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HI6006 Competitive Strategy

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Assessment Weight:   50 total marks


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This assessment consists of six (6) questions and is designed to assess your level of knowledge of the key topics covered in this unit. You should be able to answer the questions using the strategy models taught in this unit and the facts provided in the cases, without resorting to external sources. Any external resources used in your answers, however, must be correctly cited in-text and listed at the end of the respective answer in Holmes-adapted Harvard style.    

Question 1                                                                                                             (7marks)

Explain how the Strategic Management Process is applied in business.

Please answer in less than 400 words

ANSWER:  ** Answer box will enlarge as you type

Strategic Management process – This process is applied by the businesses and the organization and it is a continuous process. With this strategy, the plan manager has the choice to make a strategy set for the organization which is helpful to achieve a better result.

A strategic management process is assumed to beat the competitors and this strategic management process helps to get the company’s overview or we can say the vision for current and future goals. As we know every organization wants to set long-term goals for the organization and for that firstly they have to formulate the strategy of the management, there is the process of strategy formulation which are to formulate:

1) Set company objectives– Organization’s objective is must set or known before implementing the strategic management process in the company. The company’s objective is to increase company growth. Analyzed the objective before fixing the objective.

2) Evaluating the organizational environment– Then evaluate the industrial environments in which the organization works. To know the organizational environment, we know about the position of our existing products. So that we know our strong points and weak point, so we also know about that, competitors’ actions.

3) Set quantitative targets– Fix the targets is key to achieving the desired objective because if the company does not set its targets how will grow in the market.

4) Contribution of all departments– for achieving the common goals each department should give their equal contribution to the projects so that company achieves there weekly and yearly targets

5) Performance breakdown– Next is a performance analysis of the gap between standard and actual performance. This process is used by organizations to define the past and present performance of the organization and the departments involve in it. This evaluation identifies the breakdown between persistence and actual and the company’s long-term ambitions of the organization.

6) Choice of the strategy- The important step and last step of the formulation of strategy is the choice of the strategy which is chosen while we know about our organization’s weaknesses, strengths, and all external opportunities.

After formulating the strategic management plan organization implement that plan into their organization. The Steps Involved in a Strategic management plan are:

1) Developing the organizational clear goals

2) Original assessments

3) Collect all information

4) Formulate a strategy

5) Implement the strategic plan after formulating

6) Evaluate the strategic plan

7) Control them

Question 2                                                                                                             (7 marks)

The Case

Apart from its economic strategies, Coca Cola Amatil has identified three main CSR objectives:

  • Sustainable water management,
  • Efficient energy use
  • Reduction in packaging and post-consumer waste.

There is ongoing concern at the environmental costs arising from the packaging and distribution of bottled water. Critics argue that the unnecessary transport of water leads to increased carbon emissions. The water used in CCA’s bottled water products is sourced locally – from within around two hours’ drive of their production plants. The bulk of their water is purchased at market rates from small businesses or farmers. Sourcing water locally means minimal environmental negatives, such as carbon emissions that come from unnecessary transportation of water.

Measures such as increased efficiencies in water use, less waste in plant operations and harvesting rain water have helped CCA to maintain world’s-best practice in the global Coca-Cola system, with just 1.55 litres of water used per litre of product in Australia. CCA has installed a range of energy saving devices, resulting in electricity consumption for lighting declining by 30 to 40 percent. CCA expects energy saving programs to reduce greenhouse gas emissions by more than 2,000 tonnes of carbon dioxide a year. CCA is also a significant user of Green Power.

Coca Cola Amatil are partnering with key customers as part of Australia’s ‘Refresh, Recycle, Renew’ program to implement public place recycling at venues such as theme parks, shopping centres and public events. Through further research and development, Coca-Cola is also working to ensure that packaging requires less glass and plastic. In 2007, over 25 million kilograms of plastic will be eliminated through packaging redesigns.

As the Australian market leader in bottled water, Coca-Cola strives to be a responsible corporate citizen, balancing triple-bottom line objectives of market success, environmental sustainability and social enterprise.


Explain Corporate Social Responsibility by means of applying the CSR Pyramid to the case study.

