Introduction (200 words) ? Provide a brief summary of the internal and external analysis carried out in assignment 1. A SWOT analysis should be relevant for this discussion ? Always provide the...

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Strategic Management: Katrina Group Ltd.
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Table of Contents
Introduction ................................................................................................................................ 3
Analysis of the Current Strategy ................................................................................................ 3
Growth Strategy of Katrina Group Ltd .................................................................................. 5
International Strategy ............................................................................................................. 6
Process of Implementation of Strategy .................................................................................. 6
Evaluation of the Current Strategy of Katrina Group Ltd ......................................................... 7
Suitability of the Strategy: ..................................................................................................... 7
Feasibility of the Strategy: ..................................................................................................... 8
Acceptability of the Strategy: ................................................................................................ 9
Recommendation for Alternative Strategies .............................................................................. 9
Conclusion ............................................................................................................................... 12
References ................................................................................................................................ 13
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Introduction
For the success of the company, the most important element is the strategy that has been
developed by it. It is considerable for all the business organizations to create some unique and
innovative strategies to conduct success operations of business firm. The current report is
aimed at defining the strategy and the various steps before the development of the strategy.
Before defining the strategy of an organization, it is important to understand the concept of
strategy. All the organizations are surrounded by the various competitors. To stand out
among this fierce competition, it is very essential that the company can provide the customers
something unique which the competitors are not able to. This is what strategy is; a unique
plan for the long run survival of one’s organization (Porter, 1996).
The current report will describe the strategy of Katrina Group Ltd. along with the
recommendations of other strategies for further growth. The strategy development is based on
the analysis of the previous assignment which has described the assessment of the internal as
well as the external environment. The pervious assignment has found that the company's
strengths are that it has a good brand image in the home country. The company is also famous
for its high-quality food. However as Katrina Group is considered to be an expensive
restaurant chain the market share is limited. Katrina Group has also very well adapted itself
according to the various forces like Political, Social, Technological and Environmental
(PESTEL Analysis, 2017)
Analysis of the Current Strategy
After the thorough analysis of the SWOT analysis of Katrina Group Ltd., it can be stated that
what the current strategy of the company is and how it is effective. However, before defining
the existing strategy of the organization let us define the meaning of the strategy. The strategy
can be defined in a way through which the company determines its long-run direction. It is
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also oriented towards utilizing the company's resources in a manner that it can gain the
competitive advantage. The success of the Company Katrina Group Ltd. is also one of the
factors responsible. The current strategy of the business states that the company does not
compromise on the quality of the food and this is why the restaurants are preferred by the
customers (Importance of Quality, 2017). The company serves multi-cuisine to the customers
and has its presence in Singapore and China. The Company Katrina Group Ltd. also has the
operations of various brands like Bali Thai, Streats, Rennthai, Bayang, Muchos, So Pho,
Indobox, Hutoang and Honguo. As per the PESTEL Analysis, various corporate and business
level strategies of the company can be defined as below:
Multi-Cuisine:
Katrina Restaurants serves different types of ethic F&Bs. The authenticity of these different
cuisines is one of the major factors leading to the success of the strategy of the company. The
PESTEL analysis as well as SWOT analysis of the company state that the rich and authentic
qualities of the food of the restaurant are the reason that the company has got loyal
customers. Currently, Katrina Groups of restaurants offer Indonesian, Thai, Hong Kong,
Yunnan, Northern Chinese, Mexican and Vietnamese cuisines. (Katrina Group Ltd., 2017).
The company focuses on the needs of a diversified culture and attracts different types of
customer to get the services and enjoy delicious food.
Focus towards Quality:
SWOT and PESTEL Analysis of the company also clearly indicate that the focus of the
Katrina Groups of restaurants is towards the quality of the food. The PESTEL analysis has
concluded that right now there are various factors which are leading to the increment of the
costs of operations of the restaurants (Bonnici and Galea, 2015). The major factors are like
high costs of rent, increasing the costs of the ingredients, trade policies of the country and
transportation costs, etc. However, despite the fact that because of all these factors their
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profits have been reduced the management of the company did not make any compromises
regards to the quality of the food. (Linton, 2017).The same high-quality ingredients are being
used by the restaurants which lead to the rich taste of the cuisines. As per the legal and
political regulations of the country, focusing on high quality and fresh ingredients is the
major need of the company, which also helps it to get huge success in the market.
Proprietorship of Brands:
The Company has the advantage of the establishment of its brand. Thai, Streats, Rennthai,
Bayang, Muchos, So Pho, Indobox, Hutoang and Honguo are the 9 brands which have been
established by Katrina Group of restaurants (DBS Group Research, 2016). The establishment
of the company’s brand has helped with the development of the organizations’ name in the
market. These various brands are popular in the market, and thus Katrina Group has created
its distinctive image in the industry. For any company it is very essential that it has its
different identification among all. The same has been achieved by Katrina Group with the
help of the development of its own 9 brands. Even though all these 9 brands have created the
strong name of the company in the market, however the most popular among these are Bali
Thai, Steats and Sho Po. This is giving the company the completive edge that the restaurants
are looking for. (Papulova and Papulova, 2006).
Growth Strategy of Katrina Group Ltd
After the analysis of Katrina Group Ltd. the major four kinds of business strategies have been
defined. The main four strategies defined by Ansoff Matrix are Market Penetration, Market
Development, Product Development and Diversification (SmartDraw, 2017). According to
the micro and macro environmental analysis of Katrina Group Ltd. it is quite clear that the
company adopts the market penetration strategy (Bhasin, 2017). The reason behind this
assumption is that the company produces the same products for its existing customers and the
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focus of the company is increasing its sales in the existing market. The analysis of the first
assignment also indicates that aggressive marketing strategy is adopted by Katrina Company.
International Strategy
The international strategy has helped the Katrina Group grow in the competitive market. The
company offers different types of cuisines to the international customers who come to dine in
Singapore. The company has also grown its business in China as a part of its international
marketing strategy. The same is strategy is seen in the promotion of the company where wide
range products are offered to the customers. The SWOT analysis conducted in the assignment
1state that the company has gone for the prime location for its sales and even in China it has
opened only 3 restaurants (all in prime locations). (CIMB, 2017)
Process of Implementation of Strategy
The research which has been conducted in the assignment 1 about the Katrina Group
indicates that the company has had various options to implement the strategies. However, the
success of the strategy depends upon the fact that how well it evaluates the various pros and
cons of the different strategies based on the feasibility (Hussain, et al., 2013). Out of the three
major strategies (acquisitions & mergers, internal development and strategic alliance) the
company has chosen the internal development option. The company has developed its brands
and restaurants all over Singapore and 3 restaurants in China. The company has not done any
alliance with other restaurants and rather leases the restaurants and run it in the name of its
separate brand. The company has its various chains of the restaurant in the prima locations.
The reason for this selection is to be found in the assignment 1 i.e. the target of the
restaurants...