Introduction

Strategic management refers to a process that includes planning, monitoring and assessing all organisational requirements, for achieving goals and objectives. Changes in internal business scenarios would require organisations to continuously assess and conduct their strategies for the future success. Therefore, the concerned study is based on an organisation named DAI, which covers a set of strategies taken by the firm, organisational position along with its key strengths and weaknesses. For that purpose, an evaluation of previously-developed SWOT analysis is done. Apart from that, it identifies a suitable strategic concept in the form of Blue Ocean Strategy. In this, a recommendation strategy and conceptual academic analysis is conducted in the study.

SWOT and its Explanation

Strength ●      Critical understanding ●      Flexible and creative delivery ●      Talented team ●      Commitment towards clients	Weakness ●      Limitation and mix of ideas ●      Prices and demands ●      Time consumption
Opportunity ●      Increasing diversification ●      Advance innovation ●      Industry alliance	Threat ●      Market competitions ●      Market changes

 

Analysis

The organisation is powered with different factors which are acting as an aspect of strengths. DAI is associated with different valuable clients in the market who expect innovative ideas of development. The organisation is efficient in their critical understanding of the client requirements. The analysis and critical observation made by DAI helps them to provide development services as per the expectations. Another point of strength observed in this organisation is their creativity and flexible delivery of services. This organisation provides distinct solutions for different clients in order to maintain their creativity. The service delivery is also flexible in nature which engages and motivates the clients to get services from DAI. The set of talented teams in this organisation is also a factor of strength. As per the views of Wu & Cormican (2016), an efficient and creative team can highly contribute to the organisational strengths. The analysis of the client requirements and distinct innovative development services are the responsibilities of the team. Another strength factor that can be noticed in this organisation is their commitment towards the clients. The client satisfaction and their expectations are taken seriously by this organization. The client commitment and satisfaction achieved by DAI has helped them to hold market position and popularity.

The weaknesses of this organisation also cover few factors, one of them is the mixing and limitation of the ideas. As it is observed that the organizational visions to provide innovative and distinct development services to their clients. However, the organisation is associated with numerous clients which occurs mixing of the ideas and lack of innovation. There are even situations where the organisation lacks innovation in providing fresh development services to the clients. The price range of the services is another factor which can lower the market demands (Liu et al. 2017). There are different organisations in the market who seek development services, however the price points are not convenient which eventually affects the market demands of DAI. Hence the pricing is also acting as a weakness for the development service organisation. Another factor of weakness is the time consumption, the team working in this organisation takes longer time to deliver their services. Though the services are creative, the time factor also affects the market demands of DAI. There are different clients who are in an urgent need of development services cannot avail this organisation due to their time-consuming factors.

The services provided by DAI can be diversified in order to gain market opportunities. Different requirements need different solutions and in order to gain diversified clients. DAI needs to incorporate a wide range of services as well. As mentioned by Prokhorovaet al. (2016), diversification in an organisational service can influence the market demands, popularity and holding a strong position. DAI needs to incorporate advanced technological concepts in services in order to engage more market clients. As per the explanations of Guo et al. (2018), incorporation of technology brings innovation in an organisation. Similarly, DAI will also gain opportunities in their innovative aspects. Another opportunity can be noticed is the cultivation of market alliances. Market collaboration and alliance making highly influences the demands and market gain in an organisation. The strengths and capabilities of all the alliances can work positively for customer satisfaction. DAI needs to form alliances in order to collaborate with others in order to incorporate new ideas and creativity which can improve their services delivery and reduce the factors of weakness.

The factors of threats and risks involved in this organisation are market competitors and the continuously changing market pattern. There different potential organisations which provide development services in the market and can act as a potential threat for DAI. The market clients and organisations can get divided into different service givers which will affect the demands and popularity of DAI. Another threat that can be observed is the changing pattern of the market. The needs and requirements are changing with time which can also cause risk in the creative and innovative aspects of DAI.

Recommended strategy

Alternatives available for DAI

Mozambique as one of the African nations that has sustained economic development within the continent. The GDP of the nation had been increasing at an average of 7% yearly (Dai.com, 2020). However, it can be stated that the poverty and Malnutrition rates have been high considerably. Apart from this the yield of food within the nation had been low. Thus in Mozambique, DAI is implementing the FTF Inova project and enabling farmers to have high yield on their cultivated products. DAI as an organization aims in bringing the public sector and private sector agencies to develop sustained agricultural practices within the nation (Dai.com, 2020). Thus, it can be inferred that the company management is focused on mangling agricultural innovations. Based on the programme results, it can be concluded that the management of the company had been successful in implementing the same. Hence, it is imperative for the company to research alternative business ideas for future development.

