Unit 32 Business Strategy

This document discusses the application of suitable models to analyze the external environment of One Delivery, including PESTLE analysis. It also explores the use of frameworks like the Ansoff Matrix and McKinsey 7-S Framework to analyze the internal environment and capabilities of the organization. The document provides insights into the strategies and stakeholder analysis of One Delivery.

Unit 32 Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Apply the suitable models to analyse the external environment for a given company....1
TASK 2............................................................................................................................................7
P2 Using appropriate frameworks analyze the internal environment and capabilities of a given
organization............................................................................................................................7
TASK 3..........................................................................................................................................13
P3 Apply Porter’s five forces model and to evaluate the competitive forces of a given market
sector for an organization.....................................................................................................13
TASK 4..........................................................................................................................................14
P4 Apply a range of theories, concepts & models, interpret & devise strategic planning for a
given organisation................................................................................................................14
M4: Strategic management plan that includes strategic priorities and objective.................17
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Business strategy is the aspect which helps the business to form the strong strategy so
that they can make the best use of their resources and attain higher profitability and growth. It is
important for the organsiation to have the appropriate strategy in their business so that they can
establish the effective brand image in the competitive market (Reid and Walsh, 2017). One
delivery is the chosen organisation for this report. It is UK based food delivery restaurant which
is offering the online food delivery services across the 90 areas in the UK. The company is
founded by the Craig Pollack in 2013. This report will cover the various models in order to
analyse the internal and the external business environment.
TASK 1
P1. Apply the suitable models to analyse the external environment for a given company.
It is important to identify the internal environment factors so that it can effectively evaluate
the impact of this factor on the business performance. External environmental factor is
considered as a factor that is directly find the functionality of a organisation. Pestel analysis is
being conducted in order to analyse the micro environment of one Delivery is explained as
follows:
PESTLE Analysis
Analysis of the framework of analysing the impact of macro factors in the performance of
organisation so that the management can take a correct decision in order to comply with the
external environment. Some factor of this analysis are given below:
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Figure 1, Scanning the Environment: PESTEL Analysis, 2016
 Political factors: These are the factor which is mainly concerned with the political
instability, foreign trade policy, trade restrictions, taxation policy and trade regulation.
Necessary to follow all the rules and regulation which is been imposed by the
government so that One Delivery can run their business in an appropriate manner. This is
the main consideration of the resources so that company can cope up with the political
environment of the United Kingdom so that they can sustain in the market for a longer
period of time. In context of one delivery online food service, it is concluded that UK has
political stable conditions. There are possibilities to pursue opportunities within UK food
industry. Consumers are provided nutrition and good quality food to consumers of UK.
 Economic factors: These are the factors which includes interest rate, exchange rate,
unemployment rate and many other factors that is directly affecting the functionality of
the business. One delivery is delivering their product in the other parts of the world so
company can lead to growth the economy. In context of UK, it is analyzed that UK
provides boom to food industry. That is why economic conditions are feasible for one
delivery online food service to manage the operations.
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 Social factors: these are the factors which are concerned for the social culture factor,
purchasing power of the consumer, buying habits of the consumer and many other factors
that is directly affecting the operations of the business (Rawal and Saavedra, 2018). One
delivery is always emphasizing on these factors and also take care about any of their
potential customers so that they can provide positive impact on their planned by offering
quality goods in the society. Health consciousness is an important factor that is
considered while providing food to consumers. People do not prefer high calorie food
nowadays. That is why this social factor will affect the services provided on One
delivery.
 Technological factors: These are the factor which include innovation and advancement
in the technology that is adopted by the firm in order to meet the huge competition
market. One delivery is using the innovative and advanced techniques in their disease
operation in order to meet the changing demands of their potential customers. Some
technological factors like social media platforms can be used by one delivery to promote
its services. Other thing includes providing the facility of mobile apps and online
payments to customers.
 Legal factors: it is important for every business firm to follow all the policies and
regulation which is imposed by the government of United Kingdom. One delivery is
following the various laws like employnment law, privacy law, consumer protection law
and security law so that they can run their business in the lawful manner. In case of legal
factors, it is considered that one delivery is adopting food regulations provided by UK
government.
