SG7001 Managing Strategy Operations and Partnerships
Activity 1
| Vision | GB Auto vision is to leading the markets through providing an elite customers experience and becoming the brand of choice to stakeholders.
It means that firm aim is to provide supreme quality service in its offerings so that it develop social community lives in enrich way. The fulfillment of employee requirements and maximize the shareholder value is another key target which it gain with offering quality services to customers. |
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| Quality (4Vs) | Evaluation | Description & Justification | Implication |
| Volume | High | GB automotive consists of four major markets such as MENA (Middle East and North Africa).
It covers much market of Iran, Quwaid but majorly Egypt area. Formally, the group is manufactured Saviem vehicles. Today’s the group manufacturer’s vehicles for numerous brands such as Bajaj Auto, Hyundai and Volvo. The largest manufacturer unit of Ghabbour Group is in Egypt. |
In regards to the volume of GB auto, it can be stated that competitors like Tata motor, Jaguar have more volume of production units in comparison to GB.
It also need to cover more developed countries areas for future growth. |
| Variety | High | There are varieties of portfolio where GB has invested.
Under automobile, it covers passenger cars, Motorcycle and commercial vehicles or after-sale services. It also has non-bank financial service provider in Egypt. |
The investment in different portfolio is effective as it may help them in future scenario if in case automobile industry face any slow down due to innovation of electric vehicle then firm definitely have different product portfolio to invest. |
| Variation | Medium | There is lot of variation that happened in the area of product portfolio as previously GB auto only focuses on the commercial or passenger vehicles so now it started to come with luxury cars as well.
Apart from this, the adaptation of advanced technology is something that also adds in the automobile operations. Likewise, artificial intelligences or big data are something which is used by the GB in order to improve its services. Likewise, AI technology helps the customer with the gaining excellences services in the form of sensors or safety measures in cars. The big data support the firm to get the facts about the customer requirements and this helps them to fulfill the needs accordingly. |
The variation that GB brings in present time such as AI technology and database is important to become competent. this will also support in future as well in the form of catering changing needs of customers. |
| Visibility | Medium | In case of visibility, it is identified that GB auto has built solid reputation for standing behind its customers and it’s renowned for providing unmatched after-sales services in Egypt. in context to provide value chain, GB auto’s has 25 owned retail showrooms that include 5 3-S (Sales, service and spare parts center), 1 7 2-S (Sales and spare part center) and 3 1-S (Spare parts center) after-sales service center as well as network of 84 authorized dealers and 125 authorized service centers across Egypt.
These places clearly allow consumers to get the services of automobile firm. |
The visibility of GB is limited to stores only as it now includes the online platform as well for reaching out wider audiences in short period of time. |
Activity 2
| Megatrend | Key issues affecting the organisation | Impact and Implication |
| Social media | Social media has not only influenced companies to increase their brand awareness through social media but also helped to reach millions of target customers throughout the world (Ghabbourauto.com, 2021). Ghabbour Auto has not done any social media marketing yet. | Ghabbour Auto has not opened any social media account or page on any of the popular social media platforms. They have not performed any social media marketing as well. However, still, they have achieved success in their target market as an Egyptian company without following the megatrends of social media in the present modern world (Helmond and van der Vlist, 2019). The company has not maintained their digital presence well and the experience of the official webpage is very poor as compared to the other competitors of this company. |
| Digitalization | Ghabbour Auto has focused upon the digitization of their products, and they are still competing with local brands. The company is facing a lack of customer satisfaction with its products. | Due to lack of digitization the company is still competing with other local brands, whereby following this trend giant companies are growing up faster. The company has digitized processes like the secondary processes of the organization such as the payment system and others. By focusing upon digitization of their automobile products and features they can gain a lot of competitive advantages efficiently. |
| Business platform | Ghabbour Auto has ventured with Hyundai Egypt and for this reason, frozen the brand awareness of the company has reduced over time (Ghabbourauto.com, 2021). | The company has frozen up all of their Capex projects from the market, and very few of them are freeing as per their higher requirement. In this scenario developing a strong business platform for Ghabbour Auto in the local market has become unstable and challenging (Helmond and van der Vlist, 2019). Thus they have ventured with Hyundai Egypt in the market, whereas they are still facing challenges with raising their brand awareness in the market. |
| Sustainability | Almost 25% of consumers have asked for an extension, where the company has faced challenges with the enhancement of the profitability (Ghabbourauto.com, 2021). | Consumers have faced a lack of healthy experience from the side of the company, where other rivalries have increased customer experience efficiently and getting benefitted from it (Hansjürgens et al. 2017). In this scenario, the company has faced a lack of sustainability and stability in the local market. This has affected their sustainable profitability and growth as well. |
Activity 3a
Critical evaluation of the business to business relationships, alliances, and partnerships maintained by the organization
Good contact with the consumers makes a better feel with the business relationship as well.