As commented by Rock and Wu (2020), public private joint ventures have been observed to be effective in developing a nation’s economy. Based on the situations in Mozambique, it can be commented that economic reforms would be required extensively to enhance domestic production capacity. One of the main reasons production capacities within the nation is not developed in the absence of demands for consumables. This can further be aided with the low or lack of income of the citizens.  DAI being a Private organization can partner with various public sector units within the nation and open new production units for consumables. Further, the products can be sold in the market with subsidized rates comparatively. Opening industries shall boost the income of people as many amongst them shall be employed in these types of industries. Thus, along with economic development of the nation DAI shall be able score new sources of profits.

Recommended strategy

Business diversification can be considered as one of the recommended alternatives for the management of DAI. The company can diversify their portfolio by developing additional businesses within the nation. This would provide them with new sources of income to support their current initiatives. As mentioned earlier DAI can venture with public sector organization and form a wholesale retail business comparatively. Based on the views of Tolstolesovaet al. (2019), in public private partnership the competition is usually lowered allowing the company to thrive in the market. In contrast to this, consumers would be able to avail products at subsidised rates.

DAI can partner with local farmers of Mozambique and develop farming of essential commodities like rice, wheat, pulses, vegetables and poultry products. Lack of income had forced the citizens of the nation to restrict their purchasing capacity. DAI can purchase cultivable lands on lease, further they can also request the government of the country to provide assistance for development. Kaarhus (2018) mentions that in such cases, for allowing economic development, governments of nations allocate Special Economic Zones (SEZ) and discounts on taxes. The management can convince the government to allocate the same for their organization. Thus producing essential commodities at low costs, DAI can sell them at subsidized rates. This shall remove the impacts of malnutrition and hunger rate within the nation. Apart from this, the youths of Mozambique shall also find sources of employment within these units and have a source of stable income. Conclusively, it can be commented that the business processes management alternative for DAI shall serve the company to sustain their operations as well as help in economic development.

Argument for the recommended strategy

In accordance with the views of Kassymovaet al. (2018), it can be stated that business diversification can be considered as one of the most effective business development strategies. Diversification in business can be referred to as a technique that reduces the risks by allocating investments through various financial instruments. This supports the business in thriving current operations effectively. Although business diversification does not guarantee against losses, diversification is the most important component in reaching long term business aims and objectives. However, Manero et al. (2020) mentions that companies would have to implement the concepts of strategic planning to avert situations of risks in business and manage them effectively. Therefore, considering business diversification as an alternative shall be beneficial for the management of DAI

The modes of business diversification recommended have been through PPP modes. Kaarhus (2018) mentions that one of the main advantages of allowing Public and private sector partnership would be to allow the Public administration to concentrate on planning, policies as well as regulations. On the contrary, the public sector organization has the license to take measures in implementing efficiency and quality of services. In this context, it can also be mentioned that when a PPP is implemented for the right projects and the right environment it shall prove to be a win-win situation for both agencies. In this case, the management of DAI shall be able to find new sources of income. Apart from this the government of Mozambique shall be able to remove concerns of hunger and poverty in the nation. Collectively, the entire economy of the nation shall be boosted significantly.

Further arguments for DAI to proceed with the alternatives are;

Firstly, PPP helps in reducing competition. When two or more companies join together, the competition is reduced significantly. Hence, instead of wasting resources on beating market competition, the management of DAI shall be able to improve their quality of services considerably.

Secondly, despite having stable economic development, the market conditions in Mozambique are not favorable for Business. Having PPP partnership shall allow DAI to avert market risks and sustain the market competitions.

Thirdly, The Government of Mozambique shall assist the business development through subsidized tax rates and allocation of Special economic zones. This shall help the management in setting up initial business processes. Further, the cost of operations shall also be reduced significantly.

