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Welcome to your course

This is the first post for MAN540 Strategic Management Spring Semester 2018 2019.

This blog is where you will find all your course materials, powerpoint slides, assignments, and extra readings.

Please follow the blog, so that you will be notified of any new posts.

Here is the course outline

man540-course-outline spring 2019

Project 3

Project 3

MAN540 Strategic Management

Set: 23 Dec 18                 due: 6 Jan 19

Product positioning (perceptual mapping) as a strategy implementation tool.

Thinking about Lefkosa, and the following nine restaurants:

  • Tat More
  • Biyer
  • Califorian
  • Cafe No. 3
  • Bibliotheque
  • El Sabor
  • Little Italy
  • Eski Konak Meyhanesi
  • Ezic Nicosia

Diagram and label clearly a product-positioning map that includes all these restaurants.

The axis should be “for occasions / for everyday”, and “good value / poor value”.

Illustrate a market segment and a demand void in your map. What are the strategic implications of your map?

Send your project to your instructor’s email, karen.howells@neu.edu.tr, clearly giving your name, student number, project 3, fall 2018 2019



Project 2: Case Study Natural Weigh Ltd.

Project 2: Case Study Natural Weigh Ltd.

Set: 23 Nov 18        Due: 7 Dec 18

Read the following Case Study, and answer the questions.

Natural Weigh Ltd., owned by Chloe and Robin Masefield, is the first zero waste shop in Wales, providing shoppers with an alternative to plastic packaging when doing their regular shopping.

Natural Weigh offers a flexible and environmentally friendly concept whereby customers simply fill their own containers with as much of what they want and pay for it by the weight. All of Natural Weigh’s stock is organic and additive-free to help people lead a healthier lifestyle while supporting a healthier planet.

What they did

With backgrounds in marine science and environmental policy respectively, Robin and Chloe set up Natural Weigh as a response to the ever-growing problem with plastic packaging in everyday life: “Plastic waste is one of the biggest threats to wildlife and our natural environment, not to mention the health concerns. Plastic packaging costs money and resources to manufacture in addition to the costs incurred by local authorities to collect and send it to landfill. But it is our natural environment that pays the ultimate cost, with plastic smothering our wildlife and choking our seas.

The grocery retail sector is the largest source of plastic packaging. There are very few shops where customers can choose to refill containers or use compostable alternatives to plastic.

This is all beginning to change, and Natural Weigh aims to offer an alternative – our purpose is to provide customers a chance to choose a plastic-free option when doing their regular shop. We sell organic, additive-free food from hoppers straight to your own containers, enabling people to live a more sustainable life. After all, there’s no ‘Planet B’.

We are not business people or retail experts but have a passion for our natural world and want to make a difference. Having both worked in the environment sector for many years, we have seen first-hand the pervasive nature of plastic pollution. We believe it should be easy for consumers to shop sustainably and that everyday choices make a difference.”


Natural Weigh were recently visited by HRH The Prince of Wales which received wide media coverage. In addition, the shop is set within the Corn Exchange complex in Crickhowell, saved by the local community who raised funds for the conversion of the former pub into local, independent shops and accommodation, rather than the planned national supermarket chain: “This remarkable story of the local community coming together to make a difference is one of the reasons we chose to open Natural Weigh here, and we are fortunate to have secured one of the shops in the Corn Exchange. We are delighted to be part of this town, contributing to keeping the high street alive.”

What would they do differently?

“Ask for help earlier. We did a lot of research on our own before opening and didn’t really commit to getting any outside advice (apart from family members) until the business was already pretty much underway. It would have been great to have been able to do some of the Business Wales training courses when we had a bit more time.” – Chloe Masefield, Owner

Their proudest moment in business

“To be honest, we are motivated by our customers. Every day we have people who come in and are impressed by the concept and the set up in the shop. I think though that it is our regular customers who really make it worthwhile – people we see week after week, who enjoy the products we sell and who are committed to reducing single-use plastics. These people make everything we do worthwhile and are a huge boost to us whenever we need a bit of motivation, and we are proud of the changes we have enabled them to make.”

Following the help provided by the Welsh Government’s flagship business support service, Natural Weigh are now in the process of recruiting 2 new employees.

Chloe Masefield said: “Engaging with Steve Maggs at Business Wales represents a real turning point for us in terms of running our business. Although we were managing it okay as it was, we were floundering when it came to us looking at any changes, such as employment. Steve, through Business Wales, was able to put us in touch with individuals who could help us with recruitment, ensuring our business’ sustainability, looking at training courses and helping us with marketing advice. He has been an excellent source of support, knowledge, information and contacts and we are incredibly grateful to Business Wales for this.”


  1. Perform a SWOT analysis for Natural Weigh.
  2. In your opinion, what was the main catalyst for Chloe and Robin to start this company?
  3. What is the Unique Selling Point of Natural Weigh?
  4. Show the journey of Chloe and Robin and Natural Weigh in the context of strategic planning. From which strategy did they start, and what strategy are they implementing now?
  5. What could be the most useful strategy for Natural Weigh in the future?
  6. What were/are some of the major challenges for Natural Weigh in terms of strategy implmentation?
  7. How often should Robin and Chloe check their strategy for Natural Weigh?
  8. What items should be checked when monitoring strategy?


Project 1

Project 1

MAN540 Strategic Management

Set: 18 Oct 18                  due: 8 Nov 2018

Market Development Strategy

In what ways  would a multi national company need to think about their strategy when entering a new market?

