Analysis of Iceland Foods: SWOT, Operational, and Marketing Strategies

This report presents a comprehensive analysis of Iceland Foods, a British supermarket chain. It begins with an introduction to operational and SWOT analysis, followed by a detailed examination of Iceland Foods' strengths, weaknesses, opportunities, and threats (SWOT). The report also explores the impact of macro and micro factors through PESTLE analysis, covering political, economic, social, technological, legal, and environmental aspects. Furthermore, the report delves into Iceland's marketing functions, including product, price, promotion, distribution, and market research, alongside an overview of its operational functions such as HR, marketing, and finance, and the overall impact on business performance. The conclusion emphasizes the importance of understanding market dynamics and adapting strategies for competitive advantage.

Portfolio Paper 2 & 3
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Paper 2.............................................................................................................................................1
SWOT analysis of Iceland ..............................................................................................................2
CONCLUSION................................................................................................................................3
Paper 3.............................................................................................................................................3
REFERENCE...................................................................................................................................5

INTRODUCTION
Operational analysis is considered as a method of examining the current and historical
performance of an organization as they are delivering the variety of products and services.
SWOT analysis is defined as strategic planning technique which uses to help a person or
organization by knowing the strength and weakness (Phadermrod, Crowder and Wills, 2019).
The report is about Iceland Foods Ltd that is British supermarket chain headquarter in Deeside,
Wales. This was founded in 1970, as it provides frozen food and groceries. This is large size
organization which is providing variety of products and services in changing environment. The
company has approximately 2.2% share of UK food market. The report covers SWOT analysis
and operational analysis of organization that affected the business.
MAIN BODY
Paper 2
SWOT analysis : This can be explained as important aspects for an individual and
organization as it uses to identify strength, weakness and opportunities. This states the how
internal environment has been affected and all functions are managing as well as arranging so
that kind of products and services provides accordingly. Iceland is using Swot analysis for the
purpose of making right business decision by knowing strength and weakness that helps to that
what changes are needed to bring and how to control the excessive activities (Kirchweger and
Rollinger, 2019).
Impact of macro and micro factors on chosen company
PESTLE Analysis: This is a framework which can be uses by organization for the
purpose of knowing which factor have affected the organizational performance. This mainly uses
to know driven factors which are described below:
Political: This factor involves government legislation such as tax rate, political stability,
changing in government and others that has affected the business. All businesses of UK have
been affected negatively as government of UK and EU has established new regulations that has
created the problem for operation of Iceland due to which sales and profitability of organization
has been reduced.
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Economical: This is considering inflation rate, interest rate, economic growth, taxation,
and wages rate that has affected the Iceland performance. Pandemic in 2019 that is Covid-19 has
impacted on sales of organization as selling activities of organization has been reduced.
Social: The needs and wants of customers are changing day by day where Iceland is
taking the advantages of such factor as it provides the products and services as per customer
demand.
Technological: In this factor sales and productivity of Iceland is increasing as it brings
new innovation and technology which can help to reach the targeted customers and attain the
competitive advantages (Walsh, Bhagavatheeswaran and Roma, 2019).
Legal: Iceland is following all employment regulations such as food and safety, data
protection, customer protection etc. that helps to increase organizational performance.
Environmental: In this, Iceland is focusing on environmental protection and safety
which influences the number of people and increase the business performance.
SWOT analysis of Iceland
Strength Weakness
 The organization is having successful
track record of developing new products.
 This built a culture between distributor &
dealers that promote the organization.
 High level of customer satisfaction that
covers engagement and strong bonding.
 There is gap between product range
and services (Rodriguez-Rincon
and et.al., 2019).
 High attrition rate in employees in
relation to organization.
 Changing in environment and
government legislation
Opportunities Threats
 To bring new technology and innovation
in retailing sector.
 Global market expansion via online
collaborations.
 Growth of business organization as it
brings new products and services.
 Brexit effects on organizational
performance.
 Changes in currency.
 Occurrence of Pandemic and others
natural issues.
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 Online groceries and convenience store
 Using effective marketing and
promotional channel.
CONCLUSION
This is important for all companies to understand what is running in market and how the services
can be affected in relation to business environment.
Paper 3
Key marketing function: In Iceland marketing functions are important as it helps to
influence the number of people and increase the organizational sales effectively. The key
marketing functions are product, price, promotion, distribution channel, place and Deep market
research. The management are using all functions in proper way and bring the changes which
helps to increase the sales.
Marketing Mix: According to (Sriyani, 2019) it can be explained as combination of
various factors which are decided by management as it provides right information and develop
the organizational performance effectively . The marketing mix of Iceland are described below:
Product : Frozen food and groceries Price: Lower pricing strategy is adopted by
organization.
Place: Operating at more than 1000 location Promotion: Magazine, social media, and print
media.
Deep market research: The management
conduct the proper research and bring
innovation.
Distribution channel: Wholesaler, direct sales,
internet and others that influences customers.
Conclusion: From the discussion it has concluded that marketing mix is the important
framework which uses to provide the variety of products and services by using different methods
that influences the organizational performance positively.
Operation function: This means all the activities and task that focuses on producing
goods and services for the customers (Lestari, Musyahidah and Istiqamah, 2019).
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Operation function of organization: In Iceland, operation functions are performing by a
management via formulating planning, organising, directing and controlling the resources that
are needed to increase performance. The management is identify requirements, make plans,
hiring staff, preparing budget, managing people and driving performance by arranging all
activities.
Overall function of Iceland: The HR management is playing an important role as it
identify vacancy and recruit the people, marketing function provide the information about
products and services, finance function is uses to arrange funds, and distribution function is uses
to deliver the products and services by reaching the customers effectively that can help to run a
business and attain the competitive advantages in changing environment. This brings the new
technology and innovation that can help to increase performance.
Conclusion
From the report it has concluded that operational function of organization such as HR,
marketing, finance and others are important that uses to develop the business performance and
productivity. The management identify the requirement and formulate effective planning which
can help to develop an organization and attain the competitive advantages.
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REFERENCE
Books and Journal
Phadermrod, B., Crowder, R. M. and Wills, G. B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management. 44. pp.194-203.
Kirchweger, B. and Rollinger, J. M., 2019. A Strength-Weaknesses-Opportunities-Threats
(SWOT) Analysis of Cheminformatics in Natural Product Research. In Progress in the
Chemistry of Organic Natural Products. 110. (pp. 239-271). Springer, Cham.
Walsh, K., Bhagavatheeswaran, L. and Roma, E., 2019. E-learning in healthcare professional
education: an analysis of political, economic, social, technological, legal and
environmental (PESTLE) factors. MedEdPublish. 8.
Rodriguez-Rincon, D., and et.al., 2019. Factors affecting access to treatment of early breast
cancer: Case studies from Brazil, Canada, Italy, Spain and UK. Santa Monica, CA:
RAND Corporation.
Lestari, W., Musyahidah, S. and Istiqamah, R., 2019. Strategi Marketing Mix Dalam
Meningkatkan Usaha Percetakan Pada CV. Tinta Kaili dalam Perspektif Ekonomi
Islam. Jurnal Ilmu Ekonomi dan Bisnis Islam. 1(1). pp.63-84.
Sriyani, N., 2019. Effect Of Brand Equity And Marketing Mix On Customer Satisfaction And
Impact On Customer Loyalty. EAJ (ECONOMICS AND ACCOUNTING JOURNAL).
2(3). pp.206-214.
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