More importantly, it has been observed that a wide number of consumers are attracted by maintaining a good relationship with the consumers. In such a situation consumer engagement is important as well. As opined by Arnold et al., (2019), mortality and ethical theory helps to improve the overall business and it could also helpful for expanding the business as well. On the other hand, there are several things that need to be considered while comparing the business alliances and moreover, it can be said that business alliances depend upon several important products which are- net income, cash flow, return on the investment, and many more things. According to the McKinsey report, the alliance measures are highly dependent upon the financial fitness as well. The business alliances are also included with skills agreement, defining and measuring progress, and different agreements for all the terms. This is one of the most significant aspects that are considered to enter into a new market to the foreign markets. It helps to gain a wide number of client bases and build up valuable intellectual capital as well. Kraljic’s matrix have also been used to improve the strategic purchasing process (Montgomery et al., 2018). This is also helpful for expanding the partnership as well.
There are several reasons behind conducting a partnership in a business that is related to it prevents future costs- maintaining the partnership agreement gradually signifies the reduction of cost. Ghabbour auto have done their partnership with a new Middle East company known as SAIC motor middle east FZE. Their partnership also expanded to Iraq as well (Amazonaws, 2021). There is a huge importance of business partnership across the globe (Kiss, 2020). The most important aspect is a partnership does not require paying taxes rather the overall income “passes through” the other profit and other losses and the individual partners as well. Having a partnership in a business the most important thing is the financial activities that are shared with the partner, hence the financial activity can be managed in an efficient way.
Activity 3b
Proposed recommendation for the operation and evaluation of the impact of your recommendation on stakeholders
| Recommendation | An organization always needs to put importance on all its stakeholders. It is important for the stakeholders to understand the market and based on that they could formulate strategies as well. Generally, stakeholders are involved with the consumers, governments, employees, and many others as well. It is important for an organization to develop a team that includes different relevant groups and identifies different individuals with whom the stakeholder’s group conducts and it helps to conduct recruitment processes as well. It is also important for the company to understand the need of the local market in Egypt. For any organization it is important to engage in communication with their stakeholders irrespective of consumers, employers and governments and other important individuals. At the same time it is important for the company to conduct a market research, to understand the demand of the market. In order to improve the partnership of the organization it is evident that the company they have recently tied up need to follow the same goals and should have the same priority as well. As the company have tied up with a new organization it is also important to maintain the budget of the organization as well. | |
| Justification | There is a huge importance of making proper consumer engagement because this helps the organization to connect with the market in an effective way. However, at the same point of time there is also an importance of blooms taxonomy as well. This theory and recommendations will gradually bring changes for the Ghabbour auto mobile industry. Moreover, while having a good partnership in a business deal it helps the company to expand their market on a large scale. Not only that this also helps to increase the brand image as well. | |
| Potential implications. This should consider
Risks and impact on at least 3 stakeholders.
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Customers: Customers are the key aspect for any business. For any business it is important to understand the need of the consumers and based on that they need to develop their strategies and improve the business as well.
