Comprehensive Business Strategy Analysis: DITAS Company Performance

This report provides a comprehensive analysis of DITAS Company's business strategy, examining its mission, vision, and values, along with its corporate objectives. The report delves into a year-by-year evaluation of the company's performance, highlighting key strategies and outcomes. It explores the business environment through macro, meso, and micro analyses, and employs a SWOT analysis to assess strengths, weaknesses, opportunities, and threats. Functional strategies, including marketing, operations, and supply chain management, are discussed, alongside the company's corporate social responsibility and financial performance. The report also reviews the company's utilization of Porter's generic strategies, specifically cost leadership and differentiation. Finally, it incorporates Belbin team role theory and Tuckman team development model to approach the operations of company in the best way possible and concludes with recommendations for future strategies.

Business Strategy

Executive Summary
Business strategies are formed on the basis of the market position and condition. His
project would review different elements in respect to the formation of marketing strategies in
respect to the organisation. Year by year evaluation in this project has reflected about the
company's performance in the market.

Table of Contents
INTRODUCTION...........................................................................................................................5
MAIN BODY...................................................................................................................................5
Mission, vision and values of company.......................................................................................5
Mission..............................................................................................................................5
Vision ................................................................................................................................6
Values................................................................................................................................6
Corporate objectives....................................................................................................................6
Year by year evaluation...............................................................................................................8
Year 11...............................................................................................................................9
Year 12.............................................................................................................................10
Year 13.............................................................................................................................10
Year 14.............................................................................................................................10
Year 15.............................................................................................................................10
Year 16.............................................................................................................................11
Business environment analysis..................................................................................................11
Macro environment analysis ...........................................................................................11
Meso environment analysis.............................................................................................12
Micro environment analysis............................................................................................13
SWOT Analysis.........................................................................................................................13
Functional strategies..................................................................................................................14
Marketing.........................................................................................................................14
Operations........................................................................................................................14
Supply chain and logistics...............................................................................................14
Corporate social responsibility........................................................................................15
Finance.............................................................................................................................15
Overall performance review......................................................................................................15
CONCLUSION and Recommendations for future strategies........................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Business strategy is identified as the strategies and policies formed to achieve the
business objectives of the company. This report is based on the case study of DITAS in respect
to its business strategies. The company is engaged in manufacturing shoes. This project would
critically evaluate the strategic formation of the organization. Henceforth, report will emphasis
over the mission, vision and values of the organisation that drive the business functions of
company. Corporate objectives of the organisation will also discuss in this project. Year by year
evaluation will also conduct in this project to analysis the overall performance of the company
that could support the strategic formation of the respective organisation will also demonstrate in
this project. This report will also analysis the business environment in context to the
organisation. Different models and framework will implement to assess about the respective
impacts business environment factors create over the business operations of company. This
project will also channelises respective information in regards to the macro environment and
competitive environment in context to the organization. The rest of the project would discuss in

respect to the internal environment of company and also about the different strategies that drive
the functional activities of the company will be discussed in this project.
MAIN BODY
Mission, vision and values of company
Mission
The mission of the DITAS Company is to ensure the best quality foot wear for all the
potential customers associated with the market. The mission of the organisation is to deliver the
best quality foot wear products for the best customer experience. Company also aim to achieve
the best level of consumer experience under the fashion retailing (Agustia, Muhammad and
Permatasari, 2020). Company want to serve the best level of comfort in against to the foot wear
experience to all the potential buyers of the company. Company has a mission to create a volatile
atmosphere where all people irrespective to any economic background can experience the best
level of foot wear experience. DITAS Company also carry the mission of dominating the entire
retail industry in the foot wear segment at a global level.
Vision
DITAS Company carry a vision to improve the comfort level of customers by serving the
best quality foot wear products. Company is dreaming to make the foot ware more cost efficient
so that better customer experience can be achieved by the organization. Company's vision is to
gain a sustainable growth so that strong dominance can be established by the company in the foot
wear sector at a global level (Alghazi and et.al.,2017). DITAS Company carry the vision for
serving the best quality foot wear products at the bet price possible to make the fashion more
affordable for the customers.
Values
DITAS Company carry value to create a positive difference in the lifestyle of the
customers. Company carry the value to improve the life style and standards of the customer by
creating positive changes through m,asking fashion more affordable and reasonable for the
customers (Bıçakcıoğlu-Peynirci and Tanyeri, 2020). Company has values to ensure the best
quality and standard in foot wear manufacturing so that sustainable growth can be achieved by

