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MNG4801 ASSIGNMENT 3 2024 ESSAY WITH EXAMPLES
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- University Of South Africa (Unisa)
MNG4801 ASSIGNMENT 3 2024 ESSAY WITH EXAMPLES
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passmatetutorials@gmail.com MNG4801 ASSIGN 3 20240612521185/0717513144/0680538213
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Question 2 (1.5 pages)
Identify and discuss the corporate-level strategies evident in the case study.
You should identify three (3) growth strategies and two (2) types of defensive
strategies and their specific forms that are evident in the case study. Support
your discussion by integrating the appropriate theory and practical examples
from the case study.
Corporate-Level Strategies in the Retail Sector
Effective corporate-level strategies are crucial for achieving development and long-
term viability in the very competitive retail sector (Stoelhorst, 2021). Drawing on the
case study, the operations of Woolworths, Shoprite, and Pick n Pay demonstrate three
growth tactics and two defensive methods.
Growth Strategies
Market Penetration (Concentrated Growth)
Woolworths: In response to stiff competition and economic difficulties, Woolworths is
expanding its market share by the establishment of additional stores and the
improvement of its online, on-demand delivery services. According to Louw and Venter
(2019), this approach seeks to grab a greater market share by attracting a bigger
number of clients through enhanced accessibility and ease. By capitalising on
Woolworths' robust brand loyalty, this strategy enhances its market penetration in the
current market.
Product Development
Pick n Pay: A notable example of product development is the introduction of their high-
end "Crafted Collection" line. Through the introduction of new high-end private labels,
pick n Pay is specifically aiming to capture the midrange to high-end market segment
that was formerly controlled by Woolworths. This approach not only broadens their
range of products but also accords with their objective of attracting wealthy
consumers.
Diversification
Shoprite (Checkers): The introduction of "Shoprite X", a sub-division dedicated to new
shopping technologies, demonstrates diversification. By focusing on digital innovation
, passmatetutorials@gmail.com MNG4801 ASSIGN 3 2024
0612521185/0717513144/0680538213
and refurbishing stores to cater to a higher-end demographic, Shoprite is expanding
beyond traditional retail into tech-driven shopping experiences. This diversification
helps mitigate risks associated with economic downturns by creating new revenue
streams and enhancing customer engagement through technology .
Defensive Strategies
Turnaround Strategy
Woolworths: Shepherded by CEO Roy Bagattini, Woolworths has successfully
executed substantial reforms to correct previous errors. These measures encompass
the reduction of space by 13%, the restriction of product ranges, and the enhancement
of procurement performance (Chege & Wang, 2020). In the face of difficult economic
circumstances, such steps are intended to optimise operations, minimise expenses,
and boost profitability. The implementation of this turnaround strategy is crucial for the
restoration of Woolworths' market position and financial well-being.
Divestiture
Pick n Pay: The strategy to split its brand into two distinct segments, targeting different
market demographics, can be seen as a form of divestiture. By decoupling its premium
and mid-market offerings under different brands, Pick n Pay is effectively divesting
from a single-brand strategy to better meet specific customer needs. This approach
not only protects the company from market saturation but also allows for more focused
marketing and operational strategies tailored to distinct consumer groups.
Integrating Theory with Practical Examples
Growth Strategies
Market Penetration Theory: This strategy involves increasing market share within
existing markets using current products. Woolworths’ expansion of stores and delivery
services fits this model by leveraging its existing brand and customer base to grow
market presence.
Product Development Theory: This strategy focuses on introducing new products to
existing markets. Pick n Pay's introduction of premium private labels aligns with this
theory by enhancing product offerings to attract higher-end consumers.
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