Q.

1
Q.2

Q.3
Q.4

Q.5

3
Scenario
You are the Chief Strategist at Dawn foods. The industy has recently seen many players targeting the
same set of consumers. You need to suggest a solid strategy to the Management. Conduct a thorough
analyis and suggest the options/alternatives that the company can use.

Make an EFE matrix, and interpret the score. (4 factors of Opportunities and Threats each)
Make an IFE matrix, and interpret the score.(4 factors of Strebgths and Weaknesses each)
Make a Competitive Profile Matrix (CPM) with two other competitors, and interpret the score. (Use only
6 Critical Succes Factors)
Conduct the SWOT analysis and generate two strategies for each SO, ST, WO and WT
Make an IE matrix and identify the position of Alfatah and suggest accordingly the strategies. Make
sure to label the matrix correctly.
NOTE:
Wearing of Mask is strictly prohibited. If you are unwell, then you can give
mid retake later.
Cameras and mic to be switched on at all times otherwise there would be
marks deducted or your exam will be cancelled.

This is an open book exam, which means that you can consult book, slides,
assignments and any notes that you have, but if you copy anything from any
internet source such as Google, then due to the strict plaigarism policy of
LSE, your question will get a score of 0.
Total 50
points

10 points
10 points

10 points
20 points

10 points
 EFE matrix

Opportunities Weight
1 Growing industry of food service industry globally 0.1
2 increasing demand of bakery and cereals 0.08
3 tap into new market by entering social media marketing 0.2
4 innovation in products 0.07

Threats
1 raising labour cost 0.1
2 government taxes 0.06
3 foreign exchange risks 0.3
4 product duplication 0.09

Total 1

Interpretation:
 Weighted
Rating Score
6 0.6
4 0.32
5 1
2 0.14

2 0.2
4 0.24
2 0.6
2 0.18

3.28
 IFE matrix

Strengths Weight
1
2
3
4

Weaknesses
1
2
3
4

Total

Interpretation:
 Weighted
Rating Score
 Competitive profile matrix (CPM)
Dawn
Weighted
Critical Success Factors Weight Rating Score
1 brand reputation 0.15 3 0.45
2 level of product integration 0.25 4 1
3 range of products 0.17 2 0.34
4 market shares 0.12 3 0.36
5 sales per employee 0.15 3 0.45
6 customer retention 0.16 4 0.64

Total 1 3.24
 Gourment K&ns
Weighted Weighted
Rating Score Rating Score
1 0.15 3 0.45
3 0.75 2 0.5
1 0.17 2 0.34
2 0.24 1 0.12 1=major weakness
4 0.6 3 0.45 2= minor weakness
3 0.48 1 0.16 3=minor strength
4=major strength
2.39 2.02
1
2

1
2

1
2

1
2
 SWOT Analysis

SO Strategies
global expansion with new products in cereals
new product line in biscuits

ST Strategies
large supply chain can help them to expand in local markets with less competitors
low cost production eliminate competition

WO Strategies
variety in bakery products to cater new demands
hit markets with same needs

WT Strategies
better quality to build brand reputation
effective planning and distribution may give it upper hand over competitors