Concepts that the organization needs to Focus

The development measures that have been suggested as of now, shall help in shaping the market economy. In the future, it can be predicted that the market situations would change considerably. In fact the concepts of globalizations and related concepts shall dominate the market space of Mozambique. Maneroet al. (2020), mentions that Globalizations in business process management systems result in intense market competitions that might be difficult for companies. Therefore, focusing on the core competencies and improving the value chain, the management of Dai can be suggested to implement the concepts of Blue ocean strategy.

The concept of Blue Ocean strategy is very effective in beating market competitions. Based on the views of experts, it can be commented that Blue Ocean strategy refers to a market or product when the competition is less comparatively. In these strategies, companies often aim in searching for businesses in which very less companies operate and the pricing pressure is very low. Implementing these strategies offers companies competitive active advantage as companies are able to gain a greater share of the market (Vladoset al.2018). This implies that the profit generated by the company would also be high. Further, companies would have no competition and they can sustain their business easily. Blue Ocean strategy can be applied within all sectors and business. It mainly divides the market in two components; one is the red ocean and the other one is the blue Ocean. In the red ocean, market competition is extremely high and is not suitable for the company to operate. On the contrary in the blue Ocean, the market competition is equivalent to zero and would be easy to operate. The management of DAI would have to remember that innovation in products and services is the key to effective blue Ocean strategy.

Arguments for implementing the future idea

In future, market space of Mozambique shall become congested as more companies would be present in the market to make business. Glushkovaet al. (2019) Mentions that congested markets are often difficult to operate for companies. Therefore the only way left out would be to find strategic means to avoid marketing competition. Blue Ocean strategy shall provide the management of DAI to avoid situations of marketing competitions and allow them to operate safely. Moreover, it assists companies to move from an unsafe operating environment and focus on continuous value improvement. In simple terms, it helps in demonstrating the process of breaking from conventional strategic models for market expansion. As commented by Parenteet al. (2018) value innovation can be considered as the backbone of blue Ocean strategy. It can be considered as an amalgamation of innovation with price utility and cost which eventually enables companies to create new products and services. This further stimulates the demands within consumers and explants the probability of market growth. Blue Ocean strategy can be processed as a strategic mindset that would allow DAI ineffectively recognizing market opportunities that can secure sources of revenue generation. With such benefits, blue Ocean strategy can be considered as a future of marketing and sustaining market competition. The management of DAI, would have to remember that the products under the concept of blue Ocean strategy does not force the consumer to choose between value and affordability.

Academic Analysis

To run a successful business strategic management is much needed in an organization. Every organization has its own goal and objectives to run a business smoothly, therefore a proper planning, monitoring, and analyzing must be done. Strategic management helps an organization to make a proper forecast by analyzing the past data and then taking the correct decision in the present, making a proper strategic plan to reduce the shortcomings, and then implementing the ideas for effective work.

An organization makes a strategic plan to fulfil future goals and workflow of the business so that the organization gains both monetary and non-monetary benefits. Chalking out the correct strategic plan makes the business and the organization flow towards the correct direction by the increase in effective workflow, which leads to profitability of the business.

“Blue ocean strategy” refers to a simultaneous pursuit of product and market differentiation and lower costs management for opening up a new market space and creating new demands. It is based on capturing and developing uncontested marketplace, which can help an organisation to make competition irrelevant (Blueoceanstrategy.com. 2020). Therefore, the strategy is related to a perspective or view that industry types and structures and market limitations are not an ultimate situation for a business and it can be redeveloped by making prominent actions. In simple words, the concerned strategy is referred to a certain product market where no competition is available between firms. The strategy usually revolves around exploring for a business area where a very few operate in the global marketplace. It is also stated that this strategy is not limited to any one particular business. In today’s global business landscape, most organisations run under a massive level of competition and they always focus on gaining higher market share, as compared to their market competitors. For instance, an organisation may experience market threats when productions and end-products come under the pricing pressure. Organizations usually undertake this strategy by aiming at making huge profitability along with maintaining unique production features.

Many business critics and scholars have provided their own views and opinions about the concept of this strategy and suitable logics behind its utilisation. According to Mi (2015), the logic for using this strategic approach is counterintuitive. Firstly, a logic states that it is not like bringing technological innovation into a business. Blue ocean strategy rarely produces results from technological innovations. For instance, Compaq, being a computer manufacturing company, utilised their existing technologies for creating the ProSignia server that has given customers twice the filing and printing capability of minicomputers, at a reduced price. Apart from that, another logic is that businesses do not need to venture within distant waters for creating blue ocean. Incumbents do often undertake blue ocean leadership and approach into their core business operations or models (Mi, 2015). Therefore, it is identified that blue ocean strategy has become a fundamental need for organisations when supply surpasses market demands and when the market provides limited resources and scopes to them.

