The undermentioned study will supply a elaborate analysis of John Lewis Partnership. The retail merchant has been really successful in the UK and has performed highly good in malice of more negative fiscal issues and other kineticss impacting upon the retail sector at big, preponderantly in visible radiation of worsening consumer income, technological progresss such as the cyberspace and increased competition. The ground the company was able to accomplish these was because of their committedness towards their clients in supplying advanced solutions every bit good as improved consciousness of client demands and the significance of making a dependable client base which ensures positive word-of-mouth and the company has achieved this due to its committedness to supplying advanced solutions to clients every bit good as a heightened consciousness of client demands and farther recommendations to increase new gross watercourses through an appropriate CRM system in topographic point. Therefore, the studies provides an rating of the company ‘s current selling environment measuring how the external factors impact the retail sector mostly and specifically on the schemes that John Lewis chooses to follow. The study will besides measure the strengths and failings every bit good as the menaces and chances that the company is presented with and how best it can accomplish a lucifer with its ain internal capablenesss to the kineticss at drama.
The study will besides look at how the John Lewis trade name and client proposition is placed in the UK market in comparing to other rivals, with an effort to supply understanding in to how the company additions advantage through distinction from other rivals, basically foregrounding how the company implements a differentiated scheme which allows it to keep advantage. At the same clip, the analysis has drawn attending to how the uncertainness which prevails and the uninterrupted rate of alteration in the external market highlights the deductions of uninterrupted observation and uninterrupted re-evaluation of the strategic options applied. Ultimately, the purpose is to supply recommendations as to how the company can increase the chance of its advantage over the longer term.
“ The John Lewis Partnership ‘s 81,000 Partners own the taking UK retail concerns – John Lewis and Waitrose. Our laminitis ‘s vision of a successful concern powered by its people and its rules defines our alone company today. The net incomes and benefits created by our success are shared by all our Spouses ” ( John Lewis, 2012 ) .
Write the study as if you were working for an external direction consultancy house, describing to the Board of Directors of your chosen company. The study should incorporate subdivisions that address ALL of the chief facets of the faculty course of study: that is the study should cover both strategic analysis ( internal and external ) and scheme preparation. It is indispensable that in set abouting your research and composing your study you make appropriate usage of the strategic direction tools and theoretical accounts to carry on internal and external strategic analysis and scheme preparation that you have encountered in this faculty. Credit will be given for analysis, rating and synthesis, and the appropriate choice and usage of strategic direction tools and theoretical accounts.
This study will discourse the strategic direction tools showing accomplishments of analysis rating and synthesis of John Lewis. The study includes strategic analysis and an External Environmental analysis. The study besides covers the scheme preparation in which the SWOT analysis and BCG Matrix will be discussed. John Lewis Partnership plc is one of the UK ‘s top 10 retail concerns. They operate amongst 2 sectors known as John Lewis and Waitrose. The company offers nutrient every bit good as family merchandises i.e. baked nutrients, fresh fruit & A ; veg, vinos, family points, furniture, electronic points etc.
The company maps in a concatenation of 287 Waitrose supermarkets, 39 John Lewis shops that include 30 departmental shops and 8 of them at place John Lewis shops. The company operates throughout the UK and is headquartered in London, they sell their merchandises through retail shops, catalogues, and web sites. The company ‘s strategic focal point is to carry through its non-core concern schemes through partnership with other houses. There are about 81,000 employees working in John Lewis shops who are spouses in the concern, they have a portion in the company ‘s net incomes and are given the chance to take part in the company ‘s advancement and growing. This is their alone beginning of competitory advantage as it encourages staff trueness through being concern spouses ( John Lewis 2012 )
3.0 Strategic analysis
3.1 Mission statement
The mission of an administration highlights the wide waies they need to follow and provides a brief sum-up of the values and grounds that lie behind it ( Lynch 2012 ) . Like other administrations John Lewis besides have a mission statement, it highlights their repute established through their ownership construction as it is alone and they are really successful in being a profitable concern. John Lewis purpose to maintain their staff satisfied so that their concern can be a success. Their scheme is based on three cardinal elements spouses, clients and net income. ( Refer to appendix 1 ) to see their full mission statement.
