Strategic and Operational Agility: A Comparative Analysis Report

This report provides an analysis of strategic and operational agility, examining how various companies have adapted to market changes. It explores case studies of Haier, Logitech, Burberry, Sky, Li & Fung, Lego, GSK, and The Really Useful Group, highlighting their strategic and operational agility in response to challenges such as declining sales, competition from new market entrants, and the need for digital transformation. The report identifies key drivers of agile decision-making, including revenue, profitability, and customer relationship management, as well as the importance of adapting to environmental changes and enhancing customer experience. It also references key performance metrics and the need for agile teams and leaders to implement change. The report draws upon academic sources to support its findings, providing a comprehensive overview of strategic and operational agility in a business context.

Running head: STRATEGIC AND OPERATIONAL AGILITY
STRATEGIC AND OPERATIONAL AGILITY
Name of the Student:
Name of the University:
Author note:

1STRATEGIC AGILITY
Table of Contents
Forms of agility are these videos focusing on.................................................................................2
The key drivers if stimulating the strategic or operational agility...................................................4
Reference.........................................................................................................................................5

2STRATEGIC AGILITY
Forms of agility are these videos focusing on
Haier consumer electronics is the global leader in the industry. The company plays a very
important role in the consumer electronics business under the leadership of Zhang Ruimin and he
changed the scenario of the company. He also capitalised on the rise of Chinese middle class
family and optimised his operation by producing good quality products. The strategic agility
experience of those leaders was very important part of the Haier’s outward oriented strategies.
Logitech faced a similar problem of declining the retail sales, which affected their
company’s financial situation in a global market1. The new CEO’s strategic agility to invest in
growth opportunities, maximising the product’s category as well as maximising profitability and
divesting in the non-strategic products are very important part of his strategic quality. His new
products categories in the digital electronics and gaming were also a strategic and agile move to
acquire more customers. The most important part of the company was to recognise the strategic
move that were very essential for the business. The strategic move also lied in the changing the
CEO and introducing new gaming division in the company as well as the only to get the
operational Excellency.
Burberry’s agile move was very important part of their strategic enhancements. The
CEO of the company initiated Burberry’s strategic movement. Agile internal and external digital
transformation was a strategic move to change with the global trend of digital transformation2.
The operation and supply chain management was very important part of the CEO’s strategy,
which can be identified to be an operationally agile movement of her part. Consolidation all the
1 ("ASA Autumn 2017" 2018)
2 Kotter, John P. Accelerate: building strategic agility for a faster-moving world. Harvard Business Review Press,
2014.

3STRATEGIC AGILITY
different part of the digital platform was also consolidated under his supervision. Therefore, her
sense of the moving the company to its trench division, focusing on the ownership and control
and increasing to the major flagship store division benefited the organisation. The company was
consistent in its pursuit of excellence and thus increased its further improvement in sales of 3
billion to 5 billion revenue company.
Sky is an entertainment company and known to diversify telephony, TV and broadband.
It is technologically advanced company. It is also known for its agility in the corporate strategy
to remain in the fourth position in the global market. The company faced immense challenges in
the market with Netflix and Amazon Prime. However, the streaming services were on demand
Sky’s content of digital library and user interface of the company is known to be very premium
with respect to other services in the market. That is how they differentiated themselves with the
competition.
The company Li & Fung was also global leader in the supply chain company. The
company logistics business is also a very good for investment in the company. The company’s
good outsourcing trends, bargaining power and agility in decision making was also very effective
for the company. The company took the challenges posed by ecommerce and took strategically
agile decision like divestiture and reorganisation was also given emphasis.
Legos also took the strategic agility business strategy by taking revenue growth,
operationally optimising and took other steps in innovation through a strategic improvement.
The strategic venture of GSK and Maximuscle made the company also learn about the
importance of corporate strategy of the company.

4STRATEGIC AGILITY
The Really Useful group is also a conglomerate in the theatrical business which has learnt
their lesson in licensing their patterns and looking forward to change their performance based on
the trend, time, creativity and performance.

5STRATEGIC AGILITY
The key drivers if stimulating the strategic or operational agility
The key drivers to initiate the agile decision-making were the revenue or the profitability
of the company. The determinants of the company’s strategic agile movement were also the
decline in sales and deteriorating customer relationship management. The reduction in the
market share of the company was also a checkpoint for these premium brands and flexibility in
the technological as well as the industrial cycle. Perceiving the environmental change factors
were also very alarming move that contributed to the agile movement in the strategic decision
making3. Transforming the business value and alleviating the customer experience were also
contributing factor for Logitech, Burberry, Lego, Haier and Sky’s. The companies also intended
to increase the value proposition, which had, became the most important part of the agile
movement. The key performance metrics helps in alleviating the operational agility, which are
backed by the concrete data that the company uses4. Identifying the competition is also very
important part. Most of the all an agile unit, teams, departments and leaders are needed to
ultimately implement the change affected by that.
3 Junni, Paulina, Riikka M. Sarala, Shlomo Y. Tarba, and Yaakov Weber. "The role of strategic agility in
acquisitions." British Journal of Management 26, no. 4 (2015): 596-616.
4 Vecchiato, Riccardo. "Creating value through foresight: First mover advantages and strategic
agility." Technological Forecasting and Social Change 101 (2015): 25-36.

6STRATEGIC AGILITY
Reference
Kotter, John P. Accelerate: building strategic agility for a faster-moving world. Harvard
Business Review Press, 2014.
Junni, Paulina, Riikka M. Sarala, Shlomo Y. Tarba, and Yaakov Weber. "The role of strategic
agility in acquisitions." British Journal of Management 26, no. 4 (2015): 596-616.
Vecchiato, Riccardo. "Creating value through foresight: First mover advantages and strategic
agility." Technological Forecasting and Social Change 101 (2015): 25-36.
ASA Autumn 2017". 2018. Dropbox.
https://www.dropbox.com/sh/a35t92bbgqbbv47/AADOH7K-OEcI75HqXuQKDXBMa?dl=0.