YOUR SURNAME AND NAME (As it appears on UBIS):
QUESTION 1: Please assess company’s mission statement which was updated at 2010 according to the specifications a good mission statement should have. And write a better mission statement as an update of the current one.
QUESTION 2: Please prepare both BOSTON Consulting Group and McKinsey/GE Matrix to reassign company resources.
Company’s current financial situation shows that yearly profits will incease from 100 million dollar to 200 million dollar in ten year. But company’s strategic plan suggests to have 400 million dollar profit per year at the end of strategic planning period.
QUESTION 3: According to information above, draw and explain strategic planning gap for the company.
QUESTION 4: Assess growth strategies, choose one growth strategy for the company to fill strategic planning gap.
Delete this and write your answer here
MARKETING MANAGEMENT HOMEWORK RULES AND ASSESSMENT SHEET
YOURSURNAMEYOURNAME.doc or YourSurnameYourName.docx according the version of Microsoft Word you are using.
For example, Abdullah Kaya should save his answer sheet as ABDULLAHKAYA.doc or ABDULLAHKAYA.docx
ADEDOLAPO ADEKUNLE ILORI should save his answer sheet as ADEDOLAPOADEKUNLEILORI.doc or ADEDOLAPOADEKUNLEILORI.docx
EMRE BÖLÜKBAŞIshould save his answer sheet as EMREBOLUKBASI.doc or EMREBOLUKBASI.docx (do not use capital Turkish letters as Ö or Ş
USE EXACTLY THE SAME NAME I SEE ON STUDENT LIST. YOU CAN FIND THE LIST AS AN ATTACHEMENT.
ANY MISTAKES YOU MAKE WHEN YOU NAME YOUR ANSWER SHEET WILL MAKE YOU LOSE 10 POINTS. (Using spaces, using Turkish Letters, Using small letters, not using exactly the same name I see on the list are some of those mistakes)
|ASSESSING THE OLD MISSION STATEMENT PROPERLY||10 POINTS (POOR ASSESSMENTS WILL LOSE 5 POINT)|
|WRITING AN UPDATED AND APPROPRIATE MISSION STATEMENT
|15 POINTS (POOR MISSION STATEMENTS WILL LOSE 5 POINTS)|
|DRAWING BCG MATRIX PROPERLY||12 POINTS (IF YOUR MATRIX HAS MISSING PARTS YOU WILL LOSE 5 POINT) (IF YOU DID NOT LOCATE SBU’S ON MATRIX CORRECTLY YOU WILL LOSE 8 POINT)|
|DRAWING MCKINSEY/GE MATRIX PROPERLY||12 POINTS (IF YOUR MATRIX HAS MISSING PARTS YOU WILL LOSE 5 POINT) (IF YOU DID NOT LOCATE SBU’S ON MATRIX CORRECTLY YOU WILL LOSE 8 POINT)|
|DRAWING STRATEGIC PLANNING GAP PROPERLY||15 POINTS (IF YOUR DRAWING HAS MISSING PARTS OR PARTLY INCORRECT YOU ARE GOING TO LOSE 5 POINTS)|
|EXPLAINING THE STRATEGIC PLANNING GAP ACCORDING TO CASE||10 POINTS (IF YOUR EXPLANATION IS A GENERAL EXPANATION AND NOT RELATED TO THE CASE YOU WILL NOT GET ANY POINTS, IF YOUR EXPLANATION IS POOR YOU WILL LOSE 5 POINTS)|
|ASSESSING ALL THREE TYPE OF GROWTH STRATEGIES||5 POINT EACH (POOR ASSESSMENTS WILL LOSE 5 POINT)|
|CHOOSING ONE GROWTH STRATEGY FOR THE COMPANY||10 POINT|
MARKETING MANAGEMENT HOMEWORK CASE AND QUESTIONS
You are CMO (Chief Marketing Officer) of SUNILEVER COMPANY. Company is preparing its Strategic Plan for years 2020-2030. Sunilever’s corporate mission statement (updated at 2010 in strategic planning) is “to add vitality to life. We meet every day needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.” This mission statement underscores how the company satisfies customers in various aspects of their lives. The following are the significant components in Unilever’s mission statement:
Adding vitality to life is a general indicator of business strategy in Sunilever’s corporate mission statement. Such vitality is the value that consumers can expect from the company’s products. The corporate mission also specifies the aspects of life where such vitality is added. For example, Sunilever’s food products address consumers’ vitality needs in terms of nutrition. Furthermore, through these products, the company attracts customers who want to feel good, look good, and get more out of life.
Detailed information on strategic business units of SUNILEVER can be found in Table-1 below:
|Strategic Business Units||Market Growth Rate||Relative Market Share||Industry Attractiveness||SBU Strenght|
|Home Cleaning Products||High||High||High||Medium|
|Kitchen Food Products||High||Low||Low||Low|
Please answer questions below as Chief Marketing Officer of Sunilever Company:
Company’s current financial situationshows that yearly profits will increase from 100 million dollar to 200 million dollars in ten year. But company’s strategic plan suggests having400-million-dollar profit per year at the end of strategic planning period.