Company Joyce

Introduction

This report provides information obtained through analysis of the strategy of the Australian owned company, Joyce Corporation Ltd. The report will describe the company as regards to its location, development and history, and stakeholders. It will determine the company’s stated vision and decide if it has an effective mission statement. The strategy analysis will pay attention to Joyce Corporation Ltd and its position in the value chain; is it a raw materials producer; a manufacturer/producer; a service provider for consumers or for other producers; a wholesaler; or a retailer. It will identify the products or services offered by Joyce and define who their customers are and what needs they fill. It will then describe the company’s business strategy in recent years and examine any challenges that it may be facing. It will also determine the growth of the company and any stated change to strategy. The report will determine the objectives of Joyce and whether it has been achieving these objectives. It will pay particular attention to identifying the earning power, liquidity and management’s response to its decision-making. It will highlight the company’s major strengths and weaknesses while explaining any observed changes. Particular attention will be paid to the external environment of the industry in which Joyce operates and also, to the company’s internal environment. It will identify company assets and its business competencies to define competitive advantage. The report will define any challenges that Joyce faces that may require an adjustment to its strategy. These challenges will include the current volatile economic conditions and the impact of the carbon tax. The report will comment on the future of the company and make recommendations that may improve Joyce Corporation Ltd.’s current performance.

1.1 Joyce Corporation Ltd - overview

Joyce Corporations Ltd is an Australian owned and operated company that was established in 1889. Joyce Corporation is described by the Australian Stock Exchange (ASX, (n.d.).) as a retail bedding franchising and property investment. Joyce Corporation via their retail website Bedshed describes the Joyce Corporation by stating, “Joyce Corporation Ltd is a bedroom furnishing products retail company. The company’s product portfolio includes bedroom furnishing products such as mattresses, linens, beds, bunks, quilt covers, sheets, cushions, lamps and bedroom accessories”(Bedshed, (n.d.)).

The company is based in Osbourne Park, Western Australia and operate forty-six (46) stores in Western Australia, South Australia, Queensland, New South Wales and Victoria. Fifteen stores are owned directly by the company and the remaining thirty-one are franchised.

Joyce has also, in recent years made the transition from being a manufacturer to becoming a retailer-importer of goods. Their list of holdings