1. Selecting Marketing Strategies
Presented by you the Students
The Strategic Marketing Division of McKinsey & Co

2. The Background
McKinsey & Company is a global management consulting firm that focuses on solving issues of concern to senior management.
McKinsey serves as an adviser to the world’s leading businesses, governments, and institutions.
It is recognized as a leader and one of the most prestigious firms in the management consulting industry

3. The Background
You work for McKinsey advising corporate clients on potential Marketing strategies
Two clients have approached you for advice

4. The Brief
McKinsey favour Porter’s generic strategies as a framework to explain strategic options to their clients
Task 1: You are required to present and explain Porter’s generic strategies
Task 2: Having read the brief on your client, you are required to evaluate specific aspects of their strategy

5. The first client meeting
You have 20 minutes to research and prepare a presentation on Porter’s generic strategies for your first meeting with the client
Each person in your group has to have an active role in both the research and the presentation, the client will not pay for hangers on
You may use textbooks and the internet as resources

6. The first client meeting
Your presentation must include references to the following:
Porter’s five competitive forces
Competitive advantage
Three generic strategies
A simple diagram

7. The presentation
You have 5 minutes to present

8. The second client meeting
The McKinsey partner in charge of each account has provided you with a review of the business upon which your evaluation must be based.
Each group must answer their client’s question with reference to Porter’s generic strategies:
Evaluate the effectiveness of Ryanair’s low-cost marketing strategy in achieving its objectives
To what extent have Starbucks’ recent difficulties been the result of its inability to retain its level of differentiation from other markets?

9. The second client meeting
The McKinsey partner has advised you that the most effective presentations have considered the following:
The company’s objectives
The company’s strategy supported by evidence from the review
Analysis of the elements of the strategy and the degree to which they have been successful
A final judgement that clearly answers the heart of the question

10. Report
To help the client with their decision, you are required to write up your analysis and evaluation in the form of a report for wider circulation within the client’s company by November 30.

11. McKinsey & Co
If you want to find out more about McKinsey or read the material that they produce on Marketing or another aspect of business:
Subscribe to McKinsey Quarterly
Watch their podcasts with major companies and business executives