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Question 1.2: Differentiation Strategy (20-25 marks)
Challenge Area: Intense Competition (Fresheey 35% market share vs MC 24%)
Format: Briefing Note to CEO
Requirement: "Assess the sustainability of MC's differentiation strategy based on locally-sourced ingredients in light of Fresheey's global economies of scale. Advise on whether MC should maintain, modify, or abandon this positioning, considering both financial and non-financial factors."
Professional Skills:
- Evaluation (strategy assessment)
- Skepticism (challenging current approach)
- Commercial Acumen (cost-benefit analysis)
Time Allocation: 45-56.25 minutes (including 5-7 minutes planning)