HND-商务文化策略-2

A Report

on

Business Culture and Strategy Prepared by Zhang Chen

Prepared for Tang Yan

Student Number : 135139793

Date: June 25, 2013

Content

1.0 Introduction

2.0 Findings

2.1 Four Business Strategies

2.1.1 Market Penetration

2.1.2 Differentiation

2.1.3 Cost Leadership

2.1.4 Diversification

2.2 Differences and Relationships between Strategy and Strategic Choice 2.3 Influence of Two Different Business Strategies

2.4 the Forces for Change

2.4.1 Market/Industry Knowledge

2.4.2 Sufficiency of Resources and Capabilities

2.5 the Effect of Business Strategy

2.6 the Role of Management

2.7 the Influence of Changing management

2.8 Lewin's Force Field Analysis

2.9 Method to Overcome Resistance

3.0 Conclusion

4.0 Reference

1.0 Introduction

AG Company is a software company and games development company based in 2011. The company began as three friends pursuing a passion,This report will indicate the for business strategies, and differences and realationships between strategy and strategy choices,the identify the effect of the current and future strategy and tell the impact of both, last,this report will use Lewin's Force Field Analysis and decide some approach to change

2.0 Findings

2.1 Four Business Strategies

2.1.1 Market Penetration

Here we market our existing products to our existing customer groups. This means increasing our revenue by, promoting the product, repositioning the brand, and so on. However, the product is not altered and we do not seek any new types of customers. It involves an increase in sales of existing products to existing markets-selling more of the same to the same people. It has two methods; the first one is using the existing product break new market to penetrated, the other is offer new products to existing market to penetrate.

This strategy has the lower risk and don’t need more investment. It is suitable for the product being in the growth process, when the market is not saturated the business would growth in the market and increased volumes lead to economies of scale, especially for some business which not have some clearly goals and development strategies.

2.1.2 Differentiation

It is the company would offer the unique products or services. Company could use the unique materials or research the new technology or new materials, then make consumers have the better and totally different products or services than competitors. If the AG Company wants to carry out this strategy, it should meet some requirements: