Indholdsfortegnelse
1) Describe the value chain of RG, and the core competencies.
2) Conduct a Boston analysis of the RG-and discuss the best strategic actions.
3) Analyze briefly the most relevant factors of the company’s micro- and macroenvironment
4) From the above questions and answers, assess the RG SWOT and TOWS and discuss future growth strategies of the company.
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Uddrag
Firstly, in order to briefly analyze the macro environment, the well-known PESTEL model has been used. Due to lack of space, only the most relevant factors have been analyzed.
Political and legal/ environmental: Firstly, as mentioned earlier Royal Greenland is very dependent on the fishing quotas made by EU. This is linked to the rising awareness of climate changes. If for instance EU chooses to pressure the fishing quotas even further, it will certainly influence Royal Greenland negatively.
Furthermore, Royal Greenland’s products can be found in nature, in only limited quantities, hence the demand is greater than the supply. Therefore, it is important that Royal Greenland sells every single product, at the market where willingness to pay is greatest.
Technological: Due to the increasing automation technologies, Royal Greenland is able to produce, process and supply their products even faster and better. As mentioned earlier, Royal Greenland has also invested lots of resources in newer, faster and better technologies.
In terms of microenvironment, the most relevant factors here is, the costumers and the media.
As mentioned earlier, the retail chains are the largest of Royal Greenland’s costumers. The continuing growth of large retailers’ pressure Royal Greenland in various ways as described above. Secondly in terms of media, the media has helped Royal Greenland interact more with their final consumers, and hence increase the knowledge about their brand.
Therefore, their major customers price negotiating pressure is a weakness for Royal Greenland, whereas the media is a strength. Further about their microenvironment is covered in question 1, with the value chain analysis.
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In order to discuss future growth strategies for Royal Greenland, the SWOT and TOWS analysis has been made in the following template.
Furthermore, in order to discuss future growth strategies, Ansoff’s growth matrix has been used as well.
As mentioned above, there are mainly 2 strategies which would be most suitable in the case of Royal Greenland - Market development and product development.
Since fish is a limited natural resource, Royal Greenland has to sell their products in the markets where willingness to pay is greatest.
For Royal Greenland there are possibilities to do so, by developing markets in Asia further. For instance, willingness to pay for high-quality shrimps is greater in Japan, than in the United Kingdom.
Therefore, by focusing on developing Asian markets, Royal Greenland could increase their annual turnover and profits, and thereby grow further.
Moreover, I also think that the European markets is saturated to a great extent, and therefore it should be considered to focus on developing new markets.
Another growth strategy which could be suitable for Royal Greenland, is product development. In order to attract younger generations, Royal Greenland has to develop products, that are appealing to the younger generations as well. This could for instance be healthy and tasty easy-to-eat products in some way.
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