Large Business Corporations
The project requires the student to make a comparison between large corporations and SMEs. Students were asked to choose an SME and gather information on the following: Brief history of the company Strategic analysis and SWOT Products/services Growth patterns Generic and Developmental Strategies Leadership and Change/ Crises Management Organisational Culture Students were strongly advised o select an SME where public information was readily available and were advised to choose from the following list: Naturally Active Skincare Hassle.com Green and Black Convent Garden Soup The large corporation chosen by the module facilitator is the case study of American Apparel: Vertically Integrated in Downtown LA. INSTRUCTIONS TO STUDENTS: You are required to research the SME chosen by you, analyse both the SME and THE American Apparel case study employing concepts and models from both core modules; (Do not undertake any additional research on the case study- your analysis should be based on the information contained in the case study as updated by the module leader). WORD LIMIT 6,000 TASKS Q1: Analyse and evaluate the key characteristics of an entrepreneurial leader and assess the extent to which the CEO of American Apparel Dov Cheney and founder/co-founder of your chosen SME meet the entrepreneurial criteria highlighting the similarities and differences between them. (25%). Lecture 1, Q2: Critically evaluate the generic and growth strategies pursued by both American Apparel and your chosen SME during their respective periods of growth. (25%) On this question, you will have to explain about their strategies, organic growth and internationalization. Lectures 3,4,5,6,8. Q3; Analyse the effectiveness of the marketing strategy for both organisations during their respective growth periods and consider the extent that either marketing strategy can be deemed a core competence / entrepreneurial. (15%). You will have to analyse their Value Chain Q4: Identify the cultural paradigm for both organisations and assess the level of consistency between the culture of the organisation and its strategies. (15%) Lecture 14 Q5: American Apparel filed for bankruptcy and your chosen SME was sold. Making reference to your situation audits (strategic analysis) and change / crises management explain the reasons for their respective outcomes. Was either outcome inevitable? (20%) Lecture 9 On this question, you will have to explain why this company failed? Also you will need to create an appropriate culture.
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