You will assume the role of the top management of Cafe Coffee Day (CCD). You now have the opportunity to set the strategy for the future. Your task is to discuss and formulate the intended strategy of your firm for the next five years based on your analysis of the competitive conditions in the market and your understanding of the firm and its capabilities.

Your team has 100 points. You may choose to acquire specific competencies listed in the table below that will form the basis of your strategy. Each method has a point allocation, and the total may not exceed 100. Give a brief description of your strategy by explaining how the competencies you have acquired will be used.

SI. No. Competitive Methods Points SI. No. Competitive Methods Points 1 Broad product range 25 18 Integrate vertically 15 2 Building brand identification 20 19 Maintaining low inventory levels 15 W Capability to manufacture 20 20 Maximize capacity utilization 15 specialty products 4 Competitive pricing 25 21 New product development 25 5 Continuing overriding concern 15 22 Operating efficiency of business 20 for cost reduction unit Efficient logistics 15 23 Premium pricing 15 Efforts to build reputation 15 24 Products in high price segments 20 8 Efforts to enhance quality of 10 25 Promotion and advertising above 25 advertising industry average 9 Effort s to insure availability of 25 26 Protect technology through 15 raw materials patents 10 Enforcing strict product quality 25 27 Prudent management of 15 control procedures receivables 11 Extensive customer service 25 28 Pursue scale economies 15 capabilities 12 Forecasting market growth 15 29 Quality of product 25 13 Increased speed to market 15 30 Reducing variety of products and 15 channels 14 Influencing channels of 20 31 Refining Existing products 15 distribution 15 Information management 15 32 Serving discriminating customers 15 16 Innovations in manufacturing 20 33 Serving special geographic 20 process segments 17 Innovations in marketing 25 34 Specific attempts to insure pool of 20 techniques and methods highly trained experienced personnel 35 Use of alliances 15