 Environmental factors: these are the factors which are concerned with the ecological
aspects in the environment that includes climate change weather population and
pollution. One delivery is required to practice green marketing strategies and initiate
some by which we can spread awareness for saving the environment. There are several
health repercussion of the food that is consumed nowadays. The preparation of meat uses
huge amount of water and it creates significant amount of carbon footprint. The meat
industry is tearing down large amounts of forest to create new space for farms. The result
of this is that more and more individuals are switching to plant-based diets, and
governments are slowly taking interest.
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Ansoff Matrix
Ansoff matrix is the strategic planning techniques to table structure framework by discussing
manager education and employee can determine their strategies for the future development. It is
also known as product /market expansion grid techniques. This model consists of four business
strategies that is considered One Delivery and the model is developed by manager J. Igor Ansoff.
All the elements of this model is explained as follows:
Figure 2, Strategic Growth with the Ansoff Matrix
 Market penetration: This is the strategy which includes the rising sale of the product in
the existing market. It is the strategy which is adopted by the business who want to
increase their market share. One delivery can use this strategy as they want to improve
the market share and company is focusing on offering the large number of customers.
Company also improves the promotional activities and channel of distribution.
 Product Development: it is the strategy which is concerned about introducing a new
product and services in the existing market. The organisation strategy that is having
strong understanding about the latest market situation and this strategy help in offering
our innovative solution to meet the likewise of existing market. One delivery also using
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this is strategy by limiting the research and development expansion which lead them to
increase their product range.
 Market Development: it is the strategy focuses on entering into New Market with the
existing product and this is very successful as It helped the business understand the new
technology leverage in the new market. One delivery online food service can use this
strategy for increasing the brand image in front of customers. This also helps in tapping
into new potential customers.
 Diversification: strategy in which the company focuses on entering into New Market
with new product development. This is strategy is very risky because both products and
market will be new so it is recommended to the company to do the effective market
research in order to increase their sale in the large market. In context of one delivery
restaurant, it is concluded that diversification strategy can be used by providing quick
online delivery, packages of food, etc.
It is concluded from Ansoff’s matrix of one delivery restaurant that best strategy is market
penetration. This is known as strategy in which services have to be modified and customer
satisfaction level can be increased.
Stakeholder Analysis
The analysis that is important part of the stakeholder management techniques that helps in
knowing the stakeholders and their needs (Satyro and et. al.,2021). The main consideration of
using this analysis as it helps in identifying the key stakeholders would directly or indirectly
connected with the success of the company. Issues which are better for the specific project of the
business and thare primary stakeholders and secondary stakeholders. Primary are the one who is
directly affected the functionality of the business whether it could be positive or negative. Owner
and secondary stakeholders are the people who is directly affect personality of the business and
they are less affected in comparison to primary stakeholders. Stakeholders of the complete
differentiated on the basis of interest and power that is explained as follows:
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Figure 3, Stakeholder Analysis, 2021
 High power, highly interested people: These are the type of stakeholders who are
actively take part in the various operational activities who is having high power and
higher interest. This type of stakeholders are so top management of the organisation and
board of directors. In context of one delivery restaurant, owner comes under this
quadrant.
 High power, less interested people: These are the type of stakeholders who are having
high power but they are not interested in the the business that what is conducted on the
business activities. These stakeholders are suppliers, partners and investors. In this
quadrant, investors and suppliers of one delivery are present.
 Low power, highly interested people: the type of Government schools have no interest as
they give their best material in the organisational goal. Helpful and supportive and every
activities and employees and leaders are considered in this phase. In context of one
delivery, staff members falls under this quadrant.
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 Low power, less interested people: the type of stakeholders who is having low power and
less interest as they are includes the lower level of employees. They do not take more part
in business functions and operations. In context of one delivery, external users like
delivery staff falls in this quadrant.
TASK 2
P2 Using appropriate frameworks analyze the internal environment and capabilities of a given
organization.
