Unifine Richardson Case Solution

Posted by Adam Hudson on Dec 20 2017

1. INTRODUCTION OF Unifine Richardson CASE

SOLUTION
The Harvard business review has published the Unifine Richardson Case Study. Like all HBR
case studies, the Unifine Richardson Case is designed and drafted in a manner to allow the reader
to experience a real-world problem and solve it accordingly. The case study, like other HBR case
studies, will help the reader and students develop a broader, and a clearer understanding of the
business world and dynamics.

The Unifine Richardson Case is based on a current managerial and strategic problem being faced
by the organization, which must be solved tactfully to allow progression, as well as maintain a
competitive position. This paper is written to facilitate the case solution for the Unifine
Richardson Case Study.

The case solution for the Unifine Richardson Case Study first identifies the central issue that is
elaborated on throughout the case. The case solution then analyses the case through relevant
strategic models and tools including the SWOT Analysis, Porter Five Forces Analysis, PESTEL
Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis,
and the Marketing Mix analysis. This analysis is to help in the identification of a feasible
strategy and solution for the Unifine Richardson Case Study. Alternative solutions are also
proposed in the case solution, primarily because alternative solutions often act as contingency
plans.

2. PROBLEM IDENTIFICATION
2.1. Harvard business school case studies

All case studies published by the Harvard business review comprise of a central problem that is
faced by the protagonist. This problem mostly holds implications for managerial and strategic
directions of the company. For readers and students of HBR case studies, it is critical to identify
the problem that the Unifine Richardson faces. This problem is usually hinted towards in the
introduction of the case and develops along the way.

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2.2. Solving HBS case studies

As a result, for solving the Unifine Richardson case, it is essential to read the case study
thoroughly. The identification of the problem correctly is vital for undergoing the analysis
rightly, and for developing relevant solutions for the Unifine Richardson Case Study. It is also
essential to identify all the appropriate parties that are being impacted by the problem as well as
the decision. The correct problem identification will ensure that all the solutions developed
during the case analysis of the Unifine Richardson Case Study are applicable and pragmatic.

EXTERNAL ENVIRONMENT ANALYSIS

The external environment analysis is needed for the Unifine Richardson Case Study to make sure
that it actively, and proactively responds to the macro-environment. The macro environment or
the external environment for the Unifine Richardson Case includes those factors which are not in
control of the business or the company directly. As a result:

 The Unifine Richardson cannot influence these factors in its favour, and in contrast, these
factors directly affect the operations and workings of the company.
 As a result, Unifine Richardson must make sure to continually assess and review the
external environment to make sure that it responds to external factors, and take them into
account, during strategic decisions, and strategy devising.
Businesses like Unifine Richardson make use of strategic model tools continually to
make sure that they are aware of the external environment.
 These include tools like the pestle analysis and Porter’s five force model, as well as
strategic group analysis and pentagonal analysis, to name a few.
The external analysis for the Unifine Richardson Case Study will assess and will apply
the strategic models and tools to review the business environment for the
company.PESTEL Analysis

3.1.1. Political

Political factors and elements can have a direct and indirect impact on the business. This is seen
through the Unifine Richardson Case Study.

3.1.1.1. Policy Makings

 Policymakers for the Unifine Richardson Case are in all likelihood to intervene in the
business surroundings.
 Commercial restrictions and political stability are additionally integral factors that will
determine the success or failure of Unifine Richardson.

3.1.1.2. Taxation
  Tax policy will influence the cost of doing business for Unifine Richardson.
 An increase in organization taxation (on business profits) has a similar impact as an
expansion in expenses.
 Organizations can pass a portion of this increase on to shoppers in more expensive rates,
yet it will likewise influence the bottom line of the business.

3.1.1.3. Government Support

 The government helps organizations in two primary ways: monetary help and regulatory.
 Unifine Richardson can use government assistance and grants for purposes of growing
the business, advancement, exporting, and innovative work.
 Unifine Richardson can also be impacted by when Governments modify regulations and
laws.

3.1.1.4. Political Stability

 Lack of political stability in a country impacts business tasks. Political stability is

particularly essential for the organizations which work globally, such as Unifine
Richardson.
 A forceful takeover could oust a legislature. The takeover could prompt mobs, plundering
and general issue in nature. These disturb business tasks for Unifine Richardson.
 Purchasing political risk insurance is a way for Unifine Richardson to oversee political
hazard. Organizations that have worldwide activities utilise such as insurance to lessen
their risk presentation.
 The soundness of a political framework can influence the attractiveness of a specific
nearby market for Unifine Richardson.

3.1.2. Economic

The economic factors are one of the most important of PESTEL factors and can influence
Unifine Richardson in several ways.

3.1.2.1. GDP

 Economic components have the most evident effect on the profitability and overall appeal
of Unifine Richardson.
 Even though GDP per capita is a useful economic factor, GDP per capita gives just a
fractional perspective on the economic factors that may influence Unifine Richardson.
 Higher GDP leads to higher disposable income and hence higher sales for Unifine
Richardson.

3.1.2.2. Inflation

 Higher inflation will disintegrate the purchasing power of the consumer and the shopper
 Higher inflation will also harm the costs of raw materials and other inputs that are utilised
by Unifine Richardson.
3.1.2.3. Interest Rates

 Fluctuations in interest rates may translate into higher or lower costs for the purchase or
sale of items and administrations provided by Unifine Richardson.
 Higher interest rates hurt the disposable cash of consumers.

3.1.2.4. Unemployment Rate

 A high unemployment rate is also unadvisable as it dissolves dispensable income of

consumers, and will harm Unifine Richardson ’s position.
 The high unemployment rate will lead to lower sales for Unifine Richardson and impact
its overall profitability and revenues.

3.1.2.5. How can the Unifine Richardson decrease the risk of economic instability?

 Unifine Richardson can work towards building economies of scale

 Maintaining business costs and controlling the final price of the product can also help
Unifine Richardson fight economic instability
 Unifine Richardson can also work towards building a sustainably managed workforce

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3.1.3. Social

Social influences will stem from social components of the macro environment. Under the
PESTEL Analysis, they can influence Unifine Richardson in several ways:

3.1.3.1. Social patterns and consumer behaviour

 Social patterns affect work trends and patterns and are directly related to the behaviours
of consumers.
 Social patterns also have a direct influence on buyer tastes and inclinations, and the
specific kind, structure, and volume of interest for an item or service.

3.1.3.2. Social patterns and changing consumer needs

 The checking of social patterns will enable Unifine Richardson to reposition its items or
administrations to meet the changing desires and needs of consumers.

3.1.3.3. Social trends in education

 Social trends of higher education have allowed firms like Unifine Richardson to have
access to a pool of higher skilled talent – but at the same time, also face a more criticising
consumer base.
  Higher education has also made consumers more aware of different product offerings by
companies like Unifine Richardson.
 consumers are also more educated and knowledgeable of different substitutes of a
product, as well as become more readily available at different touchpoints.

3.1.3.4. Social patterns make companies more consumer-centric

 Companies like Unifine Richardson are expected to become more consumer-centric than
product-centric.
 Similarly, Market segmentation and consumer grouping are dynamically moving towards
measures of psychographics and lifestyles to understand the consumer more.

3.1.3.5. How can Unifine Richardson use social aspects for growth?

 Use consumer-centric means of segmentation and targeting.

 Use consumer-oriented and consumer-based marketing – which use emotional appeals to
influence consumers.
 Make products more accessible at different touch points common to target consumers
socially.

3.1.4. Technological

The technological factors can influence Unifine Richardson in several ways:

3.1.4.1. Innovation

 The quick pace of technological change at Unifine Richardson may be driven through
innovation.
 Business leadership at Unifine Richardson tries to push the limits of present limitations.

3.1.4.2. The advent of the internet and online retailing

 The expansion of the Internet and online business has discarded many intermediaries.
Unifine Richardson can communicate and retail directly to the consumers now, or
through modern intermediaries such as eBay as well, for example.
 Unifine Richardson may also use current social networks to retail and use e-commerce to
boost sales.

3.1.4.3. Social media and business growth

 Unifine Richardson can make use of social media to interact and reach with consumers
 Social media can also be used to reach the target market audience more effectively
 Social media is cost-effective and strategically more influential for Unifine Richardson

3.1.4.4. Improved value chain network

  For Unifine Richardson, technological innovation can be utilised to build on competitive
advantage through several different ways.
 Unifine Richardson can incorporate less expensive production, improved access to
clients, improved marketing, improvement in product quality, and increased levels of
business intelligence than the competition.

3.1.4.5. Managing technology and the future for Unifine Richardson

 To flourish in a business world that is quick paced and receptive to innovative change,
Unifine Richardson must stay cautious.
 It must be always be updated on any technological developments in the business and
industry.
 Unifine Richardson should weary of how the company are probably going to influence its
future attractiveness and profitability.

