| Summary: | This project aimed to discover if Retail Assist had the capabilities to exploit 2 opportunities arising from new technology driving change within the Retail IT market, how changes in the omni-channel supply chain model can be exploited, then how the movement of UK retailers into an overseas market can be supported, focusing on the Chinese market. Analysis has used strategic and economic theory to review Retail Assist’s external environment and internal capabilities, each step of the process has used direct observation and theory to reflect on the evidence gathered to define my final chosen strategy. Chapter 2 will explain the two market opportunities in detail, chapter 3 will critically analyse the strategic and economic theories used, chapter 4 will include the detailed application of these theories to the RA case study, finally, I will summarise my analysis in chapter 5 and define my strategic vision for RA’s future.
Analysis has identified that Retail Assist are well placed to compete within their existing UK market, this is in stark contrast to the issues that would be experienced when trying to enter China, I do not believe that RA are prepared for this challenge. In contrast, Merret has already been developed to include detailed omni-channel functionality, this is a key strength that should be used to build market share. I have applied theory to the UK Helpdesk and Merret case studies to analyse that successful and well understood model, then reflected the overseas expansion and omni-channel case studies against this framework
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