AN INVESTIGATION OF THE STRATEGIC APPROACH

OF A RETAIL ORGANISATION AND STUDY THE

BLUE OCEAN OPPORTUNITIES
A Case study of Wilkinson Retails, UK.

GOPINATH BUKKE

A dissertation submitted in partial fulfillment of the requirements of

University of Chester for the degree of Master of Business
Administration

CHESTER BUSINESS SCHOOL

NOVEMBER 2010
AN IINVEST
TIGATIION OF
F THE STRAT
TEGIC APPRO
OACH
O
OF A RE
ETAIL ORGANISATION AN
ND STU
UDY TH
HE
AN OPP
BLUE OCEA PORTUN
NITIES
S
A Case sstudy off Wilkin
nson Reetails, U
UK.

GOPIN
NATH B
BUKKE
E

MAST
TERS IN BUSIINESS ADMIN
NISTRA
ATION

CHES
STER B
BUSINE
ESS SCH
HOOL

NOVEMBER
R 2010
Acknowledgement

I would like to thank my dissertation supervisor Mr. Gautam Rajkhowa for his wonderful
guidance, support and encouragement throughout the dissertation period. I would also like to
thank my strategy tutor Mr. Ian MacDonald who, through his lectures, inspired me to undertake
this research in strategic area.

I am grateful to the managers of Wilkinson, Chester Justin, Chris and Tracey who allowed
me to perform the research on the organisation. My gratitude for everyone who took part in the
questionnaire survey.

Finally, I would like to thank my family and friends for their continuous support throughout the
dissertation period.
Abstract

The current retail industry is characterised by hypercompetition and constant change. The UK
market for retail services is continuously growing and allowing new comers to enter the market.
Business opportunities as well as challenges in terms of competition and technology are growing
because of the frequent changes in industry and rapid advancements in technology. Although
Michael Porters theories force companies to choose either differentiation or cost-leadership, the
recent theory, Blue Ocean Strategy suggests companies can make competition irrelevant. Rather
than stealing the market share from the competitors of the bloody red oceans, companies can
create new uncontested market space the blue oceans.

The purpose of this dissertation is to understand the current competitive strategies of one of the
UKs leading retailer, Wilkinson, by focusing on whether it tend to pursue traditional
competitive strategies or blue ocean strategies. This study is based on the data collected from
interviews, questionnaires and of course from the existing strategic literature.

Most of the retailers, to some extent, have outspoken differentiation focus and are cost
conscious. Competition is also seen as a positive sign which promote the retailers own business.
But the fact that majority of retailers are in expansion phase, the cost reductions seem less
apparent. However, to pursue Value Innovation and become successful, the retailers should start
considering the blue oceans.
Declaration

This work is original and has not been submitted previously for any academic purpose. All
secondary sources are acknowledged.

Signed:

Date:
Table of Contents

a. Front Cover 1
b. Title Page 2
c. Acknowledgement 3
d. Abstract 4
e. Declaration 5
f. Table of Contents 6
g. List of Tables 9
h. List of Figures 10

1. INTRODUCTION

1.1 Background to the Research 11

1.2 The Organisation of Study 12
1.3 Research Objectives 13
1.4 Justification of the Research 13
1.5 Research Methodology 13
1.6 Outline of the Chapters 14
1.7 Definition of Terms 15
1.8 Summary 16

2. LITERATURE REVIEW

2.1 A Brief History of Strategy 17

2.1.1 What is Strategy? 18
2.2 Strategy Analysis 19
2.2.1 Porters value chain 20
2.2.2 Ansoffs Matrix 21
2.3 Formulating the Strategy 23
2.4 Implementing the Strategy 24
2.4.1 Organisation Structure as a Strategic Implementation factor 25
2.4.2 Organisation Culture as a Strategic Implementation factor 26
2.4.3 Managerial Leadership as a Strategic Implementation factor 27
 2.4.4 The Balanced Scorecard 27
2.5 Overview of Strategic Retail Management 29
2.6 Blue Ocean Strategy Introduction 30
2.6.1 Creating Blue Oceans 31
2.6.2. Value Innovation: The Cornerstone of BOS 32
2.6.3 Analytical Tools and Frameworks 33
2.6.3.1 Strategy Canvas 33
2.6.3.2 4-Actions Frame work 34
2.6.3.3 E-R-R-C Grid 36
2.7 Minimizing Risk and Maximizing Opportunities 37
2.8 Blue Ocean Strategy Formulation 38
2.8.1 Reconstruct the market boundaries 38
2.8.2 Focus on the big picture, not the numbers 38
2.8.3 Reach beyond existing demand 39
2.8.4 Get the strategic sequence right 40
2.9 Blue Ocean Strategy Implementation 41
2.9.1 Overcome key organisation hurdles 42
2.9.2 Build execution into strategy 42
2.10 Criticisms of Blue Ocean Strategy 43

3. METHODOLOGY

3.1 Introduction 45
3.2 Research Philosophy 45
3.3 Research Strategy 46
3.3.1 Justification of the selected paradigm and methodology 46
3.3.2 Rejected methods 47
3.4 Research Design 47
3.4.1 Design of Research Instruments 47
3.4.2 Semi Structured interview questions 47
3.4.3 The questionnaire 48
3.5 Research Procedure 48
 3.5.1 Administration of the research instruments 48
3.5.2 Reliability of the data 49
3.6 Ethical Considerations 50
3.7 Summary 50

4. FINDINGS
4.1 Introduction 51
4.2 Overview of the Data 51
4.3 Analysis of Participants and Respondents 52
4.4 Findings 53
4.5 Summary 62

5. ANALYSIS & CONCLUSIONS

5.1 Introduction 63
5.2 Critical Evaluation of Adopted Methodology 63
5.2.1 Semi-Structured Interview 63
5.2.2 Online Questionnaire 63
5.3 Analysis and Conclusions 64
5.4 Overall Conclusions 69
5.5 Limitations of the Study 70
5.6 Opportunities for Future Research 70
5.7 Recommendations 71

6. BIBLIOGRAPHY

6.1 Journals 72
6.2 Books 74
6.3 Websites 76

7. APPENDIX

A-1 Introduction Letter 77

A-2 Online Questionnaire 78
List of Tables

Table 1: Red Oceans Vs Blue Oceans 31

Table 2: Four Steps of Visualising Strategy 39
Table 3: Eliminate-Reduce-Raise-Create factors for BOS implementation 59
Table 4: Factors considered for Strategy Quotient Calculator 65
Table 5: Strategy Quotient Calculator 66
List of Figures

Figure 1: Sources of Superior Profitability 19

Figure 2: Porters Value Chain 20

Figure 3: Ansoffs Matrix 22

Figure 4: Interaction of Strategy Formulation and Implementation 25

Figure 5: The Balanced Scorecard 28

Figure 6: Simultaneous Pursuit of Differentiation and Low costs 33

Figure 7: Strategy Canvas of iPhone 34

Figure 8: Four Actions Framework 35

Figure 9: Eliminate-Reduce-Raise-Create (ERRC) Grid 36

Figure 10: ERRC Grid of Cirque du Soleil 37

Figure 11: Three-tiers of Non-customers 40

Figure 12: Sequence of Blue Ocean Strategy 41

Figure 13: The Four Organizational Hurdles 42

Figure 14: Response Rate of the Survey 52

Figure 15: Customers Shop at Wilkinson 54

Figure 16: Current Competitive Position of Wilkinson 55

Figure 17: Factors Considered for Studying Strategy Formulation 56

Figure 18: Factors Considered for Studying Strategy Implementation 57

Figure 19: Strategy Canvas of Wilkinson 58

Figure 20: Differentiation and Cost-cutting Focus of Wilkinson 60

Figure 21: Wilkinsons Approach to Industry Boundaries 61

Figure 22: Existing Market Space Vs New Untapped Market Space 62

Chapter 1 INTRODUCTION

1.1 Background to the Research

Organisations have long engaged in head to head competition in search of continuous profit
growth (Kim and Mauborgne, 2005). They are continuously competing for competitive
advantage, battling for market share and seeking differentiation. The forecasts or predictions in
the most established market spaces are shrinking steadily (Kim and Mauborgne, 2005). Although
the current advancements in the technology are significantly improving the productivity and
allowing the suppliers to produce a unique array of products and services, the niche markets
seems continuously disappearing because of the reducing trade barriers between nations and
regions, and the instant and global availability of the products and prices information online. At
the same time, there is little evidence of any increase in the demand, at least in the developed
markets (Mintzberg, 2000).
The outcome is that in most of the industries, supply is overtaking demand. This situation has
inevitably accelerated the commoditization of products and services, shrunk profit margins, and
the stocked price wars (Kim and Mauborgne, 2005). A study (by dailyfinance.com) of major
brands indicates that the difference between service and product categories are becoming more
and more merged. As the difference between brands get even more blurred, the choice of
consumers for specific brands for day to day usage products like toothpaste and bath soap slowly
begins to disappear. Thus, in this world of overcrowded industries and turbulent businesses,
differentiating of brands becomes harder both in economic upturns and downturns. Moreover, as
the products and services are increasingly becoming coomodified, organisations are becoming
increasingly cost sensitive. A good example is the outsourcing of jobs from the most expensive
countries of the western world to low cost countries like India and China. This could be a
temporary solution, but for the long term, organisations would have to focus on creating
compelling products and services that can take them out of the vicious cycle of commodity
competition (Kim and Mauborgne, 2005).
1.2 Organisation of Study

The current study is focused on the retail sector. The organisation chosen for this study is
Wilkinson, a leading retailer in UK. The rationale behind this particular selection is that, the
author has exposure working in the organisation and obtained clearance to be able to perform the
research.

Wilkinson is one of the leading retailers of United Kingdom that caters to hardware and do-it-
yourself (DIY) sector. With its headquarters in Worksop, Wilkinson operates in 337 stores with
23,047 staff members across the United Kingdom. With an emphasis on the large scale
superstores Wilkinson operates in several store formats with variable sizes. Unlike its
competitors, Wilkinson stores are mostly located in the countrys downtown High Street areas.
Due to this proximity, Wilkinson stores tend to feature a wide range of product assortment than a
typical hardware store (Wilkinsonplus.com).

Wilkinsons wide range of product assortment goes beyond DIY, hardware, garden and
decorating items, toiletries, household cleaners, home-living items, kitchen goods, stationary
products, general medicines, pet foods and other pet care related items, confectionary, perfumes
and fragrances, and even computer supplies. In short, Wilkinson stores are almost operated like
an old fashioned variety store. However, it maintains a common theme across all these product
categories: offer high quality goods at everyday low prices. As part of this effort, Wilkinson also
sells its own brand products, which almost account for around 40% of the company sales
(Annual Report, 2010).

Wilkinson, founded by James Kemsey Wilkinson in 1930 and continually owned by its family,
has been growing steadily since mid-2000s averaging 20 new stores per year for more than a
decade. The organisation has targeted an expansion of its retail network to 500 stores by 2012.
Tony Wilkinson, son of J. K. Wilkinson and chairman since 1972, retired in 2005, making way
for the next generation under daughter Lisa Wilkinson and niece Karin Swann. By the end of
January 2010, Wilkinson had a turnover of 1,556 million despite its high levels of competition
and price deflation. Its pre-tax profits were 64.9 million (Annual Report, 2010).
1.3 Research Objectives

The purpose of this research is to examine the current strategic approach of Wilkinson whether
they are adopting Blue Ocean Strategy and to make recommendations for any changes including
adopting Blue Ocean Strategy.

The research aims are

i) To understand the contemporary thinking of strategy and in particular Blue Ocean

Strategy.
ii) To understand the current strategic approach of Wilkinson and whether they adopt/follow
any of the principles of Blue Ocean Strategy.
iii) To make possible recommendations if any, for incorporating Blue Ocean Strategy into
Wilkinson.

1.4 Justification of the Research

In the current turbulent world, every business is successful until its not (Hamel and Valikangas,
2003). The perennially successful companies are facing difficulties in delivering consistently
superior returns, as the success is always becoming an exception. The organisations, to find those
exceptions, must gather and sort through hundreds of new strategic options and then test the most
promising ones through low-costs and differentiations. There is hardly any other way to explore
the future (Hamel and Valikangas, 2003).

Strategic change is like an experiment which might fail like most other experiments. The issue is
not how many times the organisation fail, but the value of its success when compared to its
failures. In most of the industries its the changes that have created most of the new wealth over
the last decade. Whether a newcomer or an old-timer, an organisation needs an exceptional
strategy to produce an exceptional success (Hamel and Valikangas, 2003).