3.1.5. Environmental

For Unifine Richardson, the environmental aspects of the PESTEL analysis may include:

3.1.5.1. Environmental stability and business standards

 Unifine Richardson may be expected to incorporate maintainability standards into their

business methodologies and to help resource allocation choices.
 Unifine Richardson may also be subject to environmental laws – which will impact and
guide its operations to become more environmentally friendly.

3.1.5.2. Environmental stability and budget allocation

 Leadership in the Unifine Richardson must measure the connection between natural
activities and budgetary execution.
 Unifine Richardson also strategically decides and assesses if the organization have been
estimating the monetary effect of natural and social activities.

3.1.5.3. Environmental sustainability

 Unifine Richardson also distinguishes and differentiates explicit zones of concern and
impediments to the coordination of environmental sustainability into corporate
performance and strategy
 Unifine Richardson also gives explicit direction concerning how organizations can push
toward a superior reconciliation of ecological and social activities in their basic
leadership procedures and tasks.

3.1.5.4. Environmental sustainability and business growth

 Unifine Richardson may use environmental issues to adjust financial, natural and social
performance.
  Concerns towards the environment will enhance the business image for Unifine
Richardson.
 Environmental sustainability within business goals and strategy will also reflect corporate
responsibility on the part of Unifine Richardson.

3.1.5.5. Environmental sustainability and improved consumer relations

 Consumers will be more inclined towards the use of environmentally sustainable

products.
 Environmental sustainability in operations works towards improving the bottom line and
overall profitability for the business of Unifine Richardson.
 Improvement of cost management and operations will be observed in the business as
well.

3.1.6. Legal

Legal components can influence Unifine Richardson directly, and can likewise influence the
instruments through which an organization buys its stock or connects with the client. The
Unifine Richardson should be mindful, for example, of the following legal aspects:

3.1.6.1. Labour law

 Labour law refers to the guidelines in regulations that set up minimum and benchmark
conditions.
 These include identifying with the work of people.
 Labour laws include aspects of minimum working age, least time-based compensation,
etc.
 Unifine Richardson must be mindful of these laws in routine business tasks such as
hiring, for example.

3.1.6.2. Discrimination law

 Under the discrimination law, Unifine Richardson must ensure to avoid episodes of
unequal or uncalled for treatment based on an individual's age, inability, sex, national
source, race, religion, and sexual orientation.
 Unifine Richardson should train its human resource management team in ensuring that
there is no:
o Unequal hiring
o Discrimination in recruitment
o Internal discrimination in talent management
o Bias in training opportunities
o Unfair compensation systems
o Prejudiced promotions and succession management

3.1.6.3. Health and safety laws:

  Under this, Unifine Richardson is required to give a protected work environment to their
workers.
 Working environment security and wellbeing laws build up guidelines intended to
dispense with individual wounds and injuries from happening in the work environment.
 all operations of Unifine Richardson should be designed to physically and emotionally
safeguard and protect the employees and the labour force employed

3.2. Porter’s five forces

 The five forces identified in Porter's model can effect Unifine Richardson ’s ability to
serve its clients and make a profit.
 A change in any of the five forces may regularly require a business unit from Unifine
Richardson to reassess the market place given the general change in industry data and
dynamics. The general industry appeal and attractiveness.
 Unifine Richardson should apply and centre their skills, plan of action or business models
to accomplish profits above the business average. This may be done in multiple ways,
each distinguished in their application to the forces individually as is elaborated below:

3.2.1. The threat of new entrants

3.2.1.1. Market and industry share

 New entrants to an industry bring new potential and a choice to increase the market share
and overall share of the pie that puts pressure on price, costs, and the investment price
essential to compete.
 For Unifine Richardson, particularly while new entrants are diversifying from different
markets into the chief industry, they will be able to leverage existing talents and cash
flows to shake up the opposition.

3.2.1.2. Limitation on earning expectation and capability of firms in an industry

 The threat of entry in the industry, consequently, puts a cap at the earning capacity and
profit capability for Unifine Richardson.
 While the threat of new entreaty is high, Unifine Richardson should maintain their prices
or increase funding and investment to discourage new competition.

3.2.1.3. The risk to new entrants because of high entry barriers

 The risk of entry in an industry depends upon on the peak of entry barriers and limitations
that are a blessing for players such as Unifine Richardson and on the response that new
entrants can count on from existing players.
 If entry barriers are low and novices count on little retaliation from the entrenched
competition, the chance of entry is high, and profitability for Unifine Richardson will be
moderated.
 It is the danger of entry, not whether the entry of new players takes place that holds down
profitability.
3.2.1.4. Some barriers to entry for new entrants in favour of Unifine Richardson :

 Capital requirements: a strong barrier to entry as new entrants will require strong
financial and resource cushioning for operations to take off and be sustained.
 Economies of scale: a strong barrier to entry as existing players in the industry operate
with high economies of scale, which new entrants will take time to achieve.
 Product differentiation: the strong barrier of entry if products within the industry have
high levels of differentiation on which they operate and approach customers.
 Access to distribution: a standard barrier to entry since new entrants will have equal
access to the retailers and distributing agents within the industry.
 Customer loyalty to established brands: a strong barrier to entry since customer loyalties
and perceptions are emotionally built and strongly enforced as long as the brand
continues to deliver on its core promise and quality.

3.2.1.5. What can Unifine Richardson do to face this challenge?

 Build and invest in marketing to distinctly establish a point of differentiation in customer

perception as well as strengthen customer loyalty.
 Invest in research and development to make sure that it continues to have competitive
differentiation from other players at all times.
 Focus on building economies of scale in production and sales.

3.2.2. The threat of substitute products or services

3.2.2.1. Substitute form

 There are always different alternatives or substitutes for various products that lead an
industry.
 These substitutes may be direct or indirect– the direct substitutes are the same category
products. produced by different players; indirect substitutes are the ones from different
product categories that can replace the product for Unifine Richardson.

3.2.2.2. Switching cost to substitutes for consumers

 Switching costs for direct substitutes is not very high for consumers.
 The per-unit-volume prices may be higher or lower.
 This makes the threat of substitute high.

3.2.2.3. Substitute and product benefit

 Alternatives to the product or substitutes may not be able to provide the same benefits
 May often lead to additional costs incurred.
 Switching costs towards alternatives becomes higher, and consumers may not switch to
substitutes.
 This, in turn, will make the threat of substitutes low.
3.2.2.4. Substitutes and consumer behaviour

 From the point of view of the consumer, there are some differences between the ways
different products of the same or similar category are used, but many consumption
decisions are a matter of personal taste - this makes products vulnerable to the threat of
other substitutes.
 Overall, the threat of substitutes is assessed to be moderately high.

3.2.2.5. How can Unifine Richardson combat the threat from substitute products?

 Focus on delivering consistently high quality.

 Focus on maintaining strong consumer relationships.
 Integrate strategic marketing to form an emotional connection with the consumers and
strengthen consumer loyalty.
 Invest in pop up stores owned by the company to stock the Unifine Richardson brand
exclusively, and integrate it with brand characteristics and personality to attract
consumers.

3.2.3. Bargaining Power of Buyers

3.2.3.1. Who is the buyer?

 The buyer for Unifine Richardson is not necessarily the group that consumes the product
– but rather refers to the group of customers that purchases the product from Unifine
Richardson to either distribute further, retail it, or even consume it.
 Hypermarkets and supermarkets, as well as independent retailers and distribution agents
to end consumers, are the core buyers for Unifine Richardson that make up the market’s
volume.
 Supermarkets and hypermarkets, along with many food chains that are concentrated,
which increases the buyer power.
 Products are stocked with buyers and retailers by Unifine Richardson based on consumer
demand.

3.2.3.2. Buyer power and costs

 Unifine Richardson will not experience switching costs for switching buyers.
 Multiple product offerings by buyers also increase buyer power.

3.2.3.3. Retail product differentiation

 Products offered by retailers are differentiated based on several characteristics – not only
reliant upon product characteristics but also consumer segment characteristics. Because
of this, retailers are expected to offer a wide range of the same product category. This
works towards negating and weakening the overall buyer power.
 Buyer power is assessed to be moderate to high.
3.2.3.4. What can Unifine Richardson do to ensure risks against high buyer power?

 Unifine Richardson can focus on differentiating its product and increasing its demand
with the end consumers through different marketing tactics, this will increase the demand
of the product with different buyers, and will work towards moderating buyer power.
 Unifine Richardson should employ economies of scale to manage costs of production. If
it offers products at moderate prices to buyers, it will again be able to attract a large
number of buyers for its product, and in this way, will be able to break off the high
bargaining power.

3.2.4. Bargaining Power of Suppliers

3.2.4.1. Who is the supplier?

 Supplier power refers to the power that is held by the suppliers in terms of pricing of the
raw materials and inputs used for the business.

