This assessment will cover following questions:
- Royal bank of Scotland is the retail and commercial bank and comprised of 700 branches. What impact does the macro environment provide on the Royal Bank of Scotland?
- How can the growth opportunities be evaluated using Porters five forces model?
- Explain the tactics that bank can use to enhance its growth level?
INTRODUCTION
Business strategy is made up of several actions which are being performed by an organization in order to accomplish pre-determined goals and taking competitive advantages. It can also be defined as a long term plan of action designed for achieving particular goals (Akter and et.al., 2016). This present study is based on business environment which is made up of both internal and external business environment. In the internal environment, company examines its own strategic capabilities and resources with the help of SWOT and VRIO analysis framework. On the other hand, it will also show importance of analysing external business environment. In external business environment, company examines both macro and micro environment with the help of PESTLE and Porter's 5 forces model. Further, this study will also show competitive and focus strategies and their effectiveness in improving performance of an organization with the help of Ansoff matrix.