1.5 Research Methodology

A phenomenological and interpretivist approach has been adopted for the research. The balance
of the research has been provided by the data collected using the qualitative techniques.
The primary data has been collected mainly from questionnaires, semi-structured face-to-face
interviews with the managers, and the semi-structured face-to-face interviews with the floor
staff. The secondary data has been collected from Wilkinsons website, annual reports, and its
advertising fliers.

Finally, the research was based on a cross-sectional research design, as it made use of survey
strategy (Saunders, Lewis and Thornhill, 2009).

1.6 Outline of Chapters

The structure of this dissertation is described in the following chapters

Chapter 1 - Provides information about the research aims and objectives. It also provides an
overview of the Wilkinson.

Chapter 2 - Reviews the relevant literatures by building up the theoretical foundation upon
which the research was conducted. The chapter mainly describes the current body of the
researchers knowledge.

Chapter 3 - Focuses on the philosophies, approaches, methods, strategies and designs

adopted for the research. It also provides information about the ethical considerations of the
study.

Chapter 4 - Provides details about the application of the research methods for the collection
of data, procedures for analyzing the data, the description of the sample and the presentation of
the findings for each research aims.

Chapter 5 - Provides information related to the research findings to the theories from
reviewed literature. It mainly focuses on the managerial implications, conclusions,
recommendations and the limitations of the study, as well as the areas for the further research.

Finally, the bibliography followed by the appendix can be found.

1.7 Definition of Terms

9 Definition of Organisation: It is characteristic for organisations to have job splitting

and an administrative apparatus, which by different rules, values and agreements as a
basis tries to secure coordination, continuity and completion of goals (Bakka, Fivelsdal
and Lindkvist, 1999).

9 Definition of Management: Organisations and management are intrinsically interlinked

concepts. Management is the dynamic input that makes the organisation work (Walker,
1996).

9 Definition of Strategy: Strategy is a course of action for achieving an organisations

purpose (Witt and Meyer, 2005).

9 Definition of Retailing Mix: The set of controllable variables that the retailer can use to
satisfy the customers needs and to influence their buying behavior and compete
effectively in the market (Gupta and Randhawa, 2008).

9 Definition of Retailing: Retailing, the final stage of distribution process, is the business
activity that is involved in the sale of goods and services to the consumers for their
personal, family, or household use (Berman and Evans, 1998).

9 Definition of Status Quo: a commonly used form of the original Latin "status quo" -
literally "the state in which" - is a Latin term, meaning the current or existing state of
affairs. To maintain the status quo is to keep the things the way they presently are
(www.wikipedia.org).
1.8 Summary

This chapter had provided a brief overview of the research. It provided the information about the
background of the study, the research objectives, the justification of the research and the
methodology adopted for the research. The chapter also provided the information about
Wilkinson, definition of terms and the structure of the research by listing the subsequent
chapters.

Chapter 2 LITERATURE REVIEW

This chapter provides review and the critical analysis of the literature related to the research. It
starts with a brief history of strategy, types of strategy, strategy analysis, then talks about strategy
formulation, strategy implementation, and strategic management in retail sector and then focuses
on Blue Ocean Strategy formulation and implementation including some analytical tools and
supporting frameworks.

2.1 A Brief History of Strategy

Sun Tzu (500 BC) in his The Art of War says that, all combats are based on deception. And all
men can see the tactics whereby I conquer, but what none can see is the strategy out of which
victory is evolved. In war, objectives can often be clearly defined, and so strategy is thought of
as a means to a specific end. This view has persisted in the corporate world where strategies are
conceived as plans to accomplish specific goals.

During the 1950s and 1960s, in the business world to overcome the increasing difficulties in
coordinating decisions, and maintaining control in the companies that were growing in size and
complexity, Corporate planning (also known as long-term planning) was introduced. This
planning sets goals and objectives forecasted key economic trends (such as market demand, the
companys market share, revenue, cost and margins) and established priorities for products and
business areas of the firm etc., for future years. This planning proved particularly useful for
developing and guiding the diversification strategies that many large companies were pursuing in
the 1960s. But, due to the unexpected oil shocks of 1974 and 1979, and the increased
international competition, firms became turbulent and stopped looking at planning or forecasting
their investments that far into the future. To overcome this, the emphasis shifted from planning
to strategy making, where the focus was less on the detailed management of companys growth
paths than on positioning the company in the markets and in relation to competitors in order to
maximize the potential for profit. This transition from corporate planning to what became termed
strategic management was associated with increasing focus on competition as the central
characteristic of the business environment and competitive advantage as the primary goal of the
strategy (Grant, 2010).

2.1.1 What is Strategy?

Strategy is a course of action for achieving an organisations purpose (Witt and Meyer, 2005).
In the complex world of organisations it must be stated that there is no best way to generate
strategy and strategic management, and nor is there any one best form of an organisation
(Mintzberg, Ghoshal and Quinn, 1998). The context in which the strategy is set is therefore of
great interest.

Strategy context and content has been discussed and considered of by mankind, since
organisations exist to fulfill a purpose and to create value (Schilling, Witt and Meyer, 2005).
Strategies are then employed to guarantee that the organisational purpose is realized (Witt and
Meyer, 2005). In the strategic literature a split is made between the strategy analysis stage, the
strategy formulation stage, and the strategy implementation stage (Thompson and Strickland,
2001; Mintzberg, Ghoshal and Quinn, 1998; Witt and Meyer, 2005). In the analysis stage,
strategists recognize the opportunities and threats in the environment, as well as the strengths and
weaknesses of the organisation. Next, in the formulation stage, strategists decide which strategic
options that are reachable to them, evaluate each and select one. Lastly, in the implementation
stage, the selected strategic option is translated into a number of actual activities, which are then
carried out (Witt and Meyer, 2005). Those different stages will be discussed and explained
further in the sections below.

For any firm the basic goal is to survive and prosper. In order to survive for a longer period, the
firm should earn a rate of return on its capital that exceeds its cost of capital. This is possible
only if the firm is located within an industry where overall rates of return are attractive, or the
firm attains a position of advantage vis--vis its competitors within an industry, allowing it to
earn a return in excess of the industry average (Figure 1).
According to Grant (2010), these two sources of superior performance define the two basic
levels of strategy within an organisation:

Figure 1: The sources of superior profitability (Grant, 2010)

2.2 Strategy Analysis

The first step in formulating an organisations strategy is to evaluate its current position and
describe its strategic direction for the future. Because, a sound strategy both influences and
develops the organisations existing competitive position, and provides direction for the future
development of the organisation. Formulating a strategy first requires an accurate evaluation of
where the firm currently is. It then requires an ambitious strategic plan, one that creates a gap
between a companys existing resources and capabilities and those necessary to achieve its
intent. A companys strategic intent is a long-term goal that is ambitious, builds upon and
extends the firms existing core competencies, and originates from all levels of the organisation
(Schilling, 2005).
To assess the firms current position in the market place, it is useful to begin with some standard
tools of strategic analysis for analyzing the external and internal environment of the firm. There
are several different tools in the strategic literature but only Porters (1985) value chain and
Ansoffs (1957) matrix were considered for this study. Porters value chain model is considered
because, it talks about creating values and generating profits which are more closely related to
the retail organisation. Ansoffs matrix is considered because it offers various strategic options
for the organisation. More discussion about these can be found in the following sections.

2.2.1 Porters value chain

In contradiction to the external analysis, the analysis of the internal environment starts with
identifying the firms strengths and weaknesses. In Michael Porters (1985) model of value chain
(Figure 2), the firms activities are divided into primary activities and support activities.

Figure 2: Porters (1985) Value Chain

Primary activities include inbound logistics, operations, outbound logistics, marketing and sales,
and services. Support activities include procurement, human resource management, technology
development, and infrastructure (Witt and Meyer, 2005). For a better fit, this model should be
adapted to the specific organisations need. The creation of value chain for the organisation is
divided into two phases. Basic Mapping, where the information is obtained from basic
knowledge and Adjusted Mapping, where the information is obtained from interviews and
feedbacks of the individuals and organisations that are involved in the analysis process. This
value chain analysis helps organisations to evaluate what activities contribute to the overall value
of the firm, and then identify the activitys strengths and weaknesses (Witt and Meyer, 2005).

Once the key strengths and weaknesses are recognized, the firm can evaluate which strengths
that have the potential to be the source of sustainable competitive advantage. This helps the firm
to add knowledge about what activities and resources that should be further leveraged in its
articulation of its strategic intent for the future (Schilling, 2005).

2.2.2 Ansoff Matrix

As cited by Meldrum and McDonald (2007), the Ansoff matrix (figure 3) is a 2 X 2 depiction
which was introduced by Igor Ansoff in Strategies for Diversification (Harvard Business
Review, September-October 1957, pg. 114). Although old, this matrix remains to be an effective
framework as it has a simple framework which provides all the strategic directions that an
organisation can adopt.

The matrix essentially focuses on the provision of products to the customers. Irrespective of the
organisations position or industry, the product will be either existing offering or a new offering
(product new to the organisation). But in contrast, due to the complexity and its reliance on the
disciplines of planning and analysis, Ansoffs Matrix (Figure 3) has not been more generally
recognized (Meldrum and McDonald, 2007).
 Figure 3: Ansoffs Matrix (1957), Source: Meldrum and McDonald (2007)

Adding to this, Mintzberg (2000) argues that Ansoff reliance on planning suffers from three
misleading notions: that events can be predicted, that strategic thinking can be separated from
operational management, and that data analysis and techniques can produce novel strategies.

However, this matrix could be helpful in outlining the range of marketing options open to an
organisation and managing the product or brand over its life cycle. That is, it can be used as a
tool which provides the alternative methods for the organisation to go in the right strategic
direction for achieving its final goal Growth (Meldrum and McDonald, 2007).

And now, as the strategic direction has been found, the organisation should start formulating its
strategy, which is studied in the following section.
2.3 Formulating the Strategy

The process by which a deliberate strategy is created is called strategy formulation. However,
intentions sometimes end up not being put into practice; plans can be changed or cancelled along
the way. This means that the formulation of the strategy process is an ongoing process. This lays
in the management control system that is, or should be the way in which managers follow up and
analyze the strategy (Witt and Meyer, 2005).

Anthony and Govindarajan (2001) state that the primary role of management control is to help
the strategies execute. The strategy defines the critical success factors and indirect the design and
operation of the control system, which in the end results in the thriving implementation of the
strategy. In rapid changing environments where the development of new strategies is the right
thing to do, management control information could be the key. The authors, Anthony and
Govindarajan call this interactive control with its major objectives to facilitate the creation of a
learning organisation, which is crucial to corporate survival. It means, to be able to adjust to the
up-and-coming environment, there is a constant search for substitute ways of solving problems
by scanning the environment, exchange information and so on. The interaction control is not a
separate system but an integral of the management control system. Important to mention is also
that the interactive control information usually, but not extensively, tends to be nonfinancial
(Anthony and Govindarajan, 2001).

While critical success factors are important when implementing strategy, strategic uncertainties
are important when developing new ones. Interpreting the definition provided by Anthony and
Govindarajan (2001), these uncertainties are similar to what may be termed as environmental
change, such as changes in customer preferences, technologies, competitors etc. In the end it
clearly makes sense that these become the basis for managers to adapt to a rapidly changing
environment by thinking about new strategies, and then implement those (Anthony and
Govindarajan, 2001).
2.4 Implementing the Strategy

In strategic terms according to Katsioloudes (2006), a strategy is about difficult choices and
trade-offs; its about deliberately choosing to be different. When companies abandon strategy,
there may not be any problem in short-term but had to face the problems in the long-term, just as
most companies of 1990s without a strategy, facing today. However, Katsioloudes argues that,
just having a strategy is not sufficient. An effectively developed strategy might remain worthless
if it just sits on a shelf in an executive office. In fact, various studies support this view, for
example as study reported in the Fortune magazine suggested that 70% of CEOs who fail do so
not because of bad strategy, but because of bad execution (Charan and Colvin, 1999). In another
study of 200 companies by thetimes100.co.uk, 80% of directors said they had the right strategies,
but only 14% thought they were implementing them well, no doubt linked to the finding that
despite 97% of directors having a 'strategic vision', only 33% reported achieving 'significant
strategic success'. (Cobbold and Lawrie, 2001).

According to Grant (2010), the changing technologies, diverse & mobile workforce, accelerating
pace of change, are some of the key factors that should be considered while formulating the
strategies as these make strategy implementation difficult. This view is supported by various
strategists too. For example, Katsioloudes (2006), states that to formulate strategies without
some serious thoughts toward implementation seems a serious waste of the strategists time and
a strategy is really nothing but a fantasy without successful implementation.

