SAN BEDA UNIVERSITY

STRATEGIC MARKETING MANAGEMENT

(STRATMAN)
First Semester, A.Y. 2021-2022
Cycle 2, Weeks 1(10) to 9 (18)

Prepared by:

Antonino Arturo C. Manahan

Associate Professor

This analog module belongs to:

____________________________________________________
Student

Strategic Marketing Management (MKC09) First Semester, A. Y. 2021-2022

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Table of Contents Page
Title page

Module 1 – Week 1 & 2

The Nature of Strategic Management 3
Questions for discussion 3
Module 2 – Week 2
The Business Vision and Mission 4
Questions for discussion 4
Module 3 – Week 3
The External Assessment/Audit 5
Questions for discussion 6
Module 4 – Week 3
The Internal Assessment/Audit 7
Questions for discussion 7
Module 5 – Week 4
Strategies in Action 8
Questions for discussion 8
Module 6 – Week 4
Strategy Analysis and Choice 9
Questions for discussion 10-14
Module 7 – Week 6
Implementing Strategies 15
Questions for discussion 15-16
Module 8 – Week 6
Strategy Review, Evaluation, & Control 17
Questions for discussion 18
Case study review Week 7 to 9
Midterm exam – Online Week 5
Final exam – Case study oral defense examination Week 9

Appendices
A – Strategic Management Format 19-20
B – Oral Defense (Rubrics) Scoring Sheet 21
C – Title Page Template 22
D – Approval Sheet Template 23
References 24

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Module 0
Orientation and introduction
Week 1

Instructions:
1) Watch the short video clip on Sun Tzu’s The Art of War. Click the link below:
https://www.youtube.com/watch?v=79-TeEBiKrM
2) Read the topic: The Nature of Strategic Management on pages 31-50.
3) Answer the question for discussion in Module 1.
4) Submit your output on the same date.

Module 1
The Nature of Strategic Management
Week 1

Questions for discussion:

1) What are the three stages in strategic management? Which stage is more analytical?
Which relies most on empowerment to be successful? Which relies most on statistics?
Justify your answer. (5 points)

2) Discuss the relevance of Sun Tzu’s The Art of War to strategic management (5 points)

-End-

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Module 2
The Business Vision and Mission
Week 2

Instructions:
1) Read the topic: The Business Vison and Mission on pages 157-171.
2) Answer question for discussion.
3) Submit your output on the same date.

Question for discussion:

1) Search the web for two mission statement examples. Evaluate the two statements and
present your output in the live conference. (10 points)

2) Identify the established mission statements given, using the nine criteria. Properly label the
corresponding criterion using the blank symbol “( )” provided. [Use red colored number
in this section.] (20 points)

Dell Corp.
6.1) Dell’s mission is to be the most innovative consumer electronics products company ( ), in
the world ( ), reaching out to businesses, institutional organizations, and individual
customers ( ). Dell strives to produce the most technologically advance ( ) products to
make life and work easier and more enjoyable. Dell’s uniqueness centers around its tailoring
of products and services for individual customers ( ). Dell employees ( ) respect all laws,
values, and cultures wherever the firm does business ( ). As America’s most admired firm,
Dell strives to profitably grow ( ) in all markets while contributing positively in every
community we call home ( ).

Source: David, Fred R. (2007). Strategic Management 11th Edition, Case Instructor’s Manual. Pearson Prentice Hall,
Singapore. p.16.
Pepsi Co. (2005)
6.2) To be the world’s ( ) premier consumer products company focused on convenient foods
and beverages ( ). We strive for healthy financial rewards to investors ( ) as we provide
opportunities for growth and enrichment to our employees ( ), business partners, and the
communities ( ) in which we operate. We have outstanding technological ( ) and
marketing ( ) systems to continually innovate and crat differentiated products for our
customers ( ) worldwide. And in everything we do, we strive for honesty, fairness, and
integrity ( ).

Source: David, Fred R. (2007). Strategic Management 11th Edition, Case Instructor’s Manual. Pearson Prentice Hall,
Singapore. p.32.

-End-

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Module 3
The External Assessment
Week 3

Instructions:
1) Read the topic: The External Assessment/Audit on pages 217-241.
2) Answer questions for discussion.
3) Submit your output on the same date.

