英國dissertation網提供英國留學生企業戰略管理essay寫作需求，本文就英國倫敦一家企業未來三年的戰略策略發展做了資料收集。（Imagine you are a management consultant, specialising in business strategy, who has been commissioned by Anja Gockel’s senior management to advise them on their future strategy for the next three years.
UNIVERSITY OF WESMINSTER
WESTMINSTER BUSINESS SCHOOL
EXAMINATION PAPER
JULY
2010
MODULE CODE: 2BSO601
MODULE TITLE: BUSINESS STRATEGY
INSTRUCTIONS TO CANDIDATES:
Answer ALL questions in full.
Base your answers upon the CASE STUDY ‘ANJA GOCKEL LONDON GOES EAST’
This is a closed book examination, but you are allowed to bring an annotated copy of the case study into the exam.
TIME ALLOWED: 2 HOURS 15 MINUTES
PLEASE DO NOT TURN OVER THIS  PAGE  UNTIL INSTRUCTED TO DO SO BY THE INVIGILATOR.
You are required to answer ALL the questions. Remember to clearly state any assumptions which you make and to justify your views and opinions by referring to examples in the case, the findings of your analysis and business strategy theory and concepts.

All the QUESTIONS in this examination relate to the case study “Anja Gockel Goes East”.
Imagine you are a management consultant, specialising in business strategy, who has been commissioned by  Anja Gockel’s  senior management to advise them on their future strategy for the next three years.
QUESTION 1
Explain what you believe are the underlying forces that are driving industry change and assess if they will have a favourable or unfavourable impact on competitive intensity and future industry profitability.
          25 marksQUESTION 2
Describe business model and business strategy and their relationship? What is Anja Gockel’s strategy? Which of the four generic strategies is Anja Gockel using?
Answer:
1. Business model can be described as the operations of a business including the components of the business, the functions of the business, and the revenues and expenses that the business generates. (http://www.investorwords.com/629/business_model.html)

2. Business strategy is definite as a long-term approach to implementing a firm’s business plans to achieve its business objective. (http://www.bnet.com/topics/Business+Strategy)

3. 25 marks

QUESTION 3
What does a SWOT analysis reveal about the attractiveness of Anja Gockel  overall situation? Explain  conclusions which you have drawn from the SWOT analysis of TPH concerning its ability to maintain its dominant market position.#p#分頁標題#e#
25 marks
QUESTION 4
Explain the recommendations you would make to Anja Gockel ’s senior management regarding maintaining or changing their current business strategy to ensure the company’s competitive success based on your competitive strength analysis.
25 marks
End of Examination

QUESTION 1

Explain what you believe are the underlying forces that are driving industry change and assess if they will have a favourable or unfavourable impact on competitive intensity and future industry profitability.
          25 marks
I believe the underlying forces that are driving industry change are customer demand, recognition of change necessity and benefits brought by changes, objective internal and external environments’ http://www.400190.com/Thesis_Writing/management/change, existing problems within the company, various level managers’ suffering and free from danger consciousness, and the rights and interests relationship change brought by of the revolution, all these may be the change motivation, and the driving force of change. In this case, Anja Gockel should change because its existing problems on the marketing, operating model, customers and necessity of going international. All these are the driving force for it to change.

All these driving forces will have a favourable as well as unfavourable impact on competitive intensity and future industry profitability. In this case, with the change of fashion market, Anja Gockel begins to realize the importance of Russia market, and then Anja Gockel will exploit its East European markets and expand its brand image. International marketing is an issue in this case, especially to a very different country with culture, habits, economy, and demands, so in order to adapt to this change, Anja Gockel should deal with some problems, such as market investigation, entry model, marketing strategy and so on. This will bring some risks for it to engage in the overseas marketing.

英國dissertation網提供英國留學生企業戰略管理essay寫作需求QUESTION 2

Describe business model and business strategy and their relationship? What is Anja Gockel’s strategy? Which of the four generic strategies is Anja Gockel using?

Business mode means the enterprises according to the enterprise tenet to achieve the value orientation have taken some kind of methods. It includes the business scope stipulated for realizing enterprise value orientation in the industry, and the status of enterprises in the industry chain, and the way and method realizing the value orientation. From that, business mode is a kind of response to the market, this paradigm in particular paradigm of environment is effective. In this case, Anja Gockel’s business model is via intermediaries through fashion fairs, that is to say Anja Gockel’s business model is very single and can not satisfy the increasing market demand. Business strategy refers to the methods and ways of managing and planning business. Business model determines business strategy. In clothes industry business model has the great impact on business strategy, so we can study the change of business model to search for the driving forces and source of business strategy. For example, traditional clothes enterprises’ business is mainly around production and processing to obtain lower profits, but after some enterprises changing business model, they can get more profits. In this case, Anja Gockel can alter single steps or the whole industry chain, or the method to do overseas marketing. These strategies can provide important practice methods for its development and breakthrough business difficulties.#p#分頁標題#e#

