[BSM 600] - Midterm Exam Guide - Comprehensive Notes for the exam (25 pages long!)
6 Feb 2017
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Sales have been flat, not growing (problem because mcd"s depends on volume) Customer base is changing (routines, 24/7 work) Change menu to shift/respond to breakfast segment. Strategy uses tactics: operationally (drop items, invest in stuff, reallocate funds. Lower sales volume, ergo must regain leadership, ergo plan is to look at menu and add more breakfast offerings. Ca: cost or differentiation (2 diff kinds of games--price or status) How you can respond/take advantage of changes. Make sure your biz is ready for it. Biz must be able to adapt needs to consider internal capabilities, gathering and disseminating knowledge (you need to do sth inside eg suppliers and value chain) For org to change, it needs to know what to change--own and partner"s capabilities. You start the change, you don"t react to it. Existing sales plateau, so you need to do something while the going is. Innovation, first mover advantage good--go to market in a position of strength.
