Running head: STRATEGIC MANAGEMENTSTRATEGIC MANAGEMENTName of the Student:Name of the University:Author’s Note:
1STRATGIC MANAGEMENTExecutive SummaryThis report discusses the generic business level strategy of Bellamy. The company focuses onfocused differentiation strategy which is analyzed. The Porter’s Value chain model of Bellamy isanalyzed. An analysis of the market development strategy of Bellamy in China is provided. Themode of entry of Bellamy for China is export strategy which is discussed. The strategicinitiatives that can be adopted by Bellamy for market expansion in China can be discussed.
2STRATGIC MANAGEMENTContentsIntroduction......................................................................................................................................3Discussion........................................................................................................................................31-Generic Type of Business Strategy for Bellamy......................................................................3Analysis of Porter’s Value Chain Activity Implemented of Bellamy.........................................52.New Strategic Initiative of Bellamy..........................................................................................6Market Development- International Strategy..............................................................................6Conclusion.......................................................................................................................................9Reference lists................................................................................................................................11
3STRATGIC MANAGEMENT1. Bellamy focuses on focused differentiation strategy as its generic corporate strategy. Thevalue chain model of Bellamy helps us to analyze how the company creates value for itsconsumers in Australia by collaborating among its primary activities and support activities(Paliwoda and Thomas 2013).Generic Type of Business Strategy for BellamyThe organization Bellamy does not focus on cost leadership rather the leading organicfood manufacturer has adopted focused differentiation strategy and delivers products of highquality to customers. The focused differentiation strategy adopted by Bellamy is as follows-i) Bellamy applies specialized organic Formula STEP 1 for manufacturing food productsfor infants. The company has special formula for infants who are less than 6 months old.ii) The Company has also adopted focused differentiation strategy by manufacturingorganic food products for children who are six months to one year old by implementingspecialized Formula Step 2,so that essential nutrients, vitamins(Piercy 2014).iii) The Company adopts focused differentiation strategy is for manufacturing productsfor children who are 1 year to above 3 years old. The products of Bellamy is a combination ofspecialized formula or milk of highest quality from cows and other 13 nutrients like fat, calcium,iron and inulin.Bellamy also manufactures foods that could be instantly served to children like snacks,pasta and cereals.
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