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A PESTEL analysis was used to assess the firm’s general environment, suggesting that on the whole, the macroeconomic environment in which ABG operates is not overly nurturing of the endeavours being pursued. Porter’s (2001) Five Forces analysis was used to examine the attractiveness of the industry environment, which was found to be reasonably unattractive to operate in. Barney’s (1991) VRIN model was implemented in order to analyse the company’s resources, capabilities and core competencies. Findings of this analysis propose that while ABG is comprised of some valuable resources, they do not lead to a sustained competitive advantage...
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