1. Introduction The global environment is undergoing rapid changes and these changes are the result.

1. Introduction The global environment is undergoing rapid changes and these changes are the result.

1. Introduction

The global environment is undergoing rapid changes and these changes are the result of different phenomena namely increasing customer awareness, changes in the demands of the customers, development of the technologies and increasing globalisation. In order to compete in such a competitive and globalised environment, it has become important for firms to constantly improve their products and services and focus on deriving the cost of the business low in order to transfer the cost advantage to the customers. This has given rise to the concept of strategic management and strategic analysis through which firms develop competitive strategies by analysing the internal and external business environment (Raduan, Jegak, Haslinda and Alimin, 2009).

The strategic management is defined as the process of analysing and monitoring the activities of the business and industry in order to come up with a strategy that could facilitate the development of competitive advantage for the firm. The strategic analysis and strategic implementation requires the whole analysis in order to implement the overall business strategy that aims to achieve the predetermined goals of the business. Thus, the strategy is the path way through which businesses achieve their goals and objectives. The business often come up with new technologies or undertakes strategic moves such as acquisition, merger, new product development or globalisation in order to enhance the competitive position of the company in the market (Porter and Kramer, 2006).This report is also based on the strategic analysis of Bakers – a leading dog food manufacturing company of UK. After conducting the strategic analysis, the future strategies would be identified for the company.

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