reliability , there is a need of branding to the company and having the strong
customer image in the society where it opens. There must be having the industry wised
distribution in across all the major channels or in the media to make the business more sound
full, in the last there is a need of consistent promotional support that is being done through the
advertising and sponsorship.
Two strategic options the university can consider for the organization and can include it for their
further growth are Ansoff Matrix and Porters generic strategy. Ansoff Matrix Strategy model is
very essential for the strategic marketing planning that is being applied by looking for an
opportunity to increase the revenue in the business through developing the new product as well
as services and tap it into the new market, as this is also termed as the 'Product market matrix'
because it focuses on the growth and one of the widely used model (Aiginger and Vogel, 2015).
This model suggests that the company can be effective if it uses the two approaches effectively
that is what is sold and the same what is to be sold. Use of the Ansoff Matrix is :
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Market Penetration: In this the University of East London by using this strategy it increases the
market share from the current market by doing the advertisement for existing products and
services. This strategy is having its own limitations as in this the company is mainly depends on
the existing market and it may lead to downfall for an organization. Success in this strategy is
mainly depends on the size of existing market (Albert and Grzeda, 2015) .
Market Development: This strategy involves to develop the new products from the existing
market by making the strategy of product development. In this the product as well as promotion
are the important elements of the marketing mix, so there is being a risk of high penetration in
the market. Success in this strategy is mainly depends upon the university that how it is being
able to conduct the research effectively. They do the marketing of their product by analyzing the
needs of the customer and market at the same their own internal capabilities and the power of
competition in driving the innovation. In this the university can add the new courses that are
innovative from the existing courses (Redpath, O'Connell and Warnock-Smith, 2017).
Product and Development: This option of the strategy involves in taking the existing products
into the new markets by the help of the market development strategy. It is being considered that
to take the risk by doing the market penetrate and it might be difficult to understand the
complexity in the market. In this the company can also come up with their new courses in the
market, so they can attract many students as it is necessary because of changing needs of
customers in the existing market. In this the university have to invest the money to do the
research and development for coming up with the new courses that is prevailing in the present
scenario (Grünig and Morschett, 2017) .
Diversification : This is the most risky among this four strategies as in this the company is
expanding their services in the new market that is the reason it is the riskiest as the organization
has to move in the unfamiliar market. This risk can be mitigated by doing the diversification in
the market so they can have the potential gain by having the highest return (Plenkina and
et.al.,2018).
Another strategic decision for the organization is to use the Porters Generic Strategy is
how the company can take the competitive advantage in the scope of its market. It is used to
identify the direction that is being helps in making and developing the strategies, Michael Porte
has been used the four strategies and in this strategies the organization can choose. Company has
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to choose the clear strategy that is being used to beat the competition. These are the four
strategies that is being made by the Porter are:
Cost leadership: In this the demand in the market is high at the same it is important to keep the
cost as low as possible. There is having the two option in this courses and the university have to
keep their cost down and must ensure that there is having the large market share by having the
average prices, this strategy helps the university to keep the cost of their courses low as much as
possible. Organizations that are applying this strategies successfully are having the potential
amount of investment, efficient marketing capacity and keep their cost low and they focused on
the internal process. As this way the organization can make the strategies successful (Plenkina
and et.al., 2018) .
Differentiation: Through this strategy university can target on the market having the high
demand and can introduce the new courses in the same university as well as can open the new
branches of their university. They come up with the innovative approach and try to make it more
attractive as much as they can. To make this strategy succeed they require the good research and
development and having the ability to deliver the high quality services (Grünig and Morschett,
2017). Now a day’s effective marketing is very essential so the market can understand the
benefits of the unique services. If the product and services they are providing is unique than it
can also rewarded at a premium price (Garbuio and et.al., 2015) .
Cost Focus: this strategy focus on the choice of having narrow competitive scope in an industry.
But the University of East London always focus on offering the lowest price as much as possible.
It focuses on the selection of the particular segment or in the group of segment in the industry
and tailors in its strategy to serve them in the exclusion of others. This strategy is having the two
basic variant’s that is if the company focus on the cost they will get the advantage of it
(Jarzabkowski and Kaplan, 2015).
Differentiation Focus: in this the university have to focus on the differentiation in its target
segment, as this variant have to focus on the strategy rest they have to focus on the strategy rest
they are having the difference in between the target segment. This target is having the little
competition in the focused market and having the unique product and service. This strategy
involves the strong brand loyalty among the market at the same it is very important to ensure that
the services should be remain unique (Mathooko and Ogutu, 2015) .