Please answer in less than 400 words


Corporate social responsibility

CSR IS A corporate social responsibility it is a management concept where companies engage and integrate social responsibility and environmental concerns for their organizational and business operationswhere they interact with their stakeholders, CSR is the way in which a company achieves a balance of the economy. Social and environmental imperatives. That is a triple-bottom-line approach. It is referred to the acts or practices, rules, and policies that are undertaken by the firm or organization to influence the world in a positive way. It is an idea to impress people by fully satisfying them and is a kind of social service also(Filatotchev, & Stahl, 2015). This helps businesses to, maintain their goodwill in a market and helps in process of profit maximization.  It contains the social objectives like every business has taken all the sources and factors from the market and takes all the resources from the market so it is a business duty to take care of society by performing their objectives towards the society that responsibilities like environmental responsibility, ethical responsibility, economic and philanthropic responsibility. It is a process of giving back to the community and taking part in causes that are philanthropic which helps to provide social positive values. Coca-Cola Amatil has effective water management they use water from the society to complete the beverages process. There is an ongoing concern for the environment arising cost they take water for packaging and then the distribution of bottled water. Some critics argue that there is an unnecessary use of or wasting the water and the transport of water increases the emission of carbon. The source of CCA’s water bottle is local. Coca-Cola used the efficiency increases in the use of water. Also, there should be less wastage in plant operations and they must do the process like water consumption, and rain harvesting, which helps businesses to maintain their CCA and helps in the world- best practice in a global system of Coca-Cola. There must be activities like plans and programs to reduce the greenhouse emission of gas by more than 2000 tons of co2 these are expected by the CCA. CCA also is a significant user of green power. Coca-Cola Amatil is also engaged in social activities like Australia’s recycling, refreshing, and renewing. Is also working for programs to public place recycling at theme parks, and malls.  It works to ensure that packaging required less glass and plastic(Maisoni,, 2019)

Question 3                                                                                                             (7marks)

The Case

In 1975, still the early dawn of the computer era, Kodak invented the first digital camera. At that time, Kodak had 85% of the U.S. market share for cameras and 90% market share for film. By the late 1980s, 1-hour film processing shops were delighting customers who hated waiting days to get their photo prints, and Consumer Reports ranked stores using Kodak chemicals and technology as having the best picture quality. Amid this market domination built on a century of chemical-based photography innovations, Kodak failed to successfully pivot from chemicals to computers even after investing over USD 2 billion in digital technology research and development. Kodak’s investments were focused on how digital photography could strengthen its traditional photography business, not replace it. Sony, Hewlett-Packard, and other companies embracing digital technology entered the photography industry with a new proposition for consumers while Kodak simply continued to protect its vast investments in chemical technology.


A firm takes on an entrepreneurial orientation (EO) when it adopts the processes, practices, and decision-making styles that are associated with an entrepreneur. Use the case study to apply the three dimensions of Entrepreneurial Orientation, namely Innovativeness, Proactiveness, Risk-taking and the Four Types of Innovation model.

Please answer in less than 400 words


A successful Entrepreneur is one who considers all the factors of a market and frames the strategy according to the changes and demand of the market.  According to the above case of Kodak, three dimensions of Entrepreneurial Orientation of Kodak are as follows-

  • Innovativeness – In the dawn of the computer era, Kodak invented and introduces the first digital camera and become the first-mover advantage in the market. The customers who were fed up with waiting were truly impressed by this innovation of kodak in which customers have to wait only one hour to get their films processed.

This innovation attracts customers to the company.

  • Proactiveness- A good entrepreneur is one who takes decisions today for the problems which can arise in the future. Kodak identify the problem of customers who have to wait for a long to get their photos printed. To solve this problem, Kodak invented the digital camera. At that time, Kodak captures 85% of the U.S market share for cameras and 90% market share for the film. At that time, consumers report ranked stores using kodak chemicals and technology as having the best picture quality.
  • Risk-Taking – Changes in the market take place very quickly. So, there is always a risk factor associated with every idea and innovation., which leads to the wastage of capital. In the case of Kodak, even after investing 2 billion dollars in digital technology research and development, Kodak failed to successfully pivot from chemicals to computers.
  • Increase Competition in the Market- When an idea first comes into the market, it has a company monopoly and there were no other company that deals with the same idea, but as time passes, new companies entered the market, and competition increases. According to the above case, After Kodak, many companies entered the market and increased the competition. Sony, Hewlett-Packard, and other companies embrace digital technology and entered the photography industry with new ideas and propositions for consumers.
  • Decision Making- Kodak’s investments were emphasized how digital photography could strengthen its traditional photography business., not replace it in the market. Kodak continued its huge investments in chemical technology.