4.0 External Environmental analysis
4.1 PESTEL Analysis
The PESTEL analysis examines the macro-environment in which the concern exists in. It is a helpful tool for understanding market growing or diminution every bit good as the place, possible and the way for concern. It is besides used for measuring the Political, Economic, Social Technological, Environmental and Legal factors that a concern operates in. The Political factors discuss authorities ordinances such as employment Torahs, environmental ordinances, revenue enhancement policy and political stableness. The Economic factors affect the cost of capital and buying power of an administration. These factors besides include economic growing, involvement rates and rising prices. The Social factors impact client ‘s demands, possible market size such as John Lewis ‘s goods and services, population growing and age demographics. Technological factors of John Lewis will discourse barriers to entry, doing or purchasing determinations, investing and invention and the technological alteration. Environmental factors include conditions, clime and clime alteration. Climate alteration affects how John Lewis operates and the merchandises they offer. Last Legal Factors include favoritism jurisprudence, employment jurisprudence and wellness and safety jurisprudence. These factors can impact the manner John Lewis operate their costs and the demand for their merchandises.
4.2 Macro- environmental Factors
It is normally known, that those predominating in the external environment of any steadfast shall hold a important influence in footings of determination devising in the strategic options. Such analysis is known as PESTEL analysis and normally suggested as the first phase in the strategic planning procedure ( Lynch, 2006 ) . As Johnson et Al ( 2008, pg.56 ) justly declared, “ The key drivers for alteration are environmental factors that are likely to hold a high impact on the success or failure of scheme ” . ( Refer to appendix 2 ) to see the PESTEL analysis for John Lewis.
It can be concluded that each factor of the PESTEL has had an consequence on John Lewis ‘s actions, some of them are now stated in their mission statement. Previous factors are used to analyze different factors, moreover, these factors can give a anticipation for the hereafter, so can be quiet effectual if they are applied right. There are besides some limitations in this theoretical account, e.g. when the process of the checklist is applied to John Lewis it may be tough.
“ The emergent corporate schemes may good notice that the hereafter is so unsure that anticipation is useless ” ( Lynch 2012 page 84 ) , nevertheless, some may still give words of cautiousness but still predict the hereafter. The PESTEL analysis is n’t the lone model that John Lewis take into consideration, their administration has many other internal and external factors that besides have an consequence on the scheme preparation, this is why Porters five Forces model is applied. The PESTEL analysis has a batch of information but yet does n’t offer a elaborate analysis of the concern. Porters Five Forces ( 1985 ) observes factors that have an impact on competition in the administration.
4.3 Strategic Options
The external analysis undertaken has underlined how the focal point and the landscape of the UK retail sector has changed dramatically over the last decennary or so. Such developments clearly present both menaces, chiefly from new entrants and manners of distribution, every bit good as chances such as the increasing use of engineering within the current offering to clients. As Johnson et Al ( 2008, pg.3 ) high spots, scheme is about “ working the strategic capableness of an administration, in footings of its resources and competencies, to supply competitory advantage and/or output new chances. ”
However, many rivals in the retail sector at big have managed to spread out into other scope of merchandises every bit good as spread outing internationally, John Lewis seems to hold adopted a more thoughtful attack and stayed loyal to its clients every bit good as confident in footings of its offering to the market. At the same clip it has besides developed a broad scope of merchandises as a lower monetary value scope to pull more clients across a wider scope of sections in society. In times of economic uncertainness this besides appears to be a reasonable scheme in footings of state of affairss where its loyal client base may be sing diminutions in disposable income, therefore enabling John Lewis to keep their concern through clients merchandising down to less expensive scopes in shop. The recent debut for its Essential Waitrose Range in 2009 was both a reaction to external events including activities of rivals but was viewed as an effectual scheme foregrounding the company ‘s attending to external research every bit good as its advanced attack to covering with such negative events.
Furthermore, Porter put forward the thought that there were three generic schemes ; cost leading scheme, distinction scheme and the focal point scheme, which companies follow. It is clear that John Lewis has embraced a combination of these, but basically, distinction has remained cardinal to its concern theoretical account which places more favorably when compared to other rivals, peculiarly given the scope and extent of the goods and services it provides every bit good as its extremely effectual stigmatization and promotional events which appeal straight to clients and incite purchase. Its determination to present its Essentials scope within its Waitrose shops may hold been considered by some as an indicant it was take downing its criterions, but on the contrary, despite offering a cheaper option, quality remained cardinal which finally implied that its place in the market would non be negotiated.
4.4 Porter ‘s Five Forces
Porters Five Forces model high spots that the environment John Lewis is viing in is invariably altering, ( refer to appendix 5 ) . In this theoretical account it is believed that clients do n’t hold more importance than any other facet, nevertheless Aker, Baker and Harvey Jones argue that clients are more of import than any other facet of scheme development ( Lynch 2012 ) .
Porters Five Forces of competition ( 1985 ) is a common tool frequently applied within the strategic direction procedure to houses across several sectors. It is similar to the PESTLE analysis as it takes a preponderantly external position of the house within its given industry looking at how it is positioned against other rivals in the same sector. Recently many have criticised the guaranting importance of the model given the alterations that have risen, peculiarly with respect to the variegation of concern which has finally created film overing across many antecedently distinguishable sectors.