It is important for every organisation to use the appropriate framework that help in analysing
the internal environment and the capability of the company. One delivery is adopting particular
framework that help in evaluating the internal environment and analyse its capabilities for the
future development of the country. There are some framework methods and model that are being
used by the One Delivery is explained as follows:
McKinsey Strategy model
McKinsey 7-S Framework is a strategic approach that is useful to improve the productivity
of the organization and helpful to maintain the working of each and every employees. The main
purpose of this framework is to increase the wellbeing of the one delivery organization and also
helpful to improve the performance level of their employees. This model is beneficial to analyses
the impact of internal factor on the productivity and effectiveness of the organization.
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Figure 4, McKinsey 7S Framework, 2018
 Strategy - This is contained as the initial stage of this strategy which can help to
generate the strategies in order to obtain the most possible outcome. This stage is
beneficial to gain the more competitive advantage which can help to determine the
effectiveness of the organisation. One delivery is famous delivery service company which
can maintain a strategy so that company can gain more competitive advantage as
compared to their rivals. One delivery shared high value which can helpful to lead the
success and gain more market share. This strategy basically considered under the the hard
elements of this model.
 Structure - it is necessary to prepare a a systematic structure which can help to to
maintain the discipline in the organisation. In this stage, organisation manager is
responsible to formulate a strategic structure which can help to to provide proper
guidance to their employees and other staff members. One delivery follows proper
structure which can help full to provide clear understanding to their staff members for
their working tasks.
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 System - In order to get success, it is essential for each and every organisation to take
care about their system in which organisation can effectively manage all the task and
operations in an appropriate manner. One delivery maintain a a statistical framework and
produce a systematic plan which need to follow these staff members to achieved a today
target in an effective way. With the help of systematic plan, all the staff members can do
their work properly.
 Shared value - This factor is beneficial to create an influential value which can help full
to to maintain the the performance structure of the organisation. One delivery need to
share value in context of corporate culture and maintain ethical consideration at the
workplace which can help full to provide good market value and maintain productivity
and profitability of the organisation.
 Style - With the help of this factors, organisation can follow an appropriate style which
can differentiate them from the other organisation. One delivery needs to take care of all
the operations and use an appropriate working style which can help to maintain the brand
value of the organisation (Papaioannou and et. al., 2018). One delivery needs to provide
an effective training session so that all the staff members can adopt any specific style to
perform their day-to-day task.
 Satff - Through this strategy, organization can pay more attention to their staff members
so that they can perform their job effectively with the guidance of their superior and
manager. One delivery focused about their staff members and motivate them regularly
via rewards and monetary benefits so that they can perform their task without any
pressure (Kabir, 2019).
 Skills - This strategy is very useful for each and every employees of the organisation
because it can help to to develop new skills and competencies on the basis of current
market Situation. One delivery need to provide proper guidance to their employees so
that they can effectively Sharpe their skills and maintain their performance.
Resource based Review
It is come out at the better strategy that help informal letter that specific understanding of
the business analyst in order to meet the competitive advantage in the large market. It is the
theory which is developed by B Wernerfelt, Hamel during 1980s to 1990s.
Importance of resource-based view
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It is important for all the firm to use the resource-based view strategy so that it helps in
gaining a substrate level and specific competitive advantage. This model analyse the resources
and allocate them in the various departments so that they can use the right technology in the
different departments. One Delivery can use this model as it helps in creating the visibility for
the appropriate and effective resource allocations. The self in gaining more competitive
advantage by which the complete installation good brand image in the large market.
Resource based view analysis
This is the study is beneficial for the company as it spread the understand about the
performance and the other competitors in the large market. Personal message is being adopted
why the specific firm which is useful and evaluate the strength and weakness of a company and
also analyses the performance of their employees. For more clear understanding about this
strategy, company analysis the various types of assets resource-based view that are explained as
follows:
 Tangible Assets: These assets which are concerned about the physical resources of the
company that are quantified in nature. It includes machinery capital infrastructure goods
and other types of equipment’s that are easily acquired by the competition in an asset that
offers the less competitive advantage in the large market (Papaioannou and et. al., 2018).
