MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE
NAME Santhosh Ramnath
SUBJECT Corporate Strategy
LECTURER Brian Jones
COURSE Master of Business Administration
TITLE Assignment 2–Individual–LG
BATCH CODE MBWD5 1229A
Submitted on Due Date? YES (Date submitted: 04/10/2012)
Submitted soft copy? YES (Date submitted: 04/10/2012)
Word limit observed? YES (No of words:)
Table of Contents
BUSINESS LEVEL STRATEGIES4
Market Development and Market Penetration4
Quality Management Program5
Localization and Diversification5
Mass Market Strategy5
STRENGTHS AND WEAKNESS OF KFC7
Strengths of KFC:7
KFC’s Secret Recipe7
Name Recognition and Reputation7
Loyal Customer Base8
Weakness of KFC:8
Confusing Corporate Direction8
Lack of Interest in Research Development and Innovation8
Marketing Blunders Affecting Brand Image9
Lack of First Mover Advantage and Increasing Competition9
REPORT TO THE BOARD OF DIRECTORS10
This report mainly aims to identify the business level and the growth strategies of LG, with the Bowman strategy clock and Ansoff growth matrix.
Liu K W (2008), KFC in China – Secret Recipe for Success, John Wiley & Sons Asia Pte Ltd, Singapore.
Hill W Charles and Jones R G (2004), Strategic Management An Integrated Approach, 6th Edition, Houghton Mifflin Company, Berkeley Street, Boston.
Johnson G, Scholes K and Whittington R (2008), Exploring Corporate Strategy, 8th Edition, Pearson Education Limited, Harlow Essex.
Herny A (2008), Understanding Strategic Management, Oxford University Press, Great Claredon Street, Oxford.
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