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MNG3702 Assignment 1 Semester 2 2024 (605474) - DUE 25 July 2024 R50,00
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MNG3702 Assignment 1 Semester 2 2024 (605474) - DUE 25 July 2024

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QUESTIONS AND ANSWERS MNG3702 Assignment 1 Semester 2 2024 (605474) - DUE 25 July 2024

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  • July 18, 2024
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MNG3702
Assignment 1
Semester 2 2024
(605474) - DUE 25
July 2024
[Document subtitle]

,MNG3702 Assignment 1 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)

The process perspective of strategic management involves a series of

steps that organizations follow to achieve and sustain a competitive

advantage. These steps typically include:

1. Strategic Analysis

2. Strategy Formulation

3. Strategy Implementation

, 4. Strategy Evaluation

Applying these stages to the Michelin company and the history of the

Michelin Guide will illustrate how Michelin has used strategic management

to sustain its competitive advantage.

1. Strategic Analysis

Explanation: This stage involves analyzing the internal and external

environments of the organization. Internal analysis looks at the company’s

resources, capabilities, and competencies, while external analysis

examines the industry environment, including competitors, market trends,

and regulatory factors.

Application to Michelin:

• Internal Analysis: Michelin recognized its strong brand reputation

and expertise in the tire industry. The company had substantial

resources and a long history of innovation in tire technology.

• External Analysis: Michelin analyzed the external environment and

identified an opportunity in the growing automotive tourism market.

They saw that motorists would benefit from reliable information on

places to eat, stay, and visit, which would, in turn, encourage more

travel and, consequently, more tire usage.

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