See the files in the COURSE MATERIALS for details about the corporation analysis. NOTE: The corporation you select for this Week 4 document continues to analyze the corporation studied in the Week 2 written assignment. That Week 2 assignment should have been modified based on the feedback and becomes a part of this Week 4 submission.

555 Strategic Management               Written Project  in 3 sections (67% total value)

This paper is about one corporation that owns several brands that are organized into at least two Strategic Business Units (SBUs). The paper is written in three parts with each part submitted at different points in our course (end of weeks 2, 4, & 6). Note that the assignments are progressive, that the future projects require excellent research and communications in the earlier parts.  Students will be provided detailed feedback for the two earlier submissions that will allow prior sections to be edited / improved so the final ‘recommendations’ section will have a solid foundation.

1.       The Week 2 section (20% value) is about the background of the corporation. The paper reviews the history of the corporation as it added and deleted brands over the past half-century.  It seeks to recognize the evolving business management strategy of the corporation.  This section concludes with the explanation of the corporation’s current organization of SBUs.

2.      The Week 4 section (25% value) moves away from the review of the corporation as two of the brands are analyzed. The two selected brands must be in different SBUs. Porter’s Five Forces model helps profile the two different industries. The competition and consumer for each of the two brands are profiled—this allows the POP / POD model to reveal the strengths and weaknesses of each of the brands that belong to the corporation.

3.      The Week 6 section (22% value) proposes new strategic programs for the corporation and the two brands.  These proposals are grounded in data reported in the earlier parts of the document. The recommendations include data such as objective and operational details.

Step One:  Pick a large multi-national corporation (MNC).  Here is a short list of some corporations that can work for this project, but there are many others. The corporation MUST do business in at least two different SBUs. Also, they must have a major position in the USA market (in other words, do not select a corporation that does most of their work in foreign markets.

NOTE:  This is an analysis of a corporation, not an analysis of a single brand.  Any corporation you select should be traded on one of the major stock exchanges (in other words, a privately held corporation will not publish financial data will not work for this project). Do NOT select Johnson & Johnson. That corporation is used in the sample paper that is provided for your review.

Here is a list of 28 to choose from but you can select any other corporation that works for our class project.  Here is a place to search for data about a few hundred corporations: https://en.wikipedia.org/wiki/List_of_S%26P_500_companies

Procter & Gamble                    Unilever                        Hewlett Packard           CBS Corporation

General Electric                                    Alphabet                      Kraft Heinz                   General Mills

PepsiCo                                               Virgin                           Pfizer                            3 M Company

Apple                                       Disney                          Microsoft                     Berkshire-Hathaway

Nestle                                      Exxon                           Time Warner                Bristol-Myers Squibb

IBM                                         NBCUniversal              Campbell Soup Co.      Caterpillar, Inc.

Clorox                                      FedEx                          Kellogg’s                      Marriott

NOTE:  Corporations that have only a single Strategic Business Unit (SBU) do not fit the assignment. Examples of corporations that do not work for our assignment include McDonalds and Starbucks and Southwest Air.  You must make sure your corporation does business in multiple different industries.

NOTE:  Once you have selected a corporation you will want current stock value data. I suggest you use https://finance.yahoo.com/   and insert the corporate name in the search tool. This will give you current market data and access to a graph that can be changed to cover many prior years.  For sure, one thing you will want to put into your Week 2 report will be the stock value change for several years (+20 years or more years is best for this report).

Here are seven resources that are very helpful for these projects: 

WEEK TWO: Article and short video that profiles the challenges for corporations to define their overall strategy:  http://www.strategy-business.com/article/Pulling-the-Triggers-That-Pull-Companies

WEEK TWO:  Video about how corporations change their mix of brands / SBUs over time:  http://www.strategyand.pwc.com/perspectives/2015-consumer-goods-trends

WEEK FOUR:  Five Forces Theory:  http://www.youtube.com/watch?v=mYF2_FBCvXw

WEEK FOUR:  POP / POD:   http://www.youtube.com/watch?v=bl5cyZlay4k

WEEK FOUR:  USP:  https://www.ama.org/publications/eNewsletters/B2BMarketing/Pages/what-does-it-take-to-create-a-strong-usp.aspx

WEEK SIX:  Here are two articles that may provide ideas for your ‘recos’.

Ries, A. (2016, March 10). The Marketing Realm Can't Escape the Rule of Duality. Advertisng Age. http://adage.com/article/al-ries/marketing-realm-escape-law-duality/303044/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1458170052

Ries, A. (2014, July 2). The First Question to Ask When Building a Brand. Advertising Age

http://adage.com/article/al-ries/question-building-a-brand/293972/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1404854361

Here is a Table of Contents for this project (NOTE: Part One is due at the end of Week 2, Part One and Two is due at the end of Week 4, and Parts One, Two, & Three are due at the end of Week 6):

Part One:          Corporate Overview

1.      General history of the corporation (be sure to also show & explain the stock value changes shown in a graph). A current SWOT analysis for the corporation can be helpful here.

2.      History of changes in business ownership (dates of key additions & deletions) over the past half-century (your corporation may have a timeframe longer or shorter than a half-century).

3.      Corporation’s current SBU structure (name each SBU and provide a list of brands in each). Showing logos of well-known brands can help here.

Part Two:         Analysis of Two Brands (they must be in different SBU’s)

4.      Brand “A”—Profile of the brand.

5.      Brand “A”—Profile of the Competitive Industry (this will include a complete Five Forces analysis)

6.      Brand “A”—Profile of the leading target market.

7.      Brand “A”—POP / POD analysis (show the model and discuss the key advantages of the major competitor and Brand “A”’s key advantage).

8.      Brand “A”—USP (NOTE:  This comes from the main positive POD)

9.      Brand “B”—Profile of the brand.

10.  Brand “B”—Profile of the Competitive Industry (this will include a complete Five Forces analysis)

11.  Brand “B”—Profile of the leading target market

12.  Brand “B”—POP / POD analysis (show the model and discuss the key advantages of the major competitor and Brand “B”’s key advantage).

13.  Brand “B”—USP (NOTE: This comes from the main positive POD).

Part Three:       Recommendations

NOTE:  Each recommendation should include a title, an objective, a rationale why this is strategically correct, and a few operational details on how to implement the program.

14.  Propose at least two things that the corporation should consider doing differently relative to SBU organization and brand ownership.

15.  Propose at least two things that Brand “A” should consider doing relative to strategic policy and/or marketing mix programs. Fully explain the rationale for the recommendation along with providing some operational details.

16.  Propose at least two things that Brand “B” should consider doing relative to strategic policy and/or marketing mix programs.  Fully explain the rationale for the recommendation along with providing some operational details.

SIZE OF EACH SUBMISSION:

Each project will have the following (a) Cover Page, (b) Table of Contents, (c) Executive Summary, (d) manuscript, and (e) References.  You should use standard APA writing style (see the Johnson & Johnson sample paper).

The size of the manuscript portion of the full document for each of the 3 submissions will vary. The number of graphics you use (these are highly encouraged) have an impact on the page range.  Here are some wide ranges for the manuscript portion of each part listed above:

Part One:  5 to 12 pages.

Part Two:  5 to 12 pages.

Part Three:  5 to 12 pages.

Thus, the completed Week 6 project (after adding in the cover page, Executive Summary, Table of Contents, & References) will range in page count from 19 to 40 pages.

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Status NEW Posted 26 Sep 2019 03:09 PM My Price 12.00

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