The simple relationship between strategy formulation and the strategy implementation is shown
in the Figure 4. From the figure, it is understood that the poor implementation can cause
appropriate strategies to fail, yet excellent implementation can rescue an inappropriate strategy.
Hence, concentrating only on the implementation by overcoming the major problems
(Katsioloudes, 2006) doesnt mean that, formulation should be neglected.
 Figure 4: Interaction of Strategy formulation and implementation.
(Source: Making Your Marketing Strategy Work, Harvard Business Review, 1984)

The strategic planning process is properly executed only when strategies are implemented. But
executing these strategies, when compared to formulation, are much harder due to the
organizational hurdles. The successful implementation of the organisations strategy depends
upon the way in which it addresses the key success factors such as organisation structure,
organisation culture and managerial leadership (Springer, 2008).

2.4.1 Organisation Structure as a Strategic Implementation Factor

According to Heide, Gronhaug, and Johannesson (2002), Factors relating to the organisational
structure are the second most important implementation barrier. A proper structure-strategy
alignment is seen as a precursor to the successful implementation of new business strategies
(Noble, 1999). Chandler (1962), in his studies, also found that there is a close link between
structural and the strategic inefficiencies. This has made the Chandler to think of strategy as a
determinant of structure, and conclude that structure follows strategy. There are some well-
known studies, which had proved this structure-strategy relationship. Stopford and Wells (1972),
study is one such example, which proved that there is a relation between the international
strategy of an MNC and its organisational structure. However, this structure-strategy linkage is
criticized by many strategists for being too simplistic. For example, Morschett, Schramm-Klein,
and Zentes (2009) states that, for implementing the organisations structure, companies have a
degree of choice and this choice of structure is independent of the companys strategy. That is,
there is no unidirectional influence of strategy on structure or vice versa, but that corporate
strategy and corporate structure have to be aligned to each other with some existing degree of
freedom. Nevertheless, the organisational structures are an important mechanism to coordinate
the international activities of a company. And as long as companys performance seems
acceptable, there is no pressure to make any extensive structural changes (Morschett, Schramm-
Klein, and Zentes, 2009). The next step to consider is the organisation culture.

2.4.2 Organisation Culture as a Strategic Implementation Factor

The cultural differences, according to Harris and Moran (2007) might be interesting on any level,
but when it comes to strategy implementation, it is more interesting (as well as enlightening).
Harris and Moran very eloquently mention that, Cultural proficiency can facilitate ones coping
with the changes of any transitional experience. That is, learning how to manage cultural
differences would be a means for all persons to become more flexible and open-minded in their
outlook and behavior, as well as more effective personally and professionally. In addition,
Kilmann, Saxton, and Serpa (1986), defined organisation culture as, The philosophies,
ideologies, values, assumptions, beliefs, expectations, attitudes and norms that knit an
organisation together and are shared by employers.

According to Heide, Gronhaug, and Johannesson (2002), the cultural variables indicate what gets
done in the organisation and not what should get done. The strategy formulation should
somehow be accomplished within the context of prevailing cultural norms. But, this concept
raises an interesting question, Should the organisations culture be changed in order to support
organisational strategy, or should it be the vice-versa? In short, to paraphrase Chandlers (1962)
statement, Does Culture follow Strategy? The answer might not be yes, or at the least, not
immediately. To support this, Katsioloudes (2006) gives an example, saying that, it is not
apparent to expect an A in the calculus without some grounding in mathematics. Similarly,
Cultures should not necessarily meant to be practiced immediately after the strategy creation or
formulation. The cultural seeds should be planted organisationally before any strategy can be
successfully implemented. Thus, if the organisation decides to pursue a different strategic
direction, the existing culture should be changed or a new culture should be practiced as early as
possible (Katsioloudes, 2006).

2.4.3 Managerial Leadership as a Strategic Implementation Factor

Szilagyi and Schweiger (1984) states that, all leaders may not necessarily be competent in
implementing each and every organisational strategy. But if the objectives are stated correctly
and precisely (that is, if they are quantifiable and flow directly from the organisations strategy),
any manager/leader can remain focused in their particular areas which impact the companys
growth. However, demonstrating the interest and the involvement of the leader in motivating the
employees and driving them along the strategic path of the organisation is the key factor for the
successful implementation of the organisational strategy (Katsioloudes, 2006).

Yet, in the current turbulent business environment, Implementation of the organisational strategy
is admittedly complex and cannot be ensured of success by simply restructuring, adjusting the
culture, or being a good leader/manager. It is recommended that all of these things need to be
implemented simultaneously (Katsioloudes, 2006).

2.4.4 The Balanced Scorecard (BSC)

To compete in the complex environment, understanding of goals and methods for attaining those
goals are very essential for the organisation (Kaplan and Norton, 1996). For this purpose,
Kaplan and Norton introduced a tool called Balanced Scorecard (figure 5), which explores the
internal capabilities of an organisation.
The BSC is used extensively in various businesses and industries, governments, and nonprofit
organisations all over the world to monitor the organisations performance against strategic
goals, to align business activities to the vision and strategy of the organisation, and to improve
internal and external communications (Kaplan and Norton, 1996).
 Figure 5: The Balanced Score Card. (Source: www.balancedscorecard.org)

Although the BSC framework appears to be a good framework for successful implementation of
the organisational strategy, it had to face lot of criticisms from various strategists. For example,
Ittner and Larcker (2003), states that although many companies successfully adopted the non-
financial measurement framework, BSC, they could hardly found the cause and effect links
between the measurements and desired outcomes. Norreklit (2003) too argues that, the BSC
model is framed only with attractive adjectives and some analogies rather than sound or logical
statements. It even fails to talk about the risk and the economic values of the company. However,
if the Objectives, Measures, Targets and the Initiatives for the BSC are properly developed and
managed to be mutually aligned, the organisational strategic implementation might become
successful (Ittner and Larcker, 2003).
Nevertheless, the strategic implementation may slightly differ depending upon the organisation
type and the sector it is operating in (Katsioloudes, 2006). Hence, as the current research work is
focused on Wilkinson, a retail store, the overview of the strategic management in a retail sector
is considered in the following section.

2.5 Overview of Strategic Retail Management

Over the past two decades, retail industry has shown signs of both highly competitive and
markedly innovative. The frequent introductions of new-brands and the widespread use of
differentiation have led to increased market segmentation, deeper and broader markets, and the
rejuvenation of tired sectors such as hardware retail stores (Burke, Stel, and Thurik, 2010).

Berman and Evans (1998) defines Retailing, the final stage of distribution process, as the
business activity that is involved in the sale of goods and services to the consumers for their
personal, family, or household use. Gupta and Randhawa (2008), states that, the retailing strategy
which summarizes the goals and objectives of the retailer, will actually be used as a framework
to deal with the customers and competitors, and the operating environment. But, due to the
intense competition, rapid technology advancements, changing consumer behaviors and other
environmental factors, its not sufficient for the retailer to just focus on the business
environment. Instead, they should start focusing on the long-term analysis and the planning
which ensures the growth opportunities and helps to avoiding impacts of negative trends (Gupta
and Randhawa, 2008).
First, the strategy should be created or formulated as it helps the retailer set the direction of an
organisation over the long-term and create sustainable competitive advantage by configuring its
resources to meet the customers needs and stakeholders expectations. Then, these strategies
should be implemented by properly scheduling and coordination of the retail activities,
efficiently using the resources, and planning the budget etc (Gupta and Randhawa, 2008). This
systematic approach seems to be top-down as the strategy formulation precedes the strategy
implementation. But, some strategy writers criticize this view saying that, strategies can emerge
without formal planning. For instance, Mintzberg (2000) argues that, as a result of the
operational and day-to-day decision making, the strategies can emerge without the explicit
intension of managers. In reality, the strategies could be planned and emergent (unplanned).
However, the managers should be alert in formulating the strategies rather than waiting for the
strategies to emerge. Hence, the strategic management becomes crucial for long term survival in
the fast moving retail environment (Gupta and Randhawa, 2008).
Finally, to flourish, the retailer should please their customer and a strong niche in the market
place. And to prosper in the long term, they should have a solid strategic plan and a willingness
to adapt to change (Gupta and Randhawa, 2008).

2.6 Blue Ocean Strategy (BOS)

There is no such thing as a permanently great company, or a permanently great industry. But
there are permanently great strategic moves
- www.blueoceanstrategy.com

It will perhaps be fair to state that competition has always been at the heart of the corporate
strategy. As the intensity of competition increases in every sphere of business activity, it is more
difficult to talk about strategy without using the terms competitive strategy, building competitive
advantages, beating competition etc. On the other side, Innovation is becoming the reigning buzz
word. Traditional rules are no longer applied and markets are becoming unpredictable. As a
source of sustained growth, Innovation is becoming the key factor for the organisation. Yet,
knowing how to best define, systemise the innovation and make it into a successful strategy is far
more indescribable (Burt, 2007).

Bain (1956), in his structure-conduct-performance paradigm states that, for an organisation to

achieve success by beating the competition, it should mainly focus on the market structure. Here,
market structure, which talks about the supply and demand conditions, changes the sellers and
buyers conduct which in turn, results in good performance (Scherer, 1970). Using market
structure, organisations in the existing market space can hold a defensible position against the
competition. To sustain, the organisations need to concentrate on building advantages over the
competition, by assessing what the competitors are doing or striving to do better. Then the
organisation can make profit by making other organisations lose. Hence, the competition
becomes an important aspect of the organisations strategy. However, during this stage,
organisations have ignored a most important and lucrative aspect of the strategy, making
competition irrelevant by creating a new market place where there are no competitors, which is
called as Blue Ocean (Kim and Mauborgne, 2005).

2.6.1 Creating Blue Ocean

Kim and Mauborgne (2005) divide the market universe into two types of oceans: Red Oceans
and Blue Oceans as illustrated in the following table (Table 1)

Red Ocean Blue Ocean

Compete in existing/ known market space Create an uncontested market space
Beat the competition Make the competition irrelevant
Utilize the existing demand Create and capture new demand
Make the Value-Cost trade off Break the Value-Cost trade off
Focus on either differentiation or low cost Focus on both differentiation and low cost
Table 1: Red Oceans Vs Blue Oceans (Source: Kim and Mauborgne, 2005).

Industries that exist today are referred to as being in known market space and are represented in
the Red Ocean space. Those industries that are nonexistent today are referred to as being in an
unknown market space and are represented in the Blue Ocean space (Kim and Mauborgne,
2005). According to Kim and Mauborgne (2005), Red oceans indicate that the industry
boundaries are properly defined and accepted. The organisations, to grab a bigger share of
existing demand, tries to outperform their rivals, as the competitive rules and regulations of the
war/game are known. Currently, most of the organisations are following this red ocean approach
as a tradition, though it is very difficult to create value. However, after 10 to 20 years, as the
industries become mature and structures become less flexible, Blue Ocean would turn into red
(Cote, 2005). Nevertheless, it is always very important for the organisations to outcompete the
rivals if they want to be in the market space. But if the supply exceeds demand, it becomes
difficult to sustain a high performance in the red ocean (Kim and Mauborgne, 2005). To
overcome this, the organisations should go beyond competing in the already established
industries and grab the growth opportunities. Cirque du Soleil, a Canadian circus company,
would be a good example for this. The company has gone beyond competing in the already
established circus industries not by taking routine customers: children, but by focusing on a
whole new group of customers: adults and corporate clients. So, the organisations must realize
that, to win in the future, it must stop competing with each other (Kim and Mauborgne, 2005).

2.6.2 Value Innovation: The Cornerstone of BOS

The importance of creating a sustainable competitive advantage has been emphasized by many
writers on strategy. For example, Jack Welsh, a strategy thinker and a former CEO of General
Electrics states that, If you don't have a competitive advantage, don't compete (Hutchison,
2002). Thinking similarly, Porter (1985), developed a theory that describes the three competitive
strategies: Cost-Leadership; Differentiation; and Focus. The cost-leadership theory talks about
how to attract the customers by lowering the costs of the products, differentiation theory talks
about how to create a high customer value by creating unique products, and the focus strategy
talks about how to create the effectiveness advantage by targeting a section of market.
However, due to the threat of being stuck in the middle, the author stresses on selecting only
one strategy. Supporting this view Grant (1991), argues that, if a company tries to follow many
strategies simultaneously, it may lose its focus and the competitive advantage.
Extending the idea of Prof. Charles W. L. Hill (1988), to combine the differentiation and cost
leadership (Anonymous, 2007), Kim and Mauborgne (2005) created Value Innovation (Figure
6), which describes about innovating value to unlock new demand by the simultaneous pursuit of
low cost and differentiation.
 Figure 6: The simultaneous pursuit of differentiation and low-cost
(Source: Kim and Mauborgne, 2005).

