BUS350: A convenient way to investigate how a company’s past strategy and structure affect it in the present is to chart the critical incidents in its history: Strategic Marketing Case Study, MU, Singapore

Summary

After you have collected, synthesized, and analyzed this information, make a list of all the opportunities and threats you found, review the checklist below, and submit your work. You can now add this to the start of your Part B and make revisions when you receive feedback from your local lecturer later in the semester.

Analyze the company’s history, development, and growth.

A convenient way to investigate how a company’s past strategy and structure affect it in the present is to chart the critical incidents in its history- that is, the events that were the most unusual or the most essential for its development into the company is today. Some of the events have to do with its founding, its initial products, how it makes new-product market decisions, and how it developed and chose functional competencies to pursue. Its entry into new businesses and shifts in its main lines of business are also important milestones to consider.

Analyze the external environment.

The next step is to identify opportunities and threats that are relevant to the company over the next 3 to 5 years. For Part A of the assignment, you will do a PESTLE and Porter’s five force analysis and identify the stage of the industry lifecycle. Make sure you include current and credible information from our databases and industry reports. Do not just put your findings into tables and move on. Include discussions that critically evaluate your findings and convince us that you have identified all potential opportunities and threats related to these models.