Comprehensive Exam-May 2023 H-K -Strategic management

Comprehensive Exam- May 2023

HOW TO SOLVE?

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Comprehensive Exam-May 2023 H-K -Strategic management

Content
1. Introduction.
2. Current Vision / Criticism / New Vision
3. Current Mission / Criticism/ New Mission
4. Core values
5. External Environment Assessment
 Pestel analysis
 Porter 5 forces
 Issue priority matrix
 Competitive Profile Matrix (CPM)
 (EFAS)
6. Internal Environment Assessment
 Value Chain Analysis
 Financial analysis (Statements / Ratios)
 VRIO Analysis
 (IFAS)
7. Strategy Formulation
 TOWS
 IE
 SFAS
8. Strategy Selection
 QSPM
9. Strategic Objectives
10. Strategy Implementation
11. Strategy Evaluation
 Balanced scorecard
12. Business Plan
13. References

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Comprehensive Exam-May 2023 H-K -Strategic management

1. Introduction.

Organization Overview.

Organization classification:
 Size: SMES / LSES
 Ownership: Private / Public / Public-Private / QUANAGOS
 Legal Status: Sole trader / Partnership /LLC / SAE / HOLDING, GROUP
 Activity: Supplier / manufacturer / Distributor
 PROFIT.
 Accountability: Shareholders & Government

2. Current Vision / Criticism / New Vision

‫حلم بس قابل للتحقيق مش مستحيل‬

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Comprehensive Exam-May 2023 H-K -Strategic management

How the company foresees itself in the futures

‫ مفيهوش‬timing

Clear concise common understanding

3. Current Mission / Criticism/ new Mission

‫الشركة موجودة ليه‬
‫بتعمل ايه دلوقتي‬
9 ‫مكونات‬
‫ منهم‬6‫علي االقل يكون فيه‬
Customers ‫مين العمالء بتوعي‬
Market aw industry Africa Europe ‫اللي بشتغل فيها‬
Products aw service ‫اللي بقدمها‬
Employees ‫بتوعي‬
Technology ‫اللي بستخدمها‬
Philosophy values
Public image csr support ‫للمجتمع‬
Self concept distinctive competitive advantage
Survival aw growth

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Comprehensive Exam-May 2023 H-K -Strategic management

4. Core values
‫ بختار ال‬values
‫علي اساس‬
Vesion
‫طبيعة ال‬industry
‫المشاكل الداخلية‬
Needs ‫ ال‬customers

Respect
Integrity and honesty FCPA
Loyalty
Creativity and innovation
Team spirit
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Comprehensive Exam-May 2023 H-K -Strategic management

Assertiveness
Perfection / ISO…. Six sigma / Deming PDCA
Commitment / time orientation
Transparency
Environmental protection
Customer focus
Efficiency

How to publish core values :

-Oriantations
- Science
- training
- meeting
- task force
-digital tools

5. External Environment Assessment

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Comprehensive Exam-May 2023 H-K -Strategic management

PESTEL ANALYSIS

Cia.gov: Country and Industry Analysis

• Worldbank.org
• Capmas
• Cbe
• GCI: Political and Economic Analysis
• Doing Business: Political and Economic Analysis
• Statista
• Quora
• You.com
• Google trends: Analysis of customers in market and their way of
thinking
• Feedly

 POLITICAL FORCES.

1. political stability. Rank Egypt among Middle East

Measured by BMI for the country

2. taxation. Indirect tax

3. pressure group (sectional and promotional)
Sectional: ‫زي النقابات و اتحاد العمال‬
Promotional: ‫زي الجمعيات‬
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Comprehensive Exam-May 2023 H-K -Strategic management

 Economic Forces

(‫(محتاجين أرقام وجداول‬

‫ سنين جداول‬4-3

Includes:
GDP ‫اجمالي الناتج المحلي‬
GNP ‫اجمالي الناتج القومي‬
Interest Rates
National income
Exchange rate
Inflation
Employment
2021 2022 2023
GDP
GNP
Interest Rates
National income
Exchange rate
Inflation
Employment

Comment:

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Comprehensive Exam-May 2023 H-K -Strategic management

 Socio-Cultural Forces
Socio:
A – B – C1- C2 – D- E
Income
Education
Occupation

Cultural:
Habits for people and it benefits my industry or not
Life-style trends and how does it benefits my industry

