706 Strategic Direction

(Qualifi Level 7 Diploma in Strategic Management & Leadership)

Qualification no (RQF): 601/5335/0 Unit

Title of the Final Assignment

Lecturer:

Student ID:

Student Name:

Submission Date:

706 – Strategic Direction - Final Assignment Structure & Format 2021 1

Acknowledgment

We certify that this assignment is my own work, based on my personal

study and/or research, and that I have acknowledged all material and
sources used in the preparation of this assignment whether they be
books, articles, reports, lecture notes, any other kind of document,
electronic or personal communication.

We also certify that the assignment has not previously been submitted
for assessment in any other course or at any other time in this Course,
unless by negotiation, and that I have not copied in part or whole or
otherwise plagiarised the work of other students and/or persons. I have
read the policy on plagiarism and understand its implications.

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Executive Summary

Al-Jammaz Technologies strategic Direction for 2021

This paper deals with vision, Mission and strategic objectives for ( Al Jammaz technologies)
This report aims to give a comprehensive image of the expected Expansion plan and the
proposed Business Strategies and analysis that suit the nature of the company's specialization
as leaders in the …………………………………… the company and may affect the results of
the proposed Expansion plan .and how to avoid that. To Achieve the Main objective which is
to increase the company's sales by 10% for the current year.

This report relied Porter's five forces ,SWAT analysis to identify the strengths, Opportunities,
weaknesses, threats of the company to determine the strategic option we should use and
Evaluating the feasibility of this options after understanding the company internal and external
factor . Stakeholder …………………………………… to Identifying the Stakeholders and their
interest.
Also Using Ansoff Matrix assist for evaluating our strategic options, depending
On the positioning map to know our place against the competitors

Conclusion: Strategic management must be based on an understanding of management models,

analyses and theories, …………………………………… decisions and the correct
implementation of the plan in order to reach the specified goal.

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Table of Contents

Acknowledgment .................................................................................. Error! Bookmark not defined.

Executive Summary ................................................................................................................................ 3
Introduction ............................................................................................................................................. 5
TASK 1 ................................................................................................................................................... 6
TASK 2 ................................................................................................................................................. 11
TASK 3 ................................................................................................................................................. 16
Conclusion & Recommendations........................................................ 1Error! Bookmark not defined.
References ............................................................................................................................................. 20
Appendix ............................................................................................................................................... 22

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Introduction

Al-Jammaz Technologies is a Saudi distribution company, consider one of the largest

distributors working in IT field in GCC Area, as a Part of Al-Jammaz Group which was
created at 2002. …………………………………… with hybrid organization Structures and
More than 250 employee working in five division with transaction over $250 M for 2020.

Background

The report deals with different Strategies , Businesses Models and challenges facing
Corporate Level to …………………………………… global technology companies such
As(Cisco, Dell, Fireeye, Honeywell, Lenovo, APC, Fluke) by developing Expansion strategies.

Aims & Objectives

This report aims to show the different management skills in using different management
theories and analyzes such as Porter's five forces analysis, SWAT in order to know the strengths,
weaknesses and threats facing …………………………………… and feasibly study to
introduce a clear vision and easy implementation to the company strategy which is increase the
gross sales 10% to be $250M on 2021.

Scope

This report classify into sections (Environment scanning, formulating, implementation and
evaluating results) and …………………………………… theories into points:
1-Company mission and vision and objective
2- The impact of stakeholders within strategic direction.
3-strategic …………………………………… to meet strategic aims
4- Develop a range of alternative strategic options. to meet organizational strategic aims
5- Evaluating the results.
7- Planning review, control and …………………………………… planning activities

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TASK 1

Our company is Al Jammaz Technologies for distribution consider one amongst the be the most
important technology distributors in kingdom of Saudi Arabia working in IT field achieving $
250M revenue in 2021, with over 270 Employee working over three main cities within the
kingdom of Saudi(Riyadh –Jeddah –Khobar) welfare culture thorw providing lunch meal on a
daily basis with 10time for …………………………………… quite 15 products associated
with technologies like (Cisco, DEL EMC , Honeywell, Fluke ,APC, Lenovo, Comscope ,NEC,
Linksys, Netscout, Panduit )
our company vision is to be ideal technology distributor within the GCC and Middle East in
next 3 years ,transformation …………………………………… to feature new products to our
portfolio (products basket)to cover important a part of the market needs which is that the cyber
security like(Fireeye-tenable-Arboor-F5)and do expansion to our market segment by setup new
branches outside Asian country such as (Dubai-Kuwait-Cairo-Manama-Amman) . Recruiting
talented employees, and …………………………………… throw allocation training programs
to every department, increase the worker retention.
The main objective for the organization is to extend our number of transaction and sales to
achieve $350M for the following 3 …………………………………… sales number p.a

