The corporate strategy is a strategy that Is used to unite all the business functions by providing them with the necessary resources to reach a common goal and objectives of the company (Velikorossovet al. 2020). This process is achieved through integrated strategies that connect the products produced to the customers. In this section, the factors that help the Nippn company to gain a competitive advantage are analysed through a tool. The issues that came out due to the success factors of Nippnare also analysed. A corporate strategy is prescribed by analysing the previous issues, and a necessary action to get a company’s strategic direction is discussed. The proposal is defended and supported through different references to ensure a positive outcome.
Factors that contribute to Competitive advantage
By analysing the components discussed previously, it can be inferred that the Japanese food business that serves various processed and frozen foods, food materials, and other necessary items aims to increase the trust and faith of the stakeholders through managing their supply chain. This would ensure long-term growth for the brand by gaining a competitive advantage. Nippn has started its business through a flour mill and diversified its products to an all-around food company. Thesewere the initial stages of development, and in the current scenario,several issues need to be addressed to make the function smooth.
VRIO tool is used to facilitate understanding the competitive advantage of afirm and analyse its decision-making (Grimm, 2021). The tool on VARIO is used to analyse the factors of competitive advantage of Nippn. The VRIO model concerns four issues that are required to be considered to determine the brand’s capability by analysing its resource concerning its Value, Rarity, Imitability, and Organisation (Ariyani and Daryanto, 2018). The value signifies how the company exploits the opportunity, and Neutra; isthe external threat. The Rarity signifies how the competitive firm poses the capability compared to the company in the discussion. Immutability is the cost disadvantage of the firms that don’t possess the resource compared to the firms that have it. The organisation is how an organisation exploits the maximum competitive potential of its resources and capabilities.
| Resource and Capabilities of Nippn | V | R | I | O | Competitive Advantage |
| Human Resource function on Innovation | Yes | No | Yes | No | Effective for competitive advantage |
| Technological Innovation | Yes | No | Yes | Yes | It is effective for competitive advantage |
| Usage of product mix and diversification in product portfolio | Yes | Yes | Yes | No | Sustainable |
| Global Recognition | Yes | Yes | No | Yes | Effective for competitive advantage |
| Automation in a business function | Yes | No | Yes | No | Provide Temporary advantage |
| Employability Practises | Yes | No | Yes | NO | It would provide a sustainable advantage |
| Artificial Intelligence incorporating capability | Yes | Yes | Yes | Yes | It would provide a strategic competitive advantage and is also sustainable |
| Network in sales and global presence | Yes | Yes | Yes | No | The effective advantage in competition |
| Accessibility in user information | Yes | Yes | Yes | Yes | Sustainable practice |
| Developing complementary products bride primary | Yes | No | Yes | Yes | short term sustainability |
| Management capabilities | Yes | Yes | No | Yes | Effective in competitive advantage |
Issues due to the success factors of Nippn
Nippn is facing various success factors within the organisation; these factors need to be monitored and controlled properly to reach ultimate success. Moreover, the value of the organisation is also impacted by the factors. In the context of success factors, the technological development in the organisation can be mentioned. Every organisation in developing countries is trying to advance their technical department, and the race is creating friction in the trading system. The friction creates various uncertainties within the organisation (Hosono, 2020). In the recent generation of business management, it can be seen that more or less every organisation is implementing a variety of modern technology in their businesses. So, shopping up with the flow is essential for the organisation. In the case of Nippn, it has been seen that it has some difficulties with the implementation and maintenance of the higher technology in their organisation, whereas similar industries are maintaining this section with great efficiency.
Another issue in the success factor seen in this organisation is the business expansion. Nippn is expanding its business in various world locations, and the expansion needs better maintenance. The management’s lack of efficiency is also a major threat. In the case of global marketing, management efficiency is highly needed (Lafarga, 2020).
The growing competition in the domestic market of Japan is barring the process of success of this organisation (Blažková, 2019). The efficiency in the services or the power of integration is quite invisible in this organisation. Vertical integration and strategic supply chain management are urgently neededwithin this organisation. Supply chain management can reduce the insecurities faced by the increasing domestic markets.
