As cited by Schermerhorn, Davidson, Woods, Simon, Poole and Mcbarron
(2014), strategic management is a process of formulating and applying
strategies to achieve long-standing aims and withstand competitive advantage.
One of the goals of strategic management is profitability and the best way to
achieve this goal is through strategic planning. Organizations need to plan and
ensure that the processes are parallel to the goals, vision and mission of the
Heathfield (2016) depicted human resource as an organizational function
that coordinates people and issues in relation to people, which includes
compensation, hiring, training and performance evaluation. Human Resources is
one of the most vital components in organisations as it builds productivity and
confidence in all aspects of the employment environment.
This assignment will address HR and strategic processes, application of
HR, strategic management and competitive advantage through SWOT Analysis and
Porter’s Five Forces Model. This assignment also focuses on the competitive
advantages Catapult has as well as addresses the internal issues of Catapult.
Biswas (2016) stated that strategic direction is a course of action that
leads to achievement of goals and objectives within an organization. In
Catapult, issues that have risen over the course of time needed significant
actions that is strategically planned to enable Catapult to become the market
leader once again. For Catapult, their main concern is to increase sales. Two
important steps in the strategies management process are the analysis of the
organization and the analysis of its environment (Schermerhorn et
al, 2014). Hence, a SWOT analysis is the most appropriate technique to analyse the
The above figure depicts SWOT Analysis for
Catapult. Evidently, Catapult’s strength includes having a good market share.
Due to its offer of low-cost broadband, Catapult was able to rapidly take the
market share from its competitors. However, one of Catapult’s major weaknesses
is obsolete technology. As mentioned by Robert Leicester, the current hardware
for the network is becoming highly unstable, which has led to slower connection
speed and outages. Opportunities available for Catapult include partnership
with other organisations. Sarah indicates that by partnering with a major
electronic company or a big-box retailer, the company may be able to decrease
the limitation of consumer uptake. Selling SIM Cards in bundle with handset
will definitely increase market penetration. With opportunities come Stthreats. Threats include competition from the market. Engaging in price
war or technology race will definitely be a threat to Catapult. A SWOT Analysis
is not complete until opportunities and threats in the external environment are
examined (Schermerhorn et al, 2014). Therefore,
Porter’s Five Forces Analysis should also be used to analyse the environment.