Hence, it is understood the core concept of the strategy and suitable logics or reasons for using it in business functions. But, it is also necessary to identify the best possible practices that should be followed by an organisation, during undertaking the strategic approach. In general, blue ocean strategy considers an approach named “Four Action Framework” that focuses on buyers’ values while developing a new value curve. These actions include “Raise, Reduce, Eliminate and Create” (Leavy, 2018). As far as the raising action is concerned, the strategic approaches include important points related to production practices, pricing and organisational services. Reducing action is about pointing out the organizational areas where production and services plays a crucial role in a particular industry, but not necessarily important in nature. An elimination process is about pointing out the areas of a company that can be eliminated to cut down production costs and fabricate a new market structure. It may lead to an unwillingness over interfering with present organisational revenue sources. Lastly, a creating action is about nudging an organisation to shape up for trailblazing its products and services (Alam and Islam, 2017). It includes an establishment of a completely new market structure and a new product development or differentiation.

The main concept of strategic management is to have crystal idea and understanding about the main goal or motive to forecast the future success. It helps the management to take proper action accordingly. A proper and a mutual decision is made by the management to set both short- and long-term goals. An effective planning needs to be made regarding the correct uses of the resources to achieve the goals.

In this competition of markets, the organization must take every step carefully to survive. All the decisions need to be made with proper logic and planning, should take care of the correct uses of limited resources, should be friendly with new technologies, and must have clear ideas about the market and business condition globally. Therefore, a good strategic management can help the organization to survive in the competitive market and have a good monetary gain which will help the business in the long run.

The five phases of strategic management process

• Having a clear idea about the current situation of the business. Assessing the correct strategy, to take the necessary actions to reduce the shortcomings.
• Must have ideas clear about the competition of the market both locally and globally and then recognizing and inspecting the inner and outer power and flaws of the competitors.
• Planning is made to put together the new principles and ideas.
• Once the new ideas are planned, it is brought into action.
• Evaluating the success and taking necessary steps to control the shortcomings to meet the future goal in a better way.

Communication plays a very important role in running an organization. Lack of communication may create confusion among each other which may cause a negative outcome in the business. All the data must be kept properly documented to maintain transparency and take proper decision immediately or in the future. A healthy corporate culture must be maintained so that there is good relationship among each other in the management. Therefore, a good strategic plan is the root of a successful organization.

Types of strategic management strategies

1. Competitive strategy: This strategy focuses on the competitive market and helps the organization to gain advantage by focusing on the weakness of the competitive brand which can be a strength for a particular organization and makes the organization to take proper decision against the strength of competitive brands, which can be a big challenge for an organization (Salunkeet al. 2019). Therefore, winning a competitive market is big advantage for an organization.
2. Corporate strategy: There must be a proper communication and coordination between the top management till the lower management and the consumer. Communication must be followed with proper transparency so that it becomes easy to take decisions and maintain a mutual understanding among each other. Team work will always make an organization work smoothly.
3. Business strategy: It is also known as business-unit strategy. In this strategy proper business actions and decisions are taken to fulfil the organization goal in the competitive market (Akteret al. 2016). It focuses on the overall management like hiring of employees, correct use of limited resources, developing a product, focusing on new ideas for the betterment of the business, etc. Therefore, corporate strategy goes in hand in hand with business strategy.
4. Functional strategy: It takes care of the functional areas of the organization. It is responsible for developing the correct business unit so that it can adapt in the competitive market. Every business unit has a different department of functional strategy. Each functional strategy takes care of different departments like marketing, advertising, finance, production, etc.
5. Operating strategy: This strategy focuses on operating a business. In this stage the company takes different kinds of actions and decisions to reach the goal of the company. This is a very crucial stage, any mistake made on this stage may bring a bad impact on the company which can bring negative outcomes in the long run (Shu et al. 2017). Every action and decision are made with utmost care.

Strategic management is a never-ending process, it keeps on continuing till the organization last. Every decision and action taken depends on the strategic management for the success of the business. Therefore, the management should have a clear idea about what decisions need to be taken at which time. An effective strategic management makes a better organization.