These are the resources which is acquired by the business so that they can get a
competitive advantage in the large market.
 Intangible assets: these are the type of resource based review which do not have any
physical appearance and that are intelligent in nature. The types of assets mainly contain
the trade mark, Intellectual property, brand image that do not affected by the competition
in the large market.
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Figure 5, Resource Based View, 2013
VRIO Model
This model is considered as the the analytical tools which can maintain the resource or rented
analysis and also determine the the specific detail of the organisation which can help full in
decision making process. With the help of this model, organization can easily have obtained the
sustainable competitive advantage so that they can achieve the long-term success. One delivery
utilise this model to enhance the competitive strategy based on the the specific resources and
strength which can help ful to gain the more profitability. In this model, four steps are involved
which are considered by the one delivery organization are discussed below-
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Figure 6, VRIO: From Firm Resources to Competitive Advantage, 2016
Valuable - This is the first element which can determine the value of specific
competencies which can be generalized by the organization. One delivery contains the the
various forces of opportunity that are mainly available from the internal and external sources of
business environment. With the help of opportunities, Organization can maintain their strong
position and remove all the threats. All these competencies are useful in the growth of business
and also identify the various factors which can create an effective value of the organisation. One
delivery needs to analyse the internal and external opportunities which can helpful to improve
the value of the organisation so that they can take more competitive advantage. The organsiation
is having the good brand image in the market by which they can attract the large group of their
potential customer and generate higher profitability.
Rare- In this factor, resources are mainly acquired by some organization which is
considered as the real factor. Both valuable and rare resources provide the temporary competitive
advantage to sustain in the market. Those organisations which contain similar resources and
capabilities that maintain the competitive parity. One delivery is offering the natural items in
their products and services so that they can full fill the needs and demand of their potential
customers.
Inimitable - In term of this element, it is rare and critical to analyse the acquired
resources that ensure the difficulty to imitation & useful to provide the temporary profitability.
Some resources are very difficult to imitate if all resources are expensive for another
organisation. Resource are mainly providing the Competitive advantage.
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Organized -In this element, organisational resources are properly organised and helpful
to capture the most influential value on an expensive situation when the organization need to
support to their employees. Organisation need to you organised specific process, culture and
structure which can determine the the success of the organisation for long time period. One
delivery is having strong organizational structure which helps to manage activities and tasks
properly.
TASK 3
P3 Apply Porter’s five forces model and to evaluate the competitive forces of a given market
sector for an organization.
This is the model which is considered as the technical framework and knowledge study
strategy that helped the strategic decision and analyse the current competition in the large
market. This model is also known as the Michael Porter's framework which helps in analysing
the competitive advantage in the large market. One delivery is using this model which help in
exploring the profitability and various business opportunities in the large market and these
factors are explained as follows:
Figure 7, Porter Five Forces Analysis
 Threats of New Entrants: One delivery is adopting some track needs in order to decline
the forces of new and used in the market such as company can provide the competitive
advantage in the large market (Moschieri and Santalo, 2018). The threat of new entrant in
online food delivery is low as this service does not have any type of substitute. If any new
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organization wants to enter food industry, then it has to provide food at lower rates than
existing companies.
 Bargaining power of suppliers: One delivery also dealing with the various suppliers so
that they can take the raw material and other resources in order to offer a quality product
to their potential customers. Full supply uses their negotiations in order to improve the
prices but the company is having more options to switch to another supply so the power
is extremely low. The bargaining power of supplier is low as in the food delivery sector,
there are large number of supplier. One delivery can take products from different
suppliers.
 Bargaining power of Buyer: One delivery is setting the pocket friendly prices product
and offer so that they can retain them for a long period of time (Andriani and et.
al.,2019). The bargaining power of buyers high as there are huge competition in the food
delivery services so that buyer can switch to the other brand. There are several other
options with customers for online food delivery.