It is created in the region (shaded above) where a companys actions favorably affect both its
cost structure and its value preposition to buyers. Cost savings are obtained by eliminating and
reducing the factors that the industry competes on. Buyer Value is lifted up by raising and
creating elements the industry has never offered. Over time, costs are reduced further because of
high sales volumes that superior value generates (Kim and Mauborgne, 2005; Burt, 2007).

2.6.3 Analytical Tools and Frameworks

In an attempt to make the formulation and execution of BOS as systematic and actionable as red
oceans, Kim and Mauborgne (2005) has designed some of the tools and frameworks that are
discussed in the following sections.

2.6.3.1 Strategy Canvas

The initial step, according to Kim and Mauborgne, (2005), in the creation of BOS is to draw a
Strategy Canvas of the organisation. It acts both as a diagnostic and a framework for action to
build a compelling BOS. This strategy canvas helps the organisation to understand its current
state, to understandd the factors that the inddustry is currrently comppeting on annd to undersstand what
customeers receive ffrom existinng competitiive offeringgs (Kim andd Mauborgnee, 2005). Ann example
of a straategy canvass for the iPhhone is show
wn below (F
Figure 7);

Figgure 7: The Strategy Canvas of iPhhone

(Source: hhttp://www.cchristiandellrosso.org/bllog/iphone-disruptive-iinnovation/)).

The horrizontal axiss contains rrange of facctors that thhe industry ccompetes onn and invessts in. The
vertical axis containns the offeriing levels thhat the custoomers receivve. A high sscore impliees that, the
companny offers moore to the buyers. Valuue Curve, thhe plot draw
wn between the currentt offerings
and thee competingg factors, depicts
d the companys relative peerformance across its industrys
competiing factors (Kim and Mauborgnee, 2005). T
This propossition is noot without its
i critics.
Pollard (2005) argues that, allthough thiss value curvve talks aboout strategyy, it fails too consider
marketinng which iss an integrall part of thee strategy. C
Currently, thhere is an onngoing debaate on this
issue inn the strategic literaturee. However for the purppose of thiss study the focus is priimarily on
the impllementationn of Blue Occean strateggy at Wilkinnson. It is therefore pressumed that there
t is an
effectivee market strrategy that helps Wilkinson increaase its markket share annd defend itts position
from itss competitorrs.

2.6.3.2 The
T Four Acctions Fram
mework

The Fouur Actions framework (Figure 8),, according to Kim annd Mauborggne (2005) iis used to
reconstrruct the buyyer value ellements in crafting a nnew value ccurve. Thiss frameworkk asks the
below fo
four key queestions to thee organisatiion about itss strategic loogic or businness model::
 What factors, that are taken for granted even though they no longer have value, can be
eliminated?
Are the companies over-serving the customers, increasing their cost structure for no gain?
Does the company eliminate the compromises that an industry forces the customers to
make?
Does the company discover new value to the customers by creating demand?

Figure 8: The 4-Actions Framework, (Source: Kim and Mauborgne, 2005).

Answering these questions helps the organisation to systematically explore the buyer value
elements across alternative industries to offer an entirely new experience to the buyers, by
simultaneously lowering its costs. The US wine industry is the best example for this. By creating
a wine, Yellow Tail, as a social drink accessible to every type of alcohol drinker, US based
company, Casella wines, had created a blue ocean and emerged as the fastest growing brand in
the USA and Australian wine industry (Kim and Mauborgne, 2005). But in contrast, Pollard
(2005) argues that this framework and the concept are descriptive rather than prescriptive.
Moreover, it is just used to ask the four questions (mentioned above) to the managers, but not
making those managers to act on it. So, a supplementary tool called E-R-R-C grid (Kim and
Mauborgne, 2005) is used which is studied in the next section.

2.6.3.3 The E-R-R-C Grid

This Eliminate-Reduce-Raise-Create (ERRC) grid (Figure 9), according to Kim & Mauborgne
(2005), can be used to take the required actions for the problems or issues that managers found
by using the four actions framework.

Eliminate Reduce

Raise Create

Figure 9: The Eliminate-Reduce-Raise-Create Grid, (Source: Kim and Mauborgne, 2005).

Filling this grid, gives some important benefits such as

It drives the companies to simultaneously follow low cost and differentiation
It immediately flags companies that focus only on raising and creating
It helps companies to re-think about their cost structure, product/service design
It makes discover the range of hidden assumptions made in competing.

In case of Cirque du Soleil (Kim and Mauborgne, 2005), the ERRC grid was like in figure
10.Thus, the frameworks and tools studied are the essential analytics that can be used, along with
the six principles of formulating and implementing the blue ocean strategy, to break the
competition and create a blue ocean of uncontested market space (Kim and Mauborgne, 2005).
 Figure 10: The Eliminate-Reduce-Raise-Create Grid of Cirque du Soleil
(Source: Kim and Mauborgne, 2005).

2.7 Minimizing Risk and Maximizing Opportunities

Some strategy thinkers would perceive that the BOS idea may be more risky. But in fact, it is not
a riskless strategy, that is, BOS is not about risk taking, its about risk minimisation.
Nevertheless, any red ocean organisation to create and capture Blue Ocean, principally face the
following six key issues which revolve around the strategy formulation and implementation
(Kim and Mauborgne, 2005).

1. Search Risk - addresses how to successfully identify the compelling blue ocean
opportunities out of the complicated red ocean opportunities that exist today.
2. Planning Risk addresses how to lessen the investments of efforts and time
3. Scope Risk addresses how to aggregate the greatest demand for a new offering.
4. Business Model Risk addresses how to build a robust business model that fetch
healthy profits.
5. Organisational Risk addresses how to overcome the organisational hurdles
6. Management Risk addresses how to motivate people to the best of their abilities.
The considerations of these six risk factors make the formulation and execution of blue ocean
strategy more systematic and actionable, thus leading the organisations to maximise the
opportunities and minimise the risk (Kim and Mauborgne, 2005).

2.8 Blue Ocean Strategy Formulation

According to Kim and Mauborgne (2005), the six principles of BOS help companies to guide
though its growth path by systematically reducing the risks associated (listed above) and
maximizing the opportunities available. The first four principles are associated with the blue
ocean strategy formulation.

2.8.1 Reconstruct Market Boundaries

This principle is used for identifying the paths that are available for the managers to
systematically create the uncontested market space across various industry domains. It helps the
organisation minimize its search risk. For the organisations, to open up commercially important
blue oceans by making the competition irrelevant, it suggests to focus on six conventional
boundaries of the competition. These six paths focus on looking across alternative industries,
looking across strategic groups within industries, looking across the chain of buyers, looking
across complementary product and service offerings, looking across functional or emotional
appeal to buyers, and looking across the time (Kim and Mauborgne, 2005). The biggest
telecommunications success, NTT DoCoMos i-mode, in Japan is the best example which proves
this principle. NTT DoCoMos approach of creating Blue Ocean (creating wireless transmission
text, data and pictures along with voice) came by thinking about why people trade-across the
alternatives of mobile phones and the internet.

2.8.2 Focus on the big picture, not the numbers

This principle demonstrates how to design an organisations strategic planning process to go

beyond incremental improvements to create value innovations.
 Table 2: The Four steps of Visualizing the Strategy
(Source: Kim and Mauborgne, 2005).

Although, being criticised as a number-crunching exercise that keeps the organisations locked
into making incremental improvements, it can be used as an alternative to the existing strategic
planning process by minimizing the planning risks. An example of organisation which followed
this principle and achieved success is a 150 year old European Financial Services group, which
almost yielded a 30% revenue increase in its initial year (Kim and Mauborgne, 2005).

This visualizing approach which contains a four step process as detailed above (Table 2), can be
used by the managers to focus on big picture rather than submerged numbers (Kim and
Mauborgne, 2005).

2.8.3 Reach beyond existing demand

In order to create a market of new demand, managers must challenge the existing practice of
aiming the finer segmentation to better meet existing customer preferences. Moreover, this
practice results in small target markets. But this third principle, rather than focusing on the
differences that separate the customers, helps aggregating the demand by making the
organisations build powerful commonalities across non customers (Figure 13) to maximize the
size of the blue ocean being created and new demand being unlocked (Kim and Mauborgne,
2005).

Figure 11: The Three tiers of noncustomers, (Source: Kim and Mauborgne, 2005).

Focusing on this principle helps the organisation reduce its scaling risk (Kim & Mauborgne,
2005).

2.8.4 Get the strategic sequence right

The fourth and the last principle in the formulating the BOS is getting the strategic sequence
right (Figure 12). This principle helps the organisations to build a robust business model to
ensure that the organisation make a healthy profit on its blue ocean idea.
 Figure 12: The Sequence of Blue Ocean Strategy, (Source: Kim and Mauborgne, 2005).

When the organisations start meeting these requirements of utility, price, cost and adoption, they
can overcome the risks associated with the organisations business models and the thought of
Blue Ocean would become commercially viable (Kim & Mauborgne, 2005).

2.9 Blue Ocean Strategy Implementation

The organisations, like individuals, often face difficulty while translating thoughts into actions,
whether in Red or in Blue Ocean. According to Kim and Mauborgne (2005), during this
translation phase, managers face four types of organisation hurdles. The fifth principle of the
BOS deals with these organisation hurdles which are studied in the following section.
2.9.1 Overcome Key Organisation Hurdles

Kim and Mauborgne (2005) states that the organisations hurdles are of four types (Figure 13).

Figure 13: The Organisational hurdles, (Source: Kim and Mauborgne, 2005).

Although all organisations face different degrees of these hurdles, or at least the subset of four,
knowing how to succeed over them is the key to overcome the organisational risks. The
cognitive hurdle can be overcome by waking employees up to the need for a strategic shift.
Traditionally, the greater the shift in strategy, the greater the resources need to execute it. But
blue ocean strategy helps cut the resources rather than rise. Motivating the key staff to move fast
and firmly to carry out a break from the status quo is an important and time taking task, which
managers should focus. And finally, the organisation has to take full precautions of not raising
any political issues, internal or external, in order to successfully execute the blue ocean strategy
(Kim and Mauborgne, 2005).
2.9.2 Build Execution into Strategy

The sixth and the final principle of BOS according to Kim and Mauborgne, (2005) is to build
execution into strategy. An organisation to become a great and consistent executor must align all
its members, irrespective of their level, around a strategy and make them support it. Overcoming
the organisational hurdles to strategy execution is an important step towards that end. But in the
end, an organisation needs to raise the attitudes and the behavior of its members, which
otherwise would result in the failure of the strategy and in turn the organisation.

This principle helps the organisation build its peoples trust and commitment, and inspire their
voluntary cooperation, by simultaneously minimizing the management risks of distrust,
noncooperation etc. Finally, Kim and Mauborgne (2005) recommend that, if all the six principles
of BOS are strictly followed, any organisation can create a blue ocean with an uncontested
market space and make the competition irrelevant.

But, as another side of a coin, there are more criticisms on BOS which are discussed in the
following section.

2.10 Criticisms on Blue Ocean Strategy

Although Kim and Mauborgne (2005), propose various approaches to find uncontested market
space, currently there are only few success stories of the companies who applied their theories
(www.wapedia.mobi). According to the website, this drawback persists despite the publication of
Value Innovation concept since 1990s. And moreover, the authors of BOS first presented the
successful innovations and then explained their blue ocean perspective which essentially
interpreting success through their lenses.

Kim and Mauborgne (2005), based on almost twenty years of research, used 150 successful
strategic moves from 120 years of business history and across 30 industries to bring the BOS
theory to life. But this research has been criticized on several grounds. Some of the claims were,
no control group was used for the research, no information about the failures of the companies
that used the blue ocean strategy, not following a deductive process etc.

Pollard (2005) states that, brand and communication in BOS are taken for granted and do not
represent a key for success. Pollard argues that, the authors Kim and Mauborgne (2005), had
taken the marketing of a value innovation as a given, assuming that the marketing success will
come.

It is argued, according to (www.wapedia.mobi), that rather than a theory, BOS is an extremely

successful attempt to brand a set of already existing concepts and frameworks with a highly
"sticky" idea. The blue ocean/red ocean analogy is a powerful and memorable metaphor, which
is responsible for its popularity. This metaphor can be powerful enough to stimulate people to
action. However, the concepts behind the BOS (such as the competing factors, the consumer
cycle, non-customers, etc.) are not new. Many of these tools are also used by Six Sigma
practitioners and proposed by other management theorists.

Chapter 3 METHODOLOGY

3.1 Introduction

This chapter describes the methodology used to address the research issue, including the research
philosophy, the research strategy, the research instruments and the factors for ethical
considerations.

