This study focuses on analysing the approaches of a selected organisation called Superdry regarding its business activities. Alongside this, the study also focuses on evaluating the macro environment, industry analysis, strategic resources and market analysis. This study focuses on analysing the strategic approaches by using theoretical frameworks and models. This study may help to understand the use of macro environment analysis, organisational strategy and digital strategies of Superdry. This in turn may help to analyse the position of the organisation along with identifying the future scopes and opportunities. Moreover, it is required to improve the quality of the strategies that can be used to secure the position in the global market base along with ensuring sustainability.

A. A contextual overview of the organisation

Overview of Superdry

This study focuses on analysing the organisational and digital strategies of Superdry which is a well-known organisation in London, UK for providing the best quality fabrics, unique detailing, hand-drawn graphics and diverse styling. Superdry is working with apparel, accessories and footwear. All of the products of Superdry are vegan. The major pillars of the strategic actions of Superdry are its inspiration through products and styles, engagement through social media and leading through sustainability (Superdry, 2023). To better run the activities as per the strategic planning, Superdry focuses on improving its sustainable product sales mix along with increasing its future full-price sales mix. Superdry is focusing on implementing several crucial objectives in its strategic planning for organisational development. The values and behaviours of Superdry focus on ensuring a positive environmental legacy on the world.

Current strategic approaches of the organisation

Strategies of the organisation

Superdry has focused on using three strategic pillars such as inspiring through the product style, engaging through social media and leading through sustainability (Superdry, 2024a).

These three strategies help the organisation to make effective decisions along with enhancing customer appeal. According to Diaz Ruiz, (2022), market research to have an understanding of consumer needs may have a role in improving the process of decision-making. In addition, offering the products, considering the requirements of the consumers may attract the consumers. Further, the celebrity exposure of this brand helps the organisation to improve its marketing (Tsesmeli, 2022).

The mission of the organisation

The mission of Superdry is to build a creative and product-led brand while inspiring and engaging contemporary style-obsessed consumers (Superdry, 2024b).

Vision of the organisation

The future vision is beautiful, minimal and expressive as they stands for integrity, confidence and sophistication (Superdry, 2024b).

The process of market research majorly focuses on the consumers as the brands try to better connect with the consumers to be informed about the consumer's purchasing behaviours. In the case of Superdry, the organisational strategy is to rally the businesses and government behind the common vision of a circular economy through which the ultimate sustainability can be obtained significantly (Superdry, 2021).

The rationale for conducting the analysis and choice of models

To proceed with the study, several crucial models are going to be used including the PESTLE analysis. Porter's five forces, VRIO, Resource-based view and the SWOT analysis. PESTLE analysis may help to understand the wider business environment along with encouraging external strategic thinking. Having an analysis of the market may help to shape the market base. According to Ben-Slimane and Fessi, (2023), market-shaping strategies refer to the efforts that have been made by marketers to attract customers. Having an analysis of the market may help to shape the market base. This may help to analyse the macro-environmental factors within the external business environment. VRIO refers to the identification of the valuable resources of the organisation. On the other hand, SWOT analysis helps to identify the strengths, weaknesses, opportunities and threats of the organisation. Alongside this, RBV helps to determine the strategic resources of the firm to have competitive advantages.

B. Critical literature review

Organisational strategy

According to Robertson et al. (2023), the Circular Economy can be identified as an acclaimed concept that helps to influence a business towards sustainability. Apart from sustainability, the main strategy that can be followed mainly is dependent on the elimination of the inventory in the business organisation. Moreover, an organisation should believe in leading through sustainability, engaging through social and inspiring through style and product. The international strategy in an organisation remains focused on providing customers with exceptional and consistent shopping experiences. It is the ultimate strategy of an organisation that should focus on the branded market through which the needs and demands of the customers can be met effectively.

Digital strategy

According to Submitter et al. (2022), it is the various technological advancements and utilisation during the digital era that have changed rapidly. Hence, it can be observed that the digital strategy includes focusing on international customers and appealing to them significantly by offering them consistent and exceptional shopping. Moreover, it can also be seen that the digital approach in an organisation should be unique and should be better than other organisations. The digital strategy helps to target the younger demographics of the organisation as it is mainly Gen Z who are mostly using technologies and digital platforms.

Discussion of the models that are used

PESTLE

According to Jacobs and Hörisch, (2022), the longevity of the product plays a significant role in environmental consumption. PESTLE is a significant framework through which the macro-environmental perceptions and aspects can be examined which includes the political, economic, social, technological, environmental and legal aspects. In regards to an organisation, it can be stated that the organisations have crucial market opportunities and challenges.

Porter’s five forces

Porter’s five forces help to analyse the competitive scenario of the retail market through which the competitive position of the products and the organisation are analysed effectively. In regards to this model, it can be seen that an organisation has many competitors in the market.

