Authorised by Academic Registrar, April 1996
Objectives On completion of this subject, students should be able to apply the principles and methods of marketing management, finance, and organisation to the analysis of business strategy; understand alternative approaches to analysing business strategy; be able to apply these approaches to a variety of case situations.
Synopsis Strategic marketing and business planning for the firm within the agribusiness sector. Analysis of customers and segments, existing and potential competitors, industry, environment and market characteristics. Internal appraisal and analysis. Cost dynamics, alternative competitive strategies, market growth strategies, investment strategies, strategic planning for international business and formal planning systems.
Assessment Assignment (6500 words): 65% + Oral presentation: 35%