Academic Writing

The Strategic Case of KONE You have been requested to undertake a strategic review of KONE. As part of the strategic review you must identify how KONE might use digital marketing as a competitive advantage. In the strategic report, using the KONE Case Study and the suggested strategic plan structure undertake a strategic review of KONE in 2015. In your report ensure to identify the role and future significance of digital marketing. Identify the need for adjustment, change and development. State how KONE might realign itself to the needs of the external environment and evaluate the possible outcome of the strategic initiatives, including the role of digital marketing. Support your strategic review with reference to a range of strategic management theories. The external environment, strategic purpose, strategic capability, market segmentation and positioning, the marketing mix, digital marketing, innovation, strategic choice and implementation should all be addressed. Identify and evaluate how knowledge of strategic management/strategic thinking together with digital marketing can improve KONE’s competitiveness and efficiency. You are also encouraged to provide a critique of contemporary strategic management research and practice within your report. Please Note: Each of the following seven sections must be addressed. 1. Executive Summary Provide a concise one page summary of the key issues identified within the report 2. Mission Statement 2.1 Mission/Values Statement. Identify the Mission and/or Values Statement(s) of KONE. This can be taken from KONE’s documentation, or you may devise new ones. 3 External Analysis A brief introductory paragraph to contextualize this section may be useful, identifying the key business areas of KONE to be examined in this report Using both of the academic concepts below and apply to the case of KONE to gain an understanding of the external environment: 3.1 Macroeconomic Analysis. Conduct a PESTLE analysis for the chosen firm. 3.2 Competitive Analysis. Utilise various strategic tools to examine the chosen industry sector e.g Porter’s Competitive Forces, Strategic Group Mapping, Competitor Array (Key Success Factors and Competitor rating for each factor) Please note: No technique is better than another as they all have their respective strengths. A combination of different techniques will ensure depth and breadth of analysis and provide conclusive evidence of the company’s position. 4 Internal Analysis Select the most suitable of the following concepts and apply to the case of KONE to gain an understanding of their internal environment. 4.1 Analysis of Strategic Capabilities. Includes an analysis of the firm’s Unique Resources and Core Competencies. 5 Strategic Marketing Framework Apply the following concept to the selected business area of KONE to gain an understanding of their Marketing environment. 5.1 Analysis of Bowman’s Strategy Clock. In your answer identify which of the available positions does the firm take and - Identify Key Market Segment(s) targeted within chosen business area e.g luxury hotels, public hospitals, residential apartments etc. - Briefly analyse the various practices the firm adopts to sustain their competitive advantage and meet customer needs. 6 Strategic Choice 6.1 In the light of the preceding sections, examine the key directions for future growth for the chosen business area of KONE. Using Ansoffs’ Matrix, select a strategy e.g Diversification, New Product Development or New Market Development and assess the level of suitability, acceptability and feasibility of this selected strategy. Facts, figures and commentary from industry experts may all be utilised to assess and justify selection. 7. TOWS Matrix Conduct an overall summary of the strategic issues facing KONE by applying the key observations from the previous sections which will feed into the TOWS Matrix.