3.2.4.2. Sources of production for Unifine Richardson

 The main sources for production are the following:

 Supplies from vendors – sourcing from independent suppliers.
 Own manufactured equipment and resources: this model is practised by companies that
are well integrated backwards and forwards.

3.2.4.3. Independent suppliers

 For Unifine Richardson, there are numerous independent suppliers within the industry,
and all comprise of a few pretty small operations that lead to weakened overall supplier
power.
 Independent sellers and suppliers, however, can locate different opportunities and invest
in alternative markets – which can be a challenge for Unifine Richardson.

3.2.4.4. Supply quality and business dynamics

 Suppliers can integrate forward into the decision making and business dynamics
themselves as well.
 Also, to the buyers, the quality of the supplies and the raw materials is of utmost
importance.
 However, in an industry with a high number of suppliers, Unifine Richardson can switch
to different suppliers at any time without experiencing any costs of the business.
 Overall bargaining power of suppliers is assessed to be moderate.

3.2.4.5. How can Unifine Richardson deal with the challenge?

 Get contracts with multiple suppliers and get resources and raw materials from them
accordingly.
  Invest in manufacturer controlled production facility to maintain consistency in quality.

3.2.5. Competitive Rivalry among Existing Firms.

3.2.5.1. Nature of fragmentation

 The market is highly fragmented, which makes it more competitive.

 The market is never too concentrated, and as a result, it has players of varying size of
operation – from very small to big players.

3.2.5.2. Brand management

 Producers have begun to make use of brand management techniques and contemporary
merchandising by launching bold brands, label designs and marketing campaigns to
become more identifiable to the public.

3.2.5.3. Diversification

 Purchasers and buyers have a wide range of products to choose from, with relatively low
switching costs. These factors tend to intensify rivalry.
 Though players in the industry may off niche or premium products, they also continue to
operate in the mass markets at large, which again leads to high competition.

3.2.5.4. High business costs

 The high fixed cost and the high bargaining power of the buyers, which can lead to the
lowering of the prices from manufacturers add to the highly competitive nature of the
industry.
 The overall rivalry is assessed to be high.

3.2.5.5. How can Unifine Richardson combat rivalry and competitive forces of the
industry?

 Focus on research and development to identify market niche as well as to be able to add
differentiating factors t its products. This will increase its shield against influence from
competitive forces and their actions.
 Build a strong and loyal consumer base by focusing on quality and marketing strategies.
 Focus on capturing new markets – in the same region as well as new regions to avoid
saturation of resources in one market only.

3.3. Pentagonal analysis

3.3.1. The threat of new entrants

3.3.1.1. Restriction into industry

  The ease of entry into the industry is restricted.
 There are high barriers to entry.
 These are government policies, consumer loyalty, brand differentiation etc.

3.3.1.2. Switching costs for consumers

 The high number of direct and indirect alternatives available also make Unifine
Richardson vulnerable to the high threat of substitutes.
 Low to negligible switching costs experienced on the part of the consumers and buyers.

3.3.1.3. Profitability

 New entrants are attracted to the industry because of high profitability.

 If there are high barriers to industry, the industry will continue to maintain high
profitability
 Low barriers to entry will result in a lower average of industry profits.
 Lower entry barriers will also lead to higher operational costs because it will increase the
intensity of competition within the industry.

3.3.2. The threat of substitute products/services

3.3.2.1. Increased competition

 High threat of substitutes.

 This is because of higher competition.
 The higher competition leads to imitation of products and systems.
 This imitation makes substitute products similar to each other – as much as possible.

3.3.2.2. The offering of similar benefits

 Consumers readily adopt alternative and substitute products.

 They offer similar benefits.
 They have similar functional benefits and features.

3.3.2.3. Low costs of switching

 Consumers often experience a low cost of switching between substitute products.

 Low switching costs are also developed because competition often produces at lower
operational costs.
 Low switching cost results in lower overall product prices for the consumer.
 Industry players, therefore, also start competing on aspects of price.

3.3.3. Bargaining power of buyers

3.3.3.1. Market fragmentation

  The industry in which Unifine Richardson operates is highly fragmented.
 It has numerous local and international players.
 It is not very likely for players in the industry to integrate forward into on-trade or retail
businesses.
 This results in the players experiencing high bargaining power of the buyers from the
market.

3.3.3.2. The concentration of retailing agents

 It also results in a high concentration of individual retailing agents.

 Retailing is also done through hypermarkets and supermarkets.

3.3.4. Bargaining power of suppliers

3.3.4.1. Backward integration by producers

 Backward integration from producers is more commonly observed and seen,

 Many players in the industry have their own production facilities for raw materials as
well.
 The industry has seen a large number of players needing to outsource resources and raw
materials.

3.3.4.2. Outsourcing raw materials

 This outsourcing is done by third-party manufacturers.

 A large number of suppliers present lowers the bargaining power of suppliers.
 Players in the industry have low switching costs between suppliers.
 Suppliers usually are contracted by producers.
 Producers may change suppliers frequently.

3.3.5. Industry rivalry

3.3.5.1. Intensity of competition

 There are strong competition and rivalry in the industry.

 There is a high number of players.
 All players provide similar products.
 Switching costs for consumers is low, which increases competition.

3.3.5.2. Differentiation

 Platers try to differentiate products on different aspects.

 Functional aspects and appeals for all products across the industry remain the same.
 Competitors and players use emotional appeals, and modern brand management
techniques for differentiation.
  Industry players try to gain consumer loyalty by developing strong emotional bonds and
ties.

Figure 1
Pentagonal analysis for Unifine Richardson

3.4. Placement of the business along the industry life cycle

3.4.1. Identifying where Unifine Richardson is on the Industry Life Cycle Curve

Identification of the place and placement on the industry lifecycle is important as it will help
Unifine Richardson make important decisions and strategies for the future.

3.4.1.1. Strategic decision making

 Expansionary plans and investment decisions.

 Decide on various marketing strategies and tactics for targeting different consumer
segments to establish and establish the product.
 Selection of new geographic regions for expansion and exploration of new consumer
bases.

3.4.1.2. Budget allocation

 Resources and alternative routes for future growth and establishment.

 Exploration of different diversification options.
Figure 2 PLC Placement along the Industry Lifecycle curve

3.4.2. Introductory stage

3.4.2.1. Firm strength

 The industry is in the infancy stage.

 Firms are generally small, entrepreneurial and compact during this stage.
 Unifine Richardson will be focused on research and development during this phase.

3.4.2.2. Financial Position

 Looking for investment and funds for growth.

3.4.2.3. Nature of product

 Products offered during this stage re doubtful as success and life of the product is
unproven and not known.
 Unifine Richardson will use a focused strategy during this phase to emphasise the
uniqueness of the product.
 The product or the brand will have a small market of consumers – known largely as early
adopters
 Marketing strategies adopted by the company will focus on generating awareness of the
product and therefore, will largely use a functional appeal.

3.4.3. Growth stage

3.4.3.1. Financial position

 Unifine Richardson will require high capital during this stage.

  Unifine Richardson will need investment and funds for launching strategic marketing
campaigns.
 Funds will also be required for fuelling physical growth of the company in the form of
investment in equipment and property to facilitate growth.

3.4.3.2. Growth factors

 Companies may increasingly encourage economies of scale because of standardisation

experienced during this stage.
 Consumer feedback from the introductory phase will be incorporated, and research and
development will be conducted to make appropriate changes in the product design and
offering.
 Success in this stage for Unifine Richardson will lead to growing demand, which in turn
will fuel sales demand.

3.4.3.3. Nature of Product

 Products in this stage have high growth and high market share.
 There is also increasing competition and rivalry in the market – new entrants will enter
and compete looking at the success of products during this stage.

3.4.4. Maturity stage

3.4.4.1. Sales and growth

 Unifine Richardson will experience slowing growth during this stage of the industry life
cycle.
 Sales will be expanding, and earning will be growing – however, the rate will be slower
than the growth stage.
 Competition from late entrants will be present, and obvious during this stage – who will
all try to fight for Unifine Richardson ’s share of the market.

3.4.4.2. Strategic Marketing

 The marketing strategies must now focus on building loyalty.

 Marketing tactics must be strong and should focus on the uniqueness of the product.
Increasingly emotional appeals may be used.

3.4.4.3. Firm size

 Firm size is generally larger and is more dominant over players if successful- compared
to growth stage.
 Innovations continue but are stable and not radical.

3.4.5. Decline stage

3.4.5.1. Industry changes

 New technological changes and upgrades may make an industry obsolete.

 Players within an industry may also fall back and lose on market share if they do not keep
up with innovations, and investment in research and development.

3.4.5.2. Sales and Competition

 Sales during this phase are decreasing at a high rate.

 Competing players also exit the industry because of the changes and low demand.

