Business Strategy: Macro Environmental Analysis, Capability, Competitive Analysis

This document provides an analysis of business strategy, including macro environmental analysis, capability analysis, and competitive analysis. It explores the impact of the macro environment on a given organization and its strategies, analyzes the internal environment and capabilities of Ocado, and applies Porter's Five Forces model to evaluate the competitive forces in the market sector for Ocado.

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1: Macro Environmental Analysis.................................................................................3
Applying appropriate frameworks analyse the impact and influence of the macro environment
on a given organisation and its strategies...............................................................................3
SECTION 2: Capability...................................................................................................................7
Analyse the internal environment and capabilities of Ocado using appropriate frameworks.7
SECTION 3: Competitive Analysis...............................................................................................10
Apply Porter’s Five Forces model and evaluate the competitive forces of a given market
sector for Ocado...................................................................................................................10
SECTION 4: Strategic Plan...........................................................................................................13
Applying a range of theories, concepts and models, interpret and devise strategic planning for
Ocado....................................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Business strategy generally means the actions and decisions which is taken to achieve the
goals and objectives of the organisation. Thus, these strategies also helps to secure the
competitive position in the market. Without strategy company is nothing and even there will be
no smooth functioning of organisation (Chen, Eshleman and Soileau, 2017). Business strategy is
a plan which is implemented to create a place in the market and a strategic move which is used to
attract the people towards firm. Business strategy are further divided into various types they are
cost leadership, differentiation, focused cost leadership, focused differentiation (FERNIE,
FERNIE and MCKINNON, 2018). This project is based on the company Ocado which is one of
the largest food retailer organisation it has no physical shops they operate through internet, they
work according to the strategies which is formulated by them. The mission of the company is to
give their customers wow feeling through fair value and convenience.
SECTION 1: Macro Environmental Analysis
Applying appropriate frameworks analyse the impact and influence of the macro environment on
a given organisation and its strategies.
The strategic positioning of Ocado and its mission statement and long term goals
The strategic positioning of Ocado determines the performance of the company in the
market, the organisation strategic positions should be different from its competitors positions in
the market. Customers get to know easily that whether the organisation is competing on quality
or price (Lin and et. Al, 2021). The strategic positioning of Ocado is to provide the products to
its consumers with best quality. The five strategies through which Ocado can determine their
positioning are-
 Positioning based on their product characteristics
 Positioning based on price
 Positioning based on quality
 Positioning based on product use
 Positioning based on competition
Mission of Ocado-
The mission of Ocado is to make their customers feel wow experience with incredible
combination of unbeatable range, convenience and fair value.

Values of Ocado-
The company beliefs in the team work, by depending on each other they can transform
from something good to something great. Each individual can make a big difference by
achieving the goals by going extra mile (Martínez Hernández, Sánchez‐Medina and Díaz‐
Pichardo, 2021).
Objectives of Ocado-
The objective of Ocado is to provide the products to their customers conveniently without
going to supermarket every week. The organisation can create a new shopping experience for the
customers by meeting their needs and demands.
Ocado PESTEL Analysis
The Pestel analysis is conducted to identify the external factors that affect the operation
of the business (Quenum et. al 2019). It helps Ocado to analyse the forces of external
environment that could change the strategy and competitive edge. The macro environmental
factors are as follows-
PESTLE
Analysis
External factors to
consider
Factors affected within industry Importance
to
organisatio
n
Political Political instability If there is high political stability it
provides a friendly business environment
with market growth and the trust of
stakeholders get reduce in economic and
organisational performance if there is
political chaos (Olson and et. Al, 2021).
Ocado is established in different countries,
each country have its own political
tensions. Instabilities and tensions affect
the growth opportunity available to Ocado.
High
Change in
Government
If there is change in government policies it
will affect the performance of Ocado by
High

policies increasing environmental uncertainties.
Ocado must study the current and future
trends as fluctuations in government
policies may divert the priorities of
government towards the development of
industries.
Economic Economic Growth,
development and
infrastructure
The performance of Ocado get affected by
economic development of a country.
Ocado must understand the life cycle of
the industry, as entering into mature
industries is challenging for the company
due to its market saturation.
High
Labour Market
Conditions
The wage rate is determined by the
demand and supply of the labour (Liu and
Kong, 2021). Ocado have to study the
labour market conditions to know how to
attract the talent labour and use their skills
to improve the performance of
organisation.
Medium
Social Online shopping
trend
In Today's world, customer prefers to
purchase through online platforms, social
media and e-commerce have developed
online shopping behaviour among people.
Ocado have to know the online shopping
behaviour of customers on the basis of
generation differences.
High
Disposable income
and buying habits of
the consumer
The customers spending pattern are
determined by their purchasing power,
Ocado must have to invest their time to
know the trends and consumption
Medium

