Strategy includes business’s goals, analysis of the business resources, plans and actions (Needle 2011).It also embraces providing the benefit to the consumers and some significant people who have the interest in business (Piggott 2012). In other words, strategy is about how the business can perform better compare to the competitors in the industry (Piggott 2012). Strategy analysis can be divided into three parts which are internal, external and both internal and external strategies (Piggott 2012).

First of all, internal strategy covers resource based view, value chain and core competence (Soyref 2012). Specifically, core competence is defined as the business actions which give the company a benefit compare to its competitors (Needle 2011). The growth of economical and efficacious arrangement inside the business can lead to the core competences (Needle 2011). The first area of core competence is the connection between both consumers and providers which includes exchange the messages between parties (Needle 2011).Whether buyers are content with the goods and service or not can also create the core competences (Needle 2011).Finally, the innovation of the goods differentiates the goods of competitors’ which makes great core competences (Needle 2011).

Secondly, external strategy includes supply chain and porter’s five forces (Soyref 2012).Porter’s five forces model reflects the rival environment which are the threat of potential entrants, threat of substitution, bargaining power of suppliers and buyers, and competitive rivalry (Needle 2011).The model makes managers to check whether five forces performing on the business and how it might be altered over a period of time (Needle 2011).

In addition ,SWOT is an important tool in both internal and external strategy analysis which indicates the strengths ,weakness , opportunities and threats (Soyref 2012).This