3.4.5.3. Surviving in the decline cycle

 Unifine Richardson may also experience mergers and acquisitions during this phase.
 Diversifications are also most common during this phase as a means of survival.

3.5. Strategic Group Analysis

3.5.1. Unifine Richardson and strategic group formation

 The strategic group analysis will look at an industry’s players' situations in focused
conditions and scenarios.
 It will assess different players competing with Unifine Richardson through the basic
strategic factors that will decide an organization's profitability, similar to how the
profitability will also be impacted and influenced by the competitive nature of the
industry.
 The strategic group analysis will describe the procedures of every single noteworthy
competitor of Unifine Richardson along different strategic dimensions.
 These dimensions of comparison differentiate players into strategic groupings and must
be selected as the basis of comparison by taking into account industry structure,
productivity factors, and the venture issues being tended to.

3.5.2. Different aspects of strategic grouping

Key strategic groupings of players within an industry can be made based on numerous different
aspects, such as:

 Specialization
 Brand identification
 Push versus pull strategies
 Channel determination
 Product quality
 Technological position
 Vertical joining
 cost position
 Service
  Price strategy
 Financial or working influence
 Parent organization relationship
 Government relationship

Despite the various aspects available for comparison of competing players, it is often important
to differentiate strategic groupings of players of aspects of how they compete with each other,
and on aspects of where they compete as well

3.5.3. Procedure for strategic group analysis for Unifine Richardson

1. Collect results of the player’s analysis.

2. Determine aspects of comparison for strategic groupings.
o Distinguish the players and pick the most important aspects that separate the
players into strategic groups comparing to the issues being tended to.
o Dimensions may include price strategy and product quality.
3. Group the players: position Unifine Richardson and rivals along with the matrix.
4. Evaluate group mobility and direction. Assess the key purpose of individual
organizations competing with Unifine Richardson, similar to assessing industry patterns
and barriers to entry/exit to be able to decide potential developments inside and between
groupings.

3.5.4. How will strategic group planning help Unifine Richardson

For Unifine Richardson, strategic group analysis is important because it will:

3.5.4.1. Strategic industry dynamics

 Help in reviewing the strategic dynamics and shifts in the industry.

 Identify the closest competition and competing players for the business; help in assessing
the strategic direction of these competing players; and lastly, aid in developing strategies
to stay ahead of the competition.

3.5.4.2. Assessment of market position

 The strategic group analysis is also important for Unifine Richardson because it will
assist in analysing the current market position of players, as well as help in assessing
future strategic moves and directions of the competition in the market.
 Assists in evaluating and identifying different underlying factors that will influence the
company’s profitability.
 Makes use of standard comparison aspects between different players in an industry to
group them as per strategic directions as well as strategic dimensions.

3.5.4.3. Identification of barriers to entry in an industry

  Different strategic dimensions along the matrix of strategic groupings are often
characterized by barriers to entry and exit along the strategic groups’ dimensions, as well
as by mobility barriers.
 These barriers make it difficult for companies to move along, and in between different
strategic dimensions – often forcing it to stay in place with the same competition.

3.6. Scenario planning

Scenario planning for Unifine Richardson’s strategic direction will take form through
speculation and contingency form – methods used by the military for strategic planning and
direction.

3.6.1. Unifine Richardson ’s Utilization of Scenario planning

For Unifine Richardson, scenario planning comprises of making suppositions of what's to come,
of what will be and how the business condition will adapt, fluctuate, change, and respond to the
future conditions, and changes in the futuristic strategic planning.

3.6.1.1.1. Identify the driving forces of the business:

 Changes in the macro environment

 Changes in technology
 Changes in the economic trade system
 Changes in production methods
 Changes in consumer demands and tastes
 changes in technology and economy

3.6.1.1.2. Identify basic vulnerabilities:

 After Unifine Richardson has identified the possible uncertainties of the macro
environment, Unifine Richardson should decide on any two only. These can be:
o Changes in technological advancements and developments. These changes can be
in the form that the industry has progressed to install more modern and
contemporary technological developments.
o Changes in consumer demands and needs.
 These two uncertainties of the future are those that will have the largest impact and
influence on the business.

3.6.1.1.3. Develop a scope of conceivable situations:

 Unifine Richardson will now be able to place these two uncertainties along a matrix.
 Depending on the intensity and direction of the uncertainties and vulnerabilities, the
business will be able to chalk out four possible scenarios as probable plans of action for
the future. For Unifine Richardson, these can be:
o Install new technology, or update current technology to be on par with new
technology.
 o Do market research.
o Engage in innovative marketing to influence consumers.
o Change vertical and backward integrated systems to ensure in-house or out-house
production of technology to stay ahead of the competition.

3.6.1.1.4. Discuss the suggestions:

 Each scenario should be discussed in detail.

 Possible strategic direction and responses for each scenario should be developed.
 Realignment of business goals and direction, as well as a mission during each scenario,
should also be done to ensure future resilience.

4. ANALYSIS OF RESOURCES AND COMPETENCES

 This inner analysis and assessment of Unifine Richardson decide the centre skills based
on the resource based view (RBV) of the premium company.
 Utilizing its core capabilities and capacities, Unifine Richardson can maintain a
competitive distinction, and leadership over other local as well as international players in
the industry.
 In the VRIN analysis and assessment, Unifine Richardson makes use of its core
capacities to strengthen its worth and the to continue to deliver the promise of consistent
quality and taste to consumers – as well as guarantee futuristic and long term gains in the
industry.

The following section presents a brief analysis of the VRIN strategic tool as it is applied to
Unifine Richardson and its impact on the strategic direction.

4.1. VRIN analysis

4.1.1. Valuable

4.1.1.1. International distribution network

The company has an international distribution system with agents and contracts in countries
across the world. This helps the company in making sure that its products are widely available
and easily accessible to all consumers.

4.1.1.2. Experience in expansion to other countries

The experience of expansion to other countries directly as well as indirectly has allowed the
company to gain exposure and experience in international business, culture and trades.

4.1.1.3. Marketing skills

The company has a unique blend of marketing skills, which allows it to reach consumers directly
through various channels, in a creative way. This is a valuable resource for the company as it
allows the company to ward off potential competition.

4.1.1.4. Market research

The company invests in market research regularly, which allows it to stay updated with market
trends, consumer needs, demands, as well as the changes that take place in different markets and
consumer groups. This is also valuable as it then allows Unifine Richardson to make changes in
product and service offering accordingly.

4.1.2. Rare

4.1.2.1. Use of progressive technology

The company makes use of progressive technology and invests in new technology to help it
make the business more effective and efficient. This is important for maintaining competitive
differentiation. The technology used by the company also allows lower chances of human error
and increases precision.

4.1.2.2. Use of progressive harvesting methods

The company makes use of modern as well as new and innovative means of cropping and
harvesting as well. The means of production are important for a business to maintain cost
efficiency. This allows lower levels of spoilt raw materials and enhances the quality as well as
the feel of the final product. Also, it allows the company to maintain the product quality in-
house, and maintain consistency in the raw material.

4.1.2.3. Efficient use of economies of scale in production

The company’s effective and efficient use of resources has allowed it to maintain economies of
scale. The company uses economies of scale as a rare resource available to maintain costs,
enhance production, and increase sales – all the while maintaining a high focus on premium
quality and consistency of taste.

4.1.2.4. The uniqueness of product portfolio

The company has a unique and diversified portfolio. This has allowed it to penetrate different
consumer groups. And maintain income from different streams. Into urn, that gives a strong
financial cushioning to the business.

4.1.3. Inimitable

4.1.3.1. Human resource management

The company has taken part in exemplified human resource management in all its function –
from recruitment to training of talent management. This has allowed the company to develop an
inimitable resource that is aligned with the organizational goals, and mission, and which is
synonymous to the organization itself.

4.1.3.2. R&d - new product development

The company’s continued investment in r&d allows it to generate ideas for new products, as well
as test these new products in limited market settings. This allows the company to assess the
viability of new ideas, as well as generate feedback for improvement where needed. This is an
inimitable resource for the company because it has become part of the company’s system and
culture.

4.1.3.3. Innovation

The innovation at Unifine Richardson is an inimitable resource that allows the company to stay
ahead of the competition as well as maintain high leadership in the industry by having the first
mover advantage in its product portfolio continuously.

4.1.3.4. Organizational culture

The organizational culture at Unifine Richardson is supportive and innovative. Employees share
information freely. The organizational hierarchy is flatter, which makes leadership and follower
relation smooth and easy. This organizational culture and its aspects cannot be imitated by
competition.

4.1.3.5. Cost control

The company has employed progressive means of controlling costs and maintaining economies
of scale. In this way, prices of the products are maintained and controlled, and very few cost
increases are passed to the consumers. This allows the product to be easily affordable by the
company’s target audience.