Question 4                                                                                                             (7 marks)

The Case

Coles is part of Wesfarmers, the Western Australian cooperative that has become a highly successful corporation. It owns Coles, Bunnings (which retails home-improvement goods and has 223 warehouse stores and 63 smaller-format stores and is the market leader in a fast-growing market), Officeworks (retails office equipment and has 150 stores, with a high market-share in what is regarded as a low-growth market) and Kmart (an ‘also-ran’ general retailer in market that is fairly consistent). Coles itself operates over 750 full-service supermarkets, competing head-on with Woolworths, with approximately equal market share. Aldi’s recent entry into Australian Supermarkets is of concern to the group. In addition, Wesfarmers also own around 810 Liquor Outlets (Vintage Cellars, Liquorland, and 92 hotels)that still generate a lot of profit in a fairly mature market, and over 600 smaller Convenience Stores that compete in an over-traded market with questionable future growth potential. In 2015, Wesfarmers employed around 205 000 people and generated A$62 billion in revenue. It has been highly successful over a long period, cleverly allocating resources around the business units to improve overall performance.


Apply a BCG Matrix to Wesfarmers Corporation, which includes Coles, Bunnings, Officeworks, Kmart, Liquor Outlets and Convenience Stores, using the information in the case study to correctly position the businesses within the 4 quadrants.

Please answer in less than 400 words


In 2015, Wesfarmers, a Western Australian cooperative that has become a highly successful

corporation, employed around 205000 people and generated A$62 billion in revenue. It has been

highly successful over a long period, cleverly allocating resources around the business units to

improve overall performance. As per the BCG Matrix to Wesfarmers Corporation, which includes

Coles, Bunnings, Officeworks, Kmart, Liquor Outlets and Convenience Stores, the businesses can

be positioned within the 4 quadrants.

  1. Stars – It represent buissnes with large share in the market. They may generate cash but in

order to do so they require large amount of investments. These products and services have good

competition in the market. They can become the future cash cows if implemented correctly. In

this scenario coles of the wesfarmers corporation is the star. It has Bunnings which retails home-

improvement goods and has 223 warehouse stores and 63 smaller-format stores and is the

market leader in a fast-growing market.

  1. Cash cows – It represents buissness with large share in the market with slow growth for the

long run. They require very less amount of investment to generate cash for the organisation

which can be invested into other ventures. In this scenario wesfarmers corporation owns 810

Liquor Outlets including Vintage Cellars, Liquorland, and 92 hotels, that generate a lot of profit

in a market, and over 600 smaller Convenience Stores that compete in an over-traded market

with questionable future growth potential.

  1. Question marks – It represents buissness with low market share but belongs to high growth

industry. They need attention and extra effort for growth in large ventures. They are products

and ventures that are new to the market. These products and services have good market

prospective. In this scenario, Officeworks is resembling the part. Its retails office equipment and

has 150 stores, with a high market-share in what is regarded as a low-growth market.

  1. Dogs – It represents buissness with not a strong market share and with less growth in the

market. They are generally buissnesses that runs with a overall loss in the market. Hence unless

there are any other strategic gains, they should be liqidatedin an organisation. In this scenario, Kmart which is also-ran general retailer in market that is fairly consistent.

Question 5                                                                                                           (11 marks)

The Case

In 2008, competition in the coffee business was heating up, and Starbucks’s performance had become disappointing. The firm’s stock was worth less than $10 per share by the end of the year. Anxious stockholders wondered whether Starbucks’s decline would continue or whether the once highflying company would return to its winning ways. Riding to the rescue was Howard Schultz, the charismatic and visionary founder of Starbucks who had stepped down as chief executive officer eight years earlier. Schultz again took the helm and worked to turn the company around by emphasizing its mission statement: “to inspire and nurture the human spirit—one person, one cup and one neighborhood at a time”. Food offerings were revamped to ensure that coffee—not breakfast sandwiches—were the primary aroma that tantalized customers within Starbucks’s outlets. By the time Starbucks’s fortieth anniversary arrived, Schultz had led his company to regain excellence, and its stock price was back above $35 per share. In March 2011, Schultz summarized the situation by noting that “over the last three years, we’ve completely transformed the company, and the health of Starbucks is quite good. But I don’t think this is a time to celebrate or run some victory lap. We’ve got a lot of work to do”. Schultz retired a second time in 2017 and was replaced by the COO, Kevin Johnson.