1.1: Critically analyse the current strategic aims and objectives of your chosen scenario
/ organisation, you may wish to consider the fuller hierarchy of objectives, within
your critical analysis, enable greater detection of misalignment. Use techniques
and modelling to underpin yourcritical analysis, where feasible. (300 words)
Answer:
Current Strategic Aims Al Jammaz Technologies
• 1-To provide latest technology products to whole kingdom
• 2-Provide High Quality Products
• 3-To …………………………………… of Cyber Security products
• 4-Part of the kingdom’s plan for digital transformation
• 5-Support the local IT companies
Al Jammaz technologies Aims based on the company's slogan, which are technologies in
general, we find the first aim of the company is to distribute the latest technological products
with high Quality through the constant pursuit of contracting with the largest international
leader Vendors in IT ……………………………………, and APC)
• With the diversification of the concept of technology, a new concept has emerged,
which is cyber security, so the company's Aims are not only distributing hardware, but
also seeking to enter the market of distributing cyber security products since it become
governmental requirement by all Saudi ministries.
• The company aim …………………………………… plan pursued by the Saudi
government. which allocated billions for this plan till 2030

Current Strategic Objectives:

• expand to Cover the GCC market (open new branches)

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 • increase Sales 10% for 2021
• 3-…………………………………… performance.
• Decreasing the expenses 5%
• Own a facility in the next two years as the company operates on a rented space.
• Increase our customer base.
Our objective of the fuller hierarchy of objectives is to expand in GCC (UAE, Kuwait, Bahrain)
since we have …………………………………… to do the expansion this step will reflect on
increasing our Sales 10%
Improving employee performance one of our objective this will be throw assign training
programs to our staff
With our diversification of …………………………………… cts,
AlJammaz objectives to support our partners (IT companies) throw increasing the credit limit,
credit period and arrange for workshops to support the business this will increase the customer
retention and will improve …………………………………… rmance

Tactics:
• 1-less the prices 3% on 2020
• 2-decraising the approval cycle
• 3-speed up the delivery
• 4-expantion with the opening new branch in Dubai.

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 1.2: Decompose your organizational strategy into logical component parts, it is likely
that each functional area will have their own customized strategies and tactics; it
is within this sphere that misalignment often occurs. Not all component parts of
the strategy will have the same value or level of risk; this may be considered in
your analysis. (450 words)
Answer:
According to our organization managerial level every level has own strategy and all aliment to
achieve the main organization aims and objective

Corporate level strategy:

Corporate Level Strategy

Alternatives Expansion Diversification Combination
Strategy Strategy Strategy Strategy
Table:1 (Van Deusen, Williamson Steven A. and Babson, 2007))
Al jammaz Techlogy ‘s Corporate level …………………………………… analysis), where
they are now (mission), and where we want to be (vision) what is the strategy to go there
(strategic plan)
They need to define the mission and vision to establish the company target goals
With 20 different products in the Jammaz portfolio, the corporate level strategy will address
the target growth and ……………………………………),
Exploitation of available information, resource management, and the market opportunities
(Expansion Strategy)

In another word The corporate Level will follow the below:

• Management strategy: …………………………………… should be in the first
place not only how to gain a competitive advantage especially in a big organization like
Al jammaz which has 20 products(Cisco-Del EMC-Honeywell) we going to purpose
Cisco and Del EMC in the first place based on the market size of this products which
almost 70% of our sales for 2020(Star products) so most of marketing fund will goes to
develop this products
• investment on Security products: based on our aim to become the leader marketer
of Security products will use tactics by Contracting with a group of the strongest
products approved by government agencies in the field of cyber security
• Increasing variety of products: decrease the risk of depending on one product
• International market expansion strategy: open new branches in (Dubai –Manama-
Kuwait) to …………………………………… in GCC
Risk: Covid19 make the market slow, and effect on the expansion plan date.

Business level strategy: The business-level strategy is targeting to

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1- “How we can compete…………………………………… (a sustainable) competitive
advantage over others distributors using the price structure as tool(Decrease our prices 3% in
2020),
2-Training and workshop to our partners
The business-wide strategy aims to gain a competitive advantage by providing real value to
customers while …………………………………… player in the competitive landscape
(companies and their organizational structure, 2019).
Risk: row material and Shipping cost increased this will effect on our profit.

Functional level: This functional level strategy includes all the company departments like
Sales, Marketing, Finance, …………………………………… strategies are often aimed to
improving the effectiveness and productivity of a company’s operations within target
Sales Department Strategy: Increase the Sales by hiring new Employees
HR Strategy: employee retention, hiring talent People, staff training program.
Marketing Strategy: Run Quarter promotion and arrange for event to meet with the customers
to enhance the sales …………………………………… is to fill the various roles within the
company with suitable candidates. (Teuscher,1968)

Finance department: Monitoring the collection, cash follow, insure healthy stocks, balance
…………………………………… borrow
Risk: No enough budget for Hiring, or making marketing events

1.3: Critically conduct an environmental scan focused on environmental factors in the

short and medium term, short being up to one year, longer term being up to three
years. (250 words)
Answer:
The environment Scan would include economic factors, political, technological, competition,
environmental We use SWOT Analysis to determine the ……………………………………
and distribution market

Strength:
• KSA has strong economic this reflect on the strength of Saudi Market (short medium
term)
• New international trade agreements(…………………………………… statement with
high cash flow this support our expansion strategy,
• strong vendors relation and Product portfolio variety
• Price …………………………………… and long term)
• Credit facility to partners (120 days)
• Strong relation with partners.

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Weakness:
•COIVD 19 effects on the economic (short terms)
•Tax increase (Medium term)
•…………………………………… insurance (in case any fall in collection on the short
and medium term)
• Long period for receivable (on the long term will effect on our cash flow)
• Long …………………………………… slow and effect on the performance
Delay in delivery
Opportunities: (on the medium term)
• Technology market share is going to increase And KSA allocate billions to apply E
……………………………………
• New market for cyber security products
• Adding new products in different technology sectors lead to increase our market
Segments …………………………………….
Threats:
• Technological advancement is quick, we may face competition from new players in
terms of cost or newe…………………………………… the long term
• Gray Market will effect on our sales and profit margin on short and long term
• Receivable and payable risk: Especially after Covid19 some customer not able to pay
due the …………………………………… on our payable on the short term
• Overseas competition: very high competition outside KSA (long term)

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TASK 2
2.1: Conduct an audit customised for the purpose of signposting the activities within
the processes of working towards existing strategic aims and objectives. Embed
diagnostic tools from across the business domain to add validity and confident in
the auditing activity. (350 words)
Answer:
Here we will use the Porter's five forces analysis and balanced scorecard model to
monitoring our implementation plan to ensure we are on the right Path to achieve our
strategic Aim which is expanding in GCC on 2021 and increasing the sales 10%

1- Porter's five forces analysis:

- Competitive Rivalry: most of our products may be available with other distributors,
after reviewing the Q2 …………………………………… we find that:
Reducing the price 3% in addition to giving credit facility up to 90 days, is enable us to
compete strongly and to have advantage on the others.
Supplier Power: The company's strategy depended on diversifying products and not
relying …………………………………… company has added a group of products
related to the field of Cyber Security in 2020 this helped the organization to increase
our market segment.
Also the strategy of alternatives for products to ensure that the vendor does not control
prices and our flexibility in moving to the alternative.
Buyer Power: Despite the strength of the government sector, which represents more
than 80% of the …………………………………… market and its impact on the prices
offered to them, However, the company's strategy in providing maintenance centres
gave us an advantage among government sector clients without affecting the
profitability of the product.
Threat of Substitution: Working technology felid requires constant access to the
latest technologies, otherwise we may run the risk of being replaced by the customer
and quick exit ……………………………………
Therefore, diversification strategy followed has protected us from market risks
Threat of New Entry: we provided the necessary financial allocations that enable us
to open new branches …………………………………… aims of expansion, this mean
we are on track