VRIO

The VRIO is effective for analysing the internal abilities and resources of an organisation through which the competitive advantages of the organisation can be observed. In the case of an organisation, digital marketing plays an effective part in developing the competitive advantage.

RBV

According to the RBV, it can be observed that resources are highly important for organisations. Organisations are needed to utilise and prioritise their resources to handle the current challenges (Jin and Shin, 2020). Hence, in the case of an organisation, it can be seen that the organisational resources help to develop capabilities in the market.

SWOT Analysis

SWOT analysis helps to analyse the strengths, weaknesses, opportunities and threats of an organisation. In regards to an organisation, it can be seen that organisational innovation plays a crucial role in increasing sales.

C. Analysis and Findings

PESTLE

Political Factor: According to Burnes et al. (2022), the business restrictions that were inculcated during the pandemic were lifted by the government of the UK. This can develop opportunities for Superdry to export its products and expand.

Economic Factor: Prices in the UK increased by approximately 3.4% in the year 2024 (BBC, 2024). This can be challenging for Superdry as it can increase the interest rates and also the operational costs.

Porter’s five forces

The threat of new entrants (High): As per Burnes et al. (2022), the UK has lifted its restrictions. This allows for the enhancement of the market condition for the new entrants. This creates an develops a challenge for Superdry as in that way, the market competition increases significantly.

Power of the buyers (High): The buyers are mainly inclined towards increased sustainability (Deloitte, 2023). The buyers also indulge in ensuring high quality. According to Yallop et al. (2022), it is necessary to focus on conducting market research as it plays a vital role in understanding the purchasing behaviour of consumers. This in turn may help to improve the organisational and digital strategies.

VRIO

From the above VRIO analysis, it can be analysed that the organisation can gain a temporary competitive advantage in marketing and quality of the product. On the contrary, for sustainability, the organisation can gain an unused competitive advantage. According to the Resource View, it can be analysed that the resources of the organisation are highly effective for maintaining and ensuring its success. In regards to Superdry, it can be analysed that the significant digital marketing and increased product quality allow to enrich the competitive advantage of the organisation. Apart from this, it can also be seen that the organisation is online along with multichannel marketing techniques through which all the traditional tools and digital tools like SEO are used to capture the attention of the customers.

SWOT Analysis

For strengths of the organisation, The organisation has a strong brand identity. It has a high global presence. For the weakness of the organisation, The market sensitivity is high in the organisation. It also has supply chain challenges. For Opportunities, The organisation has a high e-commerce strategy. The organisation has high product quality. For threats, The organisation is facing high competition. Changing preferences of the customers is hampering its growth and strategy.

Conclusion

In conclusion, it should be mentioned that an organisation should focus on conducting effective market research while developing products and services. In this regard, Superdry is focusing on implementing its three crucial strategies such as marinating sustainability, developing product designs and engaging the consumers. This process can be improved by running the analysis of the macro environment along with meeting the consumer's needs. Conducting the market analysis may help the organisation to improve its strategies followed by improving the quality of the products and services.

References

BBC, 2024. What is the UK inflation rate and how does it affect me? Available from:https://www.bbc.com/news/business-12196322 [Accessed 9 April 2024]

Ben-Slimane, K. and Fessi, L., 2023. Market shaping through controversial innovation. International Journal of Market Research, 65(5), pp.524-531.https://journals-sagepub-com.eu1.proxy.openathens.net/doi/epub/10.1177/14707853221145839

Burnes, O., Thomas, D. and BurnMurdock, J., 2022. Businesses hail the lifting of most coronavirus restrictions in England. Available from:https://www.ft.com/content/c972b215-7c03-4abf-adb0-318df1651645 [Accessed 9 April 2024]

Deloitte, 2023. The Sustainable Consumer 2023. Available from:https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html [Accessed 9 April 2024]

Diaz Ruiz, C.A., (2022). The insights industry: towards a performativity turn in market research. International Journal of Market Research, 64(2), pp.169-186.https://journals-sagepub-com.eu1.proxy.openathens.net/doi/epub/10.1177/14707853211039191

gov.uk, 2021. Product safety advice for businesses. Available from:https://www.gov.uk/guidance/product-safety-advice-for-businesses [Accessed 9 April 2024]

Jacobs, K. and Hörisch, J., 2022. The importance of product lifetime labelling for purchase decisions: Strategic implications for corporate sustainability based on a conjoint analysis in Germany. Business Strategy and the Environment, 31(4), pp.1275-1291.https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=1&sid=beedd3c5-aa7f-4930-a38e-75fba35720cb%40redis

Jin, B.E. and Shin, D.C., 2020. Changing the game to compete: Innovations in the fashion retail industry from the disruptive business model. Business Horizons, 63(3), pp.301-311.https://doi.org/10.1016/j.bushor.2020.01.004

legislation.gov.uk, 2021. Environment Act 2021. Available from:https://www.legislation.gov.uk/ukpga/2021/30/contents/enacted [Accessed 9 April 2024]