 Threats of Substitutes: But when the new product and services the customer switch to the
other when the new products and services is offered by the firm then it reduces the
profitability in the large market so it is important for the company to adopt the
appropriate pricing strategy so that they can retain in the large market. This helps in
building the good brnad image in the large market. Threat of substitute for the One
Delivery is moderate as it is the leading company which is offering the quality services
and having good brand image in the large market.
 Competition of existing competitors in the industry: There is a high competitive force
for the one delivery as there are large number of competitors in the market which can
slow down the performance of the organization. In context of one delivery, there is high
competition as there are so many online food services available in UK market.
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TASK 4
P4 Apply a range of theories, concepts & models, interpret & devise strategic planning for a
given organisation.
There are various set of models and concepts which is being used by the business so that
they can comply with the strategies and drivers of change and also analyse the strategic planning
for the management of the company. One delivery is using a particular strategic model which can
help them in doing the effective planning and specific concept and theories which are being
adopted by one delivery is explained as follows:
Generic Strategies
It is the model which helps the organisation to maintain the products and services in an
effective manner so that they can have full commannd over various factors. It is the model which
is developed by Marchel Potter in 1985 it is the model which help in assessing a requirement
within the business organisation so that they can meet the competitive advantage in the large
market. This is study also help in ensuring the performance of their employees so that they can
easily perform their given task and get the better outcome in the organisation. Various elements
of this model is explained as follows:
 Cost Leadership - it is the strategy which is being used by the business with the
consideration of keeping effective pricing strategy. The main motive of the organisation
is to offer the product at the low cost by eliminating the unnecessary production cost and
resources which affect increasing cost of the company. One delivery is eliminating the
unnecessary cost and emphasizing on making the effective utilization of resources so that
they can get a better product in order to sale them in the large market.
 Differentiation It is the strategy which is concerned with the product and services to be
differentiated from the other organisation so that they can with the competitive advantage
in the large market. This method includes various features such as durability functionality
and how the product can be promoted so that they can be liked by the large group of
customers and create a strong brand image in the market. Introduction of technology
leads to have a increase production cost which shows the high quality and value of the
product and that create more value in the product. One delivery need to emphasize on
offering a superior quality product and services by having effective market research and
development so that they can meet the needs and want of their potential customers.
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 Cost focus - It is the strategy in which the company focuses on the cost of the product
and services in an organisation strategy helps in getting more competitive advantage in
the large market. This is strategy is beneficial for the small market segment to develop
the low cost advantage and they are focusing on developing an average market product
which can be easily available by the organisation. Budgeted food and other household
product are considered under this is strategy and small business organisation can generate
higher profitability pics items.
 Differentiation focus - It is the strategy which is emphasize on offering a differentiated
product and services in the marketplace so that they can meet the changing demands of
their potential customers. In this strategy, organisation focuses on developing a unique
product with extra features but only in the small market segmentation so that they can
meet the needs and wants of their customers. The main consideration of this is strategy to
offer the unit product and services according to the customer’s demand. Thus helping in
establishing strong brand image in the market by which they can get their loyal customer
and organisation can sustain in the market for a longer period of time.
It is observed from the above discussion that firm uses the different strategy according to
their business type and one delivery need to use the differentiated strategy so that they can offer
our unique product and services by which we can attract a large group of customers. This also
help in creating a good brand image in the market and also able to meet the day to day operation
in an effective manner.
Bowman's Strategies
It is the model which is concern for spreading the awareness about the organisation
position in the marketplace in comparison to their competitors. This is the model which is
developed by two economists Cliff Bowman & David Faulkner. This is the model which is used
to determine the marketing position of their brand in the large market. These factors focus on
getting cost advantage work and meeting competitive advantage so that they can boost their
strategic position and instability effective market position of their product and services. This is
strategy also help in maintaining the specific position of their brand so that one delivery can
easily gain the more competitive advantage and regularly improve their performance which
reflect the the quality of their brand image in the large market.
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 Low price and low value added: it is the position in which the company is having low
position as the products are not differentiated, consumer will receive low value for their
products as the prices got reduced.
 Low price: In this, the one delivery can position itself as low price leader by reducing
their price. Here, profits of the company will be reduced due to increase in the sale
volume and overall profitability can be enhanced.
