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Macro strategies to create and deliver value to customers


  1. Assume you have been hired into the marketing department of a major consumer products manufacturer such as Nike. You are having lunch with some new colleagues in other departments—finance, manufacturing, and logistics. They are arguing that the company could save millions of dollars if it just got rid of the marketing department. Justify yourself after making an argument that would persuade them otherwise. (2.5 Marks)
  2. There are four macro strategies to create and deliver value to customers and that can help a firm to develop a sustainable competitive advantage. Think of a company from the local market who you are very loyal to in many categories like (food, electronics, personal care etc.). Is it the product, location, operation, or customer excellence that you are loyal to that firm? Critically examine. (2.5 Marks)

Sample Solution

al respiration which involves the movement of oxygen from the blood vessels to the tissues and the movement of carbon dioxide from the tissues to the blood. When inhalation occurs, air from the atmosphere passes through the primary bronchus(trachea) followed by secondary bronchi, segmented bronchi, bronchioles and alveoli, the last point of division connected to blood vessels. The alveolar sac contains many alveoli and is connected to the terminal bronchiole by alveolar ducts. Normally during inspiration air moves freely through these sections of the respiratory system. Small capillaries surround the alveoli where gaseous exchange occurs. Normally the airways and alveoli are flexible and springy and during inhalation each air sac inflates and during exhalation they deflate. In COPD patients, the airways become narrow and inflamed and produce excessive mucus that may clog the airways, making it difficult to breathe. The walls of air sacs in the lungs are damaged, losing their elastic quality and the air sacs lose their shape. As airspaces get larger, air becomes trapped leading to fewer air sacs to supply oxygen to the blood (Willsie, 2009). It becomes harder for these air sacs to deflate like normal lungs as trapped air makes it increasingly difficult to get fresh air into the lungs, making breathing more challenging. Causes include smoking, long term exposure to second-hand smoke, air pollution, dust or workplace fumes and biomass exposure. In developed countries COPD is caused mainly by cigarette smoking where over 25% of smokers develop COPD in their lifetime (Mannino, 2002). On the other hand in In developing countries, the leading cause is exposure to biomass fuel. An uncommon genetic disorder called alpha 1-antitrypsin deficiency is also sometimes associated with COPD. Respiratory infections such as influenza and Pneumonia can worsen symptoms therefore it becomes more important to obtain these vaccinations. DIAGNOSIS: Typically people with COPD possess all of the symptoms stated above and spirometry is the most effective way to determine airway obstruction caused by this disease. Patients inspire maximally before forcefully expiring; the total exhaled volume of air in one second (forced expiratory volume in one second, FEV1) and the total exhaled volume (forced expiratory vital capacity, FVC) are measured. (Yu et al., 2013). In 90% of COPDsufferers, two successive tests at short time increments display similar FEV1 values, differing from less than 225 mL between them (Salvi and Barnes, 2009). In Ireland there are approximately 110,000 people who have been diagnosed with COPD, however it i

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