MGMT301 – Managing Across Cultures Autumn Session 2015
ROLE PLAY 3: CULTURE & STRATEGY
(Prepared by Dr Massingham, P. 2005)
This role play is about strategy – objectives, content & process. You have considerable autonomy. I want you to demonstrate how you develop National Food’s strategy. Consider Schneider & Barsoux’s chapter plus your readings on strategy from other subjects. I want you to ILLUSTRATE a Western way of strategy development from your perspective. We will then discuss your approach. In terms of your paper, you may want to examine the cultural influence on your approach to strategy development. Remember to think deeply.
You are the marketing manager for Australian food company – National Foods. The company is the clear market leader in dairy products, particularly milk, in Australia with about 35% share. You are the second largest food company in Australia behind Goodman Fielder (who is not a competitor). National Foods wants to expand into Asia. At the moment, international business revenues account for only 5% of total revenues. This comes from yogurts and cheese mainly in ‘up-market’ locations like Singapore & Hong Kong. You want to achieve international revenues of 20% within 3 years. To achieve this, you must penetrate the mass market. Your product range is milk, yogurt, and cheese.
You represent the marketing function within the company. You are most interested in growing revenues, share, and customer acquisition & retention.
I need to write a short essay pretending I am the marketing manager, Amanda Herbert, stating how I would go about achieving this strategic marketing goal and how she would do it in Australia
No real references are required. It is more of an essay scripted role play.