motivations that could define the
consumption behaviour of the customers.
Technological Technological
Innovations
Ocado have to look out the technological
innovation to be competitive in the market,
this helps to bring transformation in the
industry. Ocado can increase their market
share by keeping eye on emerging
technological innovation.
High
Research and
development
activities in new
technologies
Ocado should invest in research and
development to find out how the new
technologies can affect the value chain and
cost structure of company. Ocado must
invest in technologies to ascertain the
profit and re-invest that profits for future
technologies.
Medium
Environmental Waste management
Activities
Ocado have to work by minimising the
wastage, as environment pollution with
technological advancement has brings the
companies to use waste management
practices.
Medium
Climate Conditions A Change in weather and climate
conditions can enhance the cost of
operation that makes Ocado to make value
chain more flexible. These changes affects
the consumers spending pattern and the
have to revise its marketing and product
strategies (Salehi and Arianpoor, 2021).
High
Legal Intellectual Property
Law
This law is created to protect the patents
and valuable ideas of the organisation. If
the company haven't protect their
Medium

intellectual property rights it can results in
losing competitive advantage which reduce
the positioning of Ocado against its
competitors.
Consumer
Protection Law
Ocado need to understand the data
protection regulation so that they can
protect the customers data. Nowadays, it
becomes important issue because of
customers data and privacy (Prince, 2021).
High
SECTION 2: Capability
Analyse the internal environment and capabilities of Ocado using appropriate frameworks.
Ocado Retail Ltd is a British retail partner of Ocado Group. Ocado Retail Ltd is a high
growth organisation with its major business in UK. The company is headquartered in Hatfield,
England. Ocado management feels that their strong performance was mostly due to pandemic.
They think that their strategy should be revised as per the changing business environment and the
5 year goal that they have set. To evaluate internal capabilities of Ocado Retail Ltd McKinsey's
7S model is applied.

This model is applied on Ocado retail Ltd. To evaluate its internal capabilities and to
exploit new market opportunities by using these capabilities. McKinsey's 7s are classified into 2
categories: Hard S and Soft S. Strategy, structure and systems are considered as Hard S and
style, staff, skills and shared values are considered as Soft S (Stepnov, 2021).
Strategy: Strategy can be explained as a plan which helps in setting path to achieve the
organisational goals and objectives. This further helps in getting competitive advantage and
successful market capture for the expansion of the business. Ocado Retail Ltd will formulate its
strategy to get competitive advantage and improve organisational structure, governance and
culture which will help the business to be more efficient in every management function (Zhang,
2021). The company will also overlook the type of customers in the target market to formulate
such strategies.
Structure: With an efficient organisational structure any business or organisation can
maintain proper accountability and it also facilitates the management and members of the
organisation to easily access every business divisions, departments and units. Ocado Retail Ltd
has a good organisational structure but there is room for improvement in it. The management can
form a proper structure to facilitate the business in different cities and countries all over UK.
This structure is determined by considering the skills and expertise of the organisation and its
employees.
System: System refers to the process or procedure of performing business functions and
operations. This assists the management to evaluate business operations and functions and also to
regulate the system whenever it is required to exercise effective control over the workflow of the

organisation. Ocado Retail Ltd's management design business working regulations which helps
in achieving goals and objectives of the organisation.
Shared Values: It is explained as the values and beliefs that the members of the
organisation carry. It also refers to the core beliefs and values of the organisation which is
depicted and shown in the industry work culture and general work culture. Ocado Retail Ltd has
impressive core values which adds up to the image of the company, it further keeps on
strengthening its core values and beliefs.
Style: This includes the leadership styles adopted by the company. A leader chooses a
leadership style which helps him in providing direction, motivating people and achieving
objectives by implementing plans. There are 7 primary leadership styles; Autocratic,
authoritative, pacesetting, democratic, coaching, affiliate and Laissez-Faire. Ocado Retail Ltd
and its management will choose the most suitable leadership style as per their requirements.
Staff: It refers to the efficient management and skilled human resource of the
organisation. This part requires the organisation to take critical decisions related to its staff. Such
as training, reward system and recruiting. The management of Ocado Retail Ltd gives adequate
importance to human resource department and takes it into consideration in every city and
country it has business in.
Skills: This refers to the ability and capabilities of the company which enables the
management to achieve the set goals and objectives. Ocado Retail Ltd works on skill
development of its staff and members, which helps the company to achieve competitive
advantage in the market (Lavery, 2019).
To further evaluate the strategic capabilities of Ocado Retail Ltd TOWS matrix has been
used.
Internal Factors
External
Factors
Strength Weakness
Threat Ocado has various strengths
and threats. One its major
threat is growing strength of
local distributors as a result
of higher margins paid by
Ocado Ltd has a shortage of
skilled workforce which could
have helped the organisation
to achieve greater heights,
earn more profits, have more