4.1.4. Non-substitutable

4.1.4.1. Brand recognition

The brand value and brand recognition enjoyed by Unifine Richardson is a non-substitutable
resource. The high brand recognition across different consumer group’s in different countries
allows the brand to enjoy high consumer ship, high sales, and a unique bond with the consumers.
This cannot be imitated at all by the competition as the brand recognition and resonance has been
built over the years through hard work and quality deliverance.

4.1.4.2. Brand equity

The Unifine Richardson enjoys high brand equity. This has been developed through the different
stages presented by Keller in his model for brand equity. The high brand equity also reflects a
high emotional appeal that Unifine Richardson has for the consumers.
4.1.4.3. Emotional affiliation with consumers

This means that the brand fulfils not only functional but also emotional and psychological needs
of the consumers. Again, this is an inimitable resource which the company has developed
because of its honest and trusted relationship with the clients over some time.

4.2. VRIO ANALYSIS

4.2.1. Strong global presence

4.2.1.1. Valuable

Having a strong worldwide presence is significantly valuable for an organization attempting to

expand its size, deals, and piece of the overall industry. It is a competitive and sustainable
method to acquire incomes from new and existing buyers.

4.2.1.2. Rare

Unifine Richardson is one of the greatest company all inclusive. Even though there are other
worldwide and international chains of competing companies, Unifine Richardson has made a
distinct name for its quality and offers.

4.2.1.3. Non-substitutable

For the time being, no competition of Unifine Richardson could match such an enormous
international presence in terms of quality and consistency. It would require critical investment
and assets to achieve this.

4.2.1.4. Organized to exploit

Unifine Richardson is effectively exploiting this capacity.

4.2.2. Claim to premium products

4.2.2.1. Valuable

Unifine Richardson offers numerous exceptional and fulfilling products that different contenders
don't offer all the time. Unifine Richardson additionally incorporates information and detailed
ingredients for its products to interest an assortment of clients.

4.2.2.2. Rare

Other competition also offers different products that are offered by Unifine Richardson, which
means that it is not a rare resource for the company. This is because other players also have
access to similar products and portfolios.

4.2.2.3. Inimitable
Considering other businesses and players are now using this capacity as a means of expansion
and penetration, it can, therefore, be imitated.

4.2.2.4. Organized out to exploit

By offering an assortment of choices and ceaselessly changing the portfolio through active
innovation and new product development, Unifine Richardson is exploiting this resource. With
plenty of alternatives, the vast majority can discover something they like, and individuals who
like to attempt new products and services every now and again can undoubtedly do as such with
Unifine Richardson.

4.2.3. Upscale brand name

4.2.3.1. Valuable

The Unifine Richardson brand name enables clients to enjoy and feel a bond of association with
the brand. This allows consumers to feel emotionally attached with the brand, and experience it
as an extension of themselves as well. As such, this becomes a valuable asset for the company.

4.2.3.2. Rare

Unifine Richardson is a contemporary brand name that has a premium touch to it and is upscale,
modern and lively. Most other companies and competing brands don't have the quality and
packaging to urge clients to engage in a way they do with Unifine Richardson.

4.2.3.3. Non-substitutable

It would be generally simple for other companies to revamp their packaging and duplicate the
plan of action of Unifine Richardson. In this way, the upscale and comfortable promise of the
offering by Unifine Richardson could be imitated.

4.2.3.4. Organized out to exploit

Unifine Richardson is effectively using this resource and enhancing the brand and the brand
promise that numerous clients altogether appreciate. The organization is exploiting the stylish
way of life that is right now present in numerous urban communities where the brand’s products
are widely appreciated and consumed.

4.3. Porter’s value chain

4.3.1. Unifine Richardson: drawing value from VRIN/VRIO

 The core competencies and strengths of Unifine Richardson are organizational sources
and capacities that enable the business to flourish regardless of substantial challenge and
strategic difficulties in local and international markets.
  As the VRIO/VRIN analysis have shown and highlighted, the important core abilities
depend on intellectual properties and related propriety data or related technological
structures.
 Different resources and abilities appeared in the VRIN/VRIO analysis and review that are
non-core, and non-central skills but that help the business and its value chain.
 Unifine Richardson ’s core abilities are strong yet restricted.
 In the resource based view, this constraint presents key difficulties, as the organization
wards off competing players from local and international markets.
 The core capabilities in the VRIN/VRIO analysis assume critical jobs in Unifine
Richardson ’s value chain. Considering the resource based view and Michael E.
Doorman's value chain conceptualization, Unifine Richardson ’s value chain gives
reasonable and tasteful products to target buyers.
 The accompanying outline shows the value chain for Unifine Richardson and its situation
in the bigger value arrangement of the industry:

Figure 3 Value chain for Unifine Richardson

4.3.2. Value framework

Unifine Richardson ’s value chain is a segment of the business' value framework. The value
framework is made out of different other value chains of the speciality units of all associations
included, for example, the organization's producers and the remainder of the inventory network.
In the value chain representation, Unifine Richardson works directly, as well as through
contracted third parties.

4.3.3. Example from value framework for Unifine Richardson

 The organization has an internal transportation system of vehicles for making deliveries
to other companies that are in business with stocking and serving Unifine Richardson
products – in the local markets.
 In this value chain and value framework, Unifine Richardson ’s competitive advantage
and abilities are distinguished through the VRIO/VRIN assessment are huge in how the
organization's procedures offer some incentive and advantage to the consumers.

4.3.4. Value chain activities

Brief details of Unifine Richardson ’s value chain are discussed in the next section:

4.3.4.1. Primary activities

4.3.4.1.1. Inbound logistics

The inbound logistics for Unifine Richardson refers to producers in different designated and
appointed locations by the company. Also, it also refers to selecting the finest quality raw
materials from in-house production as well as from third-party contractors. These are transported
to the storage sites after which the raw materials are used for producing different products by the
company.
4.3.4.1.2. Operations

Unifine Richardson operates internationally directly or indirectly. The company has owned
offshore shops, as well as stocks its products with other shops across different countries.
4.3.4.1.3. Outbound logistics

The company has contracted agents in offshore countries and sites to manage product selling.
However, a majority of the products are sold directly to licensed sellers and shops locally as well
as internationally.
4.3.4.1.4. Marketing and sales

Unifine Richardson produces and invests in high quality and premium products. It also invests in
a high level of customer servicing and marketing. All its marketing activities, however, are based
on strong market research and market data.
4.3.4.1.5. Service
Unifine Richardson invests in customer service to develop customer loyalty and build strong
relations with its clients. The company invests in gaining and incorporating customer feedback
and in solving customer queries effectively.

4.3.4.2. Support activities

4.3.4.2.1. Infrastructure

This includes different departments like management, finance, legal, etc. which are required to
keep the company’s business running.
4.3.4.2.2. Human resource management

The company’s committed and trained workforce is considered to be a valuable and an

inimitable resource that has played a vital role in the success and growth of Unifine Richardson
the employees of the company are motivated, professional, trained, and work alongside the
company’s mission and goals.
4.3.4.2.3. Technology development

Unifine Richardson has been commended and celebrated for the use of effective technology not
only production but also to make the overall system of production and sale, as well as in house
production more effective and efficient. Also, the company also uses technology to communicate
and connect with its consumers effectively.
4.3.4.2.4. Procurement

This involves purchasing the raw material for the final product. The company has appointed
agents that work for the company in different countries and regions to purchase consistently high
quality raw material so that the company can produce the finest product qualities for delivering
to the consumers.
4.3.4.2.5. Bottom line

The concept of the value chain for Unifine Richardson helps in understanding how value is
added in each process and stage of the value chain. It also helps to understand and separate
useful activities from those that are not useful as such. This improves the overall bottom-line of
the company and increases the profit margins for the company as well.

4.3.4.3. Virtual chain

4.3.4.3.1. Customer-centrism

 Renewed and enhanced way of engaging with consumers.

 Installation of sophisticated consumer data management systems.
 Made use of artificial intelligence to enhance the value chain.
4.3.4.3.2. Improved technological use
  Installed progressive technology for primary and support activities.
 The overall purpose is to provide a better experience to consumers.
 Allows the company to predict future market conditions, and prepare strategic
contingencies accordingly.
 Allows understanding of consumer behaviour and market movements.

4.3.4.4. Generic strategies

 Managed to establish core competitive strategy in the market.

 Competes in the premium sector.
 Does not engage in competition with other cost groups.
 Worked towards improving the service of premium target groups.
 Consumers understand and perceive the brand as a high quality and premium.
 The brand is appreciated for its focused strategy and standing.
 The brand is appreciated and engaged in for its offerings.

