Assessment brief – Strategic Management CMDA
Individual Strategic Management Report (100%)
Word limit: 3,500 (10% +/–)
Submission Deadline Week–13

Details of Assessment
You are the newly appointed strategic consultant with JD Sports PLC a UK based retailer of fashionable
branded sports and casual wear. The board of directors in UK have decided to expand the business in Asian
Market’. Therefore, you are instructed to prepare a report suggesting the best strategic direction for the firm to
grow internationally, and to develop strategies that will help them to create a competitive advantage and achieve
their strategic objectives.
You need to consider effectively scanning both the internal and external environment for JD sports in order to
help the business to explore new opportunities in the Asian market.
To narrow down your report you can choose Any Asian country of your choice.

Company Background
Established in the year 1983 by John Wardle and David Makin, JD Sports has long been established as the
leading UK specialist retailer of fashionable branded, sports and casual wear. What started as a single shop in
Bury, England has now expanded across the UK, and by 1996, JD has opened a total of 56 stores. By 2011,
JD has dominated most of the EU, primarily in Germany, Ireland, France, Netherlands and Spain, with Denmark
and Sweden to follow suit. At this moment in time, JD was already regarded as the mo st innovative visual
merchandiser of sportswear with the best and most exclusive stylish range.
Fast forward to 2016, JD officially launched its first store in Asia, right here in Malaysia. In November, JD opened
its first flagship store in Pavilion Elite, Kuala Lumpur, and its third store in Asia in Sunway Velocity, Cheras.
JD looks forward to a progressive development in Asia in the days to come.
However, for better understanding of the organisation you are required to research the given
organisation including its challenges and strategic management approach to expand in the Asian
Market
• Applying the knowledge of relevant strategic management frameworks, you need to
• Carry out the external analysis
• Address the internal analysis
• Identify key issues, evaluate alternatives and make conclusions based on thorough analysis