 Technological Forces
‫استخدام التكنولوجيا في الصناعة‬
According to Digital 2023 report for Egypt
if my industry depends on technology, I have to scan the external factors in the country
very well

 Ecological/Environmental Factors

Sustainability

 Legal

Competition law ( The most important one )

Customer protection law ( The most important one )
Contract law ( The most important one )
Environmental protection law
Patency
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Comprehensive Exam-May 2023 H-K -Strategic management

Labor law

PORTER 5 FORCES.
High medium low
 New entrant

‫الزم نتكلم علي النقاط االتية عند التحليل‬

Licence or patency ‫عندي رخصة وال ال‬
Infrastructure
Loyalty of existing competitors
Know How
Mass production / economy of scales ‫حجم اإلنتاج‬
Switching cost ‫التكلفة اللي بيتكلفها العميل علشان ينقل من براند ل براند تاني‬

 Threat of substitutes
 Bargaining power of suppliers
 Bargaining power of buyers
 Rivalry among competition
 Other stakeholder

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Comprehensive Exam-May 2023 H-K -Strategic management

Issue priority matrix.

1- Inflation rate.
2- “Sociocultural”
Egypt new life style
High

1- Egyptian IT sector trend.

is expanding 3- Environmental
regulation & Go
Green initiative.
Medium

1- GDP.
2- Interest Rate. 1- Income. 1- Taxation.
Probability of Occurrences

1- Competition Law.
1- Political
Low

2- Consumer
protection Law. Instability.

Low Medium High

Probable
Impact

‫بناخد منه فقط اللي بيكون في ال‬

High, High
‫نحطهم في ال‬efas
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Comprehensive Exam-May 2023 H-K -Strategic management

Competitive Profile Matrix (CPM).

R
W sc sc
Critical a Rat
eig score Rate o or
Factor t e
ht re e
e

Marketing

Product
Quality

Consumer
Loyalty

Global
Expansion

Brand
Image
(Reputatio
n)

Product
Variety

Customer
Service

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Comprehensive Exam-May 2023 H-K -Strategic management

Financial
position

Total 1

‫عن طريق هذا الجدول هاقدر اعمل‬Benchmark

Comment: Ex: While competitor 1 is the industry benchmark, we could take
advantage from their weakness points, such as High employee turnover & also
applying their approach of selling their service for the highest price which is almost
more than half the second corporate behind them after which is considered a
weakness to them & a priority to us

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Comprehensive Exam-May 2023 H-K -Strategic management

External Factor Analysis Summary (EFAS):

EXTERNAL FACTORS Weight Rating Weighted

Score
Opportunities (1-4)

Threats

Total 1.00

Comment:

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Comprehensive Exam-May 2023 H-K -Strategic management

 Ex: if above 2.5 The external environment is favorable to my company

WEGHT: ‫اهمية النقطة للشركة‬
RATE: ‫قدرة الشركة علي االستفادة من الفرصة أو التعامل مع التهديد‬
‫المتوسط‬2.5
 The EFAS showing Score less than 2.5, Which mean that there is an aggressive external
environment and the company may not be able to either use the opportunities or
overcome the threat
 ‫مش بنكتب في ال‬WEAKNESES , THREATS
OUR COMPANY IS

6. Internal Environment Assessment

:‫ نقاط‬3 ‫نقاط القوة و الضعف تتموحور حول‬

Product ‫تنوعه و عدده و جودته‬
Employees ‫تدريبهم و مستواهم‬
Company itself ‫كبيرة و ليها سمعة وال حديثة‬
‫يتم التعليق حول الثالث نقاط‬

‫اي حاجة‬
positive
‫حولهم‬

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 Comprehensive Exam-May 2023 H-K -Strategic management

‫ هتبقي‬strength
‫و العكس صحيح‬
‫(مثال ال‬skus ‫قليل‬
‫او كتير‬

Value Chain Analysis.

