Exam (elaborations)
MNG3702 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (605474) - DUE 25 July 2024
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- University Of South Africa
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MNG3702 Assignment 1(COMPLETE ANSWERS)
Semester 2 2024 (605474) -
DUE 25 July 2024
CONTACT: biwottcornelius@gmail.com
, MNG3702 Assignment 1 (COMPLETE ANSWERS)
Semester 2 2024 (605474) - DUE 25 July 2024
Question 1 “The aim of strategic management is to
ensure that an organisation achives a competitive
advantage and sustains its competitive advantage over
competitors.” Apply the process perspective of strategic
management process to the Michelin company, focusing
on the ‘History of the Michelin Guide’. In your answer, you
need to explain each stage in the process perspective of
strategic management and apply it to Michelin and the
development of the Michelin Guide as an effort of the
company to sustain its competitive advantage. (21
marks, of which 7 marks will be awarded to each of the
stages correctly explained and applied to the case)
To apply the process perspective of strategic management to Michelin, focusing on the 'History
of the Michelin Guide', we'll break down each stage of the strategic management process and
then apply it to the case of Michelin. The process perspective of strategic management typically
involves the following stages:
1. Strategic Analysis
2. Strategic Formulation
3. Strategic Implementation
1. Strategic Analysis
Explanation: Strategic analysis involves evaluating the internal and external environments of an
organization to identify strengths, weaknesses, opportunities, and threats (SWOT). This stage
helps in understanding the company's position in the market and the factors that could impact its
strategic decisions.
Application to Michelin: In the early 20th century, Michelin was primarily known for its tire
manufacturing. The company recognized that increasing car ownership could significantly boost
the demand for tires. By analyzing the market, Michelin identified an opportunity to encourage
more people to travel by car, which would, in turn, increase tire usage.
To address this opportunity, Michelin created the Michelin Guide in 1900. The guide initially
provided practical information for motorists, such as maps, tire repair instructions, and lists of
mechanics and hotels. This initiative was based on the strategic analysis that encouraging travel
would directly benefit Michelin's core business of tire sales.
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