MKT3031 Strategic Consultancy Report: Rowlinson Knitwear Analysis

This strategic consultancy report analyzes Rowlinson Knitwear, an international clothing company. The report begins with an introduction to strategic management and its application to organizational goals. The main body presents a detailed situational analysis, using the PESTLE model to examine political, economic, social, technological, environmental, and legal factors impacting the company. It further employs SWOT analysis to assess the company's internal strengths and weaknesses alongside external opportunities and threats. Porter's Five Forces are also used to analyze industry factors. The report concludes with strategic recommendations for market development, diversification, alternative channels, and product development, considering social and environmental aspects to boost goodwill. The report is based on the assignment brief from the University of Northampton's MKT3031 course.

Strategic Consultancy
Report

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Situational Analysis................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The term strategy leads an organisation to accomplish company goals and objectives
within decided time period. Strategic management refers to the management of an organisation
that includes set of objectives and goals (Lewis, 2017). Analyse of competitive environment and
analyse of internal organisation and evaluating strategy that ensure management to work at
global level. This report is written from perspective of Rowlinson Knitwear which is an
international global organisation and performs its operations in clothing industry. Moreover, the
report highlights on situational analysis and strategic choices that are required by an organisation
for completion of work in proper manner by implementing models such as Pestle, Swot and
Porter’s five forces. In the last, some recommendations to implement organisational strategy are
also included in this report.
MAIN BODY
Situational Analysis
In the present scenario, there are various task and operations is performed by management
that is used for accomplish of better results through satisfying needs and wants of customers
properly. Moreover, there are various situations are faced by management that is impacting on
organisational work and policies as it is used in making better results which satisfies needs and
wants of customers in proper manner (Peppard and Ward, 2016). In context of Rowlinson
Knitwear micro and macro factors both of environment both are included in this report for
adding more value in organisational products and services.
PESTLE model to analyse macro environment and its impacts on strategies is mention as
below:
 Political factor- The term political factor includes all those aspect that is used in
managing and controlling for completion of work according to political conditions of
country. In context of UK, government is open for completion of work properly that is
leading management of small companies to perform its work in proper manner. This
refers that political government of UK is focused to support industries for enhancing

various opportunities in market. With analysis of Rowlinson Knitwear there are various
task and operations for completion of work and it leads organisation to work as per
government rules (Lasserre, 2017).
Positive- UK government is providing opportunity to small business for completing of all
work in proper manner that leads management to complete all task and operations in an
effective manner. So UK government provides support to business for completion of
work in proper manner.
Negative- With analysis of managing to complete work by understanding aspect
management face various challenges because due to open behaviour of government all
organisation perform their work in country that creates challenges for organisation.
 Economic factor- In the present scenario, economic factor work as an important factor
for organisation because management are focused to perform work in organisational
areas that is leading to complete all task and operations in proper manner. Within context
of Rowlinson Knitwear it is identified by management that UK economy is facing
challenges due to Brexit decisions. This also refers that management is facing complexity
to work properly because individuals are not making more expenses on extra expense.
Moreover, UK economy is developed so business growth is little impacted and
government is also helping individuals and small organisation to perform work in proper
manner.
Positive- UK economy is well-developed and it is supporting organisation to perform all
task and operations by support of subsidiaries. This work as a positive point which is
leading organisation to work in proper manner by improving economy of business.
Negative- Brexit impacts on all aspects for a business that is included by management
this refers individuals work is directly impacted. This refers people are more concerned to
work in proper manner (Hill, 2017).
 Social- This aspect includes areas which lead management for completion of work
according to society. Rowlinson Knitwear is managing their business with this aspect by
providing support for organisation in completion of work according to demand of
customers. With social aspect it is identified by management that organisation leads in
completion of work to gain effective results through manufacturing their clothes