‫ بنطلع ال‬gaps
‫في كل جزء‬

 PRIMARY ACTIVITIES:

 INBOUND LOGISTIC
# Activity S/W
1 Strong Logistic network over worldwide S

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 Comprehensive Exam-May 2023 H-K -Strategic management

(raw material Handling and Warehousing ‫و بني ادمين و‬know how

 OPERATIONS
# Activity S/W
1 Low Manufacturing Cost S

‫و التجميع و التصنيع‬

 OUTBOUND LOGISTICS

# Activity S/W
1 S

(warehousing, Distribution Of finished goods)

 MARKETING & SALES

# Activity S/W
1 Strong Brand Awareness and Brand Value S
2 Huge Customer base S
3 Superior Marketing Capabilities S
4 High Market Share S
5 Dependency on US Market – Even after having established itself globally, Nike still relies W
on
the U.S Market in terms of sales and revenue.

Ads, Promotion Pricing, Channel )

 AFTER SALE SERVICES

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 Comprehensive Exam-May 2023 H-K -Strategic management

# Activity S/W
1 S

(insulation, Repair, Parts)

 Support Activities

 PROCUREMENT

# Activity S/W
1 Use recycled material that will reduce the dependence on suppliers S

(purchasing of raw material, machines and supplies)

‫مشتريات محلية او خارجية‬

 Technology Development

# Activity S/W
1 S

(R&D, product and process improvement)

‫ال‬pipe line
‫عشان ال‬star

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 Comprehensive Exam-May 2023 H-K -Strategic management

 Human Resource Management

# Activity S/W
1 Highly qualified In-house Professionals S
Poor Labor Conditions in Foreign Countries W
Sexual Harassment: Former female employees also pointed out that sexual harassment W
Lawsuits W

(recruiting, training, development)

 Firm Infrastructure
# Activity S/W
1 Aimed For Sustainability S
2 Lack of Diversification: Nike’s over-dependence on sporting apparel W

(general management, accounting, finance, strategic planning)

Financial analysis (Statements / ratios)

Income Statements (P&L):

Balance Sheet: (Financial Position):
Cash Flow Statement:

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Comprehensive Exam-May 2023 H-K -Strategic management

 Ratios:

 Cross sectional with competitor.

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 Comprehensive Exam-May 2023 H-K -Strategic management

Year Industry
Ratios Average
May-19 May-20 May-21 May-22 COMMEN
Current Ratio Although the results show a downward trend in
(Current Assets/ Current 2.001 2.481 2.717 2.629 1.72 2022, after three yearsof continuous ascent, it
Liabilities ) still remains higher than industry average
values, this indicated that the firm has a lot of
Quick Ratio
1.39 1.59 2.01 1.85 0.79 money tied up in non- productive assets
(Current Assets –
(Shareholders point of view). Creditors point of
Inventory)
view,highlights firm ability to cover short term
/ Current Liabilities
obligations
Cash ratio
(Cash + short term
investment) / CL
Inventory Turnover
Cost of goods sold ÷
Inventory
Fixed Assets turnover
Revenues / Average
Fixed Assets
Days in inventory
(DOH)
365 days / inventory
turnover
Total asset turnover
Sales ÷ Total assets

Debt Ratio 61.7% from the company asset are financed by

(Total Liabilities (Debt) 0.384 1.198 0.737 0.617 - debt and theother 38.3% from asset are
/Total financed by Equity
assets)
Debt - to - Equity ratio
Total debt / Total
Owners' equity
Gross Margin 44.671 43.421 44.82 45.983 - Since 2020 the gross margin is in increasing
(Gross Profit /Total trend that confirm
Sales) Efficient performance of production & logistics
Net Profit Margin 10.299 6.788 12.858 12.943 High combined performance of liquidity, assets
Net Income / Total Sales and debt
management on operating results
ROE The ROE is in increasing trend since 2020
(Net Profit (Income) / 44.56 31.52 44.857 39.565 31.46 and higher that theindustry average
Total Equity confirming high performance

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 Comprehensive Exam-May 2023 H-K -Strategic management

ROA The ROA is in increasing trend since 2020 and

16.987 8.101 15.174 14.994 12.54
(Net Profit (Income) / higher that the
Total industry average confirming high
Assets performance in managingAssets that
facilitates planning for expansion.

