EXECUTIVE SUMMARY

This project is to improve the business plan of a company that make chocolate base gourmet. The main product of this company is the bird’s nest chocolate. This business has a potential in the market and can be commercialise worldwide. The objective of this project is to implement the strategic management into the company in order to increase the sales of company. This study will also be helping the company to have a better management in the future. The scope of the study is to implement the strategic management to the company business plan, to study the function of strategic management in the business plan, to validate the advantage of using strategic management. Our methodology is using the strategic management procedure that has a corporate level, business level and functional level. From the data collected we summarize that the strategic management that we can use to improve this company is using the concentrated corporate level strategic and using the horizontal integration method. We can analyse that this method will have significant impact on the business. We also try to overcome the weakness and threat that we obtain from the business plan that we analyse. By using horizontal integration we try to join venture with Cadbury chocolate company to build a well-known product because Cadbury has producing the chocolate gourmet for a long time and has been known for its delicious chocolate.

1. Introduction

1.1 Introduction to the strategic management.

Strategic management is a continuous process of strategic analysis, strategy creation, implementation and monitoring, used by organizations with the purpose to achieve and maintain a competitive advantage. The general purpose of doing it is to combine the energy of organization’s functional areas into one focused effort to achieve superior performance. It is usually done through the many