according to completion of work with right approach. UK society follow western culture
so design of clothes preferred by individuals also relates with local culture.
Positive- Social aspects work as a positive factor because it leads company to work with
right approach. In context of Rowlinson Knitwear well-designed clothes also support for
perform of work with right aspects that makes management to work in an effective
manner.
Negative- Trends in society are too dynamic and it impact on organisational work to
perform task because it is complex to perform work with constant changes in society. So
it works as a negative point for organisation.
 Technological- UK is a developed country and most of the individuals are performing
their work with engaging technology in their roles. This refers that almost each individual
is aware about organisational work and it work as an important factor for Rowlinson
Knitwear because management also included technology in most of its operations. So by
including technology aspect it is identified management is accomplishing longer results
by completing all work in proper manner. Example- Technology help Rowlinson
Knitwear to manage inventory which reduces cost of organisational operations that
directly increases profits of company.
Positive- In context of Rowlinson Knitwear management is performing their work with
implement of technology that leads management to complete work in minimum time
period.
Negative- The cost to work with technology aspect is high so it increases expense for
organisation. Along with this technology changes with rapid speed that generate
complexity to work with update technology (Gallus and Frey, 2016).
 Environmental- With the analyses of previous years it is identified that environment
safety is a major concern for organisation that generates challenges for management. It
determines that there are various rules and regulations are developed by organisation
which is creating challenges for organisation to adopt them all. It refers management
must use all those factor that are applicable in making changes to complete all work with
right time period. All materials that is used by Rowlinson Knitwear to make their clothes
is organic and recyclable. So it not impact on environment aspect of country and leads
management to complete work in proper manner.

Positive- Rowlinson Knitwear manufacture all clothes with consideration aspects that
safe for environment that increase goodwill of company in country.
Negative- By analysis of management and its environment relates aspect it is identified
that organisation face challenges because manufacturing units creates pollution in the
country.
 Legal aspect- Laws are an essential part for each organisation that must be followed by
management to complete all work in proper manner. This also relates with understanding
aspect according to management strategy that encourage possibilities to complete all task
and operations in ethical manner. Rowlinson Knitwear is a local company of UK and it
helps management to complete work by managing projects as per flexible law. But to
intense competition it not possible to leave assumption that creates complexity to perform
work with legal ideas (Amara and Tiriveedhi, 2017).
Positive- In the positive aspect UK law are flexible for organisation that supports
management to work with opportunities. It also helps to work with national level and at
large area.
Negative- External information also relates with management that is increasing challenge
for organisation because legal aspect are change at international level.
Recommendations:
With the analysis of all above report it is used in making work with areas that is leading
management to complete work. In context of small business area it is identified in managing
work to understand areas that leads to complete work with right strategy and area. Market
development is the first strategy implemented by Rowlinson Knitwear to complete work in
proper manner. This is also supported by political factor of organisation and it also used in
management to gain accurate results.
On the other side, management diversification strategy is also effective for management
to complete work in proper manner. Rowlinson Knitwear also consider that it is used in making
with understand and it is leads to complete work by identifying strategy to enhance market area
for completion of work properly. With understand of company aspect economical aspect of
country is creating challenge because due to small area economy of country is also impacted to
work in right manner. In the last, alternative channels and product development leads

organisation for completion of work by understanding social and environment aspects that boost
goodwill properly (Perera, 2017).
For further analysing the efficiency and the capability of the organisation it is important
to take into consideration the strengths and weaknesses of the organisation in relation to various
opportunities and threats prevailing in the market. it can be done with the help of SWOT
analysis:
Strengths: The strengths of the Rowlinson Knitwear include better quality of the
uniforms that they have been offering to their customers directly at their office and in the
schools. This leads to better relations with the customers as they ensure the timely supply of the
material as required by the clients. In addition to this the cost structure of the company is
managed efficiently which enables them in having a better financial position as they can manage
their profit margins by minimizing their costs. As Rowlinson Knitwear is a manufacturer so they
have incorporated various automated methods of manufacturing that enables them to have better
productivity than their competitors (Rothaermel, 2016).
Weaknesses: For further improving the processes it is important for them to spend
significant amount of funds on the research and development but being a small company they
have limited funds to do so. To meet up with the requirement of the customers they have to
undertake the frequent market research which is not done by them and this can affect their
business operations. Apart from this the number of workforce with the company is not sufficient
due to which their existing employees have work load on them and this has impact on the
performance of existing employees. The decision making of the company is centralised due to
which they faces delays in the decision making.
Opportunities: They have various opportunities such to use advance technology for
promoting their products and services such as they can focus upon social media platforms,
adverting directly to the targeted customers through mails and through their personal
representatives etc. as this will facilitate them to enhance their sales. Also they have opportunity
to expand their business as the financial support is provided by the government of UK for the
promotion and development of the organisation. The increase in the adoption of the policy of
uniform in various offices offers opportunity to expand their market share in the same market as
well by approaching more clients (Trigeorgis and Reuer, 2017).