Time series

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 Comprehensive Exam-May 2023 H-K -Strategic management

VRIO Analysis
(if four yes, then we have DCA (Distinctive competitive Advantage)

# ACTIVITY Value Rareness Inimitable Organization Comment

1 Strong Logistic network over worldwide YES YES YES YES PERMENANT
Competitive
advantage
2 Low Manufacturing Cost YES YES NO YES Temporary
Competitive
Advantage
3 Strong Brand Awareness and Brand Value YES YES YES NO UNUSED
Competitive
advantage
4 Huge Customer base YES NO NO YES Acceptable
position
5
6
7
8
9
10

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 Comprehensive Exam-May 2023 H-K -Strategic management

Internal Environment Analysis (IFAS):

INTERNAL FACTORS Weight Rating Weighted

Score
(1-4)
Strengths

Weaknesses

Total 1.00

Comment:

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Comprehensive Exam-May 2023 H-K -Strategic management

 Ex: if above 2.5 The external environment is favorable to my company

WEGHT: ‫اهمية النقطة للشركة‬
RATE: ‫قدرة الشركة علي التعامل معها‬
‫المتوسط‬2.5

7. Strategy Formulation

TOWS

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 Comprehensive Exam-May 2023 H-K -Strategic management

Strengths Weaknesses
1. Strong brand name. 1. Expensive products.
2. Nike is the world's largest 2. Major focus on
Internal supplier and manufacturer of footwear only.
athletic shoes and apparel, as 3. Nike has no online
well as a major supplier of sports
Factors equipment.
shopping in Egypt.
3. Innovative products as they have
strong R&D.
4. Mass production associated
with low manufacturing costs.
External 5. High distinctive quality
products.
Factors 6. Move to zero & forward
initiatives.
Opportunities Maxi-max Mini-max
1. Increasing no. of S2 O1: As Nike is the world’s largest W1 O3: The celebrated marketing
supplier for sportswear, we can increase campaigns can be assigned to
population in Egypt by our market share in Egyptian growing
2% over las year which overcome the expensive products
market. price.
leads to increase in S3 O2: Nike’s strong R&D can gain
market size. new customers especially women new
2. Number of Female W2 O1: Increasing number of
sector entering market like swimming population & market size can be
athletes are growing in wear.
utilized to overcome Nike’s big
Egypt, so it’s a good S1 O3: Nike’s strong brand name can focus onfootwear only.
market for sportswear. attract celebrities to make successful
3. Assign celebrated marketing campaigns.
W3 O4: Nike’s customer loyalty
athletes for campaigns. S5 O4: Through Nike’s well known can minimize the impact of absence
4. Customer Loyalty. quality brand we can keep our customer
of Nike’s shopping website in
5. Egypt Sustainability. loyalty & to be satisfied with premium
quality.
Egypt.
S6 O5: As sustainability is growing
Nike has its initiatives to be leader in
this field.
Threats Maxi-min Mini-min
1. Very strong S3 S5 T1: With Nike’s strong R&D & W1 T3: Nike’s expensive products
distinctive high-quality products we face the copied & mirror products
competition especially can face the threats of competitors.
from adidas & Puma. market.
2. High inflation rate. S4 T2: With high mass production to
3. Markets with copied Nike reduce cost we can face the high W3 T1: Nike should take into
products inflation rate. consideration to develop online
website inEgypt in order to compete
S1 S5 T3: With Nike’s strong brand
name & its distinctive quality can face with others.

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Comprehensive Exam-May 2023 H-K -Strategic management

the threat of copied ones.

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Comprehensive Exam-May 2023 H-K -Strategic management

IE

3
1 2
External Factor Evaluation
3

4 5 6
EFAS

7 8 9
1

1 2 3 4

Internal Factor Evaluation

IFAS

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Comprehensive Exam-May 2023 H-K -Strategic management

Where IF and EF score are ? & ? respectively which means that the point will fall in ?
square that mean we should Hold and maintain
that limiting the strategies to Market penetration and Product development

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 Comprehensive Exam-May 2023 H-K -Strategic management