After analysing the strategic concept, its utilisation logics and suitable actions, it is the time for identifying or assessing its strengths and weaknesses. According to the collective view of many business scholars, various strengths and weaknesses are mentioned below:

Strengths of Blue Ocean Strategies

• The blue ocean strategy always cooperates with firms for finding uncontested business markets and avoiding matured and well-established markets (Aithal and Kumar, 2015). It is for ensuring no or low competition level for the firm.
• It further provides assistance to move from impediments of competing into an existing sector and cost management structure and intentionally migrate towards productive value analysis and improvements. Simply, it defines how to separate business operations from traditional strategies approaches and models for expanding a higher profit margin and market demands.
• A Value Innovation is the main constructive function with the blue ocean strategy, which is considered as an innovative alliance with product utility, pricing and cost positions (Randall, 2015). Therefore, it develops new demand or value for market customers and extends the opportunities of business growth potential.
• The strategy brings a basic transformation in an organisational mindset as it creates mental landscapes or horizons for business management and helps recognise market opportunities.
• The strategy is about considering a few practical approaches, which have proven outcomes during previous market implementations. Precisely, it is related to “time and again’ proven information, instead of any uninterpreted or unproven theories.
• Under the blue ocean strategy, products or services do not make customers select between affordability level and purchasing value. Rather, it is a simultaneous process of differentiation along with low-cost scenarios.
• Lastly, it is stated that the strategy is a ‘non-zero-sum’ approach which ensures higher payoff possibilities.

Weaknesses of Blue Ocean Strategies

• Sometimes, it becomes pretty hard for organisations to develop proper business ideas for the future and assess uncontested or untapped markets.
• Venturing within a new market is not free of risks or constraints, at early phases. For instance, consumers might fail to understand the sources of organisational products and services as the strategy does not consider applying particular innovative technologies (Čirjevskis, 2017).
• Articulating the blue ocean strategy can be an outcome of an analysed and calculated research process, which is entirely based on the quality of market research done by researchers. If a market analysis and data gathering are not properly conducted, undertaking the strategy can be irrelevant.
• Through this strategy, development of a new product or service market is never easy as organisations need to know some basic business aspects like their customer base, production facilities, new business ideas, and innovative solutions. Thus, they also need to have proper clarity regarding trade-offs, workforce management and any market obstacles. Unless, this strategy would not meet the purpose at all.
• Strategic execution of this strategy can be risky as it is identified that for an organisation, entering into a new market is hard (Santamaria, 2017). A management needs to have an accurate corporate mindset, along with clear operational models, and corporate cultures in the workplace. When an organisation moves towards a new product or service market, other organisations from blue ocean or red ocean may be attracted to the market. Further, the purpose of having zero competition may not be fulfilled.

The concerned study is about an organisation named DAI who is undertaking a project in Mozambique named “Feed the Future – Agricultural Innovations (FTF Inova)”. Their main project approaches include agricultural marketing system development approach, Mark Systems Development approach, adaptive management approach and innovation partnership strategy. Therefore, it is identified that Mozambique is a new market area for DAI where the agricultural sector and functions are to be expired and analysed. That is where the adaption of the Blue Ocean strategy would become handy for the organisation. But before all, the management needs to remember some key aspects to successfully conduct this strategic approach.

• It is recommended that DAI should not use competition level in this new regional or national market as a benchmark for success. They need to bring completely a different approach and resource management so that all the competition would become relevant. For that purpose, they need to consider affordability, transparency of products, durability and ease of implementing the strategy.
• The organisation also needs to decide how to reduce project costs and offer more value to customers. For instance, they can consider managing costs by negotiating more with suppliers about the prices, and equally allocating work among existing workers, rather than going for any external management consultants.

Conclusion

Therefore, the study concludes that the Blue Ocean strategy can be a fruitful strategic concept for an organisation, if the management contributes well in planning and making decisions. The main aim has been to assess whether a recommended PPP strategy and the blue ocean model are crucial for the organisation that has undertaken an agricultural innovation project. The study mainly focuses on the SWOT analysis and its evaluation and key strategic concept. In the concerned concept, it covers the definition of the strategy, reasons or logics for using it, strengths and weaknesses and required considerations for the organisation.

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