Individual Assignment 2012-13
The McLaren Group
The McLaren Group was founded in1963 and entered Formula One racing in 1966 achieving its first victory at the Belgium Grand prix in 1968.
Today, after 181 Grand Prix victories, the group owns one of the world’s leading Formula One teams and has also expanded to include six separate companies in a variety of markets:
• McLaren Racing
• McLaren Automotive
• McLaren Electronics Systems (MES)
• McLaren Applied Technologies (MAT)
• McLaren Marketing
• Absolute Taste
Based near Woking, McLaren opened the new £40 million McLaren Production Centre (MPC) in November 2011 and expect annual production of the MP4-12C sports car to reach 4000 by 2015.
1. How has McLaren overcome the market entry barriers that are present in the mass car market? 15 marks
2. How would you define the level of diversification shown by the McLaren Group? You will need to use appropriate tools to assess the logic of the portfolio to support your conclusion. 50 marks
3. How does the McLaren approach to diversification reflect the historical perspective on corporate diversification as discussed by Goold and Luchs (1993)? 25 marks
Up to ten marks will be awarded for the executive summary and the overall standard of presentation, (including referencing).
A starting point for the assignment will be to research the McLaren Group:
http://www.mclaren.com/#/what-we-do
And then to read: Goold, M. And Luchs, K. (1993) Why diversify? Four decades of management thinking. Academy of Management Executive, 7(3), pp.7-25
. It should be a professionally written business report, suitable for presentation to a management team.
Marking Criteria
• Integrated and systematically structured document.
• Effective application of relevant concepts.
• Sound strategic analysis.
• Good linkages between sections.
• Relevant credible data sources appropriately referenced. (eg FT, Economist, Company Reports & Accounts, industry reports)
• Maximum 2000 words (this does not include appendices).
Exceeding the word count will incur a 5 mark penalty.
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