Assume you are Kevin Johnson, taking over Starbucks from Howard Schultz in 2017. Outline how you intend to lead Starbucks strategically by ensuring continued growth and success, whilst simultaneously avoiding any organisational pathologies.

Please answer in less than 700 words


As it can be analysed over the past two years, the pandemic has played a huge role in terms of making the company to face loss and creating the shortage of the resources. Kevin Johnson, CEO of Starbucks is capable of leading the organization for increasing the profits and revenue growths.

But according to the performance of the recent months, 6the success on the basis of financial and operational terms has which has provided the employees of the company to coitize the working conditions of the company on social media and that ultimately affects the company negatively in terms of the resources and has increased the issues in the company. As this happened , most of the Starbucks stores have opted for voting got the union elections committee. The voting happened (City, 2021, p5(3)).

Starbucks is a company that has become really strong since the time in terms of financial aspects but there are many issues like growing concerns in terms of union crises that are needed to be dealt with. The company needs to work strategically that can help the CEO in involving the best practices for making the organization successful and evolving from the issues and crisis faced. Highlighting the speciality of the product can be a generic strategy that can be used by the company for the enhancement of its operations. The strategy of broad differentiation helps in providing with the competitive advantages from the different products introduced in the market and evaluation of the product uniqueness and specification. The company utilizes a sustainable and responsible strategy of sourcing that certainly helps in the in production of the new products as well as showing the variants of certain food and beverages. Implementation of the innovation in each and every product in terms of the specification of the sustainable creativity and innovation. So the main and foremost strategy for the promotion of the innovative products and supply chain shows the factors affecting the intensive growth of the company.

Another strategy for implementation of the strategies and making the company successful with the help of avoiding the pathologies are market expansion and effective business that certainly depends upon certain conditions of the regional and local market. Market penetration is very imperative in terms of the intensive growth for increasing and strategy support of the revenues that can be seen existing in the market as applied by the owned store of the company as well as certain cafes and stores that are franchised and licensed in terms of different locations.

Starbucks already has so many stores but it extensively can be increased with the help of the current products and consumers and growing the consumer base (Huskova, 2015, p4(2)).

Another strategy can be seen as the product development of the company as it has significantly increased the sales of the company as well as wants the saturated market. The capabilities and of development of an attractive and a profitable product helps in strengthen the company as well as promotion of the intensive growth with proper expansion of the global market and resources. When Schultz was CEO, he took some very major and drastic steps for renewing the measures for increasing the commitment of the company. The decision of the unprecedented decision have a major role in terms of the extension with having a best relationship with the consumers as they will help in knowing what things are needed to be changes and what are their likes and dislikes. There is a lot of room for improvement that are needed  to be carried out in terms of operations and celebration can only be afforded fir there is a significant change in the revenues of operations (Geereddy, 2013, p8(3)).

Question 6                                                                                                           (11 marks)

The Case

Opportunities and threats fall out of this analysis of Sydney Symphony Orchestra:

Demographics: Sydney is a very large city with good income levels and indications of excellent education (5 universities)

The socio-cultural segment is difficult for classical music. It is an old-world type of music with old-world patterns of listening. The demographic and/or generation of people who prefers this music is dying out, and new recruits are needed. On the plus side, classical music has elite status in society and thus attracts a well-to-do audience

Technology is fast moving; there are many alternatives to live music and there are alternative ways to spread classical music

The political–legal segment is good for the classical music group because they received the vast majority of government assistance given to the arts (around $55 million, compared to theatre at around $3 million)

Classical music is global in nature, as is the sourcing of musical labour

Physical – not really significant in this industry

Economic – the upper end of the society is reasonably steady in terms of income.The classical music industry is stable but there is little to offer in terms of revenue, making long term survival difficult. Substitutes include any other art, but particularly other music forms such as pop music and jazz that operate in the broad industry. New entrants are unlikely as entry barriers are high and the industry has a small profit pool.

Buyers – a declining group, which is a major concern. In terms of suppliers, musicians are the key. There are numerous musicians and it is easy to obtain new staff, but difficult to get first class staff. There is little rivalry. In Sydney there is negligible symphony competition, but for recordings there are some great competitors which don’t affect the basic operations of the SSO. Outside Sydney there are numerous competitors.

