Assessment Description Using the organisation chosen for Assessment 1, students are to apply their learnings from the capstone topics and apply them to the organisation by undertaking additional...

MBA600
SUBJECT NAME: CAPSTONE: STRATEGY
ASSESSMENT TITLE: ASSESSMENT 2 – INDIVIDUAL REPORT
Table of Contents
Executive Summary    3
Introduction    4
Summary of the Organisational Strategy of Wesfarmers    4
Wesfarmers’ Competition Strategy, Performance Measurement and Balanced Scorecard    5
Financial Perspective    6
Customer Service Perspective    6
Internal Business Perspective    7
Innovation and Learning Perspective    7
Recommendations    7
Conclusion    8
References    9
Executive Summary
Wesfarmers has diversity in its business operation, its business includes outdoor living, general merchandise, apparels, office supplies, home improvement and another industrial division includes business with fertilisers, chemical, energy, industrial and safety products. It is an Australian conglomerate. The company’s goal is to achieve anticipate the customer has needs and delivers them competitive goods and services.
Wesfarmers encourage competition, remove unessential norms and rules and creates an environment of innovation, creativity product to its customers. The focus of this report is to analysis the competitive strategy adopted by Wesfarmers and address how this strategy could be used to gain competitive advantage and perform best in the market. The performance of Wesfarmers then measure on the basic of balance scorecard meters and relative inferences established, it help to know whether company’s competitive strategy did good or there were some drawbacks in it.
Introduction
Competition strategy defines an action plan of the company that aims to gain competitive advantage over their competitors in market after analysing their strength, weakness, opportunity and threats. It is important for business to make this strategy so that it can take rational decision in any course of time. This strategy helps business to maintain position in market and important for those company producing similar product. This report comprises how company plan competitive strategy, keeping what factors in mind and it will change its performance. The company use different competitive strategy depending upon type of products and services served in the market (Jones, Harrison & Felps, 2018).
The organisation in this report is Wesfarmers. It main competitive strategies are-cost leadership, focus strategy and differentiation strategy. The purpose of this report is to outlines a detailed approach to competition strategy and studies the way; this organisation measures its performance against competition strategy and balance scorecard. Proceeds with the recommendation that focuses on the key areas and opportunity, that can be improve in organisation. Based on these, some suitable recommendations can be used by organisation.
Summary of the Organisational Strategy of Wesfarmers
Wesfarmers business operation model mainly focus on the core value, value creation and growth enablers. The business model of Wesfarmers directed to accomplish the goal, which is to give highest possible return to its shareholders. Their value creating strategies include securing opportunity through various Corporate Social Responsibility (CSR) initiatives; they always invest in sustainability on long terms of the company. Wesfarmers believes in strengthening of the customer satisfaction, as it is the only way to excel in the business operation. The commercial distinction, robust financial computation, innovation, enhancing culture and innovation are some of the key drivers of Wesfarmers (Biddle, 2016).
Initially, Wesfarmers started the business as a cooperative group to become only merchandiser provider in Australia. Nevertheless, with the passing of years it has judiciously executed the strategic elements in every business venture. They show innovation, creative ideas and outstanding performance, this made the customer believe that Wesfarmers has prudent thinking capacity and innovating capabilities. With the passage of time, Wesfarmers introduces their interest in multiple business venture and space. Top competitors of Wesfarmers are AECI, target, Costco, Index, Oria, Walmart and Mama Chia. Wesfarmers plays differentiation strategy in order to differentiate itself in the market and secure its market share.
Wesfarmers changed its physical and services, surrounding to attract customers. Wesfarmers introduces its online business model to get more customer, wide availability of goods, multiple options and...