Epistemology, according to Saunders, Lewis and Thornhill (2009), is concerned with the
acceptable knowledge in a field of study. Saunders et. al (2009) divides the epistemological
stances into Positivist, Realist, and Interpretivist (Phenomenologist). A positivist prefers working
with a visible social reality resulting in a law-like generalization similar to those produced by
natural scientists. A realist also prefers to enquire scientifically. A realist believes that, a truth is
what the senses show us as reality. An interpretivist admits that, it is important to understand the
differences between humans in our role as social actors. This highlights the differences between
conducting research among people rather than objects.

3.2 Research Philosophy

The philosophy for this research is closely related to the interpretivist paradigm, because the
interpretivism, according to Saunders, Lewis and Thornhill, (2009), is concerned with the way
people interpret the social roles in their everyday life in accordance with the meaning they
provide to these roles and the way they interpret the social roles of others in accordance with
their own set of meanings. On the other side Saunders, Lewis and Thornhill, (2009) argue that, it
becomes vital for researchers to adopt a simple approach, enter the social world of their research
subjects and understand their view of the world.

Saunders, Lewis and Thornhill, (2009), emphasize that axiology, a branch of philosophy that
studies judgements about values, is very important for a researcher. They state that, the
researchers own values playing in all stages of the research process, is of great importance in
making the research results credible. Supporting this, Fisher (2007) states that, unless the
researcher has an insightful knowledge of his/her own values and thinking processes, he/she
cannot understand how others may make sense of things.

The researchers values and knowledge of strategy, in context of retail management, were
strongly aligned to those of the Wilkinson, so there was an inevitable element of subjectivity in
the study which was considered throughout the research process. In epistemological terms, the
study is focused on the collection of qualitative and numerical data.

3.3 Research Strategy

The research was developed based on the research aims which are related to the examination of
the strategic management of Wilkinson. Accordingly, the researchers theoretical (academic)
knowledge and the practical experience gained as an employee of Wilkinson, was also
considered.

Following the consideration of the research issue, the researcher identified a preference for an
interpretevist research philosophy. The reason behind this selection was, the researcher had to
interpret the responses of others, the participants, in Wilkinson according to his own set of
meanings and actions. Hence, the researcher identified a preference for a blend of qualitative
data through semi-structured face-to-face interviews and numerical data through online
questionnaire, and decided as the most appropriate strategy to the achievement of the research
aims.

3.3.1 Justification of the selected paradigm and methodology

If the research is operated in the interpretive paradigm and the approach used for the research is
largely inductive, then the research would be based on the qualitative data (Saunders, Lewis and
Thornhill, 2009). The research methodology and the use of questionnaires reflect the exploratory
nature of the research question and are justified by the researchers philosophical preferences.

Semi-structured face-to-face interviews were conducted with the managers in order to collect the
data. A justification of this approach can be found in the Saunders, Lewis and Thornhill (2009)s
discussion of research methods. According to Saunders et. al, the semi-structured face-to-face
interviews are very useful for exploratory studies and can sometimes be used in explanatory
studies. The important topics covered in this semi-structured face-to-face interview were related
to competitive environment and the strategies for managing competition. However, because of
the time constraints and the unavailability of the resources, the number of these interviews
conducted was less. So an alternative method to evaluate the perceptions of the research issues,
the researcher had provided a laptop in the staff room of Wilkinson.

3.3.2 Rejected Methods

The researcher considered the issues related to the use of group interviews in order to obtain the
perspective of the larger number of employees. Saunders, Lewis and Thornhill (2009) states that,
although group interactions may lead to a highly productive discussion, certain participants may
try to dominate the interview whilst others being idle. The authors argue that, this may create
unreliable data. This would have been a major concern in this study because of the possible
existence of power imbalances between store heads and the floor staff. Hence, the usage of group
interviews was not considered.

3.4 Research Design

The key reason for undertaking this research in Wilkinson is the idea of the researcher to conduct
the exploratory study based on the collection of the qualitative data from the semi-structured
face-to-face interviews with the managers. The purpose of interviews would be examining
strategic management approaches.

3.4.1 Design of Research Instruments

This research study was conducted by making use of semi-structured face-to-face interviews and
the questionnaire. These research instruments were designed to collect or gather the qualitative
data related to the research issue and the research aims, which would subsequently analyzed.

3.4.2 Semi-Structured Interview Questions

A set of interview questions, related to the research, are derived from literature review and are
used during the semi-structured face-to-face interviews with the managers. These questions can
be found in the appendix section. However, more responses were obtained from questionnaire,
which is discussed in the following section.
3.4.3 The Questionnaire

A set of questions, whose responses are rated by the participants, were used to collect data using
the Likert-style rating scale (Saunders, Lewis and Thornhill, 2009). The paper based
questionnaire were designed and created. The created questionnaire was then provided to the
manager and four other staff members of Wilkinson, naming it as Pilot-Testing, in order to find
out the comfort level of answering the questions. After the pilot testing, the researcher had
decided to take this questionnaire online, because of the threat of losing the data. Then with some
modifications, the survey questionnaire was re-created online in a website named
www.surveyconsole.com. The questionnaire included different types of questions such as, likert-
style rating questions (with options 1 Strongly disagree; 2 Disagree; 3- Cannot say; 4
Agree; 5 Strongly Agree), multiple answer questions, and open text questions for feedback etc.
After creating the questionnaire, its web-link,www.wilkostrategicassessment.surveyconsole.com,
with an explanatory letter (Appendix) has been sent to the electronic-mail addresses of co-
employees and the employees at other branches of Wilkinson. The questionnaire (Appendix) is
aimed to find out the current strategic approach of Wilkinson and check the opportunities for
implementing the BOS.

3.5 Research Procedures

The researcher contacted the then store manager for getting the permission to carry out the
research study and gained access to the corporate website and other documents of Wilkinson.
The purpose and the nature of the study have been clearly explained and sought the permission to
approach various staff members of Wilkinson. The same was explained to the new and current
store manager and retained the permission.

3.5.1 Administration of the Research Instruments

First of all, after receiving a formal confirmation from Wilkinson to perform the research, the
researcher had contacted the relevant managers of other branches through email and explained
all the important aspects that are related to the study. It was informed that the semi-structured
face-to-face interviews would be conducted in order to find their views about the research topic.
And also, before the start of the interview, managers were given an overview of the research
issue.
Secondly, the web-link of the questionnaire that was sent to the participants was stored using a
secure username and password. All the responses received were saved in a separate folder
created in the website. Simultaneously, the day-to-day statistics of the responses were
downloaded onto the researchers personal computer system. The researcher having a
background of Information Technology has sufficient knowledge of solving the issues online.
But until the questionnaire link was made de-activated, there were no issues from participants.

3.5.2 Reliability of the Data

According to Saunders, Lewis and Thornhill (2009), the lack of standardization in the semi-
structured face-to-face interviews may lead to concerns about reliability and particularly in
interviewer bias. Supporting this, Holloway (1997) states that, the researcher acts as an important
instrument in the entire research process as they can influence the study both positively and
negatively depending upon the situations. The researchers own values and definitions of
strategy in terms of the retail strategic management were strongly aligned to those of Wilkinson.
Therefore, the researchers own perspective about the research topic presented a degree of
subjectivity which was considered during the process of conducting interviews and in analyzing
the data that was collected.

It is very important to create a record of an interview and its related data immediately after it has
taken place (Saunders, Lewis and Thornhill, 2009). This helped the researcher to control the bias
and produce a reliable data analysis. If on the other side it was not implemented, the data could
have been mixed up. Although Fisher (2007), states that every researcher undertaking a semi-
structured face-to-face interview will normally prefer to audio/video record the interview, but the
researcher has decided not to use one. He believes that relying on his skill and strength is better
than relying on an audio/video recorder. Hence, the researcher opted usage of his keyboard
skills. The interviewees were pre-informed about this method of note taking and had their
acceptance.
3.6 Ethical Considerations

The researcher has considered possible and relevant ethical issues throughout the study.
According to Saunders, Lewis and Thornhill (2009), one of the key stages for consideration of
the possible ethical problems is when a researcher seeks access to an organisation. However, in
this study, as the researcher belongs to Wilkinson, he managed to address this vital consideration
by getting prior approval for the research.

This study did not consider the participation of Wilkinsons customers, so there were no ethical
considerations of customer confidentiality. However, the issues related to the privacy of the staff
who participated in the study and the ways of collection of data has been duly considered.
According to Fisher (2007), the issue of informed consent is a key issue in the research ethics.
The researcher however did not prepare any formal participation information sheet or a consent
form, but provided an overview of the research study before every interview.

At the start of the interview, the interviewee was informed that all their information would be
confidential. And also, it was made clear to the interviewees that, the interview is entirely
voluntary. In the sense, they had the right not to answer to any question or can drop off the
interview at any stage.

Finally, during the entire research process, proper care was taken to check that the interviewees
were comfortable and happy to proceed.

3.7 Summary

This chapter provided an outline of the methodology used for the current study. The research
philosophy that supports the research has been referred. The research strategy used for
performing this research has been explained and justified. A proper discussion of the research
design, research instruments, and the research procedures are described. And finally, the ethical
considerations were discussed.

Chapter 4 FINDINGS

4.1 Introduction

This chapter provides the information about the key findings of the study, and these findings are
based on the data gathered from the semi-structured face-to-face interviews with the managers,
semi-structured face-to-face interviews with co-employees, questionnaires and some secondary
data gathered from Wilkinson website and its annual reports. This chapter provides an outline of
the data that was gathered, an explanation and the justification of the methods used for data
analysis and a discussion of the findings.

4.2 Overview of the Data

The research instruments were designed to gather data related to the current strategic approach of
Wilkinson and to find the BOS implementation opportunities. The data has been collected in the
form of semi structured face-to-face interviews with the managers, semi structured face-to-face
interviews with the co-employees and the online questionnaires. There were eighteen questions
in the in the interview with the managers and thirty two questions in the online questionnaire.
The online responses have been collected throughout the active period of the questionnaire.
Here, the active period (30 days for this research) is the period of the license to conduct the
survey online in the surveyconsole.com. The data in the form of responses has been collected
from four different branches of Wilkinson. The data has been obtained from employees at
varying levels - Managers; Assistant Managers; Supervisors; Till Supervisors; Admin
Supervisors; Section Leaders; and Customer Service Executives (Floor Staff).

For analyzing Wilkinsons current strategic management, the researcher used a tool called
Strategic Quotient (adopted from strategy4u.com) which helps in understanding the strategic
planning of the organisations. The questions of the strategic quotient were rephrased and then
made specific to Wilkinson.
4.3 Anaalysis of Parrticipants aand Respon
ndents

The ressearch has been conduucted in four differentt branches of Wilkinsson. The paarticipants
(Figure 14) in the semi-strucctured face-to-face inteerviews werre two storre managerss and one
assistannt store mannager. The thhree managgers had worrked for Wiilkinson forr more than ten years.
These managers
m haave also partticipated in a survey connducted throough questiionnaires.

F
Figure 14: R
Response Raate of the Suurvey

The Quuestionnairees were diistributed too twelve ssupervisors who weree selected from the
organisaations stafff list providded by the rresearcherss store mannager. Thesee supervisors include
seven ffloor supervvisors, fourr till superrvisors, andd an adminnistration ssupervisor. All these
supervissors had beeen working for Wilkinsson for over five years.

Seventeeen customeer service exxecutives along with thhree section leaders werre selected aat random
from thee staff lists of Wilkinsoon. All thesse members have been working forr Wilkinsonn for more
than twoo years.

Most off the particcipants com

mpleted the questionnaaire withoutt stating theeir name. Y
Yet, these
questionnnaires weree included iin the researrched data aanalysis, as it was decided that nott knowing
mes of the pparticipants did not neggate the ressponses thatt have beenn provided. Although
the nam
most off the questioons are Likkert-Style Raating questiions, there w
were some questions which
w ask
participaants to proovide the rresponse inn the form
m of text (writing
( com
mments). B
But many
participaants have leeft these quuestions unaanswered. H
However, thhe content of
o the questtions were
designedd in such a way thhat their inntended ressponses weere clear, so the unccompleted
questionnnaires weree also considered for thhe analysis.
4.4 Findings

The collected data from the semi-structured face-to-face interviews with the managers and the
online questionnaires about Wilkinson has been analysed and clustered into the following:

Finding-1: Customers Shopping at Wilkinson

Finding-2: Current Competitive Position
Finding-3: Strategy Formulation
Findiing-4: Strategy Execution
Finding-5: Current Strategic Canvas
Finding-6: Eliminate-Reduce-Raise-Create factors for BOS implementation
Finding-7: Differentiation focus and/or Cost-cutting focus
Finding-8: Approach to Industry Boundaries
Finding-9: Existing market space Vs new Untapped market space

Narrative Overview of Finding-1: Customers Shopping at Wilkinson

According to one of the interviewed managers, the corporate strategy of Wilkinson is to deliver
the quality retail goods through excellence in customer service at the lowest possible price. A
similar response was obtained from the online questionnaire survey. For the question Why
customers shop at Wilkinson?, 63.36% of participants had given the answer as Low costs and
Customer Service Quality (34.65 % of participants had chosen Low costs, 28.71% of participants
had chosen Customer Service Quality) (Figure 15).

