There are factors in the market that must be taken seriously for the success of long term business. “External factors influence a firm’s choice of direction and action, ultimately, its organizational structure and internal processes. These factors, which constitute the external environment, can be divided into three interrelated subcategories: factors in the remote environment, factors in the industry environment, and factors in the operating environments. In combination, these factors form the basis of the opportunities and the treats that a firm faces in its competitive environment (Pearse et al, 2005).” A firm must recognize what forces is key to their competitive advantage. Although it is important that all forces and trends be analyzed in preparation for the final PETCO’s strategic plan the research will only focus on key forces and trends pertaining this company. In order to keep up with the number one in this type of industry PETSMART, PETCO is going through many changes to be number one in the industry by 2010. To reach this goal strategic adaptability to the types of issues and opportunities facing PETCO is critical and must be defined in this process. Issues
Trough a series of focus meeting, surveys, research and various other strategic planning tools PETCO found out that its rival the number one in the Industry offered better service and customers prefer to go to their stores rather then PETCO. PETCO’s leaders identified what customers’ value. As a result they have turn to a new direction. PETCO believes that in order to maximize its strategies for competitive advantage they must focus in delivering superior customer value through the discipline of customer intimacy. PETCO is willing to go above its usual way of doing business to implement the discipline of customer intimacy.
PETCO selected a customer intimacy strategy as its responsiveness to become the number one in the industry by 2010. Despite...