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Instructions:
Marketing Deman Forecasting Question Case Study
Description
n a single Word document, minimum 3 full pages (not including cover page and citations), using appropriate APA, answer the following questions using the week’s reading materials and video to guide your responses.
Corporate Level Strategy Discussion
Description
Luz Rosario
Respond in 125 words min
Hello Class and Professor,
Corporate level strategy is focused on providing an overall plan or direction that unifies diversified, related, or a multi-business company. The corporate level strategy is crafted by the CEO and senior level executives of each business segment. A business strategy focuses on developing the competitive advantage of a single entity or a single business unit within a multi-business company. The strategy is developed with the collaboration of senior level executives and functional area managers or key stakeholders.
Unilever is a global company that has over 400 brand names operating in 190 countries employing 149,000 people worldwide. The company is divided according to (3) divisions Beauty & Personal Care, Foods & Refreshment, and Home Care. Unilever owns such brands as Dove, Hellman’s, and Seventh Generation. The corporate strategy for the Unilever company is as follows:
Develop a portfolio for growth (new developing industries)
Continue to differentiate their products using innovation and purpose
Aggressively pursue key growth markets (USA, India, and China)
Pursue and develop new sales channels (eCommerce and eB2B platforms)
Develop and cultivate leadership using digital systems, new learning tactics, and diverse representation to implement a growth culture
A business strategy from one of Unilever’s many businesses such as Seventh Generation will support the corporate level strategy of growth, innovation, and inclusivity but will adapt it to create an advantage within that industry or segment. The tactics or strategy employed by Seventh Generation might differ from Dove because they need to adjust their actions to fulfill the company objectives, and service a different consumer base. Seventh Generation’s strategies include:
Differentiation by providing environmentally friendly goods using renewable energy and recycled materials
Sustainable sourcing and the use of clean ingredients
Distribution of products via various websites, natural food stores, mass retailers
Continue to develop of the environmentally friendly products segment for consumers
Seventh Generation’s efforts support the overall corporate level strategy implemented by its parent company but are customized to fit the business’ purpose and need for resources. Seventh Generation benefits from the resources, economies of scale and scope of its parent company but is marketed in a different way from more mainstream brands such as Dove that can appeal to a wider consumer base and uses different sourcing materials. Unilever achieves consumer portfolio diversification and a stake in a growing industry with its ownership of Seventh Generation.
References
Seventh Generation. (n.d.). About. Retrieved September 2, 2021, from https://www.seventhgeneration.com/about
Thompson, A., Peteraf, M., Gamble, J., & Strickland, A. (2020). Crafting & Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases 23Rd Edition (International Edition) Textbook only (22nd ed.). McGraw-Hill Education.
Unilever global company website. (n.d.). All brands. Retrieved September 3, 2021, from https://www.unilever.com/brands/view-all-brands/?p…
Unilever PLC. (2021, August 18). Strategy. Unilever. https://www.unilever.com/our-company/strategy/
Kassandra Stoeckel
Respond 125 words min
Class,
Business level strategy is focused on the ability to keep the organization competitive. Corporate level strategy is focused on things like diversification and how it can merge into other areas, locations, or different product lines. Let’s consider this: a local coffee shop, which has 20 locations throughout the Midwest, is focused on how to remain competitive in the times of gas station coffee, Caribou Coffee and Starbucks. While it’s main focus is coffee, it also knows that one of things that these large corporations do well is additions to that coffee, such as sandwiches, donuts, scones, and other non-coffee related items. By ensuring that they are continously creating new menu items, they know they will remain competitive locally. Their focus is local, concentrated, and the focus remains mostly on how to stay competitive at the local level.
Starbucks Corporate, however, is not focused on remaining competitive in their local store areas, at the local store level. The corporate part of Starbucks is focusing on how they can expand. This means diversification, adding the acquisition of smaller coffee shops, and expanding into other product lines and physical territories. Corporate Starbucks might be more focused on how to enter Japan, for example, than how to remain competitive within the downtown Rochester, MN market. They already know that they have a competitive advantage and can keep costs low through high distribution.
Marketing Deman Forecasting Question Case Study
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Marketing Deman Forecasting Question Case Study |
Marketing Deman Forecasting Question Case Study