5. INTERNAL ENVIRONMENT ANALYSIS

5.1. Porter’s Strategic Options

 Leading organizations such as Unifine Richardson have obtained sustainable competitive

advantage and have had the option to achieve the strategic position.
 There can be different sources of sustainable competitive advantage for Unifine
Richardson. A firm can depend on innovation to decrease its overall production costs and
would then be able to pass this advantage on to its clients.
 Unifine Richardson can also concentrate on making a differentiated item or
administration to increase its overall share of the pie.
 Unifine Richardson can generate considerable sustainable competitive advantage utilizing
these systems. This is done through means of traditional as well as modern procedures
embraced by Unifine Richardson to competitive advantage hand and increase its share of
the pie.

5.1.1. Differentiation strategy

5.1.1.1. Organizational Leadership

Unifine Richardson has made use of the differentiation factor to maintain higher leadership and
differentiation from industry competition. Differentiation of effective leadership may be
achieved through different forms and basis.

5.1.1.2. Broad product portfolio

5.1.1.2.1. Product Quality

Moreover, this differentiation can fluctuate from item to item, market to market and industry to
industry. Generally, the essential bases of differentiation are quality, durability, usefulness and in
a few consumer loyalty, and brand image. Unifine Richardson has differentiated its items and
products dependent on the quality and set a completely different, and engaging consumer
experience. Brand image
5.1.1.2.2. Brand Image

Aside from these things, it has developed a distinct and distinguished brand image which is
additionally a premise of differentiation and encourages Unifine Richardson to advertise,
promote and market its products and brand better than the competing players in the local and
international markets.

5.1.2. Focus strategy

5.1.2.1. Overall Quality of product and service

The essential premise of differentiation for Unifine Richardson is quality and premium taste. It
serves just premium quality products, which enables it to charge a top notch and a premium cost.
It has embraced the most astounding measures as far as the nature of its raw materials used for
producing its products. At each progression, Unifine Richardson puts forth an admirable attempt
to guarantee that its product fulfils the most noteworthy quality guidelines.

5.1.2.2. Value addition at each step of the value chain

However, the account of value does not finish at getting incredible quality of raw materials. It
goes more remote from that point. A great deal of contrast originates from the readiness. Unifine
Richardson prepares its product diligently to draw out the quality.

5.1.2.3. Human resource management

Rest of the credit goes to the human resource and employees at Unifine Richardson. The brand
carefully picks its raw materials - just when they in ideal condition. Products are tested from
each cluster in any event thrice before endorsement. This is how Unifine Richardson makes the
quality that each client looks forward to, and is excited about.

5.1.3. Leadership and differentiation through cost

Porter’s traditional methodologies are methods for increasing and developing a sustainable
competitive advantage for Unifine Richardson - as it was, building up the "edge" that will get the
company the ideal position and differentiates it from the industry rivals. There are two primary
methods for accomplishing this inside a cost leadership methodology:

 Increasing profits by decreasing expenses, while charging industry-average prices and

costs from consumers
 Increasing share of the overall industry by charging lower costs, while at the same time
making a sensible profit on every trade since Unifine Richardson has controlled and
reduced expenses.
The cost-based strategy and system are that – it includes Unifine Richardson being the pioneer
regarding cost in the industry and market where it operates. Just being among the most minimal
cost producers isn't adequate, as the company leaves itself wide open to aggressive attacks by
other producers and players in the industry. These players may undermine Unifine Richardson’s
costs and in this way hinder the company’s endeavours towards the expansion of its share of the
overall market pie.

5.1.3.1. Achieving cost differentiation

Based on this, Unifine Richardson should be sure that it can accomplish and keep up the leading
position before deciding on choosing the cost leadership strategy. Unifine Richardson will be
able to become effective in accomplishing cost differentiation by having:

 Access to the capital expected to put resources into innovation that will cut expenses
down.
 Very proficient coordination’s.
 A minimal effort base (work, materials, offices), and a method for economically cutting
expenses beneath those of different competing players.

5.1.3.2. Achieving cost leadership

However, Unifine Richardson should ensure contingency for imitation by competition, as well as
be prepared for competing payers to imitate its cost-effectiveness strategy to decrease and
control their costs, and increase the overall share of the pie for their products as well. It is
therefore important that Unifine Richardson does not only settle for one means of cost leadership
but continually improves. This can be done through several different methods:

 Engaging and applying the Japanese technique of kaizen

 High efficiency
 High limit use
 Use of dealing capacity to arrange the least costs for generation inputs
 Lean production techniques (for example JIT)
 Effective creation process
 Effective dissemination channels
5.1.3.2.1. Overall Cost Effectiveness through Cost Leadership and Cost Differentiation

 Cost differentiation and leadership strategy for Unifine Richardson will be based on the
nitty-gritty.
 Cost initiative endeavours towards slicing expenses to a base to give clients lower costs
and in this manner will help the company of Unifine Richardson to reserve funds.
 Cost leadership strategy requirements regularly identify with high specialized abilities
and access to capital
 The company should also resource into innovation and guarantee economies of scale.

5.2. SWOT Analysis

  Unifine Richardson maintains its competitiveness as one of the best and the most
premium locally and internationally through inventive systems that use business strengths
in overcoming the weaknesses present in the business inherently.
 Also, they make use of these internal strengths and weaknesses to make use of
opportunities and ward off potential threats, for example, the dangers in the business
condition and market.
 These factors can be distinguished, assessed, and analysed through the strategic SWOT
tool.
 The SWOT analysis and review for Unifine Richardson talk about the strengths and
weaknesses (internal core strategic components) intrinsic in tasks in the business, and for
the Unifine Richardson organization.
 The assessment and analysis of SWOT likewise look at the opportunities and threats
(external key variables) identified with the nature of competitiveness in the market and
industry, which is mostly founded based on the level and intensity of competition and
rivalry – as may be gauged through Porter's Five Forces analysis of Unifine Richardson.

5.2.1. The need for SWOT because of expanded operations of Unifine Richardson

 Unifine Richardson is present and operational in different markets, and each of the
markets poses unique yet various difficulties in developing the business.
 Unifine Richardson and its portfolio in these many markets have expanded over time and
as the organization grows, more items are added to its portfolio in addition to its pioneer
product.
 With regards to the SWOT analysis model, these circumstances of multiple operations
and multiple presences in various markets make a difficult business situation where the
organization needs to utilize various arrangements of skills that match different markets.
 Core elements of different nature – both internal and external to the organization, can
help increment Unifine Richardson ’s accomplishment in contending with different
companies and other businesses – both locally and internationally.
 The SWOT analysis for Unifine Richardson is presented below:

5.2.2. Unifine Richardson Strengths (Internal Strategic Factors)

This section of the SWOT analysis model works with the inner variables that the organization
can use as competencies and strengths to address shortcomings and ensure the business against
rivalry. For this situation, Unifine Richardson ‘primary qualities are:

5.2.2.1. Strong brand image

 Unifine Richardson is one of the world's most premium, well known and most famous
brands.
 The organization has a developing populace of steadfast clients, which adds to the
soundness of the business.

5.2.2.2. International distribution network

  In the SWOT analysis model, the global distribution network through directly owned
subsidiaries, or contracts with third-party agents further strengths Unifine Richardson by
supporting activities.
 For instance, the organization has a worldwide system of providers that are deliberately
chosen dependent on criteria relating to quality, for example, of raw materials as has been
discussed in the value chain - primary and supporting activities.

5.2.2.3. Strong investment in research and development, and high focus on innovation

 The focus on innovation not only keeps the company apart but also facilitates its industry
leadership.
 The internal core strengths and competent variables recognized in this section of the
SWOT analysis of Unifine Richardson demonstrates that the business has qualities that
advance strength through expansion and a worldwide production network.

5.2.2.4. Focus on market research

 Additionally, the organization steadily expands its business

 This is done through contracts with offshore agents and licenses. Also, the company
continues to broaden its portfolio by adding new products based on market research and
consumer data.

5.2.3. Unifine Richardson Weaknesses (Internal Strategic Factors)

Business weaknesses or shortcomings are recognized in this part of the SWOT analysis.
Shortcomings are inward factors that diminish or cut off business capabilities and strengths.
Unifine Richardson shortcomings are as per the following:

5.2.3.1. Premium prices for most portfolio products

 Unifine Richardson has a premium brand image attached, and thus all its products in the
portfolio are priced highly
 This expands overall revenues yet decrease the affordability of its items.
 This internal key factor is a shortcoming since it confines the organization's share of the
overall industry, particularly in territories with generally lower disposable earnings

5.2.3.2. Standard and benchmarked regulations and business procedures for all portfolio items

5.2.3.2.1. Generalization

 Likewise, this SWOT analysis highlights that generalized standards for all portfolio
products may be a weakness because it restrains the adaptability of these products and
items in the business.
5.2.3.2.2. Imitability

 What's more, numerous Unifine Richardson items are imitable.

  Several items in the portfolio have been imitated by completion, and are also being
provided by them at different price points.
 Though the quality is unique to Unifine Richardson, the competing players have also
developed close enough, and acceptable products.
 This business condition engages competition, as has been highlighted already.

