Executive Summary Johnson and Scholes (Exploring ...

Executive Summary
Johnson and Scholes (Exploring Corporate Strategy) define strategy as follows:
"Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the company by utilizing their resources effectively within a challenging environment, to meet the demand of markets and accomplish stakeholder expectations".
This report consider micro and macro-environment of SABMiller and their strategic position in the chosen markets in term of PESTEL, SWOT, Five Forces Generic, Industry life cycle, BCG Matrix, Core Competencies, Interest and power matrix, Corporate Social Responsibility, Porter’s Value Chain and Ansoff’s Matrix. The models have been used with their limitations to assess implication of Sabmiller’s current strategic position in the chosen markets for the future of SABMiller and options available to them in future.

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Introduction
Sabmiller is second largest brewer by volume in the world. It is formed through acquisition of the American brewer, Miller in 2002. As a company, it is older than the state of South Africa itself and has faced the different challenges during the twentieth century. In 1950, they moved its head office from London to Johannsberg. Sabmiller have dominant position in the South African market as well as commanding position in Swaziland, Lesotho, Rhodesia and Botswana. They have entered all over the world by different strategies but mostly through acquisition.
The Strategic Position
Sabmiller has clear strategic focus and define their strategic position in the following priorities: Creating a balance and attractive global spread of business, developing strong relevant brand portfolios in the market, constantly raising the performance of the local business and Leveraging our global scale. By using these strategies, they are getting overall purpose and scope of the business to meet stakeholder expectations. Management is heavily influenced by investors in the business and acts to guide strategic decision-making throughout the business.
Business Environment At a Glance
Market Dominant/ Wide Global Portfolio
Product Portfolio Management
Emerging Markets/ Hostile Takeover
Market Limitation
Entry by Acquisition
Macro Environment
Macro Environment
Sabmiller faced lot of challenges which influence their decision making, performance and above mentioned strategies priorities. Macro environment is external and uncontrollable factors which include economic, legal, social, political, technological and natural forces. It includes all factors that influence on it but out of control.
PESTEL Analysis
There are many factors in the macro-environment that will effect the decisions of SABMiller. Legal issues, economic and social issues, trade barriers, political problems, flexibility and acquisition and government ...