the competitors and rivals.
This can be prevented as
Ocado Group produces a
variety of products and tries
to keep this innovation rate
consistent and growing. It
can provide consumers with
new innovative products so
that they will not shift to any
other brand for similar
products. This will further
prevent local distributors to
shift their distributing
services to other sellers and
rivals of Ocado Group Plc.
growth and expansion
opportunities along with a
scope to capture the market in
the industry. Not only does
Ocado has shortage of skilled
workforce but the whole
industry does. There is a huge
shortage of skilled workforce
in the global retail market
which prevents the industry to
maintain a steady growth and
also prevents the companies
to earn healthy profits. Ocado
will have to train its
workforce in order to be more
profitable which will increase
its cost.
Opportunities Customers are highly
satisfied with the products
and services of Ocado Retail
Ltd. The customer
relationship management
department has achieved
major success in
establishing healthy
relationship with the
customers and creating a
good brand image which
attracts potential customers.
This relationship with
consumers and good brand
Introduction of new
technology provides the
industry with great
opportunity of growth and
expansion. New technologies
and machines can be used in
order to reduce cost and earn
more profit by the companies.
At this point the investment in
technology is not that robust
in Ocado's vision and this can
result in a major shortfall and
decreasing profits of the
company. The company

image will help the
company in identifying new
trends in consumer
behaviour and grab that
opportunity in their favour.
This will provide great
opportunity to Ocado Ltd to
diversify into new product
categories and generate
more revenue and profit.
operates over a vast
geographical area which
means it will require major
investment to grow in this
sector.
SECTION 3: Competitive Analysis
Apply Porter’s Five Forces model and evaluate the competitive forces of a given market sector
for Ocado.
Ocado Porter's Five Forces Model Analysis
The analysis of Porter's Five Forces model helps Ocado to understand their competitive
position in the market and also it helps to ascertain the industry attractiveness. Through these
five forces the company can make strategic decisions to improve their performance for long term
survival.
The porters five forces are as follows-
 Threats of New Entrants-
A new entrants in the market creates a threat for the existing market players as new
entrants brings innovation and new ideas to do the things in a different way, it puts pressure on
Ocado to lower their price, cut the costs and provide products in new value to customers. Ocado
have to look out all the challenges which will be faced by them if new entrant will join the
market and they have to build a effective strategy to their competitive position. Ocado can tackle
the threat of new entrant by innovating new products so that customers get attracted and be loyal
towards the firm.
 Bargaining power of Suppliers-

In retail industry companies buy their raw materials from various suppliers, they have the
power to reduce the margin which is earned by Ocado in the market. Suppliers put pressure on
the company by using different strategies such as reducing quality and product availability or
increasing prices (de Baat Doelman, Joshi and Brüggen, 2021). They create an impact on
lowering the profitability of the organisation. The solution which can help Ocado is to build a
relationship with multiple suppliers and reduce the dependency on few suppliers. A contractual
relationship should be build between the suppliers and Ocado, it lowers the bargaining power of
suppliers but also improve the efficiency of its supply chain.
 Bargaining power of Buyers-
Customers plays an important role without customers business is nothing. They put the
pressure on the company to get high quality of products at reasonable price. The strong
bargaining power of buyers makes Ocado more competitive and reduce its profitability. This
force can be handle by building a strong customer base and innovating a new products. The
company can also use the marketing and promotional tools to reduce the bargaining power of
buyers.
 Threat of Substitute products-
If in the market there is substitute product it makes the competitive environment for
Ocado and other players. High Threat of substitute products reflects that customer can fulfil their
needs and requirement by using the other companies product or services. Ocado can minimise
the threat of substitute product by understanding the needs of their customers rather than
focusing on what customer is buying. The organisation have to show how they offer the better
quality of products than its competitors.
 Competitive Rivalry-
Competitive rivalry shows the number of competitors that are giving tough competition
to Ocado. High rivalry reflects that strong pressure can be handled by Ocado of its rival firms. In
this industry profit margin is low as they use aggressive targeting and pricing strategies against
each other. Ocado can handle the competitive rivalry issue by building a scale that helps them to
compete better in the market. The company can also collaborate with its competitors it increases
the size of the market.
Potential strategic positioning for Ocado by using Ansoff’s matrix