5.2.3.3. Fighting the challenge of imitation

 The internal factors in this section of the SWOT analysis of Unifine Richardson
demonstrate that the business must create qualities to diminish the unfavourable impacts
of impersonation and the impact of high value focuses on the organization's share of the
overall industry in the international and local business.

5.2.4. Opportunities for Unifine Richardson (External Strategic Factors)

This section of the SWOT analysis and strategic model focuses on external components that
opportunities for business development and advancement. For this situation, the key
opportunities accessible to Unifine Richardson are:

5.2.4.1. Green business products

 With an increased focus and awareness of health and wellness lifestyles by consumers, it
is important that Unifine Richardson recognizes this as a viable business opportunity.
 Increased numbers of consumers are shifting to the green lifestyle of consuming
environmentally friendly and organic products.
 Unifine Richardson should focus on the expansion of the product portfolio: inclusion of
green products and environmentally sustainable services are suggested.

5.2.4.2. Expansion in emerging markets

 Unifine Richardson can expand its income streams through expansion and developing
presence in emerging markets – such as Brazil, China and India.
 This opportunity draws consideration far from the U.S. region, where the majority of the
organization's incomes are created.

5.2.4.3. Business enhancement

 Likewise noteworthy in this SWOT analysis of opportunities is the opportunity of

business enhancement and further business development.
 This can help improve the long term position of Unifine Richardson.
 For instance, through higher diversification of the portfolio and the overall business, the
Unifine Richardson organization can diminish its reliance on its present enterprises, and
along these lines work towards improving its general income development.

5.2.4.4. Partnerships with different firms

5.2.4.4.1. Diversification through Partnerships

  Diversification is right now a minor strategy as can be observed from Unifine Richardson
’s competitive strategy and its overall directive strategy as well.
 The business environments likewise display the chance to enhance the organization's
competencies and strengths
 This will also increase its share of the overall industry through the association’s s with
different firms. For example, a partnership with real retailers improves dispersion.

5.2.4.4.2. Development of corporate clientele

 The company can also formulate new B2B relations and contracts with other companies
and corporate entities.
 The external key factors in this section of the SWOT analysis demonstrate that Unifine
Richardson can improve its industry position by building up its activities to make use of
the opportunities in the international business markets.

5.2.5. Threats facing Unifine Richardson (External Strategic Factors)

Threats against the Unifine Richardson business are distinguished in this piece of the SWOT
analysis. Threats are external components that decrease or breaking point of business execution.
In this case of Unifine Richardson, the following section looks at, and assesses threats that apply
to the organization in question:

5.2.5.1. Price wars by competition

 Unifine Richardson competes with a wide assortment of firms in the local as well as the
international market.
 For instance, the organization competes against significant premium companies as well as
against cheaper companies that offer cheap priced items and products.
 This external but important factor in the SWOT assessment undermines Unifine
Richardson because such competing players can lessen the organization's share of the
overall industry by competing based on low prices and overall low costs of production.

5.2.5.2. Increased competition

 Additionally, this SWOT assessment also analyses increased competition as a noteworthy

threat against the business.
 In light of the organization's shortcomings, the risk of imitation includes firms that
attempt to duplicate the taste, look and feel of Unifine Richardson items.
 Saturated market place and industry can also lower sales of the organization and shrink
its share of the overall pie
 Increased competition can also lead to the increased cost of doing business for the
organization if they bring innovative processes, and implement novice systems to control
costs

5.2.5.3. Independent players

  The industry environment and profitability are liable to invite independent developments,
and small-scale players.
 These players may not have high levels of integration and may be retailers and marketers
for items produced during backward integration.
 Strategic marketing techniques and promotional communications are expected to
neutralize the impacts of these patterns.
 This section of the SWOT analysis of Unifine Richardson recognizes external key factors
that force difficulties to international expansion and growth of the company as well as
highlight market infiltration.

5.3. TOWS Matrix

TOWS analysis will allow Unifine Richardson to identify and understand the strategic choices
and future strategic options and directions available to the company. The TOWS matrix and
analysis will help Unifine Richardson to look at various possible future and long term situations,
and ill force Unifine Richardson to look at these options by questioning strategic directives such
as:

 How will Unifine Richardson make the most of its strengths and core competencies?
 How will Unifine Richardson Circumvent its weaknesses and shortcomings?
 How will Unifine Richardson capitalize on the various opportunities present in the
business environment?
 How will Unifine Richardson ward off, and manage the threats that are present in the
external business environment?

The analysis of the SWOT and the subsequent assessment and development of the TOWS matrix
will allow the Unifine Richardson to be able to identify the following answers:

 Strengths and Opportunities (SO) – How would Unifine Richardson be able to utilize on
its strengths to exploit the opportunities?
 Strengths and Threats (ST) – How would Unifine Richardson be able to exploit its
strengths and core competencies to keep away from genuine and potential threats?
 Weaknesses and Opportunities (WO) – How would Unifine Richardson be able to
capitalize on its opportunities to overcome the weaknesses that Unifine Richardson is
encountering?
 Weaknesses and Threats (WT) – How would Unifine Richardson be able to limit its
weaknesses and evade threats?

5.3.1. TWOS matrix visual presentation

Table 1 TWOS matrix for Unifine Richardson

Unifine Richardson
Strengths Weakness
TWOS Matrix
  Leading premium  Major dependence on the
company that operates market as the country of
internationally origin market
 Leading presence across  Despite being in operation
countries for decades, has standard
 Reasonable control over procedures and regulations
production and for all portfolio items
distribution due to  Imitability possible by
backward and forward competition
integration

Opportunities

 New South Asian

SO strategies WO Strategies
and Asia Pacific
regions available
 Expanding into Asia  Increasing more stores
for expansion –
Pacific region and outside the country of
emerging markets
stabilizing emerging origin, and in other parts of
 Acquisition of
markets by opening new the world – especially
medium-sized
stores and developing emerging markets such as
similar companies
new products India, China and Brazil
and shops in
developing
countries

Threats

 Increased
marketing from
competing ST strategies
WT strategies
players, which
might affect sales  Improving the ambience
 Increase budget for
negatively of service, focusing on
marketing communications,
 An increasing augmented service
and strategic promotions
number of levels when providing
and pursue a moderate
independent products and adapting to
expansion strategy
producers and local culture.
marketers
 Increased and
saturating
competition
  The TOWS Matrix is a moderately basic strategic tool used by Unifine Richardson for
producing key alternatives and identifying key strategic alternatives that may be pursued
by Unifine Richardson.
 By utilizing it, Unifine Richardson can take a look towards understanding that it can best
exploit the opportunities present, while at the same time also limit the effect of
shortcomings and ensure itself against threats.

5.4. ANSOFF Matrix

 Unifine Richardson has viably utilized this instrument to develop a procedure for
accomplishing competitive advantage in the industry and various markets it operates in.
 Recently, Unifine Richardson has made use of the four strategies of Ansoff matric to
maintain competitive advantage and leadership position. These strategies are
o Market development
o Market penetration
o Product development
o Product penetration

The following section highlights the various strategies that may be used through the Ansoff
matrix. These strategies have been highlighted and identified through vigorous research
methodologies, as well as through expert analyst data and opinion.

5.4.1. Market development strategies

5.4.1.1. Advertising and promotion of products

 One of the most popular means of developing a market is to use marketing strategically.
 By making use of advertising and marketing communications, the company will be able
to disseminate information about its product, and the various benefits of consumption to
its target market easily.
 Also, the use of social media for marketing will, at the same time allow the company to
communicate directly with the consumers, and answer their queries.

5.4.1.2. Education about product consumption.

 The company can make use of widespread marketing campaigns using traditional means
as well as means of social media to increase awareness of their product amongst the
target market.
 This task of educating the markets will give the company a first-mover advantage, as well
as develop important functional appeals for the product.

5.4.2. Market penetration strategies

5.4.2.1. Geographical expansion

 The company can expand into other markets through its previous experience, as well as
through partnerships and contracts with other agents and parties.
  The company can also develop subsidiaries, as well as offer its products through
franchising as well as licensing.
 The geographical expansion is suggested into emerging economies because of the
favourable income levels of the consumers, as well as the growing infrastructure.

5.4.2.2. Increased number of retail outlets and retail presence

 The company can penetrate existing markets by offering more shops or making its
product more widely available.
 This may be done through increasing the accessibility of the product at places where the
target consumers are expected to purchase from, as well as improving the interaction of
the product with consumers at different touchpoints.

5.4.2.3. Online retailing

 Another means of improving market penetration is through online retailing. Unifine

Richardson can stock its products on online retailing sites locally and internationally.
 This would help the company improve sales, accessibility, as well as reach higher levels
of target consumers. All of this, in turn, would increase market penetration.
 Besides, it would also help the company maintain and control costs for Unifine
Richardson, and thereby help it achieve cost leadership in the industry

5.4.3. Product development strategies

5.4.3.1. Research and development

 To be able to develop new products, the company should have a focused interest and
budget sending allocated to new product research and development.
 This research would take a basis in the consumer market and the overall market trends, to
identify the gap in consumer demands, and market availability of different products.
 The new product would then generally be aimed towards fulfilling this gap.