Questions for discussion:

1) Identify a recent economic, social, political, or technological trend [at least two factors]
that significantly affects [your choice of company/institutions/industry]. (8 points)

2) Construct an External Factor Evaluation Matrix (hypothetically) for school/education

company/industry of your choice. Use Michael Porter’s Five Forces Industry Framework
in evaluating industry status. Assign corresponding weights and ratings accordingly.
Explain thoroughly each factor that is to be considered as opportunity or threat for the
company. Use a separate sheet for discussion of each factor. (10 points)

External Factor Evaluation Matrix (EFE)

Company/Industry: _________________________________

Key External Factors Weights Ratings AS

Opportunities
1.

2.

3.

Threats
1.

2.

3.

Total Attractiveness Score

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 3) Develop a Competitive Profile Matrix (hypothetical) for your university, identify and
discuss at least eight critical success factors and then assign a corresponding weights and
ratings equivalence. Discuss level of importance and confidence accordingly. (10 points)

Competitive Profile Matrix (CPM)

University 1 University 2
Critical Success Factors Weight Rating Score Rating Score
1.

2.

3.

4.

5.

6.

7.

8.

Total 1.00

Analysis and interpretation:

-End-

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Module 4
The Internal Assessment
Week 3

Instructions:
1) Read the topic: The Internal Assessment/Audit on pages 177-210.
2) Answer questions for discussion.
3) Submit your output on the same date.

Questions for discussion:

1) After conducting an internal audit, a firm discovers a total of 100 strengths and 100
weaknesses. What procedures could then be used to determine the most important of
these? Why is it important to reduce the total number of key factors? (5 points)

2) Do you agree or disagree with the Resource-Based View (RBV) theorists that internal
resources are more important than external factors for a firm in achieving and sustaining
competitive advantage? Explain your and their position. (5 points)

3) Construct an Internal Factor Evaluation Matrix [hypothetically] for a school/education

company/industry of your choice. Assign corresponding weights and ratings
accordingly. (10 points)
Internal Factor Evaluation Matrix (IFE)

Key Internal Factors Weights Ratings AS

Strengths
1.

2.

3.

Weaknesses
1.

2.

3.

Total Attractiveness Score

-End-

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Module 5
Strategies in Action
Week 4

Instructions:
1) Read the topic: Strategies in Action on pages 119-148.
2) Answer questions for discussion.
3) Submit output on the same date.

Question for discussion:

1) Give one [hypothetical] local/foreign example of each of the following types of strategies: (15
points)

1.1) Market penetration

1.2) Market development
1.3) Product development
1.4) Forward integration
1.5) Backward integration
1.6) Horizontal integration
1.7) Concentric diversification
1.8) Conglomerate diversification
1.9) Joint venture
1.10) Retrenchment
1.11) Divestiture and
1.12) Liquidation.

-End-

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Module 6
Strategy Analysis and Choice
Week 4

Instructions:
1) Reads the topic: Strategy Analysis and choice on pages 247-276.
2) Answer questions for discussion.
3) Submit your output on the same date.

Questions for discussion:

1) Given the following factors under Strengths, Weaknesses, Opportunities, & Threats,
identify SO, WO, ST, and WT strategies using the following given data thereafter. Label
your answer using the corresponding letters ONLY from the choices below.

Choices of Possible Strategies:

A. Seek out internship in growing industry

B. Apply to graduate school
C. Pursue foreign language training and other skills that can differentiate from others
D. Enter industries with strong potential for growth
E. Emphasize good grades to potential employers
F. Seek out an internship
G. Consider pursuing MBA if job market is weak
H. Minimize importance of foreign language by improving other aspects of education

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Module 6 continuation
TOWS/SWOT Matrix

Strengths – S Weaknesses – W
1. Good grades 1. No work
2. Financial experience
resources available 2. No foreign
for education language skills
3. Strong 3. Degree from
communication regional university
skills with little brand
4. Motivated recognition
5. Good team player

