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i) A maker of jams and jellies, engaged a team of 140 employees - 7 percent of its workforce- who devoted nearly 50 percent of their time to a major strategy exercise for more than 6 months. " Instead of having just 12 minds working on it, we really used the team of 140 as ambassadors to solicit input from all 2,000 employees," says the CEO. "It gave us a broader perspective, and it brought to the surface a lot of people with special talents." The company, which has struggled to grow in a mature market, now has a dozen viable initiatives that could double its $635 million revenues over the next 5 years. (a) Describe the strategy-making mode that Smucker is using. (b) Draw Porter's generic competitive strategies and specify where you can fit the Smucker company, giving your reasons.

i) A maker of jams and jellies, engaged a team of 140 employees - 7 percent of its workforce- who devoted nearly 50 percent of their time to a major strategy exercise for more than 6 months. " Instead of having just 12 minds working on it, we really used the team of 140 as ambassadors to solicit input from all 2,000 employees," says the CEO. "It gave us a broader perspective, and it brought to the surface a lot of people with special talents." The company, which has struggled to grow in a mature market, now has a dozen viable initiatives that could double its $635 million revenues over the next 5 years. (a) Describe the strategy-making mode that Smucker is using. (b) Draw Porter's generic competitive strategies and specify where you can fit the Smucker company, giving your reasons.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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QUESTION 4 i) A maker of jams and jellies, engaged a team of 140 employees - 7 percent of its workforce-who devoted nearly 50 percent of their time to a major strategy exercise for more than 6 months. "Instead of having just 12 minds working on it, we really used the team of 140 as ambassadors to solicit input from all 2,000 employees," says the CEO. "It gave us a broader perspective, and it brought to the surface a lot of people with special talents." The company, which has struggled to grow in a mature market, now has a dozen viable initiatives that could double its $635 million revenues over the next 5 years. (a) Describe the strategy-making mode that Smucker is using. (b) Draw Porter's generic competitive strategies and specify where you can fit the Smucker company, giving your reasons. ii) Prepare a Flow Process Chart from the following data: a) Need a computer? b) New or current one? c) Service current one or buy a new one. d) Buy a new laptop? Buy a new desk top? Buy a new tablet? e) Shop for the right model at the right price. f) Funds available? g) Purchase computer of choice. h) Take it to class and show class mates. i) Go home and start using computer.
Transcribed Image Text:QUESTION 4 i) A maker of jams and jellies, engaged a team of 140 employees - 7 percent of its workforce-who devoted nearly 50 percent of their time to a major strategy exercise for more than 6 months. "Instead of having just 12 minds working on it, we really used the team of 140 as ambassadors to solicit input from all 2,000 employees," says the CEO. "It gave us a broader perspective, and it brought to the surface a lot of people with special talents." The company, which has struggled to grow in a mature market, now has a dozen viable initiatives that could double its $635 million revenues over the next 5 years. (a) Describe the strategy-making mode that Smucker is using. (b) Draw Porter's generic competitive strategies and specify where you can fit the Smucker company, giving your reasons. ii) Prepare a Flow Process Chart from the following data: a) Need a computer? b) New or current one? c) Service current one or buy a new one. d) Buy a new laptop? Buy a new desk top? Buy a new tablet? e) Shop for the right model at the right price. f) Funds available? g) Purchase computer of choice. h) Take it to class and show class mates. i) Go home and start using computer.
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