Implementing Business Strategy Techniques to Reviving Ailing Company
Oyekunle, Olubukola (2018)
Oyekunle, Olubukola
Lapin ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121421578
https://urn.fi/URN:NBN:fi:amk-2018121421578
Tiivistelmä
The objective of this research work is to develop a practical guideline and framework for Dunlop Plc on how to successfully implement business strategy techniques to help the firm regain its lost market share and ultimately revive the fortunes of the firm. Additionally, this research work also underscores the importance of business strategy as a technique for gaining and sustaining competitive advantage, evidenced from the responses to research questions conducted on the employees of the case company.
The case company is Dunlop Nigeria Plc. Dunlop is the foremost tyre manufacturing company in Nigeria with manufacturing operations based in Lagos with a vast retail and wholesale outlets covering Nigeria. The company has been battling with the problems of loss of market share and downward profitability.
Literatures studied in this research suggests that companies gain and sustain competitive advantage from the combination of their internal resources and organizational capabilities. However, it is also important that companies match their internal resources and organizational capabilities with appropriate business strategies to enable firms compete with their competitors and sustain their competitive advantage in the long run.
This research work employed qualitative research methodology and qualitative method of data collection and analysis. One hundred questionnaires were sent out and 70 responses were received. The Chi-square analysis was employed in conducting the analysis of the responses.
The results from the survey was analyzed using the Chi-square analysis. The results strongly favour the implementation of business strategy techniques at Dunlop Nigeria Plc to enable the firm stay afloat in business and sustain its competitive advantage
The case company is Dunlop Nigeria Plc. Dunlop is the foremost tyre manufacturing company in Nigeria with manufacturing operations based in Lagos with a vast retail and wholesale outlets covering Nigeria. The company has been battling with the problems of loss of market share and downward profitability.
Literatures studied in this research suggests that companies gain and sustain competitive advantage from the combination of their internal resources and organizational capabilities. However, it is also important that companies match their internal resources and organizational capabilities with appropriate business strategies to enable firms compete with their competitors and sustain their competitive advantage in the long run.
This research work employed qualitative research methodology and qualitative method of data collection and analysis. One hundred questionnaires were sent out and 70 responses were received. The Chi-square analysis was employed in conducting the analysis of the responses.
The results from the survey was analyzed using the Chi-square analysis. The results strongly favour the implementation of business strategy techniques at Dunlop Nigeria Plc to enable the firm stay afloat in business and sustain its competitive advantage