Suppliers: In such a competitive market it important to provide quality product at a cheap price. On the other hand, it is also important to consistent with the messaging and at the same time it is equally important to provide different kinds of shareholders to share all the necessary information as well (Kennedy, 2019). Consumers are ready to get a deal at a cheap price hence, the organization needs to deal with such suppliers who could provide the best deal by maintaining the quality as well. Investors: Investors need to understand the needs of the market and they should invest in those products which will only be effective in respect to the market. |
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Table 1: Major recommendation for the evaluation and operation
(Source: Developed by author)
Activity 4
A critical analysis of the industry environment
| Identification of industry in question | Automotive industry | |
| Environmental Factors | Issue(s) pertinent to the Industry | Implications for the
industry
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| Political factor | ● Many military rules affect various important decisions
● The government is addressing climate change by banning plastics, fostering renewable sources of energy and electric vehicles ● The government has a VETO power to discard and abandon any project which are on riverside as the country highly depends on river water for many purposes ● The political environment of the country is unstable this there is no security of existing laws and regulations |
● The automobile industry in Egypt must take its ventures with flexible dimensions so that it can adjust to the drastic political environment of the nation. Besides it should be aware of issues regarding the middle-east cold war.
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| Economic factor | ● The per capita income of citizens has reduced between 2016 and 2017 due to which the purchasing power of consumers have been hampered. Disposable income, as a result, has also reduced significantly. Like the political environment, GDP is unstable too. Thus investments in large projects, consumption by buyers and export and import can also be said to be very unstable and poor for a business to operate | ● Economic stability of all of the consumers of cars is the most important factor for the automobile industry to analyse market trends and plan investment in projects. In this situation, the companies might face issues
● The vision of the automobile industry is to provide their customers the satisfaction of highly productive and technologically superior cars but with low per capita income, it is difficult for the industrial sustainability to develop them.
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| Social factor | ● Fuel shortage
● Increasing unemployment in Egypt ● Trend of sharing instead of ownership |
● Fuel shortage and increasing unemployment in Egypt is a factor of danger for the auto industry. To tackle this situation, they will have to keep a low price so that people can afford the vehicles and want to buy them. The industry also has some threat factors as people tend to use more shared cars rather than using private cars as unemployment hits the country (Fouad et al. 2017).
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| Technological factor | ● Competitors like TESLA has introduced auto driving in cars which has raised expectations of customers
● AI technology is advancing constantly in the automobile industry |
● Many companies in the industry have started trying to implement the Best AI. This is a part which should be understood whether all the companies in the auto industry have the access to latest technological choices and sufficient resources or not. |
Table 1: PEST analysis
(Source: Developed by author)
| Porter’s five force | Strengths | Justification |
| Bargaining power of the consumer | High |
Inspite of the government regulation, there are many automobile companies in the Egyptian automotive industry in adequate amount. Bargaining power of the suppliers in the industry is quite high which makes the companies competitive and helps them to be better innovative in the market. The customers can switch easily from one company to another manufacturer. |
| Bargaining power of the supplier | Low |
In Egypt, there are multiple suppliers who can provide essential business equipment for manufacturers with the cheap price and improved quality. This situation of multiple suppliers reduces the bargaining threat of the companies from the suppliers. |
| Threat of substitutes | Moderate |
As a motor company, the manufacturers face some moderate threats from the substitute. The diesel based cars have the substitution for the electric cars in the market of Egypt. People with low income may switch to the shared cars and other vehicles which creates not a huge but rather a moderate threat for the automobile manufacturers. |
| Threat of new entry | Moderate |
Along with some national income problems, the Government of Egypt does not roughly encourage the motor vehicle industry which is a reason for moderate risk for the companies who manufacture the cars for private use. |
| Competitive rivalry | High | In Egypt, there are some companies such as General Motor corps, Volkswagen that are tough competitors of other car manufacturers. They share a huge amount of market share and their business is huge in the Egyptian market. Their strategies are also price convincing and customers preferable which creates strong rivalry Auto which increases the risk of competitive rivalry. |
Table 2: Porters’ Five Force
(Source: Developed by author)
| Stage in the industry life cycle | Start up, Growth, Maturity, Shakeout, Decline
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| Implications | In this part the life cycle of the automobile industry in Egypt is discussed. He Egyptian car industry was started around 1960s during the socialist era. The government turned the industry into an industrial enriched one from agricultural based one. The industry start-up had been initiated even befor that. For instance, GB Auto was started by Kamal and Sadek Ghabbour in the 1940s (Ir.ghabbourauto.com, 2021).
