Porters Analysis of Coca Cola

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* ou should also submit the written notes you have made on the case. These may be used by examiners should they need further clarification on any aspect of your answer. They are weighted at 10% of the overall marks for this module, and your written answer count s of 90% of the marks. * You are to act as if you are a management consultant to the company. * You have been called to the company offices urgently. The firm has been approached by Miami Cruisers, a large American marine engineering company, wishing to get a foothold into the European market. Originally Miami Cruisers offered to buy M and L outright, but the family quickly rejected this. However, they have come back with a revised suggestion, that the two companies form a joint venture to develop greater business in the Mediterranean, focusing on super-yachts and related vessels that appeal to affluent private individuals. * They propose that they will provide most of the funding, but they are looking to M and L to set up the operation in the first instance, drawing on their existing personnel and expertise. * The Directors ask you to prepare quickly a briefing paper on the implications of this proposal. They do not want an evaluation of the potential business in financial terms, but they want to have an understanding how it might affect the company operationally. They ask you in particular to consider how the business currently works, covering marketing, personnel, structural and general management control issues, but they will welcome any suggestions as to how, or whether, they should go ahead with this. * [End of question]…...

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