report范文.docx

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ReportonstrategicanalysisandpositionoftheUKCooperativeGroup

ExecutiveSummary

ThisreportaimstomakeastrategicanalysisoftheUKCooperativeGroup.Throughtheanalysisoftheexternalenvironment,theinternalenvironment,theSWOTanalysisandthestrategicposition,thispapermakessomesuggestionsforthefuturedevelopmentofthisorganization.

Thereportfirstlygivestheintroductionofthispaper’spurpose,thentheoperationenvironmentthisorganizationworksin,thestrength,theweakness,theopportunitiesandthetreatsitfacesaredoneinthemainbodypart.Thestrengthofitmainlyincludesthelargestgeographiccoverage,thestrongbargainingpowerresultingfromtheCTRGandthegoodmarketimageitsvalueandfaithbring.Theweaknessincludestheweaknessinthehypermarketandsupermarket,thebrandpositionisnotsoclearandthelackoftherangeofproducts.Theopportunitiesincludethequickdevelopmentoftheinternetandthedeceasingaffordingabilityofthecustomers.Thethreatsconsistoftheemergingoftheonlineretailingandthepenetrationofthe“bigfour”intotheconveniencesector.Inthelastpart,thestrategypositionofthisorganizationissuggestedbasedonthepreviousanalysis.

Aftertheanalysis,thispaperthinksthatintheaustereeconomyconditionofUK,theUKCooperativeGroupcanuseitslocationadvantageanditslowcostadvantagetocompeteinthemarket.Atleast,atthiskindofcondition,itcanattractmorepricesensitivecustomersandbuildupitsimage.Asthisorganizationisintheretailingindustryanditfocusesontheconveniencesectorwhichismainlythepricesensitivecustomers’marketandprovidingthesatisfiedproductswiththesatisfiedpricefrothecustomersistheirmaintarget,sothepriceleadingstrategyistherightoneforit.

Tableofcontent

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2997）

1.0Introduction

TheUKCooperativeGroupisoneofthelargestcooperativeretailsintheworld.Ittradesinmanyareasincludingthefoodbusiness,retailing,insurance,tourismandsoon.Aftertheworldfinancialcrisis,intheaustereeconomyconditions,facingseverecompetitionfromdifferentaspects,thisorganizationshouldfinditsnewdirectionorbetterstrategytodevelopwellinthefuture.Thispaperaimstomakeastrategicanalysisincludingtheexternalenvironmentanalysis,theinternalanalysis,theSWOTanalysisandtheidentificationandtheevaluationofthebasicthreecompetingstrategiesfortheorganization.Aftercomparingthebasicthreecompetingstrategies,thispaperwillcombinethespecialcircumstanceswiththeenvironmentanalysistoproposeasuitablestrategypositionforthisorganization.Thispapermainlyincludesfourparts.Firstly,itistheintroductionpart.Secondly,itisthemainbodyofthispaper.Inthispart,thedetailedstrategicanalysisofthispaperwillbedonewhichconsistsoffivestepswhichareexternalenvironmentanalysis,internalanalysis,SWOTanalysis,strategypositionandtheevaluationofthestrategies.Thirdly,therecommendationswillbesuggested.Finally,itcomestotheconclusion.

2.0ThestrategicanalysisoftheUKCooperativeGroup

ThispartaimstodoacompletestrategicanalysisofUKCooperativeGroup.TheexternalenvironmentanalysisconsistsofmacroenvironmentanalysisusingPESTmodel,industrialanalysisusingPorter’sfiveforcesmodelandthecompetitoranalysisusingthestrategicgroupanalysistoidentifytherelevantcompetitors（Saplitsa,2008）.Then,theinternalanalysisoftheorganizationmainlyincludesthevaluechainanalysistoidentifywhereandhowthevalueisaddedwithinthisorganization.TheSWOTanalysisincludesthestrength,theweakness,theopportunitiesandthetreatsoftheorganization（Miller,2007）.Finally,theidentificationandtheevaluationofthebasiccompetingstrategieswillbedone.

2.1Theexternalenvironmentanalysis

2.1.1Macroenvironmentanalysis:

PESTmodel

ThePESTmodeldiveusananalysisframeworkaboutthemacroenvironmentoftheorganization.Thesefactorsgenerallyconsistofpolitics,economicalfactors,societyculturefactors,technologyfactors,environmentfactorsandlawfactors（Pengetal,2007）.

Thepoliticalfactorsrefertotheimpactsthestate,thegovernmentandthelocalpoliciesmakeontheorganization（Peng&Nunes,2007）.Thepoliciesthegovernmentimplementswillprobablymakepositiveornegativeimpactsontheorganizations.TheUKgovernmentwillmakebroadbandavailabletoeveryhomeby2012andtoencouragethedevelopmentsignificantlyfasternextgeneration（Grewal&Levy,2009）.BuildingofthefoundationfacilityofinternetisatechnologysupportforthedevelopmentofUKCooperativeGroupandthecustomers.However,thewideuseofinternetwillpromotetheonlinebuyingofthecustomers.Throughthispolicy,theUKCooperativeGroupcanexpanditsretailingchannelsthroughonlinesale.Inthenegativeaspect,thewideuseoftheinternetamongthecustomerswillinducemoreonlineretailingcompetitors