Although Wilkinson states that, it provides discounts and promotional offers every day (Annual
Report, 2010), only 16.83% of participants had believed it as the reason for the customers
shopping at Wilkinson. The type of products, own-brand and the non-own brand products, also
attract the customers but to a less extent compared to the other three factors mentioned above. In
figures, 7.92% and 11.88% of participants believe own-brand and non-own brand products
respectively.
 Figgure 15: Cuustomers Shop at Wilkinnson

Narrativve Overview
w of Findingg-2: Current Competitivve Position

To undeerstand the current com

mpetitive position of W
Wilkinson, thhe researcheer had considered five
factors Growingg faster; ffocus on iddentified taarget markeet; need fo
for a strateegic shift;
effectiveeness of thee current bussiness strateegy; flexibillity to new trends
t (Figuure 16).

To undeerstand the growth of W

Wilkinson, the questionn In UK, ddoes Wilkinsson is grow
wing faster
t the partiicipants. In response,
than anny other stoore in the rretail industtry? has beeen asked to
58.82% of particippants agreed (and stroongly agreeed) that the organisatioon is comppetent and
growingg faster. Buut, only lesss than half of the partiicipants (377.14% and 2.86%) believed that
Wilkinsson focuses on the idenntified target market. Foor this, 42.886% of partticipants hadd believed
that therre is a need for a strateggic shift.
 Fiigure 16: Cuurrent Comppetitive Posiition

Howeveer, this shiftt is dependedd on how efffective the current business strateggy is. Almoost 31.43%
of partiicipants aree in dilem
mma about the effectiiveness of the currennt business strategic
implemeentation, annd only 25.72% of parrticipants believe
b that there is noo need to change the
current business sttrategy. Finnally, moree than half (51.43%) of the partticipants beelieve that
Wilkinsson is moree flexible too new trennds in the iindustry, w
which could be helpfull in being
competeent.

Narrativve Overview
w of Findingg-3: Strategyy Formulatiion

mulate a strrategy, the researcher had considered three factors: Cleear Target
To effectively form
Marketss; Knowleddge of Proffit Marginss; and the knowledge of the coompetitors strengths,
weaknesses and strrategies. Frrom the online questionnnaire survvey, the reseearcher hadd observed
most half (448.57%) off the particiipants had bbelieved thhat Wilkinsoon has a cllear target
that alm
market (Figure 17)). A majoritty of the paarticipants (668.57%) asssume that W
Wilkinson hhas a good
knowleddge of the profit marggins for eacch of its prooduct/markeet segmentss. However, focusing
only on the profit m
margins mayy not be a good idea as it focuses only
o the salees, not comppetition or
overcom
ming its com
mpetitor. Thhen, to knoow about the competitoors strengthhs, weaknesss etc, the
questionn Wilkinsonn is well aw
ware of the sstrengths, weaknesses, and
a strategiies of its com
mpetitors
has beenn included iin the questiionnaire. Foor this, only 17.15% of tthe

Figgure 17: Facctors considdered for stuudying Strateegy Formulation

This could bbe a good annd positive sign for an effective foormulation
participaants had an objection. T
of strateegy.

Narrativve Overview
w of Findingg-4: Strategyy Implemenntation

To find,, whether W
Wilkinson is effectively implementiing the strattegy, the ressearcher hadd included
questionns about thee business strategy, creativity and innovation, change in tthe businesss strategy,
managers motivatiion to staff, and availabbility of diffferent strateegies.

Interestiingly, althoough 42.86%

% of particiipants said that there is a need too change thhe current
businesss strategy of
o Wilkinsonn (Figure 188), more thaan half (54..29%) of thee participannts believe
that Willkinson has a clear, sim
mple and easy to understtand businesss strategy.
 Figuree 18: Factorss consideredd for studyinng the Strateegy Implem
mentation

Creativiity and Innoovation migght be in thhe strategic design or pproducts/serrvices, 51.433% of the
participaants believee that it is present
p in W
Wilkinson. For effectivvely implem
menting the strategies
and oveercoming itss competitorrs, the reseaarcher consiidered the aavailability of
o different strategies
as an im
mportant facctor. So, a question
q Wilkinson hass different strategies to beat the coompetitors
Wi
and/or be in the ccompetition has been included inn the questionnaire. Foor which there was a
positivee response frrom 57.58%
% of particippants. For otther factors such as, neeed for a straategic shift
and mannagers mottivation to sttaff had a poositive respoonse from 117.14% and 37.14% resspectively.

Narrativve Overview
w of Findingg-5: Current Strategy C
Canvas

To undeerstand the current possition of W

Wilkinson, thhe researcheer had decidded to draw
w a canvas
named aas Strategy Canvas by consideringg the various competingg factors suuch as: Diffeerentiation
focus, C
Cost-cuttingg focus, Thrreat from thhe competitoors of the oown(retail) iindustry, Thhreat from
the com
mpetitors of tthe other inddustries, Neew to the woorld servicess, adapt to trends,
t and sshape new
trends. 24.24%
2 of participants
p believe thaat there is a differentiattion focus in the organnisation. A
% of participants belieeve that Wilkinson is strongly foocused on ccutting its
majorityy of 72.73%
unnecesssary costs.

Figure 119: Strategyy Canvas to find the currrent positioon of the Orgganisation

Almost same (66.666% and 622.50%) num

mber of partticipants beelieve that thhere is a thhreat from
both thee competitoors of the oown industrry and the competitors
c s of other inndustries. 118.75% of
participaants believee that Wilkkinson is foocusing on providing new to thee world serrvices. To
sustain in the marrket, 18.18%
% of particiipants belieeve that Wiilkinson shaape (create)) the new
trends and
a 31.24%
% of particippants believve that it addapts to new
w trends. Byy using theese values,
with thee competingg factors onn X-axis andd percentagge of particiipants on Y-axis, a graaph/canvas
has beenn drawn as shown
s in thhe Figure 19.
Narrative Overview of Finding-6: Eliminate-Reduce-Raise-Create factors for BOS
implementation

According to Kim and Mauborgne (2005), for effectively implementing and reconstructing the
buyer value elements in crafting a new value curve, the Eliminate, Reduce, Raise, Create factors
are to be considered. To find out these factors, the researcher had included questions (with
multiple answer choice) related to them. The responses from the participants are shown in the
below table 3.

Eliminate Reduce

Outdated Policies - 50.00 % Stock Loss (wastes) - 42.86 %

Underperforming Stores - 31.25 % Unnecessary Costs - 35.06 %
Elderly Staff members - 15.62 % Non-own brand products - 10.39 %
Others - 3.12 % Number of Staff members - 10.39 %

Raise Create
Kiosk Shopping
Customer Service Standards - 24.53 % (In store & External) - 29.25 %
Advertising Standards - 23.58 % Buyer-Specific stores - 21.70 %
Own brand products - 18.87 % Franchising - 21.70 %
Young and Talented staff - 18.87 % Theme-Oriented
Usage of environmental Store design - 17.92 %
friendly products - 14.15 % Periodic Payments - 9.43 %

Table 3: Eliminate-Reduce-Raise-Create factors for BOS implementation

Narrative Overview of Finding-7: Differentiation focus and/or Cost-cutting focus

The main aim of this research is to study the current strategic approach of Wilkinson and suggest
BOS, if not followed. For implementing this BOS, differentiation focus and the cost-cutting
focus are the base points (Kim and Mauborgne, 2005). For this purpose, the researcher had
included the questions related to the differentiation and cost-cutting factors. The question related
to diffeerentiation w
was Wilkinnson has itts own nichhe in the m
market/ Willkinson triess to offer
servicess different ffrom other organisations, for w
which there was a positive respoonse from
24.24% of participaants.

Figure 20:
2 Differenttiation and/oor Cost-Cuttting Focus

Similarlly, for the qquestion rellated to costt-cutting, W

Wilkinson iss trying to ccut its costss 72.72%
had respponded posiitively. Theese values arre plotted oon a graph as
a shown inn the below figure 20.
X-axis repreesents the differentiatioon and the cost cutting ffactors and the Y-axis rrepresents
Where X
the perccentage of tthe participaants. From the figure, it can be oobserved thaat Wilkinsoon is more
focusingg on cost-cuutting than ddifferentiatinng itself.

Narrativve Overview
w of Findingg-8: Approaach to Industry Boundarries

To creaate a blue oocean by brreaking the competitionn, the creattion or the reconstructiion of the
market boundaries has to be iimplementeed (Kim andd Mauborgnne, 2005). To discoveer whether
there w
were any sysstematic paatterns for reconstructin
r ng industryy boundariess, the reseaarcher had
considerred to studyy the threats from its competitors.
 Figuure 21: Apprroach to Inddustry Bounndaries

For the question, W

Wilkinson has
h a threat ffrom the coompetitors in
i the retail industry, 666.66% of
participaants has annswered Yees. And foor a similar question, Wilkinson hhas a threatt from the
competiitors of the other indusstries, 62.660% of parrticipants haad answeredd Yes. Ussing these
values, a plot is draawn as show
wn in the figgure 21 where the X-axxis resembles the threaats and the
Y-axis resembles
r thhe percentaage of particcipants. Froom the values it can bee observed tthat, there
are almost an equaal amount oof threats froom both thee competitoors of the reetail industrry and the
competiitors of the oother industtries.

Narrativve Overview
w of Findingg-9: Existingg market spaace Vs new Untapped m
market spacce

Creatingg a blue oceean is creatinng a new deemand and tthis new dem
mand is posssible by creeating new
to the w
world produccts/services,, creating neew trends ettc (Kim andd Mauborgnne, 2005). T
To find out
whetherr Wilkinsonn can creatte a new ddemand by creating a new trendd, the reseaarcher had
includedd the follow
wing questioons in the quuestionnairee, Wilkinsonn focus on ddeveloping nnew to the
world services,
s W
Wilkinson strive
s to addapt to new
w trends whhen compettitors has pproven its
potentiaal by makking a prrofit from it, Wilkkinson triees to undderstand thhe future
trends/teechnologicaal advanceements befo
fore compeetitors. Thhe participaants who positively
respondded to these questions were
w 18.75%
%, 31.24%, aand 18.18%
% respectivelly. These vaalues were
plotted oon a graph aas shown inn the figure 222. The X-aaxis represennts the new to the worlld services
and trennds, and Y-aaxis represeents the perccentage of participants.
p . From the ffigure it cann be found
that, Wiilkinson is more focussed on adappting to trennds than offfering new tto the world services
and creaating/shapinng the trendss.

Figuure 22: Existing Markett Space Vs N

New Untappped Market Space

mmary
4.5 Sum

This chaapter has prrovided an ooverview off the collectted data, analysis of thee participannts and the
key finddings of thee research. A
All the finddings were eexplained by using barr diagrams. However,
detailedd discussion of these finndings can bbe found in tthe followinng chapter.
Chapter 5 ANALYSIS & CONCLUSION

5.1 Introduction

The current chapter analyses the key findings of the research that is associated with the strategic
management of Wilkinson. It also presents a critical evaluation of the adopted research
methodology and considers the findings in the context of literature that was studied in chapter 2.
Conclusions about the research are drawn and then present the overall conclusions about the
implications of the findings of the research issue. Finally, the limitations of the study and the
opportunities for further research are described.

5.2 Critical Evaluation of Adapted Methodology

The methodology used for this research has been detailed in chapter 3 along with the
justifications and their limitations. However, in this chapter, these research methods are critically
evaluated with respect to the success and failure of each.

5.2.1 Semi-Structured Interviews

In order to collect the qualitative data for triangulating the numerical data that was collected
from the online questionnaire, the semi-structured face-to-face interviews were used. Prior to the
interviews, the participants were provided with sufficient information about the purpose of
interview. Although, relevant information was obtained from these interviews, the time spent on
the interviews was considerably short due to the availability of the resources. Moreover, for
taking notes of the interview, the researcher had to spend considerable time and effort.

5.2.2 Online Questionnaire

The data obtained from the semi-structured face-to-face interviews, and the questions fetched
from the BOS theory are used in creating the online questionnaire. The basic idea of using the
online questionnaire is to get information about the perceptions of the employees about the
Wilkinsons strategic approach. Although, the electronic distribution of the questionnaire had a
response rate of 97.22%, which can be considered as successful, it may have affected the data
collected because of some employees who might not had enough time to properly read the
question and think about their responses. Furthermore, more costs and efforts would have been
incurred by the researcher in order to make the employees answer the questionnaire more
elatedly and patiently.

