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Strategic Management Essay

3608 words - 15 pages

LONDON CHURCHILL COLLEGE

AABPS Level 6 Diploma in Business Management Studies

Title: Unit 3: Principles in Strategic Management

Assessor:

Submitted By (Student Name):

Student ID:

Number of words: 2955
Table of Contents
Part 01 2
Introduction 2
I) Strategy Setting Process 2
II) Elements affecting the plan 4
iii) Future Directions 6
Part 02 7
2.1) Strategy Implementation 7
2.2) Plan for the Stakeholders. 8
Part 03 9
Part 04 11
Introduction 11
4.1) Action Plan for an operational area 11
4.2) Effects of a Change of an Operational Area 11
References 13
Web References 14

Part 01

Introduction

A strategy is a must ...view middle of the document...

According to the Levi Strauss the major failure that they have committed is the wrong process. They have used the new launch to be an extension to the existing product to a different market. The major failure can be identified as the way the Levis’ has approach to their target is not at all precise. With vague decisions based on different climaxes, will provide inefficiencies to the business. In the scenario Levis’ has used the approach of not having a proper target which could be identified as free-wheeling opportunism. In which they simply go in the directions of the market signals. Because of this approach, organisation has failed to comply with their market and the behaviour of the customer has been not according to the plans. Therefor a better strategy planning process such as Rational Strategy Planning can be adopted in this approach and later the marketing tools such as Segmentation, Targeting and positioning can be done (Wit and Meyer, 2010)

Developing a better strategy would involve a planning process. In that the first step would be the identification of the organisational objectives with respect to their current plan. With relation to the LEVIS’ their main concentration is the diversified apparel industry but mainly into casual wear. When they have their objectives vision, mission and goals, first they must identify that. Then they must know where they are. To analyse this, tools such as SWOT and Value Chain analysis can be adopted from which identifies the Core competencies, Strengths, Competitive advantages, and etc. can be found. Currently according to the case study the company is in a situation where their main strength is the men wear and the brand loyalty. But LEVI has not been able to perform a better SWOT analysis, which failing them to identify their weaknesses such as the lack of identifying the consumer behaviour within their marketing division (Hm and Böhm, 2008:p.2).

Figure 1: SWOT Analysis

Source: Plans-you-go.com

The better strategic choice then must be formed. In that company must analyse what is the aspect they focus. Those are achieving a competitive edge, low cost providing, differentiation, or focusing on a niche. Based on their choice they must concentrate on the strategic direction which will enable the company to drive to the future. One common decider is the Ansoff matrix ( Stone,2001:p.50).

Figure 2: Ansoff Matrix and its components

Source: Make Marketing Work for You: Boost Your Profits with Proven Marketing Techniques

Levis’ concentrated on the product development concept from which they wanted to reduce the dependency on their main products. Only when the choice is made the next step, the SAF model should be assessed. This is where the accepted choice is made available for testing for its Suitability, Feasibility and Acceptability. Under this approach Levis’ segmentation tools should be carryout to...

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