Strategic Profile Paper, The aim of SP is for students to perform critical analysis of the current strategy of the company, and research and briefly and clearly analyze its internal and external environment

The aim of SP is for students to perform critical analysis of the current strategy of the company, and research and briefly and clearly analyze its internal and external environment. SP is an exercise in analytical and creative thinking and writing, it is not about recreating an annual report on the company.
Strategic Hypothesis/Theme:
As a key part of this students will also come up with a critical question to be answered about the company’s current strategy and strategic direction. Regarding the “strategic question” or guiding theme of the SP here is an example:
“One of the main strategic issues that Kroger has been facing throughout many years is being not able to change its business operations that could’ve help them to stay competitive within the industry. For example, Kroger did not have home delivery services until April 2017 but only order online and pick up services. All in all, this led to intense competition in grocery retailing, especially after the acquisition of Whole Foods by Amazon in 2017. Kroger’s stock dropped from $31 to $22 per share after this announcement was made. New technological e-commerce grocery delivery services are getting popular comparing to traditional shopping and Kroger’s inability to stay ahead of these changes led to where it is now.
Despite these facts, Kroger’s total sales increased by 11% in the FY2017 comparing to the FY2015. However, the company is still facing high competition within the industry as it reported a decline of net income by 6.7% in the FY2017 comparing to FY2015. What strategy should Kroger implement to maximize its net profit and achieve sustainable competitive advantage?”