5.3 Analysis and Conclusions

Why Wilkinson? From the semi-structured face-to-face interviews with the store managers, it was
understood that the customers shop at Wilkinson because of the Quality of the Customer Service.
But when the same question was asked through the online questionnaire, it was observed that
maximum participants (34.65%) have chosen Low costs as the main reason for customers
shopping at Wilkinson (Figure 15). From the organisation point of view, having both these
factors may seem favorable, but when keenly observed, it is understood that the expectations and
the beliefs of the store managers are slightly mismatching with those of their staff. On the other
side, although the organisation emphasizes on everyday low prices (wilkinsonplus.com), from
the figures it seems customers are not that attracted towards this slogan.

The other considerable factor is promotional offers which are offered seasonally such as
Christmas offers, Spring offers, Halloween offers etc. According to 16.83% respondents,
promotional offers attract the customers to shop at Wilkinson. But as these offers are seasonal, it
might become irrelevant for the organisation to completely rely and relate these factors to the
organisation growth. So, it is suggestible to focus on the type of products too.

According to the Wilkinsons magazine (Wilko-Own Brand, 2010), there are almost 9500 own
brand products (OBP) which already accounted for 38% of total sales in 2010. But only 7.92% of
questionnaire respondents have shown this as a reason for customers visiting the store. The
reason behind this gap could be lack of necessary information systems at store level to monitor
the product profitability in an accurate and timely manner. Supporting this, Forrester (1995)
states that, most of the European retailers lack providing critical information to its store level
employees, because they assume that providing key information such as commercial
investments, logistics costs and financial data to the store level employees, who mostly are
temporary workers, could be a threat to the company. However, for the Wilkinson to attract more
customers and grow steadily, it is suggestible that it should consider providing at least basic data
about its OBPs to the store level employees and keep focusing on all other relevant factors,
which are generally implemented in strategy formulation stage (Anthony and Govindarajan,
2001).

Total % of participants
Current Competitive Position agreed (and strongly
agreed)
Growing faster than any other store in the industry 58.82

Focus on the identified target market 40.00

Need for a strategic shift 42.86

Need to change the current business strategy 31.43

Flexibility to new trends 51.43

Strategy Formulation

Clear target market 48.57

Knowledge of profit margins 68.57

Knowledge of strengths, weaknesses, and strategies of its
51.43
competitors
Strategy Implementation

Effectiveness of the strategy (clear, simple & easy) 54.29

Supports Creativity and Innovation 51.43

Managers motivation to staff regarding strategy implementation 37.14

Availability of different strategies to overcome the competition 57.58

Strategy Quotient (Average) 49.46

Table 4: Factors considered for Strategy Quotient Calculator
(Adopted from strategy4u.com)
But, prior to strategy formulation, it is necessary to understand what the current strategic
approach is and where the organisation currently holds the place in the market place
(strategy4u.com). So, to understand the current strategic approach of Wilkinson, the researchs
first aim, a tool called Strategy-Quotient Calculator (adopted from strategy4u.com) is used. The
factors considered and their findings are tabulated in table 4.

Based on the responses to these factors, the Strategy Quotient Score (SQ Score) of Wilkinson is
49.46. According to position table (Table 5) provided by stagevu.com, Wilkinson is in
competitors cross-hairs and is almost dazed and confused. This answers the first aim of this
research.

SQ Score Current Position of the Organisation

90 100 King of the Competition for now!

70 90 Little Improvement Needed

50 70 Dazed and Confused

30 50 In Competitors Cross-hairs

0 30 Organisation for Extinction

Table 5: Strategy Quotient Calculator

(Adopted from strategy4u.com)

An SQ score in this range would indicate that the organisation is too much focused on
operational issues and the short-term results. The reason behind this could be the decisions that
are made on event-by-event basis rather than being made with a set of strategic parameters
(Robert and Racine, 2001). But, when the history of the organisation is seen, it can be understood
that there is a steady growth throughout its life since it opened its very first store in 1930s. And
this was possible because of the organisations long-term focus and results (wilkinsonplus.com).

The derived SQ score pose a threat of competitive tactics. The reason behind this could be a
fuzzy vision. The differing views of the strategic vision among the management team could
cause an inconsistent operational performance and surprises frequently by the competitive
tactics. (Robert and Racine, 2001). Contrasting this, more than half of the participants (57.58%)
believe that Wilkinson has different strategies to overcome the competition. Although this is a
positive sign for the organisation, it has to be alert with the strengths and the strategies of the
competitors, otherwise the operational performance would be even worse (Holland, 2000).

The derived SQ score, 49.46 almost resembles the dazed and confused score (Table 5).
According to Robert and Racine (2001), a dazed and confused score would resemble that there is
some degree of the ambiguity in the management team over strategy which is generally focused
on either low costs or differentiation but not on both. This ambiguity causes periodic
disagreements over the strategic direction. However, if this ambiguity is removed, the
organisation will achieve maximum success (Robert and Racine, 2001). But, the question How
to remove this ambiguity?, or in other words, how to maintain low costs by being different?
arises. The solution for this, according to Kim and Mauborgne (2005) is BOS. But in order to use
this BOS, an organisation must first draw its strategy canvas and check whether the organisation
can follow the four-action framework (Kim and Mauborgne, 2005). So, the researcher made an
attempt to draw the strategy canvas, shown in figure 19, for Wilkinson. Parts of the strategy
canvas are taken in order to discuss whether the BOS can be implemented in Wilkinson.

Part-1: Differentiation and/or Cost cutting strategies

From the first part of the strategy canvas (figure 19), it is observed that the organisation is
strongly focused on cost-cuttings (supported by 72.72% of participants) and is substantially less
focused on differentiation (supported by 24.24% of participants). It means Wilkinson has both
differentiation and low costs focus. But how far, these two strategies help Wilkinson gain
competitive advantage is to be questioned. As a solution, although there is a false assumption in
the strategic literature of differentiation and low costs business strategies being inconsistent, Hill
(1988) suggests that, differentiation can be a means for the organisations to establish an overall
low-cost position, and this combination could be helpful in creating a sustainable competitive
advantage. This combination according to Kim and Mauborgne (2005) leads to Value
Innovation, a directive for BOS.
From the figure 20, it is understood that Wilkinson has a slimmed cost structure, which might
mean the costs are spend only on the development and labour, rather than spending on high fixed
costs (Kim and Mauborgne, 2005). 72.72% of respondents believe that Wilkinson is focusing on
cost-cuttings. This focus on costs helps to understand the fact that the organisation is in a
development and expansion phase. This statement is strengthened by the current phase of
Wilkinson which is planning and working towards establishing 500 stores by 2012 (Annual
Report, 2010). However, the organisations which state that they are cost-conscious naturally
spend high during expansion, which are expected to be at the expense of the innovation and
quality (Robert and Racine, 2001). The competition can also be seen as impacting the
organisations cost-cutting focus. In order to increase the profitability, most of the organisations
strive to achieve low costs, but the problem is determining where to draw the line, for so called
Value Innovation. From the questionnaire, it is understood that Wilkinson is more cost-focused
and less differentiation focused. Hence, it is concluded that the organisation is not pursuing the
value innovation in line with BOS (Kim and Mauborgne, 2005), the second aim of this research.

Part-2: Approach to Industry Boundaries

Wilkinson, according to 66.66% of participants (Figure 21), perceive increasing competition

from the existing ones and/or new entrants in the own industry. It is evident that the market is not
well-defined. Wilkinson, according to 48.57% of participants, lacks the knowledge of its
competitors. This might be because of not conducting the in-depth competitor analysis or might
be finding it difficult to define or might be unaware of its competitors. This general view of
fuzzy market space and the competitive boundaries indicate that Wilkinson looks across industry
boundaries but do not try to outperform its competitors within the own industry by grabbing a
bigger share of the existing market (Kim and Mauborgne, 2005).

Most of the organisations experience a higher, or at least considerable, threat from the
competitors of the other industries. Wilkinson (according to 62.60% of participants) is also
experiencing a threat from the competitors of other industries. To overcome these threats,
Wilkinson has to offer products and services to different buyer groups across industries. Thus,
looking across various industries which is similar to looking across the chain of buyers, one of
the principles of BOS (Kim and Mauborgne, 2005), strongly advices Wilkinson to implement
BOS, the third aim of this research.

Part-3: Compete in Existing Market Space Vs Creating New Untapped Market Space

From this part of canvas (Figure 22), it is understood that Wilkinson offers products and services
that are relatively broad. It mainly focuses on revising and improving the existing products or
service lines. But its focus is neither to invent new-to-the world services for a new unused
market space nor participate in shaping the trends of the industry. According to Kim and
Mauborgne (2005), this type of organisation operates in Red Ocean. This was also proved in the
questionnaire, in which, almost 45.71% of participants believe that Wilkinson is not having a
clear, simple, and easy to understand strategy for handling competitions. Rather it focuses mainly
on increasing its number of stores, developing its services and technologies and gaining
recognition and attention to its products or services (wilkinsonplus.com).

From the figure 22 it can be observed that, Wilkinson is more focused on adapting to industry
trends. Although the organisation is focusing on influencing the industry trends, it is
simultaneously forced to adapt to other external changes and trends in the industry. Wilkinson
will not be successful, if it closes its eyes for the surroundings, only focusing on its main
objective. It should create the trend in a new market space where the competition would be
irrelevant, which according to Kim and Mauborgne (2005) is Blue Ocean Strategy, the researchs
third and final aim.

5.3 Overall Conclusion

The fluctuating market presents continuing challenges to the retailers. It is becoming impossible
to capture all customers with one operation or a strategy, though they are offered a wide choice
of shopping experiences. Therefore, the retailers must first identify the strong implications of a
new buyer market, define their market space and direct their strengths to solve the specific
market issues such as making competition irrelevant (Lewison, 1994).
Success, which has been changing according to markets, level of competition, technology,
consumer attitudes and demographics etc., will be depending upon the level of retailers
understanding about the value innovation, buyer needs and expectations. Thus, in order to
become a retail industry leader, Wilkinson has to create a new market space by coming out of the
competition, and focus on the buyer needs, values and expectations.

5.5 Limitations of the Research

The researchers approach in conducting the literature review in chapter two has some
limitations which should be acknowledged. Firstly, other than texts, the researcher had gathered
data relying on the journal databases such as EBSCOhost (Elite), Sciencedirect, Wiley
Interscience, and Emarald. This reliability might have caused the researcher to overlook some of
the crucial viewpoints on the strategic implementation and BOS. Secondly, the researcher had
searched the articles using the keywords strategy formulation, strategy implementation, and
blue ocean strategy, which might resulted in the omission of some other important and more
relevant articles. Finally, rather than four branches of Wilkinson, considering more would have
fetched a specific and detailed outcome.

5.6 Opportunities for Future Research

The current research provides several opportunities for future research as listed below

1. Most of the current models and frameworks of strategy implementation are just updated
versions (with added variables) of the previous works (Okumus, 2001, Beer and Eisenstat, 2000,
Noble and Mokwa, 1999, and Skivington and Draft, 1991). Some authors even re-group
variables from different angles, which cannot be tested empirically (Noble and Mokwa, 1999).
Thus, there is an opportunity for further research to focus on developing new comprehensive
strategy implementation frameworks.

2. BOS suggests organisations to make competition irrelevant by shifting its focus away from
competition and create uncontested market space by focusing on buyer value (Kim and
Mauborgne, 2005). This theory focuses on buyer value rather than customer value. So, there is
an opportunity for future research to find whether Can Blue Ocean Strategy be seen as a
customer-oriented strategy?

3. In the current turbulent retail market, Wilkinson is facing many environmental challenges like
most other retailers in UK (Wilkinson Annual Report, 2010). There is an excellent opportunity to
study, how the BOS helps Wilkinson to overcome its one of the major challenges, be
environmentally smart.

5.7 Recommendations

Based on the results obtained from the research conducted, the researcher recommends
Wilkinson to:

Abandon all possible outdated and irrelevant policies that do not make anymore profits.
Reduce unnecessary stock losses / wastes, and power consumption during daytime
Raise the customer service and advertising standards up to the customers expectation
levels
Introduce Kiosk shopping (In-store and external) and allow franchising to gain more
profits.

 BIBLIOGRAPHY

Journals:

Anonymous, (2007). Blue Ocean Strategy book review. UNITAR E-Journal, Vol. 3(2).

Bryant, L., Jones, D. & Widener, S., (2004). Managing Value Creation within the Firm: An
Examination of Multiple Performance Measures. Journal of Management Accounting Research,
Vol. 16, pages 107-131.