the organization. Company keep its customers at t he superior level that also help the
organisation for delivering best level of values for the customers of organisation.
Corporate objectives
SMART Objectives
Specific
DITAS Company carry the objective is to gain the bets level of customer experience
against the manufacturing of shoes products. The organisation is aiming to serve best comfort
against the shoes product (Chi, Zhao and Li, 2016). Company carry the specific rate of growth in
its sales turnover which allow the organisation to achieve the best level of growth and
development in the target market.
Measurable
Customer experience and satisfaction can be measured by the sales of the company. This
is a key objective behind the business operations of the organisation that allow the company to
meet its sales target by serving the best level of turnover (Garcia-Swartz and Campbell-Kelly,
2019). Customer experience and comfort can also be further analysed with the support of
customer feedback form and also on he basis of the grievance section of company as if the
customers are more satisfied that indicate that grievances are less in number and if they are not
satisfied that indicate that company is not performing effectively.
Achievable
The objective is to gain the best level of customer experience can be achieved by the
organisation. This is an achievable objective of the company by ensuring the best quality
standards in manufacturing the shoes of company.
Realistic
Serving the best level of shoes experience and comfort is realistic with the support of
tools and practices like total quality management and other such practices.
Time based
Company review its performance at the end of each year.
Porter generic strategy
DITAS Company follow the model of Porter generic strategy to achieve all its different
business objectives and to channelises the business operations oif company. This model
segregate operations of company in the following manner.

Cost leadership
This model guided the DITAS Company to reduce its selling price. AS in order to
achieve the objectives and sales targets of company the organisation required to reduce its selling
prices so that company can take competitive advantages against the globalised companies like
Reebock and many other (Ho and Wang, 2020). This strategic choice drive the organisation to
keep the prices lower than the average price in the market so that company can take competitive
advantages in the target market even with the presence of the aggressive level of market
competition.
Differentiation
This strategic choice allow the organisation to create a unique image in the target market.
This is about to establish the different brand value for taking the competitive advantage in the
market.
DITAS Company focused over the cost leadership approach projected in the porter
generic strategic choice model. This is the best way to gain the competitive advantage for
companies in case of aggressive level of market competition (Hsieh and Novoselov, 2018). Due
to the utilisation of this strategic choice model company get to establish a unique and different
image in the market.
Year by year evaluation
DITAS Company has driven the cost focused leadership approach to take the competitive
advantages in the respective target market. This strategy has allowed the organisation to gain the
attraction of the potential customers available in the market. This decision has been taken as it
support the organisation in gaining the special attention of the potential customers by offering
products at the best price possible. Due to the lowest prices company get to take the competitive
advantage in the respective market (Kitsios and Kamariotou, 2019). IT has further allowed the
organisation to gain the strategic advantages against the best level of outcomes for the business
functions. Year by year review of the organisation in respect to its performance can be projected
in the following manner. Company has also followed different operational strategies such as
Belbin team role model and also the concept given in tuckman team formation model to
approach the operations of company in the best way possible.
Belbin team role theory

Belbin team role theory indicate about the different roles that employees need to play for
addressing the best level of work efficiencies. This model indicate that resource investigator is
among the key position role part of the model. This professional assesses about the resources of
the company and the utility of resources in delivering the best level of operations of organisation.
All employees part of the team must be team worker as every employee in team must support
other team members. Coordination is another aspect associated with the model that suggest that
employees must share the best coordination to deliver the business functions (Kristinae and et.al.,
2020). All employee must work with free mind and with the support of suitable strategies.
Monitor evaluator analysis the performance of employee in company. Specialist address the
decision-making and solving the problems entertained in the team operations. Shaper drive the
function of team whereas implementer follow the guidelines and instruction and deliver the
operations. Finisher under this model finishes the operations of the company.
Tuckman team development model
This model of team formation segregate the team formation strategies into different
stages like forming, storming, norming and performing. All these four stages make the model
more convenient for the organisation to establish an effective team to achieve the business
objectives.
Forming: Forming is the stage involve in team development where all team members of the
DITAS Company meet with other team members (Kueng, Li and Yang, 2016). Leaders in the
team introduce the members in front of all other team members. This is a brief introductory part
of the team development stage where the leaders try to clarify all doubts of the team members.
Storming: Storming is the stage where team members try to create an individual influence in the
team based on the skills and abilities. This is the stage where the team members meet and also
raises issues in the group.
Norming: This is the stage where team leaders try to solve all issues of the team members. All
strategies to achieve the objectives are formed and clarify to all team members. Individual role in
team also clear at this level.
Performing: On the basis of the strategies formed in the previous stage all team members try to
perform at this level.
The above mentioned practices are a part of the operation structure at the DITAS
Company. The performance assessment can be projected in the following manner.

Year 11
DITAS Company has made modification in its CRS activities. All different strategies
company formed could allow the organisation to achieve its sales targets. Superior material is
used that could improve the product quality at this level. Company has also done celebrities
contract that could deliver better performance in favour of the organisation (Martinez and
Ferreira, 2019). Company has also channelised strategies like acquisition of new manufacturing
techniques, machineries, robotic technology that could support the organisation in getting control
over the quality issues. All these factors could support the DITAS Company in achieving its
growth targets in the respective financial year. Due to the improvement in material quality with
50% improvement company could improve its growth potential in the respective market.
Year 12
This year has been positive for the organisation as in this year training is conducted of the
employees part of the organisation. This year the number of models has also increased from 200
to 400. DITAS Company has also expanded its business operations in Europe and Latin that has
also supported the organisation to entertain suitable expansion of the business operations of the
organisation. Company has also formed contract with celebrities that has further supported the
overall growth and development of the company. Overall it can be stated that company could
improve its growth potentials through this strategy.
Year 13
This year company brought back its 50000 shares from the shareholders of the company.
Company also needed to give superior amount of compensation in the North America zone. This
company has started the production in Latin America and Europe that has further supported the
growth of company in such a zone. Company also improved the quality of material used to
channelises production activity.
Year 14
This year company focused over the option B along with giving emphasis over producing
in North America with the support of better material and the production could increase upto 70%
in the respective area. Company has also increased its styling futures to $18. Company also made

