PT3 Form

Arab Open University

Tutor Marked Assignment (TMA)-

PT3 Form for B301A

Academic Year 2017 - 2018 Semester: FALL -2017-2018

Branch: Antelias Program: Business Studies
Course Title: Making Sense of Strategy I Course Code:B301A
Student Name:Rafah Abdo Student ID: 151292
Section Number:509 Tutor Name: zaher sharara
Mark Details
Questions 1 2a B c d Total Marks
Weight 60 10 10 10 10 100
Marks
Distribution Total Marks
Marks Earned Earned

In text Referencing Word Count E- Maxi. Penalty

Penalty Criteria referencing Librar Deductions
Deductions 5 5 5 y 20
5
Marks Total deductions
Deducted
Net Marks

Student’s Net Marks (Total marks earned – Total deductions)= Student’s Net Marks
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B. Penalties for plagiarism ranges from failure in the TMA to expulsion from the university.

Declaration: I hereby declare that the submitted TMA is my own work and I have not copied any other person’s
work or plagiarized in any other form as specified above.

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B301A TMA PT3 FORM FALL SEMESSTER 17-18

PT3 Form

Ok

Have you ever think how firms achieve their goals and objectives and success in the market? The
answer simply is the strategy .Every firm and organization should has its own strategy and this concept has
many definition and Chandlers (1962) defined strategy “the identification of the long term objectives and
targets and also the means to act and allocate the necessary resources " . In this essay I took chateau ksara as
case study to conduct the reasons that lead firms and organization to keep its strategy hidden from all except
the highest level executive.

At the beginning chateau ksara is the best wine producer in Lebanon and has been founded since
1857 and its one of the best industrial firm in Lebanon this firm specialized in producing wine and all its kinds
and other beverages and recently this firm entered the international market by exporting 40% of its
production to more than 39 countries In Europe , Asia and America but chateau ksara reached its objectives
and success by applying long term and accurate strategy and they focus in their strategy on three main
concepts which are the history , ethics and the innovation . Ksara has very old and shining history because it
produced wine since 1857 by the Christians fathers in old monastery located in Bekaa valley and this feature
makes chateau ksara has very good reputation in the mind of consumer and its strategy is difficult to imitate
by another company because of the old history of chateau ksara . MOREOEVER , Chateau ksara have
improved their quality in producing the wine and they participated in many wine fair in Germany and France
and England and they won prizes this helped chateau ksara to rise the quality standard to the international
standard . IN addition to , chateau ksara they focus also in their strategy on the natural factors which are the
fertile soil and the appropriate climate in bekaa valley for cultivating vine and this leads to produce wine in
very good quality . chateau ksara also depends on the innovation and development in their business strategy
because chateau ksara interested in become more efficient in producing wine and they introduced the new
technology into the operation process of producing wine bottle from the early steps of choosing the best vine
until to step that the bottle reached the customer hand by codding every thing in this process in order to
ensure and secure the best quality and to control every detail and this can helps chateau ksara to improve
their experience in this field in order to keep going in competing in the Lebanese and the international market
. another feature differs chateau ksara from another company that produce wine in Lebanon is the their
interesting in the training and development for example chateau ksara received visitors from Lebanon and
another country and they prepare a guided visits to make the people know and visit the factory of chateau
ksara and the vine yards and the caves where the wine is aging . Moreover , chateau ksara recently started to
be interested in the field of teaching the wine and its kinds and how you choses the best wine and how can
you distinguish between the kinds by applying a British program related to British organization called WSET
and this program consists of 4 levels and there is an exam at the end of each level and if the participant pass
the exam he will get a certificate .However, in the last 20 years many new entrants entered the wine industry
market in Lebanon for example chateau kefrya and chateau ka and the competion become more difficult
because they depend on the price war in competing with ksara and in this situation we should highlight on
the weaknesses point in chateau ksara strategy in order to find solution that helps chateau ksara to survive in
the wine market industry for example recently chateau ksara become more interested in exporting the wine
to Europe and America and part of asia so ksara must produce wine in international qualification and high
standards to make chateau ksara able to compete with huge wine producer around the world so the price of

B301A TMA PT3 FORM FALL SEMESSTER 17-18

PT3 Formksara products become very high in the Lebanese wine market in comparing with the another wine
chateau
firm that help them to increase their wine market share by decreasing their prices and the solutions to this
problem is by cut down on the other costs in the firm that does not related to the quality in order to keep its
prices appropriate to the customer . in addition to process of producing the wine unique every company does

The same process and here it very important to chateau ksara to keep going in the innovation and technology
development in order to produce wine in the most efficient way and to meet the quality standards . on
another hand , chateau ksara should be more interested in the human resources field because in our days the
field of the competion is very wide and not specific and the competing firm can compete in many field for
example the employee salaries if the employee of the competitor earned more than ksara employees this can
lead them to leave ksara to work at the competitor firm and they can transfer their knowledge and experience
to the competitor so ksara must keep its employee well motivated and raise their knowledge and experience
by training courses and because the well skilled and trained staff is very difficult to imitate resource and can
gave a competitive advantage to ksara that can build on in their strategy .in addition to , ksara should keep
respecting its history and try to make the majority of the customers well known about its history because
ksara history is rare and can’t be happen easily to another firm so ksara must take care about the old wine
factories and maintain them in order to become a meusme in the future and this can be very important
opportunity to ksara because these old places can be used as a tourist site and attracts the Lebanese
customer and the tourist to recognize the value of ksara history and the aged wine that they have because the
old history of the firm is one of the most important resource and competitive advantage to the firm .

To sum up , every company and firm must have a good and well- structured strategy whether it is
deliberate or emergent and this strategy should be rare , sustainable and difficult to imitate in order to
achieve the firms goals and to survive in the market and the environment for a long period of time and ksara
company is very good example for a company that applied a strateg in their business .

List of references:
http://www.chateauksara.com/en/?age-verified=225e85ed79

http://www.chateauksara.com/en/our-legacy/

http://www.chateauksara.com/en/visit-us/#wset-wine-education

http://www.chateauksara.com/en/visit-us/#wset-wine-educatio

http://www.chateauksara.com/en/our-selection/

http://www.chateauksara.com/en/contact-us/#international-presence

http://www.chateauksara.com/Intro/

Puiu, C, & Stanciu, M 2008, 'SOME THEORETICAL ASPECTS CONCERNING THE STRATEGIES' DEFINTION AND
TYPOLOGY', Annals Of The University Of Petrosani Economics, 8, 2, pp. 95-100, Business Source Ultimate,
EBSCOhost, viewed 8 November 2017.

B301A TMA PT3 FORM FALL SEMESSTER 17-18

PT3 Form T 2011, 'PRUDENCE HELPS COMPANIES SURVIVE FINANCIAL TIGHTENING', Central Penn Business
Stuhldreher,
Journal, 27, 33, p. 18, Regional Business News, EBSCOhost, viewed 8 November 2017.

http://www.chateauksara.com/en/visit-us/#wset-wine-education .

Mintzberg, H., lampel, j. , Quinn, j . And Ghoshal s. (2003 ) the strategy process : concepts , context and cases

, new jersey , prentice Hall .

Barney jay , 4 question about resources and capabilities .

B301A TMA PT3 FORM FALL SEMESSTER 17-18