Your task You are required to write a 1750-word report analysing an Australian company’s underlying businesslevel strategy. Assessment Description. In this individual assessment, students will be...

Environmental Scan Report
Environmental Scan Report
Strategic Management Assignment
Executive Summary
In FY2013, Quiksilver had undergone great financial losses yet had initiated turnaround program that spanned for next six years. However, FY2015 the organisation had filed for bankruptcy but rerecovered from bankruptcy in early FY2016 and organisation established as privately help with Oak Tree Capital Planning and Management as the primary shareholders (About Us, 2020). By the virtue of this report, I have prepared detailed report to explore factors that influence any business strategy and its performance based on a comprehensive situational analysis that considers stakeholders and competitive advantage.
I leveraged the analytical frameworks that I had learnt in the class and got the opportunity to apply the concepts practically. For instance, I have applied SWOT framework to analyse both internal as well as external issues that are affecting Quiksilver. Furthermore, in the report, I have provided detailed stakeholder analysis explaining how one can impact in the decision making and operations of the organisation. Greater part of time, achievement of a company relies more upon partners and various stakeholders than completing on schedule, financial plan, and extension. Partners of an association are people those are effectively engaged with the task, or whose interests might be influenced because of association and execution of its exercises. Partners are each one of the individuals who should be considered in accomplishing venture objectives and whose cooperation and backing are urgent to its prosperity. Stakeholder recognizable proof and partner investigation are significant exercises of the venture chief to guarantee venture success.
Contents
Executive Summary    1
Introduction    3
Analysis of Internal and External Issues    4
SWOT Framework Applied on Quiksilver    4
Value Chain Mapping of Quicksilver    6
Stakeholder Analysis    6
External stakeholders in Quiksilver    8
Internal Stakeholders in Quiksilver:    9
Strategic Issues    10
Porter's Fiver Forces Model    12
Competitive Advantage    13
Summary    13
References    15
Introduction
Quiksilver Inc, has been around for more than half-century and has embraced changes over these years becoming surviving as well as thriving in the stormy environment. Organisation is one of the most recognised brands of apparels as well as accessories that are inspired by surf and surfing activities. It was founded in the year 1969 in the city of Torquay in Australia. However, the organisation has now changed its headquarters in Huntington Beach in California. Quiksilver is one the largest brand in the world for surf wear and equipment’s associated with broad level sport. In FY2017, parent company changed its name from Quiksilver Inc to Boardriders as well the owner of the brands Roxy, Quiksilver and DC Shoes (About Us, 2020). In FY2018, the organisation made another successful acquisition that acquired Billabong International Limited which has gained the Billabong, Von Zipper, Element, XCEL and RVCA brands. Organisation primarily manufactures and sells a variety of products that involves clothing (t-shirts, fiannels, polo shirts, jackets, hoodies, shorts, pants), sandals as well as sneakers in footwear category while covering hats, wallets, backpacks in accessory segment. Quiksilver organisation also produces a great line of apparel for teenage girls and young women under the brand of Roxy brand. Besides this the organisation also work under another brand exclusively for women as Quiksilver Women.
Analysis of Internal and External Issues
In FY2015, Quiksilver which was publicly traded Action Spot brand had filed for bankruptcy Chapter 11 with cardinal intention to identify the critical contributors that drove the organisation to the state of absolute financial crisis (About Us, 2020). This action provided a strategic turnaround that can help the organisation to drive profitability. Organisation had become a publicly traded organisation in FY1986 with employee strength of more than 6000 associates all across the world. The organisation has active operations in more than 115 countries thereby marking global footprints embracing a wide range of distribution channels that includes various wholesale accounts and 900+ owned or licensed retail outlets of the organisation. In FY2014 the global revenue of organisation exceeded $1.5billion. Keen inspiration for the brand emerges from the passion of outdoor sport, action sport and activities that vividly representing casual lifestyles and caters the excitement towards young-minded people who are passionate about sports and surfing, snowboarding and skateboarding. The parent holding of organisation is owned by three core brands that includes Roxy, Quicksilver and DC. All three of them have rich brand name and heritage with it in the domain of surfing, snowboarding and skating. Core service and products of the organisation include Apparel that is casual clothing, Snow and Board shorts, Wetsuits, Footwear, T-shirts, knits as well as luggage among all the other.
SWOT Framework Applied on Quiksilver
Applying SWOT framework that can help in comprehending the business level strategy better in terms of information and data (Barney and Hesterly, 2012). This section of report presents the structure of the organisation representing what are the strength of the organisation, what are weakness and threats while leveraging the opportunities. SWOT presents detailed analysis of internal as well as external factors that affect the organisation.
Strengths
· Healthy financial strength with high gross margins
· Diversified segmentation of customers
· Global footprint spanning wide geographical range
· Well-established and strong value chains
· Significant sales in footwear segment as well as retail segments
Weakness
· High dependence on third party manufactures
· Low economies of scale because of many SKUs
· Weakened relationship with customers, athletes and primary accounts
· Reducing brand equity
· Chapter 11 of bankruptcy is still in court
· Excessive reliance of debt
· Huge number of asset impairments
· High Inventory carrying cost
Opportunities
· Expansion of online presence by the virtue of leveraging Omni-Channel retail platforms
· High growth in the footwear segments
· Developing strong positions of three flagship brands
· Leveraging financing offered from Oak Tree Management of capital as well as Bank of America
· Enhancing the...