decision to repurchase the shares worth $500,000 where as company has offered dividend of 1.2
per share (Razak and et.al., 2016).
Year 15
This year company has taken decision to improve the infrastructure of the organisation.
In this year company has bought 4000 equipments for the North America sector and 250
equipment for the Europe and some are for Latin America sector. Company has also taken loan
this year to improve the business operations. Company has also taken decisions to improve the
financial stability of the organisation. All these decisions has supported the organisation to
deliver more effective functions of company.
Year 16
Company has given its emphasis over the CSR and dividend policy of company.
Company also took option denoted as B E + L. Company also banned the free delivery of its
products due to increased demand. Company also kept its eye over production and started
producing in bulk at the maximum level to achieve the best level of production cost of the
products.
Business environment analysis
Macro environment analysis
Business environment comprises with different models and framework that comprises
with all different factors and elements influence the operations of company. This involve model
like PESTEL Analysis, SWOT Analysis and other such framework to address all different
factors influence the business operations of company.
PESTEL Analysis
PESTEL Analysis is a framework comprises with the external factors of the business
environment. This model include elements like political, economic, social, technological,
environment and legal factors that influence the business operations of company.
Political factor: Government has become very active towards the growth and development of
the corporate sector. United Kingdom has become a very suitable market for the companies. Due
to the constant support of the government DITAS Company could entrain effective growth rate
in market. Company also expanded its business operations under Latin America and Europe

region which has further allowed the organisation to entertain massive growth opportunities
(Sanaei and Sobhani, 2018). The recent political imbalance like BREXIT Issue and other
political changes like new government in America has totally affected the business operations of
the company in negative manner.
Economic factor: Over the period of time per capita income of people has increased immensely
that has improved the buying power of the potential customers associated with the market. All
the improved buying power of customers has supported the DITAS Company in charging higher
prices and also to cut down the nil delivery charges that has also improved the profitability of the
company.
Social factor: In United Kingdom, Latin America and Europe people are very fashion friendly.
They are keen towards adopting new fashion and trends. All these have supported the DITAS
Company in achieving the sales target of company.
Technological factor: Technological advancement has guided company to im[prove the quality
of production. Total quality management and other technologies has been installed by the
DITAS Company to achieve the quality standards. This has improved the customer satisfaction
level. Company also utilised the social media marketing and other such promotion strategies to
raise the level of customer satisfaction.
Environment factor: Company has been engaged in social responsibility in form of greenery,
environment protection campaign and other such initiatives. All these has turned out to be as a
positive brand image of the DITAS Company.
Legal factor: Company needed to follow all different laws like data protection act, equality act,
anti discrimination act and other such legal regulations. All these are the mandatory requirements
associated with the DITAS Company.
All the external business environment factors directly influences the business operations
of the DITAS Company.
Meso environment analysis
Porter five forces model
Porter five forces model are a sum of different stakeholders that influence the business
operations of organisation. It is an analytical framework demonstrate the various forces influence
the business operations of the company.

Competition in industry (High): Fashion retail is one of the most emerging sector at a global
level. Due to the heavy growth and market demand the competition is huge in the market. This
force is high due to aggressive level of market competition (Tomita, 2020). DITAS Company
needed to face competition from both small and large scale companies.
Potential of new entrants in the industry (High): New entrant always contain possibility to
enter in the market. This force is high as the growth in the market always attract to the new
companies to entertain the profitability of the sector.
Power of suppliers (Medium): Supplier carry medium power in context to the multinational
companies due to over dependency of the suppliers on these companies. This force is medium as
the DITAS Company contain plenty of options of the suppliers that can meet the requirements
of company.
Power of customer (High): Customer carry the huge power. They involve in sustainability and
growth of the company. This force is high for the company. All policies and strategies are
formed based on the customers of the company.
Threat of substitute products (High): This is a key force part of the competitive analysis.
Substitute products always create a huge threat in the market as they can replace the use of
company's products at any time.
Micro environment analysis
McKinsey 7 S Analysis
This involve comprises with all different micro environment factors that can be
summarises in the following points.
Structure: DITAS Company is organised at the two levels general manager consisting towards
project coordinator and project manager conduct the operations (Zhu and Chertow 2017). This
structure is well suitable in respect to the DITAS Company as it fulfil all the needs and
requirements of company.
Strategy: Company channelises project management strategies, marketing strategies, total
quality management strategy and other such strategies to achieve the business objectives.
System: Company has given a huge emphasis over technological advancement and development
to improve the system of the organisation.