To explore competitive advantage of Anja Gockel, the author adopts Porter generic strategy framework that is perhaps oldest and best known explanation of competitive advantage. Competitive advantage arises from selection of the generic strategy that best fits the organization’s competitive environment and then organizing value—adding activities to support the chosen strategy. There are three main alternatives:

Differentiation: Anja Gockel should create a customer perception that a product is superior to that of competitor’s products so that a premium price can be charged.
Cost leadership: Anja Gockel should become the lowest cost producer of a product so that above average profits are earned even though the price charged is not above average in Russia market.
Focus: Anja Gockel should utilize either a differentiation or cost leadership strategy in a narrow profile of market segments (possibly jus one segment).

Anja Gockel must make two key decisions on its strategy: one is should the strategy be one of differentiation or cost leadership? Two is should the scope of the strategy be broad or narrow?
 
Cost leadership strategy
A cost leadership strategy is based upon a business organizing and managing its value—adding activities so as to be the lowest cost producer of a product within an industry. Potential benefits of a cost leadership strategy include Anja Gockel can earn higher profits by charging a price equal to. It allows the business the possibility to increase both sales and market share by reducing the price to below that charged by competitors. It allows the business the possibility to enter a new market by charging a lower price than competitors. It can be particularly valuable in a market where consumers are price sensitive. It creates an additional barrier to entry for organizations wishing to enter the industry.

Differentiation strategy
A differentiation strategy is based upon persuading customers that a product is superior to that offered by competitors. The major benefits to a business of a successful differentiation strategy are Its products will command a premium price. Demand or its product will be less price elastic than that for competitors’ products. Above average profits can be earned. It creates an additional barrier to entry new business wishing to enter the industry. Anja Gockel seeks to differentiate itself will organize its value chain activities to help create differentiated products and to create a perception among customers that these offering are worth a higher price.

Focus strategy:
A focus strategy is aimed at a segment of the market for a product rather than at the whole market or many markets. The major benefits of a focus strategy are It requires a lower investment in resources compared to a strategy aimed at an entire market or many markets. It allows specialization and greater knowledge of the segment being served. It makes enter to a new market less costly and simpler.#p#分頁標題#e#英國dissertation網提供英國留學生企業戰略管理essay寫作需求QUESTION 3
What does a SWOT analysis reveal about the attractiveness of Anja Gockel overall situation? Explain conclusions which you have drawn from the SWOT analysis of TPH concerning its ability to maintain its dominant market position.
25 marks
In order to propose and justify a forward strategy for Anja Gockel we use the method of SWOT (strength, weakness, opportunity and treat) to analysis the Anja Gockel in the follow:
STRENGTHS WEAKNESSES
- Brand
- Traditional reputation of good quality
- Expanding strategy
- The diversification of products
- Global markets - Poor public relationship management
- Poor global marketing strategy
- Lack of network marketing practice
- clothes takes larger market in Germany
- Developing countries’ market exploration, such as Russia and other East European countries - Competition from other manufacturers embedding on form factors more pleasing to the consumer
- Foreign exchange rate fluctuations
OPPORTUNITIES THREATS

I think the following methods and strategies are the reason for TPH concerning its ability to maintain its dominant market position

 STRENGTHS WEAKNESSES
OPPORTUNITIES 1
• Maintaining the existing famous brands and the quality of products
• Using unique advertisement logo and strategy in the global market to compete with other manufactures
• Exploring developing East European countries’ markets, such as Russia 2
• Increasing global exploring marketing strategy, such as pouring products into those second larger cities in other countries
• Formulating a scientific and accurate sales plans to reduce inventory
THREATS 3
• promoting new marketing strategy options to stay ahead of the competition (cost leadership initiatives and differentiation through service)
• Foreign exchange rate fluctuations to be monitored by finance directors and serious threats raised to the executive level for mitigation (constant monitoring of the environment) 4
• Integrate the marketing tools further in order to ensure to stay ahead of the competition for both product and service
• Recruit and retain talented sales managers in order to increase products

英國dissertation網提供英國留學生企業戰略管理essay寫作需求QUESTION 4
Explain the recommendations you would make to Anja Gockel ’s senior management regarding maintaining or changing their current business strategy to ensure the company’s competitive success based on your competitive strength analysis.#p#分頁標題#e#

In this case, the four generic strategies Anja Gockel using should include network marketing, Internet marketing is the process of using internet technology and its capabilities in order to plan and execute the conception, pricing, promotion, and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives. differential marketing, So-called  differentiated marketing tactics, also called as diversity marketing strategy, it refers to facing the differences of market segmentation, enterprise choose two or more submarket as their target markets, offering products and services for each submarket, and corresponding measures of sales. Enterprises according to the characteristic of submarkets respectively formulate product, price, place and promotion strategies and implement them.