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MNG3702 Assignment 1 Semester 2 2024 (605474) - DUE 25 July 2024
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MNG3702 Assignment 1 Semester 2 2024 (605474) - DUE 25 July 2024 QUESTIONS AND ANSWERS
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[Date]MNG3702 Assignment
1 Semester 2 2024
(605474) - DUE 25
July 2024
QUESTIONS WITH ANSWERS
,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 several stages that
ensure an organization achieves and sustains a competitive advantage. Applying
this to the Michelin company, specifically focusing on the 'History of the Michelin
Guide,' we can analyze how Michelin has used strategic management to maintain
its competitive edge.
1. Strategic Analysis
Explanation: This stage involves understanding the internal and external
environment of the organization. It includes analyzing the company's strengths,
weaknesses, opportunities, and threats (SWOT analysis) and understanding the
competitive landscape.
Application to Michelin: Michelin began with the goal of promoting tire sales.
They recognized that the lack of reliable travel information was a barrier to long-
distance driving. The Michelin Guide was created to provide valuable travel
information, which in turn encouraged more travel and increased tire usage. By
, understanding the market need and leveraging their strengths in brand recognition
and resource availability, Michelin positioned itself as a valuable resource in the
travel industry, which indirectly boosted tire sales.
2. Strategy Formulation
Explanation: In this stage, the organization develops strategies to leverage
strengths, mitigate weaknesses, capitalize on opportunities, and defend against
threats. This involves setting long-term objectives and deciding on the actions to
achieve these objectives.
Application to Michelin: Michelin formulated a strategy to create a travel guide
that would not only promote safe and enjoyable travel but also increase brand
loyalty and awareness. By providing a comprehensive guide, Michelin
differentiated itself from competitors. The strategy included detailed maps, hotel
and restaurant recommendations, and travel tips, making the Michelin Guide a
must-have for travelers. This initiative created a strong association between the
Michelin brand and high-quality travel information.
3. Strategy Implementation
Explanation: This stage involves putting the formulated strategies into action. It
includes allocating resources, developing the organizational structure, and
managing change within the organization.
Application to Michelin: Michelin implemented its strategy by investing in
research and development to create the Michelin Guide. They allocated resources
to hire inspectors and writers to ensure the guide’s quality and reliability. Michelin
also established a distribution network to ensure the guide was widely available.
The successful implementation of the Michelin Guide required meticulous
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