This is emphasized by the supermarkets come ining into the vesture and electronics sector for illustration, every bit good as retail merchants including John Lewis spread outing into fiscal services through insurance and recognition installations to clients. Barney ( 1995 ) and Henry ( 2008 ) underlined how Porter ‘s theoretical account is more helpful when it is applied at a strategic concern unit degree instead than at higher degrees of industry analysis such as the sector at big as it can non be expected that all rivals will be viing against one another. This tool is besides believed to be utile in footings of measuring a company ‘s strengths and failings in visible radiation of how it stacks up against competition. As Barney ( 1995, pg.49 ) high spots, “ A complete apprehension of
beginnings of competitory advantage requires the analysis of a house ‘s internal strengths and failings every bit good. The importance of incorporating internal with environmental analyses can be seen when measuring the beginnings of competitory advantage of many houses. ”
Looking at Porter ‘s five forces of competition, it is clear that John Lewis has attempted to non to merely respond to the external kineticss and actions of rivals, but actively be a measure in front. It has invariably adapted its concern theoretical account, such as the debut of shop cards, its on-line offering and the Waitrose Essentials scope in order to supply its concern with a more appropriate tantrum to the market in line with Mintzberg ‘s ( 1994 ) theory. A major component of its scheme nevertheless, is its repute, stigmatization and subsequent placement in the market and how consumers view the concern in its entireness. It has remained instead committed to its original proposition and farther enhanced its entreaty through appropriate stigmatization and its repute for quality and enhanced service to clients.
5.0 Internal Resource analysis
5.1 Value analysis concatenation
The term ‘Value Chain ‘ was used by Michael Porter ( 1985 ) , the intent of the value concatenation is to analyze the activities that are performed by the concern, associating them to the competitory place. It besides evaluates the peculiar activities to see which add value to the concerns merchandises or services ( quickmba 1999-2010 )
While many critics and taking governments dispute the cogency of Porter ‘s earlier theories, many of his thoughts do still look utile from the position of strategic analysis, peculiarly the impression of the value concatenation. Ultimately, it is within the value concatenation which John Lewis has created that it has succeeded in footings of prolonging advantage in its market sector. It has created efficiencies and synergisms through the interrelatednesss within ( Mintzberg and Ghoshal, 2003 ) . Value Chain Analysis which is frequently compared to the RBV of the house as it looks to both internal and external kineticss impacting an administration.
In recent old ages importance has besides been given to joint ventures, coactions and relationships which add value to the company ‘s placement. Elementss of the concatenation such as HR which were antecedently considered as back uping elements are now viewed as nucleus and this is demonstrated by John Lewis in footings of its committedness to and investing in staff. By heightening the quality of its internal resources it can accomplish typical competences which are hard to emulate by other rivals ( Teece et al, 1997 ; Terwiesch and Ulrich, 2009 ) . As Porter ( 1985, pg.36 ) emphasises, “ the manner it performs single activities are a contemplation of its history, its scheme, its attack to implementing its scheme, and the implicit in economic sciences of the activities themselves. ”
6.0 Strategy preparation
6.1 SWOT Analysis: John Lewis Partnership
A SWOT analysis is a utile tool for understanding and decision-making, concerns such as John Lewis usage this tool in all kinds of state of affairss, a SWOT summarizes the Strengths, Weaknesses, Opportunities and Threats. This model covers a important portion of the strategic planning procedure a scan of the internal and external environment. Strength, Weaknesses are considered to be internal to the concern whereas, Opportunities and Threats are portion of the external environment.
Looking at the SWOT analysis ( mention to appendix 6 ) it can be concluded that John Lewis take this tool into consideration when doing concern determinations based on their clients. However, John Lewis need to spread out their mark audience because at the minute they are merely aiming an older audience “ demand to better the diagnostic power of a SWOT analysis is to specify the elements from a client position instead than the organisational point of position ” . ( Baker 2007, pg.267 ) . By making this they will bring forth a higher net income border. If john Lewis wants to remain in front of their competition they need concentrate on their failings such as they need to guarantee their monetary values are similar to their rivals. Besides John Lewis need to concentrate on menaces the concern may hold to confront but they can avoid such affairs by moving upon the menace before it occurs.
Although the SWOT analysis tool is utile to concerns when doing determinations, it has been criticized due to its simpleness and possible misleading attack to strategic analysis. This is because companies have failed to follow a few simple processs. The SWOT analysis is a focussed methodological analysis ( Baker 2007 ) , hence, when John Lewis the utilizing this tool they need to guarantee they are able to follow right processs of this tool to guarantee they are able to accomplish success.