Theeconomicalfactorscanmakesignificantimpactsontheorganizationsandcanreflecttheeconomicconditionofthelocationandtheoperatingenvironmentwhichtheorganizationsmeet（Peng&Nunes,2007）.Aftertheglobaleconomycrisisin2008,theeconomyofUKisaffectedseriously.AccordingtothedatatheUKNationalStatisticspublishes,theinflationrateofUKhasbeenincreasingsince2007andtheincreaseoftheaveragewageofthepeopleislowerthantheincreaseoftheinflationrate.TheinflationinDecember2010is3.7%andnowitisnearly5%.Comparingwiththedatain2007,theCPIinUKhasgrown12%,butthewagelevelhasanincreaseofnear7.6%.ThelivingleveloftheordinaryhouseholdsinUKdecreases.Theshrinkoftheaffordingabilityofcustomersaffectstheirconsuming,whichisabadnewsfortheUKCooperativeGroup.Toattractmoreprice-consciouscustomers,theUKCooperativeGroupshouldpaymoreattentiontothesecustomers.However,theUKcentralbankthinksthattheeconomyofUKwillrevivebetternestyear.Inthiskindofexpectation,thisorganizationcanoperateinabetterconditioninthenestyear.Thebudgetandtheresourceallocationinthisorganizationshouldbeplannedseriously（Thedatasource:

theUKNationalStatistics）.

Thesocietyandculturefactorsreflectpeople’scodeofconduct,value,andpsychology（Peng&Nunes,2007）.TheimpactsofthesocietyandcultureofUKmakesontheUKCooperativeGrouparemainlyfromthreeaspects.Firstly,theagedtendencyofthepopulationwillcreatemorepricesensitivecustomers.Secondly,theculturediversityinUKmakestheethicalfoodmorepopular.Thirdly,thecustomers’pursuitofthehealthylifedemandsthecompaniesprovidingmoregreenandsustainablefood.UKCooperativeGroupshouldplaceimportanceonthenewdemandstomaintainitsowncompetitiveadvantage.

Therapiddevelopmentoftechnologyistheworldsuccessinthe21stcentury.Therapiddevelopmentoftheinternetchangesthelifestyleofpeople.Onlinebuyingbecomesakindoffashion.Withthepopularityoftheonlineretailing,thecompetingpressureoftheretailersbecomesmoreserious,includingtheUKCooperativeGroup.Theemergingoftheonlineretailingisanewentrantwhichalsobringsheaviercompetingpressure.

2.1.2Industrialanalysis:

Porter’sfiveforcemodel

Porter’sfiveforcesmodelprovidesanindustrialenvironmentanalysisframework.Inthismodel,therearefiveforceswhichpushtheorganizationstodevelopandcompete.Thefiveforcesincludethethreatofthepotentialnewentrants,thethreatofsubstitutes,thebargainingpowerofthesuppliers,thebargainingpowerofbuyersandtheextentofcompetitiverivalry（Porter,1980）.

IntheUKfoodretailing,theUKCooperativeGroupplaysanimportantrolewhichisthe5thlargestfoodretailerinUKafterthebigfourofTesco,Sainsbury,AsdaandMorrisons.The“bigfour”takesupthehypermarketsandthesupermarkets,sointhehypermarketsandsupermarkets,theUKCooperativeGroupdoesnothavemanyadvantages.Intheaustereeconomycondition,theconsumers’affordabilityshrinksandthedemandoftheconsumersdecreases.Inthisoccasion,thebargainingpowerofthebuyerisstronger.TheUKCooperativeGroupparticipatesintheCRTGwhichisagroupoftheretailershavingsimilarities.ThroughtheCRTG,theretailerscanpurchaselowerpriceproductsfromthesuppliers.Inthiscondition,thebargainingpowerofthesuppliersisrelativelylow.Withtherapiddevelopmentoftheinternetandthepopularityoftheonlinebuying,thethreatfromthepotentialnewentrants（onlineretailers）ishigher（Grewal&Levy,2009）.Theonlinesellingpartlybecomesasubstituteoftheexistingsellingchannelsofrealoutlets.

2.1.3Competitoranalysis:

Strategicgroupanalysis

Thestrategicgroupanalysisaimstoidentifythedirectcompetitorsoftheorganization（Johnsonetal,2008）.Thestrategicgroupisakindofgroupinwhichtheorganizationshavesomethingincommonabouttheircompetitivestrategy,suchasthelocation,thepriceoftheproducts.Thistechniquecanhelpourorganizationtoidentifythesimilaranddirectcompetitorsandthenwecanfindoutthedifferencesofthecompetitors（Lynch,2006）.Throughthestrategicgroupanalysistofindoutthesimilaritiesandthedifferencesamongthecompaniesinthegroup,theorganizationscancooperateandcreateitsowndifferencetomaintainitscompetitiveadvantage.IntheUKfoodretailing,theretailersaremainlydividedintotwogroups.Oneisthehypermarketandthesupermarketandtheotheristheconveniencesectorandthesymbolgroup.Inthefirstgroup,themajormembersareth