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MBA501
DYNAMIC STRATEGY AND DISRUPTIVE INNOVATION
STRATEGIC REPORT
INDIVIDUAL, WRITTEN ANALYSIS
Executive Summary
The current report is about a renowned Australian company, Super Retail Group, listed in the Australian Security Exchange as ASX: SUL. This company has been chosen in order to analyse its stakeholder engagement plan where it has been noticed that primarily, three stakeholders are involved. They are the customers, employees and trade partners. The strategy adopted by the company has been analysed using Porter’s generic strategy framework. Lastly, corporate level strategy initiatives of the company have shown its various lucrative strategies adopted such as online marketing. Based on them, recommendations have been generated.
Table of Contents
A. Introduction to Super Retail Group    4
B. Stakeholder Engagement Plan    4
Customers    5
Employees    5
Trade Partners    6
C. Strategy Adopted by Super Retail Group    6
D. Corporate Level Strategic Initiatives of Super Retail Group    7
E. Recommendations    8
References    10
Appendix    12
A. Introduction to Super Retail Group
Super Retail Group is Australian retail chain locally owned and operates through a portfolio of retail brands all across Australia. The company was founded in 1972 for selling automobile parts via mail order. Over the decades the company owned various stores and changed its name in 1981 to Super cheap Auto and then again changing it back to the Super Retail Group in 2010 (Birtles, 2017). The company then bought outdoor camping as well as goods store Rays in the same year and a year later, it acquired Rebel sports and Amart sports. Recently the company has expanded the online presence and as of 2018, the company plans to merge the Rays stores with a New Zealand chain Macpac (Naidoo & Gasparatos, 2018).
The company employs almost over 13,000 people and operates across Australia and New Zealand. The company has its headquarters in Courtyards Ave in Sapphire. The revenue as of 2019 is estimated to be around AED$2.71 billion and the net income is predicted to be AED$139.3 million (Super Retail Group Limited, 2021). The company is registered to the ASX under the code SUL.
The company mainly deals in auto parts, tools, apparels, fishing equipment, accessories for boating, campaigning and other sport based equipment. The company operates under different brand names such as Super Cheap auto for auto parts, BCF for bating Camping and fishing accessories, Rebel Sport for store goods and Macpac for outdoor apparel and equipment (Birtles, 2017).
The retail industry in Australia is strong and there are almost 140000 retail businesses across the country the industry also contributes at 4.1% to the GDP. While the employment forms, the industry is as high as 10.7% of the total employment rate (Bell et al. 2017). The industry is diverse and competitive in nature. The industry lacks behind when compared to other countries. Several genre guidelines and legal aspects govern the industry. Planning and zoning regulations are evident in the market along with trading hour’s regulations.
B. Stakeholder Engagement Plan
The stakeholders in Super Retail Group can be identified as the following—
· Customers
· Employees
· Trade partners
· Communities
· Board Members
· Government
· Investors
The three main stakeholders, who are being analysed in the report, are the customers, the employees and the trade partners. These three stakeholders have a huge impact on the business processes of the company. These stakeholders will be responsible for making changes in the company product line and services (Gesell et al. 2017).
They will be actively engaged in the process of green initiative, which the company oaths to implement. The green initiative will include environment friendly goods into the scheme, for which the suppliers, employees and the customers will be in procurement, implementation and in accepting the initiative respectively.
Customers
They are people, who bring revenue to the company. The whole business process is dependent on the customers. All necessary business action is directed in order to provide better service or product to the customers. There are several strategies, which are applied in building relationships with the customers. They are also the most important stakeholder of the company.
The customers are the one who will accept the green initiative (Hultman & Elg, 2018). To make the whole process successful the customers need to make change into the system. This will ensure that the whole process of applying green initiative in the product line and services provided by the company. The customers will be engaged in the process to accept the changes and support the green initiative of the company.
Employees
They are the people, who are the heart of any organisation. The whole system of running the business is dependent on the employees. They take responsibility and complete a task of taking necessary actions with their own capabilities to ensure the company runs successfully. A company having a strong human resource system often is the market leaders in their specific industry. Employees are key to the success of any organisation and this is one of the most important stakeholders (Simoes &...