Strategic positioning is very important in this 21st century era, where the marketplace is overcrowded with intense\ncompetition and me-too products. Firms are expected to strategically position themselves to achieve competitive\nadvantage. Any firm that lacks a clear strategy can end up in a muddle and confusion.\nThis study provides a critical assessment of the strategic position of the Melcom chain of shops within the\nGhanaian retail industry. A review of literature on the factors that strategically position a company above its\ncompetitors is conducted. This is followed by a summary of Melcom positioning and customer expectation. The\nstudy reviews the external environment in which Melcom operates and finds opportunities such as increasing\ndemand for its products, but also uncovers threats such as competition from foreign investors. The report considers\nhow the external environment influences Melcom's strategic position and identifies the company's generic strategies\nof differentiation and cost leadership.\nUsing a case study method, the paper derives qualitative data on the retail industry in Ghana using Porter�s five\nforces. It achieves this by analysing the industry and evaluating its effect on Melcom. The report also reviews\nMelcom's competencies and resources, and identifies the sources of the company's competitive advantage. The\nreport concludes with a series of strategic recommendations for Melcom. The aim of these is to help improve\nMelcom's market share and sales.
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