Operations management impact on achieving strategic fit: A case from the retail sector in Zimbabwe

Donnemore Majukwa and Abubaker Haddud

Cogent Business & Management, 2016, vol. 3, issue 1, 1189478

Abstract: For a long time, Zimbabwe’s retail industry has been operating in a very “hostile business environment”, due to the country’s economic instability and uncertainty associated with it. The adoption of the green back has attracted foreign investors mainly from Nigeria, South Africa and China who have since opened their retail outlets in the country and fuelled more competition in the sector which resulted in some local operators closing their businesses but XYZ Zimbabwe has survived. This study makes an assessment of achievements and obstacles in using operations management to achieve strategic fit by the selected case study. The main objectives of the study are; to explore competitive strategies, examine supply chain strategies and provide solution-based strategies that helped the case study achieve strategic fit. Through an empirical approach, the study finds that XYZ Zimbabwe differentiated itself in the market by branding, positioning its stores conveniently to customers, offering variety of products at low prices to the customers and the company’s supply chain management hinges on the demand and supply integration to gain competitive advantage.

Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2016.1189478 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1189478

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2016.1189478

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().