Along with General Motors, giant companies such as BMW, Nissan and Daewoo started producing a huge amount of products in the factories of Egypt. This stage was quite beneficial for the automobile industries of Egypt but it started expanding more after 2004. For instance, the 1990s, the Ghabbour Auto company became exclusive distributors of Bajaj motorcycles, Hyundai passenger cars in Egypt and also Volvo buses and trucks. In 2020, GB Auto launched the new Chery Tiggo 7 1.5 Turbo 2020. It introduced its brand portfolio in Iraq. It collaborated with Coca cola Egypt and also became an Authorised Distributors of Goodyear Tired in Egypt (Ir.ghabbourauto.com, 2021). Though the year 2011 was a frightening year for automobile industries where the revenue and sale declined heavily. Global economic downturn and other oil based factors impacted highly for which the companies had to undergo a certain period of slowdown and low expenses whenever the political and economic conditions become too drastic in the country.
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Table 3: Industry life cycle
(Source: Developed by author)
Figure 1: Industry life cycle
(Source: Created by Author)
| Issue | Survival factor | Success factor |
| Unsupportive government of the country | Government of Egypt does not encourage or support motor companies due to some economic fluctuating factors such as unstable GDP, business share problems etc. | Investment in new types of businesses and sectors which can get the support of the government is beneficial for Ghabbour Auto and other firms for tackling their business smoothly (Eibl, 2017). The companies can build business to business relationship for better assurance. |
| High competition rivalry | Ghabbour Auto has several competitors in the market for which they need to improve their research and designing skills. | GM and other manufacturers are highly active in the market. Though in Egypt, the use of Artificial intelligence can eb benefitted. Electric cars is not popular at all, some people are looking for self-driving cars with AI technology as the disposable income also increases. Ghabbour Auto and others can invest in AI technology infused cars for better generation (Abou-ElWafa et al. 2018). To compete with others, they can innovate new ideas of shared riding, electric cars which fit in the budget and other modern world technological gadgets. |
| Well maintained financing | Ghabbour Auto needs to operate through rough cash in the market with a maintained framework. | Proper strategic financing can be a beneficial choice for the company to operate more efficiently. The urbanization and its opportunities can be tackled through the financing. They should know proper mobility and utilization of their capital in the market to resolve their obstacles. |
| Budgetary support
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People with low income are not willing to use private cars | The company can invest time to innovative cars with low budgetary support for increasing sale. |
Table 4: Major issues
(Source: Developed by author)
Component 2
Introduction
Amazon.com becomes a multibillion-dollar technology corporation that specialises within e-commerce, cloud technology, online streaming, including artificial intelligence. Jeff Bezos launched the company in 1994 as just an electronic bookstore which has now evolved into the multi-service/product e-commerce business (Wells, Danskin and Ellsworth, 2018). Amazon has so far been renowned for providing millions of things at the lowest possible price. Presently, the company aspires to become a leading innovator and to evaluate new concepts in order to develop into previously untouched sectors. In this report, the analysis of strategic approaches of the brand will be discussed. There will be relevant framework, applying for evaluating the strategic aspects of the company along with a strategic proposal.
Analysis of resources: Resource based view
Because fundamental capabilities provide a substantial consequence on a company’s long sustainability or global market opportunities, the report concentrates on Amazon’s strategic capacities from the standpoint of a comprehensive resource-based view or RBV.
