Management Strategy and Decision Making

Description

Case 1: The Lego Case

Read the Lego document attached and then respond to the following questions:

1. Identify a potential or existing management problem in the case.
2. What strategy did Knudstorp introduce?
3. What market does LEGO target?
4. What generic strategy is LEGO using? Please explain your reasoning.
5. What strategy would you recommend LEGO to follow in order to solve the problems it has? 6. Justify your choice of strategy.

Case 2: Air Asia

Read the Air Asia document attached and respond to the following questions:

1. Briefly describe AirAsia’s corporate level strategy.
2. Briefly describe AirAsia’s level of diversification.
3. What are the main reasons for AirAsia to diversify?
4. Explain how AirAsia business and brands are related. Do they have related diversification?
5. Is AirAsia in a position to over diversify? Justify your answer