THE PURPOSE OF THE FINAL INDIVIDUAL WRITTEN MEMO:
The objective of the Global Business Policies course is to provide you with the critical thinking skills necessary to function as a strategic manager or to perform the tasks comprising the strategic management process. The Fox School of Business and the Strategic Management Department provide students with strategic management methodology and techniques, and experience in applying them to real strategic problems within companies. We also recognize that the skills necessary to communicate effectively are critical to the success of the strategic manager. The final memo seeks to evaluate how successful students have been in mastering these learning objectives.
Since this is the last exam of the strategy capstone course, we believe that the level of analysis should reflect the entire undergraduate program experience and education. Correspondingly, the final memo should be developed and presented at the highest level.
3. MEMO REQUIREMENTS
Your deliverable is a memo detailing your analysis and recommendations.
In general, the instructions are the same as in the prior memo. You are cautioned not to blindly restate facts or exhibits (tables and charts) already provided to you – you need to interpret the data. Please check with YOUR instructor for specific instructions for submission of assignment for course grading purposes.
Grading: The final memo will be graded by your instructor.
The Business Situation
As this case opens, Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. CCD must size up changes in the environment and craft an appropriate strategy.
As conditions change, CCD wants to go about an assessment systematically. First, they have had their staff work to identify the most important aspects of the competitive landscape that summarize the key trends, events, conditions relevant to the industry against which internal factors could be evaluated. CCD has also had its management team put together a succinct narrative about the situation during the relevant time period; it is titled “Coffee Wars in India: Café Coffee Day Takes on the Global Brands.”
CCD’s management wants an independent assessment addressing the issues relating to its competitiveness. They want to better understand the recent past before making any decisions about the future. You are the lucky person chosen for this important task. CCD can’t wait to see what you come up with!
Timing of Case
Your assignment as a consultant is to make recommendations as of 2013. You will need to effectively justify your strategic analysis and recommendations based only on the data that would have been available to you by 2013. Remember that your options and recommendations should be derived from your analysis.