Amazon’s primary resources as well as competencies differ depending on business requirements, and all these strategic competencies can be assessed by examining the corporation ‘s structural, economic, including human resources. Commodities (for example digital commerce), warehousing, copyrights (for example One Click Payment System), consumer profiles, and technical foundations (digital storage as well as system software) are all part of Amazon’s physical attributes. To maintain long-term sustainability, each of fundamental physical qualities make a contribution to the association’s operational underpinnings. As per Amazon report, the company currently employs roughly 132,600 people and also has 260 million registered consumers (accounts with minimum one transaction in the previous year). The amount of Amazon’s certified suppliers increased from 159 to 325 during 2011 to 2012 (Cho and Lee, 2017).
Analysis of capabilities: Porter’s value chain
Amazon’s inbound logistics supporting company-owned retail businesses is based on Fulfilment by Amazon or FBA. Furthermore, particularly Amazon inbound logistics, cost savings are a significant driver of value generation.
Amazon has previously depended on the capabilities of overnight shipping companies like UPS, FedEx, as well as TNT. Nevertheless, over the last decade, the globe ‘s biggest online retailer with revenue has made significant investments in its autonomous logistics network. Amazon Prime Air (the drone distribution system) as well as Amazon Flex have both been unveiled by the digital retail behemoth (intra-metro shipping service centred on the gig economy).
Amazon’s yearly international marketing costs have risen steadily over the last 7 years, surpassing 13.8 billion USD during 2018. It comprises advertisements as well as other promotional expenditures, which were 5.0 billion USD during 2016, 6.3 billion USD during 2017, as well as 8.2 billion USD during 2018 (Lincoln and Andrew, 2018).
Regarding the e-commerce as well as cloud computing corporation, excellent consumer service represents a crucial element of value development. Amazon consumers can reach out to the company by telephone, email, chatbot, and social networking sites.
Assess for sustainable competitive advantage: VRIO analysis
The fundamental competences of Amazon were also built on organisational skills and commercial infrastructure that meet all or most of the VRIO requirements (value, rarity, inimitability, and organization). Several of the corporation’s resources and competencies meet just one or even few of these requirements, yet they nonetheless help the organisation flourish. Amazon’s non-core as well as core competencies are summarised inside this VRIO analysis.
Amazon’s expanding brick-and-mortar footprint is listed as a non-core competency inside the VRIO analysis. Such expertise is important and increases the competitive advantage, although it is replicable and not unusual, given that major corporations such as Walmart maintain strong physical presences (Sastry, Katvi and Tourani, 2019).
The fundamental competences of Amazon’s corporate organisation are the source of its long-term competitive benefits. There have been several assets or competencies that constitute the cornerstone of long-term competitiveness throughout this VRIO analysis. Amazon capitalises all over its core expertise by arranging its business across it and leveraging the trademark for a variety of items.
Assess competitive advantage/ strategic advantage
Amazon began in 1997 like an electronic bookstore selling actual books, but now offers everything which can be purchased exclusively at a worldwide scale (Singh and Pathak, 2021). One among the firm foundations of Amazon’s competitiveness is efficient worldwide logistics. The technology behemoth has made considerable use of this edge to diversify its company successfully. As part of its strategic orientation, Amazon has announced Amazon Home Services, an easy method to acquire and arrange regional professional assistance.
Amazon’s business strategy prioritises the environment. Retailers, scholars, critics, editors, application developers, as well as the knowledge market of experts, researchers, reporters, and article writers who spread the information about opportunities within the Amazon network make up the Amazon environment (Grover, 2019). Amazon’s top management is focused on getting the most out of every element of the corporation’s ecosystem while also increasing the connections between them.
Compared to many other retailing e-commerce platforms, Amazon provides its customers with a more user-friendly experience. Improved searching and query, suggestions based on previous purchases, one-click purchasing at check-out, various customer reviews, as well as, very importantly, dash buttons enabling automatic re-purchasing, are all major differentiators. Whenever integrated with Prime membership, Amazon does have a 360-degree perspective of its customers, including information on digital purchases, frequency of purchases, entertainment choices, and geographical characteristics.
