Strategic Management: Product and Country Recommendation

STRATEGIC
MANAGEMENT

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................3
INTRODUCTION.......................................................................................................................................4
TASKS........................................................................................................................................................4
Recommendation of product and country................................................................................................4
PESTLE analysis.....................................................................................................................................5
SWOT analysis........................................................................................................................................7
Three modes of market entry...................................................................................................................8
Market Segmentation...............................................................................................................................9
Porter’s Generic Strategy.......................................................................................................................12
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................16

EXECUTIVE SUMMARY
Strategic Management refers to overall assessment of ongoing business plan in order to
meet objectives and goals of the business. Changes in external and internal environment force
business to constantly make strategies. It incorporates different areas of the business. This report
is based on Ashanti Marketing Solutions (AMS). It had recommended a suitable product and a
country for the company.
Furthermore, Pestle and SWOT analysis had been done to identify current internal and
external environment of chosen country for the firm. Moreover, Study had assesses three modes
of market entry in which suitable, mode had been recommended. Afterwards, market
segmentation concepts had been introduced and targeting had been done of newly launched
product. Lastly through Porter’s generic strategy a generic strategy will be provided so firm can
be gain competitive benefit.

INTRODUCTION
Strategic management refers to analyzing and exploring strategies so that management of
the company can implement them into the business. Through analyzing external and internal
environment strategies is being formulated (Anyika, Ehie and Oghojafor, 2019). It asses the
planning so that organizational goals can be meet. Present report is based on Ashanti Marketing
Solutions (AMS). The company will launch a new range of organic biscuits and cookies in
France.
Report will cover a strategic marketing plan for the company. The study will recommend
a product and a country for the company. By doing external and internal analysis threats and
opportunities for the new product get asserted. Furthermore, market entry options for the firm
will be suggested. Then product segmentation and targeting will be done. Moreover, report will
cover Porter’s generic strategy in which one would be suggested. Lastly, study will be
summarized.
TASKS
Recommendation of product and country
Product - Ashanti Marketing Solutions (AMS) is engaged in the business of food production.
The firm can launch a new range of organic biscuits and cookies which are calories free. This
biscuits helps people to lower up their cholesterol levels. As consumers are becoming health
conscious they will definitely purchase this biscuits and cookies. This biscuits are blended with
fruits & nuts. These are gluten free delight. This are enrich with high fiber and protein.
Country – The Company can target the market of France. It is a country located in Europe. The
capital of France is Paris. It is one of the largest agricultural producing countries. Thus, there is
large market for organic food. Ashanti Marketing solutions can tap into fragmented market of
France through mergers and acquisitions. Value chain of industrial producers, farmers and
retailers are already established so the firm can easily do positioning of their product (Okumus,
Altinay and Koseoglu, 2019).