You are required to conduct strategic analyses for Bellamy, an Australia’s organic food manufacturer (https://www.bellamysorganic.com.au/), for this assignment, focusing on its infant formula milk power business only. You are advised to conduct research such as Internet searching for industry and media reports, and browsing the website and annual reports of Bellamy (http://investors.bellamysorganic.com.au/) and other relevant organisations.
Note: Bellamy’s Australia is the parent company. Assignment focus is on Bellamy’s Organic
Write a 3000 word report, excluding references and appendix. In this report, you are required to perform the following tasks:
1. Describe briefly the background information (strategic context) of the organisation (Bellamy). This information should be brief and relevant to the discussion of your assignment and thus may include ownership, history, size, business scope, major products/services, and major markets of the organization selected.
2. Conduct a macro-environment analysis (focusing on Australia only in this assignment) for the entire industry within which the organisation operates. You should use the analytical framework provided in the textbook. Foci will be placed on the understanding of the purpose of this analysis, the identification of key factors and their implications in terms of key opportunities and threats, and the discussion of their overall impact on the industry growth in the future. Draw your conclusion based on your macro-environment analysis.
3. Undertake an industry (competitive) analysis using Porter’s 5-forces model. You are required to pay attention to the purpose of this analysis, the inter-connectedness of different aspects of the competitive forces, the links between the competitive forces and macro-environment, and their overall impact on the industry and the organization selected in terms of main driving forces in the competitive environment. Draw your conclusions based on your five-force analyses.
4. Identify those resources and competences of the organization that are likely to provide sustainable competitive advantage. Justify why these resources and competences can be regarded as strategic capabilities using the four criteria (VRIO) covered in the textbook.
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