问答题

3 Fran?ois, Demetris, José and Giuseppe are a group of students from different Mediterranean countries, taking their
MBA in a large UK city. As part of their course requirements, the group has to come up with an innovative business
idea, research into the feasibility of that idea and then present their business plan to a panel. After considerable
brainstorming they have come up with the idea of a themed restaurant based around Mediterranean cooking, menus
and service provisionally called ‘Casa del Mediterraneo’ and located in the city centre.
Initial research has revealed suitable premises to rent, but also the severe competition they will face in a city that is
very cosmopolitan and well provided for with restaurants serving cuisine from many parts of the world. The city has
a student population of around 100,000 and this, together with a young working population, means that there is a
very vibrant social life and a real willingness to sample food from different parts of the world.
Required:
(a) Identify and evaluate the critical success factors and associated competences that the group should consider
in developing their business plan for the restaurant. (12 marks)

A.
Initial
B.
Required:
(a)

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The group have now decided to convert their business idea into reality.
(b) What elements should a marketing plan contain to achieve a successful launch of their restaurant?
(8 marks)

4 Susan Grant is in something of a dilemma. She has been invited to join the board of the troubled Marlow Fashion
Group as a non-executive director, but is uncertain as to the level and nature of her contribution to the strategic
thinking of the Group.
The Marlow Fashion Group had been set up by a husband and wife team in the 1970s in an economically depressed
part of the UK. They produced a comprehensive range of women’s clothing built round the theme of traditional English
style. and elegance. The Group had the necessary skills to design, manufacture and retail its product range. The
Marlow brand was quickly established and the company built up a loyal network of suppliers, workers in the company
factory and franchised retailers spread around the world. Marlow Fashion Group’s products were able to command
premium prices in the world of fashion. Rodney and Betty Marlow ensured that their commitment to traditional values
created a strong family atmosphere in its network of partners and were reluctant to change this.
Unfortunately, changes in the market for women’s wear presented a major threat to Marlow Fashion. Firstly, women
had become a much more active part of the workforce and demanded smarter, more functional outfits to wear at work.
Marlow Fashion’s emphasis on soft, feminine styles became increasingly dated. Secondly, the tight control exercised
by Betty and Rodney Marlow and their commitment to control of design, manufacturing and retailing left them
vulnerable to competitors who focused on just one of these core activities. Thirdly, there was a reluctance by the
Marlows and their management team to acknowledge that a significant fall in sales and profits were as a result of a
fundamental shift in demand for women’s clothing. Finally, the share price of the company fell dramatically. Betty and
Rodney Marlow retained a significant minority ownership stake, but the company had had a new Chief Executive
Officer every year since 2000.
Required:
(a) Write a short report to Susan Grant identifying and explaining the strategic strengths and weaknesses in the
Marlow Fashion Group. (12 marks)

A.
The
B.
Unfortunately,
C.
Marlow
D.
Required:
(a)