Undergraduate Major Project: Sport Direct Strategic Analysis

This undergraduate major project presents a comprehensive strategic analysis of Sport Direct, a retail company. The project begins by examining three key strategic issues facing the company, leveraging PESTLE and SWOT analyses to evaluate political, economic, social, technological, legal, and environmental factors. It identifies challenges such as market competition and economic fluctuations impacting operations. The project then proposes three potential solutions to address these challenges, followed by a discussion of how the company could implement these practices. The analysis covers areas like rising fuel prices, fluctuating currency, and increasing regulations, providing insights into Sport Direct's operational environment and strategic decision-making. The project aims to provide a clear understanding of the challenges and opportunities faced by the company, offering practical recommendations for improving its performance and ensuring its long-term sustainability.

Undergraduate major
project

Table of Contents
INTRODUCTION...........................................................................................................................1
1) Analyses the three strategic issues of the company Sport Direct, it is and retail company
company.................................................................................................................................1
2) Identify the challenges and analyze the challenges which are faced by the company Sport
Direct......................................................................................................................................7
3) Three solutions which will be implemented by the company..........................................19
4) How company would implement the practices and solution on the company.................23
REFERENCES..............................................................................................................................28

INTRODUCTION
1) Analyses the three strategic issues of the company Sport Direct, it is and retail company
company.
Strategic issues Evidence Area Models
Political Fuel prices are rises by 50%
and these factors is increasing
the cost of the company on
tickets as they are facing hike
in rise of prices of fuel which is
affecting their liabilities and
further increased the cost of
their operations.
Company is managing the cost
from the profit margins and
company is giving burden on
the consumers by charging
them prices higher than they
were used to being for using
practices for increasing prices
of their operations which result
in less flying capacities of the
flier knowing they will not be
able to pay huge money and
result in their practices of in
effective positions and
conditions.
sports goods is producing the
3% co 2 which is carbon
emissions and the company is
taking effective measures for
It is affecting the areas of
middle east which is
affected by the rise of
fuel and climate changer
which is increasing the
cost of retail company. It
is affecting the sales of
the company and the
customer which want to
travel through flights but
are not able to travel, it is
affecting the growth of
the company as well as
they are facing
deficiencies in their sales
along with preferences of
people have changes, and
they are focusing on
ignoring travels through
retail company for their
betterment and convince
as known that retail
company these days is
not even symbol of status
but rather had become
necessities as it cover
Pestle analysis
on company that
is the tool used
for identification
of macro
environment
faced by the
organization.
The initials in
PESTLE stand
for political
factors,
economic
factors, social
factors,
technological
factors,
environmental
factors along
with that of legal
factors where in
some areas
international
factors are also
refereed where
the type for the
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protecting the environment.
Company is using efficient
engines which will decrease the
pollution made by the sports
goods in the environment.
Further it is assessed that
continues change in the policies
of the company had led to un
effective practices where
employees along customers of
the company had faced
difficulties in assuring and
accepting the policies that lead
to continuous change will
affect and infect the working
conditions of the retail
company and further resulted in
outcomes in terms of further
losses and other practices for
the firm for their major
business operations and other
practice of the retail company
and their further business
conditions and practices where
they ensure their business
operation is affected by
policies, rules and regulation
and other factors for the
organizations.
long distances in short
means. The type of
practices for Asian
borders have reduced due
to drastic change in
climatic conditions as
they are being too hot at
times and further at times
they tend to be too cold
and further manage to
sustain the changing
conditions of
environment result in low
operations for the retail
company and further
affected the working
condition for the same.
The type of change may
affect the pricing policies
along with operational
cost and further practices
that may affect the
working practices leading
to practices where they
ensure they had to
continuously change their
practices and policies for
further changing
condition in the
environment where they
ensure their practices are
retail company
will justify the
working types,
techniques ans
practices
ensuring they
develop
effective and
strong work
environment and
working
conditions for
the sustainability
of practices
where their
practices are
assured for
effective and
efficient
working
conditions. The
practice will
help them
understand
wider
environment for
business for
development of
external
environment and
ensuring their
2