Ansoff's matrix is used by the organisation to analyse and plan the strategies to increase
revenue by developing new products or services or entering into new market (Demartini and
Taticchi, 2021). It is also known as product or market expansion matrix. Thus, this matrix shows
the four strategies that could be used by Ocado to improve their growth and it also ascertain the
risk factors that are associated with these strategies.
The four strategies of Ansoff matrix are outlined below-
 Market Penetration-
Market penetration Strategy implies on selling existing product of the company to
existing market. Through this strategy Ocado can increase their market shares, they can reduce
their price so that high customer get attracted towards the products. The company can attract the
people by increasing their promotional activity and make more efforts on their distribution. By
this Ocado can get their current and potential strategic positioning in the market. The
organisation must know about their product and its quality it will be easy for them to compete
with their competitors.
 Product Development-
In product development strategy, Ocado can develop and sell new products into existing
market. The company could make some changes in the existing product so that they can provide
a better value to their customers. It requires a thoroughly research to develop a new product.
Ocado can implement this strategy by investing in research and development or by acquiring a
product of its competitors so that they can meet the needs of market.
 Market development-
By Implementing this strategy Ocado can enter into new market with its existing product.
This strategy helps to reach new customer segment by targeting new geographical areas. These
strategies are used when the customers are profitable in the new market and their behaviour
doesn't change. Thus, it helps to enhance its position in the market.
 Diversification-
With the help of this strategy, Ocado can enter into new market with new product.
Diversification strategy is the riskiest and profitable strategy for the company. There are usually
two types of diversification they are related and unrelated diversification. This strategy helps
Ocado to increase their profit and growth by entering into new market.
Bowman's Strategy Clock

Bowman's Strategy Clock is a model determine the competitive capability of the
organisation. It helps to ascertain how the products should be positioned to give most
competitive position in the market (Desai, 2019). Bowman's Strategic clock is important towards
ensuring that whether Ocado is stable company that could compete and survive in the market.
The two dimensions that determines the strategic options are price and perceived value. The
positions around the clock are-
 Low price and low value added-
If Ocado is serving low price product with low value added to customers than it is not a
very competitive position for the company. The customer perceives very little value, even when
the price are low. It is an bargain basement strategy, in this if the organisation wants to be
competitive in the market they have to sell their product like cheap as chips. Thus Ocado have to
offer its products or services at low cost to attract more customers.
 Low price-
Ocado have to use strategy of Low price to be successful in the market. In this strategy,
they get the profit margin on each product as low but the high volume of output can generate
high profits. Low price strategy increases the price wars between competitors, if Ocado is a low
cost leader with large enough volume they can be powerful in the market.
 Hybrid-
In Hybrid Position Ocado can offer products or services to its customers at low price but
they have to serve the products or services with high perceived value than its competitors. Ocado
must focus on product differentiation which helps to make their product highly valued in front of
customers and in market. Through this strategy company can build a reputation by offering a
products or services at affordable price. If the quality and product value is good, consumers are
satisfied with the price. Thus this helps to gain customer loyalty towards Ocado.
 Differentiation-
In differentiation strategic position Ocado have to develop a product or services that
offers a unique attribute to its customers with high perceived value. The company have to design
the product or services in such a way that differentiate them from its competitors and provide a
high vale with low premium. Ocado have to focus on Branding and product quality so that they
can retain customers. Customers generally prefer products of High quality brand which are well
known in Market even they are ready to pay more for good quality of product.

 Focused Differentiation-
This strategy focus on the products or services that are High in Quality and also sold at
High price. In this strategic position company must use promotion, distribution and target
segmentation for increasing their profit margin. Ocado have to charge High premium on product
or services and provide high perceived value to its customers. If the product or services are best
and different from other competitors they can sustain in market for long period.
 Risky High Margin-
In this strategic position Ocado can take a chance and increase their prices of products
without increasing in value which means no innovation or modification in product or services. If
Customers are ready to purchase the products with high price than company can gain High
profitability and if they are not accepting their market share will fall. Thus this strategy is not
suitable for long term as of high price premium, Ocado have to make an adjustment in their price
value to remain stable in the market.
 Monopoly Pricing-
The company in this strategic position is only one who serves the product or services of
specific type in the market. This strategy makes a customer to choose whether to purchase the
product or not, they become dependent on product or services which monopolist serves. Ocado
don't need to be concerned about adding high value in their product or services as they are single
one offering products that fulfil needs of customers so they are ready to pay the price which is set
by company (Helmold, 2020).
 Loss of Market Share-
In This strategic position Ocado can lose the market share if they are not offering
products or services that customers value. Generally, customers don't buy the products or
services due to High price. In this segment Ocado can go with standard price of their product or
services to remain competitive in the market and can retain customers.
Through Bowman's strategic Clock, The company can apply this model to find out the
competitive position of its product or services.