The substantially lower cost that drives its Marketplace programme and many supplier possibilities is a crucial benefit. Amazon had already prioritised long-term development as well as “customer value” above high returns (Wirl, 2018). This also benefits from economies of scale including spending on infrastructure as well as transportation, which have enabled it to launch Prime Now, which provides one-hour shipping on a significant portion of 25,000 products across 30 cities.
Identify potential opportunities/ threats
Increased warehouse touch-points throughout every region as well as a broader distribution network are two ways to enhance the distribution network so that this penetrates further into the least visited geographical regions. The increased requirement for last-mile shipping is indeed a major obstacle to anticipate and meet.
The disease outbreak has resulted in explosive growth in certain industries, like as healthcare, as well as continuous development across FMCG and vital products. Whereas Amazon has entered the food market through Amazon Fresh, a hyper-local industry approach used by businesses such as Dunzo has allowed Amazon to take advantage of its extensive distribution system (Sadq, Sabir and Saeed, 2018).
Additional digital retailing sites have opened, as well as the epidemic has expedited the migration to digital, making things harder for Amazon. Amazon currently binding strength in India’s total e-commerce business, with only a few localized, provincial, and nationwide firms, like JioMart, possessing the ability to threaten the behemoth (Alshmrani, 2021).
The company is well-known for the pricing methods and regulatory oversight involving fairness and anti-competitive behaviour. Unfortunately, the company will not be financially viable any time shortly because of lawsuits as well as significant expenses, and also limited activities due to many scandals.
Prioritise the issues
The critical priority involves a task that should be completed effectively within a certain length of time, regardless of the circumstances. An endeavour which can produce a considerable significant effect on performance, from the other extreme, is indeed the high priority. An attempt wherein assets and timing are both different factors called the desired priority. For prioritising Amazon’s strategies, the high priority method should be applied for better productivity and sustainable achievements.
Develop strategic options
Amazon has worked hard to establish as being among the main e-commerce businesses. To grow their operation, they formed partnerships with popular e-retailers such as pet.com, fabric.com, and others. They’ve also released their own gadget, the Kindle. As they began as an electronic book store, it was a significant triumph for them, because buyers appreciated the product’s affordability and portability. Additionally, they were effective in their market expansion plan since they were capable to diversify the business. They also operate distribution centres throughout India, where it’s among the major online companies, competing alongside Flipkart, the country’s biggest online retailer. Furthermore, the company has successfully improved the consumer experience by offering new and diverse offerings such as AWS, Netflix, as well as other cloud-based services (Cook, 2018).
Assess options
Amazon sought to extend their operation throughout the fields of entertainment and protection after being among the major online retail companies. As a result of the preparation and discussions, they developed a new commodity: Amazon Web Services (AWS) alongside Netflix. AWS becomes a cloud-based solution that delivers on-demand online computing web service (Cook, 2018). It is a programme that allows users to create virtual servers employing virtual interfaces. The other offering is Netflix, that is a charged entertainment subscription. Any person can use this to subscribe for a membership to films, TV shows, and other media. Ultimately, each of these offerings have increased Amazon’s revenue significantly.
Create a strategic proposal
Amazon’s proprietary brands should be developed further and marketed to the company’s loyal consumer group. The strategic engagement in offering their own trademarked commodities through the Amazon site will add towards Amazon’s low-cost competitiveness. Through its accelerator programme, Amazon obtains accessibility to a number of businesses which they can buy and rebrand as their own. Amazon.com can generate more income if it can offer more private label companies on its platform and outsell other commodities. Enhance the grocery operation by using existing business skills to create a more effective grocery delivery service for Amazon consumers. Presently, Amazon provides two grocery-based facilities: Amazon Fresh as well as Amazon Go. It would necessitate a greater physical presence.
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