Professional Documents
Culture Documents
The first thing you need to do is get an idea of just what is The
Strategic Management Process. In order to do this quickly and
efficiently, go to http://www.quickmba.com/strategy/strategic-planning/. Read the
short description of the various steps of the process. Then do the same
with the S/M process diagram at
http://www.netmba.com/strategy/process/. Note the similarities and
any of the differences between the two. Pay particular attention to the
section below the latter (netmba) diagram entitled Drawbacks of the
process. Next, print out the comprehensive planning process
diagram found in Documents in our course BB BA4101 GBP FALL 2015KLEIN. It fleshes out the specific tasks/activities that businesses
actually perform in creating (or reevaluating) and implementing
strategic decisions. Again, note the major difference in how strategy
formation is represented in the latter planning process diagram as
opposed to the former two depictions. Under what circumstances
would you employ the comprehensive planning process strategy
formation step (as found in course Documents)? [Hint: See Drawbacks
of under the strategic planning process diagram at the netmba.com
site.]
Assignment:
See if you can match up where S/M process components (listed below) are
relevant to segments of the case narrative, identified by number in brackets
(e.g.[1. ...]). More than one S/M component may appear to apply to any one
segment; however, one is more appropriate. So read each italicized statement
very carefully. Pay attention to tenses (for example, is Luisa looking backwards
or forwards?). See where it best fits within the S/M process below.
Assume the S/M components are as follows:
A. Setting (or reassessing) business objectives (i.e., what business should
we be in? Should we change our business (product/market) objectives?)
B. Setting/reassessing performance goals in our existing business
C. Assessing the relevant current and prospective external environment
(i.e., competitive structure, market characteristics, buying habits, etc.)
D. Assessing current and prospective internal environment (i.e,, viability of
core competencies and competitive strengths, financial resources and attributes,
market position, intellectual property, physical plant and equipment, etc.)
E. Viability assessment of current strategy; alternative strategy evaluation
and selection
She knew all about Mango Tango. [8. In fact it had been invented in CoolBurst's own
labs, a collaboration between chief scientist Carol Velez and CoolBurst's then marketing
director, Sam Jenkins. The two had concocted Mango Tango and four other exotic drinks
on the sly about a year earlier.] [9. But when they presented them to then CEO, Garth
LaRoue, he had been so angry about their unauthorized use of time that he practically
fired them both. Velez hadn't had her heart in the job since then and Jenkins had left.]
[10. Most employees had considered Jenkins a troublemaker - a transplanted New
Yorker and business school graduate who did nothing but harangue people to "think
outside the box."
"What box is he talking about?" was the refrain from most of CoolBurst's 200 employees,
who were predominately native Miamians who joined the company after high school or
college.]
[11. CoolBurst had been an independent company until 1975, and it still retained much
of its old organizational culture, which reflected the traditional, family-oriented
background of its Cuban-born founder.]
So far, Luisa reminded herself, [12. none of CoolBurst's rivals had yet put a dent in
their market share.] [13. The reason, she figured, was the company's established
distribution system.]
[14. Was there a way, Luisa wondered, to make CoolBurst a more welcoming, nurturing
place for people like Velez and Jenkins?]