Opportunities – O SO Strategies WO Strategies

1. Potential to advance
education with 1. __________ 1. ___________
MBA (S1, S2, 01) (W1, 02)
2. Many industries and
locations with job
growth (especially 2. __________ 2. ___________
health care and (S1, S3, S4, S5, (W2, O1)
biotechnology) O2)

Threats – T ST Strategies WT Strategies

1. Many students
graduate each year 1. ___________ 1. ___________
with same degree (S1, T1) (W2, T1)
2. Potential for
recession or slow
economic growth 2. ___________ 2. ___________
(fewer jobs (S2, T2, T3) (W1, T2, T3)
available, salaries
lower)
3. Jobs outsourced
overseas

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2) Given the following data, compute and draw the (X) and (Y) axis with conclusion. Identify
the vertical point axis decision as to: Aggressive; Conservative; Competitive; and Defensive.
Determine possible strategies allocated for such decision.

2.1 FS = 4.8; ES = -3.4 Conclusion: Strategies:

IS=5.2; CA = -2 y-axis =
x-axis =

2.2 FS = 3.6; ES = -4.0 Conclusion: Strategies:

IS=4.6; CA= -3.2 y-axis =
x-axis =

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3) Given the following data, illustrate BCG Matrix and address final decision making:

% of students Market Share % Growth Rate

enrolled Position
A. School of Business 40 1 Medium
B. School of Education 30 2 Low
C. School of Science & 20 3 Low
Humanities
D. School of Arts 10 4 Medium

BCG Matrix

Relative Market Share

High 1.0 Medium .50 Low 0.0

High +20 Stars Question marks

Medium Cash cows Dogs 0

Low - 20

Strategic decision:

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 4) Given the following data, illustrate Internal-External (IE) Matrix, label each item with
conclusions.

Given Data

Item IFE weighted EFE weighted Conclusion

score score
1 2.8 1.3
2 3.5 1.5
3 1.2 2.4
4 2.0 1.2
5 1.8 1.7
6 3.8 3.5
7 3.1 1.6

IE Matrix

IFE
Strong Average Weak
3.0 to 4.0 2.0 to 2.00 1.0 to 1.99

High I II III
3.0 to 3.99

EFE
IV V VI
Medium
2.0 to 2.99

VII VIII IX
Low
1.0 to 1.99

5) Using the given data below, illustrate QSPM and compute the Total Attractiveness Scores.
A. Have a free benefit concert to raise money for the new World Center every three months.
B. Develop a branch of Metro Ministries in Staten Island because it holds 5% of New York
City’s total population and is the fastest growing borough in the city.

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 QSPM
Strategic Alternatives
Key Internal Factors Weight Strategy A Strategy B
Strengths AS TAS AS TAS
1. Metro Ministries operates the largest Sunday school program 0.15
in the country with over 20,000 kids.
2. Affiliations with 11 foreign countries. 0.05
3. Location in the ghetto of Brooklyn. 0.02
4. Free transportation to and from the ministries. 0.04
5. Exempt from federal income taxes. 0.08
6. The Menorah site to be the new Metro World Ministries
Center. 0.10
7. Spanish-speaking services. 0.03
8. Bill Wilson’s speaking ability that gains revenue for the
ministries. 0.01
9. Truck conversations and custom-built trailers. 0.05
10. User friendly Website. 0.05
Weaknesses
1. Bill Wilson has too many titles. “founder, chairman, and
senior pastor” 0.03
2. Lack of help with renovation of Metro World Ministries
Center. 0.04
3. Understaffed with the addition of the New World Center. 0.10
4. The belief in patterns that worked in Europe will also work in
Africa. 0.10
5. 9 of 11 foreign countries are only administrative offices. 0.10
6. Only women are staffed in “Chinatown” leaving young men
without male role models. 0.05
Opportunities
1. There are many other markets in need of Metro Ministries
Centers. 0.08
2. Many families could afford to pay small amount for their
children to attend functions. 0.05
3. There is an increasing need for larger classes. 0.06
4. Ensure business understand their donations are tax
deductible. 0.10
5. Large cities are well suited to fundraising projects. 0.10
6. Mobile bakery projects are successful. 0.10
7. Teens and adults would also benefit from ministry. 0.12
Threats
1. Rough environment. 0.03
2. Resistance from parents to let children to go to church by bus. 0.04
3. Vandalism of the new Metro Ministries World Center. 0.02
4. Depletion of funds to support renovation of World Center. 0.07
5. Lack of employment to support such a large expansion. 0.08
6. The threat that Spanish-and-Chinese-speaking citizens will
develop their own services without Metro’s involvement. 0.08
7. Lack of financial support to renovate the Metro World
Center. 0.07
SUBTOTAL

