Strategic Marketing
Introduction – (300 words) – 386
Marco – An overview of strategy management, involving the analysis of factors to
external and internal environment of the company.
Micro – Overview of retail industry and narrow down to supermarket analysis.
Objective – (100 words) – 33
The objective of this essay is to evaluate the recent strategic decision made by Sheng
Siong and how this decision was implemented and the overall impact it had on them.
Company (Sheng Siong) – Description (200 words) – 238
Supermarket in Singapore
The strategic decision they made recently – (Looking for more retail space and open
new stores, building on their e-commerce platform)
Strategy – Describe (100-200)
What is Strategy?
Briefly go through few framework such as PESTEL, Five force.
Retail Industry (1000 – 1200 words)
PESTEL (461)
Discuss what is PESTEL and how it helps to analysis the macro environment of a
company. The use of PESTEL framework to identify the environment which Sheng
Siong operates.
Five Forces
Discuss on Five forces and how that shape supermarket competition
Discuss on the opportunities and threat of supermarket industry
Business Model
Discuss on Business Model
Resources and Capability – How resources and capability can help company align with their goals?
Discuss on VIRO
Discuss how Sheng Siong fits in this business model
Company Positioning
Discuss on the SWOT analysis for Sheng Siong
Discuss on the generic strategies
Management advantage towards competitiveness
How do the management contribute to the competitiveness?
Evaluation – (700-800 words)
Evaluating Strategies (Assess performance, Identify Gap, SAF)
Conclusion – (200 words)
