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MNG3702 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (605474) - DUE 25 July 2024
MNG3702 Assignment 1 (COMPLETE ANSWERS) Semester 2 2024 (605474) - DUE 25 July 2024
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, MNG3702 Assignment 1 (COMPLETE ANSWERS) Semester 22024 (605474) - DUE 25 July 2024 ; 100% TRUSTED Complete,
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. 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)
and an indication of the interconnectivity between the elements). [20 marks]
7 MNG3702 Assignment 1,
The Strategic Management Process Applied to Michelin and the
Development of the Michelin Guide
The strategic management process is a systematic approach that
organizations use to achieve their goals and maintain competitive
advantage. This process can be broken down into several stages:
environmental scanning, strategy formulation, strategy implementation, and
strategy evaluation. In this analysis, we will apply each stage of the
strategic management process to Michelin’s development of the Michelin
Guide, illustrating how it has contributed to sustaining the company’s
competitive advantage.
1. Environmental Scanning
Environmental scanning involves analyzing internal and external
environments to identify opportunities and threats that may affect an
organization’s performance. For Michelin, founded in 1889 by Édouard and
André Michelin, the initial environmental scan revealed a burgeoning
automobile industry in France at the turn of the 20th century. Recognizing
that car ownership would increase demand for tires, Michelin sought ways
to enhance its brand visibility among drivers.
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