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 2-Using Balance score Card

Table 2: Balanced ScoreCard

Financial: ROI increased 9% in first 6 months, means we are on track

Cash Flow: very …………………………………… to focus on collection.
Customer relation: improving after sale service and Delivery performance lead to less
50% in customer complains, customer base has been increased 10%,
Internal process: order to the vendor taken 3 days, still approval cycle need to improve.
Education& Growth: Employee turnover average is less 70%.
Sales Department started on line training to improve team performance

2.2: Identify ten stakeholders connected with the organization and evaluate their
expectations. Undertake stakeholder mapping to analyses the power and influence
they have upon the organizational strategy. Strategic Stakeholder Tooling is
recommended for this task. (200 words)
Answer:
In strategic planning, the expectations of the stakeholders are managed ,participation and are
encouraged. This helps to make the planning more effective and successful than when there is
less involvement of the stakeholders (Boyne, 2010).

Identifying the Stakeholders and their interest:

Owners: expecting 10% annual gross ratio to be satisfied while their power come from
increasing the Capital

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Corporate level: expecting to have the required tools and financial support to implement the
proposed strategies in order the achieve company aims, the influence on improving the business
…………………………………… level performance.
Stockholders: increase market price per share
They may effect on the share prices (on selling or buying)
Staff members: ……………………………………, training, improve skills, welfare,
motivations. Team performance effect on the organization results
Customers: expecting better prices, promotions, latest technologies better credit facility,
Products …………………………………… service
Vendors: expecting the payments on the scheduled dates, increasing the business size, and
open new market for their product.
Creditors: …………………………………… ns on time and increasing transactions, their
decision effect on sales limits per customer.
Government Agencies: pay due taxes on time, respect the low,
Finance team: Healthy inventory turnover, good payable and receivable ratio
HR department: increase the …………………………………… the skills.

Using the below Stakeholder mapping to identify the importance and influence of stakeholders

Table 3 (Stakeholder Mapping)

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 Evolve a strategic positioning map or tool(s) to enable critical analysis of the
2.3:
business processes and activities towards the achievement of the current strategic
posit. (350 words)
Answer:
Using Ansoff Matrix assist for evaluating our strategic options to achieve our target of
increasing sales 10% annually. To know what improves than others what others improves than
us, where us from our goals
Market Penetration: Adding a new line of High Technology
…………………………………… Security solutions) on 2020
This gave us comparative advantage over the rest of the distributors and this lead to increase
our market share and Sales percentage 6%.
Also decreasing …………………………………… the other products give us competitive
advantage than other distributors.
Product Development: Deploying Promotions, Events and market campaigns this leaded to
increase market share and sales percentage for our current Products (Cisco, Dell, APC, Linksys
and Honeywell).
Market Development: since our business type is B2B we discovered new market segments
(system …………………………………… companies) , at the same time our Expansion plan
in GCC market already started (Dubai office opened in Q1) by completing our expansion plan
end of Q4 we expect to achieve our Aims for this year .
Diversification: at the same time we hiring new products we target new customer segments
outside main cities such as retails market throw offering new run rate items (Linksys-APC-
NEC),not depending on the key customers in the main cities, this give us advantage than others

Table 4 (Al Jammaz positioning map)

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From the above map we can see that Al Jammaz technology combines the advantage of modern
products and the …………………………………… advantage over other distributors make
the company on this position on the map.

While other competitors have the same products Quality , but the competitiveness is less than
us(Logicom and Ingram Micro) This as result of the company's ability of using a strategy of
(cost of leadership), by …………………………………… relying on selling large volumes to
maintain the profit levels set by corporate level.
From the above map we can see also other distributor have some advantage in prices(Incube,
Netways)
But they don’t provide the same quality of technology products such we provide to our
customers,

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 TASK 3
3.1: Deploy strategic options tools to support the critical evaluation of your identified
range of strategic options in the short and medium term. Conduct critical analysis
of the value of your chosen tools, together with suitable criteria for the selection of
use of such tools. Supporting factors may be such factors as profit, core
competencies, quality, competitive factors and business processes. (350 words).

