Strategic Report for M and Co.: Addressing Key Business Issues

This report provides a strategic analysis of M and Co., an apparel company operating in a competitive market. It begins with an executive summary and table of contents, followed by an introduction outlining the business environment and the importance of strategic initiatives. The analysis section identifies key strategic issues, including a lack of adaptation, the absence of an online application, the need for price differentiation, and limited market reach. Strategic recommendations are then proposed, focusing on developing an online application and expanding into Asian markets. Each proposal is evaluated using the RACES framework. The report concludes by recommending the online application as a suitable initial strategy for M and Co., emphasizing the need for strategic adaptation and expansion to ensure long-term success. References are included.

Running head: M AND CO.
M AND CO.
Name of the Student
Name of the University
Author Note

1M AND CO.
Executive Summary
All business organizations face considerable number of issues and with respect to this, it
becomes important for the firm to understand that if it wants to ensure success in the long run, it
would be required to undertake new initiatives as well as proposals. The given report outlines the
different issues which are being faced by the organization and also provides certain strategic
recommendations to improve the same.

2M AND CO.
Table of Contents
Introduction......................................................................................................................................3
Analysis...........................................................................................................................................3
Strategic issue..............................................................................................................................3
Strategic recommendations..........................................................................................................4
Online Application.......................................................................................................................5
International expansion................................................................................................................6
Conclusion and recommendations...................................................................................................7
References........................................................................................................................................8

3M AND CO.
Introduction
The business environment has become highly competitive in nature and with respect to
this, it has become extremely crucial for all the enterprises as present in the dynamic business
environment to ensure that, they are successfully able to combat against these different forces as
present and undertake measures to ensure that they are able to maintain the competitive
positioning in the long run (Ansoff et al., 2019). Hence, in the previous assignment, which was
the stage 1, the dynamics of the chosen company M and Co. was analyzed with respect to the
different components like the External and the internal environmental analysis. In addition to
this, the internal capabilities as possessed by the firm were also analyzed in the section. From the
stage 1 of the analysis, it was understood that, although M and Co is one of the most popular
firms as present in the country, it is not being able to attain immense popularity due to a large
variety of reasons like the increase in the number of competitors, lack of market and expansion
to the neighboring countries and other online expansion problems (Mandco.com ,2019). Hence,
after the analysis, it was rightfully understood that, the firm has been facing certain problems and
will be required to undertake certain measures to ensure that they are being able to overcome
these problems and find success. Hence, the main aim of the report, is to underline the problems
which are being faced by the firm and outline certain strategies which can be adopted by the firm
to overcome these issues.
Analysis
Strategic issue
It can be understood that as M and Co. has been operating in the competitive apparel
industry, it has been facing a wide range of issues and problems which have been leading to
certain problems and issues which are blocking the overall strategic progress of the firm. The
different issues which are being faced by the firm can be stated to be as follows:
1. Lack of change or adaptation: The M and Co company has been following the old age
method of performing the businesses and in line of this, it can be understood that, as the
competition being faced by the firm has increased considerably, it is required to ensure
that the firm is being able to adopt newer methods of doing business (Apparel Retail
Industry Profile: the United Kingdom , 2016). However, M and Co Company has been

4M AND CO.
failing to do so and its adoption and the traditional marketing, selling and pricing
strategies have led to a considerable failure of the company and lead to a loss in the
market share of the firm.
2. Lack of online application: The new age has brought about an increase the overall usage
of mobile phones and with respect to this, the use of mobile applications have increased
considerably (United Kingdom - Apparel Retail ,2018). In line of this, it can also be
stated that, as the M and Co is not being able to come up with an application which will
ensure success for the firm in the long run, then it will lose out on the adequate market
share.
3. Engage in price differentiation: As observed from stage 1, the threat of substitutes can be
stated to be considerably low in the firm and with respect to this, it can also be
understood that, the only aspect of differentiation which can be followed by the firm is
the differentiation related to the price (Hamblin and Lettman, 1996). Hence, if M and Co
is able to make use of economies of scale, then in such a case, it will be able to ensure
that, the prices are considerably lower and hence, the firm will be able to gain a
considerable market share in the long run.
4. Lack of Markets: The number of markets which M and Co serves can be understood to be
comparatively lower. If the firm wants to ensure that, it wants to gain considerable
success, then in such a case, it will be required to, expand the operations. In this way its
revenue will increase and so will its global popularity. The current limited geographical
locations of the firm are the United Kingdom, Continental Europe and the Middle East.
Hence, these locations are although very popular, however, it needs to be understood that
they do not comprise of large population numbers and hence, the focus of M and Co. is
required to be changed (Truett and Truett, 2014).
Strategic recommendations
In line of the above issues which have been identified, it can be mentioned that the
primary problems which can be stated to be faced by the organization is the lack of an online
application which would allow the firm to approach to a larger customer audience and also the
lack of expansion to the new geographical areas (Rothaermel, 2015). Hence, in the following
section, two such strategic proposals will be provided, following which, the firm would be
successfully able to come up with a solution for the problems being faced. This will be followed

