SWOT-Analyse. Definition und Vorstellung einer SWOT-Analyse-Matrix (German Edition)

With increasing differentiation in product portfolios, notably in the retail industry e. In this strategy business strategy , the strategy formulation i.

The strategic alignment of each business unit is then determined by the top-level corporate strategy , where decisions are made by the upper management. Next to these two areas of strategy formation i.

Within this multi-level structure of strategic decision-making there must be a sufficient amount of co-ordination on all three levels Megicks, , pp. These activities to achieve a sustainable competitive advantage should fulfil the following criteria: There are certain characteristics that are usually attributed to the strategic management of a company, which similarly apply to retailing organisations.

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Firstly, strategies coin the fundamental orientation of a company. Therefore, strategies need to be formulated on the basis of a long-term validity in order to anticipate uncertainties and establish a path for the development of the company. Secondly, strategies can help the organisation to build up a competitive advantage over its competitors and therefore generate long-term success of a company.

Beyond that, strategies allow a firm exploit options for future actions by defining the internal and external alignment of resources. Strategies also have inter-divisional significance, which means that strategy formulation cannot be left to few divisions, but needs to be primarily carried out at the top of the hierarchy of management.

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Adopting a Strategic Approach within Retail Organisations

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Adopting a Strategic Approach within Retail Organisations

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