SFAS

# Factors Weight Rating Weighted Comment

score
Opportunity
O1 Low Burgeoning power of supplier 0.05 4 0.32
O2 Low risk of substitute product 0.05 4 0.32
O3 Social Class supports the sportswear industry 0.05 4 0.32
O4 Technological factors - Growth in ICT sector in Egypt 0.01 4 0.06
O5 Relationship with neighboring countries 0.03 3.5 0.175
Threat
Economic Factors - implementing some polices &
T1 0.06 1 0.11
procedures hinder the import of Final-made products
T2 Porter’s 5 Forces analysis – High risk of New Entrant 0.06 1.5 0.15
Economic Factors – currency devaluation will reduce the
T3 0.06 1.5 0.15
purchasing power inside the Egyptian market
Economic Factors – High interest rate form an obstacle for
T4 0.04 1.5 0.1125
business development
T5 Political Factors – Corruption 0.04 1.5 0.075
Strength
S1 Strong Logistic network over worldwide 0.04 3 0.225
S2 Strong Brand Awareness and Brand Value 0.06 4 0.4
S3 Superior Marketing Capabilities 0.06 4 0.4
Use recycled material that will reduce the dependence on
S4 0.04 3 0.225
suppliers
S5 Very Strong Financial position and fund availability 0.14 4 1
Weakness
W1 Dependency on US Market 0.06 1 0.1
W2 Lack of Diversification 0.06 1 0.1
W3 Poor Labor Conditions in Foreign Countries 0.03 1 0.05
W4 Lawsuits 0.03 1 0.1
W5 Sexual Harassment 0.03 1 0.05
Total Score 1 2.595

The SFAS showing Score higher than 2.5, Which mean that the business is doing well
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 Comprehensive Exam-May 2023 H-K -Strategic management

‫بعد ما بنخلص تحليل للبيئة الخارجية والداخلية بنعمل‬

SFAS
‫وهو بناخد اهم النقاط في‬
‫ ال‬EFAS & IFAS
‫بناءا علي‬
Weighted score
‫ ال‬rate ‫بيتغير‬
‫ال‬weight ‫أل‬
‫نفس‬weight efas w ifas

8. Strategy Selection

QSPM

Product Market
Stability
development Penetration

TOWS Factors Weight AS TAS AS TAS AS TAS

Strong brand name. 0.08 4 0.32 4 0.32 1 0.08
Nike is the world's largest
supplier and manufacturer of
athletic shoes and apparel, as well 0.04 4 0.16 4 0.16 1 0.04
as a major supplier of sports
equipment.
Innovative products as they have
0.08 4 0.32 4 0.32 1 0.08
strong R&D.

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 Comprehensive Exam-May 2023 H-K -Strategic management

Mass production associated with

0.02 2 0.04 2 0.04 4 0.08
low manufacturing costs.
High distinctive quality products. 0.08 4 0.32 3 0.24 1 0.08
Move to zero & forward
0.08 4 0.32 3 0.24 1 0.08
initiatives.
Expensive products. 0.06 1 0.06 1 0.06 4 0.24
Major focus on footwear only. 0.02 3 0.06 2 0.04 4 0.08
In Egypt there is no online
0.08 1 0.08 1 0.08 4 0.32
shopping.
Increasing no. of population in
Egypt by 2% over las year which 0.07 3 0.21 4 0.28 1 0.07
leads to increase in market size.
Female athletes are growing in
Egypt, so it’s a good market for 0.07 4 0.28 4 0.28 1 0.07
sports & swimming wears.
celebrated athletes for 0.05
0.05 3 0.15 4 0.2 1
campaigns
Customer Loyalty. 0.05 4 0.2 3 0.15 1 0.05
Egypt Sustainability. 0.08 4 0.32 2 0.16 1 0.08
Very strong competition
0.06 4 0.24 2 0.12 4 0.24
especially from adidas & Puma.
High inflation rate. 0.06 1 0.06 2 0.12 4 0.24
Markets with copied Nike
0.02 4 0.08 4 0.08 2 0.04
products
Total 1 3.22 2.89 1.92

Accordingly, Nike shall go for intensive strategy “Product development” according to the
Quantitative Strategic Planning Matrix “QSPM” Total attractiveness score.

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Comprehensive Exam-May 2023 H-K -Strategic management

9. Strategic Objectives

Ex:
 Larger market share
 Lower costs than rivals
 Higher product quality than rivals
 Achieving technological leadership
 Quicker on-time delivery than rivals
 Wider geographical coverage than rivals

Ex.:
- Decreasing cost by 2% to increase profitability by 3% by modifying Products design
and features and improve distribution networks.
- 10% Lower cost than rivals using our excellent operation.
- Faster response to requests inside & outside Cairo than rivals converted to orders
increasing by 20% by 2025.
- Gain market share with percentage of 10% of the facility management industry in
Egypt by 2025.
- Wider geographic coverage than rivals helping to increase the market share by
2025.

