mohanad

Al Maya group had different strategies in order to expand their market locally and internationally (Globally). We can see that Hamel frame work can apply perfectly to Al Maya actions under the element of core strategy component. We can see in the article that Al Maya Group is trying to reach new geographical places which lead in approaching new customers. Also we can see the factor of product market scope, the company planning to open fashion retail stores and the first British Home Store (BHS) in Poland, by taking this action; the company will be targeting new customers and will offer a new area of product retailing. Moreover, the product market scope can be noticed when the company refused to enter the hypermarket business, this means that the firm has their own strategy of competing and they have to stick to it when they do their operations.
The hypermarket sector can be viewed as a new entrant under the five forces of porter, and it affected the market share of Al Maya group, but still Al Maya group didn’t enter this new market since they still maintain a good market share.
Finally we can see that the increase in oil and fuel prices which is considered a non market issue, played as a big advantage to Al Maya Group, their different locations will be absorbing more customers since they are known for their perfect locations which is a main reason for many customers to shop at their shops, and ultimately, customers will be saving time and money.