Kudler's Internal and External Environments
Kudler Fine Foods (KFF) was established in 1998 when Kathy Kudler fulfilled her vision of establishing her own gourmet food store. Since then, Kudler is continues to grow steadily and established trust and as a premiere gourmet grocery store. Now, Kudler have three stores and considering to establishing new store at Carlsbad (“KFF“, 2009, p. 5). The Executive Team at Kudler has expressed a desire to grow more rapidly, and as a result, Kudler must consider some alternative strategies. Planning and strategizing helps an organization set future business objectives and develop actions vital to achieve those goals. Kudler Fine Foods needs to evaluate what changes could created new business opportunities, identify the strategy and tactics that would work, and describe how management can continuously scan the fine foods grocer industry for new ideas need to take place to realize its new vision and mission.
To take advantage of competitive opportunities, KFF need to be aware of external and internal factors that likely to influence firm performance. By becoming aware of those factors, the firm can respond appropriately to competitive challenges. Both Internal and External factor assessment involves applying one or more of the following techniques that may uncover its business potentials.
• SWOT (Strength, Weakness, Opportunities, and Threats )
• Value Chain analysis (VCA), and
• Resource Based Value (RBV)
Each of these techniques attempt may expose different dimensions of strategy and each has its own limitations. The aim is to understand firm’s competitive advantage based on the unique resources, skills, and capabilities they control or develop, which can become the basis of unique, sustainable competitive advantages that allow them to design successful competitive strategies (Pearce II & Robinson , Jr, 2009, 164).
Kudler’s internal environment can be analyzed to establish the core competencies to exploit market...