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Comprehensive Exam-May 2023 H-K -Strategic management

10. Strategy Implementation

‫دور المدير و دور الوقت‬

Strategy: Product Development

Strategic Objective: Creating 25% increase in company’s revenues by getting new &improved
products by R&D department to market ahead of rivals till 2025.
Annual Objective: 2023-2024
Functional Functional Objective Procedures Required KPI’s
Area action Polices Resources
R&D  Develop & create new  Modify  Money.  Number of
products to contribute by current  Time. researches
operation 10% of the total products. for product
3 years
company’s portfolio.  Conducts innovation.
 People.
meeting to
 Info.
develop new
products.

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Comprehensive Exam-May 2023 H-K -Strategic management

Marketing  Increase Marketing  Marketing  Money.  Customer

budget by 10% during Campaigns.  Time. Satisfaction
2023-2024  New productsto  Info. index.
 Create revenues for new be associated  NPS.
 People.
sustainable products by with  No. of
20%. Celebrities. Qualified
sales.
 Increase Customer marketing
satisfaction by 10% team
during 2023-2024

Human  Hiring talented  Recruitment.  Money  Performance

Resources innovative employees.  Training 10 million appraisal.
 Increase efficiency of programs. usd  Job
quality staff by 20%
 Time. satisfaction
 Info index.
Recruitmen
t SOPS
 People.
Production  Increase production rateby  More shifts.  Money.  Rate of
10%.  Overtime  Time. production
 People. /day/machi
ne
Finance  Increase budget of  Reduce  Money.  ROI.
R&D by 15%. dividends to  Time.  Liquidity.
reassign for
 People.
R&D.

‫ ولو فيه‬objective
‫تاني نعمل واحد تاني ليه‬

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Comprehensive Exam-May 2023 H-K -Strategic management

11. Strategy Evaluation

Balanced scorecard

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 Comprehensive Exam-May 2023 H-K -Strategic management

Business Objectives Target KPI Time frame

Aspect

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 Comprehensive Exam-May 2023 H-K -Strategic management

Profit 3 years
Revenues Growth fornew 25% Cost reduction
Finance

innovative products. Roe

Roi
Ebs
Actual revenue /Target
revenue
Increase the number of Productivity
Internal Process

new product s by 30% Efficiency

To be ableto developnew quality
innovativeproducts. Current Year new productsVs
PreviousYear products
1 year

Increase the demand for

new product by 30% Nps
Customer

Increase marketing expenses for

customer satisfaction Current year Vs Previousyear
1 year

9
progra ms Upgrading for employees
Learning &

development
Growth

Training programsfor R&D Increase of productivity 6 months

Staff Number of successful Numberof training programs
new features

Corrective actions may be needed, such as:

 Alter the firm structure.
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Comprehensive Exam-May 2023 H-K -Strategic management

 Replace one or more key individuals.

 Divest a division.
 Alter the firm vision / Mission.
 Revise objectives
 Devise new policies.
 Install new performance incentives.
 Raise capital with stock or debt.
 Add / terminate salespersons, employees, Managers.
 Allocate resources differently.
 Alter strategies.
 Outsource business functions.

12. Business Plan

Slide 69 session 5 ra2fat

‫عادة بتبقي قائمة علي‬

Product
‫محدد‬
‫ او‬service

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Comprehensive Exam-May 2023 H-K -Strategic management

A. Executive Summary
‫زي ملخص عن اللي اتعمل‬
‫بكتبها في اآلخر بعد ما اخلص‬
Briefly tell your reader what your company is and why it will be successful.
Include your mission statement, your product or service, and basic information
about your company’s leadership team, employees, and location.

‫ والمعلومات االساسية‬، ‫ ومنتجك أو خدمتك‬، ‫ قم بتضمين بيان مهمتك‬.‫أخبر القارئ بإيجاز عن شركتك ولماذا ستنجح‬
‫حول فريق قيادة شركتك والموظفين والموقع‬

B. Company Description

Use your company description to provide detailed information

about your company. Go into detail about the problems your business solves.
• Be specific, and list out the consumers, organization, or businesses your company plans
to serve.
• Explain the competitive advantages that will make your business a success. Are there
experts on your team? Have you found the perfect location for your store? Your company
description is the place to boast about your strengths.