5.4.3.2. New product development labs

 The company should have dedicate incubation labs for the development of new products.
 This means that this development should be a focused and separate entity that should
focus on the company’s innovation.
 The company should also hire the right talent for business development and innovation to
be able to achieve targets and goals accordingly.

5.4.3.3. Market testing

 New products should follow PD cycles for testing before launching in a market.
 This will ensure that the company can fix any loopholes present in the product, as well as
incorporate positive feedback.

5.4.3.4. Strategic Marketing

  The company should also have a focused and strategic budget for marketing and
communications allocated for new product development.
 This is because the company will need to increase the appeal, as well as develop
functional and emotional appeals and characteristics of the new product.
 Communicate with the consumers to enhance sales as well as increase likeability and rate
of consumption and trial.

5.4.4. Product penetration strategies

5.4.4.1. Acquiring personally owned retail to strengthen its presence.

 One way of increasing product penetration is that the company directly manages and
controls sales operation through owned retail.
 This will give the campy leverage over communication, as well as product stocking and
placement.

5.4.4.2. Diversification of portfolio

 The company can further expand its portfolio as a means of product penetration.
 The expansion of the portfolio will allow the company to reach a different and diverse
target group, thereby increasing the overall share of the pie for the company
 This will also increase Unifine Richardson ’s products’ accessibility to different
consumers.

5.5. SAF criteria

5.5.1. How Unifine Richardson can strengthen its strategic position using SAf criteria

 When Unifine Richardson is deciding upon a certain strategic direction for the future, it
will face challenges.
 Choosing the right strategy at the right time can be a daunting task for managers.
 It is therefore important that managers look at the strategy from aspects of its value and
viability.
 The principal thing the managers of Unifine Richardson will have to do is settle on a
foundation by which to evaluate the different strategic alternatives.
 They will also need to choose a viable methodology is to assess the different strategies
independently.
 Strategies can be evaluated and assessed using criteria of suitability, acceptability and
feasibility (SAF).
 The following section weighs different strategies and possible future directives for
Unifine Richardson based on the SAF criteria.

5.5.2. Creation of a menu for high-income groups

5.5.2.1. Suitability

5.5.2.1.1. New market development

  This strategy is suitable because it will allow Unifine Richardson to develop new markets
by tapping into new consumer groups.
 At the same time, it will allow the company to penetrate higher into existing markets.
 Both these possibilities can be realized because Unifine Richardson invests in consumer
research and has a strong financial standing.

5.5.2.2. Acceptability

5.5.2.2.1. Alignment with organizational goals

 The strategy is acceptable because it is in line with the company’s goals and mission.
 Also, it is also in line with the internal marketing and culture of the organization.
5.5.2.2.2. Financial risk

 As such, the strategy does not pose any risk – financially and otherwise and is also
palatable for stakeholder reactions.
 Lastly, the strategy promises to give high returns. Overall, the strategy appears to be
highly acceptable.

5.5.2.3. Feasibility

5.5.2.3.1. Market research and financial cushioning

 This strategy is highly feasible.

 This is because the company already operates along with this mission, and has high levels
of market research and information regarding high-income groups.
 This information could be utilized for creating a suitable menu for high-income groups.
 At the same time, the company also has the financial power to introduce premium menu
items for the higher class – to expand its menu accordingly.

5.5.3. Creation of a healthy menu for existing target consumer groups

5.5.3.1. Suitability

5.5.3.1.1. Diversification of product portfolio

 This strategy would require a high diversification of the product portfolio.

 This is suitable because the company has the resources and the information to make
strategic decisions about diversification.
5.5.3.1.2. Innovation

 Moreover, the company also innovates regularly, which can be an added benefit for the
suitability of the strategy.

5.5.3.2. Acceptability

5.5.3.2.1. Risk of financial investment

  This strategy appears to be moderately acceptable.
 This is because it poses a risk through diversification with high levels of finances
invested, the company can never be too sure of the consumer reactions.
5.5.3.2.2. Risk of new product development

 Therefore, the risk of new product development and consumer reaction would be there.
 Also, the acceptability is also low because of stakeholder reaction – who might not all
agree with the expansion of the portfolio horizontally – i.e. The broadening of the
portfolio away from the core offerings.
 Lastly, if the strategy works, it promises high returns, which make sit low to moderately
acceptable.


5.5.3.3. Feasibility

5.5.3.3.1. Market research and financial cushioning

 This strategy is also feasible for the company.

 This is because of the company’s strong financial position, as well as its ability to
researching into different market trends and patterns.
 The identification of these trends and patterns is important for being able to decide which
market and industry to diversify into for the company.

5.5.4. Increasing existing advertising expenditure

5.5.4.1. Suitability

5.5.4.1.1. Focused budgeting

 This strategy is suitable because the company has high and focused budgeting for
marketing and communications.
 This would also allow Unifine Richardson to withdraw from failing markets or markets
that have a weak share, and gain access to rising markets.
5.5.4.1.2. Strategic marketing

 The company will be able to exploit its research and development for strategic marketing
 Unifine Richardson will also make use of existing systems and products to reach new
consumer groups through marketing.

5.5.4.2. Acceptability

5.5.4.2.1. Return on investment

 The strategy is acceptable because it poses a low risk in terms of investment in strategic
marketing.
  Also, it promises high returns on investment in marketing through the promise of
increased awareness, increased penetration, increased brand recall and brand recognition
– all of which will translate into higher sales.
 Lastly, stakeholders will also not frown upon this strategy, which makes it more
acceptable to implement.

5.5.4.3. Feasibility

5.5.4.3.1. Market research and financial cushioning

 The strategy is highly feasible because the company has a strong financial standing.
 This means that the company can afford to increases budget for marketing purposes.
 However, for the stagey to be successful, it is important that the company aces sure that
all promotional campaigns developed are in sync with consumer needs, demands and
behaviour.
 This is again possible for the company because of its investment in research and
development.

6. FINAL RECOMMENDATIONS
Based on the overall internal and external analysis done for Unifine Richardson, this section will
offer recommendations which will help the company take on strategic directions that will
enhance its core competencies and capabilities, as well as reduce its chances for risks and
threats? The following recommendations are thus made for Unifine Richardson :

6.1. Strengthen distribution network

6.1.1. Control

This is an important strategic recommendation as it will allow higher control to the company
over its products in different markets. The company will be able to control where its products are
placed, and thereby, will also be able to enhance the accessibility and easy availability of its
products.

6.1.2. Stronger relation with consumers

At the same time, the strengthening of the distribution network will allow the company to work
more closely with end consumers by being able to reach them with the same high quality of
products across different markets.

6.2. Develop unique marketing tactics

6.2.1. Higher penetration

This strategic recommendation will help the company reach a higher number of consumers and
penetrate deeper into target consumer groups. Also, this strategy will allow the company to
increase trial and consumption and sales of its products.

6.2.2. Forming a partnership with consumers

Unique marketing tactics will involve new and informed strategic means of communicating with
the consumers and engaging them with the brand. One way that this can be done is by making
consumer co-producers for the brand. Another way that Unifine Richardson can do this is
through co-branding with other similar, yet dissimilar brands and companies to enjoy higher
market visibility amongst target consumers.

6.3. Adapt to different cultural aspects of different markets

6.3.1. Identify different consumer group characteristics

Each market and target group has distinct characteristics. This recommendation is suggested so
that the company can connect better with different target groups in different markets.

6.3.2. Adapt to and respond to characteristics

By adapting to different cultural and regional characteristics, the company will be able to present
itself better to target consumers – who would then feel a greater affinity, and more likeliness of
consuming the product and the service.

6.4. Expand into new regions

6.4.1. Market expansion

Another strategic recommendation for Unifine Richardson is to expand into newer regions and
markets. This can be done by expanding into new markets, firstly. This expansion will give the
company exposure to new consumer groups. Increase the overall consumption rate, as well as
diversify income streams. Also, it will give the company related expansion exposure regionally
as well as internationally.

6.4.2. Product diversification

Another means of expansion is through product diversification. By adding new products, the
company will be Abe to penetrate deeper into existing markets bye exploring new consumer
groups, and new target consumer groups. This will also diversify income streams for the
company, and increase its overalls hare of the market.

6.5. Strengthen value network

By strengthening the value network further, and by adding quality and enhanced elements at
different stages, the company will be able to maintain competitive advantage, as well as put off
new players from the industry by increasing barriers to entry. This will allow the company to
maintain sustainable competitiveness over other players, as well as maintain a possible
leadership position in the local and international markets and industry.