Robertson, V., Truong, L., Botzenhardt, T., Pätzmann, J.U. and Schallmo, D., 2023. Lessons for sustainable fashion start-ups: consumer attitudes on clothing rentals. In ISPIM Conference Proceedings (pp. 1-27). The International Society for Professional Innovation Management (ISPIM).https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=13&sid=4d76b8c0-0528-49c9-a655-21cc29e41eb6%40redis

Submitter, G.A.T.R., Fedorko, R., Oleárová, M. and Bačík, R., 2022. Consumer behaviour in the process of buying fashion products: A study of generational differences in terms of shopping channel preferences. Journals and Fedorko, Richard and Oleárová, Mária and Bačík, Radovan, Consumer Behavior in the Process of Buying Fashion Products: a Study of Generational Differences in Terms of Shopping Channel Preferences (March 31, 2022). Reference to this paper should be made as follows: Oleárová, M, pp.01-12.https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=1&sid=34346980-6b6a-41a3-8496-794c4a6671c3%40redis

Superdry, (2023), MAKE IT HAPPEN Available from: https://corporate.superdry.com/media/cdxd5naw/annual-report-_webready-230901.pdf [Accessed 9 April 2024]

Superdry, (2024), CULTURE & VALUES. Available from: https://careers.superdry.com/about-us/culture-and-values [Accessed 9 April 2024]

Superdry, (2024a), A truly distinctive business. Available from: https://corporate.superdry.com/about-superdry/at-a-glance/ [Accessed 9 April 2024]

Superdry, (2024b), OUR BRAND GET READY FOR EVERYTHING. Available from:https://careersusa.superdry.com/about-us/our-brand#:~:text=Our%20mission...,contemporary%20style%20obsessed%20consumer%20%2D%20always. [Accessed 10 April 2024]

Superdry, 2021. Available from:https://corporate.superdry.com/media/xpwdzjlg/superdry-sustainability-report-2021.pdf[Accessed 9 April 2024]

Thormundsson, B., 2023. Artificial intelligence (AI) in the United Kingdom - statistics & facts. Available from:https://www.statista.com/topics/11518/artificial-intelligence-in-the-uk/ [Accessed 9 April 2024]

Tsesmeli, 2022. SUPERDRY case study: The marketing strategy behind one of the top UK clothing retailers. Available from:https://medium.com/@marilena.tsesmeli/superdry-case-study-the-marketing-strategy-behind-one-of-the-top-uk-clothing-retailers-82044cdd7c63 [Accessed 9 April 2024]

Yallop, A.C., Baker, J.J. and Wardle, J., (2022). Market research and insight: Past, present and future. International Journal of Market Research, 64(2), pp.163-168.https://journals-sagepub-com.eu1.proxy.openathens.net/doi/epub/10.1177/14707853221080735

Appendix

Social	According to Deloitte, (2023), customers at present are highly inclined towards the increasing practices of sustainability among fashion brands. This can help increase the sustainability of Superdry.
Technological	The UK is the prime developer of computer technologies (Thormundsson, 2023). This opens opportunities for Superdry through which innovation can be maintained.
Legal	According to the General Product Safety Regulations 2005, all manufactured products should be reasonably safe (gov.uk, 2021). This can help guide Superdry to develop safe products.
Environmental	The Environmental Act 2021 allows to ensure better environmental protection and improvements (legislation.gov.uk, 2021). This can be helpful for Superdry in being sustainable and environmentally aware.

Table: PESTLE analysis of the UK

(Source: Created by Self)

*Five forces*	*Intensity*	*Justification*
*Threat of substitutes*	Low	Substituting the offerings and values of the organisation is difficult.
*Power of suppliers*	Low	The availability of the suppliers is high which makes the power of suppliers low
*Competitive rivalry*	High	The competition is high as the competitors of Super Dry are Etsy, Perfect Moment and Alexander McQueen

Table: Porter’s 5 forces

(Source: Created by Self)

Competencies	Valuable	Rare	Inimitable	Organisation	Impact on the competitive advantage
Product Quality	Yes	No	No	Yes	Temporary competitive advantage
Marketing	Yes	No	No	Yes	Temporary competitive advantage
Sustainability	Yes	Yes	No	Yes	Unused competitive advantage

Table: VRIO Analysis of Superdry

(Source: Created by Self)

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Introduction

A. A contextual overview of the organisation

Overview of Superdry

Current strategic approaches of the organisation

The rationale for conducting the analysis and choice of models

B. Critical literature review

Organisational strategy

Digital strategy

Discussion of the models that are used

C. Analysis and Findings

PESTLE

Porter’s five forces

VRIO

SWOT Analysis

Conclusion

References

Appendix

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