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Business Strategy: The Case Harvey Norman - Research Paper Example

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The case study of Harvey Norman Holdings is a good example of the process of identifying the business strategies. This essay presents a review of the macro-environmental and pestle analysis of the company. It also identifies factors which will continue offering sustained competitive advantage to the company. …
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Business Strategy: The Case Harvey Norman
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"Business Strategy: The Case Harvey Norman"

Download file to see previous pages The case study of Harvey Norman Holdings is a good example of the process of identifying the business strategies. The company formed in 1982 is based in Australia but also operates in overseas markets such as New Zealand, Australia, Slovenia, Malaysia, Ireland and Singapore. Over the last 30 years that the company has been existence, it has grown significantly to become envy for others. To develop its strategies, Harvey Norman had to carry out an analysis of the external environment which encompasses political and legal factors, technological and socio-cultural and demographic factors, environmental and economic factors. These factors may be indicators of opportunities which the company need to maximize on or may be barriers that can limit its operations. It is also critical to carry out the competitive analysis of the firm where the factors that can directly affect the company are assessed. These factors include the bargaining power of customers and suppliers, rivalry, barriers of entry and threats posed by substitutes.
Harvey Norman Holdings Ltd is a public company listed on the Australian Stock Exchange market (Harvey, 2010, p. 2). The primary activities of the company comprises of integrated retail, franchising and property entity. Harvey Norman offers franchises to sovereign businesses as owners who sell home and office products within the following categories; furniture, small appliances, bedding and Manchester, electrical, computers and communication equipments, home improvements, carpet, lighting and flooring (Harvey, 2010, p. 3). The company operates in different countries including New Zealand, Australia, Slovenia, Malaysia, Ireland and Singapore....
The property portfolio for the company in Australia includes Domayne, Harvey Norman and Joyce Mayne Complexes. In the other countries it operates in, its property portfolio is Harvey Norman and Norman Ross (Pla, 2004, p. 16). Harvey Norman has grown steadily since its formation in 1982 by Gerry Harvey and Ian Norman when they opened the first store in Auburn, Sydney. Over the next five years, the company expanded steadily and managed to open another 12 stores in New South Wales. However, the turning point for the company came in 1987 when it was floated in the stock market and this has facilitated its massive growth ever since (Harvey, 2010, p. 3). As in 2009, Harvey Norman had managed to get to 195 franchised complexes. Gerry one of the co-founders of the company owns 30 percent of the company and according to Harvey, his retailing skills has been of great importance to the growth of the company. Gerry clearly understands the market in which he operates and is able to respond effectively to customer demands (Harvey, 2010, p. 4). Harvey Norman carries out its activities primarily under the Australian franchise system. The company has a strong motto which is similar to ones used when supporting teams. The “Go Harvey, Go Harvey, Go Harvey Norman” is brings out the entrepreneurial spirit and enthusiasm which drives the company. Describing the culture of the company is difficult although like other enterprises, Harvey Norman has taken up the culture of its founders who were great entrepreneurs. The management of the international market however differs from the Australian market. In its overseas operations, the retail complexes are either solely owned or controlled stores operating under the Harvey Norman name. The ...Download file to see next pagesRead More
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