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Assignment – 2 (Group Level)
Date of submission :
(Total Marks 15 = 10% overall)
Assignment Description:
This is a group level assignment. Students are required to make a group of 5 students (max).
While working in a group the students are required to submit a report on the following case
study. The Assignment contains two questions. It contains a total of 15 marks which are
equivalent to 10% marks to total marks. The students are required to use their learning from
the lectures covered and submit their answers with in the stipulated time period. The report
may not exceed more than 2000 words. Assignments that is copied/ plagiarized will be dealt
as per KFU rules.
Evaluative Criteria:
Acceptable and Good Assignment 60%-79% will have followings:
Clear and coherent writing and expression (spelling, grammar and formatting).
Use accurate referencing to management practice.
Extra Ordinary Assignment 80%-100% will have followings:
Clear and coherent writing and expression (spelling, grammar and formatting).
Use accurate referencing to management practice.
An exceptional use of the logic and power of argument
Mandatory requirements:
Only assignments submitted within the stipulated time period will be considered for
the maximum grades.
Assignments copied or plagiarized will be marked zero.
Case Study – AromaCoffeeCan
Salim, after completing his Engineering degree from Sweden returned to, Saudi Arabia and
started a coffee shop ‘AromaCoffeeCan’ in a Lulu Mall in Al-Hasa. The speciality of the coffee
shop was the special aroma of coffee and a wide variety of flavors to choose from. He hires
Abdullah an MBA from a King Faisal University, as a Manager. With the managerial skills of
Abdullah, Salim has earned a profit of SR 420,000/- till Dec 2023. Now, Slim is deciding to
expand its Coffee outlets to three major i.e. cities Makkah, Riyad, and Jeddah. Salim and
Abdullah has requested you consultancy firm to help them on the following:
AromaCoffeeCan is currently offering Espresso, Latte, Mocha & Americano. The market share
of Espresso is 40%, Latte is 25%, Mocha 7% & Americano 7%. The anticipated growth rate
high for Latte and Mocha where Low for Espresso and Americano.
a) Recommend an appropriate portfolio management strategy for AromaCoffeeCan
using the famous BCG Matrix.
(5 Marks)
b) Recommend a most suitable growth strategy to AromaCoffeeCan and justify your
suggestion.
(5 Marks)
c) Recommend a most relevant competitive strategy for AromaCoffeeCan and support
with the help of argument.
(5 Marks)
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