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This assignment includes 2 sections:

  • Case study
  • Mini-project

Assignment Question(s):

Read carefully case No 8 from your textbook (entitled iRobot: Finding the Right Market Mix?) and answer the following questions: (1 mark each question)

  • Draw the SWOT matrix of the iRobot company.
  • What is the competitive strategy used by iRobot company?
  • Use the five forces of the M. Porter matrix to describe the robot-based product industry.
  • Describe the different functional strategies of the iRobot company.
  • Describe the relationship of iRobot with its primary stakeholders.
  • Describe the core competency and the outsourcing strategy of iRobot.
  • What kind of strategic alliance is used by iRobot? Why does iRobot choose it?
  • What are the main challenges that iRobot faces?
  • Assess the competitive advantage of iRobot in its market.
  • Recommend solutions for iRobot to improve its competitive advantage.


From real national/international market, select any type of strategic alliance between two firms and answer the following questions: (1 mark each question)

  • Briefly introduce your chosen firms, partners of the strategic alliance (industry, nationality, size, market position). Max 150 words
  • What is the type of strategic alliance used by your chosen firms? Explain its different reasons.
  • What is the method used by the firms to manage their cultures after the alliance? underline the pros and cons of this method.
  • Is this strategic alliance successful? Justify.
  • What recommendations can you provide to the managers of these firms to improve their competitiveness?


  • Use at least 4 references for your answers to section II.
  • All references used should be listed by the end of your analysis, using the APA style.