regulated in the eye of
government and that may
either affect the working
conditions and other
dimensions they need to
work upon and develop
effective practices and
conditions where they
ensure their rights and
values are not being
violated and these
practices and conditions
are put in harm that may
affect the working
conditions of the
organization assuring
their practices are being
violated due to
involvement of
opposition affecting and
offending practices of
business for the
organization and types of
their activities involved
for it.
effective
strategic
thinking. The
practice may
encourage
development of
external
environment
along with their
strategic
thinking
enabling
organization to
anticipate for
threats of further
business threats
along with
several and
certain actions
for avoiding and
minimizing
impact of their
practices.
Economic Through the financial crises the
retail company industry have
increased the prices by the
form £47 to £145. Further, at
the time of recession Sport
Direct is expecting the high
There is string relation
between GDP of the
country and the retail
company industry. Due to
financial crises in the
country and recession in
Pestle analysis
on company
which a frame
work for the
company or a
tool used by
3

profit due to demand and also
due Thomas cook demise.
Decease in sales and
operational practices of the
company has lead to increase in
cost of operations such as
retention of their employees,
maintenance of their airplanes,
rent for their holding and cost
incurred when the airplane is
not functional and standing on
the ground. The reduction in
flying capacity of individuals
resulted in effective practices
that led to ensuring that these
customers are no longer able to
pay those increased prices for
services of retail company and
further reduced traveling
through air source and pay for
such services that are generally
and usually higher than that of
other modes of transports.
Fluctuation in the economic
policies along with practices
that ensure the liabilities for
further practices that led to
tentative loss for the
organization and increase and
boost it's liabilities that ensure
further practices for the retail
the country companies
are not able to reduce the
cost of the flights.
Fluctuating currency is
risk factor for low cost
retail company that may
develop huge cost on
their operations due to
involvement of such
factors and policies
thereafter. The type of
factor also cover the
credibility for the retail
company that focus on
ensuring availability of
funds for the retail
company along with that
if they need requirement
of funds for their future
expansion and developed
activities for business
operations they have
abundance of it by
developing such a type of
image where they ensure
they are capable and have
enough potential for the
regular operational and
business operations for
the retail company. The
fluctuation in the cost of
marketers to
analyze along
with monitoring
of macro
environmental
activities that
impact the
organization
factor of the
company
including
political, that
include
leadership,
government
policies, along
with change,
impact on
polices for
foreign trade, tax
satin policies
and further de
regulations and
regulations for
the trends. The
type covers all
the factor for the
practices of
justifying the
practices for the
activities of the
4

company getting in further
losses and other activities
ensuring that these can hold
further implication for the
purpose of effect of practices
regulated for the better and
effective working conditions
for the organization and it's
practices for effective and
efficient working conditions
and their working policies and
their and their practices that
further result in inadequate and
in effective working conditions
that may result in affecting the
working conditions of the
organization and further
implication about their
practices due to heavy losses in
business types of retail
company activities and further
their operation and other in
effective techniques and
maintain their decorum in
effective and efficient manner
and other working conditions
as well.
retail company developed
in effective pricing
policies where they are
enforced for the practices
ensuring that their rights
and practices are
involved in effective
means and further
practices for business
operation and regulations
for type of business
activities and their
justification in the means
of affecting business
practices and conditions
for development and
betterment for business
conditions for the retail
company as well
ensuring their effect for
develop to effective
practice and development
of activities of the
organization as well.
organization that
include political
factors,
environmental
factor, social or
socialistic
factors,
technological
factors,
environmental
factors along
with legal
factors for
evaluation of
practices of
development of
the area where
they are required
to ensure that
they cover the
factors for
economic
condition of the
organization as
well.
Legal Rules and regulation are
increased in the retail company
industry which will increase the
Due to attacks in global
countries various safety
rules are levied on the
retail company
Pestle analysis
on company that
is usually
address as PEST
5