Answer:
Vital choices are essentially arranged plans to accomplish the objectives of an association
throughout some stretch of time. These comprise of options, a potential elective that will make
a major contrast in the association. In essential choices, normally it is long - term however we
discover short and medium-term techniques.

Table5 :( Al jammaz SWOT analysis)

From our understanding for the company aims (expansion and increase sales and profit 10%)
we suggest some short and long terms strategies
Market Development …………………………………… term strategy until we have enough
budget for Expansion outside KSA.
Expansion strategy: inside or outside KSA.
Cost of leadership: …………………………………… cost and prices to increase the profit (short
term)

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Differentiation strategy: to …………………………………… products (Short and long term)
Diversification: by adding different technological products, this will give us advantage and
will avoid the risk of depending on one product (medium term)
Internal development strategy: …………………………………… skill, employee referrals
this will motivate the competences (short term)
Hiring Strategy: hiring new talents (long term)
We will evaluate here …………………………………… options (back up options)which
could give some advantage over the existing state

1-Finical Feasibility: A financial feasibility study should be conducted at the onset to

determine the economic viability …………………………………… nture before deploying
our strategic option.
This could be internal expansion throw open new branch in Southern Saudi Arabia(Abha City)
or throw …………………………………… C throw open Dubai Branch
After study the below elements:
· Determining the startup costs.
· Preparing a profit plan and making cash flow projections.
And Based on our financial budget after comparing the expected cost and ROI we will go to
the second option which is …………………………………… in Dubai this will be more
profitable and effective to achieve our organizational goal
-Cost of leader ship will be better than differentiation in order to achieve our profit target.

2-Operational Feasibility: for the new Branch in Dubai we have the option of hiring new staff
from the local Market or UAE
We check the feasibility for both option and find that the Managerial level better to be located
from our Main …………………………………… we have the required competencies, new
Managers may need time to understand the company objectives.

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3.2: Determine and justify the evolved strategic option(s) and assess its suitability in
contributing to meeting any revised strategic posit. (250 words)
Answer:
Here we will talk about our Diversification strategy This strategy was adopted in 2020, when
most of the company's sales came from only one product, Cisco (around 80%)
And some problems occurred with Cisco Vendor because of his desire to control prices and
forcing us to buy and large stocks of the product which effect on our profit margin
And our constant threat to withdraw the agency or add other distributors to the Saudi market,
which poses a threat to our sales and our position in the market.

Therefore, our company abandoned the strategy of relying on a single product with an
innovative advantage …………………………………… in dealing with more than one similar
product as a first stage

This was followed by the diversification strategy in selling technology by starting to contract
for the distribution of cyber security products and shifting ……………………………………
in the diversity between products appear at the end of the fourth quarter of 2020, where the
reliance on Cisco's product has become less than 50% of our total sales. This transformation
between strategies has contributed to reducing risks from relying on a single Vendor,
expanding the available market base…………………………………… been reflected in
achieving the company's higher goals of increasing sales and expanding the market.

From my opinion it was great …………………………………… lead to better results.

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Conclusion & Recommendations

This report aims to show the proposed management strategies and measure their effectiveness
in order to achieve the goals of the higher management, which is to increase annual sales by
10%. The management plan relied on a combination of management theories and analyses such
as SWAT And Porter five forces, …………………………………… assist for evaluating our
strategic options, depending On the positioning map to know our place against the competitors
.

The report included an explanation of company’s Structure, culture, Mission and Vision,
Objectives, its products, ……………………………………, the expected risks and how to
avoid them or deal with them if they occur with a backup plan. Also content a risk assessment
ranked by the level or the risk. We discussed the feasibility of some options, and how the
feasibility study help us to apply the right option.

Finally, any company’s …………………………………… must be based on an understanding

of past analyses to avoid making the same mistakes and for management to show the flexibility
necessary for change.

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Appendix

Table:1 (Van Deusen, Williamson Steven A. and Babson, 2007)

Table 2: Balanced ScoreCard
Table 3 (Stakeholder Mapping)
Table 4 (Al Jammaz positioning map)

Table5 :( Al Jammaz SWOT analysis)

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