Use a specific company as an example, such as Starbucks, IKEA, H&M, McDonalds

Use your own home country, or a country you know well, as the market to be developed.

Aim to cover all aspects of the strategic plan.

What will be your target market?

What is the customer profile?

What are the demographics of this new market?

Do a market analysis.

What about the “servicescape”? Does it also need to change for the new market?

Send your finished project to your instructor by email





MAN540 Final Exam Sample Questions

Read the following case study, and then answer the questions.

Case Study: Syrian Bakery

A specialist bakery that produces Syrian bread has doubled its manufacturing space and is set to increase its product range.

Taza Bake, based in Stewartfield, Edinburgh, has also just been added to Heritage Portfolio’s list of corporate event suppliers for its Khobez or Syrian bread made to a 5000-year-old recipe.

The business, which was launched by Abdullah Razzouk after he used advice from Business Gateway Edinburgh, has now expanded into a second unit immediately next door to its current bakery, increasing its floor space to 2200sqft.

The expansion allows a second production line to open making Manakesh, traditional Syrian pies, and will house the business’ first retail outlet.

Abdullah, who runs his bakery while working full-time in the financial services industry, predicts his six-figure turnover could increase by up to 70% next year if current talks with two leading supermarkets are successful.

He said: “Since launching two years ago, the business has seen demand soar as shops and restaurants respond to customer demand for healthy breads that are chemical-free and freshly stone baked like ours. This process kills off bacteria and yeast and in turn limits bloating and other digestive issues. We’ve also seen an increase in orders from Syrian nationals who have recently arrived in Scotland.

“Although we do distribute our product to Manchester, Liverpool and Newcastle, there is still a huge market here in Scotland and I am working with Business Gateway Edinburgh to plan how best to tap into it. Right from the start Business Gateway has given me invaluable advice, including the market research that not only saved me a lot of time, it gave me the confidence to invest the initial £140k to buy ovens and kick-start the bakery. Since then my adviser has connected me with marketing consultants, IT experts and organised a strategy workshop that has helped me move my business forward. Without that input and guidance, I would have found setting up much more time-consuming.”

Al Bryce, Adviser, Business Gateway Edinburgh, said: “By engaging with us at the very start, Abdullah has benefitted from our knowledge and connections to establish and grow his business. The market for the company’s products continues to grow, sparking interest from across the country and into England. As the business expands, undoubtedly it will create more jobs and attract interest for well-known names looking to put its products on the shelves. We will continue to provide Abdullah with guidance and ensure he gains access to further support as and when needed.”

Having left Syria in 2009, Abdullah worked in corporate finance in Abu Dhabi and Aberdeen before finally settling in Scotland two years later. Missing a taste of home he began searching for producers of Syrian bread, finding just three bakeries in London and Manchester that supplied the traditional bread to Scotland.

In 2014, he decided to launch Taza Bake. The following year production began and he sold 500 packets of bread each week. Now the company ships thousands of packets per week, with each packet consisting of five flatbreads that are made using no additives or chemicals to restaurants, wholesalers and shops. The firm now employees 14 part-time people.

Abdullah said: “Because of the situation back home I couldn’t get the ovens I needed from Syria so bought directly from a supplier in Lebanon. Once they arrived I spent a few months getting the recipe just right and began selling to local shops and takeaways, using customer feedback to perfect our processes. After the Edinburgh Fringe and Festival in 2015, and with a greater number of Syrians now living in Scotland, sales rocketed. We then began fulfilling orders from Glasgow, Aberdeen, Dundee, Perth, Stirling and Inverness as well as from the North East of England, Manchester and Liverpool. With Heritage Portfolio now on our books I hope more doors will open with other catering outlets. I’m delighted with the success of the business and am very proud to bring a taste of home to the Scottish market.”

Brian Canale, Executive Development Chef of Heritage Portfolio said: “We’re delighted to add Taza Bake breads to our corporate offering. The bakery is home-grown and offers such a unique product that we’re sure our conference clients are going to be thrilled.”

Our Business:

We are a baking factory, distribution company established on August 2014 in Edinburgh, Scotland.

Our operation has started on March 2015.


Our name:

Taza means Fresh, and that is our aim to deliver a freshly baked products on daily basis.


Our Products:

We are specialized in Mediterranean wrap bread (Khobez),

We produce it in different sizes, and different kind of flour (Wheat flour, Whole wheat flour).

As well as Mana’eesh, Fatayer, and Ma’moul,

We are proud that we are currently the first & only producer for these kind of products in Scotland,


Our production line:

Our machineries were shipped to Scotland from thousands of miles away to ensure the production of best quality Khobez. and another production line for Fatayer and Manaeesh,

The production line is considered safe for the environment and for the workers, designed to be suitable for work as per European Standards, and most important it reduces the direct contact between the dough and the humans to the minimum.


Our aim

To supply our freshly baked bread directly to your shop or restaurant all over Scotland,

and to sell our bread baked specialities directly to retail customers in Edinburgh and deliver them locally.



  1. Perform a SWOT analysis for Taza Bake.
  2. In your opinion, what was the main catalyst for Abdullah to start this company?
  3. What is the Unique Selling Point of Taza Bake?
  4. Show the journey of Abdullah and Taza Bake in the context of strategic planning. From which strategy did he start, and what strategy is he implementing now?
  5. What could be the most useful strategy for Taza Bake in the future?
  6. What were/are some of the major challenges for Abdullah in terms of strategy implmentation?
  7. How often should Abdullah check his strategy for Taza Bake?
  8. What items should be checked when monitoring strategy?