6.2 BCG Growth-share Matrix
“ The Boston Consulting Group ( BCG ) growth-share matrix was developed by Bruce Henderson, laminitis of BCG, in the late sixtiess ” ( Baker 2007, pg.125 ) . The BCG Matrix is a simple tool used to measure a company ‘s place in footings of its merchandise scope. It simplifies how a company ‘s thinks about the merchandises and services and makes determinations about which it should maintain and allow travel and which merchandises to put in farther. It provides a utile manner of seeing the chances that are unfastened to the company and besides helps to see how the company can maximize the net incomes in the hereafter. Below is the BCG Matrix for John Lewis, foregrounding where in the market the different sections of John Lewis are positioned.
John Lewis was voted Britain ‘s best retail merchant in 2009 and have won awards “ House Beautiful Awards 2008: Online Home Retailer of the Year Gold Award ” ( washerhelp 2012 ) , doing them leaders in sections such as House and Garden, Electrical Appliances, Fashion, Gifts and Toys. They now have a high growing and a high market portion in this section, therefore seting them in the star class. Further, engineering and babe sections are between the star and inquiry grade class this could be due to high growing and market portion or high growing and low market portion as they are faced with high demands but have low returns. Traveling on to the athletics section as it is in the hard currency cow class, as a markets it is n’t turning but yet the market portion for the merchandises is high. Looking at the concluding class it can be said that John Lewis are safe as there is n’t any merchandises in the Canis familiaris class.
Overall, the company has responded laudably to the altering kineticss impacting upon its market and clients, it is besides clear that traveling frontward, more challenges and menaces shall be presented to it, peculiarly given relentless uncertainness associating to the planetary economic system as consumer assurance within the UK. It would look that in add-on to a thorough and consistent attack to its markets in relation to external analysis of those factors deemed to impact most significantly ; the company besides adopts an internal attack, measuring its built-in resources and competences within the concern. In line with the resource based position of the house ( Barney, 1991 ) and subsequent research by other writers such as Grant ( 2005 ) , this analysis is frequently viewed as a more appropriate attack to the undertaking of strategic direction as finally, administrations have much more control over their internal resources than external market variables. Such an attack enables companies to motivate the invention procedure and therefore make alteration in the wider environment every bit good as betterments to its value concatenation. This appears to be precisely what John Lewis has done to day of the month through its enlargement into other countries, every bit good as widening its scope to clients through online installations every bit good as recognition, insurance etc.
Menace of New Entrants
This is considered to be reasonably low for John Lewis given the original capital investing required every bit good as the ordinances regulating the market. At the same clip, the fact that price reduction retail merchants and the supermarkets who benefit from huge scale economic systems can offer many of the same goods at well lower monetary values, is a concern and is possibly declarative of why many retail merchants such as John Lewis now provide an electronic service in add-on to their shop offering. More entrants to the on-line infinite does look inevitable though may go progressively hard given the assortment presently in being every bit good as the perceptual experience that client service is frequently diminished. In this regard, John Lewis is clearly at an advantage given its repute in the market.
Menace of Substitutes
The menace of replacements is low from a merchandise point of view yet in footings of providers, is high and is underlined by the success of the supermarket ironss in their vesture lines every bit good as the competitory landscape in the on-line infinite and the go oning popularity of monetary value comparing web sites and similar forums. Over clip, on-line retail merchants could exercise increased force per unit area on functionaries such as John Lewis, peculiarly in footings of pricing every bit good as sourcing of merchandise scopes.
Dickering Power of Buyers
This is considered as being highly high given the scope of providers in the market and the realization that clients are faced with unprecedented pick. Monetary value is clearly a cardinal advantage for the retail merchants, but at the same clip, in the peculiar section in which John Lewis manages factors such as location, quality, client service and statics and added benefits to be derived from the in-store experience are important. Such variables besides assist in footings of distinguishing the shop from other rivals in the High Street.
Dickering Power of Suppliers
Though it was merely few old ages ago the retail merchants were considered as holding a major consequence over providers, this seems to be reasonably changing, peculiarly with respect to limitations in supply of some natural stuffs every bit good as other concerns in the planetary supply concatenation which might set the providers in a more favorable place and increase their bargaining power.
Degree of Rivalry
Rivalry is evidently intense chiefly due to the huge pick available every bit good as the increasing force per unit area from online retail merchants. On this footing, rivals are finally “ cheating for place ” ( Porter, 1979 ) and progressively retail merchants challenge themselves to distinguish in some mode through supplying expanded scopes every bit good as complementary goods and other services. The success of John Lewis Christmas promotional runs in the last few old ages highlights how the company attempts to distinguish itself, peculiarly concentrating on those affairs which are considered to impact most on subsequent motive of clients to do a purchase.