Burke, A., Stel, A. V. & Thurik, R., (2010). Blue Ocean Vs Five Forces. Harvard Business
Review, Pages 2.

Burt, G. G., (2007). Swim Blue Ocean: Competitors disappear. Journal of Leadership
Excellence. VOL 24(5), Pages 4.

Grant, R.M., (1991). The Resource-Based Theory of Competitive Advantage: Implications for
Strategy Formulation. California Management Review; Vol. 33(3), pages 114135.

Heide, M., Grnhaug, K., & Johannessen, S., (2002). Exploring Barriers to The Successful
Implementation of a Formulated strategy. Scandinavian Journal of Management, Vol. 18, pages
217-231.

Ittner, C. D. & Larcker, D.F., (2003). Coming up short on nonfinancial performance

measurement. Harvard Business Review, pages 88-95.

Kilmann, R.H., Saxton, M.J. and Serpa, R., (1986). Issues in Understanding and Changing
Culture. California Management Review, Vol. 28, page .89.

Kim, W. C. & Mauborgne, R. (1997). Fair Process: Managing in the Knowledge Economy.
Harvard Business Review. pages 102-112.

Kim, W. C. & Mauborgne, R. (1997) Value Innovation: The Strategic Logic of High Growth.
Harvard Business Review. pages 103-112.

Kim, W. C. & Mauborgne, R. (1998). Procedural Justice, Strategic Decision Making and the
Knowledge Economy. Strategic Management Journal. Vol. 19 (4), pages 323-338.

Kim, W. C. & Mauborgne, R. (1999). Creating New Market Space. Harvard Business Review.
Pages 83-93.

Kim, W. C. & Mauborgne, R. (1999). Strategy, Value Innovation, and the Knowledge Economy.
Sloan Management Review. Vol. 40 (3), pages41-54.

Kim, W. C. & Mauborgne, R. (2000). Knowing a Business Idea When You See One. Harvard
Business Review. Pages 129-141.

1
Kim, W. C. & Mauborgne, R. (2002). Charting Your Company's Future. Harvard Business
Review. Pages 76-85.

Kim, W. C. & Mauborgne, R. (2003). Tipping Point Leadership. Harvard Business Review.
Pages. Pages 60-69.

Kim, W. C. & Mauborgne, R. (2004). Blue Ocean Strategy. Harvard Business Review. Pages 76-
85.

Kim, C. & Mauborgne, R., (2005). Value Innovation: a leap into the blue ocean. Journal of
Business Strategy, VOL. 26(4), pagesp. 22-28. Emerald Group Publishing Limited.

Noble,C.H., (1999). The Eclectic Roots of Strategy Implementation Research. Journal of

Business Research, Vol. 45, pages 119-134.

Okumus, F., (2001). Towards a strategy implementation framework. International Journal of

Contemporary Hospitality Management, Vol. 13, pages 327-338.

Springer, C. G., (2008). Insights on Strategic Management: Keys to Strategy Implementation.

Article from PA Times, the American Society of Public Administration, Vol. 31(1).

Strategies for diversification. Harvard Business Review, vol 35 no 5, 1957, pp.113-124.

Szilagyi, A. & Schweiger, D., (1984). Matching Managers to Strategies: A Review and
Suggested Framework, Academy of Management Review, Vol. 9(4), pages 626-637.

2
Books:

Bain, J.S., (1956). Barriers to New Competition: Their Character and Consequences in
Manufacturing Industries. Cambridge, Mass: Harvard University Press.

Berman, B. & Evans, J.R., (1998). Retail Management: A Strategic Approach. ( 7th Ed): Prentice
Hall Publications.

Chandler, A.D., (1962). Strategy and Structure: Chapters in the History of the American
Industrial Enterpise. Cambridge, MA: MIT Press, p.14.

Cote, M., (2005). Sailing the Oceans Blue. Canadian Institute of Chartered Accountants: CA
Magazine.

Dauten, D.A., (2006). Great Employees only: How gifted bosses hire and de-hire their way to
success: John Wiley & Sons.

Gupta, S. & Randhawa, G., (2008). Retail Management. New Delhi: Atlantic Publications.

Holland, W.A., (2000). Change is the Rule: Practical Actions for Change on Target, on Time, on
Budget, Dearborn Publications.

Kaplan, R.S. & Norton, D.P., (1996). The Balanced Scorecard: Translating Strategy into action.
Boston: HSB Press.

Katsioloudes, M. I., (2006). Strategic Management: Global Cultural Perspectives for Profit and
Non-Profit Organizations, Butterworth-Heinemann Publications.

Kim, W. C. & Mauborgne, R. (2005). Blue Ocean Strategy: How to Create Uncontested
Market Space and Make the Competition Irrelevant. Harvard Business School Press,
Boston, Massachusetts.

Martinsons, M. G., (2001). Balance Requires Focus First: A balanced perspective on the
balanced scorecard. Retrieved from http://fabweb.cityu.edu.hk/is5001r/SCMP-BSC.

Meldrum, M. & McDonald, M., (2007). Marketing in a Nutshell: Key Concepts for non-
specialists. (1st Ed). Butterworth-Heinemann publications.

Milkovich, G. T., & Newman, J.M., (2002). Compensation. New York: McGraw Hill.
Minztberg, H., (2000). The Rise and Fall of Strategic Planning. Great Britain: FT Printice Hall
Publications.
Moran, R. T., Harris, P.R. & Moran, S. V., (2007). Managing Cultural Differences: Global
Leadership Strategies for the 21st Century. Oxford: Butterworth Heinmann.

3
Morschett, D., Schramm-Klein, H. & Zentes, J., (2009). Strategic International Management:
Text and Cases. (1st Ed.). Netherlands: The Deutsche Nationalbibliothek.

Niven, P. R., (2002). Balanced Scorecard Step by Step: Maximizing Performance and
Maintaining Results. New York : John Wiley and Sons.

Norreklit, H., (2003). The balanced scorecard: What is the score? A Rhetorical analysis of the
balanced scorecard, Accounting, Organizations and Society, Vol. 28(6), pages 591-619.

Pollard, W.E., (2005). Minds Before Market Share: The Art of Public Relations. AuthorHouse
Pulications.

Pollard, W.E., (2005, December 01). Blue Ocean Strategy's Fatal Flaw. CMO Magazine.

Porter, M.E., (1985). Competitive Advantage: Creating and Sustaining Superior Performance.
New York: Free Press.

Robert, M. & Racine, B., (2001), E-strategy pure & simple: connecting your internet strategy to
your business strategy, McGraw-Hill Professional.

Scherer, F.M., (1970). Industrial Market Structure and Economic Performance. Chicago, IL:
Rand McNally Publications.

Wilko-Own Brand, (2010). The essential guide to our brand.

4
Websites Followed:

Coenen, T., (2008).Battle of the Brands: Crest vs. Colgate. Retrieved from
http://www.bloggingstocks.com/2008/05/04/battle-of-the-brands-crest-vs-colgate/
www.dailyfinance.com

I-phone strategy canvas, (2010). Retrieved from http://www.christiandelrosso.org/blog/iphone-

disruptive-innovation/ on 29th of September.

Mltiple critiques of Blue Ocean Strategy, (2007). Retrieved from

http://twoscenarios.typepad.com/maneuver_marketing_commun/blue_ocean_strategy/index.html

Tesco Annual Report, (2009). Retrieved from

http://www.tescoplc.com/annualreport09/downloads/

The Times 100: Teaching Business Studies by Examples. Retrieved from

http://www.thetimes100.co.uk/.

Strategy Quotient Calculator. Retrieved from www.strategy4u.com.

Survey conducted in www.surveyconsole.com.

Sun Tzu. Retrieved from- http://classics.mit.edu/Tzu/artwar.html

Wilkinson Retail Store. Retrieved from- http://corporate.wilkinsonplus.com/

Wilkinson Case Study. Retrieved from- http://www.thetimes100.co.uk/download-wilkinson-

edition-13-full-case-study_125_292_855.

5
 APPENDIX

A-1. Introduction Letter

Wilkinson Strategic Assessment

Hello,

Im Gopinath Bukke, doing my Masters in Business Administration (MBA) at

Chester Business School, University of Chester, England. I'm working as a Part-
time Customer Service Assistant in Wilkinson, Chester.

As part of my dissertation("Leading Wilkinson Retails into Blue Ocean"), i would

like to know about the Wilkinson and it's current Corporate/Business Strategies.
For this purpose, i would like you to participate in the survey followed, and
provide your valuable feedback.

There are around 32 questions and it should take you a maximum of 10-12
minutes to complete the survey.

Your participation in this study is completely voluntary. There are no foreseeable

risks associated with this survey. However, if you feel uncomfortable answering
any questions, you can withdraw from the survey at any point.

Your survey responses will be strictly confidential and data from this survey will
be reported only in the aggregate. Your information will remain confidential. If
you have questions at any time about the survey or the procedures, you may
contact Gopinath at 0755 2137566 or by email at the email address specified
below.

Thank you very much for your time and support. Please start with the survey now
by clicking on the Next button below.

Thankyou
Gopinath Bukke

0755 2137566
0917310@chester.ac.uk
jien313@yahoo.co.uk

6
 A-2 Questionnaire used for Collecting data

Exit Survey
Questions marked with a * are required

100%

Wilkinson Strategic Assessment

1. Customers shop at Wilkinson because of its

Low prices

Wide Range of Wilko brand products

Wide Range of Non-Wilko brand products

Customer Service Quality

Attractive offers

Others

2. Wilkinson has a clear target market(customers/buyer groups)

Yes

No

Cannot Say

3. Wilkinson focuses on the identified target market.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

7
4. Wilkinson knows the profit margins for each of its product/market segments.

Yes

No

Cannot Say

5. In UK, Wilkinson is growing faster than any other store in the retail industry.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

6. Wilkinson knows the strengths, weaknesses, and strategies of its key competitors
Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

7. Wilkinson has different strategies to be in and/or to overcome the competition.

Yes

No

Cannot Say

8. Wilkinsons business strategy is Clear, Simple and Easy to understand.

Strongly Disagree

8
 Disagree

Cannot Say

Agree

Strongly Agree

9. The Wilkinson employees follow the path of the companys strategic direction

Yes

No

Cannot Say

10. Rank the order of priorities for Wilkinson

(1-maximum; 2-average; 3-minimum)
Low Costs

Differentiation

High quality Customer Service

11. Wilkinson is flexible enough to adapt to new trends

Yes

No

Cannot Say

12. Wilkinson believes in Creativity and Innovation.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

9
13. To become successful, Wilkinson should abandon

Underperforming Stores

Outdated Policies

Elderly Staff members

Other

14. To become successful, Wilkinson should reduce

Unnecessary costs(day electricity)

Stock Loss(wastes)

Non-Wilko brand products

Number of staff members

Other

15. To become successful, Wilkinson should raise

Own brand products

Advertising standards

Young and talented(innovative) staff

Customer service standards

Usage of recycled/environment friendly products

Other

16. To become successful, Wilkinson should create (introduce)

Buyer specific stores(Wilkinson-Sports)

Kiosks shopping(instore and external)

Periodic payment(eg: Pay monthly/quarterly etc)

Franchising

10
 Theme oriented store designs(eg: football,avatar)

Other

17. Theres a need for waking employees up to the need for a strategic shift.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

18. Managers at Wilkinson, have sufficient time to motivate the staff regularly

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

19. There's a need to change the current business strategy of the Wilkinson

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

20. Wilkinson should focus on creating the demand rather than competing for the
existing one.

Strongly Disagree

11
 Disagree

Cannot Say

Agree

Strongly Agree

21. What is the Current Corporate/Business Strategy Followed at Wilkinson?

22. What is Wilkinson doing differently to retain existing customers?

23. What is Wilkinson doing differently to attract new customers?

24. What are the future goals/milestones of the Wilkinson?

12
25. Wilkinson have its own niche in the market / Wilkinson try to offer services
different from other companies

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

26. Wilkinson is trying to cut its costs

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

27. Wilkinson Perceive a threat from competitors in retail industry

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

13
28. Wilkinson perceive a threat from potential competitors in other industries

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

29. Wilkinson focuses on revisions and improving existing services.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

30. Wilkinson focus on developing new-to-the-world products/services.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

31. Wilkinson strive to adapt to new trends when competitors has proven its potential
by making a profit from it.

Strongly Disagree

Disagree

Cannot Say

Agree

Strongly Agree

14
32. Wilkin
nson strive
e to underrstand futu
ure trends
s/technolo
ogical adva
ancements
s before
competitoors.
Stron
ngly Disagre
ee

Disag
gree

Cann
not Say

Agree
e

Stron
ngly Agree

Any furth
her comme
ents you w
would like to add.....

First Nam
me: *

Designattion: *

Branch: *

15