Course Strategic Implementation and Control IIIB (MNG3702)
Institución
University Of South Africa (Unisa)
Book
Practising Strategy
MNG3702 Assignment 1 ANSWERS Semester 2 DUE 25 JULY 2024
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Question 1 “The aim of strategic management is to ensure that an organi...
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University of South Africa (Unisa)
Course Strategic Implementation and Control IIIB (MNG3702)
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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)
1. Strategic Planning
Strategic planning is a conceptual process that involves environmental analysis and
the development of strategies (Venter & Botha, 2022).
Application to Michelin:
When the Michelin brothers founded the company in 1888, they introduced France to
a few cars and how they could boost the automotive industry. Environmental studies
were carried out, identifying increasing freight and the potential demand for tires as
vehicle use increases. Internally they analysed their strengths, with renewable
capacity and tire production including a positive. Based on this research, a
framework for the Michelin Guide was developed in 1900, with the aim of improving
road transport and increasing tire sales. The guide provided valuable information to
drivers, such as hotels, restaurants, mechanics, and petrol stations, enhancing the
travel experience and encouraging more people to drive.
2. Strategy Implementation
Strategy implementation, also known as the action phase, involves all staff in the
organization working to implement the strategies (Venter & Botha, 2022).
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