Carrying Out A Strategic Study for Lafarge to Recommend A New Strategic Direction for This Organisation Which Could Improve Its Competitive Advantage in the Construction Industry

Abstract

Lafarge, which is one of the well-known organisations in the construction industry over the world,  is selected in this research as an example of a construction organisation to carry out a strategic case study and produce a professional report, which will analyse the main challenges and opportunities facing this organisation, through using some strategic analysis tools such as, PESTLE framework, SWOT analysis, Porter’s five forces model and BCG matrix, in order to investigate and recommend a new strategic direction for it, based on the findings that will be discovered. In addition, out of three strategic options, which will be identified and appraised, an option will be proposed to the company with justification to improve its competitive advantage over the construction industry.

Keywords: Lafarge, Strategic study, Competitive advantage, Strategic analysis tools