TOTAL ATTRACTIVENESS SCORE

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Module 7
Implementing Strategies: Management and Operations;
Marketing, Finance/Accounting; R&D, and MIS Issues
Week 6

Instruction:
1) Read the topic: Strategy Implementation on pages 285-314.
2) Answer questions for discussion
3) Submit your output on the same date.

Questions for discussion:

1) Explain why strategy implementation is more difficult than strategy formulation. (5

points)

2) Explain why organizational structure is so important in strategy implementation. (5

points)

3) Explain market segmentation and product positioning as strategy-implementation tools.

(5 points)

4) Diagram and label clearly a product-positioning map that includes six fast-food
restaurant chains. These are: 1. Wendy’s, 2. McDonald’s, 3. Burger King, 4. Taco Bell,
5. Jollibee, 6. KFC. (5 points)

Geared to kids

Variety of items
on menu: High

Geared to adults

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Module 7 continuation

5) Explain why projected financial analysis is a central strategy-implementation tool. (5

points)

6) Discuss the nature and role of research and development in strategy implementation. (5
points)

7) Explain how management information systems can determine the success of strategy-
implementation efforts. (5 points)

-End-

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Module 8
Strategy Review, Evaluation, and Control
Week 6

Instructions:
1) Read the topic: Strategy Review, Evaluation, and Control on pages 359-379.
2) Answer questions for discussion
3) Submit your output on the same date.

Questions for discussion:

1) Why has strategy evaluation become so important today? (5 points)

2) Identify the type of organizations that may need to evaluate strategy more frequently than
others. Justify your choices. (5 points)

3) Identify some key financial ratios that would be important in evaluating a bank’s strategy.
(5 points)

4) Explain and discuss the Balanced Scorecard. (5 points)

5) Why is the Balanced Scorecard an important topic both in devising objectives and in
evaluating strategies? (5 points)

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 6) Develop a Balanced Scorecard (hypothetical) for a local fast food restaurant. Use the
template given below. (10 points)

Area of Objectives Measure or Target Time Expectation Primary Responsibility

Customers
1.

2.

3.
Managers/Employees

1.

2.

3.
Operations/Processes

1.

2.

3.
Community/Social Responsibility

1.

2.

3.
Business Ethics/Natural Environment

1.

2.

3.
Financial

1.

2.

3.

-End-

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 Appendix A
Strategic Management Format
(Refer to syllabus for details)

Approval Sheet
Title Page
Executive Summary
List of Tables
List of Figures

I. Introduction

II. Research Design and Methodology

III. Vision and Mission Statements

Current Vision and Mission Statement
Evaluation of Vision and Mission Statement
Revised Vision and Mission Statement
Recommendation on how to address Vison and Mission statement
to stakeholders.

IV. Macro Environment Analysis

A. General environment
Social, cultural, and demographic
Economic
Legal, political, & government
Technological
Global/International
B. Industry Analysis
Michael Porter’s Framework
Summary of Porter’s Framework
C. Competitive Profile Matrix
Company B situational analysis
Company C situational analysis
CPM Analysis and Interpretation
D. External Factor Evaluation (EFE) Matrix
External Strategic Issues

V. Micro Environment analysis

A. Internal Functional Audit
Marketing
Management
Finance/Accounting
Productions/Operations
Research & Development
Management Information Systems (MIS)

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 B. Internal Factor Evaluation (IFE) Matrix
Internal Strategic Issues
VI. Strategy Formulation
SWOT Matrix
SPACE Matrix
SPACE Matrix with diagram
BCG Matrix
IE Matrix
Grand Strategy Matrix
Summary of Matrix and Analysis
Quantitative Strategic Planning Matrix (QSPM)