5M AND CO.
by the evaluation using the RACES Framework. Once this is done, the firm will then be able to
consider a proposal and go forward with the same.
The different proposals which can be stated to be presented to M and Co can be stated to
be as follows:
1. Online Application: In order to capture the digital markets, the company can form
considerable plans and then come up with an online application which can cater to the
needs of the different customers and allow them to shop at the convenience of their
homes with just a click on the mobile phones (Doherty, 2000). By this, the firm will be
able to ensure that they are successfully able to provide strong competition to the
different competitors of the firm like the Zara, H and M and related popular brands as
present in the country and who cater to the same markets as M and Co. Although the
development of an online application is often considered to be an expensive affair, but
the M and Co. company has adequate resources to its disposal and has the expertise as
well which will go a long way in assisting the firm to take advantage of the particular
process.
2. Expansion to the Asian countries
The Asian countries can be deemed to be highly popular and with respect to this, it will
be a good opportunity, for the organization to expand the firm`s operations in the country
as it is through this initiative that the firm will be able to ensure that, it is able to cater to
the needs of a larger target market (David & David, 2016). In addition to this, in the
Asian countries, the standard of living and the purchasing power of the different
individuals has been increasing considerably and the firm can take advantage of this
increasing income to open the physical stores in some of the countries as present in the
continent. This will ensure that, the firm is being able to expand its operations in some of
the countries outside of the present locations and hence, in this way, the firm can improve
the competitive marketing positioning.
In the following section, the different proposals will be examined through the RACES
Model.
Online Application
R Does the firm have Yes the firm has adequate financial resources

6M AND CO.
the resources needed? along with the expertise which will enable the
firm to ensure that they are able to expand
successfully.
A Will the proposal be
acceptable to
stakeholders?
The proposal is a rather sound proposal and with
respect to this it can be rightfully understood
that, through this initiative, the firm will be
successful in pleasing the stakeholders (Wheelen
et al., 2017).
C Is this option
consistent with the
rest of the strategy?
The firm has been meaning to expand its
operations since some time and hence, this
expansion strategy shall be suitable for the
overall operations of the firm.
E Will the proposal be
effective in achieving
the desired aims?
The digital shopping and e-commerce
applications have become considerably popular
and with respect to this, it has become
considerably important for the firm to consider
the expansion of its operations.
S Will the proposal
deliver a sustainable
competitive
advantage?
The given strategy will prove to be a sustainable
strategy for the firm (Hammer & Plugor, 2016).
International expansion
R Does the firm have
the resources needed?
Yes the firm has adequate financial resources
which will allow the firm to expand its
operations internationally.
A Will the proposal be
acceptable to
stakeholders?
The proposal might not be necessarily
acceptable to the stakeholders as the risks
associated with it are rather high.
C Is this option The firm has been meaning to expand its

7M AND CO.
consistent with the
rest of the strategy?
operations and hence, the particular strategy will
be consistent with the other strategies of the
firm.
E Will the proposal be
effective in achieving
the desired aims?
The expansion success depends on the different
acceptability rates of the countries (Hammer &
Plugor, 2016).
S Will the proposal
deliver a sustainable
competitive
advantage?
The given strategy will prove to be a sustainable
strategy for the firm.
Conclusion and recommendations
Hence from the given analysis and the evaluation of the different alternatives which are
available to the firm, it can be largely understood that, in order to ensure success in the long run
M and Co. would be required to undertake considerable initiatives and can take up the online
application as a suitable proposal. This is being stated because, the firm although has
considerable resources at its disposal, would be required to gain experience in order to see to it
that it is able to expand into Asia. Expanding physically in Asia, would require prior experience
which the firm currently fails. However, this is not the case and hence, going for the online
application would be a suitable option for the firm in the long run. Therefore, the first proposal is
recommended to be accepted. The report analyzed the different alternatives available to the firm
along with the issues and recommended certain proposals which can be adopted for the
betterment of the organization.

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References
Ansoff, H. I., Kipley, D., Lewis, A. O., Helm-Stevens, R., & Ansoff, R. (2019). Implanting
strategic management. Springer.
Apparel Retail Industry Profile: the United Kingdom (2016) Apparel Retail Industry Profile:
United Kingdom, pp. 1–35.
David, F. R., & David, F. R. (2016). Strategic management: A competitive advantage approach,
concepts and cases. Pearson.
Doherty, A. M. (2000) ‘Factors Influencing International Retailers’ Market Entry Mode Strategy:
Qualitative Evidence from the UK Fashion Sector’, Journal of Marketing Management,
16(1–3), pp. 223–245. doi: 10.1362/026725700785100514.
Hamblin, D. J. & Lettman, A. (1996) ‘Manufacturing investment--performance causality in the
UK clothing industry’, International Journal of Production Research, 34(9), p. 2421.
Hammer, N. & Plugor, R. (2016) ‘Near-sourcing UK apparel: value chain restructuring,
productivity and the informal economy’, Industrial Relations Journal, 47(5/6), pp. 402–
416.
Mandco.com (2019). Apparels. [online]. Available at: https://www.mandco.com/ (Retrieved on:
22 April. 2019).
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.
Truett, L. J. and Truett, D. B. (2014) ‘Cost relationships and challenges in the Spanish apparel
industry’, Applied Economics, 46(32), pp. 3893–3906.
United Kingdom - Apparel Retail (2018) Apparel Retail Industry Profile: United Kingdom, p.
N.PAG.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy (p. 55). Boston: pearson.