The law and legislation of the country are also threatening the organisation’s success. The organisation has a huge impact on the market, but the regulation related to reducing plastic in the organisation and similar activities lead to change few activities within the organisation. These changes within the organisation are quite tricky to adopt and maintain.
Based on the analysis of the issues within the organisation, it can be said that the issues have created a huge obstacle for the organisationin the way to its success. Among all the issues, increasing domestic markets is the major issue of the organisation, which can be diminished with the support of a strong supply chain (Guine, 2020). Then the issues related to the legislation changes should be focused on maintaining a smooth and sustainable service (Chen et al. 2019). The third major issue is coping with technological advancement and trade friction.
Three options to develop corporate strategy
Corporate strategies are very helpful for the organisations to achieve the organisation’s goals and adopt the changing environment of the business. Various strategies can be seen; in the case of Nippn, the competitive pricing strategy, diversification strategy, and vertical integration will be the most suitable strategies to balance the current situation.
Diversification
Nippn has started to expand its service across various locations of the world; diversification can be very helpful for the organisation. This strategy provides various knowledge to obtain the pattern of a new market. The expansion of the business refers to the organisation’s profitability, but the lack of understanding of the new market can be harmful for the organisation (Samoilyk, 2020). The satisfaction of the consumers is highly related to the understanding of the market and is one of the major factors behind the organisation’s success.
Vertical integration
In the case of Nippn, the supply chain issue and various insecurities related to theincreasing domestic market have been identified. The vertical integration approach is very helpful for the organisation to maintain all the stages of the organisation with efficiency (Amanto et al. 2019). With the implication of the approach in the organisation, Nippn can hugely develop its supply chain, resulting in maximum profitability. The control over the supply chain diminishes the insecurities related to the service.
Competitive pricing
The pattern of the market is changing day by day in a huge manner; the changing pattern of the market impacts the pricing of the organisations’ products. Every time adopting these changes is not possible, organisations face huge complexities. The approach of competitive pricing will be helpful for Nippn to maintain the transformations of the market.
Assessment of the options using RACES
| Diversification | Vertical integration | Competitive pricing | |
| Reach | This will help the organisation to deliver its services to more customers in the market. The new market introduces new customers and more delivery of the service. | Vertical integration in Nippn will help gather more resources in the organisation and reach more customers; integration is essential. | In the case of Nippn, the approach of competitive pricing can be helpful to reach more customers via online methods. |
| Act | The diversification will help Nippn make a more efficient strategy by which it can stand in the global market with proficiency. | Vertical integration can be helpful for the organisation to make the stakeholders more satisfied. | Competitive pricing in the market will help Nippn deliver the products to the customers at an affordable cost as well as the competitiveness with similar organisations will remain strong. |
| Covert | The diversification approach is helpful to obtain more attention from the consumers from various branches of the organisation. This segment of the RACE framework in diversification can be helpful to gain market value (Yousaf, 2018). | The conversion in vertical integration will be helpful for the selected organisation to collaborate with various organisations and make the quality of the service more effective. | Following the approach as mentioned earlier of changes in the transaction method to reach more consumers, the covert in the transaction method can be done in the organisation. It will be more beneficial for the consumers. |
| Engage | The diversification will help to collaborate with various organisations and partners, and the value of the organisation will be increased on a global scale. | The vertical integration will help to engage with more suppliers in the market; the defects in the production can be reduced by implementing quality material in the organisation. | Engagement with the consumers will help to make a healthy relationship with the customers. The effect of the interaction will help hold the customers for a long time in the organisation. |
Explanation of the strategic direction of Nippn
Nippn has a strategy to target its customers according to their needs by diversifying its portfolio and product mix (NIPPN, 2022). They are aimed to enact in different manufacturing areas to fulfil the needs of their customer. In that case, the persistent issues, both external and internal, need to be analysed. To make their business solutions multifaceted, they need to acquire different technologies and qualities to have a strategic direction in their business. The external issues discussed in the PESTLE analysis, like the issue of labour, government regulations, the social implication of customer behaviours, and legal factors in maintaining the standard and quality of food, need to be analysed. Improving food testing and inspection standards and reducing the use of unhealthy processed products are the standards they could follow. In that context, they need to employ strategic management practices to strategically place their products in the market.