responsibility on the company.
Safety rules and policies are
levied on the company due to
safety precautions which are
not available for the customers
in the flights. Whereas policies
implemented for several
licensing practices for running
and healthy operations for the
retail company along with
measures in protection of rights
of the pilot, cabin crew staff,
ground staff along with all the
customers associated with the
retail company. Business such
as retail company and other
rivals big business operations
require several practices and
polices where they aim at
attainment of all the proper
licensing but these business
such as retail company require
which private pilot license and
even at times commercial pilot
license and retail company
transport pilot license where
they need to ensure they are
capable of commercial multi
engine land, certifies flight
instructor, certifies flight
instructor – instrument along
companies and retail
company companies have
to follow the rules and
regulation for running the
business ensuring the
retail company in no
danger to the place or
destination they are about
to enter along with the
passengers they are
carrying. The practices
also include factors
where they ensure they
implement several drugs
and medical test for the
pilots and their other
retail company staff
ensuring they might not
face any difficulties and
challenges in the process
and progress of their
retail company and other
matters related.
analysis which is
and idea for
corporation to
ensure
atmosphere and
operations of the
firm are
managed. The
expatiation of
these practices
denote P for
Political, E for
Economic, S for
Social, T for
technological, L
for legal and E
for
environmental.
The type provide
full view of
surrounding
from various and
different angels
along with
maintain a track
considering
particular idea
and a plan. The
typ will help
identify and
access the
6

with multi functional instructor
along with having recreational
pilot licenses, master pilot
award for legally orating
businesses for such retail
company activities.
atmosphere fore
business
operations and
applicability for
effective
working
conditions in the
organizational
context along
with their further
development and
betterment.
2) Identify the challenges and analyze the challenges which are faced by the company Sport
Direct
Challenges Evidence Area Models
Competitive market Sport Direct is having
many competitors in the
market. JD sports and
hibbett and many more
are in the market,
Although some
competitors has closed the
company has increased
the prices of the tickets of
the flights. The type of
practice for the retail
company has resulted in
increase of the prices of
the retail company and
Competition in the
market has
increased due to the
various companies
are entering the
market.
Due to competition
it is difficult for the
company to survive
in the market.
Company is trying
to come up with the
competition in the
market and also low
Swot analysis on
company which
include the
practice of
strengths,
weakness,
opportunity and
threats analysis
framework of the
company or a
firm which help
in evaluation of
strategic plan
along with
7

further they ensure they
need to stay effective and
efficient in these
competitive markets
where they ensure that
their practices are lead
and directed towards
practices where they
ensure they are facing
tough and effective
competition from their
rivals and other facts and
policies ensuring their
rights and practices are
valued and develop
effective and efficient
working conditions for
the means where their
rules, regulations and
policies are not violated,
and they attain effective
practices in working
conditions and work
environment. The type of
operation and practices of
other retail company and
other factors may lead to
focus on ensuring they
develop effective
practices and other
several facts, so they face
the cost of the
services provided
with the quality that
include services
such as low cost
retail company
tickets along with
low cost services
inside the sports
goods such as food,
eatables, drinks and
other beverages
along with all the
other things and
items for making
extra purchases.
This competition
include discounts
from retail company
companies and their
effect in regulating
policies and
practices for the
development and
betterment for their
workings practices
and work condition
and further
environment. These
include
development of
defining
competitive
position of the
company where
they focus on
development of
strategic planing.
The factor in the
organization help
access internal as
well as external
factors along with
the future and
current potentials
for the firms and
organizations.
The type of
business will
ascertain effective
practices for the
practices where
they focus on
attainment of
tasks where they
focus on the
development of
activities of
business to assure
that they focus on
attainment of task
ensuring their
8

effective practices of
competition in the
working environment and
ensuring they must use
effective practices and
competencies for
effective organizational
practices.
effective techniques
and practices where
they focus on
attainment of
practices ensuring
rights and rules and
regulations are not
violated for the
organization. The
type of practices for
the development of
areas where hey
need to ensure that
these ares instances
for the development
and betterment for
effective conditions
and practices
ensuring their rights
are being protected
and manged in
effective means ad
practices knowing
that their right are
being valued and
defined for effective
extractor and
developed act./
practices are lead
towards effective
means and the
organization that
is retail company
ascertain areas
they are strand
along with
environment
where they will
assess the strength
they posses
among their
competitors such
as their practices
they will ensure
that their quality
need to be assured
that it is effective
in the way they
satisfy their
customers such as
their services,
food quality,
retail company
support system
and their strained
and equipped and
effective staff
members. Further
they will assess
9

their weakness
that is their
lacking in
business process
and other
functions such as
their in effective
staff practices and
services along
with their
customers support
system as their
strength for
developing
effective
environment for
their staff and
customers, further
they ensure
practices where
they can gain
competitive
advantages
among their rivals
along with
practices for the
further
development and
effectiveness for
the betterment pf
services for the
10