Capstone project: overview of strategic management, case study, and personal profile [case study: Anchor]
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Authors
Keathley, John O.
Issue Date
2010
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
Abstract
The purpose of this essay is to prepare a case study and make recommendations to the new owners of Anchor and its staff, facilities, intellectual properties, and - most valuable of all - its brand equity. The company is embarking upon a path of tremendous change. Even if the new owners kept as much the same as possible, the fact that the CEO of the past 45 years is stepping aside will create change scenarios across the organization. Therefore the essay will develop and compare options before making a recommendation on key elements of a strategic plan forward to pursue the new owners' vision.