Defend your proposal and preferred strategic direction
The provided proposals help give an insight into analysing the prevalent issue and applying strategies to mitigate those issues. The corporate strategy is helpful in that context since it helps an organisation align its aims and objectives with the needs of the stakeholders (Grayson and Hodges, 2017). It increases profitability by reducing the risk of customer dissatisfaction. The robustness of the proposal is justified since the process would be helpful for the firm to strategically place its products by analysing the factors of risk which are beneficial to the term growth. Analysing the performance of the Merger company would help in the strategic development of different products according to the needs of specific segments.This also would help in the expansion of the business in foreign economies. By investigating and complying with the food safety standards and consumer criteria, the positive appreciation of the government and thestakeholder couldalso be bound to increase (Nayak and Waterson, 2017).
One of The issues faced by the Nippnorganisation is in expanding into the Local market of Japan due to the increase in competition due to other players. Using the corporate strategy to diversify the product portfolio and targeting the customers by developing a niche is a positive way forward (Cohen and Munoz,2017). It could be achieved by increasing brand awareness through different advertisement campaigns and also help in expansion in the goal market by portraying sustainable corporate behaviour. In this context, the impact of the supply chain has been discussed in the above context.
The integration with the various organisations and different stages of the organisation will help make the suppliers’ support more efficient. The organisation’s technological development has been identified to be below the mark and needs to be recovered urgently. The similar organisations of Nippn have been noticed to be more developed than the organisation to cope with the global market trend, and the organisation is needed to enhance the quality of the technology within a short period (Lüdeke‐Freund, 2020). In theabove context, various strategies have been analysed by which this issue can be diminished. Generally, the friction in the trading system among various industries or organisations is emerging from technological development, but this can not be an excuse for Nippn. The issues with the changes in the legislation of the policies related to the sustainable development of the organisation as well as the environmental safety, which has been an obstacle for the organisation, need to be maintained because these policies will be beneficial for the organisation (Fang et al. 2018). The changes may seem to be an obstacle, but after adopting the changes, these changes will increase the organisation’s value by a huge amount.
From the analysis of the various corporate strategies of the organisation, it is clear that the organisation is needed to implicate the strategies as soon as possible to maintain the value of the organisation in a domestic manner as well as on a global scale. A healthy relationship with the customers indicates long-term marketing of the products. In order to maintain the strategy in the market, strong leadership is needed as the implementation of new elements in a business organisation is quite easy, but the platform’s maintenance is the tricky part (Puspaningrum, 2020.). The consumer’s appreciation in various markets is related to the value of the service and the value of the organisation. In the case ofNippn, the globalisation of the business is required for this loyalty and the reputation of the consumers. The investors in the organisations will also increase by the implication of strategy. The amount of stakeholders in the organisations denotes the availability of the resources within the organisation. The organisation can control the quality of the product of the service with the help of the organisation’s supplier (Heavey, 2020). In the above analysis of the strategies, implementing the vertical integration approach in the industry is helpful to increase the control over the suppliers in different stages. These various reforms in the structure of the organisation are essentially needed to cope with the changes in the existing market and balance the standard in the global market.
According to the change in the external demand and requiem,nets, corporate strategy is subject to change. By analysing the factors that help to gain the competitive advantage and the prevalent issues due to the external and internal factors, a better plan of Strategic development could be addressed that at theme time helps to acquire long-term sustainable practices. Analysing the VRIO model, the competitive position of the Nippn brand is analysed. Using the RACES model, the competitive advantage of the form is analysed by discussing the objectives and acquiring those through strategies which in turn helps to set the Key Performance indicators required for the form. The assessment and the proposal are justified by explaining the benefits and outcomes of the changes.
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