SECTION 4: Strategic Plan
Applying a range of theories, concepts and models, interpret and devise strategic planning for
Ocado.
Strategic Plan
Ocado can produce a strategic management plan with valid strategic direction, objectives
and tactical actions for the next 5 years.
Executive Summary
The purpose of the project is to analyse the strategic position of the company and its
internal capabilities. There are various models and theories which helps to evaluate the
competitive forces in market.
Company's Description
Ocado is a food delivery company that serve the products or services to its customers
through online. The company has won 'Business of the Year' category by the City AM awards
2018. It is a fastest growing supermarket with high sales.
Mission and Vision
The Mission and Vision of Ocado is to transform the way people shop by providing them
a unique innovative and alternative to traditional grocery shopping. The company want to give
wow feeling to its customers by providing different way of shopping with better and convenient
way.
Value statement
The company value smart thinking and they cut edge technology to deliver the product or
services efficiently, they beliefs in the team work by depending on each other they can transform
from something good to something great. This helps the company to drive down the prices and
enhance the value of money.
Strategies
The strategy of Ocado is to transform the industry and make the products or services
deliver online only which means home delivery. The company want to create a better shopping
experience for its customers so that it becomes easier and efficient for them to order the product.
Strategic Direction

The Strategic Direction of Ocado is to offer products and services to their customers at
low price with High Perceived Value. With the help of this strategic direction Ocado can gain the
strong customer base by providing goods and services at fair price.
Objective
The objective of Ocado is to make busy people come to the supermarket ever week for
purchasing products. The objective of Ocado can be achieved by providing products and services
at affordable price so that more customers get attracted towards the supermarket for purchasing
the items.
Tactical Actions
The tactical actions which Ocado can use to create and attract strong customer base by
Communication process. Through communication the objectives of company can be achieve.
They have to communicate the offers and discounts with the help of advertisements they can
easily communicate their information to audience. Advertisement helps to reach more and more
customers.
Budget
Month Pre-Start Year 1 Year 2 Year 3 Year 4 Year 5
INCOME
Cash Sales 18000 50000 55750 62161 69310
Credit Sales 8500 9478 10567 11783 13138
Business Loans 100000
Income from
other sources 5500 6133 6838 7624 8501
Opening
balance 0
Total 132000 65610 73155 81568 90948
Cash Purchases 10500 9500 9900 9300 8300

Stock 4700 4700 4700 4700 4700
Drawings 1300 1450 1990 850 1750
Wages/Sub
Con. 6000 6500 6800 6900 7200
Rent 6500 6500 6500 7000 7000
Rates 850 870 920 910 820
Light/Heat/
Power 1050 1050 1050 1050 1250
Telephone /
Mobile /
Broadband 250 250 250 300 300
Stationery &
Post 250 250 250 300 300
Insurance PL 3500
Advertising &
Marketing 750 750 750 800 800
Repairs/
Renewable 1120 1120 1120 1120 1120
Motor & Travel 3700 3700 3700 4000 4000
Consumables- 1100 1265 1455 1673 1924
Accountancy 4500 4500 4500 4500 4500
Loan
Repayments 4000 4000 4000 4000 4000
Miscellaneous 90 100 80 120 140
Tools &
Equipment
(Capital Items) 95000
Total 141660 46505 51465 47523 48104
Surplus/Deficit £0.00 -9660 19105 21690 34045 42844

Balance @
Start £0.00 0 -9660 9445 31135 65180
Balance @
End £0.00 -9660 9445 31135 65180 108025
Monitoring and evaluation
The company have to monitor and evaluate the delivery process. Ocado have to make
sure that the products should deliver at right time without keep waiting customers for the
product. The service of the company should be effective which must be praised by its customers.
They have to deliver the good quality of groceries with perfect condition and on appropriate
time. A time to time evaluation must be conducted by the organisation to improve and increase
the growth and profitability.

CONCLUSION
From the above given information it is been concluded that through business strategy
company can make decisions to accomplish goals and objectives. They have to firstly analyse the
Micro Environment factors that will affect them from outside the company and interpret
information to overcome the issues. Through McKinsey's 7's Framework organisation can assess
its internal capabilities and also evaluate its competitive position in the market. Porter's Five
model is also used in this project to evaluate competitive position of the company. There are also
various strategies to improve competitive edge and market position of the organisation.

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