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MG624 CW1 HELP FILE

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22 views

MG624 CW1 HELP FILE

Uploaded by

petxyz281
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MG624 CW1 HELP FILE

Task 1) Provide a detailed analysis of the Boohoo 's current situation, considering its new
position and future direction. (1000 words)
In this task, students are required to describe Boohoo’s market position following an acquisition
and analyze the strategic implications of this acquisition for the company’s future direction.

1. INTRODUCTION

• Company Background: A brief introduction to the company, its mission, vision, and current
market position.
• The company acquired (Debenhams)
• The primary reasons behind the acquisition (e.g., expanding market share, entering new
markets, acquiring technology etc.).

2. NEW MARKET POSITION

• Market Share: Evaluate Boohoo’s new market share post-acquisition. How has this
changed compared to its previous position? Discuss whether Boohoo has gained a
stronger foothold in the market or surpassed key competitors.
•
• Competitive Advantage: Explain how the acquisition has affected Boohoo’s competitive
position relative to its competitors. Highlight any unique strengths or new capabilities
Boohoo gained through the acquisition.
•
• Brand Perception: Examine any shifts in brand perception among Boohoo’s target
market. Has the acquisition enhanced Boohoo’s reputation, or has it raised concerns (e.g.,
over-expansion or brand dilution)?

3. STRATEGIC IMPLICATIONS

• Strategic Adjustments: Identify any immediate strategic adjustments Boohoo has made
following the acquisition. This may include changes in marketing strategy, product
development, or operational processes.
• Future Direction: Predict Boohoo’s long-term strategic direction following the acquisition.
Consider whether Boohoo will pursue further market expansion, develop new product
lines, or target new customer segments.

4. IMPACT ON FINANCIAL PERFORMANCE

• Evaluate how the acquisition is likely to affect Boohoo's financial performance.


• Include potential revenue growth, or any financial risks associated with the acquisition.

5. CHALLENGES AND RISKS


• Identify the challenges Boohoo might face in the post-acquisition phase. These could
include cultural integration issues, market risks, or operational disruptions. Discuss how
Boohoo might address these challenges to ensure the acquisition’s success.
Task 2: An assessment of the internal and external environment that The Boohoo faces. –
(1200 words)
Use a variety of tools/ Models to conduct a Boohoo’s comprehensive internal and external
analysis including but not limited to SWOT analysis, PESTEL analysis, VRIO, McKinsey 7S,
Porter’s five forces, Ansoff Matrix, Value chain analysis and BCG matrix etc.

• To perform a detailed analysis of Boohoo's internal and external environment using


selected strategic tools. Students should choose two internal and two external models
from the list provided to evaluate Boohoo’s strategic position and performance.

• Use relevant reference (source) data and examples to support your analysis.

• Highlight strategic implications and provide recommendations based on the analysis.

Task 3: The Boohoo’s Strategic Marketing Plan – (1300 words)


In this task, students need to develop a strategic marketing plan that helps to realize the
Boohoo's objective is to become the foremost destination for trendy, affordable fashion by
leveraging their strengths in online retail, ensuring every customer can effortlessly
access high-quality products at the best prices.

1. Executive Summary

Briefly summarize the marketing plan, including key objectives, strategies, and expected
outcomes.

2. Situation Analysis

• Market Research: Analyze customer demographics, preferences, and behaviors.

• PEST Analysis: Analyze Political, Economic, Social, and Technological factors affecting
the business environment.

3. Target Market

• Segmentation: Divide the market into distinct segments based on demographics,


psychographics, geographic, and behavioral factors. This helps in understanding different
customer needs and preferences

• Targeting: Select the most attractive segment(s) to focus marketing efforts on.

• Positioning: Develop a unique value proposition and position the brand/products to


differentiate from competitors. This is crucial for creating a distinct market presence.

4. Marketing Objectives

Set SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound) that align with
the company’s overall business goals (mentioned in the question)
5. Marketing Mix Strategies/ Tactics - Marketing mix strategies should be based on the
objectives.

• Product Strategy: Focus on product development or enhancement. Highlight unique


features that align with the value proposition.

• Price Strategy: Decide between Cost Leadership or Differentiation. Factor in competitor


pricing and customer willingness to pay.

• Place (Distribution) Strategy: Determine the best distribution channels (online, physical
stores, or a mix) to ensure product availability.

• Promotion Strategy: Create an Integrated Marketing Communications (IMC) plan with


consistent messaging. You can choose Content Marketing, Social Media Marketing, and
targeted advertising to engage with customers.

6. Implementation Plan
• Timeline: Develop a timeline detailing when each activity will be executed.

• Allocate Budget: Assign budget based on the importance and expected ROI of each
strategy. This will ensure that resources are allocated effectively to support the strategies
outlined.

• Risk Management Strategy: Assess potential risks (market, operational, financial) and
develop plans to address them.

7. Evaluation and Control

• Key Performance Indicators: Track performance metrics such as sales growth, market
share, customer acquisition cost, and customer lifetime value.

• Monitoring: Regularly review progress against objectives and adjust as needed.

Conclusion

Summarize the plan, reflecting on how the strategies will achieve the set objectives and overall
business goals.

Important Note:

The Implementation Plan focuses on the execution of strategies and allocation of


resources. The Evaluation and Control section is about measuring the success of these
strategies in achieving the set objectives.

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