Threats: The major threat for the company is associated with the competitors as they
have better technology due to which they have better capacity to produce goods i.e., Uniform.
Another threat that they have been facing is of new entrant.
Recommendation:
On the basis of the analysis of the internal factors it can be recommended that with the
help of strengths such as better quality, better cost structure, automated method of manufacturing
the company can emphasis upon various opportunities such as targeting more people with new
technological. While the weaknesses can be managed by employing more people as well as
efficiently allocation of the tasks and the job roles (Aithal, 2017).
In addition to this while taking strategic decisions it is important for the organisation to
analyse the impact of various industry factors so that they minimise their impact as well. For this
the Porter’s Five Force analysis model must be taken into consideration:
 Entry and exit barrier: The entry and exit barrier in this industry is not much due to
which the threat of this is high and this has direct and adverse impact on Rowlinson
Knitwear as with this they have face competition in the near future.
 Level of competition: The threat of this force is high because of the existing organisation
as they have been using various technologies for improving their processes. But the
Rowlinson Knitwear has significant automated process and customer loyalty which
enables them to minimise the impact of this force.
 Bargaining powers of the suppliers: The impact of this force on the organisation is high
as due to the changing needs and wants of the customers the organisations have to
manage their operations accordingly. The uniforms to be manufactured by Rowlinson
Knitwear have to be as per the specifications of the customers in context of the features
and the quality due to which their existing process gets affected (Abalkhail, 2019).
 Bargaining powers of the Suppliers: There are large number of suppliers who can
supply to the Rowlinson Knitwear and due to this the power of this force is low as if their
existing suppliers fails to supply they can approach other suppliers.
 Threats of substitutes: The substitute of uniforms does not exist due to which the impact
of this force on Rowlinson Knitwear is low.
On the basis of this analysis it can be identified that the company has to face significant
forces that can impact their business operations. For Rowlinson Knitwear the impact of entry of

new organisation and competition is high along with that of the buyers due to which they have to
adopt various strategies that can reduce the impact of these forces while the impact of buyers is
also high but it can be managed by the easily by taking into consideration their taste and
preferences. Apart from this the impact of the suppliers and substitute is low due to which they
do not have to lay emphasis on them.
Recommendations:
To manage the impact of the forces that have significant impact on the company various
recommendations are made to the company that can be taken into consideration while strategic
planning:
 The company must focus upon various promotional activities as with this they can
reduce the impact of their competitors and can make their customers loyal for them. Also
with this they can ensure better relations with their customers.
 The focus must be upon the automation of their processes and on ensuring the quality of
the uniforms so provided by them as with the help of this they can ensure the
competitive advantage over others which will also facilitate them to reduce the impact of
threat of new entrants.
CONCLUSION
With the all above report and information analyse it is concluded that strategy plays an
important role for organisation. This also refers management must include areas and understand
situation through use of PESTLE so strategy are developed by undertaking aspect of external
environment. Apart from this it important for the organisation to also consider the impact of
various internal factors and the impact of various forces from the industry while formulating
strategies.

REFERENCES
Books and Journal
Abalkhail, T.S., 2019. Entry and Expansion Strategies for Burberry in Oman by Applying
Porter's Five Forces Model. Indian Journal of Marketing. 49(1). pp.25-35.
Aithal, P.S., 2017. ABCD Analysis as Research Methodology in Company Case
Studies. International Journal of Management, Technology, and Social Sciences
(IJMTS). 2(2). pp.40-54.
Amara, S. and Tiriveedhi, V., 2017. The five immune forces impacting DNA-based cancer
immunotherapeutic strategy. International journal of molecular sciences, 18(3), p.650.
Gallus, J. and Frey, B.S., 2016. Awards: A strategic management perspective. Strategic
Management Journal. 37(8). pp.1699-1714.
Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Lewis, R., 2017. Porter's Five Forces of competitive advantage.
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Rothaermel, F.T., 2016. Strategic management: concepts (Vol. 2). McGraw-Hill Education.
Trigeorgis, L. and Reuer, J.J., 2017. Real options theory in strategic management. Strategic
Management Journal. 38(1). pp.42-63.