 Hybrid: It includes the various elements like low price and product differentiation and
this helps In prosition the One Delivery to position their brand.
 Differentiation: It is the strategy, One Delivery required do some innovation in their
products so that they can increase their sale and profitability.
 Focused differentiation: Here, organisation place their product at a higher level of price
so that they can get their perceived value. This helps in establishing the good brand image
of the global level.
Risky high margins: In this strategy, organization can face the huge risk which can be the
reason of their business failure (Andriani and et. al.,2019). Here, one delivery can set the
increase price without receiving the perceived value.
 Monopoly pricing: In this, only business can offer the product and services as they are
not concerned about the price or the innovative feature of the other brand. The company
can set the high price of their product irrespective of their sale.
 Loss of market shares: this strategic describe that company can require to set the
nominal price of the middle range for the products so that the company can earned the
high profitability.
In relation to One delivery, after analysing the two strategic decision company can add
differentiated strategy where they can implement the unique product that they can hire
profitability and revenue. With the help of the strategy, innovative product helps in getting the
interest of their potential customers. This also allows the company to increase their sales and
revenue by which we can increase their market share as well.
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M4: Strategic management plan that includes strategic priorities and objective
Strategic planning of the aspects that help in identifying the activities forces priorities and
operation of the company so that they can install the operating in an efficient manner. The
strategic plan for the one delivery is explained as follows:
Vision: the vision of the companies to provide healthy diet to each customer across the
world.
Mission: the mission of the company is to use the natural ingredients in their product so
that they can provide better services to their customer.
Strategies: the companies using the market development strategy as they are having a
sufficient resource in order to increase their sale. This will be easy for them to attract the large
group of customers as they are focusing on providing natural ingredients food to their customers.
Objectives: the objective of the companies to increase their market share by operating
their business in the new segment so that we can increase their profitability as well.
Tactics: these are the short-term efforts from the company so that they can achieve their
objectives and the one delivery is selling their product directly to their customers without
engaging in dealership or partnership. This matrix is followed by them along with this marketing
mix for the development of the market is given as below:
Product The product of the company is is meal box in which they are offering a healthy
food to their customers so that they can contribute in the healthy life of their
potential customer in the UK market. They are also known for their developing
market with the existing product as they are offering a local products.
Price The company is using the premium price strategy as they are using the natural
ingredients which are limited. They will expand their market with the same
strategy in order to establish the good brand image in the largest Market.
Place The company is a single Store outlet witches selling their product and services.
When they want to expand their market. They can open more store in order to
attract large group of their potential customers.
Promotion The companies using the social media marketing and direct marketing in order to
promote their brand by which they can get their potential customers and increase
their revenue and profitability in the large market.
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Implementation : it is necessary for the form to implement the business plan so that they can
allocate there are resources in an appropriate manner. One delivery is allocating their funds with
the help of marketing budget and controlling the various performance measure adopted by the
organisation such as internal audit which help them in order to compare the actual and the
desired performance of the organisation. Key performance indicator also improve the
performance of the company.
Evaluation : It is the aspects in which information is being collected and follow-up how the
plan is going so that performance of the company can be evaluated. While developing the market
one delivery is analysing and comparing their actual performance with the desired result in order
to take the corrective action.
CONCLUSION
It is concluded from the above report that appropriate business strategy help in achieving the
desired goal and success in an organisation. Pestel analysis and stakeholder analysis, SWOT,
ansoff matrix help the company in order to understand the external business environment so that
the corrective action can be taken at a right time. With the help of VRIO, the capabilities of the
organisation can be identified so that the business can use their available resources in an efficient
manner in order to attend high profitability and growth. By using porter's five force model,
organisation is able to understand the use competition in the large market and they are using the
appropriate strategy and the innovation so that they can sustain in the competitive market for a
longer period of time. Moreover, Bowman strategy, porter's generic strategy help the
organisation to implement the right strategy for the planning so that they can use their available
resources in an appropriate manner by which they can make the best use of them in order to get
higher success and growth within the organisation.
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