External environment analysis of my organization - Commercialisation

Analysing my external environment is crucial. Indeed, there are several tools for analysing my external environment to help me develop a winning business strategy. Any organisation that evaluates these objectives and resources should know that examining its external environment is critical to its success. This is because we live in a world that is not perfect, and for this reason, we must be able to know all of our strengths, in this case the external forces that could affect our organization in many ways. Thus, tools such as the PESTLE and SWOT but especially OT (Opportunities and Threats) Analysis in our case, have been created to help organizations understand their external business environment and even develop successful business strategies. OT analysis identifies external opportunities and threats. let’s analyse my organisation’s opportunities and threats and see how they affect its external environment and help develop a winning business strategy.

First, the opportunities. My organization being an E-commerce has several opportunities in its external environment. Indeed, the ability to pay online is a source of revenue and rapid development of activities. In addition, this possibility also avoids several misunderstandings in the business sector such as credits between buyers and sellers. My organisation also has the possibility to produce its own objects (like bags, boxes, supplies…) and sell them on its E-platforms. By creating stores, Jumia has the possibility to extend its sales area by many municipal stores and to be able to compete with supermarkets such as Carrefour CI in addition to E-commerce. The opportunity to acquire e-commerce markets can enable Jumia CI to further reduce competition.

Second, threats. In 2018, $24.26 billion was lost in bank card fraud. Indeed, the insecurity of online business is a threat to my organization, and the storage of personal information of buyers such as bank details is a target for theft, also an E-commerce maverick, a never-ending competition, there are no barriers to start your business. Anyone who wants to start, can succeed and compete with the best in the business. Given the strong evolution of E-commerce, the State could enact a law in the future, imposing taxes on e-commerce. The PESTLE analysis informs us about the external forces (political, economic, sociological, technological, legal and environmental) on a company acting in all our markets, so, let’s do a PESTLE analysis of my organization and draw a conclusion on how this external analysis helps develop a successful business

strategy.

At the political level, my organization has government support for the extent to which e-commerce or online working methods are the future of the country. It is from this perspective that political stability in Cote d’Ivoire and the 10 other countries where Jumia is based is an opportunity for the organization. It should also be noted that the presence of my organization is leading the government to intensify its efforts to combat cybercrime.

At the economic level, my organization represents the largest e-commerce capital in Africa. However, in the face of the current health crisis, performance is declining due to imports and other reasons.

At the social level, the presence of an organization for buying all kinds of objects online encourages the population (and even the old population) to be more connected to the Internet and to learn how to use the objects that make up the world of tomorrow.

At the technological level, although the government is motivated to intensify the fight against cybercrime with the presence of e-commerce. Cybercriminals will seek to increase their criminality. All these situations (opportunities or threats) created by the online commerce of organizations like mine are an increase in the efficiency of computer resources.

At the legal level, the organization has the possibility to modify import and export regulations, to regulate the price of products. We have the possibility to strengthen our image.

At the environmental level, my organisation is not so concerned about pollution and can encourage other companies not to pollute while at the same time encouraging people to lead a sober lifestyle.

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