VII. Objectives, Strategy Recommendation and Action Plans

A. Strategic and Financial Objectives
B. Recommended Business Strategies for
Marketing
Management
Operations
Finance/Accounting
MIS
C. Recommended Organizational Strategies
Performance Culture in the Organization
Specific Actions and Plans in Business Units
D. Strategy Map
E. Strategy Positioning
F. Financial Projections for years 2020 to 2023.
Assumptions
Income Statement
Balance Sheet
Cash-flow
G. Departmental Programs and Action Plans

VIII. Strategy Evaluation, Monitoring and Control

The Balance Scorecard
IX. Appendices
Bibliography/References
Curriculum Vitae

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 Appendix B
Scoring Sheet
(Refer to course syllabus)

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 Appendix C
Title Page

The Strategic Management for XYZ Corp.

For the Year 20XX-20XX

A Strategic Management Paper

Presented to
The Faculty of College of Arts & Sciences
San Beda University-Manila

In Partial Fulfillment
of the Requirements
for the Degree in
Bachelor of Science in Business Administration
Major in Marketing Management

By:

(Full-name of the student)

(Month & Year)

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 Appendix D
Approval Sheet Template

SAN BEDA UNIVERSITY

COLLEG OF ARTS & SCIENCES

APPROVAL SHEET

In partial fulfillment of the requirements for the degree, BACHELOR OF SCIENCE IN

BUSINESS ADMINISTRATION, this strategic management paper for XYZ Corporation has
been prepared and submitted by MR./MS. ____________________ is hereby recommended for
admission to the oral examination.

Adviser/Professor in-charge

Approved by the Tribunal at the Oral Examination conducted on __th day of ____ 20XX
with the grade of ______

THE EXAMINING TRIBUNAL

_________________________
Chairperson

_________________________ _________________________
Member Member

_________________________
Dean

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References:

David, Fred R. & David, Forest R. (2017) Strategic Management Concepts and Cases 16th Edition.
Singapore. Pearson Education South Asia Pte Ltd.

Ryan, Tracy Tuten & Seifert Charles F. (2007) Instructor’s Resource Manual with Test Item File.
Saddle River, New Jersey. Pearson Prentice HallTM Pearson Education, Inc.

Thompson, Arthur A., Peteraft, Margaret A., Gamble, John E., et.al. (2012) Crafting and Executing
Strategy. New York, NY. McGraw-Hill Irwin Companies, Inc.

Internet sources:

Intro-video Sun Tzu’s The Art of War https://www.youtube.com/watch?v=79-TeEBiKrM

Module 1- https://www.youtube.com/watch?v=Tup5bJ4VmyM&list=PL-Vri8fXTuL4ESEQ4gl-
pexNijRpnY09

Module 2- https://www.youtube.com/watch?v=joiPpC4vYnc&list=PL-IVri8fXTuL4ESEQ4gl-
pexNijRpnY09&index=4

Module 3- https://www.youtube.com/watch?v=NCPrkdlLf4w&list=PL-IVri8fXTuL4ESEQ4gl-
pexNijRpnY09&index=2

Module 4- https://www.youtube.com/watch?v=aUHsKng4F58&list=PL-IVri8fXTuL4ESEQ4gl-
pexNijRpnY09&index=5

Module 5- https://www.youtube.com/watch?v=WxCEDCwVv6Q&list=PL-
IVri8fXTuL4ESEQ4gl-pexNijRpnY09&index=6

Module 6- https://www.youtube.com/watch?v=3fKk7ulaJd8&list=PL-IVri8fXTuL4ESEQ4gl-
pexNijRpnY09&index=7

Module 7- https://www.youtube.com/watch?v=16tT8VAEJ54&list=PL-IVri8fXTuL4ESEQ4gl-
pexNijRpnY09&index=8
Module7A- https://www.youtube.com/watch?v=_D1YB2WgmzM&list=PL-
IVri8fXTuL4ESEQ4gl-pexNijRpnY09&index=9

Module 8- https://www.youtube.com/watch?v=QUfnRBOZ6N4&list=PL-
IVri8fXTuL4ESEQ4gl-pexNijRpnY09&index=10

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