Assume your group has been engaged by Foleo Group Limited as a team of consultants. At your initial meeting with the Board, your team has been asked to propose an initiative that will expand the current operations of the Foleo organisation as a whole, by recommending a new business to add to the current group of businesses. This project will require extensive research into the industry in which the proposed new business will operate, in addition to Foleo Group’s current market.

The long-term objectives of the Foleo Group of businesses revolve around growth, stakeholders and technology and can be summed up in the following 4 dot points:

o We aim to grow each business by at least 8 per cent per annum over the next decade.

o We aim to put our customers’ needs first – to do that we will foster good relationships with them, our suppliers and our employees.

o We aim to use and provide the most up-to-date technology available to ensure our customers receive the best product possible at the lowest price.

o We aim to provide a working environment for our employees that encourages and facilitates a happy and motivated team.

The Board of Foleo Group Limited have provided the following parameters for your research and proposal:

Strategy for Growth: related diversification

Scope of Proposal:

The business proposal must contain the following elements:

-Strategic alignment: An explanation of the strategic alignment of the proposed initiative. This section should include:

i. an identification of the long-term objectives of Foleo Group and how the proposed initiative will align with these, and

ii. an identification and explanation of the proposed generic competitive strategy of the new business.