MNG4801 Assignment 2 2025 (WRITTEN) Due 2025

This assignment critically analyzes Yuppiechef’s strategic shift from an online-only retailer to an omnichannel model, as detailed in Reyneke and Barnado (2019). Employing the PESTLE framework, the study evaluates four macroenvironmental factors—economic, social, technological, and competitive—that shaped Yuppiechef’s decision to establish physical stores, highlighting tensions such as economic volatility and competitive pressures. Using the resource-based view, the analysis examines Yuppiechef’s internal resources and capabilities, integrating Verhoef et al. (2021) to underscore the role of dynamic capabilities in omnichannel success, while probing risks like operational scalability. The business-level strategy, identified as differentiation per Porter’s framework, is assessed using Louw and Venter’s (2024) criteria, revealing trade-offs between market reach and cost. Reflective insights address challenges in sourcing academic literature and balancing depth with conciseness. The discussion concludes that Yuppiechef’s omnichannel approach leverages internal strengths but requires continuous environmental scanning to sustain competitive advantage in South Africa’s dynamic retail landscape.