The tangibles are strong: access to the Opera house, good donor lists, solid financial reserves. Intangibles are excellent: terrific players, great conductor, good following in Sydney, good brand.

Core competencies include:

  • Ability to play world class symphonic music
  • Ability to raise private finance (65 per cent of total funding)
  • excellent links with the city
  • Ability to attract government funding
  • Ability to record world class music on a variety of technology platforms
  • Ability to attract fine soloists

In the Sydney context these are all core competencies. In the Australian and world contexts none of them are, since all major symphony orchestras possess them.


As a Management Consultant to Sydney Symphony Orchestra, you are expected to justify and recommend 5 key strategic initiatives to be implemented concurrently over the next five years, e.g. 2 exploit-type strategies, 1 conquer, 1 ‘shine-up’ and 1 avoid.

Write a comprehensive memo to the CEO outlining how you have used each of the following models: PROFIT, VRIO, SWOT, and CIA.

You may use as many words and diagrams as you need for this answer


Symphony is a classical music .

Ability to play world class symphonic music is

Find the best school, best musicians, best of class, make PhD in this field and that perform better or stage.

Conductor is not play they give instructions and this music perform in group for piece and conductor use expression for group many instrument use in orchestra classical music violin,woodwings,flute,trumphet, brass drum .

70 to 100 mucian permomon stage.

Ability to raise private finance

In orchestra sumphony music instrument transported with care because many instrument use in classical music .  minimum 70 musical is require for perform well so this music is very expensive

Cost is large and require venue at fixed cost. Labour requirement are more or less frozen so this music is not economically

Symphony orchestra music is conduct in sydeny ,Australia, India ,Birmingham and many cities it is classical music. Many instrument use and many musical is require in this music.

Ability to attract govt funding

Symphony orchestra attract govt and govt support for this music .govt provide fund for this organisation because this is classical music. Govt support for arts and creative organisation.

Ability to record world class music on a variety of technology platforms.

Sydney is very large city orchestra is use more in Sydney and wealthy person of Sydney is well and income is good so so cultural segment is difficult for classical is old type of music. Old people is dying new are needed for this classical music attract the audience . this music is legal so govt provide assistance for classical music.

Ability to attract fine solicit

Many instrument play in quiet tone and musician perform for piece it is classical music

Strings instrument use in orchestra music

Like violen,viola

Woodwinds instrument is also used

Flute,clarinate, bassoon

Brass instrument is used

Trumphet ,drumm truba

Some terms is use in orchestra like alto,bass ,beat,bar,allegro ,accelerando .

Different typeof music like symohonic poem,ballet,opera,

In orchestra conductor perform by movement of hand and arms .the leader of first violen section is called concert master play important role as musician.

A tone poem is a piece of oechetral music .perform in group for piece it is symphony classical music. Musical instrument use large quantity and musician is more so it is costly and expensive.

Now limited scope in orchestra music

An orchestra is a group of musician with a diff type of instrument that include violen family and wood string and many musician play in group and one person give instruction by moving hands and arms it is knowm as term orchestra .


Cavallo, A., Sanasi, S., Ghezzi, A., &Rangone, A. (2020). Competitive intelligence and strategy formulation: connecting the dots. Competitiveness Review: An International Business Journal31(2), 250-275.


Filatotchev, I., & Stahl, G. K. (2015). Towards transnational CSR. Corporate social responsibility approaches and governance solutions for multinational corporations. Organizational Dynamics44(2), 121-129.

Geereddy, N., 2013. Strategic analysis of Starbucks corporation. Harward [Електронний ресурс].–Режим доступу: http://scholar. harvard. edu/files/nithingeereddy/files/starbucks_ case_analysis. pdf.

Haskova, K., 2015. Starbucks marketing analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study1, pp.11-29.

Maisoni, H., Yasri, Y., &Abror, A. (2019, April). Effect of organizational culture, leadership and compensation on employee engagement in coca-colaamatilindonesia central sumatra. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 553-561). Atlantis Press.

Quarm, R. S., &Busharads, M. O. E. (2020). Competitive Intelligence and Corresponding Outcome in a Strategic Management Process: A Review of Literature. OSF Preprints, (eczr2).

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