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It is being recommended that the Ansoff Matrix is most recommendable for the University of
East London as this will enable the company to make it expand and become more powerful than
existing as it is the strategy to make the marketing plan by becoming the stronger. This study
helps the university to identify the overreaching strategy of the business that they use and after
that they inform that which is the best tactics to use in their marketing activity, many times the
company has to adopt more than one strategies to reach in the market (Garbuio and et.al., 2015).
As the Ansoff matrix is the communication tool that helps the company to see all the possible
growth for the organisation (Redpath, O'Connell and Warnock-Smith, 2017). But the company
has to do the hard work to select the best approach to penetrate the market, thus it sets the
direction to the business. This Matrix provides the approach from which the company is having
the lowest risk by selling their existing product in the existing market to establish the channel
thus they penetrate the market and in the education industry it is always growing and this
approach is best suited for this kind of sector and they are prepared to use the other elements of
marketing mix. As this is used by the decision makers so that they manage the scope of their
portfolio. Benefits to use the Ansoff Matrix is that they works on a visual communication tool as
this make the easier for the decision makers to visualise the company current place, this gives the
direction to the company from their existing suppliers, clients and other factors that are
associated with this as this requires very little time since this matrix is itself the self-explanatory.
For example most of the university are having the facility and the buildings that are not used in
the year around (Aithal, Shailashree and Kumar, 2015). during the vacations there is having the
less students as the full time students are on the off so in this time the universities will end up by
giving this facility to the conferences, summer camps and for any other activity thus they can
diversify and can use up to the maximum potential. Thus the idea of viewing this model is to
demonstrate the at every time the idea of the business goes into the new market strategy quadrant
simultaneously it increase the risk and if this strategy is being used correctly than it will
definitely reap the considerable rewards for the organisation. If there is a good strategic
consultant for the marketing is there than they were able to research and can determine the risk
as whether they are worthwhile or need to develop the contingency. The most important is that it
can be used to determine that whether the business need the improvement or adjust it to existing
offerings or venture it into the new market (Dobni, Klassen and Nelson, 2015).
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CONCLUSION
From the above study it is being summarized that the board of directors of the University of East
London wants the two strategies options of the company to make the organization more
powerful. In this report two strategies model is being used that are Ansoff Matrix model and the
Porter’s Generic strategy. This report explains this two models and also showed how it helps the
university to expand their business schools by using the different strategies. In the end of this
report it also gives the recommendation regarding which option is best and preferred for the
London Business School as the Ansoff Matrix is more suitable for the business. (Jarzabkowski
and Kaplan,2015)
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REFERENCES
Books and Journal
Jarzabkowski, P. and Kaplan, S., 2015. Strategy tools‐in‐use: A framework for understanding
“technologies of rationality” in practice. Strategic management journal, 36(4), pp.537-558.
Dobni, C.B., Klassen, M. and Nelson, W.T., 2015. Innovation strategy in the US: top executives
offer their views. Journal of Business Strategy, 36(1), pp.3-13.
Aithal, P.S., Shailashree, V. and Kumar, P.M., 2015. Application of ABCD Analysis Model for
Black Ocean Strategy. International Journal of Applied Research, 1(10), pp.331-3
37.
Redpath, N., O'Connell, J.F. and Warnock-Smith, D., 2017. The strategic impact of airline group
diversification: The cases of Emirates and Lufthansa. Journal of Air Transport Management, 64,
pp.121-138.
Grünig, R. and Morschett, D., 2017. Developing international strategies. Springer Berlin
Heidelberg.
Plenkina, V., Andronova, I., Deberdieva, E., Lenkova, O. and Osinovskaya, I., 2018. Specifics of
strategic managerial decisions-making in Russian oil companies.
Garbuio, M., Lovallo, D., Porac, J. and Dong, A., 2015. A design cognition perspective on
strategic option generation. In Cognition and strategy (pp. 437-465). Emerald Group Publishing
Limited.
Mathooko, F.M. and Ogutu, M., 2015. Porter’s five competitive forces framework and other
factors that influence the choice of response strategies adopted by public universities in
Kenya. International Journal of Educational Management, 29(3), pp.334-354.
Jarzabkowski, P. and Kaplan, S., 2015. Strategy tools‐in‐use: A framework for understanding
“technologies of rationality” in practice. Strategic management journal, 36(4), pp.537-558.
Albert, S. and Grzeda, M., 2015. Reflection in strategic management education. Journal of
Management Education, 39(5), pp.650-669.
Aiginger, K. and Vogel, J., 2015. Competitiveness: from a misleading concept to a strategy
supporting Beyond GDP goals. Competitiveness Review, 25(5), pp.497-523.
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