Student name & number:
Module: Strategic Analysis Tools & Techniques
Title: ‘Why some companies succeed while others fail?’
Deadline: 15th November 2021
Word Count: 3,033
1
,Table of Contents
Executive summary................................................................................................................................3
Introduction...........................................................................................................................................4
Strategic Position of Royal Mail.............................................................................................................5
Current strategic position..................................................................................................................6
Porter’s Generic Strategy...............................................................................................................7
Stakeholder Analysis............................................................................................................................10
Stakeholder Mapping.......................................................................................................................10
External Analysis..................................................................................................................................12
PESTLE Analysis................................................................................................................................12
Industry Analysis..................................................................................................................................14
Porter’s 5 forces...............................................................................................................................14
Internal Analysis..................................................................................................................................16
Value Chain Analysis........................................................................................................................16
Conclusion...........................................................................................................................................18
Recommendations...............................................................................................................................18
References...........................................................................................................................................19
2
, Executive summary
This report is commissioned to analyse why some companies are failing while others are
succeeding. This report will focus on Royal Mail, which operates in Postal service and
courier industry. Royal Mail is one of the oldest letter and postal service and first to introduce
the practice of postage stamp back in 1840 (BBC News, 2016).
This report is split to 5 major strategic method to analyse the above statement. This report
will start with brief introduction which include an overview of the organisation where the
current position of the Royal Mail in the UK market is presented. Followed by Introduction,
the first strategic method is introduced- ‘the strategic position of the organisation’- is focused
on mission, vision, and values of Royal Mail. Also provided a first glance to the competitors
of the Royal Mail in the UK market. To analyse the competitive strategy of Royal Mail,
Porter’s generic strategy is used. The analysis shows that Royal Mail is not doing well in
comparison to its competitors. Followed by the strategic position, stakeholder analysis is
introduced to identify the main stakeholders to satisfy their interest. The third model used in
this report is to analyse the external factors that can affect business, PESTLE analysis is used
to highlight the influential factors that can affect Royal Mail. There are a lot of factors that is
affecting Royal Mail currently, which should be considered. Fourth of fifth model is the
industry analysis, where Porter’s 5 forces is conducted to help identify a new and unique
source of competitive advantage. Like PESTLE analysis, comparing to Royal Mail’s
competitor, Royal Mail doesn’t have a strong force to defeat the existing competition. Lastly,
Internal analysis is conducted with the support of value chain analysis. This model is used to
analyse where the value could be added to gain competitive advantage. Considering all the
above models, Royal Mail needs to identify consumer trends and invest more in technological
development to meet the needs of consumers and to beat the competition.
3
Module: Strategic Analysis Tools & Techniques
Title: ‘Why some companies succeed while others fail?’
Deadline: 15th November 2021
Word Count: 3,033
1
,Table of Contents
Executive summary................................................................................................................................3
Introduction...........................................................................................................................................4
Strategic Position of Royal Mail.............................................................................................................5
Current strategic position..................................................................................................................6
Porter’s Generic Strategy...............................................................................................................7
Stakeholder Analysis............................................................................................................................10
Stakeholder Mapping.......................................................................................................................10
External Analysis..................................................................................................................................12
PESTLE Analysis................................................................................................................................12
Industry Analysis..................................................................................................................................14
Porter’s 5 forces...............................................................................................................................14
Internal Analysis..................................................................................................................................16
Value Chain Analysis........................................................................................................................16
Conclusion...........................................................................................................................................18
Recommendations...............................................................................................................................18
References...........................................................................................................................................19
2
, Executive summary
This report is commissioned to analyse why some companies are failing while others are
succeeding. This report will focus on Royal Mail, which operates in Postal service and
courier industry. Royal Mail is one of the oldest letter and postal service and first to introduce
the practice of postage stamp back in 1840 (BBC News, 2016).
This report is split to 5 major strategic method to analyse the above statement. This report
will start with brief introduction which include an overview of the organisation where the
current position of the Royal Mail in the UK market is presented. Followed by Introduction,
the first strategic method is introduced- ‘the strategic position of the organisation’- is focused
on mission, vision, and values of Royal Mail. Also provided a first glance to the competitors
of the Royal Mail in the UK market. To analyse the competitive strategy of Royal Mail,
Porter’s generic strategy is used. The analysis shows that Royal Mail is not doing well in
comparison to its competitors. Followed by the strategic position, stakeholder analysis is
introduced to identify the main stakeholders to satisfy their interest. The third model used in
this report is to analyse the external factors that can affect business, PESTLE analysis is used
to highlight the influential factors that can affect Royal Mail. There are a lot of factors that is
affecting Royal Mail currently, which should be considered. Fourth of fifth model is the
industry analysis, where Porter’s 5 forces is conducted to help identify a new and unique
source of competitive advantage. Like PESTLE analysis, comparing to Royal Mail’s
competitor, Royal Mail doesn’t have a strong force to defeat the existing competition. Lastly,
Internal analysis is conducted with the support of value chain analysis. This model is used to
analyse where the value could be added to gain competitive advantage. Considering all the
above models, Royal Mail needs to identify consumer trends and invest more in technological
development to meet the needs of consumers and to beat the competition.
3
