POSITIONING BUSINESS

Positioning Business

Positioning Business for Competitive Advantage

Introduction

Today, every business is going online and new entrepreneurs are launching their business on internet. In a nutshell it can be said that business on internet is in vogue. In this scenario, old companies are also launching their business on internet. The aim of this paper is also to discuss an organization and suggest strategies so that they can launch their business online to achieve competitive advantage.

Selected Organization

The organization that is selected for this assignment is JJB plc. The industry with which this organization belongs is of sports retail stores or sports equipment industry. JJB is now considered as one of the leading sports retail stores in United Kingdom. It was in the starting of 1900s when JJ Broughton established the original store (jjbcorporate.co.uk 2012, A-1). The product that the company offers include following items (DataMonitor 2011, 10):

Footwear

Apparel

Sports equipment

Accessories

Mission Statement of the Organization

The extensive research shows that neither the official website nor the annual reports of JJB Sports plc mention the formal mission statement. However, one can easily find some of the quotes on website as well as on the annual reports of the company that can be regarded as the mission statement of the organization. According to this and by keeping in mind all the values with which the organization operates the mission statement of the organization can be quoted as follows;

“JJB's principal aim is to supply high quality, branded sports and leisure products to our customers at competitive prices. JJB maintains a high level of service through a nationwide chain of stores, many of which are increasingly of a superstore concept” (jjbcorporate.co.uk 2012, A-1).

The business mission is the set of general objectives and principles of operation of an organization, which is expressed by a mission statement. An organization's mission statement reflects the purpose or reason for existence and uniqueness of the organization which make them different from others. It also defines the area where they operate and its products or services that they offer to the markets. Mission statement of an organization provides direction to the business. It suggests the future direction where the organization aims to go. As mentioned earlier that with the help of mission statement an organization reveals its uniqueness so, with the help of this unique element an organization can make an attempt to achieve competitive advantage (Marianne 2003, 4).

LEPESTC of the Organization

The LEPESTC analysis is a tool for designing and devising the strategy. This method is used to analyze the macro-external environment in which a company operates. PEST factors play an important role in the opportunities for value creation strategy.

Legal Factors

In United Kingdom, the sports industry is not governed by any specific authority or entity. However, there are certain rules and regulations related to the manufacturing, health and safety. There are no difficulties for JJB if they want to expand their business in an online world (Key Note 2008, 8).

Economical Factors

Business of the sports retail industry is dependent on inflation, wealth, availability of credit ...