Business owners want to make a wise decision while implementing the long-term direction of their company, but they are sometimes confused and don’t know where to begin. This is where strategic management comes in action. The use of strategic management tools and techniques is becoming essential in order for a company to determine its vision, mission and objectives. According to Gluck, Kaufman and Walleck,1982, strategic management analysis refers to the deployment and implementation of the strategic plan, measurement and evaluation of the results. It is through a successful formulation and implementation of strategic management that strategic competitiveness can be achieved.
Competitive strategy the ultimate decisions that guides the organization’s marketing, financial management and operating strategies.
This thesis will be assessing the competitive strategy of MamoKacha Coffee shop.
MamoKacha which made its debut in July 2015, is a high end coffee shop located in Addis Ababa the capital city of Ethiopia. The company opened 2 new locations between 2016 and 2017. The coffee shops are located in the main areas of the capital city and have become one of the most desired hangout spots. The coffee shop is MamoKacha’s most recent project and it has been a successful one.
1.1.2 Research aim
The scope of the report would focus on a number of aspects. The external analysis will address on PEST analysis, competitor’s analysis opportunities and threats as well as the company’s Porter’s five forces model. The analysis of external factors helps to increase the knowledge of the target market and also to compare the resources of the company with those available in the industrial sector to which it belongs. This will help the company create a competitive advantage by offering the customers a greater value by providing greater benefits and services that’s validates its prices or by lowering its prices.
The research will provide:
• A clear understanding of competitive analysis.
• A literature review on the same topic.
• An assessment of the competitive strategy analysis of MamoKacha.
• A suggestion for improvement based on the assessment results.