Tiger Brand Strategic Management

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Bachelor of Business (Hons) in Accounting  (BAF)[pic 2]

BMGMT3202 ∙ Strategic Management[pic 3]

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Name        : Sayem Ibne Anwar

Student ID#        : 110046611

Semester        :  06

Academic Honesty Policy Statement

I, hereby attest that contents of this attachment are my own work.  Referenced works, articles, art, programs, papers or parts thereof are acknowledged at the end of this paper.  This includes data excerpted from CD-ROMs, the Internet, other private networks, and other people’s disk of the computer system.[pic 5]

Student’s Signature:

Table of Contents

Executive Summary

In this article I will talk about two case studies. The first case study is about Tiger Brands Limited. Tiger Brand was established in 1921 by Jacob Frankel. The company was formerly known as Tiger Oats Limited. It was built on the strength of family businesses and the spirit of entrepreneurship. Tiger Brands Limited is a South African packaged food company. They are one of the largest companies in South Africa.  Beside the operation in South African, Tiger Brands Limited is also operating its businesses in Chile, Zimbabwe, Mozambique, Nigeria, Kenya and Cameroon. Tiger Brands is South Africa's leading food company. In this case study I will discuss about their vision, mission and strategic approach in comparison to its competitors.

In second case study is about Woolworth Limited. Woolworths was established in 1924 on the principle that ‘Every man, woman and child needs a handy place where good things are cheap. It is a proud, home-grown Australian company.  Woolworths Group is a major Australian company. It is the second biggest company in Australia as well as in New Zealand by revenue. Its main business is supermarkets business. In this second case study I will discuss about their commitment to the natural environment and also discuss about one of their major competitors Aldi. Aldi is a Germany based supermarket chains. It is operating its business in 20 countries including Australia. It has over 10,000 stores including over 500 stores in Australia. In much of Australia, Aldi filled a void in the discount supermarket business that arose when the discount grocery chain Franklins closed its business. In the year of 2001, Aldi opened their 1st store in Sydney and has grown quickly since, maintaining a 13.2% market share as of early 2016.

Case Study on Tiger Brands Limited

Question: 01

How well does Tiger Brand’s vision and mission statement help narrow down feasible alternative strategies available for the firm?

Ans:

Vision Statement:

A vision is a vibrant psychological reflection of what a person wants his or her business to be at some point in the future, based on your goals and aspirations. Having a vision will give his or her business a clear focus and can discontinue him or her heading in the incorrect direction.

Mission Statement:

A mission statement is a short statement of an organization's purpose, identifying the goal of its operations: what type of products or services it provides, its main marketplace and its geographical area of business. It may include a short statement of such basic matters as the organization's ethics or philosophies, a business's major competitive advantages, or a most wanted future state—the "vision".

Vision of Tiger Brands Limited:

The company’s Vision reflects its long-term target to complete the respect and admiration of its peers, the business society, its business associates and all of its other stakeholders. Tiger Brands strives to be a high performing, fast-moving consumer goods company of immaculate business reputation, with leading brands, operating across the world in a number of selected emerging market territories.

Following metrics have been developed to determine the group’s presentation in respect of:

• Financial performance
• Brand leadership
• Organisational health
• Customer satisfaction
• Future sustainability
• Compliance with regulatory framework

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Mission of Tiger Brands Limited:

To deliver income increase that is 3% larger than South Africa’s GDP growth plus inflation; and reach an operating margin of 15%, in that way generating actual earnings growth and a return on investment which exceeds the company’s cost of investment.

Values

The group holds a set of principles which lead its behavior together internally and externally to all of its stakeholders.

These values are as follows:

• Our consumers are our business
• We act with integrity in everything we do
• We have a passion for excellence
• We value our people and treat them with dignity
• We continue to reinvest in our society

Different communication and support programmers are implemented across the business to establish these values and promote behavior based on these values.

Tiger Brands is part of a broader society and environment, and the group repetitively works towards building a positive impact on its different communities and the environment.

Key Strategic Thrusts

• Drive South African volume growth to maintain and grow market shares and expand into adjacent markets.

• Step change expansion in emerging markets to accelerate growth.