‫ ادخل في التفاصيل حول المشاكل التي يحلها عملك‬.‫استخدم وصف شركتك لتقديم معلومات مفصلة عن شركتك‬

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Comprehensive Exam-May 2023 H-K -Strategic management

‫ وقم بإدراج المستهلكين أو المنظمة أو الشركات التي تخطط شركتك لخدمتهم‬، ‫كن محددًا‬.
‫ هل يوجد خبراء في فريقك؟ هل وجدت الموقع المثالي لمتجرك؟‬.‫اشرح المزايا التنافسية التي ستجعل عملك ناجحا‬
‫• وصف شركتك هو المكان المناسب‬
‫للتباهي بنقاط قوتك‬.

C. Market Analysis
You'll need a good understanding of your industry outlook and target market.
Competitive research will show you what other businesses are doing and what
their strengths are.
• In your market research, look for trends and themes. What do successful
competitors do? Why does it work? Can you do it better?

‫ستحتاج إلى فهم جيد لتوقعات الصناعة والسوق المستهدفة‬.

‫ستظهر لك األبحاث التنافسية ما تفعله الشركات األخرى وماذا تفعل‬
‫نقاط قوتهم هي‬.
* ‫ ماذا ناجحة‬.‫ ابحث عن االتجاهات والمواضيع‬، ‫في أبحاث السوق الخاصة بك‬
‫?المنافسين تفعل? لماذا يعمل?هل يمكنك أن تفعل ذلك على نحو أفضل؟‬

D. Organization and Management

Tell your reader how your company will be structured and who will run it.
• Describe the legal status of your business
• Use an organizational chart to lay out who's in charge of what in your company.
Show how each person's unique experience will contribute to the success of
your venture.

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Comprehensive Exam-May 2023 H-K -Strategic management

‫أخبر القارئ كيف سيتم هيكلة شركتك ومن سيديرها‬.

* ‫وصف الوضع القانوني لعملك‬
* ‫استخدم مخططا تنظيميا لتحديد من هو المسؤول عن ما في شركتك‬.
‫أظهر كيف ستساهم التجربة الفريدة لكل شخص في نجاح‬
‫مشروعك‬.

E. Service or Product Line

• Describe what you sell or what service you offer.
• Explain how it benefits your customers and what the product lifecycle looks like.
• You may include product portfolio
* ‫صف ما تبيعه أو الخدمة التي تقدمها‬.
* ‫اشرح كيف يفيد عمالئك وكيف تبدو دورة حياة المنتج‬.
* ‫يمكنك تضمين محفظة المنتجات‬

F. Marketing and Sales ‫لمنتج فقط‬

There's no single way to approach a marketing strategy. Your
strategy should evolve and change to fit your unique needs.
• Your goal in this section is to describe how you'll attract and
retain customers. You'll also describe how a sale will actually
happen.
• You'll refer to this section later when you make financial
projections, so make sure to thoroughly describe your complete
marketing and sales strategies
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‫‪Comprehensive Exam-May 2023‬‬ ‫‪H-K -Strategic management‬‬

‫ال توجد طريقة واحدة للتعامل مع استراتيجية التسويق‪ .‬الخاص بك‬

‫‪.‬يجب أن تتطور االستراتيجية وتتغير لتناسب احتياجاتك الفريدة‬
‫هدفك في هذا القسم هو وصف كيف ستجذب و *‬
‫االحتفاظ بالعمالء‪ .‬عليك أيضا وصف كيف بيع سوف فعال‬
‫‪.‬يحدث‬
‫عليك الرجوع إلى هذا القسم في وقت الحق عند إجراء المالية *‬
‫التوقعات ‪ ،‬لذلك تأكد من وصف كامل الخاص بك‬
‫استراتيجيات التسويق والمبيعات‬

‫‪MARKETING OBJECTIVES‬‬
‫‪Then develop,‬‬
‫)‪(Marketing plan‬‬
‫‪MARKETING STRATEGY.‬‬
‫‪Then, marketing mix required‬‬
‫‪Key metrics that will be used to measure the effectiveness of our‬‬
‫‪Marketing activities.‬‬

‫‪G. Financial Projections‬‬

‫‪Current analysis‬‬

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Comprehensive Exam-May 2023 H-K -Strategic management

Forecasting 5 years + Explanation for first year

3- Operations plan
Any additional plan could be added such as HR, IT, supply chain,….etc

13. References

Google scholar

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