STRATEGIC MANAGEMENT

Unit 2 - Strategic diagnosis

Phase 3 - Strategic Proposal

Individual Evidences

Presentado Por:

JINETH ALEJANDRA HOYOS RIVERA

Curso:
212053_5

Presentado a:
Tutora:
KARLA NATHALIA TRIANA

Universidad Nacional Abierta y a Distancia – UNAD

Julio 2020

1
Activity Description

Collaborative

The group develops the following activities:

4. Each student reads and reviews the following references for Unit 2 at the Learning Environment:
 Hales, G., & Mclarney, C. (2017). Uber’s Competitive Advantage vis-à-vis Porter’s Generic
Strategies
 Triana Ortiz, K. (21,04,2020). Porter´s Generic Strategies. [Video].
 Jeyarathmm, M. Strategic Management. (pp. 122-130)

5. To carry out the strategy proposal for the company in the case, each student of the group chooses one
of the following topics:

 Porter´s Generic Strategy – Cost Leadership

Contenido
Introduction ................................................................................................................................................................3
YouTube link of each student (Activity 3)...................................................................................................................3
Strategic Diagnosis Activities Assignment and Work Responsibilities Chart (Activity 6) ...........................................4
Strategic Diagnosis (Activity 7) ...................................................................................................................................5
References (Use APA guidelines)................................................................................................................................7

2
 Introduction

Strategic management requires the identification of external threats and opportunities of a company, as
well as internal weaknesses and strengths, the establishment of company missions, the setting of
objectives, the development of alternative strategies, the analysis of such alternatives and the decision of
which to choose. in the development of the initial activity they expose a company in order to recognize
the strategies taken to promote their products and innovations.

YouTube link of each student (Activity 3)

Record and post in YouTube a 2 - 3 minutes video where the student appears himself with the hand
draw billboard presenting in English the problem of the company in the case, mentioning:

 Student´s name
 Date
 General description of the company in the case study
 Problem faced by the company in the case study
 Causes of the problem in the case study
 Consequences of the problem in the case study

Link: https://youtu.be/k-f19xIbN4g

3
 Strategic Diagnosis Activities Assignment and Work Responsibilities
Chart (Activity 6)

Post the topic selection in the Discussion forum – Unit 1, according to the following chart, also,
identify who will be in charge of delivering the final document at the Evaluation Environment:

Strategic Diagnosis Activities Assignment and Work

Responsibilities
Group Number: 212053_5
Case title: Kodak Case

Mark with (X) the student chosen to submit the

Student name Selected topic
final document to the Evaluation Environment

Student 1. Name: Paola Porter´s Generic Strategy –

Manrique Diversification

Student 2. Name: Jineth Porter´s Generic Strategy – Cost

Alejandra Hoyos Rivera Leadership

Student 3. Name: William Porter´s Generic Strategy – Focus

Martinez

Student 4. Name: Marcela

Gutiérrez Cometa

Student 5. Name:
Corporate Strategy – Conglomerate X
Luis Javier Jara Conde

4
 Strategic Diagnosis (Activity 7)
In the context of the case study, according to the topic selected previously, the review of Unit 2
references and his own search on internet, each student develops an strategy proposal following the
instructions:
Strategy Proposal
Student name: Jineth Alejandra Hoyos Rivera
Case title: Kodak Case
Group number: 212053_5
Date: 13 de Julio 2020
Type of strategy: Porter´s Generic Strategy – Cost Leadership
It’s a method to reduce costs and produce the least expensive goods in a market or industry in an
effort to gain market share. The modern business environment is a very complex and sophisticated
one with consumers being aware of the choices available to them. One way firms differentiate
themselves is through competitive pricing. Businesses who have the least production costs are able to
offer the same level of product quality compared to their competitor for a much lower price.

In the case of KODAK, we can determine in the cost leadership area that its loss of strength in the
market is due to the lack of planning and innovation of new models that would allow it to compete
with its commercial rivals. This leads the company to have a decline and forces them to start to sell
their commercial impact during the 50s and 90s.

In this case, we can deduce a lack of managerial and administrative interest in promoting products that
have a new customer focus.
In order to have leadership in costs, the company had to implement certain actions that would allow it
to be the first option in the market due to its low price and innovation and avant-garde. This would
help them increase their sales levels, their income and their profits, which would help a basic recovery
of your flow.

5
 Strategic Plan
Case title: Kodak Case
Group number: 212053_5
Date: 13 de Julio 2020
Selected Strategy short description: Cost leadership is a part of marketing strategy. Although, it is
highly effective in gaining market share as well as drawing the customers' attention, it is difficult to
deploy. The management team of the company has to constantly work towards reducing the cost of
not just one product, but the entire range of products in the company's portfolio. Cost leadership does
not mean that a company produces goods which are of inferior quality at comparatively cheap rates.
That strategy will ultimately lead to failure.
Company´s Mission:
Promote new products for growth and sustainability purposes in the face of constant technological
change in recent years, being one of its main activities
Company´s Vision: To be one of the most important and innovative companies worldwide in the
technological, visual and backup environment through innovation and low costs for easy acquisition
Company´s Values:
Respect for the individual
Integrity
Trust
Credibility
Continuous Improvement and Personal Renewal
Recognition and Celebration

6
 References (Use APA guidelines)

Ramirez, C. (May 15, 2016). CONGLOMERATED DIVERSIFICATION. SUCCESS STORIES.

Obtained from https://ingenieroymba.wordpress.com/2016/05/15/diversificacion-conglomerada-cas-de-
exito/

Sanchez, M. (June 2020). Business diversification: definition, examples and types. Obtained from
https://retos-directivos.eae.es/definicion-y-principales-tipos-de-diversificacion-
empresarial/#:~:text=La%20diversificaci%C3%B3n%20por%20conglomerado%20es,servicios%
20actual% 20de% 20la% 20organizaci% C3% B3n.

Torres, S. (March 11, 2016). Kodak vision and mission. Obtained from
https://susanahhddggradoeninformaticacurso20152016.wordpress.com/2016/03/11/actividad-1-vision-y-
mision-de-kodak/