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Case Study 1Exquisite Flowers Natalie Tran is a self-employed florist who operates from her home in Kuala Lumpur, Malaysia. She is married with three school-aged children. Her husbands work commitments mean that he only comes home at the weekends. Natalie arranges and delivers flowers to hospitals and schools in central Kuala Lumpur. From time to time she also receives large orders for weddings. 1. Analyse the costs and benefits to Natalie in operating as a sole trader. [6]

2. Examine whether sole traders, like florists, benefit from a high degree of specialization. Case Study 2Mars Incorporated Mars is a global manufacturer of confectionary operating in over 65 countries and with annual sales in excess of $18 billion. Perhaps more surprisingly, and unusual for a business of this size, Mars is entirely owned by the Mars family making it one of the largest family owned businesses in the world. It all started with Frank Mars back in 1911when he and his wife Ethel started making and selling a variety of butter-cream candies in their home in Washington, USA. In 1920, Frank and his son Forrest produced the Milky Way barknown in Europe and other parts of the world as the Mars bar. It was an immediate success. Today, the portfolio of Mars brands includes Snickers, M&Ms and Twix. Having diversified into pet foods, its brands also include Pedigree, Whiskas, Cesar and Sheba. Mars brands are recognized, used and trusted on every continent and in almost every country. 3. Define the meaning of private limited company in the context of the case study [2] 4. Discuss the costs and benefits to the Mars family of keeping their business as a private limited company rather than as a public limited company. Case Study 3Vision and mission statements To be the most successful premium manufacturer in the industryBMW The company exists to benefit and refresh everyone it touchesCoca-Cola To organize the worlds information and make it universally accessible and useful Google [8] [6]

We work to help people and businesses throughout the world realize their full potential Microsoft Corporation. Connecting people has always been, and continues to be, our reason for businessNokia We believe in making a difference: value for money, quality, innovation, fun and a sense of competitive challengeVirgin Group 5. What is a mission statement? [2]

6. Using the above examples, analyze the role of vision and mission statements in a business organization. Case Study 4Lenovo Lenovo, the Chinese multinational technology firm, bought out the personal computers division of IBM in 2005. The aim was to establish itself outside of the Asian market by owning IBMs globally recognized brands such as ThinkPad laptops. The company is committed to four key values: Customer service Innovative and entrepreneurial spirit Accuracy and truth-seeking Trustworthiness and integrity. [6]

Recently, Lenovo has also tried to increase its market dominance by sponsoring key sporting events. Examples include its sponsorship deals with the Williams Formula One (Grand Prix) racing team and the National Basketball Association (NBA) signed in 2007, and being a key official sponsor of the 2008 Beijing Olympic Games. 7. Explain why it is important for Lenovo to specify its organizational objectives. 8. Examine the reasons why Lenovo might not be able to meet its objectives. [4] [6]

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